Short answer: the real estate emails that matter most are replies, not newsletters. Answer a new lead within minutes if you can, and confirm every showing in writing. Follow up the day after a showing with one question. Update sellers on a fixed day each week. Short, specific emails with a clear next step beat long ones.
Below are 9 real estate email templates for buyer's agents, listing agents and teams. They cover the moments where leads and deals stall. Fill in the brackets with the property, dates and names.
When to send each email
| Moment | Template | Timing |
|---|---|---|
| New online lead | 1. First reply to a lead | As fast as you can, same hour if possible |
| Lead hasn't answered | 2. Lead follow-up | 2 days later, then weekly |
| Showing booked | 3. Showing confirmation | When booked, plus a reminder the day before |
| After a showing | 4. Buyer follow-up | Same evening or next morning |
| Open house visitor | 5. Open house follow-up | Within 24 hours |
| Offer submitted | 6. Offer status update | Each time something changes |
| Active listing | 7. Weekly seller update | Same day every week |
| Price conversation | 8. Price review | After 2 to 3 weeks of low activity |
| Closed deal | 9. Past client check-in | 1 month after closing, then yearly |
9 real estate email templates
1. First reply to a new lead
Subject: Re: [Property address or listing]
Hi [Name],
Thanks for asking about [address]. It's still available, and [one useful fact: open house Saturday 1 to 3 pm / seller is reviewing offers on the 20th].
Would you like to see it? I can do [time 1] or [time 2]. If you're also looking at other homes, tell me your price range and areas and I'll send a few that match.
[Your name] [Phone]
Answer the question the lead asked before you ask yours. A reply that only says "when can we talk?" gives them nothing.
2. Follow-up to a lead who hasn't answered
Subject: Re: [Property address]
Hi [Name],
Following up on [address]. [New fact: The seller just reduced the price to X / Two other buyers have booked showings this week.]
Still interested in a viewing? Reply with a day that suits you.
[Your name]
Only state facts you can stand behind. Inventing urgency damages trust fast in a business that runs on referrals.
3. Showing confirmation
Subject: Confirmed: showing at [address] on [date]
Hi [Name],
You're booked to see [address] on [day, date] at [time]. I'll meet you [at the front door / in the lobby].
Before we tour, we'll need to sign a written buyer agreement. I've attached it so you can read it beforehand, and I'm happy to go through any questions.
See you there, [Your name]
In the US, NAR's consumer guide says buyers will be asked to sign a written buyer agreement with their agent before touring a home. That covers in-person and virtual tours (NAR consumer guide). Rules vary by state, so follow your brokerage's process.
4. Follow-up after a showing
Subject: Your thoughts on [address]?
Hi [Name],
Thanks for coming to see [address] today. What did you think?
If it's a maybe, tell me what held you back ([layout / price / location]) and I'll look for homes that fix it. If it's a yes, we should talk about an offer soon, since [factual reason, such as "the seller is reviewing offers on Monday"].
[Your name]
5. Open house follow-up
Subject: Thanks for visiting [address]
Hi [Name],
Thanks for stopping by the open house at [address] on [day]. Here are the [floor plan / disclosures / HOA details] you asked about: [link].
Are you working with an agent already? If not, I'd be glad to help you find something that fits.
[Your name]
6. Offer status update to a buyer
Subject: Update on your offer for [address]
Hi [Name],
[The seller has countered at X with closing on Y / The listing agent confirmed they received our offer and will respond by Z.]
My recommendation: [your advice in one or two sentences]. Can we talk at [time] today to decide?
[Your name]
7. Weekly update to a seller
Subject: Weekly update: [address], week of [date]
Hi [Name],
Here is this week at [address]:
- Showings: [number]
- Feedback: [short summary of what buyers said]
- Online: [listing views or saves, from your portal]
- Next week: [open house / price review / new photos]
Any questions, reply here or call me at [phone].
