Short answer: to follow up with Zillow leads, respond within minutes with a hand-dialed call, send an email that answers the exact question they asked, ask permission before texting, and keep following up with a new reason each time for at least two weeks. Then move non-responders into a monthly nurture plan. Treat every lead the same way for Fair Housing.
Step by step
- Read the inquiry first. Note the property, their exact question and how they want to be contacted.
- Call fast, by hand. Speed matters with portal leads. Use your phone, not an autodialer.
- Leave a short voicemail that repeats their question and your name and number twice.
- Email the answer. If you don't know it yet, say when you will. Offer two showing times.
- Ask "Is text OK?" before texting. Log the answer in your CRM.
- Follow up with new value: similar listings, a price change, answers to discovery questions.
- Classify every reply: hot (wants a tour), warm (has a timeline), not now, or opted out. Opted out means stop.
- Nurture "not now" leads monthly with listings that match what they told you.
Zillow lead first-response script
Call: "Hi [Name], this is [Your name] with [Brokerage]. You asked about [address] on Zillow a few minutes ago. I can help with [their question]. Are you hoping to see it soon, or just starting to look?" Email subject: [Address]: answering your question "Hi [Name], thanks for reaching out about [address]. [Answer / I'm confirming this and will reply by (time).] I can show it [time 1] or [time 2]. Is text OK for quick updates?"
What to do when a Zillow lead doesn't respond
- Change the channel (call → email → text with consent).
- Change the reason: new listing, price update, a question they can answer in one word.
- Send a "should I close your file?" email around day 14. It often gets a reply.
- Use the scripts in real estate lead follow-up scripts.
Mistakes that cost portal leads
- "Just checking in" messages with no new information
- Texting without consent, or ignoring "stop"
- Repeating personal details the lead shared (kids, divorce, health)
- Answering "Is it a safe area?" or "How are the schools?" with an opinion
- Promising things you can't back up ("I have buyers for your street")
Use AI to draft follow-up (safely)
Here's a new Zillow lead: [paste notification]. Write a hand-dialed call opener, a 20-second voicemail and a first email that answers their exact question. Ask whether text is OK; don't draft texts as ready-to-send until they agree. Don't repeat any personal details they shared. Don't give opinions on neighborhood safety or schools. Use [CONFIRM] for any fact you don't have.
Lead Follow-Up Agent and this guide are independent and not affiliated with or endorsed by Zillow. Not legal advice.
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