Real Estate Lead Follow-Up Templates (Text and Email)
These templates cover the most common moments in real estate lead follow-up. Replace the brackets with details from your conversation, because specifics are what make a message feel human. Keep them short and edit them into your own voice.
First reply (Day 0)
Text
Hi [First name], this is [Your name] with [Brokerage]. Thanks for your interest in [property or area]. I'd be glad to help. Are you hoping to move in the next few months, or just starting to look?
Subject: Your question about [property or area]
Hi [First name],
Thanks for reaching out about [property or area]. I can answer any questions and send you similar homes. To point you in the right direction, what's your ideal timeline for moving?
[Your name]
[Phone]
Day 2: add something useful
Hi [First name], I found two homes in [area] that match what you described: [link 1] and [link 2]. Want me to keep sending new ones as they come up?
Day 7: check on their plans
Hi [First name], are you still looking around [area], or have your plans changed? Happy to help either way.
Day 14: share a market update
Hi [First name], a home in [neighborhood] just [came on the market / had a price change]: [link]. It fits the [bedrooms / budget] you mentioned. Would you like to see it?
Day 30: low-pressure check-in
Hi [First name], just a quick note from [Your name]. If you're still thinking about [buying / selling] in [area], I'm happy to answer questions whenever you're ready. Should I check back in a few weeks, or would you rather I pause?
After a showing
Hi [First name], thanks for coming out to see [address] today. What did you think? Anything you'd change or want to see more of in the next one?
Re-engaging a quiet lead
Hi [First name], it's been a little while. A lot has changed in [area] recently. Are you still planning to [buy / sell], or has something shifted? If now isn't the time, no problem. Just tell me and I'll check in later.
Closing the loop politely
Hi [First name], I don't want to be a bother, so this will be my last note for now. If [buying / selling] comes back on your radar, I'd love to help. Just reply here anytime.
Tips to make templates work
- Personalize one detail from their inquiry, such as the neighborhood, the budget, or their dog.
- Keep texts under a few sentences. People read them on the go.
- Vary the message each time. Repeating one line over and over looks automated.
- Time them sensibly, during normal waking hours in the lead's time zone.
- Always make it easy to opt out.
Want the full system behind these messages? Read our step-by-step follow-up guide, and learn what to ask in our guide to qualifying leads.
Frequently asked questions
Can I text a lead who filled out a form on my website?
It depends on the consent they gave when they submitted the form and how you collected it. Make sure your forms clearly ask for permission to text, keep records, include opt-out instructions, and check with your broker or an attorney.
How often should I send follow-up messages to a new lead?
A common approach is a message on Day 0, 2, 7, 14, and 30, then a slower nurture. Each message should add value, and you should stop immediately if the lead asks.
Should templates be automated?
Automation is helpful for timing and consistency, as long as messages stay specific, honest, and followed by real human contact when the lead is ready. Tools like Closey can send contextual follow-ups for you.