Lead Response SOP: Speed-to-Lead Workflows (2026 Best Practices)

Response speed is the single most important factor in converting online leads to sales. Industry data shows 78% of car buyers purchase from the first dealer who responds—not the cheapest, not the closest, but the fastest. Dealers responding within 5 minutes convert leads at 21% average. Dealers responding after 30 minutes convert at 5% average. That's a 4x difference in conversion rate based purely on speed.

This guide provides a complete lead response SOP: initial response workflow (first 5 minutes), multi-channel contact strategy, follow-up cadence over 30 days, response templates, and CRM automation rules to ensure zero leads slip through the cracks.

The 5-Minute Rule

1. Why 5 Minutes Matters

Response Time	Contact Rate	Conversion Rate	Outcome
Under 1 minute	85%	25-30%	Lead still on your website, phone in hand, ready to engage
1-5 minutes	70%	18-22%	Lead likely still researching, responsive to outreach
5-30 minutes	35%	8-12%	Lead moved to other dealers, submitted 3-5 more inquiries
30-60 minutes	20%	4-6%	Lead already contacted by competitors, less interested
1-24 hours	12%	2-4%	Lead forgotten they submitted inquiry, low engagement
24+ hours	3%	<1%	Lead purchased elsewhere or lost interest

Key Insight: Leads degrade exponentially, not linearly. A 30-minute delay doesn't reduce conversion by 30%—it reduces it by 400-500%. Every minute counts.

2. Implementing the 5-Minute Workflow

Minute 0-1: Lead Notification & Assignment

Instant Alert: CRM sends push notification to assigned sales rep's phone (text + app notification).
Round-Robin Assignment: Leads auto-assigned to available reps (based on rotation, current workload, or specialization).
Backup Assignment: If primary rep doesn't acknowledge within 60 seconds, reassign to backup rep.
Manager Escalation: If no rep responds within 3 minutes, alert sales manager for immediate assignment.

Minute 1-2: Lead Review & Research

Review lead details in CRM: Name, phone, email, vehicle interest, inquiry source (AutoTrader, Facebook, website), message content.
Check vehicle availability: Is the specific vehicle still in stock? If sold, identify 2-3 similar alternatives.
Review lead history: Is this a returning lead? Previous inquiries? Past visits?

Minute 2-5: Multi-Channel Outreach

Execute all three contact methods simultaneously (don't wait for phone call to fail before texting):

Phone Call (Primary): Call lead's phone number. If no answer, leave voicemail referencing their specific inquiry.
Text Message (Immediate): Send text within 30 seconds of phone call. High open rate (80% within 3 minutes).
Email (Reference): Send email with detailed vehicle info, photos, pricing, financing options.

Multi-Channel Contact Strategy

1. Phone Call Script (First Contact)

Opening:

"Hi [Name], this is [Your Name] from [Dealership]. I just saw you inquired about our [Year Make Model] online—do you have a quick minute?"

If Answered - Qualification Questions:

"Are you actively looking to purchase, or just browsing?" (Gauge urgency)
"What brings you to this particular vehicle?" (Understand needs)
"Have you seen it in person, or would you like to schedule a test drive?" (Move to appointment)
"Are you trading in your current vehicle?" (Identify trade opportunity)
"How soon are you looking to make a decision?" (Timeline qualification)

Call-to-Action:

"I have availability this afternoon at 2pm or tomorrow morning at 10am for a test drive. Which works better for you?"

If No Answer - Voicemail:

"Hi [Name], [Your Name] from [Dealership] returning your inquiry about the [Year Make Model]. The vehicle is available and I can answer any questions or schedule a test drive. I'm texting you now with more details. Call or text me back at [Your Direct Number]. Thanks!"

2. Text Message Templates

First Text (Sent Immediately After Phone Call):

Hi [Name], [Your Name] from [Dealership]. Just called about the [Year Make Model] you inquired about. It's available for test drive today/tomorrow. What time works for you? [Link to vehicle listing]

Alternative First Text (If Voicemail Left):

Hi [Name]! Left you a voicemail about the [Year Make Model]. Here's more info: [Price], [Mileage], [Key Features]. Can schedule test drive today 2pm or tomorrow 10am. Reply YES for 2pm or call me at [Number]. Thanks!

