The
plan & proposal.
Everything from our call, laid out. What I found from the outside, what I’d do and in what order, what it costs, and where it can go from there.
Where you stand · your numbers, from our call
The business works. What it doesn’t have yet is real systems.
$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
2×
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. That is a business that works, run almost entirely out of your head. What it doesn’t have yet is the systems underneath: a way for work to come in that doesn’t depend on who happens to know you, and a way to run it that doesn’t depend on you remembering everything. Lead flow is one piece of that — the crews can take more than the phone brings in, and idle capacity is the most expensive thing on your books — but it is a piece, not the whole job.
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. So either we pick one and put it everywhere, or we build a new one together — tell me what you have in mind and I’ll work up options for you to choose from.
One number, everywhereworth confirming your name, number, and service area read identically across the website, the Business Profile, and every directory you’re listed on. Local search rewards one consistent answer, and mismatches are easy to pick up over the years without noticing.
The websitethe site you had built 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. For a sense of the level we’d rebuild yours to, this is the site I recently built for my dad: tubdonerefinishing.com.
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 leads with “affordable pricing” and a few other lines that could belong to any contractor in the county. We don’t have to guess at better ones — we read how the remodelers winning your kind of work position themselves, then shape your messaging around your brand.
Pulled from your live website, your Business Profile, and Florida’s public records. Every item above is a fix, not a fault.
Filtering the noise · one of the things you raised
There’s a lot of noise in remodeling.
We tune toward the jobs worth having.
- One of the frustrations you named is that chasing Google work brings a pile of unqualified inquiries. That’s real — I hear the same from other contractors, and I’ve looked at how the ones who make it work solve it. It’s solvable: there is a filter that brings in the kind of qualified prospects you’re actually looking for.
- Nobody has the filter figured out on day one — including me. Finding it is part of the work: which words, which services, which photos, which searches actually bring in the jobs you want. That gets tuned with real data, not guessed on a slide.
- The goal is to optimize for the larger jobs, as far as we can. Not to shut anything out — just to tilt what comes through the door toward the work your crews are best used on. What you take on is still your call.
Where your messaging should come from
Today the site leads with “affordable pricing — fair and competitive prices” — a line almost any contractor could run.
So the more useful question is what the remodelers in your area are actually saying, and how they position what they sell.
We read that first, then build your messaging around your brand from what is demonstrably working in your market — not from my taste, and not from a blank page. It shapes the copy, the photos, and what we target, and we keep adjusting it as we learn what converts.
Your question from the call · “are you sure Google is the way?”
Fair question. Here’s how I’d answer it — presence first, ads second.
- For residential work, people find you on Google before anywhere else. Maps first, then search. So the starting priority isn’t ads — it’s making sure that when someone in your area looks for this work, you’re there and you look like the best option on the page.
- That means four things, in order: the Business Profile fully built out, the website rebuilt and structured so search engines and AI assistants read it correctly, local schema markup across the services and cities you serve, and your social profiles looking like a company that books $80K kitchens.
- Paid comes after that, and only if you want it. If you decide to try a pay-per-lead platform, the one I’d recommend is Google Local Services Ads: you pay per lead rather than per click, there’s no contract, leads come to you exclusively rather than being resold, and every one is timestamped so we know what it cost and what it became.
- You already understand this machine — you bought houses off $500 clicks in California. General-contractor leads run around $110 nationally, and Local Services sits roughly in the $70–120 range for this trade; South Florida may well run above that. Even at twenty leads to win one job, an $80K kitchen at your margins carries it comfortably. The real work isn’t the price of a lead — it’s the system that filters most of the noise out before it ever becomes one. The difference here is that the presence work is free to build and compounds, so we do that first and let paid follow it.
- And the competition is the opportunity, not the obstacle. Most people look at South Florida kitchen-and-bath and see a crowded market. I see how few of them do the basics properly. A good site, a fully built profile, real SEO, AEO and GEO, coherent branding: that is not a high bar, and almost nobody in this market clears all of it. Standing out here takes less than people think.
Whatever we run, the tracking goes in first — measured on your account, not assumed from someone else’s case study.
Where this plan came from · I looked before I wrote
None of this is my opinion about contractors.
It’s what’s already working here.
Before writing any of this, I went through the South Florida remodelers who are already winning the jobs you want. Here is what that showed — and every line in the marketing plan traces back to one of them.
They’re on Houzzwith built-out project galleries and reviews, on the platform homeowners browse while they’re still planning and haven’t chosen anyone yet.
They’re in the neighborhoodsNextdoor, and the local Facebook community groups, where the recommendation carries more weight than any ad because it comes from someone down the street.
