1. Redfin/Discount Broker Objection Handler Email Response
Tom Ferry
Originally a phone script, Ferry’s excellent discount broker rebuttal is ideal to use on leads who prefer email.
“As a full-service brokerage, we use all the available tools to showcase your home in the best way possible to the largest consumer base. Being exposed at that level allows us to reach the greatest number of buyers, causing you to sell at the best terms and price.
“As a discount brokerage, they must be selective with the tools they use because they have to save money somehow. Too often, we find it is at the cost of your exposure and that this lower exposure often causes sellers to receive lower price offers. Buyers know discount brokerages are occasionally used so that they tend to try to low-bid the homes because they know the seller opted for fewer services. Does this make sense to you?
“With the market conditions still not as solid as we would all like, I think you deserve the very best exposure, would you agree?”
2. One-year Follow-up Email
Zvi Band, Contactually
Subject: Happy One Year in Your Home!
“Hi {{ first_name | fallback: “there” }},
“Happy anniversary on the purchase of your home! I would imagine you’ve settled in nicely at your place now. However, if there is anything I can help with, please don’t hesitate to ask.
“Also, as you know, real estate is strongly based on relationships. If you know of anyone who is searching for a Realtor, I’d be honored to have you pass along my information or have you reply with their name and contact information.
“I hope to hear from you soon and thank you so much!
“Best!”
3. Seller Lead Email
Tyler Zey, Founder, Easyagent PRO
Subject: Like hotcakes
“Hey John,
“Every house in your neighborhood has sold for more than you’d expect this last year. Buyers are finally submitting offers like hotcakes.
“Does 5 p.m. tomorrow at the Starbucks by your house work to show you this report I’ve drawn up? I think you’re going to LOVE the numbers.
“Best, “Tyler “P.S. Have you seen my client success stories?”
4. Lender Referral Email
Stacie Staub, Founder West + Main Homes
Subject: Lenders I know and trust
“Hi!
“Here is the lender info that I promised. I recommend that you talk with a couple of them to see what programs they offer and to make sure that their communication style works for you.
“This is the first step in your homebuying journey. Once you are pre-approved and have a solid idea of what your purchasing power will be, then we can set up a home search and start looking for some homes!
“West + Main Homes has a video discussing the pre-approval process that you might also find helpful. “Let me know how it goes, and who you decide to work with.
[Insert contact details for your three preferred lenders, including links to their website, active links to their email, and a link to their pre-approval form if they have one.]
“10 Questions to Ask a Lender “10 Things a Lender Will Probably Need From You
“As always, hit me up with questions or concerns any time.
“Thanks!”
[Insert your full signature, which I recommend you include on EVERY email.]
5. Listing Feedback Email
Subject: Checking In
“Just a note to make sure you received the listing information I sent and were able to view it. If you did have any problems, I can resend the information, send it via postal mail, or deliver it to you personally.
“I am interested in getting your thoughts on the homes. Did any of them appeal to you? Did you enjoy viewing the listings? Did it give you a good idea of what is available?
“If you would like to see any of these homes in person, I would be happy to set a time to get together and tour them along with any others that come on the market. Please feel free to call or email me for any further help or questions.
“In the meantime, I will continue to send you valuable information about searching for a home, the buying process, and packing and moving. I welcome the opportunity to represent you and help you find the home of your dreams!”
6. Reconnecting With Past Client’s Email
Rich Gaasenbeek, IXACTContact (this is a phone script, but works great as an email)
“Hi, Susan, this is Candace Green from ABC Realty. It’s been a while since we worked together on selling your home on Maple Street.
“I’m sorry that I haven’t been in touch more since you’ve moved. How have you and your family been?
“Now that we’re back in touch, is there anything I can help you with? I’d be happy to offer you a home appraisal if you’re interested. If you’ve been thinking of making any changes around your home, I’d be happy to recommend some reputable contractors, landscapers, or decorators.
“If you know of anyone who is considering buying or selling, feel free to share my contact information with them. I appreciate referrals from past clients.
“Thanks for taking the time to chat today. It was nice reconnecting with you. I’ll be in touch every so often. Please don’t hesitate to reach out to me if you have any real estate or home-related questions.”
