Learn how automated follow-up sequences for Zillow leads work, including multi-touch campaigns, response-based automation, handoff triggers, and Zillow-specific best practices that increase conversion rates.
Automated follow-up systems for Zillow leads use multi-touch campaigns to nurture prospects who don't respond to the first message. These systems send a series of personalized follow-up messages over days or weeks, adapt based on prospect responses, and automatically hand off to you when prospects are ready to engage. This approach can convert significantly more Zillow leads than single-message automation (results vary by market, lead quality, and follow-up strategy).
Zillow leads can be expensive (typically $50-200 per lead, depending on market and program), but most property managers and real estate agents only respond once. If a prospect doesn't reply to the first message, they're often written off as "not interested." But research suggests that many prospects (typically 60-70%) need multiple touchpoints before they're ready to engage. Automated follow-up systems solve this by nurturing Zillow leads through multi-touch campaigns until they're ready to tour or schedule a showing.
The reality: Most Zillow leads don't respond to the first message. Here's why:
The impact: If you only send one message and they don't reply, you've potentially lost a lead that may have cost $50-200 (costs vary by market and program). But if you follow up strategically, many of these "non-responsive" leads convert later.
Single-message automation (typical results):
Multi-touch follow-up automation (typical results):
The difference: Multi-touch follow-ups can significantly improve your conversion rate from Zillow leads, though actual results vary by market, lead quality, and other factors.
Here's how an automated follow-up system handles Zillow leads:
1. Zillow lead arrives → 2. First response (under 5 minutes) → 3. Wait 24 hours → 4. Follow-up #1 → 5. Wait 3 days → 6. Follow-up #2 → 7. Wait 7 days → 8. Follow-up #3 → 9. Handoff or nurture
Key features:
Goal: Acknowledge the inquiry and provide immediate value.
What the system does:
Example automated response: "Hi [Name], thanks for your interest in [Property Address]! Yes, we have 2-bedroom units available starting at $X/month. The building includes [key amenities]. Would you like to schedule a tour? I have availability [time options]."
Why it matters: Research shows that responding within 5 minutes significantly increases conversion rates compared to slower responses. This first message sets the foundation for all follow-ups.
Goal: Re-engage prospects who didn't reply to the first message.
What the system does:
Example automated follow-up: "Hi [Name], I wanted to follow up on your inquiry about [Property Address]. I've attached a virtual tour link and floor plans. We have 3 units available, but 2 are already scheduled for tours this week. Would you like to see the property? I can schedule a tour at your convenience."
Why it works: Many prospects need time to review information. This follow-up provides additional value without being pushy.
Goal: One more attempt with different approach.
What the system does:
Example automated follow-up: "Hi [Name], I know you're probably busy looking at properties. If you're still interested in [Property Address], I'd love to help. We now have [updated availability]. If you'd prefer, I can send a virtual tour link or we can schedule a quick phone call. If you've found something else, just let me know and I'll stop following up."
Why it works: This follow-up is less salesy and more helpful, which often resonates with prospects who are still considering options.
Goal: Final check-in before moving to long-term nurture.
What the system does:
Example automated follow-up: "Hi [Name], I wanted to do one final check-in about [Property Address]. If you're still looking, I'd be happy to help. If you've found something else, no problem! If you'd like, I can keep you updated on similar properties as they become available. Just let me know."
Why it works: This gives prospects a final chance to engage while respecting their decision if they've moved on.
What happens next:
If prospect responds at any point:
If prospect never responds:
The best follow-up systems don't just send messages on a schedule. They adapt based on how prospects respond:
System response:
Example: Prospect asks "Is parking included?" System responds with parking details and offers to schedule tour.
System response:
Example: Prospect says "I'd like to see it." System notifies you immediately and provides tour scheduling options.
System response:
Example: Prospect says "It's too expensive." System responds with pricing details, payment options, or suggests similar properties in their budget.
