In this episode of The Snoball Effect podcast, Todd Jensen welcomes back Ruben Ugarte, General Manager at ActiveProspect, to discuss the future of lead generation, AI-driven customer interactions, and the growing role of private equity in the home services industry.
Ruben, with years of experience in roofing, solar, and lead generation, shares practical insights that can help businesses thrive in today’s competitive landscape.
Key Takeaways
- Lead Generation: By integrating tools like TrustedForm, businesses can instantly filter out low-quality leads, allowing their sales teams to focus on prospects that are more likely to convert.
- Customer Engagement: AI is transforming how companies engage with potential customers. From chatbots that handle initial interactions to automated SMS campaigns, AI makes it easier to scale outreach while maintaining a personalized touch.
- Private Equity Growth: With private equity showing increasing interest in the home services sector, businesses with strong financials and efficient operations are well-positioned to scale with the help of strategic investments.
Use MarTech to Boost Lead Quality
Ruben kicked off the episode by discussing how MarTech tools help businesses clean up their lead quality and streamline the sales process. Tools like Active Prospect’s TrustedForm are game-changers in lead generation.
“We sit as a protective layer and we act as a digital underwriter,” Ruben explained, describing how TrustedForm catches duplicate or invalid leads before they even reach a company’s CRM. With junk leads filtered out, sales teams can focus on the ones that really matter. Ruben said it best: “You’re removing the bottom 10 to 15 percent of junk that you probably shouldn’t be buying.”
But there’s more at stake than just saving time. For Ruben, the right tools create peace of mind by ensuring compliance, which can be tricky in a heavily regulated industry. TrustedForm is particularly helpful here. “We have a compliance component called Trusted Form, which is now considered like the gold standard for TCPA verification, consent, documentation,” he explained. The tool verifies the source of each lead, letting companies know exactly where a lead came from.
In the end, Ruben says the math is simple: “Better quality leads in, better conversions out.” By focusing on quality over quantity, companies are setting themselves up to thrive in a competitive market.
Leverage AI for Personalized and Automated Customer Engagement
Ruben also explored how AI is transforming customer outreach. Gone are the days of just “dial, dial, dial, and then dial some more.” Today, companies can use AI-driven tools to handle the initial conversations, freeing up sales reps for more meaningful work. The goal is a more holistic, multi-channel approach that keeps leads engaged without feeling like a hard sell.
The impact is huge for companies looking to connect with leads in a way that feels genuine. And it’s not just about saving time; it’s about creating a positive customer experience at every touchpoint. Ruben summed it up well: “You have to have connectivity,” stressing that tools, data, and systems need to work together to deliver seamless customer journeys.
But don’t let the tech fool you—it still takes experienced people to keep these AI tools on track.
Ruben’s advice to companies diving into AI:
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Ruben Ugarte
GM of Home Services + Alliance Partnerships @ ActiveProspect
“For brands who embrace MarTech, embrace lead gen, embrace compliance... hire experts to bring all this stuff together.”
With the right mix of tools and talent, AI can make a real difference in the quality of customer engagement.
Position Your Business for Private Equity Growth
Private equity’s recent interest in home services has created huge opportunities for companies prepared to scale. Ruben explained that it’s the perfect time for owners to organize their finances and streamline operations.
“This is an opportune time for owners who are out there to really get their house in order over the next five years,” he said. Companies with clear financials and efficient processes are prime candidates for private equity interest, whether they’re looking to grow or eventually sell.
Family businesses stand to benefit, too. Ruben shared a personal example of advising his family’s roofing business to think about long-term growth. “I told this to my uncle the other day...you can’t roof forever. And a lot of times family businesses don’t have another generation to pass it on to,” he said. With private equity options available, businesses have more ways to grow or transition than ever before.
But it’s not as simple as opening the books to investors. According to Ruben, companies need strong financials, organized teams, and a clear marketing strategy. “If they have the right employment contracts, if they have a good marketing funnel, they have a good operations team, there is opportunity than never before to connect with private equity companies,” he noted. Companies that have their act together can attract potential investors, bringing opportunities for growth and long-term stability.
Embrace Tech, Embrace Growth
Ruben wrapped up his insights with a few key pieces of advice: embrace technology, stay compliant, and keep innovating. Companies that combine MarTech, AI, and solid operational practices are poised to succeed. And while the home services industry is undergoing major changes, Ruben remains confident in the potential for growth. “Nothing will ever beat word of mouth,” he reminded listeners, but he’s equally excited about how new tech will drive efficiency and growth. “I think it’s a great thing. I think for every job we lose, we’re going to produce three more,” he added.
Want to take your word of mouth marketing efforts to the next level? Let Snoball help! Schedule a demo to see what Snoball can do for your business.
Schedule DemoRuben’s roadmap offers practical advice for businesses looking to scale, compete, and keep customers happy. As he sees it, “It’s an exciting time for not just the installers, but for all the marketing partners like me and you who support these brands.” With the right tools, talent, and strategies, companies can thrive and adapt, balancing innovation with the tried-and-true power of customer relationships.
