7 Emails Every Real Estate Agent Should Have (and why)
Your email list is one of your most valuable business tools — but only if you’re using it strategically.My latest blog post walks you through seven essential emails every Realtor needs to build stronger relationships, boost engagement, and create an authentic, automated marketing flow that still sounds like you.
The theory behind this post is simple…grow your brand. stay top-of-mind. book more listings.
And one way to grow your brand and stay top-of-mind is through an impactful email marketing strategy. There was a point in time where email marketing felt oversaturated, and so we saw a shift towards social media platforms to market. Now I am noticing a shift back towards email marketing, because there is, without a doub,t an oversaturation of social media marketing (now, don’t read this as me telling you not to market on social media! It still is an important avenue for brand awareness and lead generation).
Back to email marketing..
Emailing your clients is a wonderful and easy way to bring consistency into your marketing. And do you know what is more impactful than one email? A solid email workflow. A system or web of emails that work for you is golden and one of the highest-leverage systems for your business. When done right, you are moving from reacting to leads to attracting and nurturing them…without sounding like a robot.
Below are the seven essential emails every real estate agent (especially those who want to level up their marketing and brand) should have in place. These emails will build trust, grow your audience, and create a consistent marketing system that feels personal. I would recommend building some of these in automatically for real estate email automation, and then having a plan for the other emails that require some personalization and updating (like the market update email)
Explore our done for you
Flodesk Email
Templates For Real Estate Agents
The Welcome Email
Your real estate welcome email is the first touchpoint between your brand and your potential client. Whether someone downloads your home buyer guide or subscribes to your newsletter, this email sets the tone for your relationship.
Why it matters: A warm, on-brand welcome email helps you stand out from other agents. It shows professionalism and authenticity which are two things clients crave when choosing who to work with.
Pro tip:
Introduce your story and area of expertise.
Deliver the promised freebie or resource.
Tell them what to expect next from you.
2. The New Lead Follow Up Email
Most real estate leads fall through the cracks not because they weren’t interested — but because no one followed up fast enough.
This automated real estate follow-up email keeps your communication genuine and responsive. It’s not a hard sell; it’s a quick “Hey, I saw your inquiry — let’s connect.”
Why it matters: Following up consistently positions you as a professional who values relationships and delivers great service.
3. The Market Update Email
If you’re not sending regular real estate market update emails, you’re missing an easy way to demonstrate expertise and stay visible to your sphere.
These short, high-value emails educate your clients about what’s happening locally — whether it’s median price shifts, days on market, or new listing trends.
Why it matters: You’re not just an agent; you’re their go-to market expert. Market updates build trust and keep you top of mind when it’s time to buy or sell.
4. The Listing or Open House Announcement Email
Your listing email campaigns are where visuals meet marketing strategy. This is your chance to showcase your work, market a property beautifully, and reinforce your brand.
Why it matters: Every new listing, open house, or “just sold” post reminds your audience that you’re active and successful. It’s subtle social proof delivered straight to their inbox.
Pro tip: Include a link to your property landing page or real estate website to drive traffic and SEO.
5. The Under Contract Update
Once you’ve gone under contract, send a short “we’re under contract” email to celebrate the win with your clients and to show them that you are ready to tranistion into the next phase. This is also a great time to share with them your timeline, showcasing your organization and efficiency.
Why it matters: It demonstrates that you handle transactions professionally from start to finish.
6. The Post-Closing Thank-You Email
The most overlooked part of a real estate client retention strategy is the follow-up after closing. This is where you turn happy clients into repeat business and referrals.
Send a genuine thank-you email after closing, include links to your Google or Zillow review page, and remind them you’re still here as a trusted resource.
Why it matters: Referrals are the heart of real estate. A personal post-closing email helps keep that relationship warm.
7. The Anniversary Email
One year later, most agents have stopped communicating — and that’s where you stand out. Now, I actually would recommend you reach out a few times throughout the year, but this one year anniversary is an essential touchpoint.
A simple home-anniversary email keeps you connected, shows you care, and opens the door for referrals or new conversations about the market.
Why it matters: Staying consistent and thoughtful turns past clients into lifelong advocates for your brand.
These seven emails are the foundation of a real estate email marketing system that actually works. Together, they:
Build brand consistency across every touchpoint.
Keep your audience informed and engaged.
Drive traffic to your real estate website.
Free up your time so you can focus on serving clients instead of writing from scratch every week.
When you combine authentic automation with strong brand messaging, your marketing starts working on autopilot — but still sounds like you.
Use your unique voice, include your headshot or brand colors, and always end with a personal touch.
A strategic email marketing plan for Realtors doesn’t need to feel corporate or complicated. Start with these seven emails, make them personal, and let your brand do the talking.
Because when your communication feels cohesive, clear, and consistent your business will grow naturally.