Marketing
One truth about
your brand, told
to the right people.
AI finds the groups in your customers, writes the message each one will hear, and tests it before it runs.
New homeowners, longtime regulars, and the office down the street all want something different from you. The truth stays the same. We find each group in your data, write the message it will hear, place it where it already looks, and keep what works.
New homeowners, Sienna
Short video“New house? We explain every fix before we start.”Property managers
Email“One call covers every unit, on time.”Customers, 10+ years
Text“Same promise, 12 years running. Thank you.”An example home services business, shown with illustrative numbers.
Kept
Everything your brand puts out, in one place, built from the operation.
The content library, logo package, collateral, ads, photo and video, and brand kit we create and keep for you. Every piece shows where it runs and what it brought, and every view starts with our recommendation, built from what the operation is telling us.
Example home services
Your water heater install video drew 31 calls last spring and has not run since. Re-cut it for freeze week and pair it with the Houston water heater article.
What we noticed: Sienna door hangers drove 12 calls, and most came from homes built before 2005.
The move: Reprint the hanger with the camera inspection line for the older homes on this week’s route.
What we noticed: People search the name they see on your trucks, and the trucks still carry the old logo.
The move: Send the one-color logo to the wrap shop before the freeze rush.
What we noticed: “Explained” appears in 44 reviews, and the library has no footage of a tech explaining anything.
The move: Film Marcus walking a homeowner through the camera footage, with permission.
What we noticed: The holiday coupon brought two calls in three weeks. The review-quote ad brought 19 in the same weeks.
The move: Move the coupon’s slot and budget to the review-quote ad.
What we noticed: 310 Spanish-speaking households in your records answer video more than email.
The move: Record the AC video in Spanish and run it in Alief and Sharpstown.
Your truck uses the old two-color logo and the site uses the new one. Send the one-color version to the wrap shop so every truck matches the site and the profile.
Calls from Sienna door hangers outpaced every other print piece. Reprint the same-day hanger with the camera inspection line for the nine older homes on this week’s route.
The before-and-after AC video beats the photo ad three to one with new homeowners. Move the photo budget to the video, and cut a 15-second version for Missouri City.
Text brings more calls for each person reached than any other channel, and photo ads bring the fewest. Move the photo ad’s slot to a second text for plan customers and a 15-second video for new homeowners.
What is next
Results by type of ad
| Type | Pieces | Reached | Response | Calls | Booked |
|---|---|---|---|---|---|
| Text | 2 | 1,640 | 3.8% replies | 57 | 34 |
| Video | 3 | 4,800 | 3.1% clicks | 22 | 11 |
| Review quote | 1 | 3,900 | 2.8% clicks | 19 | 10 |
| Door hanger | 1 | 600 homes | 2.0% calls | 12 | 7 |
| 2 | 1,120 | 2.4% clicks | 9 | 5 | |
| Photo | 1 | 4,200 | 0.9% clicks | 3 | 1 |
Promises beat discounts in four of the five offer tests this quarter. Retire the $20 coupon line, and run “Freeze-ready in 30 minutes” across the text, the door hanger, and the Google profile.
What is next
Tests finished this month
| Test | Group | Version A | Version B | Winner | Lift |
|---|---|---|---|---|---|
| Opening line | New homeowners | “Same-day AC repair” | “We explain every fix” | B | +64% calls |
| Send time | Plan customers | Tue, 8 a.m. | Thu, 6 p.m. | A | +41% replies |
| Image | Everyone nearby | Tech photo | Review quote card | B | 2.1x clicks |
| Offer | Freeze check | “$20 off” | “Freeze-ready in 30 minutes” | B | +29% booked |
| Language | Alief households | English | Spanish | B | 3.2x replies |
| Video length | New homeowners | 30 seconds | 15 seconds | B | +22% watched |
Your library has no photos of the camera inspection customers keep praising. Shoot it on Thursday’s drain jobs, before and after, and add it to the drain page and next week’s ad.
“Explained” shows up in 44 reviews but nowhere in your brand kit. Add it to the promise and the voice words, so every ad, flyer, and script uses it.
Drain customers who watch the camera footage with the tech rate the visit 4.9 and come back twice as often, but only six in 10 drain jobs include it. Make the walk-through standard on every drain job, and lead the drain page with it.
