How to Write Emails Your Real Estate Clients Actually Want to Read
Let’s be honest — most real estate emails go straight to the trash.
And usually, it’s because of one of two reasons. They’re either too salesy (“Thinking of selling? Call me today!”) or too generic (“Here’s your monthly newsletter”). Neither builds connection or makes your real estate clients excited to open your next one.
If you want your emails to stand out — and actually get read — it’s not about sending more. It’s about sending better. This could even mean you send LESS but start focusing on quality over quantity. As someone who loves (and like, actually loves, writing emails) I wanted to put together some simple steps for real estate agents so that you can start putting out content that actually makes yours clients want to buy or sell real estate with you.
So if you want toto write real estate emails that feel genuine, valuable, and human…keep reading.
Step 1: Write Like You Talk
Forget the formalities. You don’t need to sound like a press release — you need to sound like you. Your readers should feel like they’re hearing from a friend who happens to know a lot about real estate.
Instead of: “We’re seeing record-low inventory across the market.”
Try: “Homes are selling fast right now — buyers are jumping on anything that feels right.”
Be conversational, not corporate. It’s more inviting — and more real. ChatGPT is great for helping you edit the grammar and refine your messaging, but if you do choose to use ChatGPT or AI to help you write your message be sure that your AI bot knows your tone of voice.
Step 2: Focus on One Message
The quickest way to lose someone’s attention? Trying to say everything at once.
Pick one topic per email.
One clear message.
One takeaway.
That might be:
What to do before listing your home - and then list examples of what you have seen work well and then what you have seen not work.
Tips for getting a better mortgage rate - have a mortgage lender write you a few sentences on how the mortgage industry is performing. again, keeping it professional but also personable.
How the latest market update affects buyers this month - use your knowledge as someone who works with buyers and sellers everyday to help clients identify opportunities.
Every email should serve a purpose — whether it’s to inform, inspire, or connect. As you write your email, ask yourself “is my message getting lost in run on sentences? Am I including too much fluff and not even substance?”
Step 3: Keep It Short and Easy to Scan
Everyone is busy. They’re reading your emails on their phones while waiting in line at Kona Coffee & Tea. They often don’t have the time (or sometimes attention spans) to read novels over email. So make it quick. Use short paragraphs, white space, and clear headers.
Aim for 3–5 short sections max, and end with one clear call-to-action — even if it’s just “Reply and tell me what you think.” Always end with a call-to-action.
Step 4: Share Value, Not Just Listings
You don’t have to sell something in every email. In fact, your best-performing emails might be the ones that don’t sell at all. Remember, the purpose of your email marketing is for you to retain your current clients, convert prospects into clients. You do this through sharing valuing, not by telling them all the reasons that they should work with you. If you focus on sharing actual value, the latter will follow.
Ideas your audience actually wants to read:
“3 Easy Ways to Boost Your Home’s Value Before You Sell”
“What Buyers Really Notice During Showings”
“A Local Spotlight on My Favorite Hidden Coffee Shop”
Mix personal touches with professional insights. It makes you memorable and relatable.
Step 5: Add Personality (and a Little Warmth)
In my opinion, most of the best real estate agents have personality and your emails should too.
You can be professional and still sound human. Add a story from out in the field showing homes or setting up a new listing, share what you’re seeing in the market when you scroll the MLS each morning with your coffee, or include a small detail from your week that ties back to real estate.
That’s how you build genuine connection and make your readers feel like they know you.
Let’s sum it all up…
When your emails feel authentic, they get opened, read, and remembered. And consequently, so do you as a real estate agent.
When they feel robotic, they get deleted - and sorry to say but consequently, so might you as a real estate agent.
You already know which kind of agent you want to be.
If you aren’t sure where to go from here, take a look at my shop for some ready-to-use real estate email templates . They’re professional, warm, and designed to nurture your leads while keeping your brand consistent. Looking for more hands on assistance with your emails? Email me at realestaterootsbranding@gmail.com to learn more about my custom marketing services for real estate agents.
