Real estate lead follow-up script: call within minutes, reference the home they asked about, ask one easy question, and text if they don't pick up
By Sharrk Team · October 22, 2026
A good real estate lead follow-up script is short: call within minutes, name the home or address they asked about, ask one easy question, and if they don't pick up, leave a 20-second voicemail and send a text that asks when to call. Sharrk replies to every new web-form lead in under 30 seconds by AI text or AI call, so the first touch goes out while the inquiry is still fresh.
Why it matters: in NAR's 2025 Profile of Home Buyers and Sellers, 67% of first-time buyers and 76% of repeat buyers interviewed only one agent, as summarized by BAM. The agent who actually talks to the lead first often becomes the only one they interview. Referrals still bring in many clients (43% of buyers found their agent that way), so a fast, specific reply is how an online lead becomes a client without a referral. How fast to respond is covered on our real estate lead response page. This post covers what to say.
What should you say on the first call to a new online lead?
Open with your name and the exact thing they did. "You asked about 412 Maple on Zillow" works better than a generic hello, because it shows you aren't a random cold call. Then ask one easy question they can answer in a few words.
The goal of the first call is a next step, such as a showing, a call with a lender, or a home value review, not a full interview. One Florida broker quoted by Inman has her agents work through LP-MAMA (location, price, motivation, approval, mortgage, agent) and ideally end the call with a scheduled appointment. Fit Small Business suggests the same flow for advertising leads: introduce yourself, mention the property, ask for a few minutes, qualify on timeline and budget, then close on a clear next step.
Buyer call script
"Hi Sarah, it's Dan with Harbor Realty. You just asked about 412 Maple on Zillow, so I wanted to catch you while it's fresh. Are you hoping to see it this week, or still getting a feel for the area?"
If they want to see it: "Great. I can do Thursday at 5:30 or Saturday at 11. Which works better?" Then ask whether they're working with a lender and whether they already have an agent.
Seller call script
"Hi Mark, it's Dan with Harbor Realty. You asked for a home value on 18 Birch Lane through our website. I can pull recent sales near you today. Are you thinking of selling in the next few months, or just keeping an eye on prices?"
What voicemail should you leave when they don't answer?
Leave one, and keep it short. Market Leader's voicemail script guide recommends using the lead's name, your name and brokerage, a reason for calling tied to what the lead did, a specific benefit, and a clear callback number, in a friendly tone that isn't salesy. It puts conversational speech at about 120 to 150 words per minute, so a 40-word voicemail runs under 20 seconds.
Voicemail script (buyer)
"Hi Sarah, it's Dan with Harbor Realty, calling about 412 Maple that you asked about on Zillow. I can get you in to see it this week. I'll text you from this number too. Call or text me at 555-0142. Talk soon."
Voicemail script (seller)
"Hi Mark, Dan with Harbor Realty. You asked about the value of 18 Birch Lane. I have a few recent sales near you I can share. Call or text me at 555-0142, and I'll text you as well."
What should you text a lead who didn't pick up?
Text right after the voicemail. Follow Up Boss recommends texting a lead within five minutes of a website inquiry, keeping texts brief and friendly, and moving serious topics to a call. Its own examples are one-liners like "Got your message on [source]. When is a good time to call you?" It also recommends asking a question after sending any link, so the lead has something to reply to.
Sample follow-up scripts for the first days
| When | Channel | What to say |
|---|---|---|
| Minute 1 | Call | "Hi [name], it's [agent] with [brokerage]. You just asked about [address] on [source]. Are you hoping to see it this week?" |
| Minute 2 | Voicemail | "Hi [name], [agent] with [brokerage], calling about [address]. I can get you in this week. Call or text me at [number]." |
| Minute 3 | Text | "Hi [name], it's [agent] with [brokerage]. Saw you asked about [address]. Want to see it this week, or should I send similar homes first?" |
| Day 1 evening | Call + text | "Hi [name], tried you earlier about [address]. Is a quick call tonight or tomorrow better?" |
| Day 2 | Text with value | "Two homes like [address] just listed near [area]: [link]. Any of these worth a look?" |
| Day 3 | Call | Same opener, then one new question: "Is [area] where you want to be, or are you open to nearby neighborhoods?" |
| Day 5 | Text | "Looks like we keep missing each other! Still looking in [area], or should I check back later?" |
| Day 7 | Call + voicemail | "Hi [name], [agent] again. I'd never want to drop the ball on you. Any questions I can answer about [area]?" |
The Day 5 line is adapted from a Follow Up Boss example, and the Day 7 line from a check-in a marketing director shared with Inman, who said the usual reply is a quick apology and a restarted conversation. For sellers, swap the listing for their address and the value of recent sales nearby.
