5 Pitfalls to Avoid When Following Up on Leads
Three pros on Houzz share what they’ve learned from past mistakes to help them close more leads and gain new projects
Amanda Pollard
April 2, 2021
Senior Editor at Houzz UK and Ireland. Journalist and editor specialising in interiors and architecture.
Senior Editor at Houzz UK and Ireland. Journalist and editor specialising in interiors... More
So you’ve been contacted by a potential customer and might even have sent off an estimate or a quote, but how should you take the next step to secure the job? We asked three professionals on Houzz to share some of the mistakes they’ve made in the past when following up on leads and what they’ve learned from them.
1. Leaving It Too Long
It’s a good idea to contact a potential customer earlier rather than later, says Naomi Starr of Naomi Starr Interior Design.
“In the past, I haven’t always been able to contact leads immediately — quite often this has been up to a week after the inquiry has been made,” she says. “It’s very rare for me to convert a lead or inquiry if I haven’t contacted them on the same day or the day after.
“I now have a process in place to make one point of contact with the lead within 24 hours and to follow up with a phone call as early as possible to find out more information about the services they require,” she says. “This has been extremely successful.”
Find out how Houzz Pro can help you track, manage and communicate with potential customers
It’s a good idea to contact a potential customer earlier rather than later, says Naomi Starr of Naomi Starr Interior Design.
“In the past, I haven’t always been able to contact leads immediately — quite often this has been up to a week after the inquiry has been made,” she says. “It’s very rare for me to convert a lead or inquiry if I haven’t contacted them on the same day or the day after.
“I now have a process in place to make one point of contact with the lead within 24 hours and to follow up with a phone call as early as possible to find out more information about the services they require,” she says. “This has been extremely successful.”
Find out how Houzz Pro can help you track, manage and communicate with potential customers
2. Not Being Upfront
Honesty is the best policy when it comes to turning down jobs, says Sam Patience of Patience Designs Studio.
“There have been times when I was overstretched and turned down work without giving a good enough explanation as to why,” he says. “I wish I’d always been upfront early on with enquiries to just say, ‘I’m really sorry, we’re a bit too busy now, as we want to ensure the best service to all our clients’ and ‘Could we be of help to you later in the year?’”
“A lot of our clients themselves have developed their own businesses from scratch, a few of whom would tell me off for turning down any work, but I really pride myself on the service I give, and would prefer to grow steadily knowing I’ve given my best to each project.”
Honesty is the best policy when it comes to turning down jobs, says Sam Patience of Patience Designs Studio.
“There have been times when I was overstretched and turned down work without giving a good enough explanation as to why,” he says. “I wish I’d always been upfront early on with enquiries to just say, ‘I’m really sorry, we’re a bit too busy now, as we want to ensure the best service to all our clients’ and ‘Could we be of help to you later in the year?’”
“A lot of our clients themselves have developed their own businesses from scratch, a few of whom would tell me off for turning down any work, but I really pride myself on the service I give, and would prefer to grow steadily knowing I’ve given my best to each project.”
3. Avoiding Phone Conversations
Don’t underestimate the value of real conversations as part of your lead follow-up strategy.
“I’ve often used a message or email if I’ve been short on time in the past, but I find a phone call the most effective point of contact when converting leads,” Starr says. “A conversation is a powerful tool to find out more about the services the client may require and details about the potential project. As a professional, you can assess if it’s the right client and project for you almost immediately after talking to them.”
Patience adds that a phone call provides an opportunity to communicate character and enthusiasm. “Our renovation projects involve becoming a part of the family for a period, and I’ve found it’s much better to show the care and attention over a proper conversation,” he says.
Are You Selling Yourself Short With Potential Clients?
Don’t underestimate the value of real conversations as part of your lead follow-up strategy.
“I’ve often used a message or email if I’ve been short on time in the past, but I find a phone call the most effective point of contact when converting leads,” Starr says. “A conversation is a powerful tool to find out more about the services the client may require and details about the potential project. As a professional, you can assess if it’s the right client and project for you almost immediately after talking to them.”
Patience adds that a phone call provides an opportunity to communicate character and enthusiasm. “Our renovation projects involve becoming a part of the family for a period, and I’ve found it’s much better to show the care and attention over a proper conversation,” he says.
Are You Selling Yourself Short With Potential Clients?
4. Hurrying the Client
While the professionals we spoke to agree that phone calls are an effective means of closing a lead, Sophie Utley of Ellen Utley Interiors recommends that you add a preliminary text to the process.
“As eager as we are to discuss people’s requirements, the answerer does not get to choose when the phone call takes place and for how long,” Utley says. “An email can get lost in the pile of junk mail, but a text can wait until they have time to respond and there’s no junk section. I then tend to arrange a call to suit the client.”
While the professionals we spoke to agree that phone calls are an effective means of closing a lead, Sophie Utley of Ellen Utley Interiors recommends that you add a preliminary text to the process.
“As eager as we are to discuss people’s requirements, the answerer does not get to choose when the phone call takes place and for how long,” Utley says. “An email can get lost in the pile of junk mail, but a text can wait until they have time to respond and there’s no junk section. I then tend to arrange a call to suit the client.”
5. Being Too Sales-Focused
Don’t assume you have to overtly market your business all the time. Instead, think about how you can build a relationship with someone who will eventually become a valued customer.
“The best piece of advice I’ve been given is to just ask and listen,” Utley says. “If you can help with their problem, let them know, and they’ll ask you to come out naturally to perform your talents.”
Join the conversation: What mistakes have you learned from when it comes to following up on leads? Share your experiences and tips in the Comments.
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Don’t assume you have to overtly market your business all the time. Instead, think about how you can build a relationship with someone who will eventually become a valued customer.
“The best piece of advice I’ve been given is to just ask and listen,” Utley says. “If you can help with their problem, let them know, and they’ll ask you to come out naturally to perform your talents.”
Join the conversation: What mistakes have you learned from when it comes to following up on leads? Share your experiences and tips in the Comments.
More for Pros on Houzz
Read more stories for pros
Learn about Houzz Pro software
Talk with your peers in the Pro-to-Pro discussions
Join the Houzz Trade Program
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If you are too sales focused, you will lose out more than win over clients. For me, showing them who I am as a person, works much better than a pitch. While establishing the focus of their project, talk about other things that you may have in common. You do become part of the family, and you need them to like you before they trust you. I am far from stuffy and professional with my approach regardless of their status. I have dealt with some very high-end clients. Humor goes a long way with putting people at ease, be natural and genuine. After you have established that relationship, you will have no problem reaching out to them within a week to check in. I have never lost a project in all my years in business as a General Contractor and now as a Designer.
Thank you for the tips and ideas on following up with quotes. Personally I never send out quotes to customers in the email system or even on snail mail. I try to arrange a pre set meeting shortly after our first meeting and meet them face to face. When meeting face to face you can answer their objections, and follow their body language. In the meeting you can also assure them of the value of doing business with you, and ask for the sale. Every time I have sent out a quote in the mail system the client has ghosted me, and many times I never saw them again.
I agree with Jeff's Painting above. I always return a call whether it turns into a client or not. I do not understand why or how not returning a call is a business objective of contractors and sub contractors. I can understand limiting the jobs you take but how can you even know if you do not return calls, emails or texts? You can often tell if it is a job you want by the message they leave but always call them back so that they know you are a professional and have not burned the bridge if it is a good job or one that may be a good client in the future.