Follow-Up Cadence
Definition
The scheduled sequence of contact attempts across multiple channels used to work a lead. Most sales happen after 5-7 touches.
Understanding Follow-Up Cadence
Follow-up cadence is the planned sequence and timing of contact attempts with a prospect. It defines when you call, email, mail, or visit — and how many times. Research consistently shows that 80% of sales require 5-7 contact attempts, but 44% of salespeople give up after a single follow-up. For aged leads, where the prospect has already expressed interest, a structured cadence is the difference between a 1% conversion rate and a 4% conversion rate.
How It Works in Practice
The proven aged lead cadence spans 14 days across multiple channels. Day 1: Send a personal letter or yellow letter via direct mail to prime the prospect. Day 3: First phone call — use the Honest Follow-Up approach and reference their inquiry. Leave a detailed voicemail if no answer. Day 4: Send a plain-text email referencing your call and letter. Day 7: Second phone call at a different time of day than the first attempt. Day 10: Door knock if local, or send a second email with a specific value proposition or testimonial. Day 14: Final phone attempt with a closing message. After 14 days with no contact, move the lead to a passive drip campaign or recycle it in 60 days.
Why It Matters for Aged Leads
Without a defined cadence, agents either over-contact prospects (calling three times in two days, which feels aggressive) or under-contact them (one call, no voicemail, move on). Both approaches waste leads. A structured cadence spaces contacts appropriately, uses multiple channels to reach different communication preferences, and ensures every lead gets a fair chance to convert. The agents who earn the most with aged leads are not the most talented closers — they are the most disciplined followers of a consistent cadence. Track your cadence completion rate: what percentage of leads receive all planned touches? If it is below 80%, you are leaving money on the table.
Related Lead Types
Related Terms
Pipeline
The collection of prospects currently being worked by a salesperson or team. Aged leads are used to fill the pipeline affordably — ensuring there are always prospects to contact.
Speed to Lead
The time between a consumer submitting their information and receiving the first contact from a sales representative. Critical for real-time leads (seconds matter), less important for aged leads.
Contact Rate
The percentage of leads where the salesperson successfully reaches the consumer (phone answered, email replied, door answered). Aged leads typically have 5-15% contact rates via phone.
Conversion Rate
The percentage of leads that result in a closed sale. Real-time leads convert at 5-15%; aged leads convert at 1-5%. The lower aged lead conversion rate is offset by dramatically higher volume per dollar.
Multi-Channel Outreach
The practice of contacting leads through multiple communication channels — phone calls, emails, direct mail, text messages, and door knocking — to maximize contact and conversion rates.
Cold Calling
Contacting a prospect who has no prior relationship with you. Aged leads are sometimes called 'warm cold calls' because the consumer previously expressed interest — they're not truly cold.
Learn the Language of Aged Leads
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