There is no formula for the perfect email—authentic and honest messaging works.
If you’re in a real estate business and looking for inspiration to start the conversation with prospects, emails can be a good starting point.
Here are 20 email templates for real estate businesses covering different situations like follow-ups, open houses, expired listing, and more.
Feel free to use them as it is or tweak them as per your needs.
1. Real estate email template to follow-up after an open house event
The purpose of a follow-up email is to get in touch with a prospect who you have met already and discussed business. You’d want to thank them for their time via email.
You can talk about your time at the open house session and remind them of the reasons why the house was a good fit for them. You can also tell them about more properties in the area that will suit their needs.
Subject: Nice meeting you at [address]
Hi [Prospect],
It was nice to meet you at [location] last Friday. I hope you had a good feeling about the property and the benefits it has to offer.
It has just the things you were looking for: [benefits of the house such as open spaces, large bedroom, and others]. If you have any further questions, do not hesitate to contact me.
Also, if you want to have a look at other houses in the area, I also have a few available nearby. They have all the things that you saw at [location] and even more. I’d be more than happy to show you the property this week. Let me know what you think.
Regards,
[Your Name]
2. The one-year follow-up email template
The One-year follow-up or the anniversary email is used for generating referrals. Homebuyers who have done business with you are great sources. Plus, you can stay in touch with old customers.
Subject: Happy first year in your new home, [Prospect]!
Hi [Prospect],
Happy Anniversary on moving into your new home! I imagine that you and your family have settled nicely in your new place. However, if there is anything you need help with, feel free to let me know. You should be already aware that the real estate business depends on relationships. So, if you know a friend or colleague who is looking for a realtor, I’d be honored if you pass on my contact information to them. You can even reply to this email with their contact information. I hope to hear from you soon.
Regards,
[Your Name]
3. Email template to handle objections in real estate
When selling a property, owners often try to do that by themselves. When they fail, they opt for real estate brokers.
Also, it is common for sellers to opt for discounted brokerage. While discounted brokerage is an option provided by some real estate agencies, a lot of agencies stick to the full pricing to be able to provide the best service.
If you have been approached by a customer asking for a discount, here is one email template that will help you provide a rebuttal.
(Note: You can either reply to their email or use the following subject line)
Subject: Here’s why you should not opt for discounted brokerage.
Hi [Prospect],
Thanks for your message. We’d definitely love to help you sell your property. However, we are a full-service brokerage and to ensure that our customers get the best possible service, we do not offer any discounts. Our fees enable us to use all the tools needed to give your property the exposure it needs and enables you to make the sale at the best possible price. Once you factor in the selling price of your home, the brokerage charges will be a bare minimum.
Discount brokerages are very selective with the tools they use as a cost-cutting method. We found that by doing so, the selling price of the home is also much lower, leaving the previous homeowner dissatisfied. Sellers receive much lower prices than they could have if they opted for full brokerage services. I hope you understand the situation.
Given the market condition and the property you have, there is a lot you can gain from proper exposure. If you are interested, let me know.
Regards,
[Your Name]
4. Email template to show your neighborhood expertise
Nobody wants to be pressured into selling a home. If you have options, you should lay those out in front of your prospect and let them choose. It also gives them a reason to keep you as their real estate agent.
One way to go about it is to show your expertise in the neighborhood. That is, if you can show that you are an expert in that area, your chances of closing the client will be higher.
Subject: [Neighborhood] is a great location, I too would like to move there someday
Hello [Prospect],
Thanks a lot for stopping by [address], it was nice meeting you. Let me know if you are interested in looking at some more homes in that location. It is a very competitive area, but I have sold [X] properties in the area. So, my experience in this area is unparalleled.
Looking forward to hearing from you.
Best,
[Name]
[Contact info]
5. Property under contract email template
Sometimes it is better to lead with the bad news. So, let your clients know that the property they were interested in is no longer available.
However, you can also use this information to let them know how competitive the market is, and they will get another option very soon. This email template also gives a gentle nudge to the homebuyer indicating that they will have to make a quick decision the next time they find an option like this.
Subject: [Address] is under contract, but there are other options
Hi [Prospect], Thanks for showing interest in [Address], but unfortunately, it is under contract. We understand that this can be quite disappointing, but there are several other homes in the area coming up soon. If you want a private showing, I can arrange that for you.
The [location] is quite competitive right now, but with our experience in the area, I’m sure you’ll find a home of your choice. Let me know as soon as possible so that I can arrange a meeting.
