How to Engage Potential Sellers through Cold-Emails

Email,Inbox,Electronic,Communication,Graphics,ConceptIf you haven’t experienced the big thrill of getting your first listing, we’re here to help! Or, perhaps you’re already hooked on being a seller’s agent, and want to bolster your strategies on getting more listings… our goal today is to help you do exactly that. 

Cold-emailing is tricky in the best of circumstances, but when you throw the idea of asking someone to trust you with selling their home, the stakes are that much higher. 

It’s a pretty bold ask, but a necessary one if you stand a chance at growing your business.

Successfully approaching potential clients who are in the position of selling their property requires a strategic and personable approach. 

We have some practical and actionable advice, incorporating data on the conversion rates of cold-emailing, along with effective strategies on how to engage your potential clients about selling their homes… with you!

We also included a few email templates tailored to help you get the ball rolling to initiate conversations with potential sellers, showcasing their property’s potential in the current market. 

Conversion Rates of Cold-Emailing

Contact,Us,Or,Customer,Support,Hotline,People,Connect.,Businessman,UsingCold-emailing can be scary, truthfully. Not many would admit that, but it is a skill set that a lot of people are very uncomfortable doing. 

However, it’s an essential tool that proves profitable to get very comfortable with, and the more you reach out the more normal it will feel. 

Understanding the data behind its effectiveness is a crucial element in ebbing those anxieties and connecting with more people who even if not right now, may want to do business with you in the future. 

According to industry reports at, the average conversion rate for emails in real estate hovers around 2.4%. While this might seem low, the quality of your approach, the relevance of your message, and the timing of your outreach significantly impact these rates.

 The key element to remember in all emails, and especially in cold emails is keeping your tone personal, and not “salesy”. Ready to learn some tips on how to make your cold emails effective?

1. Research and Personalization:

Before reaching out, thoroughly research the property and the potential seller. Mention specific details about their home or neighborhood in your initial communication. 

Personalization demonstrates your genuine interest and can significantly increase your chances of grabbing their attention. 

Show your own interest by letting them know you’ve tried some of the coffee shops, restaurants around the area. Include clients interests in the neighborhood as well. 

Keep your emails engaging by showing a genuine interest in their property and community.

2. Provide Valuable Insights: 

Showcase your expertise by providing valuable insights into the current real estate market, trends, and recent sales in their area. 

Offering this information positions you as a knowledgeable and trusted resource, making potential sellers more receptive to your communication. 

If you’ve already sold in that neighborhood, include what you were able to do for your former clients to keep your email personal too. 

Market values fluctuate frequently. So, let them know why your are sharing these market trends with them now to give a sense of urgency as well to the communication.

Mail,Communication,Connection,Message,To,Mailing,Contacts,Phone,Global,Letters3. Timing is Key: 

Consider the timing of your outreach carefully. If there are significant changes in the local real estate market that is a perfect reason to reach out, and the seller should know. YOu are starting to establish trust if you are honest with why right now is the time to reach out. 

If the potential seller has recently made improvements to their property, it may be an opportune moment to reach out as well, and let them know you’re interested in learning more. 

Stay informed about market dynamics to seize the right moment. Like I mentioned above, if you are reaching out because time is of the essence then definitely include that, but be careful not to come across salesy. 

Always, include the why right now. More than anything, that will help you build a valuable relationship.

4. Establishing Trust: 

You knew we were going to get to the trust factor right? It deserves a whole section. Building trust is paramount in real estate. 

Through incorporating all of the above tips, you will be well on your way to creating a channel of communication that fosters a client relationship steeped in honest information for mutual trust. 

Beyond that another there are more ways to grow your trust value outside of just what you are saying. Share success stories, testimonials, or case studies that highlight your ability to deliver results. 

Trust is the foundation of a successful client-agent relationship, so if you have former clients who can also share their stories with you, and help with referrals it will likely be beneficial in helping you establish a trust with potential clients. 

5. Offer a No-Pressure Consultation:

After you’ve given the reasons why you’ve emailed and shown your personal interest in connecting, there should be a call to action in which you offer the chance to discuss further. 

In your initial communication one way to emphasize your willingness to help is to provide a no-pressure consultation, aka. make sure once again you do not come across as a salesperson. 