7. New Lead Follow-up Email
Beverly Ruffner: Founder, Balance Business Consulting, Real Estate Coach
Subject: Did you get the text?
“Hello {lead_first_name},
“Did you receive the text we sent about your home search? Just making sure in case it didn’t come through, it was sent to {lead_phone}. Is that the best number?
“We want to be your go-to resource to assist with your real estate questions. What homes are of most interest to you and how can we help?”
{agent_signature}
{auto_login_link}
8. First Showing Follow-up Email
Emile L’Eplattenier: Theclose.com
Subject: Following up
“Hey [first name],
“Just wanted to send you a quick follow-up email to go over the homes we saw today, along with my take on them. Please keep in mind that although I have been studying this market for [number of years] now, that my opinion is just that —an opinion. At the end of the day, you’re going to be the one to live there, so please take my thoughts here with the proverbial grain of salt.
“That said, it can be helpful to try to look at the homes you see more objectively, and that’s what I aim to achieve with these emails. Believe me, considering what we’re looking for, all the homes can and will become a blur eventually, so I am going to keep a running tally of homes we’ve seen so you can more easily compare and contrast them without relying on your memory.
[the first home you brought them to]
“I think [the address] has a lot going for it. On the surface, it does seem to tick all your boxes, but I am still concerned about the potential foundation issues we saw. It could be nothing, but since there were so many other excited buyers there, I don’t want us to get swept up in a bidding war for a home with potentially serious issues.
[the second home you brought them to]
“[the address] may have had a lovely pool area, but I think the asking price is way out of line with the neighborhood. I also think the layout is going to be very difficult to work with. The wall that separates the living room is structural, and really hurts the flow of the space.
[the third home you brought them to]
“[the address] seems to be the strongest candidate so far in my opinion. Since you liked it so much, I am grabbing a coffee with the listing agent tomorrow to see if I can gauge the seller’s motivation.
“Attached is a list of more homes I think will work for you. How does Sunday at 11:30 sound? Although the second place on this list looks great, please be aware that it is tricky to show, so we might not get in this weekend at all.
“Looking forward to seeing you on Sunday! As usual, if anything else great comes in, I will send it over right away and add it to our list. “Best regards,”
“Hi, [Contact name]:
“Thanks again for taking a minute to chat with me on [conversation date] about selling your home. I strive to make the selling experience as comfortable and enjoyable as possible. Is [previously discussed date range] still your timeline for selling your home?
“I will create a custom home valuation report for your property and get in touch with you shortly with the finished report. In the meantime, please visit my website [website link] or, if you have any questions, feel free to email or call me at [your number].
“Thanks again for your time!
“[Agent signature]”
“Hi Cindy,
“I hope you have been able to browse some of the market updates I sent over in my last email. If not, I have a blog post here explaining the current market and how to position yourself as the best buyer in the lot.
“However, in this market, it often comes down to negotiations between agents to close the deal on a home. I wanted you to hear a few stories about how I’ve helped some locals find their perfect properties over the past few months.
‘Annie worked magic in a market where I never thought I would be able to afford my dream home. She managed the process from start to finish and my family and I could not be happier.’ ―The Jones Family
‘My home search was full of ups and downs, but Annie never stopped in the search for our home. After helping us sell our current home and finding the new place, we could not have asked for a better experience.’ ―Matthew Trice
“Browse more testimonials on my website here.
“Starting the search is the first step in finding your perfect property, and I am here to help!
“I’ll talk to you soon,
“Annie Agent”
“Hello <first name>,
“I hope this letter finds you and your family in good health and spirits. As you know, I greatly value the business and personal relationship that I have with you. I write today to ask a favor. I am looking to expand my business and work for more good people like you. Do you have any friends, family, or colleagues in need of real estate brokerage services?
“As you may already know, my services include:
“Real estate sales “Real estate purchases “Real estate home staging “Local real estate market reports “Local real estate market expertise and guidance “Real estate professional referrals (for those moving to another state or country) “Real estate leasing (commercial, industrial, retail, and residential) “Other: do you have a unique real estate issue that you need assistance with? I am happy to work with you to find solutions.
“Again, thank you for supporting me and my business endeavors. I hope to hear from you soon!
