Should You Call or Text a New Lead First? Call, Then Text Right Away If No Answer
By Sharrk Team · October 25, 2026
Call a new lead first, and if they don't pick up, send a short text within the same minute so they can reply on their own time. Sharrk does both automatically: it reaches each new lead in under 30 seconds, and a Strike places the AI call first and sends the text when the call goes unanswered.
Why call a new lead before texting?
The best-known data on channel order comes from Leads360 (the company later known as Velocify), which looked at about 3.5 million lead records from more than 400 companies. The leads came in during the first half of 2012, so treat this as older vendor research. MarketingProfs reported these findings:
- Leads who got a text at some point in the sales process converted 40% more often than leads who got no text.
- Texts sent after phone contact went with 112.6% higher conversion than average.
- Texts sent before any phone contact went with conversion about 4.8% below average, and those leads were 39% less likely to ever be reached by phone.
The pattern is clear: a text works best as backup to a conversation, not as a replacement for one. A live call lets you answer questions, qualify the job and book a time while the lead is still thinking about the problem. A text helps them confirm details and reply when it suits them.
Why not count on the call alone?
Most people don't pick up calls from numbers they don't know. In a July 2020 Pew Research Center survey of 10,211 U.S. adults, about 80% said they generally don't answer their cellphone when an unknown number calls. Only 19% said they usually pick up. Most of the rest (67% of all adults) said they let the call ring and then check any voicemail.
A brand-new lead has never saved your number, so your first call often looks like any other unknown call. That is why the call and the text belong together:
- The voicemail reaches the large group who listen to voicemails from unknown callers.
- The text tells them who called and why, in words they can read in a few seconds, and gives them an easy way to reply.
One note on the 2012 data: it measured texts sent before any phone contact. It didn't single out a text that follows an unanswered call. So keep the call as your opening move and use the text to make calling back or replying easy. Don't use it to skip the call. For more on why unknown calls go unanswered, see our guide on unknown number calls.
When should you text first instead?
Text first when the lead has told you to. If your form has a "best way to reach you" field and they pick text, respect that. The same goes for leads who start by texting you, and for leads who come in at night. Sharrk sends calls only between 8am and 8pm by default. A lead who reaches out after hours still gets one text or email right away, and the call waits until morning. Federal rules also bar telephone solicitations to homes before 8am or after 9pm in the called party's local time (47 CFR 64.1200(c)(1)).
What should the first 5 minutes look like?
This is the channel order for a single new lead. How many times to follow up after that, and over how many days, is a separate question. We cover it in how many times to follow up with a lead.
| Time | Channel | What happens | If they respond |
|---|---|---|---|
| 0:00 | Lead arrives | Form, Angi, Thumbtack or ad lead enters Sharrk and starts a Strike | — |
| Under 0:30 | AI call | Sharrk's voice agent calls, answers questions, qualifies the job | Books the visit and sends a confirmation text, or transfers to your team |
| About 0:45 | Voicemail | If no one answers, the agent leaves a short message with your business name and the reason for the call | Lead calls back and the AI agent picks up 24/7 |
| About 1:00 | Text | A short text says who called, why, and how to reply | AI text agent keeps the conversation going and can book by text |
| 1:00 to 5:00 | Wait for a reply | No more calls in this window, so the lead isn't flooded | Any reply or real conversation stops the automatic follow-up |
| After 5:00 | Follow-up cadence | Next steps follow your Strike's timing | — |
Two rules make this work: speed (see speed to lead) and stopping the moment the lead engages, so nobody gets a second scripted call after they've already replied.
What should the first call and first text say?
Keep both short and specific. Name the business, say what they asked about, and offer one clear next step. The examples below use sample names.
Sample call opener (AI voice agent):
"Hi, is this Dana? This is the scheduling assistant for Ridgeline Heating and Air. I'm calling because you just asked for a quote on a furnace repair. Do you have two minutes to tell me what's going on, so I can get a technician out to you?"
Sample voicemail:
"Hi Dana, this is Ridgeline Heating and Air about the furnace repair request you just sent. I'll text you from this number as well. You can reply there or call back anytime."
Sample first text (sent right after an unanswered call):
"Hi Dana, it's Ridgeline Heating and Air. We just tried calling about your furnace repair request. Want us to come out? Reply with a good day and time, or call us back at this number. Reply STOP to opt out."
The text says who is calling, ties back to something the lead just did, asks one question and includes opt-out language.
What consent do you need to call and text leads?
Keep this part simple and get it right before you turn on automation. This is general information, not legal advice:
- AI voice calls count as "artificial" voice calls. On February 8, 2024, the FCC said that calls made with AI-generated voices are "artificial" under the Telephone Consumer Protection Act. That means they are held to the same consent rules as other robocalls.
