When to Push for the Contract vs. When to Follow Up
This article is about mastering that decision point, the “push or pause” fork in the road, so you stop guessing and start closing.
Austin Beverigde
Tennessee
, Goliath Teammate
You’ve got a motivated seller on the phone.
They’ve admitted they’re open to selling. You’ve built rapport. Maybe even tossed out a number.
Now comes the moment every investor, wholesaler, and acquisitions pro faces:
Do I push for the contract… or wait and follow up?
Make the move too early, and you risk scaring the seller off.
Wait too long, and a more aggressive buyer swoops in and takes the deal.
This article is about mastering that decision point, the “push or pause” fork in the road, so you stop guessing and start closing.
Understand the Seller’s Emotional Arc
The seller’s journey isn’t just transactional, it’s emotional.
Behind every deal is a timeline of shifting fear, pressure, urgency, and resistance.
If you try to close a seller when they’re still processing their pain, you’ll hit a wall.
If you wait when they’re ready to act, you’ll lose the window.
Here’s the arc to watch for:
Denial. “I’m not selling.”
Curiosity. “What would you offer?”
Doubt. “Can I trust this person?”
Clarity. “I think it’s time to let this go.”
Action. “Let’s get it done.”
Your timing should align with their place on that arc, not your eagerness to get a deal signed.
5 Signs They're Ready to Move
If the seller shows 3 or more of these signals, it's time to push for the contract.
1. They ask specific questions about how the deal works
“How fast can you close?”
“What happens after I sign?”
“Do I need to clean anything out?”
These aren’t curiosity questions; they’re action-prep questions.
2. They express fatigue or urgency
“I just want this off my plate.”
“I’m done dealing with this place.”
“I can’t do another month of this.”
Emotionally, they’re cooked. That’s your opening.
3. They’ve told their spouse/family about the decision
When a seller says, “We talked about it,” that’s a sign of internal alignment. Most offers stall because the seller hasn't processed the decision with others yet.
4. They ask what you’d offer, again
This often signals they’re testing for readiness. They want to see if you’re still interested, and if your number feels real.
5. The pain is now outweighing the hesitation
If the conversation turns from:
“What’s your offer?”
To: “I just don’t want to deal with [problem] anymore.”
You’ve reached the decision point. Time to move.
What to Say When It’s Time to Push
Pushing doesn’t mean hard closing. It means offering a clear, easy next step.
Here’s a clean structure:
“Sounds like this has been weighing on you, and that you’re looking for a simple way to move on. If it helps, I can send over an agreement and walk you through everything line by line. That way, we’re moving forward, but at your pace. Want to do that?”
Or:
“Honestly, this sounds like a great fit for what we do, and you’ve already told me what matters to you. I’d be happy to get something in writing and start the process. Does that make sense?”
These feel natural, low-pressure, and assume readiness without forcing it.
When to Hold Back and Follow Up Instead
If you misread the moment and push too soon, here’s what usually happens:
The seller ghosts you
They say “I need to think about it” and never respond
You burn trust, and someone else gets the contract
Here’s how to spot when it’s better to wait:
1. They’re vague about the timeline or next steps
“I’m just exploring.”
“Maybe in a few months.”
“We’re not really in a rush.”
These are stall signals. Don’t push, probe.
2. They deflect emotional questions
If you ask about why they’re selling and they dodge it, “Eh, we’re just looking around”, they’re not ready. You haven’t earned the pain point yet.
3. They haven’t told other decision-makers
If a spouse, sibling, or co-owner isn’t looped in, pushing now means you’ll likely get an “I have to check with them” excuse.
4. They’re asking surface-level questions only
“How much will you offer?”
“What’s your company called?”
They’re still vetting you, not moving forward.
5. You feel more urgency than they do
This is the most dangerous sign. If you’re pushing because you want the deal, not because they’re ready, stop.
Desperation ruins deals. Discipline protects them.
The “Follow-Up Framework” That Closes
Follow-up isn’t just about staying top of mind. It’s about moving the conversation forward in small steps.
Here’s a simple framework to use:
Step 1: Anchor the conversation
“Thanks again for walking me through your situation. I know it’s a lot.”
Step 2: Clarify their timeline
“Based on what you shared, it sounds like you're not looking to do anything just yet. Totally fair.”
Step 3: Reposition your value
“When you are ready, I’d love to make this simple for you, no pressure, no surprises.”
Step 4: Set expectations
“If it’s alright, I’ll check in next week just in case anything changes on your end.”
This builds trust. Shows professionalism. And keeps the door open.
Use Lead Scores to Time Your Offer
If you're using Goliath Data, take advantage of lead scoring tags based on:
Motivation type
Timeline clarity
Ownership flags
Call behavior
Follow-up stage
This helps your team align your offer strategy with data, not just gut feeling.
Example:
“High Motivation + Clear Timeline + Responsive Seller” = Push
“Low Motivation + Long Timeline + Vague Answers” = Follow up
No more guessing.
What to Send After a Soft No
Sometimes, a seller says, “Not right now.” That’s not a dead lead, that’s an invite to follow up with value.
Here are examples of what to send that build rapport:
Text
“Hey [Name], just wanted to check in, still here if you ever want to talk options. Hope things are going smoothly with the property.”
Subject: “No pressure, just keeping the door open”
“Hi [Name],
Appreciate our recent conversation. Totally respect your timing.
If and when you're ready to move forward, whether next week or next season, I'm here to make it simple and hassle-free.
Until then, feel free to reach out anytime.”
Voicemail Drop
“Hey, this is [Your Name]. Just a quick follow-up, no rush at all, but if you're still considering your options, I’d love to be a resource when the time feels right. Take care.”
These keep your name top of mind without pressure.
Red Flags That It’s Time to Move On
Not every lead is worth nurturing forever.
Here are signs that it’s time to archive and reprioritize:
They’ve sold the property (confirm via Goliath Data or county records)
They’ve gone 60+ days with no response across channels
They’ve said no, and given a reason that won’t change (e.g., "We’re keeping it in the family")
They signed with a listed agent or another buyer
Chasing dead leads kills productivity. Your next deal is waiting. Don’t get stuck on ghosts.
Advanced Move: Soft Contract Strategy
Sometimes, a seller is “almost ready” but not quite.
Use this soft close:
“What if I send over something in writing so you can look it over? You don’t have to sign anything now, just gives you something to think through.”
This:
Makes the offer feel real
Creates momentum
Makes them more likely to actually respond
Even better: it lets you revisit the conversation with, “Hey, just wanted to see if you had a chance to review that draft.”
That’s a stronger entry point than “Just checking in…”
Timing Is a Skill. Learn to Trust It.
Here’s the truth no one tells you:
Most deals are won not by the better offer, but by better timing.
If you push too early, you lose trust.
If you wait too long, you lose the deal.
Top closers don’t get lucky. They:
Read the signs
Watch the emotions
Match the seller’s energy
And move when it matters
So next time you’re on that call and feeling the pull to pitch the offer, ask yourself:
Are they ready to say yes? Or do they still need time to say it themselves?
Let your gut follow the seller, not the script.
