Let me be blunt: if you’re not actively nurturing your leads, you’re losing money. I learned that the hard way in my early years as a new agent.
Back in the 90s, I was doing everything I thought I was supposed to—door knocking, cold calling, mailing postcards. Leads would trickle in, and I’d get excited. But after that first call or email, most of them went silent. I assumed they just weren’t serious buyers or sellers.
One day, I followed up with a lead from three months prior on a whim. She said, “Oh! I thought you forgot about me. We’re finally ready to start looking.” That moment flipped a switch in my business. I realized it wasn’t about chasing more leads—it was about consistently following up with the ones I already had.
Fast forward to today, and nurturing leads is the backbone of every successful real estate business I coach or consult with. It’s not about spamming inboxes or making daily calls—it’s about building trust, delivering value, and showing up when others don’t.
In this guide, I’m breaking down the exact strategies I use and teach to help real estate agents turn cold leads into closed deals. Whether you’re managing a hundred contacts or a few thousand, this system works.
Ready to stop letting leads slip through the cracks?
What Real Estate Lead Nurturing Actually Means (And What It’s Not)
Let’s clear something up right away—nurturing leads isn’t about “checking in” every few weeks with a vague, “Just seeing if you’re still interested…” That kind of follow-up? It’s lazy, and your leads can smell it a mile away.
Real estate lead nurturing is about providing the right value at the right time, tailored to where someone is in their decision-making process. That’s it.
Back when I managed a team of newer agents, I’d watch them send the same canned email to buyers who had just started browsing and to sellers ready to list. No personalization. No context. And unsurprisingly, no response.
Here’s what effective nurturing looks like:
- A first-time buyer who downloaded your “Homebuying Checklist” gets a series of emails walking them through the process, one bite at a time.
- A seller who requested a home valuation hears from you with market updates and stories about how other clients sold above asking.
- A “not ready yet” lead hears from you monthly—not with a sales pitch, but with helpful advice, success stories, or even just a check-in with real value.
Nurturing isn’t a blast email. It’s a conversation over time, designed to build trust and guide someone from curiosity to commitment.
In my experience, leads who were nurtured properly didn’t just convert more often—they were more loyal, easier to work with, and referred others after closing.
Buyer Leads vs. Seller Leads—Two Paths, Two Playbooks
Nurturing a buyer lead is a completely different game than nurturing a seller—and if you’re using the same script for both, you’re likely striking out with half your pipeline.
When someone’s browsing homes online or attends an open house, they’re often just looking. That doesn’t mean they’re not serious—it just means they’re early in the process. Think of them like someone walking through a car dealership with no intention to buy that day. If you pounce too early, you scare them off.
I had a buyer once who filled out a contact form on my site in late January. I gave them space but followed up with a mix of weekly emails: market trends, new listings, how-tos on mortgages. By late March, they replied to one of those emails and said, “We’re ready—can we see that house you sent last week?” They bought two weeks later.
Now, sellers are different. They’re usually motivated by a life event—job relocation, upsizing, downsizing, divorce. They often want someone to take control, fast. They’re not looking for a drip campaign full of fluff. They want credibility, results, and proof you’ve done this before.
When I nurtured seller leads, I focused on high-trust, high-impact touchpoints:
- Market reports for their zip code.
- Case studies of homes I’d sold nearby.
- Quick CMAs with a personal video summary.
- Occasional texts like, “Saw three homes just like yours go pending this week—want me to send you the numbers?”
The mindset, motivations, and urgency levels are different. And your nurture strategy needs to respect that.
Real Estate Lead Nurturing Strategies for Listing Agents
If you’re a listing agent, every lead you don’t nurture is a potential sign in someone else’s yard. Sellers don’t stay on the fence forever—they either take action or go quiet. The agents who stay top-of-mind with relevant, high-trust communication are the ones who get the listing.
Here’s what’s worked for me—and for dozens of agents I’ve coached—when nurturing seller leads effectively.
Respond Fast, Then Set the Stage
If there’s one thing that can immediately boost your listing conversion rate, it’s speed to lead. When a potential seller reaches out—whether through your website, a portal like Zillow, or even a social DM—they’re in research mode. That window of intent doesn’t last long. The agent who gets there first with the right tone almost always wins the conversation.
