Top Ready-To-Use Email Templates for Real Estate Marketing Campaigns

Real estate email marketing templates

The internet has transformed many industries in the past few decades, and the real estate business is no exception. In 2021, 97% of people looking to buy a home used the internet for research, the National Association of Realtors reports. For millennial buyers, that figure was even higher. 

To engage the massive number of leads, real estate agents and brokers successfully leverage email marketing. As statistics show, this channel remains one of the most effective and efficient ones across industries, and the personal touch it provides makes it perfect for establishing connections and nurturing relationships. 

To move their leads down the funnel and, eventually, turn them into loyal clients, realtors need to use many types of emails tied together into an email marketing campaign. But if you decided to write each email from scratch, it would be extremely time-consuming. Luckily, you don’t really have to do that. 

With our selection of ready-to-use templates, you can compose a compelling real estate email in a matter of minutes. Below, you’ll find 17 templates for all the common marketing emails that realtors use in their campaigns all the time. Let’s get started.  

Welcome email

The welcome email is typically the most important part of any email marketing campaign. Because emails of this type are so critical for establishing a connection with a lead or a prospect, you wouldn’t want to handle them wrong. 

Here’s how your first message to a new client might look like:

This template would work for a welcome email in most cases. Yet there are other ways to welcome a new subscriber on board — for example, by planning a welcome sequence. To learn more about welcome emails and sequences, check out our article about welcome emails. 

Newsletter email

Newsletters are among the most common types of emails in every industry. The reason is, you can send them regularly to drive traffic to your website and subtly nurture connections. In the real estate industry, newsletters are great for sharing website updates, market reports, neighborhood news, and the like. 

Here’s an example of a short newsletter from a realtor:

If you want your newsletter to feel less generic, remember to personalize it by adding a recipient’s name and make it more attractive by adding visuals. Personalizing the content is also a good idea, and that’s where website statistics and survey data from welcome emails might come in handy. 

Buyer lead email

A real estate lead is someone who has demonstrated interest in some property, indicating that they might be ready to buy or sell when the moment is right. In this case, your job is to gently nudge them toward buying and convince them that you are the perfect candidate to help them navigate the process. 

This is how you can do it in an email:

Don’t have any exclusive listings at the moment? Offer prospects what you think can be the best fit according to their research history, or invite them to an open house event. The main goal is to demonstrate that you know what they need, and you’re always there to help. 

Seller lead email

Likewise, a seller lead is a person who’s demonstrated interest in selling property but is still hesitant at the moment. To help them set the wheels in motion, you need to convince them that now is just the right time — and you’re just the one to help make the deal beneficial for them. 

Here’s a template you can use for that purpose:

Here, the point is to show that you have all the data that proves the situation on the market is favorable for the seller. If you have something more than just a report to offer, such as a competitive analysis of their property, you can also use that to your advantage. To add a sense of urgency, remind your prospect that the situation might change any time (so they’d better act now). 

Home valuation offer

Property valuation is a complex process that requires expertise, experience, and specific information. That’s why home valuation offers are an effective way for real estate agents to set themselves apart from the competition and win their potential clients’ sympathies. In this email, your prospect expects to see a comparative market analysis and your estimates on how much their property is going to sell for. 

Here’s what this type of email might look like:

As this is an answer to a formal request, there’s no need to be too eloquent: let numbers and the accuracy of your report speak for themselves. However, if you’d like to add a more personal touch, you can offer to schedule a meeting to establish a closer connection and discuss the details.   

New listing email

Though most people look for property online, it can be hard for someone from outside the industry to find the right fit for themselves. Offering your prospects the listings they won’t easily find on popular real estate websites — ideally, those that are not available for public access — will help you win their trust and sympathy. 

Here’s how you may do it in an email:

To make this email even more attractive, you can briefly describe every listing and its advantages and explain why you think these could be a great choice. Attaching a presentation or an e-brochure is also a good idea, especially if the houses or apartments you’re offering are really exclusive.  

Expired listing email

When a listing expires, it means the property hasn’t been sold within the period of time outlined in the listing contract. In that case, a client has every excuse to feel annoyed and disappointed. In order to reassure them and help regain trust in your expertise, craft an email that both acknowledges their feelings and offers a solution to the problem. 

