Learn the proven follow-up rules that convert more real estate leads into tours and signed leases, with response time benchmarks and messaging templates.
Following up with leads is one of the most critical skills in real estate and property management. But with so many inquiries coming from different channels, it's easy to let follow-ups slip. Here are the proven rules for 2025 that actually convert leads into tours and signed leases. For detailed metrics on response times, see our guide on measuring lead response time.
Studies consistently show that responding within 5 minutes increases your chances of converting a lead by 9x. Here's why:
The reality: If you wait 30 minutes, your conversion rate drops by 60%. If you wait 24 hours, it drops by 90%.
See how faster response times impact your ROI from portal leads with our portal leads ROI calculator.
Here are the industry benchmarks for 2025:
The challenge: Most property managers can't respond within 5 minutes consistently, especially during off-hours or when handling multiple inquiries. That's where automation comes in.
Not every lead responds to the first message. Here's a proven 3-message cadence that works:
Goal: Acknowledge the inquiry and provide immediate value.
What to include:
Example: "Hi [Name], thanks for your interest in [Property Name]! 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]."
Goal: Re-engage if they haven't responded.
What to include:
Example: "Hi [Name], I wanted to follow up on your inquiry about [Property Name]. 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."
Goal: One last attempt before moving them to nurture.
What to include:
Example: "Hi [Name], I know you're probably busy looking at properties. If you're still interested in [Property Name], 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."
Different channels have different response expectations. Here's the optimal order:
Why first: Most inquiries come via email, and it's easy to track and log.
Best practices:
Why second: Some prospects prefer phone calls, especially for urgent inquiries.
Best practices:
Why third: Text is great for quick confirmations and reminders.
Best practices:
Why last: Social media is less formal and harder to track.
Best practices:
Use when: Prospect asks about availability or pricing.
"Hi [Name],
Thanks for your interest in [Property Name]! Yes, we have [unit type] available starting at $[price]/month.
Key details:
I'd love to show you the property. Are you available for a tour [time options]? I can also send a virtual tour link if you prefer.
Let me know what works best!
[Your name]"
Use when: Prospect hasn't responded in 24-48 hours.
"Hi [Name],
I wanted to follow up on your inquiry about [Property Name]. I know you're probably looking at multiple properties, so I wanted to make sure you have all the information you need.
Here's what makes [Property Name] special:
I've attached a virtual tour link and floor plans. We currently have [number] units available, but availability changes quickly.
Would you like to schedule a tour? I'm available [time options] this week.
Best, [Your name]"
Use when: Prospect books a tour.
"Hi [Name],
Great! I've confirmed your tour of [Property Name] for [date] at [time].
Tour details:
I'll send a reminder the day before. If you need to reschedule, just let me know.
Looking forward to showing you the property!
[Your name]"
Use when: After showing the property.
"Hi [Name],
It was great showing you [Property Name] today! I hope you got a good sense of the space and the neighborhood.
I wanted to follow up with a few things:
If you're interested in moving forward, the next step would be [application/submit interest/etc.]. I'm happy to answer any questions or help with the process.
Let me know your thoughts!
[Your name]"
Following up consistently is hard, especially when you're handling multiple inquiries. Here's how automation helps:
What it does: Responds to inquiries within seconds, not minutes.
Benefits:
What it does: Sends follow-up messages automatically if prospects don't respond.
Benefits:
What it does: Sends reminders before scheduled tours.
Benefits:
The result: Properties using automated follow-up see 40% more tour bookings and 25% higher conversion rates.
Track these metrics to improve your follow-up process:
See how faster response times and better follow-up impact your bottom line. Calculate cost per lead, appointment, and closing with our free ROI calculator.
Mistake: Sending multiple messages per day or calling repeatedly.
Fix: Stick to the 3-message cadence with appropriate timing (24 hours, 3-5 days).
Mistake: Sending generic templates without customization.
Fix: Reference their specific inquiry, property interest, and timeline.
Mistake: Stopping after the first message if they don't respond.
Fix: Complete the full 3-message cadence before moving to nurture.
Mistake: Not measuring which messages and cadences convert best.
Fix: Track metrics and adjust based on data.
Mistake: Following up with some leads but not others.
Fix: Automate to ensure every lead gets the same treatment.
Effective follow-up in 2025 requires:
The property managers who master follow-up convert more leads, fill vacancies faster, and spend less time on routine tasks.
See how Propel automatically responds to inquiries within seconds, follows up with prospects who don't respond, and books tours, all while you focus on closing deals.
If you're struggling to keep up with follow-ups or want to ensure you never miss the 5-minute response window, automation can help. Propel automatically responds to inquiries, follows up with prospects, and books tours, so you can focus on showing properties and signing leases.
See how Propel can automate your follow-up process. Learn more about automating rental inquiries and see our getting started guide to set up automated follow-ups.
See how Propel can help you convert more inquiries and book more tours automatically.
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