Assure potential sellers that your primary goal is to offer guidance and insights, allowing them to make informed decisions about selling their property, whether now, or in the future. 

Your business relies on long-term relationships for growth, and keeping a casual yet professional tone in offering a consultation over coffee, or a lunch out in the neighborhood  could prove to be the start of a great client relationship.  

Crafting Compelling Cold-Emails: 3 Templates

Business,Woman,Hand,Using,Laptop,Pc,With,Email,Icon,,EmailLike anything once you have somewhat of a formula to your emails, they become so much easier to write. AND, you’ll have much more confidence in sending them out more frequently. 

After all, you are trying to help more people get the most value for their home, and at the very least keep people informed on their property. 

Ready to take a glance at a few ways to engage potential sellers based on your focus in contacting them?

Template 1: Introduction with Personalization

Subject: Unlocking the Potential of Your [Specific Neighborhood] Property

Dear [Recipient’s Name],

I hope this message finds you well. My name is [Your Name]. I’m a real estate expert specializing in market and property values in your neighborhood, and I love your property.

 I do my best to stay up to date, and as I was researching properties in the area, I came across your home at [property address]. I wanted to introduce myself for a few reasons that I thought you may be interested in knowing. 

First, I was truly impressed by [mention a specific feature or detail, landscape, new roofing, property size unusual for the area, etc.]. Curious if that was a draw for you when purchasing? I’ve had several clients reach out with interest in this type of feature specifically and wanted you to know it’s impactful to your property value, if you didn’t already. 

Given the current market trends and the unique attributes of your property, I believe now could be an excellent time to explore the potential of selling, and wanted to connect in any event. I’d love to offer you a completely no-pressure or fee consultation to discuss how we can maximize the value of your home in the current market. Even if now is not the right time for you to sell… I’d love to connect.

Looking forward to the opportunity to chat.

Best regards,

[Your Full Name]

[Your Contact Information]

Hand,Of,Businessman,Using,Smartphone,For,Email,With,Notification,Alert,Template 2: Market Insights and Expertise

Subject: Maximizing Your Property’s Value in Today’s Market

Hello [Recipient’s Name],

I hope this email finds you well. My name is [Your Name], and I am a seasoned real estate professional with extensive experience in your city and region. I recently conducted an analysis of properties in your area and noticed [a relevant market trend] that you might find interesting.

With your property at [property address], I see tremendous potential for achieving an optimal sale. I would love to share my insights with you in a personalized consultation for your benefit. Let’s discuss how we can position your property at the top of the market should you be interested in selling in the near future.

Please let me know a convenient time for you.

Warm regards,

[Your Full Name]

[Your Contact Information]

Email,Marketing,Concept,,Person,Reading,E-mail,On,Smartphone,,Receive,NewTemplate 3: Timing and Opportunity

Subject: Selling Your Property at Its Peak

Dear [Recipient’s Name],

I hope this finds you well. My name is [Your Name], and I specialize in helping homeowners make the most of strategic selling opportunities. I recently came across your property at [property address] and wanted to reach out, because now is a great time to start learning more about your property’s value in the market today.

Given the recent [mention a relevant market event or trend], it appears there may be a favorable window for selling your property at its peak value. I would love to discuss this opportunity further with you and share insights that I’ve learned over the years that may be beneficial for you.

When would be a good time for you to chat?

Best regards,

[Your Full Name]

[Your Contact Information]

In Summary

Successfully approaching potential sellers in real estate is a delicate dance that requires a mix of data-backed strategies, personalized communication, and a genuine desire to add value. 

Overall, people typically want to know more about their home value. When you bring genuine and specialized information to a potential seller, your emails are inherently valuable.

By understanding the conversion rates of cold-emailing and implementing effective engagement strategies, real estate agents can build trust, demonstrate expertise, and increase the likelihood of converting potential sellers into satisfied clients.

Cold-email are an essential tool for you to grow your business. 


Chris Heller Headshot

About the Author

Chris Heller brings 27 years of experience in real estate. Chris serves on the AgentAdvice Editorial Board and is the Chief Real Estate Officer at OJO Labs. Chris brings deep expertise having held influential industry positions including CEO of mellohome and former CEO of Keller Williams Realty International.

Last Updated: 1/19/2024