Marketing Proposal · July 2026
Filling the Pipeline for
Valor Roofing.
A focused Facebook-first lead-gen partnership — built to feed Denver-metro roof sales, not just build a brand.
01 · The Situation
Where Valor Stands Today
A veteran-owned, family-run Denver roofing operation with the crews and the trucks — but a pipeline that goes cold the moment door-to-door slows down.
Problem 1
Door-Knocking Doesn't Scale
Storm-chase season plus D2D canvassing gets you jobs — but every dry week is a dry week. There's no compounding source of inbound leads keeping the schedule full.
Problem 2
Sales Team, No Ammo
James and the closing team are strong — but they can only sell what walks in the door. Without a reliable weekly stream of qualified appointments, half the sales bench is idle.
Opportunity
Denver Meta Is Wide Open
Most Denver roofers are still chasing Google search and storm maps. Facebook lead-form ads with real jobsite content get past their radar — cheap CPL, strong close rates.
If I don't have leads and I can't sell it, I don't care.
— James Brown, Valor Roofing
02 · Our Approach
The Pureite Playbook, Built for Valor.
We've done this before. Same market, same channel, same style of shop — a Denver-area contractor going from cold leads to a full calendar in 90 days.
01
Facebook-First
Meta lead-form ads run every day, targeting Denver-metro homeowners in the ZIPs that match Valor's crew radius. Not brand posts. Not boosted photos. Actual lead-generation campaigns with tracked cost-per-lead.
02
Real Jobsite Content
Ads built on real Valor crews on real Denver roofs. Drone shots, tear-off B-roll, veteran-owned story. No stock photos, no generic contractor templates — the stuff that actually converts in this market.
03
Sales-Ready Handoff
Every lead gets routed to the sales team the second the form is submitted — with a scripted first-touch inside 5 minutes. Speed-to-lead is where most contractors lose the job. We fix that first.
We ran this exact playbook with Pureite — Denver metro, same season. Their team went from waiting for the phone to ring to picking which appointments to take.
03 · Scope of Work
What's Included Every Month
A tight scope built for one thing: filling James's calendar with qualified Denver roofing leads.
🎯
01
Meta Lead-Gen Ads
Daily Facebook + Instagram lead-form campaigns, hyper-targeted to Denver-metro ZIPs. Weekly creative refreshes, budget management, and weekly cost-per-lead reporting.
🎬
02
Jobsite Content Capture
Monthly on-site filming with Valor crews — drone, tear-off, install, veteran-owned story angles. Cut into short-form ad-ready clips. No stock, no AI slop.
⚡
03
Speed-to-Lead System
Instant lead routing to the sales team via SMS + email. Scripted first-touch template, 5-minute response target, weekly monitoring of contact rates so leads don't die in an inbox.
📊
04
Weekly Reporting
One weekly performance email — leads, cost per lead, top-performing ads, and what's changing next week. Plus a monthly review call with James & Mark.
Separate from retainer: Meta ad spend paid directly to Facebook. GHL or CRM automation build is not in scope — Damaris will connect Valor to a specialist if a full pipeline build becomes a priority.
04 · Scope Boundaries
What's Not in Scope — and Why
At $1,500/mo the focus stays on ads + content + speed-to-lead. Everything below can be added later — but not on day one.
✕ Not in this retainer
Handled Separately
- Ad Spend — paid directly to Meta. Recommended budgets below, but that money is separate from the $1,500 retainer.
- Google Ads / LSAs — Meta is the fast-payback channel for this market. Google can be layered in once the Meta engine is proven.
- Website Rebuild — the current site is enough for lead-form ad conversions. A full rebuild is Phase 2 if inbound demand justifies it.
- CRM / GHL Build — Damaris will refer to a specialist if Valor wants a full pipeline automation stack.
✓ Included as ideas + workshops
Strategic Support
- Lead Handoff Workshop — how leads flow from ad → SMS → sales rep → appointment set. Documented for the whole team.
- Objection-Handling Scripts — first-touch templates for the sales team based on what actually closes Denver roofing leads.
- Storm-Response Play — if a hail event hits, we know how to spin up a targeted campaign inside 48 hours to catch that demand.
- Monthly Review Call — one call per month with James & Mark covering leads, CPL, sales feedback, and next-month priorities.
