Real estate agents use follow-up emails to maintain contact with potential and existing clients. They help to keep the conversation going and nudge your customers to take the next steps.
Here are the main benefits of this kind of email in the real estate industry:
If you’re out of real estate email ideas, here are follow-up email examples you could use.
This is a template for a follow-up email for a potential buyer who attended an open house event. While appreciation for a potential client’s interest and time is a nice touch (and some good manners), the most important thing here is the mention of additional details. This is a great way to further ignite the interest of the potential buyers, mention all the perks they will get or carefully bring important details to their attention. The closing paragraph is an invitation to show or ask questions — this helps to keep the line of communication open.
This email marketing template aims to reignite the conversation with clients that “put you on hold” some time ago. The great thing here is that you won’t come empty-handed or simply inquire about their plans. With a list of prospective properties that suit their preferences, you represent yourself as a motivated, proactive, and caring realtor.
The closing line with the opportunity to revisit the client’s preferences helps you to re-engage both people, who might change their mind about making a real estate deal altogether, and those, who are still weighing their options. All in all, this is a good follow-up email to start a conversation over.
This email marketing template works well for a buyer who is not interested in a particular property. As with the example above, the perfect choice here is to follow up with an appreciation for the client’s time and present an alternate option that might suit them better. All in all, the email shows that you are flexible and converts a “no” into a new opportunity.
This template focuses on offering assistance and support. A quick reminder or an inquiry is a nice touch in maintaining warm relationships with your clients. Who knows, they might perceive this follow-up email as a sign. Even if it won’t be a sign for buying or selling, it will be a sign they made the right choice with a realtor!
A very helpful tool for this type of email is automation: you can set up a specific time to send your message and enjoy the results without spending hours on keeping your calendar or sending everything manually. Selzy can take care of the automation, too.
With this follow-up email, you will present yourself as a caring and responsible real estate agent. Make sure your clients are happy with their purchase and adjust to their new home comfortably. By sharing information about local services or maintenance professionals, you will improve their experience with both the deal and your work. Thus, you make sure they will come back when the time comes and will recommend your services.
The dream home is found, the deal is closed, but interest in real estate is never-ending. Which, of course, is a good thing. With that in mind, send your old customers “reconnection” emails, like the template above, every once in a while. Even if right now they are all set with real estate needs, there is a good chance they will approach you in the future. That’s what feeling appreciated and cared for does to people, right?
Not all follow-up emails are created equal. Do you want to maximize your chances of getting a response and nurturing strong client relationships? If so, consider these top tips for your real estate follow-up email game plan.
The subject line of your follow-up email is the first impression your recipient will have. It should capture their attention and stand out. With that in mind, focus on the value of your email. Made a list of amazing, but affordable homes on sale for them? Crafted a newsletter with helpful industry insights or tips for new property buyers? Mention it in the subject line!
For example, “Exclusive Property Insights Just for You” or “Exciting Update on Your Dream Home Search” would be very likely to get a timely response.
Personalization goes a long way in building rapport with potential clients. Address them by name, and tailor your email templates to their specific needs and circumstances. If you’ve met an email recipient or already worked with them, provide a context and remind them about it. Every personal touch like that shows that you’re invested in their real estate journey.
On average, you have only a few seconds to catch the recipient’s attention and only a few minutes to keep them focused on your message. For any marketers (and realtors as well), that means shorter and more focused content. Always be on point, so as not to bore your clients.
If you need to convey loads of information at once, at least avoid lengthy paragraphs, or (even better) use lists to break everything down in your email copy.
Some emails in your marketing strategy campaign can be generic (even if personalized). For example, messages for catching up or reconnecting with clients don’t need a ton of customizing. But still, try to bring something of value to every client with most of your messages to them. Offer them a solution to the problems they are facing, provide details and insights, or share the news that will make their life easier. With this, they will think of you as a trusted advisor and won’t hesitate to open your follow-up email.
A compelling call to action encourages your recipient to take the desired action promptly. Here are two examples of effective CTAs you can use in your real estate follow-up emails:
Including a clear and specific CTA like these examples gives the recipient a clear path to take. It increases the likelihood of them engaging with you.
To ensure consistent follow-up and save time, consider automating your follow-up campaign. This way you can schedule and personalize emails, and then track their performance. By automating such repetitive tasks, you can focus on providing exceptional customer service.
In conclusion, mastering the art of follow-up emails is crucial for real estate agents looking to close deals. Just like cold email templates and email marketing software, it’s among the best weapons a real estate agent could possibly add to their marketing arsenal. Now, here are the key takeaways to remember after reading our article!
By implementing these tips and utilizing the provided email templates, you’ll be well-equipped to craft effective follow-up emails likely to get a timely response.
This article was originally published in June 2023 and was updated in February 2025 to make it more relevant and comprehensive.
