Sequence Overview
| Send Time | Subject | Purpose | Expected Open Rate | |
|---|---|---|---|---|
| 1 | Day 0 | Welcome + what to expect | Build trust, set expectations | 55-65% |
| 2 | Day 2 | Market update | Demonstrate expertise | 40-50% |
| 3 | Day 5 | Buyer's playbook | Provide massive value | 35-45% |
| 4 | Day 8 | Social proof + sales | Build confidence | 35-40% |
| 5 | Day 12 | Personal note + CTA | Convert to call | 30-40% |
Trigger: New lead opts in via website, open house, Zillow inquiry, or direct referral.
Overall goal: Move a cold or warm lead to booking a no-pressure consultation. The sequence should feel like getting emails from a knowledgeable friend, not a sales funnel.
Email 1: Welcome + What to Expect
Send: Immediately upon opt-in
Subject
Nice to meet you — here's what I can help with
Preview: Plus a few things about Austin real estate you won't find on Zillow
Hey [First Name],
Thanks for reaching out — I'm genuinely glad you did.
I'm David Chen, and I specialize in luxury real estate in Austin. I've helped over 140 families buy and sell homes in the Austin area, and I love this market in a way my wife says is "a little concerning." (She's not wrong.)
What I'll send you:
- Austin luxury market updates that actually make sense (no jargon, just clear data)
- Tips for buying or selling — stuff I tell my clients behind closed doors
- Occasional insights about neighborhoods, timing, and strategy
What I won't do:
- Spam you (1-2 emails per week, max)
- Pressure you to buy or sell before you're ready
- Share your email with anyone, ever
If you're even casually thinking about buying or selling in Austin, I put together a free guide called "The Austin Luxury Buyer's Playbook" — I'll send that your way later this week.
In the meantime, just reply to this email with any questions. I read every one personally.
Talk soon,
David Chen
Austin Luxury Homes | Compass
📱 (512) 555-0187
P.S. — If you want to skip the emails and just talk, I'm always happy to hop on a quick call. Book 15 minutes here →
Email 2: Austin Luxury Market Update
Send: Day 2 · Purpose: Demonstrate expertise
Subject
What's actually happening in Austin luxury real estate right now
Preview: The data behind the headlines (and what it means for you)
Austin Luxury Market Snapshot — February 2026
Austin's luxury market ($750K+) is in a selective recovery. Not every neighborhood is bouncing back equally — and that's where the opportunity is.
| Metric | Feb 2025 | Feb 2026 | Change |
|---|---|---|---|
| Median price ($750K+) | $1.12M | $1.08M | -3.6% |
| Days on market | 58 | 47 | -19% |
| Active listings | 1,847 | 1,623 | -12.1% |
| Closed sales | 312 | 348 | +11.5% |
| List-to-sale ratio | 96.2% | 97.1% | +0.9% |
Neighborhood breakdown:
- 🔥 Hot: Tarrytown, Old West Austin, Bryker Woods
- 📊 Steady: Westlake Hills, Rollingwood, Northwest Hills
- 💰 Buyer opportunity: Barton Creek, Rob Roy, River Place
Homes are selling faster with more closed transactions. This typically precedes a price uptick. The window of "soft prices + available inventory" is narrowing.
Email 3: The Austin Luxury Buyer's Playbook
Send: Day 5 · Purpose: Deliver massive, actionable value
Subject
The playbook my luxury clients use (yours free)
Preview: 7 strategies for buying in Austin's $750K+ market
Strategy #1: Get Pre-Approved (Not Pre-Qualified)
Pre-qualification is a guess. Pre-approval is a commitment from a lender based on actual financials. In Austin's luxury market, listing agents verify financing before accepting offers. This is the difference between your offer being taken seriously and being set aside.
Strategy #2: Understand the "Days on Market" Signal
- 0-7 days: Hot property — expect competition
- 8-21 days: Market is evaluating — you can negotiate
- 22-45 days: Something's off — high leverage
- 45+ days: Motivated seller — highest leverage
Strategy #3: Don't Skip the "Off-Market" Conversation
~15-20% of Austin luxury transactions happen off-market or as "coming soon" listings. An agent with strong local relationships has access to these.
Strategy #4: Negotiate Beyond Price
- Closing costs: ask seller to cover 1-2%
- Repairs: $15K-40K in credits from thorough inspections
- Home warranty: seller-provided, costs them $500-700
- Inclusions: furniture, appliances ($10K-50K+ value)
- Leaseback terms: flexibility in exchange for price reduction
Strategy #5: The Neighborhood Test
Visit on a Tuesday at 7 PM and a Saturday at 10 AM. Walk around. Drive the route to your office during rush hour. Open houses show the house. This shows the life.
