— Glossary
FOLLOW-UP CADENCE
The schedule of touches a lead receives over time.
A real cadence is 8+ touches across 14+ days, mixing SMS, email, and call. Most agencies stop at touch 2 and call the lead dead.
Follow-Up Cadence is the schedule and timing of touches a lead receives after initial contact. For service firms, cadence determines whether a lead becomes a booked job or goes to a competitor. Effective cadence blends immediacy (speed-to-lead), persistence (multiple touches), and timing (spacing suited to the lead’s intent). Example cadences include immediate SMS + call within 10 minutes, email 24 hours later with social proof, and follow-up texts at days 3, 7, 14, and 30. Vary channel and message: use SMS for quick confirmations, email for longer case studies, and retargeting for visual reminders. Personalization matters: reference the service, address, and previous interaction. Track performance and adjust: high-intent leads need tighter cadences, while long-decision leads require slower drip sequences. Also set a stopping rule: after X unresponsive touches (often 6–8) move the lead to a long-term nurture list. Poor cadence either chases leads away or neglects them; the right cadence increases show-rate, lowers CPA, and protects rep time by focusing effort where it pays.
- A roofing lead gets an SMS and call within 10 minutes, an email the next day with case photos, and reminders on days 3 and 7 if no response.
- An HVAC company uses a 6-touch SMS/email cadence over 21 days for cold leads and moves unresponsive leads to a 90-day nurture list.
- An epoxy business shortens cadence for high-ticket commercial prospects to daily personalized outreach during decision windows.
Using the same cadence for all leads; the mistake is not segmenting by intent and service, causing either over-contacting or missed conversions.
— Follow-Up Cadence in practice
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