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10 Real Estate Lead Conversion Emails You'll Want to Send in 2018

March 01 2018

You've probably noticed this by now (it is almost 2018, after all), but much of real estate has gone digital.

It's no secret that 80 percent of home buyers conduct internet research when considering homes to buy, and 89 percent use the internet to find real estate agents.

Millennials will be the largest group of homebuyers (at 34 percent and growing) for 2018 and beyond—and they are a generation who value a tech-savvy agent.

These days, documents can be signed virtually, homes can be viewed by video (and, in some cases, through virtual reality), and Realtors are expected to be online where their buyers are.

So where should you begin with your real estate lead conversion? Online, of course. I believe you need to start with a strong email marketing strategy. In this digital age, the formal, impersonal letters no longer do the trick. The fastest way to modernize your outreach is to implement anticipated, relevant, timely, personalized email campaigns.

To help, here are 10 real estate email templates that will bring your communication into the digital age, for digital buyers. (We've also added character to the subject lines for maximum open and click-through rates!)

1) Neighborhood Expertise Email Template

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Why this works:

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. (This is key in competitive markets.) 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 or overwhelming agents.

(Pro tip: An easy way to get potential clients to schedule time is to provide a link to your meeting tool.)

2) Open House Follow-Up Email Template

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Why this works:

Whether it was a neighbor who wandered in out of curiosity or an interested prospect, it's always smart to follow-up with ALL of your open house attendees. If you are dealing with the latter, this email sets a proactive and polite tone for your future relationship.

In this email template, you're thanking them for their time and reminding them of the listing's most attractive attributes. You're teasing another home and leaving them wondering what "surprises" it potentially holds. Sure, they could find the property details online, but this email just might spark their curiosity and encourage them to schedule a showing.

3) The House Is Under Contract Email Template

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Why this works:

This type of communication is always a bummer, so it's crucial to lead with warmth and directly address the problem (This house is no longer for sale) so you can 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 a shift in tone. And it illustrates your understanding of the unique real estate market in their area, which gives your expertise a boost.

4) New Listing Outreach Email Template

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Why this works:

Let's be honest—homebuyers can easily access new homes on sites like Zillow or Redfin, so you'll need to work extra hard to make these emails engaging and valuable. Use the resources only available to you (licensed Realtors) to show them homes they can't find anywhere else.

5) Expired Listing Outreach Email Template

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Why this works:

This is email template I'll call the "Hero of the Day!" Why? Because 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, reframe the problem, and offer a unique solution only you can offer. Keep this email short and to the point with lots of solid facts proving you know what you're doing.

Remember, these contacts 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.

6) The Farming Email Template

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Why this works:

With more and more analytics at the homebuyer's fingertips, this is not the time to use vague or vanity 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.

7) Interest Rate Change Email Template

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Why this works:

This is a great email for reconnecting with past clients or farming/prospecting for new ones!

If you have current clients who are shopping in a low-inventory area, send this email to past clients who live in or around that neighborhood. You never know who you might tempt to move.

It's important to keep this email from feeling 'salesy' by leading with just how much these rates could benefit the seller, and personalizing it with local news/events and merge tags.

8) Post-close – Keep in Touch Email Template

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Why this works:

You've probably heard this already, but 73 percent of buyers say they would use their Realtor again or recommend them to a friend. However, 70 percent of home buyers report forgetting their Realtor after one year (not cool)! You can't stay in their lives, but you can certainly stay in their inbox with engaging emails like this one.

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.

9) Thank You for Choosing Me Email Template

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Why this works:

People have a lot of choices when buying or selling a home, but your clients chose you! Show your appreciation with a kind thank you note and a small gift. And because first-time homebuyers can be especially overwhelmed by junk mail right after closing, it's always nice to offer to help them through the first few weeks.

10) Earn the Testimonial Email Template

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Why this works:

You are no stranger to the roller-coaster of emotions that goes on during the home buying process. So 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). These emails work well when farming new leads, but they're also perfect for reminding previous clients how great you are!

To view the original article, visit the Paperless Agent blogPaperless Agent blog.