Romanelli & Son Pool Service, a family-owned business in Long Island, New York, has been serving the community with pool maintenance, repairs, and upgrades since 1999. Founded by Paul Romanelli, the company has built a solid reputation for quality and reliability over its 26-year history.
When Rocco Romanelli, the “son” in Romanelli & Son, joined the business full-time in 2018, his goal was to modernize operations and drive growth. However, their outdated phone system—a single office line—made it difficult to track leads, measure the success of marketing campaigns, or attribute revenue to specific efforts. To grow the business and capture more of the Long Island market share, Rocco knew they needed better tools to streamline communications, evaluate ROI, and optimize their marketing strategy.
Embracing technology to drive growth
As an early adopter of home services technology, Rocco introduced mobile CRMs to log notes and capture photos in the field, streamlining workflows and enhancing efficiency. CallRail became a natural next step in this modernization journey.
During the initial testing phase, the feedback collected from the platform was really useful, and its cost-effectiveness made the decision to proceed easy.
“We’ve always been early adopters of technology. It’s part of the company culture to embrace new technology as quickly as it comes out.”
–Rocco Romanelli, Co-owner, Romanelli & Son Pools
Modernizing operations for better insights
With CallRail integrated into their operations, Romanelli & Son Pool Service now had the tools and insights needed to modernize workflows, improve customer experiences, and drive growth—all while staying true to their commitment to outstanding service.
Here’s how the team uses CallRail and other technologies to enhance their operations:
- Implemented Call Tracking to monitor incoming leads from multiple channels, including Google Ads, Local Services Ads, Yelp, local magazines, and even tracking numbers on service trucks, giving them a clear view of campaign performance.
- Deploys AI to automate transcription and call summaries to quickly identify the most frequent problems customers have and find opportunities to improve booking rates.
- Developed a robust tagging system to categorize calls based on customer inquiries and resolutions, enabling more precise reporting and actionable insights.
- Integrated with key tools like Google Ads and GA4 with CallRail to ensure seamless data flow and streamlined workflows.
- Enhanced follow-ups, coached staff, and improved team efficiency with AI-powered Convert Assist, which turns sales conversations with leads into actionable next steps, ready-to-use follow-up messages, and coaching to help convert more leads.
“AI reacts without emotion—it gives true, unbiased feedback,” says Rocco.
This technology-first approach equipped Romanelli & Son Pool Service with the resources they needed to scale their business, refine marketing strategies, and continue delivering exceptional service to their growing customer base.
“I love to read through the transcripts and summarize them so I can identify most frequent problems customers are running into, find opportunities to improve booking rates, and more.”
–Rocco Romanelli, Co-owner, Romanelli & Son Pools
Achieving growth with data-driven insights
Since implementing CallRail, Romanelli & Son Pools has experienced consistent year-over-year growth, fueled by improved marketing attribution and more efficient operations. The ability to track leads and measure campaign ROI has empowered the team to make smarter decisions and refine their processes for greater impact.
One of their key successes has been developing a robust tagging system within CallRail. “We’re able to use this for really accurate reporting. It’s one of the biggest ways we achieve our goals,” says Rocco. By identifying the most common customer requests and resolutions during calls, they created a tagging system that Rocco says provides data that is super helpful in keeping tabs on daily operations.
In addition, Form Tracking has helped the team respond to high-converting form leads immediately, boosting booking rates.
“We have a really good conversion rate with the forms. I think that's our highest converting item (between calls, texts, and forms) from our website,” says Rocco. “We’ve trained our CSRs to act on form fills right away, and that immediate follow-up is why they convert so well.”
Romanelli & Son Pools’ commitment to a well-rounded marketing strategy, including content development and email marketing, has significantly improved their SEO rankings. Their exceptional performance even earned them CallRail’s Hotline of the Month recognition for top call volume. This success was so impactful that they paused a costly website overhaul because, at the moment, it wasn’t necessary in order to reach their goals.
This data-driven approach has helped Romanelli & Son Pools grow their business and stay focused on what matters most: delivering exceptional service to their customers.
Preparing for the future with scalable technology
Romanelli & Son Pools is using the insights gained from CallRail to strategically plan for their next pool season and ensure continued growth. With detailed data on call volumes, booking rates, and CSR performance, the team is now equipped to make informed decisions that address past challenges and prepare for future demand.
“We have a ton of data this year, which is great, and now we’re tasked with the big responsibility of planning for next season,” says Rocco. “We can review everything—like the highest days of call volume and when they occurred, the highest missed call rates, and how much time our CSRs were on the phone during those periods. We know we were definitely understaffed during the busiest part of the season last year, and we’re going to use all that data to make much more informed hiring decisions next season.”
CallRail is central to their planning process, helping the team determine how many people to hire, what roles they’ll fill, and how to set them up for success. “This will ensure we’re fully prepared to handle the high volume of incoming calls next season, improving both our call answer rate and booking rate,” Rocco adds.
This proactive, data-driven approach, paired with a commitment to innovation, allows Romanelli & Son Pools to balance growth with their core values of integrity, speed, and continuous improvement. As a result, they continue to deliver exceptional service to their customers.
“We’re happy with CallRail and how you guys are embracing technology in the same way that we like to, and we’re willing to try the latest AI technology and implement it in your business as fast as possible because we know that gives us a competitive advantage in the field.”
–Rocco Romanelli, Co-owner, Romanelli & Son Pools
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