We don't sell marketing.
We sell pipeline.
Signol is a revenue engine built for Bay Area construction businesses. We install a full-funnel system — content, ads, capture, conversion, CRM, attribution — that turns attention into booked site visits and closed projects. We get paid to move the number that matters: closed-won revenue.
Most Bay Area contractors don't have a lead problem. They have a revenue leakage problem.
Good construction businesses generate demand. They still lose it — at five specific points in the funnel — because nobody is installed as the revenue operator. Our job is to plug those leaks and then pour fuel on the top.
Industry data: a lead contacted in <5 min is 21× more likely to book than at 30 min. Most contractors average 3+ hours. Every hour burned = dollars on the floor.
Leads live in text messages, voicemails, and an owner's head. Nothing is systematized, nothing is tracked, nothing compounds. The business can't scale past the owner's memory.
Every contractor has 500–2,000 cold leads sitting in a phone. 5–10% of them are still in market. Nobody is working them. This alone is a six-figure unlock.
Whoever answers the phone (or doesn't) determines the close rate. No script, no qualification framework, no calendar automation. Hot leads cool off waiting for a call-back.
When the contractor can't say which channel drove which closed job, they cut the wrong spend and double down on the wrong channels. We replace vibes with a dashboard.
Two packages. Content is in both.
Social content is our foot in the door — every contractor wants it, and we already do it well. So content is baseline scope at both tiers, not a differentiator. What separates the tiers is paid-media muscle, AI automation, and revenue-share alignment. We anchor at the Full Revenue Engine. Monthly-billed, 6-month minimum, cancel-with-notice after.
- Content (always-on): 12 IG posts/mo, 4 short-form video edits, 1 half-day shoot/mo, monthly content calendar, 8–12 stories/mo
- GoHighLevel workspace build (CRM, pipeline stages, webhooks)
- 1 conversion funnel + 1 lead magnet
- Speed-to-lead SMS + email auto-reply (<60 sec)
- 3 nurture campaigns running (Speed-to-Lead, Not-Ready, Reviews)
- Google Business Profile optimization + review automation
- Monthly performance report + 30-min strategy call
- No paid ad management (client-managed only)
- No AI voice agent
- No revenue share — flat fee, flat outcome
- Content (premium): 24 IG posts/mo, 10 short-form videos, 2 long-form videos, 2 full shoot days/mo, 20+ stories
- Everything in Core Engine
- Paid ad management — Meta, Google Search, Google LSA (Local Service Ads)
- Ad creative production: 8+ static + video ads/mo with monthly testing
- AI voice agent (24/7 inbound + after-hours) — books site visits straight into GHL
- AI SMS agent (GHL Conversations AI) for two-way conversational follow-up
- All 6 nurture campaigns live (Speed-to-Lead, Not-Ready, Post-Site-Visit, Win-Back, Reviews, Re-engagement)
- Multi-funnel system: project-type landing pages, cost calculators, feasibility quizzes
- Quarterly database reactivation campaigns (unlock the dead list)
- Sales script + intake training for client's admin / estimator (quarterly refresh)
- Bi-weekly strategy call + monthly QBR with revenue attribution
- Live client dashboard (pipeline, stage velocity, source ROAS, close rate)
A countable SLA. No "best efforts."
Every client knows exactly what they get every month. This is the contractual spine of every engagement. Anything not listed here is a stretch goal, not a promise.
