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.
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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
- 14 Real Estate Emails to Buyers
- 8 Real Estate Emails to Sellers
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.
14 Real Estate Emails to Buyers
- Open House of Showing Follow-Up
- Neighborhood Expertise Email
- Under Contract Email
- New Listing Email
- Low-Interest Rate Email
- Client Retention Email
- Testimonial Email
- Thank You Email
- Real Estate Email Newsletter
- Open House or Showing Thank You Email
- One-Year Follow-Up
- Open House Feedback Request
- Follow-Up Email to Clarify Buyer's Needs
- Pre-Approval Email to Prospective Buyer
1. Open House or Showing Follow-Up Email
Hello [Prospect],
It was great meeting you at [address] last weekend. I hope you got a good feel for the house and the [benefit of the property — i.e., great pool, huge primary bedroom, beautiful view]. Let me know if I can answer any questions.If you’re interested in the neighborhood, I have another property available nearby. It has many of the wonderful qualities that [address] has, with a few surprises! I’d be happy to set up a private showing for you this week.
Thanks again for stopping by!
Regards,
[Your name]
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.
25 Free Sales Email Templates
Save time, find new ways to reach out to prospects, and send emails that actually convert.
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First-Touch Emails
-
Follow-Up Emails
-
Break-Up Emails
-
Full Email Sequence
2. Neighborhood Expertise Email
Hello [Prospect],
Thanks so much for stopping by [address] last Sunday. It was great to meet you!
If you’re interested in seeing more homes in this neighborhood, there are a few I’d like to show you. It’s a competitive area, but my expertise in buying and selling in [neighborhood] is unparalleled.
Before we jump into anything serious, I’d love to learn more about what you’re looking for in a new home. I also want to share my approach to the homebuying process to make sure I’m the right fit for you. If you’d like to set up a time to meet, click this link to book a schedule on my calendar: [Link to Meeting tool]
Regards,
[Your name]
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
Hello [Prospect],
Thanks for your interest in the property at [address]. It was a pleasure meeting you. As you have probably heard, this house is currently under contract.
I know that can be disappointing, but I have good news! Several other homes in the area are coming soon, and I’d be happy to arrange a private or early showing just for you.
[Neighborhood] is a competitive area right now, but with my expertise, I’m sure we can find the perfect home for you.
Regards,
[Your name]
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!
4. New Listing Email
Hello [Client name],
Here are a few listings I think you’ll like. They meet your criteria of being in [neighborhood #1] and [neighborhood #2]. And they have [requirement #1], [requirement #2], and [requirement #3].
- [House #1]
- [House #2]
- [House #3]
- [House #4]
- [House #5]
Let me know if you’d like a private showing for any of these homes. If none of these hit the mark, I want to know that too. Looking forward to hearing what you think about these houses (especially #4!).
Regards,
[Your name]
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.
25 Free Sales Email Templates
Save time, find new ways to reach out to prospects, and send emails that actually convert.
-
First-Touch Emails
-
Follow-Up Emails
-
Break-Up Emails
-
Full Email Sequence
5. Low-Interest Rate Email
Hello [Prospect name],
Hope you’re enjoying the [local weather, holiday season, annual event, etc.]!
I thought you’d be interested to know that interest rates in your area have dropped to [percent]. If you’d like to learn what price your home could be listed for and what your options are for buying, click this link to book time on my calendar: [Link to Meeting tool]
Now get back to enjoying the [local weather, holiday season, annual event, etc.]
Regards,
[Your name]
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
Hello [Prospect name],
I hope you’re settled into your home and loving it!
Now that the hard part is over, I thought you’d be interested to learn how to increase your home’s value over the next few years. Here are a few ideas:
- [Article about home improvement project #1]
- [Article about home improvement project #2]
- [Article about home improvement project #3]
If you have any questions about how to get started, or if you need recommendations on good carpenters, handymen, electricians, etc., I’d be happy to share my favorites.
Happy home improving!
[Your name]
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
Hello [Prospect name],
Choosing a Realtor can be tough, and finding the right fit is one of the most important decisions you can make. Realtors (including myself) throw around a lot of stats about buying and selling homes, but it comes down to people looking for a place to be healthy, happy, and build a life.
To help illustrate how very human and personal this process is, I wanted to share a story from a recent client, [client name].
