Ghosted by a Prospective Client? Here’s the Psychology behind it… and How to Stop It from Happening Again

There you are—crafting the perfect follow-up email, your cursor hovering over "Send" like a hopeful romantic about to text their crush. You hit send. You wait. And then...nothing. Silence. The abyss. Your once-promising prospect has vanished, leaving you with nothing but an unfulfilled CRM entry and a vague sense of rejection.?

If you’ve ever been left hanging after a promising first date, you know the sting of ghosting. Personally, I can say it has happened to me…but not often. I mean, there are lots of people who make irrational decisions each day…That I am sure they sorely regret now. Nevertheless…

Research shows that around 60-70% of people have ghosted—or been ghosted—while dating (LeFebvre et al., 2019). But ghosting isn’t just for the romance world. Prospective clients may not be swiping left on you, but they are vanishing mid-conversation. And just like in dating, it often has less to do with you and more to do with their own fears, avoidance tendencies, and decision fatigue.

Congratulations—you’ve been ghosted.?

Studies show that over 60% of potential clients never respond after initial contact (Advisor Perspectives). That’s right—more than half of your “hot leads” might just disappear into the ether.?

So, why do prospective clients ghost their advisors? And more importantly, how can you stop it? Let’s break it down.?

The 5 Most Common Reasons Prospects Ghost Financial Advisors?

1. Avoidance of Uncomfortable Conversations?

Nobody wakes up thinking, “I can’t wait to talk about my financial regrets today!” Facing financial realities can be uncomfortable, so some people choose to, well…not. We know that many people are more guarded about their financial history than their medical history. So instead of responding to your email, they pretend they never saw it. Classic out of sight, out of mind behavior.?Oh, did you mentioned estate planning in your first engagement? Oh yeah.

How to Combat It:?

Create a judgment-free environment. Remind them that you’re not here to scold them for past mistakes (they have their inner monologue for that). Share relatable stories about clients who started where they are and improved with your help.?

2. Decision Paralysis (a.k.a. Too Many Options, Brain Short-Circuiting)?

Ever try to pick a movie on Netflix and end up watching nothing? That’s what some prospects experience when they’re handed a dozen financial decisions at once. Retirement planning, estate management, tax strategies—it’s enough to make anyone run for the hills. I have written about choice overload for you satisficers and maximizers in previous newsletters and my books. It’s a fun topic but not for today.

How to Combat It:?

Break it down. Simplify. Think "bite-sized advice" instead of "all-you-can-eat buffet of financial jargon." In most cases, the most money avoidant people are the ones with the lowest financial self-efficacy. You have to build it in small steps with attainable goals that are celebrated (see previous newsletters). Too much too soon and they lose hope. Weight loss and fitness are perfect comparisons.

3. Lack of Personal Connection (a.k.a. They Think You’re a Robot)?

If a prospect feels like they’re just another name in your sales funnel, they’re far more likely to disappear than if they feel understood and valued. People don’t want a spreadsheet with a pulse—they want a guide who gets them.?

How to Combat It:?

MRI? Genesis helps you personalize your approach, going beyond risk tolerance to uncover deeper financial behaviors and motivations. It’s like having a financial X-ray machine, revealing what makes your clients tick—so you can speak their language instead of just throwing industry jargon at them.?

4. Skepticism and Trust Issues (Thanks, Bad Industry Apples)?

Some prospects have had bad experiences with financial professionals before. Maybe they got burned by high fees, felt ignored, or got generic advice that didn’t fit their needs. Now, they’re wary.?

How to Combat It:?

Use trust-building tools—social proof, testimonials, case studies, and transparency. Show them real success stories of people just like them. And don’t just tell them what you can do—show them.

5. Life Got in the Way (a.k.a. They’re Just Busy)?

Sometimes, people ghost not because they don’t want your help, but because life is chaos. Work deadlines, kids’ soccer games, unexpected expenses—financial planning gets pushed to the bottom of the to-do list.?

How to Combat It:?

Make it easy for them to come back. Instead of guilting them for not responding, send a friendly, low-pressure follow-up. Example:?

"Hey [Prospect’s Name], totally get that life gets busy! Just checking in to see if I can help make anything easier for you. No pressure—just here when you need me. Hope you’re doing great!"?

Enter MRI? Genesis: The Ghostbuster for Financial Advisors?

This week we launched MRI? Genesis.

MRI? Genesis isn’t just another risk questionnaire. It’s the next generation of financial psychology tools, helping advisors understand how clients think, feel, and act around money. While traditional risk tolerance assessments only scratch the surface, MRI? Genesis dives deeper—revealing what really influences a client’s financial behaviors.?

This means:?

·????? More engaging client conversations (because you’re speaking to their actual needs)?

·????? Fewer disappearing prospects (because you’re addressing their hesitations before they ghost)?

·????? Stronger relationships (because you actually get them)?

Prospective clients ghost for a reason, but that doesn’t mean you’re powerless. By understanding their fears, simplifying their decisions, and building trust, you can turn ghosts into engaged, long-term clients.?

Want to learn more about MRI? Genesis and how it can transform your client interactions? Let’s talk. Email me for demos and more information.

To learn more about my work, visit www.CharlesChaffin.com.

Or…to explore our advisor programs, or schedule a demo of MRI? for yourself or your firm, email me directly at [email protected]

References

LeFebvre, L. E., Allen, M., Rasner, R. D., Garstad, S., Wilms, A., & Parrish, C. (2019). Ghosting in emerging adults' romantic relationships: The digital dissolution disappearance strategy. Imagination, Cognition and Personality, 39(2), 125-150.

?

Advisor Perspectives. (2023, October 4). Follow-up ghosting and how to avoid it.