Real Estate Agent Follow‑Up Email Templates: 50+ Ready‑to‑Use Scripts, Examples, and Subject Lines

We’ve all sent “just checking in” emails that disappeared into the void. When we rebuilt our follow-up around short, plain‑text messages, one clear next step, and strong subject lines—and automated it in our CRM—our inbox placement and reply rates jumped. Below is the complete playbook: response‑worthy follow-up email templates for every stage of the buyer and seller journey, practical cadences, subject lines you can A/B test, and the automation tips we actually use.

Why follow-up matters in real estate (and how to make it feel 1:1)

• Real estate decisions are high‑consideration and slow‑cycle. Consistent, relevant follow-ups keep you top‑of‑mind and move people to action.
• We personalize beyond the first name—price range, neighborhoods, school needs, time frame, and the property they viewed—to sound human, not canned.
• Plain text wins. We send concise, mobile‑friendly emails (75–150 words), one topic per message, and one clear CTA to lift reply rates and deliverability.
• We often reply in the same thread instead of starting a new one to keep context at the top of their inbox.
• Short micro‑questions like “Tuesday or Thursday?” or “Want me to send a lender list?” drive fast replies and help inbox placement.
• A quick 30–60 second video (BombBomb or similar) in the first touch differentiates you and boosts engagement.

Follow‑up cadences that convert (copy these)

Match your cadence to the stage. Hot interest deserves fast, frequent touches; cooler leads get more space. We automate these in our CRM and personalize as we go.

Subject lines that get opens (and pass the vibe check)

• Keep to 6–9 words, sentence case or lowercase, no ALL CAPS, light on emojis.
• Be specific and useful; use numerals and locations; personalize when relevant.
• A/B test two at a time; track open and reply rates in your CRM.

• Still interested in 12 Maple? quick update
• 3 new homes in Brookline with first‑floor primary
• price drop: 45 Oak is now $X
• can we tour this weekend? 2 picks inside
• ready to get pre‑approved? lender list attached
• just sold near you for $X — what it means
• quick question about your search
• virtual tour option for 89 Pine (no travel)
• {FirstName}, A, B, or C?
• {FirstName}
• should I close your file?

Real estate follow‑up email templates by scenario

Use {placeholders} or your CRM merge fields (e.g., [FirstName]). Keep each email focused on one action. Many of these are designed as reply‑worthy, plain‑text messages.

Buyer leads: welcome, criteria, and early momentum

1. New buyer lead welcome

   Subject: Welcome, {First name}! Quick question about your home search

   Hi {First name}, thanks for reaching out about homes in {area}. To send the best options, what’s most important right now: location, budget, size, or timing?

   If you’d like, I can send 3 on‑target listings today. What price range and ideal neighborhoods should I focus on?

   Best, {Your name}

2. Criteria confirmation

   Subject: Got it—does this match your wish list?

   Hi {First name}, from what you shared, I’m looking for {beds/baths}, around {price}, in {neighborhoods}. Did I get that right? Any must‑haves (yard, garage, school zone) or deal‑breakers?

   I’ll send a few options later today unless you want to adjust first.

   Best, {Your name}

3. Video first touch (differentiator)

   Subject: quick hello on your home search

   {First name}, I recorded you a 45‑sec video: {Video link}. How buyers in {City} are winning right now (without overpaying).

   Would a quick 10‑minute Zoom Tuesday or Thursday work to map a plan?

   – {Your name}

4. Curated listings (first send)

   Subject: 3 homes worth a look this week

   Hi {First name}, here are 3 matches based on your criteria:

   1) {Link 1} — {1‑line highlight}
   2) {Link 2} — {1‑line highlight}
   3) {Link 3} — {1‑line highlight}

   Which one should we tour first? I have openings {option A} or {option B}.

   Best, {Your name}

5. Mortgage pre‑approval reminder

   Subject: Pre‑approval makes you stronger (and faster)

   Hi {First name}, when you’re ready to move on a home, a pre‑approval letter makes your offer competitive and clarifies budget. Want a 5‑minute overview or a shortlist of trusted local lenders?

   Reply “LENDERS” and I’ll send it now.

   Best, {Your name}

6. Buyer goes quiet (gentle check‑in)

   Subject: Still house‑hunting, or press pause for now?

