There's a concept in sales called "speed to lead." The research behind it is simple and devastating: the first business to respond to an inquiry is 78% more likely to win the deal.
Not the cheapest. Not the most experienced. Not the best reviewed. The fastest.
Why speed matters so much in home services
When a homeowner has a problem — a broken AC, a leaking pipe, a damaged roof — they're in pain. They're uncomfortable. They want it fixed now. They don't want to research 10 companies and compare prices. They want the first competent person who responds.
So they call 2-3 contractors. The first one who gets back to them, engages them in conversation, and offers a solution? That's who gets the job. By the time the second and third contractors call back, the homeowner has already mentally committed to contractor number one.
The 5-minute window
Studies show that if you respond within 5 minutes, your odds of connecting with the lead are 100x higher than if you wait 30 minutes. After an hour, most leads have already moved on. After 24 hours, you might as well not bother — they've already hired someone.
Think about your own response time. When a call comes in at 2 PM and you're on a job, when do you actually call back? 5 PM? The next morning? Be honest. That's not a character flaw — it's a structural problem. You can't answer the phone when you're working.
The solution isn't working harder
You can't answer every call if you're doing actual work. You shouldn't have to. The solution is having a system that responds instantly on your behalf — a text that goes out in 3 seconds, starts a conversation, and keeps the lead warm until you're available.
That's the difference between a contractor who closes 25% of their leads and one who closes 40%. Same leads. Same skills. Different response time.
Sound like your business?
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