Follow up until the lead buys, sells or tells you to stop, which can take months. Reply to a new lead within minutes, check in often for the first two weeks, then switch to weekly, then monthly. Most agents stop after two or three tries, which leaves the deal to whoever is still in touch when the buyer is ready.
What the data says about how buyers choose
The National Association of REALTORS® surveys recent buyers every year. A few numbers stand out:
- 88% of buyers bought through an agent or broker.
- 43% found their agent through a referral from a friend, neighbor or relative.
- Another 15–18% used an agent they had worked with before.
- The typical buyer searched for about 10 weeks.
- About 3 out of 4 buyers interviewed only one agent.
Put that together and two lessons jump out. First, the agent who shows up first and stays helpful often gets the deal without competing. Second, past clients and their friends are the biggest source of business, so staying in touch after closing matters just as much.
A follow-up schedule that fits real life
| When | What |
|---|---|
| First 5 minutes | Personal text and email, plus a call if you can |
| Days 1–14 | A check-in every 2–3 days, each one useful: new listings, a quick market note |
| Weeks 3–8 | Once a week |
| Months 3–12 | Once or twice a month |
| After closing | Home anniversary, holidays, a yearly value update, a referral ask |
The moment they reply, the schedule stops and a real conversation starts.
Sample texts you can copy
New portal lead
Hi [Name], this is [Agent] with [Brokerage]. Saw you were looking at [address]. Want me to set up a time to see it, or send a few similar homes?
Month 2 check-in
Hi [Name], still thinking about a move this year? Happy to send what's new in [neighborhood] if that's helpful. No pressure.
Home anniversary
Happy one year in the new place, [Name]! If you ever want a quick update on what your home is worth, just say the word.
Only text people who gave you permission, include your name and brokerage, and stop right away if they reply STOP.
How to keep it going without living in your phone
- Instant first reply. New leads get a personal-sounding text and email within minutes, and you get an alert with their details.
- Long-term check-ins. Texts and emails go out on a schedule and stop when the lead replies.
- Digital open house sign-ins. Names go straight into your CRM instead of a folder.
- Past-client touches. Anniversaries and check-ins go out on their own, so referrals keep coming.
Every message should go out in your name, and you should approve the wording first.
For agents in DC, Maryland and Virginia
Our team works inside a real estate brokerage every day, and we set these systems up for agents and teams around the DMV. See what we set up for agents. For networking, our E-Business Cards capture leads and start follow-up for you.
Common questions
How many times should a real estate agent follow up with a lead?
There's no magic number. Keep following up until the lead buys, sells or asks you to stop. For many leads that means months of light, useful check-ins.
How fast should agents respond to online leads?
Within minutes. Most buyers interview only one agent, so being first and helpful often decides who gets the deal.
Is it OK to text leads?
Yes, if they gave you permission. Include your name and brokerage, and stop right away if they reply STOP.
Where do most real estate referrals come from?
In NAR's survey, 43% of buyers found their agent through a referral from a friend, neighbor or relative, and many others used an agent they had worked with before.
Sources
- Virginia REALTORS®: Key takeaways from NAR's 2025 Profile of Home Buyers and Sellers
- BAM: 74% of buyers hire the first agent they talk to (NAR Home Buyers and Sellers Generational Trends)
Brian RedwayPrincipal Consultant at Redway AI in Washington, DC. Before Redway, he ran operations for 70+ rental properties with a team of 10 assistants. More about Brian.
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