Reset modem now no sign on screen

I held in the reset button on the back of my Xfinity modem for 30 seconds like they say but after that it will not bring up the login screen at the 10.0.0.1 site.
I've tried rebooting the PC and the modem but still nothing.
Should I take it into the Comcast store and exchange it?
It worked fine before the factory reset. 🤷‍♂️