The Best Real Estate Lead Follow Up Strategies Top Agents Use

#1: You Need To Streamline Your Nurture Process

Many agents send a single text or email to a new lead and then stop.

Or they leave one voicemail and think, “If they’re serious, they’ll call me back.”

This is a massive missed opportunity. What’s interesting is that most top producers know it can take multiple touches before potential clients engage.

(That's why you need a solid follow-up process to get more listings.)

Chris Smith, author of The Conversion Code, provides research in his book that shows that only 2.5% of connections happen on the first attempt. And this stat blew me away - 15% of connections are made after attempt number 7!

The National Sales Executive Association data also suggests that 80% of sales require around 5 follow-up attempts or more.

Why It Happens

Agents can be swamped: juggling closings, showings, marketing, and daily tasks. They assume a single outreach is enough to show they care. Or they fear being pushy, so they don't spend the time to build rapport and nurture leads.

The best thing to do?

Build a short multi-touch sequence (3–5 steps) for every new lead. This could be calls, text messages or follow-up emails to stay top of mind.

Make sure you change the message slightly: the first contact might be a quick intro, the second might highlight a recent market insight, the third might offer a simple resource.

Your CRM should let you automate lead generation sequences. If your platform can’t handle basic drip tasks, consider a more robust system that ensures nobody falls off your radar.

#2: You’re Relying on Generic Scripts

Leads pick up on copy-paste language fast.

If your texts or emails read like a template - “Hello [Name], I see you are interested in property. Let me help you!” - they’ll tune out.

Personalization is the key to effective follow-up that gets you listings.

A video on Tom Ferry’s YouTube channel featured an agent discussing how they switched from generic “Hey, saw your info in our system” scripts to a more individualized approach—mentioning the lead’s neighborhood or referencing any specific detail from the lead capture form.

That small effort increased response rates.

Why It Happens

Agents want speed and efficiency. They buy or create a universal script and blast it to every lead. While it saves time, it robs the message of authenticity. The most successful follow-up strategies are human. They provide value first before trying to get the sale.

And I want to make sure you don’t miss this: leads often realize they’re part of a mass outreach.

That kills trust.

Work on customizing your script with local references or personal touches. If you know the lead is searching for homes near a certain school district, mention that you recently researched that area’s price trends. If they came from a Facebook ad about downsizing, acknowledge that.

The best follow up strategies don't feel like marketing. They feel like you're being helpful without any expections.

#3: You Have No Lead Management In Place

Some agents handle leads “when they have time.” That might mean a call during a slow afternoon or a text if they remember.

Without a structured way to track lead flow or lead activity, you're losing GCI dollars every day.

In a popular Facebook real estate group, multiple agents said one of the biggest changes they made was creating a weekly calendar block for follow-up. They treat it like an appointment.

No showings or phone calls can interrupt that dedicated lead-nurture time.

The interesting thing is, they reported improved consistency and more pipeline turned from leads into clients much easier this way.

Why It Happens

Everyone’s busy. Agents chase the most urgent tasks - like finalizing deals or responding to an active client’s text - while fresh leads get ignored.

Over days or weeks, that new lead cools off and finds another agent.

The best lead sources are often your CRM or text messages you've got in your phone.

So, pick 2–3 windows per week (or per day, if volume is high) and label it “Follow-Up Time.” During that slot, you do nothing but call, text, or email leads who haven’t responded or need an additional touch.

I want everyone to pay attention to the results when you commit to a follow up system. Over a month, you’ll see a measurable jump in lead engagement, simply because you’re consistent.

#4: Your CRM Is a Graveyard of Unsorted Leads

An agent might collect hundreds of names in their database but never categorize them.

Warm leads mix with cold inquiries. Past clients mingle with brand-new prospects. With everything lumped together, the agent doesn’t know who to prioritize.

This kills the entire lead follow up process before you even get started.

Why It Happens

Setup takes time. Agents often sign up for a CRM and never fully configure tags or pipelines. Then the tool overwhelms them, they ignore it, and leads die. Regular follow up is how professionals do it.

Make your lives easier by tagging your contacts. Heck, use a Google Sheet if you have to. Your system isn't important. Your follow-up messages are.

Use tags or stages: “New Lead,” “Contacted,” “Nurturing,” “Hot Prospect,” “Past Client.” Move leads along these stages as you interact. This ensures you always know who’s next in line for a call or who might be ready to list soon.

#5: You Aren’t Segmenting Your Lead Follow Up

Failing to differentiate between a lead that just subscribed to your newsletter and someone who asked for a CMA on their home is a problem.

A brand-new, uncertain lead might need gentle, informative touches. A “thinking of selling soon” lead probably requires a more direct approach and more frequent contact.

