In real estate wholesaling, time is everything. A lead can come in at the most unexpected times, and how quickly you respond can make or break a deal. Here’s a story that illustrates this point perfectly.

A few years ago, Dylan, one of our team members, was at home on Christmas morning with his family when the phone rang. Despite it being the holidays, he answered the call. It turned out to be a distressed seller who needed to offload their home quickly. By the next morning, Dylan was at the property, contract in hand, securing what would turn into a $40,000-$50,000 assignment fee. As he was leaving the seller’s house, another investor pulled up—too late. Dylan’s quick response and willingness to go out the very next day made all the difference.

But not every story ends that way. Recently, we hired a new rep in the Port St. Lucie area. He got a lead on a Sunday evening and, excited as he was, he figured he could schedule it for two days later. He already had an appointment on Tuesday in Vero Beach, so he decided to combine the trips. Instead of acting quickly, he went into the office on Monday to make cold calls, not realizing how important those extra 24 hours could be.

By the time he arrived for his appointment on Tuesday, the seller had already signed a contract with another investor on Monday. That 24-hour delay cost him a $40,000 deal that was well within his grasp.

The lesson here is simple: time kills deals. Even when it seems like 48 hours won’t matter, you could lose out to someone who gets there first. Whether it’s the holidays or just an inconvenient time, acting with urgency can be the difference between a massive payday and missing out entirely.

In this industry, every hour matters. Respond fast, act decisively, and always keep in mind that another investor might be right behind you, ready to take the deal if you don’t.