For real estate agents

Answer new real estate leads in five minutes: follow-up templates by lead source

By Plain English Library · Updated September 26, 2026

The first reply matters more than the perfect reply. These templates give you a fast, human first message for each common lead source, plus a prompt that adapts them to the lead in front of you.

The three rules of a good first reply

• Answer the question they actually asked, in the first line.
• Ask one easy question back, not five.
• Sound like a person: short, specific, no pressure.

First-reply templates by lead source

Only text people who have agreed to receive texts from you, and follow your brokerage's rules on calling and texting. When in doubt, reply by email.

Portal inquiry on a specific home

Hi [Name], this is [Your name] with [Brokerage]. Thanks for asking about [Address]. It is still [status]. Would you like to see it this week, or would a few details and photos help first?

Open house sign-in

Hi [Name], thanks for stopping by [Address] today. Was there anything about the home you wanted to know more about? Happy to send the disclosure summary or similar homes nearby.

Website home-value request

Hi [Name], I got your home-value request for [Address]. Online estimates can be off by a lot, so I will put together a quick range from recent nearby sales. Is there anything updated or unusual about the home I should factor in?

Social media message

Thanks for reaching out, [Name]. Are you starting to look around, or is there a specific home or neighborhood on your mind?

Referral from a past client

Hi [Name], [Referrer] mentioned you might be thinking about a move and said I should say hello. No pressure at all. When would be a good time for a 10-minute call to hear what you have in mind?

Old lead that went quiet

Hi [Name], it has been a while since we talked about [goal]. Are you still thinking about it, or has the timing changed? Either answer is completely fine.

A calm seven-touch sequence

Most leads do not reply to the first message. A short, spaced sequence keeps you present without pestering:

When	What
Minute 0 to 5	First reply from the templates above
Day 1	One useful thing: a listing, a price range or an answer
Day 3	A short check-in with one easy question
Day 7	A local market note in two sentences
Day 14	New homes that match what they said they wanted
Day 21	"Should I keep sending these?" (people often answer this one)
Day 30	Move to your monthly newsletter unless they ask you to stop

The AI prompt that adapts every template

[Paste your Agent Profile]

A new lead just came in. Source: [source]. What they said: "[their exact message]". What I know: [anything else].
Write a first reply under 60 words that answers their question in the first line, asks one easy question, and sounds like me. Then write the day-1 and day-3 follow-ups. Do not invent facts about any property. Use [CONFIRM] for anything I need to check.

Never paste a lead's full contact details or financial information into a general AI tool. The first name and their message are enough.

Sources

• Fair Housing advertising rule, 24 CFR 100.75 (applies to spoken and written statements, including follow-up messages)

This article is educational and is not legal advice. Your broker, your MLS rules and your federal, state and local laws take priority.