Increasing Lead Agg Set Rate from 10% to 40%

In this webinar, we welcomed John Wilson and Jesse Reyes from Wilson Plumbing and Heating to discuss their journey in increasing their lead agg set rate from 10% to 40% using Hatch. The conversation covered their strategies, best practices, and key learnings.

Watch the recording here.

Resources shared during this webinar

• Hatch Speed to Lead Campaign Templates
  
• Hatch Integrations & Lead Source Partners

Meet the speakers

• Jesse Reyes - Director of Marketing at Wilson Plumbing and Heating. With a background in SEO, paid social, and email marketing, Jesse has been leading Wilson’s marketing efforts for a year and a half.
• John Wilson - CEO of Wilson Plumbing and Heating and host of the Owned and Operated podcast, where he interviews business leaders about scaling their operations.

About Hatch

Hatch is an AI-powered CSR platform designed for contact centers. Hatch’s AI CSRs can text, email, and make calls to customers. The platform integrates with your CRM and lead sources to streamline lead management and customer communication.

Key discussion points

Challenges before using Hatch

• Wilson Plumbing struggled with handling lead aggregators effectively, primarily managing Google LSA message leads and other lead sources.
• Their previous system led to lost or ignored leads, as CSRs primarily focused on direct calls.
• Attempted other software solutions but found them ineffective in centralizing lead management.

Implementation of Hatch

• Integrated all lead sources into one central inbox, making it easier for CSRs to manage incoming leads.
• Used automations for follow-up texts, emails, and voicemail drops to ensure no lead was missed.
• Allowed for automated follow-ups and outbound call reminders, increasing efficiency in handling leads.

Key Results

• Booking rate increased from 10% to 40%, with Angi leads alone booking at 37%.
• Higher ROI from lead aggregators, with 7.8X ROAS on Angi leads, outperforming even Google LSA in some months.
• Streamlined workflows by combining automation with human follow-ups, ensuring prompt response to all leads.

Best practices for using lead aggregators

• Automated responses via Hatch ensure that every lead is touched immediately.
• When leads respond, CSRs are incentivized with commission-based pay to respond to them quickly.
• Other option is to use AI CSR.

2. Use multiple channels, multiple days

• Hatch sequences use a combination of text, email, and manual follow-up calls.
• Multi-touch follow-ups increase the likelihood of response, with leads often responding on the 3rd-5th attempt.

• Some leads go to multiple contractors. Adjusting messaging to stand out (e.g., “I know your phone just started blowing up…”) can increase engagement.
• Avoid using links in initial outreach to improve deliverability.

• Lead aggregators are masking true contact information
• Ensure that your CSRs are asking for their true information during the initial conversation so you can reach out to them later if they don’t convert.
• You can use Hatch AI CSRs to do this. 

• Train your AI CSRs to ensure all decision makers will be present at the appointment. 
• Implement pre-appointment enablement texts and emails with what to expect
• Wilson includes a short video explaining the service.
• Set expectations early, helping to reduce last-minute cancellations.

• Wilson tests each lead source over 90 days, keeping those that yield a 5X+ ROAS.
• Lead source recommendations include Angi, Google LSA, Thumbtack, EverConnect, Porch, and HomeBuddy.

Watch the webinar recording here.

Want to learn more?

• Subscribe to the Owned and Operated podcast here.
• Hatch customers, reach out to your Account Manager here.
• Non-Hatch customers, you can book a demo with us here.

For past and upcoming Hatch webinars, check out our webinar page!