For a few days, Katy Higgins had no idea.
Customers kept mentioning the name.
"I just got done talking to Sam," they'd say.
Higgins, the owner of True Pros Heating and Air in Layton, Utah, started calling her lead aggregates one by one.
“Does anybody have a Sam?”
Nobody did.
"I was a little embarrassed that it took me a couple of days to figure out that it was a button on my ServiceTitan," Higgins says.
Sam, it turned out, is the AI scheduling agent built into a ServiceTitan speed-to-lead private preview. Sam had been fielding inquiries, responding to customers and booking jobs — without anyone on her team lifting a finger.
Once Higgins figured out who Sam was, she started paying closer attention.
What Sam does
ServiceTitan’s SMS agent was built to close the gap between a lead coming in and someone responding to it. When an inquiry arrives and the team doesn't pick it up immediately, Sam will text the customer, keep the conversation going, and book an appointment, around the clock.
For Higgins, who runs the True Pros office with one full-time customer service representative, that gap is real. She knows from her own experience as a consumer what happens when a business doesn't respond fast enough.
"If I'm messaging somebody, I treat it like a phone call," she says. "I expect a return right away. And if I don't get it, I'm just going to the next one."
She pulled up a recent example illustrating how every lead that comes in through ads or direct mail gets handled. A customer reached out at 8:33 p.m. Sam responded at 8:35. The appointment was booked at 8:36.
The metrics associated with True Pros’ use of the SMS agent:
28.5%: True Pros’ conversion rate on inbound leads, up from about 9.2% before Sam.
185: The number of AI-powered conversations the agent has handled.
51: The number of confirmed jobs booked autonomously.
0.6%: The escalation rate, down from 22.7%.
During the same time, True Pros has added four trucks to its fleet. Higgins says they need to add a van, too.
"The growth that it's affording us, allowing us to continue to add field representatives without adding so much more into the office, has been amazing," Higgins says.
The bigger picture
Higgins started True Pros her garage in 2023, but the company has grown fast, accumulating $5 million in revenue in its first year as it put 16 technicians onto ServiceTitan's unified scheduling, dispatch, and invoicing system.
True Pros also added ServiceTitan's Marketing Pro, which has generated $1.96 million in attributed revenue over the past 12 months against an estimated $7.5 million in total revenue.
Higgins credits its ability to track exactly what is working: opens, clicks, appointments scheduled.
"I've always hated when I don't feel like I could trust the information," she says. "With Marketing Pro, I could trust the information that it provides for me."
True Pros now has four locations and 14 trucks, and it has amassed 2,000 Google reviews and a 5.0 rating.
And with Sam added to True Pros’ toolbox, the company’s revenue goal for 2026 is $15 million.
‘Get on the bus’
AI, Higgins says, is not something True Pros has approached cautiously. It has become central to how she thinks about running this fast-growing operation.
"AI is not replacing anybody," she says. "It's just helping us grow and adding more trucks, service more customers. So for anybody that's scared about implementing or adding, I would say you either get on the bus or get out of the way, because it's here."
And that’s the case with Sam, too.
"It's really fantastic," Higgins says. "This is a pretty amazing opportunity."
