The Growth
System
How KL Builders gets in front of the people ready to gut their whole house, and how you watch every dollar do its job.
Whole-house projects above $100K, at a 30% margin.
That is the target in the Phoenix area: Paradise Valley, Arcadia and North Scottsdale. Every part of this plan is judged against it.
Full guts, additions and new builds.
The number every job has to protect.
A $100K project is a careful decision that takes weeks or months. Marketing built for quick, cheap jobs attracts quick, cheap buyers. Every ad, video and form has to be built for the homeowner planning a full renovation.
Projects this size go to the builder a homeowner trusts most.
Someone handing a builder $100K or more, and their house for months, has to feel safe before they ever call. That trust is built before the first meeting, through what they see from you.
They know who you are
They see your face and hear you explain the work again and again, so KL is the name they already know when the project becomes real.
They see proof
Case studies of finished whole-house projects: the house before, the scope, how it was run, and the result, told by you.
They understand how you work
How you write a proposal, run a schedule and communicate on site. On a big project, the process is what they are really buying.
They feel safe with you
The full scope in writing, clear pricing, and real homeowners on camera. This answers their fear of change orders and delays.
Know exactly who you are marketing to.
Your ideal client is a specific person. Every ad, video and targeting choice should be made for them, not for everyone who owns a home.
Who they are
Established homeowners in Paradise Valley, Arcadia and North Scottsdale, often in an older home they love but have outgrown.
What they want
A full renovation done right the first time, a builder who states the real scope and cost up front, and a finish date that holds.
What they fear
Bad communication. Calls that go unanswered, updates they have to chase, and surprise costs because nobody explained the scope.
How they decide
They are very selective, because the amount is large. They hire the builder who earns their trust, not the one with the lowest bid.
Your pixel holds ten months of data about your visitors. It should be working for you.
A small piece of code on your website. It records who visits, what they look at and who fills in the form, and sends that to Meta.
Meta uses that record to find more people like your interested visitors and to build retargeting audiences. A brand-new pixel starts with none of it.
Meta's system needs about 50 results a week to finish learning. At a handful of leads a month, a new pixel takes a very long time to catch up.
Put your old pixel back to work.
Trust takes repeated contact. Retargeting is how you get it.
Marketers call it the rule of seven: people usually need to come across a brand several times before they trust it enough to reach out. On a $100K decision, it often takes more.
What it is
Showing your next piece of content to people who already showed interest: they watched a reel, visited your profile or went to your website.
Why it builds trust
The first ad introduces you. The next ones answer their questions: a finished project, how you write a proposal, a homeowner explaining why they chose you.
How it should run
In steps. Someone who watched a full case study sees different content from someone who scrolled past. People who book, or don't fit, are removed so you stop paying to reach them.
If you can't see which ad brought a consult, you can't decide where to spend.
Cost per click tells you what attention costs. It says nothing about whether that attention became a consult or a signed contract.
What it should show
For each lead: which ad or video brought them in, the pages they visited, when they filled in the form, and whether they became a consult, a proposal and a signed job.
Why it matters
Your rule is right: turn off what fails and put more into what works. That rule only works if you know which ads bring consults, not which ones get clicks.
Marketing without guesswork
Many agencies launch ads and hope. We track every ad, lead and outcome, then put more money behind what is proven to bring consults.
Your videos sell for you before you ever meet a homeowner.
Homeowners choose you for how you explain the work. Your videos are where they see that first, so they have to be good enough to hold attention.
Why quality matters
Most contractors post basic edits: finished rooms set to music. It all looks the same and people scroll past. Sharp editing and a strong first few seconds make people stop and watch to the end.
How you stand out
You on camera explaining real decisions: why a scope is written this way, what a change order really costs, how you run a site. Few builders show the thinking behind the work.
How it all connects
The best videos become the ads. The ads bring viewers. Retargeting shows them more videos. Tracking shows which videos bring consults, so we make more of those.
Five parts. They only work together.
Any one of these on its own is roughly what you have now. All five wired together is the machine.
Attention
Meta and Google, tightly fenced to the zip codes that can afford a gut.
Trust
Your content, shown again and again to the people who already raised a hand.
Filter
A form that turns away small jobs, wrong areas and tire kickers.
Speed
A text in 60 seconds, and an alarm if nobody replies in 15 minutes.
Proof
One live dashboard where every dollar traces to a contract.
Built on the pixel you already warmed up.
| Campaign | Who sees it | Budget |
|---|---|---|
| Cold prospecting | Lookalike of your past converters, fenced to Paradise Valley, Arcadia and North Scottsdale | 45% |
| Retargeting ladder | Reel viewers, profile visitors, site visitors, form starters | 30% |
| Brand and reach | Everyone in your zip codes. The one that gets you recognised at the gym | 15% |
| Creative testing | New angles only. The winner graduates, the loser gets paused | 10% |
You're half right about Facebook
Your buyer skews Instagram, and that's where your ten months of proof lives. But it's one ad platform with one pixel. We let the placement land wherever the buyer actually is.
The 50-conversion problem
Meta wants about 50 conversions to learn. You'll never close 50 contracts a month. So it learns on qualified form submits, and we feed back which ones became money.
Four angles, all taken from your own edge.
"The bid that starts at $75K never ends at $75K."
Change orders. You lived it. It's what every homeowner in your market is quietly afraid of.
Walk the job
Real footage of a gut in progress. Dust, framing, and you explaining what's happening and why.
"This is what a real proposal looks like."
Open one on camera. The exact thing that won you the multi-million dollar job.
"Why I talk like this."
Most builders are great at building and bad at talking. Show them you're both before they meet you.
Nobody books a $300K job off one ad.
