Key Takeaways for Home Service Pros:

  • The New Standard: The “5-minute rule” has been replaced by the “1-minute rule.”

  • The Methodology: Switch from “Call First” to “SMS First, Call Second” to increase contact rates.

  • The System: Automation software is no longer optional; it is the only way to beat competitors to the lead.

  • The Quote: As James Clear says, you do not rise to your goals; you fall to the strength of your systems.

Finding leads in the home improvement industry is expensive. In 2026, the cost per lead (CPL) for high-ticket items like roofing, HVAC, and remodeling has stabilized but remains high. Yet, many contractors still pour money into marketing only to let those leads wither on the vine due to slow response times.

There is a famous axiom from Atomic Habits author James Clear: “You do not rise to the level of your goals. You fall to the level of your systems.”

Every contractor goals to close more deals. But the ones who actually dominate their local markets are the ones with a system for follow-up that triggers the second a lead hits the inbox.

Table of Contents

What is “Speed to Lead” and Why Does It Matter?

“Speed to lead” is the time elapsed between a homeowner submitting an inquiry and your business attempting to contact them.

In 2021, research suggested a 5-minute response time was aggressive. Today, that is too slow. Modernize Home Services and recent 2025 industry benchmarks indicate that responding within one minute can increase lead conversion rates by 391%. Conversely, waiting just 30 minutes decreases your odds of qualifying that lead by 21x.

In the age of AI and instant gratification, if you do not respond instantly, the homeowner has already clicked the “back” button and messaged your competitor.

The 2026 Follow-Up Strategy: Text First, Call Second

The biggest shift in the last five years is consumer preference. Homeowners—especially Millennials and Gen Z who now own a significant portion of homes—do not answer calls from unknown numbers due to spam filtering.

The Winning Cadence

To maximize contact rates, successful contractors use a “Double Tap” approach enabled by software:

  1. Immediate Automated SMS (0-1 Minute): A personalized text acknowledging the inquiry.

  2. Immediate Automated Email (0-1 Minute): A parallel email with company branding.

  3. The Phone Call (2-5 Minutes): Call after the text has been delivered. The homeowner now recognizes your name from the text, significantly boosting answer rates.

What Software Best Enables Speed to Lead?

You cannot rely on a receptionist to manually dial leads instantly 24/7. You need a tech stack that automates the “first touch.”

Here are the top tools enabling this system in 2026:

  • Hatch: The industry standard for “speed to lead” and “rehashing” (following up on unsold quotes). It automates text, email, and voicemail drops to ensure no lead slips through the cracks.

  • Podium: Excellent for consolidating all communication (Google Chat, SMS, Facebook) into one inbox, ensuring you can reply to leads from any source instantly.

  • ServiceTitan (Marketing Pro): For larger operations, this integrates follow-up directly into your CRM, triggering messages based on job status.

  • Jobber: Perfect for small-to-mid-sized businesses to automate quote follow-ups without a massive enterprise price tag.

Expert Insight: The John Wilson Philosophy

John Wilson, CEO of The Wilson Companies and host of the Owned & Operated podcast, frequently argues that lead handling is the biggest bottleneck in home services.

Wilson notes that most contractors think they have a “lead problem” when they actually have a “conversion problem.” He advocates for relentless follow-up processes, noting that your system must be built to handle the customer who wants to buy now. If your system requires a human to manually see an email and dial a number, you have already lost to the company using automation.

3 Follow-Up Templates for 2026

Stop using generic scripts. Use these SMS-friendly templates that respect the homeowner’s time.

1. The “Instant Response” Text

Sent automatically 30 seconds after form submission.

“Hi [Name], this is [Tech Name] with [Company]. Thanks for your inquiry about [Project Type]. I’m reviewing your details now. Do you prefer a quick call or a text to set up an estimate?”

2. The “Price Shopper” Pivot

When a homeowner asks for a quote over the phone.

“I totally get that—I’d want a ballpark number too. But diagnosing [Project] without seeing it is like a doctor prescribing meds without an exam; it’s usually wrong. I’m in your area Thursday at 2pm or 4pm. Which works for a 15-min free inspection?”

3. The “Ghost” Re-engagement

For leads who stopped responding 3 days ago.

“Hi [Name], I assume you’re incredibly busy or your priorities have shifted. Should I keep this file open, or do you want me to close it out for now?” (Note: This “negative option” psychology often triggers a response because people don’t want to lose their place in line.)

Conclusion

If you want to grow in 2026, stop setting goals for better sales and start building a system that makes follow-up inevitable. Whether you use Hatch, Podium, or a custom CRM automation, the rule remains the same: Speed wins.