Your business
What's in the way
How people buy
The SCALE system
Fit and investment
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Become the obvious choice for kitchen and bath remodeling in Jupiter.
The content and ad system that brings in your ideal clients, built around the work you do best.
Prepared for Dana at Harbor & Pine Remodeling
How today goes
1
Your business
What you do, who you want more of, and where your work comes from today.
2
What's in the way
What people see when they check you out, and what the gap is worth to you.
3
How people buy
The five steps every customer takes, and where most businesses lose them.
4
The SCALE system
The five parts we build and run for you, and what a month looks like.
5
Fit and investment
If it fits, what it costs and how we start. If it doesn't, I'll tell you.
About 45 minutes.
Your business today
a month
Where new work comes from From your prep form
60%
of new work comes from referrals
%
%
%
%
%
Where you want to be a year from now
From your prep form""
New customers a month
The last time you hired someone for your home, what did you check first?
What people see when they check you out
Top of funnel · Attention
Last post was 6 weeks ago.
Middle of funnel · Trust
No faces, no process, no customer stories.
Bottom of funnel · Action
No clear next step.
HP
84posts
612followers
301following
Harbor & Pine Remodeling
Kitchen and bath remodeling
Kitchen and bath remodeling
Sample profile. Add their real screenshot in Prep (P).
What have you tried so far?
Picked on your prep form. Anything to add?
What the gap is worth
4more customers a month
×$18,000each
×12months
$864,000
a year in work you want and don't have yet.
Adding up, month by month
Your numbers, from the last few minutes.
If nothing changes in the next 12 months, what happens?
Start in September
144
Start in December
108
Each column is a month, each square a video. Every video stays on your profile and answers the questions people have before they call.
Here's what I heard
Your goal
Today
The gap
What people see
What you've tried
If nothing changes
Did I get that right?
How people buy
Here's how someone becomes your customer.
Five steps. Every customer you've ever had went through them with you. Each step has a letter of SCALE working on it.
- 1They see you
A video or an ad reaches them, usually before they're looking.
AC - 2They check you out
Reviews, your profile, your videos. In that order.
SC - 3They reach out
A form, a DM or a call. Then they wait to hear back.
L - 4They book and show up
Confirmed, reminded, and met at the door by your team.
L - 5They come back and send friends
A review, a next visit, a referral. New proof for step 2.
LE
S Strategy C Content A Ads L Lead follow-up E Evaluate and improve
Step 1 of 5They see you
Most of the people who'll need you this year aren't looking for you today.
2 in 3
visits to a business's Instagram profile come from people who don't follow it.
Instagram, 2017A loop
People go back and forth between looking around and comparing, until something tips them.
Google, Decoding Decisions, 2020What usually happens
Referrals and Google only reach people who are already looking. Everyone else drives past you every day and never sees you.
What SCALE does here
A
Your best videos run as ads to the people you want, in the area you serve, before they search. Meta watches who responds and finds more like them.
C
Between purchases your videos keep showing up, so you're the name they already know when the need comes.
One of the ads we made for Zen Medicine.
Step 2 of 5They check you out
Before anyone calls, they look. What they find decides whether they do.
97%
read online reviews before choosing a local business.
BrightLocal, 202674%
want to see reviews from the last three months.
BrightLocal, 202647%
pass on a business with fewer than 20 reviews.
BrightLocal, 202624%
of people on social media use it to search for local businesses.
HubSpot, 2025What usually happens
They find a profile that hasn't posted in weeks, reviews from last year, and nothing that shows how you work. So they keep scrolling to the next name.
What SCALE does here
S
Your profile, your message and your website brought into line, so every visit ends with one clear next step.
C
Videos that let them meet you and watch how you work before they ever call.
Step 3 of 5They reach out
They reach out. Then the clock starts.
7x
A lead you reach within the hour is about seven times as likely to qualify as one you reach an hour later.
Harvard Business Review, 2011100x
Call back in 5 minutes instead of 30, and the odds of reaching them at all are about 100 times better.
Lead Response Management study, 2007What usually happens
The form lands in an inbox. The DM sits until closing. By the time someone calls back, they've booked with whoever answered first.
