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

Top Ready-To-Use Email Templates for Real Estate Marketing Campaigns
09 January, 2023 • ... • 1954 views
Natasha Zack
by Natasha Zack

Building an email marketing campaign from the ground up might be daunting for a realtor. To make the task easier, we’ve put together a list of 17 real estate email templates for you to use as inspiration. Just insert the right names and locations, make some tweaks to the text, add a personal touch, and off you go.

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:

To: [email protected] 

Thank you for subscribing

Hello [Prospect], 

Thank you for showing interest in the real estate market and in my services in particular. Let me quickly introduce myself. 

I am [Your name], a seasoned realtor with [x] years of experience. A [city name] native, I’ve been working for [x] years in the area, successfully helping people make buying and selling property an effortless experience. Whether you’re thinking of buying or selling property in [neighborhood], I can guide you through the whole process and ensure the deal is beneficial for you.

From now on, I’ll be sharing industry news and insights, expert knowledge, and special offers to your inbox. In the subsequent emails, you will find plenty of tips on navigating the real estate market as well as exclusive information you won’t find anywhere else. 

To make sure the letters are 100% tailored to your interests and needs, please complete a small survey on my website [survey link]. It will only take you 5 minutes or less. 

Thank you for your time. 

P.S. If you have a particular question in mind, feel free to contact me directly by hitting the ‘reply’ button. 

Best regards, 

[Your name]

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:

To: [email protected] 

The holidays are almost here! 

Hello [Subscriber],

The winter holiday season is just around the corner! Do you hear the bells jingling? 

Getting your house or apartment decorated is one of the best ways to quickly get in the festive mood. Try out these 5 tips on decorating your home for Christmas [link to a blog article] this weekend and feel the difference. 

Don’t have the decorations yet? Here are the best stores [link to a blog article] in [neighborhood] to buy them at. 

And if you are planning a big family Christmas dinner, you might want to bookmark this holiday recipe list [link to a blog article]. 

Best holiday wishes, 

[Your name] from [Company name]

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:

To: [email protected] 

Exclusive listings in [neighborhood] for you

Hello [Prospect],

Are you still interested in buying a house in [neighborhood]? 

Then I have good news for you! Right now, there are new listings available that could be exactly what you’ve been looking for all the while. 

These are not yet on the market, but I can share the details with you exclusively if we get in touch before the end of the month.  

Please feel free to pick up a slot in my calendar right away to schedule an online call.

If you have any additional questions, just write back to me, and I’ll be happy to help. 

Best regards,

[Your name]

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:

To: [email protected] 

The market is heating up — be quick!

Hello [Prospect], 

Have you noticed the real estate market has been heating up recently in [neighborhood]? For the past six months, homes have been selling like hot pies in that area, with buyers willing to pay well over the asking price. I believe that now is the perfect time for listing your property.   

If you’re interested, I have a report for you containing very impressive numbers that I think will persuade you. But hurry up — the situation on the market may change anytime soon! 

I’d love to discuss that report that I have and answer your questions during a personal meeting this week. How does it sound? Please let me know what you think or grab a slot on my schedule [link] right now.  

Best regards, 

[Your name]

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:

To: [email protected] 

Re: Property valuation request for [home address]

Hello [Prospect],

Thank you for your property valuation request for [home address]. 

I’m already on it. I’ll be able to provide the report within approximately [x] working days. The report will be based on the information you provided in the request form on my website as well as on my analysis of recent sales in the area. 

If there’s any further information you would like to add, please feel free to contact me right away. 

Otherwise, I’ll circle back to you when the report is ready. 

Best regards, 

[Your name]

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: [email protected] 

New listings available in [location]!

Hello [Prospect], 

There are several new listings in [location] I think you might like. All of them meet the main requirements we discussed during our previous meeting.

Would you please take a look? 

  • Listing #1
  • Listing #2
  • Listing #3  

What do you think? We can arrange a showing for any of these items if you like. If none of the homes listed are quite what you need, just let me know, and I will keep looking for other options. It would be great if you could reply during the next couple of days, because [location] is a very competitive area, and homes sell quickly.

Looking forward to reading about your impressions. 

