10 Emails Real Estate Agents Should Send to Every Lead

The cold email is an incredibly daunting one to send.

Sure, there’s less human interaction than if you were making a cold call, but the chances of rejection are just as high, if not higher. After all, spam filters exist for a reason. So does the little red delete button in most email programs and platforms. If someone doesn’t want to see your email, they can make it disappear in a second.

Even if you were to find out that a lead was interested in buying or selling a house, if they didn’t deal with you directly, they may find your out-of-the-blue email daunting and well, a little creepy. What happens then? You guessed it. The email gets deleted and you might get blocked for your efforts.

Listen, even marketers struggle to write the perfect emails that capture the attention and captivate the interest of a real estate lead. Marketing is their job and yet they don’t knock it out of the park with every real estate emails. Statistically, that’s kind of impossible anyway.

You’re probably asking then, being a real estate agent, that how would you fare much better? Well, for one, you might use a firm or software that makes real estate email marketing a breeze (like EngageBay). EngageBay’s real estate CRM helps you better organize your contacts, track pending engagements, and close more deals all while you spend more time establishing good relationships with your clients.Second, you might send the following 10 real estate emails which give marketing ideas for a real estate agent .

>>Real Estate CRM: Everything You Need to Know (Complete Guide)

1. The Welcome Email

Whether you prefer calling it an real estate introduction email or a welcome email, it serves the same purpose: welcoming leads.

You should only send this real estate email to a lead who has expressed initial interest in your services. You’ll only serve to creep out potential leads if you send it to all your contacts.

welcome email

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The real estate marketing email should be short and sweet. Explain a bit about who you are, what you do, and why you’re the expert the lead should trust. Then tell the lead what you can do for them, be that helping them buy or sell a house or offering other valuable real estate services.

You’re not asking the lead for much at this point. There’s typically no need to respond to a welcome email unless you mention they can write to you with any questions. By adding too much to this email, like blog links or other content, you obscure the intentions of the real estate welcome email.

2. The Follow-up with No Response

You’re pleased with your welcome email campaign and you send it out to the lead. What do you do if you don’t hear from them?

This isn’t the time to give up, not yet at least. At this early phase, it’s not unusual to get no reply from the lead. That’s why you might send a real estate follow-up email.

Now, it’s worth mentioning that you should only follow up if you and the lead have communicated before. This could have been by phone or in person. They may have even written you an initial email but now seem to be getting cold feet.

If you have not communicated with a lead before and they don’t respond to your welcome email, move on. They’re clearly not interested in your services.

Now that you know whether it’s appropriate to send a follow-up message, what do you include in it? You want to mention again what your services are and how you can help the lead. Provide more information that wasn’t in your first email campaign so you’re not just regurgitating the same script.

Make it convenient for the lead to contact you. Tell them they can write you back via email, but they don’t have to. Include your phone number and let them know your availability.

There is always a chance the lead just doesn’t check their email much. Is it likely in today’s always-connected society? No, but it does happen. Give the lead the benefit of a doubt at this point. The more ways they have to contact you, the better.

3. The Follow-up with Response

If you’re lucky, you may get a response from your welcome email. If the lead was the one who initially reached out to you and you respond back, then you’re on track to create a positive dialogue that will hopefully end in them working with you.

The goal of this email is to set up a time where you can talk more. This may be done in a face-to-face meeting or over the phone based on what’s more convenient and comfortable for the lead.

You might offer them a custom home valuation report to help them in their real estate decisions. Otherwise, you might just provide your phone number like you did in the email above to set up a call. The lead can then confirm that the day and time you requested for the phone call works for them.

4. The Second Follow-up Email (with Response or No Response)

If the lead did get back to you and you meet with them, you’ll send a second follow-up email. This should ideally be post-meeting or phone call. You might send more information pertaining to the lead’s real estate needs in this email. If you didn’t send a report or other information during your previous contact, you can do so now. It’s not mandatory at this point, though.

Remind the lead that you’re here to guide them in their real estate decisions in the coming days and weeks. Reiterate that you’re available by phone or by email when they need to contact you. Then let things rest for a few days.

