If you’ve got a healthy pipeline but feel like you’re losing momentum with long-term prospects, chances are your follow-up is either too inconsistent—or too intense.
The goal isn’t to overwhelm people. It’s to stay relevant, visible, and valuable.
There’s a simple formula I recommend for keeping prospects engaged without being a nuisance, and it’s built on consistency and subtle brand layering.
Step 1: Monthly Email Newsletter (30-Day Rhythm)
At a minimum, every prospect in your pipeline should be receiving a monthly email. This isn’t a generic update—it should be suburb-specific, with local insights that show you’re active and informed.
Here’s what to include:
- Recent sales and listings in their area
- Your perspective on market movement or trends
- Any useful tips or shifts happening in the local property scene
- The aim here is to educate, not just promote. Make the email about them, not you.
Step 2: Four Phone Calls Per Year
That’s one call per quarter. It’s not overkill—but it’s enough to maintain a real relationship.
When you call, don’t just check in for the sake of it. Add value by discussing:
- Just listed and just sold activity nearby
- What the current buyer demand looks like
- Any changes in their situation since the last time you spoke
This keeps the conversation relevant and positions you as their trusted property adviser—not just another agent chasing a listing.
Step 3: Passive Visibility Through Brand Layers
While the direct contact rhythm is crucial, prospects are also forming impressions of you through passive brand exposure.
That includes:
- Social media – market updates, testimonials, and local wins
- Sold signs – visible proof of performance
- Letterbox drops – light-touch reminders of your activity
- Community sponsorships – reinforcing your connection to the area
Together, these touchpoints build familiarity and trust—so that when the time does come to sell or buy, you’re already the first name they think of.
Great follow-up isn’t about being loud—it’s about being consistent.
When you combine structured contact with valuable insights and subtle brand presence, you stay top of mind without ever crossing the line into pushy.
Because in real estate, it’s not always about who says the most—it’s about who shows up the best.
By Adrian Bo, CEO of Adrian Bo Real Estate Training & Auctions