The short answer
An old real estate leads script works when you name what they did, give them an easy out, and ask one real question. My line: "Is that still on your mind at all, or did that ship sail?" Never defend the lead source. Then reset the stage, saved search and next task.
Below: the call script, which opener fits which old lead, short text scripts, and what to do with each answer.
Old leads sit in every agent's database, and almost nobody calls them because it feels awkward. It isn't, if you're honest about why you're calling. Giving people permission to say no is exactly why most of them won't.
Step by step: the old real estate leads script
- Pick the right list. Start with old leads who've been back on your website recently. They're the warmest cold leads you have. Leads nobody has ever called come next. Old leads who've never engaged come last; in our experience, about one in a hundred picks up.
- Look before you dial. Open the record. What did they ask for, when, and what have they looked at since? Find one thing that changed: a sale on their street, a price drop on a home they viewed.
- The open (seller example). "Hi (first name), (your name) with (brokerage). You'd looked into what your place might be worth a while back. Is that still on your mind at all, or did that ship sail?"
- The open (buyer example). "Hi (first name), (your name) with (brokerage). You were looking at homes in (area) a while back. Did you end up finding something, or is that still on the list?"
- If they don't remember. "Yeah, that happens, it was a while ago. Real quick though, since I've got you: are you still in the (area) place?"
- If they say "I was just curious." "That's how it starts for most people. What got you curious?"
- If they already bought or sold. Congratulate them, ask how it went, and ask the referral question. Tag it "already purchased." Then switch their saved search to something useful now, like a home value update.
- If it's still alive. Run LPMAMA, rebuild the saved search, set the right stage and a dated next task.
Which opener fits which old lead?
| Old lead | Open with | Goal of the call |
|---|---|---|
| Back on your site this week | "Saw you were looking at (area) again" | What changed, then a showing |
| Never reached, months ago | "Is that still on the list, or did that ship sail?" | First real conversation |
| Talked once, then went quiet | "Last time we talked you were thinking (timing). Still the plan?" | Reset the timeline and stage |
| Old home value request | "A home near you just sold. Want to know what that means for yours?" | A pricing appointment |
| Already bought or sold | "Congratulations. How's the new place?" | A referral and a happy past client |
How do you reactivate old real estate leads by text?
A short, honest text can warm up the call. Keep it human, one question, no links. Then call.
- Buyer, months old: "Hi (name), it's (you) with (brokerage). You were looking at homes in (area) a while back. Still on the list, or did plans change?"
- Seller, old home value request: "Hi (name), (you) here. A home near (street) just sold. Want me to tell you what that means for yours?"
- Back on the site: "Hi (name), saw you were looking at (area) again. Want me to send the new ones like that?"
- Never answered anything: "Hi (name), (you) with (brokerage). Should I keep sending homes in (area), or would you rather I stop?"
That last one sounds risky. It's not. People answer a fair question. And if they say stop, you just cleaned your list. Follow carrier and consent rules. See carrier-compliant texting.
A worked example (illustration only)
Agent: "Hi Dana, it's Pat with Main Street Realty. You'd looked into what your place on Oak might be worth a while back. Is that still on your mind at all, or did that ship sail?" Lead: "Honestly, I forgot I did that." Agent: "That happens. Real quick, are you still in the Oak Street house?" Lead: "Yeah. We've talked about moving closer to my new office." Agent: "When would that be?" Lead: "Probably next June." Agent: "Would it help to know what it'd sell for today, so you can plan? I can put a real number together. It takes about twenty minutes."
Stage: Warm. Task: pricing report appointment. Note: "Wants to move closer to new office, target June."
Illustration only. Names are made up.
How to explain it to your client
If they ask why you're calling now after so long:
"You asked us about this a while back and I'd rather check in than assume. If it's not on your radar, no problem at all. If it is, I can save you some guesswork."
Watch-outs
- Never defend the lead source. "But you filled out a form" starts an argument.
- Offer the exit honestly. If they want off, remove them that minute. See how did you get my number.
- Check consent and do-not-call status before dialing old lists. Follow federal and state rules and your brokerage policy.
- Don't say "I'm following up" or "just checking in." Say why you're calling.
- Same questions for everyone. Fair housing applies to old leads too.
- Old leads come after your daily list. New leads, showing requests and Hot leads first. See the daily order of operations.
Keep going
- All script pages: Leads and scripts training
- Next: the new lead call script, long-term lead nurture, Hot, Warm and Nurture stages, website behavior alerts
- Need copy for the texts and emails? Prompt Pack: Buyer and Seller Follow-Up has texts and emails for day 0 to day 90, written to get a reply, carrier-safe.
- Practice the call first with the AI Role-Play Coach.
This is training for real estate agents. Follow federal and state calling and texting laws and your brokerage policy.
Questions
How old is an "old" lead?
Anything you haven't had a real conversation with in 90 days or more.
Which old leads should I call first?
The ones who've been back on your website. Then the ones nobody ever called.
What do you text an old real estate lead?
One short, honest question about their plans, with your name and brokerage. No links. Then call.
What if they don't remember signing up?
Skip it. Ask if they're still in the same place or still looking in the same area.
What if they're annoyed?
Apologize, offer to remove them, and do it.
How often should I call old leads?
After your daily list is clear. New leads and Hot leads always come first.
Brian Lee Burke is the founder of PadLeaders, a Colorado real estate broker licensed since 2003, team leader of The Kenna Group at Keller Williams DTC (formerly Kenna Real Estate Group) and the author of Mastering Real Estate and The Real Estate Playbook. More about Brian.