Buyers Aren’t Ghosting You—Your Follow-Up Is Letting Them Drift

You get the enquiry. Name, email, mobile—they’re keen.

And then... nothing. Silence. Like they disappeared into thin air.

It’s easy to blame the buyer:

“Time-wasters.”

“Just looking.”

“Must’ve bought elsewhere.”

But here’s a better question:

Did your follow-up do enough to keep them in the funnel?

Because if you’re not actively nurturing leads—chances are, they didn’t ghost you.

You just weren’t memorable enough to stay top of mind.

Off-the-Plan Buyers Need Time—And Touchpoints

Buying off-the-plan isn’t an impulse decision. It’s complex. Emotional. Often overwhelming.

They’re not going cold—they’re weighing up:

• Suburb vs. lifestyle

• Your project vs. five others

• Timing vs. finance

• Off-the-plan vs. established

  
  

If you’re not guiding them through that decision, someone else is.

The Real Cost of Poor Follow-Up

Here’s what we see far too often:

• Enquiry comes in via form or phone

• Gets one templated email (maybe)

• No call. No content. No reminders.

• No clue who you are a week later

  
  

Lead wasted. Buyer lost. Sale gone.

And all preventable with a proper follow-up system.

What Great Follow-Up Looks Like

1. A Timely First Response Speed matters. Follow up within 5–15 minutes while your project is still top of mind. (Yes, really.)

2. Automated Email Sequences Use email nurture to educate, reassure, and build trust. Think suburb guides, project timelines, incentives, and next steps.

3. Value-Based Check-Ins Don’t just “check in”—give them a reason to re-engage. Send an updated floorplan pack, builder update, or local area feature.

4. Multiple Channels Combine email, SMS, and (gasp) actual phone calls. Different buyers prefer different touchpoints—cover your bases.

5. Segment Your Messaging Owner-occupiers want different things than investors. Tailor your messaging accordingly to keep it relevant and personal.

What to Avoid

• Radio silence after an enquiry

• Bland “Just wondering if you’re still interested?” emails

• Treating all leads the same, regardless of intent

• Leaving everything to the sales agent without marketing support

  
  

Remember: marketing brings them in. Follow-up gets them over the line.

Ghosting isn’t a buyer problem—it’s a follow-up opportunity.

Because if someone enquired, they were interested. It’s your job to keep them there.

So take a look at your system.

Is it working hard in the background to warm those leads?

Or are you losing sales in silence?