Million Dollar Team Principle #91: Reassign Every Unanswered Lead in 15 Minutes
When a showing request, info request, or CMA request comes in, you have a 15-minute window to win the business—or lose it forever.
Most team leaders rely on their CRM to auto-assign these leads to an agent. That’s fine—until no action is taken. If that agent doesn’t make contact within 15 minutes, the lead must be reassigned to someone who will call immediately.
- If the lead is already in an agent’s account: notify them instantly. If they don’t call in 15 minutes, reassign.
- If the lead is in a pond: and nobody jumps on it, pull it and give it directly to someone who will act immediately.
Why wouldn’t you do this?
The most common excuse is fear.
- Fear of being accused of favoritism.
- Fear that team members will complain about unequal treatment.
- Fear of disrupting the “equal outcome” culture.
But here’s the truth: the customer does not care about your team’s feelings. They care about getting answers now.
If you wait more than 15 minutes, it doesn’t matter who gets the lead—because nobody gets to work with them. The prospect has already moved on to another agent or back to their life.
Equal outcomes don’t build businesses. Equal opportunity paired with accountability builds businesses.
This principle protects the customer, drives conversion, and ensures you don’t waste the most valuable leads your team will ever receive.
