The key to successfully following up with leads from your open house is to identify the types of potential clients who were present, and tailor your follow up email templates to them. Open house attendees typically fall into one of three categories: a hot lead; an active buyer; or a more generic attender.
In this article, we show you how to secure your leads by creating email templates tailored to the type of visitor you receive from the open house — hot leads who are interested in that specific property, other active buyers, and generic attendees.
If you want to convert your open house leads faster, you need to know when to follow up and focus on those who are most interested. Freshsales is a real estate-focused CRM that lets you quickly see where each of your leads is in the buying/selling process, and notifies you when to follow up every step of the way. You can easily create personalized emails using any of the templates below and see who opened your email and clicked on your links. Click here for a free trial.
Capture Your Open House Email Leads and Make Notes
Creating templates for a specific category of open house visitors requires that you make some scant personal notes after your interactions. Putting an initial by visitors on your sign-in sheet (that represents one of the above categories of email templates) might be a great personal code to mark guests for which email template to use. Fit Small Business has sign-in sheet templates to download to be sure you capture the information you need.
Here are three types of open house follow-up email templates to use depending on the type of lead you’re contacting.
Template 1: The Hot Lead Open House Follow-Up Email
The hot lead open house follow-up email template is meant to be sent to individuals who demonstrated a great connection to the property that was shown. You would use this email template for individuals who see the the property as a solid fit for their needs, and would be most likely to put in an offer.
It was great to chat with you and get your thoughts on [property address]. I’d love to continue our conversation [about something you remember or leave this section out] and partner with you to make [property address] your new home. [Reason why the property was a good fit for them, such as local schools if they have young children].
Properties like these are my specialty. I have a proven track record of successfully closing the deal in high competition markets like this one and I’ll walk you through the offer process to get the deal done.
We work with people to acquire properties at [brokerage] in this neighborhood on a regular basis. This property is special due to its [include features of properties that are unique], and I’d be happy to schedule you for a personal tour before the bidding concludes.
I will be back in your neighborhood on [date and time]. Are you available to meet then to discuss how we can put together an offer for your new home?
Template 2: The Active Buyer Open House Follow-Up Email
The active buyer open house follow-up email template is meant to be sent to individuals who were not interested in that specific property, but who are actively on the hunt for their next home.
It was great to meet you at [property address]. I’d love to continue our conversation [about something you remember or leave this section out] and see what I can do to help you find your perfect home.
Properties in highly competitive markets are my specialty. I can get you into some properties prior to listing, and have a history of successfully closing deals for clients in homes that are already publicly available.
Thank you for coming to my open house at [address], and even though this home wasn’t a great fit, I can show you some incredible properties that will be. Let’s set up a time, talk about your preferences, and get you settled into your new home.
I will be back in your neighborhood on [date and time]. Are you available to meet then to discuss some other properties that better fit your needs?
Template 3: The Generic Open House Follow-Up Email
The generic open house follow-up email template is to be sent to individuals who may not be a good fit for that specific property, who may not be active buyers at all, or who you simply don’t remember from the open house. It might also target flippers, curious neighbors, landlords, or those not yet in the place to purchase a property.
I hope you enjoyed the recent open house at [property address]. Thank you so much for coming, and I’d love to know more about what your real estate needs are moving forward. If you’re in the market to buy, what are your must-haves and your nice-to-haves? Or if you’re looking to sell your property, how quickly are you hoping to do so?
I am happy to have served a variety of clients, such as first-time homebuyers, long-time home owners selling, or even those looking for properties to flip. My expertise is finding the perfect property to meet your needs, or helping you sell a home quickly for the best possible price.
I will be back in your neighborhood on [date and time]. Are you available to meet then to discuss your real estate needs and how I can help you navigate the process?
Create Your Own Open House Follow Up Email Template
When crafting an open house follow-up email template, your style can be as unique as you are and formulated to the market you work in. Here are five tips to formulate your own open house follow up email template.
Make your attendees feel like they are a priority and important to you. Demonstrating a client-centered approach starts with the open house itself. Be engaged, ask questions, and your open house follow up email template should reinforce that ethic with no surprise. Be sure to include the listing where you met to refresh their memory.
How you start the conversation with your potential client may depend quite a bit on what type of area you work in. Knowing what people in your area need, what they value, and how they connect requires very astute insight. A more rural market may respond to email templates that simply don’t work in larger urban markets and vice versa.
Describe How You Can Help Meet Their Needs
In many real estate markets, competition is fierce for each and every client. Show them that you understand their unique concerns and are attuned to the market. Potential clients want an agent that is capable and knows the area well, which is why Facebook continues to be essential for lead generation.
While creating a presence on Facebook can help clients to find you, show through your email that you are the expert of your area and can overcome the unique problems that particular market has to meet their needs.
Include a Call to Action
When including a call to action in your open house follow up email template, you want to give the individual a compelling reason to contact you. Make your call to action compelling. Do you have pocket listings that aren’t on the MLS? Have you gotten 80% of your clients into homes on their first bid despite a competitive market? Tell them why they should contact you.
Give Your Contact Information
While including your contact information seems obvious, be sure to have multiple ways for potential clients to reach out. Usually including email information and a mobile number are best. Everyone has a preference in how they communicate, so you want to give them every opportunity to reach out in a style that they’re comfortable with.
Step 3: Secure Your Open House Leads
Given how many people attend open houses, the ability to personally follow up with every person while addressing current client needs can be challenging. Creating email templates that are customized to the type of lead the individual brings in the door can be both personal, as well as a significant time savings.
While Zillow has changed the game with its Premier Agent program that allows you to scoop up leads online, reaching out to individuals you’ve just met in person is just one more strategy to gather new clients.
How likely are open house follow up emails to secure leads? Judy Williams (featured above) states that her template has led to three direct buyers in NYC, all which followed her when she changed firms to Halstead Property, LLC.
The Bottom Line
Securing leads in today’s real estate market requires a multi-pronged approach, and having the perfect follow up email template after an open house is an inexpensive and effective way to reach your target audience.
Although we’ve given you three examples of fantastic open house follow-up email templates, the right template will be the one that works best for you. Crafting an email template takes a few key ingredients, as well as consideration of your own market characteristics, to create a connection that inspires open house attendees to become future clients. To help you keep track of all your new leads, use a real estate CRM such as Freshsales that can automatically remind you when to follow up and help you see who is actually reading your emails. Click here to start a free trial.