In 60 Seconds
- •The 'Pester' Trap: Calling every week asking 'Are you ready to buy?' is annoying. It builds resistance.
- •The 'Guide' Strategy: Shift from asking for money to giving value. Send them guides, checklists, and warnings.
- •Cadence: Slow down. Day 1-7 (Intense). Day 8-90 (Weekly/Bi-Weekly).
- •Content Mapping: Send content that matches their decision phase. Month 1: Design ideas. Month 2: Financing options. Month 3: Preparation guides.
- •The Mechanics: Use an automated email newsletter sequence so you don't have to remember to hit send.
Buying a $20,000 roof or a $50,000 kitchen is not a snap decision.
The "Buying Cycle" can be 3 to 9 months.
If you ghost them after week 2, you lose. If you harass them every week, you lose.
You must walk the fine line of Persistent Utility. You must be the helpful expert who is "just around" when they finally pull the trigger.
The Strategy: Education as Marketing
Don't send "Check-ins." Send "Intel."
Phase 1: The Vision (Month 1)
They are dreaming.
- Content: "Top 5 Kitchen Trends for 2024." "Gallery of our recent Roof colors."
- Goal: Association. Connect your brand with their dream.
Phase 2: The Logic (Month 2)
They are budgeting.
- Content: "ROI of a Bathroom Remodel." "Financing 101: HELOC vs Personal Loan." "How to spot a bad contractor."
- Goal: Authority. Prove you know the technicals.
Phase 3: The Logistics (Month 3)
They are getting close.
- Content: "How to live in your house during a remodel." "What to expect on Install Day."
- Goal: Comfort. Reduce the fear of disruption.
The "Trigger" Email
Every 4-6 weeks, break the pattern with a simple "Hand Raiser" email.
- Subject: "Quick thought"
- Body: "Hi [Name], our schedule for [Month] is starting to fill up. Are you thinking of getting that project done before the holidays? Let me know and I'll hold a spot."
This gives them an opening to re-engage without pressure.
Technology: The "Nurture Track"
In your CRM (HubSpot/GoHighLevel):
- Create a "Long Term Nurture" Pipeline Stage.
- Add a drip sequence (1 email every 14 days).
- Exit Condition: If they reply or book an appointment -> Stop the drip.
Verification Checklist
- Unsubscribe Rate: Monitor this. If it spikes, your content is boring.
- Value First: Does the email contain 90% value and only 10% pitch?
- Personalization: Does it reference their specific project type? (Don't send Roof tips to a Bathroom lead).
Common Mistakes
[!WARNING] Abandonment Sales reps look at the "Hot" list. They ignore the "Warm" list. The Warm list is where next quarter's revenue lives. Automate this so the reps don't have to think about it.
- Assuming they bought elsewhere: Just because they went silent doesn't mean they bought. Life happens. They got busy. They are still interested.
- Broken Links: Check your email links. Nothing looks less professional than a 404 error.
FAQ
Q: Can I text them? A: Sparingly. Email is for Nurture. Text is for Logistics. Only text if you have a genuine urgent update ("Interest rates dropped").
Q: How long should I nurture? A: Until they buy or unsubscribe. Some leads buy 2 years later.
Sources and References
- Marcus Sheridan: They Ask, You Answer - Content strategy for sales.
- HubSpot: Lead Nurturing Benchmarks - Impact on LTV.
Changelog
- 2024-06-12: Initial publication.
Read Next in This Hub:
- Intent-Based Follow-up - Matching the message.
- Reactivation Campaigns - Waking them up.
Related System:
- Follow-up Systems - The engine.