When it comes to writing great open house follow-up emails, most new agents don’t have a clue. They either try way too hard, or worse, dump them into a drip campaign. The secret to writing open house follow-up emails that convert is to give leads something they want and make it easy for them to get it from you. Simple!

To show you how simple it can be, we put together this list of the best open house follow-up emails to send in 2022. After the emails, we’ll give you eight expert tips for boosting your email and response rates.

Download All 9 Open House Follow-Up Emails

1. The Off-market Listings Invitation Email

2. The Coffee Meet Email

3. The Honest Feedback Email

4. The Comparable Listings Email

5. The Open House Opinion Email

6. The Personal Connection Follow-up Email

7. The Hot Lead Email

8. The Open House Thank-you Card

Have open house guests you got along with swimmingly? Instead of sending an email (and assuming you have an address), you should think about sending a simple, handwritten, old-fashioned thank-you card. If you don’t have a home address and know where they work, send it to their office to their attention. Here’s an example of what you might say:

9. The Buyer’s Seminar Email

BONUS: The Price Drop Email

8 Tips for Boosting Open & Response Rates for Open House Follow-up Emails

Now that you have some templates to work with for your open house emails, here are eight tips for customizing them and improving your open and response rates 

1. Automate & Track Your Emails With Mailchimp

Now that you have a few templates to customize, the next step is to build a process for automating your sends and tracking your results. Mailchimp has been the industry standard email platform for years for a good reason: It works. 

Mailchimp lets you automate emails and follow-ups, track your results, and even create sophisticated drip campaigns that send different emails based on your leads actions. 

Visit Mailchimp

2. Avoid Asking Questions That Can Be Answered With a Simple ‘No’

This is an old negotiating trick that we learned from several sources, most notably former FBI hostage negotiator Christopher Voss. Like many highly effective persuasion strategies, this one is dead-simple. All you need to do is replace any questions that can be answered with a simple “no” with more open-ended questions.

Here’s a quick example:

Instead of asking your lead if they have time to meet this weekend, ask them which day works better to meet, Saturday or Sunday?

The only caveat here is that you need to be careful not to come across as aggressive or forceful. Both can turn off prospective clients, buyers especially.

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3. Always Include a Call to Action (CTA)

When it comes to real estate marketing, one of the biggest mistakes we see Realtors make time and time again is forgetting to include a call to action (CTA). Open house follow-up emails are no different. If you don’t include a short, snappy, and actionable line asking your leads to take action (hence the name), you’re leaving money on the table.

To maximize your contact rates for your emails, website, and even voicemails, always include a short, actionable CTA that will inspire your leads to pick up the phone and call you.

4. Avoid Spammy Words in Your Subject Line

Although Google doesn’t release the exact criteria that can land your emails into someone’s “promotional” folder, or heaven forbid, their spam folder, there are a few best practices you can follow to make sure.

The first and most crucial step is to avoid using spammy words in the subject line or even the body of your emails. Words like “free,” “limited time offer,” and “Call now” can trip Google’s spam filters and ensure your message is never even read.

5. Follow Up Your Email With a Phone Call

If you’re not already doing it, you should make an effort to always follow up your open house thank-you emails with a quick, personal phone call.

“The email should be followed up with a phone call to continue that personal attention and opening the line of communication to address any questions they may have.”

headshot Selen Arditi

Selen Arditi, Luxury Real Estate Advisor, Compass

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6. Keep Your Follow-up Emails Short & Sweet

Another common mistake we see agents make with open house follow-up emails is writing long, detailed emails chock-full of information. They always say the same thing: “But I want to give them as much information as possible!”

While this may be a noble gesture, it’s the kiss of death in the email marketing world for a straightforward reason. People are busy. Very few will have the time to open, let alone read, your 800-word email. Instead, try to stick to 250 to 350 words. This length is ideal because it only takes your lead a minute or two to read and get your message.

7. Try to Move the Conversation Past the Open House

This one is a bit trickier but worthwhile to try to master. While the open house gives you the excuse to email them in the first place, it’s often not a very interesting topic of conversation.

Instead, try to steer the conversation toward something more interesting in your first email. If you’re looking for a hint, learn every human being’s favorite word, their name, and a favorite topic of conversation—their wants and needs 

Learning some basic objection handlers will help once you transition your conversation to the phone. 

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[Video] 6 Buyer Objection Handlers + Examples From Real Cold Calls

8. Use a Scheduling App Like Calendly

A scheduling app like Calendly can help improve the response rate on your emails dramatically because it makes scheduling an appointment with you easy. Instead of going back and forth with five emails, all they need to do is click on a button and choose a time.

Over to You

Have a great open house follow-up email template you think deserves to be in this article? Let us know in the comments. If you’re looking for more open house advice, check out our 29 Open House Ideas That Will Actually Get You Leads and our free open house sign-in sheets.

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