While every client, home, and transaction is unique…that doesn’t mean every email you send has to be.
The fact is, much of real estate client work is repetitive. That’s just the nature of the beast. You prospect, nurture, build the relationship — rinse and repeat. In fact, some would say it’s the consistency itself that makes or breaks your success in this industry.
So why would you spend the time writing new emails from scratch every time, when you could be using a library of tried-and-true client email templates that get the job done?
If you want to truly maximize your productivity (and your results!) we’ve got you covered. With over 20 client email templates, this list will help you find the right words for the most common real estate scenarios so you can ace your communication every time — without over-automating or spending hours chained to your laptop.
Table of contents
- 6 Prospecting Emails to Help You Capture More Leads
- 7 Nurturing Emails That Keep You Top-of-Mind
- 4 Emails for Maintaining Momentum with Buyers
- 5 Post-Closing Follow Up to Boost Your Business
- Take Your Email Templates to the Next Level of Efficiency
6 Prospecting Emails to Help You Capture More Leads
Let’s start with what’s typically seen as the hardest task for any real estate agent: prospecting.
Drumming up business can be a challenge, especially if you’re new to the game. But with these templates, you’ll be filling up that pipeline in no time.
1. Cold Introduction
Brandon Grass made a name for himself through cold calling — and when we say ‘cold calling,’ we’re talking in-the-dead-of-Canadian-winter cold. But when this Canuck picks up the phone, there’s no B.S. about it. Just, “Hey Brandon here. I'm with RE/MAX. Just calling to introduce myself and see if there's anything in the world I could do for you.”
Short, sweet, to-the-point. *Chef’s kiss.*
Now, let’s turn that into an email. Since we don’t have the benefit of small talk, it’s better to provide a little more information for them to digest and respond to:
[Your Name] here 👋 I’m a real estate agent with [Brokerage]. Just wanted to reach out and introduce myself and see if there’s anything in the world I can do for you.
I’ve been living in the area for X years and helping folks out with all their real estate needs — and not just buying and selling homes, either! Home valuations, updates on the housing market, professional referrals… you name it!
If any of this sounds helpful for you (or someone you know), I’d love to be your go-to resource. Feel free to reply to this email, or call/text me at (123) 456-7890.
2. Reaching FSBO Leads
Want to connect with FSBO sellers? If you can reach them by email, try this message from Breakthrough Broker. (Or print it out and go the snail mail route… 🐌)
I want to share some information that real estate agents typically don't share. In doing this, I hope to earn your trust should you ever decide to sell your home using a local expert. Hopefully you will see that I do business a little differently.
Here is what other agents will tell you:
"You'll never be able to sell your home without an agent."
The Truth: Selling your home without an agent is very possible, especially as the market recovers in [INSERT CITY/NEIGHBORHOOD/ETC.].
"You won't save any money on commission because buyers will just offer you less."
The Truth: You're not obligated to accept any low offer, and if you receive an offer that is acceptable to you, then you will have saved money on commissions.
"You'll never be able to complete the paperwork."
The Truth: While the paperwork can be extensive, you can either be extremely careful or find someone like an attorney or real estate agent who will help you for a flat fee.
"You can't get your home listed on the internet or the MLS."
The Truth: These days you can list your home on Zillow, Craigslist, or even YouTube. Also, there are real estate agents who specialize in placing homes on the MLS for a low fee.
If you have any questions regarding the home selling process, I would be happy to help however possible. There are many things to consider such as disclosure, buyer financing, marketing, and pricing.
You may also find that most home buyers are working with an agent because there is typically no cost to the buyer for these services. If you haven't already done so, you should consider whether you are willing to pay the commission for a buyer's agent.
I love selling real estate and helping people like you. If you ever have any questions please contact me — no obligation, no pressure, no nonsense.
Your [CITY/NEIGHBORHOOD/ETC.] Real Estate Expert,
3. Expired Listing Outreach
For sellers, an expired listing can be a massive disappointment…which means empathy is absolutely crucial if you choose to reach out. This template from Freedom Trail Realty School aces it while still keeping the message upbeat and action-oriented:
I noticed that you previously placed your home on the market, but the listing expired before you could make a sale. It happens, but it shouldn't happen in your neighborhood and with your home.
You're frustrated and probably disheartened. I want to help.
Allow me to introduce myself. I'm [Your Name] from [Brokerage]. I/my brokerage specialize in selling homes in your neighborhood. Every day, we help buyers who are looking for properties in your neighborhood.
I believe your home will sell and I have a few marketing ideas that I'd love to share with you.
Let's get your home sold. Schedule a time to meet with me here (link to your online meeting tool).
I look forward to meeting with you soon,
4. Contacting in a Specific Neighborhood
Go-getter Cindy Greenya always makes prospecting a priority. She makes sure to send at least two personal notes and make 1-2 client calls first thing in the morning, every single day. Her go-to? A simple, “Hey, I was thinking about you.”