Early in my career, I learned this lesson the hard way. I had a hot lead come through my voicemail on a Saturday morning. I didn’t call back until Monday. By then? Another agent had already done a walk-through and locked down the listing.
From that point on, I built a system to respond to seller leads within five minutes—even if it was automated at first.
Here’s how I do it:
Use a Smart Auto-Responder That Buys You Time (Without Sounding Robotic)
If you’re not available 24/7 (and you shouldn’t be), use a service like Follow Up Boss, Sierra Interactive, or even a well-set-up Gmail autoresponder to reply immediately. But ditch the generic “Thank you for reaching out” template. Instead, write like a human:
“Hi [First Name], got your message about potentially selling your home—thank you! I’m just stepping out of a showing, but I’ll reach out personally in the next 30 minutes. If there’s a good time for a quick call, feel free to text me here.”
This kind of reply does two things:
- It shows you’re responsive and personal.
- It gives you a brief window to gather your thoughts before calling back.
Follow Up With a Real Conversation—Not a Sales Pitch
When you do call back, don’t jump into “Let’s list your house.” Take a consultative tone. I usually say something like:
“I saw your request come through about possibly selling your home. I’m happy to walk through what that might look like—no pressure either way. Can I ask what’s prompting the move?”
That last question is key. It gets to their why, and that’s what drives their timeline, urgency, and ultimately, their decision to list. You’re starting a relationship, not closing a deal.
Set Expectations Up Front and Establish Your Role
After that first conversation, I always close with this:
“My job isn’t to sell you on listing—it's to help you make the smartest, most profitable decision, whether that's this month or six months from now. I’ll stay in touch with updates that matter, and when you’re ready, I’ll be here.”
You’ve now positioned yourself as a trusted advisor instead of just another hungry agent. And you’ve opened the door to long-term nurturing—without feeling intrusive.
Send a Custom CMA—But Don’t Stop There
Every listing agent knows that a CMA (Comparative Market Analysis) is the first step in converting a seller. But most agents treat it like a static report—plug in the numbers, drop it in an email, and hope the lead follows up.
That’s a missed opportunity.
In my experience, how you deliver the CMA is just as important as what’s in it. Done right, it becomes the moment you establish authority, build trust, and set yourself apart from the five other agents they’re likely talking to.
Here’s the process I follow—and teach—to maximize CMA impact.
Go Beyond the Spreadsheet—Tell a Story With the Data
When I send a CMA, I don’t just include comps and square footage. I frame it with context:
“Your home at 742 Elm Street sits in a pocket of [neighborhood] that’s seen 4.3% appreciation over the last 90 days. That’s why we’re comparing it to these three homes, which all went under contract in under two weeks.”
This tells the seller:
- You understand their market at a granular level.
- You’re not just dumping data—you’re interpreting it for them.
I’ll often include one or two recent listings I didn’t choose as comps, and explain why:
“This home was larger, but backed up to a busy road—not a fair comparison.”
This builds credibility fast.
Add a Personal Video Breakdown
This is the real game-changer. I record a 2–3 minute screen-share video using Loom or BombBomb, walking them through the CMA as if I were sitting at their kitchen table.
Here’s my framework:
- Start by acknowledging their home and neighborhood
- Highlight key market activity
- Explain how I priced the home—and the strategy behind it
End with a gentle call to action:
“If I were selling this home in the next 30 days, I’d position it right around [price range]. Let me know if you’d like to talk through the timeline or steps.”
Sellers love this. It feels tailored. Personal. Trust-building. I’ve had leads forward the video to their spouse, parents, or even their financial advisor.
Follow Up With Market Intelligence That Shows You’re Paying Attention
Here’s where most agents stop. They send the CMA and wait.
Instead, I set a follow-up cadence built around value:
- Week 1: A brief check-in with a “Do you have any questions about the CMA?”
- Week 2: A quick update—“Two similar homes just listed this week—curious how they’ll do.”
