The Role of Follow-Up Emails in Real Estate

Key Benefits for You and Your Buyers

Follow-up emails offer numerous advantages that benefit both agents and buyers. For you, they streamline the sales process and improve closure rates. For your buyers, they ensure clarity and provide reassurance. Key benefits include:

With these advantages, follow-up emails are indispensable in modern real estate practices.

The Role of the Initial Inquiry Email

When you receive an inquiry regarding a property, whether it comes from a phone call, a response to a property on your website, or a social media post, your response should be immediate with a call to action. Your message should be short and to the point. For this discussion, we will assume that you have not had a relationship with the potential buyer, whose only interest is in the house they are inquiring about. Your reply email should simply include a thank you for their interest and a call to action.  

Here’s an example of a script you might employ:

SUBJECT: Thank you for your interest

Hi {{c.first_name}},

I’ve received your inquiry about the property at !PROPERTY ADDRESS! and would love to discuss it with you to arrange a showing if that’s what you would like to do. Please feel free to call or text me at {{u.phone}}. 

I look forward to discussing your real estate needs.

Best,
{{u.first_name}}

If you do not receive a response from the first email within a week, you may wish to send a follow-up:

Subject: Still curious about that property?

Hi {{c.first_name}},

Just wanted to check in -- I never heard back concerning your interest in the property listed for sale at !PROPERTY ADDRESS!. I totally get it if the timing wasn’t right. If you’re still exploring, I’d be happy to help. Call or text me if there’s any way I can assist. {{u.phone}}.

Best,
{{u.first_name}}

The Crucial Email Following a Property Showing

A crucial moment in any sales engagement is your first meeting with the lead, unless they already have representation. If they don’t, this is when the lead is sizing you up, determining whether they would like to work with you, and judging whether you are putting their interests first. What happens next is crucial. Are you going to continue the conversation or ghost them? 

A follow-up email is essential to continuing the conversation that began at the showing. This email should begin to solidify your position as a highly competent real estate agent whose primary mission is to help the lead achieve their real estate goals. It can also be a vehicle to begin establishing a formal buyer-agent relationship.

Here is a sample email script you might find useful:

SUBJECT: What’s your next step?

Hi {{c.first_name}},

It was great meeting with you at the property you inquired about at (Property Address). Is it one that you are interested in, or would you like to see others? 

If you want me to show you other properties, I’d be happy to represent you. That will require a buyer’s agreement, and, if this is the route you want to take, we can go over what’s entailed in the agreement. 

When can we discuss how you’d like to move forward? To have that discussion, call or text me at {{u.phone}}.

Best,
{{u.first_name}}

Essential Post-Purchase Follow-Up Emails

An essential element of any successful real estate transaction is the post-purchase follow-up email. Unfortunately, this is where many real estate agents fail to build and nurture a relationship with the client. They are surprised when the client who gave them a 5-star rating 7 years ago hires another real estate agent when it’s time to sell. (Out of sight, out of mind.) Emails that follow the purchase reinforce trust, build strong relationships, encourage future referrals, and are a part of the process of having new clients become clients for life. Your relationship, your conversations, and your staying in touch show appreciation and keep the lines of communication open.

Not your typical ABC approach.

For many real estate agents, follow-up emails feature a strict diet of marketing reports, suggestions on how to increase the value of the property, real estate investment opportunities, etc. They firmly believe in the “ABC” mantra -- Always Be Closing! Unless your buyer is an investor who wants the “flip” the property they’ve purchased or fully understand the implications of 1031 exchanges, this may not be the approach you want to use. For many homeowners who have found a comfortable place to call home that’s located in a neighborhood they love, a constant barrage of these types of messages can be off-putting and could cause the recipient to opt out. 

While real estate-related topics can be a part of a post-purchase email campaign, a savvy agent may include other topics of interest -- the kind of emails you might send to friends and people who know you to encourage continued conversation. Instead of ending every email with a “call to action,” they feature a “call to conversation” such as: “What’s the funniest story you’ve seen on the internet lately?”...”Had you heard about this? Or am I the last to know?”...”Got to admit -- that’s a strange story! What news has had you scratching your head recently?” Here are a couple of samples of relationship-building emails:

SUBJECT: Good news, !first_name!: You can keep those shoes laced!

Hi {{c.first_name}}, 

Somehow, I completely missed this - TSA is finally starting to let people keep their shoes on at security.

It’s only rolling out in certain airports so far, but still… this feels like a huge win for travelers (and for anyone who's ever fumbled with a lace-up boot at 6 am).