Best regards, 

[Your name]

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:

To: [email protected]

Don’t make hasty moves!

Hello [Client]

Your listing has expired. That’s a disappointment, and I get it that you might feel frustrated. You are also probably bombarded with offers from other agents who promise to sell your home in no time. While you have every right to be willing to try your luck with them, let me explain why staying with me is still a better option. 

We’ve been working together for quite a while, and all that time I’ve been piling up feedback on your property from buyers and agents. I’ve also examined other homes in the area, and I know what makes yours stand out. 

My previous plan didn’t work out, that’s true. But I’m ready to offer a fresh approach that I believe will help us sell your lovely home in under a month. I can’t wait to share it with you in every detail during a personal meeting. I’m also prepared to discuss a discounted commission option to make our cooperation more beneficial for you. 

Please let me know if you’re ready to spare a slot in your schedule for a meeting this week. 

Best regards,

[Your name]

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:

To: [email protected]

I know how to sell your home

Hello [Prospect]

I’ve noticed that your listing has expired. That’s a disappointment, and I suppose you feel frustrated. Right now, you might be going over dozens of reasons why that could happen. But you really needn’t fret.

During my [x-year] tenure as a real estate agent, I’ve learned that the primary reason why homes don’t sell as expected is none other than poor marketing. That knowledge, combined with my expertise, helps me sell property quickly and efficiently. Last year, I helped property owners sell [x] homes in [neighborhood] above the asking price, and I can help you in your situation as well.

Right now, I have several marketing strategies in mind that could help you sell your lovely home in just a few days. I would love to discuss them with you over a cup of coffee in [neighborhood] if you’re interested.    

Please let me know if you’re ready to spare a slot in your schedule for a meeting this week. 

Let’s make your offer actually competitive!

Best regards,

[Your name]

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:

To: [email protected] 

Thank you for stopping by last Sunday!

Hello [Lead],

It was so nice seeing you last Sunday at my open house event at [address]. Thank you for finding the time to stop by and have a chat! 

I wish we could’ve had a longer talk — but these events are always so hectic. If you have any questions left or you would like to discuss the home in more detail, I’d be happy to be of service. Right now, I have a couple of slots left for this week, let me know if you need one. Alternatively, we can schedule an online meeting, or you can write to me back if that’s what you prefer. 

Looking forward to hearing from you! 

Best regards, 

[Your name]

P.S. If the home you visited did not quite live up to your expectations, I have other (exclusive!) listings in the same neighborhood. Please feel free to ask any questions in case you’re interested.

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:

To: [email protected] 

Re: Private showing at [address]

Hello [Prospect], 

It was great seeing you last Sunday at [address]. I hope the showing as well as the house lived up to your expectations. Did you get a good feel of the features we discussed — the [feature 1], [feature 2], [feature 3]? 

If you have any questions, I’d be happy to answer them and give you more details. How do you feel about a meeting on [day of the week] for a cup of coffee? Alternatively, we could schedule an online call, feel free to grab a slot on my calendar [link] right now.   

Looking forward to hearing from you! 

Best regards, 

[Your name]

P.S. If you’d like to see other homes in the [neighborhood], I have other (exclusive!) listings in the same area. Please let me know if you’re interested.

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:

To: [email protected] 

More beautiful homes in [neighborhood]!

Hello [Prospect], 

It was great seeing you at [address] yesterday. Thank you for stopping by. I remember you mentioned that you’d like to see more homes in this area, so I thought I’d follow up with some suggestions. 

The [neighborhood] is always a competitive area due to its numerous advantages. Luckily, I’ve been working there for [x] years and know the place inside and out. Right now, there are [x] homes I could show you that I think you might like.  

Could we set a meeting this week to discuss the matter? I’d love to learn more about your requirements and share my approach to the homebuying process if you don’t mind. I believe I’m the one to help you find your dream home, but that’s for you to decide. 

If you’re ready for a chat, feel free to grab a slot on my calendar [link to a calendar]. In case you have any questions, please mail me back — I’ll be happy to help. 

Looking forward to hearing from you. 

