Motion Canvas: Performance Lead-Gen Offer
Status: analyzed, not yet deployed
Created: 2026-08-15
Last reviewed: 2026-08-15
---
1. What we sell vs. what we deliver
| Sell (buyer language) | Deliver (what we actually build) |
|---|
| "You only pay when we produce a booked appointment that shows up" | Full lead-capture system: website, GHL CRM, pipeline, forms, calendar, missed-call text-back, booking workflows, tracking number, call recording, weekly dashboard |
| "No setup cost" | $97–147/mo platform fee (call tracking, GHL sub-account, software) + per-qualified-lead billing |
| "I handle the technology, you handle the work" | We configure everything, monitor lead flow, reconcile weekly. Client answers the phone and shows up for appointments. |
Gap: we've never actually done this end-to-end. The model is analyzed and priced, but no pilot client has been signed, no lead has been tracked, no invoice has been sent. The "sell" is clear. The "deliver" is assumed, not proven.
---
2. Target vertical
Primary: HVAC (Denver metro: Brighton, Thornton, Commerce City, Westminster, Northglenn, Federal Heights, Broomfield)
Backup: Tree service (storm-driven urgency, no licensing overhead)
Why HVAC: owners already use dispatch software (primed for CRM), revenue is self-pay/financed (cleaner attribution), higher urgency = higher close rates, higher ticket size = more margin for performance fees.
Why not garage doors: lower ticket ($400–$800 avg), more informal operators, harder to enforce the model at lower price points.
---
3. Ideal Customer Profile
- HVAC company, 2–10 trucks, owner-operated
- Currently getting some leads but losing them (slow response, no tracking, no follow-up)
- Willing to fund their own ad spend ($500+/month)
- Can answer leads within 5 minutes during business hours
- Not already working with a marketing agency
- Has been in business 2+ years (has proof they can close work)
- Uses or willing to use a CRM/dispatch tool
What we DON'T want:
- Businesses that can't answer the phone fast (we can't fix their sales team)
- Won't share basic data (pipeline stages, job outcomes)
- Won't sign a 90-day minimum or put a card on file
- Majority insurance-claim revenue (long collection cycles)
- Corporate-owned or franchise (they have corporate marketing)
---
4. List compilation
How to find them:
- Google Maps scrape of HVAC companies in 7 RRR towns
- Filter by: has a website (even a bad one), has Google reviews (10+), listed as "Open" or has hours
- Enrich with: review count, rating, website quality (Playwright scrape for mobile speed, form presence, GBP completeness)
- Prioritize: businesses with 20+ reviews but no tracking number, no chat, no online booking
Target list size: 50–100 HVAC companies across the 7 towns
Tools:
- Playwright (installed) — scrape sites, GBP, reviews
- local-business-prospecting skill — Maps → dossier workflow
- Claude Code CLI — analyze scraped data, generate audit reports
---
5. The hook
The audit-led hook: "I took a quick look at your website and noticed three places where service inquiries may be leaking — especially after hours and on missed calls. I build local service lead systems with no setup cost. You only pay when we generate a verified booked appointment. Would you be open to a 10-minute walkthrough?"
Specific evidence to include:
- "Your homepage takes 4.2 seconds to load on mobile — most visitors bounce before they see your call button"
- "You don't have a tracking number — you have no way to know which leads came from where"
- "I called your business at 7 p.m. and got voicemail — your competitors are picking up those calls"
The offer framing: "Lead-to-Job Engine" — website, CRM, booking, follow-up, AI receptionist. No setup charge. Pay only per qualified lead + small platform fee.