Did you already know about this? Or am I the last to find out?

Best,
{{u.first_name}}

Or, if you want to keep your services to the client front and center, something like this might be appropriate with a gentle call to action:

SUBJECT: Is this a “a stitch in time saves nine” kind of situation?

A friend just mentioned their electric bill jumped noticeably last month. Turns out, a torn strip of weather sealing around the back door was letting cool air escape. Such a small thing, but it made a big difference.

It’s one of those easy fixes that can save you money and make your home more comfortable, especially during summer extremes. While you’re doing a quick home check-up, take a glance at door seals, window edges, and vents. Doing so can save you money now and increase your home’s appeal in the future. 

Need help spotting other quick fixes or recommendations for reliable local pros? Just let me know!

Best,
{{u.first_name}}

Special occasion emails

You also might also want to keep past clients informed about upcoming events, especially ones you’re participating in or plan to attend. These “blast messages” are sent out prior to the event with an invitation to the recipient to join you. These could include a community parade that you’ll be participating in, a fund-raising golf tournament, a food drive, a weekend festival, the construction of a Habitat for Humanity home, etc. 

Of course, you can also mine your database to send emails celebrating past client birthdays, wedding anniversaries, closing anniversaries, as well as holiday greetings throughout the year.

SUBJECT: Do you remember a year ago?

Hey {{c.first_name}},

A year ago today, you !and SPOUSE OR SIGNIFICANT OTHER’S NAME, (if appropriate)! closed on that house you fell in love with. Now, it’s more than a house. It’s your home!

I’m so happy you allowed me to be a part of this experience in your life’s journey, and I want to let you know that I remain here for you to help you in any way I might be of service. 

Best,
{{u.first_name}}

Effective Follow-Up Email Subject Lines

Your email subject line can be the difference between an opened email and one that’s ignored or sent to trash. Real estate agents must craft subject lines that spark interest and curiosity.

Key Characteristics of Effective Subject Lines:

Crafting powerful subject lines can significantly boost open rates, engaging clients from the very first glance. A catchy subject is your gateway to further conversation.

Techniques for Attention-Grabbing Subject Lines

To craft attention-grabbing subject lines, start by focusing on your client’s interests. Use action words to create a sense of urgency. Personalization also makes subject lines more appealing.

Incorporate numbers or questions to stimulate curiosity and engagement. Connecting the subject line directly with the buyer's journey enhances its impact.

Examples of Successful Subject Lines

Successful subject lines are those that lead to higher open rates and engagement.
Examples That Resonate with Buyers:
"Get ready for a big change, !first_name!
"Discover 12 ways to use ‘used’ dryer sheets”
"Will homes of the future be “printed out?"

These examples combine action, relevance, and urgency to entice buyers. By adapting such strategies, agents can ensure their emails get the attention they deserve.

Follow-Up Email Tips 

Successful follow-up emails are crucial for closing real estate deals and nurturing clients for life. They should be engaging and strategic. By using clear and concise language, you can convey your message effectively.

Key Tips for Crafting Engaging Follow-Up Emails:

By implementing these tips, you can improve your communication and increase your chances of closing sales and building a strong lead-generation base.

Timing Your Follow-Up

Timing is crucial in following up with potential buyers. Well-timed emails lead to higher engagement and response rates. Sending emails too soon, too late, too infrequently, or too often can lessen their impact. Blasts and special occasion emails should be sent on the date of an anniversary or holiday, and 5 days to a week before an event you are inviting a past client to attend.

Personalization Strategies

Personalization transforms generic emails into engaging messages. Tailoring follow-ups to each buyer's interests is key to engaging them.

Email Automation for Real Estate Agents

Sure, sending follow-up emails to buyer leads and clients sounds like it can take a lot of time. That’s because it can take a lot of time. You have three choices:

Email automation simplifies managing buyer communication and boosts efficiency. It's an essential tool for agents handling large volumes of leads and clients.

Benefits of Email Automation:

By leveraging automation, you focus more on personal interactions and less on logistical challenges, without increasing your payroll.

Tools for Automating Follow-Up Emails

Creating a Seamless Buyer Experience

Automation enhances the lead and client experience through consistent and timely communications. It ensures that recipients receive clear information pertinent to their situation at the appropriate time, thereby improving satisfaction with your communication efforts.

Automated emails provide necessary updates, keep clients engaged, reinforce trust, promote smooth transactions from start to finish, and create clients for life.