5 closed jobs in 6 weeks. $9,000 paid in full. Or we keep running your campaigns at our cost until you hit 5.

• ICP: foundation repair + basement/crawl space waterproofing contractors, $1M+/yr
• Ladder: $9K PIF (primary) · $12K weekly (cash-flow downsell) · $6K lead-only (salvage)
• Guarantee mechanic: we cover ad spend until we deliver. Not a refund.
• Scoreboard: 45 qualified leads → 33 quotes → 5 closed jobs
• Ownership: pixel · bot · dashboard · audience yours forever
• Post-6-week: $150/qualified lead, no retainer, cancel anytime

Primary — $9K Paid in Full

Why PIF is primary: Cash certainty at signing, cleaner close, no collection risk on weekly cadence.

Downsell 1 — $12K Weekly Cash-Flow Option

When to offer: Buyer wants to spread the cash. The $3K delta vs PIF is the discount they pass up — make that explicit.

Downsell 2 — $6K Lead Delivery Only (SALVAGE)

When to offer: Full system is truly off the table. At standard conversion, 30 qual leads ≈ 3 closed jobs (vs 5 in primary). Use sparingly — sits at ~2x LTGP/CAC on SP side.

Better Leads

1. AI Content — Short-form video, green screen system, carousel format. Built to reach the 97% who aren't price-shopping yet.
2. AI Inbox — Chatbot with 4-question qualification: project · zip · decision-maker · urgency. Tire-kickers filtered before reps see them.
3. AI Targeting — FB conversation campaigns, Super Pixel retargeting the 97%, $30-50 CPL benchmark.

Better Systems

1. Speed-to-Lead — Instant response built in. >5-min response = lost lead.
2. Pre-Appointment — Confirmation sequences, authority drops between booking and call. Show-rate optimization.
3. Post-Appointment — Quote-to-job gap closure, dead lead reactivation, follow-up automation.

Better Data

1. Dashboards — One-screen ROI view. True cost per booked job, not CPL.
2. Algorithmic Loop — Closed-won sales data → Meta CAPI → trains the algorithm on JOB VALUE, not lead volume.
3. Backend Infra — Postgres / N8N digital foundation. Super Pixel data moat. Proprietary audience across 10K+ appointments.

What You Own at the End (T1/T2 only)

This is the line that closes the deal. Walk through each item explicitly — it's the differentiator from every other agency offer.

• FB pixel + audience data — every visitor, lead, and closed-job event tagged. Yours.
• AI bot + qualification flow — the 4-question Messenger qualifier with all logic and copy.
• GHL pipeline + automations — full CRM build with every automation, every tag rule, every workflow.
• Performance dashboard + reporting — the cost-per-booked-job dashboard. Bookmarkable URL or self-hosted.
• Playbooks + SOPs — written documentation of what's running and how to maintain it. Yours to keep, modify, or train your team on.
• 10K+ appointment audience data moat — via the shared Super Pixel, access to a proprietary audience built across 150+ contractors and 10K+ appointments. This is what makes algorithmic loop work day 1, not month 6.

The line for the call: "This isn't a retainer. It's an asset you keep."

After 6 weeks: take it in-house, run it yourself, or keep us managing on $150/qual lead. Either way, the engine is yours.

Primary (T1/T2) — 5 Closed Jobs in 6 Weeks

If we miss at Week 6, we keep running your campaigns at our cost until you hit 5. Ad spend, optimization, bot management — all on us. No additional invoice. No make-good clause. We don't stop until you win.

Salvage (T3) — 30 Qualified Leads in 6 Weeks

Qualified = passes the 4-question bot filter (project · zip · decision-maker · urgency). Miss = we keep running until 30 leads are delivered.

Conditions for the Guarantee

The guarantee voids if: - Show-rate drops below 60% on booked appointments - Reps don't follow the handoff script we provide - Client pauses or modifies the campaign mid-build - Offer, service area, or pricing changes from kickoff scope

If those break, the guarantee voids — but the asset (pixel · bot · workflows · dashboard) is still theirs.

Client-Facing (The Math We Sell)

Plus infrastructure owned forever.

SP Internal (Do NOT Publish)

Naming rule: "Client CAC" = job acquisition cost on contractor's P&L. "SP CAC" = client acquisition cost on SP's P&L. Never use bare "CAC" without the qualifier.

The way this works is simple. We install one complete growth machine over 6 weeks. Three steps.

Step 1 — We Build the Machine

Three parts: - AI Content Production — ads, videos, local authority content reaching the 97% - AI Lead-To-Close — turns attention into qualified leads, booked quotes, sales opportunities - AI Operating System — backend that tracks numbers, manages follow-up, shows where the bottleneck is

Your job: answer the phone, run appointments, work opportunities. We build the machine.

Step 2 — We Run the Machine

Target: 45 qualified leads → 33 quotes → 5 closed jobs in 6 weeks.

That's the math we manage toward. Not clicks. Not impressions. Not brand awareness.

