Lead flow case studyFlorida Surface ProConcrete floor coatings, South Florida

Every quote request in the CRM within seconds, even the unfinished ones.

Florida Surface Pro installs epoxy, polyurea and other concrete floor coatings across South Florida. We rebuilt their ad landing page as a quote funnel on their own WordPress site and connected it to their inbox, a Google Sheet and their Builder Prime CRM.

questions to a free estimate request: 4
from form to a client in Builder Prime: Seconds
until an unfinished lead is sent to the team: 10 min
leads typed into the CRM by hand: 0

Get a lead flow like this

Free estimate · quote funnelStep 1 of 4

Your project

What would you like to upgrade?

ResidentialCommercial

GaragePatioPool deckSomething else

Where every lead goes

Ad clickPaid ads land on the quote page on their own website.
Quote funnelFour questions, contact details, then a preferred day and time.
Lead deliveredEmail to the team, a row in Google Sheets and a new client in Builder Prime.
Call to confirmTheir call center rings back with the details and requested time already in the CRM.

The problem

Their ads sent homeowners to a multi-step quote form hosted on a separate page, outside their own website. Every lead arrived as an email and had to be moved into Builder Prime, their CRM, before anyone acted on it. Visitors who stopped halfway through the form were lost, and there was no way for a customer to say when they wanted their free estimate.

What we built

We rebuilt the funnel as a custom WordPress plugin at floridasurfacepro.com/free-quote, matching the original design and keeping their tracking and SEO plugins working. Then we rebuilt what happens after someone presses the button.

The same funnel, on their own siteFour quick questions with big tap targets, loading instantly on a phone. Ad traffic now lands on their own domain.
Contact details before the addressName, phone and email come early. If a visitor stops, the partial lead is sent to the team ten minutes later unless they finish first.
A preferred appointment stepThree date tiles from two days out, an ASAP option or any date on a calendar, then a time inside their working hours. Hours and days off are editable.
Straight into Builder PrimeEvery finished lead becomes a client in Builder Prime within seconds, with the status, source, requested time, project details and ad source filled in.
Email alerts in their own wordsThe team gets "Lead received" and "Appointment booked" emails, named to match how their office already talks about leads.
A backup of every leadEach lead is saved in WordPress with CSV export and logged to a Google Sheet, with spam blocked and repeat contacts flagged.

The result

Every lead, finished or not, now reaches the team and the CRM automatically, with the requested time and ad source attached. The office calls back to confirm instead of retyping details, and the funnel lives on their own website where they control it.

Florida Surface Pro: quote funnel and lead flow: the lead path from ad click to CRM, with the numbers

Also for Florida Surface Pro

Earlier in 2026 we redesigned the iPad sales presentation their reps use in homeowners' homes, including new process pages for each coating system. We're now redesigning their main website, with the booking form on the homepage.