While the options for reaching out and communicating with new and potential clients are more numerous and convenient than ever before, email marketing is still a proven, reliable way to target potential clients and convert leads into commissions. Newer isn’t always better when it comes to marketing, and the fact that email has been around longer than any of the other social media platforms is not something that should be looked at as a negative.

Nearly every client you’ll be trying to reach will have an email account. It’s become the default way for people to communicate and do business online and will be an integral part of your toolkit as a realtor. Your clients have embraced it, and you should, too. When using email to reach potential and new clients or leads, it’s important to keep a few things in mind.

1. Communicate Your Brand

While it’s important to build a personal connection and rapport with your clients—you’re helping them with one of the potentially biggest decisions in their lives, after all—it’s also vital that you’re taking every opportunity to communicate what your brand is and how it’s the perfect fit for them.

All realtors use photos of houses, lots and buildings as selling tools, but you should also think of the pictures you use as branding tools. Think of how the shot is framed. Does it communicate everything you’re trying to get across to a potential buyer? Is the space cozy? Elegant? Refined? Rugged? Secluded and outdoors?

2. Going further, does the picture also match up with your brand message?

If you’ve committed to finding a house that speaks to a client’s simple, modern taste, the last thing you’ll want to show them is a poorly lit, cluttered area. Bright, crisp, clean lines will tell them that you’re paying attention to their needs and will reinforce that they can trust you to work on their behalf.

3. Always Grow Your List

The same way you should always be putting your name and contact information out there for new clients, you should utilize every opportunity to build your email list. Unlike with other social media platforms, you have complete control over your list.

They see (or have the option to see, at least) every email you send. No third party is deciding when to show your messages or how relevant they are to your clients. Control over that list rests with you, and you should guard and grow it vigorously.

4. Use Email Subject Lines that Get Opens

It’s one thing to a have an extensive email list, but if recipients never open your messages, you’ll never get your message across. Boosting open rates starts with first impressions – best cold email subject lines. To get people to read your email, OutboundEngine suggests going unconventional, with casual and unexpected lines.

There will be people who think email is ineffective and outdated technology, but the fact is that email still works, and it can work well when you do everything you can to make every message count. Every email you send should be focused on anticipating and meeting a client’s needs first and foremost while reinforcing your brand’s image and message.