22 Real Estate Email Templates to Use in 2024

These real estate email templates are designed to make connecting with prospects faster and easier— without sacrificing the personal touch that makes them effective.

And since I’ve recently gone through this process, I’ve actually gotten most of these emails myself, so I’ve also included some tips to keep in mind from the buyer’s/seller’s perspective.

Download Now: 25 Sales Email Templates  [Free Access]Paste the templates into your favorite email marketing tool (It’s Marketing Hub, right?) and your email is ready to go in minutes.

Pro Tip: If you’re a HubSpot user, you can use personalization tokens to automatically fill in details like the prospect’s name, address, or neighborhood they’re interested in.

While I highly recommend checking out the tips first, feel free to jump straight to the template you need.

Quick Tips Before Using Real Estate Email Templates

Templated emails may be easy to use, but they’re also easy to get wrong. Before you jump in, here are just a few quick tips:

  • Make it match your voice.
    When you copy the template into your email tool, take a minute to tweak the wording to sound like you.
    Having been a buyer, nothing feels colder than an obvious form letter.
  • Always add a personal touch.
    Ask how my kid is doing. Comment about the wild storm we just had. Wish me a happy birthday.
    As a realtor, you get insights into my personal life that other sales professionals don’t. Use them to show me you’re a human being… and that you remember I am, too!
  • Follow up one time. (This applies to cold emails, not established relationships.)
    Sometimes I get busy and forget to respond to something I’m actually interested in.
    A follow-up email can be a welcome reminder.That said, if I don’t respond to the follow-up, take the hint.
  • Add your contact info to your signature.
    Be sure to embed all your contact details in your email signature to make it as convenient as possible for sellers to reach out to you in any way they like.

    Adding a CTA button linking to your appointment calendar also helps prompt buyers/sellers to schedule a call right away.

1. Open House or Showing Follow-Up Email

Whether you have a previously established relationship with the prospect through a private showing or an open house, it’s smart to follow up. If it’s the latter, this email sets a proactive and polite tone for the rest of your business relationship.

Thank them for their time and remind them of the home’s most attractive attributes. Then tease another home, and leave them wondering what “surprises” it holds. Sure, they can probably find it online, but they’ll still be curious to uncover the house’s secrets in person.

From the Buyer: I’ve been to five open houses just this week. Reminding me of the property (and its key features) will put it (and you) back at the top of my mind.

2. Neighborhood Expertise Email

No one wants to feel pressured into buying a particular home or choosing a specific real estate agent. Communicate that the right fit is your primary objective, and you are sure to set yourself apart from eager and pushy agents.

You’ve also hinted at your expertise without overtly saying, “I’m the best, and you’d be remiss not to work with me.”

Pro Tip: Consider linking to a property you’ve sold nearby to prove your expertise.

From the Buyer: I love that you’re thinking about fit, and not just making the sale. I met with four realtors before finding one that clicked.

3. Under Contract Email

This email is always disappointing to a buyer, so it’s crucial to lead with the problem (this house is no longer for sale) and move quickly to the solution (I have more houses to show you).

A sentence at the end acknowledging the market’s competitiveness will provide a sense of urgency. It demonstrates your understanding of the unique real estate market in their area, which gives your authority a boost.

From the Buyer: This happened to me so often, and it never stops hurting. After the third or fourth time, the promise of an early showing would have me eating from your hand!

Real estate email template example for under contract properties

4. New Listing Email

Clients can easily access new homes on sites like Zillow or Redfin, so work extra hard to make these emails engaging and valuable. Use the resources only available to licensed realtors to show them homes they can’t find anywhere else.

From the Buyer: Being sent listings I couldn’t find on my own felt like Christmas morning. Especially after touring a few duds.

Show me that you understand what I’m looking for and I’m yours.

5. Low-Interest Rate Email

This email is great for reconnecting with past clients or farming new ones. If you have current clients shopping in a low-inventory area, send this email to previous clients who live in or around that neighborhood. You never know who you might tempt to move.

Keep this email from feeling “salesy” by leading with just how much these rates could benefit the seller and personalize it with local news or events.

From the Buyer: In this economy? I know, I know.

But in times of rising interest rates, you can substitute rising home prices instead, and I’ll be just as curious.

6. Client Retention Email

The typical seller has recommended their agent twice since selling their home. Around 27% of sellers have recommended their agent four or more times since selling their home. You can increase your number of potential clients by asking your current clients for referrals.