Regards,
[Your Name]
6. Email template to pitch expired listing as a realtor
When a listing expires, you can email the seller either as a non-listing agent or listing agent.
Let’s consider the first case here where this person has not contacted you before for listing their property. You would like to know their property better and become their agent. When a listing expires, the seller is disappointed and frustrated.
You should acknowledge these feelings and show that you can be of service. Show them your experience and leave them the contact information needed to get back to you. Here is the email template for this situation.
Subject: Let’s restart selling your house.
Hello [Prospect],
I just notice that the listing for [address] just got expired. I understand that you are probably feeling frustrated and overwhelmed at this point. But I believe I can help you out.
When good homes, like yours do not sell, it is mostly an issue with the marketing. Often realtors blame the prices, but given the locality, blaming the price is not the right thing to do. I am a realtor and a marketer, and I believe I can give your house the exposure it needs.
I have sold [X] houses in [locality] over [Y] years for an average of [Z%] over the asking price. I already have multiple ideas on how we can position your property better. If you are interested in getting your house back on the market again, do let me know.
[Meeting Details]
Regards,
[Your Name]
7. Email template to inform client that their listing has expired
Another case can be when you are the listing agent, and you have not been able to find a buyer for your client’s property.
The seller is frustrated at this point, and even though you have done everything in your power, you could not sell the home. You may feel like apologizing at this point, but do not do that. Instead, be confident and explain why you are still the best option for them.
Be clear, concise, and do not get emotional.
End your email will a call to action where you can discuss with your buyer about the property and a fresh plan of attack.
Subject: Let’s try a different plan
Hello [Client’s name],
Your listing has expired, and I understand your frustration. You might also be swarmed by other agents who are planning to offer you the perfect way to sell your home. While you can choose any way to sell your house, here are some things that I can offer you.
I have a great understanding of your property. I have collected buyer feedback and have monitored the neighborhood long enough to have a familiarity with not just your property, but also the locality. I will offer you a limited-time discounted service, allowing you to save money on the listing. Furthermore, I also have an action plan that will allow us to sell the home in less than thirty days. Let me know as soon as possible here:
[Meeting Details].
We can discuss this in greater depth and find the right buyer for you.
Regards,
[Name]
8. Email template to pitch clients by sharing already listed properties
Prospects can access listing readily from services like Redfin or Zillow. Also, your prospects can easily find listings from other places, such as Facebook groups.
Therefore, when you are using emails to reach out to your prospects with new listings, you need to put in a lot of extra effort. Here, you can show that you are a licensed realtor, and you have an expertise that many other realtors lack. Make sure you personalize the email and the subject line to catch their attention.
Subject: I heard you were looking for new houses?
Hello [Prospect],
Here are some of the houses that you may like. I think, you are interested in [locality #1] and [locality #2] in particular. However, I have also included some listings from [locality #3] which is quite like the neighborhoods you like and satisfies most of the requirements, such as [list of requirements].
1. [Address 1]
2. [Address 2]
3. [Address 3]
4. [Address 4]
5. [Address 5]
Have a look at these properties and let me know. If none of these fit your bill, then you can let me know that too and I will be happy to share more options. Looking forward to hearing your opinion.
Regards,
[Name]
9. Real estate email template for low-interest rate notification
Emails are also a great method for getting references from your past clients.
If you already have clients living in neighborhoods with low-interest rates, you can notify them once with an email. You may not know who is looking forward to moving. You can touch upon how these low-interest rates can benefit the seller.
Subject: Hey [Client], here’s an interesting information
Hi [Client],
Hope you are enjoying your home at [locality]. We heard that [event/holiday] is great there at this time of the year. I thought you would be interested to know that the interest rates in your area have dropped to [X%].
If you want to learn the price for which you can list your home, and what other buying options you have, feel free to contact me here: [meeting link/address] Now, I’ll let you get back to enjoying [event/holiday]. Thanks for your time.
Regards,
[Name]
10. Email template to retain old clients
Over 90% of clients prefer to stick to their old realtors. They are also likely to recommend their existing realtor to a friend or a family member.
Unfortunately, nearly 70% of clients* forget their realtor after one year.
(*Source: https://www.regalcreative.com/blog/real-estate-marketing-stats-2017)
As a realtor, all you need to do is stay in touch with your older clients. You can engage with them using emails, where you share information about their home values, new deals, product, services that you offer, and even more.
Subject: One-year progress
Hello [Client],
It has been nearly a year since you have settled into your new home. Now that we have put the hard part behind us, have you worked on increasing the value of your home over the last year? Here are a few ideas to help you get started.