05 · Recommended Ad Spend
Where Your Ad Dollars Should Go
Start small to validate cost per lead, then scale to compete. Ad spend is paid directly to Meta, separate from the retainer.
Tier 1 · Validate
$500 /mo
Prove the CPL
Meta$500 · lead-form ads, Denver ZIPs
FocusTest creative, dial in CPL & audience
Expected outcome
15–30 leads/mo · 1–3 signed jobs at 10% close
Tier 2 · Compete
$1,500 /mo
Feed the sales bench
Meta$1,500 · scaled lead-form + retargeting
FocusVolume + winning-creative iteration
Expected outcome
50–90 leads/mo · 5–9 signed jobs at 10% close
Assumptions: Meta lead-form CPL for Denver roofing typically runs $15–$35 once creative is tuned. First 30 days can be higher during validation. Close rate depends on sales speed-to-lead — 10% is a conservative baseline; well-run teams hit 15–20% on fresh Meta leads.
06 · 90-Day Forecast
What "Working" Looks Like
Realistic monthly ramp at the Tier 2 · $1,500/mo Meta budget. Numbers get better as creative learns and the sales team gets faster.
| Month |
Ad Spend |
Leads |
Avg CPL |
Signed Jobs |
| Month 1 · Aug |
$1,500 |
40–55 |
$27–$37 |
3–5 |
| Month 2 · Sep |
$1,500 |
55–75 |
$20–$27 |
5–8 |
| Month 3 · Oct |
$1,500 |
65–90 |
$16–$23 |
7–10 |
Reference point: Same Denver-metro playbook run with Pureite generated 3–5x return on ad spend by month 3, once creative had learned and sales speed-to-lead was locked in.
07 · Timeline
Your First 90 Days
From Aug 3 kickoff to compounding lead flow by early November.
1
Week 1 · Aug 3 – Aug 9
Foundation
- Kickoff call + brand voice audit
- First jobsite filming session (Denver crews)
- Meta Business Manager + Pixel access
- Lead-routing / SMS handoff wired up
2
Week 2 · Aug 10 – Aug 16
Launch
- First Meta lead-form ads live
- 3 creative variants running
- Sales-team script + 5-minute response drilled
- First weekly report published
3
Month 2 · Mid-Aug – Mid-Sep
Optimize
- Kill losing creative, double down on winners
- Add retargeting layer for form-drops
- Second on-site content shoot
- CPL trending down as algorithm learns
4
Month 3 · Mid-Sep – Nov 3
Compound
- Volume phase — sales bench fully fed
- Third content shoot (seasonal / roof-prep angle)
- Quarterly review with James & Mark
- Renewal / Google-layer discussion
08 · Investment
Your Investment
Everything in scope. One flat monthly retainer. No surprises.
Monthly Retainer
$1,500 /mo
Term: 90 days
Start date: August 3, 2026
Month-to-month thereafter.
Note: The retainer does not include Meta ad spend — see the recommended tiers above.
What's Included Every Month
- Daily Meta lead-form ad management
- Monthly on-site content capture with Valor crews
- Weekly creative iteration & CPL optimization
- Speed-to-lead SMS + email routing
- Sales-team first-touch scripts
- Weekly performance report + monthly review call
- Storm-response ad play on 48-hour standby
- Direct access to Damaris team for questions
09 · Why Now
Why This. Why Now.
01
The Sales Bench Is Idle
Every week without a lead engine is a week the sales team can't hit their numbers. This is the fastest fix — an inbound engine feeding qualified appointments starting in Week 2.
02
Denver Meta Is Still Cheap
Most Denver roofers haven't figured out Facebook lead-form ads. The CPLs won't stay this low forever — being early on this channel is where the margin lives.
03
Storm Season Is Coming
By locking in ads + content + speed-to-lead before the next hail event, Valor is set up to catch the demand spike — not scramble for it. Every week of delay is a week of missed appointments.
Kickoff: August 3, 2026 · 90-day commitment, month-to-month thereafter.
10 · Next Steps
Let's Get to Work, James.
Three simple steps to fill Valor's calendar.
1
Sign the Contract
Approve this proposal and countersign the 90-day engagement at $1,500/mo.
2
Onboarding Call
60-minute kickoff to align on brand voice, crew scheduling for filming, and Meta + sales-team access.
3
We Launch
First filming + ads live within 10 days of kickoff. Start date: August 3.
READY WHEN YOU ARE · DAMARIS SOLUTIONS