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The Ultimate Real Estate Listing Marketing Plan (PDF Checklist)
Boost your property sales with our ultimate real estate listing marketing plan. Download the free PDF checklist to streamline and supercharge your strategy.
Real Estate Farming: How to Become the Go-to Agent in Your Neighborhood
Real estate farming is a lead generation and marketing strategy agents use to generate consistent business from a specific geographic area. Learn more in our complete guide.
Looking for the best real estate lead generation companies? Discover our top picks so you can decide what is the best choice for you and your business.
Real estate AI tools can help streamline processes, enhance client interactions, and boost marketing efforts. Learn more about how you can benefit today by reading our guide now.
Real estate continuing education allows you to maintain your real estate license. Read our guide now to discover our picks for the top real estate continuing providers!
The Ultimate Real Estate Listing Marketing Plan (PDF Checklist)
Boost your property sales with our ultimate real estate listing marketing plan. Download the free PDF checklist to streamline and supercharge your strategy.
Real Estate Farming: How to Become the Go-to Agent in Your Neighborhood
Real estate farming is a lead generation and marketing strategy agents use to generate consistent business from a specific geographic area. Learn more in our complete guide.
Looking for the best real estate lead generation companies? Discover our top picks so you can decide what is the best choice for you and your business.
Real estate AI tools can help streamline processes, enhance client interactions, and boost marketing efforts. Learn more about how you can benefit today by reading our guide now.
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Email marketing is one of the simplest ways to stay top of mind with potential clients and consistently grow your real estate business. As a real estate agent, I’ve had some of my best conversations start with a simple follow-up email. The question isn’t whether email works; it’s determining what to say. Writing every email from scratch can quickly become overwhelming. I know how it feels to stare at a keyboard, unsure of what to say.
This is why I’ve compiled the best email templates so you always have a reliable starting point for every conversation. Stop overthinking every message, and focus on converting clients. Using my 28 templates, you can start conversations with buyers, sellers, and your network, and turn them into real opportunities.
Email templates are most effective when you use them as a starting point, not a script. The key to converting leads is personalization, timing, and a clear call to action. Every email should guide the reader toward a simple next step, whether that’s replying, scheduling a call, or sending you a quick text. Keep your email focused, relevant to their situation, and centered on starting a conversation.
Consistency and awareness are what turn emails into actual deals. Pay attention to how your leads engage. If a buyer is frequently opening emails about homes in a specific area or a price range, that’s your signal to reach out directly and move the conversation forward. I’ve found that a quick call like, “Hey, I noticed you’ve been looking at homes in [town name]. Let’s schedule to go see a few this weekend?” is often what converts interest into action. The agents that convert from email templates aren’t just sending messages; they’re using the engagement to guide timely, intentional follow-up.
Real estate email templates for sellers
Looking to chat with sellers over email? You’re in the right place. Whether you’re a newer agent or have years under your belt, I have email templates to help you lock in listings, handle objections, and engage potential sellers.
1. Discount broker objection handler email
This real estate broker email template for realtors is best used for homeseller leads considering discount broker services, but they may have objections or concerns about them. Using real estate coach Tom Ferry’s excellent discount broker rebuttal in an email format allows for a thoughtful and thorough response to address any potential hesitations or objections that leads may have.
This approach can help build trust and confidence with potential clients seeking more information or reassurance about discount broker services.
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Email template
FromY[Your name]<you@company.com>
To[Recipient]<name@example.com>
Subject —
Subject Line: [Name], are you considering a discount brokerage in today’s market?
Hello [Name],
As a full-service brokerage, we use all the available tools to showcase your home in the best way possible to the largest consumer base. That allows us to reach the greatest number of buyers, allowing you to sell at the best terms and price.
On the other hand, a discount brokerage must be selective with the tools they use because they have to save money somehow. Most often, we find it is at the cost of your exposure and that this lower exposure often causes sellers to receive lower price offers. Buyers tend to low-bid the homes listed with discount brokerages because they know the seller opted for fewer services. Does this make sense to you?
With the market conditions still not as solid as we would all like, I think you deserve the very best exposure, wouldn’t you agree?
Drafted for newer agents, this follow-up email is best used after a listing presentation with a potential homeseller. It will be sent after a face-to-face meeting with a client considering selling their property.
The email is best for clients deciding on a real estate agent to represent them in the selling process. It is particularly effective for communicating your unique selling points and capability to market the client’s property compellingly.
Email template
FromY[Your name]<you@company.com>
To[Recipient]<name@example.com>
Subject —
Subject Line: Thank you, [Name]
Hi [First name],
Thank you so much for meeting with me today and taking the time to show me your beautiful home!