Best regards, 

[Your name]

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:

To: [email protected] 

Re: Online inquiry about [address]

Hello [Prospect],

Thank you for your inquiry about [property type and address]. Here are the answers to the questions you asked in your email. 

  • (Answer to question #1) 
  • (Answer to question #2)
  • (Answer to question #3), etc. 

I’m also attaching an e-brochure with more info and plenty of colorful photos. But I have to say that you can only get a true feel of this home during a private showing. Please let me know if you’re interested so that we could arrange a meeting.  

If there’s anything else you would like to know, I’d be happy to help. 

I understand that you might just be gathering information at this point, so you might want to see more homes like this before making a decision. I have several listings in mind that I could recommend, let me know if you’re interested in that too. I’ve been working for [x] years in this area and have exceptional expertise in the area. 

Kind regards, 

[Your name]

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: 

To: [email protected] 

Happy housewarming!

Hello [Client],

Thank you for choosing me as your realtor! I hope you’re enjoying your new home and neighborhood. If you need any help finding your way around, I can recommend all the best stores and facilities — just let me know. 

Right now, can I ask you for a small favor? As you might already know from, recommendations are everything in the real estate business. So, would you mind sharing your experience of working with me throughout the selling process in a brief review? Besides being of great help for me, this testimonial could also help other people looking for a reliable agent. 

Looking forward to hearing from you, 

[Your name]

P.S. If you’re unsure how to structure your review, here’s a template you can use [link to a review template].

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:

To: [email protected] 

Thank you!

Dear [Client]

I hope you’re happy and excited to be in your new home! I know you might be still busy settling in, so I will only take a couple of minutes of your time.

I just wanted to say thank you for choosing me as your real estate agent/broker. It’s been a pleasure working with you throughout the whole process. If you need any further assistance, either with sorting out emails about your loan or finding handymen/home designers, just let me know. I’ll be happy to help. 

Have a nice weekend, 

[Your name]

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:

To: [email protected]

Hope you’re loving your new home!

Hello [Client],

Hope you are quite settled by now and your new house/apartment already feels like home! 

With all the excitement and hassle behind you, now is the perfect time to learn how to improve your new place even further and increase its value. I thought you might like these tips. 

  • [Article on home improvement #1]
  • [Article on home improvement #2] 
  • [Article about how home improvement increases value]

If you need any assistance with finding handymen, plumbers, home designers, etc, please let me know. I have quite a few acquaintances with great track records and recommendations from my clients, and I’d be happy to help.   

Have a nice weekend!   

Best regards, 

[Your name]

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: 

To: [email protected] 

Hello from [Your name]

Hello [Client], 

How have you been doing? It’s been a long time since we last talked. Please excuse me that I haven’t written earlier. It’s been an overwhelming time for me, with the real estate market booming and all. 

I hope you’re enjoying your beautiful home. It’s been a lucky buy — today, it’s worth a lot more, did you know? So, if you’re thinking of moving again, now could be the right time to do it. If you’re not ready yet but someone you know is in need of a realtor, I’d be happy to help too. Feel free to write and ask any questions if I can be of service. 

Best wishes,

[Your name]

P.S. Would you mind getting newsletter emails from me? They only come twice a month, and the topics can be tailored to your interests if you take this survey [survey link].

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:

To: [email protected]

Re: Just a gentle reminder

Hello [Prospect]

Thank you for [target action]. I hope you’ve learned what you wanted to know/got a good feel of the [property it question]. If you have any questions left, feel free to contact me via email or phone. I’ll be happy to help. 

I would also like to give you some additional information if you don’t mind. Here’s [whatever is relevant to the target action/previous contact]. 

We could also set up a meeting to discuss your impressions and requirements. You can book a slot on my calendar [link to a calendar] right now if you’re interested, or we can meet up later when you’re ready. 

Looking forward to hearing from you! 

Best regards,

[Your name]

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. 

09 January, 2023
Article by
Natasha Zack
I’m a professional journalist with 10+ years of experience. Throughout my career, I’ve worked with various kinds of media — print, online, broadcast. Currently, I write copy for brand media and teach English part-time. I also have my own edtech passion project dedicated to teaching English via Marvel Cinematic Universe.
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