Believe it or not, most real estate agents don’t lose business because they lack leads; they lose business because they don’t do follow up the right way. If you’ve been in the industry for any amount of time, then you’ve probably experienced the frustration of a potential client slipping through the cracks. The truth is that probably at least HALF of the deals you haven’t closed were lost in your follow up process (or lack thereof).

I know that because I’ve been in sales for about 30 years and running real estate teams for the last 12. I can tell you that many of the real estate agents who come to us for training and guidance are all making the exact same mistake: they don’t have a structured real estate follow up plan that they stick to. They might reach out once or twice, but they don’t have a consistent, strategic approach to staying in touch with potential buyers and sellers. The result? Missed opportunities, lost commissions, and frustration.

The question is, what you can you do to improve your real estate follow up plan? That’s what we cover in this article.

The Biggest Challenges that Real Estate Agents Face

Before we dive into the real estate follow up plan you should be using, let’s talk about some common concerns I hear from agents when it comes to following up:

• “I don’t know who to follow up with.” Many agents generate leads but struggle with prioritization. Should they reach out to brand new leads first, or should they reconnect with someone they spoke to a month ago? Without a clear system, they end up working on the wrong leads at the wrong times, leading to wasted effort and missed opportunities.
• “I don’t know what to say.” Even if an agent knows who to follow up with, they often get stuck on what to communicate. They might feel awkward reaching out multiple times, unsure if they’re being too pushy or not persuasive enough. Without the right messaging, real estate follow ups can feel forced or ineffective.
• “I don’t know how to get them to commit to an appointment.” Many agents can get a lead to respond, but turning that conversation into a concrete appointment is another challenge altogether. They may struggle with overcoming objections, identifying buying signals, or creating urgency without sounding overly salesy.

The simple plan I’m about to share will help you determine who to follow up with each day. As for what to say and how to convert leads into actual appointments? That’s a deeper conversation that we cover in our training programs. But for now, let’s focus on making sure you have a structured process to ensure no lead falls through the cracks.

The 3-2-2 Real Estate Follow Up Plan

At Smart Sales Coaching, we teach a straightforward and highly effective follow up system that will help you stay top-of-mind with potential clients while avoiding the common pitfall of following up too infrequently (or too aggressively). Here’s how it works for new leads or anyone you’re trying to get in touch with:

1. • Call, text, and email for three consecutive days
   • Then, pause for two days (no messages)
   • After the pause, follow up with another two consecutive days of call, text, and email outreach

This structured approach ensures that you are making multiple attempts to connect with new real estate leads while avoiding the risk of overwhelming them with too much contact at once.

Daily Follow Up Order

Now that you have the 3-2-2 framework, let’s talk about who you should be reaching out to each day, in the correct priority order:

1. New Leads – Your freshest leads deserve the most attention. Start with them first every day.
2. Responses from Leads or Nurtures & Showing Requests – If someone has replied to you, that’s a sign of interest. Prioritize these conversations.
3. Recent Leads (Created in the Last 7 Days) – These leads should be on the 3-2-2 follow up plan to maximize your chances of setting an appointment.
4. Nurtures – These are prospects who weren’t ready when you first interacted with them but have the potential to convert in the future. Stay in touch.
5. Action Takers – This includes leads who are actively engaging with your content—returning to your site, opening emails, clicking on listings, etc. They’re signaling interest, so follow up!

Why this Real Estate Follow Up System Works

Many real estate agents think that follow up means calling a lead once, leaving a voicemail, and hoping for the best. That’s not follow up—that’s wishful thinking. The reality is that most people don’t respond right away, and many need multiple touchpoints before they take action.

By following this plan, you create consistent, structured touchpoints that keep you on a lead’s radar without becoming annoying. It also ensures that you are focusing on the right leads at the right time, instead of just working through a random to-do list.

Real estate is a business of relationships, and relationships are built through consistent communication. If you aren’t following up strategically, you’re handing business over to the agents who are.

If you need help improving your real estate follow up plan, check out our agent training here.