Why Following Up with Clients Closes Transactions

To close real estate transactions a broker [agent] must develop a strong level of communication with a client.  A relationship must be established and carefully developed over time.  The importance of this relationship resides in the reality of ignoring a client’s needs or failing to engage with them results in a loss of that relationship.

The easiest remedy for real estate brokers [agents] to take is consistently “Following Up”.  Whether assessing a new lead or a current client, there are 3 Key Principles of Following Up:

Concise Communication with Clients:

Taking the time create a Follow Up (tailored message) allows for a purposeful reason to reach out to your client.  Such a message focuses on the key details that are most important and relevant to your client at that time.

Moreover, preparing a Follow Up ahead of time, provides an efficient communication that equally fits into your schedule and in your client’s daily life.  Without question, it is always important to stay front-of-mind with your clients. Respecting their time through Follow Ups (tailored messages) allows you the chance to engage with them while also acknowledging the importance of time management in their calendar as well.

What should you include in a message? It is true that each tailored sales message will change per client, yet the basic format that shows results generally includes:

Your Name,
Contact Number, and
Call-to-Action for your Client

Understand Your Options for Following Up with Clients:

Modern communication takes many forms in today’s world.  These days one of the biggest challenges is choosing the best option for the each client. Although doing so can be daunting, let’s break down the three (3) most common forms of digital communication in real estate today.

Voicemail – 30 seconds to connect
Text message – Call to action for your client to engage with
Email – Concise message delivering points of interest and a call-to-action for client’s re-engagement

It is important to recognize that all of these forms of communication leave the client in the driver seat.  Additionally, you should recognize that each of these is attempting to garner a response via a specific timeline.  While your clients have an interest in your services, you must also remember that their interest is still subject to their own schedule (calendar) demands.


When leaving a voicemail, you need to consider that the time you have to deliver your reason for calling is extremely short.  Not to mention that the time they have to devote to listening may be equally short.  As you know, sales messages are commonly disregarded.  Instead of a sales call, a voicemail should convey or provide a new detail or relevant talking point for your client to engage with.

As you know, sales messages are commonly disregarded.  Instead of a sales call, a voicemail should convey/provide a new detail/relevant talking point for your client to engage with.

This detail should be concise, but directly relevant to information which the client has already provided you.  Then the only remaining pieces to include are a brief reminder of who is calling and where they can reach you.  This completes your 30-second follow up.

Text Message:

Before sending a text message you must determine three guidelines: (i) does your client prefer text messages over a phone call, (ii) what type of information does your client respond to, and (iii) when is an appropriate time to send a text message.

Once these guidelines are established you can proceed to leverage this communication method to its fullest potential.  The key with a text message is developing a strong call-to-action that resonates with your client.  In some cases, it may be a link to a new listing, a picture of a particular feature of that listing, or a concise and professional reminder of a scheduled meeting.

By focusing on one item –  you eliminate the amount of energy a client must utilize in considering multiple pieces information.  In short, you direct their focus to a detail or piece of information that is highly relevant to the needs they expressed to you.  You probably heard of the negative causes of information overload.  Applying this concept to your text message provides a proactive opportunity to address your client’s concerns, whilst avoid such an overload.

Many times you might forget that having the ability to connect with clients at any time does not always give permission to ignore common business hours.  While a text message is quick and efficient, you must take care in choosing when to reach out to your client.  Too early or too late both have potentially negative consequences.

Giving thought to when is the best time to engage your client is paramount.  Thankfully, this small detail can be easily acquired by simply conferring with your client ahead of time as to the preferred guidelines of communication.


Similarly to voicemails and text messages, email marketing needs to be client focused.  Generally speaking, a voicemail and text message is meant as a short and/or direct method of connecting.  While it is common practice to leverage email for documentation exchange and addressing client’s requests, you must also consider other applications of this method.

As your relationship with the client grows you will naturally gain more relevant information, with respect to the ideal home and/or flow of the transaction, from the client’s perspective.  Each time these details are shared with you, a door is opened to further engage with the client on a more personal level.

This is important, as with each door your client leads you to, an opportunity to re-connect with the client on that detail – at a later date is provided.  Knowing this allows you to build concise and relevant reminders, purposeful follow ups, and informational options on demand, via email, tailored for your client’s transaction.

Attention to Detail Closes Client Transactions:

Attention to Detail  – lets the client know that you are listening to their needs and concerns.  More importantly, it shows them that the time they extend you is well spent.  Through regular communication with your clients, a relationship of professional guidance and rapport is established.

What is the best form of consistent communication?  Follow Ups!  Building relationships take time but are truly created by continuing conversations.  One must never forget, as each day starts the calendar of events for a client and real estate broker [agent] is already in high demand.

The only way to combat this simultaneous demand of time is to proactively engage with your client before those demands require full-attention. A simple “hello” and/or “purposeful message” on a weekday can mean all the difference in scheduling another opportunity to drive a transaction forward later that week.

However, the key in continuing conversations resides in your level of attention given to the details clients share. Without this commitment to your client, none of the above-mentioned principles or methods of communication will result in success.  Whilst follow ups can lead to successfully closing of transactions, if a broker [agent] does not possess details relevant to the client then an appropriate message cannot be developed.

Once more, if a message cannot be developed –  NO Follow Up or call to action can be delivered to your client.