[Your name]
8. Price review conversation
Subject: [Address]: what buyers are telling us
Hi [Name],
After [number] weeks on the market, we've had [number] showings and [number] offers. The most common feedback is [feedback].
Homes that sold nearby in the last [period] went for [range]. I'd like to talk about our options, including the price. Are you free [time 1] or [time 2]?
[Your name]
Bring the comparable sales to the call. Sellers take price advice better when they can see the numbers.
9. Past client check-in
Subject: How's the new place?
Hi [Name],
It's been [a month / a year] since you moved into [address]. How is everything going?
If you need a [plumber / contractor / property tax contact], I have names I trust. And if friends of yours are thinking of buying or selling, I'd be glad to help them too.
[Your name]
Tips for real estate emails that get answered
Put the address in the subject. A buyer looking at several homes can then find your thread later by searching for the street.
Keep one thread per client and property. When the offer, inspection and closing emails all sit in one thread, nothing gets lost when a lender or attorney joins.
Write times with the day and date. "Saturday the 14th at 11 am" leaves no room for a missed showing.
Answer from your phone, edit on your laptop. Mobile replies are fine for confirmations. Save the longer emails, such as price reviews and offer advice, for when you can check the numbers.
How to save these as templates
In Gmail, enable Templates under Settings, Advanced, then save each draft as a template (Google's steps). In Outlook, use My Templates from a new message (Microsoft's steps). Gmail templates are only available on the web, not in the mobile app. If your CRM sends drip emails, keep newsletters and drips there and use these templates for one-to-one replies.
How Jace helps real estate agents with email
Jace is an AI email assistant for Gmail and Outlook. It is not a real estate CRM, does not send drip campaigns and doesn't connect to the MLS. It helps with the one-to-one replies that fill an agent's inbox.
- Drafts replies to new inquiries. For labels you choose, such as Needs Reply, Jace writes a reply draft from the thread. It reads attachments like disclosures or offer PDFs, so the draft can answer the question asked. You check the facts and send.
- Proposes showing times from your calendar. When a buyer asks to see a home, Jace suggests free slots from your connected calendar and prepares the calendar event. The event is only saved when you accept it.
- Follows up when a lead goes quiet. Threads waiting on the other person sit in the Waiting label. If nobody replies 3 days after your last email, Jace writes a follow-up draft in that thread.
- Sounds like you. Jace learns from your past emails and follows rules you set, such as "always include my cell number" or "never discuss commission by email" (writing style, rules).
- You stay in control. Drafts land in your normal Drafts folder, so you can review them in the Gmail or Outlook app on your phone. Auto-send is off by default. Jace has no native mobile app.
Setup guides: Jace for Gmail and Jace for Outlook.
Related templates
FAQ
How quickly should a real estate agent reply to a new lead? As fast as you can. A lead who sent the same inquiry to several agents will usually talk to whoever answers usefully first. Answer their question, then offer viewing times.
What should I write in a follow-up email after a showing? Thank the buyer, ask what they thought, and offer a next step for each answer: more homes if it was a no, an offer conversation if it was a yes. Send it the same evening or the next morning.
How often should I update my sellers? Once a week on the same day works for most listings, plus a call when something important happens, such as an offer. Include showings, buyer feedback and the plan for next week.
Do buyers need to sign an agreement before a showing? In the US, NAR's consumer guide says buyers will be asked to sign a written buyer agreement with their agent before touring a home, in person or virtually. Visiting an open house on your own does not need one. State rules and brokerage policies vary, so check yours.
Can Jace send emails to my leads automatically? Jace drafts replies and follow-ups for you to review and send. Auto-send exists as an opt-in setting per label, with a warning before you turn it on. Jace does not run drip campaigns or newsletters.
Does Jace work with my real estate CRM? Jace works inside Gmail and Outlook. It connects to some tools, such as HubSpot, through integrations on the Pro plan. It has no direct connection to real estate CRMs or the MLS.
Try it on your inbox
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