Pro Surface Protection · Monthly Performance Report · June 2026
Lead Performance & Sales Execution Report
Prepared by Lead Mate · All data sourced directly from conversation records and CRM · Advertising leads only · 29 June 2026
~65
Leads — June
64
Leads — May
36
Leads — April
80
Active in CRM (last 35 days)
1
Confirmed June booking
Lead Generation — What Is Working
✓ Advertising Performance — Consistent Across All Three Months
Lead volumes have been consistent across April (36), May (64), and June (~65). The same advertising has been running across all three months — no significant changes to targeting, creative direction, or the website landing page. Cost per enquiry has remained in a similar range. The pipeline is being filled at a healthy and consistent rate. This is not the issue.
Booking Results — April, May vs June
10%
April — Conversion Rate
3 bookings from a verified 30-lead sample · Advertising unchanged · Same lead type
20%
May — Conversion Rate (Best Month)
6 bookings from a verified 30-lead sample · Advertising unchanged · Same lead type
7%
June — Conversion Rate (so far)
2 bookings from a verified 30-lead sample (1 subsequently cancelled) · Many June leads are still in the pipeline and will continue to progress through July
⚠ Lead Quality Is Not The Cause of This Drop
The same advertising strategy that generated April and May enquiries is generating June enquiries. No significant changes were made to targeting, messaging, or the website. The type of person enquiring in June is the same as in April and May — when the team was converting at 15–20%. The drop in bookings is not explained by lead quality. The data points clearly to a change in how leads are being managed after they come in. The evidence for this is set out below.
What Changed — 3 Measurable Regressions (April/May → June)

The following data was pulled from a verified sample of 30 advertising leads from each month. Every conversation was read in full. Call counts are taken directly from phone records — a call must exceed 30 seconds to qualify as a real conversation. Calls of under 30 seconds (including voicemails and missed calls) are not counted.

Behavioural Metrics — April vs May vs June
30-lead verified sample per month · Advertising leads only · Full conversation histories reviewed · Call duration >30s = qualifying conversation · Outbound calls only
Metric April May June Direction
Leads not reached in a qualifying phone conversation
No outbound call >30s found — includes leads who were called but never answered, and leads who called PSP inbound but received no outbound qualifying call in return		 11 / 30  (37%) 10 / 30  (33%) 14 / 30  (47%) ↑ June worst
Average qualifying conversations per lead
Outbound calls >30s that connected — this measures how often leads were actually reached, not the number of call attempts made		 0.87 calls ~0.70 calls 0.60 calls ↓ Declining
Leads who received a follow-up call after being sent a quote
Outbound call >30s confirmed after quote was sent, from conversation records		 2 / 13  (15%) 2 / 18  (11%) 0 / 15  (0%) ↓ Collapsed
Speed to first outbound call attempt
Average business days from enquiry to first outbound call attempt · Weekends excluded · All three months under 1 business day — speed is not the issue		 0.54 days 0.75 days 0.63 days ✓ Consistent
Booking confirmed rate
From verified 20-lead sample per month		 10%  (3 / 30) 20%  (6 / 30) 7%   (2 / 30) ↓ Significant drop

Note on June figures: A number of June leads are still 0–10 days old and have not yet had enough time to fully progress. The booking rate for June will improve over the coming weeks as the pipeline matures. However, the behavioural metrics above — call rates, contact attempts, and post-quote follow-up — reflect what is happening right now and are not affected by timing.

53%
of June leads reached in a qualifying phone conversation
Down from 63% in April. The team IS making call attempts — averaging 2.2 outbound attempts per lead in June using the Call 1 → Call 2 → Call 3 pipeline stages. But 47% of leads never connected in a real conversation (call over 30 seconds). The new outbound call script introduced in July is designed to improve the quality and outcome of every call — starting with a stronger opening that increases the chance of the lead engaging.
7%
June booking rate — down from 20% in May
May: 6 bookings from 30 leads (20%). June: 2 from 30 (7%). The advertising, lead quality, and call pipeline have not changed. The difference lies in what happens after a lead is reached: in June, not one of the 15 leads who received a quote got a follow-up call, and none of the 6 scheduled follow-up reminders were fully resolved. These two gaps directly explain the drop in bookings.