I know that you have a lot of options when it comes to agents, many of whom have been in the business a lot longer than I have. I want to assure you that what I may lack in experience, I make up for in tenacity. You will not meet another agent who will give more to your home than I will, and my relentless work ethic is what will get your home sold.
But more than just hard work, I will bring the following to your listing that other agents won’t:
Access to me and my team for you and all of the buyers and brokers I will work with to sell your home. No rescheduling. No unanswered calls.
Complete access to all of my firm’s marketing resources. We spare no expense when promoting our clients’ homes, no matter what price point. Your home will be my prized listing, and I will make sure it gets the exposure it deserves.
Creative marketing tools, like videos on YouTube and Instagram, to get your home sold. I’m not a “take photos and stick them online and see what happens” kind of real estate agent.
I’m ready to work for you starting now.
Let’s have a follow-up call to go through the agreement I left you and any questions you may have about my marketing plan. Does [tomorrow’s date and time] work for you?
Looking forward to working together!
[Your name]
3. Open house feedback report email
After an open house, this email updates sellers about potential buyer feedback. It aims to provide detailed information about the impressions of visitors who viewed the property.
This type of email suits seller clients who are actively selling their property and seeking transparent updates about its marketing. It’s vital to demonstrate to the seller that their agent is diligent and proactive in gathering feedback and trying to sell their property.
Email template
FromY[Your name]<you@company.com>
To[Recipient]<name@example.com>
Subject —
Subject Line: Open House Results & Feedback
Hey [Name],
Just wanted to follow up with you to report the results and feedback we got from our open house on Sunday. As discussed, we promoted the open house on Facebook, and it was very well attended. Here’s a quick rundown:
Number of guests: [add the number of open house attendees]
Guest feedback: [number of guests] mentioned the large backyard as their favorite part of your home. The most common criticism of your home that I heard from guests was about the lack of windows in the kitchen.
Next steps: I am working with our graphic designer to mock up what the kitchen would look like with a skylight installed so I can show it to prospective buyers to help them visualize a simple renovation that could add light to the kitchen.
[Your name]
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4. An ‘on the fence’ real estate seller lead email
This email template is best for reaching out to homeowners interested in selling their property but has yet to take the next steps. It works well in a competitive or rapidly changing real estate market where timing is crucial.
Inviting them to explore the potential profit opportunity over coffee creates a friendly yet persuasive tone that can motivate them to take action. The implied urgency of acting quickly in a changing market can prompt homeowners to consider the offer.
Email template
FromY[Your name]<you@company.com>
To[Recipient]<name@example.com>
Subject —
Subject Line: Houses needed in your neighborhood, [Name]!
Hey [Name],
Did you miss the mad rush to sell when houses were flying off the market in 2021? Yeah, it was a crazy year. But the opportunities to benefit from that massive rate of appreciation are still out there. Right now, believe it or not, people are still buying homes in your neighborhood. And most sellers are getting what they’re asking for.
But that won’t always be the case. Home prices will eventually fall, and interest rates will continue to rise, making it more difficult to buy and sell. If you want to take advantage of the current market, you’ll want to get started sooner rather than later.
Does 5 p.m. tomorrow at [local coffee shop] work to show you this report I’ve drawn up? I think you’re going to love the numbers. Coffee is on me!
When you contact a homeowner you’ve already talked to, consider sending a follow-up email with a personalized home valuation report. This email works best when your client is interested in selling their home and wants a real estate agent who can provide valuable insights and information.
Sharing a personalized home valuation report demonstrates your expertise and dedication to going the extra mile for your clients, showing that you’re committed to helping them make well-informed decisions about their property.
Email template
FromY[Your name]<you@company.com>
To[Recipient]<name@example.com>
Subject —
Subject Line: [Name], let’s chat about selling your home
Hi [Name]:
Thanks again for taking a minute to chat with me on [conversation date] about selling your home. I strive to make the selling experience as comfortable and enjoyable as possible. Is [previously discussed date range] still your timeline for selling your home?
I will create a custom home valuation report for your property and get in touch with you shortly with the finished report. In the meantime, please visit my website [website link], or if you have any questions, feel free to email or call me at [your number].
Thanks again for your time!
[Your name]
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6. Home valuation request email
When someone wants to know how much their home is worth, emailing a home valuation request can be very helpful. This attracts people who want to sell their home and know how much it’s worth.
It’s essential to send this email quickly after getting the request. This email shows that you take their question seriously and ensure they get the information they want.
