Doorlark
Short answer: send one email the same day, one useful email 2 or 3 days later, and one check-in around day 7. Each one should mention the home they saw, say one specific thing, and ask one question they can answer in a word. Visitors who already have an agent get a different, shorter email.
The open house sign-in sheet covers the texts. This page is the email side, for visitors who gave you an address.
Before you send anything: sort the sign-ins
| Visitor | Which emails |
|---|---|
| Buyer, no agent | Templates 1, 3, 4 and 5 |
| Buyer who has an agent | Template 2 only |
| Neighbor | Template 6 |
| Didn't say | Template 1, then ask |
Why the split matters: NAR's Standard of Practice 16-13 says to ask prospects whether they're in an exclusive representation agreement before giving substantive services, and not to knowingly give those services to someone who is, without their agent's consent or at the buyer's own direction. Sending listings or offering a CMA to a represented buyer is how agents end up in a procuring-cause fight.
The 6 templates
Subject: [Street name] open house: the [detail they asked about] Hi [First name], Thanks for coming by [address] today. You asked about [the roof age / HOA fee / the basement]. The answer is [fact from the seller's disclosure or listing]. Is this home in the running for you, or should I send a few others like it in [area]? [Your name] [Brokerage] · [phone]
Subject: [Address] details for you and your agent Hi [First name], Thanks for touring [address] today. Here's the listing link and the disclosures packet: [link]. Your agent can reach me at [phone] with any questions or to set up another look. [Your name] [Brokerage]
Template 2 offers nothing beyond the house. That's on purpose.
Subject: What sold near [address] lately Hi [First name], Since you're looking around [area], here's what closed nearby in the last 90 days at a similar size: [address], [beds/baths], sold [date] for [price] [address], [beds/baths], sold [date] for [price] Want me to set up alerts for homes like these? Just reply "yes." [Your name] [Brokerage] · [phone]
Pull the sales from your MLS and quote only closed sales you can show. Check your MLS rules before sharing sold data by email.
Subject: Update on [address] Hi [First name], Quick update since you toured [address]: [the price changed to $X / the sellers will review offers on (date) / the inspection report is now available]. Would you like to see it again before [date]? [Your name] [Brokerage] · [phone]
Send this only when something actually changed, and only with your seller's OK to share it.
Subject: Still looking in [area]? Hi [First name], No pressure at all. If [address] wasn't the one, what was missing? Reply with one word, like "yard" or "price," and I'll watch for homes that fix it. [Your name] [Brokerage] · [phone]
Subject: You stopped by [address] Hi [First name], Thanks for coming to see your neighbor's home. If you're curious how it compares with yours, I can send what's sold on [street] in the last year, with no follow-up calls unless you ask. [Your name] [Brokerage] · [phone]
Rules for the emails that sell something
Template 1 replies to a conversation. Templates 3 to 6 are marketing, so treat them as commercial email under CAN-SPAM. Per the FTC, each one needs:
- A subject line that matches the email.
- Your physical postal address (a street address or registered PO box).
- A clear way to opt out, honored within 10 business days.
Include your brokerage name too. NAR's Standard of Practice 12-5 requires it on advertising.
Make it personal in 30 seconds
Jot one note per visitor on the sign-in sheet while you talk: what they asked, what they looked at twice. That note becomes the first line of template 1. If you'd rather draft with AI, paste your notes into ChatGPT or Claude with the open house follow-up prompt. Read every line before sending.
General information, not legal advice. Your brokerage and state may have stricter rules.
Sources
Checked Oct 28, 2026.
Related
- Open house sign-in sheet: the printable sheet plus 7 days of follow-up texts.
- Follow-up text library: 14 texts for leads, showings and past clients.
- Buyer agent compensation scripts: what to say when a visitor wants to tour with you.
- Farming letter examples: for the neighbors who stopped by.
FAQ
How soon should I follow up after an open house?
The same day, while they still remember the home and you. Then a useful email 2 or 3 days later and a check-in around day 7. Stop the sequence as soon as they reply or opt out.
Can I follow up with a visitor who already has an agent?
Send them the listing details and route questions through their agent. NAR's Standard of Practice 16-13 says not to knowingly provide substantive services to a buyer in an exclusive agreement without their agent's consent or the buyer's direction.
Do open house follow-up emails need an unsubscribe link?
Marketing emails do under CAN-SPAM, along with your postal address and an honest subject line. A personal reply to a question someone asked you is different, but adding an opt-out line costs nothing.
What should the subject line say?
Name the home or the thing they asked about, like 'Maple St open house: the roof age.' The FTC says a subject line can't mislead about the email's content.