For service businesses with complex pricing, quoting can become a major operational bottleneck. Manual calculations, unqualified leads, and long turnaround times slow growth and consume valuable time.

JSJ Smart Homes solved this problem by automating their quoting process using Convert_.

By replacing manual pricing workflows with an automated price quote calculator, the company dramatically improved efficiency and scalability.

The results were significant:

• 97% reduction in quoting costs

• 30 hours saved per week

• 3× higher-than-average conversion rates

• Fully automated quoting instead of a 3–7 day process

This case study explains how JSJ transformed a time-consuming quoting process into a scalable sales system.

Background

JSJ Smart Homes designs and installs integrated smart home systems for residential and commercial properties.

Their solutions include:

• Smart lighting systems

• Heating and climate automation

• Security and access control

• Fire and intrusion protection

• Multimedia systems

• Energy management solutions

Because each project involves unique property requirements and multiple technology layers, pricing structures can become highly complex.

This complexity created a major operational challenge for JSJ Smart Homes.

Challenge: Manual Quoting Was Slowing the Business

In 2018, JSJ Smart Homes founder Stefan Knight was crazy busy. He manually priced and quoted all the project leads for the company.

Each proposal was costly, requiring detailed calculations and consultations. Stefan stated:

Each quote was costing us around £3,000. And I was the only one who could do it.

Preparing a quote also typically took three to seven days.

This created several problems:

• Leads arrived without clear project requirements.

• Clients were unfamiliar with smart home capabilities.

• Pricing required complex calculations.

• Sales staff spent large amounts of time educating prospects.

In many cases, the company invested days preparing quotes for prospects who were not serious buyers.

Stefan explained the situation:

Customers came into the JSJ Funnel uneducated and with a lot of questions. They may not even have had an idea of how much a solution would cost them.

Manual quoting was becoming unsustainable and was limiting the company’s ability to grow.

Finding a way to educate prospective buyers, qualify leads, and automate the quoting process was vital to JSJ’s success and their ability to scale.

Not to mention, to save Stefan from a surefire burnout!

Solution: Automating the Quoting Process With Convert_

JSJ needed a system that could:

• Educate potential clients

• Qualify leads automatically

• Calculate complex pricing structures

• Instantly deliver accurate quotes

They implemented an automated sales funnel powered by Convert_.

The new system combines interactive forms with a pricing calculator driven by conditional logic and rule-based calculations. This allows JSJ to translate complex pricing structures into a simple, guided experience for visitors.

The fact that Convert_ has the power of Excel with their already-powerful user interface and conditional logic was just an absolute game-changer for us because it means that we can now convey a very complex message in a very, very simple way.

How the Automated Sales Funnel Works

The new system begins with targeted advertising that directs potential customers to a dedicated landing page. The funnel is designed to educate and qualify visitors before they reach the sales team.

Step 1: Education and Filtering

The landing page provides information such as:

• Typical project costs

• Case studies

• Common privacy and security concerns

This early education filters out a large portion of unqualified prospects.

Stefan estimates the page filters 60–70% of visitors before they enter the funnel.

Step 2: Interactive Qualification Form

Visitors who continue into the funnel complete a dynamic form powered by conditional logic. The questions adapt based on previous answers, creating a personalized experience.

This approach eliminates irrelevant questions and improves engagement.

Step 3: Automated Quote Generation

Once the form is completed, the system automatically calculates a project estimate based on the user’s responses. This replaces the manual process that previously took days.

Qualified prospects receive immediate pricing guidance and can then speak with the JSJ team.

Stefan explains the difference:

I can confidently say if they go to our landing page, fill out that form, and get their pricing quote, then they’re ready to speak to us as a qualified lead. That's a solid lead. It's ours to lose.

JSJ like to keep it human by speaking to their customers. They prefer to build strong rapport and maintain ongoing relationships.

People enjoy speaking with us to discuss the price, find out what it actually means, how the smart home app looks, and what the end result will be. By qualifying leads before we speak to them, we save a lot of time and money.

Results: Efficiency Gains and Higher Quality Leads

The transition to automated quoting produced measurable results across the business.

97% Reduction in Quoting Costs

Before automation, each quote cost approximately £3,000 to prepare.

Today, the quoting system operates for approximately:

• £50 per month for Convert_

• £450 per month for advertising

This brings the total quoting costs to around £500 per month.

30 Hours Saved Every Week

With automated quoting in place, Stefan no longer spends days preparing manual proposals.

This frees up around 30 hours each week to focus on strategic business activities.

3× Higher Conversion Rates

JSJ’s marketing team reports conversion rates that are three times higher than industry averages.

This improvement comes from better lead qualification and clearer pricing communication.

100% Improvement in Lead Quality

Visitors who complete the quoting funnel arrive already educated about the service and pricing structure.

The sales team now spends time speaking only with serious buyers.

£160k in Sales Opportunities Attributed to Ads

By syncing form data with analytics tools, JSJ can track revenue potential generated by advertising campaigns.

In one month alone, the company identified £160,000 worth of qualified deals generated through the funnel.

Scaling Without Operational Bottlenecks

Removing manual quoting eliminated one of the biggest constraints on JSJ’s growth. The business can now handle significant increases in lead volume without increasing operational workload.

If we had 100 leads or 100,000 leads come in today, from a systems standpoint, it makes no difference. We have outsourced sales teams who can handle the influx.

Sales teams can now focus on building relationships and closing deals, while Stefan gets time back from preparing quotes.

Continuous Optimization Using Form Data

The automated funnel also provides valuable data that helps JSJ refine its marketing and sales processes. Using form analytics, the company can:

• Identify where users drop off in the funnel

• Improve form completion rates

• Understand client preferences

• Track advertising performance

This data-driven approach helps the company continuously improve conversion performance.

What’s Next for JSJ

JSJ currently uses three calculators as part of their sales funnel.

Their next step is to create additional variations of these calculators and run split tests to further improve completion and conversion rates.

Stefan plans to continue expanding their automated sales infrastructure using Convert_.

I'm going to be a retained Convert_ client because it provides active solutions for me with my ongoing changes as a business. It does more than you probably would even imagine. It’s really powerful stuff.

What This Means for Service Businesses With Complex Pricing

Many service businesses struggle with the same challenges JSJ faced:

• Complex pricing structures

• Time-consuming manual quotes

• Unqualified leads

• Limited scalability

Interactive quoting calculators solve these problems. They combine education, qualification, and pricing into a single automated process.

For businesses with complex offerings, automation can significantly reduce operational costs while improving sales performance.

Ready to Automate Your Quoting Process?

If your team is spending hours preparing manual quotes, an automated pricing calculator can transform your sales workflow.

With Convert_, you can:

• Automate complex pricing calculations

• Qualify leads before sales calls

• Deliver instant quotes to prospects

• Scale your business without operational bottlenecks

Start your free plan today and see how automated quoting can help you save time, reduce costs, and generate better leads.