The 90-second rule.
Every lead cools. The question is whether your reply lands before it does. Here’s the path we wire from a form to a text, and the four failure modes we design around.
The first reply beats the best reply
When someone fills out a form for a quote, yours is rarely the only form they fill out. The business that replies first usually gets the conversation. Everyone else gets “thanks, we already found someone.”
The first reply doesn’t have to close anything. It has to arrive while they’re still holding their phone, sound like a person, and give them one easy next step. Ninety seconds is the target we design to: short enough that the lead hasn’t moved on yet.
The path, start to finish
- A form is submittedOn your website, your Google profile or a Facebook lead ad.
- The lead lands in your CRM in the same momentAs a contact, tagged with where it came from.
- The first replyA text goes out from your business numberWho you are, that you got the request, and one question or a booking link.
- You get a notificationWith the details, so you can pick up the phone yourself if it’s a big one.
- If they reply, the conversation stays in one thread you can seeNot split across your cell, an inbox and a sticky note.
What breaks it, and what we do about it
- Duplicate texts People double-tap submit, and platforms retry. Every lead gets an ID, so a second submission updates the first one instead of firing a second text.
- Dead webhooks An integration can stop quietly and nobody notices for weeks. We watch for gaps: if a form that normally brings in leads goes silent, someone gets told. Failed sends retry, then fall back to email.
- Leads with no phone number They get the same short reply by email, and the form asks for a phone next time.
- Consent and quiet hours We only text people who asked to be contacted, every thread has an easy STOP, and late-night replies soften: “Got your request — we’ll call first thing. Reply here if it’s urgent.”
What the text actually says
Hi [name], it’s Summit Home Services1 — got your request for a bathroom estimate.2 Want to grab a time? Here are our next openings: [link].3 Or reply with a good time to call.
- Name the business
- Name the job
- Offer one next step
That’s the whole recipe.
Check yours today
Fill out your own website form from your phone, then time how long it takes to hear back — by text, email or a call. If the honest answer is “I’m still waiting,” you’ve found the leak.
Fast doesn’t mean pushy. It means the customer never has a reason to keep shopping.
Want us to test yours?
Leave your details. As part of a business audit we’ll test your own form, time the reply, and show where the lead goes cold.