In 60 Seconds
- •The Trap: Using one phone number for 5 cities. Customers in City B don't trust a 'City A' area code.
- •Local Presence: You need a unique local tracking number for EACH location. It builds trust and cleans up data.
- •Centralized vs Decentralized Dispatch: Decide now. Do all calls go to one HQ (Efficient)? Or to local managers (Personal)?
- •The 'Geo-Route': Smart phone systems can detect the caller's area code and automatically route them to the nearest branch without asking 'Where are you?'.
- •Shadow Numbers: If you acquire a company, keep their old phone number active forever. Forward it to your main line. That number is an asset.
Opening the second location is harder than opening the first.
Suddenly, "just call Bob" doesn't work. Bob is in Austin, and the customer is in Dallas.
If you mess up the routing, your Dallas customer waits on hold for the Austin manager, who can't help them anyway. This is Friction.
You need an architecture that scales.
The Number Structure
Rule: One Number Per Market
- Scenario: You cover Austin (512) and Dallas (214).
- Bad: Using the 512 number on your Dallas trucks. Dallas people trust 214.
- Good: Buy a local 214 tracking number for the Dallas branch.
- Routing: Both numbers can ring to the same call center, but the "Whisper" tells the agent: "Incoming Call for DALLAS."
Dispatch Models
Model 1: Centralized (The "Hub")
All calls go to one main office.
- Pros: Consistent training. Lower overhead (fewer receptionists).
- Cons: Agents might not know local geography ("How far is Frisco from Plano?").
- Fix: Give agents a cheat-sheet map.
Model 2: Decentralized (The "Branch")
Calls route to the local office manager.
- Pros: High local knowledge. Stronger relationships.
- Cons: Expensive (need staff at every desk). If the manager is out to lunch, nobody answers.
- Fix: Overflow routing. If Dallas doesn't answer -> Route to Austin HQ.
Intelligent Routing (The Tech)
Modern VOIP systems can route intelligently.
- Area Code Routing: Caller ID is
214. System auto-routes to specific Dallas Hunt Group. - Zip Code Input: IVR prompts: "Please enter your 5-digit zip code." System matches zip to Territory Manager.
- Time Zone Routing: If you span EST/PST, route evening East Coast calls to West Coast staff (who are still at work).
Cross-Pollination Risks
What if a Dallas technician is busy, and you send an Austin tech?
- Travel Time: Calculate the ROI. Driving 3 hours for a $200 job is a loss. Driving 3 hours for a $10k install is a win.
- System Check: Ensure your dispatch software (ServiceTitan) has "Zones" set up so you don't accidentally book a job in the wrong city.
Verification Checklist
- Whisper Test: Call the Dallas line. Does the agent hear "Dallas Call"?
- Failover: If the Dallas line is busy, does it go to HQ or just ring forever?
- Google Business Profiles: Does each location profile have the local number, not the 800 number? (Better for SEO).
Common Mistakes
[!TIP] Don't Kill the Old Number When you open a new location, don't delete the old layout. And if you buy a competitor, NEVER cancel their phone number. That number is in thousands of contact lists. Port it and point it to your Hub.
- The "Main Menu" Maze: "Press 1 for Austin, 2 for Dallas, 3 for Houston..." Customers hate this. Use Area Code routing to skip the menu whenever possible.
- ** forgetting Holidays:** Did you update the holiday hours for all branches?
FAQ
Q: Should I use an 800 number? A: Only if you are national. For local service, local area codes convert 20% higher.
Q: How do I track marketing per location? A: Use separate DNI pools for each location's landing page.
Sources and References
- Dialpad: Multi-Location Routing Strategies - Technical guide.
- ServiceTitan: Zone Management - Dispatching efficiency.
Changelog
- 2024-05-20: Initial publication.
Read Next in This Hub:
- Lead Routing Rules - The logic layer.
- Call Tracking - The data layer.
Related System:
- Automation Architecture - Scaling without breaking.