"Help — our water heater is leaking and we need an estimate for a new one."
In addition, a few questions during the phone call revealed they would be interested in pricing for a new furnace and central air conditioning. This is a new potential customer who was referred by a friend of theirs who is a customer — the best kind of introduction.
The water heater was leaking, just not internally. It was an indirect-vent, exhaust only vented to the outd