GROWTH SYSTEM FOR HOME SERVICES
Learn what Marketing could do for your business with the ROI calculator Below.
Why Facebook Marketing Works for Builders and Home Pros
Most homeowners aren't searching for a builder today, but they're scrolling Facebook every day. Facebook lets you put your work in front of the right people in your area at the moment they're ready to act, whether that's adding an ADU, remodeling, or fixing something at home. Instead of hoping word of mouth keeps you busy, you get a steady flow of homeowners raising their hand.
Marketing basics you should know
Targeting beats reach. Ads go to homeowners in your service area who match your ideal customer, not to everyone.
Your photos do the selling. Before-and-after shots and finished projects build trust faster than any sales pitch.
Speed wins the job. The first builder to respond usually gets the estimate, which is why we pair ads with an AI receptionist that answers every lead right away.
It takes testing. The first campaign shows what works, and we refine it from there. A short trial run is the best way to see results before you commit.
Your past customers are gold. Reaching people who already know you costs less than finding new ones, and it's why we also offer database reactivation.
Facebook works best as part of a system: ads bring leads in, your receptionist catches every call, and follow-up turns them into booked estimates.
Results
An ADU builder came to us after four months and about $3,000 spent on reels and a social media manager. He hadn't landed a client or even had a single conversation. Then he tried a two-week trial with us. In the first week alone, he got 22 leads, 3 scheduled estimates, and 7 ongoing conversations with potential clients. For a builder who only wants 10 builds a year, those 3 estimates could mean 30% of his annual goal, from one week of ads.
Marketing Is The Fuel
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ROI Calculator
Marketing ROI Worksheet
For builders and home service pros selling high-ticket projects. Enter your numbers to see leads captured, projects closed, and the true cost of the marketing program.
Where these market numbers come from
Cost-per-lead figures are sourced from WordStream/LocaliQ's Meta Ads industry benchmarks (2025–2026 data, 1,000+ campaigns analyzed): a $27.66 cross-industry average, and $41.26 for Home & Home Improvement specifically. Both numbers are trending up roughly 20% year over year.
The default close rate (5–10%) reflects typical performance for high-ticket, longer-consideration purchases once a real sales process (calls, estimates, follow-up) is applied — it is not a platform-reported figure, since Meta doesn't track offline closes.
The 1% default DBR reactivation rate and the 1-quarter default sales cycle are planning assumptions based on typical high-ticket buyer behavior, not published industry averages. Both are editable — replace them with your own account's real numbers as soon as you have them.
Every default in this worksheet can be overwritten. Treat them as a starting point for the conversation, not a guarantee of results.
Who this worksheet is for
Your numbers
Leads and closes, quarter by quarter
| Quarter | New leads | Eligible to close | Direct closes | DBR closes | Total closes | Pool |
|---|---|---|---|---|---|---|
| Year | — | — | — | — | — | — |
Leads generated late in the year haven't reached the end of the sales cycle yet. — leads are still in progress at year-end — not lost, just not closing until year two.
What the program actually costs
The full program costs — of the profit it generates.
Figures update as you adjust the worksheet above.
Three tiers, working together
Send these results
This sends your filled-in worksheet — not just the totals — so nothing gets re-typed on the other end.
How this is calculated
Leads are estimated by dividing monthly ad spend by the expected cost per lead, grouped into quarters.
Sales cycle lag delays when a lead becomes eligible to close. A lead generated in Q1 with a 1-quarter lag doesn't attempt to close until Q2 — matching a realistic evaluation window for a high-ticket purchase.
The pool holds every eligible lead that didn't close. Database Reactivation (DBR) works this accumulating pool each quarter on top of direct closes, so its contribution compounds as the pool grows.
True program cost combines ad spend (paid to the platform) with the management fee (paid to whoever runs the program) — both are real costs to the business, even though only one shows up on the Meta ads bill.
This model assumes a steady cost per lead and close rate across the year. Treat it as a planning baseline, not a guarantee of results.
Call: 260-571-7870
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