How To Remove Prospect Anxiety With A Single Email

Part of the Email Marketing for Real Estate series.

Pull on your gloves and grab that can of grease because we’re about to add some “extra slick” to your autoresponder’s drip email campaign.

First off, the goal to any marketing funnel is to make it as slippery as possible. This means removing as much of your prospect’s anxiety as possible so that they don’t get hung up on doubts, questions, or objections.

The technique your about to learn is pretty simple. It’s just a matter of taking what’s already a standard practice elsewhere and tweaking the way it’s used and deployed.

As a Realtor you no doubt get hit with questions all of the time…

• How much is my home worth?
• Do we buy a dream home or buy small and remodel?
• When’s the best time to buy?

You’ve probably got a FAQ (Frequently Asked Questions) list compiled on your website, maybe even a handout you provide your clients that address these questions.

Then there’s the ones they don’t ask you:

• How much should I pay (will I lose) in commissions?
• My sister’s friend’s brother is a Realtor, why not just go with him?
• Should I sell my house without a Realtor?
• … and on and on

Now, do you think that, depending on the answer, it could cause your prospect to slam the brakes? Yeah, that’d suck.

So, here’s what we do: use your email marketing skills and insert a FAQ email into your autoresponder drip campaign.

Here’s an example of some copy you can swipe for your email (stuff in {} are my editorial comments :

Over the past few days I received a couple of interesting emails with some excellent questions and I thought you may be interested in the answers… after all, they may help you with your home buying decision. {keeps them reading}

QUESTION: I’m really blown away by the current market and all the attention real estate’s received. {acknowledge the major media reports that may very well be conflicting with your local area}

MY ANSWER: Well, I won’t argue… guess who navigates the real estate market ever day {showing you’re the man on the scene… the real expert in the trenches}

QUESTION: My gut tells me that this really is a time to buy… But, this is a major investment and I don’t want to make a mistake. {this is a pretty ninja line. it keeps them emotionally connected to what they truly want, while acknowledging their fears}

MY ANSWER: Yes, it’s ALWAYS wise to be careful when making large investments. Personally, I think the current market is THE best time to steal your dream home. If anything, it’s worth exploring the opportunity, which is why I’m so busy helping folks right now. {acknowledging their concerns, show that if they wait they may miss out, and that other people are taking action now}

QUESTION: Why should I work with you? {let’s get down to business}

MY ANSWER: Well, to be totally transparent, I may not be the right Realtor for you. However, I have helped over 72 families find their homes over the past few years and here’s what one of them had to say about the experience:

“INSERT RELEVANT TESTIMONIAL”

{moving away from the stereotypical sales approach. let’s face it, you’re probably not going to sell them in an email anyway. but, you can build credibility and proof}

Now, even though I’m working with real estate all day, I’m not jaded about the market at all… in fact, I can’t wait for a house over in Grayhawk to go on the market.

That’s it… if you want to discuss your questions more in-depth, here’s my number:

(123) 456-7890

{call to action}

Pretty easy-peasy. Very easy-going, not your typical “let’s buy a house” noise. But, very powerful when used, wouldn’t you agree?