A YouTube interview with a realtor who specializes in relocation explained how they break leads into categories: “Immediate,” “3–6 months,” “Long-term,” and “Just curious.”

Each segment has a distinct follow-up frequency. What I love about that follow-up schedule is it prevents the agent from bombarding a curious lead with daily calls or from ignoring a lead who’s ready to list this quarter.

Why It Happens

Agents lump all leads into one big bucket and send them the same messages.

They either over-nurture cold leads (annoying them) or under-serve hot leads (missing out on timely conversions). Your follow up techniques won't work on a cold lead as they would on a hot lead.

How do you expect to have a higher lead conversion rate when you don't know who's ready to take the next step?

Here's what I suggest:

Create at least two segments: Warm (ready within 3 months) and Cold (6+ months or uncertain). Warm leads might get a weekly or bi-weekly check-in, focusing on immediate needs. Cold leads might receive monthly updates about local market shifts or interesting articles, to stay on their radar without overwhelming them.

#6: You’re Not Using Multiple Channels

Some agents only call, others only email, and a few might only text.

But leads have different communication preferences, and some respond better to video messages or social media DMs.

Sticking to a single channel means missing out on reaching them where they’re most comfortable.

Combining text, email, calls, and short video messages often doubles the chance of a reply. People might ignore unknown phone calls but might open a friendly, personalized text or watch a 15-second Loom summary.

Why It Happens

Agents gravitate to what they’re used to. A phone person might never consider using BombBomb for quick video emails, while an email-centric agent might skip calling entirely.

People ready to buy or sell don't sit waiting for agents to message them. And without regular follow-up, you won't know which channel works best.

Try this adopting an omnichannel approach. If the lead provided a phone number, call once or twice at different times of day.

Text them if they don’t pick up.

Email them a quick link to a market update. Consider filming a short “Hey, here’s my face” video, so they see you’re a real person.

Track which channel they respond to. If a lead texts you back immediately but never answers calls, note that in your CRM.

Next time, use text first.

#7: There's No Follow Up Plan.

Plenty of agents excel at the early phases: they make consistent touches, they provide valuable info, they engage in conversation. Then, when the lead finally hints they might be ready to list, the agent doesn’t move them to a direct invite for an appointment.

They let the lead dangle, saying “Let me know if you have any questions.”

Real estate follow-up is, as I've said throughout this article, about value. What can you do for them? What about your follow-up efforts makes them feel special?

Leads have higher chances of converting if they feel cared for.

Why It Happens

Agents fear rejection or feel they might come off as pushy. So they wait for the lead to say “We’re ready!” instead of confidently inviting them to the next stage.

Whenever a lead shows strong interest—like asking “What’s the going rate for homes in my neighborhood?”—offer a direct next step.

For instance: “I can swing by and give you a quick valuation of your property, no pressure. Is Thursday or Friday better?” Prioritize leads that are showing you early signs of interest.

Use assumptive language, not a question: “Would you prefer Tuesday or Wednesday for me to come by and do a quick walkthrough?” This politely encourages them to pick one, rather than giving them an easy out with “I’ll call you.”

Real Estate Lead Follow Up: 5 Best Practices

Here are five actions to implement this week to up your real estate lead follow up game and convert more leads to listings.

Start by Mapping Out a 5-Touch Sequence

Decide what your calls, texts, and emails will be for the first 10 days after a lead comes in. Outline each message’s angle. Consistency wins. Once that is in place, add more.

Personalize Everything

Don’t rely on a single generic follow-up script. Insert references to the lead’s location, timeframe, or specific question. Show them you’re listening. If you're stuck, try using ChatGPT to help you with ideas.

Set Up a Weekly “Follow-Up Block”

Block out 2–3 hours each week (or daily, if you have high volume) purely for lead nurturing. No showings, no distractions, just laser-focused follow-up.

Use Multiple Channels

Call, text, email, and maybe a short Loom video to showcase your dedication. Track which channel they respond to best.

Offer a Clear Next Step

When a lead expresses interest, guide them to an appointment. Don’t wait for them to suggest it. Propose actual dates for a listing consultation.

Bonus Tip: Have the Right Scripts

Following up consistently works best when each contact provides clear value—and that usually requires a solid script. Many agents struggle here, not knowing exactly what to say or how to say it.

Now what I love about a good script is that it gives you a reason to reach out confidently. It also keeps your message relevant and engaging, so leads pay attention instead of tuning you out.

ListingLeads.com has done the heavy lifting by creating proven scripts and strategies designed to make your follow-up stand out. Explore our membership options to level up your lead nurture game, and start converting more of those untapped prospects into real listings.

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