If you’ve ever spent money on leads only to have them go dark the second you call or email, you know the frustration. You sit there staring at your phone, wondering why people would take the time to fill out a form but won’t pick up when you reach out.
On a recent StayPaid Podcast, I had a conversation with an insurance agent who was facing this exact problem. Keith was new, hungry, and willing to put in the work. But like so many agents, he was struggling to connect with the people who had raised their hands.
The truth is, getting ghosted is normal. What matters is how you respond.
Here are three strategies you can use to follow up with leads who don’t answer.
#1: Build a Bigger Database
One of the biggest mistakes I see agents make is thinking their challenge is just about bad leads. In reality, most of the time, the problem is that your database is too small.
When I asked Keith how many contacts he had in his CRM, his answer was about 100. That might sound like a lot if you’re just starting out, but it’s nowhere near enough to sustain a business.
Out of 100 people, maybe 5–10 will ever transact with you. That means if you want consistent closings, you need a much bigger pool.
Here’s what I told him, and what I’ll tell you:
- Make growing your database one of your top KPIs. Track it every single month.
- Add people from everywhere, including your family, friends, business partners, past coworkers, your community.
- Don’t just collect names. Put them into a system where you can create consistent touchpoints.
And when I say touchpoints, I mean at least:
- One email a month with value-driven content.
- One mailer a month if your budget allows, even if it’s just a simple postcard.
- One phone call a quarter to check in.
That’s the minimum cadence to stay top of mind. Growing and consistently nurturing your database is the foundation of solving the “no answer” problem.
#2: Persistence Pays
At ReminderMedia, when we look at our own numbers, it takes us an average of 18 dials to get someone on the phone. Sometimes 34–36 touches before a deal closes.
That means you can’t just hope for an easy answer. You need a system that looks something like this:
- Double dial. Call once. If they don’t answer, wait a minute and call again. People often pick up the second time.
- Leave a voicemail. Always on the second attempt, not the first. Keep it short and direct.
- Send a text immediately. Something simple like, “Hey Sarah?” or “Is this John?” The goal isn’t to close them by text. The goal is to spark engagement so you can follow up with a call.
When it comes to cadence, here’s what we recommend:
- Call every day for the first two weeks.
- After that, every other day for the next two weeks.
- Then once a week until you either connect or confirm the lead isn’t viable.
It might sound extreme, but the reality is most agents quit far too soon. If you want more conversations, you need to stay in the fight longer than your competition.
#3: Nurture Every Lead Long-Term
Even if someone ignores your calls today, that doesn’t mean they’re a dead lead. The beauty of online ads, purchased lists, and even cold leads is that they give you a chance to build a pipeline you can nurture over time.
Every single lead you generate should go into a nurture system:
- Email drips. Send monthly content that’s relevant and valuable, whether it’s local events, digital magazines, or educational pieces.
- Direct mail. If you’re buying lists (like the T65 for people turning 65 in the Medicare space), get a consistent mailer out to them every month.
- Custom audiences. Upload your lists to Facebook or other platforms to keep showing up in their feed.
On top of that, track your email analytics. See who’s opening and engaging. That tells you who’s paying attention, even if they aren’t answering the phone right now.
The mindset shift you need is this: every unresponsive lead is still an opportunity. It might not be today. It might not even be this year. But if you stay consistent, nurture the relationship, and keep showing up, you’ll be the one they think of when they’re ready.
Getting ghosted doesn’t mean the lead is bad. It means the game has just begun.
So, to recap:
- Build a bigger database so you’re not relying on a handful of contacts.
- Stay persistent with a proven follow-up cadence.
- Make sure every single lead goes into a nurture system so you can build trust over time.
If you do those three things, you’ll stop worrying about the ones who don’t answer and start closing more of the ones who eventually will.
