Lead tracker blueprint
Every enquiry, from first contact to won or lost.
A lead tracker for home-service businesses running ads. Every lead gets a reply in seconds, follow-ups run on their own, and the moment a customer answers, a person takes over from one inbox. This is how it works, from the stages to the sums behind every number.
StartAutomatic or team stepDecisionEnd
V2 · Oct 2026
Demo
Click through it
The whole tracker, live: new leads arrive and customers reply while you watch.
01
The six stages
One board, six columns, and a clear rule for when the automation acts.
Figure 01 · Stage map6 stages
| Stage | What it means | Automation | Sample leads |
|---|---|---|---|
| New | Just arrived. The confirmation goes out within seconds. | Runs | 2 |
| Contacted | Confirmed and in the follow-up sequence, waiting for a reply. | Runs | 10 |
| Qualified | The customer replied. A person is talking to them; automation is paused. | Paused | 5 |
| Quoted | A price has been sent. Quote reminders run until they answer. | Runs | 5 |
| Follow-up | Quoted but quiet. The reminder sequence is running. | Runs | 4 |
| Closed | Won or lost, with the reason on file. Automation is off. | Off | 13 |
02
Lead lifecycle
What happens to one lead, in the order the app records it.
Figure 02 · Lifecycle12 steps
Swipe sideways to see the whole flowchart
Read this flow as a list
- Lead received. New: from an ad, the website or a referral
- Confirmation text sent. Contacted: within seconds, any hour
- New-lead sequence runs. Email at 10 sec, then day 1, 3 and 7
- Customer replies: automation pauses. Qualified: it lands in the inbox for a person
- A person calls and logs it. Outcome, notes and next step on the lead
- Quote sent. Quoted: the quote sequence starts
- Customer answers the quote?. Any reply stops the reminders
- Quote reminders. Follow-up: day 2, 5 and 10
- A person marks the outcome. Won or Lost is always a human call
- Won?. Closed
- Closed: won. Counts toward the quarter goal
- Closed: lost. A reason is kept on file
03
Automation rules
Two sequences, when they stop, and what they never do.
Figure 03 · Sequences and rules8 steps · 2 sequences
New Lead: Starts the moment a lead arrives. Stops the moment they reply.
| When | Channel | Step |
|---|---|---|
| Instant | Text | Confirmation Text |
| +10 sec | What Happens Next | |
| Day 1 | Text | First Follow-up, waits for business hours |
| Day 3 | Text | Second Follow-up, waits for business hours |
| Day 7 | Close the Loop, waits for business hours |
Quote Follow-up: Starts when a quote is sent. Stops on any reply.
| When | Channel | Step |
|---|---|---|
| Day 2 | Text | Did It Come Through?, waits for business hours |
| Day 5 | Text | Hold a Spot, waits for business hours |
| Day 10 | Last Check-in, waits for business hours |
Rules
| Rule | Detail |
|---|---|
| Runs on | Leads in New, Contacted, Quoted, Follow-up |
| Pauses | The instant a customer replies, or when a person sends a message by hand |
| Quiet hours | Day steps never go out between 8 PM and 8 AM by default; the office can change the hours in Settings |
| Never | Marks a lead Won or Lost. Keeps sending after a reply unless a person turns it back on. |
04
The screens
Where each part of the work happens.
Figure 04 · Screen guide10 screens
| Screen | Shows | You can |
|---|---|---|
| Today | Five headline figures, the leads that need a person, the pipeline by stage and a live activity feed | Reply, call or open a lead straight from the list |
| Inbox | Every text and email in one place, filtered by needs reply, all, or automated | Answer with quick replies; answering pauses that lead’s automation |
| Pipeline | A column per stage with a card per lead | Drag cards between stages, with Undo; filter by trade or owner |
| Leads | A table of every lead | Search, filter by status, sort, and export to CSV |
| Automations | Both sequences with their message text, how many went out and how many got a reply | Switch any step on or off |
| Team | The quarter goal against pace and a leaderboard of 4 estimators | Switch the leaderboard between 7 and 30 days |
| Reports | Results by source and by trade, and why jobs are lost | See which ads pay off |
| Settings | Company name, quiet hours, connections and demo controls | Change the rules, reset the sample data |
| Lead drawer | Conversation, activity, details, stage stepper | Call, text, send a quote, set a follow-up, mark Won or Lost |
| Command palette | Every lead and screen, searchable | Press Ctrl K or / and type |
05
How the numbers are worked out
The rule behind every figure on Today and the Team screen.
Figure 05 · CalculationsToday · Team
| Figure | Rule |
|---|---|
| New leads | Leads that arrived in the last 7 days |
| Speed to lead | The median time from a lead arriving to the first message going out, last 7 days |
| Win rate | Won divided by closed, for leads closed in the last 30 days |
| Open pipeline | The value of every lead that is not closed |
| Won this month | The value of leads marked Won since the 1st |
Team goal
| Figure | Rule |
|---|---|
| Target | $150,000 of booked revenue per calendar quarter |
| Booked | The value of leads won this quarter |
| Pace | Today’s day of the quarter, as a share of the whole quarter |
| Ahead or behind | Ahead when the share of target booked is at or above the share of the quarter gone |
| Projection | Booked so far, divided by days gone, times days in the quarter |
| Needed per day | What is left of the target, divided by the days left |
Leaderboard
| Column | Counts |
|---|---|
| Calls | Calls an estimator logged in the period |
| Quotes | Quotes sent on their leads |
| Won | Revenue and number of jobs won |
| Order | By revenue, then by quotes |
06
The sample data
What a lead holds, and how the app makes them.
Figure 06 · Lead record12 fields
| Field | Holds | Sample |
|---|---|---|
| Id | A lead number | L-1040 and up |
| Name | First and last name | 30 first names, 24 last names |
| Trade | The kind of business | Roofing, HVAC, Plumbing, Electrical, Solar, Painting |
| Job | The work asked for | 23 job types, such as roof leak repair, asphalt shingle replacement, storm damage repair |
| Value | Estimated job value | $150 to $28,000, set per job type |
| Source | Where the lead came from | Meta Lead Ad 40%, Google Ads 30%, Website Form 20%, Referral 10% |
| Owner | The estimator on it | Dana Ruiz, Marcus Bell, Priya Nair, Tomas Reyes |
| Stage | One of the six stages | Spread as in Figure 01 |
| Messages | Every text and email, in and out | Marked as automated, team or customer |
| Activity | Stage moves, calls, quotes and notes | Shown on the lead’s timeline |
| Phone and email | Contact details | Made up, in the 555 range |
| Lost reason | Why a lead was lost | Price too high, Went with a competitor, Timing not right, Stopped responding, Outside service area |
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Start a BriefSiteFlow is a personal, independently built concept product. It uses sample data only, and real records and anything confidential are left out.