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
Subject line: You’re One Step Closer to Buying/Selling
Buying or selling a home can be a daunting experience, so I started sending emails back in [industry start date] to give my clients a competitive edge that only years of real estate experience can give you. You can take a deep breath and relax now. You’re in good hands.
Having worked in [hometown name] for the past [X] years, I’ve not only gotten to know this city better than I ever imagined, but I’ve also learned the best methods for finding and selling homes here without the usual frustration.
Enough about me. Here’s what you can expect from my emails.
Every week, I will teach you everything you need to know about our unique real estate market in [hometown name]. You’ll also get curated reviews of new restaurants and local news that can affect the market. And you’ll get sneak previews of hot new listings before they’re available to anyone else.
Welcome aboard, and if you’re ever near [business address], drop me a line, and we can grab a coffee and bagel on me.
Thanks!
[Signature and headshot]
[Phone number/email address]
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
Subject line: [Season] Is Finally Here!
[Custom Opening]
Here’s our list of the hottest events of the summer:
[list of fun local events]
[See you at the beach or on the town!]
[Signature and headshot]
[Phone number/email address]
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
Subject line: A Few Listings for You
Hi there!
I wanted to send you a quick message to update you on all the crazy sales activity in the neighborhood this month. This is your inside scoop on the local market!
Below, you’ll find 10 notable sales in the past month as well as a few hand-picked listings that we think you’ll love. As always, if you want to grab a coffee to talk about the local market, call me on my phone at [XXX-XXX-XXXX].
[list of notable sales along with pictures and descriptions]
Oh, and here are the new listings that might be of interest to you:
[new listings that match your lead’s search criteria]
Best regards,
Signature and headshot
Phone number/email address
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
Subject line: Your Competitive Market Analysis Is on Its Way
You are one step closer to finding your new home.
I wanted to reach out to tell you that our team of market experts is crunching the numbers for your personal comparative market analysis as we speak. Once they’re done, you’ll have a professional assessment of what your home can bring to the market today.
Even though we have [X] combined years of market expertise, our valuation of your home would be much more precise if we had a chance to see it in person.
I know you’re busy, but can you make time next week for me to come to assess your home and talk with you about its value? Our appointment only needs to be around 15 minutes, and there is no need to prepare anything since we already have a good idea of what your property is worth. We need to tweak our assessment a bit.
Please give me a call at [XXX-XXX-XXXX] to set up an appointment. We can discuss the right way to sell your home and new marketing ideas that will increase exposure.
Best regards,
[Signature and headshot]
[Phone number/email address]
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
Subject line: Season’s Greetings!
Hi [Client Name],
I wanted to send some holiday cheer to you and your family. Did you ever get a chance to go sleigh riding last week with [family member 1] and [family member 2]? I know they were excited about trying out the hill behind [address].
How is everything with your new home? Did the new water heater give you any trouble? We went tankless last year, and it changed our lives. If you need a great plumber to install a tankless system, I can send [contact name] over your way for an estimate. He’s done great work and still hasn’t raised his hourly rate.
We’ve been very busy this year. We hired three new agents and closed [X] deals last year. Amazing! It’s been very exciting, and I am so happy that we were able to help you find a home you love.
As always, if you or anyone you know ever needs real estate-related advice, please don’t hesitate to call my cellphone at [XXX-XXX-XXXX].
Best regards,
[Signature and headshot]
[Phone number/email address]
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.
