Follow-up Email Templates for Real Estate Agents

Follow-up Email Templates for Real Estate Agents

Well-written, timely follow-ups are crucial to nurturing leads and bringing in a constant flow of customers.

But actually writing out those follow-ups?

Well, that’s harder than it looks — especially for a busy real estate agent.

Not only will we provide 6 killer templates shown to get responses, but we’ll also provide subject lines that get opened. After all, what good are great emails if no one opens or reads them, right?

Oh, and please avoid exclamation points and all-cap words in the subject lines, as your email will most likely get delivered to the junk folder. Test the subject lines and see which ones get you the best open rates for your particular buyers and sellers.

Real Estate lead follow up plan

Real estate agents should create a fundamental follow-up plan and stick to it to build the foundation for a great follow-up email. It is essential for agents to conduct follow-ups properly, as one client can serve as a great referral source for future business, and a lack of follow-up can affect future transactions.

Today, there are various channels to reach potential clients, such as open houses, print advertisements, email, and social media, making it challenging for agents to follow up.

Still, the key is having a solid plan in place.

Here are the top three tips for successful follow-ups with potential real estate clients.

1. Personalize your follow-ups and provide useful information

When you meet a prospect for the first time, whether in person or through a digital channel, you will collect valuable information about them. Initially, you will know:

  • Whether they are a buyer or a seller
  • Their approximate age and marital status
  • Neighborhoods they are interested in, if they are buyers
  • Basic details of their home, if they are sellers

This information is valuable in creating a personal connection with them and providing relevant information during follow-up communications.

For example, suppose a couple is searching for their first home. In that case, it is helpful to send them links to other listings and valuable resources for first-time homebuyers, such as information on qualifying for a mortgage or negotiating a successful deal.

Personalization and helpful content can make a lasting impression on potential clients.

2. Follow up through every channel available

The more ways you have to connect with potential real estate clients, the better. Collect as many contact details of potential real estate clients as possible, including:

  • home addresses
  • email addresses
  • phone numbers
  • social media accounts

But also find out their preferred method of communication, whether it’s through social media, email, or phone, and respect their preference by only contacting them through their preferred channel.

This shows that you care about their comfort and helps you establish better communication with them.

3. Track as many data points as you can

The success of your follow-ups is completely reliant on the data points you collect, track, and analyze. How can you create a successful follow-up plan if you don’t know the last time you reached out to each potential client, for example?

Data is great, but unless it’s properly collected and organized, it’s nearly impossible to analyze for the purposes of proper decision-making.

Even if you don’t pay for a Customer Relationship Management (CRM) system, you should track all the general information on your potential clients, including their names, contact information, and whether they are a buyer or a seller.

In addition, you should also track:

  • How and when you first connected with them
  • When you last followed-up with them
  • The last method of follow-up
  • The response, if any, to these follow-ups

You should also use every digital data analysis tool you can, including:

  • Open rates and click-throughs using an email marketing program
  • Likes, retweets, activity on social media posts
  • Visitors, bounce rate, form completion, and time spent on your website

Only when you’ve tracked and combined all these data points will you truly be able to analyze whether you are following-up with your potential real estate clients enough and whether the ways you are doing so are proving successful.

Armed with these insights, you can now craft engaging follow-ups for your real estate leads.

Real Estate email templates for seller leads

1. Email template for potential sellers who’ve inquired about your services:

“Hi XX,

Thanks for inquiring about my services. Deciding who to list your home with is a big decision, and I know you probably have some questions.

To get started, let me tell you a little about myself:

  • I’ve been in real estate for XX years, XX of those right here in [CITY].
  • I specialize in XX, XX and XX. (Negotiating, marketing, etc.)
  • I have a wide network of local lenders, home inspectors, movers, and other vendors I can put you in touch with along the way.

I’d love to help you gauge what your property may be worth in today’s market (free of charge, of course). If you send me your address, I’ll create a customized home valuation report for you to review.

Please let me know if I can answer any questions in the meantime!


Subject line options:

1) 5 min call to discuss [[Property Address]]?
2) Phone call on [day] at [time]?
3) [Client Name], is your home priced to sell?
4) Why Now Is Still the Best Time to Sell in [Neighborhood Name]

2. Email template for potential sellers you’ve actually met with:

“Hi XX,

Thanks again for taking the time to meet with me on [DATE]. It was a pleasure talking to you, and I’d be honored to help you and your family sell your property.

