$3 million a year, and every job came from somebody they already knew.

The situation

Homestead was doing about three million a year and building good houses. Almost all of that work arrived the same way, through people who already knew them. Referrals are the cheapest leads in the world right up until they're the only ones you have, and then your growth is capped by how many people happen to hear your name this year.

They wanted more builds and bigger remodels, and couldn't get in front of anyone who wasn't already in their circle. Building and remodeling both carry a long sales cycle, so the usual advice of buy some ads and wait was never going to hold up. They needed demand they created on purpose, and something to hold every lead through a decision that takes months rather than days.

What we built

We built the demand side on Facebook, running both image and video ads aimed at the kind of homeowner who actually commissions a build or a full remodel rather than anyone who likes looking at houses.

Those ads went to a landing page that asked real qualifying questions before it asked for a meeting. People who fit were sent through to the sales calendar. People who didn't were filtered out there, which is the whole point of asking.

Then we built the CRM to catch all of it, so every lead landed in one place with its source attached instead of scattering across inboxes and phones.

Then our team called every one of them

This is the part that made it work. Our own call center worked every lead the system produced and booked the appointments straight onto the owner's calendar. Nobody at Homestead had to remember to call anybody, and no lead sat over a weekend waiting for somebody to get to it.

On a long sales cycle that matters more, not less. A homeowner deciding over four months will talk to whoever stays in touch, and most builders go quiet after the first conversation.

Where they are now

About eighteen months later they're on track for their first twelve to fifteen million dollar year, up from roughly three.

The detail we're proudest of isn't the revenue number, it's what they had to do to keep up with it. They hired two sales reps and several more internal staff because the work coming in outgrew the people they had. That's the real test of whether a marketing system is working. Anyone can produce leads. Producing enough real ones that a company has to go hire people is different.

What we'd do differently

We'd have pushed them to hire the first sales rep earlier. For a stretch the owner was taking every appointment himself, and that put a ceiling on how much we could turn the spend up without booking meetings he had no room for. Capacity is part of the system, and we treat it that way from the kickoff now.