Trueform Revenue Infrastructure™ for Home Service Businesses
You’re already paying for leads. Stop losing jobs to broken follow-up.
Missed calls. Slow callbacks. Forgotten estimates. Opportunities that never get worked. More than 1 in 4 calls to home service businesses goes unanswered.* We build the lead capture, follow-up, booking, and recovery systems that help established companies turn more inquiries into scheduled jobs. Patch the pipeline. Save the lead. Close the job.
Free 45-minute Zoom session. We’ll find where opportunities are getting stuck and what to fix first.
Prefer to talk first? Call 513-822-2798
Built for roofing and HVAC. Also plumbing, electrical, remodeling and more.
*Source: Invoca call data, “See How Much Missed Sales Calls Cost Home Services Businesses,” May 2024. Covers home service businesses.
Why home service owners trust the build
Built for home service companies with real demand and too many missed opportunities.
You’re already getting calls, form submissions, referrals, and estimate requests. But when nobody owns the next step, good opportunities sit untouched. We build the systems that connect every inquiry to a defined follow-up process, from lead received to appointment booked to estimate followed up.
20+ years designing protection systems for the power grid. Same method, applied to home service operations.
We build it, stabilize it for 30 days, document it, and transfer ownership to you. No lock-in. No required retainer.
Works alongside ServiceTitan, Housecall Pro, and the job management and photo tools you already use.
A Normal Tuesday
Without a reliable follow-up system, good roofing jobs slip away.good HVAC jobs slip away.good jobs slip away.
Your team is busy serving customers. Meanwhile, a new inquiry comes in, an estimate goes unanswered, and a potential job stalls. See how those gaps show up during an ordinary workday.
Tuesday, without a system
- Missed call from a homeowner with hail damage8:12 AM · no voicemail · no callback
- Web form: “Need a roof inspection this week”9:40 AM · sitting untouched in the inbox
- 1:00 PM inspection. Homeowner isn’t home.No reminder was sent · no rebook
- $14,800 estimate sent 11 days agoNo follow-up on record
- A competitor calls back first and books the inspectionYou paid for that lead. They got the job.
- Heat wave: phones ringing nonstop7:00 AM · every tech booked solid by 9:00
- Missed call: homeowner with a dead AC unit11:40 AM · voicemail · no callback
- She calls the next company on Google11:45 AM · they answer right away
- A competitor sells her a new system2:00 PM · a job you could have quoted. Nobody on your team knows she called.
- Crew on two jobs. You’re on a third.8:00 AM · nobody watching the inbox
- Web form: “Can you quote a panel upgrade?”12:15 PM · sitting untouched in the inbox
- Form finally openedThursday · two days later
- She already hired someone elseYou paid for that lead. A competitor got the job.
Four homeowners. No dramatic mistakes. Just no system. At $10,000 a job, that’s up to $40,000 in possible work, gone in one day.
One missed call. No dramatic mistakes. Just no system. At $7,500 for an average new system, that’s a replacement job gone before lunch.
One web form. No dramatic mistakes. Just no system. Every lead like this is money you already spent, handed to a competitor.
Do any of these sound familiar?
The jobs you’re missing might already be in your pipeline.
A missed call. An estimate nobody followed up. A homeowner waiting on a callback. One at a time, they look small. Repeated every week, they become expensive gaps in your operation.
Demand outran the process. By the time someone called back, another roofer may already have the inspection.
Call volume triples overnight. Every call you miss goes to the next company on the list.
When work picks up, the office falls behind and new leads wait.
Every delay gives another contractor an opportunity to get there first.
A no-heat or no-AC call gets booked by whoever answers first.
The first company to reply usually gets the job.
The estimate may not have been dead. The follow-up was.
Techs flag old systems, but the quote never gets a second touch.
Estimates go out and then go quiet.
No reminder went out before the inspection, and nobody rebooked it after. The lead went cold.
Without confirmations and reminders, booked calls turn into wasted truck rolls.
No reminder before the visit and no rebook after it. The opportunity quietly goes cold.
If nobody clearly owns the next step, leads sit and opportunities quietly disappear.
Dispatch, the office and the techs each think someone else followed up.
No one clearly owns the lead after the first call.