   Hi {First name}, just checking in—are you still actively looking in {area}, or should I pause updates for now? If you’re still active, I can refresh your search and send 2 strong options by end of day.

   What’s most changed: budget, timing, or location?

   Best, {Your name}

7. “Have you given up…?” re‑engagement

   Subject: {First name}

   {First name}, have you given up on buying in {City}? If not, what’s the biggest roadblock right now?

   – {Your name}

8. A/B/C quick reply (after no response)

   Subject: quick one—A, B, or C?

   I know you’re busy, so I’ll keep it simple. Can you reply with A, B, or C?
   A) Not a priority right now
   B) Went a different direction
   C) Still interested, just busy

   If it’s C, want me to circle back next week or next month?

   – {Your name}

9. Virtual tour offer

   Subject: Prefer a virtual tour of {Property}?

   Hi {First name}, if in‑person doesn’t fit right now, I can host a live video tour of {property} so you can see condition, layout, and street feel. 15 minutes is plenty.

   Want me to send times? {Yes/No}

   Best, {Your name}

After meetings, showings, and open houses

1. Consult recap + next step (Power Email)

   Subject: summary + next steps

   The purpose of this email is to summarize current situation, capabilities needed, and next steps.

   Current situation:
   • Targeting {Neighborhoods} with {beds/baths}, budget around {price}, hoping to move by {timeline}.
   • Biggest constraint: {e.g., sell before buy}; want to avoid {problem}.

   Capabilities needed:
   • On‑market + off‑market search that fits your criteria
   • Strong pre‑approval to compete without overpaying
   • A plan to {bridge/rent‑back/contingent strategy}

   Next steps:
   • I’ll send 3 matches tonight + a private list of off‑market owners in {Neighborhood}.
   • Here’s my calendar for a 15‑min strategy call: {link}

   Does that match what you need? Did I miss anything?

   – {Your name}

2. Showing confirmation

   Subject: Confirmed: {Property} on {Date} at {Time}

   Hi {First name}, looking forward to our tour at {property address} on {date} at {time}. I’ll meet you at {location/entry instructions}. Parking tip: {note}. Text me at {number} if you need to adjust.

   See you soon, {Your name}

3. Day‑before showing reminder

   Subject: quick reminder: tour tomorrow at {Time}

   See you tomorrow for {property} at {time}. Want me to add a second home in the area for comparison? Reply “ADD” and I’ll propose one.

   Best, {Your name}

4. Post‑showing follow‑up

   Subject: What did you think of {Property}?

   What stood out at {property}? If you’re at 7/10 or higher, we can request disclosures and discuss offer strategy. If not, I can send 2 better fits today—what would make it a 10/10?

   Want to chat for 5 minutes later today? {Calendar link}

   Best, {Your name}

5. Open house invite (prospects)

   Subject: Join us: {Property} open house {Day} {Time}

   Hi {First name}, I’d love to show you {property} this {day} between {time–time}. It has {top 2 features} and is well‑priced at {price}. Can you make it? If not, I’ll arrange a private viewing. RSVP: {link}

   Best, {Your name}

6. Open house reminder (registered)

   Subject: Reminder: {Property} open house is {Day} {Time}

   Quick reminder for {property} open house on {day} from {time}. I’ll be there—bring questions about comps, disclosures, and offer timelines.

   See you there, {Your name}

7. Open house attendee thank‑you + next step

   Subject: Thanks for stopping by {Property}

   Great to meet you at {property}. Based on your comments, here are 2 similar homes:

   • {Link A} — {fit reason}
   • {Link B} — {fit reason}

   Would you like to tour either this week? {time options}

   Best, {Your name}

8. Open house attendee not interested: pivot

   Subject: Not the one? here are better fits

   Totally get that {property} wasn’t right. Two alternatives that address your feedback:

   • {Link A} — solves {issue}
   • {Link B} — includes {must‑have}

   Want me to book a quick back‑to‑back tour?

   – {Your name}

After no response: polite nudges to final try

1. Gentle reminder

   Subject: quick check‑in + one question

   Still planning a move around {month}? If your plans shifted, I can adjust your search. What’s one thing your next home must have that you haven’t seen yet?

   I’ll keep your inbox useful. – {Your name}

2. Missed call/voicemail follow‑up

   Subject: I just tried to call you

   Hi {First name}, I left a quick voicemail about {topic}. Here are 2 time options for a 10‑min chat: {Time A} or {Time B}. Prefer text or email? Happy to switch.

