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Those working in real estate know that digital tools are valuable in recruitment. Social media, for example, is a perfect platform to search for talented candidates. You can also use social networking to engage potential hires and increase their chances of joining your brokerage.
However, despite social media’s popularity, one rather old technology remains to be the preferred, more effective communication channel for recruitment: email. The thing with email is that it can be challenging to get things right. When you do get it right, however, you’re going to be amazed by the results.
Here are some tips to maximize this humble tool for your real estate recruitment strategies
Monitor Your Statistics
If you don’t know what’s working and what’s not, you won’t be able to maximize your email campaigns. That’s why it’s important to monitor and understand your email statistics. There are tools like Getbrokerkit to help you achieve this goal. Aside from helpful features such as email scheduling, you can also review data such as the open rate, response rate, and the like. With these details, you can continue or replicate successful strategies and tweak or completely scrap ineffective ones.
Use It at the Right Time
Among social media’s primary functions are information sharing in communication. However, it might seem a little too forward to get in touch with a potential candidate through their Facebook or Twitter account. This is especially true if it’s the first time you’re doing so. Email, on the other hand, is the perfect balance of professional and personal for initial contact. Once the candidate responds, other means of communication can follow.
Email is also a great tool for following up with a potential recruit after they’ve gone through the application process and interview. It provides consistent yet non-intrusive communication, which can enhance the candidate’s experience. In short, email is the most effective when you use it at the right phase of recruitment.
Make Sure to Spell Check
Even if you’re using a pre-approved template, don’t make the blunder of sending an email without proofreading it. This is a rookie mistake that can leave a bad impression and make you look unprofessional. The most important detail to get absolutely right? The candidate’s name. Remember to also keep your message simple. Avoid using too much jargon or buzzwords, even if you know that your recipients will understand what you mean.
Keep It Concise
Aside from making sure your emails are free from typos and grammatical errors, you should also keep your message short. The human brain has amazing capabilities, but it doesn’t do too well when confronted with too much information at the same time. Try to keep your email under 200 words, ideally within 125. Short and as simple does the trick to make you, the sender, more accessible. Another good tip is to break your email into two or three paragraphs so that the candidate doesn’t get overwhelmed with a wall of text.
Improve the Subject Line
The subject line is the first thing a recruitment candidate sees when your email reaches their inbox. Thus, you want the subject line to be an attention-grabber. It should also be descriptive enough that the recruitment candidate will be convinced to open (and read) your email. Like the email body, try to keep the subject line short. Some suggestions for subject lines that can pique interest are questions or statements that start a dialogue. You should also consider the level of experience of the real estate agent, since this can influence the way they interact with recruitment emails. Finally, and as earlier mentioned, monitor your statistics. Check which kinds of subject lines are more effective in terms of open and response rates.
Be Specific with Your CTA
As critical as the subject line, you shouldn’t forget the importance of your call to action (CTA) as well. Let the candidate know exactly what you want them to do after reading your email. Let them know if you want them to reply via email or give you a call. People will be more receptive to your emails if you give them specific directions in your CTA.
Consider How the Email Looks on Phones
More and more people are now checking their emails using their mobile devices. This is the case for most if not all real estate agents who are often working out on the field. If your email is not readable on a mobile device, you might not get the kind of response you want.
Again, keep your emails as short and simple as possible. You should also consider minimizing the use of graphics-intensive layouts. Some color and images are a nice touch, but make sure that they look good both on desktop computers, tablets, and smartphones.
Email may be a senior citizen in the world of digital tools, but you definitely shouldn’t disregard its importance and effectiveness in real estate recruitment. Keep these tips in mind to make sure that your email campaigns deliver your desired results.