Since so many leads, especially millennials, prefer to be contacted via email, writing effective real estate email templates will help you close more deals in 2020. The only problem is that, for many agents, writing effective emails can be challenging.
To help level the playing field, we put together this list of 17 effective real estate email templates you can use for inspiration to help create your own templates.
Want to take your email marketing to the next level? Freshsales gives you real-time alerts on email opens and link clicks so you can follow up with leads that are the most engaged. Freshsales has a “Free Forever” basic plan and then starts at an affordable $12 / month for more advanced features.
After the templates, make sure to stick around and check out my 12 rules for writing effective emails at the end of this article.
1. Redfin/Discount Broker Objection Handler Email Response
Tom Ferry
Originally a phone script, Ferry’s excellent discount broker rebuttal is ideal to use on leads who prefer email.
“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. Being exposed at that level
allows us to reach the greatest number of buyers causing you to sell at the best
terms and price.
As a discount brokerage, they must be selective with the tools they use because
they have to save money somehow. Too often, we find it is at the cost of your
exposure and that this lower exposure often causing sellers to receive lower price
offers. Buyers know discount brokerages are occasionally used so that they tend to try
to low-bid the homes 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, would you agree?”
Want to learn more about email marketing mistakes to avoid from Ferry? Check out Episode 54 of the Tom Ferry Show here.
2. One-year Follow-up Email
Zvi Band, Contactually
Subject: Happy One Year in Your Home!“Hi {{ first_name | fallback: “there” }},
Happy anniversary on the purchase of your home! I would imagine you’ve settled in nicely at your place now. However, if there is anything I can help with, please don’t hesitate to ask.
Also, as you know, real estate is strongly based on relationships. If you know of anyone who is searching for a Realtor, I’d be honored to have you pass along my information or have you reply with their name and contact information.
I hope to hear from you soon and thank you so much!
Best!”
Do you want emails with some personality that still work on mobile? Constant Contact has hundreds of gorgeous mobile-friendly email templates for any occasion, an easy to use drag-and-drop editor, plus powerful analytics to tweak your emails with data instead of guesswork. Click below for a free 60-day trial.
3. Seller Lead Email
Tyler Zey, Founder EasyagentPRO
Subject: Like hotcakes“Hey John,
Every house in your neighborhood has sold for more than you’d expect this last year. Buyers are finally submitting offers like hotcakes.
Does 5 p.m. tomorrow at the Starbucks by your house work to show you this report I’ve drawn up? I think you’re going to LOVE the numbers.
Best,
TylerPS: Have you seen my client success stories?”
Are you looking for an internet data exchange (IDX) website designed to generate and convert leads? Check out our buyer’s guide comparing Easyagent PRO, Chime, Boomtown, and Real Geeks Here.
4. Lender Referral Email
Stacie Staub, Founder West + Main Homes
Subject: Lenders I know and trust“Hi!
Here is the lender info that I promised. I recommend that you talk with a couple of them to see what programs that they offer and to make sure that their communication style works for you.
This is the first step in your home-buying journey. Once you are preapproved and have a solid idea of what your purchasing power will be, then we can set up a home search and start looking for some homes!
West + Main Homes has a video discussing the preapproval process that you might also find helpful.
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 preapproval form if they have one.]
10 Questions to ask a Lender
10 Things a Lender will Probably Need From You
As always, hit me up with questions or concerns any time.
Thanks!
[insert your full signature, which I recommend you include on EVERY email.]
Next, let’s check out an example of a listing feedback template from Market Leader
5. Listing Feedback Email
Market Leader
Subject: Checking In
“Just a note to make sure you received the listing information I sent and were able to view it. If you did have any problems, I can resend the information, send it via postal mail, or deliver it to you personally.
I am interested in getting your thoughts on the homes. Did any of them appeal to you? Did you enjoy viewing the listings? Did it give you a good idea of what is available?
If you would like to see any of these homes in person, I would be 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!”
Do you need a quick infusion of leads without the hassle? Market Leader sells buyer and seller leads directly, which means you can start working leads right away.
