On this page: What's broken
  1. What's broken
  2. What we install
  3. The case study
  4. Free answers
  5. Straight answers
  6. Book the diagnosis
Home services — HVAC, plumbing, electrical, roofing

The work is good.
The phone is losing the jobs.

Your techs are under houses and on roofs while calls ring out to voicemail and the homeowner dials the next name on Google. Your estimates go out and die quietly. We're two people who built a sales operation from a $227 first commission to a ~$1.3M-a-year recurring book — and the machine that did it plugs the exact leaks draining your shop.

Get your free diagnosis See what we fix
The receipts
FreedInsure: $227 first commission → ~$1.3M a year two people ~40 states the machine transfers
What's actually broken

The six choke points we see in almost every shop

We've never turned a wrench. We have run the phones, the follow-up, and the scoreboard behind a sales operation — and these are the same six leaks, wearing work boots.

Leak 01

Missed calls go to the next name on Google

A homeowner with a dead AC or a leaking pipe doesn't leave a voicemail. They hang up and dial the next company in the results. Every call missed while your techs are in a crawlspace is a job you paid marketing money to lose.

Leak 02

The estimate graveyard

Your estimator drives out, walks the job, writes the quote — and then nothing. The homeowner meant to decide, life happened, another truck showed up. Quotes that never get a second touch are paid-for work donated to your competitors.

Leak 03

Form leads that wait until tomorrow

A website form comes in after lunch and gets a call back the next morning. By then the homeowner has already talked to your competitors. A lead texted back in minutes and a lead called tomorrow are two different products at the same price.

Leak 04

One-time jobs stay one-time

You replace the water heater, collect the check, and never contact that house again. No tune-up plan, no membership, no scheduled reason to come back. The next job at that address goes to whoever reaches it first — and it won't be you.

Leak 05

Techs expected to sell, never taught to sell

The person standing in the kitchen has more influence than any ad you'll ever run — and most shops hand them zero training. Not scripts to push the expensive option. A straight way to present the real options and let the homeowner choose.

Leak 06

Marketing judged on calls, not booked jobs

The ad agency reports calls and clicks. You can't pay techs with clicks. If nobody tracks which channel produces booked, completed, paid jobs, budget flows to whatever sounds busiest — daily, invisibly, expensively.

What we install

The same machine that ran our floor

Not theory from a book about the trades — the actual systems two people used to run a multi-state sales operation, adapted to your services, your season, and your crew.

  • The missed-call and speed-to-lead machineInstant text-back on every missed call, form leads dialed in minutes, timestamps on everything. The homeowner never gets to the next name on Google.
  • The estimate follow-up cadenceEvery quote followed to a yes or a no on a written schedule — same-day text, a call to answer questions, touches that say something. The graveyard empties.
  • Service-to-sales training for techsHonest, not pushy. Diagnose fully, present the real options, tell the truth about each one. Homeowners don't resent the better option — they resent hearing about it later.
  • The maintenance-plan machine and honest scoreboardMemberships that turn one-time customers into recurring revenue, and a board that tracks booked, completed, paid jobs per channel — not calls.
CallAnswered or texted back in minutes — never the next name on Google
QuoteFollowed to a yes or a no — nothing dies quietly in a folder
JobThe honest better option offered every time, tracked on the board
PlanOne-time customers converted into scheduled, recurring revenue
ExitA membership base a buyer pays a multiple for
Simulation — how the machine treats a lead
20:04:11Lead arrives — quote request submitted
+0:00:08Auto-text sent — consent on file
+0:01:42Dialed — lead connected
+0:02:59Next touch scheduled on the cadence

Why listen to two insurance guys about your shop

We won't pretend. We've never run an HVAC company, pulled a permit, or quoted a roof. What we did do: build FreedInsure — a two-person health and life insurance operation licensed across roughly forty states — from a $227 first commission to a book doing roughly $1.3M a year with three-quarters of it renewing, fed by a lead engine we built ourselves. We still run it.

Here's why that matters to you. The leaks in your shop aren't trade problems — they're selling problems, and selling problems leak the same way everywhere humans sell. A missed call, a quote nobody follows up, a customer who never hears from you again, a scoreboard tracking the wrong number: we lived every one of those with our own money on the line. The fixes — speed to lead, written follow-up, a drilled honest pitch, retention on a schedule, a scoreboard that tells the truth — don't care what's painted on the truck. The long version is on the About page.

Free answers first

Read what we'd tell you anyway

The playbook isn't a secret. These are the deep dives we give away — because trust is the product.

Home services

The sales machine behind the trucks

First-answer speed, the estimate graveyard, maintenance plans — the whole machine, laid out free.

Read the playbook → Sales systems

Speed to lead: why deals die in five minutes

The math to run on your own missed calls before you buy another lead.

Read the breakdown → Marketing

Google Ads for local service companies

When paid search is worth the money — and how to judge it on booked jobs, not clicks.

Read the math → Pest control

Pest control SEO: the town searches and the recurring plan

Why national rollups own the head terms, and how a local exterminator wins pest-plus-town instead — then turns the job into a plan.

See the trade build → Sales systems

How to sell a service when there's nothing to hold

What the tech in the kitchen is really selling — the after-state, priced against the problem, backed by proof instead of a product.

Read the method →
Straight answers

Questions shop owners ask us

Good — nobody's asking them to become salesmen. The system does the persistence: the text-backs, the follow-up cadence, the scheduled touches all run on rails without a tech touching them. What we ask of the tech is the part that has to be human anyway — diagnose fully, present the real options, tell the truth about each one. That isn't the selling your guys hate. That's the job, finished properly.
Run the arithmetic before anyone sells you anything: count last month's estimates, count how many got more than one touch after they went out, multiply the gap by your average ticket. For most shops that number says fix the follow-up before spending another dollar on leads — you already paid for that work once. The free diagnosis runs the math with your own numbers. If lead flow really is the bottleneck, we build done-for-you campaigns in accounts you keep.
We were two people. Every system on this page was built by a two-person operation and scaled from there — that's what systems are for. Small is the best time to install them: fewer habits to unlearn, no office manager to retrain later, and every estimate you stop losing is a bigger share of your month than it will ever be again.
What buyers price isn't hustle — it's revenue that shows up on a schedule. Same logic in the trades: a shop that eats what the phone brings is worth what the phone brings. A shop with a membership base that pays monthly and books its own tune-ups is worth a multiple, because the buyer can see next year's revenue before writing the check. Start with what your business is actually worth, then book the diagnosis.

Find out where your jobs are leaking

Your missed-call count, your estimate follow-up, your booked-jobs-per-channel math — pulled apart for free by two people who ran a sales machine with their own money on the line. Straight verdict, no pitch deck.

Get your free diagnosis
The diagnosis is free. The missed calls aren't.
Get your free diagnosis