Information such as increasing their home value and local deals on home products/services will keep you in the buyers’ minds the next time they move or ask for a referral.

From the Buyer: Two years later, I still actually open emails from my realtor.

I love getting a heads-up about local events or shops and restaurants I might not have otherwise found.

In return, I’ve definitely mentioned her to friends and family. (And now to you, too! Hi, LaNita!)

7. Testimonial Email

Homebuying is an emotional experience. Tap into those feelings with a carefully selected testimonial from a favorite client.

Most clients will be happy to provide you with a glowing review (especially right after a seamless and successful close). You can also ask Yelp reviewers whether you can use their testimonials in future email marketing.

From the Buyer: Include a link to the home you sold (along with the testimonial) and this would definitely work on me.

Social proof is effective for a reason.

8. Thank You Email Template

Homebuyers have a lot of choices when buying or selling a home, and they chose you! Show your appreciation with a kind thank you note and a small gift. Bouquets of flowers, bottles of wine, and complimentary dinners are gestures of appreciation that will go a long way.

First-time homebuyers can be especially overwhelmed by the amount of junk and fraudulent mail they’ll receive after closing. Offer to help them through the first few weeks as new homeowners for an extra-special customer experience.

From the Buyer: My realtor also warned me and my wife about the dozens of phony home warranty offers we would receive.

These little tips might not seem like much to you, but to a first-time homebuyer, it’s one less worry in a really big pile of worries.

9. Real Estate Email Newsletter

The most important part of a real estate newsletter is grabbing your reader’s attention with a great subject line. Even if your prospect isn’t currently looking to sell, this subject line will tempt them to open.

Follow it up with compelling reasons and a call to action that gives them a specific next step. Personalize this email as much as possible and make it valuable to the reader, so you earn their engagement next time as well.

From the Buyer: Think about why a buyer would even care about your newsletter.

My realtor sends links to articles that teach me about equity, DIY projects, or calculators that help me understand credit scores. Even two years later, I still read them occasionally!

Real Estate email template example of newsletter

10. Open House or Showing Thank You Email

By offering alternatives homes for your client to view, you can keep the momentum going when the market is hot. There’s a chance that home they’re viewing today could be sold tomorrow. With this template, you won’t waste any time getting your clients interested in the next set of homes for sale.

From the Buyer: Homes went under contract so quickly when I was looking, that I felt like I needed to jump at every showing.

Mentioning the number of days on the market may feel a little sneaky, but it would make me click those listings so fast!

Real estate email templates showing new listings

11. One-year Follow-up Email

The one-year follow-up email is used to generate referrals and stay in touch with old customers. Former clients are excellent sources for referrals, and staying in touch with them may help them remember you the next time they are looking to buy or sell a property.

Congratulate the client on the first anniversary of buying their home, and encourage them to reach out to you if they need assistance. Also, invite them to refer your services to a friend, family member, or colleague who may be in the market to buy or sell a home. After all, 90% of buyers report that they would use their agent again or recommend their agent to others.

From the Buyer: Don’t skip this! The anniversary of my new home wasn’t on my mind, so getting a one-year follow-up email was actually a nice little emotional reminder.

(My realtor also reminds me of my wedding anniversary, too! Good catch, LaNita!)

12. Open House Feedback Request

As the seller’s agent, asking prospective buyers for feedback on an open house that they attended allows you to get into the mind of home buyers.

Feedback will help you determine if the price for the listing makes sense and if the house will sell fast.

As the buyer’s agent, asking for feedback helps you tailor future offerings.

From the Buyer: Nothing is more frustrating than getting sent listings that don’t match what you’re looking for.

Asking for my opinions was all it took to get me to switch realtors once!

13. Follow-up Email to Clarify Buyer’s Needs

Asking your prospects clarifying questions about their needs and what they are looking for in a home will help you narrow the scope of homes you show to the prospects.

From the Buyer: You’re not being annoying. I loved answering questions like these!

Not only did it show my realtor was paying attention, but it gave me an excuse to think about my dream home.

14. Pre-approval Email to Prospective Buyer

Pre-approval shows sellers that potential buyers can obtain financing. It also helps buyers and real estate agents determine the optimal price range and tax range for their property search. It narrows down a buyer’s options and makes the selection process more efficient.

From the Buyer: Buying a home feels like A LOT.

Giving me a simple first step makes me much more likely to take action.

And if you give me a link or a contact person to get started? You’ve already made me move. (Pun intended.)