Click Here to Check if Your Zip Code Is Available
6. Reconnecting With Past Clients’ Email
Rich Gaasenbeek IxactContact (this is a phone script, but works great as an email)
“Hi, Susan, this is Candace Green from ABC Realty. 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’ve moved. How have you and your family been?
Now that we’re back in touch, is there anything I can help you with? I’d be happy to offer you a home appraisal if you’re interested. If you’ve been thinking of making any changes around your home, I’d be happy to recommend some reputable contractors, landscapers, or decorators.
If you know of anyone who is considering buying or selling, feel free to share my contact information with them. I appreciate referrals from past clients.
Thanks for taking the time to chat today. It was nice reconnecting with you. I’ll be in touch every so often. Please don’t hesitate to reach out to me if you have any real estate or home-related questions.”
Here’s another excellent email template from Zillow that you can use for your second contact with a seller.
7. Second Contact With Seller
Zillow
Subject line: [Contact name], let’s chat about selling your home
“Hi, [Contact 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!
[Agent signature]”
8. Testimonial Email
Megan Swanson, Boomtown
Subject: Varies
“Hi Cindy,
I hope you have been able to browse some of the market updates I sent over in my last email. If not, I have a blog post here explaining the current market and how to position yourself as the best buyer in the lot.
However, in this market, it often comes down to negotiations between agents to close the deal on a home. I wanted you to hear a few stories about how I’ve helped some locals find their perfect properties over the past few months.
‘Annie worked magic in a market where I never thought I would be able to afford my dream home. She managed the process from start to finish and my family and I could not be happier.’
―The Jones Family
‘My home search was full of ups and downs, but Annie never stopped in the search for our home. After helping us sell our current home and find the new place, we could not have asked for a better experience.’
―Matthew Trice
Browse more testimonials on my website here.
Starting the search is the first step in finding your perfect property, and I am here to help!
I’ll talk to you soon,
Annie Agent”
Since referrals will become the lifeblood of your business as you progress, here’s a great email script from NAR for referrals.
9. Referral Request
National Association of Realtors
Subject: Varies
“Hello <first name>,
I hope this letter 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 write 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
Real estate home staging
Local real estate market reports
Local real estate market expertise and guidance
Real estate professional referrals (for those moving to another state or country)
Real estate leasing (commercial, industrial, retail, and residential)
Other: do you have a unique real estate issue that 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!
Best Wishes,
[first name]”
Now, on to a listing request follow up from Point2.
10. Listing Request Follow-up
Point2
Subject: Follow-up
“Just a note to make sure you were able to view the listing information you requested. If you had any problems, I would be happy to resend it another way or deliver it to you personally.
I’d love to get your thoughts on the home(s). Did it/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 for any further help or with questions about the buying process. Helping you find the home of your dreams is what I do!”
Here’s another great email from Contactually’s email script vault.
11. New Agent Recruiting Email
Contactually
Subject line: Before you delete this …
“Hi [first 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 looking to only talk to you about recruiting, however. I’d like to meet 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 {INSERT 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?”
Follow-ups for home valuation requests are another email you need to nail right away.
12. Home Valuation Request Follow-up Email
Followup Boss
Subject: 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 what I uncovered in my market analysis. Would you want to grab a coffee and walk through it?
How’s Tuesday afternoon?
Joe Agent
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 [return on investment] Out of Your Houston Home.”
Sometimes, the second contact is more important than the first.
13. Second Contact With a Passive Buyer
Realty Executives, Santa Clarita
Subject: Your Interest in [city, neighborhood]
“Thanks again for taking a minute to chat with me on [date]. I understand not feeling ready to look at properties. It’s a big decision, and there is a lot to think about.
After we spoke, I set you up to receive and occasional email with listings similar to what we discussed. I’m hoping they piqued your interest, so shoot me an email or give me a call at [your number] to chat. I want to make sure I’m sending you what you need.
Thanks again for your time. If you have any questions, please let me know.
[Agent signature]”
Even your emails to your list offering up a home sale report are important to get right.
