Many recruiters continue to send real estate recruiting letters through email to promising candidates. It’s an effective method of candidate sourcing, helping you engage and encourage the right people to join your real estate brokerage.
However, to generate a response, you need to make sure you have a well-crafted recruiting letter. Fortunately, many real estate recruiting software feature email templates optimized to produce the results you want. For example, you can Getbrokerkit for a reliable software that can help improve your overall recruiting process—including the writing of effective recruitment letters.
Indeed, certain elements in your recruitment letter can increase the chances of catching candidates’ attention and hiring the best agents. To learn more about the essential parts of a convincing real estate recruiting letter, read on.
An Eye-Catching Email Subject
The first thing the recipient will see when they receive an email is the subject line. Thus, make sure you write an interesting one that will urge them to open and read your letter. If the subject isn’t eye-catching enough, the email will likely be ignored or will be quickly sent to the trash folder. Remember as well that while you want your email to stand out in the candidate’s inbox, you can’t write a subject that’s too quirky. The recipient might find it suspicious and tag it as spam.
To prevent this from happening, write a concise and engaging subject line. This will help ensure your email gets opened whether the recipient is looking at their inbox from their smartphone or computer. If you feel stuck, you can craft the subject in a question form to spark curiosity or as a way to start a conversation.
A Personal Message
Agents will know if they are reading a generic recruitment letter and will likely ignore it. While it’s easier to send an email blast to a list of agents, it isn’t very effective. Instead, do your research about the agent you’re writing to and send them a personalized message. Go through their social media pages and look at their background, career experience, and interests. See if you share any similar connections or belong in the same organization. Use those as common ground when you craft a personal and thus more convincing recruitment letter.
If you are emailing an agent based on a referral, ask the person who referred them why they think the candidate they referred is a good one. Make sure to include this information in the email and use it as a jump-off point to converse in a personal manner. When potential candidates feel they are treated in a friendly way, it will help you stand out among other real estate recruiters.
A Value Proposition
When writing a recruitment letter, make sure to clearly state what the candidate gets out of partnering with your brokerage. Offer them something unique or better than what they are already enjoying. Also, take into account what the agent truly wants. While commissions are great motivators, it isn’t always the priority of some agents. They may prefer more freedom in their work hours, a healthy work-life balance, or additional training. Identify what each agent you’re recruiting wants from your brokerage and tailor your message accordingly. It will help set your recruitment letter apart from what other brokerages send.
A Brief Discussion of Your Brokerage Company
The highlight of every recruiting letter is the job and career opportunity for the candidate. Still, you can also use it to promote your brokerage. Briefly discuss your company’s values and why you think the candidate will enjoy working there. By talking about your firm, the agent will have a better idea about the organization they will potentially join. Remember to also describe the company culture and how you see them becoming a great fit in your company.
A Clear Call to Action
As you introduce the potential career growth the agent can experience once they join your real estate firm in the recruitment letter, be sure to end the email with a definite call to action. Whether you want them to call you back or meet you in person, you need to make it clear so you can get the response you’re expecting. If, for example, you want them to call, let them know your number and the best time to reach you. When it comes to arranging a meeting, propose a time and date. You want to sound decisive so the agent will feel you are serious about recruiting them. If they’re interested, they will likely respond and let you know if they can accommodate you or negotiate a suitable schedule.
Keep in mind that while you want to have a clear call to action, make sure you don’t overwhelm the candidate by leaving too many instructions. Keep things simple with one or two calls to action and discuss other details next time you get in touch with the agent.
Sending a well-crafted recruitment letter is still an effective way to engage real estate agents and convince them to join your brokerage firm. To ensure your email gets noticed and you receive a positive response, make sure the above-mentioned elements are present. Otherwise, your email will go straight to the trash folder and you will miss out on having another talented individual in your roster of agents.
