How Genz-Ryan Booked 115 Jobs in One Month with Avoca Outbound

About Genz-Ryan

Genz-Ryan is a Burnsville, Minnesota company serving customers across HVAC, plumbing, and electrical. Autumn Brekke has been there for more than 20 years and leads customer service, dispatch, inside sales, and marketing.

Before Avoca | More Volume Out, More Work Back

Outbound used to mean reps leaving voicemails and working spreadsheet lists. Other messaging vendors pushed out more volume, but lists were still pulled by hand and every reply landed on a CSR.

Replies waited when the team was busy, customers got different answers from different tools, and some campaigns stopped with no alert.

"We were relying on many different partners and different funnels for a lot of our customer communications, and working with each one of those partners takes time and effort." - Autumn Brekke

The Decision | One Partner for Every Conversation

Genz-Ryan chose Avoca on performance, cost, and partnership. Two details mattered most:

• ServiceTitan audience building. Previews let the team check dates and filters before anything sends.
• Automatic stops. A workflow ends when a job is booked outside of Avoca or an unsold estimate sells, so customers never get a follow-up for work already scheduled.

The Rollout | Start with 70, Then Send 450

The first test went to 70 customers. The first job booked within a minute, handled entirely by AI.

In early October, a furnace tune-up offer went to roughly 400 to 450 customers in one day while the customer service team watched conversations live. Within a couple of hours, the AI had booked 70 jobs. October closed at 115.

Today | Test, Test, Test

Genz-Ryan runs 40 active campaigns, each targeting a different audience with a different message.

• Unsold estimates. The best performer, with a 36% response rate and a 24% booking rate over the last two weeks.
• Cross-trade nurture. Heating and cooling customers introduced to plumbing, such as a water heater flush and fill. The AI answers questions and books with no human involved.
• Maintenance. Seasonal tune-ups. When a customer was only free after 6 p.m., the AI offered Saturday and booked it.
• ETA texts. Customers booked for the day get a heads-up. One dispatcher used to spend nearly the whole day on these calls, and fewer customers now call to ask if they were forgotten.

The Avoca Impact

• 115 jobs booked by AI alone in the first month
• 24% booking rate on unsold estimates, with a 36% response rate
• 40 active campaigns
• Close to a full dispatcher's day recovered through ETA texts

What's Next | Campaigns That Run on Weather and Capacity

Avoca's new triggers launch campaigns based on weather, schedule capacity, or both. Genz-Ryan plans to put them on its paused campaigns.