The Ultimate Guide To Real Estate Follow Up: Drafting Emails And Texts That Get Results

For real estate agents, the art of follow-up is often the deciding factor in whether deals are made or lost. Did you know that only 3% of your audience is ready to purchase at any given time, while many others are just beginning their journey to buy?

Understanding your sales cycle and remaining patient and strategic with your follow-ups is essential. Doing so ensures that you are present and prepared when potential leads are ready to make their decision.

Nearly 80% of transactions result from effective follow-up messages. A successful follow-up is more than just a reminder of your services; it addresses each client's unique needs, answers their questions, and adds value to their decision-making process. Whether reigniting interest in hesitant buyers, reassuring nervous sellers, or converting casual inquiries into loyal clients, your well-drafted message can significantly impact you.

Why Are Follow-ups Important in Real Estate?

Follow-ups are essential in real estate because they directly impact your ability to convert leads into clients and close deals. A well-timed and thoughtful follow-up ensures you stay top of mind with potential buyers and sellers. Even the warmest leads can grow cold without consistent follow-ups, as prospects often choose an engaged and proactive agent.

Moreover, follow-ups foster trust and build stronger client relationships. Real estate transactions are significant financial and emotional decisions, and clients prefer working with agents who demonstrate reliability and attentiveness.

Whether through email, text, or phone calls, effective follow-up strategies improve your conversion rates and enhance your reputation, leading to repeat business and valuable referrals.

How Can Real Estate Agents Draft an Effective Follow-Up Email?

Now that you understand the benefits of following up on your customers, you must find the perfect way to write a follow-up email.

1. Start with a Personalized Greeting

Personalization immediately makes your email feel relevant and thoughtful. Address the recipient by their name and reference specific details about your previous interaction or their preferences to show genuine interest and create a stronger connection.

Example:

Subject: Excited to Help You Find Your Dream Home, [Name]
Dear [Name],
I enjoyed speaking with you about finding a cozy two-bedroom home near downtown. I am sharing the next steps to make your search easier.

2. Provide Value Immediately

Your email should offer something helpful or actionable. Depending on your prospect's situation, this could include a list of properties, market insights, answers to their questions, or updates on new listings. It is critical to highlight how your expertise adds value and keeps them engaged.

Example:

I’ve curated a selection of three properties that meet your preferences and are within your budget. The listings and recent market trends, which could help decision-making, are attached.

3. Include a Clear Call-to-Action (CTA)

A strong CTA tells the recipient what to do next. Whether scheduling a property tour, reviewing listings, or hopping on a quick call, make the ask specific and easy to act on. A lack of direction may result in missed opportunities for engagement.

Example:

If any of these properties catch your eye, we can arrange a tour this week. Reply to this email or call me at [Your Number] to schedule a time.

4. Maintain a Professional and Friendly Tone

Keep your tone professional yet approachable. Avoid overwhelming the recipient with excessive details or pushy language. Instead, focus on offering assistance and emphasizing your willingness to help.

Example:

Looking forward to helping you take the next step in finding the perfect home. Feel free to reach out with any questions or updates on your preferences.

By combining these elements, your follow-up emails can stand out in your clients’ inboxes and build momentum toward closing deals. The key is to focus on their needs, provide real value, and encourage action.

Steps to Write Engaging Real Estate Follow-Up Emails

You may be wondering how to create a follow-up email that delivers results. We'll walk you through the essential steps to drafting a follow-up that grabs attention and drives action, helping you increase your open and conversion rates.

Step 1: Define Your Objective

Before you draft your follow-up email, it’s essential to have a clear goal in mind. What do you want to achieve with this email? Identifying your objective beforehand will help you craft a solid call to action (CTA) message, ensuring your recipient understands what you need and why they should respond.

Whether you aim to secure a sale, gather more information, request a meeting, or simply stay in touch, your message will be more effective if targeted.

Here are four common objectives for a real estate follow-up email:

• Request for Information: After initial contact, you may need more details to proceed effectively. This could involve clarifying a client's needs or getting an update on a property you're discussing. Being direct and clear about the information you need is crucial for streamlining communication.
• Request for a Meeting: If you want to continue the conversation or pitch a new idea, your follow-up might focus on scheduling a meeting. Be specific about the agenda and its value to your recipient, and include a scheduling link to make it easy for them to book a time with you.
• Catch Up: If it's been a while since you've been in touch or learned new information about your client or their business, a follow-up email can be an opportunity to reconnect. Share what prompted the message (e.g., recent business growth or new needs) to clarify why you're reaching out.
• Express Gratitude: A simple "thank you" email can go a long way, especially after a successful meeting or transaction. While this may not require immediate action, expressing appreciation can leave a lasting positive impression, potentially leading to future opportunities or referrals.

Step 2: Open With Context

Given the sheer volume of emails most people receive daily, making your message stand out can be a challenge. To ensure your recipient recognizes you and understands why you’re following up, it's crucial to open your email with context. This is especially important when you reconnect after some time or don’t have a close relationship with the recipient.

