Industry: Real Estate / Software
Teams Using TextUs: Sales and Marketing
Users: 8 Sales/Account Management, 3 Marketing 

Spectora didn’t have a demand problem. With a growing pipeline and an active sales team, the opportunity was there. What was missing was speed at the exact moment it mattered most: follow-up.

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The Problem

When 19 Hours Is the Difference Between Momentum and Missed Opportunity

Spectora had a healthy pipeline and a motivated team. Marketing was driving free trials while sales was actively working opportunities. On the surface, things looked healthy. But beneath that, there was friction that was harder to see and even harder to measure: response time.

Before implementing TextUs, Spectora primarily relied on email and phone calls. Some reps were “semi-texting from personal phones,” but nothing was trackable in HubSpot activity-wise. 

We spoke with Jill from Spectora’s marketing team and she explained that their audience — home inspectors — are “in the field a lot of the time,” often not sitting at a desk or available for long phone conversations. Their average time to first response sat at 19 hours. Which may not seem extreme, but in a competitive buying environment, that delay adds up. Prospects who sign up for a trial or request information expect timely interaction. When conversations lag, urgency fades and momentum weakens. Leaving deals to stall.

Prospects would sign up for a free trial and then wait. Sales would follow up, but email inboxes are crowded and slow and their prospects were constantly on the go so phone calls were left unanswered. Manual texting added effort but not scale. The result was low response rates, delayed conversations, and longer deal cycles .

Nothing felt urgent. But nothing was accelerating either. And in revenue operations, speed compounds.

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The Solution

Strengthen the Follow-Up Layer.  Keep Everything Else Moving

Spectora did not need to reinvent its sales process. Instead, the team focused on improving how and where follow-up happened.

By implementing TextUs across Sales and Marketing, the team gave 11 users a faster, more immediate way to connect with prospects. This was not a full operational overhaul. The team did not abandon their existing systems or retrain the entire organization. TextUs was layered into their current motion within one day. “Literally a day,” Jill said when asked how long it took the team to start using it . Sales reps were sending one-off texts the same day implementation happened, and within a month, they were running campaigns.

That detail mattered more than it sounds.

As Jill explained:

“TextUs drove a big year-over-year lift in engagement and helped us close deals faster, without forcing our team to change their day to day workflow, just smarter, more effective follow-up where our audience actually responds.”

That’s the difference.

The team didn’t add another tool to manage. They simply made it easier to reach people. Instead of waiting on emails, they moved conversations into a channel inspectors were far more likely to respond to quickly while they are on the go.

The workflow stayed intact. The velocity changed.

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The Results

Faster Replies, Shorter Sales Cycles, Measurable Revenue Impact

The most immediate change was response time. When Jill pulled the numbers, even she was surprised. “The time to first response… wild. I had to rerun that a few times because I wanted to make sure it was right,” she said . What they found was a shift from 19 hours to 4.5 hours — a reduction that fundamentally changed how conversations moved through the pipeline. Momentum stopped leaking.

And that speed didn’t stop at the first reply.

The average time to close dropped from 62 days to 45 days. Seventeen days disappeared from the sales cycle. Jill credits that acceleration to the ability to quickly surface blockers. Instead of waiting on emails, reps could send a quick text and ask what was holding someone back. “It just overall makes the process better and quicker,” she shared. Texting made it easier to get a direct answer and move the deal forward.

The engagement numbers told the same story. The sales team reached a 23% engagement and response rate, and overall sales activities increased 16% year-over-year. More conversations were initiated, more prospects responded, and more opportunities advanced through the funnel.

Texting also gave the team faster feedback loops on campaigns. When they send a mass campaign, reps often report responses almost immediately. “If I have sales being like, yep, we got responses, I’m like, cool, success,” Jill shared . That instant signal provides clearer insight into segment quality than email open rates alone.

Marketing performance improved as well. Spectora’s free trial to close conversion increased from 11% to 15% in commissionable deals. That four-point lift represents a meaningful revenue impact. The team was not only moving faster, they were converting at a higher rate.

Jill highlighted another important outcome:

“TextUs assisted in improving our free trial to close conversion  4% points and gave us clearer insights into which sales activities actually improve engagement, so we could double down on what works.”

Beyond speed, Spectora gained clarity. They could see which activities were actually driving engagement  and double down on them with confidence.

When asked what would happen if TextUs was removed, Jill didn’t hesitate. “Engagement rates would probably drop immediately,” she said. “We’d be losing a critical motion of our sales process.”

She also emphasized consistency. “We’re in such a good rhythm right now of touchpoints and being consistent with how we’re hitting them. If we removed this, it would feel like we were going back in time.”

For Spectora, texting became a part of how revenue moved.

Revenue Moves at the Speed of Response

Spectora didn’t reinvent their strategy, add headcount or overhaul their tech stack. They tightened the gap between outreach and response.

Response time dropped from 19 hours to 4.5 hours. Sales cycles shortened from 62 days to 45 days. Trial-to-close conversion increased from 11 percent to 15 percent.

And when conversations move faster, revenue follows.

The unlock wasn’t a new strategy. It was responding at the moments that mattered most.