Real Estate Drip Campaign Email Templates

Real estate email templates in four drip sequences: new buyer lead, seller lead, open house follow-up and past client. Plain text, with CASL notes.

A real estate drip campaign is a short series of emails sent to one lead on a set schedule, each with a single purpose, such as a welcome, a useful guide or a check-in. It keeps you in touch with someone who is not ready to buy or sell yet, without writing every message from scratch.

What is on this page

We do not publish open rates or conversion figures for these templates, because we do not have a sample that would stand behind one. How a sequence performs depends on your list, your market and what you do when someone replies.

When to send each one

The timing below is a starting point, not a benchmark. Count from the day the person first got in touch, or from closing day for a past client. Stop the sequence as soon as someone replies and carry on by hand.

The templates

Add your own footer to every email. A sample footer is in the CASL section below.

Before you send

• Make it specific. Mention the listing they asked about, the area they named or the conversation you had. A first name on its own is not personal.
• Ask for one thing. A reply, a showing or a call. Not all three in the same email.
• Write the way you talk. Short paragraphs and plain words. Read it aloud before you save it.
• Keep the subject line honest. It should say what the email is about.
• Keep sequences separate. A buyer and a seller need different emails, and so do a new lead and a past client.

CASL: consent, identification and unsubscribe

A drip campaign is commercial email, so Canada's Anti-Spam Legislation (S.C. 2010, c. 23) applies. What follows is general information, not legal advice. If you are unsure how the Act applies to your list, ask your brokerage or a lawyer.

• Consent comes first. Implied consent from an inquiry lasts six months. Implied consent from a purchase or a written contract lasts two years. Once implied consent has run out, plan on needing express consent to keep emailing.
• Plan the sequence inside the window. A sequence for a lead who inquired should finish, or ask for express consent, before the six months are up.
• Identify yourself in every message. A commercial message must identify the sender, give contact information and include an unsubscribe mechanism.
• Act on an unsubscribe. It must be given effect within 10 business days. Take the person out of every sequence, not only the one they replied to.
• Keep the proof. The onus of proving consent is on the sender. Record the date and the source of consent for each contact.
• Ask for express consent properly. A request must name who is asking, give a mailing address plus a phone number, email or web address, and say that consent can be withdrawn.

A footer along these lines covers the identification and unsubscribe points:

Our CASL guide for real estate email goes through consent in more detail, and the CASL email page shows how Realtor Desk records it.

How this works in Realtor Desk

Realtor Desk is a CRM for a single Canadian agent. It does not run email sequences on its own, and the templates on this page are text for you to copy, not something the product sends for you. Here is what it does do:

• It suggests the next step. Each lead gets a suggested next action and a time to take it.
• The assistant drafts. The in-app assistant writes a draft for you to review and edit.
• You send. Nothing goes out unattended. There are no automatic replies and no outreach without you.
• Consent is checked when you send. A consent date and source are recorded for each contact, and the inbox and SMS refuse to send without consent.
• Unsubscribe is built in. Every marketing email carries an unsubscribe link.
• French or English. The language is set per contact.

More detail is on the lead follow-up page.

Questions

Draft your next follow-up, then send it yourself

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What is a drip campaign in real estate?

A drip campaign is a series of emails sent to one lead on a set schedule, each with one purpose, such as a welcome, a short guide or a check-in. Agents use them to stay in touch with people who are not ready to buy or sell yet, without writing every message from scratch.

How many emails should a drip sequence have?

There is no correct number. The sequences on this page have three emails each, because that is enough to introduce yourself, send something useful and check in. Add more only if you have something worth sending, and stop the sequence as soon as the person replies, so the conversation carries on by hand.

How often should I email a real estate lead?

The schedule on this page puts emails closer together at the start and further apart later: day 1, day 3 and week 2. Treat that as a starting point, not a rule. Tell people in the first email what you plan to send, and slow down or stop if they ask you to.

Do I need consent to send a drip campaign in Canada?

In most cases, yes. Under CASL you need express or implied consent before you send a commercial email. Implied consent from an inquiry lasts six months, and from a purchase or written contract, two years. The onus of proving consent is on you, so record the date and source for each contact. This is general information, not legal advice.

Can I use these templates in any CRM or email tool?

Yes. They are plain text, so you can paste them into any CRM or email tool that lets you save a template, or keep them in a document you copy from. Replace the placeholders in square brackets, add your own footer with your contact details and an unsubscribe link, and check that consent is on record before you send.

[Brokerage] | [Phone]

New buyer lead

Someone who asked about a listing or filled in a form on your site.

