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Lead Gen Operations

Lead Delivery Workflow

Capture, validate, and deliver qualified leads from your rank-and-rent sites to contractors on time, every time.

Daily Lead Workflow

1. Lead Comes In (When a form is submitted)

  • Automated: Lead notification sent to you (email or SMS)
  • Automated: Lead added to your CRM with timestamp and source

2. Validation (Within 1 hour)

Check the lead quality:

  • Phone number is valid (attempt callback if needed)
  • Email is real (typo check)
  • Service requested matches the site (if they filled out a form for "parking lot striping," they mentioned striping)
  • Location is in the contractor's service area

Mark as:

  • Valid lead (send to contractor)
  • Invalid (spam, wrong number, outside service area)
  • Follow-up (valid but needs more info; call or email for clarification)

3. Delivery to Contractor (Same day, before 5pm)

  • SMS: "1 new lead: [Name] needs [Service] on [Date]. Phone: [Number]"
  • OR Email if they prefer (check their preference on contract)
  • Include: Name, phone, email, service type, location, any notes from the form
  • Contractor should receive this within 30 minutes of form submission

4. Track Outcome (Weekly check-in)

  • Did the contractor call the lead?
  • Did the lead convert to a job?
  • Rate: Excellent / Good / Fair / Poor

Log in CRM:

  • Contractor response time
  • Lead quality feedback
  • If poor quality: investigate and adjust targeting or form questions
Weekly Review

Every Monday morning, run a lead quality report:

  • Total leads delivered last week
  • Conversion rate (leads converted to jobs)
  • Contractor satisfaction (from notes and feedback)
  • Cost per acquired customer (leads delivered / total ad spend)
Monthly Meeting with Contractor

Present the numbers:

  • Leads delivered vs. contracted amount
  • Conversion rate (if tracking)
  • Cost per customer acquired
  • Adjustment: should we increase ad spend, change geographic targeting, or refine lead qualification?
Ownership

Account Manager (you initially; delegate to team as you grow)

Success Criteria
  • 95% of leads delivered within 30 minutes of submission
  • Zero invalid leads delivered (100% are real leads in service area)
  • Contractor reports 50% or higher contact rate with delivered leads
  • Conversion tracking shows at least 20% of leads become jobs (contractor-dependent, but track it)