Email template
FromY[Your name]<you@company.com>
To[Recipient]<name@example.com>
Subject —
Subject Line: [Name], how much is your home worth?
Hello [Name],
Are you still interested in knowing how much your home is worth?
I think you’ll be surprised by what I uncovered in my market analysis. Want to grab a coffee and walk through it?
How’s Tuesday afternoon?
[Your name]
P.S. Getting homes sold above asking price is kind of like my superpower. Do you want to see how I do it? Grab my free guide on How to Get Max ROI Out of Your Home [link to guide].
7. Listing presentation follow-up email
Best used after meeting with a potential client to discuss listing their home for sale, it is beneficial for securing that signature during the initial meeting. Compared to the second template above, this is best used by more established agents with a strong background. This template highlights the strength of your process while laying emphasis on the urgency to act sooner rather than later.
Email template
FromY[Your name]<you@company.com>
To[Recipient]<name@example.com>
Subject —
Subject Line: Thank you, [Name]
Hi [Name],
I just wanted to thank you again for allowing me to visit your lovely home to talk about how to sell it for the best price. As we discussed in our meeting, my valuation is based on [number] reliable data points and my [number] years of experience in [farm area]. It is as close as the industry can get to a scientific prediction for what your home will sell for.
With interest rates rising quickly and so much uncertainty in the markets, sticking to the timeline I laid out in our meeting and getting your home on the MLS by [date] will be key in getting that price for your home.
I know I left you with a ton of information to digest, so please feel free to call me on my cell at [your cell number] if you have any questions or concerns. I am an open book.
Expired listings can be a great source for seller leads — if you know how to approach them. Best used immediately after a listing expires, this puts you top of mind while a seller is still motivated to sell their home. The key here is to show empathy while offering actionable steps to get their property relisted.
Email template
FromY[Your name]<you@company.com>
To[Recipient]<name@example.com>
Subject —
Subject Line: Still thinking about selling, [Name]? I can help!
Hi [Name],
I know you’ve probably gotten dozens of letters like this since your property didn’t sell, so I’ll be brief. Let’s face it, selling your home in [insert city] can be incredibly stressful. It’s so frustrating and such an inconvenience when your home stays on the market for too long.
Even though [insert name of previous agent] is a great real estate agent, I think [he/she/they] may not have been the right person to sell your house. Here’s a quick summary of the main issues I found:
[Bullet point issue(s) you found with the property listing and give a brief explanation of why they were an issue]
For each of the issues listed above, here are the proposed solutions that I would recommend to successfully relist and sell your property:
[Bullet point the solution(s) to each of the abovementioned issue(s)]
I’m confident that I can help you succeed in selling your property, and I also have the resources of [insert brokerage name] at my disposal. At [insert brokerage name], we focus on selecting the most effective marketing, lead generation, and exposure strategies to sell your home in a timely manner while making you the most money.
Call me to set up a free strategy session, so you can evaluate the value of my services before moving forward. My direct contact information is [insert phone number] — please don’t hesitate to reach out!
Emails are a great way to reach out to buyers, whether you’re following up after a showing or nurturing an older lead. I’ve compiled email templates to help you easily communicate with your buyers and improve your chances of a reply.
9. Listings interest
This email template for real estate agents is best used when a prospective buyer has shown interest in a property listing, and you want to gather more specific information about the buyer’s wants and needs. This can help you provide a more personalized service and show that you are attentive to their needs, leading to a stronger client-agent relationship and potentially increasing the likelihood of a successful transaction.
Email template
FromY[Your name]<you@company.com>
To[Recipient]<name@example.com>
Subject —
Subject Line: Checking in with you, [Name]
Hi [Name],
Just a note to make sure you received the listing information I sent and were able to view it. If you have any problems, I can resend the information, send it via postal mail, or deliver it to you in person.
I’m interested in getting your thoughts on the homes. Did any of them appeal to you? Did you enjoy viewing the listings? Did you get a good idea of what is available?
If you would like to see any of these homes in person, I’m happy to set a time to get together and tour them along with any others that come on the market. Please feel free to call or email me for any further help or questions.
In the meantime, I will continue to send you valuable information about searching for a home, the buying process, and packing and moving. I welcome the opportunity to represent you and help you find the home of your dreams!
After sending an open house flyer and hosting the event for a property you want to sell, use this email to reconnect with potential buyers who attended. It’s a great way to keep the conversation going and encourage those interested in the property to move forward with their purchase.
By sending this open house follow-up email, you will continue to build a connection with these potential clients and provide them with the information and help they need to decide about the property.