Here’s what an expired listing email might look like if you are a client’s listing agent:

If you’re not the person’s listing agent and you’ve noticed an expired listing, you need a different approach. Here’s an idea:

In both cases, it’s crucial to not give empty promises you cannot fulfill. Remember: the person is already feeling let down. If you won’t be able to live up to their expectations, you will most likely lose that client/prospect forever. So, make sure you’re only offering what you can actually give. 

Open house lead email

An open house event is a great way to show a property to many potential buyers at once without having to manage multiple personal appointments. If the event is a success, it can generate many leads. But you’ll still have to put in the work to turn them into potential clients.  

To make sure your open house leads stay engaged, send them an open house lead email. Here’s what it might look like:

In the template above, the focus is on the invitation for further discussion. If your main goal is getting feedback, you can put more emphasis on that in the second paragraph. For example, by stating that you would really appreciate any kind of feedback because integrity is always a priority for you in everything you do. 

The ‘after a showing’ email

Open houses sometimes attract people who are not actually planning to buy. But those who attend a private showing are more interested, so your follow-up email to these prospects should be more specific than the open house email. 

However, the structure is similar for both emails. Compare this template with the open house lead email above:

Because you know what the person is looking for, it makes sense to draw attention to those features in particular. In the best-case scenario, your prospect would be eager to share impressions with you right away, so all you need to do is offer a meeting. 

However, adding a post scriptum teasing other listings would be a good backup strategy in case the home you’ve shown didn’t meet their requirements.  

Neighborhood expertise email

When you know a prospect is interested in a particular neighborhood but you’re unsure about their requirements, you can use neighborhood expertise emails to test the waters. 

Here’s an example:

In this template, it’s all about offering your services without being pushy. Keep it in mind that this person has not yet chosen you to be their agent, so you need to explain why you’re the right fit firsthand. 

Yet it wouldn’t do to list all your advantages right away. Just make sure you establish yourself as an expert and leave them curious enough to book the meeting. 

Online inquiry email

Dealing with an online inquiry might be especially tricky because it’s usually difficult to understand how much a person is interested in a home they’re inquiring about. So it makes sense to start with thanking them and answering their questions before you say anything else.

Here’s an example:

After providing comprehensive answers, express your readiness to provide further information and arrange a private showing. You can also add a few words about your expertise and experience and tease other comparable listings you could help them with. 

Post-sale review request

After you’ve successfully closed the deal, it’s time to move on and start looking for more clients. But these days, it is not enough to just be a top pro — it’s crucial that you have substantial social proof from your clients testifying that you really are. However, most people don’t write reviews unless they are prompted to. That’s why you need to send post-sale review requests. 

Here’s what they can look like: 

If a client’s had a positive experience with you, they won’t hesitate to do you a favor and write a brief testimonial. Just make sure you send the message while the emotions are fresh, and include a review template (or at least an outline) so that they won’t need to scratch their head trying to come up with ideas. 

Thank-you email template

Closing the deal might be the most important part of your job, but it would be impolite and unwise to abandon your clients after the transaction. Thank-you emails ensure you leave a good impression, keep the conversation going, and increase the chances of getting referrals from your happy clients. 

Here’s a thank-you template you can use:

When it comes to thank you’s, a short note can go a long way, so it’s okay if you keep this email brief. Just express your gratitude to them for choosing you and let them know you’re still there to help if they need you. 

Client retention email

After you’ve thanked your client and allowed them some time to rest and settle in, retention becomes the priority. To make sure they don’t forget you too soon, check in on them within several months. 

This is what you might write:

Even if the client is not yet thinking of moving again, the idea of making their home more valuable on the market will seem appealing. Besides, they might share your email and contact information with someone they know who needs these tips and assistance more than they do. That’s how you grow your network! 

The former client email

Talking about referrals — according to research, 36% of sellers who worked with a real estate agent had found theirs through a referral from family members or friends. Moreover, 27% used the same agent they previously worked with themselves. That’s a good reason to stay in touch with your former clients by sending them occasional emails that go like this: 

This is a neutral email that can be used to reconnect with practically any client you haven’t been in touch with for a while. Who knows — perhaps, they are thinking of moving again? Even if that’s not the case, they might share your email and contact information with someone they know who needs these tips and assistance more than they do. That’s how you grow your network! 

Useful tip: To give your email a more personal feel, do some research on the person you’re writing to — for example, by browsing their social network updates. This will help you avoid embarrassing factual errors and make your message more in line with their current life situation. 

Follow-up email

Follow-up emails are those you send after a contact with or a trigger action from a lead. Real estate agents can send follow-ups after a certain event — for example, an open house, a private showing, or an online request. Depending on the type of action (or the nature of the previous contact), these emails can be very different. 

