Ability Septic: the first month and the next three
Prepared by Hines Creative for Pat, Tim and Gloria. Figures from Housecall Pro and the Ability tracked line.
What was asked, and the result
On 9/4 the bar set was $1 in revenue attached to the ads. As of 9/24:
4paid jobs traced to the marketing
$1,805collected, nothing owed
2new-system inquiries on the Ability number
$7,500A&P's median install job
Two kinds of work
Marketing and social
8/27
Facebook and Instagram ads launched
9/8-9/9
Ability brand package: logo system, truck badges, ad templates
9/9
Call ads on the tracked Ability number
Since early Sept
Daily posts on the Ability and A&P pages (42 by 9/21)
9/12, 9/21
Pumping reminder emails to 187 past customers
9/22
40 maintenance-tip posts
9/22-9/23
Repair-estimate follow-up emails to 47 customers
Automation
9/8
Customer database built from A&P's records: 8,225 contacts matched to Housecall Pro customers
9/8
183 open estimates loaded so every one can be followed up
Ongoing
Call tracking on the Ability number, with recordings and transcripts
9/12
Click-to-call buttons in emails that show who called
Through 9/22
Six repair follow-up sequences, one per offer
Built
Online booking with a day picker for routine pumping (not live yet)
9/22-9/24
Job matching that ties calls and emails to paid Housecall Pro jobs
Pipeline, in A&P's own numbers
What
Count
Value
New-system inquiries (at A&P's median install job)
2
$15,000
Repair estimates being followed up by email (estimate value at A&P's median by type, not revenue)
111
$523,959
Past pumping customers still to receive a reminder (at A&P's $370 average pump-out)
about 2,960
n/a
All open estimates in Housecall Pro today
276
$1,443,982
The next three months (forecast)
Chart: running total by the end of each month. Bar = low to high, dot = base case, dashed line = the fee to date. Table: each month on its own.
Scenario
October
November
December
3 months
Low
$3,926
$3,664
$3,141
$10,731
Base
$10,203
$9,417
$15,345
$34,966
High
$20,534
$26,462
$30,819
$77,815
Monthly fee
$2,000
$2,000
$2,000
$6,000
Forecast, not a guarantee. Job revenue before A&P's cost to do the work. Pumping: about 990 reminder emails a month, converting at 0.5% (low), 1.07% (base, the result so far) or 2.17% (high, the first batch), at A&P's $369.82 average pump-out. Repairs: 1%, 3% or 6% of the 111 followed-up estimates become jobs; A&P has no history for this, so it is the least certain line. Installs: base assumes one current inquiry closes in December after design and permit; high assumes both, plus one new. Excludes pump-outs from call ads, which depend on the ad budget.
What it needs from A&P
Every caller's name, phone, email, location and need captured, even when the job is referred out (Pat, 9/23).