Real Estate Lead Follow-Up Scripts

Short answer: the best real estate lead follow-up scripts are short, answer what the lead actually asked, give one easy next step, and use only channels the lead agreed to. Call or email first, ask "Is text OK?" before texting a portal lead, and give every follow-up a new reason to reply instead of "just checking in."

10 copy-paste scripts

1. New portal lead: first call (within minutes)

Hi [Name], this is [Your name] with [Brokerage]. You asked about [address] a few minutes ago, so I wanted to reach you while it's fresh. I can answer [their question] right now. Are you hoping to see it this week, or still early in your search?

2. Voicemail (under 25 seconds)

Hi [Name], it's [Your name] with [Brokerage], about [address]. You asked about [their question]; I'm confirming that now and I'll email you the answer too. Call or reply anytime: [phone]. Again, [Your name], [phone].

3. First email (same hour)

Subject: [Address]: your question about [topic]

Hi [Name],

Thanks for asking about [address]. [Answer, or: "I'm confirming [detail] with the listing agent and will follow up by [time]."]

I can show it [option 1] or [option 2]. Does either work?

Also, is text OK for quick updates, or do you prefer email?

[Your name] | [Brokerage] | [Phone] | [Physical address]
Reply "stop" and I won't email again.

4. Text after consent (under 320 characters)

Hi [Name], [Your name] here. [Address] is [CONFIRM status]. Want to see it [day] at [time] or [day] at [time]? Reply STOP to opt out.

5. Day 3: new reason to reply

Hi [Name], two homes similar to [address] just came on the market near [named area]: [feature 1] and [feature 2]. Want me to send details or line up a tour?

6. Day 7: discovery question

Quick question so I only send you homes that fit: what matters most in your next place: commute, yard, layout or price? One word is fine.

7. Re-engagement (30+ days quiet)

Hi [Name], it's [Your name]. A while back you looked at [address]. Are you still looking, or should I pause for now? Either answer helps.

8. Open house sign-in follow-up

Hi [Name], thanks for visiting [address] today. Here's the full listing: [link]. Anything you'd want to know before a second look? (You checked the box for texts; reply STOP anytime.)

9. Past-client / sphere check-in

Hi [Name], [Your name] here. Hope [neutral detail you know, e.g. the new kitchen] is treating you well. I'm putting together a short home-value update for owners near [area]. Want me to send yours?

10. Graceful break-up email

Subject: Should I close your file?

Hi [Name], I haven't heard back, so I'll assume the timing isn't right. I'll stop reaching out unless you'd like me to keep sending homes like [address]. Just reply "keep me posted." Wishing you the best either way.

A simple 14-day follow-up cadence

Compliance basics for follow-up

• Texts and calls: the TCPA and Do Not Call rules restrict autodialed or prerecorded calls and texts without consent. Hand-dial, get consent and honor opt-outs right away.
• Email: CAN-SPAM requires honest subject lines, identification, a physical address and a working opt-out for commercial email.
• Fair Housing: give every lead the same follow-up. Don't steer, and don't answer "is it a good/safe neighborhood?" with an opinion. Point to public data sources instead.
• Privacy: never repeat sensitive details a lead mentions (family, health, divorce, finances).

Not legal advice. State rules may be stricter; ask your broker.

Related: How to follow up with Zillow leads · ChatGPT for real estate agents · Open house email templates.