Is 5 minutes really the number?

The threshold is not exact, but every dataset agrees that contact rate falls sharply after the first few minutes and again after the first hour. Any team measuring first-response in hours has clear upside.

Yes, when you have TCPA-compliant consent. The consent record — where and when the borrower opted in — is the compliance artifact you must keep.

How many touches before giving up?

Six to nine, spread over roughly two weeks. Fewer leaves conversions on the table; many more crosses into diminishing returns and TCPA risk.

Mortgage Follow-Up Benchmark 2026

Response-time and follow-up cadence benchmarks for mortgage lead conversion — SMS, email, phone, and appointment rates from the LoanOfficer.ai research team.