| Category | Deliverable | Core $7.5K/mo | Full Engine $12.5K/mo + rev share |
|---|---|---|---|
| Content production | |||
| Content | Instagram posts (reels + carousels + static) | 12 / mo | 24 / mo |
| Content | Short-form video edits (15–60 sec) | 4 / mo | 10 / mo |
| Content | Long-form videos (1–3 min: owner POV, walk-throughs) | — | 2 / mo |
| Content | On-site shoot days | 1 half-day / mo | 2 full days / mo |
| Content | Instagram Stories | 8–12 / mo | 20+ / mo |
| Content | Monthly content calendar (hooks, captions, hashtags) | ✓ | ✓ + creative direction |
| Content | YouTube Shorts / LinkedIn republishing | — | ✓ |
| Paid media | |||
| Ads | Meta + Google Search + Google LSA management | — | ✓ all 3 |
| Ads | Ad creatives produced (static + video) | — | 8+ / mo |
| Ads | A/B tests live | — | 2+ / mo |
| Ads | Retargeting audiences active | — | ✓ ongoing |
| Funnels & capture | |||
| Funnels | Live conversion funnels | 1 active | 3+ active |
| Funnels | Lead magnets (cost guide, calculator, quiz) | 1 maintained | 3+ maintained |
| Funnels | Landing page refresh / new build | 1 / quarter | 1 / month |
| Automation & AI | |||
| Automation | Speed-to-lead SMS + email auto-reply (<60 sec) | ✓ | ✓ |
| Automation | Active nurture campaigns (see framework below) | 3 of 6 | All 6 |
| Automation | AI voice agent (24/7 inbound + after-hours) | — | ✓ built + tuned |
| Automation | AI conversational SMS agent | — | ✓ |
| Automation | Database reactivation campaign | — | 1 / quarter |
| CRM & pipeline | |||
| CRM | GHL pipeline hygiene + stage automation | ✓ weekly | ✓ daily |
| CRM | Source attribution audit | monthly | weekly |
| CRM | Stage-stall escalation alerts | ✓ | ✓ |
| Sales enablement | |||
| Sales | Intake script + qualification framework | delivered once | refreshed quarterly |
| Sales | Live call coaching for client team | — | 2 sessions / quarter |
| Reporting & rituals | |||
| Reporting | Live client dashboard (pipeline, source ROAS, close rate) | — | ✓ real-time |
| Reporting | Monthly performance report (PDF + walk-through) | ✓ | ✓ + revenue attribution |
| Reporting | Weekly pipeline digest to client owner | — | ✓ |
| Rituals | Strategy calls | 30 min / mo | 45 min bi-weekly |
| Rituals | Quarterly Business Review (revenue, attribution, plan) | — | ✓ 90-min QBR |
Five stages. One system. Repeatable across every client.
Each stage is a set of components we build once and clone per client in GoHighLevel. This is how we scale without becoming a linear-effort agency.
- Google Business Profile optimization + review velocity (single biggest lever for local contractors)
- Meta/IG paid ads — offer-led creative (free design consult, ADU feasibility audit, remodel cost guide)
- Google Search + Local Service Ads (LSA) — pay-per-lead, Google-screened
- IG organic: project transformations, on-site reels, owner POV (Armando + Steve)
- Retargeting across Meta + YouTube + Google Display
- Partnership plays: realtors, architects, interior designers
- Project-type landing pages (kitchens, ADUs, whole-home, etc.)
- Interactive lead magnets: cost calculators, ADU feasibility quizzes, timeline estimators
- Simple 3-field form above the fold — name, phone, project type
- Click-to-call + SMS entry points for mobile traffic
- Meta Lead Ads for low-friction in-app capture
- Calendar booking widget embedded for high-intent visitors
- Instant SMS + email acknowledgment with calendar link
- AI voice agent for after-hours inbound calls (books site visit)
- 5x5x5 cadence: 5 attempts in 5 days, 5 touches over 5 weeks if cold
- Qualification script + objection handling for client's intake person
- Auto-tagging by project size / timeline / budget in GHL
- No-show rescue workflow (SMS + email + call task)
- Standard GHL pipeline: New → Contacted → Site Visit Booked → Site Visit Done → Quote Sent → Negotiating → Won / Lost
- Stage-velocity SLAs with auto-escalation if a deal stalls
- Lost-reason capture — drives the monthly improvement loop
- Source attribution on every contact — channel → deal → dollars
- Weekly digest to client owner (pipeline value, at-risk deals, this-week actions)
- Live dashboard replacing the "how's it going?" meeting
- Review request automation post-completion (Google-first, velocity-focused)
- Referral incentive workflow — automated ask + tracking
- Project completion social content loop (testimonial reels, before/after)
- 12-month and 24-month re-engagement cadences (second project unlock)
- Quarterly "check-in" email sequences to past clients
- Referral partner scorecard + quarterly review
Six campaigns. Always running. Always touching the right lead at the right time.
