A homeowner fills in your form at 7:40 pm. Their roof is leaking.
They didn't only fill in yours. They filled in two or three.
The contractor who calls back first usually gets the conversation. The one who calls tomorrow morning gets voicemail, or "we already found someone."
What the research says
This isn't just my opinion. Two well-known studies looked at how fast companies respond to online leads:
These studies weren't about contractors specifically. But anyone who has chased a homeowner for a week knows they apply.
Why contractors lose leads after paying for them
- You're on a roof all day. You see the lead at 6 pm and call the next morning.
- Leads sit in an inbox. Facebook lead forms don't ring your phone unless someone sets that up.
- One call, then nothing. Most homeowners don't pick up the first time. Without a follow-up sequence, they're gone.
You paid $30–50 for that lead. Letting it go cold is the most expensive mistake in your whole ad budget.
What instant follow-up looks like
For my clients, every new lead goes straight into GoHighLevel and the follow-up starts on its own:
- The homeowner gets a text right away, even at 10 pm, so they know you're real and on it.
- You get notified instantly, so you can call while they're still thinking about it.
- If they don't answer, follow-up texts and emails keep going for days, automatically.
- Booked calls get reminders, so fewer people forget or no-show.
A 2-minute check for your business
- Fill in your own ad's form tonight. How long until you hear back?
- Do you get a phone alert for new leads, or do you check an inbox?
- What happens if a lead doesn't answer the first call?
If any answer makes you wince, fixing follow-up will probably get you more jobs than any new ad.
Common questions
What is speed to lead?
Speed to lead is how quickly you contact a new lead after they fill in your form or call. The faster you respond, the more likely you are to reach them and win the job.
How fast should a contractor respond to a new lead?
Within 5 minutes if you can. One study found calling within 5 minutes instead of 30 made reaching the lead about 100 times more likely.
How can I respond instantly if I'm on a job all day?
Automate the first touch. A CRM like GoHighLevel can text the homeowner within a minute, alert you on your phone, and keep following up if they don't answer.
Do Facebook lead form leads go cold faster?
They can. Lead forms are quick to fill in, so homeowners often submit several. Whoever replies first usually gets the conversation.
Want me to look at your ads?
Send me your ad account or website. I'll review it personally and tell you the first 3 things I'd fix. Free, no strings attached.