Text Best Practices:

Keep Under 160 Characters: Single SMS = better deliverability, easier to read.
Include Direct Call-to-Action: "Reply YES for test drive" or "Call me at XXX-XXXX".
Add Value: Link to vehicle photos, price, Carfax report.
Professional Tone: Avoid slang, emojis (unless customer uses first), excessive punctuation (!!!!).
Compliance: Include opt-out option: "Reply STOP to unsubscribe" (required by TCPA).

3. Email Template

Subject Line: Re: Your Inquiry - [Year Make Model] - [Dealership Name]

Email Body:

Hi [Name],

Thank you for your interest in our [Year Make Model]! I just tried calling and texted you—wanted to make sure you have all the details:

Vehicle Details:
• Year/Make/Model: [2022 Honda Accord EX-L]
• Mileage: [38,000 miles]
• Price: [$24,500]
• Key Features: [Navigation, leather seats, sunroof, backup camera]
• Carfax Report: [Link]
• More Photos: [Link to listing]

Next Steps:
I have test drive availability today at 2pm or tomorrow at 10am. I can also arrange a video walkaround if you'd like to see the vehicle before visiting.

Questions about trade-in value, financing, or warranty options? Happy to discuss.

Call/text me directly: [Your Direct Number]

Best regards,
[Your Name]
[Title]
[Dealership Name]
[Phone] | [Email]

Follow-Up Cadence (30-Day Workflow)

1. Standard Follow-Up Schedule

Day	Action	Channel	Message Focus
Day 1 (0-5 min)	Initial contact (3 attempts)	Phone + Text + Email	Acknowledge inquiry, provide vehicle info, schedule test drive
Day 1 (2 hours later)	Follow-up if no response	Text or Email	"Just checking—any questions about the [Vehicle]? Happy to help."
Day 2	2nd attempt	Phone + Text	Add value: Similar vehicles, financing options, trade-in estimate
Day 4	3rd attempt	Email	Video walkaround, additional photos, test drive availability
Day 7	4th attempt	Text	"Still available! Price reduced $500 this week. Interested?"
Day 14	5th attempt	Phone + Email	Check in: "Are you still in the market, or did you find something?"
Day 21	6th attempt	Text	New inventory: "Didn't hear back on [Vehicle]. Just got [Similar Vehicle] you might like."
Day 30	Final attempt	Email	"Last check-in. Let me know if you need anything. Happy to help anytime."

2. Lead Nurture Beyond 30 Days

After 30-day active follow-up, move lead to long-term nurture campaign:

Monthly Newsletter: New inventory highlights, financing promotions, maintenance tips.
Seasonal Promotions: Tax refund season (March-April), year-end clearance (December).
Birthday/Anniversary: Personalized outreach on customer birthday or vehicle purchase anniversary (if known).
Triggered Events: Price drop on inquired vehicle, similar vehicle arrives, 0% financing promotion.

CRM Automation Rules

1. Automated Lead Assignment

Trigger	Assignment Rule	Backup Rule
New Lead (Business Hours)	Round-robin to available sales reps	If no acknowledgment in 60 seconds → escalate to sales manager
New Lead (After Hours)	Auto-response sent immediately, assign to next-day rotation	BDC team notified for 24/7 coverage (if available)
Returning Lead	Assign to original sales rep who handled first inquiry	If original rep unavailable, assign to manager for reassignment
High-Value Lead (Trade-in or Financing)	Assign to senior sales rep or closer	Manager notification for personal follow-up

2. Automated Follow-Up Sequences

Email Drip Campaign (Triggered by No Response):

Day 2: "Additional info on [Vehicle] + similar options"
Day 5: "Trade-in valuation estimate" (auto-generate from VIN decoder)
Day 10: "Financing pre-approval link" (digital credit application)
Day 15: "Video walkaround of [Vehicle]" (if available)
Day 25: "Final check-in before moving to archive"

SMS Drip Campaign (Triggered by No Phone Answer):

Day 1 (2 hours): "Tried calling—any questions? Text me anytime."
Day 3: "[Vehicle] still available. Test drive tomorrow at 2pm?"
Day 8: "Price update: $500 off this week only."
Day 20: "New [Similar Vehicle] just arrived. Want details?"

