One of the easiest tricks to stay on top of your email communications is to set up real estate lead email templates. Most boilerplate replies can be automated by your CRM or website, but even when you need to communicate with leads on the go, templates let you follow up quickly, without having to think about it.
You can create real estate lead follow-up email templates for just about all parts of your communications — from buyer leads, to seller leads and even referral asks.
Here are 12 free real estate templates to use in 2021 that will save you time and help you take your business to the next level.
Using an Email Template for Real Estate Leads
Email is the preferred way of communicating for home buyers and sellers. But no one wants to spend all day writing the same messages over and over again — while making typos and leaving out important details.
Using templates and email scripts for real estate leads is the most effective solution — you write a great email once and use it again and again with all your leads whenever you need it.
A template can include variables that you switch out. Maybe you say [this] for buyers, but tell your sellers [that]. It’s easy once you get the hang of it.
Below, we’ve shared 12 email templates that you can take and use right now. Just tweak the details to suit your own business and the leads you’re following up with.
Real Estate Buyer Lead Email Templates
Buyers need a variety of responses, depending on where they are in the process. Here are a few of the buyer email templates you will definitely need on hand, such as an automatic text sms and email combo, that can really get a lead’s attention:
Initial Lead Response Email Template
[SUBJECT:] Did you get my text?
I just texted you about your home search. Is [555-555-5555] still the best number for you?
[City name] is a great place to buy right now but I know purchasing a home can be overwhelming. Do you have any questions about the local market or the buying process? I’d be more than happy to answer any questions you have. Let me know when is a good time for you.
Early on, buyers also need guidance when it comes to financing:
Lender Referral Email Template
[SUBJECT:] Lender info and resources for you
Here’s the lender info I mentioned earlier. These are  I am familiar with who have provided great results for past clients.
I recommend you talk with a couple of them to see what programs are available to you and whose customer service you like.
The next steps will be getting “pre-approved” to get a better idea of your price range. The pre-approval, along with other criteria we’ve discussed, will allow me to custom tailor the homes I send to you to. It will also enable us to move quickly when we find a home you’d like to put in an offer on (which is critical in this market).
[info for preferred lenders, including website, phone/email and pre-approval form links]
And here’s some information on what to expect when you meet with a lender:
[links to your website resources for buyers]
Keep me posted and if you have any questions along the way, or need anything, I’m here for you anytime!
You can save a lot of time with a repeatable process, such as developing a template for listing feedback:
Listing Feedback Request Template
[SUBJECT:] Re: Listings… What’d you think?
I wanted to follow up and see what your thoughts are on these first [three] homes. Did you like any of them? Did you hate any of them? Any questions about a property?
If you’d like tour any of these properties in person, just let me know. I am happy to set up a time to tour these or any other listings that interest you.
Note: In this market, desirable properties can go under contract fast, so be sure to let me know as soon as you see something you like.
In the meantime, I’ll keep my eyes open for potential matches that tick all your boxes and will send them your way as soon as they come up.
P.S. – Be sure to shoot me a quick note about your thoughts — it helps me fine-tune the listings I send you.
P.S. – Don’t be afraid of postscripts — they’re one of the most read parts of an email.
You can also create templates for home showings:
First Showing Follow-Up Email Template
[SUBJECT:] Re: The homes we saw today
I wanted to follow up with you to go over the homes we saw today. Now that you’ve had a chance to see a few listings, I’d love to know your thoughts on them. I also want to offer my take — but keep in mind it’s just my opinion and you’re ultimately in charge here.
I think [street address] has a lot of positives, like [1, 2, and 3]. However, I could see [x] being an issue, so it’s something to keep in mind and a be realistic if this is one you want to pursue.
[Street address] has some nice amenities, including [a, b, and c], but the asking price seems high to me. I’d be interested to know what your thoughts are here?
Of the ones we saw today, I think [street address] was the best overall. Since you also like it, I am going to check in with the listing agent tomorrow to see what more I can find out about the general interest in the property.
I’m also attaching a list of more homes I think could work for you. How about next Sunday again for showings? Let me know which ones you want to see soon? — I want to make sure we can get a spot on their schedules.
Buyers also need a quick follow-up after they’ve attended your own open houses:
Look Like a Pro,
Close Like a Pro
Open House Follow-up Email Template
[SUBJECT:] Thanks for stopping by!
Thanks so much for stopping by the open house at [street address] on [day of week]. It was great meeting you!
If you’re interested in seeing more homes in [neighborhood], there are several more great properties coming on the market that I can show you.
It would be great to find out more about what you’re looking for and I can answer any questions you have about [neighborhood] and the local market.
Feel free to email, text or call me anytime. I look forward to speaking with you!
A great “coming soon” template can also help bring clients in the door:
Coming Soon Listing Email Template
[SUBJECT:] Great pre-market [neighborhood] home!
