Follow-Up: Email Scripts
Is Email Follow-Up Dead?
Email follow-up is definitely not dead, but it has evolved.
Here’s the scoop:
Still effective – Email remains one of the highest-ROI marketing tools. Follow-ups help nurture leads, keep conversations warm, and remind people to take action.
But it’s noisier – Inboxes are more crowded than ever. A boring or generic follow-up will probably get ignored.
What works now
Personalization – Reference their tour, preferences, or behavior (not just “checking in”).
Timing – Don’t just send one follow-up. Drip 2–3 across a few days or weeks.
Value add – Include something helpful (a tip, resource, photo, or incentive) instead of just asking, “Are you still interested?”
Multi-channel support – Pair email follow-ups with text, social DMs, or even a quick call for better results.
Bottom line: Email follow-up isn’t dead—it just needs to be smart, personal, and intentional. Here’s how to achieve that without spending hours coming up with email scripts!
Use these email templates to craft irresistible follow-up emails for prospects who toured but haven’t applied yet.
Each section includes a subject line, a place to note your preview text, body copy ideas, and clear next steps.
Subject Line: You didn’t see this on your tour
Preview Text: ____________________________________
Body Copy Notes:
Hook: Tease a feature or amenity they missed.
Detail: Share one standout detail, with a visual.
Emotional Trigger: Curiosity + exclusivity.
Next Steps:
Offer photos or a video of the feature.
Invite them back for a quick look.
Provide link to apply.
Subject Line: One more thing before you decide…
Preview Text: ____________________________________
Body Copy Notes:
Hook: Position this as a last insider tip.
Detail: Share an added benefit or special update.
Emotional Trigger: Curiosity gap + urgency.
Next Steps:
Share the detail.
Offer a quick Q&A call.
Link to apply.
Subject Line: This might be a terrible idea, but…
Preview Text: ____________________________________
Body Copy Notes:
Hook: Playful pattern interrupt.
Detail: Suggest a creative incentive or offer.
Emotional Trigger: Humor + curiosity.
Next Steps:
Reveal your “terrible idea.”
Make it easy to say yes.
Provide link to apply.
Subject Line: Something changed in the availability list today
Preview Text: ____________________________________
Body Copy Notes:
Hook: Real-time urgency.
Detail: Unit status update, price change, or perk.
Emotional Trigger: Scarcity + insider access.
Next Steps:
Share the change.
Invite them to act quickly.
Link to apply or hold.
Subject Line: Before this hits the website…
Preview Text: ____________________________________
Body Copy Notes:
Hook: Insider advantage.
Detail: Share a soon-to-be-listed unit or offer.
Emotional Trigger: Exclusivity + time pressure.
Next Steps:
Share preview photos/details.
Offer to hold before public listing.
Link to apply.
Subject Line: A little secret about the unit you toured
Preview Text: ____________________________________
Body Copy Notes:
Hook: Share a hidden perk or insider tip.
Detail: Could be a special view, layout quirk, or feature.
Emotional Trigger: Insider knowledge + curiosity.
Next Steps:
Share the “secret.”
Invite them to see it again.
Provide link to apply.
Subject Line: Your apartment misses you already
Preview Text: ____________________________________
Body Copy Notes:
Hook: Light humor + emotional pull.
Detail: Reference their tour experience.
Emotional Trigger: Nostalgia + personalization.
Next Steps:
Reference their favorite feature.
Invite them back or to apply.
Link to apply.
Subject Line: That sunny corner in the living room? Still here.
Preview Text: ____________________________________
Body Copy Notes:
Hook: Sensory memory recall.
Detail: Paint a picture of them there.
Emotional Trigger: Visualization + ownership effect.
Next Steps:
Share a photo.
Offer to hold the unit.
Provide link to apply.
Subject Line: You mentioned loving the kitchen… about that.
Preview Text: ____________________________________
Body Copy Notes:
Hook: Recall their exact comment.
Detail: Tie it to a perk or incentive.
