Even with the ever-growing popularity of social media recruiting, email remains to be one of the most effective ways to find the best real estate agents to work for your brokerage. Of course, for the best results, you need to master the art of writing a recruitment email. Check out this link if you need some help and reminders: https://getbrokerkit.com/home/dos-and-donts-of-recruiting-email-templates/.
For more recruitment email writing tips, here’s a rundown of five no-no’s that you MUST avoid at all costs:
A Generic Email Address
It’s likely that your brokerage has a couple of generic email addresses where people can send general inquiries or job applications. These could be something like [email protected] or [email protected]. Because the messages are all inbound, it’s perfectly fine to use these nameless addresses because they will be forwarded to the person or persons in charge afterwards.
When you’re recruiting someone, however, the message is being sent to a specific individual. This makes an email address like [email protected] feel impersonal. Worse, it can make the person think that you didn’t even prepare all that well—or that your email is spam! The result? Likely a rejection. The candidate you’re trying to approach may not even open the email at all.
Personalization is a big thing when it comes to email recruitment so make sure to use your name is visible. An email coming from [email protected] as the sender definitely feels more “legit” than a message from [email protected].
Cliche or Unimaginative Subject Lines
The subject line is arguably more important than the contents of your recruitment email, simply because it’s what compels the recipient to open your message. If your subject line doesn’t motivate the candidate to check out what you have to say, then your recruitment efforts have failed.
You should also keep in mind that talented real estate agents are high in demand. As such, they’re likely receiving multiple emails with recruitment offers every day. If your subject line doesn’t stand out, your email will probably get buried under other messages from other brokerages or recruiters.
For effective subject lines, avoid vague words or statements like “Are you interested in a new opportunity?” because they can be read as spammy or misleading. Rather, be straight to the point. “Our brokerage is looking for agents like you.” is simple, direct, and intriguing.
If you’re noticing a low open rate in your recruitment emails, try implementing A-B testing with your subject lines. Develop three or four different messaging styles and then take note of which emails get opened by which recipients, then make use of the one with the best results. Then, rewrite your other subject lines following the one that works best.
A Long Message
If you’ve been in the industry for a while, then you know that real estate agents have jam-packed schedules most of the time. In short, they don’t have the time to read novel-esque recruitment emails. In addition, real estate agents are probably going to check your email from their phones; therefore, shorter emails are better.
Just like your subject line, the contents of your recruitment email should be straight to the point. Your call to action should also be as clear as possible, whether you want them to email you back or click a link to sign up for a candidate network.
An Email About You, Not Them
If your recruitment email is all about your brokerage, expect it to be ignored. It doesn’t matter if you can provide the most competitive commission split or have annual trips to the Bahamas for high-performing agents. Remember: you approached the candidate and therefore, you are the one who needs them.
The key to an effective recruitment email is to make it about the person. Introduce your brokerage but don’t oversell it. Rather, emphasize why you think the candidate is a good fit for the job opening you have. At the same time, be careful about flattery. You want to sound genuine, not pretentious. When you strike the perfect balance, the candidate will be more likely to entertain your message.
Spelling and Grammatical Errors
Last but certainly not least, no real estate agent wants to see a recruitment email riddled with spelling and grammar errors. The most critical mistake you can make, however, is getting the candidate’s name wrong. This shows that you don’t care enough to research them properly. Even just one letter can be a big difference—” Jenifer” is not the same as “Jennifer” even if they sound exactly the same.
To avoid these mistakes, proofread your recruitment email before you send it. Better if you can another member of your team to check for typos and other errors that you may have missed on the first read-through.
By now, email is a pretty basic method of communication. Still, you can get a lot of things wrong if you aren’t careful in writing an email for a specific purpose like recruitment. Take note of these don’ts to increase the efficiency and effectiveness of your brokerage’s email recruitment campaigns.
About the Author:
Monica Mendoza is a content writer and marketing professional who’s on the lookout for a new house. As part of her research, she’s taken a good look at how the real estate industry works and how she can find agents who can help her get a good deal. When she’s not working at home, she can be found baking and looking for new recipes online.
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