AI lead follow-up for realtors
Speed and consistency win most online leads. AI can draft the first reply in seconds and keep a steady follow-up going. You decide what gets sent, and you only text people who agreed to it.
Email and follow-up is one of the top uses of AI among agents: 52% of agents who use AI use it for this, per NAR 2026.
A simple follow-up cadence
| When | Channel | Goal |
|---|---|---|
| Within 5 minutes | Text or email (the channel they used) | Thank them, answer their question, ask one easy question |
| Day 1 | Call, then a short text if no answer | Book a call or showing |
| Day 3 | Send 3 homes that match, ask what they liked | |
| Day 7 | Text | One helpful local fact or new listing |
| Day 14, then monthly | Market update, easy way to say 'not now' |
Starter prompt: first reply + follow-ups
You are my inside sales assistant. A new lead just came in. Lead details: [name, source (Zillow/Realtor.ca/website), property or area they asked about, their message]. My details: [name, brokerage, phone]. Write: 1. A first text under 300 characters: thank them, answer their exact question if I gave you the answer, and ask ONE easy question (timeline or pre-approval). 2. A first email (under 120 words) with the same content plus my brokerage name. 3. Follow-ups for day 1, day 3 and day 7, each different and useful, each ending with an easy reply option. Rules: use only facts I provided; write [CHECK] if unsure. No promises about price or schools. Never mention or ask about race, religion, family plans, disability or national origin. Add "Reply STOP to opt out" to texts.
More free prompts: First reply to a new buyer lead, Same-evening open house follow-up, Missed-call text back.
The agent that does it
Drafts the first reply to a new buyer lead and the qualifying questions, using only your facts, with consent and fair housing guardrails. The full team adds 5 more lead workflows.
In the free sampleSorts a sign-in sheet into same-evening personal follow-ups for buyers, neighbours and agents, with no-steering guardrails.
In the free sampleKeeps in touch with past clients through the year with useful, non-spammy check-ins.
Realtor AI Team ($24, checkout opening soon)Consent checklist before you automate
- US: automated or prerecorded calls and texts to mobiles need prior express consent; marketing ones need prior express written consent (TCPA).
- CASL also requires your name, contact info and an unsubscribe option in every message.
- Many states set calling-hour limits.
Compliance notes
- US texting and autodialed calls: 47 U.S.C. 227 (TCPA). Penalties are per message, so get consent right before you automate.
- Canada: CASL covers commercial emails and texts; personal information in a CRM falls under PIPEDA or provincial privacy law.
- Buyer agreements: in the US, MLS participants working with a buyer need a written agreement before touring a home (NAR consumer guide). Your AI can remind leads of this; it should not explain the contract terms.
- Fair housing applies to follow-up too: don't steer leads toward or away from areas based on who lives there (42 U.S.C. 3604).
FAQ
Can AI text my leads automatically?
It can, but only send automated texts to people who gave consent, include an opt-out, and keep a person in charge of anything about price, contracts or lending.
What should the first reply say?
Thank them, answer their exact question, and ask one easy question. Short beats clever.
Will AI replace my ISA?
It can draft and schedule most messages. Conversations that need judgment, like pricing or negotiation, still need a person.
Is it legal to use AI for follow-up in Canada?
Yes, if you follow CASL (consent, identification, unsubscribe) and privacy law for the lead's information.
Related real estate pages
AI drafts, you verify. You're responsible for facts and fair housing compliance. Not legal advice: check your brokerage, MLS, regulator and a lawyer for your market.