Their Business Profiles are in genuinely good shapecomplete categories and services, a lot of photos, and reviews that are both numerous and recent. Not set up once and abandoned.
They’re doing real SEOstructured properly for local search rather than a brochure with a contact form. The earliest movers are already doing AEO and GEO too.
They’re running adsand you can see exactly which ones and what they say. Which means we don’t have to guess at the offer or the angle — we can read what’s already in market.
Their sites speak to a specific clienta particular kind of homeowner and a particular size of job. Not “affordable pricing.” That’s the piece that filters who calls.
★
That’s the whole point: nothing on this page is a guess, and nothing is a generic package. It’s what’s already working in your market, on your kind of client, assembled for you. And the outside look I ran on your business — the two logos, the missing tracking, the “affordable pricing” message — came from exactly the same method, just pointed inward.
The method · replicate and innovate — the thing we talked about on the call
I’m not winging your marketing. We copy what already wins here.
Your trade in your market is its own animal, so the research doesn’t stop at the version above — it keeps running the whole engagement.
01Keep reading the winnersthrough all three months, and always the ones performing at a high level right now — their most recent work, not what happened to work two years ago. Markets move and so do the people in them.
02Replicate what’s proventhe page structures, the offers, the review cadence, the service targeting. Not best practice from an article — things demonstrably working in this market, on this kind of client, right now.
03Then innovate past itwhich is where you come in: your brand, your projects, your voice, done better than theirs. Same machine underneath, a better sign on top.
If you decide to run paid · my one recommendation
If you go the pay-per-lead route, I’d run one channel only.
None of this is money you have to spend. The presence work above is what I’d do first regardless, and plenty of contractors never need more than that. But if and when you want to buy leads, here’s where I’d point you — and everything I’d keep you away from.
The one I’d recommend
Google Local Services Ads
- Pay per lead, not per click, and no contract to sign.
- The lead is yours alone. It isn’t resold to three other contractors the same afternoon.
- Every lead is timestamped and recorded, so what it cost and what it became is a fact, not an argument.
- Google screens who can run at all — license, insurance, background check — which is what earns the blue Google Verified badge on your listing. That screening is on the provider side, and it keeps out the operators who make this channel ugly in other trades.
- Verification takes time, so we file early either way. If you decide to switch it on, it can go live in weeks rather than months, which matters while crews have capacity.
- We tune the categories and service types under kitchen and bathroom remodeling toward the work you actually want, to steer away from the very small jobs as best we can. How far up-market to point it is your call — it’s your business, and you know which jobs are worth taking.
What I’d steer you away from, and why
- Angi and HomeAdvisor. The same lead is sold to four to eight contractors, and roughly 78% of homeowners hire whoever answers first. Real cost per booked job lands around $800–1,400, on a twelve-month auto-renew with a cancellation penalty of about a third. Their own BBB rating is under 2 stars. Being listed there works against the client you’re trying to attract.
- Thumbtack. Better economics than Angi, but it’s built for repairs, installs, and handyman work. It is not where $80K kitchens come from.
- Modernize, CraftJack, Networx, Bark. The same shared-lead model, executed worse.
- Houzz paid advertising. $499 a month flat, twelve-month auto-renew, four-month cancellation fee. I went looking for a single first-hand account of consistent job flow from it and couldn’t find one. I did find several of $5,000 spent for nothing.
- Nextdoor paid sponsorship. Quoted anywhere from $30 a ZIP to five figures a month depending who you ask, which tells you what you need to know. The one measured account I found: three ZIPs, five months, zero leads, verified with call tracking.
- Paid social. Not never — just not yet. It works once the offer and the creative have earned it, and we’ll know when that is.
Where the work goes · the half that isn’t paid ads
Six places people check you out. One operation feeds all of them.
This is the half that costs nothing but effort, and it’s where the compounding happens. It looks like six projects. It isn’t. Every one of them runs on the same two assets: the photo library from 200+ finished jobs, and the review campaign against your past-client list. Build those once and they feed everything below.
Google Business Profilethe most important asset on this page. Categories, every service, photos, posts, Q&A, one consistent number. Maps is how most people will ever find you.
Google Search & your websitewhere people actually go looking — “kitchen remodel,” “bathroom remodel,” the specific work, in the towns you cover. The site is what answers those searches, so it gets rebuilt to earn them: real SEO and local schema markup so you come up, service and city pages for the work and the towns you actually serve, and AEO and GEO so the AI assistants people now ask instead of searching — ChatGPT and Claude — can read you and recommend you.
Facebook & InstagramInstagram is already a good start and gets systematized. The Facebook business page gets built properly, since right now there isn’t one. The same photo library feeds both.
