A Guide to Email Scripts for Real Estate Agents

You send emails to buyers, sellers, even other agents in hopes of building up your business. When you don’t receive responses, that’s disheartening. It’s even worse when you’ve already made contact, and it seemed as if things were moving forward. Then there are the times when you receive a response, but it’s tepid at best. Should you give up? Maybe reaching out via email just isn’t an effective method for you.

Absolutely not. Email has great ROI. What you need is better emails. The truth is, email may be informal, but it’s still written communication. That takes a skill that not everybody has. You can engage amazingly with clients in person and over the phone, then fall flat via email. If that sounds familiar, your best bet is to construct a set of email scripts that you can personalize for every situation.

Below, we’ll share some guidelines on creating email scripts. You can use the examples here as inspiration for your own email scripts. Finally, there are some great tips for writing better emails, even when you don’t have a script to follow.

Following up After Receiving no Response on a Lead: Include a Reminder

You get a good lead on a line and send out a quick email. Then, no response. You wait a few days, still nothing. It’s time for a follow-up email? Here, you want to do two things. First, refresh the recipients’ memory. Next, use a tone that’s friendly, not overly pushy or aggressive.

Sample Letter:

Subject: Your Question on The Huntington Property

Hello, [Your Contact]:

Just wanted to say thank you one more time for your interest in our development in Huntington Estates. I sent you an email previously, after I received your name and email address through [Website Name], and wanted to touch base again. I’d love to show you one of the display homes. Can you let me know what your schedule looks like?

If you’d rather connect via SMS or by phone, my number is listed below. We’d love to help you with your next home purchase.

Thanks Again,

Following up with a Buyer to Get Some Additional Information

You’ve had great initial contact with a potential buyer. Now you need a bit more information. Perhaps you need to clarify exactly what their deal breakers are, and where they are a bit more flexible. You want to encourage them to be open-minded without leaving them frustrated or discouraged.

Sample Letter:

Subject: [Realtor Name] Just a Few Follow Up Questions

Hey, [Buyer]:

I really enjoyed meeting with you last weekend and going over your requirements. I’m certain we can get you into a home that is ideal for your family. To make sure I only send you listings that meet your needs, I have a few quick questions.

Would you be okay with a basement that didn’t have egress/ingress as long as it is finished, and has a full bath?

What is your flexibility in staying in Harris County? Would you consider a ‘dream’ property about 5 miles into Wallace county?

Were you able to get that mortgage pre-approval? It can put us in a better position if we want to make an offer.

Thanks for taking a few minutes out of your busy day to respond. I’m excited to get you into a great home.

Additional Email Script Ideas

Obviously, the exact scripts you need depend on your goals, customer base, and the types of real estate transactions in which you specialize. Take a look at your sent folder, and read through the subject lines. What emails do you send out most often? Which ones get the best responses? Use that information to determine what scripts you should create.

When to Skip the Script

No matter what industry you’re in, or real estate niche, there are some email tips that are always a good fit. To start, remember that an email script is no substitute for clear, concise, and sincere communication. For cases that require something truly personalized, take the time to write something that will connect with your client. Fortunately, there are plenty of great resources for producing well-writing emails.

Email Correspondence Tips for Real Estate Agents

When you do create email scripts, here are some great tips to keep in mind. These will improve your email open rates, and get recipients to answer your call to action.

1. If you have a customer waiting for a response, be prompt. You may have been told differently in the past, but there’s nothing to be gained by waiting.

2. It’s okay to remind people that you have emailed them previously. Don’t mention that they have failed to respond.

3. Provide the date and topic of previous meetings or communications to refresh the recipient’s memory.

4. Two short emails are better than one long email.

5. Tell them why you need a response. For example, ‘The buyer wants to know if the home warranty can be transferred.’

6. Get the client’s preferred method of contact as quickly as possible, then use that.

7. Remember that you should only put things in email that you can stand behind 100%.

8.Adjust email frequency if you need to, but never cut off contact with leads unless they unsubscribe or otherwise ask you to stop.

9.Don’t use emails to pressure people, or threaten to stop communicating with them.

10.Always include a call to action in your email.

11. Never act as if you have been ignored, or are being blown off. Assume the customer has read any previous emails and is still interested.

Final Thoughts

Email is one of your best tools for connecting with buyers, sellers, other real estate agents, lenders, and others. By creating a solid set of email scripts, you don’t simply save time. You also get the most return from your best emails. Use the examples above as inspiration, then create your own scripts based on your own agency’s needs.

Author Bio: Bridgette Hernandez may be a recent graduate, but she’s already well respected for her experience and insights. She has become known for her ability to take the most complex topics and present them in ways that are easy to understand. Bridgette works as a blogger for Supreme Dissertations. She’s also in the process of working on her first book. When she’s not working and writing, Bridgette enjoys watching movies, swimming, and playing with her dogs.