For home service businesses, thriving in a competitive market hinges on a few key questions: Are your marketing efforts effectively generating leads that convert into customers? And just as importantly, are you following up quickly enough to secure their business?
CallRail’s Chief Marketing Officer, Laura Beussman, joined Paul Jamison on the Green Industry Podcast to tackle this challenge head-on. In their conversation, Laura shared real-world strategies for using data, automation, and AI to boost marketing performance and streamline operations.
In this blog, we explore the key takeaways and strategies discussed in this episode, breaking them down for better understanding and practical application. We break down the key takeaways and strategies from the episode in this blog.
The power of AI in modern marketing
Artificial Intelligence is one of the most talked-about trends in marketing today. Laura explains, AI has shifted from a futuristic idea to a powerful, practical tool that home service businesses can use to their advantage.
"It's not about AI replacing people, it's about being able to do more and accomplish with AI, and actually taking it to the next level."
- Laura Beussman, CMO at CallRail
From creating personalized content for different customer personas to providing real-time coaching for your team, AI helps you work smarter, not harder. It can even assist with drafting follow-up emails, ensuring potential customers hear from you quickly and with all the right information.
Converting leads into loyal customers
Getting new leads is one thing, but turning them into happy, paying customers is a whole new challenge. Laura points out that many businesses stumble at the first hurdle: simply not answering the phone.
"Whoever gets back to them quickest or takes their call first and gets them to engage and comes out and gives them a quote, that's likely who they're going to go with. And so if you missed that call, you're starting way behind."
- Laura Beussman, CMO at CallRail
But answering the call is just the beginning. Optimizing the conversation itself is just as important. With CallRail, you can record, transcribe, and summarize calls to identify areas for improvement in how your team handles customer interactions. This allows you to provide personalized coaching and ensures every conversation leaves a positive impression.
Know your marketing ROI
Are your Facebook ads delivering better results than your Google ads? Are those door hangers driving real business? As Laura notes, without proper tracking, you're simply making educated guesses.
"If you don't know which area that you're investing in is actually driving both the lead and then the actual customers and dollars, then you don't know where to put your money."
- Laura Beussman, CMO at CallRail
CallRail's dynamic number insertion (DNI) assigns a unique phone number to each of your marketing campaigns. This means you can see exactly which ads are driving calls and which ones aren’t. With that visibility, you can confidently double down on what's working and cut what's not, maximizing your marketing ROI.
A solution for every missed call
One of the biggest challenges for any busy home services business is the call that comes in after hours or while the team is already on another line. Laura and Paul discussed a powerful solution to this: CallRail’s Voice Assist — an AI-powered virtual receptionist that answers your calls so you never miss a lead.
Voice Assist leverages your website and call transcripts to handle common inquiries, qualify leads, and capture essential details. Even when you’re unavailable to answer the phone, it ensures every potential customer is engaged while equipping your team with the information they need for efficient and effective follow-ups.
Turn your leads into lasting customers
When you know exactly where your leads are coming from—and what happens on every call—you can make smarter decisions that drive real results. CallRail gives you the insights to fine-tune your approach, improve follow-up, and turn more leads into long-term customers.
Listen to the full conversation wherever you get your podcasts:
