11 proven real estate email templates (with sky-high open rates)

Most real estate agents (still!) get email marketing wrong. They either painstakingly type out each message by hand or, worse, ask ChatGPT to write them. The results? Mixed at best. Sure, those 500-word heartfelt emails to loyal clients get opened, but they also take 45 minutes to compose on a phone. The rest of their emails? They end up in spam folders, drive zero clicks or worse, they commit the cardinal sin of marketing: they get ignored.

Luckily, there’s a better way. Real estate email templates are a proven shortcut to building and maintaining relationships that get you to the closing table faster and more often. To help, we’ve compiled 11 proven real estate email templates that have converted thousands of cold leads into loyal clients. After the templates, you’ll find seven expert tips for writing better real estate emails from our team of top-producing agents, coaches and marketing pros.

Real estate email templates for buyers

Our proven buyer email templates can help you convert more open house guests to leads, get more (and better) reviews and nurture buyers like a seasoned pro, even if it’s your first year in real estate.

1. New listing promotion email

New listing emails almost always have sky-high open rates. Why? To paraphrase ad legend David Ogilvy, the most powerful word in marketing is “new.” In tight markets, these emails are catnip for desperate buyers. The trick? Spark curiosity and FOMO in your subject line, then deliver on your promise in the body. This clever new listing template does just that. 

The

emoji in the subject line? It might seem silly, but it will boost your open rates. Studies show that adding an emoji to your subject line can increase open rate by 5-15%. Not bad, right?

Subject: Be one of the first to see this [neighborhood] home

Hi {First name},

Are you still looking for homes in [neighborhood]? If you are, I have a new listing hitting the market next week, and I’d love for you to be one of the first people to see it. It has a [appealing feature(s)] that is pretty rare in [neighborhood they’re looking in].

Should I send you the details, or hop on a quick call to talk through it?

Here’s my cell: [your phone number]

Best,
[Your name]

2. Open house invitation email

After new listings, open house invites are your next best bet for high open rates. This short and sweet template from Coffee and Contracts proves that less is more. The straightforward subject line, a well-placed emoji and clever engagement CTAs help keep you out of Gmail’s spam folder.

Subject line:

Open house this [day and date] from [time]

Hey [First name / there,]

Swinging by with a great property coming to market:

• 3 BR/ 3 BA
• 4 minutes to Publix
• 11 minutes to downtown
• Zoned for Grady, Coleman, Plant (rated 8+ per greatschools.org)
• Under $660,000

Open house this Saturday 6/14 from 1p-3p.

Reply to this email with questions or to schedule a private showing.

Hope to see you there!

[Your Name]
[Your phone number]
[Calendy link]

P.S. Can I ask you a favor… Would you forward this to a friend who might be interested? I’d love for this home to reach the right people. I appreciate your help!

3. Open house follow-up email for warm leads

Had a great conversation with a lead at your open house? This warm, friendly email template will help you keep that connection fresh in their minds. The invitation to meet for coffee might seem a bit too forward, but it’s the thought that counts. People remember how you make them feel, more than what you say. A coffee invite makes pretty much anyone feel welcomed.

Hi [First Name],

It was great meeting you at the open house at [address] last Sunday! I enjoyed chatting with you about [something you discussed].

I have a few other homes in [neighborhood] that I think you’d really like. Before we dive in, though, I’d love to grab coffee and hear more about what you’re looking for. That way, I can make sure I’m showing you places that actually fit what you need, not just what’s available.

You can grab a time on my calendar here [Calendy link] or just hit reply and let me know what works for you.

Warmly,
[Your name and phone number]

4. Request for client review email

Reviews are the lifeblood of any thriving real estate business. This warm, personal review request email template from Coffee and Contracts offers clear, actionable instructions that increase your odds of earning those crucial Google reviews. It even includes space to include the keywords you want your business to rank for on Google. Sneaky, but it gets results.

Subject line: Biggest congrats to you! And a quick question

Hi [Client name],

Sending you my congratulations and a heartfelt thank you. I looked back at my records and saw that you first reached out to me on [date], and now here we are!

It has been a pleasure working with you, and I’m thrilled for your new beginning. ENJOY IT! And please know that I’m here to be a resource to you beyond this process.

May I ask a favor? As you know, the world revolves around reviews these days. If you feel called, it would be a huge help if you would consider leaving me one. Here’s the link to my Google page [link to your Google My Business profile]

Since Google is a search engine, it loves descriptive words. If it feels natural to you, you can use these words in the review: [Your Name], [Your City], [keywords you want to show up on Google for].

Here is an example: “[Your Name] was our realtor when we decided to relocate to [Your City]. She made the process fun and seamless. She was on time, solutions driven, and worked with our best interest in mind.”

Thank you so much for considering. Again, congratulations [Name]. Cheers to this new beginning!

