For many years, companies have operated on a simple sales model: book it or lose it. Once you receive the call for a quote, you do all that you can to make the sale. But, if it doesn’t work it, you stop thinking about it. 

But, times have changed. 

According to recent research by Google, 70% of customers now take over a day to decide on which company to go to for both plumbing and HVAC jobs – even worse, 40% take up to a whole week. That means that without a structured follow-up process, you could be missing out on thousands in lost revenue. 

I spoke with Raj Midha, CMO at Redwood Services, who oversees marketing for 19 residential plumbing and HVAC companies across the world to find out: what’s changed, and how can you update your approach to booking so that you aren't missing out on revenue? 

How has consumer behavior in HVAC and plumbing services changed in recent years, and why is the traditional “book it or lose it” model less effective today?

Consumer behavior has shifted toward longer consideration cycles, even for services that feel urgent like HVAC and plumbing. Many homeowners now research options, compare providers, and wait for timing or budget alignment instead of booking on the first interaction. When you aren’t able to book a customer right away, you need to understand where they are in the decision cycle and have a plan for following up, so you are top of mind when they’re ready to act.

  What’s the first step companies should take to capture leads that don’t immediately schedule a service?

The first step is capturing contact information at every meaningful interaction, even if the customer does not book right away. That includes missed calls, no-shows, web inquiries, and partial form fills. The more contact information you can get, including address, phone number, and email, the more ways you can continue the conversation, instead of treating the lead as a lost opportunity.

How do you recommend handling no-shows or missed appointments to turn them into future opportunities?

No-shows and missed appointments should be treated as warm leads, not failures. These customers already showed intent, even if something got in the way. A simple, automated follow-up that acknowledges the miss and offers an easy way to rebook can bring many of them back when timing is better.

What types of automated follow-up sequences have you found most effective for nurturing slow-deciding leads?

The most effective sequences are helpful, concise, and spaced out over time. They typically include light education, reminders of available services, and low-pressure check-ins. It helps to make them personalized, use their name in the copy and reference the services they inquired about.  The goal is to stay visible and useful so the company is top of mind when the homeowner is ready to move forward.

Can you share any response rates or conversion metrics from these automated campaigns?

It really depends on the type of service and where the customer is in their purchase journey, but our Partners are often able to generate an extra 5-10% more conversions on follow-up.

 How do non-phone leads, such as web forms or affiliate referrals, compare to phone leads in terms of conversion potential?

Non-phone leads can be just as valuable as phone leads when they are nurtured correctly. Web form and affiliate leads often come from earlier-stage shoppers who need time and reassurance, especially for big ticket purchases. With consistent follow-up, these leads frequently convert well because they start with research intent rather than last-minute urgency.

What are some common mistakes companies make when trying to follow up with leads over an extended buying cycle?

One common mistake is giving up after one or two outreach attempts. Another is relying entirely on manual follow-up, which is hard to scale and easy to forget. Companies also hurt results when their messaging is overly promotional instead of focused on building trust over time.

How do you prioritize follow-up across multiple channels (phone, email, text) without overwhelming your team?

Prioritization starts with automation handling the initial and routine outreach. This allows teams to focus their time on the customers who show interest, such as replying to a text or clicking a link in an email.

Are there any tools or platforms you recommend for building and managing these lead nurturing pipelines?

Most companies benefit from platforms that combine CRM functionality with automated, multi-channel messaging. The best tools are either natively built into your CRM or integrate with it very well so that all communications are based on the most complete view of the customer. The right setup makes follow-up consistent, measurable, and easy to manage across locations.  Most of these tools are also introducing AI features to personalize communications.

How have these strategies impacted revenue or ROI for the companies you manage?

These strategies tend to improve return on ad spend (ROAS) for other channels, providing them with an “assist”.  Because nurturing existing leads costs far less than acquiring new ones, the ROI is often strong. Over time, companies see marketing dollars work harder without adding headcount.

What advice would you give to smaller home services companies looking to implement a lead nurturing system for the first time?

Start simple and focus on consistency. Capture every lead and set up one or two basic follow-up messages before trying to do everything at once. Even a small system can significantly outperform doing nothing and creates a foundation you can build on as the business grows.