Most agents know they need to follow up with leads. Far fewer know what to actually say. The difference between a booked appointment and a dead lead often comes down to the first 30 seconds of the conversation.
These scripts are not magic formulas. They are structured frameworks that give you a starting point for real conversations. Adapt them to your voice, your market, and your lead source.
Why Scripts Matter
Scripts are not about sounding scripted. They are about being prepared. When you know what to say, you sound confident. When you wing it, you sound uncertain. The goal is to internalize the structure so the conversation flows naturally.
Top-producing agents across markets from Dallas to Denver use scripts not as crutches but as guardrails that keep conversations productive.
Portal Lead Script (Zillow, Realtor.com, Homes.com)
Portal leads have typically been browsing multiple listings and may have inquired with several agents. Speed and specificity win here.
Initial Call Script:
'Hi [Name], this is [Your Name] with Homexa™. I saw you were looking at [specific property address or area] on [portal name]. I wanted to reach out because that property [mention one relevant detail, like it just had a price reduction, it is in a highly sought-after school district, etc.]. Are you currently working with an agent, or would it be helpful if I sent you some additional information about that area?'
Key principles:
- Reference the specific property or area they searched
- Lead with value, not a pitch
- Ask an open-ended qualifying question
Geo-targeted example for Florida: 'I noticed you were looking at homes in the Brandon area of Hillsborough County. That neighborhood has seen a lot of activity this quarter, with median prices around $365,000 and homes moving in under 30 days. Would it be helpful if I put together a list of active listings that match what you are looking for?'
Social Media Lead Script (Facebook, Instagram, TikTok Ads)
Social media leads tend to be earlier in their journey. They may have clicked on an ad out of curiosity rather than immediate intent. A softer approach works best.
Initial Text Script:
'Hey [Name], thanks for reaching out through our [Facebook/Instagram] page. I know you were checking out some information about [buying/selling] in the [specific area]. No pressure at all. I would love to be a resource for you. What is your timeline looking like?'
Follow-Up Call Script (if they respond):
'Great to connect, [Name]. A lot of people I work with in the [market area] started the same way, just browsing and gathering information. My goal is to make sure you have everything you need so when the time is right, you feel confident. Can you tell me a little about what you are looking for?'
Geo-targeted example for North Carolina: 'A lot of folks I talk to in the Charlotte area are exploring neighborhoods like Ballantyne, South End, and NoDa. Each one has a pretty different vibe and price point. Would it help if I sent you a quick comparison of those areas?'
Open House Follow-Up Script
Open house leads gave you their information in person. They already know your face. The follow-up should feel personal and reference the specific experience.
Day-After Call Script:
'Hi [Name], this is [Your Name] from the open house on [street name] yesterday. It was great meeting you. I wanted to follow up and see what you thought of the property. Was there anything that stood out to you, or anything that did not quite fit what you are looking for?'
If they are not interested in that property:
'Totally understand. That home is not for everyone. Based on what you told me about [their preferences, like needing a bigger yard or being closer to certain schools], I have a couple of other options that might be a better fit. Would you be open to me sending those over?'
Geo-targeted example for Colorado: 'Based on what you mentioned about wanting easy access to I-25 and being close to the trails in Jefferson County, there are a couple of listings in Littleton and Lakewood that might be worth a look. Want me to send those your way?'
Expired Listing Script
Expired listing leads require a different tone. These homeowners are often frustrated after a failed selling experience. Empathy and directness work best.
Initial Call Script:
'Hi [Name], this is [Your Name] with Homexa™. I noticed your home on [street name] came off the market recently, and I wanted to reach out, not to pitch you, but to ask: are you still interested in selling, or has the plan changed?'
If they are still interested:
'I understand that is frustrating. In the [specific market, e.g., San Antonio or Nashville] market right now, homes that are priced correctly and marketed with a strong digital strategy are still moving in [X] days on average. I would be happy to put together a no-obligation market analysis so you can see where your home stands compared to recent sales in your neighborhood. Would that be helpful?'
FSBO (For Sale By Owner) Script
FSBO leads are typically motivated sellers who want to save on commission. Respect their decision while demonstrating the value you bring.
Initial Call Script:
'Hi [Name], I saw your home listed for sale on [source]. I am not calling to convince you to list with an agent. I am calling because I work with qualified buyers in the [specific area, e.g., Virginia Beach or Knoxville] market and wanted to see if you would be open to cooperating with a buyer's agent if I had someone who was a good fit for your property.'
This approach positions you as a resource rather than a competitor. Many FSBO sellers end up listing with the agent who brought them a buyer or demonstrated market expertise.
Script Customization Tips
- Always localize: Reference specific neighborhoods, counties, school districts, or landmarks. A lead in the Houston Heights area wants to hear about Houston Heights, not generic Texas market data.
- Match energy to the lead source: Portal leads expect quick, direct communication. Social media leads need a warmer, more casual approach. Open house leads respond to personal connection.
- Practice out loud: Reading a script silently is not the same as delivering it. Practice with a partner or record yourself until the words feel natural.
- Track what works: Keep notes in your CRM about which scripts generate the best responses in your specific market. What works in Jacksonville may not work identically in Salt Lake City.
How Homexa™ Uses Scripts
At Homexa™, ISA teams follow proven scripts and cadences tailored to each lead source. Scripts are continuously refined based on conversion data from across all operating markets. Agents benefit from this system because every lead that reaches them has already been contacted, qualified, and set as an appointment using tested frameworks. The guesswork is removed from the conversation.