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Ever sent a quote or responded to an enquiry, only to hear… nothing? It happens all the time. And if you’ve ever hesitated to follow up because you don’t want to seem pushy, you’re not alone.
But here’s the thing - following up isn’t about nagging, it’s about great customer service. People enquire because they’re interested. But life gets busy, emails get buried, and decisions get put on hold. A friendly nudge might be exactly what they need to move forward with booking you.
In this blog, we’re breaking down why following up is essential, how often you should do it, and the best strategies to make sure you’re top of mind - without feeling like you’re bothering anyone.
What Is a Sales Lead?
Before we dive into follow-up strategies, let’s cover the basics - what actually is a sales lead?
A sales lead is someone who has shown interest in your services but hasn’t booked yet. Maybe they’ve filled out your enquiry form, messaged you on Instagram, or even replied to an email but haven’t locked in a date.
Not all leads are the same, though. Some are hot leads, ready to book and just need a little nudge. Others are warm leads; they're definitely interested, but still deciding. And then there are cold leads - those who have enquired but have gone completely quiet.
The good news? A well-timed follow-up can move a lead from “interested” to “booked” faster than you think. But only if you approach it the right way. Let’s get into why following up matters - and how to do it effectively.
Why Following Up with Leads Matters
You might feel like if a client is interested, they’ll come back to you on their own. But, in reality, most people need a nudge.
Think about how many times you’ve meant to reply to an email, only to get distracted and completely forget. Your leads are no different. Life happens - work gets busy, wedding planning gets overwhelming, and before they know it, they’ve lost track of their inbox. A follow-up from you? That’s just good customer service.
Here’s why it makes such a difference:
People Are Busy
They might have loved your work when they enquired, but if they’ve got ten tabs open comparing photographers, you need to stay on their radar. A follow-up email keeps you front of mind.
It Shows Professionalism
Clients want to book someone who’s reliable and organised - following up proves you are. It also reassures them that you’re proactive and genuinely interested in working with them.
It Can Significantly Increase Bookings
Studies show that businesses that follow up multiple times convert more leads into paying clients. In fact, a lot of clients just need a little reassurance before making their final decision.
The bottom line? If you’re not following up, you’re leaving bookings on the table. And now, let’s talk about how often you should be doing it.
How Often Should You Follow Up?
So - the big question - how many times should you follow up before giving up? The magic number is at least three, though Marketing Donut says around 80% of leads require 5 follow-ups before they turn into a solid conversion.
Some photographers stop after one email, assuming the client isn’t interested. But, in reality, most people need a few gentle nudges before they take action.
Here’s a simple follow-up timeline that keeps you top of mind without being overbearing:
1. Immediate Response (Within 24 Hours)
The first message isn’t technically a follow-up, it’s your initial reply to their enquiry. The key? Be fast. Clients are likely reaching out to multiple photographers, and the one who responds quickly has the best chance of securing the booking.
2. First Follow-Up (2–3 Days After No Response)
If you haven’t heard back, don’t assume they’re not interested. A short and friendly email like, “Hi [name], Just checking in to see if you had any questions!” works well. Keep it casual, helpful and pressure-free.
3. Second Follow-Up (4–5 Days After the First Follow-Up)
Still no reply? It’s time for another nudge. This is a great time to add value - maybe a helpful tip, a link to a past client testimonial, or a reminder that dates are filling up. Something like:
"I know wedding planning can get overwhelming, so I wanted to check-in. If you have any questions about timelines or our packages, I’m happy to help!"
4. Final Follow-Up (Around 10–14 Days After Initial Enquiry)
If they’ve gone completely quiet, this is your last check-in. Give them an easy way to say yes or no. Try something like:
"Hi [Name], I hope all your planning is coming together now! I just wanted to follow up one last time before I’ll have to open up this date to other enquiries. If you’re still interested, I’d love to chat! If now isn’t the right time, no worries. I hope you've found the perfect photographer to capture your phenomenal day!"
After this, leave it be. Some clients aren’t ready to book yet, and that’s okay. The goal isn’t to pressure them, it’s to make sure they have all the info they need to make a decision.
