Open-home follow-up drip emails (buyers + neighbours).

What this playbook covers

• Clear goals for your follow up

• Segments to tag after every open home

• A simple drip plan for buyers

• A simple drip plan for neighbours

• Ready to copy email templates and SMS scripts

• Subject line ideas that get opens

• CRM automation steps

• Compliance and consent notes for Australia

• A quick checklist you can use after every open

Why follow up matters after an open home

Open homes are full of energy, but the real work begins when the doors close. Smart follow up will turn warm moments into real meetings, offers, and appraisals. Your aim is simple.

• Help serious buyers move forward with clarity

• Keep curious buyers engaged until they are ready

• Turn friendly neighbours into future listing leads

• Show vendors that you run a tight and caring process

Tag and segment every attendee

Before you send a single email, make sure every person from the open is tagged correctly in your CRM. This is the key to sending the right message at the right time.

• Buyer Hot. Rated the home highly. Has finance or strong intent.

• Buyer Warm. Liked the home but has questions. Finance unclear.

• Buyer Cold. Early stage. Browsing. Wants general updates.

• Investor. Buying for yield or growth. Often needs numbers first.

• Neighbour Now. Owns in the street or nearby and hints at selling soon.

• Neighbour Future. Curious about the market. No selling time frame yet.

• Not Interested. Attended but not a fit. Keep on a low touch list.

Tip. Use simple tags like BH, BW, BC, INV, NN, NF. Keep it easy and consistent for your whole team.

Buyer drip plan at a glance

Timing starts the moment the open ends. Use email as the main channel. Add SMS for quick replies. Add a short call for hot buyers.

• Hour 2. Thank you email with key links. Short SMS nudge.

• Day 1. Check finance and interest. Offer a private inspection.

• Day 3. Ask for price feedback. Share similar listings.

• Day 5. Send a buyer guide. Explain offer steps in plain words.

• Day 7. Update on interest. Invite to next open or one on one.

• Day 14. Keep warm email with new stock and suburb insights.

Adjust for hot buyers.

• Add a same day call

• Offer a private viewing time

• Provide recent sales, pest and building, section 32 or contract when allowed

Buyer email templates

Personalise these with fields like First Name, Property Address, Suburb, Next Open Time, Price Guide, Agent Name, Agent Mobile.

Email 1. Thank you and quick next steps

Subject. Thanks for visiting Property Address today

Hi First Name,

Thank you for coming through Property Address today. I hope the layout and light helped you picture life here.

Here are helpful links.

• Online brochure and floor plan

• Virtual tour if available

• Contract and reports if available

• Next open time. Next Open Time

If you would like a quiet second look, reply with a time that suits. I can also send nearby recent sales to help with price clarity.

Warm regards
Agent Name
Agency
Agent Mobile

Short SMS to send two hours after the open.

Hi First Name, thank you for visiting Property Address. Would a private second look help you decide Yes or No

Email 2. Finance and interest check

Subject. Quick question about Property Address

Hi First Name,

I wanted to check in after your visit to Property Address.

• How did the home feel for you

• Do you need help with loan pre approval or a broker intro

• Would a private viewing make things easier

If this is not the right fit, tell me your must haves and I will send you better matches in Suburb.

Kind regards
Agent Name

Email 3. Price feedback and similar options

Subject. Your thoughts on price for Property Address

Hi First Name,

Your feedback helps our owner. Where do you see value for Property Address

I have also picked three similar homes you may like in Suburb.
Link 1
Link 2
Link 3

If you want recent sales to compare, reply with Compare and I will send a short list.

Warm regards
Agent Name

Email 4. How to make a strong offer

Subject. Steps to buy Property Address

Hi First Name,

If you are thinking of making an offer on Property Address, here is a simple guide.

• Decide your top number with recent sales in mind

• Confirm your chosen conditions if any

• I send you the contract or form to sign

• We present your offer to the owner

• If there is more than one offer, I will explain the process clearly

Would you like me to send you the contract and a list of recent sales

Kind regards
Agent Name

Email 5. Update and next viewing

Subject. Update on Property Address

Hi First Name,

A quick update for you.

• Level of interest right now. Low, Medium, High

• Next open time

• Private viewings available by request

If this one is not quite right, tell me the two things you would change. I will use that to match you with the right home.

Warm regards
Agent Name

Email 6. Keep warm and add value

Subject. New homes in Suburb you might like

Hi First Name,

Here are new or coming soon homes that match what you told me.

• Link A

• Link B

• Link C

Would you like a weekly email with only homes that match your list I can set that up for you.

Kind regards
Agent Name

Neighbour drip plan at a glance

Neighbours are often your next listing. The tone should be friendly, helpful, and focused on market knowledge. Invite them to value check meetings, not hard sells.

• Hour 4. Thank you email with a short market snapshot.

• Day 3. What buyers said at the open. Insight and social proof.

• Day 7. Invite to a five minute value check at their home.

• Day 14. Progress update. Interest level and likely outcome.

• Day 21. Sales result or case study. Share the method and lesson.

