HDHeavy Doody Construction · plan & proposal
Prepared for Bill Doody · by Robyn Rocha · August 2026

The plan & proposal — everything from our call, laid out: what I found from the outside, what I’d do in what order, what it costs, and where it can go from there.

Licensed · Bonded · InsuredFlorida CBC #1270330(954) 300-4100
Where you stand · your numbers, from our call

The business works. The bottleneck is lead flow.

$125K
signed in July alone — three jobs: two big, one small
20–50%
your margins — healthy ones, on $80K-class kitchens like the Boca reframe
the goal you named: double the volume, then put a superintendent on the road

Good crews, real margins, 200+ renovations behind you — and every job so far has come through word of mouth. The crews can take more than the phone brings in, and idle capacity is the most expensive thing on your books. So the whole job here is one thing: build the machine that keeps qualified work coming in — without burying you in tire-kickers.

What I found · a look from the outside

Strong bones — and quick wins sitting right there.

The profile5.0 stars, 13 reviews, recent ones too. The rating is perfect — the volume is the gap, and with 200+ past projects there are reviews waiting to be asked for.
Two logosthe website wears one mark; Google wears the shark-jaw brand. The shark-jaw is a real brand — we pick one together and put it everywhere.
Two numbers(954) 300-4100 on the site, a (949) number on Nextdoor. Which one rings you today? Local search rewards one consistent answer.
The websitethe do-it-yourself site did its job getting you here — and a full rebuild is included in every package below, so it stops being a to-do on your list.
No measurementno analytics, no pixels, no call tracking anywhere. Today, no dollar you spend can be traced to a job. That gets fixed in week one.
The messagethe site says “affordable pricing”; Nextdoor advertises sub-$10K bathrooms. Meanwhile you build $80K kitchens. More on this one →

Pulled August 4, 2026 from your live website, your Business Profile, Nextdoor search listings, and Florida’s public records. Every item above is a fix, not a fault — that’s why this page exists.

The one big fix · say who you’re for

You said it on the call: the problem is unqualified callers. The message is the filter.

  • You told me the problem yourself: chasing Google leads means unqualified callers hunting a cheap quick fix. True — when the message is generic.
  • The filter is the message. When every surface says mid-to-upper remodels — the words, the photos, the projects shown — the $10K-quick-fix caller filters himself out before he ever dials.
  • The ads get the same filter. Google’s Local Services Ads let us pick the exact services you want calls for — so the targeting repeats what the message already said.
  • Nothing about this is louder marketing. It’s more specific marketing. Specificity is what makes the phone ring with the right people.
The shift, in one line

Today: “Affordable pricing — fair and competitive prices.”

Instead: the kind of kitchens and bathrooms you actually build — named, priced-in-range, and shown.

The exact wording is yours — we write it together before anything goes live.

Your question from the call · “are you sure Google is the way?”

Fair question. Here’s the published math for your exact trade.

~$100
per lead — the published Local Services Ads range for remodelers (operators report anywhere from $15 to $130 by service and market)
10–30
leads a month is what remodelers report from LSA, depending on market and category
1–2%
of job value — at a normal close rate that’s roughly $1,000 of calls per signed job. On an $80K kitchen, that’s rounding error.

Benchmark figures are published industry numbers for remodeler LSA campaigns (United Foundry, BG Collective, Adapt Digital — 2025–26), not a promise — your numbers will be your own, and the tracking we install is what makes them provable.

The method · replicate and innovate

Nobody invents this from scratch. We copy what wins — then out-brand it.

Read the winnersthe top remodelers in Broward and Palm Beach, opened up: what runs on their websites — analytics, pixels, booking tools — what they rank for, what they post, what their ads actually say
Take what worksthe offers, the page structures, the review cadence, the service targeting — proven in your market, on your exact kind of client, before we spend anything
Out-brand themthen the innovation is yours: the shark-jaw brand, your projects, your voice. Same machine underneath — better sign on top

This isn’t a one-time report — it runs through the whole engagement, feeding the copy, the pages, and the ad targeting. It’s the same outside look I ran on your business to build this page — pointed at your competition instead.

The plan · in the order that works

Google first. Ads only once you’re worth clicking.