The owner ends up chasing everyone for updates. The owner becomes:
You can’t see how many calls, quotes and maintenance plans slipped through last month. The owner becomes:
You can’t see where jobs fall out of the pipeline. The owner becomes:
- the reminder system
- the follow-up system
- the report
Diagnose the Leak
Find where your pipeline is losing opportunities.
Every inquiry should have a clear owner, a defined next step, and a way to measure progress. Tap each stage to see where your business may be losing momentum, and what should happen instead.
How the job slips away
A homeowner calls while the crew is on a roof, after hours, or in the middle of a storm surge. Nobody answers. Nobody calls back.
How we patch the leak
Every call, form, chat, and referral is captured in one place and triggers the right acknowledgment and next action.
How many of your calls last week went to voicemail with no callback?
The leak usually isn’t one giant failure. It is dozens of small handoffs nobody built a system to protect.
Now put a number on it
What could missed follow-up be costing your business?
In a Harvard Business Review study of 2,241 U.S. companies, 23% never answered an online sales lead at all. The average first reply took 42 hours.
Source: Oldroyd, McElheran & Elkington, “The Short Life of Online Sales Leads,” Harvard Business Review, March 2011. The study covered many industries, not only home services.
Potential jobs leaking each month
Potential annual revenue tied to the leak
This isn’t about squeezing every lead into a sale. It’s about making sure good opportunities actually get worked before you spend more money generating new ones.
Win back just a quarter of that and it’s $121,500 a year in potential work. That comes from a system, not more effort or more people.
Find My Pipeline LeaksUse your own inquiry volume, follow-up gaps, close rate, and average job value whenever possible. Default values are illustrative only. This model is a planning tool, not a guaranteed estimate of recoverable revenue, and not every opportunity would have become a completed job.
Where the defaults come from: the 27% unworked rate matches Invoca’s missed-call data. Job values are based on Angi roofing costs, Built on Tenth HVAC benchmarks, and average ticket data by trade.
How it’s calculated: inquiries × % unworked or stalled × close rate = jobs per month; × average job value × 12 = annual revenue.
In Their Own Words
Don’t just take our word for it. Hear it from our clients.
Press play on any video. You can pause, change the speed, or turn the sound up, down or off.
Each client’s experience is their own. Results vary and are not guaranteed.
Built by an Engineer
I spent 20 years protecting critical systems. Now I help protect the opportunities your business already creates.
I’m Clararesa “Claire” Toney, founder of Trueform Partners. For more than 20 years, I worked in power systems engineering, where identifying failure points and building reliable protection systems was part of the job. Today, I bring that same approach to established home service businesses.
I look at where leads enter, where responsibility changes hands, and where opportunities get stuck. Then we build systems designed to make those breakdowns visible and prevent avoidable follow-up failures.
- Trace the handoffs.
- Find the weak points.
- Build the protection.
- Test the system.
- Make it visible.
- Then hand over the keys.
Add 18+ years of residential real estate operations: homeowners, properties, deadlines, and the communication gaps between them. Trueform Partners brings those two worlds together: engineering discipline applied to the business behind the work.
Follow-up first, then fuel
The best time to add more leads is when your business can follow up with the ones it already has.
More advertising can create more opportunities. But if missed calls, unworked estimates, and unclear handoffs stay unresolved, more lead volume puts more pressure on a broken process.
The Old Playbook
- Buy more leads when things feel slow
- Hope somebody remembers to call back
- Assume the rep is following up
- Send the estimate and wait
- Add another piece of software
- Ask the team what happened to the lead
A Pipeline Built to Hold
- Every call, form, and referral lands in one inbox, right away
- Each opportunity gets a named owner within 5 minutes
- Confirmations, reminders, and no-show recovery run on their own
- Open estimates move through a 5-stage follow-up sequence
- One dashboard shows what is moving, stalled, or overdue
- The owner checks the system, not the team’s memory
Patch the leak first. Then add fuel.
Build reliable follow-up first. Then grow with greater visibility and control.
Trueform Revenue Infrastructure™
Patch the leaks. Add the fuel. Take control.
Every lead gets an answer, an owner, and a follow-up. Stop existing opportunities from disappearing between inquiry and decision.
Built to: give every inbound opportunity a response, an owner, and a follow-up path.
$3,500 founding$5,000 standard
See how it works →More qualified leads from Google and Meta, straight into a pipeline that holds them.
Built to: bring qualified opportunities from Google and Meta straight into a pipeline that can hold them.
