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 2021. The only problem is that, for many agents, writing effective emails can be challenging.
We put together this resource of 19 effective real estate email templates you can use for inspiration to help create your own email templates. Check out my 15 rules for writing effective emails at the end of this article.
1. Discount Broker / Objection Handler Email
Subject Line: Why you should avoid discount brokerages in today’s market
Hello [First 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. 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 causes 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
Subject Line: Happy One Year in Your Home!
Hi [First Name]
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!
3. Seller Lead Email
Subject Line: Like hotcakes
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.
P.S. Have you seen my client success stories?
4. Lender Referral Email
Subject Line: Lenders I know and trust
Here is the lender info that I promised. I recommend that you talk with a couple of them to see what programs they offer and to 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 home search and start looking for some homes!
West + Main Homes has a video discussing the pre-approval 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 pre-approval 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.
[Insert your full signature, which I recommend you include on EVERY email.]
5. Listing Feedback Email
Subject Line: 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.
6. Reconnecting With Past Client Email
While originally designed as a phone script, this approach works great as an email template, and as a means of reconnecting with a client you may have lost touch with.
Subject Line: Nice to Reconnect With You
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.
[Related article: 7 Savvy Ways to Generate More Real Estate Referrals]
7. New Lead Follow-up Email
Subject Line: Did you get the text?
Did you receive the text we 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?
We 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?
8. First Showing Follow-up Email
Subject: Following up
Hey [First 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 of years] now, that 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 more objectively, and that’s what I aim to achieve with these emails. Believe me, considering what we’re looking for, 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.
[the first home you brought them to]
I think [the address] has a lot going for it. On the surface, it does seem to tick all your boxes, but I am still concerned about the potential foundation issues we saw. It could be nothing, but since there were so many other excited buyers there, I don’t want us to get swept up in a bidding war for a home with potentially serious issues.
[the second home you brought them to]
[the address] may have had a lovely pool area, but I think the asking price is way out of line with the neighborhood. I also think the layout is going to be very difficult to work with. The wall that separates the living room is structural, and really hurts the flow of the space.
[the third home you brought them to]
[the address] seems to be the strongest candidate so far in my opinion. Since you liked it so much, I am grabbing a coffee with the listing agent tomorrow to see if I can gauge the seller’s motivation.
Attached is a list of more homes I think will work for you. How does Sunday at 11:30 sound? Although the second place on this list looks great, please be aware that it is tricky to show, so we might not get in this weekend at all.
Looking forward to seeing you on Sunday! As usual, if anything else great comes in, I will send it over right away and add it to our list.
9. Second Contact With Seller Email
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!
[Related article: How to Do a Comparative Market Analysis: A Step By Step Guide]
10. Testimonial Email
Subject Line: Varies
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 finding the new place, we could not have asked for a better experience.’
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,
11. Referral Request Email
Since referrals will become the lifeblood of your business as you progress, here’s a great email script from the National Association of Realtors (NAR) for referrals.
Subject Line: 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!
[Related article: 7 Savvy Ways to Generate More Real Estate Referrals]
12. Listing Request Follow-up Email
Subject Line: 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!
13. New Agent Recruiting Email
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?
[Related article: Contactually Review: Can It Really Boost Your GCI By 30%?]
14. Home Valuation Request Email
Subject: How much is your home worth?
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?
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.
15. Second Contact With a Passive Buyer Email
Subject Line: 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 an 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.
16. Annual Home Sales Report Email
Subject Line: [Agency Name] Annual Home Sales Report
Do you want to see how the [market name] 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.
[Related article:Placester Marketplace Makes Real Estate Websites Insanely Easy to Create]
Multiply Your Open Rates With 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 real estate agents, 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.
17. Non-responsive Leads Email
Subject Line: 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% 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,
18. Open House Follow-up Email
Subject Line: 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,
[Related article: 9 Open House Apps Tech-savvy Agents Are Using to Get More Leads]
19. Coming Soon Preview Email for Cold Buyer Leads
Subject: Still looking in Lanikai?
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.
[Rock Star Agent]
[Related article: Real Geeks Review: An In-depth Look at Pricing & Features]
15 Tips for Writing Your Own Highly Effective Real Estate Emails
1. Avoid Long Paragraphs & Confusing Words
To keep your mobile leads interested in your email, try to 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 real estate agents 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 who opened your email but didn’t respond.
11. Track Your Progress
Typing up an email and crossing your fingers won’t cut it these days. Instead, use a good customer relationship 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 to 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.
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.
Have any email tips you’d like to share? Leave us a comment with your advice below.