- Week 4: “Here’s how your home’s value may have shifted this month.”
If I know they’re not planning to sell for 60–90 days, I tag them in my CRM and continue to send micro-updates once a month:
- Inventory changes
- Interest rate trends
- Local headlines that impact pricing (school ratings, new development, etc.)
Use “Micro-Touches” to Stay Present Without Pushing
Most agents make two mistakes with lead follow-up: they either go silent after the initial CMA, or they hammer the lead with weekly “Are you ready yet?” messages.
Neither works.
What does work? Micro-touches: small, strategic points of contact that show you’re still engaged, still valuable, and still tuned in to their situation—without asking for anything in return.
These touches aren’t about selling. They’re about reminding the seller you’re still the expert in their corner.
Here’s how I structure my micro-touch strategy for seller leads who are on the fence.
Monthly Market Insights—But Make It Personal
Most agents send out a canned newsletter. I send a hyper-local snapshot, framed specifically for sellers. Think of it as a one-page market pulse, not a data dump.
Example email subject lines:
- “Inventory’s Dropping—What That Means for [Their Neighborhood] Sellers”
- “3 Homes Sold on Your Street Last Month. Here’s What They Went For.”
Inside, I’ll include:
- Number of homes listed vs. sold in their zip code
- Days on market trend
- Price per square foot shift
- A short blurb from me:
“If you’re still thinking about a spring sale, this data suggests it could be a smart window. Let me know if you'd like an updated home value.”
This proves you’re watching their market—and keeping them in mind.
Social Proof Without the Brag
Sellers want to know you can deliver results. But they don’t want a hard sell. I share recent success stories framed as helpful info, not self-promotion.
Example text or email:
“Just helped a couple sell their home in [similar neighborhood] for $18K over asking in 6 days. Thought of you—let me know if you want me to send the case study.”
That phrase—thought of you—is magic. It feels personal, not pushy.
You can also text:
“One of your neighbors just listed. Curious how it’ll impact your home’s value?”
Even if they’re not ready to act, they’ll remember that you’re still showing up.
Timely, Relevant Articles or Quick Tips
This is one of my favorite underused tactics. I’ll send short emails with helpful resources—things sellers might actually care about before they list.
Examples:
- “How to Maximize Curb Appeal for Less Than $500”
- “New Tax Rule Could Affect Capital Gains on Your Home Sale”
- “Top 3 Mistakes Sellers in [City] Made Last Month”
I might email the article or text a headline with a quick note:
“Thought this was worth a read—especially if you're still thinking about listing later this year.”
You’re giving without asking. That builds trust.
The Key Is Consistency
I aim for one micro-touch every 2–4 weeks. If I know they’re not selling for a while, I slow it down. But I never go dark.
These small gestures accumulate. And when the seller is ready, I’m not the agent who disappeared—I’m the one who stayed helpful, consistent, and present.
Ask Strategic, Low-Pressure Questions That Reignite the Conversation
Let’s face it—most follow-up messages die in the inbox because they don’t invite a reply. “Just checking in,” “Hope all is well,” or “Let me know if you have any questions” all put the work back on the lead. That’s friction. And friction kills conversations.
The way I keep seller leads warm—and get them to re-engage—is by asking simple, thoughtful questions that are easy to answer and aligned with their current mindset. These aren’t sales traps. They’re prompts designed to give the seller a reason to respond.
Here’s how I use them in practice:
Use Timeline Questions to Feel Out Their Readiness
This is perfect for leads who expressed interest but haven’t moved forward yet.
“Hey [First Name], just curious—are you still thinking of making a move this year, or has the timeline shifted a bit?”
This question:
- Is non-threatening
- Respects their pace
- Re-opens the door to conversation
I’ve had sellers reply to this months later with:
“We’re still on the fence but hoping to list after the holidays—can you check in with us in November?”
Now they’ve re-engaged and given me permission to follow up again.
Offer to Re-Run or Update Something (Value-Driven Reentry)
Another favorite of mine is what I call the “value re-offer.”
“Would it be helpful if I updated your home valuation based on the latest comps in your neighborhood? Inventory’s moved a bit since we last talked.”
