On the ground in Odessa
The thing worth knowing about Odessa is that answering the phone after five is not a differentiator here. This is the blue-collar half of the basin, the work runs later, and the shops you are up against are more likely to pick up in the evening than their counterparts across the highway. If the pitch is simply "we answer," that describes table stakes in this town. What wins is the ninety seconds after the call connects: whether the caller hangs up with a time on the calendar, or with a promise that somebody will get back to them.
The second thing is price. Housing costs less here than in Midland, which is much of why so many households live on this side and drive to the other one for work — the pay is up there and the cost of living is down here. A household running that arrangement is watching the number at the bottom of the invoice. Quotes get compared, and a replacement quote in particular tends to sit while the household talks it over rather than coming back as a flat no.
Third, that same commute eats your service windows. A meaningful share of homes here sit empty between early morning and evening because the household is working in Midland or out at a site an hour away. Afternoon slots that look open on the board are frequently unusable for the customer, and evening slots are worth more than they appear.