How to Keep Your Best Leads from Slipping Away as the Season Picks Up

This article was first published in Deck Specialist Magazine in the March/April 2025 Issue.

The season is picking up. More calls, more emails, more people asking about your availability. This should be exciting—but if you’re not careful, it could turn into chaos.

When things get busy, the best leads don’t always go to the best builders—they go to the ones who have their sales process locked down. If you’re not following up, if you’re taking too long to respond, if homeowners don’t know what happens next, they’ll move on.

And here’s the worst part—they won’t even tell you. You’ll just notice that the emails stop, the calls go quiet, and the lead you thought was solid has booked with someone else. Even worse? You won’t even know why.

And let’s be honest—most bad reviews don’t come from bad work. They come from poor communication. If a homeowner has to chase you down, doesn’t know where they stand, or feels like they’re being left hanging, they’re going to be frustrated—even before you ever swing a hammer.

The busy season isn’t just about booking jobs. It’s about controlling the experience so that every serious lead stays engaged, every future client feels confident, and no opportunity slips through the cracks.

So, are you actually in control? Or are you just hoping the right leads stick around?

Why Homeowners Disappear (and Why It’s Your Fault)

Most builders assume that when a lead stops responding, it’s because the homeowner “wasn’t serious” or “was just shopping around.” But the reality? They were serious—you just lost them.

High-end deck buyers don’t make quick decisions. A custom outdoor space isn’t an impulse buy. It’s a process.

• They need to be sure about their budget.
• They need to get buy-in from their spouse.
• They need to feel confident in their choice of builder.

And guess what? If you’re not staying in front of them, someone else is.

Homeowners aren’t just talking to you. They’re researching, comparing, and weighing their options. And if another builder responds faster, follows up more consistently, or simply does a better job keeping them engaged, that’s who they’ll go with.

The worst part? You might not even know you lost them until months later when you drive past and see another builder’s sign in their yard.

Your Sales Process is the Problem—Here’s How to Fix It

If you’re relying on your memory, sticky notes, or random emails to manage leads, you’re setting yourself up to fail.

You need a system that captures every lead, organizes follow-ups, and keeps homeowners engaged—even when you’re too busy to think about it.

Here’s what that looks like:

1. Capture Every Lead (Automatically)

Leads are coming in from everywhere—phone calls, emails, website forms, social media messages. If you don’t have a system in place, some of them are already slipping through the cracks.

• Use a CRM or lead tracking system that automatically adds new contacts when someone calls, emails, fills out a form, or messages you on social media.
• Assign lead scores based on budget, timeline, and project scope so you can focus on the best opportunities first.
• For lower-budget leads, have an automated response that redirects them to helpful resources (instead of wasting your time on calls that won’t convert).

2. Make Scheduling Simple (For You and Them)

Back-and-forth emails to set up consultations waste time—for you and the homeowner.

• Let prospects book their own consultation from available time slots on your calendar.
• Have them complete a lead qualification form after booking to make sure they’re a good fit.
• If they aren’t a fit, cancel the call. It saves you time, and they’ll still appreciate a clear response instead of being left wondering.

How to Keep Prospects Engaged After They Reach Out

Once a homeowner fills out your form or books a consultation, the real work begins. They’re interested now, but that doesn’t mean they won’t start second-guessing their decision—or worse, get distracted by another builder.

1. Respond Fast and Set Expectations

Nothing kills momentum like a slow response. If you can’t talk immediately, at least let them know what happens next.

• Use automated responses to confirm their inquiry and tell them when they’ll hear from you.
• Send them something useful immediately—a guide on “What to Expect in a Consultation” or a link to your portfolio.
• Give them a clear next step—whether it’s a scheduled call, an initial estimate, or a checklist to prepare for their consultation.

2. Keep the Momentum Going with Automated Email Follow-Ups

If you’re too busy to connect right away, automation can keep them engaged while they wait.

• Send a pre-consultation email sequence with useful content, such as:
  • What makes a great deck design
  • How to prepare for a consultation
  • Budgeting and financing options
  • Your latest projects, testimonials, or a behind-the-scenes video
• Create anticipation by showing them what it’s like to work with you. Make them feel like they’re already part of the process.

3. Don’t Let “Not Ready Yet” Leads Go Cold

Just because someone isn’t booking today doesn’t mean they won’t in six months. The best builders keep future clients engaged, even when they’re not ready to sign a contract yet.

• Set up automated check-ins for leads that went cold. Something as simple as:
• “Hey, just checking in—were you able to move forward with your project?”
• Use retargeting ads to stay visible to leads who visited your site but didn’t take action.
• Send occasional email updates—new projects, helpful articles, or special seasonal promotions—to stay top of mind.

Final Reality Check: Are You in Control or Just Reacting?

At the end of the season, ask yourself:

• Did I stay in front of leads at every stage, or only engage when they were ready to buy?
• Did I have systems in place to handle inquiries quickly, or did solid leads slip through the cracks?
• Did I make it easy for homeowners to choose me, or did they have to chase me down?

The builders who dominate their markets aren’t just the ones who do great work—they’re the ones who never let a solid lead disappear.

If you’re tired of missing opportunities because you’re too busy to follow up, it’s time to fix the problem. Have questions or comments? You can always reach me on our web chat at deckbuildermarketers.com or message me on any of our socials.

As always, I love your questions and am here to support you. Keep moving forward!