How fast should an agency reply to a new enquiry?
Reply to a new enquiry within the same working hour, with a reply that shows you read it. Here’s how to set a response standard your agency can keep while the team is busy delivering.
An agency should reply to a new enquiry within the same working hour, and the reply should show that someone actually read it. Speed matters because a prospect who fills in your form is often contacting other agencies too, and the first thoughtful reply sets the terms of the conversation. But a fast, generic reply wastes the advantage. The goal is fast and specific.
The hard part isn’t knowing this. It is keeping to it when the people who should reply are busy delivering for existing clients. This guide covers how to set a standard, what a good first reply contains, and how to follow up without becoming a nuisance.
Why agencies reply slowly
- New business has no owner. Enquiries land in a shared inbox, and everyone assumes someone else has them.
- The best person to reply is the busiest. Founders and senior strategists write the best replies and have the least time.
- Every reply starts from scratch. Looking up the company, checking their ads and writing something specific takes real time, so it waits for a quiet moment that doesn’t come.
- Enquiries arrive at bad times. Evenings, weekends and the middle of a client deadline.
Set a response standard your team can keep
Write it down and make one person accountable for it each day. A standard that depends on whoever notices first isn’t a standard.
- During working hours: a specific first reply within the hour.
- Outside working hours: a reply by mid-morning on the next working day, before the prospect’s day fills up.
- Every enquiry: a named owner within minutes, even if the reply takes longer.
- Every week: a quick check of how long replies actually took, so the standard doesn’t drift.
What a good first reply contains
A good first reply proves you listened, adds a small amount of value, and makes the next step easy. It doesn’t attach a capabilities deck or list every service you offer.
- Their words back to them. Reference the specific problem they described.
- One relevant observation. Something you noticed from a quick look at their site or ads, framed as a question rather than a criticism.
- A clear next step. A link to book a call, with two or three suggested times.
- A real sender. A named person at the agency, not a no-reply address.
Subject: Re: [their enquiry subject]
Hi [name], thanks for getting in touch about [their goal, in their words]. I had a quick look at [their site / their current ads] and [one specific observation, phrased as a question].
It would help to hear more about [one question about their situation]. Would a 20-minute call on [day] or [day] work? You can also pick a time here: [booking link].
[Your name], [role] at [agency]
How to follow up without being pushy
Many prospects don’t reply to the first message because they are busy, not because they are uninterested. Two follow-ups are usually enough, and each should add something new rather than asking “just checking in?”.
- Two working days later: a short note with one useful idea or a relevant example of your thinking.
- A week after that: a polite close: you’ll stop following up, and they can pick a time whenever it suits them.
- The moment they reply or book: stop the sequence. Nothing loses goodwill faster than an automated follow-up after someone has already answered.
Speed without sending generic replies
The obvious fix is an instant auto-reply. It confirms receipt, but prospects can tell it isn’t a reply, and it doesn’t start the conversation. A better approach is to make the specific reply fast to produce: the research done and a draft written within minutes, so a person only has to read it, adjust it and send it.
That is how BotLane’s Lead follow-up lane works. When an enquiry arrives through Typeform, Webflow or HubSpot, Lane looks up the company, drafts a tailored reply with your booking link, and puts it in your approval queue. It prepares the follow-ups too, and stops as soon as the prospect replies or books. A person on your team approves every message before it is sent, from their own address.
Common questions
Is a same-day reply good enough?
It is better than a next-day reply, but a reply within the hour keeps you ahead of agencies that take longer. If same-day is all your team can keep, make it the standard and hold to it.
Should the founder reply to every enquiry?
Not necessarily. The founder’s judgement matters most on the call. A well-prepared first reply from a named person on the team, with the founder on the call, often works better than a slow reply from the founder.
How many follow-ups are too many?
For an inbound enquiry, two follow-ups after the first reply is a sensible limit. After that, leave the door open and stop.
See Lane prepare the work
Lane prepares the reports, replies and reminders. Your team approves every one before it goes out.