Every Full Engine client runs all six. Every Core client runs the first three. Built once in GoHighLevel as a template, cloned and customized per client. This is the conversion layer that 2–3x's close rate.
| When | Channel | Action |
|---|---|---|
| T+0 sec | SMS | "Hi [Name], thanks for reaching out — this is [Owner]. I can call in 5 min, or grab a time: [cal link]" |
| T+30 sec | Same message + "Bay Area Remodel Cost Guide" PDF + cal link | |
| T+2 min | Voice | AI voice agent calls (Full Engine) OR call-task assigned to client owner/admin (both tiers) |
| T+1 hr | SMS | "Just checking — did you get my message? Happy to answer any questions." |
| T+1 day | 2–3 case studies (similar project type) | |
| T+2 days | SMS | "Want to set up a 15-min call this week? [cal link]" |
| T+4 days | "Top 5 questions homeowners ask before a remodel" — value content | |
| T+7 days | "Did your timing change? Here's what's next when you're ready." |
| When | Action |
|---|---|
| T+2 hr | "Thanks for the visit" email — recap of what was discussed, expected proposal date |
| T+1 day | Proposal sent (or status update if estimate in progress) |
| T+3 days | Proposal follow-up #1 — "Have time to walk through?" |
| T+5 days | SMS check-in — "Quick question about anything?" |
| T+7 days | Proposal follow-up #2 — case study + social proof |
| T+10 days | Owner call task auto-created in GHL |
| T+14 days | "Are you still considering? What can we adjust?" — last warm touch |
Once per quarter, we run a one-shot reactivation against every dormant lead in the CRM (180+ days inactive, never closed). Two-touch sequence: SMS with a soft offer ("free 15-min consult on your project") + email with a refreshed lead magnet. Industry data: 5–10% of any cold list is back in market. This single campaign typically pays for an entire month of Full Engine cost.
Three partners. Three unique edges. Zero overlap.
This is the highest-leverage decision we'll make. Get it right and the business runs as a system. Get it fuzzy and everything becomes a meeting. Below is a proposed starting mapping — we'll pressure-test it tomorrow and lock it in.
Owner of brand, concept, and on-camera voice. Decides what the work feels like and what gets shot. Represents Signol + client in creative reviews and client-facing strategy for social.
- — Brand system & creative direction
- — Content concepts + shot lists
- — Client IG strategy & monthly themes
- — On-camera talent direction
- — Creative QA on every deliverable
Owner of output. Runs the shoot calendar, the edit pipeline, and the asset library. Takes Armando's concept and ships it, on time, at volume, across every client.
- — Shoot planning & on-site execution
- — Video & photo editing pipeline
- — Content calendar publishing cadence
- — Asset library & version control
- — Production SLA per client per month
Owner of the growth & revenue stack. Builds every client's GoHighLevel instance, runs paid media, manages CRM + pipeline, runs sales enablement, owns reporting & revenue attribution. CEO-function for the agency.
- — GHL builds, funnels, automations
- — Paid ads (Meta / Google / LSA)
- — CRM, pipeline, attribution reporting
- — Sales enablement + intake training
- — New business & client P&L
RACI — who owns what
| Function | Armando | Steve | Jeff |
|---|---|---|---|
| Brand & creative direction | A | C | I |
| Content production (shoot, edit, post) | C | A | I |
| Instagram / social calendar & publishing | A | R | I |
| Paid ads strategy, buying, creative handoff | C | R | A |
| GHL build, funnels, automations | I | I | A |
| CRM, pipeline, attribution reporting | I | I | A |
| Sales enablement (scripts, intake training) | I | I | A |
| Client onboarding (90-day install) | C | C | A |
| Monthly QBR & revenue reporting | C | C | A |
| New business / outbound / pitches | R | R | A |
| Contracts, invoicing, finance | I | I | A |
| Hiring the first contractor / editor | C | A | C |
Rule: Every function has exactly one A. Shared accountability = no accountability.