   Best, {Your name} | {Mobile}

3. Trigger event follow‑up (site revisit/listing view)

   Subject: Want to see {Property} this week?

   Hi {First name}, noticed you revisited {property}. Want disclosures, a virtual tour, or a quick private showing? I can do {slot A} or {slot B}.

   – {Your name}

4. Final try: close the loop

   Subject: Should I close your file for now?

   Hi {First name}, I’ll close your file unless you prefer I keep sending on‑target options. If you’d like to continue, reply with your current price range and timing and I’ll jump back in.

   Either way, I’m here when you need me. – {Your name}

Offers, inspections, and closing

1. After offer submitted

   Subject: Your offer on {Property}: what happens next

   Hi {First name}, your offer is in—great work. Typical seller timelines are {#} hours to respond. Meanwhile, I’ll prep docs for disclosures and inspection scheduling. Questions while we wait?

   Best, {Your name}

2. Lost bid: empathy + plan B

   Subject: We didn’t get {Property}—here’s our next move

   I know that stings. Your offer was competitive; the seller accepted one with {reason}. Two similar homes worth a look:

   • {Link A}
   • {Link B}

   Shall we debrief for 10 minutes and refine terms for next time? {Calendar link}

   I’m with you, {Your name}

3. Inspection prep checklist

   Subject: Inspection day: what to expect and bring

   For tomorrow’s inspection at {time}:
   • Wear shoes you don’t mind for attic/yard
   • Bring a phone charger for photos/notes
   • Expect {#} hours; we’ll get a verbal summary on site

   I’ll be there early to meet the inspector. – {Your name}

4. Closing checklist (buyer)

   Subject: Your closing checklist for {Property}

   We’re nearly there. Final steps:
   • Final walkthrough within {#} hours of closing (I’ll schedule)
   • ID + certified funds/wire confirmation
   • Utilities and insurance effective on {date}

   Questions on wiring instructions or vendors? I can help. – {Your name}

5. Post‑closing congratulations + vendors

   Subject: Welcome home, {First name}!

   Congratulations on closing! Attached is a shortlist of trusted local vendors (cleaning, handyman, locksmith, landscaper) to make settling in easier. If you need anything—from paint ideas to permit questions—I’m here.

   Enjoy, {Your name}

Seller leads and listing opportunities

1. Home valuation follow‑up (CMA)

   Subject: Your home value at {Address}: want a deeper read?

   Hi {First name}, thanks for requesting your valuation for {address}. The current range is ${low}–${high}. Updates, condition, and micro‑location can move the number.

   Would you like a 15‑minute walkthrough for a more precise estimate and sale timing options?

   Best, {Your name}

2. Just sold nearby: social proof

   Subject: Just sold at {Nearby address} for ${Price}—what it means

   We just sold {nearby address} at ${price}, {over/under} asking, in {#} days. Demand for homes like yours in {neighborhood} is {strong/moderate}. Curious what yours could sell for? I can deliver a no‑obligation estimate this week.

   Best, {Your name}

3. Expired listing follow‑up (empathetic)

   Subject: Let’s talk about a fresh approach for {Address}

   Hi {First name}, we saw your home at {address} came off the market—disappointing, we know. Often small shifts in presentation, pricing, or marketing change the outcome.

   Open to a brief chat about what you tried and what we’d do differently?

   Warmly, {Your name}

4. Seller: pre‑list prep plan

   Subject: A simple plan to get {Address} market‑ready

   To maximize your net, here’s a light prep plan:
   • Declutter main living areas (we can send a stager)
   • Fresh paint in {neutral}
   • Minor fixes: {list}

   We can coordinate vendors and timelines—want us to handle this turnkey?

   – {Your name}

5. Pricing nudge (data‑driven)

   Subject: signal from the market on {Address}

   We’ve had {X} showings and {Y} saves in {Z} days. Based on that, the market is telling us {interpretation}. Two options:
   • Adjust price to ${NewPrice} to catch this weekend’s traffic
   • Hold and implement {staging/photo/tweak} first

   Which path fits your goals?

   – {Your name}

6. Hot market consultation

   Subject: Homes like yours are selling in {#} days

   In {location}, well‑presented homes are averaging {#} days on market and {#} offers. If you’re considering selling in the next {timeframe}, a quick consult now helps you time prep and pricing.

