Getting leads from paid directories is only half the battle. What really matters is how well you convert them. I’ve seen pest control companies throw away great leads just by being slow or sloppy with follow-up. In this article, I’ll break down exactly what to do once a lead comes in through a platform like Yelp, Thumbtack, or HomeAdvisor—so you can actually close the sale.

How Fast Should You Respond?

The answer is simple: as fast as possible. I’m talking minutes, not hours.

Paid directories are extremely competitive. Many of them charge per conversation, not per click—so once the lead is out, it’s a race. These customers are shopping around. If you're not the first to respond, you're probably not closing the deal.

Ideally, you’re calling the lead within five minutes. But even 10–15 minutes later can still work in some markets. Let it go a few hours or more, though, and you’re toast. I've seen leads vanish simply because a competitor called first and booked the job.

What Contact Method Works Best?

Always aim to get them on the phone. That’s your best shot at closing.

Most platforms will let you respond by message or email, but those should just be used to get to a phone call. If you're replying by message, say something like:
“Hey! When’s a good time to hop on a quick call? I can answer any questions and get you scheduled.”

If you’re waiting for replies or playing message tag, you’re losing momentum. Call them directly if the platform gives you their number—or ask for it right away.

How To Stand Out From Competitors

There are two huge ways to differentiate:

1. Reviews
   Most companies don’t focus on collecting reviews across platforms. Everyone’s stacking Google reviews, but no one’s building up Yelp, Thumbtack, or Angi. That’s a massive opportunity. Even getting to 20–30 reviews on a secondary platform can put you at the top.

2. Branding
   What’s your brand feel like? Do you look different from the other pest control companies? Logos, colors, mascots, taglines—people notice. You don’t want to blend in. You want them to stop scrolling and say, “Wait, this company looks legit.”

Here’s the mindset: you don’t have to be the best—you have to be the most memorable. If everyone else is green and generic, be bold and specific. Make them remember you.

Scripts and Messaging Tips

Don’t overthink it. The whole goal of your first message should be to get them on the phone.

If you’re setting up an auto-reply or sending a quick message, keep it warm and proactive:

“Hey, thanks for reaching out! Do you have a second to hop on a quick call? I can get you taken care of today.”

From there, keep it human and move fast. You’re not selling through text—you’re using it to open the door.

Should You Nurture Leads That Don’t Convert Right Away?

Honestly, no. These aren’t long-term nurture leads. If someone finds you on Yelp or Thumbtack, they’re ready to book now.

There’s not much point in adding them to some long email drip or slow follow-up sequence. Either you close them that day—or someone else will. That’s why speed to lead is everything. Focus on converting immediately, not following up weeks later.

Final Thoughts

Paid directories can still drive solid leads, but only if you move fast and handle them right. That means:

• Calling ASAP

• Asking for a phone call if it starts with a message

• Standing out with reviews and branding

• Keeping it simple and direct

Don’t treat these leads like casual inquiries. Treat them like hot, ready-to-buy customers—because that’s exactly what they are.