Why Do the Best Agents Automate Their Follow-Ups (and How to Do It Without Losing Authenticity)?
The follow-up, the invisible strength of top-performing agents
Observe agents who perform consistently over the long term. They are not necessarily the fastest or the most sales-driven. They are, above all, the most consistent. Those who never leave a contact without follow-up and know how to come back at the right time. This is never the result of chance. Yet in the daily reality of real estate agencies, follow-ups are often irregular, forgotten, done “when there is time.” Between property visits, urgent listings, and administrative work, it is difficult to maintain a steady rhythm. The result: opportunities cool down without anyone realizing it.
Why automation has become essential
The market has changed dramatically. Clients compare more, switch agents more easily, and can forget you quickly. In this context, the one who stays present wins.
The current paradox? The volume of leads has decreased, but agents spend more time searching for new opportunities than nurturing the ones already in their portfolio.
A personalized follow-up is now perceived as a true sign of professionalism. It proves that the agent is truly monitoring the project and has not lost sight of it among dozens of other files.
Automation does not replace human interaction; it makes it strategic. Automation manages consistency. Humans manage conversation and relationships. This combination makes all the difference.
The 6 essential follow-ups to automate
Post-valuation follow-up
This is when the seller hesitates the most. They have just discovered the price of their property, compare it with their expectations, and wonder whether they should sign now. A follow-up 48 hours after the valuation helps answer the questions that have emerged.
Example: “Hello Mrs. Durand, following our valuation on Tuesday, do you have any questions or would you like us to clarify certain points?”
Buyer follow-up after a showing
Many buyers never give spontaneous feedback. They visit, reflect… and forget you. A follow-up 24 hours later keeps the conversation going and helps refine the criteria, even if the property was not a good fit.
Example: “Hello Mr. Martin, what did you think of the apartment on Victor Hugo Street? Did it meet your expectations?”
“On-hold project” follow-up
Clients often come back when they feel the agent has not forgotten them. A relocation postponed, financing not finalized… projects restart. A follow-up every 2 to 3 months maintains the relationship without being intrusive.
Example: “Hello Mr. and Mrs. Leclerc, your purchase project in Versailles had been put on hold. Has the situation changed?”
Follow-up after an unsigned valuation
The listing often goes to the one who remains present. Even if the seller chose a competitor, situations evolve. A gentle follow-up three weeks later shows that you have not given up.
Example: “Hello Mr. Dupont, how is your selling project progressing? I remain available if you need any assistance.”
Follow-up after a transaction (loyalty stake)
Referrals are built on a well-executed post-sale follow-up. A satisfied client who receives a thoughtful message becomes an ambassador. Follow up one month and then six months after closing.
Example: “Hello Mrs. Lambert, are you settling in well? Feel free to reach out if you know anyone looking to buy or sell.”
Follow-up to update the project
Projects evolve: budget, area, timing. A couple was looking for a one-bedroom apartment and is now aiming for a two-bedroom. A follow-up every two months checks whether the criteria have changed and reactivates dormant contacts.
Example: “Hello Mr. Bernard, is your search in the La Croix Rousse area still active? Have your criteria changed?”
How to automate without losing authenticity
Because AI enhances your authenticity by adapting the tone, suggesting the right timing, and recalling the details of the last exchange, it allows you to be more present. Agence Plus shares a few tips to ensure efficient automation while keeping the relationship human.
Always personalize using client data: name, visited property, desired neighborhood. An automated message is not a generic message.
Use a natural tone, the way you would speak on the phone. Avoid “Dear client” and jargon.
Take over as soon as there is a response. Automation stops immediately, and the human conversation resumes.
Avoid illogical or irregular follow-ups: three messages in one week and then nothing for two months creates no consistency.
Do not forget to stop the automation after a reply: resuming a human conversation with an automated message arriving in between destroys your credibility.
Do not follow up without updating the data: a client who has already purchased and still receives listings will see you as unprofessional.
You will have understood it by now: consistency builds trust. And in a market more demanding than ever, the difference between a follow-up that arrives at the right moment and a missed follow-up… is often a sale.
