Case Study
The Owners Who Thought They Could Do It Better: How Mosquito Shield Used Data to Achieve 100% Sales Center Adoption
A 10-week head-to-head comparison that ended the debate — and unified an entire franchise system.
Client:
Mosquito Shield Franchise Corporation
Industry:
Pest Control / Mosquito Treatment Services
Challenge:
21 franchise owners self-handling calls, convinced they outperform the sales center
Method:
CallRail head-to-head comparison — self-managing locations vs. Pronexis
Study Period:
March 17 – May 27, 2025 (10 weeks, peak season)
Outcome:
100% of owners moved to Pronexis — driven by data, not mandates
The Problem
Every franchise system has them: the confident owners. The ones who believe they answer the phone better, sell better, and close better than any call center ever could.
At Mosquito Shield, 21 franchise owners had formally opted out of the brand’s sales center and were handling their own inbound calls. Their conviction was genuine. Their performance data told a different story.
The core problem with self-managed call handling is invisibility. Owners do not see the calls that go unanswered while they’re running a crew. They don’t track the leads that evaporated because no one picked up at 11:30 a.m. on a Wednesday. They see what they earned — not what they missed.
You can’t fix a problem you can’t see. And franchisees almost never see the calls they miss.
Beyond lost revenue, self-managing locations created a brand consistency problem. 21 locations. 21 different ways of answering the phone. Different scripts, different professionalism levels, different follow-up practices — and zero visibility for the marketing team.
The marketing team needed to resolve this. But rather than mandate compliance, they decided to prove the case.
The Solution
CallRail call tracking was deployed across both groups simultaneously during the peak spring season — the 10-week window when lead volume is highest and every missed call carries maximum revenue consequences.
The 21 self-managing locations handled their calls as they always had. Pronexis handled calls for the rest of the brand. Same leads, same season, same product. The only variable was who answered the phone.
The Results
Head-to-Head Performance: Pronexis vs. Self-Managing Locations
| Metric | 21 Self–Managing Locations | Pronexis Sales Center |
|---|---|---|
| Total Calls | 1,307 | 279 |
| Answer Rate | 86.53% | 94.98% |
| Conversion Rate (Sales / Answered) | 29.4% | 30.2% |
| Sales Rate (Sales / Total Calls) | 25.5% | 28.7% |
| Revenue Generated | $299,700 | $337,290 |
Pronexis outperformed the self-managing group on every single metric measured. The performance gap operates on three compounding levels:
- Answer rate: 9.8% higher — nearly 1 in 10 additional calls answered that would otherwise be missed.
- Conversion rate: 2.7% higher — trained agents with consistent scripting out-convert confident but distracted operators.
- Total sales rate: 12.6% higher — this is the number that matters most. It captures the full compounded impact on real revenue from real calls.
The Financial Impact: $38,000 Left on the Table
+$37,800
Revenue the 21 Locations Left on the Table in 10 Weeks
Same leads. Same season. Only difference: who answered the phone.
Had the 21 self-managing locations routed their calls through Pronexis at demonstrated performance rates, they would have generated $37,800 more in revenue over the 10-week study — from the same inbound call volume, with no additional marketing spend.
That is not an annual projection. That is a single 10-week window during one season. Annualized, the cost of self-management for this group of operators represents a recurring, compounding revenue loss they had no visibility into.
They didn’t lose those sales to a competitor with a better product. They lost them to an unanswered phone.
The Most Important Result: 100% Buy-In
100%
Franchise Owners Moved Onto Pronexis Following the Study
Achieved through data — not mandates
When the data was presented, the conversation shifted from philosophy to math. Owners who had believed they were outperforming the sales center saw, in plain numbers, exactly what that belief was costing them.
The result was complete franchise system alignment — every owner, every location, on a single platform. The Mosquito Shield marketing team did not win the argument. The data did.
Key Takeaways
- Confident operators are not the same as high-performing operators. Answer rate gaps and conversion gaps are invisible without measurement — and they compound into significant revenue losses.
- A 12.6% improvement in total sales rate required no new marketing spend. The revenue was already inside the existing call volume.
- $38,000 in missed revenue over 10 weeks — from 21 locations, during one season. The annual impact of self-management is material.
- Data achieves what mandates cannot. Owners moved to the sales center because the numbers made the case — not because they were told to.
- 100% franchise adoption is achievable. But it requires proof, not persuasion.
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 a 95% answer rate, 65-second average response times, 69-70% qualified lead conversion rates, and 125% average ROI improvement in year one, at approximately one-fifth the cost of in-house staffing.