Curriculum system for HVAC and plumbing. Part of the Booked Job Machine. Work with Nef installs for founding clients.
Speed-to-lead is the highest-ROI operational fix most shops skip. You already pay for GBP, LSA, and ads — slow follow-up burns that spend. This is Convert stage · System 05 of 12 (sprint core).
At a Glance
- Outcome: Median first contact under 5 minutes on paid leads during business hours
- This week: Measure honestly → missed-call text-back → after-hours policy → named queue owner
- Tools: Leak score · Templates · Checklists · Scripts
- Related: System 06 · System 07 · AI tools
Do This Week
- Measure last week’s median response time on LSA/web leads (honest number).
- Turn on missed-call text-back: “Got your call — reply with address and issue.”
- Define after-hours: voicemail script + morning callback SLA under 30 minutes.
- Name a queue owner (even if it is you on the truck with a headset).
- Optional: AI callback for missed forms — human rules for gas leak / flood / CO.
Owner Checklist
- Alert on every new LSA/web lead
- Missed-call SMS live
- After-hours policy written
- Emergency vs non-emergency script split
The 5-Minute Rule
| Response time | What usually happens |
|---|---|
| <5 min | You are often first to qualify and schedule |
| 5–30 min | Homeowner is still shopping; price pressure increases |
| 30–60 min | You are backup option at best |
| Next day | Lead is cold unless it is a large project |
Track first contact time in CRM for every LSA, form, and call lead.
Minimum Viable System
1. Alerts that cannot be ignored
- LSA and ad platform notifications → phone + email for 2 people
- Website form → SMS to on-call rep (not only email)
- GBP messaging → same queue as phone leads
2. Missed-call text-back (within 60 seconds)
Hi, this is [Name] with [Company] — sorry we missed your call! We're helping another customer and will call you back within [10] minutes. What service do you need help with?
More copy on Templates.
3. CRM stages (keep it simple)
- New lead (uncontacted)
- Contacted / qualifying
- Quote sent
- Booked
- Lost (reason required)
Review “New lead” every morning and afternoon — zero should be older than 24 hours.
4. After-hours policy
| Trade type | Recommendation |
|---|---|
| Emergency (plumbing, HVAC no-heat/AC) | Live answer or on-call tech + premium dispatch fee stated upfront |
| Scheduled (tune-ups, non-emergency estimates) | Auto-reply with next business day callback window |
| Heat-wave / freeze surge | Temporary overflow answering service beats voicemail |
State expectations in your script: “We have a technician on call until 9pm for emergencies.”
AI Voice vs Missed-Call Text vs Live CSR
Use this matrix before buying AI. Full tool guide: AI Conversion Tools.
| Situation | Start here (DIY) | Add AI when | Avoid AI when |
|---|---|---|---|
| Owner on truck, misses calls | Missed-call text in 60 sec | Outbound AI voice callback on forms + missed calls in 2–5 min | Inbound emergency intake (gas, flood) |
| Staffed office, CSR answers | Live answer + two-time booking ask | Overflow callback when queue is on another line | Replacing trained CSR on LSA |
| After-hours scheduling trade | Auto-reply + next-day window | AI SMS intake for booking | Emergency plumbing/HVAC — use on-call |
| Form lead, no call yet | SMS queue owner immediately | AI outbound call if no human in 5 min | Quoting price ranges without script approval |
Rule: Text-back is the minimum. AI voice callback is the upgrade when humans cannot hit <5 minutes. Managed setup: Work with Nef.
- List every lead source (LSA, website, GBP, Meta, referrals) and where notifications go today.
- Turn on missed-call text-back on your main business line.
- Create CRM or spreadsheet columns: source, received time, first contact time, booked Y/N.
- Assign one owner for business-hour response; document after-hours backup.
- Paste phone and text scripts from Scripts where your team answers.
- Run a test lead from each source and time how long until a human responds.
- Review weekly in Metrics — median minutes to first contact by source.
Phone Script (First 30 Seconds)
Thanks for calling [Company], this is [Name]. How can I help you today?
[Listen — do not interrupt problem description]
Got it — [repeat problem] in [area]. We do this every week. I have [today/tomorrow] at [time] or [time] — which works better?
Full objection handling: Scripts · System 06.
HVAC vs Plumbing
| Plumbing | HVAC | |
|---|---|---|
| Focus | Active leak / no water = voice now; water heater quotes can use SMS book-two-times. | No-heat / no-cool leads need same-day voice; tune-ups can start with SMS + two book times. |
Common Mistake
Buying more LSA while median response is 45+ minutes.
How This Fits the Machine
This system is one brick in the Full Acquisition Machine. DIY owners run it manually; I build it on my platforms with weekly optimization for founding clients.
Next Step
Open System 06 · Booking scripts when this week’s checklist is done.
Stuck after 30 days with real volume? Founding free Full Acquisition Machine — first 3 HVAC/plumbing shops that pass screening.
← System 04 · Booked Job Machine · System 06 → · Leak score · Front office