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Top 5 Tips for Writing Real Estate Recruitment Emails That Work

author Written by Jinisha Ghodasara October 5, 2020

quick guide to build

Real estate agent recruitment is an important component of brokerage success. Without talented people in your roster, you won’t be able to reach your targets. That’s why you need to prioritize agent recruiting in order to keep your team as robust and competitive as possible at all times.

Get plenty of recruiting ideas to help everyone, such as these ones from the experts behind the famed Brokerkit software. One example is to maximize the use of recruitment emails. While many would consider it old-school, email is actually an effective real estate recruiting tool. The key is to know how to craft one that works.

How do you do it? Below are just a few tips for writing recruitment emails that will make your brokerage stand out:

Don’t Use It All the Time

Admittedly, this tip is more about timing rather than actual writing or crafting content. However, knowing when to send customized recruitment emails is just as important as its contents. It won’t matter if you have the most amazing, most attention-grabbing email ever if you’re sending it at the wrong time.

Ideally, you should send recruitment emails to prospective agents at the beginning of the journey. That is if you’re still trying to establish initial contact with a candidate, use an email. It can feel less intrusive and thus more welcoming than a phone call or a direct message on social media.

Another great time to send a recruitment email is for following up. You can do this after the agent has already been interviewed or after receiving a formal application (depending on your brokerage’s hiring process). Remember to be persistent but not aggressive when making reminders. In the end, ask them if they prefer to communicate in other ways or if they want to continue with email correspondence. Doing so can help improve the candidate experience.

Do Your Research

Before you write a recruitment email, do your research about the agent or broker first. This is the best way to send a customized message that goes beyond using the candidate’s first name. Gather as much information as you can without breaching privacy, and then use the information you’ve gathered for a truly personalized email.

The simplest way to do this is to use social media, particularly LinkedIn. Look at their profile and their job history. Pick out something interesting to talk about, say their experience in a city that’s quite different from your own area of coverage. Perhaps the agent used to be in another industry before switching to real estate. If the candidate is a referral, you may ask the referring employee about a few details. Again, just be careful not to go into personal details. Stick to the person’s career and qualifications, perhaps some of their hobbies and passions.

By going a little more in-depth, you can truly differentiate your emails. It shows your concern and genuine interest in working with the candidate. In addition, you can also avoid sending recruitment emails to someone who eventually turns out to be unsuitable for the position.

Remember: It’s Not a Letter, It’s an Email

Some real estate recruiters tend to write emails as if they’re writing a letter. While email is, indeed, a form of communication, remember that you don’t have to follow formal structures (complete with a return address). Instead, aim to sound professional. Loosen your vocabulary a little and choose more casual-sounding words. You should also start the email with a friendlier salutation such as “Hello [first name].”

That being said, “sounding casual” doesn’t mean forgetting about proper punctuation, spelling, and grammar. Make sure that your language is also as clear and concise and possible. Remember that people receive multiple notifications daily. Don’t give them a reason to ignore your email because it’s long-winded and too flowery.

Make Sure Your CTA Is Clear

Make sure to include calls to action or CTAs to your recruitment emails. If you don’t, the candidate may not respond because they’ll be wondering what you want them to do. Let them know that you want them to email you back, give you a call, or inform you when they’re available for an interview. Be clear with your CTA so you can expect to receive the response you want. Finally, don’t overwhelm the candidate with several instructions. One or two calls to action would be enough.

Don’t “Hype” Your Subject Line

The fact is that if you don’t make your subject line interesting, your recruitment email will probably be sent directly to the trash folder. However, there’s also the problem of going a little too quirky. Sounding a little too “hype” might make the recipient suspicious.

A well-written subject line for a recruitment email is short, punchy, and descriptive. Most emails are going to be viewed using a mobile device first, so take special note of the character count. Try using questions to pique curiosity or kick-start a conversation.

Finally, don’t forget to measure performance. In particular, keep track of the number of opened emails, the number of candidates who actually responded, and how many got hired. Other metrics include the number of referrals who respond and even the subject lines with the highest open rates. By measuring performance, you’ll have more ideas on what to do the next time you send another recruitment email.

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