The Most Effective Scripts for Following Up with Real Estate Leads

Converting leads into loyal clients doesn’t just depend on how many people you contact—it’s about how you follow up. Whether you’re reaching out to a cold lead, nurturing a past client, or reconnecting with a referral, your words matter.

A well-crafted script helps you stay confident, sound professional, and keep the conversation focused on building trust. Below, we’ll share ready-to-use phone and email scripts tailored to three key groups: cold leads, referrals, and past clients—plus some pro tips to make your follow-up strategy more successful.

1. Following Up with Cold Leads

Cold leads can feel intimidating because they may not remember you or have expressed interest yet. The key is to sound approachable, provide value, and keep the tone light—not pushy.

Phone Script for Cold Leads:

“Hi [Name], this is [Your Name] with [Your Company]. I noticed you were checking out homes in [area/neighborhood] recently and wanted to see how your search is going. Are you still looking for a home in that area or have your plans changed?”

[Pause for response]

“I’d love to send you a few updated listings that fit your criteria. What’s the best way to reach you—text or email?”

Tip: Always offer value first (like updated listings or local insights). This builds trust and gives them a reason to keep talking.

If you’re still working on mastering lead conversations, check out our blog: Best Ways for New Agents to Find Their First Clients

Email Script for Cold Leads:

Subject: Still looking for your next home in [City]?

Hi [Name],
I noticed your interest in homes around [area]. I wanted to share a few new listings that match what buyers like you have been loving lately.

Would you like me to send over some options that fit your budget and preferred neighborhoods?

Best,
[Your Name]
[Your Contact Info]

2. Following Up with Referrals

Referrals are gold—someone they already trust has given you an introduction. You want to honor that trust by sounding warm, personal, and professional.

Phone Script for Referrals:

“Hi [Name], this is [Your Name] with [Your Company]. [Referral Source’s Name] mentioned you might be thinking about [buying/selling/investing] in the near future. I wanted to personally introduce myself and see how I can help.”

[Pause for response]

“Would you be open to a quick call or coffee this week to talk about what you’re looking for and how I can make the process smoother?”

Tip: Mention the mutual connection early—it immediately builds rapport.

Want to strengthen your referral network? Read our article How to Discover Your Real Estate Niche—it’s full of practical ways to identify your specialty and build a referral network that supports your goals.

Email Script for Referrals:

Subject: [Referral Name] thought we should connect

Hi [Name],
[Referral Name] mentioned you might be thinking about [buying/selling]. I’d love the chance to introduce myself and share how I can make the process seamless for you.

I’ve helped many clients in [area] find exactly what they’re looking for—whether it’s a new home, investment property, or selling for top value.

Can we set up a short call this week?

Warm regards,
[Your Name]

3. Reconnecting with Past Clients

Your past clients are one of your most powerful lead sources. Staying in touch keeps you top-of-mind for referrals and repeat business.

Phone Script for Past Clients:

“Hi [Name], it’s [Your Name]—how have you been? I was just thinking about your home in [neighborhood] and wanted to check in to see how everything’s going.”

[Pause for response]

“The market has changed quite a bit lately, and many homeowners are surprised at how much equity they’ve built. Would you like a quick market update on your home’s current value?”

Tip: Focus on value, not sales. The goal is to stay helpful and relevant.

Email Script for Past Clients:

Subject: Can you believe it’s been [X years] since you bought your home?

Hi [Name],
I hope all is well! I was just reviewing some recent market data in your neighborhood and thought you might like to see what homes like yours are selling for.

Would you like me to send over a quick, complimentary market update?

Best,
[Your Name]
[Your Contact Info]

Bonus: How to Maximize Your Follow-Ups

• Use a CRM to track your contacts and schedule reminders.
• Personalize every message—even one small detail can make the difference.
• Be consistent. Following up once isn’t enough; stay top of mind through genuine check-ins.
• Keep learning. Communication and client service are skills that improve with training and education.

Agents who invest in ongoing learning not only follow up more effectively—they also build stronger relationships that drive repeat and referral business.

If you’re ready to sharpen your communication skills and elevate your professionalism, explore continuing education courses with License Classroom. These courses help real estate professionals master the soft skills, legal updates, and best practices that lead to long-term success.

Final Thoughts

Effective follow-up isn’t about pressure—it’s about connection. Whether you’re calling a cold lead or checking in with a past client, every message is an opportunity to show professionalism, provide value, and build trust.

With these scripts and strategies, you’ll never wonder what to say again—and you’ll be one step closer to turning every lead into a lifelong client.