An estate agent lead follow-up schedule can be four touches in two weeks: a reply the same day, one useful fact on day 2, one easy question on day 7 and a polite close on day 14. Then park the lead with a date. It runs from a sheet. Each touch says one thing the lead can answer in a word.
| Question | Answer |
|---|---|
| Same day | Answer what they asked, and ask one question |
| Day 2 | One useful fact: a match, a viewing slot, a sale on their road |
| Day 7 | One easy question: still looking, later, or stop |
| Day 14 | A polite close, then park with a date |
The method
“a 'Last Communication Date' column which I have set up a filter that automatically sets a task for me to interact with them if I haven't talked to them within a month.”An agent in r/realtors, on how they stay in touch. The idea fits a lead too: the date of the last contact decides the next task, and the task is written down, not remembered.
- Write the type of lead and what they asked for in the row: a valuation request, a portal enquiry or an applicant. The type decides the first question you ask.
- Same day, answer what they asked and ask one question that moves it on, such as when they want to move or what they need to see. Log the date and write the next date, two days on.
- On day 2, send one thing they did not have: a match, a viewing slot, a recent sale on their road. One fact, not three.
- On day 7, ask one question that has a one-word answer: still looking, later, or stop. Say that any answer is fine.
- On day 14, close politely. Say you will stop messaging so you are not in their way, and that they can reply any time.
- Then park the lead with a date: about a month ahead if they said later, three months or more if they went silent. Whenever they reply, the count starts again from that reply.
3 messages to adapt
Replace every [BRACKET] with a real fact. If you cannot, delete the line.
- Same day, portal enquirySubject: [ADDRESS]: your enquiryHi [NAME], Thank you for your enquiry about [ADDRESS]. [ONE TRUE FACT THAT ANSWERS WHAT THEY ASKED]. So that I can find the right time to show you round: when are you hoping to move? [YOUR NAME]
- Day 7, one easy questionHi [NAME], it is [YOUR NAME] from [AGENCY]. Which is closest: 1 = still looking, 2 = later, around [MONTH], 3 = sorted, please stop? Any answer helps.
- Day 14, the closeHi [NAME], I will stop messaging about [ADDRESS OR "your search"] for now so I am not in your way. If it comes back up, reply here and I will pick it up. [ONLY IF YOU WILL: I will check in once around [MONTH].]
When to send them
- Count the days from the enquiry: same day, day 2, day 7, day 14. A reply restarts the count from the reply.
- In the free tool, put the date of your next touch in "Don't chase before". The lead stays off your list until that day, then comes up as "Your planned date has come".
- With no planned date, the tool lists a lead 30 calendar days after the last contact.
- After the close, put the park date in the same column.
What to avoid
- Sending all four touches whatever they say. A reply changes the plan.
- "Are you ready to buy?" It asks them to make a decision to answer you.
- Using the same wording for a seller and a buyer. A seller who asked for a valuation needs the messages on the valuation page.
- Deleting a lead that never answers. Park it with a date.
- Messaging a number someone gave you for one purpose, or anyone who asked you to stop.
Check the consent and opt-out rules where you work before you message anyone who has not heard from you for a while. Not legal advice.
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Who to chase today
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Prefer a spreadsheet? The free follow-up desk works in Excel and Google Sheets.
Questions people ask
How many times should I follow up with an enquiry?
Four touches in two weeks, then park, is our advice. It is not a rule. Agents on r/realtors describe everything from a monthly card to a task that fires after a month of silence, so pick a rhythm you will actually keep.
Do I need a CRM for this?
No. A sheet with name, what they asked for, last contact and next date is enough. People who run small teams say a sheet is usually fine for about twenty live leads and that a CRM earns its place when several people touch the same lead. That is a rule of thumb, not a measurement.
What if a parked lead replies months later?
Answer the same day and start the schedule again from that reply. Write down what they say they want now.