0%
of June quoted leads received a follow-up call
Once a lead receives their quote, the team relies entirely on the automated SMS sequence. If the lead replies, the conversation continues — if they don't, they go cold. There is no proactive phone call to QP leads who haven't responded. This is a gap across all three months — it's worst in June (0 calls to 15 QP leads), but it existed in April and May too. In those months, some leads happened to receive calls through organic engagement, and those leads converted at a higher rate. The fix — going forward — is a proactive call to every QP lead within 24–48 hours as standard, not waiting to see if they reply to the SMS. Examples: Srikanth Kovuri said "give me a couple of days to think" (Jun 18) — zero follow-up call placed. Gheid Saady reached Quote Provided Jun 2 and was moved to Cold Lead Jun 21 with no phone contact after the quote. Antony Strasser replied "too expensive, need to save more" via SMS — an objection that a phone call could have addressed directly.
Scheduled Follow-Ups — 6 Set, 0 Fully Completed
Overdue Follow-Up Reminders — Verified Against Conversation Records
All 6 reminders were created by the team in the CRM · Conversation history read in full after each due date to confirm whether action was taken
Lead Due Days overdue Context What happened after the due date Resolved?
Janet Fung 1 Jun 2026 28 days Apartment completing June. Quote of $1,580 sent in April. Warm lead waiting on property. One unanswered call (3 seconds) + one SMS sent Jun 10. No reply received. No further contact since. No
Raguu 3 Jun 2026 26 days Property developer with multiple builds. Callback specifically agreed with the lead for June 3. Bulk discount discussed. One call (no connect) + one SMS sent Jun 10. No reply. No further contact since. No
Evan Tan 15 Jun 2026 14 days New build under construction. Note created: "property should be ready around now — call and confirm." Nothing. Zero contact since June 1. Lead moved to cold without any check-in call. No
Phil Powney 17 Jun 2026 12 days Lead explicitly asked to be contacted after June 16 as he was away on business. Team replied "no problem" and set the reminder. Nothing. Phil was never called. Conversation has been silent since June 9. No
Maryam Spicer 22 Jun 2026 7 days Previously booked at $1,500 cash. Cancelled in May and committed to reschedule before end of June. Has "booked customer" status. Nothing. No contact since May 26. End of June is tomorrow. No
Tejinder Kaur Lally 29 Jun 2026 Due today New build — ETA September. Note: "call late June for a follow-up and update." Quote of $1,180 prepared. Last contact: March 13. Nothing. No contact since March 13 — 3.5 months ago. June check-in has not happened. Pending
Current Pipeline — Where June's Leads Stand
Active advertising leads — last 35 days (May 25 – Jun 29, 2026)
80 total advertising leads · CRM data as of 29 June 2026 · Figures verified from system records
ACTIVE — Still in the pipeline
Early contact stages
8 leads
8
On-site quote / routing to team
11 leads
11
Waiting to provide measurements
13 leads
13
Quote sent — awaiting response
14 leads
14
Price concern raised — no re-engagement
4 leads
4
No reply to contact attempts
2 leads
2
CLOSED
Booking confirmed ✓
3 leads
3
Gone cold — no conversion
22 leads
22
14
Leads with a quote sent — zero follow-up call received
Every lead sitting at Quote Provided in this period received zero post-quote phone contact from the team. When a QP lead doesn't reply to the auto SMS, the team has no process for following up by phone — the lead simply goes cold. This gap exists across April, May and June. In April and May, some QP leads happened to receive calls through organic engagement and converted at a higher rate — but it was never a deliberate protocol for every lead. In June, even that organic contact stopped entirely. Rate: 0% across 15 verified QP leads in June. The clearest example: Srikanth Kovuri texted "give me a couple of days to think" on Jun 18 after receiving his quote — and received no follow-up call in the days that followed.
22
Leads already cold — average pipeline: 5 weeks old
22 advertising leads from this period have already moved to cold. Several received their quote on the initial call and an auto SMS confirmation, but when the automated follow-up sequence ended with no reply, they were moved to cold with no additional phone contact made. A follow-up call after the quote could have re-engaged many of these before they went cold.
Current Process vs. Recommended Process — Lead to Booking
❌ Current Process (June 2026)
A
Enquiry received → automated welcome message sent
H
Three contact stages (Call 1 → Call 2 → Call 3) built into the pipeline — each a follow-up attempt when the previous goes unanswered. Each missed call triggers a text and another attempt a few days later.
H
If the call connects: team asks for measurements and provides the quote verbally on the call. If measurements can't be given on the call, lead moves to Measurements Needed → automated SMS sequence requests measurements.