“Best wishes,
“[first name]”
“Just a note to make sure you were able to view the listing information you requested. If you had any problems, I would be happy to resend it another way or deliver it to you personally.
“I’d love to get your thoughts on the home(s). Did it/any of them appeal to you? Did you get a good idea of what is available?
“If you would like to see any home in person, let me know, and we can set up a tour. I can get us access to new listings as soon as they come on the market.
“Please feel free to call, email, or text me for any further help or with questions about the buying process. Helping you find the home of your dreams is what I do!”
“Hi [first name]
“I know I’ve reached out a few times, and you may have put the messages aside because you weren’t interested in making a move at this point in time.
“I’m not looking to only talk to you about recruiting, however. I’d like to meet to connect on a professional level—a meeting I hope will be mutually beneficial for both of us.
“I’m sure you know from your own experience that expanding your network is always valuable. What I’m asking is to get to know each other and chat—no strings attached!
“I promise you’ll leave our meeting with something worth your time. I’ve been in real estate for {INSERT NUMBER} years, and I can, at a minimum, share with you some foolproof ways to grow your business.
“Would you be open to an informal conversation?”
“Hello NAME,
“Are you still interested in knowing how much your home is worth?
“I think you’ll be surprised what I uncovered in my market analysis. Would you want to grab a coffee and walk through it?
“How’s Tuesday afternoon?
“Joe Agent
“P.S. Getting homes sold above asking price is kind of like my superpower. Do you want to see how I do it? Grab my free guide on How to Get Max ROI (return on investment) Out of Your Houston Home.”
15. Second Contact With a Passive Buyer
Realty Executives, Santa Clarita
Subject: Your Interest in [city, neighborhood]
“Thanks again for taking a minute to chat with me on [date]. I understand not feeling ready to look at properties. It’s a big decision, and there is a lot to think about.
“After we spoke, I set you up to receive an occasional email with listings similar to what we discussed. I’m hoping they piqued your interest, so shoot me an email or give me a call at [your number] to chat. I want to make sure I’m sending you what you need.
“Thanks again for your time. If you have any questions, please let me know.
“[Agent signature]”
“Hi [name],
“Do you want to see how the [market name] housing market performed in [last year] and what lies ahead for [upcoming year]?
“Discover statistics that show home sales, prices, values and other key data during the 12-month period here in my in-depth report.”
17. Non-responsive Leads Email
Subject: Have you stopped looking for [insert result]?
“[First name], we received your information in regard to [offer] recently. I’ve personally attempted to reach you several times via phone, email, and text. I believe you may have accidentally signed up for the wrong offer because most people who reach out to us end up taking advantage of our offer within 10 to 15 minutes.
“I’ll be removing your contact information and never contacting you again if I don’t hear from you in the next 48 hours. If you are no longer interested in our product, I don’t want to continue taking up space in your inbox. We clean our email lists up often so that we are in compliance with the CAN-SPAM Act.
“If you are still interested and want to take advantage of our offer, I’ll give you an additional 10% off the price, but ONLY if you respond to this email in the next 48 hours. Two days from now, the offer and my emails go away forever.
“Have a great day,
“[agent]”
18. Open House Follow-up Email (Neighborhood Expert)
Subject: I know [neighborhood] is my dream locale too …
“Hi [first name],
“Thanks so much for stopping by the open house for [address] last Sunday. It was great to meet you!
“If you’re interested in seeing more homes in this neighborhood, there are a few I’d like to show you. It’s a competitive area, but my expertise buying and selling in [neighborhood] is unparalleled.
“However, before we jump into anything serious, I’d love to learn more about what you’re looking for in a new home. I also want to share my approach to the homebuying process to make sure I’m the right fit for you.
“If you’d like to set up a time to meet, click this link to book time on my calendar [link to meeting tool].
“Talk to you soon,
“[agent signature]”
19. Coming Soon Preview Email for Cold Buyer Leads
Subject: Still looking in Lanikai?
“Hi John,
“Are you still interested in Lanikai? I’ve got a new listing coming up (not yet on the market), and I wanted you to be one of the first to know about it!
“Please let me know if you’re interested in more details.
“Sincerely, “Rock Star Agent”