How to Introduce Yourself to Real Estate Clients Via Email
From word-of-mouth marketing to running social media ad campaigns, modern-day real estate agents can cast vast nets that ultimately produce more leads. The challenge, then, becomes fielding all of those new leads in a timely fashion, staying top of mind for the promising ones, and ultimately converting them into clients. A good customer relationship management (CRM) platform can help with much of the legwork, but making the most of the leads you’ve collected? That’ll require a human touch, and what better place to start than with a simple but sincere email?
Not sure how to make the first move? Set your worries aside; this guide has everything you need to know about writing a great opening email.
When Should You Follow Up With Real Estate Leads?
Studies have shown that the sooner a person follows up on a lead, the more likely the lead is to convert. So in short, the best time to follow up with real estate leads is as soon as possible. Of course, responding within the first couple of minutes isn’t always feasible. You may be showing another listing or at the doctor when the lead comes in, but you can tailor an automated response to greet your potential client with your information and to let them know you’ll be reaching out soon.
If there’s no response from the lead, try sending two or three more emails. Sometimes, getting a potential lead’s attention can be like knocking on a door — one try won’t suffice! Luckily, many CRMs and email automation tools allow you to create and implement a system that manages the controlled chaos of following up with leads. The following platforms can help you keep your leads organized while maintaining a personal touch throughout your communication:
To avoid disgruntled people who may have accidentally opted in or are currently not interested in using your services, make unsubscribing a simple, straightforward, and obvious process.
What to Include in a Real Estate Introduction Email
While you’re free to be creative as you’d like with your introduction email, there are some things that you’ll want to make sure are included. To craft the best introduction email possible, we recommend you:
- Use their name
- Include a small blurb about yourself
- Include a quick real estate market snapshot (including why it’s challenging and where there’s potential)
- Provide reasons why now is the time to purchase a home
- Provide reasons why they should purchase with you (a link to your testimonials can help quite a bit here!)
- Include ways to contact you with questions (bonus points if you provide a calendar to schedule a call)
- Thank them for their time
Real Estate Introduction Email Templates and Samples
With those points covered, here’s an example of a great letter of introduction that you can use to help construct your own:
Thanks so much for reaching out. As a real estate agent and REALTOR® who’s spent the past five years working with clients in Denver, and as an outdoorsy person myself, I am confident that we can find your Rocky Mountain dream home together.
Over the past year, home values in Denver (and its surrounding metropolitan area) have grown by an impressive 18%. Fantastic schools, access to the great outdoors, and endless economic potential make living in Denver very desirable. However, with interest rates at historic lows, now is the time to secure your little slice of the Mile High city.
We understand purchasing a home is one of the biggest decisions you'll ever make, so we’d like you to know that with us you’re in good hands.
Over the past year, our team has helped numerous families purchase a total of $35 million worth of real estate.
Our experience working with buyers in an ultra-competitive, low inventory market means we can make it happen.
Our clients keep coming back year after year, and 90% say they’d recommend us to a friend or family member.
Ready to make your real estate play? If you'd like to set up a time to talk more over the phone, schedule a call on my calendar here: [Insert calendar link here] or call me at [insert phone number] to set up an appointment, and I’ll be more than happy to walk you through all of the real estate possibilities.
[Your full contact info]
Here is the email above templatized for you to follow:
Thanks for reaching out. [Small blurb about you]
Over the past year, [Market snippet/why buy now]
We understand purchasing a home is one of the biggest decisions you'll ever make. [Why use you/your brokerage]
Ready to make your real estate play? [Call to action/contact information]
[Your full contact info, including company name]
Real Estate Follow-Up Email Examples
Of course, there’s no one-size-fits-all approach to maximizing your email game. In fact, the savviest marketers have tailored emails to follow up on the different types of leads at various points along the journey and keep their prospective buyers on drip campaigns — or automated email sequences that keep your brand in front of prospective clients.
Once you get to that point of email marketing mastery, some examples of responses to different lead scenarios could be:
Still thinking things over? I completely understand. Purchasing a home isn’t a decision to be made overnight.
Once you’re ready, I’d be more than happy to walk you through the entire homebuying process and answer any questions you may have. I’d also like to get an idea of what you’re in the market for, so please feel free to reach out that way we can start making your real estate dreams a reality.
Thanks again for reaching out!
I’m so happy we could connect. Purchasing a home is one of the best financial decisions a person can make. Once you’re ready to continue your journey, I’d be more than happy to walk you through the entire process and answer any questions you may have.
Please feel free to text, call, or email me to get the ball rolling!
Thanks again for your time.
I imagine by now that you’re pretty frustrated. I would be too. Selling a home can be more difficult than it initially appears, but the good news is that you’re not alone.
In my five years in the real estate business, I’ve helped countless clients in the exact same position, and I’d like to think that I’ve learned a few tips and tricks along the way that really help. So once you’re ready to try again, I’d be more than happy to walk you through the entire process and answer any questions you may have. Please feel free to reach out if you’d like to speak more in-depth about anything related to real estate, and I’ll be more than happy to chat.
Thanks again for your time.
Open house follow up:
Hello [Potential Buyer],
It was great meeting you at the open house! I hope you enjoyed exploring the property just as much as I did — isn’t that kitchen a home chef’s sanctuary? Or how about that beautiful pool?
[Include the listing information, along with the asking price and a few new listings nearby]
Please feel free to reach out if you have any questions regarding the property or would like to explore similar properties in the area. In real estate, there’s always an opportunity to find the perfect place to call home.
Thanks again for swinging by!
Current client (asking for referrals):
Hello [Past Client],
I hope you’re doing well and enjoying all that being a homeowner has to offer! As you know, we try to earn our business the old school way: through unmatched customer service and by being the best real estate partners in the game. If you know of anybody who is looking to purchase a new home or sell a piece of property, please send them our way. In the meantime, your property’s market value is:
[Insert Local Market Stats/Client Home Value]
Please feel free to text, call, or email me for any and all of your real estate needs.
Email Outreach Summary
Lastly, when writing emails, don’t be afraid to be the best version of your professional self — meaning you don’t need to sound like a robot to succeed. People want to connect with other people and feel like they are truly being taken care of, so put as much personalization into your strategy as possible without letting it take all of your time. It’s a balancing act that all successful real estate professionals master eventually, so lean on our tips to help you feel confident in your email communication.