---
6. Outreach sequence
| Touch | Channel | Content | Timing |
|---|
| 1 | Cold email | Personalized audit snippet + "10-minute walkthrough" CTA | Day 1 |
| 2 | Follow-up email | "Here's the full audit of your site" (1-page PDF) | Day 3 |
| 3 | Voicemail + SMS | "Skipping the pitch — just want to show you where leads are leaking" | Day 7 |
| 4 | Case study | "Here's what happened with the first client" (after first pilot closes) | Day 14+ |
Channel priority:
- Cold email (professional, low friction, HVAC owners check email)
- Cold call (voicemail only — don't expect to get through during business hours)
- FB Messenger (if they have an active business page)
- Walk-in (last resort, only for warm leads)
What we should NOT do: cold SMS (TCPA), cold walk-in (wrong channel), FB ad spend (client-funded only, we don't finance ads).
---
7. Conversion mechanism
The funnel:
- Cold email lands → they open, read the audit snippet
- They reply "sure, send the audit" → we send a 1-page PDF
- They agree to a 10-minute call → discovery call
- Discovery call → close on the 90-day pilot
- Contract signed → build begins
- 14-day tracking-only soft launch → billing goes live
- Weekly reconciliation → ongoing optimization
The discovery call:
- "I audited your site — here are the 3 gaps I found"
- "I can fix all three with a full lead system — website, CRM, booking, missed-call text-back"
- "No setup cost. You only pay $97–147/mo for the platform + $60–150 per qualified lead"
- "90-day pilot. Card on file. Weekly billing. You fund your own ads"
- "First month is a soft launch — tracking only, no billing. Then we go live"
Close: "Can we start Monday?"
---
8. Fulfillment
What happens after they say yes:
- Contract signed + card on file
- Client intake: services, service area, pricing, calendar access, existing customer list
- Build: landing page, GHL sub-account, pipeline, tracking number, forms, calendar, missed-call text-back, follow-up sequence
- Test: form submission → SMS → calendar → pipeline stage → reminder
- Soft launch: 14 days tracking-only, no billing
- Billing go-live: weekly reconciliation starts
- Weekly check-in: optimization, client questions, lead quality review
Build time: 3–6 hours per client (template reuse, not from scratch)
Ongoing: 2–4 hrs/week per client during pilot (optimization, support, reconciliation)
Cost per client (90-day pilot):
- Build time: 4 hrs × $100/hr = $400 opportunity cost
- GHL sub-account: $0 (confirmed free)
- Call tracking: $5–15/month
- SMS/email: included in platform fee
- Ad spend: client-funded
---
9. Kill criteria
- If 50 cold emails produce <5% response rate → the offer or the hook is wrong
- If 10 discovery calls produce 0 signed pilots → the pitch or the pricing is wrong
- If 3 pilot clients sign and 0 produce billable leads in 30 days → the lead source or the funnel is broken
- If build time exceeds 8 hours per client → the template needs more work
- If dispute rate >10% → the lead qualification or the SLA is wrong
- If no clients sign after 90 days of active outreach → pivot vertical or kill the model
---
10. Current status
What's built:
- Offer design + pricing model — analyzed and reconciled
- GHL pipeline design — specified
- Contract checklist — drafted
- Outreach templates — drafted (email, call, voicemail, SMS)
- 30-day action plan — written
- Reconciled recommendation — in vault
What's missing:
- No pilot clients signed
- No GHL snapshot built for HVAC
- No outreach list compiled
- No emails sent
- No performance data
Where it stalled: this is pure theory. We analyzed it thoroughly but never deployed a single touch of outreach. The model is ready to test — we just need to pick up the phone (or keyboard) and start.
---
11. What to do next
- Build the GHL snapshot for HVAC (pipeline, forms, tracking fields, SMS workflows)
- Compile the HVAC prospect list (50–100 businesses in 7 towns) via Playwright + Maps scrape
- Write the 1-page audit template (customize in 5 min/prospect)
- Send 10 cold emails + 10 cold calls
- Measure: response rate, discovery calls booked, pilots signed
- If response rate >10% → scale to 50
- If 2+ pilots sign → build and launch
Dependency: needs Playwright (✅ installed) and Claude Code CLI (✅ installed) for list compilation and audit generation.