• Karen Rogers

Real Estate Emails to Clients: Free Templates for a Seamless Closing Experience

You’ve done an ace job of communicating with your client through the nurture, search and negotiation process. By now, you’ve probably called, emailed and texted your heart out to stay on top of their needs at lightning speed. Now, you’re finally ready to take the deal over the finish line. 🙌🏻


But there’s just one problem.


Closing a sale is nothing like making a sale.


Unlike the lead conversion process, the real estate closing process is complicated by the addition of new players, like lenders and title agents. It’s loaded with details that often demand immediate attention from your team and your clients — and it requires continual follow-up to make sure every ‘t’ is crossed and ‘i’ is dotted.


No way around it, when you’ve got to explain processes and transmit sensitive documents, you need to use email. And yes, emails are time consuming, they’re harder to write on the fly, and worst of all — they can get lost in the tangled web of ads, newsletters and cat videos that populate most inboxes.


In this article, we’ll show you how to use emails to ace the closing process without spending your entire day writing them. We’ll also give you some templates you can use to communicate even the thorniest information, so you don’t have to reinvent the wheel each time you send an email.


Communicate better via chat, text, and email. With Preclose GO!, transaction coordinators get better, faster answers from agents, clients, and third parties in one central place.


Inside this article:


When do you absolutely, positively need to use email for the real estate closing process?


Let’s face it. The period from contract to close is a trying time for everyone. Your client is feeling overwhelmed and stressed, and your agents would rather be out generating leads.


You might feel like email is the default communication method for this stage of the process, but it’s important to point out that there are other options.


For example, texting (or completely secure chatting if you use a tool like Preclose GO!) is ideal for sending reminders or a quick check-in or follow-up. But some aspects of the process can only be managed with emails — not only because there’s too much to explain in a text, but also because many clients will want to refer to an email record containing important instructions, dates, or contact information.



The Basics: Real estate email must-haves


The key to writing an effective real estate email to your clients is to remember that they can’t see or hear you.


You don’t have the luxury of using your tone of voice, facial expressions, or any other means of non-verbal communication to say what you mean. You have only words — and the way you position them — to convey urgency, importance, caution, or simply show empathy and understanding.


These techniques will help you get your message across when you can’t communicate with clients face-to-face:


1. Use a subject line specific to the reason for the email.


Remember that your clients are receiving a lot of emails throughout the closing process.


The email might arrive at a time when they’re distracted or busy with other things, and they’ll want to refer to it later. Instead of using a generic subject line like “Closing Information,” use something specific like, “Following Up on Documentation the Lender Requested”, to make it easier for clients to find your email later.


2. Make it personal.


It goes without saying that you should always start off an email with a personal greeting that mentions the client by name. But in this automated age, it’s also a good idea to use a personalized opening sentence that helps clients feel like you are talking directly to them.


You can prepare a few opening sentences to choose from such as:

  • I’m sure you’re getting excited about moving into your townhouse

  • Just a few more steps to go before you get the keys to your new home

  • I’m thrilled that we’re on schedule to close on your new home on [Insert Date]


3. Keep it simple.


Bells and whistles like fancy design elements, catchy sayings, etc. might help get a recipient’s attention when you’re sending a marketing message. But when you’re emailing about important real estate information, it’s best to stick to the facts.


Closings are serious business, and your email should reflect the importance of the subject matter.


4. Use white space and formatting to emphasize important info.


When you want to make sure your client sees important dates and deadlines, feel free to bold, Italicize, underline and also keep them separate from the rest of the email by adding white space above and below.


For example, you might write an email about an upcoming walk-through like this:



Hi [Client Name],

We’re almost at the finish line! I’m looking forward to seeing you for the walk-through to get a final look at the repairs made and the condition of the property. As arranged, we’ve scheduled the walk through for:

9:00 a.m. on Monday, Aug. 5 at 100 Main St.

Please bring the list of contingencies and the purchase agreement with you.

I look forward to seeing you.


5. Use capital letters for celebration (not instruction).


Writing your email in capital letters can appear to the recipient as if you’re shouting at them.


That’s great when you’re offering congratulations, but it’s not good etiquette if you’re asking your client to do something. 😬


6. Mind your timing.


When you send an email that requires action too early, it can get lost in the shuffle.


But if you don’t give clients enough time to respond, you might rush and frustrate them. The goal is to send your emails at just the right time to make sure you’re giving your customers the best possible experience.



With Preclose GO!, you can integrate your calendar to sync with your closing checklist and automatically send timely emails. GO! will even auto-calculate your sending dates for you, based on key deadlines and milestones!


Free templates for your real estate emails to clients


Now that you know what makes a client email worth sending, it’s time to get your closing templates in order.


Using templates for communicating with your real estate clients over key stages of the transaction process will not only help you avoid delays in closing, it will also save you precious time.


You can create your own real estate client emails, or use the following done-for-you templates for the key stages and steps in the closing process.


Real Estate Client Email Template #1: Buyer email for the start of the closing process


To: [INSERT BUYER NAME]

Subject Line: Closing Process Steps and Timelines


Dear [INSERT BUYER NAMES],

Congratulations! Your purchase agreement was signed and executed on [INSERT DATE]. Thank you for allowing all of us at [INSERT BROKERAGE NAME] to be a part of your home-buying experience!

I wanted to give you a rundown of what to expect in the coming weeks to help you prepare for your closing and make it a seamless experience.

Please feel free to contact me at any point during the process, and I will, of course, be in touch regularly to make sure everything is running smoothly.

1. Inspection: As discussed, you’ll need to schedule a home inspection [ADD OTHER INSPECTIONS AS APPLICABLE] by [ADD INSPECTION DUE DATE]. Once completed, we’ll review the reports, and you’ll have an opportunity to ask any questions.

2. Financing: Your mortgage is conditionally approved, and the underwriters are now reviewing it.

  • Please do not make any large purchases until after your sale closes. Doing so can result in delays in your loan approval and changes in your interest rate.

  • If you haven’t already done so, arrange to liquidate any assets you are using for your earnest money deposit.

  • Please be certain to respond promptly to any lender requests for additional information to avoid any delays. Your loan is scheduled to close on [Insert Date].

3. Opening Escrow: You’ll be receiving a packet from the Escrow company with requests for information and documents to sign. Please attend to their request immediately. [NAME OF ESCROW COMPANY] cannot open escrow until you return the documents.

4. Appraisal: Your lender will contact you to schedule the appraisal. Once the appraisal is completed, you and I will review the report.

5. Home Insurance: Begin shopping for your insurance policy now. You’ll need to have a policy in place for the closing.

6. Closing Day is set for [INSERT DATE]. You’ll need to arrange for any final payments due to be wired as of that date.

I’ll be updating you throughout the process. Please don’t hesitate to contact me with any questions or concerns.

Sincerely,

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