Email template
FromY[Your name]<you@company.com>
To[Recipient]<name@example.com>
Subject —
Subject Line: I know, [neighborhood] is my dream locale too…
Hi [Name],
Thanks so much for stopping by the open house for [address] last Sunday. It was great to meet you!
If you’re interested in seeing more homes in this neighborhood, there are a few I’d like to show you. It’s a competitive area, but my expertise in buying and selling in [neighborhood] is unparalleled.
However, before we jump into anything serious, I’d love to learn more about what you’re looking for in a new home. I also want to share my approach to the homebuying process to make sure I’m the right fit for you.
If you’d like to set up a time to meet, click here [link] to book time on my calendar.
This email would be best used approximately one year after helping a client purchase a new home. It is best for clients who have already completed a real estate transaction with you and are looking for further real estate opportunities. Sending this email demonstrates that you maintain an ongoing relationship with your clients and are ready to assist them with their evolving real estate needs.
Email template
FromY[Your name]<you@company.com>
To[Recipient]<name@example.com>
Subject —
Subject Line: Happy house-iversary, [Name]!
Hi [Name],
Can you believe it’s already been one year since you purchased your home? Where does the time go? I’m sure you’ve settled in, and your home is cozy and beautiful by now. However, if there is anything I can help with, please don’t hesitate to ask. I’m a wealth of information in our community!
Also, as you know, real estate is a relationship game. If you know of anyone who is searching for a Realtor, I’d love for you to pass along my information or share their name and contact information with me so I can reach out to them directly. I would treasure the opportunity to provide the same service you experienced to help them find their dream home.
I hope to hear from you soon, and thank you so much!
Best,
[Your name]
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12. Lender referral email
This lender referral email is best used when contacting potential homebuyers who have expressed interest in purchasing a new home. It is ideal for clients in the early stages of the homebuying process who may need assistance finding a reputable lender to secure mortgage financing. This email can provide valuable assistance by connecting clients with a trusted source for mortgage financing, making the homebuying process smoother and less stressful for them.
Email template
FromY[Your name]<you@company.com>
To[Recipient]<name@example.com>
Subject —
Subject Line: Lenders I know and trust
Hi [Name]!
Here is the lender info that I promised. I recommend that you talk with a couple of banks to see what programs they offer, compare their rates and fees, and make sure that their communication style works for you.
This is the first step in your homebuying journey. Once you are pre-approved and have a solid idea of what your purchasing power will be, then we can set up a listings search and start looking for some homes!
Let me know how it goes, and who you decide to work with.
[Insert contact details for your three preferred lenders, including links to their website, active links to their email, and a link to their pre-approval form if they have one.]
As always, hit me up with questions or concerns at any time.
Thanks!
[Your name]
13. New lead follow-up email
The email from real estate coach Beverly Ruffner is best for reaching out to potential clients who have recently shown interest in your services or products. It works well for leads who have just entered your sales funnel or have inquired about your offerings.
It works best when sent within 24 to 48 hours after showing interest. The email helps them remember your brand and stay connected with you at the start of your relationship.
Email template
FromY[Your name]<you@company.com>
To[Recipient]<name@example.com>
Subject —
Subject Line: Did you get the text?
Hello [Name],
Did you receive the text I sent about your home search? Just making sure in case it didn’t come through. It was sent to [phone number]. Is that the best number?
I want to be your go-to resource to assist with your real estate questions. What homes are of most interest to you, and how can we help?
[Your name]
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14. First showing follow-up email
This email template for real estate leads is best used the day after showing a property to serious clients needing additional information or reassurance. It demonstrates transparency and a realistic assessment of the properties viewed, which will help strengthen the agent-client relationship.
Email template
FromY[Your name]<you@company.com>
To[Recipient]<name@example.com>
Subject —
Subject Line: So [Name], what did you think?
Hey [Name],
Just wanted to send you a quick follow-up email to go over the homes we saw today, along with my take on them. Please keep in mind that although I have been studying this market for [number] years now, my opinion is just that—an opinion. At the end of the day, you’re going to be the one to live there, so please take my thoughts here with the proverbial grain of salt.
That said, it can be helpful to try to look at the homes you see objectively, and that’s what I aim to achieve with this email. Believe me, all the homes can and will become a blur eventually, so I am going to keep a running tally of homes we’ve seen so you can more easily compare and contrast them without relying on your memory.
[List the properties in order from least likely to fit their needs to most likely.]
[The first listing—least likely one they’ll choose]
[Share highlights of the listing, and what you think is most positive about the property. Then, share what you believe to be the downsides for your clients, based on their list of needs and wants.]
