Sample 10-Day Real Estate Lead Conversion Plan (Agent Scripts)

In this article, you will find best practices for converting real estate leads:

Day 1: Introduce yourself
Day 2: Express your motivation
Day 3: Send an informal follow-up
Day 4: Switch up the time of day
Day 5: Stay top of mind
Day 6 and 7: Remain positive
Day 8: Remind the lead of your value
Day 9: Showcase your unique skills
Day 10: Make the final call

Establishing contact with a lead should be done as quickly as possible. Your goal is to create an initial conversation to qualify and work the lead, and ultimately make an in-person appointment. Knowing how to respond to a real estate lead is crucial — our lead conversion plan does its best to show you how to effectively establish contact without coming off as too aggressive or sales-oriented. Here’s what we recommend:

During the first 10 days, you should follow up on leads with phone calls, texts and emails. If you feel the lead will be receptive to it, you can send video messages through text or email instead of typing a message. Limit your contact methods to two or fewer per day, except on the first day. This will prevent you from seeming too pushy.

How to convert leads in real estate

Real estate leads may specifically select you from a listing or from the Agent Finder. As a Zillow Premier Agent, you're also connected with home shoppers over the phone.

Converting real estate leads is a long transaction that takes stamina and commitment. A good strategy is to always put the client first and don’t push the sale. Look to better convert your real estate leads with some of these tactics:

• Have questions prepared (and be ready to answer questions).
• Add value to the conversation — don't be a nuisance.
• Clearly and effectively communicate why you're qualified to be their agent.
• Nurture your leads.

Day 1: Introduce yourself

This will be your initial contact with the lead, so it's important to introduce yourself and communicate how you obtained their contact information. You want to come across as knowledgeable, helpful and trustworthy. Avoid establishing too much urgency or overwhelming them with information. The goal is to simply have them contact you and start the process.

These real estate agent introduction scripts are examples built using our extensive database and interviews with our Agent Advisory Board. They're meant to act as a good starting point in your conversations with consumers, but always use your judgment, methods provided by your brokerage, and any other tactics you believe will help. The first day is also a good time to find out their preferred method of contact.

The plan:

• Email
• Call

Email script for buyers

It's always best to establish yourself at the beginning of the conversation. Let the lead know who you are, how you found them and why you're qualified to be their agent. Show that you're interested in working with them and you're pulling information on the house they're interested in. Example:

Email script for sellers

Real estate lead conversion scripts for sellers are similar to ones for buyers — it's a good idea to establish yourself and mention how you found the lead, but your message should be focused on how you can help them sell their home. Example:

Subject line: Looking forward to working with you!

Hi, this is [name] with [brokerage]. Zillow notified me that you're interested in selling your home at [address]. I'm excited to help!

If there's anything I can do immediately, please let me know — otherwise, let's meet up and come up with a plan to get the highest sale price possible.

Going forward, is this the best email address to reach you? If you prefer to talk via text or on the phone, we can do that too.

Looking forward to working with you,
[signature]

Phone script for buyers

If the lead answers, it's a good idea to introduce yourself and tell them that Zillow notified you they're interested in purchasing a home. If they don't answer, you can leave a voicemail. Example:

Phone script for sellers

Again, this is similar to the script you can use for buyers — if the lead picks up, introduce yourself and describe how you found them. If they don't answer, leave a voicemail. Example:

Day 2: Express your motivation

If you haven't heard back from a lead yet, don't fret —  they could be busy, sick or out of town. Try to keep an informative and trustworthy tone, and remind them how motivated you are to help them buy or sell their home.

The plan:

• Email
• Text

Email script for buyers

Since you've already sent an introduction, you can use variations of this real estate follow-up script for the remainder of your emails. Example:

Email script for sellers

You can also use a variation of this script for the remainder of your follow-up emails to sellers. Example:

Text script for buyers

Text messages are a great way to get a quick response from a lead — many people are more inclined to respond to a text than an email. Try to keep it short and give them a reason to contact you. Example:

Text script for sellers

One way to obtain a response from a seller is to offer personalized service to help their home sell for as much as possible. Example:

Day 3: Send an informal follow-up

Want to know how to better convert leads in real estate when they don't respond to your initial communication? Stay persistent! Many agents give up after a day or two, but the lead is likely still interested in buying or selling a home. Try to follow up while maintaining a trustworthy, knowledgeable tone. Phone calls can be disruptive and emails are easily ignored — so a text message is a good way to get a response without pestering them too much.

