14 Subject lines you HAVE to use in your email marketing.


The subject line in your email is the most important factor of any email that you send to consumers. Why? Because if you don't get people past this stage, engage their curiosity, and make them wonder what is hiding behind the subject line, they won't read your content, and you will have wasted an opportunity. But what subject lines can you use as a real estate agent. "Look at this house" and "Great home now for sale" were subject lines used through the 90's. Email has evolved, and so have the subject lines you need to use. Here are 16 subject lines you need to start incorporating in to your email marketing.

*The subject lines whilst very usable are primarily used as samples to showcase the techniques. The technique focus explains how you can customise this to your content. 

1. 5 reasons WHY this house is for you:

Technique Focus: Subject lines that use the theme incorporating a "WHY" element are great for engaging people. It sparks their curiosity, so try subject lines that state WHY this email is relevant to them.

A home that is close to cafes, and easily accessible by bike should appeal to a young, hip demographic. 

A home that is close to cafes, and easily accessible by bike should appeal to a young, hip demographic. 

2. Sell more homes this month than ever before.

Technique Focus:  Focus these subject lines on the benefits that will be received if they follow your guides. Don't talk about what they need to do to get there, but the benefits that will come if they implement this approach. 

3. Is this Melbourne's best poolside view?

Technique Focus: Creating a pause and response is imperative for getting people to click on your emails. Ask them a flat out question, and provide the evidence for your presentation behind the door, in the email. 

4. Lara Bingle believes this home is Sydney's best.

Technique Focus: Testimonials are great, especially when they come from industry experts or celebrities. Use the industry experts and celebrities you know and ask if they will lend their name to an article, people trust reputable figures. 

5. How to make your home ready for summer.

Technique Focus: Pick a time of year or a current issue that is prevalent and discuss how people can adapt their current living arrangement. If you're currently going through a heatwave, an email about "How to cool your home naturally can be a great subject line.

We'd love to know how to make this home ready for summer. 

We'd love to know how to make this home ready for summer. 

6. Interest rates are on hold for February.

Technique Focus: Focusing on facts that are current and relevant are essential for people who are wanting to be in the-know right now. Sending alerts with current updates is essential in engaging your customers. 

7. Discover the way the elite of Sydney live.

Technique Focus: Focusing on peoples curiosity and where they want to be is a great way to get open rates up. Fascination emails are a great way to get content shared as a lot of people have dreamt about your content. 

Hinting at how celebrities live in their local neighbourhoods is sure to get clicks. 

Hinting at how celebrities live in their local neighbourhoods is sure to get clicks. 

8. Attention North Shore agents, this is what your competitor has just done.

Technique Focus: Focusing on a specific demographic and calling them out is a great way to increase action as it specifically reaches out to them and tells them you are speaking about no-one else but them. This will likely increase click-throughs due to the highly personalised approach. 

9. Sarah Michael, this home is perfect for your family.

Technique Focus: Focusing on directly targeting a consumer and fulfilling their needs is a great way to get click throughs. If you have a client who is looking for something specific (e.g a list all looking for family homes under $750,000 you could title this, Sarah Michael, the perfect home that's in your budget. The direct nature is a sure way to increase open rates. 

Sending an image of what you are pitching is their 'next home' can be incredibly emotive. 

Sending an image of what you are pitching is their 'next home' can be incredibly emotive. 

10. 6 homes that are all winners in Balmain.

Technique Focus: List items are great for two reasons, it primes the reader to know exactly how many items they should prepare to be reading, and also keeps your content simple and clean by being presented in a list format. Try this technique when you have multiple items to showcase. 

11. I saw this house and I couldn't believe my eyes.

Technique Focus: Promising emails imply to the reader that if they click on this they will learn the reasonings behind your subject line. It sparks curiosity as people want to hear how you reacted to that situation, an in-depth response is required so the reader feel satisfied. 

12. The place everyone is going to this SUMMER

Technique Focus: As the seasons change, people want to know what is happening at that time. Focus emails on the seasons and weather, if the weather is going to be great this weekend, put together a short list of the best cafes to visit this weekend as the weather hots up. Change these according to the seasons. 

13. The weekly scoop you can't miss out on.

Technique Focus: For people who want to use some email subject lines on repetition this is great. It helps by priming the readers to know that this content will be a similar representation of the previous week and establishes a long term relationship. Beware, this can get stale so this needs updating. 

14. Your last chance to attend my market seminar for free.

Technique Focus: This technique focuses on urgency and making the reader fear missing out on something they'd enjoy doing. This call to action makes the person question if they are willing to let this opportunity to slip by, so use this when you have an event or a deadline you want people to adhere to. 

About the Author:

Todd Schulberg

Todd Schulberg handles all things marketing for Homely.com.au - Living and breathing property, Todd has a keen interest in the movements in the market and how agents can utilise new tools and technology in order to be more connected. Using all things social, Todd suggests different ways that agents can engage and think outside the square with their marketing approach. 

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