[The second listing—decent choice, but may not be the best fit]
[Share highlights of the listing, and what you think is most positive about the property. Then, share what you believe to be the downsides for your clients, based on their list of needs and wants.]
[The third listing—most likely the best choice for your clients]
[Share highlights of the listing, and what you think is most positive about the property. Then, point out why this listing is the best choice for them, based on their list of needs and wants.]
Attached is a list of more homes I think will work for you. How does Sunday at 11:30 sound?
As usual, if anything else great comes in, I will send it over right away and add it to our list.
Best regards,
[Your name]
15. Listings request follow-up email
This email template for real estate leads is perfect for following up with prospective buyers after providing initial listing information. It helps you understand your client’s preferences and tailor your offerings to their needs. This approach shows your commitment to meeting their specific needs and ultimately leads to more successful real estate transactions.
Email template
FromY[Your name]<you@company.com>
To[Recipient]<name@example.com>
Subject —
Subject Line: Find anything interesting, [Name]?
Hi [Name],
Just a note to make sure you were able to view the listing information you requested. If you have any problems, I would be happy to resend it another way or deliver it to you in person.
I’d love to get your thoughts on the properties. Did any of them appeal to you? Did you get a good idea of what is available?
If you would like to see any home in person, let me know, and we can set up a tour. I can get us access to new listings as soon as they come on the market.
Please feel free to call, email, or text me with any further needs or questions about the buying process. Helping you find the home of your dreams is what I do!
[Your name]
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16. Second contact with a passive buyer email
This real estate email marketing template is great for following up with indecisive or hesitant buyers after an initial conversation. This email is important because it provides an opportunity to follow up and continue the conversation with the prospect.
It allows you to address concerns, provide more information, and offer assistance to help them make a purchase decision, ultimately building trust and increasing conversion chances.
Email template
FromY[Your name]<you@company.com>
To[Recipient]<name@example.com>
Subject —
Subject Line: Your interest in [city or neighborhood]…
Hi [Name],
Thanks again for taking a few minutes to chat with me on [date]. I enjoyed getting to know a little about you. But I understand not feeling ready to look at properties. Buying a home is a big decision, and there’s a lot to think about.
After we spoke, I set you up to receive an occasional email with listings based on our conversation. I’m hoping they pique your interest. Shoot me an email or give me a call at [your number] to chat if anything jumps out at you. Let me know if we need to tweak anything or if you have any questions.
Thanks again for your time. I’m here when you’re ready!
[Your name]
17. New listing announcement email for cold buyer leads
This email is best used for cold buyer leads interested in buying a home in a competitive market with limited inventory. It offers exclusive information about upcoming listings, which can appeal to buyers needing help finding suitable properties.
By offering a preview of upcoming market developments, you will establish yourself as a trusted agent with valuable insider knowledge, enhancing your credibility with potential clients.
Email template
FromY[Your name]<you@company.com>
To[Recipient]<name@example.com>
Subject —
Subject Line: Still looking in [neighborhood]?
Hi [Name],
Are you still interested in [neighborhood]? I’ve got a new listing coming up (not yet on the market), and I wanted you to be one of the first to know about it!
Please let me know if you’re interested in more details.
[Your name]
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18. Renter converting to buyer follow-up email
This email is best used when a potential client wants to transition from renting to buying a property and fears missing out on a particular property or the opportunity to become a homeowner. It is most effective for first-time homebuyers or individuals strongly inclined to purchase their home.
This follow-up email helps to address their concerns and provides them with the necessary information and reassurance to make a well-informed decision.
Email template
FromY[Your name]<you@company.com>
To[Recipient]<name@example.com>
Subject —
Subject Line: Next steps in your journey…
Hi [Name],
Thanks again for taking the time to meet me for coffee yesterday. I just wanted to follow up with market data that highlights some of the buying opportunities in [neighborhood] we talked about.
I know it’s cliché, but the best time to buy a house was 20 years ago. The second best time is now! The economy is always changing, but owning real estate is the key to building generational wealth, and I would be honored to help your family start this exciting journey.
How does [date and time] sound to meet up (or do a Zoom call) to talk more?
Sometimes, what’s holding back a potential homebuyer is their ability to pay off a loan, which is why it’s important to let them know when interest rates are at their lowest. Best used when the market data shows a downturn in loan rates, this can push passive or hesitant buyers to take that step to buy a new home.
Email template
FromY[Your name]<you@company.com>
To[Recipient]<name@example.com>
Subject —
Subject Line: Home loan rates are low — It’s time to hop on the market!
