Follow-Up Messages That Close
Here's a statistic that should change how you work: 80% of sales require at least 5 follow-ups, but 44% of agents give up after just one. That gap between persistence and reality is where deals die — and where AI gives you an unfair advantage.
Follow-up isn't about being pushy. It's about being present. The right message at the right time is the difference between a client who drifts away and a client who says, "Let's do this." Today you'll build follow-up sequences for every scenario, with AI doing the writing so you never run out of things to say.
Why follow-up is where deals are won
Think about the buyer's journey. They view a property. They liked it but aren't sure. They go home, sleep on it, get busy with life, and slowly the excitement fades. Not because the property was wrong — but because nobody kept the momentum going.
Now imagine they get a thoughtful message the next day: "I was thinking about your reaction to the garden — you mentioned your kids would love it. Just wanted to let you know the sellers are motivated and there's strong interest. Happy to chat if you'd like to discuss numbers."
That's not pushy. That's helpful. And it's exactly the kind of message AI can generate in seconds based on your viewing notes.
The agents who follow up consistently don't just close more deals — they close them faster, at better prices, and with less stress for everyone involved.
Post-viewing follow-ups
The first 24 hours after a viewing are critical. Here's your sequence:
Same day (within 2-4 hours):
A brief, warm message thanking them for viewing. Reference something specific they said or reacted to during the viewing. This shows you were listening.
"Write a follow-up text/email to a buyer who viewed [property] today. During the viewing, they particularly liked [specific detail]. They seemed [enthusiastic/interested but had concerns about X]. Write a brief, warm message that references what they liked, addresses any concern, and asks if they'd like to discuss further. Under 60 words for text, under 100 words for email."
Day 2:
If you haven't heard back, send a low-pressure check-in with one additional piece of useful information.
"Write a day-2 follow-up to a buyer who viewed [property] yesterday and hasn't responded yet. Share one piece of new information: [comparable sale nearby / the sellers' flexibility on completion date / upcoming development that adds value to the area]. Keep it casual and helpful, not pushy. Under 50 words."
Day 5:
If still no response, a brief "no pressure" message.
"Write a gentle day-5 follow-up to a buyer who viewed a property and hasn't responded to two previous messages. Acknowledge they might be busy or still thinking. Mention you have [another property coming up / a market update relevant to them]. Leave the door open. Under 40 words."
Post-open-house follow-ups
Open houses generate a lot of leads — but most agents never follow up with the people who walked through the door. Here's the system:
Within 24 hours — to every attendee:
"Write a follow-up email to someone who attended my open house at [property] on Saturday. Thank them for coming. Ask for their honest impression. Mention one highlight of the property they may have noticed. Include a CTA to book a private second viewing or discuss similar properties. Under 80 words."
To the most interested attendees — Day 3:
"Write a follow-up to a buyer who attended the open house and showed strong interest (spent 30+ minutes, asked detailed questions about [topic]). Create gentle urgency — mention the level of interest from Saturday without being dishonest. Suggest a second viewing or a call to discuss numbers. Under 80 words."
To less engaged attendees — Day 3:
"Write a follow-up to an open house attendee who seemed lukewarm about the property. Instead of pushing this property, ask what they're actually looking for — budget, area, must-haves. Offer to send properties that better match their criteria. This is lead capture, not property selling. Under 70 words."
Re-engaging cold leads
Every agent has a list of people who once showed interest and then went quiet. Most agents write these off. Smart agents re-engage them — and AI makes it easy.
The "checking in" message:
"Write a re-engagement email to a buyer I worked with [3/6/12] months ago who went quiet. Don't be needy. Reference [the type of property they were looking for / the area they liked]. Share something new: [market shift, new development, interest rate change, a specific new listing]. Invite them to reconnect without pressure. Under 80 words."
The "market has changed" message:
"Write a re-engagement email to a buyer who paused their search [X months ago]. The market has shifted: [interest rates dropped / new inventory / prices adjusted]. Frame it as 'I thought of you because the timing might be better now.' Not pushy — just informative. Under 80 words."
The "perfect property" message:
"Write a re-engagement message to a cold lead. A property just came on that's an incredibly close match to what they told me they wanted [X months ago]: [property details]. This is the reason to reach out — be excited but not over-the-top. Under 70 words."
The timing playbook
When you send matters almost as much as what you send:
Post-viewing: Within 2-4 hours. Strike while the property is fresh in their mind.
Open house follow-up: Within 24 hours. Before they forget which property was yours.
After an offer is declined: Same day. Address emotions immediately and discuss next steps.
Cold lead re-engagement: Tuesday or Wednesday morning. These are the highest email open-rate days. Avoid Mondays (inbox overload) and Fridays (mentally checked out).
Seller updates: Same day each week. Consistency builds trust. If you always send updates on Thursday afternoons, sellers learn to expect it — and never have to chase you.
After closing: 1 week (congratulations and next steps), 1 month (how's the move?), 3 months (settling in?), then quarterly (market updates and check-ins).
Build these into your calendar or CRM, and you'll never drop a follow-up again.