• [home improvement blog #1]
• [home decoration blog #2]
If you need any help, you can let us know. We can get you in touch with carpenters, plumbers, handymen, and more. If you have renovated your home, feel free to share that with us too.
Regards,
[Name]
11. Testimonial email template
Buying a home is an emotional experience. You can tap into that emotional perspective by sharing testimonials from your clients. Most clients will be happy to share a testimonial, particularly if everything went smoothly with them.
These emails are great for reminding people of the quality of service you offer and why they should choose you as their realtor.
Subject: What a home should feel like
Hello [Prospect],
Choosing a realtor can be a tough job, and when it comes to buying a home, it is one of the most important decisions you need to make. Realtors, including myself, often share a lot of statistics to show how effective they are. But for clients looking for a home, this is more of an emotional experience.
So, I wanted to share a story from my recent client, [client’s name], and their home-buying experience. [insert client testimonial] If you are interested in how I can help you find a home that fits perfectly for you, just like with [client’s name], click this link to set up a meeting: [online meeting link/address]
Regards,
[Name]
12. Email template sharing market insights with real estate buyers
Have you been using the same set of email templates for real estate for too long? A great way to refresh your existing set of templates is by testing out a new template. Avoid using vague statements and create a fresh-new email from the template below.
Subject: Now is the time for a fresh start.
Hello [Prospect],
Have you been considering moving to a new place? Here are a few reasons why you should start considering a new house right now.
• Housing prices in your neighborhood have increased by [percent] over the last five years.
• The average home in [location] is selling in [number] months.
• Homes now have an average price of [value].
I have [number] of years of experience as a realtor and I am confident that I can sell your home for a maximum return and even find the right house for you as your next home. If you are interested to meet me, click here to schedule a meet: [meeting link].
Regards,
[Name]
13. Email template to thank your client
Homebuyers have a lot of choices and so do you. However, a little bit of appreciation helps with retaining existing customers and building better relations. First-time homebuyers can be overwhelmed with the number of junk emails they receive, particularly in the first few weeks after closing. So, sending a simple thank you note to that special customer will go a long way.
Subject: Thank you!
Hello [Prospect],
I hope you are now settling into your new house, and I hope that it is starting to feel like home for you as well as [name of family members/pets]. I wanted to thank you for choosing me as your realtor and I am honored to help you through all the processes of buying a house.
Buying a home can be an overwhelming task and I hope I have been able to simplify that process for you. If you have any questions over the next few weeks, or even months, do not hesitate to reach out to me.
I understand that you will also get a lot of junk mail over the next few weeks, including spam emails about your loan. So, I’ll be happy to help you sort those emails too.
Regards,
[Name]
14. Email template to thank your client after a showing
A lot of prospects that you will come across are just looking for properties. It is unlikely that they all will be your clients, but you can put in some effort to improve the conversion rate.
Buyers and sellers are already overwhelmed with useless emails. So, you can send something of value to grab their attention. A personalized email with content that is relevant to the prospect will be more likely to be opened and read.
Subject: How did it go?
Hello [Prospect], Thanks for meeting me on Sunday. I just wanted to check in to ask if you have any questions regarding [address].
Also, there are other similar properties in the area for sale. I would be happy to set up an appointment if you would like to view those properties instead. Here are the addresses:
– Property 1
– Property 2
– Property 3
Homes like these stay on the market for approximately [number] days. So, let me know if you are interested in getting a head start.
Regards,
[Name]
15. Email template to get in touch with potential sellers
You can tease potential sellers in a locality with some information about the value of their homes. Do not give them all the information. Let them contact you first, and then you can learn more about their goals. You can even share a video or an email with personalized information. Make good use of the data from the CRM.
Subject: Your home has potential buyers
Hello [Prospect],
The market is hot right now and there are buyers interested in properties in your neighborhood. If you are interested in selling your home, this can be a piece of great news for you, because the demand is high and not a lot of houses are for sale.
Also, I would like to share some competitive analysis I did a while ago. You would be surprised at the present valuation of your home. If you want to know more, you can give me a quick call here: [meeting link / phone number].
Regards,
[Your Name]
16. Real estate email newsletter template
A real estate newsletter creates a reader’s opinion of the market. Use a catchy subject line, end your email with a call to option, share some meaningful information and give them a reason to get in touch with you.
Even if your prospect is not interested in the housing market right now, keeping them engaged with valuable emails will help you retain your prospects and eventually, turn them into clients.
