How speed to lead plays out in India
A family fills in a form about a 3BHK at 9:50 pm. If the first call comes at 11 the next morning, they may have filled in several more forms by then, and the builder who rang first already has the site visit. The usual gaps:
- After-hours enquiries that wait for the morning shift.
- Portal and ad leads that sit in a sheet until someone calls them in a batch.
- Missed calls, a common way to ask for information in India, returned the next day.
How to measure it
For each lead, take the time of the first call attempt minus the time the lead arrived. Look at the median and the slowest tenth, not just the average, and split it by source and by hour. Night and weekend leads are usually the slowest.
Why it matters
A 2011 Harvard Business Review study of how quickly firms followed up online enquiries found that those who tried to reach a lead within an hour were far more likely to qualify it than those who waited longer. It looked at US firms, but the lesson travels: interest fades fast, and the first business to get through has the best chance.
How Kallix helps
Push new leads into a Kallix campaign by API, or from your forms and CRM through Zapier or Make. The agent calls inside the calling window you set, asks your qualifying questions and makes a warm transfer to your team when a transfer rule matches. Leads that arrive at night are called when the next window opens.