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
1
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.
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
“[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.
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
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.
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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.
Instead of a form, OTTO qualifies the contact over SMS — capturing a carrier-verified phone number and running a structured ITR or Custom Questions flow.
What should I do before building?
Map your qualification questions first: what your rep needs to know before calling — service, location, timeline, budget.
Where should I put the entry points?
A site-wide floating “Text Us” button plus inline buttons above the fold on service and contact pages, and QR codes on offline placements.