14. Annual Home Sales Report Email
Placester
Subject: Agency Name Annual Home Sales Report
“Hi [name]
Do you want to see how the [market name] housing market is 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.”
Of course, there is nothing worse than a nonresponsive lead. Use this script to get a response from them.
5x Your Open Rates by Sending Your Leads Personalized Video Emails
Since the vast majority of people would rather listen and watch than slog through long emails, it’s no surprise that studies have shown that video can increase email open rates by as much as 5x.
Luckily for Realtors, we have a dedicated (and awesome) app that makes recording, sending, and tracking quick videos a snap.
Just think―instead of sending a wall of text, you can record some of these email templates and put them in a video drip campaign. Check out BombBomb below for a free trial.
15. Non-responsive Leads Email
Ryan Stewman, hardcloser.com
Subject: Have you stopped looking for [insert result]?
“[First name], we received your information in regard to [offer] recently. I’ve personally attempted to reach you several times via phone, email, and text. I believe you may have accidentally signed up for the wrong offer because most people who reach out to us end up taking advantage of our offer within 10 to 15 minutes.
I’ll be removing your contact information and never contacting you again if I don’t hear from you in the next 48 hours. If you are no longer interested in our product, I don’t want to continue taking up space in your inbox. We clean our email lists up often so that we are in compliance with the CAN-SPAM Act.
If you are still interested and want to take advantage of our offer, I’ll give you an additional 10 percent off the price but ONLY if you respond to this email in the next 48 hours. Two days from now the offer and my emails go away forever.
Have a great day,
[agent]”
Do you have a script for following up with your open house visitors?
16. Open House Follow-up Email (Neighborhood Expert)
Jon Yourkin, Realvolve
Subject: I know [neighborhood] is my dream locale too …
“Hi [first 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 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 this link to book time on my calendar [link to meeting tool].
Talk to you soon,
[agent signature]”
No one can resist coming soon listings.
17. Coming Soon Preview Email for Cold Buyer Leads
Jeff Manson, Real Geeks
Subject: Still looking in Lanikai?
“Hi John,
Are you still interested in Lanikai? 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.
Sincerely,
Rockstar Agent”
Looking for an IDX website designed to generate and convert leads? Check out our buyer’s guide comparing EasyagentPRO, Chime, Boomtown, and Real Geeks here.
15 Tips for Writing Your Own Killer Real Estate Email Template
1. Avoid long paragraphs & confusing words
To keep your mobile leads interested in your email, try and keep your paragraphs to no more than two or three lines each.
A three-line paragraph will be six lines or even more on small phone screens. This makes your email seem much longer than it is.
2. Don’t use HTML email templates
Email templates might look great for your email newsletter, but they will do nothing but distract your reader for follow up emails to your leads. You want them to focus on your message, not fancy layouts.
Also, HTML templates won’t work on all devices all the time. Better to err on the side of brevity and simplicity.
3. Avoid using too much jargon as simple direct language works better
While many Realtors think industry jargon will impress their leads. In reality, real estate jargon can confuse your leads and make your message less clear.
4. Create an outline before you start writing
One of the best ways to make sure you hit the right points in the right order in your email is to make an outline before you start writing. Figure out what you want to say, and then flesh out the email and work on language.
5. Use the slide to keep readers engaged
In copywriting, “the slide” is the language you use specifically to make sure your reader reads the entire message. Best practices include starting off with very short sentences. Building intrigue or asking a question at the beginning of the email and using bucket brigades—linking words and phrases like “How can you beat that?,” “It gets better,” “Think about it,” “Here’s the deal,” and “Let’s face facts.”
6. Use playful language sparingly
While you may be tempted to use playful, informal language in your email to seem more personable, you should only use it sparingly. While it will help you and your message seem more personal, it can also very easily sound unprofessional.
7. Pay special attention to your subject line
If you want people to read your email, you need to pay special attention to the subject line. Your subject line should be around 40 characters or fewer to avoid getting cut off on mobile devices.
