The Follow-Up Framework Winning More Listings This Year
Turn seller interest into signed agreements using ethical offers, fast routing, respectful scripts, and a cadence you can run all year.
Introduction
The Follow-Up Framework Winning More Listings This Year is a repeatable engine that moves a stranger from first click to listing appointment to signed paperwork. It works because it stacks proof, speed, and clarity: you show real wins, you respond within minutes, and you make the next step obvious.
Compliance: Follow fair housing and brokerage rules. Market properties/process, not people. Disclose marketing practices and respect privacy.
Expanded Table of Contents
- 1) Why “The Follow-Up Framework Winning More Listings This Year” Works
- 2) Seller ICPs & Lead Sources
- 3) Offer Stack That Books Appointments
- 4) Cadence Map: 0–30 Days of Follow‑Up
- 5) Channel Matrix (SMS/Phone/Email/DM)
- 6) Script Library (Plug‑and‑Play)
- 7) Pre‑Listing Package & Proof Assets
- 8) CRM Stages, Tags & Routing
- 9) Lead Scoring & SLA
- 10) Objection Handling Without Pressure
- 11) Retargeting & Remarketing Windows
- 12) KPIs, UTMs & Dashboard
- 13) 30–60–90 Day Rollout Plan
- 14) Troubleshooting & Optimization
- 15) 25 Frequently Asked Questions
- 16) 25 Extra Keywords
1) Why “The Follow-Up Framework Winning More Listings This Year” Works
- Evidence over hype: Sellers trust comps, timelines, and before/after staging more than slogans.
- Human speed: Conversations within minutes change outcomes—automate the first touch, then talk.
- Process clarity: A one‑tap booking link beats back‑and‑forth forever.
2) Seller ICPs & Lead Sources
| ICP | Signals | Offer | Next Step |
|---|---|---|---|
| Move‑up Sellers | School calendar, saved comps | Value & Strategy Session | Book consult |
| Downsizers | HOA newsletters, 55+ research | Timeline & Prep Plan | Phone call + calendar |
| Investors/Landlords | NOI focus, vacancy risk | Exit Strategy Review | Zoom + docs checklist |
| Expired/Withdrawn | Stale DOM | Relist Rescue Audit | Walk‑through + plan |
| FSBO | DIY listing | Safety + Net Sheet Review | Coffee chat + options |
3) Offer Stack That Books Appointments
- 30‑min Value & Strategy Session: pricing path, timing, prep.
- Relist Rescue Audit: what stalled, what changes, what ROI.
- Exit Strategy Review (investors): rent vs. sell net, 1031 timeline notes.
4) Cadence Map: 0–30 Days of Follow‑Up
| Day | Touch | Purpose | Notes |
|---|---|---|---|
| 0 | SMS + Call + Email | First contact, offer value | Include calendar link |
| 1 | SMS nudge | 2 time options | Keep it short |
| 2 | Email: proof story | Build trust | Before/after + map |
| 3 | Call | Live qualify | 60‑sec discovery |
| 7/10/14 | Email + SMS | Recap + reminder | Invite to book |
| 21/28 | Market update | Keep warm | CTA to schedule |
5) Channel Matrix (SMS/Phone/Email/DM)
| Channel | Strength | Best Use |
|---|---|---|
| SMS | Fast replies | First touch, reminders |
| Phone | Trust & momentum | Discovery, appointment set |
| Proof & packets | Pre‑listing materials | |
| DM | Low friction | Retargeting replies |
6) Script Library (Plug‑and‑Play)
First Reply (SMS)
Thanks for reaching out! Quick plan: I can show a 7‑day pricing path and a prep checklist. Want {Today 4:30} or {Tomorrow 10:00}? Booking link → {URL}60‑Second Discovery (Phone)
Timeline? Property address? Upgrades since purchase? Comfort with price range? Recap + two time options. Send calendar while on call.No‑Show Saver
Can we keep {Time}? If not, here are 3 quick alternatives: {A/B/C}. One‑tap reschedule → {URL}Post‑Appointment Close
Here’s your recap + next steps. Photographer openings {Times}. I’ll hold {Slot} for you for 24 hours—reply YES to lock it.7) Pre‑Listing Package & Proof Assets
- One‑page process map
- CMA highlights (blur PII)
- Net sheet range
- Prep checklist + staging mini‑guide
- Case studies: before/after + days on market
8) CRM Stages, Tags & Routing
| Stage | Trigger | Automation |
|---|---|---|
| New | Form/DM | SMS + call + assign |
| Booked | Calendar | Confirmations + packet |
| Kept | Attendance | Recap + next steps |
| Signed | Agreement | Listing checklist |
9) Lead Scoring & SLA
- Signals: timeline ≤ 90 days, address provided, opens packet, clicks calendar.
