Turn Ghosted Leads Into Conversations
Generic outreach and unclear targeting often lead to silence. Focus on specific audiences, natural conversations and personalization to keep prospects engaged.
NEW YORK — Agents who get ghosted by potential leads can be left asking themselves why they are even in the business.
Every lead that doesn't result in a closing can increase a business' cost per acquisition. In terms of lead generation or conversion, it is rarely because of a need for better scripts for agents. Broken processes can lead to low-intent leads, generic follow-ups and awkward first conversations.
To prevent getting ghosted, agents and brokerages should clarify their target audience by focusing on specific pain points you can address for clients. Target audiences are more than just ZIP codes.
Social media and other advertising campaigns should be tightly targeted to this audience, rather than broad messaging that reaches anyone, anywhere. Agents also shouldn’t lock in expectations during the first lead call, including trying to schedule an appointment that same day.
A "win" can be as simple as identifying the potential pain points for the lead or the potential timing of buying or selling a home. The call should be more natural and build trust over time. Scripts can provide agents with a sense of control in a lead call, but it also can give leads a sense of performance, rather than natural conversation.
Many leads have heard the same scripts from other agents. Use them and you blend in, making it easier for prospects to tune out or stop responding. Calls also should be relevant to why the lead reached out.
If a seller has an issue, the agent should address that issue before asking about timelines and markets. Finally, everything is personal in real estate. Agents and brokers should personalize their calls, texts, and emails, and never assume that one unanswered call or text means the lead is not interested in buying or selling.
Source: Inman (03/10/26) Ries, Josh
© Copyright 2026 Smithbucklin