Lead follow-up and CRM for Around The Clock, from the first text to the twelve-month nurture.
I joined Around The Clock, a rug washing and specialty cleaning company in Farmingdale, in June 2024 to run its social accounts. A year later I was Marketing Manager, which put the CRM, the follow-up, the paid campaigns and the website on my desk.
| Company | Around The Clock Rug Washing & Specialty Cleaning Services, Farmingdale, NY |
|---|---|
| Role | Social Media Coordinator, promoted to Marketing Manager in June 2025 |
| When | June 2024 to June 2026, while the company grew about 6x |
| Team | One direct report, plus a copywriter |
Where it started
ATC washes area rugs at its own plant in Farmingdale and picks them up and drops them off across Nassau and Suffolk, so almost every job starts with a homeowner asking for a quote.
New leads came in through Meta lead forms and the quote form on the website, and someone in the office answered them when they had a minute, which could mean a few minutes or the next morning. Customer data was split across HubSpot, Mailchimp, Chiirp and Jobber, so there was no single place to see who a customer was or how they found us.
What I did
- Grew the social accounts firstI started on social and took it from about 20,000 to 200,000+ followers and 150M+ views across TikTok, Facebook, Instagram and YouTube, reviewing every week which videos people watched to the end and making more like them. Three of the platforms paid out.
- Moved four tools into one CRMHubSpot, Mailchimp, Chiirp and Jobber became one GoHighLevel account with 5,000+ contacts. I rebuilt every automation, pipeline and report on the new side and handled the A2P 10DLC registration, so texting never went down during the switch.
- Texted every new lead within 30 secondsA Meta lead form or a quote request now got a text right away, so people could start giving their details while they still had their phone in hand, and the salesperson picked it up from there.
- Built the follow-up after that first textAn 18-day sequence of emails, texts and voicemail for leads who hadn't booked, handing off to a 12-month nurture that brought past customers back for repeat jobs.
- Set up the paid campaigns town by townMeta, Google Search and Local Services Ads, at $50K+ a year, were sending leads from places the crews didn't cover. Rebuilding the campaigns around the towns we served brought down the cost of each lead we could actually take.
- Turned the best videos into adsA geo-targeted acquisition campaign for a high-value segment, using the organic videos that had already done well as the paid creative, each with a landing page to match.
- Traced every customer back to where they came fromFor a three-month window I matched each customer to the channel that brought them in, then used channel-level ROAS to set the split between Meta and Google.
- Designed and built the websiteI rebuilt atcrugwashing.com myself, aimed at quote requests, with schema markup and an SEO and AEO content program written from real search-term data. That meant town pages from Glen Cove to Islip, pages for Nassau and Suffolk, and a rug cleaning calculator I built from scratch with AI that gives an instant estimate from a rug's size and material.
How a lead moved through it
- Step 1A lead fills out a Meta lead form or the quote form.
- Step 2A text goes out within 30 seconds.
- Step 3The salesperson follows up.
- Step 4Leads who don't book get the 18-day follow-up by email, text and voicemail.
- Step 5Everyone moves into the 12-month nurture for repeat jobs.
Signs and print
I designed every piece below and worked with the sign and print vendors to get each one made, setting up the files in CMYK for press and keeping RGB versions for the website and social.