All my best,
[Your name]

5. Open house follow-up email (for cold leads)

For those that you didn’t have a chance to talk to, a simple offer to tour more homes is the way to go. Keep these emails short and to the point. Brevity wins the day with cold leads. You don’t have a relationship with them. Don’t try to force one in an email!

Subject: Want a first look at next week’s open houses?

Hi [First Name],

Since you came by [Property Address], I wanted to give you a heads-up about a few homes I’ll be showing soon. They haven’t hit the wider market yet, but I think you might like them.

Would you like me to send you the details?

Best,
[Your Name]

Related articles

12 open house follow-up email templates proven to win clients

22 creative open house ideas to drive traffic and sell listings faster

12 open house scripts to impress buyers and win more clients

6. Former buyer check-in email

Checking in with your buyers a few months after the closing is an excellent way to strengthen your relationship and stay top of mind. This email template subtly reminds your former client that you helped them find their dream home and offers to assist them in achieving their goals.

Subject line: Checking in

Hi [Name],

It’s [Your name] from [Your brokerage]. I just wanted to reach out and see how you’ve been since you moved into your new home on [street].

I still remember how much we both loved [features the buyer loved]. [Feature(s)] are so rare in [neighborhood], so I am thrilled we found you a home that has [it/one].

Were you ever able to start on [repairs or upgrades the buyer wanted to make]? If those projects are still on your list, I’d love to connect you with a trusted [contractor, landscaper] in my network who I’ve been working with for [number of years]. [He/she] is absolutely amazing at [the repair or renovation they want to make].

I hope you’re enjoying your new home and have many happy years there! And if you know anyone who’s thinking about buying or selling, I’d be truly grateful if you passed my name along.

Warm regards,
[Your name]

Real estate email templates for sellers

Converting seller leads via email isn’t easy, but using the right templates can significantly improve your chances. These are designed to give homeowners what they really want: reassurance that you are the right agent to sell their home.

7. Home valuation teaser email

Want your home valuation emails to stand out from the crowd? Send them a home valuation of their neighbor’s house! This clever home valuation email template from Coffee and Contracts does just that.

The subject line leverages a simple curiosity gap formula to entice people to click. Who doesn’t want to know what their neighbor’s house is worth? Curiosity might be the thief of joy, but most people are insatiably curious. Use it to your advantage.

Subject line:

Your neighbor’s home value is up [XX]%

Hi [First name],

I just ran an equity report for my clients who bought their home in [Year]; we found out that their value jumped [X]% since then.

That’s $[XXXX] in gained equity just sitting there.

The market’s been active lately, and most homeowners aren’t sure how much their property’s value has shifted. (

Spoiler: it’s not insignificant)

If you’re curious about your property’s current value, I’d be happy to create a complimentary report.

*

Want one? Just hit reply with your address, and I’ll have it to you within 48 hours.

No sales pitch. No constant follow-ups. Just good info to have on hand.

Best,
[Your Name]

8. Listing appointment follow-up email

A quick, thoughtful follow-up after your listing appointment can significantly boost your chances of winning the listing. The key is to thank them quickly, summarize key points and outline next steps. Our listing appointment email template is a great starting point; however, be sure to customize it to reflect everything you discussed with the homeowner.

Subject: Next steps

Hi [Name],

It was great meeting with you today. Thank you for the opportunity to view your lovely home and learn about what matters most to you in this sale. I know we covered a lot of ground, so I’m sending a quick recap to make things easy for you to review.

What we covered:

• Pricing: We talked about a recommended list range of [–––] based on recent comps ([# of comps] within [X] miles, [days] on market, [avg. sale-to-list %]).
• [My/Our] customized marketing plan: [highlights of your marketing plan for the home]
• Your selling priorities: [Shorter timeline, privacy/showing preferences].

Next steps:

I’d like to schedule a brief call to review the agreement with you and address any questions you may have regarding my marketing plan. Would [Date/Time] be convenient for you?

Looking forward to working together!

Thanks again,

[Your name]

9. Expired listing lead email

This proven expired listing lead email template from Fello was tested and perfected using data from thousands of emails sent to live expired leads. The offer is simple, yet irresistible for frustrated homeowners whose property hasn’t sold. While this email was designed to be used with Fello’s home valuation software, it will work just as well with yours.

Subject line: Personalized Strategy to Sell [listing address]

Hi {First name}

Even though [listing address] didn’t sell while on the market, it should have.

A personalized strategy can make all the difference. After all, your home is unique, so the marketing plan to sell it should be as well.

Let’s chat briefly about how a strategic approach could be tailored to meet your needs.

Your Name]
[Your phone number]
[Calendy link]

Related article

How to find expired listings: 9 proven strategies

10. Home valuation offer email

Sometimes, a compelling and straightforward offer is all you need to send to grab your lead’s attention. This template from Fello pitches their home valuation tool, but it will also work with your favorite software.