This gives them a concrete reason to say “yes”—without feeling like they’re committing to anything.
It’s an easy ask that still shows your expertise.
Ask About Life Events (With Caution and Empathy)
Sometimes, sellers go silent because life happened. I’ve had leads delay their sale due to illness, job changes, family transitions. When appropriate, a more personal check-in can make all the difference:
“Hi [First Name], I know you were considering a move earlier this year. Just wanted to check—has anything changed on your end that I should be aware of before sending any more updates?”
This invites them to share without pressure and positions you as someone who listens, not just sells.
Close With Permission-Based Follow-Ups
Every outreach doesn’t need to lead to a pitch. But it should lead to permission to keep the conversation going.
I’ll often end with:
“No pressure at all—I just want to stay helpful. Would it make sense for me to check in again in a month or so?”
This simple question does two things:
- It removes pressure
- It gives them agency to opt in or out
Most people appreciate the respect and will give you a timeframe, which you can log in your CRM and build from.
When used consistently, these questions revive cold leads, build trust with hesitant ones, and make you stand out as a true professional—not a script reader.
Lead Nurturing Automation for Real Estate Listing Agents Without Losing the Personal Touch
Now that we’ve covered what to send and how to communicate, here’s the part that separates the agents who mean to follow up from the ones who actually do—automation.
But here’s the catch: most agents hear “automation” and immediately think of impersonal drip campaigns. That’s not what I’m talking about.
I’m talking about a smart, layered system that keeps you in front of your seller leads with relevant, timely, human-sounding messages—without you having to manually remember every birthday, home anniversary, or market update.
Here’s how I build it:
Step 1: Set Up a Seller-Specific Nurture Campaign in Your CRM
Not all leads are created equal—and your CRM should reflect that. I create a tag or segment for “Seller – Nurture” in my system (whether it’s Follow Up Boss, kvCORE, LionDesk, or another platform).
Then I build a custom drip sequence with 3 layers:
- Initial CMA + Video Touch (manual send)
- Automated Value Emails every 2–3 weeks
- “Inventory trends in your zip code”
- “Price per square foot is on the move”
- “3 homes near you sold last month—want to know how they compared?”
- Personalized Manual Prompts
These are reminders for me to send a quick text, call, or video message every 30–45 days.
Step 2: Use Video Automation Tools to Scale Your Personality
I can’t overstate how effective personalized video is for seller nurturing. Tools like BombBomb or Loom let you record a quick face-to-camera or screen-share message and drop it into an email without fuss.
I use it to:
- Break down CMA updates
- Share neighborhood insights
- Congratulate them on small life milestones (even just “Happy New Year!”)
One time, I sent a client a short video walking through their updated comp sheet. He hadn’t responded to anything for 4 months—but that video got a reply within 24 hours. We listed three weeks later.
Step 3: Add Market Reports That Auto-Update Themselves
Many platforms (like Homebot, Altos Research, or even your MLS) let you set up auto-generated market reports customized by zip code or property.
This gives your seller leads a drip of real-time data without you lifting a finger. You’re not just another agent—they see you as a consistent source of market intelligence.
I always combine these reports with one-line commentary in a separate email:
“Thought you might like to see what’s happening in your neighborhood this month—some interesting movement on pricing.”
Step 4: Calendar Your High-Intent Follow-Ups
Even the best system won’t close the loop if you don’t actually talk to the lead. That’s why I set calendar reminders for my top-priority seller leads—people who:
- Have a defined timeline
- Own highly desirable homes
- Showed strong early engagement
For those, I schedule manual touches every 3–4 weeks. A quick call. A custom video. A CMA update. These are high-likelihood listings, and they deserve real attention.
The rest? They stay warm in the automation flow, and when they raise their hand again, I jump in with full attention.
Real Estate Lead Nurturing Strategies for Buyer Agents
When you’re working with buyers, nurturing leads is less about urgency and more about timing. Buyers don’t usually move quickly. They browse, they think, they hesitate—and then one day, they’re ready.
As a buyer agent, your job is to stay visible, valuable, and relevant during that in-between time—so that when they finally decide to take action, they don’t even consider anyone else.
