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The ad change paid off. After switching from website traffic campaigns to Facebook lead forms, Taylor Hack’s team pulled in 287 leads in a few weeks. That volume created a familiar challenge: how to build a follow-up system that actually converts leads into conversations and clients.
On a recent episode of their weekly sales and marketing show, Hack and Andrew Fogliato outlined the first five touchpoints every new lead should receive. These range from an initial text sent within minutes to a sequence of emails designed to surface motivated buyers without alienating others.
Before the emails: the first text
When someone responds to a Facebook ad, the initial outreach should be a text message sent within minutes. Not an email, not a voicemail — a short, human text that references the specific property and asks one simple question.
A common mistake is using internal terms like “portal,” “login,” or “system.” Those words mean nothing to someone who casually clicked on a house photo while scrolling. Fogliato points out: “They just saw a house and clicked a button. They don’t know what your portal is.”
Instead, the text should mention the property and ask an easy-to-answer question, for example: “Hey — I saw you were looking at that property. Were you just curious or are you thinking about a move?” That single question separates ready-now buyers from casual browsers without pressure.
Timing matters. Fogliato recommends sending an email immediately and following with the text a minute or two later. The brief delay feels more natural and less like an automated system firing off simultaneously.
Email one: acknowledge what they clicked on
The first email has one purpose: acknowledge exactly what the lead opted in for. Too many sequences skip this step and instead send generic welcome messages about services or a login link the lead has never seen.
Reinforce the listing or ad they clicked. If they viewed a specific property, reference that property and ask a simple, relevant question: Were you able to find all the information you wanted? Was there anything you couldn’t see in the photos?
The goal is to elicit a reply. A response confirms a real person, improves deliverability for future emails, and opens a conversation. Booking an appointment isn’t the first objective — getting a reply is.
Email two: the equity check
For move-up buyers—people who already own a home and want to upgrade—the second email should focus on equity. This addresses what Hack calls the seller’s algorithm: the worry many owners have about whether selling their current home will free up enough cash to buy their next one.
Keep it simple. Fogliato suggests: “I know it can be stressful to find a home you love without knowing how much equity you can pull from your current property. Reply with your address and I’ll pull comparable sales and tell you how much you’d net if you listed today.”
One ask, one reply. Those who respond identify themselves as both sellers and buyers, making them high-value leads. Add a short P.S. with a brief case study showing a real example of a seller netting more than expected—that single-paragraph proof builds credibility.
Email three: buy or sell first
The third email tackles a frequent objection: should they sell their current home before buying the next one, or buy first and then sell? While the answer varies, the email’s job is to surface the dilemma and position the agent as a helpful guide.
Walk through clear pros and cons for each approach and invite the reader to discuss options on a quick call. Responders are often far enough along that logistics matter to them, making them more motivated than casual leads.
Email four: the interest rate angle
The fourth email leverages the interest-rate environment to show expertise and create urgency, but it must be framed as helpful, not pushy. Many buyers don’t realize lenders only lock rates for those who complete full pre-approval, which can change monthly payments and buying power.
Explain that gap and offer help in a service-oriented way: “Do you have a lender you trust, or would you like an introduction?” That wording respects those who already have a lender while offering assistance to those who don’t, which feels supportive rather than salesy.
Email five: a case study or story
The fifth email moves from education to proof. Instead of more market data, tell a short story about a client in a similar situation and how things resolved in their favor. For example, describe a seller who received a low offer, reframed the outcome around their goals, and still achieved the move they wanted.
The narrative doesn’t need to be long—just relatable. The aim is to mirror the reader’s situation so they think, “That could be me,” which prompts replies and further engagement.
Write to your ideal client, not everyone
The throughline of these five messages is clarity about the target audience. Each email should speak directly to the specific client type you most want to work with, rather than trying to address every possible person who might click an ad.
An equity-check email works for homeowners thinking about moving up. The buy-or-sell-first message resonates with owners weighing logistics. The interest-rate message lands with buyers near the financing stage. Writing to your ideal client helps filter out unqualified leads and attracts those who will respond.
Fogliato recommends building one effective sequence first before adding segmentation, branching logic, or multiple tracks. Start simple, verify the foundation, then add complexity.
The full episode also covers response time and its effect on conversion, using conditional automation to avoid poorly timed texts, and a live experiment tracking Taylor’s team through the rebuild.
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