- Marketing calls need prior express written consent. For telemarketing calls to cell phones that use an artificial or prerecorded voice, 47 CFR 64.1200(a)(2) requires the called party's prior express written consent. That means a signed written agreement (e-signatures count) with a clear disclosure, and it can't be a condition of purchase.
- Business texting needs A2P 10DLC registration. If you text U.S. numbers from a regular 10-digit business number, Twilio says you need to register for A2P 10DLC.
Put a clear consent line on every web form and keep a record of it. Our AI voice calls and the TCPA guide goes deeper.
How does Mako set this up?
Mako is Sharrk's AI assistant, and it builds anything in Sharrk from plain English. Tell it, "When a Thumbtack lead comes in, call them right away; if there's no answer, leave a voicemail and text them; stop if they reply," and Mako drafts the Strike. Each step shows on an Apply card, so you can see what will change before anything goes live. Mako waits for your OK, and Undo takes a change back if you want a different order.
How does Sharrk handle call-or-text for new leads?
Sharrk reaches every new lead in under 30 seconds by call, text or email, in the order you choose. A Strike branches on the AI call result: answered, voicemail, no answer or booked. That way, an unanswered call can lead straight to a voicemail and a text, and a booked call can lead to a confirmation. The AI text agent handles replies and books appointments by text onto Sharrk's calendar, Calendly, Cal.com or ServiceTitan. The follow-up stops when the lead asks, replies or has a real conversation. Every call is logged with a recording, a transcript and the captured fields, and every text carries STOP handling.
Leads can come from Angi, Thumbtack, Networx, Jobber, ServiceTitan, web forms or a custom webhook, and each one can start a Strike. Build and test the whole sequence on Sharrk Free, with 2,500 one-time credits and no card. You can also schedule a demo to see a Strike run on a live lead.
Related on Sharrk: AI Voice Agent · AI Answering Service · Contractor Automation
Sources
- MarketingProfs, "Texting Prospects at the Right Time Boosts Conversion" (no date shown; URL dated 2013; Leads360 data on leads from the first half of 2012): https://marketingprofs.com/charts/2013/10210/texting-prospects-at-the-right-time-boosts-conversion (checked October 25, 2026)
- Pew Research Center, "Most Americans don't answer cellphone calls from unknown numbers" (December 14, 2020): https://www.pewresearch.org/short-reads/2020/12/14/most-americans-dont-answer-cellphone-calls-from-unknown-numbers/ (checked October 25, 2026)
- Federal Communications Commission, "FCC Makes AI-Generated Voices in Robocalls Illegal" (February 8, 2024): https://docs.fcc.gov/public/attachments/DOC-400393A1.pdf (checked October 25, 2026)
- eCFR, "47 CFR 64.1200 -- Delivery restrictions" (current as shown on eCFR): https://www.ecfr.gov/current/title-47/chapter-I/subchapter-B/part-64/subpart-L/section-64.1200 (checked October 25, 2026)
- Twilio, "Overview of US A2P 10DLC Messaging System and Carrier Benefits" (no date shown): https://support.twilio.com/hc/en-us/articles/1260800720410-What-is-A2P-10DLC (checked October 25, 2026)
Frequently asked questions
Should you call or text a new lead first?
Call first, then send a short text within about a minute if they don't answer. In Leads360 research on leads from 2012, texts sent after phone contact went with 112.6% higher conversion, while texts sent before any contact went with lower contact rates.
Why send a text if the lead doesn't answer the call?
Because most people don't pick up unknown numbers. In a 2020 Pew Research Center survey, about 80% of U.S. adults said they generally don't answer calls from unknown numbers, so a text tells the lead who called and gives them an easy way to reply.
When is it better to text a new lead first?
Text first when the lead asked for text, started the conversation by text, or came in at night. Sharrk sends one immediate text or email to after-hours leads and holds calls until its 8am to 8pm window.
Do I need consent to call leads with an AI voice agent?
Yes. The FCC said in February 2024 that AI-generated voices are "artificial" under the TCPA, and marketing calls to cell phones using an artificial voice need the called party's prior express written consent under 47 CFR 64.1200.
Do I need 10DLC registration to text leads?
Yes, if you text U.S. numbers from a regular 10-digit business number. Twilio says A2P 10DLC registration is required for that traffic, and Sharrk's wizard drafts and audits the registration for you to submit.
Can Sharrk call first and then text if there's no answer?
Yes. A Sharrk Strike branches on the AI call result, so a no-answer call can trigger a voicemail and a text, and the sequence stops when the lead replies or has a real conversation.