InTown Partners Real Estate Group · Lead Gen & Follow-Up SOP

The 14-Day Follow-Up Plan

Every new lead gets fourteen days of daily, structured contact — call, text, and email, escalating in tone — before it ever moves to a slower cadence. This is the map: what to send, and why, day by day.

Core Rule Make the lead tell you no.
Daily
Call every single day until you make contact — no skipped days, no waiting for a "better time."
3 touches
Call + voicemail + text is the daily minimum. Most days add an email on top.
Reassigned
If the cadence isn't followed, the lead is pulled from your account and given to another agent to work.
The Journey
Five phases, fourteen days
Each phase shifts the ask — from urgent first contact, to low-pressure curiosity, to a value hook, to gentle urgency, to a graceful, permission-based exit. The script changes; the discipline of daily contact never does.
Days 1–2 First Contact Blitz Get a live reply fast — multiple touches, same day.
1Day
Immediate Multi-Touch
Call the second you claim the lead — if you had time to claim it, you had time to call. Don't answer? Text right away, then send your V-Card, then call again 2+ hours later.
Call ×2VoicemailText ×2
2Day
Tour Invite
"I'd love to set up a quick tour of the home you liked — does during the week or the weekend work better for you?"
CallVoicemailText
Days 3–7 Curiosity & Value Low-pressure questions that are easy to answer and hard to ignore.
3Day
Browsing or Buying?
"Quick question — are you just browsing right now, or are you hoping to move soon?"
Call, no VMText
4Day
Off-Market Teaser
"Want me to send you the best homes that aren't even online yet?" — off-market and coming-soon inventory as the hook.
CallVoicemailText
5Day
The Must-Have List
"If you could wave a magic wand — what's the #1 must-have in your next home?" Gets specifics you can use to filter listings.
CallVoicemailText
6Day
Handpicked Open Houses
"I put together a few homes that are having open houses this weekend — want me to send them?"
CallVoicemailText
7Day
Already Have an Agent?
"Do you already have an agent helping you, or are you still looking for the right fit? Coffee's on me this week or next."
Call, no VMText
Days 8–9 Financial Hook Money-saving news is a reason to pick up that isn't about "checking in."
8Day
Lender Savings
"With rates moving around, there are programs and strategies that can actually lower your monthly payment. Want me to send you info?"
CallVoicemailText
9Day
Timeline Check
"Are you planning to buy in the next few months, or just keeping an eye out?"
Call, no VMText
Days 10–12 Gentle Urgency FOMO on inventory, then a direct look at what's stalling them.
10Day
Don't Miss Out
"I don't want you to miss out on homes as they hit the market — give me a call, I want to make sure you see all the options the second they're live."
CallVoicemailText
11Day
What's Holding You Back?
"What's the #1 thing holding you back from moving forward right now? For a lot of people it's financing, timing, or not seeing the right home."
Call, no VMText
12Day
Tour This Week?
"I've got time this week to tour homes with you — want to grab a spot?"
CallText
Days 13–14 The Graceful Exit Confirm they're still in the market, then ask permission before stepping back.
13Day
The "Wrong Number?" Check
"Hey, I'm worried I have the wrong number — is this [First Name]? Are you still looking for homes in [Area], or did your plans change?"
CallVoicemailText
14Day
Final Check-In
"Totally understand if now's not the right time — just let me know. If you are still interested, I'd love to help you take the next step." Then: "Should I keep sending you homes, or hit pause?"
CallVoicemailText
15

Day 15 — the handoff. If contact still hasn't been made and the stage hasn't moved off Lead or Attempted Contact, FUB automatically drops the lead into the "Old Leads: Not Reached/Monthly" smart list. From here, the cadence relaxes to a monthly call — but it never stops entirely until the lead is converted or tells you no.

Why this keeps breaking down

The four places agents drift off the plan — and the fix.
01

Skipping a day "since I already tried yesterday." The plan is daily by design — one missed day resets the lead's trust that you're actually paying attention. Call every day, even if it's just to leave a fresh voicemail.

02

Reusing Day 1's script on Day 8. Each day's message is written to feel like a new reason to reply, not a repeat. If the lead sees the same text twice, it reads as automated — and they tune out.

03

Stopping after 2–3 no-answers. Most contact happens well past the first week. The plan is built assuming silence for days — persistence through Day 14 is the point, not a sign it isn't working.

04

Forgetting to update the FUB stage. Leads can't sit in "New" or "Lead" more than 24 hours. If the stage isn't updated the moment contact happens, the smart list keeps nagging — and the lead risks reassignment.