The plan:

• Text
  

Text script for buyers and sellers

Use the same type of script as Day 2 for buyers and sellers, but provide some new information of value. One Zillow best practice is to inform a buyer about a house that just came on the market, or reiterate to a seller that their personalized estimate is almost done but you need a little more info.

Day 4: Switch up the time of day

By now, you may start to wonder if your real estate lead conversion scripts are working — but it's key to stay on top of your leads, because many of them simply need a reminder or may have lost your previous messages. If you've been contacting them at a certain time of day, try switching it up — reach out in the morning if evenings aren't working and vice versa.

The plan:
Email

Email script for buyers and sellers

Use your Day 2 script for buyers or sellers, but try to offer a new piece of information or a suggestion that prompts a response.

Day 5: Stay top of mind

Maybe the lead has been busy, or maybe they're not quite ready to start the buying or selling process. Either way, you want to stay top of mind. You haven't called them since the first day, so you can give them a call and send a text as well — phone communication typically has a faster response time than email

.
The plan:

• Call
• Text
  

Phone script for buyers

If they answer, introduce yourself and give them a quick reminder that Zillow referred them to you. When leaving a voicemail, keep it short and to the point. Example:

Phone script for sellers

This is similar to the script for buyers —  provide something of value that compels them to use you as their agent. If they don't answer, your voicemail should be quick, direct and helpful. Example:

Text scripts for buyers and sellers

Use a variation of your Day 2 script for sellers and buyers. Keep your message short and make sure it prompts a response.

Days 6 and 7: Remain positive

You don't want to pressure your lead too much, so it's a good idea to give phone communication a rest for a couple of days. We suggest making sure your tone is still positive and helpful — imagine you're trying to connect with someone who's on vacation or has been sick.

The plan:

• Email
  

Email scripts for buyers and sellers

Continue to use a variation of your Day 2 script for buyers or sellers, making sure you're giving them a reason to get in touch with you.

Day 8: Remind the lead of your value

Keep an upbeat tone, but mention that you've got information that you want them to hear. Try sending your message in the evening, when there's a good chance your lead is home from work and settling down for the day.

The plan:

• Text
  

Text scripts for buyers and sellers

Try to revisit your Day 2 script for buyers or sellers, but add a touch of urgency. Let the lead know why they should act quickly — either they should list their house soon for the best market value or view the home they inquired about before it sells.

Day 9: Showcase your unique skills

Try taking a different approach this time. This is a good time in your lead conversion plan to showcase your unique skills as an agent. Tell the lead how you can help them with the buying or selling process, and how your negotiation skills can net more money for a seller or save money for a buyer.

The plan:

• Email
  

Email script for buyers

Your goal in this email is to let the lead know you'll work to get them the best house for the least amount of money. Standing out among other agents is key. Example:

Email script for sellers

Use the same mindset here, but reverse it — tell the lead how you'll get the highest sale price possible for their home. Example:

Day 10: Make the final call

This is the final day of our real estate lead follow-up script. The best bet for your final try is to contact your lead by phone. Send a text before lunch and follow up with a call in the evening.

The plan:

• Text
• Call
  

Text script for buyers

Adding a sense of urgency can help trigger a response. Let the client know you're ready to work with them. Example:

Text script for sellers

You may also want to establish a sense of urgency here — why should they sell their house now instead of waiting? Example:

These are the basic guidelines for responding to a lead. Over time, take note of what works and tailor your real estate internet lead script accordingly. For example, you may have more success using text messaging than emailing. It all depends on the lead's communication preferences. Just remember to establish trust right away and remain positive and helpful through the entire real estate follow-up process.

Phone script for buyers

In your final call attempt, leave a detailed voicemail with all of your contact information and let them know you're available anytime if they decide to pursue buying a house. Maybe the client is intimidated by the buying process or unsure whether they can get loan approval — tell them you're happy to help them through the transaction. Example:

Phone script for sellers

Many potential sellers are hesitant to put their home on the market for a number of reasons: their perceptions about the housing market, a timing issue or even feeling overwhelmed by the process. It's a good idea to let your lead know that you can help them through the entire transaction to get the highest sale price possible. Example:

Disclaimer: The content in this article are industry best practices which were sourced from Zillow data and interviews with our Zillow Premier Agent Advisory Board, unless noted otherwise. Any scripts provided are just meant to act as examples and are not required.  Nothing in this presentation is intended to be legal advice. For specific questions about any duties or obligations arising out of a real estate transaction, check your local and state licensing laws and regulations, contact your broker, or an attorney.