01Business Profilecategories, services, photos, posts, Q&A, the logo decided — every box checked, because Maps is how most people will ever find you
02The websiterebuilt, included in the price: the mid-to-upper message, real service and city pages, and the technical markup that makes Google read it right
03Local Services Ads“Maps PPC” — pay per call, not per click, on the exact services you choose. Verification filed in week one; Google’s approval gates the go-live
04Search ads, laterclassic Google ads only once the site is optimized — paying to land people on a weak page is how budgets die
05Social, lastyour Instagram is a genuinely good start — we build the Facebook page, tune Nextdoor, and hold paid social until the offer and creative have earned it

No ad budget at all in the first two months except Local Services — and that spend is yours, paid to Google per call, never to me. There’s one more layer most contractors haven’t heard of yet: a growing share of homeowners now ask AI assistants instead of searching. The same rebuild that fixes your search visibility makes your business the answer AI gives — it’s called AEO, it’s folded into the website work, and being early to it in this market is free ground.

Your part · deliberately small

You run jobs. I run this.

I draft ityou glance at itapprove or change itit ships

That’s the whole loop, for everything — profile posts, pages, ads, the works. Anything significant comes to you first. Nothing goes live silently.

The system · the part you asked about

Insurance. Payments. Invoices. Off your head.

Built the same way I built it for my dad’s business: organization first, automation earned. The basics go in on day one; the smarter automations get built from what your own tracked data shows the business actually needs — not promised as a day-one robot army. And every piece of it is an asset that makes the company more sellable, if that day ever comes.

Optional · the front door

A receptionist so subtle, callers just feel handled.

The entire script — twenty seconds, then you have the call

“Thank you for calling Heavy Doody Construction — I’ll get you right over. Quick one so I route you right: is this about a kitchen, a bathroom, or something bigger?” … “Great — and your name? One moment.”

Month by month · how the three months run

Build. Run. Decide.

01Month one — the buildtracking installed · Business Profile overhauled · the website rebuilt · LSA verification filed · the review engine started · and on the system plans, the knowledge base built
02Month two — the runLocal Services live once Google’s verification clears · reviews climbing · content cadence going · on the Full Build, the agents come online one at a time, each tested before it touches anything real
03Month three — the decisionoptimize what the numbers say to optimize · then decide the continuation together — and if the answer is no, the last two weeks are a clean, documented handoff

Everything runs on accounts you own — your Google profile, your website, your Drive, your numbers. If we part at month three, you keep a working machine and the documentation to run it. No dependence on me is the design, not a concession.

The packages · side by side

Three ways in. Same engine. $2,500 marketing, flat, in all three.

EssentialsGrowthFull Build
The full marketing engine — profile, website rebuild, SEO + AEO, Local Services Ads, socials, reviews, tracking
Business knowledge base + your organized Drive
Books kept current from your bank statements
Invoices & contracts, pre-styled to your brand
Your own business agent — ask it anything
The watching layer — insurance, payments, follow-ups
Booking system + the subtle AI receptionist (optional)
Ad funnels, ready for the day ads turn on
Build fee$0$6,000$9,000
Monthly$2,500$3,000$3,500
Three-month total$7,500$14,500$16,000†

† Full Build’s first month is the build fee alone — the $2,500 marketing month is included, on me, as a courtesy for trusting the build. Next: the detail behind every line — tap any + to open it up.

The packages · the detail — tap any +

What every line actually means.

Essentials

get found, get calls

$2,500a month · no build fee
Business Profile overhauled + review engine
Categories, services, photos, posts, and Q&A all filled the way Google’s algorithm rewards — plus a steady review push drawing on your past clients.
Website rebuilt — message, pages, SEO + AEO
The whole site redone around the mid-to-upper client: real service and city pages, the technical markup search engines read, and the structure AI assistants quote.
Local Services Ads set up and managed
Verification filed in week one. You pick the exact services; calls are paid per call, straight to Google, at rates you cap.
Instagram · Facebook built · Nextdoor tuned
Your Instagram supported, the missing Facebook business page built, Nextdoor brought in line with the brand and the right number.
Full tracking + a weekly report
Analytics, call tracking, and form routing — every lead carries a source, and you see where the work comes from every week.
Creative support
AI-assisted video and photo editing for posts now, and for ads whenever we turn them on.
Growth

your business, organized and tracked — I operate it

$3,000a month · $6,000 build · system fee starts month two
Everything in Essentials, plus:
The full marketing engine above comes with every plan, unchanged, at the same flat $2,500 inside the monthly.
The business knowledge base, built in month one
Short brain-dump sessions with you become the written brain of the company: services, pricing logic, job history, brand.
Your Drive: jobs, money, customers
Plain folders and sheets in a Google Drive you own — readable by a human, not locked in software.
Books kept current, weekly
Bank statements in on a rhythm, jobs costed against what you actually spent — margins become per-job numbers you can see.
Invoices & contracts, pre-styled
Your brand, professional every time — you ask through our channel, the document comes back same-day.
Job & lead records
The source on every row — call-to-close and average job size stop being guesses.
Month one: marketing included, on me Full Build

