The owner update template landlords actually read
Owners call because they do not know what is happening. Updates usually fail for one of three reasons: they arrive only when there is good news, they bury the one decision the owner has to make, or they are a list of activity with no opinion in it. This template fixes all three.
How to use it
- Send it on the same day every week while the property is on the market (Friday works:
it covers the week and lands before weekend showings). Send it even when nothing happened. "Nothing happened" is information, and silence is what makes owners pick up the phone.
- Put the answer first. The first line tells them how it is going in plain words.
- Numbers, then what they mean. Four numbers at most. Then one sentence of your read.
- One decision, clearly marked. If you need nothing, say so. If you need a price
decision, give them the options and your recommendation.
- Name the next update's date. It turns "any news?" calls into "see you Friday".
Keep it under 200 words. If it scrolls on a phone, it is too long.
Fill in everything in [brackets]. Delete any line that does not apply.
US version
Subject: [Address]: week [n] update ([one-word status: steady / busy / quiet / offer in])
Hi [Owner first name],
Where we are: [One sentence. e.g. "Steady interest, two strong applicants, no decision needed from you this week."]
This week
- Inquiries: [n] (last week [n])
- Showings: [n] done, [n] booked for next week
- Applications: [n] ([n] complete with documents)
- Listing page views: [n]
What people said: [One or two sentences of themes from showing feedback. e.g. "Everyone liked the kitchen. Two people mentioned the second bedroom is small for the price."]
My read: [One sentence of opinion. e.g. "The price is about right for the space; the small second bedroom is what's slowing it, not the rent."]
What I need from you: [Either "Nothing this week." or one decision with options, e.g. "Should I drop the rent from $2,450 to $2,350 if we don't have an approved applicant by Wednesday? I'd recommend yes."]
Next steps: [What you will do before the next update. e.g. "Three showings Saturday. I'll send the two complete applications to you on Monday with my recommendation."]
Next update: [Day, date].
[Your name] [Company] · [Phone]
UK version
Subject: [Address]: week [n] update ([one-word status: steady / busy / quiet / offer in])
Hi [Landlord first name],
Where we are: [One sentence. e.g. "Steady interest, two strong applicants, nothing needed from you this week."]
This week
- Enquiries: [n] (last week [n])
- Viewings: [n] done, [n] booked for next week
- Applications: [n] ([n] with documents in)
- Listing page views: [n]
What people said: [One or two sentences of feedback themes. e.g. "Everyone liked the kitchen. Two people said the second bedroom is small for the rent."]
My view: [One sentence of opinion. e.g. "The rent is about right for the space; the small second bedroom is what's holding it up, not the price."]
What I need from you: [Either "Nothing this week." or one decision with options, e.g. "Shall I reduce the rent from £1,450 to £1,395 pcm if we haven't agreed a let by Wednesday? I'd recommend yes."]
Next steps: [e.g. "Three viewings on Saturday. I'll send you the two completed applications on Monday with my recommendation."]
Next update: [Day, date].
[Your name] [Company] · [Phone]
Variants
When nothing happened (US/UK):
> Where we are: A quiet week: [n] inquiries/enquiries and no showings/viewings. That's below what we'd expect at this rent. > My read/view: [Reason, e.g. "Three similar places nearby are listed for less."] > What I need from you: A decision on the price by [day]. Options: hold at [price] for another week, or reduce to [price]. I'd recommend [option].
When there is an applicant to approve (US/UK):
> Where we are: We have an applicant I'd recommend: [move-in date], [household size], documents complete. > What I need from you: A yes or no by [day, time]. Their details are attached/in the link. If it's a no, the next best applicant is [brief].
Privacy note: share applicant details with an owner only as far as your process and local privacy law allow, and only when a decision needs them. In a weekly update, applicants are counts and stages, not names.
Where Loftfolio fits (optional reading)
On Loftfolio's Pro and Agency plans, the owner portal is a read-only page an owner opens from an email link: their own properties only, applicants by stage and never by name, and showing/viewing feedback only after you approve it. It does not write this email for you; it means the numbers in it are somewhere the owner can check between updates. See See the features.