Service Business Mastery for Skilled Trades: HVAC, Plumbing & Electrical Home Service How Service Business Owners Use AI Voice Agents to Replace CSRs & Book 75% of Calls - Nathan Keller
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Aug 27, 2025 
Nathan Keller, co-founder and Chief Sales Officer of Free2Grow, explains how his company turned a human answering service into AI voice agents for trades. He discusses 24/7 call handling, booking improvements, training and scripting, onboarding and integrations, and how AI handles upset callers while freeing teams for higher-value work.
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Run AI Answers As A Structured Paid Pilot
- Do run AI voice answering as a paid test with clear expectations and onboarding.
- Nathan Keller switched Free2Grow from human CSRs to AI, offered clients lower-price test accounts, and rebuilt onboarding after losing clients then regaining traction.
Older Customers Accept AI When Framed Right
- Insight older customers will accept AI when it's presented as a digital assistant rather than a clunky IVR.
- Nathan says customizable scripting and framing it as a digital assistant removes much of the resistance older clients fear.
Customer Mistook AI For A Longtime Team Member
- Anecdote a dog grooming customer repeatedly thought the AI was a real person.
- Tersh's client had asked about 'Haley' for years and only learned Haley was the AI voice agent when told.