2,000% Growth in Six Years: How O'Shea Trades Transformed Their Customer Journey

Before ServiceTitan, the customer journey at O'Shea Trades ran on gut feel — no clear data, no visibility into where leads came from, no way to tell if a promotion actually worked. That changed once Sabrina Withers, owner and marketing manager at O'Shea Trades, started building out attribution and automated workflows with ServiceTitan using Marketing Pro and Scheduling Pro. On this episode of Mastering ServiceTitan, host Josh Lu talks with Withers about how that shift helped drive nearly 2,000% growth over six years. She walks through how her team tracks every touchpoint from first ad click to booked job, and where automation should — and shouldn't — replace a real conversation.

Turning Marketing Data Into Revenue Attribution

Before adopting Marketing Pro, O'Shea Trades could see Google Ads performance, but only inside Google's own dashboard. There was no way to connect a click to a customer, a job, or a dollar of revenue.

"It's at best a gut feel about how it's actually performing, whereas now there is attribution where you can see exactly which customer came from which ad, what the conversion rates are like."

That visibility now extends past marketing into who closes the job. Withers can see which sales technician converted a lead sourced from a specific ad, which gives the business a clear, repeatable way to scale what's already working rather than guessing at what to do more of.

Deciding What to Automate, Delegate, or Eliminate

Withers was careful not to let automation strip out the human connection that drives referrals and repeat business. Her team's approach was to map every customer touchpoint and sort it into one of three buckets:

• Automate — routine touchpoints the customer expects anyway, like a confirmation or welcome email

• Delegate — anything that still needs a person but doesn't need to be Withers or a senior team member

• Eliminate — steps that don't add value and just clutter the workflow

"We quite often will look at things and we'll say, you know, 'What can we automate? What can we delegate? What can we eliminate?'"

That framework freed up the customer service team to spend more time on calls that actually need a human — sometimes six minutes instead of a rushed three, if that's what it takes to get to the root of a customer's problem.

Cross-Selling Across Trades Without the Hard Sell

O'Shea Trades started as a plumbing-only business and later expanded into HVAC and electrical through acquisition. The rebrand had to signal all three trades at once, so the logo itself lists every service the company offers, and marketing materials mention all of them by default.

The cross-sell moment that matters most, according to Withers, comes right after a job wraps. An automation goes out highlighting a complementary service — gutter work following a downspout repair, for example — timed to when the customer's trust is highest.

"For us, having good quality leave behinds, just giving information about us as a company, how we can help our customers, how we can be their guide to solving the problems that they have in their home, I think is a really big one."

Withers frames the value exchange as a 1-to-10 ratio: for every dollar a customer spends, the goal is to return $10 in value, and that value doesn't have to be a product. It can be an inspection, a piece of education about a system's lifespan, or a heads-up before something breaks.

Closing the Loop with Quote Follow-Up Workflows

Unsold estimates get three scheduled touchpoints in O'Shea's system, spaced out to stay present without becoming spammy:

• A gentle check-in within 24 hours of the estimate

• A follow-up within four days

• A final nudge by the end of the week

Technicians and sales reps can also see how many times a customer has reopened a quote, which becomes a signal for how to re-engage rather than just a data point.

"If someone's looking at it a great deal of times, is it that they haven't had all of their questions answered? Is it that they're nervous about you being the right company to execute the work for them?"

Audience segmentation keeps customers from getting the wrong message at the wrong time — someone with an open job gets excluded from a "book now" campaign until that job is finished, so the automation never talks over what's already happening.

Withers' closing advice for anyone still running this on spreadsheets: "Sometimes you just have to rip that Band-Aid off, get the work started, and then finesse the process as you go."

Sabrina Withers recently joined Josh Lu on the "Mastering ServiceTitan" podcast to discuss:

• 1:15] How ServiceTitan amplifies the customer journey by augmenting every touchpoint

• [8:17] Approaching conversations with new customers, referrals, and training

• [14:38] Which customer touchpoints should be automated and the ones you should keep in human hands

• [20:37] Why many contractors underestimate the need for marketing literature that educates customers

• [25:03] Tracking unsold jobs and timely follow-ups with potential customers

Check out these resources mentioned during the podcast:

• Marketing Pro

• Scheduling Pro

You can find this interview and many more by subscribing to Mastering ServiceTitan on Apple Podcasts, on Spotify, or here.

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