Let’s break this down strategy by strategy, starting with the foundation:
Identify the Buyer’s Timeline and Segment Accordingly
Not every buyer lead is created equal. Some are “just browsing,” others are 60 days from purchase, and a few are pre-approved and actively searching. Treating them all the same will kill your conversion rate.
Here’s how I handle this:
Ask early and directly:
“Are you just getting started, or are you hoping to move in the next few months?”
This one question helps me tag the lead as:
- Long-Term (6–12 months+)
- Mid-Term (3–6 months)
- Now Buyers (0–3 months)
Then, I tailor my follow-up cadence:
- Long-term buyers get light monthly check-ins, market updates, and educational content.
- Mid-term buyers get bi-weekly listings, mortgage tips, and occasional calls.
- Now buyers hear from me weekly, if not more—property updates, appointment offers, and fast-response texts.
Example from my career:
I once had a lead from a first-time buyer seminar who told me, “Maybe next year.” I tagged her as long-term and sent one helpful email per month—nothing pushy, just tips and local stats. Nine months later, she emailed me:
“We just got pre-approved. You’ve been so helpful—we’d love to work with you.”
That lead converted because I stayed top-of-mind without annoying her.
Create an Educational Email Series Based on Buyer Type
Here’s something I see too often: agents sending MLS listings to first-time buyers who don’t even know what earnest money is. Or overwhelming seasoned investors with “What is a mortgage?” articles.
That’s why I build email nurture series based on the buyer’s experience level and where they are in their journey. Each series is short, focused, and designed to educate without overwhelming.
For First-Time Buyers
This is your most content-hungry group. They want to buy, but they’re nervous—and afraid of making a mistake. I create a 6-part email series that does three things:
- Demystifies the process
- Builds trust in me as their guide
- Prepares them to act confidently
Example email topics:
- “How Much House Can You Really Afford?”
- “5 Mistakes First-Time Buyers Make (And How to Avoid Them)”
- “Why Getting Pre-Approved Is a Power Move”
- “Understanding Closing Costs (Before They Surprise You)”
Each email ends with a light CTA:
“If you’d like help connecting with a lender or just want to walk through what’s realistic in today’s market, I’m here.”
I wrote this series once, and it’s nurtured hundreds of leads since—with minor updates each year to keep it current.
For Upgraders or Downsizers
These buyers usually know the basics—they’ve bought before—but they need market insight, timing guidance, and logistical help (especially if they need to sell before buying).
Key topics for this segment:
- “Should You Buy First or Sell First? Here’s How to Decide”
- “How to Use Equity from Your Current Home as Leverage”
- “Timing the Market: When to List and When to Shop”
I also sprinkle in stories:
“Just helped a family in [neighborhood] sell and move into their new home without overlap—here’s how we pulled it off.”
This group responds well to strategy. They want to feel they’re working with a pro, not just a tour guide.
For Investors
These buyers need none of the basics. They want deals, numbers, and speed. I send them:
- Market trend reports (rent vs. buy ratios, cap rates, flips vs. holds)
- Off-market opportunities (if I have any)
Local legislation updates (zoning, landlord laws)
One email I send quarterly:
“Here’s the top 3 cash flow zip codes in [City] this quarter. Want a breakdown?”
These leads don’t need hand-holding—but they’ll remember who sends them the best info.
Each email series is pre-written, scheduled via my CRM, and tagged by buyer type. That way, I’m nurturing leads with exactly what they need, even while I sleep.
Combine Automated Listings With Personal Curation
Sending property alerts is table stakes for buyer agents. Every platform can automate MLS listings now. But if you rely solely on automation, you blend into the noise—and buyers tune out.
The secret is to layer personal curation on top of automation. This turns generic alerts into a relationship-building tool.
Set Up Smart Search Alerts (But Don’t Stop There)
I always set up auto-alerts for buyers, tailored to their price range, location, and must-haves. But I also give them control:
“I’ll set up some alerts to keep you in the loop, but if anything starts to feel off—price, location, style—just let me know and I’ll adjust.”