System response:
Automated follow-up systems should hand off to you when prospects are ready for personal attention. Here are common handoff triggers:
Triggers:
System action: Immediately notifies you, provides full context, and suggests next steps.
Triggers:
System action: Flags as "warm lead" and hands off for personal follow-up.
Triggers:
System action: Hands off for personal check-in to determine if they're still interested.
Follow-up systems for Zillow leads should account for Zillow-specific considerations:
Characteristic: Zillow leads are typically more qualified than other sources because prospects have already viewed property details and photos.
Follow-up strategy:
Characteristic: Zillow leads can come in high volume, especially during peak seasons.
Follow-up strategy:
Characteristic: Prospects are likely inquiring about multiple properties on Zillow.
Follow-up strategy:
Characteristic: Zillow has response rate requirements and terms of service.
Follow-up strategy:
Track these metrics to measure your automated follow-up system performance:
Calculate your Zillow lead ROI: Use our free portal leads ROI calculator to see how follow-up automation impacts your revenue.
Challenge: Managing 50 units, getting 25 Zillow leads per month. Only sending one response per lead, converting 15% to tours. Losing 85% of leads after first message.
Solution: Implemented automated follow-up system that sends 3 follow-up messages over 10 days if prospects don't respond to initial message.
Hypothetical results (for illustration purposes):
Key insight: Follow-up automation converted leads that would have been lost after the first message.
Challenge: Getting 40 Zillow Premier Agent leads per month (example: $2,000/month spend, costs vary by market). Converting 18% to appointments with single-message automation. Losing 82% of leads.
Solution: Implemented automated follow-up system with 4-touch campaign over 2 weeks, with response-based handoff triggers.
Hypothetical results (for illustration purposes):
Key insight: Multi-touch follow-ups significantly improved ROI on expensive Zillow Premier Agent leads.
The problem: Sending follow-ups every day or multiple times per week.
Why it fails: Prospects feel spammed and may mark you as spam, hurting your email deliverability.
The solution: Space follow-ups over days or weeks (24 hours, 3-5 days, 7-10 days).
The problem: Sending the same follow-up message to everyone.
Why it fails: Prospects can tell it's automated and impersonal, reducing engagement.
The solution: Personalize each follow-up based on the original inquiry, property details, and prospect's behavior.
The problem: System continues sending automated follow-ups even when prospect shows strong interest.
Why it fails: Prospects want to talk to a real person when they're ready, not continue with automation.
The solution: Set up handoff triggers that notify you when prospects are ready for personal attention.
The problem: System sends follow-ups even when prospect has already replied.
Why it fails: Confusing and unprofessional. Prospect thinks you're not paying attention.
The solution: Use response-based automation that stops follow-ups when prospect engages.
The problem: Continuing to follow up with prospects who clearly aren't interested.
Why it fails: Hurts your reputation and may violate email regulations.
The solution: Include easy opt-out options in follow-ups and respect unsubscribe requests.
Ready to implement automated follow-ups for your Zillow leads? Here's how to start:
Look for systems that offer:
Create a 3-4 message sequence:
Configure triggers for:
First week:
Ongoing:
Track metrics:
Use data to optimize:
Single-message automation typically converts 15-20% of Zillow leads. Automated follow-up systems use multi-touch campaigns to nurture prospects who don't respond immediately, potentially converting 30-40% of Zillow leads overall (results vary by market and lead quality). By sending a series of personalized follow-ups over days or weeks, adapting based on prospect responses, and handing off when prospects are ready, you can double your conversion rate from expensive Zillow leads.
The key is response-based automation that doesn't just send messages on a schedule, but adapts to how prospects engage. When prospects show interest, the system hands off to you for personal attention. When they don't respond, it continues nurturing until they're ready or opts out.
Learn more about Propel's automated follow-up system. For broader automation guides, see how to automate Zillow leads and real estate lead follow-up rules.
Calculate your Zillow lead ROI: Use our free portal leads ROI calculator to see how follow-up automation impacts your revenue.
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