14 plug-and-play SMS and email templates for every lead source. Copy, customize the highlighted variables, and paste into your automation tool. Takes 20 minutes to set up.
Replace all highlighted [variables] with your actual business info. Keep the conversational tone โ resist the urge to make messages more "professional." Plain and human converts better. Use SMS for your first contact on every lead; switch to email only if they don't reply to 2+ texts.
Keep it under 160 characters if possible. The question at the end is critical โ it invites a reply and starts the conversation. Never send a form letter that doesn't ask anything.
Shorter and softer than the first message. Not pushy โ just a gentle reminder that you're available. If they don't reply to this one either, wait until next morning before the third touch.
The "if you've already found someone" line does two things: it shows confidence and removes pressure. Leads who were planning to ghost you often reply to this one.
Missed calls are warm leads โ they chose to call you specifically. A 2-minute text response keeps you from losing them to the next contractor they dial. Most callers will text back within minutes.
Sets expectations immediately. People who call after hours are usually anxious โ knowing you'll call back at a specific time reduces their urge to keep dialing competitors.
Move the conversation to text whenever possible. Response rates on text are 8ร higher than phone calls in 2026, and you can respond while on a job site.
Facebook leads are lower intent than website form submissions โ they clicked an ad, not necessarily ready to buy. Keep it casual and conversational. Your goal here is to start a dialogue, not pitch.
GBP leads often want a quick answer. Offer to move them off the platform and onto direct text immediately โ platform message threads have lower conversion because there's more friction.
LSA leads are high-intent โ they searched for your service type and clicked your ad. Lead with availability. "We're in your area and can usually get out quickly" is the most effective opener for these.
Referral leads convert at 3ร the rate of cold leads. Mention the referrer by name immediately โ it establishes trust and signals you're not a random contractor texting them.
Mention the specific nearby job โ it's social proof and explains why you're reaching out. This template works best for landscaping, roofing, and exterior work where neighbors can literally see your work.
Short and open-ended. Don't overthink word-of-mouth leads โ they've already done their due diligence. Just start the conversation fast.
About 15% of "dead" leads from 30 days ago are still in the market but got distracted. This message reactivates them. The "no pressure" phrase is key โ it removes awkwardness and often gets honest replies.
Perfect for landscaping (spring/fall), HVAC (seasonal tune-ups), and roofing (storm season). A lead who didn't book 6 months ago may be ready now โ their situation changes, budgets reset, and timing matters.
The right message at the wrong time gets ignored. Use this guide for your automation triggers.
The Home Services Playbook walks you through connecting these to Zapier + GoHighLevel step by step.