As real estate professionals, we know “the fortune is in the follow up.” But how do we determine the best time to reconnect with a prospect who isn’t ready to take action immediately? Here’s a guide to help navigate the timing and make the follow-up process more effective.

Don’t Take Their Timeline at Face Value

When a potential client says they’re ready in 90 days, it’s easy to think, “Okay, I’ll follow up in three months.” But that’s a mistake many agents make. Life happens, and people’s timelines can change quickly. A buyer might say they’re not ready for three months, but what if they stop by an open house, or come across a builder’s model home that triggers them to bump up their timeline? Suddenly, they’re ready to move forward now, and if you’re not in touch, they can and probably will go with another agent.

Said more directly: If you wait until the exact moment a prospect says they’re ready, you may miss your opportunity.

A Simple Rule: Cut Their Timeline in Half

Instead of waiting for the date they gave you, cut that timeline in half. If a prospect tells you they’re ready in 90 days, follow up in 45 days to check in. This gives you the chance to stay top of mind while respecting their timeline. It also helps you adjust if their needs have changed.

For example, if a seller says they’re two weeks out from listing their home, it’s smart to call in one week. This way, you’re not waiting until the last minute and you’re still ahead of the game. By checking in early, you can schedule the actual listing appointment as well as help them with any preparation process questions they might have.

For Long-Term Clients: Check in Regularly

If a prospect tells you they’re not ready for six months, don’t wait that long to reach out. Even half that time – 90 days – is too long to wait. Call them every month with share something valuable with them. Offer insights on market trends, provide home-buying or selling tips, or share relevant articles. Keeping them engaged with fresh information will build trust and make sure you stay top of mind when the time comes for them to move forward.

Why This Works

By cutting the timeline in half and following up proactively, you’re showing the prospect that you’re serious about helping them. It also ensures that you’re not forgotten when they finally decide to take the next step. Plus, you’ll be the first agent they think of when it’s time to make a move.

The Outcome

The follow-up process doesn’t have to be a guessing game. By adjusting your follow-up timing and providing value at each step, you can keep the conversation going and build lasting relationships with prospects. Remember, it’s not just about when they say they’re ready, but if you’re there and top of mind when they are actually ready!