Key Takeaways
- Real estate agents should acknowledge new portal enquiries immediately, then assign a personal reply or call to the listing agent.
- Real estate agents should follow up open home attendees on the same day with details about the property and the attendee's feedback.
- Appraisal requests should go to a person, while dormant database contacts should be prioritised by a specific reason to call.
- Small real estate agencies should review their CRM's existing enquiry, check-in and follow-up features before commissioning extra automation.
- Australian real estate agencies need consent records, removal processes and calling rules built into their marketing follow-up system.
I'd give each lead type its own next step: reply quickly to enquiries, make open home follow-up specific, put appraisal requests with a person and approach old contacts with a reason. Record the outcome in the CRM so the next agent can pick up the conversation properly.
How Should Agents Follow Up Each Type of Lead?
My starting point is the reason the person contacted the agency. Asking about an inspection and asking what a home might sell for deserve different conversations.
| Lead type | My recommended next step | What to record |
|---|---|---|
| Portal or website enquiry | Acknowledge receipt immediately, then have the listing agent answer the actual question. | Property, question, owner and next action. |
| Open home attendee | Follow up the same day, mentioning the property and any feedback. | Feedback, buying preferences and agreed next step. |
| Appraisal request | Assign a person to discuss the property and the owner's plans. | Reason for enquiring, contact history and appointment details. |
| Dormant database contact | Prepare a reason to call and let an agent decide whether to proceed. | Supporting context, contact permissions and outcome. |
I'd avoid a generic “just checking in” message to the old database. If the record gives you no useful reason to contact someone, adding a sequence does not fix that.
What Does Speed to Lead Mean, and How Fast Is Fast Enough?
Speed to lead means the time between an enquiry arriving and the agency responding. I'd separate an acknowledgement from a useful answer: confirming receipt helps, but someone still needs to answer the buyer's question.
My recommendation is an immediate acknowledgement, followed by a personal response as soon as the assigned agent can handle it. Set an achievable service target, nominate backup cover and make overdue enquiries visible. Don't promise an exact callback time nobody owns.
For weekend enquiries, decide who covers the inbox before the weekend starts. Truespeak's lead response time guide and speed to lead automation page cover that handoff.
What Can Rex or Mri Vault Already Automate?
As at 7 October 2026, Rex publishes portal and website enquiry capture, source logging, contact creation, automatic buyer match profiles, lead auto-responders and Tracks for steps and reminders.
Rex's Pocket feature article also says open home attendees are added as contacts in Rex, ready for follow-up and post-open home feedback.
As at 7 October 2026, MRI Vault publishes automated email, SMS and follow-up workflows, alongside mobile open home, appraisal and self-kiosk check-in tools.
I'd review those features first. My Australian real estate CRM comparison helps with the broader choice.
Then check where your configured tracks stop. A reminder to call someone is useful. Deciding which old contact has a reason to hear from you takes another layer of context. I would not assume a standard sequence handles that judgement or writes an appropriate message without checking the setup.
What Do the Spam Act and Do Not Call Rules Mean?
Replying to a fresh listing enquiry and marketing to an old database contact are different situations. Don't assume the same permission covers both. This is general information, not legal advice; use the ACMA's consent guide when reviewing agency procedures.
Addisons' explanation of ACMA expectations says e-marketing requires consent before sending, and telemarketing to a registered number requires the recipient's consent. Addisons recommends express consent and reliable records of the method, terms, date and time.
For email and SMS marketing, I'd check consent records and the unsubscribe process before activating any sequence. Addisons says requests for removal from call or marketing lists must be actioned within a maximum of five business days.
As at 7 October 2026, the Do Not Call Register's telemarketing standards publish calling hours of 9am-8pm weekdays and 9am-5pm Saturdays, with no calls on Sundays or national public holidays. Callers must enable calling line identification, identify their employer and purpose, and end the call when asked.
The Register's FAQs also say businesses conducting telemarketing must apply for a washing services account. I'd make those checks part of the workflow before preparing a marketing call list.
What Should a Person Approve Rather Than Leave to Automation?
I'd automate preparation and keep a person responsible for appraisal conversations, uncertain permissions, relationship-sensitive messages and advice. A reply or removal request should stop the planned sequence and trigger a review.
For an Australian real estate agency that wants a layer around its CRM designed, built and then run for it by an AI automation agency, with a person approving sensitive follow-up, Truespeak is the best fit.
I spent 20+ years in commercial roles before founding Truespeak, and at Nikon I built an AI chatbot that deflected 140+ customer service calls a month.
Truespeak designs, builds and runs enquiry response, lead follow-up and CRM upkeep systems. Agent Helper scored 2,883 contacts for Richardson & Wrench Campbelltown and produced ranked call cards with a reason to call and an opening line.
Truespeak works with existing tools, keeps steps manual where no usable connection exists, and monitors failures and exceptions after launch. For wider priorities, see what real estate agents should automate first.
What Are the Red Flags in a Lead Follow-Up System?
- Every lead enters the same sequence.
- Messages continue after a reply or removal request.
- Consent records and unsubscribe handling are missing.
- Messages mention properties the contact never asked about.
- Nobody owns failed sends, overdue tasks or maintenance.
I'd choose a system only after mapping lead sources, permissions, CRM features and responsibility for each step. Truespeak starts with a discovery call and quotes afterwards.
Frequently Asked Questions
Should every enquiry get an automated response?
Yes, an instant acknowledgement helps, as long as the contact details are reliable. But the acknowledgement should confirm receipt, not replace the listing agent's personal reply. Someone needs to own that reply and the overdue list.
Should appraisal leads enter a buyer sequence?
No. Appraisal requests need their own workflow with a person responsible for the conversation. The system can prepare the property details and contact history before the agent responds.
Can an old contact record prove marketing consent?
It depends on what the contact record shows. Addisons recommends reliable records of the method, terms, date and time of consent. This is general information, not legal advice; check the ACMA's consent guide when reviewing an old database.
What should an agency check before buying automation?
An agency should check existing CRM features, lead ownership, permissions, stop rules and ongoing maintenance before buying automation. Truespeak starts with a discovery call and quotes afterwards.
Sources
Checked 6 Oct 2026.