Straightforward subject lines often work the best, but don’t be afraid to try something more creative by asking a frequently asked question or writing a teaser subject line to pique interest and get your leads to open your email.
8. Read your emails out loud before sending
To give your message the most impact, your language needs to flow smoothly. If your lead is stumbling with your language, it will muddle your message and lower its emotional impact.
Your email should also sound conversational and authentic. One of the best ways to ensure your language flows smoothly and feels genuine is to try reading it out loud before sending it. If you can read it easily without stumbling or unnatural pauses, that’s a good indication your leads will read it that way too.
9. Send emails at the right time
Because your leads probably get tons of emails every day, you need to make sure your message doesn’t get lost in the shuffle. That means scheduling your emails to be sent when they’re most likely to read them.
According to the email marketing service, Constant Contact, real estate emails perform best when sent bright and early at 5 a.m. local time on Mondays.
10. Remember to follow up
Because you’ll likely be competing with hundreds of other emails in your lead’s inbox, chances are you won’t reach every lead with the first message. That means that following up is crucial if you want to maximize your potential conversions. Schedule follow-ups for leads who don’t open your emails, and schedule more targeted follow-ups for leads that opened your email but didn’t respond.
11. Track your progress
Typing up and email and crossing your fingers won’t cut it these days. Instead, use a good customer resource management (CRM) or email marketing program to track your open rates and response rates to tweak your subject like and message continually.
12. A/B Test Your ‘From’ Line
Here’s a great tip from our friends over at Agent Inner Circle. Don’t forget to A/B test your “from” line to increase your open rates. Does “Joe” work better than “Joe Realtor” or “Joe Smith: Realtor?” You won’t know until you test it.
13. Animated GIFs Are Your Friends
Used sparingly, animated GIFs can be a terrific way to add some personality to your emails without adding more words. Because let’s face it, the longer an email is, the lower the chance that your leads are going to read the whole thing. A GIF can pack more personality than a picture but isn’t quite as bandwidth-heavy as a video. Trust us―the kids are onto something here.
14. Try to Tailor Every Email for Buyers or Sellers
While including a tagline or something that asks for referrals in every email is kind of tacky, you can and should try and work in some buyer or seller specific language into every email you send. For example, for a simple Happy Thanksgiving email for a buyer, you could mention that you’re thankful you found them a place they’re happy in.
For a seller, you might mention something specific about where they moved to and why they moved there. For example, if your client moved to Florida, and you’re still in New York, you could mention something like “Happy Thanksgiving from snowy New York,” or something along those lines.
15. Don’t Get Too Personal
Even though personalization is the name of the game these days, that doesn’t mean oversharing, prying, or overly emotional emails are appropriate for your real estate business. Yes, there will always be those clients that you bonded with over a beer when a particularly tough deal finally closed, but you always need to remember that you are a professional first and foremost. It’s one thing to have one too many and get a little too personal with a client at a bar, but quite another to have that overly personal interaction immortalized in an email.
Bonus Tip: A/B Test Your ‘From’ Line
Here’s a great tip from our friends over at Agent Inner Circle. Don’t forget to A/B test your “from” line to increase your open rates. Does “Joe” work better than “Joe, Realtor” or “Joe Smith: Realtor?” You won’t know until you test it.
Bottom Line
To write great real estate email templates to engage your leads, check out what other agents are sending, then create an outline, and write your own email and subject line.
To get the best results, consider using a professional service like Constant Contact to send and track your message, and then tweak until you get strong open and response rates.
Have any email tips you’d like to share? Leave us a comment with your advice below.
Real Estate email layouts that modernize the way you converse with prospects. Good Work!
“Hey Steve,
I thoroughly enjoyed reading your real estate email templates and scripts. I recently signed up to EasySendy Drip to do drip campaigns and found that it offers a wide range of pop- up form models which are available in the template library and can be easily added to your website in seconds. It proved to be a great help for my business. “
Glad to hear it!
Have you read through these suggestions and looked at punctuation and spelling?