The goal is to make it easy for them to recall your previous interaction, whether it was a meeting, a conversation, the property details, or a referral. This sets the stage for the rest of your email and ensures your recipient understands the purpose behind your message right away.

Step 3: Clearly State Your Purpose

When following up with a prospect, client, or business contact, being direct about your intent is essential. This helps establish credibility and ensures that your message doesn't appear vague or insincere. As a real estate agent, you want to ensure your communication is purposeful and relevant to your recipient's needs.

For example, instead of saying, "I’d love to chat about real estate sometime," be specific about your objective. You could say, "I’d love to discuss how I can assist you in finding the perfect home within your budget, as I believe I have some listings that could be a great match for you."

By clearly outlining the purpose of your message—whether it's to provide specific listings, discuss a new opportunity, or simply follow up on an earlier conversation—you make it easier for your recipient to understand the value you offer. This will increase your chances of getting the response or action you're hoping for.

Step 4: Create a Subject Line

An attention-grabbing subject line is one of the most crucial steps in ensuring your follow-up email gets opened. 47% of email recipients decided whether or not to open an email based solely on the subject line.

You may find it more effective to write your email first and then create a subject line that best reflects the content. This way, you can accurately capture the message’s purpose, making the subject line more compelling and relevant.

For real estate agents, your subject line should be clear and personalized, offering something of value to the recipient.

For example, instead of using a vague subject line, like "Let's Catch Up," you might write, "Homes You’ll Love: 3 Listings Within Your Budget" or "Following Up on Your Home Search – New Listings Available!" Focusing on specifics can pique your recipient’s interest and increase your email open rates. A strong subject line should give a clear sense of what the email offers and create a sense of urgency or importance that encourages the reader to click.

Here are a few tips for compelling subject lines:

• Keep it short and sweet, ideally under 50 characters.
• Personalize it when possible, such as using the recipient’s name or referencing their property interests.
• Make it actionable, such as “Schedule Your Showing Today.”
• Avoid generic or overly promotional language that might come off as spammy.

Timing: When and How Often Should You Follow Up?

Timing is everything when it comes to follow-up emails in real estate. Sending your emails at the right moment and following up frequently enough without overwhelming your recipient is the key to maximizing responses and moving the conversation forward.

When to Follow Up

The timing of your follow-ups depends on the type of interaction you had and the situation's urgency. Here are some general guidelines for real estate agents:

• After Initial Contact: If you’ve just had your first meeting or phone call with a potential client, following up within 24 hours is critical to keep you fresh in their mind and ensure they know you’re eager to continue the conversation.
• After Sending Listings or Information: If you've sent property listings or additional information, a follow-up within 2-3 days can be helpful. This gives them enough time to review the material but also ensures you’re there to answer questions or offer further assistance.
• For Active Buyers: If a buyer has shown interest in specific properties, follow up as soon as you know more about those listings (new pricing, availability, etc.). Timing this follow-up appropriately can help position you as a trusted advisor.
• For Passive Clients or Long-Term Leads: Some clients take longer to decide on real estate. Wait about 1-2 weeks between follow-ups for these leads, but stay consistent. You don’t want to be forgotten when they are ready to move forward.

How Often to Follow Up

The frequency of follow-ups should strike a balance between persistence and respect for the recipient’s time. Overdoing it can create a sense of annoyance, while not following up enough may lead to missed opportunities. Here's how to structure your follow-up cadence:

1. First Follow-Up: Send your first follow-up email within 24-48 hours after your initial conversation or meeting. Keep it concise, refer to any points of interest discussed, and offer additional value (new listings, further information).

2. Second Follow-Up: If there’s been no response, follow up again within a week. This should be a polite nudge, reaffirming your previous offer and asking if they have any questions or need further information.

3. Third Follow-Up: If there’s still no response, a final follow-up after 1-2 weeks can reiterate your value and show that you’re still available to help. If they're still not responding, it may be time to step back.

4. Long-Term Drip Campaign: Create an automated drip campaign for cold leads or inactive clients with emails spaced out over weeks or months. These should contain helpful information (market trends, new properties, etc.) but not be too sales-focused.

Tip: Many agents use a "3-2-1" rule—three attempts to reach out via email, two by phone, and one final text message. This multi-channel approach maximizes your chances of connecting with the lead without being too aggressive.

Common Mistakes Real Estate Agents Should Avoid While Following Up With Potential Clients

Drafting follow-up emails is essential for real estate agents, but certain mistakes can significantly hinder your chances of a positive response. Avoid these common pitfalls to increase the effectiveness of your follow-up efforts:

1. Lack of Personalization

One of the biggest mistakes you can make is sending generic follow-up emails. Clients are overwhelmed with impersonal messages, and a lack of personalization can make your email stand out—for all the wrong reasons.

A personalized email increases your client's likelihood of engaging with your message. Always reference details from your previous conversation or meeting to show you remember the prospect and value their time. Use their name, mention properties they’ve expressed interest in, or touch on concerns they raised.

