Real estate follow-up email templates

Start with what the buyer already told you. A useful next step is easier to act on than a request to explain their silence.

If you have not found suitable homes, ask for feedback instead of inventing an update. Use the after-showing template. If the buyer asked to wait until spring, record that date and pause the sequence.

Following up on a specific viewing? Use the after-showing templates for first impressions, another visit, an unanswered question, or a paused search.

• Keep it to two or three sentences. Give the reader the context, one useful update, and the next step without a long introduction.
• Use their details. The address they asked about, the day they saw it, the street they live on. It shows you wrote it for them.
• Ask one question, and make it the last sentence. Ask for the one detail you need to continue the conversation.
• Bring something new each time. A new listing, a nearby sale, a price change. Never “just checking in” or “circling back.”
• Write a specific subject line. “Your thoughts on 14 Oak Lane” identifies the property and the purpose. Avoid promising an update you do not have.
• Stop the moment they reply. Read their message before deciding what happens next. An automated reminder should not ignore their answer.

How many times should I follow up with a real estate lead?

There is no universal number. The schedule above is an example to adapt to the person’s timeline, preferences and your brokerage’s process. Do not keep contacting someone just to reach a target number of attempts.

How long should I wait before following up?

If you agreed on a date, use that date. For an unanswered new inquiry with no agreed timeline, two days is a starting point in these examples. Follow up when you have a relevant next step, not simply because a timer expired.

Email or text?

Use the channel they agreed to or tell you they prefer. A phone number alone does not establish a preference for texts. Identify yourself and your brokerage when texting.

When should I stop following up?

When they reply, when they say they’ve found an agent, or when they ask you to stop. If they simply remain silent, consider a closing note and pause. If they have already opted out, stop without sending another message.

Do these work for open house visitors?

Yes. Start with the open house thank-you the same evening. If you need a sign-in sheet for the door, our free open house sign-in sheet prints in a minute.

These original examples were prepared by the Real Extent team. Zillow’s follow-up email guidance supports brief, personalized messages, a clear next step, and checking the client’s preferred contact method. Our example schedule is an editorial starting point, not a rule from that source.

Check listing status, comparable sales, dates and prices before using them. Add your usual business signature in your email app. The templates have not been independently tested for reply rates. Send a correction or suggestion without including client messages or personal details.