Understanding the Ghost
You met with the homeowner. They seemed interested. You sent a detailed quote. Then you called to follow up and... voicemail. You texted. No response. You emailed. Nothing.
What happened?
First, understand this: ghosting is rarely personal. The homeowner probably isn't sitting at home laughing about ignoring you. They're busy, overwhelmed, or simply not ready to make a decision.
Here are the real reasons homeowners disappear:
Reason #1: Decision Paralysis
A $15,000 home improvement project is a big decision. When faced with big decisions, people often do nothing. The fear of making the wrong choice paralyzes them.
Reason #2: Price Shock
The quote was more than they expected. They're not sure they can afford it. But they're also embarrassed to say "your price is too high"—so they just go silent.
Reason #3: Life Got in the Way
Their kid got sick. Work got crazy. The car broke down. The home improvement project that felt urgent last week suddenly doesn't feel urgent this week.
Reason #4: Waiting for Other Quotes
They're getting multiple bids and haven't made up their mind yet. They don't want to engage until they've compared everyone.
Reason #5: They Already Chose Someone Else
You lost the job, but they felt awkward telling you. So they just stopped responding.
Why Most Contractors Give Up Too Soon
According to research from Invesp, 80% of sales require 5 follow-up contacts. But 44% of salespeople give up after just one follow-up.
Contractors are even worse. After two unanswered calls, most assume the lead is dead and move on.
The problem: that lead isn't necessarily dead—they're just not ready yet. And when they are ready, they're going to call whoever is still top of mind.
The Anti-Ghosting Follow-Up System
Here's a follow-up system designed to stay top of mind without being pushy:
Day 0: Send the Quote + Set Expectations
When you send the quote, tell them: "I'll follow up in a couple days to answer any questions." This sets the expectation that you will call—so it doesn't feel like pestering.
Day 2: First Follow-Up Call
Goal: Answer questions, understand concerns. If no answer, leave a friendly voicemail and send a text.
Day 5: Value-Add Follow-Up
Don't just ask "Have you decided?" Send something useful:
- "Here's a photo of a similar project we just finished"
- "I wanted to share a financing option that might help"
- "Quick tip: this is the best time of year to do this project because..."
Day 10: The Soft Close Attempt
"I wanted to check in—we have availability coming up in two weeks. Would you like me to hold a spot for you?"
Day 20: The "Is the Project Still On?" Check
"Just wanted to see if you're still thinking about [project]. If timing changed, no problem—I can touch base later this year."
This gives them an easy out if they've decided against it, while keeping the door open.
Day 30+: Monthly Nurture
If they haven't responded, add them to a monthly check-in list. A simple "Thinking of you—let me know if you're ready to revisit [project]" keeps you in mind.
Related: Speed to Lead: Why the First 5 Minutes Matter More Than Your Price
What NOT to Do
Don't Get Aggressive
"Why aren't you returning my calls?" will not work. It makes you seem desperate and damages the relationship.
Don't Discount Immediately
The first response to ghosting shouldn't be "What if I knock 10% off?" That devalues your work and trains customers to ghost for discounts.
Don't Give Up After 2 Attempts
Persistence matters. Be respectful, but be persistent.
Preventing Ghosting Before It Happens
The best way to reduce ghosting is to prevent it during the sales process:
Get Commitment Before Leaving
At the end of the appointment, ask: "When should I follow up—Tuesday or Thursday?" Getting a specific commitment reduces ghosting.
Ask About Other Quotes
"Are you getting other bids? When do you expect to make a decision?" Understanding their timeline helps you follow up appropriately.
Address Price Concerns Up Front
If you sense hesitation about price, address it: "I know this is a significant investment. Let me walk you through why our pricing reflects the quality we deliver."
Related: Building a Sales Process That Closes 40% of Leads
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Learn About Exclusive LeadsThe Bottom Line
Ghosting is frustrating, but it's not personal. Homeowners go silent because they're overwhelmed, uncertain, or just not ready.
The contractors who close 35-40% of leads don't have a magic pitch—they have a follow-up system. They stay persistent without being pushy, add value in their follow-ups, and stay top of mind until the customer is ready to decide.
Build the system. Work the system. Close more leads.