How to Create Urgency
Ever told yourself, “I’ll get to it later”—and then never did? That’s exactly what happens when customers aren’t given a reason to act now.
Creating urgency in your marketing isn’t about pressuring people into buying—it’s about helping them realize why now is the best time to take action. If customers don’t feel a clear reason to move forward, they’ll put it off indefinitely, and you might lose them to a competitor in the meantime.
Why Customers Wait (And How to Overcome It)
Many customers delay making a purchase not because they don’t want the product, but because they don’t feel an immediate need for it. They tell themselves, “I’ll think about it,” or “I’ll come back to it later.” But later often turns into never.
By giving them a clear, time-sensitive reason to act, you help them make decisions they were already considering—just faster.
Here’s how to create urgency in a way that’s natural, effective, and doesn’t feel pushy:
1. Time-Sensitive Offers: Give Them a Deadline
People tend to take action when they know a deal won’t last forever. That’s why sales with clear end dates work so well. Instead of a vague “limited-time offer,” be specific.
Let customers know that a sale ends at midnight, that prices are going up next week, or that this is their last chance before the holidays. Some great examples include:
- A special discount that expires in 48 hours
- Year-end clearance sales to make room for new inventory
- Exclusive pricing for early adopters or loyal customers
The key here is to ensure the deadline feels real. If you constantly run “limited-time” sales with no real expiration, customers will catch on and stop taking them seriously.
2. Scarcity: Show Them What’s Running Out
People naturally want what they might not be able to get later. This is why hotel booking sites show “Only 2 rooms left at this price!” and why event planners advertise “limited VIP tickets available.” When customers know supply is dwindling, they’re more likely to act quickly.
For service-based businesses, you can use this same concept by emphasizing:
- Limited spots available for a service or appointment
- A waitlist for high-demand offerings
- Seasonal availability (for example, “Only 3 more slots left for home staging before the holidays!”)
3. Themed Promotions: Make It Feel Timely
Some promotions naturally feel more urgent based on the time of year. Customers expect and respond well to sales tied to seasons, events, or trends. Some ideas include:
- A “Spring Refresh” sale for home services
- A “Get It Before the New Year” deal on memberships or courses
- A “Back-to-School” or “Holiday Prep” promotion for relevant products
These themed promotions help customers feel like now is the right time to buy, rather than putting it off for later.
4. Smart Follow-Ups: Keep the Momentum Going
Even with urgency, some customers still need a little nudge. That’s where follow-ups come in. If someone showed interest but didn’t buy, a well-timed reminder can make all the difference.
- Send an email reminder: “Just a heads-up—this deal ends in a few hours!”
- Follow up with leads personally if they’ve inquired but haven’t committed yet
- Use retargeting ads to remind visitors about items they left in their cart or services they considered
The key is to make follow-ups feel helpful, not annoying. If they were interested before, they’ll likely appreciate a reminder.
Ways to Create Urgency Across Different Industries
Urgency looks different depending on the industry. Here are some ways to use urgency effectively:
Home Staging
Limited availability before a listing goes live – Many sellers need their homes staged quickly before hitting the market, so emphasizing limited booking slots can encourage them to act fast.
Seasonal staging promotions – Offer exclusive discounts or bundled packages for sellers listing in peak real estate seasons, like spring or fall.
Market demand urgency – Use phrases like “Homes staged in the next two weeks are selling X% faster than unstaged properties” to reinforce the value of immediate action.
Partnership exclusivity – Collaborate with real estate agents who can offer exclusive staging incentives to their clients, but only for a short time.
Decorating
Holiday and seasonal decor packages – Limited-time offers for Christmas, Thanksgiving, or summer home refreshes create a natural urgency to book before spots fill up.
Limited-edition styles or materials – Highlight exclusive fabric collections, wallpaper designs, or furniture pieces that won’t be restocked.
Before-and-after showcase deadlines – Offer clients a deadline-driven package where they get featured in a before-and-after showcase on your website or social media if they book within a certain time frame.
Last-chance discounts on end-of-season inventory – If you sell decor products, use urgency messaging like “Final weekend to grab these pieces before they’re gone for good!”
Event Planning
Early bird pricing – Offer discounts for weddings, corporate events, or private parties booked X months in advance.
Limited vendor availability – Many venues and vendors book out quickly, so emphasizing “Only 3 more dates left for peak wedding season” can drive quick decisions.
Flash sales on premium upgrades – Short-term discounts on luxury add-ons (like lighting, floral installations, or catering packages) can increase upsells.
Seasonal or holiday urgency – Promote “Book your holiday party by [date] and get a free decor upgrade!”
Professional Organizing
Seasonal decluttering specials – Tie services to natural decluttering seasons (spring cleaning, New Year organization, back-to-school prep) to create urgency.
Exclusive first-time client discounts – Offer a discount for clients who book a consultation within 24-48 hours of inquiring.
“Get organized before the holidays” campaigns – Push limited slots for pre-holiday organization so clients can have stress-free gatherings.
Limited-availability VIP packages – Offer high-touch, customized organization packages but only for a few select clients per quarter.
E-Commerce
Countdown timers on product pages – Urgency is highest when customers see “Only X hours left to order for guaranteed delivery by [date].”
Low-stock alerts – Messages like “Only 5 left in stock” push customers to check out faster.
Cart abandonment follow-ups – Email reminders with “Your item is almost sold out” drive conversions.
Flash sales & exclusive bundles – Short-term offers on bestsellers or curated product sets add a sense of exclusivity and urgency.
Without urgency, customers feel no pressure to make a decision. They think, “I’ll get to it later”—and then they forget. But when you give them a reason to act now, they’re far more likely to follow through.
Want to see how urgency can boost your sales? Try running a limited-time offer or highlighting scarcity in your next campaign.
