Mastering the Art of the Follow-Up: Tips for Realtors®
Close More Deals and Build Stronger Relationships with Strategic Communication
In the fast-paced world of real estate, timing is everything—and following up is where deals are made or lost. Whether you’re chasing a new lead, checking in after a showing, or nurturing a past client for referrals, your follow-up game has to be tight.
According to the National Association of REALTORS®, 88% of homebuyers say they would use their agent again, but only 12% actually do. Why the drop-off? Poor follow-up.
Mastering the art of the follow-up is the difference between being forgettable and being the first call when someone’s ready to buy or sell.
Why Follow-Up Matters in Real Estate
- Builds Trust: Regular communication shows clients you’re reliable and invested in their goals.
- Keeps You Top of Mind: In a competitive market, you must stay visible.
- Closes Gaps in the Sales Funnel: Many prospects need several touchpoints before they’re ready to commit.
- Drives Referrals: Satisfied past clients are more likely to recommend you—if they remember you.
1. Create a Follow-Up System That Works
Winging it is not a strategy. You need a repeatable, organized system.
Use a CRM (Customer Relationship Management) system that tracks communication history, sends reminders, and even automates follow-ups.
Try Wise Agent, LionDesk, or Follow Up Boss. These CRMs help real estate professionals streamline communication and improve conversion rates.
Pro Tip: Set up tags or categories in your CRM like “New Buyer Lead,” “Hot Prospect,” “Past Client” to send targeted follow-ups that feel personal.
2. Use a Multi-Channel Approach
Different people prefer different platforms. A phone call might work for one client, while another might respond better to a quick text or email.
- Phone Calls: Perfect for warm leads or detailed updates.
- Text Messages: Great for quick check-ins, confirmations, or reminders.
- Emails: Ideal for sending listings, newsletters, or market updates.
- Social Media DMs: If they follow you, don’t hesitate to follow up on Instagram, Facebook, or LinkedIn.
Consider using a tool like Textedly or Slybroadcast to automate mass texts or ringless voicemails to your leads.
3. Speed to Lead is Real
The faster you follow up, the better your chances of conversion. Aim to respond within 5–15 minutes of a new lead registering on your site or reaching out through Zillow, Realtor.com, or your Facebook ads.
Tools like Zillow Premier Agent and Real Geeks notify you instantly and can even auto-text new leads while you’re busy.
4. Know Your Scripts, But Be Human
Having a bank of follow-up scripts helps you stay professional, but you don’t want to sound robotic. Personalize your communication based on what you know about the lead.
Example:
“Hi Mike! I saw you checked out the listing on Pine Street. It’s a great neighborhood for young families. Would you like to schedule a private tour this weekend?”
Use a tool like Agent Legend to pre-load voicemail, text, and email sequences that sound personal and authentic.
5. Follow Up Without Being Pushy
No one wants to be stalked. The key is providing value with every touchpoint:
- Send helpful info (school ratings, market updates, mortgage calculators).
- Recommend local businesses or moving tips.
- Ask questions that show you’re paying attention to their needs.
“I just found this great moving checklist notepad that my last client loved—thought you might find it helpful too!”
6. Follow-Up Schedule Blueprint
Here’s a sample timeline you can tweak based on your workflow:
- Day 0 (Lead comes in): Call within 15 mins + follow-up email
- Day 1: Text message + property list
- Day 3: Email about financing tips or buyer guide
- Day 7: Check-in with a question (“What stood out to you so far?”)
- Day 14: Market update or blog post link
- Day 30: Personal call with “still thinking of you” message
- Ongoing: Monthly newsletter + quarterly handwritten note
Use Postable to send beautiful, personalized handwritten notes without picking up a pen. A great way to stand out!
7. Don’t Stop After the Sale
Many agents go silent after the deal closes. Big mistake. Staying in touch with past clients increases your chances of repeat business and referrals.
Ideas for post-close follow-up:
- 1-Week Check-in: “How’s the move going? Need help finding a plumber or painter?”
- 1-Month Check-in: Offer a free home valuation or DIY home project guide.
- 6-Month Email: “Just wanted to say hi! Hope you’re enjoying your space.”
- 1-Year Anniversary: Send a card or small gift.
Send a branded gift using Etsy, Packed with Purpose, or BoxFox.
8. Measure Your Follow-Up Success
You can’t improve what you don’t measure. Track:
- Response rates by channel (email vs. text)
- Conversion timelines (how many touches before a deal)
- Open rates on follow-up emails
- Repeat business and referrals
Use Google Sheets, your CRM, or reporting tools built into platforms like Mailchimp, HubSpot, or ActiveCampaign.
9. Automate Without Losing the Human Touch
Automation helps you stay consistent, but don’t overdo it. Keep it personal.
Mix automation with genuine outreach. You might automate your monthly newsletter, but make time to personally call your top 10 leads every week.
Platforms like Mailchimp and ActiveCampaign are excellent for real estate follow-up campaigns.
10. Bonus: Use Follow-Up as Content Fuel
When clients ask questions during follow-up, write down the good ones. Turn them into social media posts, blogs, or videos.
- “What’s the best time to buy?” → Facebook Reel
- “Should I waive my inspection?” → Blog post
- “Do I need 20% down?” → Email blast
You position yourself as a helpful expert—and that drives more inbound leads.
Final Thoughts
The fortune is in the follow-up. Every Realtor® knows that generating leads is only half the battle. What you do after you get the lead is what separates the top producers from the rest.
With the right tools, a little planning, and consistent value-driven outreach, you’ll convert more leads, create lifelong clients, and grow a referral-based business.
Disclosure: Some posts on this site may include affiliate links. We only recommend tools we trust and use ourselves.
