Pick one service, one market and one person to own new enquiries.
Trying to promote every roof system in every nearby city makes a small campaign hard to run and harder to judge. Start with work your crews want and your estimator has room to quote.
- DAYS 1–30Choose and prepareSet service, territory, budget and handoff.
- DAYS 31–60Run and recordTrack source, fit, stages and changes.
- DAYS 61–75Find the constraintInspect the first stage where records stall.
- DAYS 76–90Decide and resetKeep, adjust, pause or investigate.
Days 1–30: get ready to receive the work
- Choose the service, building types and territory.
- Pull recent spend, enquiries, inspections, quotes and wins. Mark anything you do not track yet.
- Set an all-in marketing budget, including fees and media.
- Check the service page, phone number and form delivery.
- Name the person responsible for calling each enquiry.
Choose a primary channel. Paid ads need a clear offer and budget. SEO needs pages that answer the searches your buyers make. Referrals need someone making and following up on introductions. Do not start all three just to fill a plan.
Days 31–60: run it and check the enquiries weekly
Review actual records with the person handling them. Were they commercial properties? In your territory? Did anyone reach the contact? Did a visit happen?
Log important changes to the page, offer, audience or spend. Fix broken forms and missed handoffs immediately. Keep the original enquiry date so later estimates and sales can be traced back.
Days 61–75: fix the biggest loss
| What you see | What to investigate |
|---|---|
| Wrong properties | Ad message, imagery and qualification questions. |
| Relevant contacts, no conversations | Contact details, response times and follow-up attempts. |
| Bookings, few attended visits | Access arrangements, confirmations and cancellations. |
| Inspections, no estimates | Service fit and estimating capacity. |
Days 76–90: decide what earns another quarter
Compare spend with the opportunities and work it produced. Keep open estimates separate from signed jobs. Continue what has support, change what has a clear problem and investigate what still cannot be measured.
Ninety days is a review window, not a deadline for SEO rankings or sales. A recent quote may still be open when the quarter ends.
Download the 90-day worksheet (CSV) →
Use the follow-up guide for the office handoff and the website checklist before launch.