Blog · September 28, 2026 · 5 min read
How fast should a contractor respond to a new lead?
Short answer
Respond within 5 minutes, and never later than an hour. Research published in Harvard Business Review found that companies that contacted leads within an hour were nearly seven times more likely to qualify them than companies that waited even one hour longer. In home services, where homeowners contact several pros at once, the first credible reply usually wins the job.
Why speed beats price for most homeowners
A homeowner with a broken AC or a leaking pipe isn't comparing five detailed quotes. They send a few messages, and book the first contractor who replies, sounds competent, and offers a time. Speed signals reliability.
The Harvard Business Review study "The Short Life of Online Sales Leads" (Oldroyd, McElheran, and Elkington, 2011) found that leads go cold quickly — contacting within the hour made firms far more likely to qualify a lead than waiting longer.
What counts as a response?
A good first response does three things: confirms you do the work, asks the one or two questions you need to price it, and offers a next step (a quote or a time slot). "Got it, will call you later" doesn't hold the lead — a specific time does.
Target response times by channel
- Phone call: answer live, or text back within 1–2 minutes of a missed call.
- Text message: reply within 5 minutes.
- Website or Google form: reply within 5 minutes by text, not just email.
- Facebook / Marketplace message: reply within 5 minutes — Facebook shows response time to buyers.
How a solo contractor can respond in 5 minutes while working
You can't answer mid-job, so something else has to. The common options are a missed-call text-back (an automatic text when you don't pick up), a live answering service, or an AI agent that holds the conversation, asks your qualifying questions, quotes from your pricing, and offers open calendar slots.
ServiceHQ's AI agent replies to texts, web, Google, and Facebook leads in under 30 seconds and asks for your approval before sending quotes, so you stay in control without stopping work.
Stop missing leads while you're on the job.
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Frequently asked questions
Is texting or calling better for responding to leads?
Text first. A text gets read even when the homeowner can't pick up, and it gives them your reply in writing. Follow with a call if they prefer it.
What is a missed-call text-back?
It's an automatic text sent to anyone whose call you miss, such as "Sorry I missed you — I'm on a job. What can I help with?" It keeps the lead engaged until you or an AI agent can follow up.