When it comes to follow-up, most teams rely on a handful of standard messages and blast them out to every new lead. It’s efficient, but often misses the mark.
After analyzing over 1 million real estate leads and clustering behavior and demographic patterns, we uncovered the top 10 personas commonly found in real estate databases. And the takeaway is clear: when your messaging content, frequency, and method align with who you're talking to, you create a better consumer experience - and better results.
Here’s a look at what that looks like in action 👇
Likely Traits: High income, suburban, married, young family
Lead Score: 92 (High intent)
Shopping Style: Prefers digital-first interactions
Tips for engaging Will:
Go direct: Lead with value - he’s busy and appreciates efficiency.
Use modern channels: Text + email work best.
Create urgency: He’s ready to act, so make it easy to take the next step.
Example Message:
“Will, here’s a video tour of a 4-bed in your area. Want to see it this weekend?”
Likely Traits: Mid-range income, nearing retirement, smaller household
Lead Score: 58 (Mid-funnel)
Shopping Style: Trust-oriented, prefers offline or personal outreach
Tips for engaging Rhonda:
Lead with empathy: She's not in a rush - focus on being helpful.
Use a personal touch: A handwritten letter or friendly phone call goes further.
Keep a light touch: Follow up gently every 7-10 days.
Example Message (Handwritten Note):
“Hi Rhonda, I’d love to share some ideas on making your next move stress-free. I've helped a few of your neighbors downsize and am here to help whenever the time is right.”
Whether you’re working 50 leads or 500,000, treating everyone the same is a fast way to lose attention. People respond better when the communication style feels relevant to them.
A few simple adjustments can make a big difference:
Match the medium: Tech-savvy leads may prefer text, while others appreciate a personal call or note.
Adjust frequency: Hot leads need urgency; slower movers need patience.
Speak to lifestyle, not just listings: Income, family size, shopping style, and life stage all influence how people make decisions.
You don’t have to overhaul your process to make your outreach more effective. Sometimes the biggest gains come from simply asking:
“What would make this message more relevant to the person receiving it?”
When you start thinking in terms of personas, you begin to shift from broadcasting messages to starting conversations. It’s not about sending more - it’s about sending better.
And while you can absolutely apply this manually, tools like Agent Legend can help you bring this strategy to life with less effort. For example, you can:
Automatically tag leads by persona
Trigger the right campaign based on real-time lead scores
Customize tone, channel, and cadence without reinventing the wheel every time
The result? Outreach that feels personal - but runs on autopilot.
Whether you’re nurturing leads for the long haul or prioritizing those ready to act now, small changes in how you communicate can create a big difference in how people respond.
Great follow-up isn’t only about volume. It’s about timing, tone, and trust. The more aligned your message is with the person receiving it, the more likely it is to lead to a real conversation - and real results.