Speed to lead
Speed to lead is the time between the moment an enquiry comes in and the moment you first really speak to the customer. The shorter that time, the greater the chance the enquiry becomes a job.
- 3 min read
What is speed to lead?
Speed to lead literally means the speed to the lead. It measures how long it takes before someone who asks for a quote is in contact with your business. An automatic confirmation email doesn't count. What matters is the first real conversation, usually a phone call.
You measure it as the time between the enquiry coming in and that first contact. Preferably look at the median of all your enquiries rather than the average, because a single enquiry that sat for a week skews the average.
Why calling within the hour works
Someone who asks for a quote is focused on the job at that moment. The leak is happening now, the old boiler has stopped working or the renovation is on the schedule. If you call within the hour, you get someone on the line who still has the problem fresh in their mind and wants to get it solved.
If you wait a day, that attention is often gone. In the meantime, the customer has made an enquiry with two other companies, or the first one to call back has already booked an appointment. In construction and installation, customers often request several quotes. Whoever has a good conversation first sets the tone and becomes the benchmark for the rest.
Calling fast also shows how you work. A business that responds within an hour comes across as reliable. The customer carries that impression into the rest of the process.
An example from construction
Say a roofer gets enquiries via the website and calls them back in the evening, after the day's work on the roof. During the day, an enquiry comes in about a leaking roof. At half past seven in the evening, the roofer calls. The customer politely says someone has already been.
The company decides to do it differently. Every enquiry goes straight to the phone of the person in the office as a message, with the name, the town and the type of job. They call within the hour, or send a WhatsApp message suggesting a time to call if calling doesn't work. Fewer enquiries are lost to competitors, while nothing about the ads has changed.
Common mistakes
Only sending an automatic email. A confirmation is good, but it isn't contact. The customer is still waiting for a human being.
Not making anyone responsible. If everyone can see the inbox, often nobody calls. Agree who picks up which enquiries, including during holidays or illness.
Enquiries spread across channels. Forms in one mailbox, WhatsApp on another phone and missed calls nowhere. That way, some get lost.
Giving up after one attempt. Someone who doesn't answer hasn't necessarily dropped out. Call again later and send a message with your number.
How to approach it
First map out how quickly you respond now. For a month of enquiries, put the time of arrival next to the time of the first conversation. That often gives an honest picture.
Then make sure all enquiries come in in one place, for example in a CRM, and that a notification goes straight to the person who calls. Put the agreement in writing, such as within the hour during working hours and first thing the next morning for enquiries in the evening.
Use automation for what a system does better: a confirmation saying who will call and when, and a reminder if no call has been made after an hour. The conversation itself stays human work. At lead follow-up we set that up together with you, so the enquiries you pay for really get picked up.
Frequently asked questions
Don't see your question here? Call, WhatsApp or email us. You'll get an answer within one working day.
How quickly should I call back a quote request?
As quickly as possible, and during working hours preferably within the hour. The customer is then still focused on the job and often hasn't spoken to anyone else yet. If calling doesn't work, send a message straight away suggesting a time to call.
Does an automatic confirmation email count as a response?
No. A confirmation tells the customer the enquiry has arrived, but it isn't a conversation. Speed to lead measures the time to the first real contact with someone from your business.
How do I measure my response time to enquiries?
For each enquiry, note the time it came in and the time of the first conversation. A CRM does this automatically. Look at the median over a month, so a single outlier doesn't determine the picture.
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