In the fast-paced world of UK property, leads can come from several sources: social media, email campaigns, referrals from past clients, or walk-ins. But generating leads is only half the battle. What happens next is where many estate agents stumble. The reality? A shocking number of warm leads go cold simply because no one follows up on time.
Sound familiar? If you’re juggling valuations, chasing paperwork, managing viewings, and trying to keep your inbox under control. It’s no wonder follow-up falls by the wayside.
In this blog, we explore why follow-up fatigue is costing estate agents real money and how a skilled Virtual Assistant (VA) can help turn things around.
Why follow-up often falls apart
It’s a given estate agents are overwhelmingly busy. One minute you’re hosting a back-to-back Saturday of viewings, the next you’re sorting keys for a completion or chasing compliance documentation. There’s barely time to grab lunch, let alone send that second email to yesterday’s portal lead.
Many agents want to follow up properly. But between their multiple roles negotiator, marketer, admin, social media manager, problem-solver there simply isn’t time. There’s also a knowledge gap: most agents didn’t enter the industry to master digital marketing, lead generation, and automating their CRM.
Research has found that 78% of customers purchase from the first responder. In property, that statistic hits hard. If you don’t respond quickly, someone else will. the UK property market in Q3 2025 is generally expected to be a buyer’s market, meaning buyers will have more negotiating power and choices due to increased stock availability and competitive pricing. And in a buyer’s market, speed to lead could mean the difference between closing a deal and losing it entirely.
The true cost of slow follow-up
According to a May 2025 article by Homeflow1, up to 60% of portal leads go unanswered by UK estate agents, meaning that six out of every ten internet leads from platforms like Rightmove or Zoopla receive no response at all. That’s well over half of all potential business left to wither on the vine.
Imagine this scenario: A potential seller fills in your valuation form at 9 a.m. on a Monday. You’re in back-to-back appointments and don’t get around to calling them until Wednesday. By then? Another agent has already valued their home and possibly signed the instruction. Timely follow-up isn’t just polite. It’s profit.
What good follow-up looks like
Effective lead follow-up isn’t just about being fast. It’s about being consistent, relevant, and personalised. Here’s what that can look like in practice:
- A thank-you email within 15 minutes of a portal enquiry.
- A call to qualify the lead within an hour.
- A follow-up email the next day with a few tailored property suggestions.
- A weekly check-in if they’re a hot buyer or seller.
- Automated but personalised emails for long-term nurture.
- Every interaction logged in your CRM for full visibility.
The goal? Keep the lead warm. Build trust. Stay top of mind.
Enter the VA: Your secret weapon for smarter, faster follow-up
A skilled Virtual Assistant trained in property management can transform your lead follow-up process without incurring the full-time salary costs. Here’s how they can support you:
- CRM Updates and Management
Your VA keeps your CRM system up to date with new leads, call notes, next actions, and tagging, ensuring no one falls through the cracks.
- Automated reminders and sequences
They can build and manage automated workflows to send timely emails or reminders for callbacks, keeping your brand present and professional.
- Email and SMS follow-up
Whether it’s a personal message after a valuation or a check-in email for a potential landlord, your VA can draft and send professional, personalised communications.
- Call booking and calendar management
A VA can liaise with prospects to book in valuations or calls directly into your calendar, saving you hours of back-and-forth.
- Lead tracking and reporting
They can monitor open rates, call logs, and response times, giving you regular insight into which follow-ups are converting and which need improvement.
An estate agent’s turnaround
One London-based independent agency struggled with lead conversion despite strong portal traffic. After hiring a VA trained in property CRM systems (e.g., Reapit and Street), they saw immediate improvements.
Within two weeks, the VA implemented an email sequence for all new buyer-leads and ensured every valuation request was followed up within 2 hours. The result? Their viewing-to-instruction ratio increased by 23% in the first month.
Note: This client example is anonymous but based on real outcomes.
In summary
In today’s digitally-led property market, speed and consistency in follow-up are no longer optional; they’re essential. Estate agents who master follow-up are at the head of the pack. Those who don’t risk bleeding potential deals by the day.
You don’t need to do it all yourself. A Virtual Assistant with the right skills and tools can become a powerful extension of your business, keeping your leads warm, your CRM up-to-date, and your diary full.