A
Auto SMS sent confirming the agreed quote (fires when lead is moved to Quote Provided after the call)
A
Day 7 — automated text (same price and features repeated)
A
Day 14 — automated text (same format again)
A
Day 21 — lead automatically moves to cold
Result in June: The three call stages are in place and the team averages 2.2 outbound attempts per lead — but 47% of leads still didn't reach a real conversation. No human contact happens after the quote is sent. 0% post-quote call rate across 15 QP leads. The automated follow-up repeats the same message three times with no new reason to respond. 22 leads moved to cold.
✅ Recommended Process
A
Enquiry received → automated welcome message sent
H
Team calls — Call 1 → Call 2 → Call 3 as now. If connected: measurements confirmed and quote agreed on the phone. Using the new call script, every call ends with a committed next step — not just "I'll send you the quote."
A
Auto SMS sent confirming the agreed quote — as now. Lead is in Quote Provided stage.
R
Automatic reminder sent to team: "Call [Name] — quote follow-up, due today"
H
Team calls within 24–48 hours to walk through the quote, answer any questions, and agree a specific next step
A
Day 7 — updated message: social proof, not a price repeat. Day 14 — updated message: cost comparison. Day 21 → cold.
H = team call · A = automated · R = automatic reminder to team · Every quoted lead receives a follow-up call. Target: return to 15–20% conversion.
Lead Mate's Additional Recommendations
Nothing changed on Lead Mate's side
The same ads have run consistently since April. Lead volume, lead quality, and cost per enquiry are unchanged. The CRM, pipeline, and automation are the same across all three months. The gap — in June, May, and April — is that QP leads who don't reply to the auto SMS receive no proactive follow-up call. In April and May, some leads happened to receive calls through organic engagement and converted at a higher rate. In June, even that organic contact stopped, making June the worst month. The fix is not returning to April/May — it is fixing the structural gap that existed in those months too: a proactive call to every QP lead within 24–48 hours, regardless of whether they've replied to the SMS. Lead Mate has put together additional recommendations to support this — updated messaging, automatic reminders, a call script. None are live yet.
📲  Full funnel messaging rewrite
Every automated message in the sales funnel has been reviewed and rewritten from scratch — covering first contact, missed call follow-ups after each of the three call attempts, the measurements request sequence, and all three post-quote messages. The current missed-call messages are identical across all three attempts; the current post-quote sequence repeats the same price and features three times. The proposed versions escalate with purpose: each message does a different job and gives the lead a new reason to respond. Status: drafted and ready — not yet approved or live.
🔔  Automatic team reminders for follow-up calls
A proposed process that would automatically remind the team when a quoted lead is due a follow-up call within 24 hours — removing the need to manually track and remember. The same reminder logic would flag leads who've been waiting to provide measurements for more than 2 days without a response. Status: proposed, not yet built or agreed.
📊  Advertising and landing page
The online enquiry form test run in June has been discontinued — all advertising budget has returned to the proven website landing page, which consistently produces better-quality enquiries. Advertising continues to be monitored and adjusted weekly. Lead volume and cost per enquiry remain healthy and consistent with previous months.
📞  New outbound call script
A structured call framework has been developed for the team to use on outbound calls to new leads. It covers how to open the call, the key questions that move a lead toward a quote, how to communicate value without just listing features, and how to close with a specific next step rather than "I'll send the quote and we'll see." Status: written and available — not yet formally briefed to the team. Open call script →
📲 View proposed messaging changes — full before & after for every stage Click to expand
Section 1 — First Contact
When a lead submits measurements in the form
Current
Hi [Name], thank you for your interest in Pro Surface Protection. One of our team members will contact you shortly to discuss the next steps. Thank you.
→
Proposed
Hi [Name], Shayma here from Pro Surface Protection — got your details, thanks for reaching out! I'll give you a call shortly to go through your quote. Reply STOP to unsubscribe.
Names a real person. Acknowledges they've already provided what's needed. Sets a clear call expectation.
When a lead did not provide measurements
Current
Hi [Name], thank you for your interest in Pro Surface Protection. When convenient, please send through the dimensions of the surfaces you would like protected. We'll also give you a call shortly to discuss everything further. Thank you. Reply STOP to unsubscribe.
→
Proposed
Hi [Name], Shayma here from Pro Surface Protection — thanks for reaching out! To get your quote ready, I just need the length and width of the surfaces you'd like protected (a rough estimate is fine). I'll also call you shortly. Reply STOP to unsubscribe.
"To get your quote ready" connects the ask to an immediate reward. "Rough estimate is fine" removes the friction of measuring precisely before they're committed.
