You've got a new listing, you've written the perfect description, and now you need to get it in front of buyers. But here's the problem: 47% of emails are opened (or ignored) based on the subject line alone.
Your "Just Listed" email is competing with dozens of other messages. If your subject line doesn't demand attention, your listing never gets seen.
Here are the proven subject line formulas that top agents use—for every stage of the listing lifecycle.
The Classic "Just Listed" Formulas
These time-tested structures consistently drive opens:
Curiosity-Driven Lines
These create intrigue that demands a click:
Urgency-Based Lines
Create FOMO without being pushy:
Personalized Lines
Reference past conversations or preferences:
Just Sold Subject Lines
Celebrate wins and demonstrate your track record:
Price Reduction Subject Lines
Turn a price drop into renewed interest:
Open Rate Benchmarks
How do your emails compare? Here's what the industry data shows:
| Metric | Industry Average | Top Performers |
|---|---|---|
| Open rate | 20-25% | 35-45% |
| Click-through rate | 2-3% | 5-8% |
| Best send days | Tuesday, Wednesday, Thursday | |
| Best send times | 10 AM or 2 PM local time | |
If you're below 20% open rate, your subject lines need work. Above 35%? You're in elite territory.
The Subject Line Framework
Use this mental checklist when writing your next subject line:
- Is it under 50 characters? — Mobile previews cut off longer lines
- Does it create curiosity or urgency? — Give them a reason to click now
- Is the location specific? — Neighborhoods outperform city names
- Does it match the email content? — No bait-and-switch
- Would YOU open this email? — Be honest with yourself
What to Avoid
- ALL CAPS — Triggers spam filters and looks unprofessional
- Multiple exclamation points!!! — Desperate energy
- Generic "Just Listed" — No differentiation
- Too long — Gets cut off on mobile (keep under 50 characters)
- Clickbait with no payoff — Damages trust
- Misleading personalization — "Re:" or "Fwd:" tricks will backfire
Pro Tips
- Use emojis sparingly — One emoji can boost opens; too many looks unprofessional
- A/B test — Send two versions to small segments, then send the winner to the rest
- Include the neighborhood — Location-specific beats generic
- Match the preview text — The first line of your email continues the subject
- Send at optimal times — Tuesday-Thursday, 10 AM or 2 PM tend to perform best
- Track and iterate — Your email platform has open rate data—use it
Now Write the Perfect Description
Got them to open the email? Make sure the listing description closes the deal.
Try the Free GeneratorFinal Thoughts
Your subject line is the gatekeeper to your listing marketing. Invest 5 extra minutes thinking about it—the difference between a 20% open rate and a 40% open rate is hundreds of potential buyers seeing your listing.
Test different approaches, track what works for your audience, and keep refining. Your next great listing deserves to be seen.