After-hours is a different business

The calls you get at 8pm have a completely different urgency profile than the ones at 10am.

The 10am call is usually planning. "I'd like to schedule a tune-up next week." The 8pm call is usually pain. "Water is dripping through the kitchen ceiling." Treating them the same is a mistake.

After-hours callers convert at roughly 2.3x the rate of daytime callers, pay larger tickets, and care almost nothing about price. They want a yes-we-can-come-tonight or a credible yes-first-thing-tomorrow. What they cannot tolerate is voicemail.