WHITE-LABEL / HOME SERVICES
One home-services CRM, built to be cloned.
A client who wanted a CRM for plumbers, HVAC, roofers, electricians, cleaners and landscapers that could be loaded into each new account, instead of being rebuilt every time.
The problem
What was going wrong
Every new home-service client meant building pipelines, workflows and messages from an empty sub-account, with the business name, phone and links typed into every message by hand.
That is slow, and each copy drifts a little further from the last. Fixing a mistake means fixing it in every account separately.
What I built
The system, piece by piece
A lead-to-job pipeline
New Lead, Contacted, Qualified, Estimate Scheduled, Estimate Sent, Won and Job Scheduled, Completed, and Lost. The stages follow how a home-service job actually moves, from enquiry to finished work.
Seven custom values instead of hardcoded details
Business name, phone, email, website, signature, review link and booking link. Every message pulls from these, so a new account is personalised by filling in seven fields rather than editing dozens of messages.
A full workflow set
Speed-to-lead, missed-call text-back with a cooldown so the same caller is not texted repeatedly, appointment confirmations and reminders, estimate follow-up that branches on accept or decline, review requests, a 14-day nurture for leads who go quiet, and a win-back for long-dormant contacts. Pipeline-stage and lost-opportunity handlers keep the board tidy. An intake form and a 30-minute booking calendar complete it.
Reasoning
Why it was built this way
Why speed-to-lead fires on forms, not on "contact created"
The first draft triggered on any new contact. That also fires on imports and manual adds, so loading an old customer list would have texted every contact on it as if they had just enquired. The trigger was narrowed to form submissions, Facebook lead forms and webhooks.
Why seven custom values and not eleven
Every custom value is one more thing the next business has to fill in before launch. Values used in only one place, like a current offer or service area, became static copy instead, which keeps onboarding short.
What changed
The result
The client has one tested build to load into a new home-service account, fill in seven values and launch, rather than starting from an empty sub-account each time.
Automations are kept in draft until each business has its phone number and A2P registration in place. No performance figures are published here, because none have been independently verified.
Next Step
Recognise any of this in your setup?
Every project starts with an audit of what you already have, sent to you in writing before any building starts.