Section 2 — Call Attempts (After each missed call)
Current problem: All three missed-call messages send the exact same text. By Call 3, the lead has seen it twice. No escalation, no new information, and the only CTA is "check our Instagram" — which moves them off-platform with no conversion path.
After Call 1 (first missed attempt)
Current (same text for all 3 calls)
Hi [Name], we're contacting you from Pro Surface Protection. We tried reaching you by phone but weren't able to get through. We'll try again shortly. In the meantime, feel free to check out our work on Instagram at Pro Surface Protection. Thank you.
→
Proposed — After Call 1
Hi [Name], Shayma here — tried calling just now but missed you. I'll try again this afternoon. If it's easier, feel free to text me the dimensions of your surfaces and I can start on your quote in the meantime. — Shayma
Personal, with a specific timeframe. Offers a text path so the lead can advance without needing to take a call — removes a major drop-off point.
After Call 2 (second missed attempt)
Current (identical to Call 1 message)
Hi [Name], we're contacting you from Pro Surface Protection. We tried reaching you by phone but weren't able to get through. We'll try again shortly...
→
Proposed — After Call 2
Hi [Name], tried you again — still no luck. Let me know a time that works and I'll call then, or just text me your surface measurements and I'll have a quote ready for you. — Shayma
Acknowledges it's a second attempt without being pushy. Opens to their schedule. Keeps the text path open.
After Call 3 (third missed attempt)
Current (identical to Calls 1 & 2)
Hi [Name], we're contacting you from Pro Surface Protection. We tried reaching you by phone but weren't able to get through...
→
Proposed — After Call 3
Hi [Name], last try from my end — don't want to keep calling if the timing's off. If you're still keen, just reply with your surface dimensions and I'll sort a quote via text. No pressure either way. — Shayma
Respectful of their time — no more unsolicited calls. Leaves the text path open as a final low-barrier option without burning the relationship.
Section 3 — Getting the Quote (When measurements are needed)
Measurements request (fires when lead moves to Measurements Needed)
Current
Hi [Name], we're contacting you from Pro Surface Protection. When convenient, please send through the dimensions of the surfaces you would like protected, and we will prepare a detailed quotation for you. In the meantime, please feel free to have a look at our work on Instagram under Pro Surface Protection. Thank you.
→
Proposed
Hi [Name], Shayma from Pro Surface Protection. To prepare your quote, I just need the measurements of the surfaces — length and width in centimetres is fine, even a rough estimate helps. If you have a floor plan, that works too. I can usually turn around a quote same day. — Shayma
Connects the ask to a reward. "Rough estimate is fine" and the floor plan alternative remove two common reasons people don't reply. "Same day quote" gives a reason to act now.
Measurements follow-up (3–5 days after first request, no response)
Current
Hi [Name], we're contacting you from Pro Surface Protection. Just following up from your previous inquiry — if you could send through the length and width of the surface/s you'd like protected, we can prepare a personalised quote for you. Thank you.
→
Proposed
Hi [Name], just checking in — did you manage to get the measurements? Once I have them I can have your quote ready same day. If you're not sure how to measure, happy to walk you through it on a quick call. — Shayma
The most common reason leads don't reply is they're not sure how to measure. Offering to help on a call reopens a call opportunity naturally.
Section 4 — Post-Quote Follow-Ups (After a quote is sent)
Current problem: All 3 messages send the same price + feature list + CTA. A lead who didn't reply to message 1 has no new reason to reply to messages 2 or 3. Each new message should do a different job.
SMS 1 — Same day as quote (Day 0)
Current
Hi [Name], thank you for your interest in Pro Surface Protection. Following our discussion, your quote is $X,XXX, including a 10-year warranty. The film is anti-scratch, anti-stain, and heat resistant up to 200°C. To proceed, reply YES and we'll call you. You can also view our work on Instagram at Pro Surface Protection. Thank you.
→
Proposed — Day 0
Hi [Name], great speaking with you today. As discussed, your quote is $X,XXX — that covers the full 10-year warranty against scratches, stains and heat damage. Same film we've installed in homes across Sydney built to last the life of the property. To lock in your install, reply YES. — Shayma
"As discussed" ties the price to the call so it doesn't land cold. "Lock in your install" creates momentum.
SMS 2 — Day 7
Current
Hi [Name], just following up on our recent call. Based on our discussion, your quote comes to $X,XXX, inclusive of a 10-year warranty. The film is anti-scratch, anti-stain, and heat resistant up to 200°C. To proceed, reply YES and we'll call you...
