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Use cases · Automotive
GoHighLevel for towing companies
A towing company's customer is standing on a hard shoulder, or in a supermarket car park with a car that will not start, and they are frightened, cold or late. They have no loyalty, no shortlist, and no patience. They will call numbers in order until a human says "twenty-five minutes", and then they will stop calling. The other revenue stream — motor clubs, police rotations, dealer and body shop contracts — is a completely different business built on contracts and reliability.
By Michael Smith · Last verified
The problem
What actually goes wrong for towing companies
Your drivers are driving. Your owner is hooking up a car in the rain at 11pm. Nobody is by a phone, and the phone is the entire business. Every unanswered ring is a stranded motorist who is, right now, being told "twenty-five minutes" by a competitor — and unlike almost every other trade, there is no second chance, no follow-up, and no lead to nurture. It is over in ninety seconds.
24/7 AI phone answering. That is the pitch and there is genuinely nothing else on the page that matters as much. Towing is the trade where being unable to answer the phone is not a marketing weakness but an existential one, and where the fix costs a few dollars a night.
The build
The 11pm call while everyone is already under a car
This is the automation worth building first. Not a generic funnel — the specific sequence that fits how towing companies actually work:
- Call arrives at 11:04pm. Every driver is out. An AI voice agent answers on the second ring.
- It asks the four things that determine whether you can take the job: where exactly are you, what is the vehicle, is it in a safe place, and does it roll and steer.
- "On the shoulder of the interstate" versus "in a car park" is the difference between an emergency and a job for tomorrow morning — and a stranded driver on a live highway is a safety situation the agent should treat accordingly, telling them to stay in the vehicle with the belt on.
- Does it roll and steer decides whether you need a flatbed or a wheel-lift, which decides which truck goes — and getting that wrong is a wasted trip and a furious customer.
- You get a text with the location and the vehicle. One tap accepts. If nobody responds in six minutes it escalates to the next driver.
- The caller gets a text with an ETA and a driver name. Somebody frightened on a hard shoulder at midnight will forgive almost anything except not knowing whether anyone is coming.
- Commercial accounts — body shops, dealers, property managers with illegal parkers — run on a separate, slow track: a quarterly check-in, because those contracts are won by being present and reliable rather than by being fast.
It is one workflow inside the GoHighLevel CRM, reading the same contact record the SMS engine, the calendar and the pipeline read — which is why it takes an afternoon rather than a Zapier chain across four vendors.
Read this part
Where GoHighLevel is weak here
GoHighLevel is not a dispatch system. There is no map, no GPS, no truck location, no driver assignment board, and no digital dispatch to the cab. Critically, it does not integrate with motor clubs — Agero, Quest, Allstate and the rest send jobs through their own digital dispatch networks, and a large share of a typical towing company's volume arrives that way. GoHighLevel cannot receive, accept, or bill a single one of those jobs, and it has nothing at all for impound lot management, storage fees or lien processing.
Towbook, TRAXERO or Omadi for dispatch, motor club integration, impound and storage — that is the operational and financial spine of a towing company and there is no way around it. GoHighLevel is worth adding for one specific and valuable thing: answering the cash-call phone at 11pm when every driver is already out, which is the volume the motor clubs do not send you and which carries far better margins.
We would rather you heard that from us than found it out in month two. The plan price is also not the bill — SMS, phone numbers, email and AI all meter on top of it. Run your own numbers on the true-cost calculator before you commit.
In detail
Towing companies, specifically
No trade is decided faster
A car dies in a supermarket car park. Somebody is on a hard shoulder with traffic passing at seventy.
They pull up a search, and they call. Not compare — call. First number, second number, third number, until a human being says “twenty-five minutes”, and then they stop.
The entire transaction is over in ninety seconds. There is no follow-up, no nurture sequence, no lead sitting in a CRM to be worked next week. The company that answered got paid, and the ones that did not never learn that a job existed.
And your people are all under cars
This is not a discipline problem. At 11pm, your drivers are driving. Your owner is winching a car onto a flatbed in the rain with both hands and a torch in his teeth.
