The hardest part of real estate follow-up is not knowing what to say. You know you should text back within minutes, you know you should check in 30 days later, you know you should re-engage that lead who went cold, but when you open a blank message field, nothing comes out. This page fixes that. Every template below is word-for-word, ready to copy, and organized by the situation you are actually in.
TCPA & compliance note: Automated or bulk text messaging to leads requires prior express written consent under the Telephone Consumer Protection Act (TCPA). Obtaining that consent, and how you document it, depends on how your leads opt in and which platform you use. This page is not legal advice. Before you load any of these templates into an automated sequence, confirm your texting practices and consent flow with your broker and qualified legal counsel.
How to use these templates
Every template uses plain merge fields written as [First Name], [Property Address], and [Your Name]. Replace them before sending, or configure your CRM to fill them automatically. Keep texts short, conversational, and free of jargon. One question per message works better than three. And always stop automated messages the moment someone replies, that single rule separates agents who feel like humans from agents who feel like robots.
Scenario 1: New online leads (speed-to-lead)
These go out within minutes of a lead registering, viewing a listing, or filling out a form. Speed matters more here than eloquence. Short and human beats long and polished every time.
Template 1 — Immediate first touch
Use when: A lead just registered on your site or a portal. Send within 5 minutes.
Hey [First Name], this is [Your Name] with [Brokerage]. I saw you were checking out [Property Address], happy to answer any questions or set up a private showing. Is this week working for you?
Template 2 — No response, Day 2 follow-up
Use when: You texted yesterday and have not heard back.
Hi [First Name], [Your Name] again. Just wanted to make sure my message didn't get buried. Still happy to help, are you still looking in the area or has your search shifted?
Template 3 — No response, Day 7 "soft break-up"
Use when: It has been a week and the lead has not replied to any outreach. This often gets the highest response rate of any sequence message.
Hey [First Name], I don't want to keep bothering you if the timing isn't right. I'll go ahead and take you off my follow-up list. If you ever want to pick things back up, just reply here and I'll be right back in touch. Good luck with your search!
Scenario 2: Open house follow-up
These go to people who signed into your open house register. Send the same day while the memory is fresh, then space out subsequent messages. For a full open house follow-up system, see our open house follow-up playbook.
Template 4 — Same-day after open house
Use when: Within 2–3 hours of the open house closing.
Hi [First Name], it was great meeting you today at [Property Address]! This is [Your Name]. Did anything stand out to you, or would you like to see a few similar options? No pressure, just want to make sure you have everything you need.
Template 5 — Day 3 follow-up, no reply
Use when: The visitor has not responded to your first text.
Hey [First Name], [Your Name] here from the open house at [Property Address]. A couple of similar homes just hit the market this week, want me to send you the details?
Template 6 — Two weeks later, listing status update
Use when: The home they visited has gone under contract or had a price change.
Quick update, [First Name]: [Property Address] is now under contract. If you were on the fence, there are a few other great options I'd love to show you. Want to take a look this weekend?
Scenario 3: Long-term nurture (leads who are "6–12 months out")
These are your "slow burn" contacts. They are real buyers or sellers, just not yet. The goal of every message is to stay memorable without being annoying. One touch per month is usually right.
Template 7 — Monthly market pulse check-in
Use when: Monthly nurture for a lead who said they are not ready yet.
Hey [First Name], [Your Name] here. Quick market update for [City/Neighborhood]: inventory is [up/down] this month and homes are averaging [X days] on market. Nothing urgent, just keeping you in the loop. Let me know when you want to start getting serious!
Template 8 — Seasonal re-engagement (spring/fall)
Use when: Beginning of a new buying season for a long-term nurture contact.
Hi [First Name]! Spring market is heating up in [City] and well-priced homes are moving fast. If this is the year you make a move, now is a great time to get pre-approved and start previewing options. Want to catch up for 10 minutes this week?
Scenario 4: Price reduction alerts
Price drops on homes a lead previously viewed or saved are one of the highest-converting triggers you have. Send these the same day the price changes.
Template 9 — Price reduction on a home they viewed
Use when: A listing the lead toured or saved just had a price reduction.
Good news, [First Name]! [Property Address] just dropped to [New Price]. You showed interest in this one before, and at this price it probably won't last long. Want to take another look or make an offer? [Your Name]
Template 10 — Price reduction on a similar listing
Use when: A home matching the lead's criteria just reduced, even if they hadn't seen it yet.
Hey [First Name], a home that checks most of your boxes just dropped in price, [Property Address], now at [New Price]. I thought of you immediately. Want the full details?
Scenario 5: Past clients and sphere of influence
Past clients are your highest-ROI database segment. They already trust you. A short, personal text once a quarter is all it takes to stay top of mind and earn referrals.
Template 11 — Annual home anniversary text
Use when: The anniversary of their closing date (set a recurring reminder).
Happy home anniversary, [First Name]! It's been [X] year(s) since we closed on [Property Address]. Hope you're loving it! If you ever want a quick update on what your home is worth today, just say the word. — [Your Name]
Template 12 — Referral ask (casual)
Use when: Checking in with a happy past client, 6+ months after closing.
Hey [First Name]! Just thinking of you. If you know anyone who's thinking about buying or selling, I'd love to help them the same way I helped you. A quick introduction is the best compliment I can get. Hope life is good! — [Your Name]
Template 13 — Quarterly value-add check-in
Use when: A routine quarterly touchpoint with no specific trigger.
Hi [First Name], [Your Name] here. Just wanted to check in, homes like yours in [Neighborhood] are getting strong offers right now. No pressure at all, but if you've ever been curious what yours would sell for, I can put together a quick estimate. Want me to?