Houzz, free profilegalleries and reviews on the platform homeowners browse while they’re still planning and haven’t chosen anyone. The free professional listing, not the paid product. They will call to upsell within days; the answer is no.
Yelp, Angi & Nextdoorclaimed or created so the listings are accurate and your name, number, and service area match everywhere. Nextdoor is the one worth a little real attention, because neighborhood recommendations convert like referrals. The other two: claim, don’t cultivate, and buy nothing.
Local Facebook & community groupsthe same mechanic: get recommended, never advertise. In a county this dense with HOAs and gated communities, one $80K kitchen can seed a whole neighborhood.
Neighborhood posting is done properly or not at all: each post written for the neighborhood the work happened in, never the same text blasted everywhere, and questions answered helpfully rather than pitched.
★
And one play here isn’t a profile at all — the street around a finished job. Direct mail to the
neighbors while the truck is still in the driveway. Old-fashioned, and unusually effective in South Florida’s gated and HOA
communities, where people watch a job run for six weeks and wonder who it is. It pairs with the neighborhood posting rather than
repeating it: the recommendation shows up in the feed, the mailer shows up in the box, both pointing at work they can drive past.
One good kitchen can seed a whole street — this makes that deliberate rather than incidental. Print and postage would be yours,
the same as ad spend; the list, the piece, and the timing are mine.
Your part · deliberately small
You run jobs. I run this.
- What I need from you: answers to clarifying questions, a yes or a no, and your opinion when it matters — the logo call, the wording, the services we target.
- What I never need from you: your time in a load-bearing way. You have a company to run; the point of hiring this out is that it runs without you pushing it.
I draft it→you glance at it→approve or change it→it ships
That’s the whole loop, for everything — profile posts, pages, ads, the works. Nothing goes live silently.
The backbone · the part I didn’t bring up on our call
Your business should run on real software.
Before any of the AI talk, there’s a foundation question: where do your jobs, estimates, costs, subs, and customers actually live? Right now that’s your head, your phone, and QuickBooks. My recommendation is JobTread, a construction platform built for remodelers, set up around how you actually run jobs. It sits in your name, on your account, and it stays yours whatever happens with me.
Sales & Estimating
- Construction CRM
- Estimating
- Takeoff
- Contracts & eSignatures
- Cost Catalog
- Bid Requests
- Lead Management
Project Management
- Tasks & Scheduling
- Daily Logs
- Time Tracking
- Files, Photos & Videos
- Sub & Vendor Portals
- Specifications
- Mobile App & Workflows
Job Finances
- Budgeting
- Change Orders
- Job Costing
- POs & Work Orders
- Sub & Vendor Billing
- Customer Invoices
- Reporting & Dashboards
Customer Experience
- Customer Portals
- Selections & Allowances
- Communication & Messaging
- Homeowner Financing
- Collect Online Payments
- Warranties
Click the logo for their own rundown for remodelers. Worth five minutes before we talk.
The backbone · why this one
I looked at the whole field. This is the one I’d build on.
- It’s built for your exact trade. Remodelers are one of the trades it’s designed around: estimating, sales tracking, job costing, and selections & upgrades, the feature that quietly sells bigger jobs.
- It talks to everything. Native QuickBooks, so your books stop being a separate life. Plus an open API and a native AI connector, which is exactly what lets the layer on the next page exist at all.
- It grows with you. The same platform runs enterprise-level remodelers and construction companies with large crews, so it will scale with you as you grow with no issues, and you will never have to end up moving onto different software later. When the superintendent comes on, nothing has to be rebuilt.
- It’s a subscription in your name, billed to you by JobTread, not through me. I set it up; you own it.
★
JobTread wasn’t the only good option. It was the right one. Pricing published openly instead of quoted, no contract, implementation and training included, and unlimited free portal users for your clients and your subs. The others are either heavier and pricier, lighter and thinner, or built for a different kind of work altogether.
The four I weighed it against
- Buildertrend — the best-known name in the category and genuinely capable, but in my opinion not the best performer. No public developer portal, which permanently caps what can ever be automated on top of it, and it is heavier to run and harder to build on.
- Houzz Pro — good software, and the runner-up until I checked the plumbing. There is no public API at all, and its one automation route only imports data into Houzz; nothing comes back out. Your job history would go in and stay there, which is the opposite of what I’m promising you.
- Buildxact — the lighter end, aimed at small builders and remodelers, with strong estimating and takeoff and a proper developer portal with self-serve API keys. Simpler to learn. But it gives up depth on job finances and customer experience, and those are exactly where the value is for you.
- Jobber — the best developer access in the whole category, and I wanted it to fit. It doesn’t: it’s built for scheduling and dispatch rather than project work. No takeoff, no selections, and job costing only on the upper tiers. Comparable money, narrower fit.
