DropTheFee × SüRJ A Confidential Proposal Vol. II — Edmond, OK
An Open Reply  ·  All Things Edmond  ·  Posted 3h Ago

Dalton — I saw
your Facebook post.

You're looking for a local marketing company. Websites, landing pages, paid Google, SEO, alternate lead gen. Tired of out-of-state lead generation. I read the whole thing — and I'd like five minutes of your attention before you commit to whoever pitches you next.

You already worked with one. Then you tested another. The rebuild didn't get you what you wanted. So before the next round of agency calls starts, I want to put a serious offer on the table — one built specifically around what went wrong, what worked, and what it's going to take to get Insulation Systems of Oklahoma back to growing.

To
Dalton Sachleben
Insulation Systems of OK
From
Steve Wilson
President, RMS
Re
Your post in All Things Edmond seeking a local marketing partner
The Ask
30 minutes & an open mind
↳ The Post in Question

You wrote a list.
I'd like to answer it — point by point.

What you described isn't a vague wish list. It's a specific operational stack — and it's almost identical to what we built for you over twelve months. The difference now: we're proposing to rebuild it leaner, faster, and with our compensation tied directly to whether it produces results.

All Things Edmond 3h ago
"Looking for a local marketing company for my insulation business. We are tired of using out of state lead generation. Must be great in…"
  • ✓ websites
  • ✓ landing pages
  • ✓ paid Google advertising
  • ✓ SEO
  • ✓ alternate lead generation
→ Local. Proven. Already done it for you.
01 The Story So Far

Before we look forward, look at what we built together.

Over the year we worked together, the data didn't lie. The campaigns matured, the cost-per-conversion fell, and the lead volume climbed steadily. This wasn't a guess — this was the shape of a system that was working.

"Conversions increased from 4 per week to 8 per week. Cost per conversion dropped from about $48 to roughly $31. Click-through rate has continued improving as the campaigns optimize."

2×
Weekly
Conversions
↑ 4 → 8 / wk
35%
Cost-Per-
Conversion Drop
↓ $48 → $31
12 mo
Building &
Optimizing
→ compounding

That trajectory wasn't accidental — and it wasn't finished. Campaigns at month 13 perform fundamentally differently than campaigns at month 3. The other agency started over from zero. We don't have to.

The infrastructure is dormant, not gone. Conversion tracking, audience data, ad account history, the lead capture and follow-up workflows we built — all of it can come back online quickly.

02 What's Different This Time

A new structure that puts our skin in the game.

You took a swing on a flat-fee rebuild that didn't pay off. Fair enough. So this time, we're proposing something different — a model where we eat first only enough to cover the campaign costs, and earn the rest by actually delivering for you.

A leaner base.

The base fee covers paid ad management and platform overhead — not margin. If we don't perform, we don't make money. Down from $1,094/mo previously to $547/mo.

A fixed bonus per booked appointment.

For every qualified estimate appointment booked through campaign-driven leads, you pay a flat $25. This ties our compensation to a real business event — not a form fill, not a click. A booked appointment means a foot in your sales team's door.

A small percentage on closed jobs.

When campaign leads turn into signed work, we earn 3% of the contracted job value. Deliberately set low — your sales reps and sales manager earn their full commissions first. We're aligned with marketing-driven revenue, not competing with the people closing it.

A 90-day window with a clear exit.

No long contracts. No lock-in. 90 days to prove ourselves on this new model. Month-to-month after, cancel any time with 30 days' notice. The work has to keep earning the engagement.

03 One Important Condition

Lead generation runs on our platform. Your job system stays yours.

We have to be transparent about this part, because it's the one structural commitment we're asking for in return for the leaner, performance-based pricing. We can't bill on appointments and closed jobs if we can't cleanly measure appointments and closed jobs. And we can't optimize what we can't see.

So the deal is straightforward: the lead generation system runs on our platform, end-to-end — capture, qualification, speed-to-lead automation, appointment booking, and reporting. Your existing job management software doesn't change. We integrate via webhook or API at the handoff point, so your operations team's workflow stays exactly as it is today.

Front Door: Ours

Lead capture forms, landing pages, missed-call text-back, instant SMS/email follow-up, appointment booking flows — all live on our platform where we can monitor, optimize, and prove performance daily.

Job Management: Yours

Whatever you currently use to schedule crews, track jobs, invoice, and close out work stays in place. We don't touch it. Your team doesn't change tools or workflows.

The Handoff: Automated

Once an appointment is booked or a job is sold, data flows via webhook or API into your job management system in real time. No double entry. No gaps. No manual lift on your team.

Daily Visibility

Live dashboard you can pull up any morning — leads, appointments, attribution, ad spend, conversion rates. No 30-day waits for monthly reports. You see what we see, when we see it.

The honest reason: when our compensation is tied to performance, we have to own the measurement layer. Otherwise we're betting our income on data we can't verify — which isn't a bet either of us should want us to take.

04 The Numbers

Aligned, transparent, built to be fair to both of us.

90-Day Performance Engagement
Monthly Management Base Paid Google Ads management, ad spend oversight, conversion tracking, monthly reporting, ongoing campaign optimization.
$547/ month
Booked Appointment Bonus Per qualified estimate appointment booked from campaign-driven leads. Tracked transparently in shared dashboard.
$25per appointment
Closed Job Performance Fee Of contracted job value, on jobs originated from campaign leads. Set intentionally low so your sales team's commissions stay whole.
3%of contracted value

What this looks like in practice

Three scenarios, based on your historical campaign performance and typical insulation job values.

Slow Month
$747
$547 base + 8 booked appts
+ 0 closed jobs
Your old retainer was $1,094
Average Month
$1,147
$547 base + 12 booked appts
+ 2 closed jobs @ $5K avg
~$10K in revenue generated
Strong Month
$1,797
$547 base + 20 booked appts
+ 5 closed jobs @ $5K avg
~$25K in revenue generated

In a slow month, you pay 32% less than your previous engagement. In a strong month, you pay more — because you're making considerably more. That's the deal: we win when you win, your sales team's commissions stay whole, and we're insulated from getting paid when we shouldn't be.

05 What We Commit To

Concrete deliverables, not vague promises.

Google Ads Management

Daily monitoring, weekly optimization, full search/display campaign reactivation. Conversion tracking restored and verified within the first 7 days.

Landing Page Optimization

Audit of current site / landing pages and ongoing CRO work. If structural changes are needed, we'll scope and recommend separately — no surprise charges.

Speed-to-Lead Workflows

Restore the automated lead workflows we built — fast text/email response, missed-call text-back, appointment reminders. Most insulation leads die from slow response. We solve that.

SEO Foundation Maintenance

Local SEO upkeep, Google Business Profile management, citation health, on-page review of any new content. Compounding work that pays off long term.

Transparent Reporting

Shared dashboard with appointment tracking, conversion data, ad spend breakdown, and closed-job attribution. You see what we see, when we see it.

Direct Access

Steve Wilson personally on this account — same person, same number, same response time you've always had. No account-manager handoffs.

06 The Ask

One conversation. One handshake. Ninety days to prove it.

You don't owe us anything for the time apart, Dalton. But you've got a known quantity in front of you — a partner with a proven track record on your account, a leaner cost structure, and a model where we genuinely only thrive if you do. The campaigns can be live again within a week. Let's set up 30 minutes to walk through the details.

Call Steve Directly Reply by Email
Steve Wilson
President, Recherché Merchant Solutions
steve@dropthefee.com
surj.app  ·  dropthefee.com