What Your Contact Form Isn't Telling You (And How It's Costing You $15K Jobs)
Your contact form isn't giving you the whole story. Not intentionally. It's just... incomplete.
Let me show you what I mean.
What Your Contact Form Shows You
Here's a typical lead from a standard HVAC contact form:
- Someone needs help
- Is this a $200 fix or a $15,000 replacement?
- How urgent is it?
- How old is their system?
- What's actually wrong?
- When do they need it fixed?
- What's their budget?
- Are they shopping around or ready to buy?
- Have they maintained their system?
- Is this a repair or replacement situation?
You're flying blind.
So you call back and spend 15 minutes asking these questions.
But here's the problem: Your competitor already knows the answers.
What a Scored Assessment Shows You
Same customer. Same Jane Smith. But she fills out a 2-minute assessment instead of a contact form.
Here's what you see:
What you know: Everything you need to close this deal.
The Information Gap is Costing You Money
Let's play out both scenarios:
You see "Jane Smith - AC not working"
You think: "Could be anything. I'll call her after my 9 AM appointment."
You call Jane.
Too late. She already booked with a competitor who called at 7:15 AM.
You see "Priority 9/10 | $12-15K | 18-year system, no cooling, immediate"
You think: "This is a slam dunk. Calling her right now."
You call Jane:
"Hi Jane, I saw your assessment. Eighteen-year-old system with no cooling - that's definitely urgent. I can be there at 11 AM today to take a look and give you a quote on the spot. Does that work?"
"Oh yes, thank you so much! See you then."
Same lead. Different information. Different outcome.
The Hidden Costs of Incomplete Information
Without scored details, you spend 10-15 minutes per call asking discovery questions:
- • "How old is your system?"
- • "What seems to be the problem?"
- • "When did this start?"
- • "Have you had it serviced recently?"
- • "When do you need this fixed?"
- • "What's your budget?"
15 minutes × 30 leads per month = 7.5 hours of discovery calls
With scored assessments? You already have the answers.
You can't prioritize what you can't see.
"AC not working" could be:
- • Priority 9: 20-year system completely dead, customer ready to buy
- • Priority 3: 2-year system minor issue, customer price shopping
You're treating them the same because your form doesn't tell you the difference.
"AC not working" doesn't convey urgency.
"18-year system, no cooling, house is 87 degrees, needs it within 24 hours" does.
You call the first one tomorrow. You call the second one in 5 minutes.
When you don't know the details upfront, you:
- • Ask too many questions (customer gets annoyed)
- • Offer wrong solutions (repair when they need replacement)
- • Miss buying signals (they're ready now, but you're still qualifying)
- • Sound unprepared (competitor sounds like they understand the issue)
Result: Lower close rate even when you get them on the phone.
While you're looking at "Jane Smith - AC not working," your competitor is looking at:
"Priority 9/10 | $12-15K | Ready to buy | Call immediately"
Who do you think calls her first?
What Information Actually Matters?
Not all details are equal. Here's what moves the needle:
- System Age - Old system = replacement opportunity
- Urgency Level - Immediate need = call right now
- Problem Description - Specific issues = estimated value
- Timeline - "Today" vs "Eventually" = prioritization
- Maintenance History - Never serviced = more problems = higher value
- Budget range
- Property size
- Preferred contact method
- Best time to call
- How did you hear about us?
- What's your zip code? (you'll get their address later)
- Company name (for residential)
Your contact form probably asks for the useless stuff and misses the critical stuff.
Real-World Scenario: Information Makes All the Difference
Here's what can happen when two similar leads come in the same morning:
Lead A (Contact Form):
"Name: Robert K. - Message: Need AC fixed"
Lead B (Scored Assessment):
"Priority 8/10 | Est. Value: $8-12K | 16-year system, intermittent cooling, strange noises, wants quote today"
What typically happens:
The dispatcher calls Lead B first (obvious high-value).
- ✓ Lead B: Called at 8 AM, appointment at 2 PM, closes for $10,500 replacement
- ✗ Lead A: Called at 10 AM, already booked with competitor
The twist: When they finally reach Lead A (out of curiosity), turns out he also has a 16-year-old system that needs replacement.
Same value lead. But the contact form didn't reveal that.
They called Lead B first because the information made the value obvious. They lost Lead A because "Need AC fixed" could've been anything.
The Bottom Line
Your contact form isn't giving you enough information to make smart decisions.
It's like playing poker with half your cards face-down.
Sure, you might win sometimes. But you're guessing.
Scored assessments flip all the cards face-up.
Now you know:
- ✓ Which hands to play (high-priority leads)
- ✓ Which to fold (tire kickers)
- ✓ How much to bet (time investment)
- ✓ When to go all-in (urgent, high-value leads)
Same leads. Full information. Better decisions. More revenue.
Ready to See What You're Missing?
Current discounts are available, but they won't last. Your contact form is hiding the $15K leads. Time to see them clearly.
See The Full Picture →