What is next
What customers say
| Phrase | Mentions | Rating | Back |
|---|---|---|---|
| “On time” | 61 | 4.9 | 38% |
| “Explained” | 44 | 4.9 | 41% |
| “Clean” | 38 | 4.8 | 36% |
| “Camera inspection” | 9 | 5.0 | 44% |
Nine reviews describe the camera inspection. The drain page never mentions it, and it slipped to fifth. Add the customers’ own words and a photo from Thursday’s job, so the page sounds like the people who praise it.
What is next
Searches that pay
| Search | Rank | Visits | Sales |
|---|---|---|---|
| same-day plumber Sugar Land | No. 1 | 880 | $9,200 |
| water heater repair Missouri City | No. 2 | 460 | $2,300 |
| drain cleaning Sugar Land | No. 5 | 210 | $1,600 |
| emergency plumber Richmond | No. 1 | 770 | $600 |
Click any view. An example home services business, shown with illustrative numbers.
Found, in your data
The same truth, heard differently by each crowd.
Your sales, reviews, and followers already sort into groups. Each one gets a message written for it, in the channel it already uses.
| Group | What they care about | The message | Where it lands |
|---|---|---|---|
| Parents within two milesRestaurant | An easy weeknight dinner | “Dinner’s handled. Pickup in 15 minutes.” | Social videoText |
| Offices downtownRestaurant | Feeding a team, made easy | “Lunch for 20, on the table at noon.” | EmailCatering page |
| New homeownersHome services | Knowing who to trust | “We explain every fix before we start.” | Social videoSearch |
| Spanish-speaking familiesAny industry | Being served in their own language | The same promise, written in Spanish, in your voice. | SiteSignsPosts |
| Donors under 35Nonprofit | Seeing what their gift does | “Your $25 kept a bed warm tonight.” | Short videoGiving page |
| Longtime customersAny industry | Being remembered | “Same promise, 12 years running. Thank you.” | TextMail |
Written, and tested
Every message tested before it runs.
Each group gets a few versions of the same truth, and the strongest one runs first, before you spend a dollar on it.
The truthFresh, fast, and made for families.
Restaurant example with sample numbers.
Placed where they look
Your data, turned into what to publish next.
One dashboard tells you, in plain words, the next article to write, the next post to make, which page to update, and what to say.
- ArticlesTopics people are searching for now, matched to the services you want to sell.
- Social postsTrends in your area, set against what is in stock, what earns, and who is open.
- Site pagesPages slipping in search, with the words customers use that the page never says.
Searches up 46% nearby. Your page ranks 7th. Three callers asked last month.
+210 visits a monthHeat wave Thursday. AC talk up 58%. Two techs open Friday.
+14 jobsSlipped from 2nd to 5th. Nine reviews say “camera inspection.” The page never does.
What to say: camera inspection, same-day service, and a photo of the work.
Back to the top threeAn example home services business, shown with illustrative numbers.
Your message“Same-day drain cleaning, with a camera look at the line.”
Drain searches peak from 7 to 9 a.m. in your area.
212 on the list. They open service reminders at 41%.
Rain is coming. Slow drains come up after every storm.
Most calls per household, fewest reviews.
- Show the price range in the email. Past drain customers book more when they see one.
- Lead the social pages with a photo from the camera. Before-and-after photos get shared most here.
- Skip the homepage banner for now. Drain visitors land on the drain page.
An example home services business, shown with illustrative numbers.
Where it lands
The right message, in the right place this week.
Bring us the message, and you see where it will land best this week, and when.
Questions
Questions about the marketing.
Will every audience hear something different?
Each hears a message written for it. Underneath, the promise is the same, so the brand stays whole.
Who creates the photos and videos?
We plan and direct every shoot around real work and real people, and build a library you own.
How do you know which groups to reach?
From your own sales, reviews, and followers, read beside what your area is talking about.
We have one location. Does this fit?
Yes. Groups are found around each location, so one location gets messages for its own neighborhoods.
The system behind the work
One system that learns from itself.
The promise your customers already repeat, made the center of the brand.
2MarketingWhat to makeMessages and creative made for each group of customers.
3OnlineWhere it runsEvery channel, chosen for where your customers look.
What sold goes back into the brand, so every round starts ahead.
Ready to be heard by the right people?
We start with a conversation, then spend time in your business before we recommend anything.