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Field notes from the trades.

Short, opinionated reads on lead capture, speed-to-lead, reviews, and the AI front office. Written by operators, not interns.

Phone receiver with dollar bills falling away — illustrating revenue lost to missed calls.
Featured · Lead capture

Missed calls cost roofers more than their entire ad budget

You can spend $4k a month on Google Ads and still leak six figures a year out the back door. The leak has a name, and it rings during your busiest hours.

Hunter N. · April 8, 2026 · 6 min read
More reading

Recent posts.

Stopwatch with the second hand approaching 60 seconds, set against the brand gradient.
Sales operations

The 60-second rule: how speed-to-lead doubles booked estimates

There is one number that predicts whether a lead becomes a job better than price, brand, or reviews — and almost nobody in the trades is hitting it.

Hunter N. · March 21, 2026 · 5 min
Five-star review burst with a chat bubble — automated review collection.
Reputation

Stop chasing reviews — automate the ask after every job

Reviews are the cheapest, highest-converting marketing asset in home services. Most contractors get one for every twelve they could have had.

Hunter N. · February 27, 2026 · 4 min

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