Discover how Idaho heating and cooling company, Home Heating & Air Conditioning, drastically cut call review time and captured missed opportunities using smart integrations and analysis.
Tech stack
Integrations
Results
- Call Tracking
- Form Tracking
- Premium Conversation Intelligence™
- Convert Assist
- GA4, Google Ads, Google Business Profile
- Microsoft Ads
- Cut call review times by 70%
- Reduced missed opportunities by 90%
- Enhanced insights to validate and inform marketing spend
Connecting data to save time and capture opportunities
Home Heating & Air Conditioning offers services that ensure optimal indoor comfort for both residential and commercial clients in the Boise and Twin Falls areas. Their comprehensive range of HVAC services includes heating, air conditioning, and duct cleaning.
Like many home services companies, their business relies heavily on phone calls. Before implementing CallRail, the volume of calls meant their service manager spent around four to five days manually reviewing call recordings to calculate close rates and identify missed opportunities.
The team struggled to link their marketing efforts to results. Though the company had been running paid ads for years, their Google Ads reporting didn’t provide in-depth insights into how performance tied to ROI. When they wanted to increase their ad spend, they didn’t have data detailed enough to optimize marketing budget allocations.
Mark King, Service Manager at Home Heating & Air, had years of experience using CallRail, both as an in-house marketer and in a marketing agency he co-founded. He liked the platform for its in-depth but easy-to-understand reporting and knew it could give the Home Heating & Air Conditioning team the insights they needed into lead quality and marketing ROI.
King says just one month after implementing CallRail, he uncovered lost opportunities that equaled $45,000 in missed revenue potential.
"We reduced our missed opportunities from $45,000 in one month to just $4,500 last month."
—Mark King, Service Manager at Home Heating & Air
Efficient data analysis reveals customer behaviors
Home Heating & Air Conditioning implemented CallRail’s Call Tracking to get visibility into lead source and marketing ROI. Each campaign is assigned its own unique tracking number, so the team can easily see which efforts are bringing in customers and use that data to quickly reallocate their budget to the best-performing channels.
In addition to Call Tracking, the team added Premium Conversation Intelligence™ with enhanced AI-powered call analysis. King reviews transcriptions on all calls over a minute, allowing him to quickly assess lead quality. “I can just read the script and quickly determine whether this is truly a qualified lead or not,” King says.
King says he also uses CallRail data to track customer behavior, identify declined offers, and pinpoint future opportunities. By learning more about their customers, the team misses fewer sales opportunities and also learns which homeowners are worth following up with down the road.
By cross-referencing CallRail data with the company’s internal database, King saw that calls generate up to $70,000 in revenue a month. The team can also estimate how much potential revenue is lost by customers declining offers, and King determined they were able to reduce missed opportunities by 90%, from $45,000 to $4,500.
"Rather than listening to each recording individually, I can just scan the AI-generated transcripts, reducing my time spent by at least 70%."
—Mark King, Service Manager at Home Heating & Air
Home Heating & Air gains clearer analytics in 70% less time
The shift to AI-powered call review and analysis led to significant improvements in efficiency and ROI measurement. Since King no longer had to manually review calls, the process was reduced from multiple days to just a few hours.
"We cut our call review time from four or five days to just four or five hours."
—Mark King, Service Manager at Home Heating & Air
After only one month of using CallRail, Home Heating & Air was able to confirm the effectiveness of their marketing strategy and dig deeper into customer conversations. “By bringing on CallRail,” King says, “we were able to go to each call and look at the revenue down to the last detail to see that their money was actually paying off.”
With Premium Conversation Intelligence, the call summaries and call sentiment features help them see what went well and what can be improved in customer conversations. They can use that information to refine scripts and train teams to have more effective interactions. Managers can also use the data to refine pricing, marketing strategies, and sales techniques.
“It’s very important for home heating to see that not only their marketing money is being productive, but also which campaigns are being the most productive,” says King. “The big wow factor for me is being able to go to my managers and show them hard numbers.”
In addition to manually marking contacts with a thumbs-up or thumbs-down, CallRail’s AI tools can automatically qualify leads. You can get more granular insights to identify trends and get specifics about effective conversations. Call summaries are a 3-5 sentence recap of the call, including highlighted key terms. King has even used CallRail’s call data to design his own methodology for scoring calls. By using the tagging feature, he identifies and marks calls that are leads or future leads worthy of follow-up.
“We no longer have to run the company by feeling,” says King. “We've got some actual hard data now between the individual call and the individual outcome in revenue.”
The Home Heating & Air Conditioning team has gained such valuable marketing insights that they’re exploring AI-powered custom call coaching that’s part of Convert Assist. The feature delivers feedback on every customer call, letting team members know what went well and how they can improve. It saves countless hours of sales call reviews.
Additionally, the team plans to update their CRM and integrate it with CallRail by using CallRail’s REST API. This, in addition to CallRail’s native integrations with Google and Microsoft products, will allow them to get more comprehensive insights.
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