DoorlarkThree rules that make these work
- Fill every bracket with something real. A fact about the home, a detail they told you, an actual date. The bracket is what makes it sound like you and not a drip campaign.
- Make every message useful or easy to say no to. "Just checking in" gives them nothing to answer. A number, a homes list or a clean exit gets replies.
- Only text people who've agreed to it. Online lead forms and sign-in sheets with a consent line usually cover it; a cold number doesn't. Ask your broker about your office's TCPA policy and honor STOP right away.
New online lead
Within 5 minutes
Hi [Name], it's [Your name] with [Brokerage]. Saw you looked at [address]. It's still available. Want the HOA and tax numbers, or would you rather see it in person?
If no reply, next day
[Name], one thing worth knowing on [address]: [one real fact, e.g. the two closest sales this year or how long it's been listed]. Happy to send more like it if you're looking in that area.
Day 4
Still looking around [area], or did you find something? Either way is fine, just don't want to keep texting if you're set.
After a showing
Same evening
What did you think of [address]? Totally fine if it's a no. Knowing what you didn't like helps me find the right one faster.
If they passed
Thanks for being straight with me. Was it the house itself, or the price for what it is? Either answer changes what I send you next.
If they liked it
Glad it stood out. If you want, I can pull what the last few nearby homes sold for so you know where a fair offer starts. Takes me about 15 minutes.
Open house visitor
Within 2 hours
Hi [Name], it's [Your name] from the open house on [Street]. You mentioned [detail]. Want me to send a couple of other homes with that before this weekend?
Day 3
Quick update on [Street]: [real update]. Still on your list, or should I keep an eye out for something else?
Past client
Home anniversary
Hi [Name], it's been [X] years since you got the keys to [Street]. Hope it's treating you well. If you ever want to know what it's worth now, I'm happy to run it. No pitch.
Market note, twice a year
[Name], [number] homes sold in [neighborhood] in the last 6 months. If you're curious how that affects yours, I can send a one-page summary.
Cold lead, 60+ days quiet
Re-open
Hi [Name], it's [Your name]. A while back you were looking at homes around [area]. Are you still thinking about a move, or should I take you off my list?
If they say later
Makes sense. Want me to check back in [month they mention]? I'll put it on my calendar and won't text before then.
Seller lead
After they ask for a value
Thanks, [Name]. I'll put together what similar homes near you sold for and send it by [day]. Is there anything you've updated that I wouldn't see from the street?
After you send the CMA
Sent it over. The short version: homes like yours have sold between [low] and [high] lately. Want to walk through it for 15 minutes this week?
Write your own with AI
Follow-up text writer
Write 3 short follow-up texts for a real estate lead. Context: [how we met, what they said, the home or area, how long since last contact]. Each under 300 characters, plain words, no exclamation marks, no "just checking in". Each one should give them a real fact or an easy yes/no. Don't describe who should live in the home or the neighborhood.
Related free tools and guides
- Open House Sign-In Sheet: free printable sheet plus follow-up texts for the next 7 days.
- Qualified Lead Playbook: speed-to-lead routine and the second-text rule.
- Lead Cost Calculator: what a closing from each lead source costs you, and what it nets after your split.
FAQ
What should I text a new real estate lead?
Something they can answer: confirm the home is available and offer a specific next step, like the HOA and tax numbers or a showing time. Send it within minutes if you can.
How often should I follow up with a lead?
Our texts space it out over the first week, then move to a check-in date the lead picks. Stop when they say stop.
Is it legal to text real estate leads?
Texting people who gave consent is the safer path. Rules come from the TCPA and state laws, and your brokerage may have its own policy. This page isn't legal advice.
Can I use these in my CRM's drip campaigns?
Yes, but fill the brackets per person. Generic versions sent to everyone lose the detail that gets replies.
By Doorlark Editorial Team. For planning only, not legal, tax or financial advice.