1. Expired Listing Email (If Not Listing Agent)

When a listing expires, sellers often feel betrayed, frustrated, and worried about the financial implications.

The goal of this email is to acknowledge their feelings, restate the problem, and offer a unique solution. Keep this email short and to the point with concrete facts proving you know what you’re doing.

These prospects don’t want eloquent statements on how you’ll help them find their dream home. They want to know you can sell their home fast and for a good price.

From the Seller: Give me hope by explaining (specifically) what you’ll do differently than my agent and I might just switch to your team.

While the template calls for data on how many houses you’ve sold, a single link to a real property you’ve actually sold can be just as impactful. (Especially if it’s similar to mine.)

2. Expired Listing Email (If Listing Agent)

Acknowledge your seller’s natural frustration, but don’t apologize. You have done everything on your end to sell their property.

Show confidence by explaining the benefits of staying with you instead of working with a new agent. Be clear, concise, and don’t lean on emotion.

End with a call to action that encourages them to book a time with you to discuss the matter in greater depth.

From the Seller: Deep down I know it’s not your fault, but a part of me is blaming you.

Giving a clear timeline and explaining what you’ll do differently will help me forgive and forget. Just make sure it’s a promise you can keep.

3. Data-driven Email Template

Breathe new life into this standby email template by avoiding vague statements like “People are interested in your home.” or “There’s never been a better time to sell.”

Instead, build a data-driven case for why now’s the time to sell and make it easy for them to learn more.

From the Seller: Even if I wasn’t thinking of selling, knowing what houses like mine are selling for is going to plant the seed.

Curiosity would have me scheduling a meeting just to know what my property is worth.

If you’ve sold a similar property, link it in the email to make it all seem real.

4. Email to Potential Sellers

Tease them with information about just how much their home is worth instead of giving them the information immediately. This will increase the chances of getting them on the phone where you can learn more about their goals and share what you can offer in return.

Want to go the extra mile? Say all of this over a video email for a personal message they won’t soon forget.

From the Seller: This may seem like a long shot, but it’s similar to how my realtor found my current home!

This is particularly effective if you’ve sold a neighbor’s house and can tell them what it went for.

5. I Have a Buyer

Subject: I have a buyer for your home.

send-now-hubspot-sales-bar

Something about having a buyer ready to buy makes a homeowner want to sell. Even if they weren’t previously considering it, having a ready-made deal might just plant the seed.

And the fact that their neighbor’s property was a good fit (and sold quickly) means that theirs will likely be, too.

From the Seller: This is the actual email my realtor used to find my home!

At the time, it seemed like a lot of work for an unlikely payout, but it only takes one willing homeowner to succeed.

6. Home Valuation Offer

Sending potential sellers a home valuation offer shows them that you are ready to officially start the process of selling their home.

Although only a comparative market analysis will give sellers a specific market value, you can get your leads started with an estimate.

From the Seller: Just letting me know that you saw my request and are working on it puts you miles ahead of the realtors who let me sit for weeks without a response.

This kind of communication is an easy win!

7. Your Neighbor’s House Just Sold

Subject: [Address] just sold! Your property could, too!

send-now-hubspot-sales-bar

When a neighboring property gets sold, homeowners naturally get curious about what their home could be worth.

A well-timed email could be just the thing that convinces them to find out.

Plus, the prospect of selling above asking price naturally piques a prospect’s hopes and dreams.

From the Seller: This just happened to me! My neighbor’s home is being listed for over 30% more than I paid.

Of course, I’m not looking to sell right now… Right? But it doesn’t hurt to find out, right?

8. Offering Tips To Help Seller Attract Buyers

Giving sellers tips to attract buyers and offering to connect them with landscapers and interior designers will help them prepare so the property is presented in its best condition and the open house is a success.

From the Seller: I like to get hands-on, so I really appreciate when my realtor sends me DIY home improvement articles.

Other homeowners would rather invest money than time, so an offer to connect with a pro would be preferred.

Tailor the email to your prospect, and they’re more likely to find your input valuable. If they find it valuable, they’re more likely to remember you when it’s time to sell again!

Get creative with potential clients.

Capitalize on those “just looking” prospects and shift them into buyer mode with other tempting properties in the same area and price range.

Buyer and seller inboxes are inundated with emails every day, but real estate agents have the unique and powerful ability to send mail that clients and prospects open immediately. Maximize the impact of each message with the email templates above.

Editor’s note: This post was originally published in February 2021 and has been updated for comprehensiveness.

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