All three partners. Every client. What moved, what stalled, what's the unlock this week.
Armando leads. Review last 2 weeks of content performance, approve next 2 weeks of shoots.
Jeff leads. Agency revenue, per-client attribution, what's working across the portfolio, what to cut.
Who we say yes to — and who we decline.
- Business type: GC, design-build, remodeler, ADU builder, higher-end specialty trade (kitchen/bath, solar+electrical, roofing)
- Geography: Bay Area — SF, Peninsula, East Bay, Marin, South Bay
- Revenue: $2M–$10M annually (big enough to afford us, small enough to move)
- Average job size: $25K+ (ideally $50K+ — ADUs, kitchens, whole-home)
- Current lead flow: 10–50 inbound/mo, mostly word-of-mouth or basic ads, no system
- Owner posture: Knows they're leaving money on the floor. Wants a partner, not a vendor.
- Team: At least one person answering the phone / doing intake — we don't replace sales, we equip them
- Commercial fit: Can commit $8–10K/mo + ad spend + willing to share upside
- One-person operators with no intake capacity — we can't fix a bottleneck that's the owner
- <$1M revenue — the retainer math doesn't work for them, and churn will be painful
- Commodity bids-only contractors where price is the only lever
- Owners who already "tried marketing" and blame the last agency — diagnose why first
- Anyone unwilling to share CRM access, booking calendar, or revenue data. We need the feedback loop.
- Handyman / very-small-job businesses (<$5K avg job) — our model needs bigger deals
- Geography outside the Bay Area — for now. Concentration is a feature, not a bug.
If an owner can't answer "how many leads did you get last month and how many closed?" within 30 seconds, we have a fit. If they can — they probably don't need us yet.
How Signol lands clients.
We eat our own cooking — the agency's sales system is exactly the engine we sell. If we can't run it on ourselves, we can't sell it.
List of 200 qualified Bay Area contractors matching ICP. Short, personalized outreach via IG DM + email + voice memo. 3-step cadence. Goal: 20% reply, 8% meeting.
Armando + Steve produce 3 pieces/wk of "how we grow construction businesses" content. Jeff writes weekly long-form on revenue ops for contractors. Compounds over 6–12 months.
CPAs for contractors, insurance brokers, BuildBook/Buildertrend resellers, architects, construction lenders. Mutual referrals. High-trust channel.
We document every result from client #1 publicly (with permission). Before/after pipeline reports, video testimonials, revenue-lift numbers. Referrals come off that by month 4.
Our sales process — 5 steps, 21 days
One spine. GoHighLevel. Everything else plugs in.
GHL is how Signol stays scalable. One workspace template, cloned per client, with per-client customization on top.
- — CRM & pipeline
- — Funnels & forms
- — SMS / email / voice
- — Calendars & bookings
- — Reporting & dashboards
- — Review management
- — Meta Ads Manager
- — Google Ads + LSA
- — Google Business Profile
- — IG native + Later/Metricool (publishing)
- — YouTube (retargeting & long-form)
- — Premiere / CapCut / DaVinci (edit)
- — Frame.io (review & approval)
- — Figma (landing pages, ads design)
- — Dropbox / Google Drive (asset library)
- — GHL dashboards (client-facing)
- — Looker Studio (agency-level)
- — CallRail or GHL tracking numbers
- — UTM standards + attribution layer
- — Notion (playbooks, SOPs, client wikis)
- — Slack (client + internal)
- — Stripe + QBO (billing, P&L)
- — DocuSign (MSAs, SOWs)
- — AI voice (e.g. Vapi / Retell) for after-hours intake
- — SMS AI (GHL Conversations AI)
- — Claude for copy, scripts, QBR drafts
- — Otter/Fireflies for call notes
From signed contract to running engine in 6 weeks.
