Three Fs Follow-Up System
Move relationships forward by following up, following through, and following back
- Difficulty
- Easy
- Time to result
- ~weeks to results
- Steps
- 5
- Confidence
- 100%
The Three Fs divide relationship maintenance into three distinct actions. Follow up means contacting people connected to current or recent activity and advancing the next conversation. Follow through means doing exactly what was promised, when it was promised, so reliability becomes part of the seller's reputation. Follow back means returning to past clients, old contacts, and deals that died, because timing and needs change. Serhant schedules this work first thing in the morning and repeats it daily. The system combines immediacy, integrity, and long memory: new conversations do not go cold, commitments do not erode trust, and dormant relationships are not discarded. Contact must remain valuable rather than harassing. A useful update, relevant listing, honest check-in, or completed commitment gives the recipient a reason to welcome the interaction and can compound into business years later.
Origin
After arriving in New York without a local network, Serhant used the Three Fs every day to turn newly formed relationships into long-term business.
Core principles
- 01Timely contact keeps current opportunities moving
- 02Keeping promises builds commercial trust
- 03Old relationships and dead deals remain potential assets
- 04Useful persistence outperforms harassment
How to run it
- 1
Schedule the routine
Reserve a recurring morning block for all three forms of follow-up. Protect it from reactive work.
Pro tip Use calendar reminders so the system costs no additional software.
Watch out Do not treat follow-up as spare-time work.
- 2
Follow up
Contact people from recent conversations and active opportunities. Refer to the specific next step, update, or commitment that makes the contact relevant.
Pro tip Make the desired next action easy to understand.
Watch out A context-free 'checking in' message can feel self-serving.
- 3
Follow through
Complete every action you said you would complete by the stated time. If circumstances change, communicate honestly before the deadline.
Pro tip Put each promise directly into your calendar when you make it.
Watch out One broken promise can permanently weaken trust.
- 4
Follow back
Reconnect with past clients, older contacts, and previously dead deals. Bring a relevant update or a genuine relationship touch rather than an immediate demand.
Pro tip Use important dates and changed market conditions as natural reasons to reconnect.
Watch out Respect explicit refusals and communication preferences.
- 5
Repeat with valuable persistence
Continue the cycle for as long as the relationship remains relevant. Stay persistent by adding information or fulfilling commitments, not by increasing pressure.
Pro tip Judge the system over years as well as weeks.
Watch out Persistence without value becomes harassment.
In the wild
Serhant rented a client's daughter a $2,200-per-month apartment in 2010, then continued occasional contact with her parents for ten years. When they were ready, that maintained relationship led to a $12 million purchase.
→ Small, sustained follow-back converted a modest early transaction into a major later deal.
Serhant repeatedly sent a difficult overseas buyer relevant updates and even flew to Paris after the buyer agreed to meet. The buyer later said that effort influenced his decision to complete the purchase, beginning a much larger client relationship.
→ Useful, credible persistence rescued an improbable deal and created repeat business.
Common mistakes
Following up without value
Repeated requests that add no information or help feel like pressure rather than service.
Forgetting past relationships
Focusing only on active deals discards trust that may become commercially relevant years later.
Making promises outside the calendar
Commitments kept only in memory are easily missed and can damage the seller's reputation.
Is it for you?
Best for
It is best for service professionals whose sales depend on trust, timing, and long relationship cycles.
Not ideal for
It is not ideal for repeatedly contacting people who have clearly opted out or where no new value can be offered.
From the transcript
“so it's called follow up follow through follow back it's my three FS and I do it every single day”
“follow-through is doing what you say you're gonna do”
“follow back which is really important is every day I follow back with past clients”
From the episode
Ryan Serhant: Become a Real Estate Rockstar
Ryan Serhant