Archive for June, 2017

5 Tips for Writing the Best Email Headlines Ever

Posted on: June 21st, 2017 by Tim Garcia

by Andy Coffaro



You’re probably aware that one of the best ways to nurture your leads is through engaging, compelling, and enlightening email newsletters. There are best practices you should employ when sending them out, including using fun and casual language and providing one-click unsubscribe links at the bottom.

There’s only one major problem here: If your leads never open your email in the first place, then all the best practices in the world won’t matter.

The bottom line is this: When it comes to email marketing, there is nothing more important than the subject line.

A bad email subject line is like a busted doorknob. There might be all kinds of awesomeness on the other side, but it’s irrelevant if the door is never opened.

To make sure your leads walk through that door and open your emails, here are five tips and best practices you can start using today.

Remember this: More email opens equals more customers taking action, which equals a better ROI.

It’s a Mobile-First World So Keep it Short

Just how there’s a high likelihood you open emails on your phone or tablet, so too are your leads. This is even truer on the weekends when they’re likely using mobile devices while out looking at homes.

Recent studies have shown that 40% of emails are opened first on mobile devices. This is why you’ll want to use short email subject lines, otherwise it’ll get cut off on your lead’s mobile device and won’t make sense.

The basic rule of thumb is to use 50 characters or fewer. I personally use this free character count tool to make sure I don’t go over the 50-character mark.


Get Personal

Everyone likes hearing the sound of her or his own name when it comes to marketing, so why not use that to your advantage?

In the same way you might use the first names of your homebuyers and sellers to help build rapport in person, plug the name(s) of your lead(s) into email subject lines to attain more opens.


8 is Great, but 7 is Heaven

Have you ever noticed that the email subject lines you get or articles you read online often have an odd number in them? We’re talking things like “7 Ways to Lose That Gut” or “5 Wedding Locations That Won’t Break the Bank.”

Turns out the use of odd numbers that employ numerals (i.e. “7” versus “seven”) make it easier for humans to remember the items in that list.

There’s a ton of psychology behind this theory, and we bet you’ll start to notice this strategy when you read content online from now on.

It works. So make it work for you.


Tell Them What’s on the Other Side of the Door

Let’s think about our door analogy again.

Imagine knowing that on the other side of a door is a pot of gold, or a puppy, or a hammock and ice-cold cocktail.

Now what if you had zero clues as to what was on the other side? Would you be as compelled to turn that knob clockwise?

You have to give you leads something to get excited about, and your email subject line is the perfect place to do it.

Have a new and exciting promotion coming up? Tease it. Is there a new home on the market where previously inventory had been a ghost town? Let them know. Simply trying to wish a lead a happy birthday? Say so in the subject line.

Be direct, use concise language, and most importantly give your leads a reason to walk through that door to see what’s on the other side.


A/B Split Testing

Now that you’re using the four tips listed above, how do you know what is and isn’t working? How can you tell if email subject lines of 30 characters works better than 50? Do your readers enjoy emails that give them a comprehensive list of 11 tips, or do they prefer something a bit more digestible like 5 best practices?

There’s only one way to find out: A/B split testing.

If you aren’t familiar with A/B split testing, it’s actually really simple. Let’s say your email list has 1,000 leads in it. You write a first email subject line (A) using best practices, and then an additional one (B). These can be vastly different, or maybe you just move the lead’s name to the front of the email subject line versus the end. It’s entirely up to you.

100 people receive email subject line A. At the same time, 100 others receive email subject line B. After a set amount of time – let’s say one hour for our example – whichever email subject line was opened the most, that’s the one that the other 800 people will get.

A/B split testing is an absolute no-brainer and should be an integral part of your email marketing.

Email marketing is one of the best ways to engage your leads, built authority and trust, and even to send folks to your website. By utilizing these five best practices for email subject lines, you’ll increase the percentage of leads that get to your awesome content on the other side of that door.


More marketing advice can be found on our featured Tip Of The Week Archive webpages.


Things Got Worse (Re: Zillow & Your Listings)

Posted on: June 19th, 2017 by Tim Garcia

JUST IN: “…realtors are up in arms that the homeowner can complete the transaction with or without their services [thanks to Zillow’s new ‘Instant Offers’].

Not only will this disempower and listing agents – it comes with a price tag for Zillow who is poised “to disrupt the residential real estate industry AND put over 70% of its ad revenue at risk.” Read full story here.

Can you believe it?

