There’s one thing that separates a high-performing dispo team from a deal graveyard full of ghosted conversations:

Speed.

Not just your speed, the buyer’s.

If a buyer can’t give you a clear yes, no, or request for info within 24 hours, chances are, you’re not their priority. And if you keep chasing, you’re making them yours.

That’s where the 24-Hour Rule comes in.

This isn’t about being aggressive or robotic. It’s about qualifying buyer intent with a clear, repeatable framework that keeps your pipeline moving, and your energy focused on people who actually close.

Let’s break it down.

What Is the 24-Hour Rule?

The 24-Hour Rule is a simple standard:

If a buyer hasn’t responded in 24 hours, you shift them down the priority list.

It doesn’t mean you cut them off. It just means you stop investing time and mental energy into someone who isn’t showing urgency.

Because here’s the truth:

• Serious buyers respond fast.

• Opportunists take their time.

• Tire-kickers love to “circle back.”

And if you treat them all the same, you’ll waste hours trying to convert someone who was never planning to buy.

Why 24 Hours?

Why not 12 hours? Or 48?

Here’s why 24 hours is the sweet spot:

• It’s enough time for a real buyer to check their calendar, talk to a partner, run quick numbers.

• It’s not so long that the deal goes cold or you start doubting your process.

• It’s a standard they’re already familiar with.
  Most experienced investors operate with the same internal clock.

If someone needs more than 24 hours just to tell you they’re interested?

That’s a signal.

What the 24-Hour Rule Filters Out

Let’s be clear: this rule isn’t about punishment.

It’s about clarity.

Here’s who it helps you identify:

If you wait around for all of them to circle back, you’re operating on their timeline, not yours.

How to Apply the 24-Hour Rule (Without Burning Bridges)

So how do you implement this rule without sounding cold, robotic, or pushy?

It’s all about framing.

Here’s how to do it in five stages:

1. Set Expectations Upfront

From the moment you send a deal, make your timeline clear.

“This one’s moving fast. We’re looking to make a decision in the next 24 hours.”

You’ve now placed a clear mental timer in their head. If they want it, they’ll move.

If they don’t respond, you’re not caught off guard.

2. Use a Soft Time Cue in Your Follow-Up

Let’s say they haven’t replied. You follow up like this:

“Hey, just checking in one last time before I move forward with another buyer. Still interested?”

This doesn’t demand a yes or no. It just nudges.
And if they still go quiet, that’s your signal.

3. Shift Them in Your CRM

If there’s no movement in 24 hours, mark them as:

• Lower-priority

• Slow-responder

• Needs future requalification

That doesn’t mean delete them.
It just means you stop waiting.

You’re now free to move your attention elsewhere.

4. Recycle the Deal Without Apology

Let’s say 36 hours go by and a hot buyer pings you.
You give them the walkthrough or the lockup.

Then the slow buyer resurfaces. They say:

“Hey, still available?”

You respond:

“We moved forward with another buyer who was ready. I’ll loop you into the next one that fits your criteria.”

No guilt. No apologies. Just standards.

5. Let Your Behavior Train Your Buyer List

Over time, your buyers will learn: You don’t wait around.

They’ll either match your pace, or lose deals to people who do.

Either way, you’re creating a list that respects your time, not just your inventory.

Real Scripts to Enforce the 24-Hour Rule

Here are some real-world examples of what you can say:

Initial Deal Message

“Hey [First Name],

Got a solid 3/2 under contract in [ZIP]. We’re aiming to lock this up in the next 24 hours. Want me to send details?”

Post-Details Follow-Up

“Just checking, are you still in the mix for this one?
We’re prioritizing offers today before it moves.”

“Final Call” Message

“We’ve got a ready buyer lined up, so I’ll be finalizing by 5 PM.

If you’re still interested, let me know before then.”

After the Deal’s Gone

“We ended up locking it up with someone else who was ready to move.

I’ll keep you in mind for the next similar one!”

Objections You’ll Hear (and What They Really Mean)

Let’s decode the common excuses buyers give when they miss your 24-hour window:

“Sorry, just been slammed, still interested though!”

Decoded: “You weren’t a priority.”

What to do: Acknowledge, add them to a lower tier, and test again next time.

“I needed more time to run comps.”

Decoded: “I’m not sure I’m confident or serious.”

What to do: Send more detailed info next time, but still hold the 24-hour line.

“Can you give me until tomorrow?”

Decoded: Maybe serious, maybe not.

What to do: Say yes only if no better buyers are on deck, and make them commit.

“Sure, I can hold it for you until 3 PM tomorrow if you’re serious. Just confirm interest and I’ll pause other convos.”

When NOT to Use the 24-Hour Rule

Yes, there are exceptions.

Don’t apply it blindly. Use it as a tool, not a weapon.

Here’s when to flex:

If a buyer tells you upfront they need a walkthrough the next day

Let them. But get commitment.

If the buyer is an A-list closer

They’ve closed with you before? Great. Give them the benefit of the doubt, but not forever.

If the deal has lower urgency

If you’ve got zero offers and two weeks left on contract, use the time. But still test urgency early.

The Real Benefit: Peace of Mind

Here’s what happens when you stick to the 24-Hour Rule:

• You stop agonizing over silent threads

• You protect your confidence and momentum

• You focus on people who are actually going to move

And maybe most importantly…

You build a system that scales.

No more gut calls.
No more chasing.
No more burning energy on people who aren’t ready to buy.

What This Looks Like in Practice

Let’s say you send a deal out Monday at 10AM.

• Monday 1PM: One buyer asks for a walkthrough. You schedule it.

• Monday 3PM: A second buyer says, “Send details.” You do.

• Monday 5PM: A third buyer opens the message, no reply.

• Tuesday 10AM: No word from buyer #3. You archive it.

If they come back at 3PM Tuesday, you’ve either:

• Already locked it up with someone else

• Or are down to your final offer window, and now they need to move fast

Either way, you’re in control.

Time = Intent

The #1 signal of buyer motivation isn’t what they say.

It’s how fast they act.

The 24-Hour Rule helps you align your energy with the people who:

• Ask smart questions

• Show up for walkthroughs

• Lock up contracts

• Actually wire money

And lets you quietly deprioritize the rest, without burning bridges or playing games.

Because speed doesn’t just close deals. It clarifies everything.