2. Being Too Pushy

While following up is important, being overly aggressive can turn prospects away. A common mistake is bombarding clients with multiple emails or phone calls in a short period. If a prospect hasn’t responded after your initial follow-up, give them space.

Over-persisting can come off as desperate, making them less likely to trust you. It's better to space out your follow-ups appropriately, allowing prospects time to consider your offering without feeling pressured.

3. Too Many Long-Winded Emails

Real estate agents often want to provide as much information as possible in a follow-up email, but too much text can overwhelm the reader. Keep your emails concise, to the point, and focused on the immediate next steps.

If you need to share additional details, include them as attachments or offer to discuss them in a follow-up call. Clients appreciate brevity, especially when considering multiple options or juggling their busy schedules.

4. Ignoring Timing

As previously discussed, timing is crucial when following up. Sending an email too soon after an initial meeting might come across as pushy, and waiting too long might result in a lost opportunity. Finding the right time to follow up is key.

Be sure to wait a reasonable amount of time based on the context of your interaction and adjust the frequency based on the client’s responses. Automated CRM tools can help you keep track of the best times to follow up.

5. Not Proofreading Your Emails

Typos or errors in your emails can damage your professionalism and make clients question your attention to detail. Real estate is highly competitive, and attention to detail sets top agents apart.

Always proofread your emails before sending them, checking for spelling, grammar, and punctuation mistakes. A well-written email shows that you respect the recipient and care about providing a quality service.

Pro Tips to Enhance Your Real Estate Follow-Up Success

Mastering follow-up techniques is essential to stand out in the competitive real estate market. Beyond the basics, incorporating more advanced strategies into your follow-up routine can significantly impact engagement and conversion rates. Here are some pro tips to boost your real estate follow-up:

1. Use Video Messages for a Personal Touch

Video messages are one of the most powerful ways to humanize your follow-up communication. They allow you to connect more personally and showcase your enthusiasm and dedication.

A quick video summarizing your previous conversation or providing a virtual property tour can make a huge difference. With video, prospects feel like they are receiving a customized message, which helps build trust and strengthens relationships.

How to use it effectively

• Record a 30-second video introducing yourself and referencing the prospect’s specific needs or previous interactions.
• Send the video through email or text, ensuring it’s accessible via a thumbnail or link.
• Keep the tone professional but friendly, focusing on building rapport.

2. Send Market Insights or Property Updates

Real estate is a dynamic market, and clients appreciate staying informed. In your follow-up emails, you can position yourself as an expert and a valuable resource by sending relevant market insights, new listings, or property updates. Use this strategy when a client shows interest in a specific area or type of property. Sharing updates shows that you're proactive and attentive to their needs.

How to use it effectively

• Include neighborhood market trends, recent property sales, or price fluctuations.
• Provide insights on property values, upcoming developments, or changes in local regulations.
• Offer customized reports based on the client’s preferences.

3. Use Social Proof: Share Testimonials or Success Stories

One of the most effective ways to build credibility is through social proof. Sharing testimonials from satisfied clients or success stories about previous deals reassure prospects about your ability to deliver results and persuades them to take the next step with you.

How to use it effectively

• Embed short client testimonials within your emails or text messages.
• Include links to case studies, blog posts, or video interviews with past clients.
• Highlight your success with specific metrics, such as how quickly you sold a property or the percentage over the asking price you secured.

4. A/B Test Email and Text Formats to Optimize Results

A/B testing is a powerful technique for optimizing your email and text follow-up strategy. You can discover what clicks with your audience by experimenting with different formats, subject lines, or calls to action. A/B testing sharpens your messaging and boosts your chances of engaging clients and closing more deals.

How to use it effectively

• Try different subject lines to see which ones get the highest open rates (e.g., "Follow-Up: Let’s Discuss Your Dream Home" vs. "Re: Your Interest in [Property Address]").
• Test different lengths and formats for emails or texts—short and sweet vs. detailed and informative.
• Monitor the responses to see which version results in more appointments or property inquiries.

Effective follow-up strategies are essential for securing deals and engaging clients, but the right support system can transform your results. Render enhances these efforts by connecting you with a powerful network that boosts your real estate practice, helping you achieve more tremendous success.

Boost Your Real Estate Success with Render

Whether buying your dream home, selling property, or networking with industry professionals, Render supports you every step. Our platform connects you with the best real estate pros, helping you streamline transactions and grow your business.

With Render, you can:

• Connect with Top Realtors, Loan Officers, and Vendors: Access a curated network of trusted professionals tailored to your needs.
• Get Seen by Potential Clients: Showcase your services and build your reputation in the real estate community.
• Expand Your Network: Grow your network with industry pros eager for collaboration and new opportunities.
• Receive More Qualified Leads: Increase your referrals and grow your business by connecting with the right people.
• Speed Up the Sales Process: Easily connect with real estate partners like contractors, title agents, and inspectors to move your properties faster.

Start today and experience the difference with Render!

Sign Up Now!