Homeowners do not experience a lead form as the start of a shopping process. They experience it as asking for help. Whoever helps first usually gets the job, and everyone after that is competing against a decision that is already forming.
Speed is not about being frantic. It is about having a defined owner for inbound calls, a backup when that person is on a roof, and a routine that runs the same way whether the day is quiet or chaotic. Call, text, voicemail, email — in that order, within a few minutes.
The most common failure is not the technology. It is that nobody was clearly responsible during the hours when the leads actually arrive. Write down who owns the phone and who covers them, and post it where the crew can see.
Plan explicitly for the busy day. An answering service, an office assistant, or a rule that the crew lead steps aside for two minutes all work. What does not work is hoping somebody notices the notification.
Measure the time from lead delivery to first attempted contact, not to a booked appointment. First attempt is the part you control completely, and it is the part that moves your close rate.