Every business owner who has run Facebook ads has said it: "the leads were rubbish." Sometimes that's true. Far more often, the lead was fine — it was the handling that failed. Here's how to tell the difference, because the two problems have opposite fixes.
In most trade businesses across the region, the entire sales pipeline lives in WhatsApp threads and one person's memory. It works — right up until the day that person leaves, and the business discovers what it actually lost.
A homeowner who fills in your form is shopping right now, usually with two or three other installers open in the next tab. The research on what happens in the first hour is brutal — and it changes how you should think about who answers your phone.
