Speed to Lead: Why the First Five Minutes Decide the Deal
ADS Team
Author
August 30, 2026
3 days ago
16
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In short: Response time is the single strongest controllable predictor of lead conversion. Enquiries contacted within minutes convert at multiples of those contacted hours later, because most borrowers submit several enquiries and the first credible responder frames the conversation.
Key takeaways
- Most borrowers enquire with several providers at once.
- The first responder frames the comparison for everyone after them.
- Persistence matters too - most conversions need multiple attempts.
- A simple triage process beats a sophisticated CRM used inconsistently.
Why the first response wins
A borrower filling in an online enquiry rarely fills in only one. Whoever calls first gets to establish what matters, what to ask about, and what "good" looks like - and every subsequent broker is measured against that frame.
Being second is not half as good as being first. It is substantially worse.
The follow-up gap
The other half of the problem is giving up too early. Most brokers make one or two attempts; most conversions require considerably more, across a mix of phone, SMS and email.
Borrowers are not avoiding you - they are at work, with children, or mid-inspection. Persistence spread over days is not pestering; a single unanswered call followed by silence is simply a wasted lead.
A workable process
- Instant acknowledgement - automated SMS or email confirming you will call.
- Call within five minutes during business hours.
- If no answer - voicemail plus an SMS immediately.
- A defined sequence over the following two weeks across channels.
- Log every attempt so nothing is dropped or duplicated.
Frequently asked questions
What if I am with a client?
Automated acknowledgement buys you time, and a virtual assistant or team member can make first contact. The point is that the borrower hears from someone quickly.
How many attempts before stopping?
Considerably more than most brokers make. A structured sequence across phone, SMS and email over two weeks is a reasonable baseline before marking a lead dead.
Does this apply to referrals too?
Even more so. A referred client is your partner's reputation. Slow response damages the referral relationship, not just the individual deal.
Related reading
- Picking a Broker Niche: Profitable Specialisations
- Database Reactivation: Mining Your Own Back Book
- Google Business Profile: The Underrated Local Lead Source
Sources
- Industry Intelligence Service report — MFAA
- Best interests duty, RG 273 — ASIC
Information current as at 2 September 2026.
General advice warning: This article contains general information only. It does not take into account your objectives, financial situation or needs, and it is not personal credit or financial advice. Consider whether it is appropriate for you and seek advice from a licensed credit representative before acting.
Any interest rate shown is an example only and is not an offer of credit. Where a rate is quoted, the applicable comparison rate is available from the relevant lender and should be considered alongside it.
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