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In this video, Tom Ferry discusses the importance of rapid lead conversion, sharing insights from Greg Schwartz at Zillow. They emphasize that speed is crucial in engaging leads, noting a test conducted where a sales team aimed to communicate with every inbound lead within five minutes. The results were impressive, with the team actually reaching prospects in an average of two and a half minutes. This immediate engagement significantly increased appointment conversion rates from 14% to over 50%. The takeaway is that swift communication can dramatically enhance lead conversion success.