Best Practices: First 48 Hours After Purchase
Quick Answer
Contact purchased leads within 2 hours for highest conversion rates, with multiple attempts across different channels in the first 48 hours. The first professional to establish meaningful contact typically wins the client, even if others have the same lead opportunity through different sources.
Overview
The first 48 hours after purchasing a lead are critical for conversion success. Heritage Web data shows that professionals who contact leads within 2 hours have 25-50% higher conversion rates than industry average, with success dropping significantly after 48 hours. This guide provides a proven framework for maximizing your investment.
The Critical Timeline
Conversion Rate by Response Time
Response Time | Conversion Rate | Client Engagement |
0-2 hours | Highest (25-50% above average) | Very receptive |
2-6 hours | Good | Still engaged |
6-24 hours | Moderate | Comparing options |
24-48 hours | Below average | Often found alternative |
48+ hours | Poor | Usually committed elsewhere |
Why Speed Matters
Client is actively seeking help NOW
Emotional urgency drives decisions
Competition from other sources
Trust builds with responsiveness
First contact advantage is real
Hour-by-Hour Action Plan
First 2 Hours (Critical Window)
Minute 0-15: Immediate Actions
Review Full Details: Read entire lead information
Quick Research: Google client if business
Prepare Approach: Plan your conversation
Set Up Tracking: Log in CRM/system
Block Time: Clear next 30 minutes
Minute 15-30: First Contact Attempt
Phone Call (preferred):
Call from number you'll use ongoing
Let ring at least 6 times
If voicemail, leave structured message
Reference their specific request
Promise follow-up within hours
Voicemail Script:
"Hi [Name], this is [Your Name] from [Practice]. I received your request about [specific issue] through [Publication]. I can definitely help with [their need]. I'm available [give 2-3 time slots] and will follow up by email shortly. You can reach me directly at [number]."
Minute 30-60: Multi-Channel Follow-Up
Email (always send):
Subject: "Re: Your [Service] Request on [Publication]"
Reference specific details from their request
Provide value immediately (insight/timeline)
Include calendar scheduling link
Give direct contact information
Text Message (if phone provided):
"Hi [Name], this is [Your Name] following up on your [service] request. I just left you a voicemail and sent an email. I'm available to help. Would [time] work for a quick call?"
Hour 1-2: Second Attempt
Try calling again if no response
Different time might be better
Send LinkedIn connection if found
Check for read receipts on email
Hours 2-6 (High Priority)
Second Contact Round
Call attempt #3
Email #2 with different angle
Add value: relevant article or tip
Mention specific expertise match
Internal Preparation
Research similar cases
Prepare documentation
Check calendar availability
Set up meeting links
Hours 6-24 (Day One)
Morning After (if purchased evening)
Call during business hours
Email with "Following up" subject
Text if previous texts opened
End of Day One
Final call attempt for day
Email with urgency: "Wanting to help"
Document all attempts
Plan tomorrow's approach
Hours 24-48 (Day Two)
Different Approach Strategy
Change communication tone
Try different times
Email: "Are you still looking for help?"
Mention you'll stop reaching out soon
Final Push
Last call attempt
Final email with deadline
"I'll assume you found help if I don't hear back"
Leave door open for future
Multi-Channel Communication Strategy
Channel Effectiveness
Channel | Best For | Response Rate | When to Use |
Phone | Direct connection | Highest | Always first choice |
Detailed information | Moderate | Always follow phone | |
Text/SMS | Quick response | High | After first attempt |
Professional credibility | Low-Moderate | If profile found | |
International clients | High | If indicated |
Channel Sequencing
Phone → 2. Email → 3. Text → 4. Phone → 5. Email → Repeat
Message Optimization
First Contact Best Practices
DO:
Reference their specific request
Use publication name they used
Mention relevant experience briefly
Provide immediate value
Give specific availability
Include all contact methods
DON'T:
Send generic templates
Overwhelm with credentials
Push for immediate commitment
Ignore their stated preferences
Be vague about next steps
Pressure or sound desperate
Building Trust Quickly
Cultural Match: Reference shared background
Language Comfort: Offer service in their language
Understanding Shown: "I understand how difficult..."
Specific Solutions: "In cases like yours..."
Social Proof: "I recently helped someone with..."
Clear Process: "Here's how we'd proceed..."
Tracking & Documentation
Essential Tracking Elements
Data Point | Why Track | Tool/Method |
Contact Attempts | Prove effort | CRM or spreadsheet |
Response Opens | Gauge interest | Email tracking |
Connect Time | Optimize schedule | Calendar notes |
Conversation Notes | Continuity | CRM records |
Outcome | ROI analysis | Dashboard |
Follow-Up Schedule Template
Purchase Time: [Date/Time]
Call 1: [Time] - [Result]
Email 1: [Time] - [Opened/Response]
Text 1: [Time] - [Read/Response]
Call 2: [Time] - [Result]
(Continue pattern)
Common Mistakes to Avoid
Mistake 1: Single Channel Only
Problem: Relying only on phone or email Solution: Use all available channels
Mistake 2: Generic Messaging
Problem: Not personalizing to their request Solution: Reference specific details
Mistake 3: Giving Up Too Soon
Problem: Stopping after 2-3 attempts Solution: Minimum 8-10 attempts over 48 hours
Mistake 4: Poor Documentation
Problem: Not tracking attempts Solution: Log everything immediately
Mistake 5: Wrong Timing
Problem: Calling at bad times Solution: Vary attempt times
After 48 Hours
If No Response
Move to weekly follow-up for 2 weeks
Then monthly check-in for 2 months
Keep in long-term nurture campaign
They may need help later
If Connected
Schedule consultation immediately
Send confirmation email
Prepare thoroughly
Follow your standard process
FAQs
Q: What if the client says they already found someone? A: Thank them, offer to be backup option, ask permission to check in periodically, and keep in your nurture list.
Q: Should I mention the lead cost or Heritage Web? A: No need to mention cost. You can say you received their request through [Publication Name] where you're listed.
Q: What if I can't reach them within 2 hours? A: Start as soon as possible. Some response is better than none, but expect lower conversion rates.
Q: How many total attempts should I make? A: Minimum 8-10 attempts in first 48 hours across multiple channels, then weekly for 2 weeks.
Q: Should I mention competitors if I know they're shopping around? A: Focus on your unique value rather than discussing competitors. Assume they're comparing options.
Next Steps
Create email templates with customization points
Set up CRM tracking for lead responses
Block time daily for lead follow-up
Practice voicemail script
Test calendar scheduling tools
Related Articles
Purchasing Referral Leads
Converting Referrals to Long-Term Clients
Email Templates for Initial Contact
Phone Scripts That Convert