The Business: A Regional Roofing Contractor With a Predictable Growth Problem
The company in this case study is a regional roofing and exterior services contractor operating across the New Orleans metro and surrounding parishes. With 12 years in business, a strong local reputation, and a consistent Google Ads investment generating 60 to 80 new leads per month, they were generating solid revenue but had plateaued at a monthly new-contract volume that felt disconnected from their lead volume.
Their marketing team was running a capable Google Ads campaign. Their website converted well. Their reviews were strong. But their sales team was closing fewer new contracts per month than the lead volume should have been producing — and nobody could explain why.
The answer was in the follow-up data.
Before: The Invisible Drain on a Healthy Lead Pipeline
When we audited the GoHighLevel account, the core issue was immediately visible. The sales team was manually reviewing new leads — usually within 2 to 4 hours during business hours, longer on evenings and weekends. Initial outreach was a personal call attempt. If the call went to voicemail, a single follow-up call was made the next morning. After two unanswered calls, the lead was tagged inactive.
Two touchpoints. Both phone calls. No SMS. No sequence. No differentiation by lead source or time of day. And for a significant percentage of leads — those who submitted forms after hours or on weekends — the first contact attempt was not arriving until 16 or more hours after submission.
Before activation metrics:
• Monthly leads: 65 to 80
• Lead-to-first-contact time (average): 2.8 hours during business hours; 14 to 18 hours for after-hours and weekend submissions
• Average follow-up touchpoints per lead: 2.1
• Contact rate: 31%
• Lead-to-new-contract conversion rate: 8%
• New contracts per month: 5 to 6
• Average contract value: approximately $9,500
• Monthly new contract revenue: approximately $47,500 to $57,000
A healthy lead pipeline was producing a 31% contact rate. Nearly 70% of the leads the marketing budget generated were being abandoned after two unanswered phone calls.
The Build: SMS Automation Layered Into the Existing Sales Process
We did not rebuild the sales process. We layered SMS automation on top of it.
The sales team continued making personal calls. We did not remove that touch — for a high-value contract category like roofing, a personal call is an appropriate and valuable touchpoint. What we added was a system that reached leads before the call could be made and continued reaching them when the manual process ran out.
If your business is generating leads but not converting them consistently, you can contact NOLA Web Solutions to identify exactly where your follow-up system is leaking revenue and how to fix it quickly.
What we activated:
• Instant SMS within 60 seconds of any form submission — 24 hours a day, seven days a week, including evenings and weekends when the sales team was unavailable
• A 6-touch follow-up sequence over 14 days mixing SMS and email, with the manual call attempts embedded as task reminders within the workflow so the sales team was prompted to call at the optimal moments
• Source-specific sequencing: leads from storm event keywords received higher-urgency messaging acknowledging the immediate nature of their situation; standard estimate request leads received a consultative, value-anchored sequence
• A re-engagement sequence for the 200-plus leads in the CRM that had been tagged inactive after two unanswered calls — the single largest untapped asset in the account
After: 90-Day Results
• Monthly leads: 68 to 82 (comparable to before)
• Lead-to-first-contact time: 55 seconds average
• Average follow-up touchpoints per lead: 5.8
• Contact rate: 64%
• Lead-to-new-contract conversion rate: 14%
• New contracts per month: 9 to 11
• Average contract value: $9,500 (unchanged)
• Monthly new contract revenue: approximately $85,500 to $104,500
• Revenue increase vs. pre-activation: approximately $36,000 to $47,000 per month
The re-engagement campaign on dormant leads closed 3 contracts in the first 45 days — contracts from leads who had received two unanswered calls months earlier and been written off. The combined contract value of those three was $31,400.
No change in ad spend. No change in the sales team. No change in pricing or offer. The only variable was the system that caught leads the manual process had been missing.
The Bridge: The Math That Every Roofing, Home Services, and High-Value B2C Business Should Run
If your average contract or job value is $5,000 or above, the ROI of SMS automation is not marginal — it is transformative. At that value level, recovering even two additional contacts per week who would have been abandoned in a manual system represents $10,000 or more in monthly revenue.
The math in this case study is specific to roofing. The principle applies to any high-value local service business: HVAC, plumbing, legal services, financial advisory, home renovation, medical aesthetics. The higher the average transaction value, the more consequential every percentage point of contact rate improvement becomes.
NOLA SMS Pro and GoHighLevel do not change your offer or your market. They change the percentage of your market that actually hears your offer.
If you are seeing similar gaps in your pipeline, you can contact NOLA Web Solutions to get a clear breakdown of what is happening inside your follow-up system and how to optimize it. You can also message the team directly on Facebook.