The Home Value Email: What to Send Past Clients Every Month (Template Included)

Key takeaways

• A home value email shows a past client what their home is worth today, how much equity they've built and what's selling nearby.

• It works because it's about their home, not your listings, so it gets opened and replied to.

• Send it monthly, at the same time each month, with one soft call to action.

• Watch who opens it twice, clicks through or replies. Those are your next conversations.

• Under CASL, keep consent current and include an unsubscribe link in every email.

A home value email is a short, personal monthly update that tells a homeowner what their home is worth today, how much equity they've gained and what's happening in their neighbourhood. For Canadian agents, it's the simplest way to stay in front of past clients: the email is about something they care about, so they open it, and when they're ready to move, the agent who's been sending it is the one they call.

Most agents know they should "stay in touch" with past clients. The problem is having something worth sending. Newsletters about the market in general, holiday cards and "just checking in" texts don't give anyone a reason to reply. A personal home value update does.

What is a home value email?

A home value email is a recurring message, usually monthly, that gives one homeowner an updated estimate of their own property's value, the change since last month and since they bought, and a few nearby sales for context. It's branded to you, comes from you, and ends with an easy way to reply.

It's different from a market newsletter. A newsletter says "the market moved." A home value email says "your home moved, and here's by how much."

Why do home value emails work better than newsletters?

Home value emails work because they're personal and they're useful. People check what their home is worth out of curiosity; you're answering a question they already have, every month, without them asking. That earns attention a generic newsletter can't.

They also create natural conversation starters:

• "Is that number right?" Homeowners love to debate their value. That reply is a conversation.

• "Wow, we've gained a lot." Equity is what makes moving up, downsizing or investing possible.

• "What would we get if we sold?" The clearest seller signal there is.

What should a monthly home value email include?

Keep it short enough to read in under a minute. Every monthly update should include:

1. The estimated value and a range, e.g. "$1,040,000 (range $990K to $1.09M)". A range builds trust; a single number invites arguments.

2. The change since last month and since purchase. Equity gained is the most motivating number in the email.

3. Two or three nearby sales, with address, sale price and date, so the estimate feels grounded.

4. A one-line local market note, such as how quickly homes are selling on their street or in their neighbourhood.

5. A personal line from you. One sentence, written like a person, not a brand.

6. One soft call to action, like "Want me to double-check this number for you?" Not "List with me today."

Make it clear the number is an estimate, not an appraisal. That protects you and makes the "want me to check it?" offer feel genuinely helpful.

Home value email template (copy and paste)

Subject lines that get opened

• [First name], here's what [street name] is worth this month

• Your home's value update for [Month]

• [Neighbourhood] homes moved this month. Here's yours.

• You've gained [equity amount] since you bought

• Quick update on [address]

The email

Hi [First name],

Here's your home value update for [Month].

[Address] is estimated at [value] (range [low] to [high]). That's [up/down] [amount] from last month, and [amount] since you bought in [year].

Recent sales nearby:

• [Address 1]: sold for [price] on [date]

• [Address 2]: sold for [price] on [date]

[One personal line, e.g. "Homes on your side of [street] are selling fast this fall."]

Estimates are a starting point, not an appraisal. If you'd like me to take a closer look at the number, just reply to this email.

[Your name]
[Brokerage] · [Phone]

How often should you send a home value email?

Send it once a month, at the same time each month. Monthly is frequent enough to stay top of mind and infrequent enough that it never feels like spam. The first week of the month works well: it becomes a habit for the homeowner, and you get a fresh batch of engagement to review at the start of every month.

A short text version sent the same day ("Hi Sarah, your home value update for October is ready: [link]") lifts engagement further, especially for clients who rarely open email.

What to do when a past client engages

The email is only half the system. The other half is noticing who responds and reaching out personally. Here's what to watch and what to say.

Home value email mistakes to avoid

• Stale or wrong numbers. If the estimate is way off, you lose credibility. Review values before they go out, especially for unusual properties.

• Making it a newsletter. Three paragraphs about interest rates buries the one number they care about.

• A pushy call to action. "Thinking of selling? Call me today!" every month trains people to ignore you.

• Missing addresses. You can't personalise without the property address. Clean your database first.

• Ignoring consent rules (see below).

Can you email past clients in Canada? (CASL basics)

Canada's Anti-Spam Legislation (CASL) requires consent to send commercial electronic messages. A past client you've completed a transaction with generally counts as an existing business relationship, which gives you implied consent for two years after that transaction. After that, you need express consent (a clear "yes, send me updates"). Every email must also identify you and include a working unsubscribe link.

A simple way to stay compliant: ask past clients directly if they'd like monthly value updates, and keep a record of their yes. Check with your brokerage on its specific policy, and see the CRTC's CASL guidance for details.

How to automate monthly home value emails

Doing this by hand for 200 past clients means 200 CMAs a month, which nobody keeps up. This is the job Homsie was built for:

• Every homeowner gets a branded home value portal under your name, with their estimate, equity, local market stats and nearby sales.

• A monthly email and text go out automatically in the first days of each month, branded to you.

• Values are run on every address and land in a review queue, so you approve the number before clients see it.

• An activity feed shows who opened, clicked or visited their portal, so you know who to call.

• If you use Follow Up Boss, contacts and activity sync both ways.

To see the full plan for turning engagement into listings, read Your database is full of listings. Here's how to find them in 30 days.

Frequently asked questions

Is a home value estimate the same as an appraisal?

No. A home value estimate is an automated or agent-reviewed estimate based on comparable sales. An appraisal is a formal valuation by a licensed appraiser, usually for a lender. Always label your number as an estimate.

How long should a home value email be?

Short enough to read in under a minute: the value, the change, two or three nearby sales, one personal line and one call to action. If it needs scrolling on a phone, it's too long.

Should I send home value updates by text as well as email?

Yes, if you have consent. A short text with a link to the full update reaches clients who rarely open email, and texts tend to get replies faster.

What's the best day to send a home value email?

Consistency matters more than the exact day. Pick a slot early in the month and keep it, so homeowners come to expect it.