Last month a roofing lead in my market cost me $37. Here is the math I run before spending another dollar on leads. The form lands. Every hour that lead sits cold the odds they hire someone else go up. Most contractors answer same day or next morning. That is already too late. At $37 a lead you do not need a perfect close rate. You need to be first. Two competitors at 30% and you at 60% because you texted in the first five minutes beats every ad trick. Google LSA benchmarks price a booked job around $233. My local leads at $37 leave room to lose a few and still win. The biggest leak is not lead quality. It is reply speed on your own leads. A junk lead you dispute costs minutes. A real lead you text two hours later costs the job. So the follow-up runs on one rule. First text goes out in minutes not hours. Every lead gets looked up scored and answered the same hour it lands. The leads that used to die in an inbox now get answered while the homeowner is still standing in the yard. What is your real average time from lead landing to first contact? Honest numbers only.