• Day 30. Community update and off market alert list invite.

Neighbour email templates

Email 1. Thanks for popping in

Subject. Thanks for visiting the open at Property Address

Hi First Name,

Lovely to meet you at the open at Property Address. Thank you for saying hello.

Here is a short snapshot for Suburb.

• Current buyer demand. Low, Medium, High

• Days on market trend. Rising or Falling

• Median sale price for houses or units

If you would like a quick value check for your home, reply Value and I will set up a time that suits.

Warm regards
Agent Name

Email 2. What buyers are saying

Subject. What buyers loved about Property Address

Hi First Name,

A quick update after the open.

• Top three features buyers loved

• The common questions people asked

• Level of offers expected if any

This gives a good read on what matters most in Suburb right now. If you are curious about how your home would compare, I can share a two page snapshot for your street.

Kind regards
Agent Name

Email 3. Invite to a value check

Subject. Would a five minute value check help

Hi First Name,

Many owners tell me a quick value check helps with future plans, even if moving is months away.

I can visit at a time that suits and leave you a short report with recent nearby sales and a price range. No pressure. No cost.

Would morning or afternoon suit best

Warm regards
Agent Name

Email 4. Progress or result

Subject. Update on Property Address

Hi First Name,

A quick progress update on Property Address.

• Attendance numbers so far

• Buyer interest level

• Next steps or the result if sold

If you would like more detail for the street, reply Street Report and I will send you a simple summary.

Kind regards
Agent Name

Email 5. Case study and lesson

Subject. How we achieved the result at Property Address

Hi First Name,

We achieved Result at Property Address. The key steps were.

• Preparation and presentation choices

• Marketing channels used

• The offer process and timing

If you want to know which small changes drive the best price in Suburb, I can walk you through a simple plan for your home.

Warm regards
Agent Name

Email 6. Community value and alerts

Subject. Would you like quiet alerts for nearby sales

Hi First Name,

I send quiet alerts for sales and coming soon homes in Suburb. It helps owners keep a simple eye on the market without noise.

Reply Alerts to join. You can stop any time.

Kind regards
Agent Name

Subject line ideas that get opened

Keep subject lines short and clear. Use the property address and suburb. Aim for curiosity or value.

• Thanks for visiting Property Address

• Next steps for Property Address

• Private viewing times this week

• Your thoughts on price for Property Address

• What buyers loved this weekend

• Quick value check for your street

• Sales result for Property Address

• Three new homes in Suburb you may like

SMS and call scripts

Short SMS works well within two hours of the open.

• Buyer. Hi First Name, thank you for visiting Property Address. Would a private second look help Yes or No

• Neighbour. Hi First Name, nice to meet you at Property Address. Would you like a short street sales update Yes or No

Simple call frame for hot buyers.

• Thank them for coming

• Ask one simple question. What would help you decide

• Offer a private viewing and send support info

• Confirm next step and time

Simple call frame for neighbours.

• Thank them for saying hello

• Offer a five minute value check

• Lock a soft time or send a link to book

CRM automation rules

Set these rules once and let your system help you every week.

• When a contact is tagged from an open, add them to the right drip

• If a buyer clicks contract or floor plan, alert the agent to call within two hours

• If a neighbour clicks market report, create a task to offer a value check

• If a contact does not open two emails, move them to a lower touch list

• Stop the sequence when the buyer makes an offer or the neighbour books an appraisal

• Always include an easy one click unsubscribe

Compliance and consent in Australia

Keep your follow up clean and respectful.

• Get clear consent at the door or via your QR form before adding anyone to email or SMS

• Show your identity and contact details in every message

• Include a working unsubscribe in every email and a simple stop option for SMS

• Store notes and personal data securely and only use it for the stated purpose

• Respect the Spam Act 2003 and the Privacy Act 1988 in Australia

If someone says stop, update the CRM at once and confirm removal.

Measure what matters

Track simple numbers every week so you can improve.

• Open rate by buyer and neighbour groups

• Click rate on contract, floor plan, market report links

• Replies and booked private viewings

• Appraisals booked from neighbour emails

• Offers received and days on market for the campaign

• List to sale price ratio where your follow up made a difference

Set one small goal at a time. For example, lift neighbour reply rate from 8 percent to 12 percent this month.

After every open home checklist

Use this quick list to keep things smooth.

• Enter all attendee details the same day

• Apply tags for buyer or neighbour and hot or warm or cold

• Send the thank you emails within four hours

• Send the two hour SMS nudge

• Book private viewings for hot buyers

• Offer value checks to engaged neighbours

• Update the vendor with numbers and buyer notes

• Set tasks for calls and next steps

• Review link clicks and reply to questions the same day

Final tips for tone and style

• Write like a helpful guide, not a salesperson

• Keep sentences short and easy to read

• Use the person’s name and the property address often

• Always offer a simple next step. Private viewing, value check, or alerts

• Respond fast when someone clicks or replies

Use these templates today. Load them into your CRM, set the tags, and your open home follow up will feel calm, caring, and consistent from the first visit through to the final result.

Author – Ken Hobson