Ashton's Operations Guide, Bright Side Plumbing

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Why This Matters

The big picture, how your work connects to revenue

You are the front door of Bright Side Plumbing. Every single customer interaction starts with you. When you answer the phone, you are the first voice they hear. When you book a job, you decide which tech goes. When you tag the source, you tell us where the customer came from.

⚠️ Here is the problem we are solving:

Last week, 56 jobs were created in ServiceTitan. ZERO of them had a source tagged. That means we had no idea if those customers came from Google Ads, a friend's referral, our truck driving by, or a Facebook post.

Robert built an automated system (the "Auto-Tagger") that guesses where customers came from by matching job dates and service types to ad clicks. It got 58.9% right. But if you tag the source at intake, it is 100% right.

One question. Five seconds. It transforms how we spend marketing dollars and proves what is working.

🏷️

Source Tagging, The One Question

🚨 CRITICAL

📞 "How did you hear about us?"

Ask this on EVERY call. Before you book. Before you dispatch. Every time.

When the customer answers, select the matching campaign in ServiceTitan. Here is your cheat sheet:

🔎 "I Googled it" / "Google search"

➡️ Select in ST: Pay Per Click (PPC)

Campaign ID: 1591

✅ "Google Guarantee" / "Google badge"

➡️ Select in ST: Google LSA

Campaign ID: 21747007

👥 "A friend told me" / "Family referral"

➡️ Select in ST: Existing Customer

Campaign ID: 21747006

🚚 "I saw your truck"

➡️ Select in ST: Our Trucks

Campaign ID: 21747135

📞 "Service Direct called me"

➡️ Select in ST: Service Direct - MRKT 1

Campaign ID: 56289621

📚 "Facebook" / "I saw your post"

➡️ Select in ST: Facebook

Campaign ID: 1592

⭐ "Yelp"

➡️ Select in ST: Yelp Advertising

Campaign ID: 1593

🛠️ "Angie's List" / "Angi"

➡️ Select in ST: Angie's List

Campaign ID: 1595

🏆 "BBB" / "Better Business Bureau"

➡️ Select in ST: BBB

Campaign ID: 50354583

😐 "I don't remember" / unclear

➡️ Leave blank, the Auto-Tagger will try to match it

But TRY to get an answer first!

💡 Pro tip: If the customer says "I just searched online," follow up with: "Was it the regular Google results, or did you see our green checkmark badge at the top?" If badge = LSA. If regular results = PPC. This distinction matters because LSA and PPC are different budgets.

⚠️ What happens when source is NOT tagged:

We cannot tell Stephanie which marketing dollars are working
We cannot prove to Kalen that Google Ads brings in $5,954+ per week
Robert's Auto-Tagger guesses at 65-90% confidence instead of your 100%
We might keep spending money on channels that produce nothing
We might cut channels that are actually working because we cannot see them

🚨

Sewer Call Prioritization

🚨 HIGH PRIORITY

💰 Sewer = $3,000 to $15,000 per job

Sewer is 81% of all Google Ads revenue. These are the money calls.

1

📞 Sewer call comes in

Customer says anything about: sewer backup, sewage in basement, main line, roots, sewer camera, sewer smell, slow drains throughout the house, or multiple drains backing up.

2

🎯 Dispatch the sewer lead tech FIRST

Ask Kalen: "Who is the sewer lead tech now that James is gone?" That person gets sewer calls before anyone else. If they are unavailable, go to the backup. Do NOT put sewer calls at end of day. These are priority #1.

3

📋 Select the correct sewer job type (NEW!)

See the new job types section below. Pick the right one based on what the customer describes. This is important for tracking revenue accurately.

💡 Why sewer calls are different: A drain cleaning call is $75-$200. A sewer replacement is $8,000-$15,000. When the phone rings and someone says "sewage in my basement," that is potentially a $10,000+ job. Treat it like the VIP call it is. Fast response, best tech, same-day if possible.

📋

New Sewer Job Types in ServiceTitan

🔸 ACTION NEEDED

We are separating sewer jobs into 4 specific types. This helps us track revenue accurately. When you create a job in ServiceTitan, pick the type that best matches what the customer is calling about:

📹 Sewer Camera Inspection

Customer wants to see what is going on in their sewer line. Diagnostic only. No repair work.

$150 - $300

💧 Sewer Drain Clearing

Roots or blockage in the line. Tech clears it with a machine. Temporary fix, roots usually come back.

