Many agents assume that if they follow up too much, they’ll come across as aggressive—as if persistence is just another word for pressure.

But, persistence and aggression are fundamentally different in both intent and execution.

• Aggression is self-serving. It’s about what you want (the sale, the deal, the outcome).
• Persistence is client-serving. It’s about what they need (information, clarity, guidance).
• Aggression doesn’t take no for an answer. It keeps pushing, even when the timing isn’t right.
• Persistence respects timing. It keeps showing up in a way that builds trust.
• Aggression feels transactional. It’s focused on closing the deal
• Persistence feels relational. It’s focused on building a long-term connection.

Aggression Creates Resistance,
Persistence Creates Confidence

Think about a time when you felt like someone was trying to push you into a decision—maybe a lead generation company that bombarded you with calls and emails, promising to transform your business overnight, or a recruiter who kept hounding you for an answer before you were ready.

How did that feel? Probably uncomfortable, rushed, and defensive.

Now think about someone who consistently showed up, provided value, and stayed on your radar without pressuring you—maybe a mortgage lender who checked in periodically with helpful rate updates, or a business connection who kept you informed about opportunities without forcing a decision.

How did that feel? Probably thoughtful, professional, and reassuring.

That’s the difference. Aggression makes people pull away. Persistence makes them feel supported.

Reframing Follow-Up as Service

When you follow up with the right mindset, you’re not being pushy—you’re simply:

• Providing value (insights, guidance, or resources that help them make an informed decision).
• Keeping communication open (because sometimes, people aren’t ready yet, but will be in the future).
• Building trust (showing up consistently in a way that reinforces your expertise and reliability).

Imagine if a past client told you:

“I wish I had worked with you, but I didn’t hear from you and assumed you were too busy.”

That’s why persistence matters. It’s not about pushing—it’s about making sure people know you’re there when they need you.

Final Thought:

Next time you hesitate to follow up, ask yourself: Am I reaching out to serve, or am I just trying to close a deal?

If your intention is to help, you’ll never be pushy—you’ll be persistent in the best possible way.

Keep going, keep serving, and keep showing up.

– Molly B.
Founder & CEO, Molly B. Townsend Coaching & Consulting
[email protected]