Only Getting 30–40% Pickup on Warm Leads — Is That Normal?

Question

Hey folks — I recently got into wholesaling and have been doing a bunch of cold calling over the past few months. I’ve been tracking some basic metrics across my operation and I wanted to sanity-check something with the community.

I’ve read a bunch of posts and research on cold calling, and it seems like a 3–6% pickup rate on cold leads is fairly standard. That aligns with what I’m seeing, so no surprises there — but curious if anyone’s cracked that number.

What I’m more curious about is warm lead pickup rates — specifically, when a seller replies to a text message campaign saying they’re interested in an offer, and then I try calling them. I’m currently seeing a 30–40% answer rate on those calls.

Is that in line with what others are seeing? Or am I doing something wrong?

Dominic Mazzarella · Answer

Honestly, 30–40% pickup on warm leads isn’t bad at all, especially in today’s market where people are bombarded with spam calls and texts constantly. That’s actually about in line with what I’ve seen and heard from others who are running SMS → phone call funnels

One thing that might help is tweaking your follow-up timing. Try calling within a few minutes of their response while the interest is still fresh, sometimes that alone bumps it closer to 50–60%. You could also test double-tapping (calling twice in a row) or leaving a voicemail + follow-up text if they don’t answer.

At the end of the day, not every warm lead is truly warm. Some folks get cold feet or were just curious. But your numbers aren’t out of the ordinary from what I’ve seen.

Caleb Brown · Answer

That's a solid %. I would also stress the importance of follow up. I would reach out 5-7+ times to warm leads that have opted in. The first time you called might be a bad time or they need warmed up a little more. Takes consistency