But when she’s got her eye on a particular area, she goes for it with a text or email like this:
I have a client who’s looking for a townhouse like yours in your subdivision. If you or any of your neighbors are looking to sell, please make sure you let me know! I’d love to get their house sold for them quickly.
5. Newsletter Invitation
Want to turn a personal connection into a potential client? Invite them to join your email list! This template requires a little bit of personalization, but check out how effortless it can be:
How are you?!
You’re someone I always think of whenever I see killer landscaping — and the house I showed yesterday had a jaw-dropping garden! (It’s just around the corner from you, actually in Spring Brook Hills.)
I’m kicking off an email newsletter with home and garden how to’s (and maybe a few insider tips on the market) and I’d love to get an expert like you on my list.
Can I go ahead and include you?
7 Nurturing Emails That Keep You Top-of-Mind
You never know when a cold lead could suddenly warm up. That’s why it’s so important to stay connected through personal, authentic nurturing campaigns. When they’re ready to make a move, they know exactly who to turn to. Fortunately, our pal Ricardo Bueno shared some of the top nurturing templates in his arsenal. Check ‘em out.
1. Share a Market Update
According to Ricardo, this once-a-month email is a great opportunity to flex your knowledge succinctly and effectively. He makes sure to use real client stories that paint a picture of his expertise and help prospective clients envision what he can do for them too:
Just a quick note to update you on the housing market in your area. The market is HOT. Prices in the [farm] area have gone up [$____] in the past 12 months and houses are receiving multiple offers within [#] days of being on the market.
[Name] and [Name] wanted to sell their starter home and move up. They felt paralyzed: they wanted to sell but they were afraid they wouldn’t be able to find anything to buy. I encouraged them to take it one step at a time.
First, I ran a Comparative Market Analysis so they had an idea how much they’d net from the sale of their home.
Next, I connected them with a lender I trust so they knew how much they could spend on their next home.
After that, I advised them on some DIY and light contract work they could do to improve their home. Finally, I kept them informed of homes coming onto the market that fit their price point and criteria.
Within six weeks of our first conversation, [name] and [name] had an offer accepted on their dream home and also had their starter home in escrow. When you have the right person guiding you, it’s easy to take each step with confidence.
If you or someone you know is in this situation, let’s talk.
2 - 3. Tackle the Interstate Shuffle
Out-of-state moves can be tricky, but as more and more people are branching out to find a new place to call home, you want to create messaging that speaks directly to them. Ricardo has two variations of this message, one for departures and one for arrivals. Again, he relies on real client stories to engage his prospects.
For folks leaving the state….
So, you’ve heard people are fleeing the state for greener pastures, but is the grass really greener on the other side? That depends on who you are!
[First name], [x beds and x bath] homes in [area] are selling for around [average purchase price]. Here’s what kind of home you could buy in…
1: [picture, purchase price, city, state]
2: [picture, purchase price, city, state]
3: [picture, purchase price, city, state]
Last month, [client name & client name] told me they had recently retired and were looking to live in a state where their fixed income dollar would go further but where they could still enjoy a high quality of life.
I connected them with my friend [agent in another state] who helped them find just the place in [state]. Meanwhile, I was able to get them top dollar for their home here by [list one or two things you do to sell homes such as staging or 3D virtual tours].
If you know someone who's thinking of calling a new state home, I’d be happy to get them top dollar for their home here and introduce them to an agent who will guide them to their dream home in their new state.
For folks arriving to the state…
Many of you are new here, so on behalf of my team and I, welcome to the great state of [state]!
We’re seeing amazing growth throughout the region. Even those of us who know the area well are constantly finding new destinations popping up! In fact, I’ve written a couple of articles about some great new destinations and developments in the area I think you should be aware of. Click here to read my article on [destination 1] or here to read my article on [destination 2].
[Client name & client name] were relocating to [area] from [state]. They were looking for an upgrade from their home in [previous state]. They wanted something new with a contemporary feel. I knew just the place. I took them to [development] in [city] and showed them homes just like this: [photo 1 and photo 2]
They immediately fell in love, I wrote up an offer, and they will close escrow later this month!
If you know someone who has flirted with the idea of coming here but needs a guide to show them the amazing possibilities [area] has to offer, let me know! When they see all there is to love about this area, they’ll fall in love too!
4 - 6. The 7-Day Conversion Funnel for New Inquiries
Sometimes you need more than just an email — you need a sequence. Ricardo’s got a 7-day plan that leverages email and texting to help you respond quickly and effectively to new leads:
Email #1: Send Immediately
Subject: Details for [insert property address]!
My name is #agent_name# and I'm the REALTOR® that's listing #buyer_inquired_listing_addr#.
