Hosting an open house is one of the best real estate lead generation strategies for new agents. An open house event is perfect for mingling with buyers and increasing brand awareness.
With a digital sign-in sheet, the hosting agent can quickly capture several buyer leads and grow their real estate business.
But collecting buyer information isn’t enough; a hosting agent must remember to send a follow-up email (or two) to the open house lead list. Most buyers attend an open house to learn more about the home buying process, which makes a follow-up open house email the perfect lead nurturing strategy.
Depending on the lead’s real estate needs, an agent can choose from several follow-up email formats. We compiled the five best post-open house outreach emails.
Before we jump in, remember these rules for follow-up emails:
- Use an intriguing subject line
- Keep the email body brief
- Insert a call-to-action
- Include professional real estate images
- Send another follow-up email within the week
Feel free to swipe the email templates below for your open house follow-up marketing strategy:
Email 1: Is there a spark?
Your first open house follow-up email should ask the guest their thoughts on the listing. Gauging a lead’s interest in the home does a few things:
- Keeps you top of mind as a hirable agent
- Reminds them about the listing
- Allows them to send you helpful feedback
Add this “Is there a spark?” email template to your open house marketing campaign:
“Subject line: Thoughts on ?
Hi ,
I’d love your thoughts on ’s open house this past weekend. Other guests loved the in the and the throughout the home.
So, is there a spark? Please let me know if you want to schedule a showing of . Otherwise, I’ll send you comparable listings over the next few days.
Have a great week,
”
Email 2: Check out these comparable listings
The comparable listings email is most effective as a follow-up to the initial “Is there a spark?” email. Prepare to send a comparable listings list to your open house leads a few days after your first email.
You can send a comparable listings email as the first point of contact if you know the lead is not interested in the open house listing. This strategy saves both of you time while helping you build a stronger relationship with the potential buyer.
Add this comparable listings template to your open house marketing campaign:
“Subject: Check out these comparable homes
Hey ,
I know missed the mark for you and is different from what you’re looking for, so I found some comparable homes in and around .
I would love to know what you think! Let’s connect soon and discuss your home buying needs and timeline.
Talk soon,
Email 3: Coffee on me
You can warm up an open house lead with an informal invitation to coffee. A potential buyer, especially a first-time home buyer, probably has several real estate-related questions.
By offering to meet over coffee, you can lend them your real estate expertise and land a new client.
Save this “coffee on me” email for your next open house lead list campaign:
“Subject: Let’s catch up – coffee on me!
Hi ,
It’s been a minute since the open house at . How is your home search going so far? I’ve thought more about what you’re looking for in a new home, and I have some listings in mind.
We should meet for coffee soon and discuss where you are in the home-buying process. Purchasing a home is overwhelming, and I’d love to help you navigate past any obstacles.
Talk soon,
”
Email 4: Long time no chat
An expired lead email works to reignite that initial conversation between the agent and a potential client. You can send a “long time no chat” email after you’ve already reached out a few times and haven’t received much engagement.
Because this can be a make-or-break email, what you say in the body is crucial. A clear call to action and a sense of urgency are two effective parts of a “long time no chat” email.
Send this email to hard-to-reach open house leads:
“Subject: Long time, no chat
Hey ,
Since our initial conversation at ’s open house last month, I haven’t heard from you! I want to hear more about how your home buying search is going, and if you need any help from me.
I want to show you the newest listings near . If you’re no longer looking to buy, let me know. I’ll pause my automatic listings emails until you’re ready to jump back in.
Have a great week,
”
Email 5: Freebie home-buying guide
Often open house guests are first-time home buyers looking to get their feet wet. By offering a free home-buying guide to your open house leads, you show potential home buyers that you are a proactive and reliable real estate professional.
You can email your free home-buying guide early to impress your lead list. Otherwise, send this free resource as your last effort to connect with expiring leads.
Here’s the email template for the freebie home-buying guide:
“Subject: A free home-buying guide
Hi ,
Buying a home is an exciting experience! Home buying can also be an overwhelming and challenging process.
I want you to feel confident from start to finish when purchasing a house, so I attached my home-buying guide.
Take a look at the home-buying guide PDF, and let me know what questions you have for me! I can’t wait to learn more about your timeline and home buying goals.
All the best,
”
Enhance open house follow-up emails with Virtuance
A great way to enhance your open house follow-up email strategy is with stunning real estate pictures by Virtuance. By embedding professional listing photos into your real estate emails, you capture homebuyer attention and encourage user engagement.
Ready to partner with Virtuance for your real estate business needs? Schedule a shoot today and learn more about our other marketing enhancements.
FAQ
The best follow-up email depends entirely on the attendee’s specific real estate needs. If your open house lead list is small, attempt to send personalized emails based on your lead capture notes.
If you have a longer lead list, begin your follow-up campaign with an e-blast to guests asking if they enjoyed the home. Next, send an email with a list of comparable listings.
You can follow up with open house leads in several different ways. You may prefer warm calling over other forms of communication. We do recommend emailing leads, though. That way, you can experiment with what emails receive the most interest and track your stats.
