If you could make one change to your paving business that instantly improves lead capture, it would not be a new logo, a new truck wrap, or a new website. It would be a missed call text back.
A missed call text back is exactly what it sounds like. When someone calls your business and you do not answer, they automatically receive a text message within seconds. It acknowledges the call and gives them an easy next step, usually replying with details or booking an estimate.
This is one of the highest leverage automations a paving contractor can implement because it solves a problem you cannot fully solve with hustle. You cannot answer every call. But you can make sure every caller gets a response.
Why missed call text back works so well in paving
Paving leads are urgent and competitive. Most callers are contacting multiple contractors and choosing the one that feels responsive. When you miss the call and nothing happens, the lead assumes you are unavailable or disorganized.
When a text arrives instantly, three things happen.
First, the lead knows they reached a real business. That alone keeps many people from moving on.
Second, the lead stays engaged. They are now in a conversation thread they can reply to without waiting on a phone tag cycle.
Third, you buy time. The customer is less likely to call the next contractor when they feel acknowledged.
Research on response time shows just how quickly the advantage disappears when you wait. In the MIT and InsideSales lead response study, the odds of contacting a lead when called within five minutes versus thirty minutes dropped one hundred times, and the odds of qualifying dropped twenty one times.
Even if you cannot personally call back in five minutes, a text back can happen in seconds.
What a missed call text back should say
The best missed call text back is short, human, and focused on one next step. It is not the place for a long pitch. The goal is to start the conversation and collect the information you need to schedule an estimate.
Here are three scripts that work for paving companies.
Option one, simplest:
"Sorry we missed your call. This is [Company]. What address is the paving project at?"
Option two, service type first:
"Sorry we missed your call. This is [Company]. Is this for driveway paving, sealcoating, or parking lot repair? Reply with the address and we will help you with the next step."
Option three, booking link included:
"Sorry we missed your call. This is [Company]. You can book an estimate here: [link]. If you prefer, reply with the address and we will call you."
Pick one and keep it consistent. Consistency matters more than cleverness.
The two biggest mistakes contractors make with text back
The first mistake is making the message too long. If the text looks like an advertisement, people ignore it. Short wins.
The second mistake is not following up. A text back is not a replacement for a real conversation. It is an instant bridge. The bridge only works if you cross it.
Once the lead replies, call them when you are available, or continue by text long enough to set an estimate time. If you never respond, you have just created a new way to disappoint people.
How to set it up so it does not feel robotic
Automation can still feel personal if it uses the right ingredients. Use a real name if possible. Use the company name. Ask a real question. Keep the tone friendly.
Avoid phrases that sound like a call center. Avoid emojis unless your brand uses them. Avoid heavy punctuation.
Also be careful with timing. If you text people at odd hours, it can feel intrusive. Many systems allow you to set quiet hours. You can still send an acknowledgment immediately, but you can keep follow up messages to reasonable windows.
A quick note on compliance and trust
When a customer calls you, they are initiating contact. In many cases that makes a quick response feel natural and expected. Still, it is smart to keep texts respectful and to include a simple opt out in longer sequences.
For example, in a follow up series, you can include "Reply stop to opt out" in a later message. This is not legal advice, but it is a good habit that protects your reputation and keeps your communication professional.
How missed call text back fits into a full lead intake system
Text back is the front door, not the whole house.
Once you capture the lead, you need a place to put it and a process to move it forward. That process usually has five steps.
First, lead captured, by call or form.
Second, instant response, by text and email.
Third, estimate scheduled, with a calendar link or a manual booking that is confirmed by text.
Fourth, quote sent, followed by a short follow up sequence until a decision is made.
Fifth, job completed, with an option to request payment and then ask for a review.
That is the lead to job to paid to review path that matters in paving. When you build your systems around that, you stop losing money in small gaps.
This is why GoPave exists. It is a paving specific platform built to make the missed call text back automatic, to route every lead into one pipeline, and to keep your follow up consistent without you having to remember every step.
How to tell if your text back is working
Do not guess. Track three simple numbers for the next thirty days.
How many missed calls you had.
How many of those callers replied to the text.
How many of those replies turned into booked estimates.
If your reply rate is low, your message may be too long or too vague. Tighten it. Ask for the address.
If your booking rate is low, your next step may be unclear. Offer scheduling.
If your close rate is low, your quote follow up may be inconsistent. Add a sequence.
This is the kind of improvement that compounds. A small boost in response can turn into a meaningful boost in booked work, especially in busy season.
If you want the easiest win in your paving business, stop letting missed calls disappear into your call log. Set up a missed call text back, keep it short, and use it to move leads into an estimate. It is not a gimmick. It is basic customer service, delivered at the speed your market now expects.