It really is a great home, but I understand that what’s great for one person may not be great for every person :-)
Would you like me to send you a list of homes similar to #buyer_inquired_listing_addr#?
If so, just hit reply and let me know. Also, are there any other details or areas that you're interested in as well?
Text #1: Send 4 Minutes after previous step
Hi #lead_first_name#, this is #agent_name# the agent that's listing #buyer_inquired_listing_addr#, I just sent you an email but I wanted you to have my number in case it's easier to call/text ... in fact, are there any questions I could help answer for you now? 🙂 Talk soon!
Email #2: Send 3 Days after previous step
Subject: Are you still interested?
Maybe #buyer_inquired_listing_addr# isn't the right home for you ... so, can you tell me a little bit more about your dream home?
- How many beds are you looking for?
- How many baths?
- Are you looking in a specific school district?
- Are you looking for a specific feature like a BIG swimming pool for those summer BBQ's?
I don't know if you know this, but even the biggest real estate website out there only has about 70% of the listings available. As a local real estate professional, I have access to 100% of the listing through the multiple listing service including off-market properties in this and other areas.
In fact, you can set up your favorite home search quickly and easily here:
Whatever the challenge, I'm here to help ... sound good?
Email #3: Send 4 days after previous step
Subject: Stay in touch?
I'll take your not responding as a sort of "back off" signal, I totally get it.
Right now may not be the right time to buy or sell for you. But whether you're looking to buy or sell in 2 months, 6 months, or 2 years, I'm here to help. In fact, a lot of my happiest clients started out this way.
In the meantime I’m going to set you up with Homebot. It will help you explore the market based on what’s most important to you. You should have received an invite already, if you haven’t, just hit reply and let me know. You can always reach me directly through Homebot.
I'll reach out from time to time with the latest changes to the market and the best options for buyers. Feel free to call/text/email me at any time.
7. Home Value Campaign
As you probably noticed in the last campaign, Ricardo uses a tool called Homebot to help him send monthly home valuations to leads in his database. But you don’t have to be a Homebot user to get some great inspiration from this template:
You’ve been receiving my free wealth-building tool, Homebot.
I imagine you looked at it and thought ‘my home is worth way more than this.’
Here’s what you need to know: buyers are seeing numbers just like this from Zillow and other platforms. Worse, real estate professionals are relying on tools like this to help them figure out your home’s value as well!
For a home like yours, technology isn’t enough. You need human expertise and storytelling to inspire people to see your home’s value beyond the algorithm.
If you want an expert, human valuation of your home, reply to this email and we’ll take care of the rest.
4 Emails for Maintaining Momentum with Buyers
When you’ve got a client who’s ready to make a move, you want to keep the process moving forward and prevent them from going cold (or getting poached by another agent). Here are a few templates to help you stay on track.
1. Open House Alert
Let your client know about upcoming open houses on properties they may be interested in.
I wanted to let you know about a few homes that will have open houses this weekend. Based on your recent searches, there a few you might want to check out:
- Home 1
- Home 2
- Home 3
For more information on specific dates and times, [insert call to action, such as click on the image or link below]
2. Listing Updates Check In
If you’ve been sending new listings to a client and you’re hearing crickets in response, check in to make sure you’re sending the content they’re looking for:
I’m reaching out today to make sure the property listings I’ve been sending you contain homes you’re actually interested in. If that’s the case, no need to reply back to this email — we’ll just keep sending you more listings like these. If they aren’t the types of properties you want to see, please don’t hesitate to reach out by replying to this email!
3. Open House Follow Up
Agent listings specialist Monica Diaz and digital marketing expert Jay Campbell are absolute open house wizards — even when the market isn’t going like gangbusters. Here’s their go-to email sequence for following up after an open house:
Subject: What do you think?
Hello [FIRST NAME]!
My name is [NAME] and I’m a Real Estate Consultant for [NAME OF REAL ESTATE TEAM AND BROKERAGE].
I just wanted to personally thank you for coming to our recent open house!
Your opinion is important to us, so we wanted to see…
What do you think about the house?
Did you like it? Not like it?
Please let us know!
Thank you in advance :)
P.S. If this house wasn’t quite for you or you are looking for something else, you can always feel free to give me a call directly at [PHONE NUMBER].
Get the rest of Jay and Monica’s 10-email drip campaign for open house buyers here!
4. Under Contract Email
In a super hot market, you may not have time to catch up with open house visitors before the house goes under contract — but that doesn’t mean all is lost and the leads are wasted. Here’s how to handle the situation with grace:
Thanks for your interest in [Property Address]. It was great to meet you and [Spouse/Partner Name].
As you may have heard, the property is now under contract. But the good news is that there are several other homes in the area that will be coming onto the market soon. Just say the word, and I’ll be happy to share more details or arrange an early showing for you.