your business answers you — and watches out for you

$3,500a month from month two · $9,000 build · month one is the build fee alone
Everything in Growth, plus:
The $9,000 build contains the $6,000 core — the agent layer goes on top of it.
Your own business agent
Message your business from Slack, WhatsApp, or Telegram — “what did I pay on the Boca kitchen?” — and get the answer, from your phone, any hour.
Documents on demand
It drafts the invoice or contract, you approve, it sends from your own email and files itself in the Drive.
The watching layer
Insurance renewals, payment follow-ups, the notifications you told me keep slipping — watched for you, not by you.
Booking + the subtle receptionist
Calendar booking on the website — and the 20-second front door on calls, optional, never pushed.
Ad funnels, ready
Landing pages built before any ad dollar — so the day ads make sense, nothing is improvised.

Local Services call spend is separate and yours — paid straight to Google, per call, at rates you cap. No other ad budget in the first two months.

The plans, one at a time · Essentials

Essentials — get found, get calls.

For the owner who wants the phone ringing with the right clients and nothing else touched. The whole visibility machine — profile, website, Local Services, socials, reviews — built, run, and measured, with your part kept to approvals.

Month one$2,500
Month two$2,500
Month three$2,500
Total$7,500

Afterward, if you keep me on: $1,000 a month keeps the profile, SEO, website, and social presence sharp. Or take the keys — the handoff is free either way.

The plans, one at a time · Growth

Growth — organized and tracked. I operate it.

Everything in Essentials — plus the business itself gets a backbone: the knowledge base, your Drive of jobs and money and customers, books kept current from your statements, and invoices and contracts in your brand, same-day through our channel. You ask; it’s handled.

Month one · build + marketing$8,500
Month two$3,000
Month three$3,000
Total$14,500

Afterward: $1,500 a month — the marketing management plus the system kept current. What Growth deliberately leaves out: the agents, the receptionist, the booking system — the layer where the business starts answering you.

The plans, one at a time · Full Build

Full Build — your business answers you, and watches out for you.

Everything in Growth — and then the layer the other plans can’t reach: your own business agent on your phone, documents that draft and send themselves on your approval, the watching layer on insurance and payments, booking, the subtle receptionist if you want it, and ad funnels standing ready. Month one is the build fee alone — the $2,500 marketing month is included, on me.

Month one · the build$9,000
Month two$3,500
Month three$3,500
Total$16,000

And this is the plan that builds the seat you posted about: the booking and calling systems, the tracked numbers, the structured finances — the exact infrastructure a Fractional COO / Business Development partner runs on. Afterward, $2,000 a month is that seat.

Paying · two ways, your preference

Month to month — or the total, split in three.

Option one · month to month
  • First payment: the build fee plus month one’s fee (on Full Build, the build fee alone — month one’s marketing is included).
  • Then each month bills on its own. No lock-in: finish any month and stop if it isn’t working. The three-month arc is the plan, not a contract.
Option two · the total, split evenly
  • Commit to the three months, split the total into three even payments: Growth ≈ $4,833 a month · Full Build ≈ $5,333 a month. Same money, smoother cash flow.
  • Pure preference — a bigger first chunk with month-to-month freedom, or even payments across the engagement. Whichever is easier for you.
After the three months · two good endings

Keep me on — or take the keys.

Continue — the management retainer
PlanMonthly, after the engagement
Essentials$1,000 — profile, SEO, website, and social posting, kept sharp
Growth$1,500 — the marketing management plus the system: books, records, documents
Full Build$2,000 — everything above plus the agents — and this is the fractional seat, below
Or the handoff — free, either way
  • The last two weeks become the handoff block: documentation on how every piece runs, written so anyone a little technical — or you — can operate it.
  • Everything already lives on accounts you own. The machine keeps working; you just drive it yourself.
Where this goes · your own words

You already posted the job description.

“Does anyone know an entrepreneurial individual in Fort Lauderdale who would be a candidate for a Fractional COO / Business Development position? Equity available, commission/salary based in south Florida for a construction company.” — you, on LinkedIn, about a month ago
The next step · no paperwork today

Talk it through on a call.

Pick a time that suits you — phone or Google Meet, whichever you prefer. We go through this page together, you tell me what I got wrong, and we land on the right package. That’s it.

Book the call

Prepared by Robyn RochaAugust 2026robynrocha.io
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