Stop Assuming Silence from Your Leads Means "No"
How many times have you nurtured a lead only to be met with silence? Or tried to stay in contact with a past client only to be ignored for months?
Now think about this - how many times have you been surprised when a lead DID reach back out and indicate they were ready RIGHT NOW after months of silence and feeling like your communication was going into a black hole? OR how many times have you learned that someone you had discounted as a lead actually DID move forward, but with someone else?
Outward communication with no response can be discouraging and the current headlines about housing affordability, rising costs, interest rate gridlock, and entire generations being priced out of housing only makes it worse. Sometimes it feels like no one wants to sell, buy, or move at all.
But these are the lies we tell ourselves! We give ourselves an "out" and not follow-up consistently. Agents do it all the time and it is not serving you - or your potential clients - well.
The truth is, housing is not an optional purchase like a new pair of shoes; people still need a place to live. They'll still buy their first home, upsize, downsize, invest, or relocate. They may be more cautious right now, but the need for housing hasn't gone anywhere -Â and neither has your opportunity to help.
So, what's the key to converting those silent leads?
Persistent, consistent communication.
CREATING THE RIGHT CARROTS
When we talk about "carrots," we mean the valuable things you can offer to draw a potential client in. A carrot should be visually appealing, relevant, and unique to your market. It should be something they can't get from a general internet search.
You may need more than one carrot. Examples include:
Tailored checklists for different moving stages
Hyper-local market reports (not broad national surveys)
Custom neighborhood newsletters
Investment strategies
Free webinars or in-person real estate classes
Your personal real estate passion topic!
The best part about building your "carrots" ahead of time is that it takes the stress out of follow-up. Instead of scrambling for what to send or say every time, you've already got a toolkit of resources ready to go. You can still personalize your approach for each client's situation, but the foundation is in place, which means less work for you and a smoother, more consistent experience for them.
A Follow-Up Expert on Your Team
Let us do the market research, content writing, and mailer creation for you! Our LeadMagnet service puts your own personal real estate expert to work creating fresh mailers to build your business.
DELIVERING YOUR CARROTS
The key to staying in front of your leads is to change it up by sending information in a number of different mediums. For example, if you only send emails, they may primarily check emails for work and it isn't an appropriate time to deal with a response for a personal matter. The result, your email may get deleted. BUT, what if you then followed up with a text or a phone call? Layer your communication style!
Email:Â A friendly introduction and offer the carrot and a consultation to help them determine options.
Phone:Â Check in with a personal touch. Invite them to a community event or share a relevant update.
Snail-mail:Â Send a hand-written note card. Make it feel genuine and tailored.
Sphere Mailer:Â Add them to your regular sphere mailer. (Many agents set up a mailing service with us to streamline the process and achieve consistency without the stress.)
Different demographics respond to different touchpoints. For example, Boomers and Gen X often appreciate well-crafted mail. Millennials and Gen Z may be harder to reach by phone, but they'll respond to clear, helpful digital touchpoints.
WHEN THEY DON'T RESPOND
Don't let them slide. If you don't hear back, try another communication channel.
Space things out. Don't overwhelm them, but don't assume silence means "no."
Avoid over-investing too early. Some leads need time. Offer 6 months of consistent, value-driven support before retiring them.
Here's an example of a contact schedule:
ASAP
1 Day
3 Days
5 Days
1 Week
10 Days
2 Weeks
Monthly mailer (a regular mailing program keeps this on autopilot)
Monthly call, text, email
Someone who is just starting their search will be more reluctant to commit than someone under an urgent deadline. Consistent follow-up is how you cut through the noise and stay top-of-mind when your clients are finally ready.
THE LONG GAME
Most of what you send will echo into silence—until one day it doesn't. And remember, silence rarely means "no." More often, it means "I'm not ready," "I'm overwhelmed," or even "I'm afraid of making the wrong move." That's why steady, value-driven touchpoints matter.
Especially in uncertain markets, consistency builds credibility. A consistent trail of carrots (whether it's a quick text, a mailed market update, or an automated mailing program that keeps your name showing up month after month) reminds people that you're a safe, reliable guide when the noise dies down.
By Denise Lones CSP, CMP, M.I.R.M. The founding partner of The Lones Group, Denise Lones has over three decades of experience in the real estate industry. With agent/broker coaching, expertise in branding, lead generation, strategic marketing, business analysis, new home project planning, product development and more, Denise is nationally recognized as the source for all things real estate. With a passion for improvement, Denise has helped thousands of real estate agents, brokers, and managers build their business to unprecedented levels of success, while helping them maintain balance and quality of life.
