Never Lose a Call Again

The reply-speed guide for service-business owners

Why this matters now

• Leads cost real money. In some industries a single lead from search ads costs over $200. Roofing is about $228, and the home-services average is ~$91 (LocaliQ 2025, US data).
• Google now charges for some calls you miss. Since October 1, 2026, if you run Google Local Services Ads, a missed call during your business hours is charged as a lead when the caller stays on the line for more than 20 seconds. (If you use a phone menu, the timer starts after they press a key.) And if that first call didn't count, a follow-up call from the same person can be charged instead (Google's notice to advertisers, Aug 2026).
• Many callers don't wait. They call the next company on the list.

You can't answer every call in the middle of a job, a meeting or an appointment. But you can make sure every missed call and every form gets a reply in under 60 seconds.

The rule

Every missed call, form and ad lead gets a text within 60 seconds. From your business number. Signed by a real person. A human calls back within the time you promised.

The 10 texts (copy, paste, change the brackets)

Not a contractor? Swap "address" and "drive out" for "appointment" or "consult". The timing works the same for a clinic, a law firm or an agency.

1. Missed call, you're busy

Hi, this is [Name] from [Company]. Sorry I missed you — I'm with a client right now. What can we help you with? I'll call you back by [time].

2. Missed call, after hours

Thanks for calling [Company]! We're closed for the night, but I don't want you waiting. What can we help you with? I'll call you first thing at [8 a.m.].

3. Missed call, weekend

Hi, it's [Name] at [Company]. We're off today, but I saw your call. Tell me what you need and I'll get you on the schedule Monday morning.

4. Emergency triage (add to #2 and #3)

If this is an emergency (for example, an active leak or no heat), reply URGENT and someone will call you right away.

5. Website form

Hi [First name], it's [Name] from [Company] — got your request about [service]. Quick question so I can help faster: what's the address, and when are you hoping to get this done?

6. Ad lead (Google, Facebook, Angi)

Hi [First name], thanks for reaching out to [Company] about [service]. I'm [Name]. Is now a good time for a 2-minute call, or is texting easier?

7. Qualify in one message

Thanks! Just so I send the right person: what's the address, what's the issue, and is this urgent or can it wait a few days?

8. Ask for photos

If it's easy, send me 2–3 photos of the area. It helps me give you a real answer before anyone drives out.

9. Offer a time

I can have someone out [Tue 10 a.m.] or [Wed 2 p.m.]. Which works better?

10. No reply after 2 hours

Hi [First name], just making sure you saw this. Still need help with [service]? Happy to call whenever works for you.

How to set it up (3 levels)

1. Check what you already pay for. Many phone systems, call-tracking tools and field-service apps already include "missed-call text-back". Turn it on and paste text #1.
2. Split day and night. Use text #1 during work hours, and #2 + #4 after hours and on weekends.
3. Connect it to your CRM or booking software. Every reply creates a lead with the name, address and notes, and someone gets alerted when a lead writes back. This is the part most owners never finish, and it's where leads fall through the cracks.

About AI answering your phone: it can work after hours, but only if it says it's AI, hands off to a human in one step, and someone reads the call log every day. (See the "12 checks" guide.)

Measure it (before and after)

For 2 weeks, write down:

• missed calls per week
• minutes until the first reply
• how many turned into a booked visit

Turn the texts on and track the same 3 numbers for the next 2 weeks.

Stay on the right side of texting rules

• Only text people about the call or form they started. Say your company name.
• Stop the moment they ask you to, in any words ("stop", "no more texts", an email). Not just the word STOP. (In the US, that's the FCC rule since April 2025.)
• Add a line to your forms: "OK to text me about my request."
• If software sends your texts from a regular local number, that number must be registered (A2P 10DLC). Your business registers it, through your texting provider, and they walk you through it. Carriers block or filter unregistered texts.
• Marketing texts to old lists need permission. In the UK, marketing texts need consent or a "soft opt-in". Check the rules where you work. This guide isn't legal advice.

Facts and rules checked October 2026. This isn't legal advice: texting, recording and review rules differ by state and country.