- SLA: response ≤ 5 minutes; booked within 24 hours of first contact.
10) Objection Handling Without Pressure
| Objection | Reframe | Action |
|---|---|---|
| Interviewing others | Great—compare process, not promises | Send process map; offer walk‑through |
| Fee | Focus on net, time, risk | Net sheet + staging ROI example |
| Waiting for market | Plan beats panic | Timeline options with comps trend |
| Friend in the business | Keep friendship, compare plans | Offer prep call; no pressure |
11) Retargeting & Remarketing Windows
- 1‑day: Spots open this week → book consult
- 7‑day: Case study (before/after)
- 30‑day: Market shift update + CTA
12) KPIs, UTMs & Dashboard
Speed‑to‑Lead
≤ 5 min
Booked Rate
≥ 50%
Kept Rate
≥ 70%
Signed Rate
≥ 30%
UTMs: utm_source=meta|google|email&utm_medium=paid|owned&utm_campaign=followup_framework_{city}
13) 30–60–90 Day Rollout Plan
Days 1–30 (Foundation)
- Install routing (SMS + dialer) and calendar.
- Publish the pre‑listing package and proof gallery.
- Launch 0‑1‑2‑3 cadence templates.
Days 31–60 (Momentum)
- Add retargeting (1/7/30 day) and market updates.
- Record the 30‑second seller script video.
- Weekly dashboard reviews; prune weak sequences.
Days 61–90 (Scale)
- Expand to 3 ICPs; add ISA coverage.
- Feed offline conversions (kept/signed) to ad platforms.
- Publish two new case studies per month.
14) Troubleshooting & Optimization
| Symptom | Likely Cause | Fix |
|---|---|---|
| Leads but few bookings | Slow responses, vague offer | Enforce 5‑min SLA; sharpen offer |
| High no‑show | No reminders; unclear location | 24h/2h reminders; include map + reschedule |
| Low signed rate | Weak proof or recap | Send case studies; outline next steps clearly |
| List fatigue | Too many messages, low value | Add proof; reduce frequency; segment |
15) 25 Frequently Asked Questions
1) What is “The Follow-Up Framework Winning More Listings This Year”?
A step‑by‑step follow‑up system that books listing consults and turns them into signed agreements.
2) How many follow‑ups are too many?
Lead with value and stop if they ask; the cadence here balances persistence and respect.
3) Does video help?
Yes—30‑second script videos lift booked rates and reduce no‑shows.
4) What about voicemail drops?
Use sparingly and only with consent and compliant tools.
5) What file types should I send?
PDF packet + links to a proof gallery and booking page.
6) How do I handle price shoppers?
Shift to net proceeds and timeline; show the plan that earns the price.
7) Should I ask for exclusivity up front?
After you deliver value in the consult—tie to next steps.
8) What if they prefer text only?
Honor it and keep emails for packets; log all touches.
9) How do I track source?
UTMs on every link; tags for campaign and city.
10) How big should my market area be?
Start with one city or cluster you can serve fast.
11) Can I run this organic only?
Yes with GBP Posts, reels, and email—paid just scales faster.
12) What if I’m a new agent?
Borrow proof from your team (with permission) and focus on process clarity.
13) What’s a good kept rate?
70%+ with confirmation cadence.
14) What’s a good signed rate?
30%+ from kept consults, depending on price segment.
15) How do I follow up after a \"no\"?
Thank them, ask permission to send market updates, and set a 30‑day check‑in.
16) Does staging matter in follow‑up?
Yes—before/after photos are persuasive proof.
17) How do I reduce cancellations?
Offer virtual + in‑person, flexible times, and simple rescheduling.
18) Should I pre‑qualify hard?
Lightly—enough to respect time without creating friction.
19) Where do ISAs fit?
Own the first 5 minutes, set consults, and hand off with strong notes.
20) What about privacy?
Collect only necessary info, disclose use, and honor opt‑outs.
21) How do I handle multiple owners?
Confirm decision makers, share packet with all, and book at a time all can attend.
22) Can I automate appointment reminders?
Yes—send at booking, 24h, and 2h with reschedule links.
23) What if my CRM is messy?
Start with the four core stages and add tags slowly.
24) Do I need a niche?
Specialization helps proof; start with one ICP, then expand.
25) First step today?
Publish the cadence, load scripts, and add a calendar link to all first replies.
16) 25 Extra Keywords
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- real estate follow up framework
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- seller nurture email sequence
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- pre listing package template
- cma follow up email
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- speed to lead real estate
- retargeting sellers real estate
- listing pipeline dashboard
- kept appointment reminders
- signed listing rate
- fair housing compliant ads
- seller market update template
- relist rescue audit
- fsbo follow up script
- expired listing script
- isa handoff sellers
- crm stages for listings
- utm tracking real estate
- calendar booking real estate
- 2025 listing growth playbook
