The lead who called at 2pm doesn't go to your competitor.
A homeowner calls while your crew is on a roof. Nobody answers. Normally that lead Googles the next contractor. Instead, they instantly get a text: "Hey, this is [Company]. Sorry we missed you. Are you looking for a quote? Reply here or grab a time: [link]."
Over 60% of missed-call leads re-engage when they get a text within 60 seconds. You stop losing jobs to voicemail.