Hi [Name],
I know that paying off a home loan is one of the biggest factors that held you back from buying a new home, but it may be time the perfect time to start looking for a new house. With the slowdown in the real estate market, interest rates are going down as well — presenting the golden opportunity to buy your dream home at a decent rate.
It won’t stay that way forever, so it’s best to act soon! A lot of savvy buyers are thinking the same way, and you won’t want to miss this opportunity.
I can help you through this to get you the best deal. Let me know when you’re free for a call, and I can run through your options while interest rates are down.
Looking forward to hearing from you!
[Your Name]
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Real estate email templates for referrals, recruiting & more
Looking to use email in other ways? Whether you’re looking to recruit a new agent, reconnect with a past client, or provide clients with a market update, I have the email templates for you. Just copy and paste and wait for the replies.
20. Testimonial email
This email template for real estate is best used when you want to provide social proof of your services to new prospects. It’s particularly effective for B2B, professional services, and service-industry businesses. The real-world client testimonials help potential clients understand the level of service and quality you provide, making it easier for them to trust your business.
Email template
FromY[Your name]<you@company.com>
To[Recipient]<name@example.com>
Subject —
Subject Line: “[Short quote from past client],” says [former client name]
Hi [Name],
I hope you have been able to browse some of the market updates I sent over. Please let me know if you have any questions about any of that.
The fact is, in this market, it often comes down to negotiations between agents to close a deal on a home. I wanted you to hear a few stories about how I’ve helped some clients find their perfect properties over the past few months.
[Quote from past client]
―[Name of past client]
[Quote from past client]
―[Name of past client]
Browse more testimonials on my website here [link].
Starting the search is the first step in finding your perfect property, and I am here to help!
This is best for clients with whom you have a good working relationship and who you want to reconnect with. It also benefits real estate agents who want to reconnect with past clients they have lost touch with.
Reconnecting with past clients can help you generate new business and referrals, an excellent way to build a strong network in your professional field.
Email template
FromY[Your name]<you@company.com>
To[Recipient]<name@example.com>
Subject —
Subject Line: Nice to reconnect with you, [Name]
Hi [Name], this is [your name] from [your brokerage]. It’s been a while since we worked together on selling your home on Maple Street.
I’m sorry that I haven’t been in touch more since you moved. How have you and your family been? Are you loving your home?
I just wanted to remind you that my services don’t stop after closing on your home — let me know if there is anything I can help you with. I’d be happy to offer you a home appraisal if you’re interested. Or, if you’ve been thinking of making any changes around your home, I’d be happy to recommend some reputable contractors, landscapers, or decorators.
And if you know of anyone who is considering buying or selling, feel free to share my contact information with them. I always appreciate referrals from past clients.
It’s nice reconnecting with you. I promise to stay in touch every so often, even if it’s just to say hello. Please don’t hesitate to reach out to me if you have any real estate or home-related questions.
[Your name]
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22. Referral request email
You should send this email to clients or contacts with whom you have a good relationship. This works best with satisfied clients who appreciate your services and may have previously referred business to you. The email is an effective way to ask for referrals respectfully and professionally, leveraging positive experiences to grow your business organically.
Email template
FromY[Your name]<you@company.com>
To[Recipient]<name@example.com>
Subject —
Subject Line: [Name], can I ask a favor?
Hello [Name],
I hope this email finds you and your family in good health and spirits. As you know, I greatly value the business and personal relationship that I have with you. I am writing today to ask a favor. I am looking to expand my business and work for more good people like you. Do you have any friends, family, or colleagues in need of real estate brokerage services?
As you may already know, my services include:
Real estate sales
Real estate purchases
Home staging
Local real estate market reports
Local market expertise and guidance
Professional referrals (for those moving to another state or country)
Real estate leasing (commercial, industrial, retail, and residential)
Do you have a unique real estate issue you need assistance with? I am happy to work with you to find solutions.
Again, thank you for supporting me and my business endeavors. I hope to hear from you soon!
This email would be best used when recruiting new agents to join your brokerage or real estate team. It’s ideal for contacting real estate professionals interested in joining a new company or exploring different opportunities.
It would be especially effective for those who value mentorship and are seeking to leverage the experience and value that your brokerage or team can offer.
Email template
FromY[Your name]<you@company.com>
To[Recipient]<name@example.com>
Subject —
Subject Line: Before you delete this …
Hi [Name],
I know I’ve reached out a few times, and you may have put the messages aside because you weren’t interested in making a move at this point in time.
I’m not just looking to talk to you about recruiting, however. I’d like to connect on a professional level — a meeting I hope will be mutually beneficial for both of us.
I’m sure you know from your own experience that expanding your network is always valuable. What I’m asking is to get to know each other and chat — no strings attached!
