Buying Triggers
Purpose: The specific events that turn a someday-prospect into an active lead. Pain points (Buyer Pain Points) describe the standing problems; triggers are the moments those problems become urgent. Jenna times campaigns around the predictable ones; sales uses the rest to understand why this lead is calling now, which shapes how fast and how hard to follow up.
Why triggers matter
A lead's trigger tells you their timeline. Someone whose ceiling is dripping decides in days. Someone whose neighbor just got a new roof decides in months. The Lead Qualification questions include "what made you reach out now?" precisely to surface the trigger, and the follow-up cadence should match it.
Trigger inventory
Weather and season (predictable, campaign-worthy)
- Storm events. Hail or high wind in the service area produces an immediate spike in emergency calls and inspection requests, then a weeks-long tail of insurance restoration work. Jenna coordinates with the agency to adjust ad spend after a storm; Rosa braces intake.
- Spring thaw. Winter damage becomes visible leaks. Reliable annual bump for Roofing Services.
- Fall urgency. "Get it done before winter" drives Q3–Q4 roof decisions. Strongest seasonal message we have.
- Remodel seasonality. Kitchen and bath inquiries rise in late winter (planning) and late summer (before-the-holidays deadlines).
Property events (unpredictable, intake must catch them)
- Active leak or visible damage. The classic reactor trigger. Timeline: immediate. If it is actively leaking, it routes to Emergency Repair.
- A failed sale inspection or pre-listing prep. Realtor partners send these; the timeline is set by the transaction and is usually tight.
- Insurance or roof-age letters. Some insurers prompt homeowners about aging roofs at renewal. The homeowner arrives motivated and slightly annoyed.
- Neighbor effect. Crews and yard signs on a street reliably generate same-street inquiries. Pete's crews keep signage neat partly for this reason.
Life and portfolio events
- Household changes. Aging in place, a new household member, working from home; these drive Remodeling Services more than any ad.
- Property manager inheriting a portfolio. New manager, new vendor list. A fast, documented first response gets Summit on that list; see Property Manager Persona.
- Budget cycles. Light-commercial owners approve maintenance spend at predictable times of year. Marcus tracks this per account.
Matching response to trigger
| Trigger type | Customer timeline | Right response |
|---|---|---|
| Active leak / storm | Hours to days | Emergency process; 24/7 line; $450 dispatch + tarping, credited if we do the permanent work |
| Inspection / transaction | Weeks, hard deadline | Fast site visit, estimate within 3 business days, flag the deadline in GHL |
| Seasonal planning | Weeks to months | Normal cadence, steady Estimate Follow-Up; do not oversell urgency |
| Life / remodel | Months | Discovery-heavy approach per Discovery Call Framework; nurture, do not push |
The speed-to-lead rule applies to every one of them: first contact within 15 minutes during business hours, next morning for overnight leads, emergencies answered 24/7.
What we do not do with triggers
- No manufactured urgency. Real deadlines only. "Before winter" is honest in October; "prices go up Friday" is not our company.
- No storm-chasing behavior: no door-knocking blitzes in damaged neighborhoods, no "free roof" claims. Post-storm marketing states what we do and how to reach us, per Messaging Rules.
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