In my past 27 Email Breakdowns, I looked at emails from various brands whose lists I’m on.
I’m on this company’s list, too, but one difference….
I wrote the very email I broke down in this post.
Yep. This is an actual piece of copy I wrote for a client — a property management company and real estate broker called Evernest.
That means you’re about to get a glimpse of my copywriting work…
About Evernest
Evernest is a full-service property management firm and a real estate brokerage. In other words, you can buy or sell real estate properties through them…
And they can handle all the leg work of buying/selling/management. You pay them a fee for their services and keep the rest.
At the time of writing, they operate in 25 cities/metros across 13 US states.
Also, they are lovely people to work with. If I wade into real estate in the future, I may just hire them.
But I digress.
The Email: Educational Content + Solution Positioning
This email is basically a mini blog post. It offers an intro, a body with the “meat” of the “article”, and a closing.
Of course, I included a CTA because, well, my clients and I aim to make money. We’re in business, after all.
The Subject Line: “Want to invest in out-of-state properties?”
This is a common desire for real estate investors who earn high incomes and, in many cases, already own a property or two.
So I chose the simple route: Put the question in the subject line.
Any reader who wants the answer knows that the email probably has the answer.
Now, one thing I’d add to my email is preview text.
I could make it something like “read this to find out how.”
The Body Copy: Learn How to Invest in Real Estate… Out-Of-State
I approached this email from a “listicle” angle.
First, I started by calling out the reader’s desire… while knocking down objections and fears:
Isn’t that the dream?
The financial benefits are clear… but this copy offers a tinge of “exclusivity” and “eliteness” as well. You could have an empire of properties while some other company handles all the work.
You’re basically a real estate mogul. Friends, family, and fellow investors look up to you.
So how do you get there?
That’s where I dive into the learnin’:
Readability is vital in emails. That’s why we used bolded headings, plenty of spacing, and a bulleted list.
Also, notice the blue lines. We divided the email into sections for readability and style purposes.
Onto step 2:
Much shorter. I don’t waste time fluffing this up. The benefit of preapproval when purchasing a property is clear.
Many real estate investors know what pre-approval is in isolation. No need to elaborate. I just need to note that the reader has to do it as part of the process, if that makes sense.
Finally, step 3:
My client’s a property management company. So this section combines education with subtle selling.
I’m setting up the following problem in the reader’s mind: “I need a property manager!”
I’m also listing a few qualities to look for in a property manager…
And guess what?
Yes — my client has the qualities I listed. So once again, seeding the solution as my client.
Makes for a perfect segue into bringing this new problem and solution to the surface:
We do some future-pacing by stating how these steps put you on the fast track to building a real estate portfolio across multiple states…
But then bring up the struggles and obstacles.
I mean, do you think a high-income earner has time to research markets all over the country, pick the best one, find local, trustworthy professionals, and close the deal…
While living on the other side of America?
Few, if any, in my opinion, do.
So we segue into the solution for overcoming these obstacles — my client:
Instead of diving into a tirade about all the features of working with Evernest, I dimensionalized the top 3 benefits.
One, “boots on the ground.” In real estate, the best agent is one that lives in your market because they know that market. You don’t want an agent lacking experience with or in that market.
Two, “we’re your partner…” That’s more tangible than explaining Evernest’s entire process in the email.
Three, the last paragraph. Straightforward: Evernest handles the hard stuff. Investors get steady rental income.
Segue to CTA:
Not much to say about the CTA. It tells them exactly what to do.
Below the CTA is a boilerplate type of block and social media links. Never hurts to throw these in your emails. The reader might not be a property buyer — so these links offer other options without drawing this email’s target away from the main CTA.
Takeaways
Educational emails never fail if they explain how the reader can solve a particular problem. You can spin them into sales emails by positioning yourself as the solution…
And seeding the need for your solution throughout the body copy.
So if you send nurture-style emails like this to your list, work some selling into the content where it feels natural.
Hey: if you have a solution that can alleviate a customer’s pain, it’s your duty to sell them that solution!
What to Do Next
- Get on my email list.
- Reach out to me if you want help writing emails like this one.
- Check out Evernest if you want to invest in real estate… but want professionals to handle all the tough stuff.
Thanks again