The Follow-Up Formula: Staying Top of Mind Without Being Pushy

In property management, following up with potential landlord clients is just as important as the initial conversation. But there’s a fine line between being proactive and being perceived as pushy. The best Business Development Managers (BDMs) know that effective follow-up is about consistency, value, and timing — not pressure.

Here’s how to create a follow-up strategy that keeps you top of mind and positions you as the trusted expert landlords want to work with.

Build a Follow-Up System

Great follow-up starts with a clear system. Relying on memory or scattered notes can lead to missed opportunities.

  • Use a CRM (Customer Relationship Management) tool to track leads and communication history

  • Set reminders for personalised follow-ups at key intervals (e.g., 3 days, 7 days, 30 days)

  • Categorise leads by level of interest so you can tailor your approach

When your follow-up process is systemised, it becomes part of your workflow — not an afterthought.

Lead with Value, Not Pressure

The best follow-up messages focus on helping, not selling. Instead of asking, “Are you ready to sign?”, offer something that adds value.

  • Share an educational blog or market update

  • Send a free rental appraisal link or investment insights

  • Provide answers to questions they raised in your first meeting
    This approach builds trust and keeps the conversation relevant — you’re reminding them why working with you benefits them, not why you need their business.

Personalise Every Message

Generic follow-ups are easy to ignore. Personalising your communication makes it feel genuine and intentional.

  • Reference details from your previous conversation (“You mentioned you were comparing agencies…”)

  • Address them by name and tailor your tone to match their communication style

  • Keep your messages short, friendly, and professional

Personalisation shows that you listened — and that you value the relationship.

Use Multiple Channels

Not everyone responds the same way. Some landlords prefer email, while others are more active on social media or SMS.

  • Follow up first via the same method they contacted you

  • Use LinkedIn or Facebook to stay visible through professional updates

  • Schedule a call when appropriate to deepen the connection

The goal is to stay present across multiple touchpoints without overwhelming the client.

Know When to Pause

Persistence is valuable, but knowing when to pause is just as important. If a landlord isn’t ready now, nurture the relationship over time.

  • Add them to a monthly newsletter or educational email series

  • Send seasonal check-ins (e.g., market insights or property investment tips)

  • Reconnect after a few months with a fresh update or offer

This long-term nurturing approach ensures that when they are ready, your name is the first that comes to mind.

Follow-up isn’t about chasing — it’s about continuing the conversation. When done with purpose and professionalism, it demonstrates reliability, consistency, and care.

By combining automation, personalisation, and a value-driven mindset, you can stay top of mind with potential landlords and convert more leads into loyal clients — without ever feeling pushy.

Want to refine your lead follow-up strategy and convert more landlord enquiries? Book a consultation with Lauren Robinson

Lauren Robinson