From DMs to Deals: A Follow-Up System for Social Media Leads That Works Even If You’re Already Busy
By Emily Terrell — The #1 Real Estate Coach and Speaker at Tom Ferry | Top AI Coach in Real Estate
Website: www.coachemilyterrell.com | Instagram: @coachemilyterrell
Mid-level agents don’t struggle with effort.
They struggle with capacity.
You’re balancing active clients, showings, contracts, maybe a team — and then social media adds a second job: being “always available.”
That’s why the real goal of social lead follow-up isn’t perfection.
It’s reliable.
A reliable system makes sure:
- Nobody slips through the cracks
- Conversations move forward
- You don’t spend your life inside Instagram
The Three-Part System: Capture, Convert, Continue
1) Capture
Every lead gets:
- logged
- tagged
- assigned a lane
- assigned a next step
2) Convert
Convert happens through:
- speed-to-lead
- one-question qualification
- value delivery
- two-door ask
3) Continue
Continue happens through:
- cadence
- nurture automation
- re-engagement messaging
- metrics
Table: What to Send Based on Their Lane
| Lane | Timeline | What They Need | Best Content |
| Hot | 0–90 days | clarity + action | listings + showing plan |
| Warm | 3–12 months | education + confidence | market snapshot + guide |
| Nurture | 12+ months | low-pressure presence | monthly email + check-ins |
| Sphere | unknown | relationship | local updates + personal touch |
Scripts That Keep It Natural
DM opener
“Thanks for reaching out. Quick question so I send the right info: are you buying, selling, or both?”
Transition to text
“I can send details faster via text. What’s the best number?”
Re-engage a ghost
“I saw something today that matches what you told me. Want me to send it?”
Short. Calm. No pressure.
AI Helps You Stay Consistent Without Being Robotic
Use AI to create:
- a saved response bank in your tone
- a “first response” generator for each platform
- a buyer or seller mini-plan based on one DM
- re-engagement texts that add value
Your job stays human. AI handles the repetition.
FAQs
Q: What if I miss the first message?
Use transparency: “I’m sorry I missed this earlier. Are you still looking?” Then add value immediately.
Q: Should I follow up daily?
Only for hot leads. Warm leads need spacing. Nurture needs automation.
Q: How do I stop feeling pushy?
Make follow-up about usefulness, not urgency.
Q: What if they’re already working with an agent?
Stay helpful anyway. Many people switch when they feel supported.
Q: How do I get better at this fast?
Track response time, create templates, and implement lanes.
Additional Resources
- www.coachemilyterrell.com
- @coachemilyterrell
- Follow-up topics:
- The Social Lead Scorecard: How to Spot a Real Lead in Under 60 Seconds
- A 30-Day Nurture Email Plan for Social Media Leads
- The Weekly “Inbox Cleanup” Routine That Prevents Lead Loss