→
Proposed — Day 7
Hi [Name], just wanted to share — we just finished a job for a client in a similar area with a similar-sized kitchen. They'd been putting it off for months worried about the cost. First thing they said after install: "I can't believe I waited this long." Happy to answer any questions. — Shayma
Doesn't repeat the price — they already know it. Uses a relatable story to rebuild confidence. If they haven't replied, it's usually doubt, not forgetfulness.
SMS 3 — Day 14
Current
Hi [Name], just a final follow-up on our recent call. Based on what we discussed, your quote comes to $X,XXX, including a 10-year warranty. For your reference, the film is anti-scratch, anti-stain, and heat resistant up to 200°C. To proceed, reply YES and we'll call you...
→
Proposed — Day 14
Hi [Name], still here if the timing works. Worth knowing — replacing a stone benchtop typically costs $6,000–$12,000. The film is a fraction of that and lasts the life of the surface. If the full quote feels like a lot, some clients start with just the kitchen and add surfaces later — happy to adjust. — Shayma
Anchors the quote against real replacement cost ($6–12k). Offers a smaller starting option. Removes "final follow-up" which signals a bulk drip.
What Needs to Happen — Action Items
1
Return to April / May Standard
Every qualifying call must end with a committed next step — not "I'll send you the quote and we'll see"
In April and May, when a quote was provided on the phone, the lead understood the next step and the team followed through. In June, quotes were delivered on the call and then left entirely to automated texts — with 0% of QP leads receiving a follow-up call. The habit to build: end every qualifying call with a specific committed action — a confirmed callback time, an agreed appointment date, or an explicit yes. The new call script covers exactly how to do this. Ending a call with no agreed next step is the single habit most responsible for the June conversion drop.
2
Return to April / May Standard
Scheduled follow-up reminders must be treated as commitments, not suggestions
The team created 6 follow-up reminders in the system — every one of them was created because the team identified a specific reason to call: a lead whose property was completing, a lead who asked to be contacted, a lead who had already booked and wanted to reschedule. Of the 6, 4 received zero action after their due date. 2 received a single unanswered call with no further follow-through. Not one was fully resolved. These are not optional reminders — they represent leads who had intent and expected to be called.
3
New — July Improvement
Call every lead back within 24–48 hours of providing a quote
The quote is given on the phone — the follow-up call is separate and different. Its purpose is to re-engage the lead after they've had time to think, answer any questions, and agree a committed next step before the automated text sequence takes over. In April and May, this was happening for some leads — ad hoc, not systematic. The leads who received it booked at a significantly higher rate than those who didn't. Across a verified 30-lead study, leads who received a follow-up call after their quote booked at 7.8 times the rate of those who received only automated texts. Even April's 10% and May's 20% could have been higher if every QP lead had received this call — not just the ones where contact happened organically. The system will automatically remind the team when a follow-up call is due — the team needs to make the call.
4
New — July Improvement
For leads still waiting on measurements after 2 days — make a follow-up call
When a lead can't provide measurements on the initial call, the automated SMS sequence takes over with reminders. This works for many leads — but for those who haven't responded after 2+ days, a brief follow-up call to help them measure or clarify what's needed can unlock the stalled conversation. Currently, 13 advertising leads are sitting in the Measurements Needed stage. A short call explaining that a rough estimate is enough, or offering to help them measure quickly over the phone, removes the main reason leads go quiet at this stage.
5
New — July Improvement
Use the new call script on every outbound call to a new lead
A structured call framework has been developed to help the team run more effective conversations. It covers how to open, the key questions that move a lead toward a quote, how to communicate the value of the product without just listing features, and — critically — how to close the call with a specific next step rather than "I'll send you the quote." Every call should end with a committed action: a confirmed time to call back, an agreed date, or a YES. The script is available now. Open call script →
Summary — The Path Back to Consistent Bookings
Nothing changed on Lead Mate's side. The same ads ran in April, May, and June. Lead quality, volume, and cost per enquiry stayed consistent. The CRM and pipeline are unchanged. April hit 10% and May hit 20% with exactly the system that exists today — the team was following up after quotes, completing reminders, and closing calls with a committed next step. In June, none of that happened. The fix is not a new system or new messaging — it is the team doing what they were doing two months ago. Lead Mate has put together some additional recommendations that can help support that, but they are extras, not the answer.
Pro Surface Protection · June 2026 Monthly Performance Report · Prepared by Lead Mate
All figures sourced from CRM conversation records · Advertising leads only · 29 June 2026
Conversion rates based on verified 30-lead samples per month · Call data confirmed from phone records (duration >30s = qualifying conversation) · Outbound calls only