What SCALE does here
L
A text and an email go out within 60 seconds, from you. Your team calls within 2 minutes. No answer: a call every day for two weeks, then a hello once a month.
Harbor & Pine RemodelingMessages
New inquiry from your website
Hi, I'd like to talk about getting this done at my place. When could someone call?
Thanks for reaching out, this is Dana at Harbor & Pine Remodeling. We got your message. A call is coming from this number in the next few minutes. Or pick a time here.
Sent within 60 seconds
Sent to DanaNew lead: kitchen remodel, Jupiter. Call within 2 minutes.
Example. The reply goes out the moment the form lands.
Steps 4 and 5They book, show up and come back
Booking is the middle of the story, not the end.
- 1Booked
One tap to pick a time. It lands in your calendar as the right kind of visit.
- 2Confirmed and reminded
So they show up. A missed visit gets a friendly text to rebook.
- 3The visit
Your team does what you're good at. Each morning you answer one text: who showed, who bought.
- 4The review ask
The same day, while it's fresh. Your reviews stay recent, which is what people check.
- 5Next visit and referral
A monthly hello to the ones who weren't ready. The ones who watched but never reached out see your next video.
1 in 3
want reviews from the last two weeks. Fresh proof only exists if someone asks for it, every time.
BrightLocal, 20263.7% vs 2.4%
People who already saw you convert at 3.7%, against 2.4% for people seeing you for the first time, across more than 5,000 advertisers on Meta.
Varos, 2025What SCALE does here
L
Confirmations, reminders, the review ask and the monthly hello all run on their own. Your team shows up and sells.
E
Showed and sold are the numbers we review with you every month. They decide what we change next, and they teach the ads who to find.
Why we never run one without the other
The ad finds them. The content convinces them. The follow-up books them.
Ads alone
Cold clicks. People see the ad, check you out, find nothing that earns their trust, and leave. You paid for every one of them.
Content alone
Trust nobody sees. Good videos reaching the same few hundred followers, most of them already customers.
What the research says
Across 996 campaigns, short-term pushes faded fast and brand building kept paying. The best results came from doing both.
Binet and Field, IPA, 2013Every lead teaches the ads who to find next. Every question a lead asks becomes a video. The loop gets sharper every month.
The SCALE system
Five parts, one system, and it runs every month.
SStrategy
Your ideal client, the service you want to grow, your offer and the plan. Your message, profiles and website brought into line before anything goes live.
Works step 2CContent
Planned, scripted, filmed with you, edited, approved and published. Videos that help people meet you, trust you and take the next step.
Works steps 1 and 2AAds
Campaigns that put your message in front of your ideal clients, in the area you serve, tested and managed every month.
Works step 1LLead follow-up
Every inquiry captured, an instant first reply, leads tracked, reminders sent, and someone owning the next step.
Works steps 3 to 5EEvaluate and improve
Review the results with you, find the gaps and decide what changes next.
Closes the loopIt repeats every month. The review decides what changes, then the next month is planned, filmed and run. Write the five letters down.
Once, when you start
Your first 30 days
Nothing goes live until you've approved it. By the end of the first month your profile is refreshed, your first videos are posting, and your first ads have run their two-week test.
- Day 0You say yes
Agreement and first payment. You get a named account lead the same day.
- Days 1 to 3Onboarding call
A recorded call about your business, your best customers and your goals. We pick the ad budget together.
- Days 4 to 9Research, offer and plan
Your market, your competitors, how your customers talk. The offer your ads will run. Your profile and website refreshed.
- Day 9Kickoff, you approve
We walk you through the plan, the offer and your new profile. You approve the budget and the scripts.
- Day 12Shoot day
One day films the month's videos and the ads: hooks, bodies, calls to action, extras for the bench.
- Day 14 onLive
First posts up within two weeks. Ads launch once you approve them and run a two-week test while Meta learns who responds.
Day 28: your first monthly review, with the next month already planned.
Every month after that
Plan it, film it once, run it all month, learn every week.
- Week 4 of the month beforePlan
The month's topics across the three jobs, five openings a video, the ad briefs. Your idea dump by voice memo goes in.
You approve the month. - One dayFilm
Scripts in hand, we direct you. The videos, the ads and the stills for carousels, all in one session.
