Quick Summary
Many businesses hope for “love at first sight” with customers—but real connection takes time. When Findable partnered with Acre Made, a custom furniture maker, sales data revealed buyers often spend six months quietly engaging before reaching out. One client discovered Acre via ads, browsed their site repeatedly, followed them on Instagram, and joined their email list—all before inquiring. The lesson? Trust builds slowly. Long-term, multi-channel marketing and data tracking are essential to convert interest into sales.
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The 6-Month Sales Romance
Do you believe in “love at first sight”?
The research suggests you probably shouldn’t.
A study from the University of Groningen reported that love at first sight is more like attraction at first sight. Lasting love needs time and trust.
Your sales are the same.
Take Acre Made as an example.
We started working with Acre Made, a custom furniture maker, last month. A look at their sales data revealed something surprising: their average customer lurks for 6 months before contacting.
Here’s a typical timeline:
- November: Customer found the company through a Google Ad
- Between Nov to Jan: Visited the website 10 times
- December: Followed on Instagram
- January: Joined the email list (their trade program)
- April: Opened the email newsletter
- May: Inquired. Received a quote. Closed a deal within 7 days, under $10k.
Interesting, right?! This is what we learned:
1. Trust takes time, especially in this industry
The higher the price and the more personal the service, the more time and trust someone needs. Six months of quiet lurking before an inquiry isn’t weird. It’s normal. Just because someone’s silent doesn’t mean they’re not paying attention.
2. Your marketing is a team sport
Acre Made didn’t land this customer from one magical moment. Years of consistent marketing built a brand that reflects their luxury, heirloom-quality furniture. It wasn’t one post. It was the full mix of ads, website, Instagram, and emails that built trust.
3. Track your data, it’s full of insight
Without tracking, we might’ve thought this inquiry came out of nowhere. But the data told a different story, and it’s helping Acre Made with their marketing strategy going forward. (Like hiring help – see below!) Your data is your best teacher. Not some marketing guru online.
So, if you’re not tracking your sales inquiries, start now.
- Add the question “How did you find us?” to your website contact form.
- When you talk to inquiries for the first time, ask them again. Let them ramble and give you more context than the data.
- Track the answers using a spreadsheet (here’s a simple template) or a CRM. Acre Made uses HubSpot.
If you need help building a marketing strategy that people can fall in love with over time, hit reply or book a call. No love-at-first-sight gimmicks here. Just long-term marketing that actually calls you back.
Oh! And if you’re a student looking for a co-op placement or internship, Acre Made is hiring. Here’s the job listing. Deadline is May 26, and the honorarium is $1,500 CAD. They’re amazing people.
See you next week,
Daniela
