Tips for How to Follow Up with Real Estate Leads

As an agent, the ability to effectively follow up with real estate leads is one of the most crucial skills that you can develop. Following up is an art that involves a combination of persistence, personalization, and strategy. And mastering these skills is a key part of securing new business.

If you’re looking to maximize your chances of converting leads into clients, here are eight tips that you can follow to ensure that your leads are getting the attention they deserve.

1. Respond quickly and consistently

When a lead reaches out to you, whether through an online inquiry, a phone call, or a referral, it’s essential to respond quickly. In real estate, timing is everything, and the faster you respond, the higher the likelihood that the lead will be interested in working with you.

Action Steps:

• Aim to respond within 24 hours (preferably within the first few hours) after receiving the lead.
• Set up automated systems, such as email autoresponders, to immediately acknowledge the lead and inform them that you’ll be following up soon.
• Be consistent in following up, as repeated contact can build trust and keep your name top of mind.

2. Personalize your communication

Leads are more likely to respond to a personalized message than a generic one. Personalization shows that you value their inquiry and are paying attention to their specific needs.

Action Steps:

• Address leads by their name and reference any specific details they’ve shared, such as the type of property they’re interested in or their timeline for buying or selling.
• Tailor your messages based on the lead’s needs. For example, if they’re a first-time homebuyer, provide them with helpful tips and resources. If they’re a seller, discuss strategies for staging and pricing their home.
• Mention details from previous interactions. For instance, if you had a conversation about a specific property, refer to that property in your follow-up message.

3. Follow up on multiple channels

Different leads may prefer different communication channels. Some may be more responsive to phone calls, while others may prefer emails or text messages. To maximize your chances of connecting, it’s important to follow up through multiple channels.

• Start with the channel the lead used to reach out initially (e.g., if they contacted you via email, reply by email).
• Phone calls can be very effective, especially if you haven’t heard back from them through email. Always leave a friendly voicemail if they don’t answer.
• Text messages can work well for short, quick follow-ups, especially if the lead is young and more tech-savvy. Use a friendly, approachable tone to keep it conversational.
• Follow up via social media if the lead has connected with you through platforms like LinkedIn, Facebook, or Instagram
• Ask leads how they prefer to be contacted and respect their preferred mode of communication.

4. Set clear expectations and follow through

One common mistake real estate agents make is failing to clearly communicate when and how they’ll be following up next. Setting clear expectations helps leads feel comfortable and reduces the likelihood of your follow-up being ignored.

• Let leads know when they can expect to hear from you again. For example, “I’ll check back in with you next week to see how your search is going.” Or “I’ll send you some more listings by tomorrow afternoon.”
• Schedule follow-up reminders in your CRM (Customer Relationship Management) system to ensure you don’t forget to follow up at the designated time.
• If a potential client responds positively, giving you a time and number to call, be prepared to take the meeting at the time provided. If you really can’t make it due to a scheduling conflict, it’s okay to ask for an alternative time. However, once a time is settled on, it’s important to show up and be ready to provide information.

5. Answer their questions and provide value

Most real estate leads will show up to the initial conversation with some questions in hand. They might be about a specific property or the real estate process in general. Whatever they are, you’re going to want to be prepared to answer them. If you can get the questions from the prospect in advance of your initial conversation, then you can be better prepared, and you won’t be looking up information while you’re having a conversation.

Every time you follow up, aim to provide value. This could be in the form of market insights, helpful resources, or relevant property listings. When your leads perceive that you’re an expert in the field and your communication benefits them, they’re more likely to stay engaged and ultimately choose you as their agent.

Some recommendations:

• Share new listings that match the lead’s preferences or criteria.
• Offer insights about the local market, such as trends in home prices or neighborhood developments.
• Provide free resources, like a downloadable homebuyer checklist, mortgage calculator, or home staging guide.

6. Close with next steps

Once you’ve answered their questions, it’s important to close a conversation by laying out next steps. In some cases, that might be in scheduling an initial client meeting at your office to educate them about the real estate process. In others, you might feel ready to take them to see a specific property.

You’re going to want to take the role of the leader here and guide the conversation toward scheduling your next meeting. Do your best to get something on the books before you end your conversation.

7. Have a system for leads who don’t respond

Persistence is key when following up with real estate leads. However, there’s a fine line between being persistent and being overbearing. You want to stay in touch without making the lead feel pressured or overwhelmed.

Because not every lead is going to respond, it’s important to have a dedicated system for those who don’t. After all, you don’t want them to fall by the wayside. One effective method is to set up a drip campaign that sends automated personalized messages over a period of time.

8. Know when to move on

While persistence is important, it’s equally important to recognize when it’s time to move on. If your lead has not responded after the fifth or sixth time that you’ve reached out to them, it’s probably best to turn your attention to other more receptive prospects. Send one final email letting them know that you’re there to assist when they’re ready, but you won’t continue to follow up unless they reach out.