Every client follows the exact same install. We clone the master GHL template, customize it to their business, plug in the AI layer, train their team, and go live. Repeatable, fast, and scales without us reinventing each time.
- Kickoff workshop (90 min) — current lead sources, close rate, avg job, dead zones
- Audit existing assets: website, GBP, CRM (if any), past content, brand guidelines
- Mystery-shop the intake (call, text, web form) — measure speed-to-lead baseline
- Get credentials: Meta Business Manager, Google Ads, GBP, domain DNS, Stripe
- Define ICP project types + service area zip codes
- Sign data processing agreement + access to past customer list
- Clone master GHL workspace into client sub-account (SaaS mode)
- Customize pipeline stages + custom fields to client's project types
- Set up Twilio phone numbers (tracking + AI agent)
- Wire SMTP + email sender authentication (SPF/DKIM)
- Calendar integration: client owner / estimator availability
- GBP connection + review automation pipeline
- Branded client dashboard live (read-only for owner)
- Primary funnel built (project-type landing page + 3-field form)
- Lead magnet: cost guide / ADU feasibility quiz / project calculator
- All 6 nurture campaigns cloned + customized to client voice (Full Engine)
- Email + SMS templates branded
- First content shoot scheduled (or completed)
- Brand creative direction locked with Armando
- Initial 2-week content calendar approved
Most construction calls come outside business hours or during shoots — and most go unanswered. The AI agent answers every one. Books site visits straight into GHL. Sounds human. Hands off to the owner when high-intent.
- Meta + Google Search + Google LSA accounts wired with conversion tracking
- Initial creative batch shipped (4 ad concepts × 2 variants)
- Audiences built: lookalikes, retargeting pools, local-intent segments
- First $X/day campaign launched (low spend, learning mode)
- Sales script + qualification framework delivered to client's intake person
- Live call coaching session (30–60 min) with whoever answers the phone
- UTM standard published; every campaign traceable end-to-end
- All systems live. AI voice on. Ads spending. Content publishing.
- First "Welcome week" report sent to client owner
- First Monday Pipeline Review with client
- Quarterly database reactivation campaign launches
- Day 30 report scheduled · Day 90 QBR scheduled
- Onboarding officially complete · standard cadence begins
Every client install starts from one cloned GHL workspace. Every nurture, every funnel, every pipeline stage, every automation already exists — we customize at the surface, not from scratch. Client #1 takes 6 weeks. Client #4 takes 3. That's how a 3-person agency profitably runs 10 clients.
Show the math. No vibes.
- Leads / mo
- 30
- Close rate
- 15%
- Closed jobs / mo
- 4.5
- Avg job
- $35,000
- Leads / mo
- 45
- Close rate
- 20%
- Closed jobs / mo
- 9
- Avg job
- $35,000
6-month agency projection (target: 4 Full Engine clients)
| M | Full | Core | Ramp | Retainer | Rev Share | Total | / partner |
|---|---|---|---|---|---|---|---|
| M1 | % | $12,500 | $0 | $12,500 | $4,167 | ||
| M2 | % | $25,000 | $0 | $25,000 | $8,333 | ||
| M3 | % | $37,500 | $1,490 | $38,990 | $12,997 | ||
| M4 | % | $50,000 | $6,953 | $56,953 | $18,984 | ||
| M5 | % | $50,000 | $13,907 | $63,907 | $21,302 | ||
| M6 | % | $50,000 | $23,840 | $73,840 | $24,613 |
Cost to deliver & gross margin
- GHL + tooling
- $
- Editor (shared)
- $
- Partner time
- $
- GHL + tooling
- $
- AI voice + SMS
- $
- Editor (shared)
- $
- Shoot-day expenses
- $
- Partner time
- $
Decisions to make, in priority order.
Everything above is a proposal. The point of tomorrow is to leave aligned on the answers below. If we only get through the first four, we've had a successful meeting.
If we leave with answers on Q1 (Roles), Q2 (Ownership), Q3 (Pricing floor), and Q6 (Client #1) — we've moved Signol from "idea we're aligned on" to "business we're running." Everything else can iterate week over week.