Also, are there any other details or areas that you're looking for in your future home? That’ll help me keep an eye out for your perfect fit as new properties pop up.
Five Post-Closing Follow Up to Boost Your Business
As hard as you work to find clients and close deals, you don’t want a single one to go to waste. That’s why it’s so important to follow up — even after the deal is done. Here are a few ways to earn more reviews and referrals from recent clients.
1. Request a Review
Your reputation is vital to the success of your business, and online reviews are one of the easiest ways to polish yours for future clients. So why not make the most of your very happy clients by requesting a review right after closing? Here’s another awesome script from Ricardo’s playbook:
Hi [First Name],
Thank you for letting us represent you on your recent real estate transaction.
We ask all of our clients who want to give us a public testimonial to please leave us a review on Zillow/Google My Business.
Here are the quick steps to follow, it will take less than 2 minutes:
1. Click on the following link to leave us a review: [INSERT URL]
2. You can scan the other reviews to see what previous customers have said about us
3. If you’re thinking about what to write about, many of our clients who have read the reviews have told us these are the following characteristics that have been useful to them:
- Having 5 star reviews across the board
- Why you chose us to represent you (Our expertise, our accessibility, etc.)
- Was there something in particular that we did that you appreciated?
- Our knowledge and expertise over the local area market
- Our patience, communication and education throughout the process
- Would you work with us again?
Thank you in advance for taking a moment to leave us a review and help us spread the word about our business!
2. Sweeten the Deal
Take a page out of RE/MAX agent Jay Carden’s book. When he asks for reviews, he offers a chance to win a $100 gift certificate. Who could say no to that?
I just wanted to thank you for allowing me and my team to represent you in the purchase of your home. It was great to see everything come together in the end. Thank you for the business!
If you can please take a minute to review my service, click here [Link].
Every review of my service gets entered to win a $100 gift certificate to an amazing restaurant. Each household can submit multiple reviews. For example, both husband and wife can write a review for 2 chances to win.
Again, thank you very much. Please let me know if I can help you or someone you know in the future with your real estate needs. The market is very strong right now and homes are selling for a profit.
Bonus Tip: Jay also kicks this message off with a video for an extra personal touch.
3 - 5. Request a Referral
Referrals are an essential part of building a successful business in real estate. And while it might sometimes feel awkward to ask, we can help make it a little easier with these templates:
From recent clients…
Michael Montgomery of Rev Real Estate School absolutely aces it with his script for requesting referrals after a closing:
Congrats again on the home sale! Between the packing and organizing, I hope you still get a chance to celebrate.
I really did enjoy working with you and would love to work with more people like you! If you know of anyone who may be looking for real estate advice, we are always on the hunt for more great clients like you. We work almost exclusively by referral, so if anyone comes to mind, we are always happy to help. (If not, no worries, of course.)
Regardless, it has been such a pleasure working with you and I’m looking forward to working closely with you on the final stretch as we approach possession.
From professional connections…
I hope all is well! Looking forward to catching up with you soon!
Because we worked together, if anyone comes up in your network that may need real estate advice, I'm always happy to help. We work almost exclusively on referrals, so we always make a point of asking our great clients if they know anyone.
No need to respond - we are just huge on referrals so if anyone comes up, we are always happy to help.
From your email subscribers…
Hope you’re having an awesome week!
Did you see my email last week on ‘5 Big Predictions for the Downtown Indy Real Estate Market’?
Home buyers have a MAJOR hand to play right now – but unfortunately they don’t always get the deal they deserve. (One of my recent clients almost got badly burned by an inflated zestimate!)
Do you know anyone who might be thinking of purchasing a home in the future?
I’d love to share these tips, answer any questions, and even let them know which questions they should definitely be asking!
Reach the Next Level of Efficiency
There’s no doubt about it: email templates can save you a ton of time keeping up with prospects and clients. But if you really want to get the most out of your templates, you can go even more hands-off (while keeping a healthy respect for personalization and authenticity) with a little help from Action Plans and Automations in Follow Up Boss.
Action Plans allow you to create follow up sequences that are tailored to specific audiences. You can design the perfect blend of calls, texts, and emails to quickly engage new leads, or set up long-term nurturing campaigns for buyers who are still several months out.
And Automations help you do even more (with even less effort). Initiate Action Plans with special triggers, like on a contact’s birthday, when a lead saves a property, or when you or a team member add a new tag to the contact’s profile.
Here’s the big secret about automated follow up: Even though it’s less work for you, it can actually feel more authentic and organic to your clients and prospects.
Rather than checking in sporadically, you’re consistently keeping in touch with relevant insights, leading to better engagement and increased conversions over time.
So what are you waiting for? Take a few of these templates for a spin, or refine them and make them your own!