Define it once
Speed to lead is the time from when a lead is created to the first outbound call to that lead. Pick one definition and apply it everywhere. If one location counts text messages and another counts calls, the numbers can't be compared.
Measure it where the work happens
- By caller, so coaching goes to the right person.
- By location, so a slow office doesn't hide inside a fast agency average.
- Next to reach rate and booking rate. A fast first dial that never connects isn't a win.
What it looks like
In the sample agency, Caleb Stone takes 17m on average to make the first dial and books 42% of leads. Mia Carter takes 5m and books 54%.
| Caller | First dials | Speed to lead | Reached | Booking % | Show % |
|---|---|---|---|---|---|
| Mia Carter | 1,744 | 5m | 65.8% | 53.8% | 78.1% |
| Ivy Brooks | 1,165 | 5m | 63.2% | 52.0% | 80.4% |
| Andre Lewis | 986 | 7m | 63.5% | 51.5% | 81.1% |
| Nora Patel | 1,205 | 10m | 63.1% | 47.8% | 75.0% |
| Devin Ross | 875 | 11m | 63.4% | 47.8% | 78.7% |
| Caleb Stone | 1,100 | 17m | 58.1% | 41.6% | 80.6% |
Use it to coach
- Start each day with the slowest callers and the locations with the lowest reach rate.
- Pull the recordings behind the outliers, so feedback is specific.
- Change one behavior at a time, and watch booking rate for that caller the following week.
- Staff for when leads actually arrive, not for a fixed schedule.
In MARVIN
MARVIN reads call activity from GoHighLevel and reports speed to lead, pickups, reach, booking, and show rate by caller and by location. Try it in the live demo under Booking.