You show up. - The days after the shootMake
Edits, captions, covers and carousels. Every cut checked before you see it.
You approve the finished videos and ads. - All monthRun
Posts scheduled for when your audience is active, on every channel you're on. Ads live with a bench ready to swap in. Daily checks that every lead got a call.
Your team calls. - Every week, then month endLearn
Friday numbers. The second viewers stop watching. Winners get more budget, slow ads come off. A short report and the one thing we change next.
You answer one morning text.
What we handle. What you handle.
Lyfework handles
- Strategy and the offer
- Scripts, filming direction, editing and publishing
- The ad videos, campaign setup, management and improvement
- The brand refresh and the lead-handling setup
- Reporting and recommendations, every month
You handle
- Knowledge of the business and accurate service details
- Showing up on camera, a few hours a month
- Timely approvals and feedback
- Lead response, sales conversations and the service itself
- Updates on lead quality and customer outcomes
The two commitments that make it work
1
Every new lead gets a call within 2 minutes during business hours, from Dana.
2
No answer: a call every day for two weeks. Then one morning text a day tells us who showed and who bought.
You don't need to be polished on day one. You do need to show up.
The ad budget
Pick a daily budget. Here's what it runs.
3
ads live at a time
2 more on the bench, ready to swap in5
ads filmed each month, two openings each
One shoot day covers them$3,000
a month, paid directly to Meta
Separate from our fee. You see every dollar.41 to 69
leads a month to plan for
At $32 to $54 a lead, the published average for home servicesHow the test works
1
Your ads go live and run a two-week test. Meta tries each one on different people nearby and moves the money toward the ads and the people that bring leads. We don't touch them while it learns.
2
Every week after that, the ads that work get more budget, one step at a time. When one slows down, a fresh one from the bench takes its place.
3
Every lead teaches it who to find next. Showed and sold go back too, so it learns from customers, not clicks.
Real numbers from real clients
Straight from their dashboards and their texts.
ripprintInstagram, content57.7Kup 418%
people reached in under 2 months. 4.4x the reach of the 3 months before.
3 months, Jun 1 to Aug 2713.1K
Under 2 months, Sep 1 to Oct 2757.7K
Casey's Med SpaMeta ads, first month
44leads from potential clients
- Spent
- $898.59
- Per lead
- $20.42
"It's even been busy on days that I'm not here."
31 reviews on Google, 5.0 average. These results are real and specific to those businesses. Yours will vary with your business, market and budget.
How we'll know it's working
Seen
Are the right people seeing you?
Reach in your areaViewsNew followers
Checked out
Are they looking closer?
Profile visitsSaves and sharesWatch time
Reached out
Are they becoming leads?
LeadsCost per leadValid and qualified
Booked, showed, sold
Did they become customers?
BookedShowedSold, and for how much
Every month you get
- A short report: what came in, what it cost, what won and why
- One change for next month, to the creative or the offer but not both, so the numbers say which one worked
- The next month's plan before it starts
Views alone don't pay you. We judge the month by the bottom row, and your morning text is where those numbers come from.
When the numbers say so
Everything else we build sits on the same five steps.
Websites and design
The site people land on when they check you out, built to end in one next step.
Step 2Search and AI visibility
Showing up when they search Google or ask an AI who to call.
Steps 1 and 2Booking and CRM
Online booking, every lead in one place, and the reminders that get people through the door.
Steps 3 and 4AI and automation
A receptionist that answers every call and text, day or night, and books the visit.
Step 3Custom builds
The tool your business needs that nobody sells.
Wherever it's neededSCALE comes first. The rest gets added when the monthly review shows where the next gap is.
Before we talk numbers
How sure are you that this gets you to 7 new customers a month?
Not sure at allThis is what I need
What I'd recommend: SCALE, every month.
Why it fits you
What's included
SCALE
Not set
a month
Month to month, paid before each month starts. 30 days' written notice to stop.
Plus your ad budget: $3,000 a month at $100 a day, paid directly to Meta.
Type the monthly fee in Prep (press P) before the call.
What it takes to cover it
Based on what you said a new customer is worth. Includes the ad budget.
