By Sash Joveski and Andrew Gallegos, Fearless Agents at Realest.com
To follow up with leads without being pushy, ask how and when they want to hear from you, then follow a simple rhythm. Reach out the same day, send something useful a few days later, check in after a week, and then stay in touch every few weeks. Make every message about what they told you, not about what you need. Track each touch in your CRM (the contact system where you track people), and stop the moment someone asks you to.
Most people don’t mind hearing from an agent. What bothers them is a message that’s all about the agent. A follow-up that remembers what they said and helps them take one small step feels like service, not pressure. Galatians 6:9 says, “Let us not become weary in doing good, for at the proper time we will reap a harvest if we do not give up.” Following up is doing good for people who asked for your help. Keep showing up, kindly and on their terms.
Start with permission
Good follow-up starts in the first conversation. Before you hang up or walk away, ask two easy questions.
- “Is it okay if I check in with you?”
- “What’s the best way to reach you, a call, a text or an email?”
Write down what they say and use only that method. If someone says texting is fine, you can text. If they say email only, stick to email. Only follow up with people who asked to hear from you or already know you. Don’t cold text, don’t use autodialers and don’t add anyone to a mass text list.
A simple follow-up rhythm
You don’t need a fancy plan. You need a few touches you’ll actually do, written down so you don’t have to remember them.
- Day 1: Say thanks and confirm the next step. Thank them for their time and repeat what you agreed to do. “Thanks for talking today. I’ll send you a few homes with a big yard by Thursday.”
- Day 3 to 5: Send something useful. Keep your promise. Send the homes, the answer to their question or a short guide that fits where they are.
- Day 7 to 10: Check in with one question. “Did any of those homes catch your eye, or should I change the search?”
- Every 2 to 4 weeks after that: Stay in touch. Match the pace to their timeline. Someone moving this spring hears from you more often than someone who is just curious.
- When the timing feels right: Ask for the next step. “Would you like to see a couple of these in person this week?”
The Follow-Up Rhythm
Thank
Say thanks. Confirm how they want to hear from you.
Help
Send what you promised. Make it about them.
Ask
One easy question. Then listen.
Stay close
Match their timeline. Stop when they ask.
Let us not become weary in doing good. Galatians 6:9
What to say: short messages that help
A good follow-up is short, personal and easy to answer. Use their name, mention something they told you and ask one question.
Try this after a first call: “Hi Maria, it was good talking with you today. You mentioned you want to be closer to work. I’ll send a few homes that fit by Friday. Does that still sound good?”
Try this when you have something new: “Hi James, a home just came on the market with the three bedrooms and the garage you asked about. Want me to send it over?”
Try this when it’s been a while: “Hi Dana, I was thinking about our talk this summer. Are you still planning a move next year, or have your plans changed?”
When you send homes, base them on what the person asked for, like price, size, features and commute. Let each person choose the towns and neighborhoods they want to see. If they want to learn about the process, the Realest buying and selling guides are an easy thing to share.
What not to do
- Don’t send “just checking in” with nothing else. Give them a reason to reply.
- Don’t push for a decision they aren’t ready to make. Ask about their timeline and respect it.
- Don’t switch to a method they didn’t okay. If they asked for email, a surprise call can feel like pressure.
- Don’t keep going after a “please stop.” Thank them, mark it in your CRM and don’t contact them again.
If a lead pushes back with “we’re not ready” or “we’re just looking,” our post on handling objections without sounding pushy has calm answers you can use.
Track every touch so nobody slips
Follow-up falls apart when it lives in your head. Put every new name in your CRM the same day. Add a short note about what they want, how they want to hear from you and the date of your next touch. Then block 30 minutes on your calendar each day to work through the follow-ups that are due. A short daily habit beats a big catch-up day once a month.
Our full lesson on mastering the art of follow-up walks through a five-step follow-up system with examples for each step. Join Fearless Training for more lessons like this.
Frequently asked questions
How often should you follow up with a real estate lead?
Reach out the same day, send something useful within 3 to 5 days and check in again after about a week. After that, stay in touch every 2 to 4 weeks, depending on how soon they plan to move.
How do you follow up without being pushy?
Ask how and when they want to hear from you, then use only that method. Keep each message short, mention something they told you and ask one easy question instead of pushing for a decision.
What should I say in a follow-up text to a lead?
Use their name, mention what they asked for and ask one question. For example, “Hi James, a home just came on the market with the three bedrooms and the garage you asked about. Want me to send it over?”
When should I stop following up with a lead?
Stop right away if someone asks you to. Thank them, note it in your CRM and don’t contact them again. If someone simply goes quiet, slow down to an occasional helpful check-in instead of more messages.
Can I text a lead who never gave me permission?
No. Only text people who asked to hear from you and said texting is okay. Don’t cold text, don’t use autodialers and don’t add anyone to a mass text list.
Be fearless. Sash, Realest.com
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