If you’ve been in real estate for more than a minute, you already know the hard truth: getting a listing doesn’t usually happen on the first call, the first email, or even the second. The fortunes in this business are made by agents and brokers who master the art of the follow-up.
But here’s the challenge—most real estate professionals either don’t follow up at all, or they give up too soon. Studies show it often takes five to seven touches before a prospect is ready to take action. Yet many agents stop after one or two.
That’s where a proven follow-up formula comes in. With the right structure—and some ready-to-use scripts—you can transform “just checking in” into meaningful conversations that actually lead to more listings.
In this article we’re going to break down a powerful follow-up system you can start using right away, along with scripts that sound natural, build trust, and keep you top of mind until a homeowner is ready to sign.
Why Most Agents Fail at Follow-Up
Before we get into the formula, let’s look at why so many agents struggle here:
- Fear of being annoying. Nobody wants to come across as pushy, so agents avoid consistent outreach.
- No system in place. If you’re relying on memory instead of a CRM or calendar, you’ll forget when and how to follow up.
- Generic messaging. Saying “just checking in” doesn’t move the conversation forward—it makes you sound forgettable.
- Giving up too early. Prospects who say “not yet” are often just weeks away from being ready—but only if you stay in touch.
The solution is to flip follow-up from being a chore into a strategy.
The Follow-Up Formula
Here’s a simple framework you can apply to every lead, whether it’s a warm referral, a homeowner from your farming area, or someone who inquired online:
- Personalize the touch. Reference something specific about their situation, property, or goals.
- Add value. Share a tip, resource, or update that makes your message worth their time.
- Open the loop. Ask a question that invites a reply, keeping the conversation alive.
- Stay consistent. Space out your touches with a clear plan (day 1, day 3, day 7, week 2, etc.).
Think of it as a rhythm: personalize, provide value, invite conversation, repeat.
The Power of Scripts
Scripts aren’t about sounding robotic. They’re about giving you a foundation so you never have to wonder, “What do I say next?” With a framework in place, you can adapt each script to your voice and the prospect’s needs.
Let’s walk through scripts you can use at each stage of the follow-up process.
Stage 1: The First Follow-Up (Within 24 Hours)
After your initial contact, the first follow-up is critical. This is where most agents fail by waiting too long.
Script Example (Phone Call):
“Hi [Name], it was great speaking with you yesterday about your home on [Street]. I was thinking about our conversation and wanted to share a quick idea. Homes in your neighborhood are selling [X% faster/above asking price/etc.], so if you’re even considering listing, this could be a strong time. Do you have a few minutes to talk about what that might look like for you?”
Why it works: It references the property, adds immediate value, and asks a clear question.
Stage 2: The Gentle Nudge (2–3 Days Later)
If they haven’t responded, you don’t disappear. You change the angle.
Script Example (Text/Email):
“Hi [Name], I just pulled the latest market report for your zip code—it looks like homes are averaging [X days on market]. Would you like me to send over a quick snapshot so you can see how your home compares?”
Why it works: It positions you as a helpful resource, not a pushy salesperson.
Stage 3: Building Value (One Week Later)
By now, you’re moving into trust-building.
Script Example (Voicemail):
“Hi [Name], I know selling a home is a big decision, so I wanted to leave you something useful. I just finished a checklist of the top 5 things to do before putting your home on the market. I’d love to send it over—it’s helped several of my past clients get higher offers. What’s the best email to send it to?”
Why it works: Instead of chasing, you’re offering tangible value that keeps you relevant.
Stage 4: Creating Urgency (2–3 Weeks Later)
If they’re still hesitant, you want to gently introduce urgency without pressure.
Script Example (Call or Text):
“Hi [Name], quick update for you—two homes just sold near yours at [X% above list price]. Buyers are very active in your area right now. If you’d like, I can give you a personalized estimate of what your home could sell for in today’s market.”
Why it works: Market proof creates urgency. You’re not selling—you’re informing.
Stage 5: The Long-Term Drip (1 Month and Beyond)
Not every lead will convert quickly. That’s okay. The key is staying in their orbit.
Script Example (Email Newsletter/Market Update):
“Hi [Name], here’s the latest market snapshot for [City/Neighborhood]. Average home prices are now [X], and days on market are [Y]. Even if you’re not ready to sell, it’s always smart to know where your property stands. Let me know if you’d like a detailed report on your home.”
Why it works: It keeps you present without pressure, and when they’re ready—you’ll be the one they call.
Text Follow-Up Scripts That Work
Since so many clients prefer text over calls, here are a few ready-to-use options:
- “Hey [Name], I just drove past your neighborhood and thought of you. Do you still have plans to sell in the next few months?”
- “Hi [Name], quick question: if you did decide to sell, would you want to move before [season] or wait until later?”
- “Good news—rates just shifted and buyer activity is climbing. Want me to run updated numbers for your property?”
Email Follow-Up Scripts
Email works best when paired with helpful content:
Subject Line: “Quick update on your neighborhood”
“Hi [Name], I wanted to share this short report on what’s happening in [Neighborhood]. Homes are moving quickly, and sellers are seeing strong offers. If you’d like me to prepare a custom estimate for your home, let me know—it only takes a few minutes.”
Subject Line: “Thinking ahead”
“Hi [Name], even if you’re not ready to list right now, it can help to have a plan. I’ve attached my Seller’s Guide for 2025. It’s a quick read and gives you an overview of the process from start to finish. Let me know if you’d like to walk through it together.”
Turning “No” Into “Not Yet”
Here’s an insider tip: when someone says “no,” they often mean “not right now.” The best agents don’t mark those leads as dead—they mark them as future opportunities.
Follow-up is about building a relationship that lasts until the timing is right. If you treat every conversation like it’s planting a seed, your pipeline will never run dry.
Tools to Keep Your Follow-Up On Track
Scripts are only half the battle—you also need systems. Here are a few tools that make follow-up easier:
- CRM software (like Follow Up Boss, LionDesk, MyState CRM or HubSpot) to schedule and track your touches.
- Email automation to send market reports and newsletters.
- Task reminders on your calendar so no lead slips through the cracks.
- Texting platforms that allow you to personalize messages at scale.
The best system is the one you’ll actually use consistently.
30-Day Timeline To Stick To
Here’s what a simple 30-day follow-up plan might look like:
- Day 1: Call (personalized script).
- Day 3: Text (quick value add).
- Day 7: Email with resource.
- Day 14: Call with market update.
- Day 21: Text with simple question.
- Day 30: Email with market snapshot.
After that, move into a monthly drip with market updates, newsletters, or property-specific insights.
Final Thoughts
The agents who win the most listings aren’t always the ones with the slickest presentations or the biggest marketing budgets. They’re the ones who follow up consistently, strategically, and authentically.
By using a proven formula—personalize, add value, open the loop, stay consistent—you can stop losing leads to silence and start turning “maybe later” into signed listing agreements.
And with scripts like the ones in this article, you’ll never have to wonder, “What do I say next?” again.
Follow-up is where the magic happens. Stick with it, and the listings will come.
