(Why the post-tour follow-up matters more than the tour itself.)

So, you gave them the grand tour. Showed off the ceremony space. Talked about all the dreamy wedding possibilities. They smiled, nodded, and said, “We love it!”

And now… silence.

Welcome to the Gen Z buyer’s cycle—where “We love it!” does not mean “We’re booking it.”

Why Gen Z Couples Aren’t Booking On the Spot

Unlike millennials, Gen Z couples aren’t out here impulse-buying experiences. They’re risk-averse, they do a ton of research, and they’ll analyze every detail before locking in a venue.

Here’s why they walk away after a tour without booking:

  • They’re scared of making the wrong choice. (They’re the generation of “Let me think about it.”)
  • They need social proof. (They trust TikTok reviews more than sales pitches.)
  • They don’t want to commit before comparing all options. (Even if they already love yours.)
  • They fear hidden fees or surprise charges. (They’ve seen too many horror stories.)

So, if you’re waiting for them to magically email you back saying, “We’re ready to book!”—it’s not happening.

You need to follow up. And you need to do it right.

How to Follow Up (Without Sounding Like a Desperate Salesperson)

The goal isn’t to “check in” (remember, we’re past that nonsense). It’s to remove friction, reinforce value, and make booking the easiest possible choice.

1. Send a Personalized Recap (Not a Generic Follow-Up)

Within 24 hours, send a quick email that reminds them why they loved the tour.

Hey [Name],

It was so great meeting you both and getting to show you around [Venue Name]! I loved hearing about your vision for your wedding—especially [something personal they mentioned, like a sunset ceremony or a live band].

Since I know picking a venue is a huge decision, I pulled together a few things that might help:

  • Real wedding galleries from couples with a similar style: [Link]
  • A transparent cost breakdown so you know exactly what’s included: [Link]
  • FAQs we get from couples in your shoes: [Link]

I’d love to make this as easy as possible for you.

Talk soon,

[Your Name]

2. Answer the Unasked Questions

Gen Z isn’t going to say, “We’re worried about hidden fees” or “We’re scared to commit.” But they are thinking it. So address it before they even ask.

Try this in your follow-up:

“I know a lot of couples wonder about budgeting for a venue. To make things simple, we don’t do hidden fees—everything is laid out upfront, and we offer flexible payment plans.”

Eliminate their hesitation before they even have time to stress over it.

3. Create a Clear, Low-Pressure Next Step

Gen Z hates pressure tactics. They also hate vague, open-ended decisions. Instead of asking them, “Are you ready to book?”—make the next step obvious and low commitment.

“If you’re still deciding, I’m happy to hold your date for 48 hours while you weigh your options. Just let me know if that would help!”

No pressure, no sleazy sales tactics—just making the process easier for them.

4. Skip the “Checking In” Texts. Use These Instead.

Instead of weak follow-ups like *”Just checking in!”* or *”Any updates?”*, try these:

  • The problem-solving approach: “A lot of couples get stuck deciding between venues. If you’re feeling that way, I’d be happy to go over any questions or concerns!”
  • The reassurance approach: “I wanted to follow up with some reviews from couples who were in your shoes last year—want me to send them over?”
  • The exclusivity approach: “Another couple is eyeing your date. Let me know if you want me to hold it while you decide!”

Every message should give them a reason to respond.

5. Use Social Proof to Seal the Deal

Gen Z trusts TikTok, Reddit, and online reviews more than any sales pitch. So use that to your advantage.

Follow up with something like:

“A lot of couples want to hear from past brides & grooms before making a decision. Here’s what a few of our couples had to say after getting married here: [Link to testimonials or TikTok reviews].”

Let them see real people saying, *“Best decision ever!”*—that’s what will actually get them to book.

The Bottom Line

Gen Z couples aren’t just going to magically book after a tour. They need reassurance, clear next steps, and a reason to act now.

The venues that follow up the right way? They get the bookings.

The ones that don’t? They get ghosted.

So send the email. And make it count.