Effective Follow-Up Strategies
Following up is one thing, getting a response is another. The key? Especially as a one-man-band photographer, it's all about making your follow-ups feel natural, personal and valuable. Here’s how to do it right:
1. Personalise Every Message
Dropping a generic “Just following up” email into a potential client's inbox won’t cut it. Make it personal by using their name, mentioning any important details from their enquiry and show that you genuinely remember (and are interested in!) them.
For example, you could say something like:
"Hi Sarah, I loved hearing about your plans for your winter wedding at The Old Hall! I know you mentioned wanting relaxed, natural photos, so I wanted to check in and see if you had any questions about my style or packages."
2. Mix Up How You Follow Up
As a business owner, we get into the [sometimes terrible] habit of checking our emails religiously. Not everyone is like that. If you originally spoke to your potential client on Instagram or via text, consider following up there too. Some clients are more likely to respond to a quick DM or even a friendly voicemail than a lengthy formal email.
3. Give Them a Reason to Reply
Instead of just asking if they’re still interested, offer your lead value. This might be:
- A link to a your portfolio or gallery so they can see a full wedding, not just highlights.
- A helpful blog post, like “How to Create the Perfect Wedding Timeline”.
- A quick tip based on their venue or season (e.g., “Spring weddings at your venue always look incredible - sunset photos there are a must!”).
4. Make It Easy for Them
Sometimes leads don’t reply because they don’t know what to say or they’re overwhelmed with decisions. Try giving them a clear, simple action to take, like clicking a link to book a call or just replying with a “Yes, I’m interested!”.
5. Keep It Warm and Friendly
Following up should never feel like chasing. If you keep your tone light, helpful, and professional, clients won’t see you as pushy - they’ll see you as attentive and invested in their experience.
When done right, follow-ups don’t need to be just about boosting your bookings. In every conversation you have with a potential client, no matter how you do it, you should always be aiming to build trust, strengthen the relationship and make your clients feel valued.
Overcoming the Fear of “Being Pushy”
One of the biggest reasons photographers hesitate to follow up? They don’t want to seem annoying. But here’s the truth: following up is part of great customer service, not a sales trick.
Think about it this way... Your lead reached out to you first. They were interested enough to enquire, so they want to hear from you. Life just gets busy. A friendly follow-up is a reminder, not a demand.
Reframe How You See Follow-Ups
Instead of thinking, “I don’t want to bother them,” shift your mindset to:
- I’m making their life easier by keeping this simple for them.
- I’m showing I care about their wedding/session and want to help.
- I’m giving them all the info they need to make a confident decision.
Clients Appreciate the Effort
Most people won’t think you’re being pushy, they’ll appreciate your professionalism and attention to detail (as long as you’re using the right language). A thoughtful, well-timed follow-up makes their decision easier, rather than forcing it.
Soft Language Makes a Big Difference
The way you word your follow-ups matters. Instead of saying:
❌ “I haven’t heard from you - do you still want to book?”
Try:
✅ “I just wanted to check in and see if you had any questions - I’d love to help!”
Or, instead of saying:
❌ “Are you still interested?”
Try:
✅ “I know wedding planning can get overwhelming, so I wanted to follow up and see if I can make things easier for you.”
By keeping things light, friendly, and non-demanding, you remove the pressure and make it feel like a conversation, not a sales pitch.
The bottom line? Following up isn’t pushy - it’s helpful. And when done right, it can make the difference between a lost lead and a booked client.
Final Thoughts & Next Steps
Following up with leads isn’t about pushing for a sale, it’s about keeping the conversation open, providing value, and making it easy for potential clients to say yes.
Most people aren’t ignoring you on purpose. They’re busy, distracted, or simply haven’t got around to making a decision yet. A well-timed, friendly follow-up puts you back on their radar without feeling intrusive.
Here’s your action plan:
- Follow up at least three times: Clients need a few reminders before taking action.
- Keep it warm, personal, and pressure-free: A friendly check-in is far more effective than a hard sell.
- Use different channels: If email isn’t working, try a DM, text, or voice note.
- Make it easy for them: Clear next steps reduce decision overwhelm.
How We Can Help
Want to spend less time chasing leads and more time doing what you love? Ashwood VA can help. From managing enquiries and client follow-ups to keeping your inbox in check, we take care of the admin so you can focus on your photography.
Let’s chat about how we can streamline your client workflow!
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