This makes them feel like a partner in the process, not just a target.
Personally Curate 1–2 Listings Each Week
Once or twice a week, I scan the new inventory with that buyer’s mindset. If something really fits, I send it with a short, personalized note:
“Saw this come on today—reminds me of what you described in our call. Backyard, updated kitchen, and in [school district]. Let me know if it’s worth a look.”
Or even:
“This one’s not a perfect fit, but I thought it might be worth a second glance because of the price drop.”
It shows you’re not just a data-pusher—you’re an advocate and filter. That builds trust fast.
Use Video or Voice Messages for Standout Properties
Sometimes a listing pops up that’s so on-target, I’ll go a step further and send a quick video or voice memo:
- “I toured this one a while back—great bones, but the photos don’t do it justice.”
- “This home has been sitting for 30+ days—I think there’s room to negotiate.”
I’ve had multiple buyers say, “No other agent did that.” Which means you’re not just sending listings—you’re giving insight.
Track Engagement to Guide Future Curation
Use your CRM or MLS tools to see what they’re clicking on. When a buyer consistently opens certain emails or favorites certain styles, use that to refine what you send personally.
I’ll say:
“Noticed you’ve been opening a lot of listings in [neighborhood]—has your focus shifted a bit?”
Now your curation becomes collaborative. And your buyer feels seen, not spammed.
Build a Low-Key Check-In Cadence That Doesn’t Annoy
Here’s the truth: buyers don’t go cold because they stop looking—they go cold because they stop hearing anything useful from their agent.
Most agents either go silent after sending listings, or they “check in” too often with no value attached. You’ve probably seen (or sent) the dreaded, “Just following up to see if you’re still interested…”
That kind of message adds nothing. Worse, it puts pressure on the lead to justify why they haven’t moved forward.
Instead, I use a low-pressure, value-first cadence that keeps buyers engaged—without making them feel like I’m chasing them.
Choose a Rhythm Based on Their Timeline
Earlier we talked about segmenting buyers as long-term, mid-term, or now. That matters here.
- Now buyers: check in weekly
- Mid-term buyers: every 10–14 days
- Long-term buyers: once every 3–4 weeks
Each check-in should include one of these four things:
- A hand-picked listing
- A market shift update
- A question about their search criteria
- A quick tip or relevant insight
Use “Soft Openers” to Reignite Conversation
Here are some of my favorite non-pushy openers:
- “Hey [Name], any homes catch your eye this week?”
- “Curious—have your plans shifted at all since we last chatted?”
- “Are you still thinking about [Neighborhood X], or has something else caught your attention lately?”
These questions are easy to answer and invite dialogue without pressure.
Keep Text Messages Short, Friendly, and Human
Text is gold when used right. I keep my texts brief, friendly, and never salesy.
Examples:
- “Just saw a price drop on that 3-bed in [area]—thought of you.”
- “New listing near [landmark]—looks like it checks a few of your boxes. Want me to preview it for you?”
I use voice notes too. They feel personal, and they’re fast to record. I once had a buyer reply to a 10-second voice message after ghosting for 6 weeks. We ended up closing two months later.
Use Quick Check-Ins to Update Search Criteria
One of the most useful check-ins is the “criteria reset” message. It re-engages buyers and helps refine what they’re really after.
“I’ve noticed most of the listings you’ve liked are in [zip code] under [$X]. Do you want to tweak your search to focus more there?”
Or:
“Still thinking 3-bed, 2-bath? Or open to townhomes if they hit the right price?”
These are easy yes/no or short-answer questions—and they show you’re paying attention.
Lead Nurturing Automation for Real Estate Buyer Agents
If you’re juggling 20, 50, or even 100+ buyer leads, you can’t afford to rely on memory or manual follow-ups. At the same time, buyers need to feel like your attention is personal—even when it’s automated.
The solution? Build a smart automation system that delivers relevant content, timely check-ins, and curated listings based on where the buyer is in their journey—without sounding like a robot.
