In real estate marketing, emails are your best friend. Emails are still one of the most trusted ways to introduce yourself to new buyers, sellers, and brokers, follow up on leads, and even request reviews from satisfied clients. Below are 12 ready-to-use real estate email marketing templates whether you’re introducing yourself to new sellers, closing a sale, or checking in with buyers post-purchase.
Real Estate Email Marketing Templates Download
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1. Introduction Email Template for Real Estate
One of the most-used real estate emails is also one of the trickiest to nail. With introductory emails, you want to come across as personable and approachable but professional and trustworthy. Keep your email short, friendly, and to the point, and briefly explain why you’re the best person to help them find their dream home.
Subject line: Need help finding your new home?
Hello, [Prospect Name]!
My name is [your name], and I hear you’re searching for your new dream home. It’s an exciting time! But it can also be tricky to navigate, especially with [mention a challenge in the real estate industry specific to your location].
I understand that buying a new home is one of the biggest decisions you’ll make. Having been in real estate in [location] for [#] years now, I’m well acquainted with all these new developments and helping future homeowners find their best match. Over the past year, I’ve helped connect [#] families with their dream home!
Please feel free to contact me at [your email or phone number] or set up an appointment at [insert your calendar link] to meet anytime. If you have any real estate-related questions, I’m also happy to answer them via this email thread!
Thanks again for your time!
All the best,
[Your Name]
[Your Contact Details]
2. Inquiry Response Email
Say you got an inquiry from a prospect through your website, social media, or business card. They’re interested in your services and want to learn more about how you can help them. As with the intro email, you want your response email to be friendly, welcoming, and professional to turn that inquiry into a high-value lead.
Subject: Your [Property] Inquiry
Hello, [Prospect Name]!
Thanks for reaching out! I received your inquiry from [your website, social media account, etc.] about [property listing] and am very excited to help you take your next step. House hunting can be exciting and scary, but I’m confident we can navigate without unnecessary stress.
First, are you itching to tour this property or do you have questions first? I’m here to help with whatever you need!
Let me know and we’ll figure out our next steps from there. Feel free to reply to this email or reach me at [contact number], whichever works best for you.
Talk to you soon!
[Your Name]
[Your Contact Details]
3. Seller Lead Email
Meanwhile, if you have a lead for a potential seller, your email tone should be slightly different. Still professional and friendly, but you want to come across as more authoritative and credible. This is where you can insert more of your experience as a realtor and show that you know what you’re doing and are therefore worthy of their trust.
Subject line: Let’s get the most out of your home
Hi, [First Name]!
Selling a home is exciting—congratulations! It’s a new beginning for you [and your family].
The first thing to do is to gather all the information about your area, property, and recent home sales so we can make a plan. I’ll put all of that into a personalized comparative market analysis (CMA) for you to read over and start gathering your thoughts, questions, or concerns.
You don’t have to do anything for the CMA—that’s my job! But it won’t be completely accurate if I don’t have a firsthand look at your property. When do you have 30 minutes next week for me to stop over?
For now, here’s the most recent market data for [neighborhood name]. It’s clear that [specific detail about the local market], so [brief description of how that will impact the home sale]. I’m thrilled to start planning how we can get the best value for your home!
Feel free to reply here or text/call me at [contact number] with any questions at all.
Talk soon!
[Your Name]
[Your Contact Details]
4. New Listing Announcement Email
Unlike the previous real estate email examples, which are more one-on-one, new listing announcements are for the masses. You’ll send them to your homebuyer community to announce a new listing they might be interested in. As such, they’re a little less personal and a little more enticing in tone, with the intent of generating new leads from your existing community.
Subject line: Just Listed: Your dream home at [property address]
Hello!
Good news—I’m thrilled to introduce a stunning new property at [location] that’s just hit the market! This property has [mention something interesting or attractive about the property, i.e., This three-bedroom villa combines modern amenities with mid-century furnishing].
To learn more about this listing, you can visit this link [link to the property listing], or let’s schedule a tour whenever you’re free [link to your booking calendar] to see it in person.
If you have any questions, I’m more than happy to answer them via this email or contact me at [contact number].
Looking forward to hearing from you soon!
[Your Name]
[Your Contact Details]
5. Open House Follow-up Email
After an open house viewing with potential buyers, sending a follow-up email isn’t just a courtesy, it increases your chances of receiving an offer. At this point, your prospects are at the “consideration” stage of the sales funnel and you want to keep them engaged while showing gratitude for their time and consideration. Depending on market conditions, consider sending your follow-up email with 48 hours of the showing.
And while this is a lead engagement email, keep your tone respectful and appreciative. Show them you genuinely appreciate their time and want to know what their next decisions are.
Subject line: Thanks for stopping by [property name]
Dear [Prospect Name],
It was really nice meeting you [and your family] at the [listing address] open house. I wanted to touch base and see if you had any questions, feedback, or requests I can help with.
I’d love to hear more about what you’re looking for in a home. If you’re looking for something different, I have some other properties that might be a better fit.
Please feel free to contact me here or at [phone number] if you’d like to see other homes or have questions about [street name].