[Insert client testimonial]
If you’re interested in learning how I can help you find a perfect fit like I did for [client name], click this link to set up a meeting: [Insert link to Meetings tool]
Regards,
[Your name]
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
Hello [Client],
I hope you’re settling into your new house and that it’s starting to feel like home for you and [family member/pet names].
I wanted to say thanks for choosing me as your Realtor. It was a pleasure working with you, and I’m honored you allowed me to help you during this important process.
If I can answer any questions over the next few weeks and months, please don’t hesitate to reach out. I know you’ll get a lot of junk mail — including misleading letters about your loan — and I’m always happy to help sort real from fake!
Happy nesting,
[Your name]
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.
25 Free Sales Email Templates
Save time, find new ways to reach out to prospects, and send emails that actually convert.
-
First-Touch Emails
-
Follow-Up Emails
-
Break-Up Emails
-
Full Email Sequence
9. Real Estate Email Newsletter
Hello [Prospect name],
Have you been on the fence about buying a home? It's my job to stay on top of the [insert state, city, or neighborhood name] housing market, and now's the time to buy a home and start building your future. Here's why:
- Reason 1: Interest rates are low. Lower interest rates mean lower monthly mortgage payments.
- Reason 2: Buying a home allows you to build equity, which helps you build wealth. Equity may also be used as a down payment for a new home or to make home improvements.
- Reason 3: Taking out a mortgage can positively impact your credit, an essential part of your financial health.
Have I convinced you yet? I understand this is one of the biggest decisions you'll ever make, so if you'd like to set up a time to talk more over the phone, grab time on my calendar here: [Insert calendar link here]
Regards,
[Your name]
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!
10. Open House or Showing Thank You Email
Hello [Prospect name],
Thanks for stopping by on Sunday. I wanted to check in and ask if I can answer any questions for you about [insert address]. Also, I thought I'd share a few other similar properties for sale in the area. I'd be happy to set up appointments to view those properties if you're interested:
- Property 1
- Property 2
- Property 3
Homes like these are spending approximately [insert number] days on the market, so let me know if you'd like to get a head start!
Regards,
[Your name]
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!
11. One-year Follow-up Email
Happy house anniversary, [Client]!
I hope you’ve enjoyed the first year in your new home and you have settled in nicely with your family. However, if there is anything you need help with, please let me know.
As you know, the real estate business depends on relationships. So, if you know a friend or colleague looking to buy or sell in [area], I’d be honored if you would pass on my contact information to them.
Regards,
[Your name]
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
Hi [Prospect name],
Thank you for popping by the open house at [address] last weekend.
I’m reaching out because I’d love to hear your feedback, the good and the bad.
What were your first impressions of the property? How did the property compare to others that you have seen? What do you think of the price?
Please tell me all about your experience during the open house. Here’s my calendar link to book a slot for a feedback chat: [Link to meeting tool].
Your feedback will help me create a better experience in the future.
Regards,
[Your name]
P.S.: There’s a stunning (#)-bedroom on the market in (area name) for a remarkable asking price. I’ll be happy to set up a visit if you like.
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
Hi, [Prospect]:
Thanks again for taking a minute to chat with me on [conversation date] about buying a home. I’m sure I can help you find one you will love. I have a couple of questions to help me identify the right listings to send you:
- [Clarifying question for buyer]
- [Clarifying question for buyer]
Thanks for taking a moment to reply. It will help me narrow down the search. Feel free to contact me with any additional clarifications you may have about your dream home.
Regards,
[Your name]
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.
25 Free Sales Email Templates
Save time, find new ways to reach out to prospects, and send emails that actually convert.
-
First-Touch Emails
-
Follow-Up Emails
-
Break-Up Emails
-
Full Email Sequence
14. Pre-approval Email to Prospective Buyer
Hi [Prospect],
Buying a home is one of the biggest decisions you’ll ever make, and the process can be intimidating for anyone. My goal is to help you get familiarized with the home buying process and find out how I can best serve you in addressing and catering to your specific needs.
The first step in the process is getting pre-approved. Pre-approval shows home sellers that you are serious about buying, and it often helps speed up the process once your offer has been accepted.
Here is an article on the specifics of getting your pre-approval: [article link].
Let me know if you have any questions or would like some guidance in taking this first step. I’m also happy to connect you with one of the most experienced loan officers in town once you’re ready to get started.
