The Right Way to Handle Online Sales Leads: A Tale of Two Companies
I recently heard about a company whose Online Sales Counselors (OSCs) were instructed to stop following up with leads after just 15 days of no response.
That’s right, if a lead didn’t respond within two weeks, it was essentially treated as dead, or it was moved over to a broad marketing drip with no further personal outreach. I have to say, that’s absolutely insane!
When I heard this, I couldn’t believe it. Abandoning leads after such a short period of time? It made me think, “Why even have OSCs if that’s the approach you’re going to take?”
If you’re an OSC reading this and your company has a similar policy, I’ve got one thing to tell you: you’re doing it wrong.
A large percentage of leads are rarely dead after 15 days, and if they are, you need to re-evaluate your lead generation channels, your marketing spend, and calls to action.
People don’t always respond immediately, especially when they’re considering something as monumental as buying a home. This is where having a methodical follow-up process comes in—and yes, that means more than just sending an email or two and crossing your fingers.
A Methodical Process is Key
Let’s get one thing straight: just because a lead isn’t responding doesn’t mean they aren’t interested. The first 30 days of follow-up are absolutely critical, but that doesn’t mean everything needs to be manual. In fact, it shouldn’t be.
Automation is a fantastic tool for OSCs, and when done correctly, it can take a lot of the busy work out of the follow-up process. Drip email campaigns, scheduled text messages, and CRM-triggered alerts can all keep leads engaged without having to personally hit “send” on every single message. But automation can only take you so far. It should support your personalized process, not replace it.
And let’s not forget the value of good old-fashioned phone calls. Automation may start the conversation, but real, human interaction is what will keep it going. A well-timed phone call or a personalized video email can make all the difference in getting someone to move from “non-responsive” to “interested” to “ready to set an appointment.”
What Happens When You Give Up Too Soon
Think about it. When a company gives up after 15 days, what they’re really saying is, “We’re not that interested in you.” It’s like going on a first date and then ghosting the person if they don’t text back the next day. Would you want to marry that person? Probably not.
In reality, buyers today are juggling a lot of information, and their timelines don’t always match ours. Some people need more time to process. Others are waiting for personal circumstances to change before making a decision. If you stop following up, you’re letting potential business slip through the cracks. And worse, you’re letting your competitors swoop in and build a relationship with that lead.
The Wrong Way: Chasing Numbers, Not Quality
On the flip side, I had a conversation with a former onsite sales agent just this week, and she shared her frustrations with an OSC program she experienced at her previous builder. The focus at her company was all about appointment numbers, not appointment quality.
She felt like the appointments coming to her were unqualified, and the management only cared about how many appointments the OSCs could book, regardless of whether those leads were ready or even serious buyers.
That approach is a waste of everyone’s time.
When you’re so focused on hitting numbers, you’re not thinking strategically. OSCs and sales agents should be working hand-in-hand to move buyers forward with intent, not just cramming the calendar full of appointments for the sake of it. This kind of “number dumping” doesn’t help anyone in the long run.
The Right Way: Focus on Relationships
When done correctly, online sales programs can account for 45% or more of overall sales for a new home builder. That’s huge! But you can only get to that level if you’re strategic, patient, and focused on quality over quantity. The OSC’s role is to set the tone for the entire buying experience. They set expectations from that first online inquiry all the way through to the handoff to the site agents and in some cases can give insight into the entire process through to close. But this means the entire team needs to be working in collaboration with each other.
That first impression is crucial, and it can’t be rushed. But the experience all the way through the buying process needs to match up.
When a lead comes in, it’s your job as an OSC to guide them through the early stages of the buying process. Maybe they’re ready to buy today, or maybe they need a few months to decide. Either way, your follow-up should be about building a relationship, not just booking an appointment and moving on.
And that means your OSCs need to be properly trained, supported, and given the right tools. Automation should help nurture leads, but real human conversations should move them forward. The focus should be on creating real interactions that bring value to the prospective buyer and the company, not just keeping your people busy.
When You Get It Right, The Results Speak for Themselves
A well-run OSC program is like the engine of your sales machine. It drives engagement, builds relationships, and ultimately closes deals. When you have the right follow-up processes in place, you’re not just responding to inquiries—you’re shaping your buyers’ entire experience with your company. Done wrong, it can turn buyers and sales agents off, making the entire process feel broken.
So, if your follow-up strategy involves giving up after 15 days, take a step back and rethink your process. With the right approach, you can transform your online sales program from something that feels broken into a powerhouse of potential.
If you’re still chasing numbers or cutting off leads too soon, it’s time to stop and start doing it right.