Emotional Trigger: Personalization + connection.
Next Steps:
Share an upgrade or detail.
Invite them for a second look.
Link to apply.
Subject Line: The view you liked? Here’s the evening version.
Preview Text: ____________________________________
Body Copy Notes:
Hook: Offer a “new” experience of something they liked.
Detail: Photo of view at sunset/night.
Emotional Trigger: Visualization + romance.
Next Steps:
Share the evening photo.
Invite them to see it in person.
Link to apply.
Subject Line: Your next chapter might start here
Preview Text: ____________________________________
Body Copy Notes:
Hook: Speak to possibility and life change.
Detail: Describe what their daily life could be here.
Emotional Trigger: Inspiration + vision.
Next Steps:
Invite them to imagine living here.
Share easy steps to secure.
Link to apply.
Subject Line: Warning: you might fall for this place
Preview Text: ____________________________________
Body Copy Notes:
Hook: Playful tease.
Detail: Share photos or benefits.
Emotional Trigger: Humor + curiosity.
Next Steps:
Reveal what makes it irresistible.
Invite a decision.
Link to apply.
Subject Line: Your future coffee spot is waiting
Preview Text: ____________________________________
Body Copy Notes:
Hook: Micro-moment of lifestyle.
Detail: Café corner, clubhouse, or balcony.
Emotional Trigger: Lifestyle vision.
Next Steps:
Share photo.
Invite them for a coffee here.
Link to apply.
Subject Line: The tour was just the beginning
Preview Text: ____________________________________
Body Copy Notes:
Hook: Implies more to discover.
Detail: Highlight next step or amenity.
Emotional Trigger: Curiosity + story arc.
Next Steps:
Share what’s next.
Invite them back.
Link to apply.
Subject Line: What your future neighbor loves most
Preview Text: ____________________________________
Body Copy Notes:
Hook: Share a real, relatable resident story.
Detail: Highlight a favorite feature, amenity, or community experience from a resident quote.
Emotional Trigger: Social proof + belonging — “people like me love living here.”
Next Steps:
Share the testimonial in their own words.
Relate it back to something they commented on during their tour.
Link to apply or schedule a return visit.
Subject Line: Five minutes from your front door…
Preview Text: ____________________________________
Body Copy Notes:
Hook: Spotlight a nearby gem (coffee shop, park, boutique, etc.).
Detail: Describe the vibe and why residents love it.
Emotional Trigger: Lifestyle + location pride — makes them picture themselves living that convenience.
Next Steps:
Share a photo or quick description of the spot.
Connect it to the apartment’s location or a feature they valued.
Link to apply or schedule a second tour.
10 Subject Lines to Get Your Email Opened
Well, it all starts with the subject line, so I'm sharing 10 different subject lines that are sure to pique your prospect's curiosity, intrigue, and definitely open up your follow-up email. Not all opens are the same- so I encourage you to test and see what works for your community!
Subject Line: We saved the best surprise for after the tour
Preview Text: A feature you didn’t get to see the first time around.Subject Line: Shh… not everyone knows this about our apartments
Preview Text: Here’s a perk that only future residents find out.Subject Line: This view keeps stealing the spotlight 🌅
Preview Text: You saw it once—now see why it’s even better at night.Subject Line: A detail too good to leave off your decision list
Preview Text: Consider this the tie-breaker.Subject Line: A neighbor just told us their favorite thing…
Preview Text: And it might be exactly what you’ve been looking for.Subject Line: One feature you’ll brag about if you live here
Preview Text: Hint: your friends will notice it first.Subject Line: You asked about the kitchen—so here’s the close-up
Preview Text: A little more detail on your favorite feature.Subject Line: The apartment you toured isn’t playing fair…
Preview Text: It’s hiding one more perk we think you’ll love.Subject Line: This could be your “welcome home” moment
Preview Text: Picture yourself unlocking this door for the first time.Subject Line: What happens after the tour?
Preview Text: A sneak peek at what residents love most once they move in.