This article is part of a larger series on Real Estate Lead Generation and Marketing.
Real estate agents can check in with clients, respond to inquiries, gather feedback, and develop connections with leads by sending open house follow-up emails. Follow-up emails are necessary for open houses, listing presentations, initial meetings, and networking events. To save you time and effort, we developed various open house follow-up email examples to organize your communication with clients. Download the templates below and customize them as you send follow-up emails to open house attendees, hot leads, and prospective sellers.
To maximize efficiency and lead generation, automate follow-up using these real estate email templates with a client relationship manager (CRM) like Spacio by Homespotter. Spacio integrates with your CRM to update your database with the contact information of each guest. Send emails from your CRM or utilize the editable real estate email templates from Spacio to automatically connect with attendees who are interested in the home. You can also nurture leads not interested in this home but may be interested in working with you.
1. Initial Open House Follow-up Email Template
Target audience: All attendees of an open house, typically potential buyer clients
As the open house host, you are responsible for indulging in conversation to introduce the property, gauge interest in it, and learn more about where your guests are in the buying process. As part of your open house checklist, you must send a real estate open house follow-up email to everyone who attended within 24 hours after the event. Your email should include a friendly greeting, the property’s address, a link and/or picture of the property, and your contact information so they can reach you for questions or further information.
Since open houses can be bustling, you will likely send this email in bulk to all attendees. Consider using a digital open house sign-in sheet that connects to your client relationship manager (CRM). Top Producer sorts your database and builds smart lists to create personalized follow-up plans to nurture each of your leads. It also gathers insights from your contact’s social media profiles, photos, locations, and interests so you can send more effective marketing messages.
2. Open House Hot Lead Email
Target audience: A buyer who attended the open house and was very interested in the home
The “hot leads” are the open house attendees showing significant interest in the home through their actions or words. They might stay longer during the open house to have a private conversation with you, or their agent may ask to speak to you separately. Send a thank-you email for attending the open house immediately to keep their interest, more details regarding your chat with them, highlight your expertise, and remind the buyer of the features they enjoyed.
3. Seller Open House Attendee Follow-up Email
Target audience: Potential sellers who stopped by your open house
During the open house, spend a few minutes with potential sellers to highlight your marketing materials, advertising platforms, and how you’ve brought value to the sellers with this current listing. Give your business card and collect contact information from potential seller leads so you can reach out afterward. Also, include a quick recap of your conversation, emphasize your expertise with sales listings, and offer to speak with them further about the sales process and how you can add value to them to the email.
Since sellers often attend open houses to glean market information and vet real estate agents, your real estate follow-up email can also include links to your website and real estate landing pages, especially pages offering a free market report or home valuation. Landing pages are essential to real estate lead generation, and you can get them up and running quickly using Real Geeks. They have tons of real estate-specific templates and provide reports so you can see where your leads are being generated.
4. After Home Tour With Client Follow-up
Target audience: Buyers you represented throughout the day while looking at homes and going to open houses
After a home tour, you should always sit down with your clients. But if it ends up being late when you finish, or clients want to speak privately first, you may have to follow up via email after the tour. Your follow-up email should include a request for an appointment to talk or meet up the next day, a reminder of homes they liked (including notes and links to listings, if applicable), and encouragement to consider submitting an offer before it’s too late if they want a particular home.
5. After Prelisting Package Check-in
Target audience: Sellers you want to represent and to whom you’ve sent an initial prelisting package
Sending clients a prelisting package gives them an overview of your services and explains how you can assist them in selling their house. This should be your first move after receiving a seller lead. In your follow-up email, include a reminder of when you sent the prelisting package, note the next steps in the process, and offer your availability to continue the discussion. Sending this type of follow-up email will remind clients about your prelisting package and show your enthusiasm for assisting them with the sales process.
Making sure the check-in email quickly gets to the right inbox is easy if you use a client relationship manager (CRM) to organize leads and automate pipeline communication.Pipedrive manages your sales pipeline with stages to categorize each of your leads. Assign actions to each stage to automate emails and marketing campaigns to convert more leads—try it for free today.
For more information about prelisting packages (also called a pitch packet or pitch deck), check out our What to Include in a Winning Prelisting Package. This article will guide you in creating a comprehensive prelisting package that can take a potential client from a skeptical lead to a loyal customer.