3. Lead Status Automation

Status	Trigger	Action
New	Lead submitted	Assign to rep, send instant notifications
Contacted	Rep logs first contact attempt	Start follow-up cadence, set reminder for Day 2 follow-up
Qualified	Lead responds, expresses buying intent	Move to hot leads pipeline, increase follow-up frequency
Appointment Set	Test drive scheduled	Send appointment confirmation, set reminder 24 hours before, pause other follow-ups
Showed	Customer arrived for appointment	Post-visit follow-up sequence (same-day thank you, next-day check-in)
No-Show	Customer missed appointment	Immediate follow-up: "Missed you today—reschedule?"
Sold	Deal completed	Move to customer database, start post-purchase nurture (service reminders, referral requests)
Lost	Customer purchased elsewhere or lost interest	Archive lead, add to 6-month re-engagement campaign

Response Time Tracking & Accountability

1. Key Metrics to Monitor

Average Response Time: Time from lead submission to first contact attempt. Target: <5 minutes.
Contact Rate: % of leads successfully reached (phone answered, text replied, email opened). Target: >65%.
Appointment Set Rate: % of contacted leads that schedule test drive. Target: 30-40%.
Show Rate: % of appointments that result in customer visit. Target: 60-70%.
Close Rate: % of shows that result in sale. Target: 20-30%.

2. Rep Accountability Dashboard

Track individual sales rep performance weekly:

Rep Name	Leads Assigned	Avg Response Time	Contact Rate	Appt Set	Shows	Sales
Rep A	45	3 min	72%	18 (40%)	13 (72%)	4 (31%)
Rep B	38	18 min	42%	8 (21%)	5 (63%)	1 (20%)

Coaching Opportunity: Rep B's slow response time (18 min) kills contact rate (42%). Coach on 5-minute rule compliance to improve lead conversion.

Frequently Asked Questions

How fast should I respond to online car leads?

Target: Under 5 minutes for phone/text response, under 15 minutes for email response. Studies show 78% of car buyers purchase from the first dealer who responds. Leads older than 5 minutes see 400% drop in contact rate. Leads older than 24 hours have 10x lower contact rate. Speed-to-lead is the #1 predictor of lead conversion—faster response = exponentially higher sales.

What's the best way to contact leads: phone, text, or email?

Use all three simultaneously within first 5 minutes: (1) Phone call (highest engagement if answered, 20-30% answer rate), (2) Text message (80% open rate within 3 minutes, good for non-answerers), (3) Email (reference for later, include inventory link). Multi-channel approach increases contact rate from 30% (phone only) to 65-75% (phone + text + email). Track which channel gets response, prioritize that method for follow-ups.

How many follow-up attempts should I make before giving up on a lead?

Minimum 8-12 touchpoints over 30 days: Day 1 (3-4 attempts via phone/text/email), Day 2 (2 attempts), Day 4 (1 attempt), Day 7 (1 attempt), Day 14 (1 attempt), Day 30 (final attempt). 50% of leads respond after 5th+ touchpoint. Most dealers give up after 2-3 attempts, missing half of potential sales. Use automated CRM workflows to ensure consistent follow-up without manual effort.

What should I say in the first response to a lead?

Address their specific inquiry (reference exact vehicle they viewed), provide requested information (price, availability, photos), add value (similar vehicles, trade-in estimate, financing pre-approval), create urgency (vehicle has other interest, price valid until X date), and make clear next step (schedule test drive, video walkaround, apply for financing). Example: 'Hi [Name], saw you're interested in our 2022 Honda Accord. It's available for test drive today or tomorrow. Can also send video walkaround if easier. What time works for you?'

How do I handle leads that come in after hours or on weekends?

Option 1: Auto-response within 60 seconds (text/email) acknowledging inquiry, promising personal follow-up within X hours. Example: 'Thanks for your interest! I'll call you first thing Monday at 9am to discuss the 2022 Accord. In the meantime, here's more info [link].' Option 2: BDC team or answering service responds 24/7 (higher cost but 3-5x better conversion on after-hours leads). Option 3: Automated chatbot qualifies lead, schedules appointment, notifies sales team for morning follow-up.

Never miss a lead with automated response workflows. DealerOneView CRM sends instant push notifications to sales reps, auto-assigns leads via round-robin, triggers multi-channel follow-up sequences, and escalates to managers if no response within 5 minutes. Average response time drops from 30 minutes to under 3 minutes, increasing lead conversion by 300%.

Lead Response SOP: Speed-to-Lead Workflows