Homebuying is an increasingly digital process. Today, 80% of homebuyers conduct internet research when considering homes to buy, and 89% use the internet to find real estate agents. In fact, millennials are currently the largest group of homebuyers (at 34% and growing). Documents can be signed virtually, homes can be viewed by video, and realtors are expected to be online.

So where should you begin? Start with a strong email marketing strategy. Formal, impersonal letters no longer do the trick.Get the 21 email templates your team needs to close more deals.The fastest way to modernize your outreach is by implementing short, direct, and personalized email campaigns.

To help you get started, here are 10 real estate email templates that will usher your communication into the digital age.

Real Estate Emails

1) Open house follow-up email

Whether a neighbor who wandered in out of curiosity or a genuinely interested prospect, it’s smart to follow up with open house attendees. If the latter, this email sets a proactive and polite tone for the rest of your business relationship.

Thank them for their time and remind them of the home’s most attractive attributes. Then tease another home, and leave them wondering what “surprises” it holds. Sure, they can probably find it online, but they’ll still be curious to uncover the house’s secrets in person.

2) Neighborhood expertise email

No one wants to feel pressured into buying a particular home or choosing a particular realtor. In this email, you’ve acknowledged their interest in the open house, but also offered a wider selection of homes in the neighborhood.

You’ve also hinted at your expertise -- without overtly saying, “I’m the best and you’d be crazy not to work with me.” Communicate that the right fit is your primary objective, and you’re sure to set yourself apart from pushier agents.

3) Under contract email

This email is always disappointing to a buyer, so it’s crucial to lead with the problem (this house is no longer for sale) and move quickly to the solution (I have more houses to show you).

A sentence at the end acknowledging the market’s competitiveness will provide a sense of urgency. And it illustrates your understanding of the unique real estate market in their area, which gives your authority a boost.

4) Expired listing email

When a listing expires, sellers often feel betrayed, frustrated, and worried about the financial implications of an expired listing.

The goal of this email is to acknowledge their feelings, restate the problem, and offer a unique solution. Keep this email short and to the point with lots of concrete facts proving you know what you’re doing. These prospects don’t want eloquent statements on how you’ll help them find their dream home. They want to know you can sell their home fast and for a good price.

5) New listing email

Clients can easily access new homes on sites like Zillow or Redfin, so work extra hard to make these emails engaging and valuable. Use the resources only available to licensed realtors to show them homes they can’t find anywhere else.

6) Low interest rate email

This email is great for reconnecting with past clients or farming new ones. If you have current clients who are shopping in a low-inventory area, send this email to previous clients who live in or around that neighborhood. You never know who you might tempt to move.

Keep this email from feeling salesy by leading with just how much these rates could benefit the seller, and personalize it with local news or events.

7) Client retention email

Seventy-three percent of buyers say they would use their realtor again or recommend them to a friend. However, 70% of buyers report forgetting their realtor after one year. You can’t stay in their lives, but you can stay in their inbox with engaging emails like this.

Information about increasing their home value, local deals on home products/services, and more will keep you top of mind next time they move or are asked for a referral.

8) Testimonial email

Homebuying is an emotional experience. Tap into those feelings with a carefully selected testimonial from a favorite client.

Most clients will be happy to provide you with a glowing review (especially right after a seamless close). You can also ask Yelp reviewers whether you can use their testimonials in future email marketing. These emails are great for reminding previous clients how great you are. They also work well when farming new leads.

9) Farming email template

Breathe new life into this standby email template by avoiding vague statements like “People are interested in your home" or “There’s never been a better time to sell." Instead, build a data-driven case for why now’s the time to sell, and make it easy for them to learn more.

10) Thank you email template

Homebuyers have a lot of choices when buying or selling a home -- and they chose you! Show your appreciation with a kind thank-you note and small gift. Bouquets of flowers, bottles of wine, and complimentary dinners are gestures of appreciation that will go a long way.

First-time homebuyers can be especially overwhelmed by the amount of junk and fraudulent mail they’ll receive after closing. Offer to help them through the first few weeks as new homeowners for an extra-special customer experience.

Buyer and seller inboxes are inundated with emails every day, but realtors have the unique and powerful ability to send mail that clients and prospects open immediately. Maximize the impact of each message with the email templates above.

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Originally published Nov 3, 2017 6:30:00 AM, updated December 04 2018