Overview 

Maverick Electric, Plumbing, Heating & Air is a fast-growing home services company based in Sacramento, California. Founded in 2020 by Joshua Warner, the company has rapidly expanded by challenging traditional industry norms and focusing on operational efficiency, employee experience, and measurable marketing performance. 

As Maverick set its sights on aggressive growth, aiming to nearly double revenue, the team faced a critical question: how do you scale lead generation without sacrificing efficiency, margin, or customer experience? 

The answer became clear through their partnership with Modernize: prioritize inbound calls. 

The Challenge: Growth Without Efficiency 

Before working with Modernize, Maverick’s marketing strategy leaned heavily on brand-driven channels like radio and a mix of paid lead sources. While these efforts generated awareness, they lacked attribution and consistency. 

At the same time, traditional web form leads introduced operational friction. Many prospects were early in their decision-making process, difficult to reach, or already committed to another provider by the time Maverick followed up. 

In one snapshot, Maverick booked just 10% of their form leads. 

This created a compounding problem: the team was investing time and resources chasing leads that were not ready to convert, while missing opportunities to engage higher-intent customers.  

The Shift: From Lead Chasing to Call Conversion 

Maverick began shifting its strategy toward inbound calls through Modernize, focusing on homeowners who were ready to engage immediately. 

The difference was immediate and operationally significant. 

“You can get cheaper leads by web forms… but a phone call comes in, your CSR answers, books it, and it’s a lot easier than trying to manage people outbounding seven or eight times just to get ahold of someone.” 

The Modernize Inbound calls eliminated the lag between lead capture and contact. Instead of chasing prospects, Maverick’s team could engage homeowners in real time, dramatically increasing the likelihood of booking appointments.  

The Results: Higher Intent, Higher Efficiency, Higher Return 

As inbound calls became a larger part of the marketing mix, Maverick saw a measurable improvement in performance. 

In a single month: 

Visual Performance Snapshot 

Inbound Call Funnel

Booking Rate: 54% 

Form Lead Comparison

Booking Rate: ~10% 

The contrast is clear: inbound calls deliver both higher intent and higher conversion efficiency.  

A New Way to Measure Marketing Performance 

Beyond conversion rates, Maverick fundamentally changed how they evaluate marketing success. 

Rather than focusing on cost per lead or maintaining a fixed marketing percentage, the team evaluates performance based on gross margin generated per interaction. 

“Every phone call represents X amount of gross margin for the company. So if we can increase that, then we increase gross margin dollars.” 

This shift reframes marketing from a cost center into a scalable revenue driver. If a channel consistently produces profitable outcomes, it earns more investment. 

Scaling with Confidence 

With consistent performance from Modernize’s inbound calls, Maverick has been able to scale spend with confidence, something that was not possible with less predictable channels. 

“If there’s volume… I will spend 20, 30 grand… if we find out that there is available volume.” 

This willingness to increase investment is rooted in clarity: Maverick understands exactly what each call is worth to the business. 

Why Inbound Calls Work 

For Maverick Electric, the success of inbound calls comes down to simplicity and timing. 

Homeowners who choose to call are further along in their decision-making process. They want to speak to someone immediately, and they are ready to take action. That intent translates directly into higher booking rates and faster revenue realization. 

At the same time, inbound calls reduce operational strain. Instead of building large outbound teams to chase leads, Maverick can focus its resources on handling live demand and delivering a strong customer experience.  

Conclusion 

Maverick Electric’s growth story is not just about generating more leads, it’s about generating the right kind of demand. 

By prioritizing inbound calls through Modernize, the company has built a more efficient, predictable, and scalable acquisition engine. The result is a marketing strategy that aligns directly with revenue, simplifies operations, and supports long-term growth. 

As Maverick continues to expand, inbound calls remain at the center of its strategy, proving that when it comes to home services, the fastest path to revenue is often the most direct one: a phone call.

Watch the full interview here.