Leads wait hours for a callback
AI texts back in seconds, and a setter calls within minutes.
Fractional AI & Revenue Officer · for home service companies
You don't have a leads problem. You have a setting & AI problem.
I'm Brian Graff. I install AI systems and trained human setters into your home service business, so the leads you already pay for turn into booked jobs, and my setters add outbound appointments on top.
2,500+ appointments and $25M+ in pipeline for partners so far in 2026.
Today's leads
Live
MS
BookedThu 10 AM
Maria S. Roof inspection
Missed call 7:42 PMAI text-back · 9 secSetter call
JO
BookedFri 6 PM
James O. Solar consult
Web formAI prequal ✓Setter call
RM
BookedWed 5:30 PM
Rachel M. Water test
Call at 10:14 PMAI answered & booked
TB
On call
Tom B. Old lead from March
AI follow-upReplied “yes”Setter calling
AI systemHuman setter
The real problem
Your leads aren't the problem. What happens next is.
Most home service companies already pay for plenty of leads. The jobs are lost after the lead comes in.
Calls go to voicemail after 5 PM and on weekends
AI answers 24/7, qualifies the caller and books the job.
Your techs and reps are too busy to follow up
Dedicated setters and AI follow-up work every lead to a yes or a no.
Old leads you paid for sit untouched in the CRM
AI and setters bring them back as booked jobs.
More leads won't fix that. Better setting will.
See what I installWhat I install
AI systems + human setters, installed in your business.
Not software you have to figure out. Not an agency that disappears after onboarding. I install the system, staff it with trained setters from my team, and run it with you.
The AI that makes sure no lead waits
- Instant text-back on every new lead
- AI prequalification: homeowner, timeline, budget
- After-hours AI answering, 24/7
- AI follow-up and appointment reminders
- AI dialer with live script cues
- Call recording, transcripts and QA scoring
Real people who book the job
- Trained setters from my team
- Scripts built for your trade
- Inbound setting, plus outbound calls to targeted homeowners
- Confirmation calls that cut no-shows
- Old-lead and past-customer reactivation
- Weekly coaching from real call recordings
Your Fractional AI & Revenue Officer
- A weekly revenue meeting with you
- Sales process, offers and pricing
- Pipeline and KPI tracking you can actually read
- An AI roadmap for your whole company
- Accountable for booked jobs, not activity
Company dashboardsLeads, calls, appointments and revenue in one live view.
Knowledge-base agentsAn AI assistant that knows your services, pricing and processes.
Customer portalsWhere customers book, track their job, pay and get answers.
Internal tools & automationsThe custom apps and workflows your team keeps wishing existed.
Inbound + outbound
Your marketing brings inbound. My setters add outbound.
Inbound leads rise and fall with ad budgets, algorithm changes and the season. Outbound doesn't. My setters call targeted homeowners and book appointments on top of what your marketing brings in. It's proven to be the more reliable, consistent source of booked jobs.
From your marketing
- Ads, website, referrals and lead vendors
- Answered in seconds by AI, 24/7
- Qualified and set by a human
From my setters
- Targeted homeowners in your service area
- Past customers and old leads, called again
- Steady volume every week, not just when ads are running
A steady flow of booked jobs
Two sources, one team working them, and one weekly report on what they booked.
Inside a setter's screen
My setters don't dial. They talk.
AI handles everything around the call, so the setter can focus on the homeowner.
AI dials. Setters talk.
The dialer skips voicemails, busy signals and bad numbers, so a setter's hour is spent in real conversations.
AI whispers. Setters decide.
Lead details, script paths and objection help show up on screen in real time. The setter chooses what to say.
AI takes notes. Setters take the next call.
Summaries, dispositions, CRM updates and call scoring happen automatically. No after-call busywork.
DW
Dana WhitfieldHomeowner · Denver, CO
87Prequal
Requested quote · 6 min ago
Mentioned storm damage
Prefers afternoons
AI cue
She mentioned storm damage. Offer the free inspection — Thursday at 2:00 PM is open.
Objection heard
“Can you just email me something?”
Try: “Happy to. So I send the right thing — is the damage on the roof itself or the gutters?”
Book appointment
Follow up
Not now
✓ Notes drafted✓ CRM updated✓ QA queued
AI answering · 24/7
Human setters · 8 AM–8 PM
After hours
A missed call is a customer who called someone else.
Right now, a HumAIn line would answer on the first ring.
- Call answered on the first ring by AI
- Qualified: homeowner, the problem and timing confirmed
- Booked onto your calendar, confirmation texted
- A human setter calls to confirm and build the relationship
How it works
From first call to booked jobs.
