SURVEY BOOKER LEAD RESPONSE STUDY 2020 RESEARCH

The enquiry arrives.
What happens next?

How quickly do surveying firms reply? What do they say? And who follows up?

Our study of 132 firms explored the experience behind a new quote enquiry, revealing opportunities to make a stronger first impression.

Explore the findings Review your approach

Original 2020 research · View the study approach

A window into response times

FIRMS IN THE STUDY46.9%

replied within one hour

Combines the first two published response bands.

132surveying firms contacted

40 wordsmedian length of the first reply

1 firmfollowed up after its first response

THE STUDY AT A GLANCE

One enquiry. 132 different experiences.

Following the easing of lockdown in 2020, Survey Booker contacted 132 active surveying firms by email or, where no email address was available, their website contact form.

How the research was carried out

The published study records time to the first reply, response length, follow-up activity and selected website features.

These are historical observations from this sample, not a current industry benchmark. The study did not measure the effect of response speed on completed sales.

The original page does not specify a final observation cut-off, out-of-hours adjustments or detailed criteria for the website assessments. Response-band percentages total 99.9% because of rounding.

01 / RESPONSE TIME

The first hour tells a story.

A prompt response gives the conversation a starting point. Explore the reported bands and consider what each means for the way your team handles an enquiry.

Share of firms in each published response band

Original chart labels are retained. These are separate bands, not cumulative totals: 9.8% + 37.1% = 46.9% within one hour. Totals may differ slightly due to rounding.

Select a row to explore the finding

02 / THE FIRST REPLY

A quick reply still needs something to say.

Make the customer’s next step clear. A helpful first reply can acknowledge their enquiry, explain what you need and set an expectation for what happens next.

SHORTEST REPLY6words

MEDIAN REPLY40words

LONGEST REPLY815words

MAKE THE FIRST CONTACT COUNT

More useful.
More reassuring.

Length alone does not tell you whether a reply is effective. Aim to help someone take the next step with confidence.

Acknowledge what the customer is asking for
Request the information you actually need
Explain what your team will do next
Give a realistic response expectation

Re: Your survey enquiryILLUSTRATIVE EXAMPLE

A brief reply

Please send us the property address.

This asks for one detail, but leaves the customer to work out what happens next.

A more helpful reply

Thanks for your enquiry. We’d be happy to help you understand your survey options.
Please send the property address and let us know if you have any particular concerns or timescales.
Once we have those details, our team can discuss the appropriate service and prepare your quotation. We’ll be in touch by the end of the next working day.

Adapt the service details and response promise to what your team can deliver.

Examples written to illustrate the approach; these are not replies collected in the study.

03 / FOLLOW-UP

The conversation does not end at the first reply.

A customer may still be comparing options, speaking to their lender or waiting for the right moment. A relevant follow-up gives them a useful way back into the conversation.

Plan the next contactGive the enquiry an owner and a clear follow-up date.

Add something usefulAnswer a question, clarify the service or check whether plans have changed.

Keep the contextMake previous conversations visible before the next person gets in touch.

FOLLOW-UP OBSERVED IN THE STUDY

1firm out of 132
followed up after its first reply

One highlighted dot = one firm that followed up

3.5 days

between that firm’s first response and its follow-up email.

04 / BEFORE THE ENQUIRY

The customer journey starts on your website.

Can someone understand your service, feel comfortable sharing their details and find an obvious way to enquire? The study also looked at the websites behind the replies.

WEBSITE FOUNDATIONS

First impressions and confidence

Modern website59%

SSL certificate63%

Call to action28%

Insecure data entry19%

Categories and percentages as assessed in the 2020 study. “Modern website” was a qualitative assessment.

WAYS TO GET IN TOUCH

Make the next step easy to find

Contact form74%

Quote form3%

Live chat4%

Review your website as a new customer. Is the route from “I need a survey” to “I know what to do next” clear?

Source: Survey Booker Lead Response Study, 2020. Website features can overlap; these percentages are not parts of one total.

05 / YOUR NEXT STEP

Turn the findings into a better process.

Use this quick review to identify what is already in place and where your team could focus next. Tick the steps your business follows consistently.

Your enquiry workflow Every new enquiry reaches the right place.Website forms and other channels lead into a shared, visible process. Someone owns the first response.Your team has a clear responsibility and response expectation. The first reply helps the customer move forward.It explains the next step and requests the relevant information. Follow-up is planned and relevant.Open enquiries have an appropriate next action or reminder. The team can see the conversation history.Colleagues have context when they pick up an enquiry. You review what happens to your leads.Response times, follow-up and conversion inform improvements.

EXPLORE THE COMPLETE PLATFORM

Build the process behind the response.

Explore the tools that help your team manage the opportunity, keep the conversation connected and move the customer journey forward.

01Sales growthCapture, allocation, nurturing and conversion 02Referral partnersPortals, mobile referrals, tracking and statements 03ComplianceRecords, terms and connected documentation 04IntegrationsConnect the tools your business relies on 05CommunicationEmail, SMS, messaging and calls connected to the job 06Performance analysisUse operational insight to guide decisions 07Team managementResponsibilities, availability, tasks and access 08Panel managementPartner allocation, progress and oversight 09Web and mobile appStay connected in the office and on the move

MAKE THE NEXT ENQUIRY COUNT

Give every opportunity a clear next step.

Explore how Survey Booker can support your lead capture, communication, follow-up and reporting in a demonstration tailored to your business.

Book your demo Explore plans and pricing