I promise you’ll leave our meeting with something worth your time. I’ve been in real estate for [number] years, and I can, at a minimum, share with you some foolproof ways to grow your business.
Would you be open to an informal conversation?
[Your name]
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24. Annual home sales report email
This email is best used when you want to provide valuable information to your real estate clients, such as homeowners, potential buyers, and sellers, regarding recent home sales. It is ideal for clients interested in staying updated on the local real estate market and may be considering buying or selling a property soon.
The direct nature of the email template helps to effectively communicate critical information without overwhelming the recipient, making it suitable for clients who prefer clear and concise communication.
Email template
FromY[Your name]<you@company.com>
To[Recipient]<name@example.com>
Subject —
Subject Line: [Brokerage name] Annual Home Sales Report
Hi [Name],
Do you want to see how the [city] housing market performed in [last year] and what lies ahead for [upcoming year]?
Discover statistics that show home sales, prices, values, and other key data during the 12-month period here in my in-depth report [link].
[Your name]
25. Non-responsive leads email
This type of “non-responsive leads” email is best used when you have previously established a connection with the lead, but they have gone quiet and are not responding to your communications. Sending this type of email is an excellent way to re-engage with potential clients who may have become disengaged over time. It sets a precise time limit for them to respond, which can create a sense of urgency and prompt action.
Email template
FromY[Your name]<you@company.com>
To[Recipient]<name@example.com>
Subject —
Subject Line: Have you stopped looking for your dream home in [local area]?
Hi [Name],
I received your information regarding homes in [market]. I’ve personally attempted to reach you several times but haven’t been able to connect.
If you are no longer interested in purchasing a home, I don’t want to continue taking up space in your inbox. That’s why I’ll be removing your contact information from my database if I don’t hear from you in the next 48 hours.
If you are still interested in purchasing a home in [local area], we would love to help you. If you want to take advantage of our real estate services, I’ll make sure to keep you on our list, but only if you respond to this email in the next 48 hours. Two days from now, my emails will go away forever.
Thanks, and have a great day,
[Your name]
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26. Seasonal greetings email template
This email template is best used during key holidays and occasions such as Christmas, New Year, and other festive seasons when people are in a celebratory mood.
It’s great to contact current and potential clients to express warm wishes and build rapport. Sending this email helps strengthen client relationships and show appreciation, which can be beneficial for maintaining client loyalty and attracting new business.
Email template
FromY[Your name]<you@company.com>
To[Recipient]<name@example.com>
Subject —
Subject Line: Holiday Greetings from [Real Estate Company Name]
Dear [Client’s Name],
Happy holidays! We hope you and your family are doing well.
Thank you for letting us be part of your real estate journey this year. Whether it’s finding your dream home or helping with investments, we enjoy helping you. We look forward to helping you more next year.
We hope you have a great time with your family and friends during the holidays. If you need any help now or next year, let us know.
Wishing you a wonderful holiday season and a great new year!
From,
[Your Name] [Real Estate Company Name] [Contact Information]
27. Newsletter email
The newsletter email is a helpful way for real estate agents to keep in touch with clients and potential customers. It provides updates on market trends, new listings, and real estate-related community news, helping agents build and maintain relationships with their clients.
Use pictures, infographics, and quizzes. Put only a little info in one newsletter — instead, put a “learn more” button that links to your website for more information. Check out Close’s guide on newsletter ideas for more inspiration on how to create your newsletters.
Email template
FromY[Your name]<you@company.com>
To[Recipient]<name@example.com>
Subject —
Subject Line: Spring Newsletter
Happy spring! What are you looking forward to the most: warmer weather, the end of the school year, or baseball season?
This month, [neighborhood name] is hosting some especially exciting events:
[List of events]
[Month/Seasonal] Home Maintenance Tips
[Neighborhood] Market Update
I hope to see you around!
[Signature and headshot] [Phone number/email address] [Links to your website, social media, etc.]
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28. Thank you email template
This thank you note email template is best used to express gratitude after a business meeting, assistance, referral, or after completing a successful project. It is suitable for all clients, including new and existing clients, business partners, vendors, and anyone who has contributed positively to your professional endeavors. Expressing gratitude helps to build and maintain strong and positive relationships, fostering trust and goodwill with clients and partners.
Email template
FromY[Your name]<you@company.com>
To[Recipient]<name@example.com>
Subject —
Subject Line: Thank You for Using Our Real Estate Services
Dear [Client’s Name],
I hope you are doing well. Thank you for using our real estate services. It was nice meeting you and talking about finding a new home.