Are you still thinking [neighborhood]? I found a great new listing coming on the market next week and wanted you to be the first to know.
Let me know and I can send over the details.
Real Estate Seller Lead Email Templates
Sellers also need a variety of responses that can be pre-planned with your templates. Here are a few seller lead templates that will come in handy, starting with a template you can automate to go out whenever a seller requests a comparative market analysis on your site:
Initial Lead Response Email Template
[SUBJECT:] Re: Selling price for [street address]
Just finished the market analysis for [street address] — very interesting home… Want to grab a coffee at [nearby cafe] to discuss your real estate needs? When’s a good time for your schedule?
You can use a seller template to help set appointments for an initial meeting:
Initial Sit-Down Meeting Request Email Template
[SUBJECT:] Buyers love your neighborhood!
Houses in your neighborhood are being snapped up faster than you would believe! It’s very in-demand for buyers right now.
Does 5 p.m. tomorrow at [the coffee shop by your house] work to show you some numbers? I think you’re going to want to see this.
Or, use a template to follow up after that first meeting:
Meeting Follow-Up Email Template
[SUBJECT:] [John], let’s chat about selling your [home/condo/property]
It was a pleasure meeting you [last week] to talk about selling your [home/condo/property]. I always aim to make the selling experience as easy and stress-free as possible. Are you still looking at [date range] as your timeline for selling?
I’m putting together a custom home valuation for [street address] to share with you and get your feedback. In the meantime, I’ve got resources for current sellers on my website here [link] and my number is [555-555-5555] if you have any other questions.
Thanks again for your time and don’t hesitate to reach out if you have any questions that I can answer for you!
When you need more information from a seller, use a template to make sure you ask all the questions you need. Just tweak it to suit your needs:
Follow-Up Seller Needs Email Template
[SUBJECT:] [John], some home selling questions for you
Thanks again for taking time on [conversation date] to chat with me about selling your home. I would be happy to help guide you through the process. Can I ask you a few questions to help me better understand your needs:
- I remember you said you were thinking about [upsizing / downsizing / relocating / retiring] — were you interested in [more space / less house] or different amenities?
- Was there a particular neighborhood you were considering?
Let me know when is a good time for me to stop by and do a walkthrough of your home with you.
Real Estate Testimonial and Referral Email Templates
You can use email scripts for real estate leads in other parts of your process, too. Here’s an example of how to share one or more testimonials with your new clients:
Client Testimonial Email Template
[SUBJECT:] Ready for the next steps to [buy / sell]?
Thanks again for meeting with me on [conversation date] to go over your [home buying / home selling] needs. I think you’re headed in the right direction.
I’ve attached some info below for you to take a look at that can help you put yourself in the best position to [have your offer accepted / get the best price for your home].
Often it can even come down to who you work with and how hard they’re going to work for you. Check out a few of my recent reviews to get an idea of the kind of service I provide to my clients:
[“When I first met [agent first name], I wasn’t sure we’d find the kind of home I wanted in my price range, but [agent first name] knew just what to do to get our offer accepted. I couldn’t be happier!”]
[“There were 3 other families bidding on my dream home, but with [agent first name]’s help we were able to submit the winning offer! It wouldn’t have happened without [agent first name].”]
[“I had a short time to get ready to sell before starting my new position out of state, and [agent first name] kept me on track and got me a better price than I thought possible!”]
For your home [sale / purchase], [John], my goal is to deliver these same high level results! Thanks again, and let me know if you have questions about the attached info.
You can also use templates to streamline the process of asking clients for referrals. Here’s one example:
Client Referral Ask Email Template
[SUBJECT:] Enjoying the new home?
I was in the area this weekend and thought of you. How are you liking your new home?
Have you tried the [best dish] at [the restaurant nearby]? It’s fantastic!
Drop me a line to let me know how you’re doing.
[agent first name]
P.S. – Know anyone thinking about buying or selling? We’ve got a giveaway of [nice referral perk] for anyone who sends their friends our way.
More Real Estate Lead Email Template Resources
The possibilities are wide open when it comes to using email templates in your process. You can design templates for almost every possible scenario, and tailor the wording to suit your own professional personality.
Comparing more examples and writing styles can help you decide what’s most important to say, then tweak it to suit your own needs. Here are more great resources to check out from The Close, Zillow, Campaign Monitor, HubSpot, Easyagent Pro, and Market Leader.
Once you try out real estate lead email templates, you won’t want to go back to writing long follow-ups by hand. Start with these free templates and see what works for you.
Templates help you find the right words, but what if you can’t find the right email? Folio is our email add-on that solves that problem and helps organize the chaos of your inbox, so you never lose track of important messages from your buyers, sellers, inspectors or loan officers.
Folio has automatic AI-powered algorithms that intuitively understand your real estate business, helping sort your transaction communications by client and property, right from your Gmail or Outlook inbox. Give it a try for free today.
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