Thank you!
[Your Name]
[Your Contact Details]
6. Post-showing Email
Like open house follow-up emails, post-showing emails are also meant to engage clients who are in the decision-making process. This is one of the most important stages of their homebuying journey, so it’s important to get your email right.
More than anything, show gratitude for their time and trust, and politely ask for their thoughts—both positive and negative—and offer to help in any way. As with open house follow-up emails, aim to send post-showing emails with 48 hours of the event.
Subject: What are your thoughts about [property address]?
Hi [Client Name],
Thanks again for your time checking out [property address]. How was the experience?
I’d love to hear your honest thoughts about the property. You have your own unique needs and perspectives, and I can’t tell you how valuable it is to hear positive and negative feedback about the property or its online listing.
If you’re thinking of submitting an offer, give me a heads-up here so I can be ready for it and prevent any delays.
You probably have a lot on your mind, but any thoughts you can send over would be enormously valuable to me.
Again, many thanks for your time, and I’m looking forward to hearing from you!
[Your Name]
[Your Contact Details]
7. ‘Congratulations on Your New Home’ Email
Marketing campaigns don’t end after closing, and real estate is no exception. If you’ve successfully sold a listing, keep your connection going with a post-close congratulations. Aside from congratulating them on their new home, show your gratitude for their trust and wish them well in their new beginning.
This is a courtesy email more than anything, but it shows that you truly care about your clients—and helps you maintain your professional reputation. First time homeowners, especially, might need more help navigating things like property taxes, home warranties, and homestead exemptions. So keep the line to communication open.
Subject Line: You’ve got the keys! Let the decorating begin…
Dear [Client Name],
Congratulations on your new home!
I wanted to touch base to make sure everything feels good with you [and your family], or if there’s anything else I can help with. If you have questions about anything, don’t hesitate to reach out.
Thank you for trusting me to help you in your house-hunting journey. I am so thrilled that you found the best place for you! Here’s to the start of many new memories.
Welcome to the neighborhood!
Sincerely,
[Your Name]
[Your Contact Details]
8. Review Request Email
Aside from sending congratulations emails to successful clients, you can go a step further and request reviews too. Good reviews act as testimonials and increase your chances of landing more clients. Most clients are also happy to leave reviews of people they’ve had positive experiences with. All it takes is asking them the right way.
Subject line: Thanks for your trust!
Dear [Client Name],
I wanted to congratulate you again on your new home! I hope this is the start of a wonderful adventure for you [and your family].
I also wanted to say thank you for trusting me and [your group or brokerage] to help you find your new space—it has been an honor helping you make such a big decision.
As I strive to provide the best service to my clients, I would greatly appreciate it if you could take a few minutes to share your experience. Your feedback not only helps me improve but also helps other buyers and sellers connect with the right agent.
Leave your review on [link to review platform] or simply reply to this email.
Many thanks again!
[Your Name]
[Your Contact Details]
9. Referral Request Email
Like reviews, referrals are also something you can request from a successful client after they’ve purchased their new home. However, unlike reviews, referral requests usually come some time after they’ve settled into their new home, so I usually recommend timing them with their one-year anniversary of moving in.
Subject Line: Happy anniversary!
Dear [Client Name],
Hello and happy anniversary!
Can you believe it’s been a whole year since you moved into your home? I hope you [and your family] have settled into the neighborhood nicely. Have you found any favorite spots in the area yet?
[Feel free to briefly mention any personal discussions you may have shared while working with them.]
I want you to know that even if we’re not working together on a property, you can still reach me anytime. I’m always happy to hear from you.
As you know, real estate revolves around personal relationships, so if there’s anyone you know who might be looking for a home in [neighborhood], I’d be honored to help them out. My contact information is [contact number] and my website/social media is [links to website or social media]. It means so much to me when I’m referred by my clients.
Again, happy anniversary—it’s been great having you around.
Many thanks and best regards!
[Your Name]
[Your Contact Details]
10. Cold Lead Re-engagement Email
Let’s say you have a client who contacted you weeks or months ago who you never heard from again. How do you win them back and restart their customer journey? I suggest a well-written re-engagement email.
You might have noticed from the real estate email marketing examples above that good emails are all about staying authentic, respectful, and professional. Re-engagement emails are no different. Check in with your prospect, politely ask them if they’re still interested in looking for a home, and offer yourself as a resource if they still need one.
Subject line: Are you still interested in [property listing]?
Dear [Prospect Name],
I wanted to say hi and check in to see if you were still looking for a home in [neighborhood]. We previously connected over [property listing], and I wanted to reach out and see if you’re still interested. The property’s still available and I’d be happy to set up a tour for you!
If you’re looking for something different, I might have some other properties in mind.
Either way, I would love to hear from you! Feel free to reply to this email or reach me at [contact number].
Best regards,
[Your Name]
[Your Contact Details]
11. Newsletter Invitation Email
Did you know that real estate professionals can also have newsletters? Simply showing up in your clients’ inboxes consistently (with valuable content) can establish stronger connections and build a stronger long-term brand presence.