On the call we showed you a lead who saw 12 things before buying. Your buyers do the same, but right now nobody shows them the next eleven. Your organic content is the retargeting. You already film it; we put it back in front of the people who raised a hand.
| Window | Who's in it | What they see |
|---|---|---|
| Days 0 to 7 | Watched half a reel, or visited your profile | Your two strongest trust pieces and a project walkthrough |
| Days 0 to 7 | Hit the landing page, didn't fill the form | The proposal walkthrough and a direct offer to book |
| Days 8 to 30 | Everyone above who still hasn't booked | A rotation of education, project tours and client stories |
| Days 31 to 90 | The long consideration pool | Low frequency, only the best pieces. Be the name they remember in month four |
| Excluded | Anyone who booked or was turned away | Nothing. We stop paying to reach people already handled |
From the click to your phone ringing.
Every step removes the wrong leads, so the ones that reach you are worth your time.
The page
One page with one job. The offer, the form, your projects, and you on camera, because you're the difference.
The form
Five fields: address, scope, budget, timeline, and "what's driving this". Each one filters.
60 seconds
A text goes out in your voice. You get their answers on your phone. At 10pm, without you.
Your intake call
You're good at this, so we protect it. You walk in already knowing scope, budget and timeline.
The consult
Your room, your close. Proposal sent, won or lost gets logged, so month three is smarter than month one.
We take over the content. All of it.
In your category, the content is what builds the trust that wins the bid. So it isn't an add-on to the ads. It's the product.
Scripting
From your real jobs and the things you say on a bid walk. You approve every script.
20 reels a month
Filmed on your sites, batched so it doesn't eat your week, and edited to match the price of the work.
Posting and ads
All 20 posted on a steady schedule. The reels that perform become the ads and the retargeting.
Education · Project · Transparency · Person
How bids really work, real job walks, proposals on camera, and why you do it your way.
Every reel, traced
Views, saves, profile taps, and the consults each reel started. On the dashboard.
Being you
Show up, walk the job, talk the way you already do. That's the part nobody can outsource.
This is the dashboard you'll have to track every metric.
Your logo, your numbers, your link. Open it at 5am. It updates itself, so nobody ever has to make you a report, and you never have to open an Ads Manager that looks like a plane cockpit.
Open it full screenIt's live. Click around inside it. Shown with example numbers; yours go live in week one.
Four numbers that run the business.
- Pipeline value. Every proposal still open, in dollars.
- Qualified consults. People who passed your screen and sat down with you.
- Cost per consult. The number that replaces cost per click.
- Contracts won, and what they returned on the ad spend.
Click any card to go straight to what's behind it.
Every touch before they called you.
This is the question you asked on the call: how many touchpoints did it take? Here's the answer for one lead.
- Saw a reel. Didn't click.
- Came back through four retargeting ads over three weeks.
- Filled the form at 10:42pm. The text went out 38 seconds later.
- 14 touches to a signed $420K contract.
Every dollar, traced to the ad that found it.
Click a campaign, then its ad sets, then the exact ad. You see the creative, what it cost, and the leads it produced, each one clickable to their journey.
So when someone asks "which ad is working?", the answer is on the screen, not in someone's head.
Reports you never have to ask for.
- Monthly performance, campaign by campaign.
- Attribution evidence: every consult traced to its first touch.
- Lead quality: who got turned away, and why.
- Every change we made, dated, with the reason.
Save any of them as a PDF or download the data, any time.
You decide who gets through.
Your $100K minimum and your service area are settings, not hopes. Change them and the form changes with them.
- Turn away anything under the minimum.
- Turn away anything outside your area.
- Send "just researching" to nurture.
- Choose how you get alerted, and add your partner.
Exactly what you get.
Everything we deliver, in one place.
The Operating Dashboard
Live in week one. Every lead, every dollar and every ad in one place, on your phone, any time. An alert the moment a lead comes in.
20 reels
Scripted from your real jobs, filmed on your sites and edited to stand out. You approve every one before it goes live.
Meta ads
Campaigns only in your three areas, retargeting from the first day, and new versions of whatever is working.
Google search
Ads for people already searching for a whole-house remodel in your areas, with junk searches blocked.
Tracking, start to finish
Your pixel put back to work, every ad tagged, and every lead followed from the first click to the signed contract.
A review with you
What worked, what we cut, and what we do next. Every change is logged on your dashboard.
Four steps. That's it.
You get the dashboard
Your login to the Operating Dashboard on day one. It is yours from the start.
Connect your accounts
Meta, Instagram, Google, your website and Jobber. All your data lands in one place.
We film
Two sessions a week on your sites, about an hour each. The first reels are cut and ready to run.
Ads go live
Meta and Google launch with your reels, and retargeting starts the same day.
What we need from you.
Four things. Everything else is on us.
Access
Logins for Meta, Instagram, Google, your website and Jobber, so everything connects.
Filming time
Two sessions on your sites, about an hour each. Walk the job and talk the way you already do.
Script approvals
Send them back fast, so filming never waits.
Jobber updates
Mark each lead's status. It is how the dashboard knows which ads bring real consults.
One price for everything.
No setup fee and no menu of options. Everything on the previous slides is included.
- The Operating Dashboard
- 20 reels a month
- Meta and Google ads, run for you
- Tracking, start to finish
- A weekly review with you
Paid when we hit the numbers.
We earn a bonus only when agreed targets are met. The targets and the bonus are set together with you before we start.
You already win the room.
Let's fill it.
Homeowners who sit down with you choose you. This puts your work in front of the ones who haven't met you yet, and shows you exactly what every consult costs. Everything stays in your name, and the bonus is only paid when we hit the targets we set together.
We're ready to start when you are.