$3,500 founding + $1,500/mo$5,000 standard + $1,500/mo management · ad spend paid by you
See how it works →See every lead, every estimate, and who owns it, without asking anyone.
Built to: let the owner stop being the reminder system and start being the manager.
$2,500 founding$4,000 standard
See how it works →How Recover Works
See what we build →- Capture
- Route
- Respond
- Advance
- Re-engage
- Report
Every opportunity gets an owner, a next step, and a recovery path, so your team does not have to rely on memory.
Your team still does the selling. The system makes sure they get the chance.
Built for established home service companies
Built for contractors who already have demand.
Trueform Partners is built for home service companies that have real demand, a team touching the sales process, and opportunities slipping somewhere between inquiry and close.
This is probably for you if
- You’re an established home service business with consistent inquiries
- Your team manages calls, estimates, inspections, or appointments
- You want clearer pipeline visibility
- You’re losing opportunities to inconsistent follow-up
This is not the right fit if
- You don’t have existing demand yet
- You only want the cheapest leads possible
- You want sales coaching or rep management
- You expect guaranteed jobs or revenue
If the demand is there but the follow-up feels fragile, that is exactly what the Pipeline Audit is designed to uncover.
The Build & Release Guarantee
We guarantee the build.
We agree on the scope and release checklist before your project starts. We build the system, test it, release it, provide 30 days of stabilization, and hand over the agreed deliverables. If the agreed release criteria aren’t met, we keep working on the included scope at no additional service fee until they are.
We cannot promise clients or income because that is based on your sales team’s closing ability. The system makes sure they get the chance.
Before you book
Straight answers to the questions you’re probably already asking.
It’s the follow-up system we build inside your business. Every call, form, and referral is captured in one place, gets an owner, and gets a fast reply. Then reminders, no-show recovery, estimate follow-up, and old-lead reactivation keep each opportunity moving.
It isn’t a software trial or a one-size-fits-all template. We build it around how your company already works, test it, release it, and stay with you for 30 days. Then we hand it over.
You keep your job management tools. Your follow-up system runs on GoHighLevel, and we set it up for you. We connect the tools you already use, like your phones, forms, and estimating software, wherever they can connect. If a tool can’t connect, we’ll tell you why and what your options are.
Yes. It doesn’t replace them. We connect to the tools you already use where we can, and handle the lead follow-up those tools miss. We check your setup during the Pipeline Audit.
Most builds go live 14 to 21 days after kickoff, once we have access to your accounts and the inputs we need. Then we spend 30 days stabilizing the system before we hand it over.
For 30 days after release, we monitor the system, fine-tune workflows, and fix setup or routing issues while your team settles in. Then we hand it over with documentation. Once invoices are paid, the workflows, settings, and documentation built inside your accounts are yours.
Ongoing maintenance is optional: $297/month for Foundation and $497/month for Recover and up. It covers a monthly health check, fixes when something breaks, and up to 3 small edits a month. Generate includes ad management at $1,500/month, because live campaigns need active management.
Founding builds start at $2,497. Every build is scoped to your operation, so you’ll receive a fixed scope and price after your free Pipeline Audit, before work begins. Software subscriptions, third-party fees, and ad spend are paid directly by you.
No. We guarantee the build, not the sale. If the system doesn’t meet the release criteria we agree on up front, we keep working on the included scope at no added service fee until it does. Pricing, selling, and closing remain yours.
It’s a free 45-minute call on Zoom. Before the call, you complete a short online audit (about 20 minutes) so Claire can review your numbers first. On the call, we map how leads come in, where they stall, who owns each one, and what happens to open estimates.
You’ll leave knowing where your biggest leaks are and what to fix first. If the leak isn’t worth fixing, we’ll tell you.
Neither. Your people still build relationships and sell the job. We don’t coach reps or teach closing. The system handles what people should not have to remember: assignments, reminders, follow-up timing, and status.
Yes. Plumbing, electrical, remodeling, and other home service companies can use the same system. The Pipeline Audit shows whether it fits your business.
Your next step
Before you buy more leads, find out which opportunities you’re already missing.
Book your free Pipeline Audit. We’ll look at your current lead flow, identify where opportunities stall, and show you what deserves attention first.
Free · 45 minutes on Zoom · No obligation
For established roofing, HVAC, plumbing, electrical and remodeling companies with active lead flow.
Patch the pipeline. Save the lead. Close the job.