The Art of the Follow-Up: Turning “Maybe Later” into “Let’s Do It”

Every Business Development Manager (BDM) has heard it before — “Maybe later,” “We’re not ready yet,” or “We’ll think about it.”

It’s easy to let those conversations fade away, but often, those “maybes” are simply future clients waiting for the right time. The difference between losing the lead and winning the business often comes down to one thing: the follow-up.

Here’s how to master the art of the follow-up and turn hesitation into opportunity.

Timing Is Everything

The key to effective follow-up is knowing when to reach out. Contact too soon, and it can feel pushy. Wait too long, and they may forget you.

A good rule of thumb:

  • Follow up within 2–3 days of the initial conversation

  • Reach out again in 1–2 weeks with new value or information

  • Check in monthly to stay top of mind with long-term leads

Use a CRM or automation system to track and schedule these follow-ups — consistency is what builds trust.

Lead with Value, Not Pressure

A successful follow-up isn’t about pushing a sale — it’s about providing something useful. When you focus on helping, not selling, clients are more open to re-engaging.

Try sharing:

  • A recent market update or rental trend in their suburb

  • A blog post or resource relevant to their situation
    An offer for a free rental appraisal or consultation

This approach positions you as a helpful expert, not a salesperson chasing a deal.

Personalise Every Message

Generic follow-ups rarely work. Tailor your message to show that you remember their goals and situation.

For example:

“Hi Sarah, last time we spoke you mentioned reviewing your management options before the next lease renewal. Here’s a quick update on how rental demand has shifted in your area — it might help with your decision-making.”

Personalised communication shows genuine interest and professionalism — both key factors in building trust.

Mix Up Your Channels

People engage differently across platforms, so don’t rely on just one.

  • Email: Great for detailed updates or resources

  • Phone call: Builds personal rapport and connection

  • Social media (LinkedIn or Facebook): Keeps you visible through soft touchpoints

  • SMS: Perfect for short, timely check-ins

The goal is to stay visible without becoming intrusive.

Follow Through with Consistency

Persistence pays off, but consistency matters most. Develop a structured follow-up sequence that aligns with your business goals.

For example:

  • Day 3: Personalised email

  • Day 10: Follow-up call

  • Day 30: Market insight or blog share

  • Month 2–3: Reconnect with a value update or testimonial

Keep notes of every interaction so your communication remains thoughtful and relevant.

Know When to Pause

Not every “maybe later” will turn into a “yes” — and that’s okay. The goal is to stay professional, not pushy.

If a lead clearly isn’t ready, move them into a nurture sequence through your email marketing or quarterly updates. That way, you stay in touch without constant direct outreach.

The art of the follow-up is all about balance — consistent, value-driven communication that builds trust over time.

When you follow up with intention and care, those “maybe later” conversations often become “let’s do it” moments. It’s not luck — it’s strategy, patience, and professionalism in action.

Want to refine your follow-up system and close more landlord leads? Book a consultation with Lauren Robinson

Lauren Robinson