Email marketing is a great way to consistently communicate with your database, which makes it an essential strategy for growing your real estate business. But coming up with templates for effective real estate emails is a challenge for just about every agent we’ve ever met.
That’s why we put together this resource of 23 effective real estate email templates you can use for inspiration to help create your own reusable bank of email copy. After the list, check out our 20 rules for writing emails that convert.
Download All the Email Templates
Real Estate Email Templates for Sellers
1. Discount Broker Objection Handler Email
Originally a phone script, Tom Ferry’s excellent discount broker rebuttal is ideal to use on leads who prefer email.
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?
[Your name]
2. Newer Agent Seller Meeting Follow-up Email
After the listing presentation, great follow-up is important to seal the deal. This script, based on one from Ryan Serhant, is an effective follow-up email that reemphasizes your unique selling point.
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 date and time] work for you?
Looking forward to working together!
[Your name]
3. Open House Feedback Report Email
While open house events are often touted as an opportunity to pick up buyer clients, an open house is also an important opportunity to demonstrate the effort you’re putting in for your seller.
After all, if they aren’t in attendance, they can’t see the expertise you’re bringing to the transaction. While your immediate goal is to provide excellent client service, your long-term goal should be gaining a referral from them. Here is an example of a feedback email we use to keep sellers informed after an open house.
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]
The 9 Best Open House Follow-up Email Templates (+ Writing Tips)
4. Seller Lead Email
Check out this real estate email template designed to entice homeowners by inviting them to review their potential profit opportunity over coffee. It captures the sense of urgency in acting quickly in a changing market.
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!
Best,
[Your name]
5. Reconnecting With a Past Client
While originally designed as a phone script, this approach drafted by Rich Gaasenbeek of IXACT Contact works great as an email template as well for reconnecting with a client you may have lost touch with.
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]
7 Savvy Ways to Generate More Real Estate Referrals
6. Follow-up Email With Seller
Here’s another excellent email template from Zillow that you can use for your second contact with a seller. Offering a custom home valuation report is a great way to show your value to your client.
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]
How to Do a Comparative Market Analysis: A Step-by-Step Guide
7. Home Valuation Request Email
Follow-ups for home valuation requests are another email you need to nail right away. Here’s a great example from the annals of Follow Up Boss.
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].
8. Listing Presentation Follow-up Email
It’s crucial to follow up your listing presentation with an email that will close the deal— especially if you didn’t get a signature when you met with them. We use this email to open the door for further conversation and express the urgency of listing their home sooner rather than later.
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.
[Your name]
How to Get Listings in Any Market (Without Spending a Fortune)
Real Estate Email Templates for Buyers
9. Listings Interest
This template from Market Leader helps you gather more information about your buyer’s wants and needs for their next property.
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 had 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!
[Your name]
If you like this script, you might also like working with the company that created it. Market Leader sells buyer and seller leads directly, which means you can start sending emails just like this one right away.
10. Open House Follow-up Email
Do you have a script for following up with your open house visitors? Check out this next email template from Realvolve that opens the door for the next meeting.
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 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.
Talk to you soon,
[Your name]
9 Open House Apps Tech-savvy Agents Are Using to Get More Leads
11. One-year Follow-up Email
Clients you’ve helped into a new home are great sources of referrals, not to mention that after as little as one year in their new home, they may be ready to purchase a vacation home, an investment property, or even an upgrade on their current property.
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]
12. Lender Referral Email
Shopping for a new home can be fun, but sourcing a great lender and securing mortgage financing is often the most complicated aspect of homebuying. Use this lender referral email template from Stacie Staub, cofounder of West + Main Homes, to help turn your prospects into active homebuyers.
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 any time.
Thanks!
[Your name]
13. New Lead Follow-up Email
It typically takes several touches before your lead turns into a client. Doubling up and contacting a new lead by both email and text message keeps you top of mind so your budding relationship doesn’t wither on the vine. Use this email from real estate coach Beverly Ruffner that’s short, sweet, and directly to the point.
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]
How to Build Rapport With Inbound Leads, Quickly [+ Scripts]
14. First Showing Follow-up Email
Following a first property showing, you’ll want to sum up the day and the listings you showed your client. It’s a great time to demonstrate your honesty with a straightforward and realistic assessment of what you’ve seen together.
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]
The 12 Best Real Estate Prospecting Letter Templates for 2023
15. Testimonial Email
There are few approaches as effective as providing real-world client testimonials to a new prospect to help them get to know the level of service you provide. But you need to gather the feedback first. Swipe this excellent example from BoomTown.
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!
Talk to you soon,
[Your name]
16. Listings Request Follow-up Email
As a follow-up to providing listing information to a prospective buyer, this real estate email template from Point2 lets you dig a little deeper to find out your client’s likes and dislikes.
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 had 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]
14 Real Estate Testimonial Examples to Inspire Your Referral Marketing
17. Second Contact With a Passive Buyer Email
Sometimes, the second touchpoint with a prospect is more important than the first. Here’s an email to send after speaking with an indecisive buyer lead.
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]
18. Coming Soon Preview Email for Cold Buyer Leads
No one can resist exclusive information, especially if your local market has a very limited number of homes for sale. Real Geeks’ straightforward approach hits the sweet spot.
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]
Real Geeks Review: An In-depth Look at Features & Pricing
19. Renter Converting to Buyer Follow-up Email
Fear of missing out can be a potent motivator for potential first-time homeowners, but you need to be careful about how you approach this technique.
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?
[Your name]
Real Estate Email Templates for Referrals, Recruiting & More
20. Referral Request Email
Since referrals will become the lifeblood of your business as you progress in your career, here’s a great email script from the National Association of Realtors to make the ask. Feel free to personalize it to your own voice.