6. Listing Presentation Follow-up
Target audience: Seller leads you have met and to whom you’ve given a listing presentation to win their business as a real estate client
After giving your listing presentation to a potential seller client, send a thank-you email and attach the listing presentation. This allows your clients to review the materials at their own pace. Furthermore, show your clients that you understand how challenging the sales process is and that you and your real estate services can help them overcome any obstacles that may come up. Inform them of your availability to answer their questions so they know you are open to further contact before they make a decision.
If you’ve never created a listing presentation, you’re not alone. To make it easier, look at our article outlining how to create a successful real estate listing presentation, download our free listing presentation template, and customize it for your prospective clients.
7. Change in Listing Status Template
Target audience: Buyers you represent who wanted to move forward with a specific home, but another offer was accepted instead of theirs, and which has come back on the market
It is common for an offer to be rejected by a seller, especially in a hot market where sellers receive multiple listings. For this reason, agents must monitor the status of their clients’ preferred listings. To inform clients of the property’s listing status change and your availability to hop on a call to discuss, send a follow-up real estate email like the one below. Contact the seller’s agent to learn as much information as possible about why the purchase fell through before you talk with your clients.
Pro tip: If your buyer’s dream home comes back on the market, before sending your email, give them a call. You also may want to send them a text. Don’t take a chance that they don’t see an email and lose out on the home of their dreams twice.
Tips for Creating Real Estate Email Templates
While the real estate email templates above are a great starting point, you should modify them to reflect the nuances of your personality and directly address your clients. In other words, the email recipient should hear you talking as they read your email.
Other tips for effective follow-up emails include:
- Be concise: Make the email’s intent clear in the subject line and keep your email short and to the point. If you find yourself writing paragraphs, you either need to remove unnecessary information or pick up the phone to call.
- Add a personal element: Include pieces of private conversations, such as remembering the name of their partner, kids, or pets, or mention specifics of the homes you visited together. You will build stronger relationships by demonstrating your attention to detail and treating prospects like people rather than transactions.
- Keep it upbeat: Whether you are having a good or bad day, sending good news, or conveying something the prospect doesn’t want to hear, the language you use in your message should be upbeat and pleasant. This is a critical component of professional customer service every real estate agent needs to master.
- Use appropriate language: Obviously, you want to avoid curse words, but you also want to use language that is appropriate and easily understood by your client. For instance, using real estate jargon like DOM (days on market) with an experienced investor might be acceptable, but not with a first-time homebuyer. You want to educate and build trust, so use language that suits your client’s experience.
- Include an action item and request a response: Your goal is to continue the flow of communication. Ask the reader to follow up with you in a specific period by giving them a task to call, text, or email you. Prompt them with particular times and dates to encourage their response, and make it easy by sending a link where they can book an appointment that syncs to your calendar, such as through Calendly.
- Employ proper grammar and spelling: Even if you’re sending an email from your phone, you should always stay away from abbreviations, check your spelling, and use proper punctuation. Clients will be unimpressed with your ability to communicate on their behalf if you cannot correctly communicate with them. Try using Grammarly if your writing and grammar skills are shaky. It offers real-time suggestions, letting you quickly make corrections in documents and emails.
Top CRM Software to Manage Follow-up Real Estate Emails
CRMs are necessary if you’re going to effectively and efficiently follow up with and nurture hundreds, if not thousands, of leads and build a client base. There are many options, but make sure your chosen CRM fits your business needs and has the capabilities you require to communicate with your clients effectively.
Email automation, lead tracking, and pipeline management should all be at the top of your must-have requirements list for CRMs and other follow-up tools for real estate lead generation and nurturing. Here are some real estate CRM options that contain those features:
Starting Price ($/Month)
Free or starts at $50
Since it’s a big commitment, dive deeper into the best CRM systems for real estate agents before you purchase. Get all the information you need to make an informed buying decision in our article listing the 8 Best Real Estate CRM Software.
As a successful real estate agent, you must always be proactive, and your ability to follow up will make or break the success or failure of your real estate business. Using the best open house follow-up email templates is easy to guarantee fast and effective communication with all your open house attendees. In addition, creating real estate email templates to follow up with other lead-nurturing situations is an effective way to save time and money to generate leads, convert clients, and nurture past clients.