Qualify Leads Faster & Close More Jobs with Jeff Wraley | F&D Mastery Podcast #74

Groundwork is a video-based intake tool that embeds on a contractor's website and prompts homeowners to record a short project video (averaging about 92 seconds) so pros understand the real scope before ever driving to a site.

The system uses AI to transcribe the audio and analyze the visual elements of each homeowner video, giving contractors a deep, qualified picture of the lead's needs, vision, and pain points up front.

Contractors have reported close rates jumping from roughly 30% to 45% on Groundwork-sourced leads, driven by eliminating wasted drive time and letting teams stack-rank which leads to call first.

A powerful but underused feature is the contractor recording a quick 15-second async video reply referencing a personal detail from the homeowner's clip, which builds trust in an industry with a poor reputation and dramatically warms up the relationship.

Groundwork operates as top-of-funnel software that integrates with systems of record like Jobber, Job Tread, and CompanyCam (plus Zapier and GoHighLevel), rather than replacing a full CRM, and communicates via text message because response rates are higher than email.

Robust marketing tracking is built in, capturing Google Click IDs, campaign redirects, and per-campaign QR codes (business card, truck, direct mail) so contractors can trace a lead from scan or web session all the way to the submitted video.

The tool fits contractors with meaningful lead volume (roughly 20+ leads per week), starts at just under $2,000 per year with no setup fee, and the team is building an estimated-pricing assistant to meet homeowner demand for transparency.