How many times should you follow up in the first week?
Plan on several attempts, not one or two. Barry Jenkins, Ylopo's Realtor in Residence, says in a Ylopo article that conversations normally don't happen with a new lead until after seven contact attempts, and that most agents only call one or two times. Ylopo describes this as coming from its users and gives no methodology, so treat it as a vendor estimate. Its advice is to mix calls, texts and voicemails and to avoid calling at lunchtime.
Spread the texts out. Follow Up Boss warns against texting for several days in a row without a reply, since that can get your number flagged. For a longer plan after week one, see how many times to follow up with a lead. If you're weighing what each lead is worth before deciding how hard to chase it, see what real estate leads cost.
Do you need the lead's consent to call and text?
Yes, for automated outreach. FCC rules (47 CFR 64.1200) require the called party's prior express written consent for telemarketing calls made with an automatic telephone dialing system or an artificial or prerecorded voice. Put clear consent language on your website forms, and check what consent your portal leads came with before automating calls or texts. Under an FCC order summarized by Womble Bond Dickinson, senders must honor opt-out replies such as stop, quit, end, revoke, opt out, cancel and unsubscribe in a timely manner. Our guide to AI voice calls and the TCPA covers what that means for AI calls and texts.
How Sharrk handles real estate lead follow-up
Sharrk replies to new web-form and webhook leads in under 30 seconds with an AI text, an AI call, or both, 24/7. On the call, the agent can reference what the lead asked about, ask your qualifying questions, book a showing or listing appointment onto Sharrk's calendar, Calendly or Cal.com, or warm-transfer a ready lead to you. Post-call fields capture the answers, such as timeline, area and whether they have a lender, and you get a text or email alert after each call.
If the lead doesn't answer, a Strike runs the follow-up for you: AI texts, voicemail drops, emails and AI calls on the days you choose, inside your sending windows, with stop rules so it ends the moment the lead replies or books.
Mako, the AI assistant inside Sharrk, builds all of this from a plain-English sentence. Tell it "when a buyer lead comes in from my website, call them, then text, then try again tomorrow evening and on day three," and Mako drafts the agent and the Strike for you to review and approve.
You can build and test agents free with Sharrk Free, with no card required, or book a demo to see a real estate setup.
Related on Sharrk: AI receptionist for real estate · AI receptionist
Sources
- BAM: 88% of Home Buyers Still Rely on Agents, NAR 2025 Report Finds (checked October 22, 2026)
- Virginia REALTORS: Key Takeaways from NAR's 2025 Profile of Home Buyers and Sellers (checked October 22, 2026)
- Follow Up Boss: Real estate text message scripts (checked October 22, 2026)
- Market Leader: Real Estate Voicemail Scripts (checked October 22, 2026)
- Inman: Scripts and emails that are working with online leads (checked October 22, 2026)
- Fit Small Business: Scripts for Real Estate Internet Leads (checked October 22, 2026)
- Ylopo: How often should you contact real estate leads? (checked October 22, 2026)
- eCFR: 47 CFR Part 64, Subpart L (64.1200) (checked October 22, 2026)
- Womble Bond Dickinson: New FCC TCPA consent revocation mandates (checked October 22, 2026)
Frequently asked questions
What is the best first line for a real estate lead follow-up call?
Lead with your name, your brokerage and the exact home or address they asked about, then ask one easy question, such as whether they want to see it this week. Naming the property shows you're responding to their request, not cold calling.
How long should a real estate voicemail be?
Keep it to about 20 seconds. Market Leader recommends a short message with the lead's name, your name and brokerage, the reason you're calling, a benefit and your callback number, and at 120 to 150 words per minute that's roughly 40 words.
Should I text a real estate lead if they don't answer my call?
Yes, text right after you leave the voicemail. Follow Up Boss recommends texting within five minutes of a website inquiry and keeping it short with a question, such as asking when is a good time to call.
How many times should I contact a new online lead?
Plan on about seven attempts mixing calls, texts and voicemails. Ylopo's Barry Jenkins says conversations usually don't happen until after seven attempts and that most agents stop after one or two calls, though Ylopo gives no methodology.
Do I need consent to text or call Zillow and website leads?
Yes, for automated calls and texts. FCC rules require prior express written consent for telemarketing calls made with an autodialer or an artificial or prerecorded voice, and opt-out replies like STOP must be honored.
Can Sharrk follow up with real estate leads automatically?
Yes. Sharrk replies to new web-form and webhook leads in under 30 seconds by AI text or AI call, then a Strike handles follow-up texts, voicemail drops, emails and calls with stop rules once the lead replies or books.