Scenario 6: Expired listings and FSBOs
These contacts have already shown they want to sell. They just haven't found the right agent yet. Texts here should be brief, direct, and respectful of the fact that they are being contacted by multiple agents. For a full expired listing approach, see our expired listing scripts page.
Template 14 — Expired listing, first touch
Use when: The listing expired today or yesterday. Send before calling.
Hi [First Name], I noticed [Property Address] just came off the market. I have some thoughts on what may have held it back and I'd love to share them, no obligation. Would a quick call today or tomorrow work? — [Your Name]
Template 15 — FSBO, first touch
Use when: You are reaching out to a homeowner who is selling without an agent.
Hi [First Name], I saw [Property Address] is for sale by owner. I work a lot of buyers in that area and occasionally match them directly with sellers, which saves everyone time. Would you be open to a quick conversation? — [Your Name]
Scenario 7: Under contract and post-closing
These messages keep clients calm during a stressful process and set the stage for referrals after closing. Brief, reassuring, and personal.
Template 16 — Under contract reassurance
Use when: A few days after going under contract, especially if the client seems anxious.
Hey [First Name], just a quick note: everything on [Property Address] is moving along as expected. I'm keeping a close eye on all the deadlines and will flag anything that needs your attention. You're in good hands. — [Your Name]
Template 17 — One week after closing
Use when: About 7 days after the closing date, when the dust has settled.
Hi [First Name]! Hope you're settling in nicely at [Property Address]. Let me know if anything came up during the move that I can help with, I have great contacts for everything from movers to contractors. So glad we got this done together! — [Your Name]
Tips for making these templates work
A great template used inconsistently beats a perfect template you never send. Here are the habits that separate high-converting agents from the ones who say they "do follow-up" but really don't:
- Personalize the first line. Merge fields help, but adding one specific detail, a neighborhood name, the home they saw, a thing they mentioned, elevates a template into a real message.
- One question per text. Every message above ends with a single, easy-to-answer question. That is intentional. Give someone two questions and they answer neither.
- Reply-stop is non-negotiable. If you are running these in an automated sequence, configure it to pause immediately when the lead responds. Platforms like Closed by Friday handle this automatically, so you never accidentally send a robotic follow-up into the middle of a real conversation.
- Text during business hours. Even automated sequences should be configured to send between 8 a.m. and 8 p.m. local time. Early morning and late evening texts feel intrusive and can harm your brand.
- Test your sender name. Texts from a named business number outperform texts from a random 10-digit number. Register your number through A2P 10DLC to improve deliverability and trust.
How to load these into an automated follow-up sequence
Copying and pasting individual texts is a start, but a real follow-up system runs on autopilot. Here is how to set one up:
- Pick a sequence trigger. New lead from Zillow, open house sign-in, or an inbound form fill. Every trigger starts a specific drip, so new leads get the speed-to-lead sequence, open house visitors get the open house sequence, and so on.
- Load your templates in order. Day 0, Day 2, Day 7, Day 14, Day 30, and so on. Alternate between text and email so you are not always in the same channel.
- Set a reply-stop rule. The entire sequence pauses the moment the lead replies. This is the single most important setting in any follow-up automation.
- Review replies in one inbox. In Closed by Friday, all texts and emails land in a shared team inbox with unread and starred views, so nothing slips through the cracks even when your team is splitting leads.
Closed by Friday's built-in action plan library includes a buyer nurture sequence, seller drip, open house follow-up, past-client plan, and stale lead re-engagement sequence, all pre-loaded with templates you can edit and deploy in one click. If you would rather start fresh, you can build your own sequences using templates like the ones on this page and have them sending within an afternoon.
A note on tone and compliance
Every template above is written to sound like a real person, not a marketing department. That is intentional. Real estate is a relationship business, and a text that sounds corporate or salesy trains people to ignore you. Read every message out loud before you send it. If it sounds like something you would actually say to a friend who was moving, it will land. If it sounds like a press release, rewrite it.
Compliance reminder: TCPA rules around automated text messaging, consent documentation, opt-out handling, and quiet hours vary by platform and by state. This page is not legal advice. Before automating any of these templates, verify your consent flows and texting practices with your broker, your E&O carrier, and qualified legal counsel. Your compliance obligations are yours, not ours.
Frequently asked questions
How soon should I text a new lead?
As fast as possible, ideally within five minutes of the inquiry. Response speed is one of the few variables that directly predicts whether you reach a lead before a competitor does. If you cannot respond manually in that window, an automated first-touch text (with proper consent) is a practical substitute.
How many texts before I give up?
Most nurture sequences run 8 to 12 touchpoints over 90 days, then shift to a monthly or quarterly long-term drip. There is no universal number. The "soft break-up" text in Template 3 often re-engages leads who ignored everything before it, so do not stop too early.
Should I text from my personal cell or a business number?
A dedicated business number registered through A2P 10DLC improves deliverability, keeps your personal number private, and lets a team share one inbox. Most serious CRM platforms, including Closed by Friday, handle this as part of their texting setup.
Can I use these for mortgage leads too?
Yes, with light edits. Replace references to properties with references to loan programs, rate locks, or pre-approval timelines. The structure and tone principles are identical. Loan officers dealing with RESPA-adjacent referral relationships should confirm any co-marketing messaging with their compliance officer. Not legal advice.
Related: Expired Listing Scripts · Open House Follow-Up Playbook · CRM for Real Estate Agents · Mortgage CRM for Loan Officers · Pricing
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