★
One thing to watch for: most marketing agencies will try to put you on GoHighLevel. I’d treat that as a red flag.
It’s a general-purpose agency platform they license, rebrand as their own software, and resell to you at whatever price they set —
and it isn’t built for construction. No estimating from your own assemblies, no takeoff, no job costing, no selections, no sub or
vendor portals. I use it for some clients and it is genuinely the right tool for some businesses; for a remodeler it is the wrong
foundation. You should be on a platform built for this trade, and it should be billed to you in your own name — not rented to you
through whoever you hired.
The build · four steps, in order
Get it out of your head. Organize it. Build it into JobTread.
01GatherI sit down with you and pull out how the business actually runs: your pricing logic, your assemblies, the stages a job moves through, your subs and vendors, your past job history, the documents you already use. Most of this has never been written down anywhere but your head.
02Organizeall of it structured into something usable and consistent, instead of scattered across notebooks, texts, spreadsheets, and memory. This is the unglamorous step that everything else depends on.
03Build it into JobTreadsales and estimating, project management, job finances, customer experience, and the integrations. Cost catalog, estimate templates, job stages, subs and vendors, customer portals, QuickBooks connected — configured to how you run jobs, then kept current as jobs run.
04The AI layer on toponce the system holds your real information, it becomes conversational. The business agent plugs into two things at once — JobTread for the live job data, and a knowledge base and Drive built from everything else about how you run — so you can ask it anything from your phone, or have it draft the invoice or the contract for you to approve.
The difference between the two build plans
Marketing + Build is steps 1 through 3. The build.
Marketing + Build + AI is steps 1 through 4 — the same build, plus the AI layer on top of it: the business agent, the knowledge base it runs on, and the booking and receptionist options.
Steps 1 and 2 were always the work. When we spoke, the plan was folders, files, and a custom-built CRM holding all of it. JobTread is simply the smarter destination for the same information. What changed is where it lands, not what we gather. And everything mirrors into a Google Drive you own, in plain readable files, so nothing is ever trapped in one place.
The build · written for the person you haven’t hired yet
When your superintendent starts, the training is already done.
You told me the plan is to hire a superintendent and put him on the road. So the system gets documented as it’s built — not for you, who’ll already know it, but for whoever walks in cold.
How-to guidesevery piece we set up in JobTread, written out step by step in plain language. Not a manual for someone who already knows the software — instructions for someone who has never opened it.
Workflow walkthroughshow a job actually moves through the system from lead to closeout: what gets entered, by whom, at which stage, and what happens next. The parts that live in your head become something a new person can follow.
Video tutorialsshort screen recordings for the everyday basics, because most people would rather be shown once than read three pages.
★
What this saves you is the week you were going to lose. Hiring is hard enough without teaching someone your software while you’re running an $85K kitchen. And it’s one asset doing two jobs: the same guides that onboard your superintendent are what make the handoff real — if we ever part ways, nothing about running this depends on me being around.
Who’s building it
This is the work I do every week.
- My work is CRM and data systems for sales teams — mid-market and enterprise companies with real sales operations. The pipeline, the data underneath it, and the reporting that tells them what’s actually working. They bring me in as a growth partner, not a vendor.
- It’s the same job as yours, at a different size. Get the information out of people’s heads, organize it, build the system around how the business actually sells, and make the numbers trustworthy enough to make decisions on. That’s what months one through three are.
- Your business is smaller and simpler than most of them. That works in your favor: the same approach lands faster, with less to untangle and fewer people to bring along.
Why I’m telling you this
So you know none of this is being figured out on your job. It isn’t a pivot or a stretch — it’s a normal week, pointed at a business I actually want to build for. You get the kind of systems most contractors never see.
The Google work · every box, then kept fed
Google rewards a complete profile. Then it rewards an active one.
Most contractors fill in a name, a number, and a few photos, then never touch it again. Since this is the surface where most of your customers will decide whether to call you, we check every box, then keep it fed.
01Primary categorythe single most important local ranking factor there is. Whitespark’s 2026 study had 47 local search experts score 187 factors, and this came out on top. Getting it right matters more than anything else on the profile, and it’s a decision most people make once and never revisit.
02Secondary categoriesthe additional categories that decide which searches you’re even eligible to appear in. Yours are close to empty right now.
03The services listevery service you offer, written the way homeowners actually search for it, each with its own description instead of a bare label.
04The business descriptionwritten around the work you want more of, rather than a generic paragraph about quality and integrity.
05Hours, service area, attributesthe unglamorous fields that quietly decide whether you appear for someone two towns over, and the ones most profiles leave half-done.
