Most agents still think follow-up is one call, one text, and one email. And it’s costing them big.
If your business isn’t where you want it to be right now, it’s probably not because of the market. It’s because you’re not following up enough.
I’ve said this plenty of times, but I’ll say it again: The money is in the follow-up. The agents who understand that are the ones booking appointments and closing deals.
There’s a massive opportunity in front of you. The streets are paved with gold in 2026. NAR is predicting that 200,000 agents are going to leave the industry, and many markets are entering a renewal cycle.
There’s going to be more room for the people who stay committed.
All you’ve got to do is make the calls, make the outreach attempts, and know what to say once someone picks up.
1. Every lead gets six plus contact attempts
Most agents barely get to two follow up attempts, according to NAR. And that’s the biggest problem. You have a 90+% chance of getting in contact with someone once you’ve made six or more attempts.
If you stop early, you’re not even getting to the part where the odds are in your favor.
Real estate is a game of last man or last woman standing. It’s about who doesn’t give up. Nobody likes an aggressive agent until they have one. This isn’t my opinion. This comes straight from the Harvard Business Review.
If you want a simple way to immediately improve your follow-up, commit to this standard:
- Make six plus call attempts for every lead.
- Mix in texts and emails that actually add value.
- Track every touch so you know you’re hitting your numbers.
The studies show that’s where you get traction.
2. Send one-to-one personal video messages
Evergreen videos don’t work. No one wants a generic “Looking forward to meeting you” message filmed in a dark room.
Personalized video is what stands out.
Here’s the data behind it. According to HubSpot, you see a 300% jump in conversion when you send one-to-one video messages to sales prospects. You’ll schedule two to three times more meetings. And video performs 70% better than call, text, email, or social.
Most people still don’t do it. That’s the story of real estate.
There are four types of one-to-one videos you should be sending:
- Can’t reach someone: A short, personalized video putting a face to the name.
- Pre-appointment video: Send this before every meeting. Set the tone and build trust.
- Post-appointment video: Send this right after you get back to your car. Text is best.
- Video market analysis: Walk someone through the MLS. Show them what their home is worth or what a property they’re bidding on is going for.
These videos create connection. They separate you from every agent who hides behind a text message.
3. Use value-based outreach
“Just checking in” is the worst follow-up line ever invented. It makes you sound desperate. It makes the other person want to avoid your calls.
Value-based outreach is where the real wins happen. You’re bringing people information they didn’t know they needed.
Here’s what you can lead with:
- Sales activity in their neighborhood
- New listings coming on the market
- Market data or statistics
- Interest rate news
This works because unless someone is active in a real estate decision, 95% of consumers aren’t thinking about the market. Home sellers are often shocked by what homes sell for. When you’re the one delivering real data, you become the resource.
Phil Jones teaches the OFQ formula. Use it to structure these conversations:
- Opener: “Hey, it’s Tom with RE/MAX.”
- Fact: “Not sure if you saw that prices are expected to go up another four to 6% in 2026.”
- Question: “How would that impact your plans?”
That’s value-based follow-up. And it works.
4. Don’t take “no response” personally
You’re going to get people who don’t return your calls. You’re going to get ignored.
That’s not rejection. It’s timing.
If you quit at two attempts when the data tells you six, you’re not paying attention. People aren’t saying no. They’re saying they’re not ready. It’s a “not now.”
When you shift your mindset around that, everything changes. Your follow-up becomes predictable. It becomes scalable. And it becomes a standard in your business that raises your sales volume and your income.
The agents who stay committed to follow-up are the ones who are going to win in 2026. Stick to this plan, stay persistent, and the results will show up in your appointments, your pipeline, and your income.
If you’re holding back because you’re not sure what to say, join me, Lisa Chinatti, and Byron Lazine every week for the live roleplay mastermind in BAMx, where you’ll learn and practice proven scripting frameworks and get feedback in real time.
Not a BAMx member yet? Sign up today for a free 7-day trial to get 24/7 access to all the replays (plus everything else you get with BAMx) and join us for the next mastermind.
