Short Answer
A real estate lead follow up script should start with a personalized introduction, state the lead's expressed interest, and propose a specific time to talk. Speed of first contact is critical, but the script also needs a calm, helpful tone. For exclusive leads, take time to build rapport. For shared leads, aim for speed. The best script adapts to the lead source.
Key Takeaways
- Response time within 5 minutes increases conversion by 100x (MIT, 2018).
- Personalize every contact with the lead's name and their specific property interest.
- Use a multi-touch sequence of call, text, and email over 5 to 7 days.
- Always end your script with a specific appointment request, not a vague 'let me know.'
- Track response times and conversion rates to refine your scripts continuously.
You bought a Facebook lead. Your ISA called within 10 minutes. The lead said "Not right now" and never answered again. The script was the reason.
Speed is part of the game. But without a good script, speed is wasted. Shared portal leads make it worse. By the time you call, the lead is already talking to two other agents.
Exclusive leads change the math. When you are the only agent contacting the lead, a calm, helpful script works better than a rushed pitch. This post gives you a follow up script that converts exclusive Meta ads leads into booked appointments.
What Is the Best Real Estate Lead Follow Up Script?
The best real estate lead follow up script combines speed, personalization, and a clear request for an appointment. It starts with the lead's name and the specific property they asked about. This proves you are not making a cold call. It shows you listened. The script then offers immediate value, like a market report or a list of similar homes. Finally, it asks for a specific time to talk.
Exclusive leads from Meta ads are different from shared portal leads. With exclusive leads, you can take a consultative approach. With shared leads, you must rush to be first. For more on why this matters, see my breakdown of shared vs exclusive real estate leads.
The best script also ends with a direct question. Do not say "Let me know if you have questions." Say "I have time at 5pm. Does that work?" A specific time gets a specific answer.
| Lead Type | Response Time Target | Script Tone | Number of Touches | Conversion Goal |
|---|---|---|---|---|
| Shared portal lead (Zillow) | Under 2 minutes | Urgent, first-come first-serve | 3-5 touches in 48 hours | Book before other agents |
| Exclusive Meta lead | Under 5 minutes | Helpful, consultative | 5-7 touches over 7 days | Build trust and schedule |
What the Data Shows
The data shows that response time is the biggest factor in lead conversion. A lead contacted within 5 minutes is 100x more likely to convert than one contacted after an hour (MIT, 2018). That statistic comes from a study of thousands of online leads. Speed alone does not close the deal, but it opens the door.
In addition, 78% of buyers choose the first agent who responds to their inquiry (NAR, 2024). That means your follow up script must be ready before the lead arrives. Your team needs to know what to say the second the lead hits the CRM.
Exclusive leads from Meta ads cost $15 to $50 per lead (WordStream, 2024). With a high-converting script, the cost per booked appointment drops to $80 to $200 (industry estimate). That is a clear return on a good follow up process. For a full breakdown, see my post on real estate Facebook ad cost per lead.
The chart below shows the conversion multiplier based on response time.
How Should Your First Contact Sound?
Your first contact should be a personal phone call, not a text or email. Calling shows you are serious. Use this script: "Hi [name], it's [agent] from [team]. I saw you requested information on [property]. I put together a few comparisons for you. Do you have 5 minutes to chat?"
This works because it starts with value, not a question about their day. It gives them a reason to stay on the line. If they say they are busy, ask for a specific time. "I have time at 3pm or 7pm. Which works for you?"
Never leave a generic voicemail. Keep it short and mention you will send a text. Then send the text with the same information within seconds.
These leads often come from Meta ads. For more on the performance of Facebook ads for real estate, read my post are Facebook ads worth it for real estate teams.
How Do You Handle Objections Like "Not Interested"?
When a lead says not interested, acknowledge their response and pivot. Say: "No problem. Can I ask what changed your mind? I have data that might surprise you about this market." This opens a conversation instead of ending one. Many leads say not interested because they are overwhelmed, not because they do not want to buy.
If they still decline, ask for permission to send one market update email. "Can I send you a monthly market report? No strings attached." Many leads say yes and re-engage weeks later.
With exclusive leads, you can nurture this way. With shared leads, the same contact is called by others, so you must move faster. This patience pays off because you are the only agent in their inbox.
What Should You Do After the First Contact?
After the first contact, follow up with a text and email within 30 minutes. The text: "Hi [name], it was great talking. Here is the info I mentioned. Let me know if you have questions." The email: include property details and a link to your calendar.
Over the next 7 days, send two more emails with relevant content, like new listings or market updates. Also send one text checking in. Track each touchpoint in your CRM.
Exclusive leads require persistence. Because no other agent is contacting them, your sequence has room to work. With a shared lead, you may only have one shot. By the end of 7 days, if no response, move them to a monthly nurture list. Keep the door open.
How Do You Track What Works?
To track what works, measure your response time and appointment booking rate. Use your CRM to log the time from lead creation to first contact. Aim for under 5 minutes. Also track how many contacts it takes to book an appointment. If it takes more than 5 touches, review the script.
Change one part of the script at a time. For example, change the opening line and see if the response rate improves. Do this over a month with at least 30 leads to see real data.
Involve your ISA or team in reviewing what leads say. The best script comes from real conversations, not theory.
If you want exclusive Meta leads that respond well to a good follow up script, let me run the ads for you and book a free discovery call.
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