Hatch and Everconnect teamed up recently for a webinar on the State of Lead Generation in 2025. We covered:
- Lead generation
- Lead conversion
- Lead LTV
Check the recap below!
Links mentioned in the webinar
About the hosts
Hatch
Hatch is an AI-powered CSR platform designed for contact centers to streamline customer communication. It enables businesses to scale revenue-driving conversations through AI-driven automation, text, email, and calling capabilities. Hatch’s AI CSRs can be trained to handle inquiries, qualify leads, and schedule appointments, ultimately improving conversion rates and lowering overhead.
EverConnect & Socius
Socius is part of the EverConnect family of brands.
EverConnect delivers high-quality, geo-targeted leads to help home service providers like you connect with customers needing urgent solutions. From Pay-Per-Call live phone leads to branded campaigns, EverConnect ensures you reach homeowners and secure more projects.
Socius boosts your visibility with tailored digital marketing strategies like SEO, PPC, and web design. Their data-driven approach helps contractors and service providers grow their customer base and drive sustainable results.
Part 1: Lead generation
Understanding lead sources
Businesses can and should use multiple lead sources. Some on the webinar were using 2, others were using 26+ lead sources. Types include
- Paid ads: Google Local Services Ads (LSA), Pay-Per-Click (PPC), Facebook Ads
- Lead aggregators: Third-party platforms like Angi
- Organic channels: Websites, social media, SEO
- Offline sources: TV/radio ads, vehicle wraps, community sponsorships
Key takeaways
- Balance is key – Avoid using more lead sources than you can effectively track.
- Differentiate between lead aggregators and lead generators – Lead aggregators compile leads from multiple sources, while lead generators (like EverConnect) produce exclusive, high-intent leads.
- Google LSA tips:
- Never pause your account; instead, lower the budget when necessary.
- Optimize service selections carefully to ensure relevant lead quality.
- Provide consistent information across all business listings.
Part 2: Lead conversion
Response rates & strategies
- The average response rate in Hatch is 60%, but best-in-class businesses achieve 80-90%.
- Effective strategies for increasing response rates:
- Keep messages short (ideally 160 characters, up to 220 max).
- Invite a response rather than overloading with information.
- Use multi-channel outreach (text, email, and phone calls).
- Follow up 5-12 times—many prospects only respond after multiple touches.
- Immediate responses are crucial—conversion rates drop significantly after the first 5 minutes.
Conversion rate optimization
- Lead sources impact set rates significantly, with variations from 50%-85%.
- Use AI to handle basic inquiries and lead qualification, then pass leads to human reps for personalized engagement.
- Automate outreach but ensure fast human follow-ups for high-intent leads.
Part 3: Lead lifetime value
Beyond the initial lead
Many businesses focus on improving customer retention and repeat business, rather than constantly acquiring new leads. Strategies include:
- Estimate follow-Up: Reach out to prospects who received a quote but haven't signed.
- Aged lead nurture: Reach out to leads that never booked, leads who canceled their appointment, or open estimates from 30+ days ago
- Customer care: Project updates, appointment reminders, and happy calls
- Customer recontact: Reach out to past customers for seasonal offers, additional services, or cross-selling.
- Membership programs: Promote your membership program, send renewal reminders, and schedule recurring maintenance visits.
- Review & referral programs: Encourage satisfied customers to refer friends and leave online reviews.
Controlling lead volume & seasonality
- During slow periods, businesses should leverage their existing customer database to maintain revenue.
- Brand awareness efforts, like community involvement and local sponsorships, can help sustain a steady stream of organic leads.
- Tracking marketing ROI ensures that businesses adjust their spending efficiently, balancing paid and organic strategies.
Final thoughts & Q&A
The webinar concluded with audience questions, including:
- How much AI vs. human touch is ideal? Most businesses integrate AI for initial outreach but maintain at least one human touchpoint before booking an appointment.
- Success with Yelp Ads? Mixed results—some found them beneficial, while others struggled with conversion.
- Best branding strategies? Focus on long-term brand-building while balancing immediate lead generation.
This session highlighted the importance of a balanced marketing strategy, strategic follow-ups, and maximizing lead lifetime value to ensure sustainable growth. If you're interested in Hatch, EverConnect, or Socius, reach out for more details on optimizing your lead generation and conversion processes.
Want to learn more?
For past and upcoming Hatch webinars, check out our webinar page!