I really appreciate learning more about what you need and like. Our team wants to find the perfect home for you, and we are here to help you every step of the way.
If you have more questions or need anything, just let us know. We look forward to working with you and helping you find your dream home.
Thanks again for considering and using our services.
If you’re an agent and you’re not using email marketing, you’re missing out. Individual emails and drip campaigns are some of the most effective, affordable, and easy-to-execute ways to stay in front of your clients and consistently generate business. As a real estate agent, email has been one of the most reliable ways I’ve stayed top of mind. I personally use a mix of one-off emails, mass emails, and drip campaigns to nurture new leads, past clients, and long-term prospects, allowing me to stay in touch at scale.
The key to email marketing is having a strategy behind it. Sending emails can deliver one of the highest returns in our business, but only if you’re consistent and intentional. Don’t spam your clients with nonsense emails; that will only land your email in their trash. When you build simple systems and use proven templates, you’re not starting from scratch every time; you’re creating a repeatable process that generates conversations and opportunities on autopilot.
For tips and tricks to starting your marketing efforts and gaining email marketing contacts, read our complete guide to real estate email marketing.
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Tips for writing highly effective real estate emails
Here are some tips to help you create impactful real estate emails that lead to further conversations:
Keep your copy short and simple
Use persuasive language
Remember to follow up
Include one clear call to action
Don’t use HTML email templates
Use playful language sparingly
Reuse and recycle your content
Write like a human, not a salesperson
Avoid using too much jargon
Pay special attention to your subject line
Track your progress
Use video
Create an outline before you start writing
Read your emails out loud before sending
A/B test your ‘from’ line
A/B test your ‘from’ line
Mention the client’s name
Highlight the benefits
Animated GIFs are your friends
Never forget who your email is for
Email marketing mistakes to avoid
Avoid these common mistakes to avoid undermining your efforts and to keep your emails from ending up in your client’s trash.
Your email subject line sucks
Not letting readers reply
Emails that are too long
Not personalizing templates
Sending too many emails
Not following up after sending
Overdoing it on automation
Not taking a mobile-first approach to email marketing
Not marketing to your audience in small groups
Frequently asked questions (FAQs)
Remember the following when composing email templates for real estate leads:
Subject line: Craft a catchy yet brief subject line that conveys what the recipient will find in the email.
Personalized greeting: Use the recipient’s name for a personalized touch and to establish a connection.
Introduction: Provide a brief self-introduction and express gratitude for considering you as their potential real estate agent.
Content body: Demonstrate your understanding of their preferences and offer appropriate solutions (properties) in this section.
Call-to-action (CTA): Prompt them to take action, such as asking for more information or scheduling a property viewing.
Sign-off: Professionally conclude the email while indicating your availability to address further inquiries.
Before you begin writing, gather information about your potential lead, including their property preferences and preferred mode of communication. Understand the goal of your email, whether it’s an introduction, follow-up, or closing, as this will determine the tone and content. Plan the content of your email by brainstorming what you want to include, such as showcasing properties that fit their needs or offering expert advice on market trends.
Employing pre-made email templates can save you time, as you can personalize the email formats to suit your requirements. Instead of creating from the beginning each time, choose a suitable template and adjust as needed. This simplifies your communication process, particularly when managing multiple clients or properties.
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Bringing it all together
Templates make life easier; they save time, keep your messaging consistent, and simplify a task that can otherwise feel overwhelming. But the real impact comes when you make them your own. Add your voice, your perspective, and your experience so your clients feel like they’re hearing from you, not a script.
Sophia Doyle is a staff writer at The Close and a licensed New Jersey real estate agent with hands-on experience in residential real estate. Sophia brings real world insight into today’s housing market, combining on the ground agent experience with a strong background in communications. She understands the full transaction lifecycle—from lead generation and client relationships to marketing strategy and deal execution. Through her writing, Sophia focuses on delivering clear, practical guidance that helps agents navigate an evolving industry with confidence and creativity.
Looking to integrate ChatGPT into your real estate business? You came to the right place! Learn what it is, how it can benefit your business, and how to create prompts so you can focus on tasks that will scale your real estate business.
Looking for more marketing ideas to grow your business? We’ve gathered our best tips as well as links to our deep-dive strategy articles, buyer’s guides, and scripts so you can start transforming your business today.
Launched in January 2018, The Close is a one-of-a-kind real estate website designed to give agents, teams, and brokerages actionable, strategic insight from our seasoned industry professionals and researchers. We cover real estate marketing, business development, lead generation, technology, and team-building strategies from the perspective of working agents and brokers who want to take their businesses to the next level.
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