Best,
[Your name]
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.)
8 Real Estate Emails to Sellers
- Expired Listing Email (Not Listing Agent)
- Expired Listing Email (If Listing Agent)
- Data-Driven Email Template
- Email to Potential Sellers
- I Have a Buyer
- Home Valuation Offer
- Your Neighbor's House Just Sold
- Offering Tips to Help Seller Attract Buyers
1. Expired Listing Email (If Not Listing Agent)
Hello [Prospect],
I noticed your listing for [address] was recently expired. You’re probably feeling overwhelmed, frustrated, and impatient. But no worries, I can help you with that.
Many times, when homes don’t sell, real estate agents blame the price. That’s not quite fair. These homes often suffer from poor marketing. That’s why I consider myself both a marketer and a Realtor.
I have sold [number] houses in [neighborhood] in an average of [number] days for [percent] over asking price. I do it with smart marketing and knowledge gained during [number] years of serving the [city] area.
I have several ideas on how to better position your property, and I’d love to hear what you think about it. If you’d be interested in learning how we can get your house back on the market and competitive, grab some time on my calendar here: [Insert link to Meeting tool]
Regards,
[Your name]
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)
Hello [Client name],
Your listing has expired. You're frustrated and likely being overwhelmed by other real estate agents offering you a magic bullet to sell your home. You have every right to shop your listing around. But here's why you should stick with me.
I know your property inside and out. I've been carefully collecting buyer and agent feedback, monitoring other homes in the neighborhood, and have an intimate familiarity with what makes your home unique.
I'm prepared to offer you a new limited-service option with a discounted commission. That means you save money.
I have an action plan for how I think we can move forward and sell your home in 30 days or less. I'd love to discuss it with you in person or over the phone at your most convenient time. Book time on my calendar here: [Insert calendar link]
I know this is not where either of us hoped to be, but I'm determined to find the right buyer for you and your home.
Regards,
[Your name]
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
Hello [Prospect],
Is it time for something new? If you’ve been considering moving, here are a few reasons why now is the best time to start fresh:
- Housing prices in your neighborhood have risen [percent] over the last five years.
- The average home in [city] is selling in [number] days.
- Homes are selling at an average price of [number].
I have [number] years’ experience selling in your neighborhood, and I am confident that, together, we can sell your home for the maximum return and find your next dream house. If you’re interested in learning more, click this link to schedule a meeting with me: [Link to Meeting tool]
Regards,
[Your name]
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
Hello [Prospect name],
The market is heating up, and buyers are interested in your neighborhood. This is great news for you because the inventory is low, and the demand is high.
If you'd be interested in discussing the possibility of listing your home, I have some competitive analysis I'd love to share with you. I think you'll be surprised at just how much we could list your home for.
If you'd like to learn more, you can set up a quick 15-minute call with me here: [Insert calendar link]
Regards,
[Your name]
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.
Hello [Prospect's name],
I am currently working with a qualified buyer who is looking for a home in [neighborhood] for themselves and their family.
Your neighbor's property would have been the perfect choice, but it was under contract before we could see it!
If you have an interest in selling, please contact me. My contact information is in my signature.
Thank you for your consideration!
[Your Name]
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
Hello [Prospect Name]!
Thank you for inquiring about our valuation reports for your home on [street name].
I’ll get started on your home’s valuation report as soon as possible. You’ll receive the report within [processing time for valuation report] working days.
When creating the valuation report, I’ll consider the information you provided on your contact form and data on recent house sales on [street name].
In the meantime, is there anything else I can help you with?
Regards,
[Your name]
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!
Hello, [Prospect name]!
Your neighbor at [address] just sold their property above asking price! The [neighborhood] is in demand, and properties are selling quickly.
If you've ever thought about selling, now is the perfect time. Your property could be worth more than you think!
If you'd like to learn more, you can set up a quick 15-minute call with me here: [Insert calendar link]
Regards,
[Your name]
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
Hi, [Prospect]:
In our last conversation about selling your home, we talked about making some tweaks that would make your house pop with buyers, so I’m sending you a few links to articles with tips and ideas to help you get started:
• [Link 1]
• [Link 2]
• [Link 3]
I regularly work with many reputable landscapers and interior designers, and I would be happy to pass along their contact information to you.
Let me know if you have any questions!
Regards,
[Your name]
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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