Buyers who enquire on portals contact several brokers at once; the first to respond usefully often wins the conversation. Speed to lead is measured from enquiry to first meaningful contact.
Example
Two brokers, one enquiry
A buyer enquires about a 2 BHK in Andheri on a portal at 9:12 p.m. One broker’s team calls at 9:14 and sends the floor plan on WhatsApp; another calls at 11 a.m. the next day. By then the buyer has spoken to the first broker and booked a Sunday visit. Both received the same lead; only one got the conversation.
Figures are illustrative, not market rates.
Questions about Speed to lead
How is speed to lead measured?
From the moment the enquiry is received to the first meaningful contact — a connected call or a reply — not just an automated message. Many teams measure it within business hours so that enquiries at midnight are not counted against an agent who is asleep.
How can a small team improve speed to lead?
Route new leads instantly to an available agent, send an immediate acknowledgement on WhatsApp, use mobile alerts and rotate untouched leads to another agent after a few minutes. The biggest gain usually comes from removing the delay between enquiry and assignment.
Does speed matter for rental leads too?
Yes, often more. Tenants contact many brokers and listings at once and move quickly on good homes. A slow reply on a rental enquiry usually means the tenant has already seen the flat through someone else.
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