The average realtor follows up with a new lead twice. The average deal closes after five to eight contacts. The gap between those two numbers is where most agents lose business.
This isn’t about pestering people. It’s about being present at the right moments, with the right message, so that when a lead is ready to move, you’re the agent who comes to mind.
Quick answer
Follow up within 5 minutes of a new lead, then at 30 minutes, 2 hours, 24 hours, day 3, and weekly after that. Use a mix of calls, texts, and value-based messages rather than repeated “just checking in” contacts. Most conversions happen on the 4th to 8th follow-up, so don’t stop after two attempts.
Most agents give up too soon
Around 80% of real estate leads require at least five follow-up attempts before they convert. Yet surveys consistently show the majority of agents stop after one or two.
There’s a reason for this. Following up feels uncomfortable without a strong reason to reach out. “Just checking in” is weak and the prospect knows it. The good news is that fixing this problem doesn’t require more persistence; it requires a better reason to call.
The follow-up cadence that actually works
The first 30 minutes after a new lead comes in are the most important. Research on speed to lead consistently shows that a lead contacted within 5 minutes is 21 times more likely to speak with you than one contacted an hour later.
Here’s a framework that works well for Canadian real estate agents:
- Minutes 1 to 5: Call, or send an immediate text if there’s no answer. Reference what they inquired about specifically.
- 30 minutes later: Text if you haven’t reached them. Keep it specific: “Saw you were looking at homes in [area], happy to send you a shortlist if that helps.”
- 2 hours later: Try one more call. Leave a short voicemail if they don’t pick up.
- Day 1 (evening): Send something of value, such as a market snapshot for their area, a neighbourhood guide, or a recently sold comparable.
- Day 3: Another call or text. Reference the value piece you sent.
- Weekly: Touch base once a week for 4 to 6 weeks, then monthly until they’re ready or clearly not interested.
The goal at each step isn’t to close the lead. It’s to stay relevant until their timing aligns with yours.
What to say (not just “just checking in”)
The message matters as much as the timing. Agents lose leads because every follow-up sounds identical: “Hey, just following up to see if you’re still interested.” That’s not a reason to reply.
Instead, each touch should carry something for the recipient:
- New listing in their area: “A three-bed went live this morning on [Street] in [Neighbourhood]. Thought of you right away.”
- Market data: “Average days-on-market in [City] dropped to 18 this week. Wanted to flag it since you mentioned you weren’t in a rush.”
- Social proof: “We booked three appointments for clients in [Province] this month. Happy to share what’s working if you’re still weighing your options.”
- Soft re-open (after a long gap): “No pressure at all, just wanted to leave the door open. Has anything changed for you since we last spoke?”
This approach makes each contact feel relevant, not repetitive.
The practical side: staying organised
Following up consistently across 20 to 50 active leads by memory alone doesn’t work. You need a system.
At minimum, use a spreadsheet or CRM to tag every lead with the date of first contact, the last contact date, the next scheduled follow-up, and a status such as new, warm, cold, not interested, or booked. Many agents find that grouping follow-up calls into two 45-minute blocks per day, one in the morning and one in the early afternoon, is more effective than scattered one-off calls throughout the day.
If you’re handling a high volume of leads, an inside sales agent (ISA) or appointment-setting service takes this off your plate entirely, letting you focus on the conversations that matter most. That’s exactly what our done-for-you appointment-setting model is built around, handling the outreach systematically so you show up only for qualified conversations.
A note on Canadian regulations
Canada’s anti-spam and privacy laws (CASL and PIPEDA) are worth knowing. If a lead has given express or implied consent by inquiring about your services, you can follow up via email and text within a reasonable period. After two years of inactivity or an explicit opt-out, stop commercial messages and keep records of consent. This is a summary, not legal advice; consult a privacy professional or your CREA member resources for specifics.
Frequently asked questions
How many times should I follow up with a real estate lead before giving up?
A good rule of thumb is 8 to 12 attempts across 4 to 6 weeks before classifying a lead as cold. Cold does not mean gone. Keep them on a monthly nurture sequence and re-activate if they re-engage or if market conditions change in their area.
What is the best way to follow up with a lead who has not replied to anything?
Change the channel and change the angle. If you have called twice and texted once, try email with a market update specific to their area. If they have not responded after 5 to 7 attempts, send a brief permission-to-close message: if they are no longer looking, just let you know and you will stop following up. This often gets a reply because it removes the awkward silence.
Should I follow up with leads on weekends in Canada?
For most leads, Saturday mornings are one of the better call windows since people are available and not in work-mode. Avoid Sunday evenings and late-night calls. If a lead has told you they prefer not to be contacted on weekends, note it in your CRM and respect the boundary.
Related reading
- Speed to Lead: Why the First 5 Minutes Decide the Deal
- The Complete Real Estate Lead Generation Guide for Canadian Agents
Ready to take lead follow-up off your plate entirely? Get in touch and we’ll walk you through how our appointment-setting service works for Canadian realtors.