Lead Intake and Qualification Process

To ensure every inbound lead is captured, qualified, and nurtured through a standardized intake process that maximizes conversion rates, minimizes response time, and creates a professional first impression that differentiates our cleaning service from competitors.

Applies to all inbound leads generated through website forms, phone calls, text messages, social media inquiries, referral introductions, and walk-in requests. Covers the period from initial contact through qualified appointment booking or nurture sequence enrollment.

• Lead Response Specialist: Monitors all channels, responds within target timeframes, conducts initial qualification

• Sales Coordinator: Schedules estimates, sends confirmation materials, manages CRM data entry

• Owner/Manager: Reviews high-value leads personally, handles complex inquiries, conducts quality audits

Step 1: Lead Capture and Channel Monitoring (Continuous)

All lead channels must be monitored during business hours (8:00 AM - 7:00 PM, Monday through Saturday) with designated response time standards:

• Phone calls: Answer within 3 rings; if missed, return within 15 minutes

• Text messages: Respond within 5 minutes during business hours

• Website forms: Respond within 10 minutes via text and email

• Social media DMs: Respond within 20 minutes

• Email inquiries: Respond within 30 minutes with acknowledgment

• Referral introductions: Respond within 1 hour with personal message

• [ ] Phone system active and voicemail greeting current

• [ ] Text forwarding enabled to lead response specialist device

• [ ] Website form notifications routing to designated inbox

• [ ] Facebook Messenger and Instagram DM notifications active

• [ ] Google Business Profile messaging notifications enabled

• [ ] Referral tracking sheet accessible and current

Step 2: Initial Response Protocol (Within Target Timeframe)

"Thank you for calling [BUSINESS_NAME]. This is [REP_NAME]. How can I make your day better today?"

[Listen to request. Do not interrupt. Take notes in CRM during conversation.]

"I would love to help you with that. So I can give you the most accurate information, may I ask a few quick questions about your home and what you are looking for?"

"Based on what you have shared, I recommend scheduling an in-home estimate so we can see your space, discuss your priorities, and give you an exact price with no surprises. Our estimates take about 20 minutes, and there is no obligation. Would [DAY] at [TIME] or [DAY] at [TIME] work better for you?"

"I completely understand wanting to know the investment upfront. Because every home is different -- square footage, condition, pets, special surfaces -- we have learned that ballpark estimates often lead to surprises that nobody likes. Our in-home estimate is free, takes 20 minutes, and gives you an exact price that will not change. We can even do a virtual walkthrough by video call if you prefer. Which option works best?"

"I understand you are still exploring your options. May I send you our information packet by email? It includes our service checklist, what to expect, client reviews, and a pricing guide for homes similar to yours. I will also add you to our 7-touch nurture sequence -- a series of helpful emails about choosing a cleaning service, preparing for a cleaning, and getting the most value. No pressure, just useful information. What email address should I use?"

Step 3: CRM Data Entry (Within 15 Minutes of Contact)

Every lead must be entered into the CRM with the following fields completed:

• Lead source (trackable to specific campaign or channel)

• Contact information (name, phone, email, preferred communication method)

• Property details (type, bedrooms, bathrooms, approximate square footage if known)

• Service type requested (one-time, recurring, move-in/move-out, commercial)

• Urgency level (immediate, within 2 weeks, flexible, future)

• Qualification score (A: Ready to book, B: Interested but needs nurturing, C: Shopping price, D: Unqualified)

• Notes from conversation (specific pain points, trigger events, objections raised)

• Next action and due date

• A Lead (Hot): Expressed clear need, asked scheduling questions, has budget authority, timeline within 14 days

• B Lead (Warm): Interested, needs comparison shopping, timeline within 30 days, open to nurture

• C Lead (Cool): Price-focused only, vague timeline, minimal engagement, may be unqualified

• D Lead (Unqualified): Outside service area, requests services not offered, unrealistic budget expectations, rude or unreasonable

Step 4: Lead Routing and Assignment (Within 30 Minutes of Qualification)

• A Leads: Immediately assigned to owner or senior estimator for priority follow-up within 2 hours

• B Leads: Assigned to sales coordinator for nurture sequence enrollment and periodic check-ins (Day 3, Day 7, Day 14)

• C Leads: Entered into automated nurture sequence; manual follow-up only if engagement signals occur (email opens, link clicks, return website visits)

• D Leads: Archived with notes; no further action unless lead re-engages with different parameters

Step 5: Appointment Scheduling and Confirmation (Within 1 Hour of Qualification)

Subject: Your Estimate is Confirmed -- [DATE] at [TIME]

Hi [CLIENT_FIRST_NAME],

Your in-home estimate with [BUSINESS_NAME] is confirmed:

• Date: [APPOINTMENT_DATE]

• Time: [APPOINTMENT_TIME]

• Address: [CLIENT_ADDRESS]

• Representative: [ESTIMATOR_NAME]

• Duration: 20-30 minutes

What to expect:

• A friendly, no-pressure walkthrough of your home

• Discussion of your priorities, concerns, and scheduling preferences

• An exact, written price before we leave

• Answers to any questions about our team, products, or process

If you need to reschedule, simply reply to this email or text us at [BUSINESS_PHONE].

We look forward to meeting you,

[OWNER_NAME]

[BUSINESS_NAME]

Step 6: No-Show Recovery Protocol (If Applicable)

If the prospect does not answer the door or is not available at the scheduled time:

Step 7: Post-Appointment Lead Update (Within 2 Hours)

After the estimate appointment, update the CRM record with:

• Estimate delivered (yes/no)

• Price quoted

• Package recommended

• Objections raised and responses given

• Prospect's stated timeline for decision

• Follow-up action and date

• Lead temperature update (A, B, C, D)

Step 8: Nurture Sequence for Non-Booking Leads (Automated)

Leads who do not book within 48 hours of estimate enter the 7-touch nurture sequence:

• Touch 1 (Day 2): Educational email -- "How to Choose a Cleaning Service: 7 Questions Every Homeowner Should Ask"

• Touch 2 (Day 4): Social proof email -- Client testimonial video with results

• Touch 3 (Day 6): Value email -- "5 Surprising Health Benefits of Professional Home Cleaning"

• Touch 4 (Day 9): Offer email -- "New Client Special: 20% Off Your First Cleaning This Month"

• Touch 5 (Day 12): FAQ email -- Answers to common objections and concerns

• Touch 6 (Day 16): Urgency email -- "Only 4 New Client Spots Remaining for [MONTH]"

• Touch 7 (Day 21): Final check-in -- "Still considering a cleaning service? Here is everything in one place"

• Prospect books service (move to onboarding)

• Prospect replies with "not interested" (archive)

• Prospect does not engage after 7 touches (move to long-term quarterly newsletter)

• Average lead response time: Under 5 minutes during business hours

• Lead-to-appointment conversion rate: 45% or higher

• Appointment show rate: 80% or higher

• CRM data completeness: 100% of leads must have source, contact, qualification score, and next action

• Nurture sequence engagement rate: 25% email open rate minimum

• No lead shall go more than 24 hours without documented next action

• TPL-001: Welcome Email Sequence

• TPL-006: Sales Conversation Script

• TPL-009: Win-Back Campaign

Weekly lead intake report must include:

• Total leads received by source

• Response time averages by channel

• Conversion rates by lead source and qualification score

• No-show rate and recovery success

• Nurture sequence performance (opens, clicks, conversions)

• Pipeline value (sum of all quoted estimates awaiting decision)

• v1.0: Initial release