06One phone number, everywhereYour name, address, phone, and hours have to match exactly between the profile and the markup on your website. Google reads both, and a mismatch is a self-inflicted ranking problem.
★
Half-finished profiles are actively penalized now, not just neutral. Google’s March 2026 core update tightened the link between profile completeness and local pack visibility — businesses missing hours, services, photos, or attributes saw disproportionate ranking drops in competitive local markets. Kitchen and bath in South Florida is about as competitive as it gets.
Then kept fed, because freshness is its own signal
- Photos, and a lot of them. Profiles that get past 100+ photos see substantially more views and direction requests. You have 200+ finished projects sitting there as unused inventory.
- Five to ten a month beats fifty at once. A burst followed by silence reads as a dormant profile; a steady drip reads as a working company. Short video counts too.
- Google Posts are a real ranking factor now, not a dead feature. Active profiles outrank stagnant ones, so posting runs on a cadence rather than as a one-time setup.
- Q&A seeded and maintained — the questions people actually ask, answered by you before a stranger answers them for you.
Reviews — the biggest single component
- Review signals are about 20% of local ranking, up from 16% in 2023. Nothing else on this page moves the needle that hard.
- Recency beats volume, and that’s the whole strategy. A business collecting two or three reviews a week outranks one sitting on 500 with nothing new in three months.
- So the goal isn’t hitting a number. You’re at 13 with a perfect rating. The competitor sitting around 60 loses to steady recent activity if their reviews have gone quiet.
- Two parts. A campaign against your 200+ past clients to build the base, and an automated system so it keeps running without anyone having to remember: a job finishes, the ask goes out by text with a direct review link.
- And every review gets an owner response, since response rate is now weighted directly.
All of this is in every plan, Marketing Only included.
The automations · what runs without you
The things that used to depend on you remembering.
Every plan comes with automations, and they ladder the same way the plans do. The basics need nothing but your phone and your website. The next set needs JobTread, because they run on job data. The last set is the AI layer.
Base — in every plan, including Marketing Only. No JobTread needed.
That first row is the one I’d fight for. You’re on a site half the day and a missed call in this trade is a four-figure event — whoever answers first usually gets the job.
With the build — requires JobTread. Marketing + Build and up.
Build + AI — Marketing + Build + AI only.
- The business agent, in the app you already use. Slack, WhatsApp, or Telegram — whichever is already open on your phone. Ask it what a job cost, what’s outstanding, what’s scheduled Thursday, and it answers from live JobTread data and your business knowledge base.
- Real agents built around your work, not a chatbot. An invoice agent that knows your format. A contract agent. A Workspace agent that drafts the email and sends it from your address once you approve. Each one built against your actual process and tested in isolation before it touches anything live.
- Documents on demand. Ask for the invoice or the contract, approve it, and it sends from your own email and files itself in the Drive.
- And they keep getting built. The monthly fee here is continued agent-building, not maintenance. What gets built next comes from what the tracked data shows is actually costing you time.
- The subtle receptionist — optional, and never pushed. Some owners love it, some don’t. If it’s not for you, nothing changes and we still cover missed calls with the text-back above.
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.”
While the call is being transferred, your phone gets a text with their name, number, and what they want, so you answer already knowing. Every call lands in the system with its transcript, source, and outcome — which is where call-to-close and average job size stop being guesses.
Examples, not the ceiling. Part of the build is working out which automations are genuinely worth it around your tools — the phones, the website, the Google profile, JobTread — and the full map gets drafted and reviewed with you before anything gets built. The basics go in first; the smarter ones are earned from what your own data shows the business actually needs. And nothing sends in your name until you’ve approved the message.
Month by month · how the three months run
Build. Run. Decide.
01Month one — the buildEverything in Marketing Only goes in — Business Profile built out · website rebuilt · SEO, local schema, service and city pages · AEO · GEO · socials on one brand and one number · base automations · tracking on everything, so every lead carries a source. On the build plans: we pull the business out of your head, organize it, and stand JobTread up around it — cost catalog, estimate templates, job stages, subs and vendors, portals, QuickBooks.
02Month two — run it and optimize itThe site is live, so it gets tuned on real data — which searches, which pages, which towns · content and posting on a cadence. On the build plans: JobTread goes from built to running, documentation written as we go. On the AI plan: the agents come online one at a time, each tested first. Paid becomes reasonable here if you want it — search ads, Local Services, paid social. All three your call.
03Month three — the decisionOptimize on a full quarter of real numbers · the review system running on its own in the background. On the build plans: job costing starts telling you what each job actually made, against the 20–50% spread you quoted me. Then we decide the continuation together — or 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 · three ways in — click a plan, then any + for the detail
Marketing is $2,500 a month in all three. The plans differ in what gets built.
