I don't really advertise any more, I pulled out of all the yellow page books and that said now most of my calls are pre qualified as an easy sale. Most of the calls are from referals and past customers. I just listen to their problem and give a fair price, usually without even looking at the job. I almost think I get too many of the jobs, indicating a price hike is needed. When I get a "fresh lead" customer I find that I can get the job just by calling them back, it seems many of my competitors don't return their calls. So Just answering the phone or returning a call puts you a leg up.
