A Real Estate Newsletter With Some Creativity

I’ve been interested in Real Estate for a long time. Just haven’t gotten up the courage do really do anything with it.

I’ve got an uncle who retired at 45 because of real estate investments and a friend who runs a short term rental company down in Myrtle Beach, SC. 

I’d love to jump into the Real Estate Investing (REI) game… but I don’t have the time or the funds to do it right now.

The latter is why I ended up on Pace Morby’s list.

He’s a really cool dude who thinks about real estate differently. He’s done hundreds of deals without putting ANY money down.

He uses subject to and seller finance to get all of his deals. I discovered Pace through the Bigger Pockets Podcast and have followed him ever since.

Recently he’s been focused on using AI in the REI market and he’s covered some pretty cool stuff. This email was a direct sales email for access to an AI tool and special training.

Before I jump in, I would love your feedback on these breakdowns. Leave a comment down below or hit me up on LinkedIn and let me know.

As a reminder, every week I am going to pick a different email that I read and that “made me click.” I’ll break down the email from the subject line to CTA and share what I think they did really well. 

Hopefully I can share some insights into what makes a really good email and how you can use these insights to improve your click through rates and email conversions. 

If you have an email that “made you click” and you’d like me to break it down, shoot me an email at ben@henkenmarketing.com.

Now let’s get onto the good stuff…

Straight Up Curiosity For The Subject Line

“Here’s why Jamil is p***** at me!”

Unfortunately, Pace’s email software adds on the start of the email following the preview text… which takes away a little bit.

And the preview text almost gives away the curiosity.

Hint – don’t pose a question in your subject line and then answer it in the preview text.

You want the reader to open the email in order to close the loop.

So… a little to clean up here (this is why you always test your emails to see what they look like in the inbox) but overall a strong start.

Even if I know why Jamil is p*****, I’m still curious about the wholesaling secret weapon.

Stumbled A Little Out of the Gate

Loved the first three lines. Short, concise, and followed up from the subject line.

Two things that I’d adjust.

Get rid of the “Here’s how” line. It’s not needed.

And the following line is misleading…

It makes me want to click on something. But there’s nothing to click on.

So I might say something like… “Let me give you the CliffNotes version”

Press The Pain Point

Anytime you’re trying to get a sale or prompt someone to take an action, starting with a pain point is going to be a must.

No pain… no reason to act.

Pace knows his audience. And he knows where most people get hung up when they try to get into REI.

I love the way he highlights the three “simple” steps to be successful in real estate.

And then hammers it home with the line “amazing how many in the real estate game never even get steps 1 or 2 done.”

He presses the pain point and then tells you that you’re not alone.

The Power Of Social Proof

If they can do it, you can too.

Whenever you can, use specific numbers. I would have loved to see Pace use 4,571 but showing how over 4,500 got through steps one and two in under an hour is powerful.

It’s a great use of social proof.

You’ve got to get people to buy into the idea that you’re the expert that they want to learn from.

And then you can provide your solution to the pain point.

Jamil’s secret weapon.

Closing The Loop and More Social Proof

Here’s the closure to the secret weapon loop.

Honestly, I would have tried to keep this loop open until someone clicks…

But I do like how Pace uses another element of social proof to dive into how and why they got deep into Jamil’s secret weapon during the webinar.

Get To The Click

More social proof. I can sense a theme here.

And why not. If you have it, use it. Social proof is one of the biggest influencers on whether or not someone makes a decision (or a purchase.)

Pace also includes a sense of urgency and scarcity here. Two more psychological influences that move the needle.

“Closing it down soon”

“Cap on the number of people”

FOMO works.

No one wants to be the one who left out in the cold.

I know that FOMO has made me purchase courses and products that I only kind of wanted and haven’t used since I bought them…

I also love how clear Pace’s CTA is.

He’s not trying to be clever or misleading.

Simple and straightforward.

Lessons

That’s a wrap. Let me know in the comments or on LinkedIn what you thought of this breakdown.. 

Here’s some take-aways.

>>Use social proof and more social proof

>>Always test emails to see what they look like in the inbox

>>Clear over clever for your CTAs

Next Steps

1. Leave a comment below – what did you think of this email? What did you like or dislike?
2. Share this breakdown with someone you know – know anyone with an email list and a product to sell? Share this breakdown with them and they’ll thank you for it.
3. Follow me on LinkedIn for more content – and connect with me if you are an email marketer, ecommerce business owner, or course creator.

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