AI is not a replacement for a trained CSR or on-site close. It is a speed and discipline layer for steps owners already skip — missed callbacks, quote follow-up, review asks.
Part of the Lead-to-Close System. DIY playbooks stay human-first; managed clients get the Conversion Layer in Booked Job Machine Pro.
At a Glance
| Use AI for | Skip AI for |
|---|---|
| Outbound callback on forms + missed calls | Inbound emergency triage (gas, flood, CO) |
| CRM-triggered quote SMS cadence | On-site estimate and plan pitch |
| Post-job review SMS within 30 min | Price, warranty, and dispatch fee without human approval |
| Call summary → CRM log | Fully autonomous inbound voice on high-ticket replace |
Measure: Same four KPIs — response time, quote-to-book, written-quote %, review velocity — in Metrics.
Decision Matrix: Voice vs Text vs Human
Use this before buying any AI tool. Full speed wiring: Speed-to-Lead.
| Situation | Best first move | AI option | Human required |
|---|---|---|---|
| Missed call, owner on job | Missed-call text in 60 sec | + Outbound AI voice callback in 2–5 min | If customer requests human |
| Website form lead | SMS to queue owner | + AI SMS intake or voice callback | Complex scope / pricing |
| LSA lead during hours | Live answer <5 min | Overflow AI callback if queue busy | LSA responsiveness = live priority |
| After-hours emergency | On-call tech or live answer | AI triage + escalate only | Gas, flooding, no heat |
| Quote sent, no day-2 touch | Manual text from Templates | AI SMS cadence from CRM stage | Touch 2 call on high-ticket |
| Job complete, no review SMS | Office sends template | AI personalized review SMS | Reply to negative reviews |
By Lead-to-Close Step
| Step | Playbook | AI assist (optional) | In Pro package |
|---|---|---|---|
| 1 | Speed-to-Lead | Voice callback, SMS intake, call→CRM log | Conversion Layer |
| 2 | Front Office | Transcription, LSA message drafts | Conversion Layer |
| 3 | Follow-Up | 5-touch SMS cadence, dead-lead reactivation | Conversion Layer |
| 4 | On-Site Close | — | Human only |
| 5 | Reviews | Review SMS, GBP reply drafts | Conversion Layer |
Priority Build Order (DIY or Managed)
| Priority | Tool | ROI signal |
|---|---|---|
| P1 | Instant callback (voice or SMS) | Median response >5 min on paid leads |
| P1 | Quote SMS cadence | Quote-to-book flat while CPL rises |
| P1 | Post-job review SMS | <3 reviews/week with steady job volume |
| P2 | Call → CRM auto-log | Attribution disputes; messy source tags |
| P2 | Review reply drafts | Unreplied GBP reviews >48 hours |
| P3 | Two-way SMS concierge | CSR overloaded during business hours |
| P3 | Seasonal nurture SMS | Tune-ups, pest renewals from CRM list |
When to Automate SMS Follow-Up
From Lead Follow-Up Playbook — automate only when the trigger and templates are locked.
Good candidates:
- CRM stage = Quote sent with next touch date empty
- Standard quotes (drain, tune-up, panel estimate) — 5-touch over 14 days
- Day 0 text + scheduled days 2, 5, 10, 14 from Templates
- Customer opt-out honored (“STOP” → human notified, automation stops)
Keep human:
- Emergency same-day quotes — call next morning
- Roofing insurance / documentation — add day-5 doc check manually
- High-ticket HVAC replace — AI text on days 5 and 10; human call day 2
- Any message stating price, warranty, or dispatch fee — template approved by owner
Minimum stack: CRM stage + Zapier/Make or native CRM automation + approved SMS templates.
Reviews: AI-Personalized Ask + Reply Drafts
Low-risk entry point. See Reviews playbook.
- Job-complete webhook → SMS with service type + tech name (not generic blast)
- One polite day-3 reminder if no review (max one)
- Weekly batch: AI drafts GBP replies → owner approves before post
- Never auto-post replies mentioning refunds or fault admission
Target unchanged: 3–5 new Google reviews per week.
Trade Guardrails
| Trade | AI voice inbound | AI outbound callback | AI SMS two-way |
|---|---|---|---|
| Plumbing emergency | No | Yes (overflow) | Triage → human |
| HVAC no-heat/AC | No | Yes (overflow) | Triage → human |
| Pest / landscaping / tune-ups | Optional | Yes | Yes |
| Roofing retail | No | Yes | Yes (quote follow-up) |
| High-ticket replace | No | Qualify only | Follow-up only |
Escalation SLA: Emergency keyword or negative sentiment → human/on-call within 60 seconds. Customer says “human” or “stop” → AI stops.
DIY vs Managed
| Path | Best for |
|---|---|
| DIY | Staffed office, time to run Friday audits, <5 min response already |
| Managed Conversion Layer | Owner-on-truck, weak quote-to-book, review velocity lag — Pro package |
| Full partnership | Work with Nef — Booked Job Machine Core or Pro |
- Run Scorecard — note response time and quote-to-book gap.
- If response >5 min: turn on missed-call text-back first; then evaluate outbound AI callback.
- If quotes stall: copy 5-touch templates; automate day 2 and 5 from CRM Quote sent.
- If reviews lag: wire job-complete → review SMS (personalize one line).
- Log
first_contact_methodin CRM: human, ai_voice, or ai_sms. - Re-measure four KPIs in Monday huddle — one AI tool at a time.
Quick Win
Open CRM → filter Quote sent with no activity in 48 hours. Send the day-5 scheduling text from Templates manually today. If that books one job, you have proof before you automate.
Next Steps
- Speed-to-Lead — voice vs text vs CSR matrix
- Lead Follow-Up — automation rules
- Work with Nef — Booked Job Machine Core vs Pro
- Lead-to-Close System — full stack and KPIs
- Templates — SMS and review scripts to approve before automation