21-Touch Lead Nurture Sequence Template

• Name: ________________________________

• Source: ________________________________

• Intent: Buyer / Seller / Investor

• Timeline: 0-30 days / 31-90 days / 91+ days

• Price Range: $______________________________

• Assigned Agent: ________________________________

• Date Entered: ________________________________

Touch 1: Day 0 — Speed-to-Lead Call

Channel: Phone

Script: "Hi [Name], this is [Your Name] with [Brokerage]. I saw you inquired about [Address] and wanted to call personally because online listings don't tell the full story. I have shown this home 3 times and there is one issue the photos hide and one advantage the description misses. Do you have 2 minutes?"

Goal: Establish contact, build rapport, schedule appointment or gather intel.

Outcome Log: ________________________________

Touch 2: Day 0 — Immediate Text Follow-Up

Channel: Text

Message: "Hi [Name], it was great connecting. As promised, here is the link to the buyer guide / market report: [Link]. Let me know if you have questions. — [Your Name]"

Goal: Deliver promised value, confirm contact method.

Touch 3: Day 1 — Video Email

Channel: BombBomb Email

Message: 60-second personalized video. "Hi [Name], I wanted to follow up on our conversation yesterday. Here is the one thing I want you to remember about [Address/Market]..."

Goal: Build familiarity and trust through face-to-face digital contact.

Touch 4: Day 2 — Market Report Email

Channel: Email (automated via CRM)

Subject: "[Name], the [Month] market report for [Area] is here"

Content: 3 data points, 1 trend, 1 prediction. CTA: "Reply if you want a custom analysis for your home."

Goal: Deliver ongoing value and position as market expert.

Touch 5: Day 3 — Phone Call Attempt #2

Channel: Phone

Script: "Hi [Name], I wanted to check in and see if you received the market report I sent. There was one number in there that surprised me — [specific data point]. Do you have a minute to discuss what it means for your situation?"

Goal: Re-engage leads who did not respond to digital touches.

Touch 6: Day 5 — Handwritten Note

Channel: Mail

Message: "[Name], it was great speaking with you. I am here whenever you have real estate questions — no pressure, just expertise. — [Your Name]"

Goal: Stand out through analog personal touch.

Touch 7: Day 7 — New Listing Alert

Channel: Text or Email

Message: "[Name], a home just hit the market in [Neighborhood] that matches what you described. [Address], $[Price], [Beds] bed / [Baths] bath. Want to see it this weekend?"

Goal: Demonstrate active search and responsiveness.

Touch 8: Day 10 — Phone Call Attempt #3

Channel: Phone

Script: "Hi [Name], I know timing is everything in real estate. I wanted to let you know about [specific market change — rate drop, new inventory, price reduction]. This could change your timeline. Can we talk for 2 minutes?"

Goal: Create relevant urgency through market data.

Touch 9: Day 12 — Value-Add Email

Channel: Email

Subject: "The 5 mistakes [buyers/sellers] make in [City] (and how to avoid them)"

Content: Educational guide PDF. No selling. Pure value.

Goal: Build authority and maintain top-of-mind awareness.

Touch 10: Day 14 — Video Update

Channel: BombBomb

Message: 90-second market update video. "Hi [Name], 2 weeks ago we talked about your plans. Since then, [market change]. I thought of you immediately. Here is what it means..."

Goal: Re-engage with personalized video and relevant data.

Touch 11: Day 17 — Phone Call Attempt #4

Channel: Phone

Script: "Hi [Name], I promised I would not give up on you, and I meant it. I have helped [Number] families buy/sell in [Area] this year, and I would love to add you to that list. Do you have 5 minutes this week for a quick strategy conversation?"

Goal: Persistent but warm re-engagement.

Touch 12: Day 21 — Event Invitation

Channel: Email or Text

Message: "[Name], I am hosting a [Buyer Seminar / Market Update Workshop] on [Date] at [Location]. No pressure, great information, and free [food/swag]. Can I reserve a spot for you?"

Goal: Low-commitment face-to-face re-engagement.

Touch 13: Day 24 — Just Listed / Just Sold Postcard

Channel: Direct Mail

Content: Feature a recent transaction with photo, price, and days on market. Handwritten note: "[Name], thought you would find this interesting. Call me if you want the inside story."

Goal: Social proof via physical mail.

Touch 14: Day 28 — Phone Call Attempt #5

Channel: Phone

Script: "Hi [Name], I wanted to check in one more time. I know you are [not ready / thinking / busy]. When the time is right, I want to be the agent you call. In the meantime, I will keep sending you market updates. Sound good?"

Goal: Graceful acceptance of timeline while maintaining permission to follow up.

Touch 15: Day 30 — Monthly Market Report

Channel: Email (automated)

Subject: "[Name], your [Month] [Area] market report"

Content: Full market analysis with charts and trends.

Goal: Monthly value delivery for long-term nurture.

Touch 16: Day 35 — Text Check-In

Channel: Text

Message: "Hi [Name], just read that [local news — new business opening, school ranking, etc.]. Thought of you and your home search. Hope you are doing well. — [Your Name]"

Goal: Low-pressure, personal touch.

Touch 17: Day 42 — Phone Call Attempt #6

Channel: Phone

Script: "Hi [Name], it has been 6 weeks since we first connected. A lot has changed in the market. I would love to give you a 2-minute update. When could we chat?"

Goal: Re-engage using time passage and market changes.

Touch 18: Day 50 — Educational Content

Channel: Email

Subject: "[Name], I made this for you"

Content: Custom buyer/seller guide, checklist, or neighborhood comparison.

Goal: Demonstrate investment of time and effort in relationship.

Touch 19: Day 60 — Two-Month Market Update

Channel: Email + Video

Content: "60 days ago we talked. Here is what has happened since: [data]. Here is what I predict for the next 60 days: [prediction]."

Goal: Mark time milestone with value and re-engagement.

Touch 20: Day 75 — Personal Note or Pop-By

Channel: Mail or In-Person

Content: Handwritten note or small gift. "Still thinking of you. Still here when you are ready."

Goal: Analog reminder in digital world.

Touch 21: Day 90 — Final Attempt or Transition

Channel: Phone + Email

Script: "Hi [Name], it has been 90 days. I have sent you market reports, listings, updates, and guides. I want to respect your time. Are you still planning to [buy/sell] in the next 6 months, or should I check back next year?"

Goal: Qualify timeline. If 6+ months out, transition to quarterly nurture. If soon, schedule appointment.

Path A: Hot Lead (Ready to Act)

• Schedule appointment within 48 hours

• Move to active pipeline

• Daily follow-up until agreement signed

Path B: Warm Lead (3-6 Months Out)

• Transition to monthly nurture: market report + occasional listing alert

• Re-engage at Day 180 with personal call

• Continue until they buy, die, or ask to stop

Path C: Cold Lead (6+ Months or Uncertain)

• Transition to quarterly nurture

• Annual check-in call

• Reclassify to C-tier in CRM

• Minimal resource allocation

Clozo Academy 21-Touch Nurture Sequence Template. Customize for your market and lead sources.