Case Study
How Five Star Bath Solutions Increased Lead Conversion by 24.3% in Six Weeks — Without Spending a Dollar More on Marketing
One metric. One fix. $15.8 million in recoverable annual revenue identified.
Client:
Five Star Bath Solutions
Industry:
Bathroom Remodeling Franchise
Scale:
Nationwide franchise with hundreds of locations
Challenge:
Declining conversion rates across top lead aggregator sources
Solution:
Pronexis Sub-60-Second Speed-to-Lead Protocol
Pilot Period:
January 16 – February 2026
The Problem
Five Star Bath Solutions was generating leads. Marketing spend was holding. The product was strong. But over 12 months, conversion rates across four of their highest-volume aggregator sources had quietly declined.
The cause wasn’t the leads. It was the clock.
Analysis of 2025 lead tracking data revealed a consistent pattern: leads contacted in under one minute converted at dramatically higher rates than leads contacted after the one-minute mark. The franchise was operating at an average first-call time of over 6 minutes — and losing sales every day because of it.
In aggregator lead markets, the contractor who calls first wins. Competitors responding in seconds were claiming appointments that Five Star had already paid to generate.
The leads weren’t the problem. The clock was.
The Solution
A focused pilot launched January 16, 2026, with a single goal: move average speed to lead across all outbound sources to under 60 seconds.
Pronexis handled the infrastructure. By routing digital leads through a centralized, always-on response system with trained agents and priority routing built around speed, the franchise achieved consistent sub-60-second response across all locations simultaneously — without requiring any changes at the franchisee level.
Four lead sources were included in the pilot: Angi, Homebuddy, Lead Guru, and Modernize. The measurement framework tracked speed to lead, conversion rate, and downstream revenue impact across all four sources.
The Results
Conversion Lift by Lead Source
The pre-pilot data confirmed what the hypothesis predicted. Faster response drove higher conversion — across every source, without exception.
| Lead Source | < 1 Min Conversion | > 1 Min Conversion | Conversion Lift |
|---|---|---|---|
| HomeAdvisor – Shower Install | 21.7% | 16.7% | +29.9% |
| Homebuddy – Shower / Tub | 12.3% | 6.9% | +78.3% |
| Lead Guru (Meta Leads) | 18.6% | 13.0% | +43.1% |
| Modernize – Bathroom Remodel | 4.2% | 3.2% | +31.3% |
| Modernize – Shower / Bath Reface | 4.2% | 3.8% | +10.5% |
The Homebuddy result alone — a 78.3% improvement in conversion — represents a near-doubling of performance on an already-paid-for lead source. No new marketing. No new offer. Just a faster call.
Six-Week Pilot Performance
+24.3%
Increase in Conversion Rate
Across All Outbound Lead Sources
Achieved in 6 weeks — January 16 through February 2026
As average first-call time dropped from 6:04 to 2:25, conversion climbed from 9.35% to 11.62%. Every second shaved off response time translated directly into revenue.
| Month | Average Time to First Call | Conversion Rate |
|---|---|---|
| December 2025 (Pre-Pilot Baseline) | 6:04 | 9.35% |
| January 2026 (Pilot Launch) | 4:50 | 11.31% |
| February 2026 | 2:25 | 11.62% |
The pilot has not yet reached its target of sub-60-second average response. These results are the floor — not the ceiling.
The Revenue Gap
| Actual 2025 Performance | Projected at Sub-60-Sec Response | |
|---|---|---|
| Total Sales (235K leads) | 2,094 | 3,228 |
| Annual Revenue ($14K avg ticket) | $29,322,151 | $45,193,594 |
| Difference | +$15,871,443 per year |
$15.8 million in annual revenue. Available from leads already being purchased.
Key Takeaways
- Speed to lead is the single highest-leverage variable in lead conversion. The data is unambiguous and consistent across every source.
- A 24.3% conversion improvement in six weeks required zero increase in marketing spend. The opportunity was already inside the existing lead flow.
- At franchise scale, response time consistency cannot be solved location by location. It requires centralized infrastructure built around speed.
- The pilot is still improving. The sub-60-second target has not yet been reached — which means these results have not yet peaked.
About Pronexis
Pronexis is the lead management and call center platform built for home service businesses and franchise brands. Born from Five Star Painting — a franchise that grew to 100+ locations — Pronexis delivers 65-second average response times, 69-70% qualified lead conversion rates, 125% average ROI improvement in year one, and call center coverage at approximately one-fifth the cost of in-house staffing.