Marketing Only
Get found. Get calls.
Build feenone
Marketing$2,500/m
System management—
Per month$2,500
What’s included
Google Business Profile, fully built out
Categories, every service written the way people search, photos, posts on a cadence, Q&A seeded and answered, the logo question settled. This is the single biggest lever in local work, and it costs nothing but doing it right.
The review engine
A steady, systematic push for reviews drawing on 200+ past clients, plus the process that keeps new ones coming after every job closes.
Your website, rebuilt
The whole site redone: the message, real service pages, project galleries, and a structure built to convert rather than just exist. Included in the price, not a line item. For a sense of the standard,
tubdonerefinishing.com is one of mine — same market, a trade business like yours.
Website management, ongoing
It doesn’t go stale after launch. New projects, new photos, new pages, edits and fixes, all handled throughout the engagement.
SEO — local schema markup + the city and service pages
The technical markup that tells Google exactly what you do and where you do it, plus pages built around the services and the cities you actually serve. So “kitchen backsplash near me” in the towns you cover has a reason to land on you.
The content engine — articles and blog posts
Written on my end, not yours. Real articles and service write-ups that answer what homeowners search before they hire, which is what feeds organic ranking month after month instead of a one-time push.
AEO & GEO — getting quoted by AI assistants
A growing share of homeowners now ask ChatGPT or Google’s AI instead of scrolling results. Answer-engine optimization structures your site so those assistants can read it and recommend you. Almost nobody in this market is doing it yet.
Your social presence, brought up to standard
Instagram supported and posting consistently, the missing Facebook business page built properly, and your local profiles brought in line with one brand and one phone number.
Replicate & innovate — the research under everything
The South Florida remodelers winning the jobs you want, opened up: site structure, what they rank for, how their Business Profiles are built, their SEO, AEO and GEO, what their ads say, which offers they lead with. We replicate what’s proven and out-brand it with your work. It’s evidence rather than opinion, it’s specific to your market rather than generic advice, and it runs the whole engagement instead of arriving as a one-time report.
The offer and positioning, worked out together
The offer is what decides whether any of this converts. What you lead with, what makes you the obvious call over the guy down the street, and how it’s said across the site, the profile, and the ads.
Local Services Ads, if and when you want them
Verification filed early because approval takes time. Then it’s your call whether we turn it on, which services we target, and what you cap. Call spend goes to Google, never through me.
Google search ads, once the site earns them
Paying to send people to a weak page is how budgets die. Once the rebuild and the SEO work are in, search ads become worth running, and then it’s a decision we make on the numbers.
Paid social, held until it’s earned
Facebook and Instagram ads work, but they work best on top of everything above, and they need a real offer and real creative first. We decide together when that moment arrives; the dedicated funnels those campaigns run on belong to the performance phase, not this fee.
Creative support — video and photos
In your trade, video wins: people want to see the work happening and the before-and-after. It doesn’t need to be a production. Rough footage from the jobsite plus AI-assisted editing on my end covers most of it.
The base automations — marketing and non-marketing
Every plan includes them, this one included. The Google review system is one of them: a job finishes, the request goes out by text with a direct review link, and nobody has to remember to ask. The others get built around what your business actually needs, like the text that goes back when a call is missed.
Tracking on everything + a weekly report
Analytics, call tracking, and form routing so every single lead carries a source. You stop guessing where work comes from.
3-month total — $7,500
★ The JobTread build-out is the bulk of the build
Marketing + Build
The business gets a backbone.
Build fee, one time$6,000
Marketing$2,500/m
System management, from month 2$500/m
Per month$3,000
★This is what a superintendent plugs into. Schedules, daily logs, sub coordination, time and material tracking, job photos: the exact things a field superintendent runs. Build it now and the hire steps into an organized system that is quick to learn.
What’s included
Everything in Marketing Only, plus:
The full marketing engine above comes with every plan, unchanged, at the same flat $2,500 inside the monthly.
★ JobTread, built out around your business
The center of this plan and the majority of the build. Configured to how you actually run jobs, in your name, wired to QuickBooks. Everything below sits on top of it.
Your cost catalog and estimate templates
Built from how you really price work, so an estimate stops being assembled from scratch and starts being assembled from your own numbers.
Job stages, scheduling, daily logs, time tracking
The field side: what stage every job is at, who is where, what happened on site, and where the hours went.
Customer portals
Your clients can see where their job stands without calling you. This is also the thing designers and showrooms care about most when they decide who to send work to.
Sub & vendor portals, with document tracking
Your subs get their own access, and their insurance and paperwork are tracked in one place instead of an email folder.