Here's how we start
Today
Say yes
One link: the scope, the agreement and the first payment. About five minutes, and we book your onboarding call before we hang up.
Open the agreementThis week
Onboarding and access
Your welcome kit, safe access to your accounts, the onboarding call, and your shoot day on the calendar.
Filming day
Shoot day
A few hours with our team. Your videos and ads go out after you approve the edits.
Do you want us to build this with you?
Questions owners ask
Do I have to be on camera?
Yes, you or someone you choose on your team. People need to see who is behind the business and hear you explain what you do. We write the scripts and guide you through filming.
Do you promise results?
No. Nobody honest does. We put the work in writing and review the results with you every month.
Can we do just content, or just ads?
We don't run one without the other. Ads without content send cold clicks to a profile that can't close them. Content without ads is trust nobody sees.
What if nobody can call back in 2 minutes?
Then we fix that before we start, not after. The text and the email go out on their own. The call needs a person, and that person is yours.
How long do I have to commit?
Month to month. Payment before each month starts, and 30 days' written notice stops it.
We ran ads before and got junk.
What did you run, to whom, and what happened after they reached out? Boosted posts to a wide audience bring likes. We run your best videos to people in the area you serve, with one offer, and judge every ad on real leads your team called.
How the ads work
Where they run
Instagram and Facebook, shown to people inside the area you serve.
The offer
One service, one promise, one next step. You approve it before anything is scripted, and it stays the same month to month unless the numbers say otherwise.
Who sees them
People nearby who fit your customer, and later the people who already watched your videos or visited your profile.
The first test
Two weeks or a spend cap, whichever comes first. We don't touch the ads while Meta learns. Two weeks alone isn't proof.
Live ads and the bench
How many run at once depends on the budget. Two more wait on the bench, filmed on the same day, so a slow ad gets swapped, not patched.
Every week
What to grow, keep or change, and why. Winners get more budget in small steps. If a step slips, we go back to the last good level.
What we judge them on
Cost per lead, then whether the leads were real: valid, qualified, booked, showed, sold. Your team tells us the last three.
How the budget works
$3,000 a month is $100 a day. It is paid directly to Meta, so you see every dollar.
Ads buy reach. The videos and the follow-up turn that reach into customers.
Every video has a job
StageWho they are and what they're askingVideos we make for youWhat we watch
Top of funnelAttention
People nearby who don't know you yet"Who is this?"
Views and reach in your area, new followers
Middle of funnelTrust
People checking you out"Are they good?"
Profile visits, saves, shares, how long people watch
Bottom of funnelAction
People ready to reach out"How do I get started?"
DMs, link clicks, inquiries
Every month covers all three jobs, every week. The ads take the videos that already work to more people nearby.
Video ideas for remodeling
Attention"Who is this?"
Trust
Action
Starting ideas. The real list comes from your customers' questions and our research in the first week.
Where the numbers come from
| Slide | Figure | Source |
|---|---|---|
| They see you | 2 in 3 visits to a business profile come from people who don't follow it | Instagram, "25 million businesses", 2017 |
| They see you | Buyers loop between exploring and evaluating until something tips them | Google and The Behavioural Architects, Decoding Decisions, 2020 |
| They check you out | 97% read reviews. 74% want them under three months old. 47% pass on fewer than 20 reviews. 32% want them under two weeks old. | BrightLocal, Local Consumer Review Survey 2026 |
| They check you out | 24% of social media users use it to search for local businesses | HubSpot, State of Consumer Trends 2025 |
| They reach out | Reached within the hour, a lead is about 7x as likely to qualify | Oldroyd, McElheran and Elkington, Harvard Business Review, 2011 |
| They reach out | 5 minutes against 30: about 100x the odds of making contact | InsideSales.com, Lead Response Management Study, 2007 |
| Book, show, come back | Warm audiences convert at 3.7%, cold at 2.4%, on Meta | Varos benchmarks, 2025 |
| Why both | 996 campaigns: short-term pushes fade, brand building keeps paying | Binet and Field, The Long and the Short of It, IPA, 2013 |
| The budget | Cost per lead by business type, lead campaigns | LocaliQ and WordStream, Facebook ads benchmarks 2024 to 2026 |
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