The single biggest revenue leak in most hardscape companies is not marketing. It's the gap between the moment a lead submits a form and the moment you speak to them. A Harvard Business Review study found that companies that respond to leads within an hour are nearly 7 times more likely to have a meaningful conversation than those who wait even 60 minutes. Wait 24 hours, and that number plummets.
You can't be available 24/7. But a system can. This is the exact 5-minute follow-up sequence you can build in a tool like GoHighLevel to instantly engage every lead, qualify them, and book them on your calendar — without you lifting a finger.
The Anatomy of the 5-Minute Follow-Up
This is not a blast of spam. It's a carefully orchestrated sequence of texts and emails designed to feel personal and add value.
- Minute 0: The Instant Text. The moment a lead submits your webform, they get a text message. Not an email. A text. It says: "Hey [First Name], just got your request for a quote. I'm Keith. I'm looking at it now and will have some initial thoughts for you shortly. In the meantime, you can see some of our recent projects here: [link to portfolio]." This does three things: confirms you got their request, introduces a real person, and gives them something to do.
- Minute 2: The Value-Add Email. Two minutes later, an email arrives. The subject is: "Your hardscape project." It says: "Hi [First Name], thanks for reaching out. While I review the details you sent, I wanted to share our free guide to planning a successful hardscape project. It covers budgeting, materials, and the 5 biggest mistakes to avoid. You can download it here: [link to PDF]. I'll be in touch shortly to discuss your specific project." You are now a helpful expert, not a desperate salesman.
- Minute 5: The Nudge. If they haven't replied to the text or clicked the email link, a final text goes out: "Quick question: what's the #1 thing you're hoping to achieve with this project? (e.g., more space for entertaining, fix a drainage issue, etc.)." This is a simple, open-ended question that is easy to answer and starts a conversation.
"The goal of the first 5 minutes is not to sell. It's to start a conversation and prove you are responsive, professional, and helpful."
How to Build It in GoHighLevel
This entire sequence can be built in a single GoHighLevel workflow.
- Trigger: Form Submitted (select your website's contact form).
- Action 1: Send SMS. Write the text for Minute 0. Use the `contact.first_name` custom value.
- Action 2: Wait. Set a 2-minute delay.
- Action 3: Send Email. Write the email for Minute 2.
- Action 4: Wait. Set a 3-minute delay.
- Action 5: If/Else Condition. If `contact.has_replied` is false, then...
- Action 6: Send SMS. Write the text for Minute 5.
That's it. A six-step workflow that can fundamentally change the economics of your business. The difference between a 25% close rate and a 50% close rate is not sales skill. It's sales discipline. And automation is the most reliable discipline there is.