The 5-minute rule: reply fast, win more
4 min read
Published January 27, 2025
The research
The classic Lead Response Management study (MIT/InsideSales) found the odds of contacting a lead in 5 minutes vs. 30 minutes drop ~100×, and qualification odds can be ~21× higher inside the first 5 minutes (MIT/InsideSales PDF).
Key Finding
21× higher qualification odds when responding within 5 minutes vs. 30+ minutes
Harvard Business Review audited 2,241 U.S. firms and found the average response time among responders was ~42 hours, with 23% never responding.
What this means for Atlanta businesses
- If a homeowner in Brookhaven calls three roofers, the first useful follow-up often wins the conversation.
- A 5-minute window is too tight for humans alone—use automation to reply instantly, then offer Call me now or Book a time.
Playbook
1. Missed call → SMS in seconds
Automate instant text-back with branded messaging
2. Smart handoff
Live call bridge in hours; booking link after hours
3. Measure
Time-to-first-reply (p50/p90), contact rate, bookings
Try instant text-back — see our live demo
Experience how 5-minute response times work for your business
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