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Ask a floor how many times they call a lead before writing it off and the answer is usually two. Ask them where their funded deals came from and a large share arrive after the fourth attempt. Both things are true at once, which is the whole argument for a written cadence.
| When | Attempts | Channels |
|---|---|---|
| Day 0, within 5 minutes | 1 call | Call, then text if no answer |
| Day 0, later | 2 more calls, spaced | Call, email |
| Days 1–5 | 1 call daily, varying the hour | Call, one text mid-week |
| Days 6–14 | Every other day | Call, email |
| Days 15–21 | Twice | Call, breakup email |
Vary the hour, not just the day
Calling the same merchant at 10am every day for a week is one attempt repeated five times — you are sampling the same slot in their routine. Rotate through morning, midday and late afternoon and the connect rate moves without a single extra dial.
Channels are not interchangeable
- Call is what funds deals. Everything else exists to make the call get answered.
- Text works because it is read, but it is consent-bound and carrier-policed — keep it about the application, not about rates.
- Email carries the documents ask and the breakup, both of which need to be re-readable.
- Voicemail is worth leaving on attempts one and four, not every time.
When to stop
At the end of the cadence, or immediately if they ask you to. A completed cadence with no contact is a diary date at ninety days, not a deletion — merchants who were mid-crisis in March are sometimes funded in June. A request to stop is permanent and propagates everywhere.
Questions brokers ask
How many times should you call an MCA lead?
Eight to twelve attempts over about three weeks, front-loaded so several happen on the first day. Most floors stop at two, which is before the majority of connections happen.
What is double dialling?
Two calls back to back about a minute apart on the first attempt. One missed call from an unknown number is ignored; a second immediately afterwards reads as urgent, and it lifts the connect rate at no extra cost.
How long should a follow-up cadence run?
About three weeks, tapering from several attempts on day one to twice in the final week. Past that, uncontacted leads are better diarised for ninety days than dialled again.
Should you leave a voicemail every time?
No — on the first attempt and around the fourth. Every-time voicemails train the merchant to ignore the number, and they cost rep time that is better spent on the next dial.
When should a lead be dropped entirely?
When the merchant asks not to be contacted, which is immediate and permanent across every channel. Otherwise a finished cadence means diarise, not delete — funded deals do come out of ninety-day follow-ups.
Reference
Why the first five minutes decides the restThe cadence only matters if attempt one happened when it should have.
Alex Makowski
Founder, Infinite Bookings
Runs the lead generation operation behind Infinite Bookings — paid traffic, the funding application, and the delivery pipeline that puts records into brokers’ CRMs.
Reachable directly at alex@infinitebookings.com or 732-609-7182.