Most new leads don't go cold because they picked another agent. They go cold because nobody followed up a second, third or fourth time. A written plan fixes that. You stop deciding each time whether to reach out again, and every lead gets the same steady, polite attention.
This guide gives you a 14-day plan that works for most online buyer leads, plus what to say, when to stop, and the rules to stay on the right side of.
1. Win the first reply
The first message matters most, and speed beats polish. When someone fills out a form on a listing, they are probably still on their phone looking at homes. Reply while that's still true.
- Say who you are and why you're writing. "Hi Maria, it's Jordan with Parker Realty. Thanks for asking about 412 Maple Ave."
- Ask one easy question. "Are you hoping to see homes this week, or just starting to look?" is easy to answer. "Let me know if you have any questions" isn't a question.
- Keep it short. Two or three sentences for a text. A short paragraph for an email.
If you can't reply properly right away, send a quick holding message: "Thanks for reaching out about 412 Maple. I'm at a showing and will call you by 4." It buys you time and shows you're responsive.
2. The 14-day plan
Six touches over two weeks, alternating text and email, front-loaded in the first few days when interest is highest.
| When | Channel | Goal of the message |
|---|---|---|
| Day 0 | Text | Thank them, name what they asked about, ask one easy question (seeing homes this week or just starting?). |
| Day 0 | Thank them, ask about timing, budget range and must-haves, and offer listings or a quick call. | |
| Day 1 | Text | Offer to send a few listings that fit. |
| Day 3 | Send 2 or 3 specific homes and offer a time to walk through them. | |
| Day 7 | Text | A light check-in: still looking? Offer showings when it suits them. |
| Day 14 | A no-pressure close: if plans changed, no problem; reply anytime. |
Why this shape: the first 72 hours get three of the six messages, while the lead is most active. The gaps then widen (3, 7, 14 days) so you stay present without becoming noise. Alternating channels gives people who ignore email a text, and people who ignore texts an email.
Free tool: the lead follow-up templates fill in all six messages with your name, brokerage, phone and what the lead asked about. Copy each one when it's due.
3. What to say in each message
Every follow-up should give the lead something or ask them something. "Just checking in" with nothing else gets ignored.
Good follow-up moves
- Send something specific. Two or three homes that match what they asked about, with one line on why each fits.
- Answer a question they haven't asked yet. What a home like that has recently sold for nearby, how the area's inventory looks, what a pre-approval involves.
- Offer a clear next step. "I can show you both on Saturday morning. Does 10 or 11 work?" beats "Let me know."
- Make it easy to say no. "If you're not looking anymore, just tell me and I'll stop." People often reply to that, and a no still frees up your time.
Example day 3 email
Subject: 3 homes near Maple Ave you might likeHi Maria, I pulled three homes that match what you asked about: 3 bedrooms, a yard, under $450k. The one on Oak St just came on the market Monday. Want to see a couple of them this weekend? I have Saturday morning open. Jordan Parker Parker Realty · (555) 010-0100
4. When to stop the sequence
A sequence is for people who haven't answered yet. Stop it the moment any of these happen:
- They reply. Switch to a real conversation. Nothing kills trust faster than an automated "still looking?" right after they answered you.
- They book a showing or a call.
- They ask you to stop, reply STOP to a text, or unsubscribe from email. Stop right away.
- They tell you they bought, or are working with another agent. Thank them and mark the lead closed.
5. After day 14: move to a slow nurture
Plenty of online leads are months from buying. A lead who stayed quiet for two weeks isn't dead. They're just not ready. Move them to a lighter rhythm, about one useful email a month, such as new listings in their price range or a short market update for the area they asked about. Re-start the active plan the moment they reply or ask about a new home.
6. Consent and email rules to know
This is a practical summary, not legal advice. Check with your broker for anything specific to your state.
- Texts: in the US, automated or marketing texts generally require the person's prior consent under the Telephone Consumer Protection Act (TCPA). Text only leads who gave you permission, keep a record of how and when they did, and include an opt-out line such as "Reply STOP to opt out". Send at reasonable hours in the lead's time zone.
- Email: under CAN-SPAM, commercial email needs an honest subject line and sender, your valid physical postal address, and a clear way to unsubscribe. Opt-out requests must be honored within 10 business days, and sooner is better.
- Do Not Call: cold-calling numbers on the National Do Not Call Registry has its own rules. A lead who just inquired about a property is different from a cold number, but if you're not sure, ask your broker.
7. Track it so nothing slips
A plan only works if you know which step each lead is on. At minimum, track for every lead: the date they came in, the source, the last message sent, the next message due, and their status (new, contacted, replied, booked, closed or lost). A spreadsheet works for a handful of leads. Past that, use your CRM or a tool that schedules the next step for you.
Check your numbers once a month: how many leads replied, at which step, and from which source. If almost nobody replies before day 7, make your first two messages shorter and more specific.