The Hidden Money in Follow-Up: How Many Sales Are You Ignoring?

You Might Be Losing Sales—and Not Even Know It

Back when I was in new home sales leadership, I had a sneaking suspicion: our salespeople weren’t following up with leads effectively—or maybe not at all.

I had reasons to believe this (low conversion rates, incomplete traffic reports, etc.) But I needed proof.

So, I ran an experiment.

The $100 Follow-Up Test

As I visited sales offices across the Phoenix valley, I noticed something troubling: stacks of registration cards stuffed in drawers—hundreds of leads just sitting there.

Were those leads being contacted? There was only one way to find out.

Without the sales teams knowing, I slipped a crisp $100 bill into each stack, burying it about 7–10 cards deep in all our sales offices. My plan? Return a week later to see if the money was found. If it was, it meant they were actually calling those leads.

The result? Not a single $100 bill was touched!

Think about it. Hundreds of buyers were waiting for follow-up, and no one reached out.

This was a wake-up call for my team—and if you’re not following up consistently, it should be for you, too.

Why Most Salespeople Avoid Follow-Up (And Why That’s a Huge Mistake)

Many salespeople assume that if a prospect doesn’t buy on the first visit, they’re not serious. Wrong.

Here’s what’s really happening:

• People don’t always buy on the first visit. They’re weighing options, discussing with family, or getting finances in order.

• Their pain gets worse over time. The longer they stay in their current situation, the more pain points increase.

• When the time comes to make a move, they buy from the salesperson who stayed in touch.

Think about it: If a buyer leaves your office at a “level 5” dissatisfaction, how long before that frustration grows to a “9” or “10” after another rent increase, a growing family, or a longer commute?

Who will they call when they finally reach their breaking point?

The sales pro who kept the relationship alive.

How to Follow Up Like a Pro (Without Feeling Pushy)

Follow-up isn’t about “checking in”—it’s about staying valuable and relevant at the right time. Here’s how:

✔ Be consistent, not annoying. Sporadic effort won’t keep you top-of-mind. Have a structured plan in place.

✔ Personalize your outreach. Reference past conversations, specific needs, and upcoming opportunities.

✔ Offer something useful. Share relevant insights, financing options, or market updates.

✔ Use multiple channels. Calls, emails, texts—people respond differently, so mix it up.

Stop Leaving Money on the Table—Or Worse, In a Drawer

If you’re not following up, you’re handing sales to your competition.

✔ Audit your leads. Who haven’t you reached out to recently? Pick up the phone.

✔ Commit to a follow-up strategy. Even a simple, consistent approach beats no approach at all.

✔ Be the salesperson they remember. When buyers are finally ready to move, make sure they think of you first.

Losing buyers to poor follow-up? Let’s change that.

Contact us today to learn how our performance improvement programs can help your team convert more leads into buyers.