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.
Routing and rules - Round‑robin leads to reps who actually reply. - SLA: first text in 60 seconds, first call in 60–120. Audit weekly. - Tag unresponsive after 7 touches. Move to long‑term nurture (monthly photo/text). - Use templates but personalize the first line with name, city, or problem.
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.