What Happens If No One Purchases a Lead (72-Hour Follow-up)
Quick Answer
If no professional purchases a lead within 72 hours of it being available, Heritage Web automatically emails the client directly with contact information for the top 2 matched professionals at no cost. This ensures clients aren't left without help while protecting the value of the paid lead system.
The 72-Hour System
Timeline of Events
Hour 0: Lead is reviewed and approved by Heritage Web Hours 0-24: Only sponsors can see and purchase the lead Hours 24-72: Both sponsors and free accounts can purchase Hour 72: If unpurchased, automatic follow-up triggered Hour 73+: System sends free referral email to client
What the Client Receives
The automated email includes:
Contact information for the top 2 matched professionals
Basic professional details (name, specialty, location)
Direct phone numbers and email addresses
Suggestion to reach out directly
No cost to client or professionals
Why This System Exists
Client Protection
Ensures no client request goes completely unanswered
Provides help even if professionals don't purchase
Maintains Heritage Web's community service mission
Builds trust in the platform
Professional Incentive
Creates urgency to purchase within 72 hours
Rewards quick action with exclusive access
Protects lead value for paying professionals
Balances paid model with client needs
Impact on Professionals
If You're One of the Top 2 Matches
Potential Benefits:
Free lead opportunity after 72 hours
Client may contact you directly
No purchase required
Can still build relationship
Potential Drawbacks:
Client also receives competitor's information
No exclusive access
May have missed prime response window
Client might be frustrated by delay
If You're Not in Top 2
You won't receive the client's information
The lead opportunity is lost
Client won't know about your services
Must purchase within 72 hours to guarantee access
Strategic Implications
For Sponsor Accounts
Best Practice:
Monitor new leads during hours 0-24
Purchase promising leads before free account competition
Don't wait near the 72-hour mark
Take advantage of exclusive window
Risk of Waiting:
Another sponsor might purchase first
After 72 hours, client gets free alternatives
Lost opportunity for exclusive relationship
For Free Accounts
Best Practice:
Check dashboard immediately at hour 24
Evaluate leads quickly
Purchase before 72-hour deadline
Don't assume leads will remain available
Reality Check:
Best leads often purchased by sponsors in first 24 hours
Waiting until hour 72 means likely losing opportunity
Free referral to client includes your competitors
Special Scenarios
High-Demand Leads
Most valuable leads are purchased within:
2-4 hours by sponsors
24-48 hours overall
Rarely last until 72-hour mark
Low-Match Situations
If very few professionals match:
You might be in top 2 by default
Could receive free referral after 72 hours
But client may have lower intent after waiting
No Matches Found
If no professionals match the criteria:
System sends different email to client
Includes helpful resource links
Suggests broadening search
Encourages direct directory browsing
The Professional's Dilemma
To Purchase or Wait?
Purchase Within 72 Hours:
✓ Exclusive access to client
✓ Immediate contact information
✓ Professional presentation
✓ Higher conversion probability
✗ Costs $29-$395
Wait for Free Referral:
✓ No cost
✗ Only if you're top 2 matches
✗ Client receives competitor info too
✗ 72+ hour delay reduces client interest
✗ No guarantee you'll be selected
How Top 2 Are Determined
The system selects based on:
Matching score (all six filters)
License validity and standing
Specialty alignment
Language match
Geographic proximity
Years of experience (tiebreaker)
Sponsor status does NOT affect top 2 selection - it's purely based on match quality.
Best Practices
Don't Rely on the 72-Hour System
It's a safety net, not a strategy
Purchased leads have much higher conversion
Exclusive access is worth the investment
Client relationships start better without delay
Monitor Your Match Quality
Improve your listing to rank in top 2
Add all relevant specialties
Include team member languages
Optimize your service radius
Maintain current licenses
Act Decisively
Review new leads promptly
Make quick purchase decisions
Don't wait near deadlines
Remember the 60-day expiration too
FAQs
Q: Will I know if I'm one of the top 2 matches? A: No. The system doesn't reveal your ranking. You only find out if the client contacts you after receiving the free referral.
Q: Can I request to be included in the 72-hour email? A: No. The selection is automatic based on matching scores and cannot be influenced or requested.
Q: Does the client know they're getting free referrals because no one purchased? A: The client email doesn't explicitly state this. It simply provides helpful professional contacts.
Q: If I purchase after 72 hours, does the client still get the free referral? A: Yes. Once the 72-hour trigger occurs, the email is sent regardless of later purchases.
Q: Are pro bono leads included in this system? A: Yes, the same 72-hour follow-up applies to unpurchased pro bono opportunities.
Next Steps
Review leads promptly when they arrive
Purchase valuable matches within the first 48 hours
Don't rely on being in the top 2 for free referrals
Consider sponsoring for 24-hour priority access
Optimize your listing to improve match ranking