The Partnership
Friendly Pro Services, also known as Friendly Electric Heating & Cooling, has served Warren, Royal Oak and Oakland County, Michigan for more than 30 years. Their licensed techs handle heating, cooling, electrical and plumbing for homes and light commercial customers, with 24/7 emergency service.
They were already spending money on ads and Google. The leads were coming in. But the calendar wasn't as full as it should have been for a company with their reputation. That's when they brought in Crafty Automation.
The Challenge: Leads Coming In, Jobs Leaking Out
Big-ticket jobs like AC and furnace installs often take several touches before a homeowner is ready.
When we looked at how Friendly Pro handled leads, we found the same four leaks we see at almost every home service company:
- After-hours calls: when the phone rang at 8 PM, it rolled to voicemail or a cell phone. Twenty minutes late is enough for a homeowner to call a competitor.
- Slow form replies: a homeowner fills out the form and expects a reply right away. An hour later, they've talked to three other companies.
- Not enough follow-up: a big job like an AC install can take 3 to 6 touches before someone's ready to book. Most leads got one.
- Old leads gone cold: hundreds of people sat in the CRM who went quiet after the first call or after hearing the price. Nobody ever followed up. That's a goldmine they had already paid for.
The Approach: Start With the Biggest Leak
Friendly Pro's website, where new leads come in.
Instead of buying more leads, we started with the ones Friendly Pro already owned. We plugged our reactivation system into their CRM and reached back out to every old lead and past customer who had gone quiet. The AI followed up the way a person would, just without getting tired on the fourth try, and booked the people who were ready.
Database Reactivation
AI follow-up to old leads and past customers sitting in the CRM.
AI Receptionist
After-hours calls answered and booked.
Speed to Lead Agent
Instant text and fast call on new form leads.
Nurturing Agent
Follow-up until the lead books.
The Results: Booked Out by August
Old leads that had been sitting in the CRM came back as booked appointments, and those appointments turned into sold jobs, water heater installs included. By August, Friendly Pro Services was booked out three weeks ahead. Now the challenge isn't finding work, it's keeping up with it.
Results Recap
- Old CRM leads turned into booked appointments
- Sold jobs, including water heaters, from leads they'd already paid for
- Booked out 3 weeks ahead by August
- No extra spend on new leads to get there
Where Friendly Pro Stands Now
Heating, cooling, electrical and plumbing, now with a full calendar.
Friendly Pro has the position every home service owner wants: more work than open slots. And the system keeps working the database, so leads that go quiet don't stay lost.