$200 - $500

🔧 Sewer Spot Repair

Fix a specific damaged section of the sewer line. Cracked pipe, bellied section, one root intrusion point.

$2,000 - $5,000

🚧 Sewer Line Replacement

Full pipe replacement. Old, corroded, or collapsed line. Trenchless or traditional dig. Permanent solution.

$8,000 - $15,000

💡 How to pick the right type:

Customer says "I want to see what is in my pipes" = Camera Inspection
Customer says "my drain is backed up" or "sewage in basement" = Drain Clearing (tech may upgrade to Spot Repair or Replacement after camera)
Customer says "you told me I need a repair" or "you found damage last time" = Spot Repair
Customer says "I need a new sewer line" or "you recommended replacement" = Line Replacement
If unsure, start with Camera Inspection or Drain Clearing. The tech will update it after diagnosis.

⚠️ Why we are doing this:

Right now, all sewer jobs are lumped together in ServiceTitan. A $150 camera inspection and a $12,000 replacement are both just "sewer." This makes the average sewer ticket look like $1,268 when real repairs are $3,000-$15,000. By separating them, Kalen and Stephanie can see the REAL value of each type and make better decisions about which services to push.

📈

Booking Rate Optimization

🔵 TRACK WEEKLY

Current booking rate: 80%. That is good, but 20% of callers are not booking. If we can figure out why, we can convert more of them.

When someone does NOT book, note the reason:

🚫 "We don't service that area"

Track how often this happens. If it is common, Stephanie may expand the service area.

💰 "Price too high" / "Just getting quotes"

This is normal for Renovation Rachel. She compares 2-3 companies. Note it so we can follow up.

📅 "Not available today" / "Too far out"

This means we need more techs or better scheduling. Flag for Stephanie, it is a capacity signal.

😐 "Just had questions" / "Not ready yet"

Normal. They may call back. Note the name/number for follow-up if possible.

🌙

After-Hours Lead Capture

🔵 AWARENESS

32% of website visits happen after business hours. We have the ServiceTitan Web Scheduler on 21 pages so people can book online anytime. But phone calls are where the money is, especially emergencies.

✅ What we know:

After-hours calls go to voicemail (routing depends on whether the call comes through BSP or 100 Year Plumbing feeds)
70% of voicemails get booked the following day (or same night if urgent, sewage, gas leak, burst pipe)
30% don't book back, they likely found another plumber or it wasn't urgent enough
Ashton handles BOTH companies: Bright Side Plumbing AND 100 Year Plumbing and Sewer

💰 The revenue we are leaving on the table:

If 5+ emergency calls per week go to voicemail and 30% never book back, that is 1.5 lost jobs per week.

At $3,000-$8,000 avg emergency ticket = $4,500-$12,000 per week in potentially lost revenue.

That is $234,000-$624,000 per year. Someone else is getting those calls because we went to voicemail.

📞 Ashton's action items:

Track after-hours voicemails daily: Each morning, check 3CX for last night's voicemails. Count them. Note which were BSP vs 100 Year. Note which were emergencies.
Call back within first 30 minutes of opening: The 70% booking rate is good, but speed matters. The faster you call back, the less likely they already called a competitor.
Flag emergency voicemails: If someone left a voicemail about sewage backup, gas leak, or burst pipe, that is a sewer lead ($3K-$15K). Call them FIRST, before anything else.
API connections: Ashton is working on getting Robert API access to the phone/voicemail system. Once connected, Nexus will automatically track after-hours volume, callback rates, and lost revenue.

This data feeds Experiment #28 (After-Hours Premium Service). If the numbers support it, Kalen may decide to offer after-hours emergency service at a premium price ($149 dispatch + 1.5x labor rates). That turns voicemail losses into premium revenue.

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Quick Reference Card, Print This!

Tape this next to your monitor

Bright Side Plumbing, Source Tagging

Ask EVERY caller: "How did you hear about us?"

Customer Says	Select in ServiceTitan
"Google" / "searched online"	Pay Per Click (PPC)
"Google badge" / "guarantee"	Google LSA
"Friend" / "family" / "neighbor"	Existing Customer
"Saw your truck"	Our Trucks
"Service Direct called me"	Service Direct - MRKT 1
"Facebook"	Facebook
"Yelp"	Yelp Advertising
"Angi" / "Angie's List"	Angie's List
"BBB"	BBB

🚨 Sewer calls = PRIORITY #1
Dispatch sewer lead tech immediately. $3K-$15K per job.