Job finances — what each job actually made
Costs tagged to the job they belong to, so profit shows up per job instead of as one number at year end. You told me margins run 20–50%; this is how you find out which jobs land where, and why. Your books stay with your CPA in QuickBooks — this is job costing, not bookkeeping.
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.
The watching layer
Insurance renewals, payment follow-ups, the notifications you told me keep slipping — watched for you, not by you.
Your Drive — the portable mirror
Jobs, money, customers, and documents mirrored into plain folders and sheets in a Google Drive you own. Leave JobTread someday, or leave me, and you still have all of it in files any human can open.
The build automations
Estimate follow-up when it goes quiet, signature reminders until it’s signed, payment reminders on schedule, stage updates to the client. The full set is on the automations page.
QuickBooks connected
Native, so the job side and the book side stop being two separate lives.
Documentation & video training
How-to guides, workflow walkthroughs, and short video tutorials for everything we set up — written for someone walking in cold. Hand it to your superintendent instead of spending a week training them yourself.
3-month total — $14,500
★ Month one: $9,000 build fee only — that month’s $2,500 marketing is on me
★ Best value
Marketing + Build + AI
The business answers you.
Build fee, one time$9,000
Marketing$2,500/m
Systems & agents management, from month 2$1,000/m
Per month, from month 2$3,500
★This is the plan where the business answers you. One agent wired into both JobTread and your knowledge base, that you talk to in whatever app you already use. Not a chatbot bolted on the side — real agents built around your actual documents and your actual process.
What’s included
Everything in Marketing + Build, plus:
The $9,000 build contains the $6,000 core — the JobTread build-out and the Drive mirror — with the agent layer on top of it.
★ Your own business agent
In Slack, WhatsApp, or Telegram — whichever you already have open. “What did I pay on the Boca kitchen?” “What’s outstanding on Wilton?” “What’s scheduled Thursday?” It answers from live JobTread data and your knowledge base, any hour, from your phone.
Real agents built around your work
An invoice agent that knows your format. A contract agent. A Workspace agent that drafts the email and sends it once you approve. Each one built against your process and tested in an isolated environment before it touches anything real.
The business knowledge base — what the agent knows
Short brain-dump sessions with you become the written brain of the company: pricing logic, how you actually work, your standards, your brand — the things JobTread has no field for. JobTread holds the live job data; this holds everything else, and the agent plugs into both. Without it you have an assistant that knows your jobs but not your business.
Documents on demand
It drafts the invoice or contract, you approve, it sends from your own email and files itself in the Drive.
The agents keep getting built
The monthly fee on this plan is continued agent-building, not upkeep. As the tracked data shows where the friction actually is, we build for that instead of guessing on day one.
Booking + the subtle receptionist
Calendar booking on the website — and the 20-second front door on calls, optional, never pushed.
3-month total — $16,000
Two ways to pay
Month by monthBuild fee + that month’s marketing on the first bill, then the monthly total every month after. No commitment past the first month.
Split evenlyMarketing + Build ≈ $4,833/m · Marketing + Build + AI ≈ $5,333/m. Three months committed.
★ Payment methods: credit, debit, ACH, or wire — whichever is easiest for you.
The packages · the checklist
Line by line, side by side.
| Marketing
Only | Marketing
+ Build | Marketing + Build
+ AI |
|---|
| The full marketing engine — profile, website rebuild, SEO + AEO + GEO, Local Services Ads, socials, reviews, tracking, and the base automations (marketing and non-marketing) | ✓ | ✓ | ✓ |
| JobTread built out around your business — CRM, estimating, job costing, scheduling, sub & customer portals | — | ✓ | ✓ |
| Documentation & video training, written for a new hire | — | ✓ | ✓ |
| Your organized Google Drive — the portable mirror of everything | — | ✓ | ✓ |
| Business knowledge base — what the agent reads, alongside JobTread | — | — | ✓ |
| Job costing — per-job profit, visible | — | ✓ | ✓ |
| Invoices & contracts, pre-styled to your brand | — | ✓ | ✓ |
| Your own business agent — ask JobTread anything, from your phone | — | — | ✓ |
| The watching layer — insurance, payments, follow-ups | — | ✓ | ✓ |
| Booking system + the subtle AI receptionist (optional) | — | — | ✓ |
| Build fee | $0 | $6,000 | $9,000 |
| Monthly | $2,500 | $3,000 | $3,500 |
| Three-month total | $7,500 | $14,500 | $16,000† |
† The Marketing + Build + AI plan’s first month is the $9,000 build fee alone; that month’s $2,500 of marketing is included, on me. Local Services call spend is separate and yours, paid straight to Google at rates you cap.
The plans, one at a time · Marketing Only
Marketing Only — 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.