   Want to chat for 10 minutes? {link}

   Best, {Your name}

Market updates, price alerts, and valuations

1. Price drop alert

   Subject: Price drop: {Property} now {New price}

   {Property address} just reduced to {new price}. Given its {feature}, it’s compelling against recent comps. Want to take a second look or run new numbers?

   I can set a quick tour for {day/time}. – {Your name}

2. Detailed market update

   Subject: {City/Neighborhood} snapshot you can use

   Here’s a quick {location} update:
   • Median sold price: ${#} ({up/down} {#}% vs last month)
   • Days on market: {#}
   • New listings: {#}

   It’s a {buyer/seller/balanced} market. Want us to translate this to your situation? Book a 10‑min call: {link}

   – {Your name}

3. Home valuation nurture

   Subject: 2 timing options to consider for {Address}

   Based on current demand, you could:
   • List in {near month} to maximize spring buyer activity, or
   • Prep now and quietly test price off‑market

   Want to weigh pros/cons for your situation?

   – {Your name}

Past clients, testimonials, and referrals

1. Testimonial request

   Subject: Could you share a quick review?

   Hi {First name}, it was a pleasure helping you {buy/sell} at {address}. If you’re happy with the experience, would you mind leaving a quick review here? {Review link}

   Your feedback helps local clients find the right agent. Thank you! {Your name}

2. Referral request

   Subject: Know someone I should help this year?

   If you have a friend, neighbor, or colleague thinking about {buying/selling} this year, we’d be honored to help. Reply with their name and contact, or share my cell: {number}.

   Appreciate your trust, {Your name}

3. Client survey (60‑second)

   Subject: 60‑second feedback?

   I’m always sharpening our process. Would you share quick feedback? This 3‑question survey takes under a minute: {Survey link}

   Thank you, {Your name}

4. Home anniversary

   Subject: Happy home‑iversary, {First name}!

   Can you believe it’s been {#} years since {address}? If you’d like an updated home value or ideas for the next improvement with the highest ROI in your area, I’ll send it over.

   Cheers, {Your name}

5. Birthday note

   Subject: Happy Birthday, {First name}!

   Wishing you a great day. If we can help with anything home‑related this year—market check, vendor recs, remodel ROI—just say the word.

   Enjoy, {Your name}

6. Seasonal maintenance tips

   Subject: Quick {Season} home checklist for {City}

   A few simple tasks protect value:
   • {Tip 1}
   • {Tip 2}
   • {Tip 3}

   Want our vetted vendor list for any of these? Happy to share. – {Your name}

Networking, events, and finding the decision‑maker

1. Trade show/networking follow‑up

   Subject: Great meeting you at {Event}

   Hi {First name}, enjoyed our chat about {topic} at {event}. Here’s the {resource we mentioned}: {link}. Would {Time A} or {Time B} work for a 10‑min call to see if {neighborhood/price} options fit your timeline?

   – {Your name}

2. Find the right contact (B2B/referral partners)

   Subject: Best person to speak with?

   Hi {First name}, quick one—who handles {relocations/corporate moves/housing benefits} at {Company}? We help relocating employees find housing quickly and would love to share a simple playbook.

   Thanks for pointing me in the right direction. – {Your name}

New construction and relocation

1. Builder’s lender vs your lender

   Subject: should you use the builder’s lender?

   Short answer: sometimes. Builders offer credits but rates/fees vary. Here’s a 2‑minute breakdown on when it makes sense and when to shop it: {link}.

   Are you leaning builder incentives or weighing options?

   – {Your name}

2. New build inspections

   Subject: do you need an inspection on a new home?

   Yes—ideally at pre‑drywall and before final walk‑through. I can share a checklist and two excellent new‑build inspectors if you want it.

   Are you looking at any specific communities yet?

   – {Your name}

3. New construction timing

   Subject: best time to buy new construction?

   Often: when a builder releases a new phase or needs end‑of‑quarter closings. We track incentives across {Communities}. Want us to flag the next release for {Community}?

   – {Your name}

4. Relocation pack delivery

   Subject: here’s the {City} buyer pack you asked for

   Hey {First name}, here’s the {City} buyer pack: {link}. Curious—are you aiming to buy in {Month/Season}, or just getting a feel for the market?

