A homeowner reaches out
Every webform enters the same funnel with its source and job details attached.
KeystonePro Customer stories
Toro Construction case study
More leads. A better way to use them.
Toro wanted to grow after a difficult stretch during COVID. KeystonePro connected the demand they were creating to the way the team followed up, sold the work, and learned from every job.
Renovation companyMassachusetts
20 to 30monthly webform leads before Keystone
49real webforms in the first month
120classified real webforms in a recent month
Where Toro started
Growth without a clear view of the business
Toro's website had no meaningful tracking beyond visitor count. Webforms landed in one mailbox, which made 20 to 30 monthly enquiries hard to classify, measure, or connect to booked work.
The rest of the business lived across manually managed spreadsheets, an old CRM, personal calendars, separate contract tools, cloud folders, and customer messages. The team assembled monthly reports by pulling data from each place.
Before
Shared inbox
Spreadsheets
Old CRM
Private calendars
Contract app
Manual reports
Each tool held one piece of the story. The team had to connect it by hand.
With KeystonePro
One operating record
The lead source, response, estimate, job result, and marketing decision live in the same connected system.
Goals and KPIs Lead qualification Scheduling and reminders Contracts and files Live reporting Marketing decisions
The first working session
The plan started with Rob’s goals
Rob and the Toro team defined what the business needed now and where they wanted to go next. Together, the team turned those priorities into goals and ranked their importance.
Every signal gained context
Lead volume mattered, but so did response time, estimate conversion, job value, lost-job reasons, and the work Toro most wanted to win.
The connected workflow
The lead keeps its story from first click to final result
AI checks the enquiry
A trade-trained agent separates genuine opportunities from spam and solicitation.
Follow-up starts
The homeowner receives a response while Toro gets a clear call alert or scheduling option.
The team works the job
Appointments, estimates, contracts, files, and job status stay connected.
The result teaches marketing
Wins and losses help refine channels, campaigns, keywords, and future budget decisions.
The job result flows back into the next marketing decision
Measured growth
More demand, with the detail to act on it
Toro’s webform volume climbed while Keystone classified real opportunities and tracked what happened next. Toro now records more than 100 real webforms in a typical month, with a recent high of 120.
Real webform growth
From the old website to KeystonePro
20 to 30Before
49First month
120Recent month
Lead progression
Average conversion through the funnel
Real webforms100%
Webforms that become estimates50%
Estimate conversion rate36%
About 50%
of real webforms become estimates over time.
Source: Toro Construction marketing reports and KeystonePro classified submission and estimate records.
The feedback loop
Toro can see why conversion changes
A lower conversion rate no longer ends with a vague marketing report. Toro can see whether the team responded slowly, the scope was a poor fit, the estimate stalled, or the customer chose someone else.
Those reasons help the business improve follow-up and help the marketing system pursue the jobs that fit Toro’s goals. The AI can observe, recommend, or manage within the level of control the team chooses.
Response times and missed follow-ups
Reasons estimates and jobs were lost
Campaigns and keywords tied to real work
Live progress against business goals
Connect the whole business