Email is one of the most used forms of communication today, and it's only getting more popular. With an email address, you can reach potential clients in a matter of seconds without them having to do anything but open your message.

And research shows that emails are actually the most effective way to get people interested in what you have to offer. This means email can be a handy tool if you’re looking into how to get real estate leads. Below, we’ll explore some of the best ways to use emails for real estate lead generation.

How to Write an Intriguing Email Subject Line

Let's start with some examples of the best email subject lines, and then discuss what makes them so effective.

Subject Line #1: "I read your profile {name}!"

Subject Line #2: "Hello {name}! I noticed that you're looking for a home near {location}."

Subject Line #3: "{name}, you'll love our new open house in {city}!"

Subject-line-examplesThe thing that makes these subject lines work is that they all are personalized in some way. They don't just have a generic greeting. They also mention specific information about the person reading the email, such as where they're looking for a home or what their profile says they're interested in. This is a good strategy because you're making the subject line useful to the person who is receiving it, and therefore they'll be more interested in what's in the email.

Cold Email Templates

Many times people write cold emails that are too generic. This is a huge mistake because you don't want to sound like a salesperson. You don't want someone to think that you're just trying to be pushy and get your foot in the door, so it's better if you're not so direct. Personalized subject lines are even more important for these cold email templates because they feel more authentic and less spammy.

Pro Tip: Include a call to action in every email so the person receiving the message knows exactly what to do next.

People are much more likely to do an action if you prompt them!

Template #1 

“Hi {name},I'm a real estate agent in {real estate agent’s city}, and I found you on {insert platform here}. I was checking out your profile, and noticed that you were looking for a home near {insert location here}. You'll love what we have available! Here are a few of the properties you have to see to believe:”

Then list a few properties, and their top selling points. Close with a call to action, and a warm salutation.


Template #2


I came across your profile on {insert platform here} and saw that you were looking for a property in {insert location}. I think we've got just the place for you! {Details about the home, number of bedrooms, amenities, etc.} You'll also love our new open house at {insert address}, it starts at {insert time} on Saturday. You should come by and check it out! Here's a link to the listing: {link}”

Again, close with a call to action and a warm salutation.


Templates Asking for Referrals

Asking a current customer if they know anyone in the market for a specific type of property is a great way to find new clients. You can also ask them to recommend someone who would be interested in one of your properties. This is an easy way to get new leads without even having to go door-to-door.

Pro Tip: When you ask for referrals, consider offering a small incentive to make it a mutually beneficial arrangement.

Past customers may be less reluctant to give out your information if they think they will get something out of the deal. 

Template #3

“Hi {name},

I hope you and your family are settling nicely into your new home. It was such a pleasure working with you, and I hope you will think of me again for any future home sales or purchases.

If you or anyone you know is in the market to sell or buy a new home, I’d be honored if you would send them my information. For every referral you will receive a $50 visa gift card.

{Call to action}

{Warm salutation}”

Pro Tip: Don’t forget to include multiple methods by which you can be contacted.


Template #4

“Hi {name},

I have a favor to ask of you. I really appreciated the review you left for me on Facebook, and I was hoping you would tell your friends and family about {real estate company}. I’m on a mission to help families find their forever homes, and there are some truly amazing properties on the market right now.

My company is offering some great referral bonuses right now too! Check them out:

  • Send us 1-5 referrals: $50 gift card to {insert restaurant/retailer}
  • 6-10 referrals: Enjoy a two-night staycation at the {local hotel}
  • 11-20 or more referrals: We’ll treat you to a 4-day, 3-night stay at {hotel of choice}

{Call to action}

{Warm salutation}”


Template for Past Clients to Keep in Touch

A past client may not send you any referrals, but keeping in touch could still result in a future transaction. 

Template #5

“Hi {name},

I just wanted to reach out and say hi. I haven't spoken to you in a while and I was curious as to how  you’re settling into {the property you sold them}. If you need anything at all, don’t hesitate to reach out.

{Call to action}

{Warm salutation}”

Pro Tip: Keep a file of potential vendors in case you receive a response to an email asking for a moving company, housekeepers, or a similar service.

Little things like this set you apart and show the client you genuinely care about them having the best buying/selling experience possible.


Template for Past Clients Looking for New Properties


If you have past customers, you also can contact them to see if they are interested in your new properties. Just because someone bought a house from you last year, doesn’t mean they aren’t still looking for another property!


Template #6

"Hi {name},

I just wanted to reach out and say hi. I was wondering if you were still living at {the property you sold them} or if you had moved somewhere else? I hope all is well with you and your family.

I also thought I’d send some information on a couple of new listings that just came on the market. Whether you are looking to upgrade or downsize, the perfect home might be below!

{list a couple of properties and their specs}

I would love to show you around if you’re interested! If not, I’d be most grateful if you would forward this to anyone you know who is looking for a property.

Thanks for your time, and I hope to hear from you soon!

{Call to action}

{Warm salutation}”


Template for Following up with a Current Client

If you’ve already had a first, second, or third contact with a lead, it’s critical you keep in touch with them if you hope to make a sale or secure a listing. It’s a good idea to use a solid follow up email subject line such as one of the following:

  • Just checking in {name}
  • {name}, are you still looking for a home?
  • {name}, these listings won’t last!

Template #7

"Hi {name},

I just wanted to check in. I know you were considering selling your home/buying a new place, and the market is hot right now!

Are you still looking to purchase/sell?

I’d appreciate it if you would email me back and let me know.

Thanks for your time, and I hope to hear from you soon!

{Warm salutation}

P.S. Here are a few of the latest listings in your area”


The Easiest Method for Emailing Real Estate Leads

Emails are great for contacting potential and past clients, and Agent Legend is the easiest method for keeping in touch with your real estate leads. Armed with our software and a few solid email templates, you can take your sales game to the next level. We make it our business to streamline the correspondence process. 

Whether you’re looking for a tool to deploy your real estate newsletters effortlessly, or you want to stay in contact with prospects and existing customers, Agent Legend can help. But don’t take our word for it. Click here to start your free trial now, and see for yourself all the ways we can enhance your communication game.

The Ultimate Guide: Lead Generation For Busy Real Estate Agents, Brokers, and Teams

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