To help you gauge what you can expect in terms of pricing and timing for the sale, I’ve attached a custom home valuation report and details on recent comparable sales in your area. It looks like most homes are selling within XX days of listing and around XX price point.

Of course, every home is different, so this may vary a little depending on your property. Is there a time I can come out and see the home and schedule a photographer to take your listing photos?

Looking forward to working together!


Subject line options:

1) I’d love your feedback on that meeting
2) I had this idea since we last spoke
3) Do you think you’re ready for this?
4) I thought about what you said

3. Email template for on-the-fence sellers:

“Hi XX,

I know you’re on the fence about selling your home, so I’ve drawn up a report to help guide your decision. See the attached to learn more about what other homes in your neighborhood have recently sold for (more than you’d expect, I’d bet!), as well as what you can expect if you list your property in the near future.

Would you like to chat this week to go over it? I’m happy to answer any questions or address any concerns you might have!

Thank you,


Subject line options:

1) [Prespect Name] Don’t Sell Your [Neighborhood Name] Home Until You Do This
2) I Know Someone Who Would Love Your House
3) I Sold a Home in [Neighborhood Name]. Here’s How It Affects Your Property Value
4) To sell or not to sell?

Real Estate buyer lead email templates

4. Email template for potential buyers who you’ve met with/spoken to:

“Hi XX,

Thanks for talking with me on [DATE]. I wanted to touch base and see where you are in your home search. If you’d like, I can set you up with free, customized listing emails to keep you in the loop about potential properties in your price range. Let me know if this is of interest?

I’m also happy to answer any questions or concerns you have. I know buying a home is a big decision, and there’s a lot to consider.

Please reach out any time if there’s something I can help with. I know your dream home is out there, and I can’t wait to help you find it.



Subject line options:

1) Have you seen this (listing of interest)?
2) Our next steps
3) (Prospect), I thought you would like these (offers or homes)
4) Now is the best time to act

5. Email template for buyers you’ve sent initial listings to:

“Hi XX,

I just wanted to check in and ensure you saw those listings I sent over on [DATE]. If they didn’t come through, let me know, and I will resend them immediately.

I’d like to get your thoughts on the properties. Did any appeal to you? Were they in the right price range? I’m happy to adjust future searches to better accommodate your needs and preferences, so any feedback is welcome.

If there are any properties you were particularly interested in, I can contact the listing agent and set up a showing at your earliest convenience. Please let me know which homes and your availability this week.

Please text, email, or call me if you have any questions!


Subject line options:

1) I’d like to hear from you.
2) Do you know about [listing or neighborhood]?
3) Before I go, I want to mention this
4) Am I making the right assumptions?”

Open House follow up email template

6. For someone who came to an open house:

“Hi XX,

It was great meeting you at the [ADDRESS] open house event last week. Please let me know if you have any questions about the listing or want to take a private tour of the home.

I also know of a few other homes in the area with similar price points and amenities, and I’d be happy to show you those properties as well. If this interests you, just call, text, or email me, and we’ll schedule a showing at your earliest convenience.

Thank you again for stopping by. Let’s talk soon!


Subject line options:

1) Thanks for coming!
2) (Address) may not be available for much longer!
3) Have more questions about (address)? Let me know!
4) Want to take a better look at (address)?

Bottom Line on Real Estate lead follow up

Whether or not you start a full-on email drip campaign or just utilize the templates above for individual follow-ups, nurturing real estate leads with well-written and timely follow-ups will continue to attract a steady stream of customers.

Make sure to personalize each email, starting with addressing the recipient by name and customizing the content based on the previous interactions with the client.

This approach will aid in building a trusted relationship with potential clients by answering questions, providing a home valuation report, or informing the buyer about new listings.

The aim is to make the clients feel valued and show them that the real estate agent is knowledgeable and dedicated to helping them find their dream home or sell their property.

Partner with a trusted mortgage company to generate more leads

One way to gain new leads is to partner with a trusted mortgage company such as Embrace Home Loans. Our loan officers and staff members have years of experience and knowledge in various loan types, including conventional loansVA loansUSDA loans, and FHA loans.

A partnership with us can help your clients get the best mortgage for their unique situation. Plus, Embrace works with a large number of people who are searching for a trustworthy real estate agent. Give us a call today at (888) 907-6261.

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