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- Front-load the first two weeks, when interest is highest.
- Change channels on purpose: text, then call, then email, then repeat.
- A reply resets the schedule; silence moves the lead to a slower track.
- Turn every step into a dated task, or it will not happen.
Why you need a written schedule
Without a real estate lead follow-up schedule, follow-up depends on memory and mood. The leads you liked get called. The ones who sent a vague one-line form get forgotten. A written schedule treats every lead the same until they tell you otherwise.
It also protects your time. When the plan says Thursday is day-7 calls, you do not spend Thursday morning deciding who to contact. You open the list and start.
The plan below is a starting point that suits many agents. Adjust it for your market: an Ottawa agent working Barrhaven new builds may keep a different rhythm from someone selling downtown condos.
Think of it as a promise to yourself: in the first two weeks, no lead goes more than a few days without hearing from you, and after that, none goes more than a month without a useful touch.
Days 1 to 14: the active window
Interest is highest right after the inquiry. This is when most of your touches belong, and when switching channels matters most.
That is seven touches in two weeks. It sounds like a lot until you remember that each one brings something new, and the person can reply “not now” at any point.
If they answer on day 2, set the table aside and follow the conversation. The schedule is for silence, not for people who are already talking to you.
| Day | Channel | What to do |
|---|---|---|
| Day 1, first minutes | Text or call | Reply to the inquiry and ask one question |
| Day 1, later | Call | Call if they have not replied; leave a short voicemail |
| Day 2 | Send listings or a home-value range, plus your contact details | |
| Day 4 | Text | Share one new listing or sold price that fits |
| Day 7 | Call | A friendly call about timing and financing |
| Day 10 | A short neighbourhood note: schools, transit, recent sales | |
| Day 14 | Text | Ask whether they are still looking, or if you should check back later |
Weeks 3 to 12: the steady track
If the lead has not replied by day 14, slow down but do not stop. Move to one touch a week for the next month, then one every two weeks.
This is where content earns its keep. A monthly market note for Kanata, a list of upcoming open houses or a short video tour of a home in their price range keeps you useful without asking for anything.
- Week 3: a listing roundup for their area
- Week 4: a call to check whether plans have changed
- Week 6: a market note with recent sales
- Week 8: an invitation to an open house or a buyer evening
- Week 12: a personal check-in with no listings attached
TipBatch the steady-track touches. One hour every Tuesday for weekly messages is easier to keep than a dozen scattered reminders.
What happens when they reply
A reply resets everything. The person is now in a conversation with you, and your job shifts from getting attention to understanding what they need: timing, budget, areas, financing and motivation.
Book the next step while you have them: a call, a buyer consultation, a valuation visit. Then set a task for the day after that step, so the follow-up continues whether or not they go quiet again.
- Answer in the same threadReply on the channel they used and answer their question first.
- Qualify gentlyAsk one or two questions about timing and budget.
- Book a stepOffer two specific times for a call or a viewing.
- Set the next taskAdd a dated task so you follow up after that step.
Hi Chloe, it's [Your name] with [Brokerage]. Last week you asked about townhouses in Barrhaven, and two new ones came up near the Transitway. Do you have five minutes to talk about what you're looking for?
Buyer and seller schedules are not the same
Seller leads often move slowly at first and then very fast. A homeowner in Orléans who asks for a value range in March may not list until the fall, but once they decide, they want a listing appointment that week.
For sellers, lean on value: a home-value update every quarter, recent sales on their street, a note when a similar home lists nearby. For buyers, lean on homes: new listings that fit, price changes and open houses.
Renters need the fastest schedule of all. A one-bedroom in Centretown is often decided within days, so compress the first week and skip the long track unless they mention buying later.
| Topic | Buyer lead | Seller lead |
|---|---|---|
| Main hook | New and reduced listings | What their home might sell for |
| Best rhythm | Frequent in the first weeks | Steady, with quarterly value updates |
| Key question | Have you talked with a lender yet? | When would you ideally move? |
| Next step | A showing or buyer consultation | A listing appointment or valuation visit |
Make the schedule run itself
The hardest moment for any schedule is Monday morning after a busy weekend. The fix is to turn the plan into dated tasks the moment a lead arrives, so your task list tells you what to do.
Review the list once a day, ideally at the same time. Clear today's touches first, then move to new leads. Anything you cannot do today gets a new date, never a blank.
- Overdue tasks from yesterday
- Today's scheduled touches
- New leads from the last 24 hours
- Replies that still need an answer
TipName each task by its step, such as “Day 7 call” or “Week 4 check-in”, so you can see at a glance where every lead sits in the schedule.
Adjust the schedule for the season
Ontario markets have a rhythm. Spring and early fall are busy; late December and the middle of summer are quieter. A lead who comes in during a quiet week may still be serious, but often expects a slower pace.
In busy seasons, keep the first two weeks tight, because good homes move quickly and buyers need to be ready. In quiet seasons, use the extra time for longer calls and better market notes. Around holidays, lighten up: a short holiday check-in beats a listing email on Christmas Eve.
Questions
What is a good real estate lead follow-up schedule?
Plan several touches in the first two weeks, mixing text, phone and email, then weekly for a month, then every two weeks to monthly. Reset the plan whenever the lead replies.
Should every lead get the same schedule?
Start everyone on the same plan, then adjust once you know their timing. Someone moving next month gets a faster track than someone who wants to buy in two years.
How long should a lead stay on the schedule?
Keep active follow-up going for about three months, then move quiet leads to a monthly or quarterly check-in. Many people buy or sell a year or more after their first inquiry.
What if a lead asks me to stop?
Stop at once and mark them do not contact, so nothing else goes out by mistake. Thank them; a gracious exit leaves a good last impression if they come back later.
What should I do if I fall behind on the schedule?
Do not try to catch up all at once. Contact the newest leads first, since they are the warmest, then work back through older ones over the next few days, resetting each lead's next date as you go.