It presents a compelling offer in just two concise sentences and includes a highly clickable CTA button with friendly copy to increase clicks and boost engagement. Remember, engagement is crucial for getting your emails out of Gmail’s promotions folder and into your leads’ primary inbox.

Subject line: Explore Your Home’s Current Value

Stay informed with the latest valuation for [street address] as of [month/year]. Our easy-to-use dashboard gives you a comprehensive overview of recent market trends and property values in your area.

[Your Name]
[Your phone number]
[Calendy link]

11. Open House Feedback Report to Seller

Open houses aren’t just for picking up buyers. They’re a chance to show sellers how hard you’re working. This template helps you provide useful feedback that builds trust and earns referrals.

Hi [Seller’s first name],

Here is a brief overview of the results and feedback from yesterday’s open house.

Attendance:

• Overall, we had a great turnout. Our [marketing strategy #1] and [marketing strategy #2] brought in [number of guests]. That’s pretty typical for [season].
• [Number] came with buyer agents
• [Number] already live in [the neighborhood]
• [Number] live on your block.

Positive feedback:

• [How spacious the living room is compared to other homes on the market]
• [How well-maintained the home is]
• [How bright the kitchen is thanks to the new skylight you installed]

Critical feedback:

• [How small the closets are in the primary bedroom]
• [Several guests mentioned they were looking for more square footage]
• [How low the ceilings are in the office]

Thanks again for taking the time to [clean, declutter or make minor repairs]. I know it was a pain, but several guests mentioned how [clean, well-maintained,] your home was. Every little bit helps!

Best,
[Your Name]

Related article

The ultimate open house checklist for new & experienced agents

Why email marketing is still the best way to boost your business in 2025

Think email marketing is too old-school to work in 2025? Think again.

While other agents chase likes and engagement on Instagram, smart agents double down on email. Here’s why: social media runs on algorithms that decide who sees your content. One wrong move and your followers might never see that perfectly crafted post again.

Email marketing is different. It’s like owning your own platform. Your audience decides when to open your message, not an algorithm. And once you land in their primary inbox? You’re in. Stay consistent and they’ll see your name every time they check their email. If you use our tips for writing better emails below, they’ll also open them and read every word.

7 tips for writing better real estate emails

While you can just copy and paste the above templates, giving them a little extra love will get your emails further. Check out these tips:

Tip 1: Get to the point — quickly

Don’t try to warm up with your audience with fluff. Your readers are busy and their attention spans are short. Before you click ‘send’ on your next email, imagine your lead asking you: “What’s in it for me?” If the answer isn’t immediately obvious, rework your email until it is.

Tip 2: Get personal — use your leads’ first name

This might sound obvious, but you’d be surprised by how many emails we get that use the wrong name, no name at all or forgot to change out {First Name} on their templates. Use your lead’s first name and reference something specific whenever possible. Personalized emails feel human and instantly boost engagement.

Tip 3: Write short sentences and paragraphs

Want your audience actually to read your emails? Use short sentences and even shorter paragraphs. Most people check their email during the workday. Busy people don’t have the time (or patience) to read walls of text.

Aim for sentences that are no more than 9-12 words and paragraphs under 3-6 lines on mobile. Why? A paragraph that’s 3 lines on desktop will be at least double that length on mobile.

Tip 4: Write engaging subject lines

Your subject line makes or breaks your email. Keep it under 40 characters so it doesn’t get cut off on mobile. Straightforward works best but don’t shy away from curiosity or questions that make readers click.

Tip 5: Skip the fancy HTML templates

Flashy templates might look great in a newsletter but they distract from your message and can tank deliverability. Stick with simple, plain-text-style emails whenever possible. They look personal and land better in inboxes. The one exception to this rule is image-heavy newsletters and listing alert emails. Our advice? Stick to the templates your CRM or IDX website sends. They’re tailor-made to avoid spam and promotions folders.

Tip 6: Read your emails out loud before sending

Your email should sound conversational and authentic. If you stumble while reading, your reader will too. Reading aloud helps you catch awkward phrasing and keeps your tone conversational and authentic, like you’re writing to one person, not an anonymous lead list.

Tip 7: Send emails at the right time

Timing matters more than you think. Multiple studies show that emails perform best when sent in the morning, between 9:00 and 11:00 a.m.

Tip 8: Test everything, then test some more

While our templates will help you get higher open rates and engagement, they’re not magic bullets. The only way to find out what works for your leads is to put on your lab coat and test everything you can.

Most email marketing platforms offer surprisingly sophisticated analytics that show you open rates, click through rates, click to open rates and more. So take advantage of the miracle of SAAS software and test, tweak and refine your emails as often as possible.

The full picture: Real estate email templates

Real estate email templates offer a proven shortcut to building the relationships that turn into deals. The key to success? Build a library of battle-tested templates and continually add new ones when you find them. Once you have an extensive collection, test, tweak and refine them until you get the results you want.