Open houses are great marketing tools as they offer a treasure trove of warm leads. With an open house, you’ve got your leads, and it’s clear that they’re looking to buy a home.
Now, all you need to focus on is converting those leads to buyers.
Picture this; the open house is done, you’ve wrapped up for the day, and got a list of promising leads. Once the excitement settles, comes the important question. What is the best way to convert your leads to buyers?
Buying a house is one of the most important financial choices that people make, and it is crucial to follow-up.
Depending on how interested the client is, and how likely they are to buy the house/property, you will need to customize the follow-up emails after the open house.
So, in this article, we’ll cover
- Why you need to send follow-up emails
- Six examples of open house follow-up emails, and
- How to build follow-up emails that land buyers
Without further ado, let’s build those follow-up emails
Importance of a follow-up email after an open house
After an open house, you need the right follow-up email. This email should showcase your commitment to getting your leads their dream home/property. And the best way to do this is to think about your follow-up during the open house.
Not following up after an open house is like leaving hot money on the table, you never know who is going to come in, and take it away.
Did you know that 68% of buyers go with their first real estate agent? Once they step into your open house, they’ve caught your bait. Your focus should be reeling them in.
How do you do that?
The answer lies in interacting with leads, gathering information about their preferences, their budget, their requirements, etc.
By doing this, you show them how committed you are to handing them the keys to their dream home.
With all these details, drafting your first follow-up email is a breeze.
But don’t stop with the initial follow-up email. Even if they aren’t happy with a property, show them how dedicated you are to helping them find their dream home.
Now, let’s cover the different types of open house follow-up emails.
Open house email templates that convert leads to buyers
1. The regular joe
This generic follow-up email should be sent to people who aren’t interested in the property in hand. They may not be the right fit, maybe passive buyers, or might’ve faded into the background at the open house.
It could also target curious neighbors, renters, or those not looking for a property right now. The purpose of this email is to show them that when the time is right, you can find them the property of their dreams. This email is passive marketing.
2. The hot lead
This follow-up email is designed for those who express an obvious interest in the property. The focus of this email is arranging a meeting with the buyer to try to seal the deal. With this email, you need to hit the nail on the head.
3. The lead on the lookout
This follow-up email is drafted for a lead who attends your open house and is interested in buying a property, maybe just not the one that they viewed. The focus of this email should be your skills, expertise, and willingness to show them properties asides from the one they viewed.
4. The expired lead
This follow-up email is used to connect with former attendees of an open house who may still be interested, even if the house has been withdrawn from the market. The agent could contact leads who have indicated interest, and let them know that the property is back on the market while providing updates on price changes or property features.
5. Where opinions matter
This follow-up email template is sent to all the leads who visited the open house. This email primarily helps the real estate agent. It shows them what leads think, what works, what doesn’t and how they can improve?
It also shows their prospective clients that the agent cares about their opinion and could lead to loyalty.
6. Retaining the client
This follow-up email could be sent to all the clients on your email list. You may be unable to stay in the lives of your clients, but you can remain in their inbox.
Now that you have a few basic ideas for your open house follow-up-email, here are a few tips and tricks that you can use.
1. Customize details
Keep in mind that your follow-up email aims to engage the client.
You can do this by letting them know that you remember them and personalize the email as much as possible.
From where you met them to what property you’re viewing, the specifics and anything that they mentioned can be included. This adds a personal touch to your emails.
2. Offer assurance
The real estate market is competitive, but you already know that.
You need to be able to convince your lead that you will meet their needs while offering something (ideally) nobody else does.
Use a paragraph to illustrate any of your previous successes or some aspect of your salesmanship that sets you apart.
Do you sell properties quickly? Do you have the talent to find the perfect property for your clients?
Do you have client reviews and testimonials? If you’ve got it, then why not flaunt it.
3. A clear call-to-action
In this game, you’re the chaser. You need to bait your client, reel them in, and get them on board. You can do this by including a clear call to action in your follow-up email.
Tell them that you’re available and can work around their schedule. You’re going to be in their neighborhood for a specific time because you want to talk to them in person. Draw them in so much that they can only respond with a yes.
Also, take away the pressure by setting a clear call to action describing what you want them to do.
4. Offer a private viewing
Did you notice how we encouraged you to customize your emails? Here’s why.
If you let your potential client feel like you don’t have other clients (even if you do) and you work only for them (even if you don’t), you’ll win their commitment and trust faster.
Here’s where you can seal the deal by offering to show them a private viewing of the property.
First, it’s going to make them feel like celebrities’ that they can view the property without anyone else. Second, they can truly imagine what it would be like if they were living there, versus an open house setting where there’s a lot of other people in the room.
You can offer to work around their schedules. Being accommodating shows them that you care about them.
Now that you have a few tips and tricks up your sleeve and email templates that you can easily copy and use, it’s time to send out the perfect open house email. But to maximize the chance of landing the client, you must track them throughout the follow-up process.
A comprehensive CRM software will help you keep track of all the leads you’ve spoken to in your open house — add notes to each lead’s profile to help you discern which category they fall into (interested in this property, interested in more properties, etc.). This will help you send the perfect follow-up email and minimizes human error.
Once you recognize which category your leads fall under and have their contact details stored in a CRM software, you can use this information to deliver killer emails that can quickly transform leads to clients.