What is the first thing to do when a lead arrives?
Call immediately. Contact rates drop quickly after the first few minutes, so set up SMS or push alerts and call while the borrower is still at their screen.
How many times should I call?
Plan a cadence over at least 7–10 days that mixes calls, texts (with consent) and email, rather than giving up after one or two tries.
What should I say first?
Confirm their name, reference the request they made, and ask one simple question about their goal before discussing rates or programs.