Lead nurture playbook for realtors
CRMs sell Action Plans and AI nurture as the product. If you already have a CRM, you can still draft the first week yourself: a first reply, then day-1, day-3 and day-7 messages that stay inside consent and fair housing rules.
Email and follow-up is one of the top AI uses among agents (52% of AI users), per NAR 2026.
The sequence
| Stage | What you do | Free prompt or tool |
|---|---|---|
| 1. Confirm consent | Only text or email people who contacted you, filled your form or gave the number for follow-up. | Your CRM / intake — then the checklist below |
| 2. First five minutes | Draft a first text, email and voicemail from what they asked, with two times you can keep. | Speed-to-lead builder · First reply to a new buyer lead |
| 3. Build the week | Outline day-1, day-3 and day-7 (optional day 14) so every touch is different and useful. | Nurture sequence builder |
| 4. If you missed the call | Voicemail greeting, instant text-back and never-do rules before anything answers alone. | After-hours playbook · Missed-call text back |
| 5. Quiet for 90+ days | Sort who to call from your own notes — do not invent intent. | Reactivate leads quiet for 90+ days · Who in your database to call today |
| 6. Past clients / sphere | A rare check-in with no invented home value. Soft ask or no ask. | Sphere check-in generator · Monthly home value emails to your database · Monthly market update from your numbers |
| 7. Open house same evening | Split buyers, neighbours and visitors who already have an agent. | Open house playbook · Open house follow-up · Same-evening open house follow-up |
Checks before any touch goes out
- US: TCPA. Canada: CASL — identify yourself and include an unsubscribe option.
- NAR Code of Ethics Article 16 in the US; respect existing representation in Ontario.
- Run unsure drafts through the fair housing checker.
- Write [CHECK] instead.
- Hosted nurture wins when you want the platform to send; free drafts win when you want to read every line.
- Many states limit calling hours.
How this compares with Follow Up Boss, Ylopo and BoldTrail
| Follow Up Boss | Ylopo AI Text | BoldTrail | Our free options | |
|---|---|---|---|---|
| Published price | Grow from $69/user/mo ($58 annual) (Follow Up Boss) | From $250/mo (10k contacts); text + voice from $500/mo (Ylopo) | Quote-based; no simple public seat price (BoldTrail / CoreHome) | Free browser tools and free prompts; no account |
| What it is | A real estate CRM with Action Plans and AI features | Hosted AI text (and voice) nurture on their platform | Brokerage growth stack: CRM, marketing, lifecycle tools | Drafts you paste into the CRM or phone you already use |
| First five minutes | Lead import + templates inside FUB | AI opens conversations in their product | Lead tools inside the brokerage stack | Speed-to-lead builder |
| Multi-day nurture | Action Plans can automate touches inside FUB | Always-on AI text / voice nurture | Marketing automation inside BoldTrail | Nurture sequence builder — you still send |
| Database reactivation | Smart lists + plans inside the CRM | Core product: dig closings out of old leads | CoreHome / lifecycle engagement | Sphere check-in · AL-459 |
| When they win | You want a shared CRM inbox and automated sending | You want AI to text and call inside their platform | Your brokerage standardises on BoldTrail | You already have a CRM and want to read every message first |
Follow Up Boss and Ylopo prices checked November 5, 2026. BoldTrail / Inside Real Estate does not publish a simple public rate card on the pages we checked. Third-party revenue estimates for these companies vary; we do not put ARR figures on this page. Prices change.
Start with these free drafts
- First reply to a new buyer lead (AL-312, free)
- Missed-call text back (AL-321, free)
- Reactivate leads quiet for 90+ days (AL-459, free)
- Monthly home value emails to your database (AL-443, free)
- Who in your database to call today (AL-385, free)
- Monthly market update from your numbers (AL-314, free)
- Same-evening open house follow-up (AL-313, free)
Free tools
FAQ
Is this a Follow Up Boss Action Plan?
It is a free outline of the same kind of touches. Follow Up Boss is a paid CRM that can automate sending inside their product. This page does not send messages or replace a CRM.
How much is Ylopo AI Text?
Ylopo's nurture page listed AI Text from $250/mo for up to 10,000 contacts, with text plus voice from $500/mo (checked November 5, 2026). Confirm on their site.
Can AI text my whole database tonight?
Only with proper consent, opt-outs and brokerage approval. Start with people who contacted you recently, and read every first message.
Is this legal advice?
No. TCPA, CASL, fair housing and your regulator's rules still apply. You stay responsible for what goes out in your name.
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.