Welcome, and what to expect

Thanks for your interest in [Address or Neighbourhood]

Hi [FirstName],

Thanks for getting in touch about homes in [City]. I'm [YourName] with [Brokerage], and I work with buyers in [Neighbourhood].

Here is what I plan to send you over the next couple of weeks:

- Listings that match what you have told me you are looking for

- A short guide to the buying process in [Province]

- A check-in to see whether your plans have changed

One question, so I send you the right things: what is your timeline? Just looking, a few months out, or ready now?

You can reply to this email any time.

The buying process

The 7 steps to buying a home in [Province]

Buying a home has a lot of moving parts, so here is the short version:

1. Get a mortgage pre-approval so you know your budget

2. Sort your must-haves from your nice-to-haves

3. Tour homes (I arrange the showings)

4. Make an offer (I help you with the price and the conditions)

5. Complete the home inspection and finalize your financing

6. Legal review (your lawyer or notary handles this)

7. Close and get your keys

How long this takes depends on the home and on the conditions in your offer. I can walk you through what I am seeing in [City] right now.

If you have not started on step 1, I can suggest a mortgage broker to talk to.

Has anything changed in what you are looking for?

I wanted to check in. Has anything changed in your budget, the area you prefer or your timing?

Here are a few homes that fit what you described:

If you would like to see any of them, reply with a day that suits you and I will set it up.

If now is not the time, tell me and I will check back when you say.

A homeowner who asked you what their home is worth, or about selling.

Reply to the inquiry

Your question about selling [Address]

Thanks for asking about selling your home at [Address]. I'm [YourName] with [Brokerage].

An online estimate can only go so far. To give you a realistic price range I would like to see the home and compare it with recent sales nearby. It is a short visit and there is no obligation.

Would [Day 1] or [Day 2] work for you?

Getting the home ready

Getting [Address] ready to sell: a short checklist

Whether you sell this season or next year, these jobs are worth starting early:

- Fix the small things: dripping taps, sticking doors, burnt-out bulbs

- Clear the counters, the closets and the front entry

- Deep clean, including the windows

- Gather your paperwork: property tax bill, utility costs and records of renovations

- Write down anything a buyer should know about, such as past repairs

I am happy to walk through the home with you and point out what is worth doing and what is not.

Recent sales nearby

Recent sales near [Address]

Here are a few recent sales near you:

[Address 1], [sold price], [date]

[Address 2], [sold price], [date]

[Address 3], [sold price], [date]

Every home is different, so these are a starting point and not a valuation of yours. If you would like a price range for [Address], I can prepare one after a short visit.

There is no rush on your side. Reply whenever you are ready to talk.

Check the rules of your board and your brokerage before you share sold prices.

Open house follow-up

A visitor who gave you their email at an open house and agreed to hear from you.

Thanks for visiting [Address]

Thanks for coming through [Address] on [Day]. It was good to meet you.

If you have questions about the home, the street or the asking price, reply here and I will get you answers.

Are you already working with an agent? If you are, I am glad to pass information along through them.

Similar homes

A few homes like [Address]

You mentioned you liked [Feature] at [Address]. These homes nearby have something similar:

If one stands out, tell me and I will arrange a showing.

Still looking in [Neighbourhood]?

A quick note to ask how your search is going. If you are still looking in [Neighbourhood], I can send you new listings as they come up. Tell me your price range and your must-haves and I will keep it to homes that fit.

If you have found a place or decided to wait, tell me and I will stop writing.

A client whose purchase or sale you handled.

Week 1 after closing

Congratulations on [Address]

Congratulations on closing. It was a pleasure working with you.

A few things that are easy to forget in the first month:

- Update your address with your bank, your employer and government services

- Keep your closing documents together in one place

- Find the main water shut-off and the electrical panel

If anything comes up with the house, call me. I am glad to help you find the right person.

How is the house?

It has been about six months since you moved into [Address]. How are you settling in?

If you need a recommendation for a trade, such as a plumber, an electrician or a roofer, ask me and I will share some names.

No need to reply if all is well.

Anniversary, and a request to stay in touch

One year at [Address]

It has been a year since you got the keys to [Address]. I hope the first year has been a good one.

If you are curious about what has sold on your street since then, I can put together a short summary for you.

I would like to keep sending you a note like this once or twice a year. If that is fine with you, reply YES to this email. You can withdraw your consent at any time by replying or by using the unsubscribe link below.

The last paragraph asks for express consent. Implied consent from a purchase or written contract lasts two years under CASL, so ask before it runs out.

[YourName], [Brokerage]

[Mailing address]

[Phone] | [Email or website]

Unsubscribe: [link]

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