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 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
- 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!
Best wishes,
[Your name]
7 Savvy Ways to Generate More Real Estate Referrals
21. New Agent Recruiting Email
Looking to expand your brokerage or team? Here’s a great follow-up email template that offers up the value of your experience to new recruits.
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]
The Ultimate Guide to Recruiting Agents for Your Team or Brokerage (+ Scripts)
22. Annual Home Sales Report Email
Your emails offering a report on recent home sales are important to get right. Placester’s real estate email template gets straight to the point. I love it because it’s direct, simple, and doesn’t waste any space on the page.
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]
Placester Marketplace Makes Real Estate Websites Insanely Easy to Create
23. Non-responsive Leads Email
It’s good practice to keep your database filled with responsive contacts, and sometimes you need to prune your list. Use this script to elicit a response from a lead who’s gone quiet. This email gives recipients a time limit for getting back to you in order to stay connected.
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]
Why Real Estate Email Marketing?
Before we get into the email templates, let’s talk about why real estate professionals should embrace email marketing. In spite of the rise of social media marketing, artificial intelligence (AI) bots, and chat apps, email marketing still continues to grow year after year.
Why do brands rely on this relatively basic technology? It’s fast, affordable, and pretty easy to use. You can create customized campaigns to reach different audiences, automate your sends, fire off spur-of-the-moment messages, broadcast your listings, send holiday and birthday greetings, and so much more, in just a few clicks.
Not to mention email marketing has one of the highest returns on investment of any advertising channel out there. It consistently generates as much as $45 for every dollar spent, so it’s an efficient and effective way to stay in touch.
Building your database and creating email marketing campaigns to stay in touch, when done correctly, will generate leads and clients practically on autopilot.
That being said, it’s important to approach your email marketing with a clear strategy. Check out our video on email marketing mistakes to make sure you’re not guilty of making them.
Mistakes to Avoid
Now that you know why you should be using email marketing along with some mistakes to avoid, here are 23 templates you can steal, broken into categories by recipient.
20 Tips for Writing Your Own Highly Effective Real Estate Emails
1. Keep Your Copy Short & Simple
To keep leads who are reading your messages on mobile 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 in 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
While many real estate agents think industry terms will impress their leads, in reality, real estate jargon can confuse consumers and make your message less clear. Use simple language that’s easy to understand.
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, flesh out the email, and then finesse the language.
5. Use the Slide Method 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. The objective of every sentence is to get your reader to read the next sentence. Structure your emails to draw your audience in and keep them engaged.
6. Use Persuasive Language
When you’re creating emails, never forget the main purpose: to persuade the reader to take some kind of action. Brush up on your persuasive skills and implement them in your email copy.
7. Use Playful Language Sparingly
While you may be tempted to use informal language in your email to seem more personable, you should use it sparingly. While it will help you and your message seem more personal, it can also very easily sound unprofessional.
8. Pay Special Attention to Your Subject Line
The subject line is the most important piece of copy you’ll write. If you want people to read your email, your subject line has to get the reader to open it.
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 want to learn more. Keep your subject lines simple and around 40 characters or fewer to avoid getting cut off on mobile devices.
9. 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 through each sentence, 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 fumbling or unnatural pauses, that’s a good indication your leads will read it that way too.
10. Highlight the Benefits
Don’t just list features when drafting your emails. Answer the question: Why should they care? In other words, why does any given point matter to your reader? So when you’re sharing information about your services, the market, or a specific listing, detail the benefits to your reader so you can create an emotional connection.
11. 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 take action.
12. Reuse & Recycle Your Content
You don’t have to worry about your readers calling you out on content you’ve sent out before. Chances are they won’t see every email you send. So, don’t struggle to come up with fresh content for every single email. Create templates you can repurpose later.
13. 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 lines and messages continually.
14. A/B Test Your ‘From’ Line
Speaking of tracking your progress, 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.
15. 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.
16. Try to Tailor Every Email for Buyers or Sellers
While including a tagline or language 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.”
17. 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 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 personal with a client at a bar, but quite another to have that overly personal interaction immortalized in an email.
18. Use Video
A great way to make a human connection to your audience is through embedded video. We love using videos in our emails to create that bond when your readers know, like, and trust you. We use BombBomb for our videos. BombBomb compresses the videos and creates GIFs to encourage readers to click to watch the videos inside our emails. We get a lot of positive feedback from them too. We also turn around and use those videos in text messages to double our open rates!
19. Include a Clear Call to Action
You’ve given your audience some valuable information—now what? Give them clear instructions on what you want them to do next. Whether that’s scheduling a meeting, checking out a blog post on your website, or replying to the email, make sure your reader knows exactly what you expect them to do next.
20. Never Forget Who Your Email Is For
The most important thing to remember when you’re crafting emails is to remember why you’re writing the email in the first place: to provide answers for your reader. Your audience will always want to know what’s in it for them. So, tell them. Answer their questions. Show them the benefits. Don’t meander around, putting words on the page simply because you want to look good. Always be answering the question: Why does this matter to my reader?
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. I like to sign up for newsletters just so I can check out the email campaigns that will follow. A good marketer studies the marketing materials they are exposed to.
I collect sales letters and postcards that I find compelling as good examples. I save good emails in folders in my email account. And they don’t all have to be from the real estate world. I keep anything that I think is well-written and I’ve built a fantastic swipe file that I can go back and reference whenever I need some inspiration.
I’ve created several real estate email templates by studying other people’s marketing materials over the years. Look at the things that come to you through a marketing lens and a whole world will open up to you.
Have any email tips you’d like to share? Leave us a comment with your advice below.
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