Lead Generation Playbook

PostedApril 6, 2026

UpdatedApril 11, 2026

ByMark Nugent

🎯 Plans & Agency · Campaign Playbooks

Lead Generation Playbook:
Capture, Qualify, and Deliver Warm Leads to Your Team

The lead generation playbook replaces web forms with OTTO qualification — capturing a carrier-verified phone number, running a structured ITR or Custom Questions flow, and delivering a pre-qualified lead alert to your team before the contact’s intent fades.

Lead GenerationOTTO QualificationPrepare CallerITR

The Core DifferenceWeb form leads are self-reported, unverified, and cold. TextingOnly leads are carrier-verified, OTTO-qualified, and warm — the contact receives a Prepare Caller message before your rep dials.

Entry PointsWebsite “Text Us” button, QR on direct mail or signage, Google Business listing, social bio SmartLink. Every digital and physical surface becomes a lead capture point.

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.

This is the highest-value TextingOnly playbook for service businesses — home services, legal, healthcare, real estate, automotive, recruiting. Any business that currently captures leads via web forms or phone and hands them to a sales team.

The Full Setup — Step by Step

Map your qualification questions before building

What does your rep need to know before calling? Service type · Location · Timeline · Budget (if applicable) · Name. Keep it to 3 questions maximum — completion rate drops with each addition.

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).

Configure the Final Message as a Prepare Caller message

“[Rep name] will call from (410) 555-0100 within the hour — save the number.” Include the specific rep name and number. Contacts who save the number answer at dramatically higher rates.

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.

Deploy the SmartLink to every entry point

Website header button · Google Business “Text” button · Instagram/Facebook bio · Email signature · QR on direct mail, yard signs, door hangers, vehicle wrap

✓

Set a 24-hour operational gap audit — run it weekly

Export completed leads from the last 7 days. Filter to those without a 1-to-1 conversation in the platform. Send a nudge: “Hi [name] — did our team reach you?” OTTO handles YES/NO replies. Catches missed leads before they go cold.

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.

⭐

Google Business Profile

The “Message” button on a Google Business Profile connects to your TextingOnly number directly. High-intent local searchers text immediately — no website visit required. Highest-intent entry point for most service businesses.

📬

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

Yard signs, door hangers, vehicle wraps, job site signage. QR on every physical touchpoint — neighbors who scan enter OTTO immediately. Separate QR per material type for attribution.

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

What percentage of opt-ins reached the Final Message. Below 60% = friction in the flow. Use engagement funnel data to find the drop-off point.

📞

Contact rate on callbacks

How many OTTO-qualified leads answer the rep’s call. Benchmark: 70%+ with Prepare Caller configured. Below 50% = Prepare Caller message needs improvement or rep response time is too slow.

Go Deeper

📖 Related Insight

Conversational SMS Lead Funnels That Actually Increase Contact Rates

Why OTTO-qualified leads answer at 70%+ — the contact answer rate data, Prepare Caller mechanics, and the full lead gen flow explained.

Read the Insight →

▶ Next Step

Creating a Lead Collector

Build the collector that powers this playbook — collector type selection, question configuration, Final Message, and email lead alert setup.

Read the KB Article →

🏢 Industry

Home Services Lead Generation with OTTO

The home services version of this playbook — website button, yard signs, direct mail QR, Prepare Caller, branch routing by service type.