The best time to invite your clients into your newsletter is right after they’ve settled into their new home. They’re happy, satisfied, excited to be starting their new journey, and curious about their new neighborhood. With your newsletter, they can stay up on new events and happenings in the area.
Subject line: Did you know I have a newsletter?
Hello, [Client Name!]
I wanted to congratulate you again for settling into your new home! It’s been such a pleasure helping you find your best match, and I hope it’s the start of many wonderful memories.
Also, did you know I have a newsletter? It’s where I share events happening around the neighborhood, tips and insights on the housing market, and the occasional new listing. Select the link below to join!
[SIGN UP CTA]
I promise I won’t send spam—just share lots of fun tips and updates! It’s my way of staying in touch with valued clients like you.
Again, thank you for your trust and for choosing [group or brokerage name]. Wishing you all the best with your new home!
Sincerely,
[Your Name]
[Your Contact Details]
12. Newsletter Welcome Email
You’ve invited clients to your newsletter. What’s next? None other than the newsletter welcome email. Once clients have signed up to receive your newsletter, the first thing that should land in their inbox is the “welcome” email.
Unlike the other real estate email templates, your newsletter welcome email is usually more formatted. I recommend using an email marketing platform like Top Producer or Mailchimp (more on this below), which already have email newsletter templates you can easily customize. Below is a general structure for your welcome email.
Subject line: Welcome to the community!
[Header Image]
Dear [Subscriber Name],
Welcome to the community! In this newsletter, you’ll find things like:
- Community events around the neighborhood
- Home maintenance tips
- Trends and insights on the housing market
- New listings!
To get started, check out some of our latest blogs:
[Blog Link 1]
[Blog Link 2]
[Blog Link 3]
We’ll be in your inbox [cadence] with updates and insights on all things [neighborhood] real estate. You can also stay connected via social media pages [links to social media pages.] Thanks again, happy exploring, and see you next time!
All the best,
Your friends at [group or brokerage name]
Best Real Estate Email Marketing Platforms
While there’s nothing wrong with using your standard email account for sending emails to prospects and clients, it can quickly get repetitive and difficult to manage—especially once your recipient list starts growing. If you haven’t looked into an email marketing platform for your business, below are some of my best recommendations.
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|---|---|---|
Best for: An email platform with built-in customer relationship management (CRM) tools for realtors | Best for: Building email newsletters and other email campaigns with ready-made templates | Best for: A beginner-friendly all-in-one platform for email, SMS, and social media marketing |
Email Marketing Tips & Best Practices for Real Estate
Aside from using the real estate email templates above to market yourself to prospects and clients, there are also certain email marketing best practices you can follow to make your messages more effective. In my years doing email marketing, I’ve learned that it’s often the little details that count, like having an email signature or adding personalization tokens.
Follow my email marketing tips to up your real estate email marketing game:
- Use a professional email signature. A good email signature can mean the difference between a prospect replying to your email or completely ignoring it. Include your name, contact details (phone number and email address), website if applicable, and a good headshot.
- Use a business email address. Make sure you’re not sending your emails from a @gmail.com or @yahoomail.com email address. Set up a business email account with a professional email domain to build your trust, credibility, and professionalism.
- Customize your emails. The templates above are a good starting point, but make sure to customize them in to fit your personal brand and voice. The real estate industry thrives on personal connections, which means your communications need to reflect your authentic self.
- Track your emails. An important part of email marketing is tracking. There is no single email marketing formula that works for every brand, so you’ll need to find what works best for you by tracking your data. Track email metrics like your open rates, click rates, and bounce rates in your email marketing platform.
- Combine emails with other marketing channels. Emails shouldn’t be your sole way of reaching clients. Other channels to explore in real estate marketing are direct mail campaigns (especially Every Door Direct Mail campaigns), event marketing (pass those business cards around), and social media marketing to build your personal brand.
Frequently Asked Questions (FAQs)
Your real estate email address should include your name and the name of your group or brokerage as your email domain at the very least. It can also include your Realtor status or qualifications, as well as your covered locations. Some examples are jane@nashvillehomes.com or jane.realtor@nashvillehomes.com. If you specialize in certain home types, you can also mention that, (i.e., beachfront@nashvillehomes.com).
Yes. Email marketing can help real estate professionals find new prospective homebuyers and help lead them toward a purchase—and the same for potential sellers. You can also use email marketing to follow up with clients while they’re in the various stages of the sales funnel, and even request for reviews and referrals after a close. You can also send email newsletters to keep current clients engaged and even potentially encourage them to make new sales.
In your initial email to homebuyers, first introduce yourself and offer to help them find their dream home. Mention how long you’ve been doing real estate in your area, ask them what they’re looking for, and mention any listings they might be interested in. For sellers, introduce yourself, mention the next steps they need to prepare to sell their home (like the information you need for a market analysis), and leave your contact details.
Bottom Line
If you haven’t started sending marketing emails to expand your reach, use the real estate email marketing templates above as a starting point. Emails are a more personal form of marketing, which is why it’s perfect for real estate, which thrives on authentic, one-on-one connections. Start from the templates above, customize them with your personal details and insight, and start growing your client base.