Here’s how I structure buyer lead automation that still feels human:
Segment Buyer Leads Immediately at Entry Point
Your first move is to tag or categorize each buyer based on:
Lead Type | Timeline | Buyer Profile | CRM Tag/Label Example |
First-Time Buyer | 6–12 months | No purchase history | Buyer – First Time – LT |
Move-Up Buyer | 3–6 months | Owns current property | Buyer – Move-Up – MT |
Investor | 0–3 months | Cash or finance-ready | Buyer – Investor – Now |
Relocation | 3–9 months | New to area | Buyer – Relocation – MT |
Use this table to quickly tag leads at intake using a form, script, or conversation notes.
Launch a Buyer-Focused Drip Campaign Based on Their Profile
Here’s a sample breakdown of what I build for each segment:
First-Time Buyer Drip (6–8 emails over 6 weeks)
- Email 1: Welcome + what to expect in their search
- Email 2: Pre-approval and financing basics
- Email 3: How to read listings like a pro
- Email 4: Touring etiquette + what to look for
- Email 5: Offer strategies in today’s market
- Email 6: What happens after your offer is accepted
Investor Drip (Monthly insights)
- Market performance snapshot
- Cap rate comparisons
- Local law updates (e.g., short-term rental zoning)
- Off-market opportunities (if you have them)
General Buyer Drip (Mid/Long-Term Buyers)
Email every 2–3 weeks with:
- Neighborhood spotlights
- “What $500K gets you in different zip codes”
- Rate updates
- New construction vs. resale breakdowns
I schedule these campaigns in my CRM (e.g., Follow Up Boss, Real Geeks, kvCORE) and track open rates + click engagement to see who’s active.
Buyer Type | Email Sequence Topics | Frequency |
First-Time Buyer | Welcome, Pre-Approval 101, Touring Tips, Offer Strategies | 1–2 emails/week |
Move-Up Buyer | Selling + Buying Strategy, Timing Market, Equity Use | 1 email/week |
Investor | Cap Rates, Rent Trends, Off-Market Leads, Zoning Updates | 1 email/month |
Relocation Buyer | Neighborhood Spotlights, Commuting Tips, Local Cost Comparisons | 1–2 emails/month |
Each sequence can run for 30–60 days and should include soft CTAs for engagement (e.g., “Want help figuring out next steps?”).
Automate Listing Alerts—Then Layer Manual Curation
All buyers should receive automated MLS updates based on their saved criteria. But I don’t stop there. I build a system that:
- Sends a weekly “Top 5 Picks” curated email (using my CRM or even a simple Mailchimp layout)
- Triggers a manual reminder every 10–14 days for me to send a personalized “This one stood out to me” message
This combo keeps you efficient and engaged.
Action | Automated or Manual | Frequency | Tools Used |
Auto MLS Alerts | Automated | Daily/Real-Time | MLS, CRM (e.g., kvCORE) |
“Top 5 This Week” Email | Semi-Automated | Weekly | CRM, Email Builder (Mailchimp) |
Personalized Listing Picks Email | Manual | Every 10–14 days | Gmail, CRM |
Lead Opens 3+ Listings | Trigger Manual Text | As triggered | CRM (set task reminder) |
This keeps your touches intentional while letting the system do the heavy lifting.
Automate Micro-Check-Ins Using Conditional Logic
I use email and text automation with logic triggers like:
- If no engagement after 30 days → “Still searching? Want to tweak your criteria?”
- If clicked but didn’t reply → “That one caught your eye—want to schedule a showing?”
- If inactive for 60+ days → “Just checking in—still planning to move this year or hold off?”
These messages feel timely and intentional—but they’re automated based on behavior.
Use Video or Voice Automation to Stand Out
For high-value leads or leads going cold, I drop them into a short video-based sequence using BombBomb or Loom embedded in email:
- Video 1: “Hey [Name], here’s how I help buyers like you navigate this market…”
- Video 2: A walkthrough of a sample CMA or price strategy
- Video 3: A personal invite to hop on a quick check-in call
Even if only one of those videos gets watched, you’ve just made a much deeper impression than any generic email ever could.
The key to automating buyer nurture is to keep it feeling customized. Automation should amplify your consistency—not replace your human touch.
