TLDR
- Outcome-driven, one owner per campaign with a single, crisp checkpoint to measure progress fast.
- Direct-mail in six moves: build predictive lists, two touches, track scans, tie to live triggers; measure batch size, scan rate, and CTR to iterate quickly.
- Central automation hub: stitch mail, SMS, and email to live CRM events via API; use Make/Zapier for speed, Python when complex logic is needed.
- AI photo checks: lightweight rules to tag photos and auto-create tasks only when issues are flagged—keep field work moving, not bogged down.
- Simple KPI dashboard: one-number-per-row metrics (mail response, follow-up completion, AI flags, site consistency, booked jobs) with a trend line for rapid decisions.
- Paint-by-numbers pilot: start with two mail sequences and five sites, one automation hub, daily KPI checks, weekly review; rollback if it adds too much friction.
- Vendor friction avoided: quick pilots in under a week, clear ownership, and fast rollback paths—no “ integrations won’t work” excuses.
A concise field playbook for consistent sites, repeatable mail, and AI photo checks
Short steps. Clear actions. Measured results. The checklist below maps outcomes to workflows, tools and daily checks so crews run the same play every time.
Start with a results-first map
Decide the outcome for each campaign: response rate, appointment booked, job won. Map each outcome to a single workflow with one owner and a clear checkpoint. Keep it short: outcome → action → KPI. Use a simple spreadsheet in Google Sheets or a JSON export from ServiceTitan to track each mapping.
Example checklist (click for quick template)
- Outcome: appointment booked
- Trigger: postcard scan or QR click
- Action: automated SMS + assign follow-up to lead tech
- Checkpoint: appointment logged in CRM within 48 hours
Direct-mail in six moves
Build lists, send two touches, track scans and tie them to live triggers. Predictive lists come from recent jobs, lost bids, and lapsed customers. Use PostcardMania or an API batch job driven by Python to generate batches. Two-touch sequence example: postcard → postcard + email within one week if no response.
Measure each move: batch size, scan rate, QR CTR, booked appt rate. Feed those metrics back into the mapping sheet for quick iteration.
Automation and integration playbook
Centralize mail, SMS, and email in one automation hub. Connect ServiceTitan (or Jobber/HubSpot) via API. Use Make or Zapier for simple workflows; use AWS Lambda or Python when you need custom logic or heavy transforms. Sync delivery and reply events back to the CRM so triggers run from live events, not delayed CSVs.
Quick integration checklist
- Map API endpoints: lead create, delivery event, reply event.
- Use Google Sheets as a failover log for failed API calls.
- Build retries with exponential backoff for critical webhooks.
AI photo logic in the field
Standardize photo rules: angle, distance, include a branding card, and safety flag. Run a lightweight AI model at upload to auto-tag photos (before/after, safety issue, missing signage). When AI flags a task, auto-create a crew task in the OMS so the issue gets fixed fast.
Keep AI simple. If a site fails the check, the system creates one clear task and one check-back photo requirement. That keeps crews focused and reduces back-and-forth with supervisors.
Measurable impact and control
Build a dashboard with these KPIs: mail response rate, follow-up completion %, AI-tagged issues resolved, site consistency score, and conversion to booked jobs. Keep charts simple: one number per row and a trend sparkline. Quick decisions come from clear leads: lower mail CTR → change creative, low follow-up completion → reassign owner.
Suggested dashboard feeds
- Mail scan events (real-time webhook)
- CRM follow-up completion
- AI photo flags by severity
- Daily booked appointment count
Practical guidance for immediate start
Start small. Pick two mail sequences and five pilot sites. Connect one automation hub. Turn on AI photo checks for the pilots. Check KPIs every day and do a short weekly review. If errors appear, roll back the change that added the most steps and try a simpler rule.
download your integration guide — includes a simple API checklist and a one-page pilot plan.
| Trigger | Template | Cadence |
|---|---|---|
| new-lead | postcard A | 2 weeks |
| engaged | postcard B + email | 1 week |
| lapsed | reactivation card | 3 weeks |
| Notes: monitor scan and QR CTR. Adjust cadence when conversion < 2% after two batches. Search keywords: PostcardMania, ServiceTitan, HubSpot, Zapier, Python. | ||
- site consistency
- Making sure every job looks the same, follows brand rules, and passes the same photo checks.
- AI photo logic
- Automated rules that check angle, safety items, and branding and then auto-create tasks if something is out of spec.
- automation hub
- A central system that receives mail events, web events and CRM updates and then runs the rules that send texts, emails, or create tasks.
- response rate
- The percent of mailed contacts who scan, click, or call back within the campaign window.
Extra tips for the systems person
- Log every webhook to a Google Sheet while testing. It is the fastest rollback path.
- Use Make or Zapier for quick wiring. Move to Python or AWS Lambda for heavy lifting.
- Keep one owner per workflow. That owner gets the weekly KPI email and fixes the checklist.
Implementation note: this guide favors clear steps and measurable checks. It uses ServiceTitan-compatible ideas and common tools so a small ops team can run a pilot in under one week.
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