Programs and pricing
The BrandFormance program.
0305What you were promised last time
You have been promised results before and got a dashboard instead.
What this delivers
Marketing results for home service companies, stated in the order they arrive.
You have been promised results before and got a dashboard instead. So this page starts with what does not happen, then what does, then the 1 number we are held to. No revenue guarantee appears anywhere on it, because we cannot honestly make one.
The timeline is not a hedge. Brand equity compounds, and anyone promising revenue in 30 days is selling capture, which is the thing you already have and which already stopped working.
What you were shown last time
Impressions
Clicks
Sessions
Reach
Keyword rankings
Engagement rate
The number we are held to
Be Chosen
1 number, across both halves, tracked for 12 months. It is blank here because your baseline is set during activation, not borrowed from somebody else's account.
The first 30 days
4 things that will not have happened yet.
We would rather set this expectation now than manage a disappointment in month 2.
A flood of booked jobs. Familiarity has not been built yet, and capture alone is the thing that already stopped working.
More qualified leads. Be Chosen moves as brand equity builds, and in month 1 there is none to speak of.
A finished library. The first shoot is 1 shoot. The compounding starts when the run does.
A verdict. 30 days is long enough to know the work is happening and far too short to know what it produced.
The first 90 days
4 things that should be true, and are checkable.
Day 1
Day 90
Weeks 1 to 8
Position set, filming planned
Strategy and Alignment: the position is agreed and the filming plan approved, so the first shoot can feed content at the frequency floor.
Weeks 8 to 10
The market has seen you
Brand content is running at the frequency floor across the geography the budget holds, which is the first point anything can compound from.
Weeks 10 to 12
Capture is working properly
Search, maps and Local Services are set up, measured and no longer competing for the same click, and booking and speed to lead are in place so demand is not leaking out between the call and the job.
By week 12
The number has a baseline
Be Chosen is being measured across both halves together, from the baseline set during activation, which is what makes every later change falsifiable.
The number
Be Chosen: qualified leads, growing across 12 months.
Branded demand converts better than unbranded. Somebody who already recognizes the name books faster, negotiates less and accepts a higher ticket, because the comparison happened before the search did.
Capture only
The cost climbs. Every year more companies bid for the same searches, and nobody is raising demand.
Brand and performance together
The cost falls. The same capture spend collects people who already recognize the name, without anybody touching a bid.
Why we publish it
Because it is falsifiable. A dashboard of impressions cannot be wrong. A single number applied to brand and performance together, tracked across 12 months, can be. Branded search and direct navigation are reported next to it rather than in a separate deck.
What changes for you
The same budget produces more, instead of costing more to stand still.
None of this is a revenue promise. It is a change in what the week actually asks of you, which is the part an owner feels before the number moves.
You stop
And start
Managing vendors
Reviewing 1 number with 1 partner
Rebuilding the plan every quarter
A system that explains the number before you change anything
Being interchangeable in your own market
A name the market already knows, which shows up in what you can charge
What changes
Better customers, not more leads.
Next step
You know what it produces. Now understand the investment.
The next page publishes all 3 programs in full: the monthly base, the Performance Pay each one can earn, what the activation covers, and how the right program is recommended.