Reply to a new lead within five minutes if you can, and within one hour at the most. Homeowners usually contact two or three companies at once, and the first one to reply often gets the estimate. If you can't pick up on the job, an automatic text back and an online booking link let you reply in seconds without stopping work.
What the research says
The best-known study on this was published in Harvard Business Review. The researchers sent a test lead to 2,241 U.S. companies and timed the replies.
- Only 37% replied within an hour.
- 24% took more than a day.
- 23% never replied at all.
A second set of data in the same article showed that companies that tried to reach a lead within an hour were nearly 7 times as likely to have a real conversation with the decision maker as those that waited one hour longer. Waiting a full day made it more than 60 times worse.
That study was not just about contractors. But the lesson fits the trades well. A homeowner with a leak or a bathroom project usually reaches out to a few companies at the same time. Whoever replies first sets the appointment.
Why it's hard for contractors
You can't answer from a roof. You can't text back while you're running a saw. Most missed leads in the trades aren't about effort. They happen because you're busy doing the work that pays.
So the goal isn't for you to answer faster. It's to make sure something answers fast, every time.
Five ways to reply fast without stopping work
- Missed-call text back. When you don't pick up, the caller gets a text from your business number within seconds.
- Instant reply to web forms. Every form or Google lead gets a text and email right away, with a link to book an estimate.
- Online estimate booking. Let people pick a time from your real calendar, so you skip five rounds of "what works for you?"
- An AI receptionist for calls. It answers, gets the job details and address, and books the estimate. You get a summary. The AI Front Desk does this.
- Quote follow-up. After every estimate, a short set of texts and emails goes out until the customer says yes or no.
Sample texts you can copy
Missed call
Hi, this is [Name] with [Company]. Sorry we missed your call. We're on a job right now. What can we help with? You can also book an estimate here: [link]
New web lead
Thanks for reaching out to [Company]! We got your request about [project]. Want to grab a time for a free estimate? [link] Or reply here with any questions.
Quote follow-up, 3 days later
Hi [Name], just checking in on the estimate for [project]. Any questions I can answer? Happy to walk through it.
Only text people who reached out to you or gave you permission, and always honor "STOP."
A simple quote follow-up schedule
| When | What |
|---|---|
| Same day | Send the quote with a short thank-you |
| Day 2 | Text: "Any questions on the quote?" |
| Day 5 | Email a photo of a similar job |
| Day 10 | Text: "Want to lock in a start date?" |
| Day 30 | Last check-in, then stop |
Stop as soon as they reply. Then it's a conversation, not a sequence.
For contractors in DC, Maryland and Virginia
Our team sets these up for contractors around Washington, DC, Prince George's and Montgomery counties, Baltimore and Northern Virginia, around the tools you already use. See what we set up for contractors, or work out your own number with what a missed call costs.
Common questions
What is a good lead response time for contractors?
Under five minutes is great. Under one hour is the minimum. After that, many homeowners have already booked someone else.
Should I call or text a new lead back?
Do both if you can. A quick text right away, then a call when you're free. Many people prefer to answer a text first.
How many times should I follow up on a quote?
Four or five times over about 30 days is reasonable. Stop as soon as they answer, yes or no.
Do I need to hire an office manager to answer leads?
Not always. Missed-call text back, online booking and an AI receptionist cover most of it for less than a hire.
Sources
Brian RedwayPrincipal Consultant at Redway AI in Washington, DC. Before Redway, he ran operations for 70+ rental properties with a team of 10 assistants. More about Brian.
Want us to look at your setup?
Book a free 20-minute audit. We'll look at how calls, leads and follow-up work today, and show you what we'd fix first. You see the plan and the price before anything changes.