Strategy #6: Know What's Coming
Research zoning changes, development permits, school redistricting, and infrastructure projects before buying. Protects your investment 5-10 years out.
Strategy #7: The 10% Rule for Renovation
Budget 10% of purchase price for renovations in the first 2 years. $1M home = ~$100K budget. Avoids the regret of feeling "stuck" after purchase.
Email 4: Social Proof — Recent Sales
Send: Day 8 · Purpose: Show real results and build trust through client stories
Subject
What my clients are saying (+ a few recent wins)
Preview: Real results from Austin luxury — no stock photos, just honest stories
🏡 Tarrytown | Listed $1.45M → Sold $1.52M
Invested $8K in strategic updates instead of a $60K renovation. 3 offers by Sunday. Sold $70K over asking in 18 days.
"David told us not to renovate the kitchen and we thought he was crazy. He saved us $60K and got us more than we expected." — Mark & Linda R.
🏡 Westlake Hills | Purchased at $1.85M (Listed $1.95M)
Relocation from SF, 3-week timeline. Pre-screened 34 properties, showed 8. Found a 31-day listing with terrible photos but a stunning home. Closed at $100K below ask + $22K repair credit.
"We were panicking. David was calm. He found us a home we love and made a cross-country move with two kids feel manageable." — James & Anh T.
🏡 Barton Creek | Listed $2.2M → Sold $2.15M (9 days)
Sensitive divorce sale requiring discretion and speed. Discreet marketing to buyer network before MLS. Clean transaction, both parties walked away fairly.
"David handled it with more professionalism and empathy than I could have asked for." — Name withheld
By the Numbers:
- 143 homes sold · $187M+ total volume
- 19 avg days on market · 98.7% list-to-sale ratio
- 72% client referral rate
- $34K average negotiated savings for buyers
Email 5: Personal Touch + Consultation CTA
Send: Day 12 · Purpose: Convert to consultation booking
Subject
Quick question, [First Name]
Preview: No pitch — just checking in
Hey [First Name],
I've sent you a few emails now — market data, buyer strategies, client stories. I hope at least some of it was useful.
But I realize I've been doing all the talking. So I have a quick question: What's your situation?
- 🏠 Actively looking — ready to see homes in the next few weeks?
- 🔍 Researching — 3-6 months out, getting educated?
- 💰 Considering selling — wondering what your home is worth?
- 🤷 Not sure yet — just keeping an eye on things?
All of these are completely fine. But here's what I've learned in 12 years: the best time to have a conversation isn't when you're ready to make an offer — it's before that.
People who come early get better outcomes. They understand the market. They know their budget. And when the right property appears, they move with confidence instead of anxiety.
Book a free 15-minute call →
No pitch. No pressure. No awkward sales tactics. Just a conversation about Austin real estate with someone who genuinely loves this city and this work.
P.S. — If you're not ready to talk, no action needed. I'll keep sending useful content. You can reply anytime something catches your eye.
Sequence Strategy
| Psychological Job | |
|---|---|
| 1. Welcome | Reciprocity — set expectations so future emails feel anticipated, not intrusive |
| 2. Market Update | Authority — demonstrates data, insight, and opinions before any selling |
| 3. Playbook | Value — the "I can't believe this was free" moment that creates reciprocity |
| 4. Social Proof | Trust — client quotes do the selling so David doesn't have to |
| 5. Personal Note | Conversion — after authority, value, and proof, the ask feels natural |
This is a classic Give-Give-Give-Prove-Ask framework. By the time you ask for the consultation, the lead already trusts you.
Implementation Notes
Recommended tools: Mailchimp, Kit (formerly ConvertKit), or ActiveCampaign.
A/B tests to run first:
- Email 1 subject: "Nice to meet you" vs. "Welcome — here's what I can help with"
- Email 5 subject: "Quick question, [First Name]" vs. "Can I help?"
- CTA style: Text link vs. button vs. both
Segmentation after sequence:
- Booked consultation → "Active Client" sequence
- Clicked but didn't book → monthly market updates
- Opened but didn't click → bi-weekly value content
- Didn't open emails 3-5 → re-engagement sequence after 30 days
Performance Benchmarks
| Metric | Target | Industry Avg |
|---|---|---|
| Email 1 open rate | 55-65% | 45-50% |
| Email 5 open rate | 30-40% | 20-25% |
| Overall click rate | 3-5% | 2-3% |
| Consultation bookings | 8-15% of completers | 3-5% |
| Unsubscribe rate | <1% per email | 0.5-1% |