Speed to lead – why the first 60 seconds decides the instruction

by Craig Vile

When homeowners want to sell a property or landlords want to find new tenants, their choice of agent can be based on the very first step in the process – how quickly you respond to their initial enquiry.

If you aren’t maximising your speed to lead and replying to them at lightning speed, then you are effectively handing that potential instruction to your competitors. And yes, that first 60 seconds really can decide whether you win the instruction or not. Thankfully, with ValPal Pro that less-than-60-second response really is a reality. Our AI-driven lead generation and nurturing solution automatically responds in just a few seconds, giving agents a vital head start, morning, noon and night, seven days a week.

So why is speed so important?

Sellers expect a fast response

Research published by Zoopla in November 2025 suggests that two-thirds (67%) of homeowners expect a response from an agent within four hours, while a quarter (26%) want a reply within an hour. That still seems slow to us – imagine how many of your competitors might have got there before you within that hour.

A fast response boosts conversion

What sellers say and what they do can differ; other research suggests that responding to a potential lead within five minutes increases the likelihood of converting that lead by 21%. That conversion figure naturally declines the slower you are to respond. Again, at The ValPal Network, we consider five minutes to still be slow.

Responding quickly demonstrates professionalism and proactiveness

Sellers and landlords want an agent they can trust to keep the process moving. A fast response to an initial lead helps to prove that your agency is proactive and professional and will push hard on their behalf.

Sellers are more likely to go with the first response

Although not guaranteed, sellers and landlords are more likely to work with the first agent who responds to their enquiry. Subsequent valuations will play a part, but proving you can be first off the mark in responding to their initial enquiry, gives you a significant head start.

Capturing intent at its strongest

A fast response could also help you win the attention of a seller or landlord who may have only half-heartedly submitted an enquiry. Catching them while they are hot could mean their moving plans begin in earnest rather than remaining a pipedream.

Beating competitors

Such speed to lead also helps you ward off competition from your rivals, particularly where property portals such as Rightmove, Zoopla and OnTheMarket are generating leads that get forwarded to multiple agents - time is of the essence.

How can you speed up response times?

So, if speed is so important, then imagine how much more business you could win by responding in seconds rather than hours or minutes? With ValPal Pro’s new AI-powered instant response functionality, the lead is called by your AI virtual assistant within seconds of the selling enquiry landing in your inbox. The lead is then qualified and the valuation is pre-booked automatically. That could happen before your rivals have even seen the lead come in. Now that’s fast!

ValPal Pro naturally does much more than that. It has been designed to offer a complete nurture journey for your prospects. But that immediate first response will give you the very best chance of establishing a relationship to nurture in the first place.

Want to know more about how to automate processes to free you up to offer a more personalised service? We help estate agents automate lead generation so that you can focus on connections and advice. Get in touch at team@valpal.co.uk to learn more.