I saw a stat recently that I didn’t believe.
“The likelihood of reaching shoppers within five minutes is 10x higher than if you were to let 10 minutes elapse.” (Rep.ai, 2024)
That seemed aggressive. So we tested it ourselves.
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Our Experiment
Tara, one of our project managers at EnvisionUP, requested quotes from multiple HVAC companies in the Toronto market.
She filled out web forms like any homeowner would; nothing fancy, just a standard AC install inquiry through Facebook.
Then we watched what happened.
13 Touch-Points vs Zero
One of the biggest players in the market responded almost immediately with an email. Within an hour, a phone call. Then another call before the day was over.
Over the next 10 days, they kept going. More calls at different times (evenings, weekends), always with a voicemail. Two more emails. Three text messages.
In total, there were 13 touchpoints in 10 days before they stopped.
But here’s the shocking contrast: several companies never responded at all. The ones that did get back to her took at least a day. Sometimes longer.
Guess which company dominates that market?
The Data Supports This
Research backs up what we saw firsthand.
According to InsideSales’ Lead Response Management, you’re 8x more likely to convert a lead if you respond within five minutes.
Wait 30 minutes? Calling is 21x less effective.
Here’s the part that surprised me most: Forbes reports that only 27 percent of leads ever get contacted at all. Not contacted quickly. Contacted at all.
That’s a lot of opportunity walking out the door.
Speed Wins the Job
Think about that from a homeowner’s perspective.
They’ve got a broken AC in July. They fill out three forms. The company that calls back in five minutes while they’re still thinking about the problem? That’s who gets the job.
The company that calls back tomorrow afternoon is competing against someone who’s already booked the estimate.
Persistence Pays Off
Here’s what a lot of business owners get wrong: they think following up multiple times is annoying. But research from RAIN Group shows it takes an average of eight touchpoints to earn an initial meeting (or other conversion) with a new prospect.
That HVAC company making 13 touches? They understand this is a numbers game. These are big-ticket purchases, often $10,000 or more for an AC install. Even if they get ghosted nine times out of 10, winning one or two makes the effort worthwhile.
And they’re not just calling repeatedly. They’re mixing channels: calls, voicemails, texts, emails, all at different times of day. That’s a system, not desperation.
What To Do Now
The technology to respond fast already exists: Twilio, automated workflows, and AI transcription.
SMS has a 98 percent open rate, far higher than email. None of this is secret or particularly expensive.
The difference is deciding it matters enough to build the system.
Before you invest in automation tools, make sure your processes are solid. AI and automation amplify what’s already there, good or bad. Our article on why AI won’t fix broken processes explains what to get right first.
Here’s a starting point for building the system.
Acknowledge Instantly
Set up an auto-text that fires within 60 seconds: “Hi, we got your message. What’s your address and best time to call today?” This buys you time while showing you’re responsive.
Attempt Contact Within 5 Minutes
During business hours, someone needs to call. If you can’t staff that, route the lead to whoever can respond immediately.
Build a Follow-Up Sequence
Don’t rely on memory. Create a structured cadence: call plus text on day one, another attempt on day two, a third on day three.
Make it automatic, so leads don’t slip through the cracks.
Mix Your Channels
Calls, texts, emails, voicemails. People respond differently. The company that won our test used all of them.
Track Your Metrics
You can’t improve what you don’t measure. Go beyond “average response time” since a few quick replies can mask a lot of slow ones.
Track time to first touch (median and 90th percentile), attempt coverage (what percentage of leads get contacted at all), and lead-to-booked rate by response time bucket.
Lead-to-booked rate is the money metric: group your leads by how fast you responded and compare booking rates. When you see the difference in black and white, speed becomes a priority.
The Real Competitive Advantage
Most businesses treat lead response like it can wait until someone “gets to it.” Maybe after lunch. Maybe tomorrow morning.
Meanwhile, the hungry competitors are fast and relentless.
The gap between good and great here isn’t talent or budget. It’s deciding that speed matters, then building the system to make it happen.
So, how fast does your team respond to a new lead? Have you actually tested it?You might be surprised by what you find.
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