How to Follow Up With Mortgage Leads: A Schedule and Script That Work
To follow up with mortgage leads, reply within minutes by text and phone, then keep trying on a set schedule over about two weeks, changing the message each time. Most leads that go nowhere do so because nobody replied fast or kept going, not because the lead was bad.
Why the first minutes matter
A person who fills out a form is thinking about their mortgage right now. An hour later they are back at work, and by tomorrow they have forgotten which form they filled. If you have to choose where to put your effort, put it into the first ten minutes.
That means two things: a text that goes out automatically the moment the form is submitted, and a phone call from you as soon as you can make it. Set up the text first, because it works while you are on another call.
A first-hour plan
- Instant text. Short, personal, with your name, one line about what they asked, and a link to your calendar.
- Call within minutes. If you can, call right away. If they do not answer, leave a short voicemail with your name and number.
- Email. A brief email with the same calendar link and one useful sentence about their situation.
A sample text: “Hi Maya, it’s Sam from Harbor Home Loans. I saw you asked about using your equity. Do you have five minutes today? You can grab a time here: [link]”.
Keep it human. A text that sounds like a form letter gets deleted.
The two-week schedule
| When | What |
|---|---|
| Minute 0 | Text and email, then call |
| Hour 2-4 | Second call attempt |
| Day 1 | Call at a different time of day, short text |
| Day 2 | Email with a helpful, specific point |
| Day 4 | Call and text |
| Day 7 | A different angle in a text: a question, not a pitch |
| Day 10 | Email or voicemail: “still interested, or should I close your file?” |
| Day 14 | A last friendly message |
After that, move the lead into a slower nurture sequence, such as a monthly note, rather than dropping them.
What to say on the call
The goal of the first call is to help the person decide on a next step, not to close. Open with who you are and why you are calling, then ask about what they filled in on the form. Good first questions:
- What prompted you to look into this now?
- What would a good result look like for you?
- When are you hoping to make a decision?
Then offer one clear next step, such as a short call to run numbers or a document to send.
Staying inside the consent rules
Follow-up by call and text is covered by the Telephone Consumer Protection Act and by state laws. A few practical points:
- Get written consent for marketing calls and texts, with wording that names your company and says consent is not a condition of purchase. Our own form works this way.
- Keep a record of the consent: the wording, the time and the page.
- Honor opt-outs. If someone replies STOP, stop, and log it.
- Respect calling hours and the National Do Not Call Registry where they apply.
- Email needs an unsubscribe link and your physical address under CAN-SPAM.
Your compliance contact decides your policy. Ask them before you automate anything.
Tools that help
Any CRM that can send a text when a lead arrives and track tasks will do. What matters is that every lead gets a task, the task shows up in your day, and replies come back to one place. We cover how to choose one in our guide to CRMs for loan officers.
Frequently asked questions
How many times should I call a mortgage lead?
Plan for six to eight attempts over two weeks, across different times of day, mixing calls, texts and emails.
Should I text or call first?
Do both within minutes. The automatic text starts the conversation, and the call can follow when you are free.
What if the lead does not answer?
Leave a short voicemail, send the text, and try again at a different time. Many people only answer in the evening.
Is it okay to keep contacting a lead who has gone quiet?
Yes, with a slower cadence and a clear way to opt out. Stop at once if they ask.