5 Ready-to-Use Real Estate Email Marketing Templates

Email is one of the most effective real estate marketing ideas because it can be used to connect to new clients as well as nurture existing leads. However, it can be time-consuming to individually craft each message. Real estate email marketing templates solve this problem while also helping to ensure messages always include critical details needed to gain a buyer or seller’s confidence.

Some robust services, like LionDesk, often include built-in auto-response messages you can use that have been industry-tested, which can save you even more time. However, if you are looking to create your own messages and just need a little inspiration, we have created the following five real estate email templates you can use to get started. These are:

1. The Welcome Email

The first email any lead should receive is a welcome email. This is one of the most important emails, as it establishes what you are going to provide for them in the future. Keep this message short, personable, and professional. You can also tell them what to expect from future emails—and you as an agent.

This versatile email template can be easily sent directly from your favorite email client, but it is even more effective when it is incorporated into automated email marketing campaigns set to trigger whenever a lead enters their information into a contact form on your website. This is because you should only send this message to contacts who expressed an interest in receiving your real estate content in order to protect your email from being labeled as spam.

Example Welcome Email Template

2. The Newsletter Email

There is no better way to tell your lead that you’re a local market expert and someone they want to spend time with than an email newsletter. Email newsletters are a terrific way to educate, entertain, and nurture your leads until they’re ready to hire you. They’re also an ideal way to stay in front of your best source of new leads—former clients who refer you to friends.

After the welcome email, your newsletter emails should focus on educating, entertaining, and selling to your lead—in that order. Try to keep these emails short enough to read or skim in a few minutes, and only send relevant, engaging, and shareable content. You can include fun event details, market reports, interesting articles, or sneak previews of new listings. Two to four topics or articles per email are more than enough, and your content should match the season.

You will also want to modify the opening and closing of this template prior to sending in order for your message to appear timely. For example, in the winter you might want to say something like “It’s that time of year again. Your big wool coat is collecting dust in the back of your closet (where it belongs) and playing hooky from work for a day trip to Coney Island is starting to sound more realistic.”

This opening, on the other hand, would not work in the summer. So instead you might try something like “There’s only one thing you’re still trying to figure out: Where are all the coolest concerts and events happening this summer? Don’t worry. We did all the research for you and came up with this list of the top 25 must-see events in the area.”

Example Newsletter Email Template

3. The Buyer Lead Email

Unlike most of the subscribers to your newsletter, buyer leads primarily want to see new listings. If they sign up to receive listing alerts through your website right away, that means they may be ready to buy. These emails need to include information about the newest listings that match each subscriber’s criteria and how to contact you for an appointment.

The best email responders for these leads will be like Mailchimp or Constant Contact, because they allow you to add each email to a list depending on where they signed up on your website and what interests, locations, and demographics they specified.

Example Buyer Lead Email Template

4. The Seller Lead Email

Whether seller leads find you through a home valuation page on your site, an open house sign-in sheet, or a referral, they are primarily interested in only two things: learning how much their home is worth and figuring out if you’re the person who can sell it.

With a series of strategically written emails sent at the right time, you can give them the right answer to both questions. These emails should be sent every 28 days with information about the sales market in their area, any increase or decrease in their home value, and the price of recently sold homes in their area in the past 30 days. Also, be sure to mention what homes you have sold recently.

Example Seller Lead Email Template

5. The Former Client Email

Most real estate agents receive up to 30% of their business through referrals. That’s enough to make or break your business, so it makes sense to invest in referral generation. Staying top of mind with former clients should be a large part of your email marketing efforts. These emails should be sent around 90 days after closing a deal and be personal. Asking for a referral requires trust, and that means making yourself more approachable.

While you can and should use an email template as a starting point for your correspondence, it is well worth spending a few more minutes on customizing this message to the individual client. Wherever possible, reference a past event or communication that shows you still care about their well-being long after your first real estate deal together.

Customer relationship management (CRM) software, like the one offered by LionDesk, is a great tool for recording notes immediately following a conversation or other details about your client’s needs. They also include tools for segmenting lists by interest and keeping track of when to follow up with your next message. To learn more about LionDesk and other highly rated CRMs designed for real estate professionals, check out our article on the subject.

The following template includes multiple ways an agent might customize a former client email template:

Example Former Client Email Template

Bottom Line

According to the National Association of Realtors (NAR) 2020’s member profile, 95% of Realtors use the email feature found on their smartphone daily or nearly every day. However, while an agent might be sending emails daily, use of real estate email templates, like these, can make the difference between spending hours on your phone versus better serving your clients.