If the lead responded to your first few emails but went cold, you should again send a second follow-up. In this email, you want to remind the lead that you can make buying or selling their home easier for them. Tell them you want to give them pertinent real estate data, such as a custom home valuation report, but you can’t do so without more information from them. Provide your contact information again.

The ball is now squarely in the lead’s court. If they don’t respond after this second follow-up attempt, it’s time to call it a wash and focus on other leads who are more interested.

5. The Action Email

Okay, now we can get to the meat of the matter. The lead is interested in your services, so it’s about time you start providing them. You might offer the lead referrals or mention their need for a lender if they want to pre-qualify for a loan.

Before you go providing the lead’s contact information to these third parties, you have to ask the lead for permission to do so first. Not only will this prompt another (almost) sure response, but it gets the ball moving on the deal.

6. The Listing Feedback Email

By this point, the lead’s listing should be live if they’re selling. If they’re buying a house, you should have sent them several deals in their areas that fit the parameters you two discussed in past communications.

Feedback email

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Now comes the part where you ask for something from the lead. In this listing feedback email, you’re simply requesting that the lead get back to you with their thoughts. If they’re selling a home, they may have more photos or other information they want to be added to the listing so it gets the most attention.

If they’re buying a home, then feedback about the listings you sent will be especially pertinent.

Feedback emails such as these are useful for several reasons. First, they allow you to gauge how well you’re serving the lead and helping them meet their real estate goals. Second, they’re keeping the line of communication open and the deal moving along. The lead, if they’re interested in seeing a house, will set up a meeting with you to make it happen.

7. The Annual Home Sales Report Email (or Other Content)

If you haven’t already provided any reports or content to your lead, you better get on that. The lead is now at the phase where they’re making a decision on buying or selling a house. Any information you can give them that makes that choice easier for them will be much appreciated.

You’re not necessarily looking for a response with these emails. The best you can hope for is that the lead subscribes to your real estate firm’s newsletter (so make sure you provide an opt-in link). This way, they can continue to get useful information about buying and selling homes. By providing valuable content to the lead, you’re also hopefully pushing them into closing a deal.

8. The Review Request Email

At this stage of the process, the lead has either bought a house through you or sold theirs. You received your commission as well.

This is a celebratory time, but you still have more work to do. After the lead gets comfortable in their new home, you should send them a series of emails. The first is a request for a review or testimonial.

The way you frame this request can be the difference between it being completed or ignored. After all, the lead got their house, you got your money, so you don’t owe each other anything at this point.

That’s why you have to frame the review or testimonial request in such a positive light. Tell the lead that they’re one of your top customers. If they agree to provide their insight and experience with your real estate firm, it can help others enjoy the same kind of seamless, simple experience.

Not every lead will agree to leave a testimonial, and that’s okay. A few truly positive reviews is sometimes all it takes to drive more deals.

9. The Client Retention Email

How do you make leads long-term customers? With a client retention email, of course.

It’s important to strike when the iron’s hot. According to data from Regal Creative, within a single year, most people (up to 70 percent) will have forgotten the real estate agent they worked with to buy or sell their home. Ouch!

It’s not all bad news, though. 2016 data through Contactually uncovered that just as many buyers, 73 percent, would happily work with the same realtor if the situation presented itself. If not, they’d at least suggest a friend or family member choose the real estate agent.

By providing the lead with valuable tools, insights, data, content, and other information—ideally through a real estate newsletter—you can stay at the top of their recommendation list.

10. The Thank-You Email

In trying to keep the client in your professional life, you might forget to send one of the most important emails of the real estate drip campaign, the thank-you email. In this email, which is short and sweet as well, you’re simply thanking the lead for using your real estate services.

Again, offer further services if they need them in the near or long-term future. This ends the exchange on a great note. If the buyer or seller needs real estate advice somewhere down the line, you may be the first one they go to.


Real estate marketing emails don’t have to be a struggle that yield you no replies from a lead. If you’re not getting the answers you want (or, you know, any answers at all), you just might have to change the way you communicate with your leads.

By sending the above 10 emails and getting leads registered to your real estate agent email list, you can have a strong influx of free leads ready to do business with you.

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