Notes from the lead department.

What happens to a form fill after it's sent, written by someone who spent four years taking those calls.

• May 9, 2026
  Lead generation · 10 min

  How to Get More HVAC Leads in 2026 (Without Buying More Bad Ones)

  You almost certainly do not have a lead volume problem. You have a lead conversion problem. The 5-minute response cliff, the SMS qualifier, and the seven levers that book HVAC jobs, in the order they should be installed.

• May 6, 2026
  Strategy · 8 min

  A Home Improvement Marketing Strategy That Actually Books Jobs (Not Form-Fills)

  Most home improvement marketing strategies are built around the wrong number. Form fills feel like wins until you watch them go cold for four hours.

• In progress
  Speed-to-lead

  Speed-to-Lead: Why 5 Minutes Is the Cliff (and What to Do When You're On a Roof)

  The math behind the cliff, and the SMS setup that closes the gap when you can't pick up.