5 Things to Include in an Effective Real Estate Recruiting Email

Apr 12, 2021

One of the most difficult things about real estate recruiting is finding an effective technique. You’re competing with hundreds of other recruiting companies and brokerages, so you really need to step up your efforts. If you’re running out of recruiting real estate agents ideas, you can rely on a trusted method: email.

It might seem a little too “old school” in the era of apps and social media, but email actually remains to be an effective communications tool and recruitment platform. The key is to find a formula that works. When crafted without specific intent, an email can easily become an impersonal message. With the right components, on the other hand, it can transform your recruitment efforts.

That said, here are some things that you have to include in an effective real estate recruiting email:

A Non-Spammy Subject Line

If your recruitment email goes unread, then you’ve already lost the battle. As such, the first thing you need to make sure of is that the recipient opens your message. You can do this by crafting a subject line that sounds “legit.”

Avoid fantastical, too-good-to-be-true statements. Some of the phrases you want to ditch are “once in a lifetime” or anything that has to do with money like “earn your first million with us.”

These are red flags that can send your recruiting email straight to the trash bin. You should also avoid excessive punctuation marks, especially exclamations. A subject line with “!!!” at the end looks like something from a scammer, right?

Finally, be as specific as you can. Adding a location, in particular, will help real estate agents determine if the job you’re offering is a good fit for them. In addition, don’t forward your emails. Seeing that “Fwd:” on the subject line will signal that you didn’t take the time to write a personalized message.

A Bold, Personalized Introduction

As the saying goes, first impressions last. This is especially true when it comes to recruiting emails that are competing with other messages, whether personal or work-related. If you don’t make a good enough first impression, it will be hard for you to sell the job offer.

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Make a memorable introduction by being bold and straightforward. Striking images or even short videos can also work wonders. Another thing you have to remember is that a fully personalized email works infinitely better than generic ones. Check your language—you want to sound professional but not overly formal. Remember: you’re a person first, and a recruiter second.

A “What’s In It For Me?” Part

At the end of the day, real estate agents want to work for a company that can help them achieve their goals. In short, they’ll be asking things like “What’s in this job for me?” or perhaps “Why should I choose to work for this brokerage?”

Think of it this way: every brokerage can offer something to every real estate agent. Do your research so you can pinpoint what your company can specifically do for a specific candidate—that is what will make you stand out. Of course, the salary is important, but what else can you offer beyond this? Be specific when answering this question and make sure that each benefit is relevant. Again, do your research so you can easily and clearly establish what unique value you can offer to a real estate agent.

A Short, Simple Body

Everyone’s busy nowadays, particularly in the fast-paced world of real estate. In addition, since they’re almost always on the go, plenty of agents use their phones in reading emails. This is why keeping your email short and easy to understand will work in your favor.

Try to have a word count of no more than 250 to make your email easier to read and digest. In addition, refrain from using too much jargon and other “buzzwords.” Real estate agents may be able to understand them, sure, but being too liberal with these terms can also make you sound pretentious. It can take a bit of practice to keep things brief, but it will definitely be worth the effort.

A Clear Call to Action

Before you sign off your recruiting email, don’t forget to let them know exactly what you want them to do. Do you want them to give you a call? Do you want to meet with them personally for an interview? Do you need them to visit an online portal where they can continue with the next steps of recruitment?

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Whatever it is, make sure to be clear about it. This can help prevent any miscommunication, as well as set expectations. A clear call to action can enhance the entire candidate experience, which can ultimately increase the possibility of good hires.

When it comes to real estate recruitment, it’s inevitable that you’re going to have to use a variety of technological solutions to make your job easier. Still, at the end of the day, it’s not about the tools but how you use them. In this case, email is a rather basic tool but also one of the most effective—provided that you learn to use it wisely. Hopefully, this list can help you in that regard.


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