Following up with event leads is one of the most important skills a venue can develop. Too aggressive, and you push potential clients away. Too passive, and they forget about you. Here's how to strike the perfect balance.
The 24-Hour Rule
When a lead comes in, you have a golden window: the first 24 hours. Studies show that response time is the #1 factor in lead conversion. Respond within an hour if possible, and always within a business day.
The Follow-Up Sequence
Not every lead will respond to your first message. Here's a proven sequence:
- Day 1: Initial response with key information
- Day 3: Gentle check-in with a helpful resource
- Day 7: Direct question about their timeline
- Day 14: Final touch with a limited-time offer
What to Say
Each follow-up should provide value. Don't just ask "Did you get my email?" Instead:
- Share a helpful tip related to their event type
- Mention a recent similar event you hosted
- Offer to answer specific questions
- Provide a clear next step (schedule a call, visit the venue)
Know When to Stop
After 3-4 touches with no response, it's time to move on. Send a "closing the loop" email that lets them know you're here when they're ready, then focus your energy on warmer leads.
Automate Intelligently
The best venues use automation for follow-ups, but keep it personal. Tools like Reunion's Houndstooth AI can write personalized follow-ups based on the lead's specific event details, so every message feels hand-crafted.