Lead Generation Playbook: Collect SMS Answers and Route Inquiries to Your Team
Use QR codes, SmartLinks, and website buttons to invite an SMS conversation. Configure questions or text menus, retain the answers and campaign source, and route an inquiry to the right team with context.
Lead GenerationOTTO QualificationPrepare CallerITR
The Core DifferenceA contact sends a message from their phone to start the requested conversation. The sending number and collected answers support follow-up; they do not establish identity or permission for ongoing marketing.
Entry PointsUse a website button, QR code on print or signage, or SmartLink in a supported digital placement. Give each campaign or placement its own entry point when you need source reporting.
The OutputA structured email lead alert: name, phone, service type, timeline, conversation transcript, entry point. Your rep calls knowing exactly who they’re calling and why.
Use this playbook when your team needs a few details before responding to an inquiry. It applies to service requests, consultations, recruiting, and member inquiries as well as sales. Define the workflow, permission scope, and human handoff before publishing.
The Full Setup, Step by Step
1
Map your qualification questions before building
Choose the details your team needs before responding: service type, location, timeline, and name. Ask only what is useful at this stage. Test the sequence and review where contacts stop rather than relying on a fixed completion benchmark.
2
Build a Custom Questions (Captures Name) or ITR collector
Captures Name for simple qualification. ITR for businesses with multiple service types that need routing (Sales/Service/Support or HVAC/Roofing/Plumbing).
3
Configure the Final Message as a Prepare Caller message
For a planned callback, identify the person or team, caller number, and a timing window your team can meet. Example: “Alex will call from (410) 555-0100 this afternoon.” Keep the message consistent with the contact’s request; it does not guarantee an answered call.
4
Set the notification email to your team’s distribution list
sales@company.com or a specific rep for specific territory. For ITR, set branch-level routing so Sales leads go to Sales, Service leads go to Service.
5
Deploy the SmartLink to every entry point
Use website buttons, supported profile links, email signatures, and QR codes on direct mail or signage. Test the destination on desktop and mobile before deploying it.
✓
Review incomplete journeys and missed follow-ups
Compare collected inquiries with your team’s follow-up records. Review partial journeys separately from completed flows. Where permission supports another message, set limited follow-up timing, suppression, and stop conditions.
Entry Point Strategy by Channel
🌐
Website
Floating “Text Us” button site-wide + inline button above the fold on service pages and the contact page. Mobile visitors go to SMS. Desktop visitors see the QR bridge. Both paths feed the same collector.
⭐
Digital Listings
Use the contact or website links supported by the listing service and your account. Link to an appropriate page or SmartLink where allowed, then verify the published experience. Messaging options vary by service and account.
📬
Direct Mail QR
QR on the mail piece routes to the lead gen collector. Create a separate collector (or separate QR tag) per mailing so you know which drop drove which leads. See the Direct Mail QR playbook for full setup.
🏠
Physical Signage
Use QR codes on signs, door hangers, or other relevant print. A scan opens the configured destination; the contact reviews and sends the prepared message to begin SMS. Separate entry points help distinguish materials in reporting.
What to Report
📥
Lead volume by entry point
Which SmartLink or QR code drove the most qualified leads. Website vs Google Business vs yard sign vs direct mail, know your best lead source.
✅
Collector completion rate
Compare started and completed workflows using a defined reporting period. Review question-level progress and partial answers to find possible friction. Establish your own baseline; small samples can vary.
📞
Contact rate on callbacks
Track attempted callbacks, connections, and outcomes in your existing system. Compare results by source, response time, and workflow. Prepare Caller explains a planned callback but does not guarantee a contact rate.
Go Deeper
📖 Related Insight
Conversational SMS Lead Funnels
Explore how SMS questions, Prepare Caller messages, and team routing fit together. Assess any performance examples in the linked article against their stated source and context.
Offer SMS as a way to provide the details your team needs. The contact starts the conversation, then answers configured questions or chooses text-menu options. Keep a human contact route available.
Map your qualification questions first: what your rep needs to know before calling, service, location, timeline, budget.
A site-wide floating “Text Us” button plus inline buttons above the fold on service and contact pages, and QR codes on offline placements.