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I’ve gotten ghosted 100s of times in real estate sales and lost $1000s in commission because of it. You call; no response. You email; crickets. You text; “opened.”
We’ve all been there chasing leads who act like we don’t exist.
It doesn’t have to be that way.
This article breaks down the exact real estate follow up system that took me from being ignored to building a pipeline that prints closings. These aren’t vague tips they’re the real texts, emails, tools, and timing that drive results.
Keep reading and I’ll give you the exact framework that turns strangers into buyers and browsers into sellers. The follow up system I wish I had when I started.
Real Estate Follow Up Cardinal Rules
The first rule of real estate follow up is to never sell in the follow up. Follow up is for education and building trust, not pitching your services. That’s what a listing appointment or buyer consultation is for. If you come in hot trying to close, your lead will smell it from a mile away.
You shouldn’t spend your entire day chasing leads manually. Automate wherever possible:
Complex doesn’t scale.
If your follow up includes 10 call attempts, 25 emails, and 50 texts it’s not a system. It’s chaos. Keep each message short, clear, and easy to send. Focus on consistency, not complexity.
Nobody wants to read a “Just checking in” message. They want help. They want insight. Send something worth opening:
A slow follow up kills momentum.
“Contacting a lead within the first 5 minutes makes you 21x more likely to convert them compared to after 30 minutes.” Ample Market
Speed to lead isn’t a suggestion. It’s survival.
Trying to follow up without tools is like roofing a house without a ladder. Let’s talk about the systems that save time and close more deals.
Your CRM is your second brain. It tells you when to call, text, or email a lead and keeps track of everything in between. No more sticky notes. No more wondering if you followed up.
Recommended: Follow Up Boss, Sierra Interactive, KVCore, iHouseWeb, Chime.
These tools let you create drip campaigns that send messages while you’re sleeping. The best tools even use AI to personalize subject lines and message content.
Speed to lead matters. An ISA is someone whose entire job is to follow up with new leads quickly and persistently. If you can’t respond in 5 minutes or less, they can.
This first system is designed for website leads people casually browsing homes who haven’t raised their hand yet. The goal isn’t to sell. It’s to guide. You’re meeting them where they are and giving them a reason to respond by offering value they didn’t know was possible: a real human who finds better listings than the algorithm.
Subject: Found something you might like
Hey {{firstName}},
Saw you were looking at homes between {{X}} and {{X}} on our site. Just came across one that might be a great fit. Want me to send it your way?
I can also set you up to get the newest homes before they hit public sites if you're open to it.
Hey {{firstName}} it’s {{agent}} with {{brokerage}}.
Noticed you were looking at homes between {{X}} and {{X}}. Just saw one that might be your style. Want me to text it over?
I can also send new listings before they go live totally up to you.
Opener:
“Hey, is this {{firstName}}?”
(Pause let them answer)
“Awesome it’s {{agent}}. I noticed you were checking out a few homes around {{X area}} on our site.”
“Quick thing I just came across one that’s {{X bed, X bath}}, listed around {{X price}}. Thought it might be a fit for what you were looking at. Would it be a good idea if I texted it over?”
(That “good idea” softens the ask and triggers curiosity)
If Yes:
“Cool, what number is best for texting?”
(Wait for answer)
“Perfect I’ll send that over now.
One more quick thing: would it be totally crazy if I set you up to see new listings before they hit Zillow or Redfin?
Even if you’re just browsing, it gives you a shot at finding a deal before anyone else.”
If they agree:
“Awesome. Is {{email}} still the best for that or would you prefer another?”
If No:
“No worries are you just poking around right now, or is there a timeline you’re working toward?”
(“Poking around” keeps it casual and gives you room to pivot)
Subject: Just checking
Hey {{firstName}},
Didn’t hear back, so figured one of two things happened:
If it’s the first, I can still send that property your way or help you set up a better home search.
Hey {{firstName}} just circling back. Didn’t hear back, so either things got crazy… or you already found the perfect place 😄
Still want me to send that home your way?
This second system kicks in after someone requests a home valuation. Most automated systems will send an instant ballpark figure but that’s not where it ends. The goal here is to position yourself as the trusted expert and create a soft entry into a future listing presentation. It’s not about pushing them to sell it’s about showing them what they could do if they decide to move.
Hey {{firstName}},
Saw you requested a home valuation on our site. Based on recent sales in your neighborhood, there's a good chance that number’s changed more than you think.
Would it be helpful if I ran a custom report based on similar homes nearby?
Totally free I just want to make sure you’re working with real numbers.
Hey {{firstName}}, it’s {{agent}} with {{brokerage}}. Just saw your home value request come in. Want me to run a quick custom report based on similar homes nearby?
Most sites just use outdated estimates I can get you the real data if you’d like.
"Hey, is this {{firstName}}?"
(Pause for response)
"Awesome. This is {{agent}} I saw you asked for a home valuation on our site."
"Quick heads-up the number you got is probably based on an automated estimate. I can run a custom report using actual recent sales in your neighborhood. Would it be a good idea if I pulled that for you?"
(If Yes)
"Cool what’s the best email for me to send it to? And if you’re open to it, I can also swing by for a free walkthrough. No pressure at all sometimes just seeing the layout can help make sure the value is spot-on."
(If No)
"No worries are you just curious what your place is worth right now, or thinking about selling sometime down the road?"
(Use tone to stay light and exploratory)
Hey {{firstName}},
Didn’t hear back, so I figured one of two things happened:
If it’s the first one, still happy to run that custom report when you’re ready.
Hey {{firstName}} still good to send that home value report? Totally fine if plans changed. Just wanted to make sure you got what you needed.
Following up shouldn’t feel like chasing ghosts.
With the right system in place one that’s fast, automated, simple, and full of value you stop guessing and start converting.
Want a plug-and-play follow up system with scripts, automations, and a done-for-you setup?
Message me on LinkedIn and I’ll send it over.
