Why Doing Nothing Is the Most Dangerous Competitor in Estate & Letting Agency
Leads Go Cold When You Don’t Follow Up Fast Enough
Let me be quite frank. It feels good when you get a new lead, right? That little buzz when someone fills out a valuation request or drops you a message saying they’re “thinking about moving.”
But herein lies the problem. If you’re not following up in a quick, strategic and conscientious manner, those leads can go cold before you’ve even had a chance to say hello.
💡 Most leads aren’t lost to another agent. They’re lost to hesitation and silence.
Without a strategic plan, you’re letting potential instructions fizzle out — quietly and invisibly.
Not Taking Action Is Costing You More Than You Think
Doing nothing might feel safe, but it’s seriously expensive.
You’re not just losing leads — you’re missing out on thousands in commission from people who almost moved, but didn’t. Not because they found someone else… but because no one gave them a reason to move forward.
🔄 Multiply 10–20 of those “maybe” leads per year, and that’s a lot of silent revenue slipping away.
The Real Competition Isn’t Another Agent — It’s Inaction
While you’re watching what the other agents are doing — fees, boards, flashy listings — your real threat is much quieter:
It’s the owners who wanted to move… and then didn’t. It’s the investors who wanted to buy and then don’t.
Maybe they got nervous about the market
Maybe they weren’t quite ready
Maybe they forgot about you
🤷 No reply doesn’t mean no interest. It means they need help deciding.
That’s where you come in.
The Simple Fix – Show Up, Add Value, Stay Top of Mind
Beating inaction isn’t about big gestures — it’s about small, smart, consistent actions that keep you in the game.
Build a Follow-Up Flow That Doesn’t Rely on Memory
Automated emails, reminders, and lead tracking take the pressure off and keep you connected — even when things get busy.
✉️ Example: “We saw you last year and just wanted to let you know, house prices have risen 2% in your postcode. No. 24 sold for xxx,xxx and we are seeing strong demand amongst first buyers. Were you still thinking of moving?”
Step 2 – Keep Showing Up Without Being a Nuisance
Don’t sell. Just show up with helpful info.
Try sending:
Local property updates
- Property Factoids
A “how to prepare your home” guide
- A “real cost of selling’ guide
A quick note on recent sales in their area
- An opinion piece on legislative changes
📌 Every helpful touch keeps you top of mind.
Step 3 – Revisit Your ‘Gone Quiet’ List Every Month
Old leads aren’t dead leads — they’re just waiting.
Pull up 5–10 contacts every month and drop them a friendly check-in. Many just need a little push.
Conclusion – You’re Not Just Competing With Other Agents
You’re competing with uncertainty. With hesitation. With silence.
But when you have the right system in place, you stop losing leads to “maybe later” — and start turning them into instructions.
So, knowing that not engaging with potential customers in the right way is one thing, but actually making changes and reaping those rewards is another. But don't worry - we're here to help.
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