- 1
Audit
30 minutes. I look at your leads, calls and CRM and show you exactly where jobs are leaking.
- 2
Install
My team plugs the AI systems and trained setters into your phones, CRM and calendar.
- 3
Run
Setters work every lead and run outbound. AI handles speed-to-lead, after-hours calls and follow-up.
- 4
Report
Every week: leads, conversations, booked jobs and revenue. We fix what isn't working.
Who you're working with
Meet your Fractional AI & Revenue Officer.
Brian Graff
Founder, HumAIn · Fractional AI & Revenue Officer
I've spent 15+ years building sales teams, including running an 800+ seat global call center in home services. I learned AI after running my own businesses, and I've been on the buying side of exactly what I sell. Now I install the system I wish I'd had.
- 2026 so far: 2,500+ appointments set and $25M+ in pipeline revenue generated for partners
- Ran an 800+ seat global call center in the home services space
- Has managed thousands of sales agents across startup and scale-up teams
- January 2026: 254 appointments from 19,174 dials with 7 setters, $2.5M+ in pipeline
- Uses AI call analysis to coach setters: naming a prospect's carrier or renewal date in the first 15 seconds tripled stay-on-the-line rates
- Builds AI apps and internal tools in-house
Industries
Built for home service companies.
Each trade gets its own scripts, prequalification questions and setter training.
Roofing
Storm leads answered in seconds, inspections booked by a human.
See the playbook →Solar
Homeowners qualified on bill and roof, then booked by a human.
See the playbook →HVAC
No-heat calls answered 24/7, installs booked by a human.
See the playbook →Plumbing & Water Treatment
Emergencies answered 24/7, water tests booked by a human.
See the playbook →Pest Control
Every pest call answered, inspections and plans booked by a human.
See the playbook →Remodeling & Home Improvement
Real projects qualified, in-home consultations booked by a human.
See the playbook →Landscaping & Hardscaping
Estimate requests answered fast, design consults booked by a human.
See the playbook →Electrical
Service calls answered 24/7, panel and EV jobs booked by a human.
See the playbook →Home Security
Security leads answered in seconds, consultations booked by a human.
See the playbook →Fiber & Internet
Every serviceable home reached, installs scheduled by a human.
See the playbook →Insurance
Every lead worked, so licensed agents spend their day quoting.
See the playbook →Already have marketing?
Keep it. I make it pay off.
I don't run your ads. I make sure the leads your marketing team or agency generates get answered, qualified, set and followed up, and my setters add outbound appointments on top. Need marketing too? I'll introduce you to the best home services CMO I know.
FAQ
Straight answers.
What's a Fractional AI & Revenue Officer?
Senior leadership over your sales process and AI, without a full-time executive salary. I own the revenue side (setting, sales process, pipeline and offers) and install the AI that runs underneath it, backed by my team.
Do you run our marketing?
No. I focus on what happens after the lead comes in, plus outbound appointment setting from my setters. Keep your marketing team or agency, and my team and I make sure every lead gets worked. If you need marketing too, I'll point you to someone great.
Can you generate appointments too, or just work our leads?
Both. Inbound leads from your marketing get worked by AI and setters, and my setters add outbound: calling targeted homeowners, past customers and old leads to book appointments on top. Outbound is the more reliable, consistent source because it doesn't depend on ad spend or the season.
Will AI be talking to my customers?
Only where speed matters more than a personal touch: first response, prequalification questions, reminders and after-hours answering. Every real sales conversation is led by a trained human setter, and AI hands off to a person the moment a lead is ready, or asks for one.
Who are your setters?
My own trained, managed team. Every setter is trained on your trade and your offer before they dial, and recorded calls are scored so coaching is based on real conversations.
Do I have to switch CRMs?
No. We plug into the tools you already use, or set one up if you don't have one. Either way, you own your data.
Can you work the leads we already have?
Yes, and it's often the fastest win. Old, unsold and no-show leads are brought back with AI follow-up, and anyone who raises a hand goes straight to a setter.
How does pricing work?
A monthly retainer scoped to your setters and systems, with performance components where they make sense. Custom builds like dashboards and portals are scoped as projects. You'll get a clear number on our call.
Talk to Brian
Book a 30‑minute call. Find the leaks.
We'll look at where your leads are going today and what AI systems and setters would look like in your business.
- 30 minutes with Brian
- See exactly where jobs are leaking
- A clear plan and a clear price. No pitch deck.