10. Send emails at the right time
Since your leads probably ?gets? tons of emails every day, you need to make sure your message doesn’t get lost in the shuffle.That means scheduling your emails to be sent when they’re most likely to read them. Early morning, mid afternoon, and late evening are all good times to send your emails.Even better, a relationship focused CRM like Contactually will actually ?asses? your lead’s engagement and automatically send emails at the times they’re most likely to open them and engage.
Do you think I will seriously consider your suggestions when this is so poorly written?
Hey Caleene,
Yikes. Looks like this got through both me and our copy editor. Thank you for bringing this to our attention!
The fact that the HTML didn’t translate directly doesn’t disqualify the whole list of pretty good scripts! Thanks for sharing Emile!
Ah, sorry to hear that! HTML can be a pain sometimes. It always seems like doing very, very simple things can be the most frustrating. Anyway, good luck with your emails.
You promised a free ebook but I dont see it here.
Hey Joe,
Are you looking for the scripts or the 197 marketing ideas ebook?
Both
I do agree with Steve Methiew. Email marketing has become the utmost required marketing tactic to converse with prospects. The article has clearly described the tips for writing the real estate email templates. I would recommend my friend to start using these tactics, as he was struggled in lot in writing the templates to his customers.
Indeed. Email marketing is essential these days. but expect its popularity to wane as new apps like Slack gain more of a foothold in the corporate world. We switched to Slack a few months ago and now people rarely check their emails.
A lot to agree with there! Email is definitely strong now, but I can’t help but feel like Gmail accounts in particular are going to get harder to show up on.
Great article!
Thanks Nelene!
Thank you. Great info.
Hey Paige, no worries and glad you found the article useful.
That’s worth GOLD for peak performance realtors.
WOW.
Hey Gil, it’s not gold unless you put them into action and make them your own!
Your letters and comment have really been helpful. This is excellent. When you know what to say and not quite sure how to say it. I will definitely check out the 17 Best Real Estate templates.
Hey Pearl, glad you liked them and hope you have a killer busy season!
I like that you said that sending emails at the right time to people can help you gain people’s attention. My sister told me that she recently receive an email that made her feel like wanting to try the offer they offer her. Thank you for helping me learn how to properly use mail to gain business. https://www.regalcrownrealty.com/#
This is great information. I actually am surprised it wasn’t more of a teaser to get me to buy something. I feel it brings you credibility.
Hey Deb,
Thanks for stopping by and glad you liked the article! If you want to bounce ideas off other agents in our group, check out our Facebook mastermind group here: https://www.facebook.com/groups/theclosecommunity/
Thanks for sharing the best real estate email templates & scripts it helps me selling and buying my properties in an easy way.
No worries. Glad you found the article useful and definitely come back and share your success on our real estate mastermind group: https://www.facebook.com/groups/theclosecommunity/
Great list. Thanks for sharing such resource.
No worries at all, that’s what we’re here for! Sign up for our email list and we’ll send you all the coolest new articles.
Long time, no speak, Emile!! Great writeup! Recently started a RE investment company with my husband (hanging up my corp RE creative hat)… of course I’m focused on the marketing, which is how I landed here. What a great surprise, lol. I’d love to touch base— shoot me an email! -Miesha
Ha! No way! Small world! I was actually thinking about you the other day because I was telling someone the story of that godawful collage box that Carol had me make for Jerry to give to Calvin Klein. We had some fun in that office for sure. Will definitely reach out to touch base. We could actually use a good designer though in case you want to get pulled back in for one last job bad cop movie style. Anyway, so good to hear you’re doing well!
What do you suggest for a snail mail letter to past brokerage clients who have purchased a property upwards of 7-15 years ago. My brokerage has provided me a list of past clients of agents who have moved on to other brokerages and he wants me to get in touch with them. Have you anything that fits that circumstance?
Hmmm, yeah that’s a tricky one. I probably wouldn’t treat them any differently than normal cold leads. They may or may not have maintained a relationship with those former agents so I don’t think it pays to mention them. That said, hopefully your brokerage brand name will help get your foot in the door since they’re worked with your brand before.