When expanding your team of real estate agents, it can be rather discouraging when you don’t hear back from potential candidates. The good news is that it’s more than possible to increase your conversion rates by rethinking your entire email strategy.
For instance, you could invest in an innovative recruiting platform (such as Brokerkit) that is specifically designed to meet the needs of real estate recruitment teams. These can help you track every aspect of the process, from your emails to your recruitment funnels.
In addition to investing in the right tools, you’ll also want to learn tried and tested techniques for writing highly effective recruitment emails. To get you started, here are four of our best tips:
Create An Engaging Subject Line
If your prospects are in high demand, they likely get dozens if not hundreds of emails in their inbox each day. Hence, you’ll need to make sure that your subject line stands out from all the rest. It’s the first thing that they’ll see when your email lands in their inbox, so you’ll want to make a strong first impression.
In fact, studies show that nearly half of recipients decide whether or not to open an email based on the subject line. In addition, nearly 70 percent of recipients use the subject line to determine whether or not a message should be considered spam.
One way to make your subject line stand out is to indicate what’s in it for them. Essentially, tell them why they should bother opening your email by stating what you have to offer. Another technique for grabbing their attention is to drop in elements that are familiar to your candidate, such as where they went to college or what projects they’ve worked on in the past.
State Your Value Proposition
More often than not, top agents from other brokerages tend to be quite content where they are. So to get their attention, you’ll need a deep understanding of what they value most when picking an agency to work with. Once you’ve determined this, it’ll be easier to pitch the advantages of joining your brokerage.
However, don’t fall into the trap of focusing only on a high salary or commission. For some agents, especially younger ones, making a large income may not be what motivates them most. That said, you can still differentiate your brokerage by focusing on everything else you can bring to the table. For instance, do you offer a healthy work-life balance? Do you provide mentorships and training programs for new recruits?
If you know what qualities set your agency apart—and if all these provide a better value proposition than their current brokerage—they may just take you up on your offer.
Personalize Your Message
While it’s easy to send canned emails to multiple agents in one go, studies have found them to be largely ineffective. That’s why it’s important to personally tailor each and every email according to your recipient.
Keep in mind that personalization goes beyond simply adding in a candidate’s name. As with any type of pitch, you’ll want to look up your prospect and get a better idea of who they are. Check out their LinkedIn profiles or their social media accounts if they’re publicly available. Find out where they’re currently working, as well as if they’ve won any awards or achievements. You can also take note of other personal details, such as their hobbies or their recent travels. If your candidate is a referral, you can even mention why the referrer recommended them.
All this will show the candidate that you’ve done your research and took the time to learn more about them, making them more inclined to respond.
Ask To Meet And Talk In Person
Though email is an effective medium for initiating conversations with potential hires, they don’t have any of the interpersonal elements that face-to-face interactions can provide. So make sure to ask if you could chat with them over a phone call or a video call to get to know them better. Once you’ve warmed up your lead, so to speak, you can invite them to meet for coffee or even see your office.
When making the ask, it’s best to be as specific as possible with the details, such as the date, time, and venue. This is because candidates are more likely to respond positively to a clear request compared to a vague suggestion.
You may also find greater success by initially asking for only a small investment of their time. For instance, instead of inviting them out to an hour-long lunch, you can ask if they’d be open to a brief 10-minute phone call first.
These are just some of the ways you can optimize your real estate recruitment emails. Keep these tips in mind and you’re sure to attract top talent to your brokerage soon enough.