However, the general structure is typically the following:

You can also extend it to a follow-up sequence if you have a lot to say and share. Whatever you choose, the point is to be very specific about a target action/previous contact in the first letter to make sure the recipient knows what exactly you’re following up on.

Best practices for your real estate emails

To make the most of your real estate email marketing campaigns, use the following best practices. 

Devise a strategy

Knowing how to write emails of different types is essential, but all of them work best as part of a holistic email marketing strategy. When you know where each of your emails stands in a campaign and plan several steps ahead, the cumulative effect of your emails significantly increases. A holistic approach also makes writing each single email an easier task. 

To learn more about the strategic approach, use our email marketing checklist that will walk you through every step of creating a successful email marketing campaign. 

Segment your audience

Getting irrelevant content in their inboxes is among the top reasons for unsubscription, statistics indicate. To avoid bombarding your contacts with information they don’t need, you have to segment your audience based on their personal information (location, demographics) and the stage of the buying cycle they’re at. This will ensure that people on your list will only be getting information relevant specifically to them. 

Once the segmentation is complete, you might find it challenging to manage your email campaigns manually. Email marketing tools can help you optimize your workflow, save time, and make sure your campaigns run smoothly. Email marketing tools such as Selzy that offer segmentation can help you take your customer relationship management to the next level. 

Keep the content concise and to-the-point

People are extremely busy nowadays. That means nobody’s going to read long, poorly structured, vague emails from a real estate agent — especially if it’s only a newsletter or a welcome message. Moreover, you’re running a risk of facing a wave of unsubscriptions every time you bore people with your stuff. 

To avoid that happening, keep the content of your messages concise and focused. If you know you’re having problems with that, use the strategy all writers and editors use: re-read your email several times, cutting all the irrelevancies away during each round. It might not be easy at first, but it usually gets better with practice. 

Give value

People typically don’t subscribe to a real estate agent’s mailing list just for fun — you’re not Hollywood Reporter, after all. Therefore, you have to provide value in every email in order to stay in their inboxes and have some prospect of turning them into your clients one day.  

How you define value in your particular case is up to you, however. Typically, real estate professionals offer the following: 

• Market news and reports  
• Blog articles with useful tips
• Expert insights 
• Exclusive offers   

If you have other ideas that you think could help you stand out from the crowd, you’re welcome to try them out. Just remember that real estate is a very data-driven industry that mainly operates with numbers, so make sure you’ve got that covered in your content strategy firsthand. 

Jazz it up with visuals

People love visuals — that is a fact backed up by science and research data. The human brain is hardwired to process visual information much faster than speech, so visuals are a perfect way to make the most of your average subscriber’s attention span. 

The best way to make your emails more appealing to the eye is to use design templates — custom or ready-made. If you’re using an email marketing service, there’s usually a variety of ready-to-use designs to choose from, and drag-and-drop builders can help you create professional-looking emails in a matter of minutes. 

If you’re willing to go the extra mile, you can also include exclusive photos, colorful illustrated e-brochures, infographics and videos in your emails. 

Include a CTA

The one thing professionals who are not marketers often forget about is including a call to action in their emails. But if you don’t ask people to do something in a straightforward manner, most of them won’t think of doing it at all. 

Yet another mistake is trying to cram too many calls to action into one email. Ideally, there should be only one CTA, possibly repeated 2-3 times throughout the email — typically, in the middle paragraph and in the P.S. section. When there are too many CTAs referring to different actions, it disperses the reader’s attention and decreases the probability of any action being taken at all. So, when it comes to CTAs, less is more. 

Track performance

Last but not least — whatever you do regarding your email marketing campaign, tracking performance is a must. Analyzing every step you take is key to understanding what works and what doesn’t and getting insights to make adjustments. Otherwise, you’re running a risk of repeatedly making the same mistakes. 

The crucial metrics you need to track include open rate, click-through rate, conversion rate, bounce rate, and unsubscribe rate. If you’re using an email marketing service, it will save you time by providing this and other data you need automatically — just be sure you have the right subscription plan.

Wrapping up

Staying at the top of the game in real estate has never been easy, but clever marketing can help you win the competition. While experts from different industries embrace higher outreach channels such as social media, email marketing still remains a powerful, cost-effective tool. With the right strategy, the right software, and the templates from this article, you’ll see just how much it is capable of.