For the first BAM webinar of 2024, Toronto real estate team leaders Tom Storey and Emma Pace shared “3 Free Lead Sources” that consistently get results for them. 

And they could not be easier to implement! 

Here we’re focusing on the first of those lead sources: the one-question email Tom Storey sends out every six months to his database. 

The goal is to find out who is thinking of moving—maybe in the next few months, maybe in the next 12. The thing is, an email like this gets people thinking about their options and about where they want to be by the end of the year. 

It’s a simple, easy-to-create email that could make all the difference in your business this year. 

The (Multiple Choice) Question

Here’s the question you’ll be asking: 

“What best describes your real estate plans for 2024?”

For the homeowners in your database, here are the four options you’ll give them for the answer: 

  1. No plans
  2. Curious to know my home’s value
  3. Thinking of buying or selling
  4. Interested in an investment property

If you’re sending this to renters, you can modify the options like this: 

  1. I want to continue renting.
  2. I’d like to explore my options for homeownership
  3. I want to continue with my rental because I’m in rent control (depending on where you’re located) but I’d still like to own/buy something. 

Common mistakes

Tom and Emma shared two of the most common mistakes they see people making with this email—and why those mistakes tend to backfire. 

#1—Sending the email too often

Sending an email like this every week would get old for the people in your database—assuming they wouldn’t just delete it after the first couple of times. 

Tom sends this out every six months. But, if you prefer, you can send the first one out in January and the next one in September. Kids have gone back to school, and folks are more likely to (have time to) think about whether they want to move before the year is up. 

Whenever you send out email #2 for the year, don’t worry about your database being annoyed that you sent out the same email several months ago. 

#2—Adding more questions

You might think asking more questions or including more options for the answer would be better. I mean, if you’re going to the trouble of crafting this message and sending it out, you want the responses to be as clear and revealing as possible, so you know how to help each respondent. 

Here’s why we recommend sticking to one question with four options for the answer: 

  1. It’s quicker to read and respond to
  2. Because of #1, more people are likely to respond

More responses means more conversations, which generally means more appointments, more listings, and more sales. You see where this is going. 

I’ll tell you why we do four (options), and we don’t go longer. The first time I ever saw a survey like this, it was about 10 questions long. And if I get a survey and I start it and realize it’s going to take me a long time, I’m out. I’m just not going to finish it.

Tom Storey

Basically, more options for the answer means you’re asking the email recipient to spend more time reading those options and thinking about which one fits them best. More options generally means you’re getting more specific, but you don’t really have to for this. 

The four options listed above are broad enough to include a variety of similar scenarios but still different enough to stand apart. You want the reader to identify with one of them quickly so they can respond and get on with their day. 

Because that’s (probably) what you would want if the roles were reversed.

#2—Adding more questions

Old vs. new approach

There are two ways to rock this approach, and both get results. The best one for you to try first will depend (at least partly) on what you’ve sent out to your email list in the past. 

If this approach is new to you, the first email is a great place to start. 

Tom’s original 1-question email

We’ll include some images from the webinar to show exactly what Tom has sent out to potential sellers in his database. 

It’s short, simple, and gets right to the point. 


Source: BAMx via Tom Storey

The caveat with this approach is that it’s easier to overdo, as Tom pointed out in the webinar:

This way used to work really well…until I sent it too many years in a row.

Tom Storey

Of course, that led to a new and improved mass email—with a fun twist that’s almost guaranteed to get a response. 

#2—Taking it up a notch

Who doesn’t love a chance to win a gift card just for spending half a minute on a simple question? No one we’ve met. 

Here’s a screenshot of what Tom now sends out every six months: 


Source: BAMx via Tom Storey

Click on that red button, and it takes you right to a form with the question and the four answer options. Click on one answer, and you’re done. 

Tom sent this out to 350 people in his database and received 70 responses. 

If you’re wondering, “What do I use for the question/answer form?” Tom mentioned a few options: 

Use whatever you find easiest to work with so you can get this out to your database as quickly as possible. 

And remember…don’t overthink it. Just tell yourself, “Nothing ventured, nothing gained.” 

Pick one of the email ideas, create one for your database, and send it out—today. 

If you’re a BAMx member, you can watch the full webinar replay any time, day or night, and download the complete set of slides. (Not a member yet? Use the discount code STOREY24 for 15% off your first year or month of membership here.)

While you’re at it, pop on over to the BAMx Facebook group—the most supportive and engaged Facebook community for real estate agents—and let us know what you did and how it went. Not everyone will take the initiative to do this, so we want to celebrate those who do. 

And make sure you sign up for the 5-Day Lead Generation Challenge with Tom Storey, Emma Pace, The Broke Agent and Byron Lazine starting January 29 and ending February 2.