At Local Fare Marketing Group, we’ve spent the last 22 years helping Chattanooga’s local businesses generate leads—real, quality, interested consumers looking into your business. From digital ads to social media to direct mail and everything in between, we know how to get attention. But here’s the million-dollar question:

What are you doing with those leads once you get them?

This might sting a little, but it needs to be said: Generating a lead is just the beginning. If your business doesn’t have a clear plan to follow up, nurture, and close that lead, you’re leaving money on the table. We don’t want that for you. You don’t want that for you. So let’s talk about it—from one marketing friend to another.

The Life Cycle of a Lead (a Quick Primer)

Before we dive into strategy, let’s zoom out for a second and look at what a lead actually is. When someone clicks on your ad, fills out a contact form, or picks up the phone to call you, that’s a moment. It’s a decision they made because something we (you and Local Fare) did caught their eye. They’re interested—but not sold.

From there, they enter what we call the lead life cycle. Think of it like this:

  1. Attraction – They saw your ad, heard your pitch, or read your postcard. They’re intrigued.
  2. Engagement – They clicked, called, messaged, or walked through your door. This is your moment.
  3. Follow-Up – What you do next determines if they move forward or fade away.
  4. Conversion – A lead becomes a paying customer.
  5. Retention/Referral – A happy customer stays, returns, and refers.

If you’re skipping or stumbling through steps 3 and 4, your marketing isn’t broken—your sales process might be.

What Happens if You Drop the Ball?

Leads have a shelf life. If you don’t follow up quickly, they’ll move on to the next business on their list (and there’s always a next business). Here’s what we see too often:

  • No follow-up at all. Yes, this still happens! A voicemail or email gets lost and never returned.
  • Slow response times. You take three days to reply, and by then the customer has forgotten they even reached out.
  • One-and-done outreach. You send one email, hear nothing back, and assume they’re not interested.

The truth? Most sales happen after 5+ touches.

Let that sink in.

Closing the Loop: Tips to Turn Leads into Revenue

Here’s how to make sure you’re not just generating leads—you’re closing them:

1. Have a Plan for Every Lead

Don’t wing it. Whether it’s a CRM system or a spreadsheet, every lead should be tracked and have a designated next step.

2. Respond Fast

Speed matters. The first business to respond often wins the customer. Aim for same-day replies (or faster).

3. Create a Follow-Up Sequence

Don’t just send one message. Build a short sequence: a call, a text, a follow-up email, a final check-in. Keep it polite but persistent.

4. Personalize Your Pitch

Show that you listened. Reference what they asked for, share helpful info, and build trust before you try to sell.

5. Train Your Team

If you’ve got a team answering calls or emails, they need to know how to represent your business, answer questions, and move things forward.

You’re Not in This Alone

At Local Fare, we don’t just bring you leads and leave you to figure out the rest. We partner with our clients to build smarter, more connected strategies—so your sales process is as strong as your marketing.

Think of us as your inside connection in the marketing world. We’ll help you get the lead, but we also care deeply about what happens next.

Because when you win? We win, too.

Let’s talk about your lead follow-up strategy. If you’ve got questions, gaps, or just want to brainstorm how to close more deals—we’re just a call away. Local marketing is what we do. And closing deals? That’s what we’ll help you do even better.