There is nobody by a phone, and the phone is the business.
An AI voice agent that answers on the second ring is not a novelty here. It is the difference between a company that takes night calls and one that does not — and night calls are the cash-pay work, the good-margin work, the work the motor clubs do not send you.
Four questions decide the truck
- Where exactly are you? Not “on the highway”. Which side, which junction.
- What is the vehicle?
- Are you somewhere safe? If they are on a live shoulder, tell them to stay in the car with the belt on before you take another detail. That is not customer service. That is the reason people die on hard shoulders.
- Does it roll and steer? This decides flatbed versus wheel-lift, and getting it wrong means a truck arrives that cannot take the car and a stranded motorist waits another forty minutes while being extremely honest about their feelings.
Then tell them a time and a name
“Marcus is on his way — he’ll be with you at 11:35, driving a white flatbed.”
Somebody frightened, cold and stationary at midnight will forgive an hour’s wait. They will not forgive not knowing whether anybody is coming, and that is the review they will write.
The disqualifier, and it is a serious one
Read this before anything else on the page.
GoHighLevel does not integrate with motor clubs. Agero, Quest, Allstate and the rest dispatch digitally through their own networks, and for a great many towing companies that is the majority of the volume.
GoHighLevel cannot receive one of those jobs, cannot accept it, and cannot bill it. It also does nothing for impound lots, storage fees or lien processing, which for companies doing police rotation work is a large part of the revenue.
Towbook, TRAXERO and Omadi exist because that integration is not optional. You need one. This does not replace it and cannot.
What it is actually for
The cash-call phone at 11pm when every driver is out. That is a narrow claim, and in this trade it is worth more than it sounds — those are the best jobs you get, and right now most of them are going to whoever picked up first.
Check what a month of AI answering minutes actually costs on the calculator, then set it against the calls you are currently sending to voicemail every night.
Nearby
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Or go back to every industry we have written up.
Frequently asked questions
- Why is answering the phone the whole business in towing?
- Because a stranded motorist calls numbers in order until a human says a time, and then stops calling. There is no consideration, no shortlist and no second chance — the job is decided inside ninety seconds and there is no lead left behind to follow up. In almost every other trade a missed call is a delayed opportunity. In towing it is a completed loss, and the customer never knows you exist.
- Can an AI answer towing calls at night?
- Yes, and it is the clearest case for it anywhere in this industry. It picks up on the second ring, establishes the location, the vehicle, whether the car is somewhere safe and whether it rolls and steers — which determines whether you send a flatbed or a wheel-lift — and then texts the job to your drivers for one-tap acceptance. The alternative is voicemail while every truck is out, and voicemail in towing is indistinguishable from being closed.
- Does GoHighLevel integrate with motor clubs like Agero or Quest?
- No, and for many towing companies this is disqualifying on its own. Motor clubs dispatch digitally through their own networks, and a large share of a typical company’s volume arrives that way. GoHighLevel cannot receive, accept or bill those jobs — Towbook, TRAXERO and Omadi exist precisely because that integration is essential. Treat GoHighLevel as a layer for the cash-call side only.
- What should a towing dispatcher ask a stranded caller?
- Exactly where they are, what the vehicle is, whether they are somewhere safe, and whether the car rolls and steers. The last question decides whether a flatbed or a wheel-lift goes, and getting it wrong means a wasted trip and a furious customer sitting on a hard shoulder for another forty minutes. The safety question matters more than any of it: a driver stranded on a live highway should be told to stay in the vehicle with their belt on.
- How do towing companies win commercial accounts?
- By being reliably present rather than fast. Body shops, dealerships and property managers dealing with illegal parkers do not need you in twenty minutes — they need you to turn up when you said, invoice correctly, and not embarrass them. Those relationships are won with a quarterly conversation and held with consistency, and they are worth far more than the same volume of roadside cash calls because they are predictable and they do not depend on anyone answering a phone at midnight.
Try it against your own towing companie numbers
Start the trial, build the one workflow above, and judge the platform on what it recovers for you rather than on what anyone says about it.
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