If numbers are off, we know where to look: - Not enough leads → fix content, targeting, or campaign - Not enough quotes → fix qualification, speed-to-lead, or booking flow - Quotes not closing → look at show rate, follow-up, handoff, sales process

Instead of guessing, we manage against a scoreboard.

Step 3 — We Hold Both Sides Accountable

We're accountable to building and running the machine. Client is accountable to: answering the phone · following the handoff script · showing up to appointments · working leads like real opportunities.

Track everything: leads · quotes · show rate · close rate · cost per qualified lead · cost per quoted opportunity · cost per closed job. Nobody hides behind vague marketing bullshit.

Ownership

At the end of 6 weeks, the client owns it. Content system · lead-gen infrastructure · inbox · follow-up · operating system · data. Not renting growth from Angi or some agency. Installing a machine into the business.

Run before the pitch. Each box has a specific purpose — don't skip.

The Box 6 push/pull is where qualified prospects start leaning in. Don't skip it.

Default Lead — $9K PIF

Trial Close Sequence

1. Do you feel confident this gets you to [GOAL]?
2. Any reason it wouldn't work for your market, assuming your team follows the process?
3. Anything you need to see before deciding today?

If yes → "Want to move forward with the full $9K today?"

Build Timeline (Pre-Sign)

• Week 1: Lead flow + inbox
• Weeks 2-3: Content, targeting, appointment infrastructure
• Weeks 3-6: Dashboard, feedback loop, reactivation, optimization

Downsell 1 — $12K Weekly (when PIF rejected on cash flow)

Downsell 2 — $6K Lead-Only (salvage)

"I Need to Think About It"

Before we leave it — do you believe this would solve the problem you told me about? If yes: What specifically do you need to think through? Money, timing, the guarantee, your team? "I need to think about it" usually means one real question is sitting underneath. Let's deal with it directly.

Money

$9K is real money. Compare to what you're already spending: Angi at $80/lead (shared) · marketing manager at $80K+/year · idle crews costing more than the payment in one bad week. The question isn't "is $9K cheap?" — it's "does $9K to close 5 jobs and own the engine make sense at your job size and margin?" At your numbers, 5 jobs = $[REVENUE], GP = $[GP]. Downside is protected — if we miss, we keep running on our dime. Where's the actual financial risk?

If cash specifically (not price) → weekly $12K option · $3K to start.

"We Already Have Leads"

Good — there's already demand. But: do you know your true cost per booked job? Which leads turn into sold work? Which campaigns create high-margin jobs vs busywork? Is your closed-won data feeding back into your ad platform? Having leads ≠ owning a job flow engine.

"We Use Angi/HomeAdvisor"

You know the problem already — you're renting demand. You pay for the lead, someone else owns the platform, same homeowner gets blown up by four other contractors. Not the backbone of a premium service business. Backbone should be an asset you control.

"I Don't Have Time"

That's exactly why this exists. You shouldn't be spending 10 hours/week on ads, bots, dashboards, automations. That's our job. Yours: give us access · approve basics · ensure team follows the handoff · answer the phone · close the work.

"What If This Doesn't Work?"

That's why the guarantee exists. Miss 5 jobs in 6 weeks → we keep running at our cost until you hit it. We take on the cost of being wrong. Only works when client holds up their end: show rate 60%+ · rep follows handoff · campaign stays live · no random changes.

$150 per qualified lead. No retainer. No long-term contract. Cancel anytime.

Same expected weekly cash as a flat $750/week retainer — but performance-coupled. Client pays for opportunities delivered, not "management."

If both sides happy → we keep managing on pure CPL. If client wants to run it in-house → system is theirs (everything's owned at end of week 6 either way).

Decision made around end of week 6 once both sides have seen the numbers.

Operator must meet all 5 to be eligible:

Disqualifiers (state explicitly in Box 6): - Can't answer the phone - No sales process - Wants to pause campaigns every 3 days - Just wants cheap leads

18 pain points + the AI mechanism that solves them. Each row = a slide-1 hook waiting to happen. Pair with topics_bank.csv for weekly ranker rotation.

Voice notes when using these in content

• Pair angle with a specific dollar/%: Angi $80 vs $30-50 exclusive · $7K/mo manager vs $9K-for-a-year.
• Avoid "guaranteed" framing in carousels — Meta/IG flag aggressive guarantee copy. Use "system designed to produce" / "we keep paying for ads until you hit 5."
• Lead with operator language: "crew days filled" > "marketing automation" · "payroll anxiety" > "lead generation" · "cost per booked job" > "ROI dashboard."

Three punchy comparisons to drop when the prospect needs framing on what the offer is actually worth. Use one per call, not all three — pick the one that matches the buyer's mental model.

1. The Angi anchor (use when they're already buying shared leads)

2. The marketing manager anchor (use when they're considering a hire)

3. The other-AI anchor (use when they've shopped around)

Voice rules when using these

• Use the dollar figure verbatim. Don't soften it. "$4,000 wasted" hits harder than "thousands wasted."
• Pair the comparison with the ownership angle. It's not "$9K for the system" — it's "$9K for the asset."
• One anchor per call. Three in one call sounds rehearsed. Pick the one that matches their world.