Real Estate Agent Follow-Up Email Templates: How to Nurture Leads and Close Deals

The backbone of a successful real estate business is effective follow-up. As a real estate agent, you know the first contact with a potential client isn’t always enough to get the deal solidified. 

“According to sales statistics, over 80% of sales require at least five follow-up touches after the initial meeting. In real estate, where purchasing a home is one of the most significant financial decisions a person will make, the follow-up process becomes even more crucial. It’s about building trust and guiding potential clients through their decision-making journey. Whether your client is buying their first home or investing in a new property, thoughtful, well-timed follow-up emails can make all the difference.”

The follow-up is where relationships are built, trust is earned and deals are closed. In this article, we’ll show you how you can craft engaging follow-up emails that keep your clients interested, add value, and help your leads make that final decision.

 

 

Why Follow-Up Emails Matter

In real estate, timing is everything. A prospective buyer may express initial interest but take weeks or months to decide whether they want to commit to the purchase or not. During this time, your job is to maintain regular communication that keeps your name on their mind. But there’s a fine line between being persistent and pushy. Good follow-up emails are thoughtfully crafted to gently nudge your lead at the right time, without overwhelming or putting stressful pressure on them.

Key Components of a Great Real Estate Follow-Up Email

When crafting your follow-up emails, focus on the following elements:

• Personalization: Talk to the recipient by name and mention any details from interactions you’ve had before. It helps build that connection and shows them you’re paying attention.
• Value: Each of your emails should include something useful to your client – new property listings, market trends, or advice on the buying process. Don’t simply ask if they’re ready to make a move. Bring them value and the rest will flow naturally.
• Timing: Think about when you follow up. A thank you email is appropriate immediately after an initial conversation. Regular check-ins can keep interest high after that.
• Clear Call-to-Action (CTA): It’s important to be clear with the recipient on what you want them to do next, be it scheduling a call, visiting an open house, or checking out new listings.
• Tone: Be professional, but approachable. You want to show that you’re helpful, knowledgeable, and ready to help when they’re ready to take the next step.

Email Templates for Real Estate Agents

Below are three real estate follow-up email templates that will keep you top-of-mind with potential clients and help you close deals. Remember, although these emails seem simple and to the point, they are this way for a reason.

Your follow-up emails are not meant to sell. Their purpose is to help you connect with your clients, and let them know that you’re here, in the background, ready to help.
This is where you make suggestions, offer gentle advice, or bring interesting real estate news. This can take the form of shareing links to online real estate publications, articles like How to Buy a House in Another State, or tips you’ve leaned working as a realtor. The selling part comes later.

 

1. Post-Meeting → Follow-Up Email

Subject: Great to Meet You! Here’s What’s Next

Hi [Client’s Name],

I enjoyed meeting with you [yesterday/today/last week]! I want to help you [buy, sell, find] your ideal home. Based on our talk, I have chosen a few properties that I think could fit in line with what you are looking for.

Here’s a quick overview of what we discussed:

• [Mention property features or key points of interest]
• [Include any specific action you’d like them to take]

If you have any questions, want to see one of these properties in person, or simply share your feedback, please feel free to reach out!

I look forward to hearing from you!

 

2. Initial Contact → Check In Email

Subject: How’s Your Home Search Going?

 

Hi [Client’s Name],

I hope this email finds you well. I wanted to see how things are going with your home search. There are a few new listings I’ve found that might be a good fit for you. Would you like me to send them over?

If you have any questions or would like to view some properties, feel free to reach out any time. I’m here to help!

 

Best regards,

[Your Name]

 

3. Follow Up After a Property Viewing

Subject: What Did We Think About the Property We Saw?

 

Hi [Client’s Name],

I hope you enjoyed the property at [Property Address]! I’d be interested to hear your thoughts, what you thought of the layout, the neighborhood, and the general vibe. If you want to see similar homes or would like to revisit this one, just let me know.

If this property caught your eye, I’m also happy to answer questions and discuss the next steps. I’m looking forward to hearing from you!

 

Warm regards,

[Your Name]

 

Common Mistakes in Real Estate Follow-Up Emails

While follow-up emails are a fantastic and easy way to nurture potential leads, there are a few common mistakes real estate agents often make. Avoid these as much as you can:

• Being too aggressive with follow-ups
• Sending generic emails without personalizing them to your client
• Not giving your leads any value in the emails
• Emails lacking a clear call to action

 

Conclusion: Building Trust Through Consistent Follow-Up

Consistency and value are the keys to successful real estate follow-ups. Every email you send is an opportunity to look professional, keep potential clients engaged, and lead them closer to making their final decision. Personalize your messages, send them value, time your follow-ups appropriately, and you’ll be more likely to convert leads into clients and close more deals.

It’s useful to have these email templates that you can tweak to fit your style and the needs of the clients you’re working with. It’s especially useful to have these types of templates in place if you’re partnering with a company like RemoteBuilder, through our Realtor Referral Program. As soon as a contact comes in, you’ll know what to do without having to second-guess yourself. Nurturing relationships and keeping yourself on their mind while buying or selling takes a little effort, but pays back in dividends.