What the monthly actually buys
Not a guess about what might work for a remodeler. It buys the replicate-and-innovate research running underneath everything: the South Florida remodelers already winning the jobs you want, opened up — their site structure, what they rank for, how their profiles are built, what their ads say, which offers they lead with. Then we replicate what’s proven and out-brand it with your work.
- That’s what makes this evaluable instead of a black box. Every recommendation comes with who it’s already working for in your market, so you can judge the reasoning rather than take my word for it.
- It never stops running. The research keeps feeding the copy, the pages, the profile, and the targeting for all three months — it isn’t a report delivered once and filed.
- And it’s the same look I ran on you to build this page. From day one it’s pointed outward at the people you’re competing with.
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 · Marketing + Build
Marketing + Build — the business gets a real backbone.
Everything in Marketing Only — plus JobTread built out around how you actually run jobs: your cost catalog, estimate templates, job stages, subs and vendors, customer portals, wired to QuickBooks. Mirrored into a Google Drive you own, so nothing is ever locked in one place. Plus the knowledge base, job costing so you can see what each job actually made, invoices and contracts in your brand, your Drive as the portable mirror, the watching layer on insurance renewals and payment follow-ups, and full documentation and video training so a new superintendent can get up to speed without you. 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 this plan deliberately leaves out: the agents, the receptionist, the booking system — the layer where the business starts answering you.
The plans, one at a time · Marketing + Build + AI
Marketing + Build + AI — your business answers you.
Everything in Marketing + Build, the JobTread build-out included — and then the layer the other plans can’t reach: your own business agent reading your live job data from your phone, the business knowledge base it runs on, real agents built around your documents and your process, booking, and the subtle receptionist if you want it.
Only on this plan
Month one is the $9,000 build fee alone.
That month’s $2,500 of marketing is included, on me. Not a discount off the build — a full month of the marketing engine, free, for backing the build.
Month one · the build$9,000
Month two$3,500
Month three$3,500
Total$16,000
Afterward, if you keep me on: $2,000 a month covers the marketing management plus the whole system — JobTread kept current, the books, the records, the agents.
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 the AI plan, the build fee alone — month one’s marketing is included).
- Then each month bills on its own. After that first payment there is no commitment to the full three months — stop any time you would like within the three months. 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: Marketing + Build ≈ $4,833 a month · Marketing + Build + AI ≈ $5,333 a month. Same money, smoother cash flow.
- This one is a three-month agreement. The build is being spread across the three payments rather than covered up front, so the three months are committed. Set up as one plan billed three times.
★
Same total either way — the only difference is when the build is paid for. The build happens in month
one regardless. Month to month, you cover it on the first bill and stay free to stop after any month. Split evenly, that same build
cost is spread across all three payments, which is why that option runs as a committed three-month agreement.
- Payment methods: credit, debit, ACH, or wire — whichever is easiest for you.
- And the order of operations, plainly: the three-month build comes before any performance arrangement. Performance marketing on a system that isn’t built and optimized yet just burns money on ads — so we build first, prove the numbers, then talk performance.
After the three months · two good endings
Keep me on — or take the keys.
Continue — the management retainer
Or the handoff — free, either way
- The last two weeks become the handoff block: written procedures for how every piece runs — JobTread included — so you, or anyone a little technical, can operate it.
- Everything already lives on accounts you own. JobTread is in your name, the Drive is yours, the profile and website are yours. 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
- Whoever eventually takes that seat, the build is what makes them useful. A fractional COO or business-development partner can only move the things they can see. Without organized job finances, a real sales and estimating system, and project management that reflects what’s actually happening, the first several months of that role get spent building exactly what the two build plans already deliver — before any of the actual work starts.
- It also tells you what the seat is worth. Salary, commission, profit share, equity — you can’t price any of that honestly against numbers you don’t have. Once margins are visible per job and the pipeline is tracked, you can structure that deal from evidence instead of from a feeling, and hold whoever takes it to something measurable.
- So this is worth doing whether it’s me or somebody else. I’d obviously like the conversation, and Marketing + Build or Marketing + Build + AI are the two that would set it up properly. But if you hire someone else entirely, they inherit a business that is ready for them — organized, measured, and running on a system they can step into on day one.
Either way it’s a separate conversation from this page, and one I’d rather have after you’ve seen me work than before.
★
There’s a second page for all of that. Everything the build makes possible afterward — the paid channels that finally convert, direct mail and the past-client list, the designer and showroom pipeline, and the operating work that isn’t marketing at all — is laid out at heavydoody.robynrocha.io/after-the-build. None of it is priced and none of it is part of this decision — it’s there so you can see where this goes, and we can talk through whatever interests you on the call.
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