Thankfully, there’s hope. You have the power to fight back.
Get your homesellers habitually turning to YOU, NOT Zillow, with Seller’s Corner.


increasing listings

This Real Estate Agent Knows Best (Re: Father’s Day)

Posted on: June 15th, 2017 by Tim Garcia

Tim here – how’s your summer going?
Heads up: Father’s Day is this Sunday the 18th.

Given the fact that parent-child dynamics vary from person to person, I tried to be as inclusive as possible when drafting the greeting below. Let me know what you think – and feel free to use the content in an email marketing campaign (it’s never too early to schedule one – you can literally copy, paste, fill in the blanks and send it).

While you’re at it, remind folks that father YOU know best when it comes to meeting their ALL of their real estate needs.

*Subject Line suggestions:
– Unconditional (Sometimes Tough): Dad’s Love Knows No Bounds
– Unconditional Support – Not Just A Dad Thing (Re: Selling/Buying A Home)
– Father (And I) Know Best (Re: Selling/Buying/Building Homes)

Fathers embody a unique kind of strength.
From training wheels to our first cars as adolescents, they take us on exciting routes in life.

Whether it’s confronting the monster under our beds, playing sports in the backyard, tinkering with tools in the garage, piggyback rides as kids, sharing barbecue tips, or simply providing a shoulder to lean on when we’re down and out – they have a special way of teaching us lessons and instilling values that help shape who we grow up to be.

Biological, Adopted and Step Dads, Uncles, Brothers and Grandfathers, I hope you take the time to connect with, and celebrate, the fatherly figure(s) in your life this weekend.

Take care,


P.S. – Speaking of family, consider me a “wise parent” in real estate – if you, your friends or anyone you’re related to is interested in homebuying, homeselling, home improvement resources, or needs advice on any similar topic – please feel free to reach out, at any time. 


5 Email Newsletter Tips That Transform Your Leads From Lukewarm to Scorching Hot

Posted on: June 7th, 2017 by Tim Garcia


by Andy Coffaro



You’ve got your email list of leads. Some are folks you’ve sold to in the past while others you met standing in line for your morning Starbucks.

No matter how you attain it, a lead is a lead is a lead.

One of the best marketing strategies to stay top of mind with your leads and increase the odds of doing business with them is through email newsletters.

But are you sure you’re employing the best strategies before sending them out?

If not, here’s how.


Test Your Email Subject Lines

Perhaps one of the more enjoyable aspects of sending out email newsletters is figuring out what resonates with your readers. What compels them to engage with your content? What are the powerful words you can string together that causes them to take a desired action?

It all starts with your email subject lines. Think about it: If your email is never opened, all the marketing strategies in the world won’t matter.

It may take some experimenting to figure out what works. Maybe your audience enjoys humor and wit, or perhaps they want subject lines featuring data points. There’s no perfect way to write an email subject line so experiment and find out.

Here are some creative examples from the men’s digital lifestyle brand, The Thrillist. They are short, to the point, and make you wonder what’s waiting inside the email.

Pizza ice cream? How could you not open that? And notice they used all caps for “PIZZA” so the word stands out even more.

Take chances and be creative.


Same Time, Same Day

People are creatures of habit: wake up in the morning, brush teeth, make coffee, turn on the news, check Facebook, etc. Half the time they aren’t even conscious of what they’re doing.

When possible, send your email newsletter around the same time on the same day. You will condition your audience to expect to hear from you.


80/20 Rule

We talked about this before for social media, but it applies here as well: 80% of the content in your email newsletter should be just engaging, entertaining, and enlightening information.

Save the other 20% for content meant to drive sales, which could include calls to action that send readers to your website.


Be Fun and Casual

Speak in a friendly tone. Use contractions (e.g. “aren’t” instead of “are not”). Write in short choppy sentences. Use bullet points. Embed a video you hosted on YouTube.

Again, be creative, but most importantly of all, write to your audience the way you would chat with them casually in public. You will still come off as an authority so long as the content you present is accurate, relevant, and actionable.


Unsubscribe Link

Always provide an unsubscribe link at the bottom of your email newsletter.

Don’t take it personally if people unsubscribe. There are those that simply don’t want email newsletters no matter how solid they might be.

And make it a one-click action. Don’t force people to enter their name and email address to unsubscribe. That’s an easy way to leave a poor impression.

By taking advantage of these simple email newsletter tips, you should see open rates go up, unsubscribes go down, and your leads transform from lukewarm to sizzling-hot.


More marketing advice can be found on our featured Tip Of The Week Archive webpages.