Subject: 5 reasons why you should buy a new home right now
Hello [Prospect],
Have you been thinking about buying a new home? I help people find a home in [locality] and have been doing so for the last [number] of years. Over the last few years, the housing market has changed drastically, and here is why this is the right time to move into a new home.
– Reason 1
– Reason 2
– Reason 3
– Reason 4
– Reason 5
Not convinced yet? I understand that this is one of the biggest decisions that you will make. So, if you want to talk more, get in touch with me here: [meeting link].
Regards,
[Your Name]
17. Follow-up email template for a new real estate lead
When you are getting new leads, make sure that you engage with them at regular intervals to keep them interested in your business. Every prospect has numerous choices, and you would want them to choose you. Here’s a short template that will allow you to remind your prospect of you.
Subject: How are you doing?
Hey [Prospect]? Hope you received our last email regarding the houses you were looking for. If you didn’t receive that, feel free to give me a call at [contact number]. For any other assistance with real-estate questions, do not hesitate to reach out to me.
Regards,
[Name]
18. Email template to ask for referrals
Referrals are the lifeline of the real-estate business. With a script handy, you can quickly reach out to your present clients and ask them for referrals. Most people like to do a favor if it doesn’t involve a lot of effort. And if they already know someone who is looking to buy or sell a property, you can ask them to forward your contact to them.
Subject: Can do you me a favor?
Hello [Client’s name],
I hope you have now settled well into your new home. How is [family member/pet] doing?
The reason I am contacting you today is to ask you for a favor. As you know, our business depends on building connections and relationships. So, as I am looking to expand my business, I would like good people like you to become my clients. Do you know any friend or family member who currently needs real estate brokerage services?
My services include real estate sales and purchases, along with market reports, providing guidance, and more. If you are aware of anyone, I’d ask you to forward my contact card to them. Thank you for supporting my business endeavors.
Thanks,
[Your Name]
19. Email template to request for home valuation
It’s useful to keep a template of short follow-up emails to those who have shown interest in selling the home. Often, sellers will contact real-estate agents for information but will try to sell their homes themselves. But keeping in touch with the sellers can increase your chances of converting them as your client.
Subject: Follow up on your home’s worth.
Hi [Prospect],
Are you still interested in selling your home? My recent market analysis says that you can great a really good price for you home. If you want to discuss further, let me know here: [meeting details]
Regards,
[Name]
20. Email template to deal with passive prospects
Often good leads need a nudge from the agent. Here is an email template that will help you establish a second touchpoint.
Subject: How interested are you in moving to [region]?
Hey [Prospect],
Thank you for chatting with me on [date].
I understand that you are not ready to make a move right now. Buying a home is an emotional experience too, and there is a lot of thought associated with the process. After our conversation, I did some market analysis and looked around for properties that may interest you. I will share more information with you as I receive them.
Also, if you want, you can call me at [contact number]. I want to make sure that you make an informed decision. Thank you for your time.
Regards,
[Your Name]
So, these are the email templates we’ve compiled for your real estate business. I hope you found them helpful.
But wait, are you thinking of sending emails to your prospects manually?
Don’t do that, please.
There’s a smarter way to go about it.
Use drip marketing.
That is, schedule a sequence of emails for your clients and prospects and stay in touch with them during all special events—anniversaries, festivals, and more.
Nurture Your Prospects—Automatically!
Nurturing or engagement refers to staying connected with your clients and prospects. You can do this in a number of ways—follow-ups, casual greetings, informing them about new listings, etc.
It is doable when the number of clients you handle is limited. But as your business grows, it becomes really difficult to stay in touch with all of your clients and remember the context of your last conversation.
To tackle this, you can use real estate CRM software. It tracks how your clients/prospects interact with your communication and allows you to generate an automated response accordingly. You can:
- Send triggered email campaigns when somebody drops an inquiry or calls you up, or even opens your email
- Send campaigns to all your contacts for open houses, new listings, expired listings, etc.
- Check how they’re interacting with your messages—do they open your email, unsubscribe, etc. Refine your messaging accordingly.
- Track the journey—how many touchpoints are required to close a deal.
“We now engage our customers through emails that are relevant, instead of flooding everybody’s inbox with the same messages. There are multiple triggers and data points to design who gets what emails, making our emails more conversational instead of just plain promotional,” says Srikanth Acharya, CEO, Offineeds.
Aren’t you amazed at these features?
If yes, you can make use of it for your real estate business too. Book a 20-minute demo and experience how it can make your life easy.
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