Leads don’t go cold. Operators do. Text faster, say less, and book more.

Rules that make SMS work Texting isn’t a novel. It’s a nudge.

**Consent and compliance:** Get consent on your forms. Include “Reply STOP to opt out.” Respect it. Use a proper SMS platform.
**Speed kills doubt:** First text inside 60 seconds. Missed call text back instantly.
**Short, human, specific:** 160 characters or less. Two clear choices.
**One link max:** Calendars or galleries. No link walls.
**MMS wins:** Photos of crew, trucks, or recent jobs get replies.

Targets: 70%+ contact rate. 50%+ of contacted should book a time window.

The sequence that books Assume a web lead at 2:14 pm. Adjust windows by trade.

**0 min (instant):** - “This is Alex at Summit HVAC. Got your request. Not cooling? I can get you a tech 2–4 or 6–8 today. Which works?”
**2 min (if no reply):** - “If text is easier, snap a pic of the unit label. We’ll prep the right parts.”
**5 min:** Call once. If missed, voicemail: “It’s Alex at Summit. We can come today. I’ll text you options.”
**15 min:** - “We’ve got one 3–5 window left today. Want it?” Scarcity works.
**2 hours:** - “Here are 3 reviews from your neighborhood.” + screenshot or link.
**24 hours:** - “Still need help? We can waive the diagnostic with repair today only.”
**3 days:** - “Quick check‑in. We helped 12 neighbors this week. Want Thurs 10–12 or 2–4?”
**7 days:** - “If timing’s the issue, we have Saturday slots.”
**14 days:** - “Last note from me. If you still need service, reply HERE and we’ll jump. Otherwise I’ll close your request.”

For projects (roofing, epoxy, docks), swap urgency with visuals and financing.

**0 min:** “This is Jess at Apex Roofing. Free drone inspection. Today 4 pm or tomorrow 10 am?”
**2 hours:** MMS photo: “Roof we finished 3 streets over. Insurance approved in 5 days.”
**24 hours:** “Ballpark on replacements starts at $X or from $Y/mo with 0%.”
**3 days:** “Here’s a 45‑sec tear‑off to shingle video.”
**7 days:** “We can hold your spot next week if we finalize by Friday.”

Epoxy variant:

**0 min:** “This is Sam at Prime Coatings. 2‑car garage? I can quote from pics today. Want to text 3 photos?”
**1 hour:** MMS flake options. “Pick a favorite so I price it right.”
**24 hours:** “$300 off 2‑car this week. Two Friday installs left.”

Marine variant:

**0 min:** “This is Dana at Coastal Marine. We can meet on your dock Wed or Fri. Which works?”
**2 days:** “Permit checklist for your city.” + PDF link.
**7 days:** Drone video of a nearby project.

Tooling that behaves:

**GoHighLevel, Salesmsg, Twilio, ClickSend** tied to your CRM (ServiceTitan, Housecall Pro, Jobber). Log every text to the lead record.
**Missed call text back** from CallRail/Aircall/RingCentral.