   – {Your name}

Best practices that boost replies (and deliverability)

• Personalize beyond the first name: reference criteria, price/dates, neighborhoods, or the property they viewed.
• Keep it short and skimmable: 2–4 short paragraphs or bullets, one CTA (“Reply with A/B/C,” “Book 10 minutes,” “Want disclosures?”).
• Send follow‑ups as replies to your last email to keep context and bump deliverability.
• Segment by stage and intent (new buyer, active buyer, seller lead, open house attendee, past client, cold lead). Speak to one problem at a time.
• Automate smartly: trigger emails on behaviors (new inquiry, price drop, site revisit) and milestones (anniversary, birthday), then personalize.
• Honor channel preferences: if they prefer SMS or calls, use email to confirm and provide resources.
• Mind compliance: include brokerage/license info and a way to manage preferences/unsubscribe.
• Stop doing: leading with your bio, burying the ask, blasting the same drip to everyone, and using clickbaity subject lines.

Automation, CRM workflows, A/B testing, and analytics

• CRM integration: map templates to pipeline stages; use lead scoring, tags, and segments.
• Trigger‑based drips: new inquiry → welcome + question; viewed listing twice → “Want to see it?”; saved property price change → instant alert; RSVP → reminder.
• Timing: speed to lead matters—respond within minutes; then follow at 2–3 days, 7–10 days, and 14 days if no reply; slow cadence afterward.
• A/B test: subject lines (6–9 words vs question), CTAs (book vs reply), and send times; iterate monthly.
• Metrics to track: open rate, reply rate, time to response, booked calls/showings, deal progression, unsubscribes/spam flags.
• Implementation quick wins:
  • Save templates in Gmail (Templates) and your CRM; insert with one click.
  • Preload your calendar link, lender/vendor PDFs, and neighborhood snapshots.
  • Batch 10–12 emails at once, then schedule; we often dictate first drafts, then clean up.

Copy‑and‑paste sequences you can deploy today

14‑day buyer sequence

1. Day 0: Relocation/buyer pack delivery + one question
2. Day 1: Video hello (45‑sec value)
3. Day 3: Simple check‑in: “Still planning to buy?”
4. Day 5: Pre‑approval game plan + lender list
5. Day 7: Curated 3 homes + schedule ask
6. Day 10: A/B/C quick reply
7. Day 14: “Have you given up on buying in {City}?”

14‑day seller sequence

1. Day 0: Seller guide/CMA teaser + one question
2. Day 2: Case study (client is the hero)
3. Day 4: Free equity estimate CTA
4. Day 6: Prep checklist (light, high‑ROI)
5. Day 8: “Still thinking of selling?” one‑liner
6. Day 10: A/B/C quick reply
7. Day 14: Power Email summary + consult link

Open house 5‑day sequence

1. Day 0: Thank‑you + 2 similar homes
2. Day 2: Tour scheduling options (include virtual)
3. Day 3: Price drop/comp reminder if applicable
4. Day 5: Quick check‑in + invite to next open house

Lost bid 2‑week sequence

1. Day 0: Empathy + 2 alternatives
2. Day 3: Strategy call (terms/contingencies)
3. Day 10: Market snapshot + fresh matches

Quick FAQs

• How many follow-ups is too many? We aim for 5–7 touches over the first 2–3 weeks for hot/new leads, then shift to weekly/bi‑weekly value nurture.
• Best time to send? Mornings (8–10 a.m.) and early afternoons (1–3 p.m.) tend to perform well; test for your market.
• When to switch channels? If two emails get no reply, try a short text or voicemail, then email a recap as a reply to your thread.
• Design vs plain text? We default to plain text for deliverability and replies; add a light header or video thumbnail only when it adds value.

Long‑tail searches this guide covers

• real estate open house follow‑up email template
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• home valuation follow up email (CMA) template
• expired listing follow up email template (real estate)
• real estate referral request email template
• home anniversary email template real estate
• gentle reminder/just touching base email examples real estate
• real estate lead nurturing email sequence templates
• trade show/networking follow‑up email examples (real estate)

Final word

The best real estate follow‑up emails are timely, personal, and helpful. Keep them short and plain‑text, ask one human question, send as a reply when you can, and automate the cadence in your CRM. Use these templates as a starting point, personalize a line or two that proves you’re paying attention, and keep showing up with value. That’s how we turn “just looking” into booked showings, signed listings, and clients for life.