Powered by Digital Reality
The phase that feeds the first one.
Six phases turn a property into a finished asset. The seventh is how anyone finds out. It is the one line on the partnering page the firm already advertises and does not yet own.
Six arms. One front door. Seven intents behind it.
A seller, a developer, a borrower and an agent are four different people with four different questions. They should not all land in the same inbox and wait.
- Speed to lead under five minutes
- The enquiry reaches the person who owns that phase on their phone, and the sender gets an acknowledgement immediately. Response time is the single strongest predictor of whether a lead converts, and it is entirely within your control.
- Routed by division, not by luck
- Acquisitions to Marco. Construction to Blackhawk. Lending to Noah. Permitting to the design team. Brokerage to Ariana. The routing is a property of the form, not of whoever happens to check email first.
- Every enquiry tagged to its source
- Source, medium, campaign, keyword, landing page and first touch ride along with the lead into the CRM. That is what makes cost per lead by division computable, and it is what makes retargeting possible at all.
- Follow up that runs itself
- Nobody converts on the first touch. The sequence runs on its own and stops the moment a human replies.
- Reviews and reputation
- Requests go out at the point the client is happiest, which is the end of a project, not a quarter later when someone remembers.
- One inbox
- Calls, texts, forms and messages in one place, so nothing is answered twice and nothing is answered never.
Measurement
Attribution installed is not attribution received.
Analytics on traffic tells you how many people arrived. Analytics on conversion tells you which dollar produced which deal. They are different systems, and the second one only works if the form is part of the page rather than embedded from somewhere else.
Every form in this build is native to this origin. Here is what would be recorded against an enquiry sent from this page, right now.
Live session, this browser
| Source | reading |
|---|---|
| Medium | reading |
| Campaign | reading |
| Landing page | reading |
| Current page | /marketing |
| First touch | reading |
| Click id | reading |
Append ?utm_source=meta&utm_campaign=spring to this URL and every row updates. That is the same object that travels with the lead into the CRM.
Every trade in your phone is a marketing client you are not earning on.
A firm that builds across two countries works with plumbers, roofers, electricians, framers, concrete crews, licensed general contractors and specialty trades every week. Most of them have a website that has not been touched since it was built, no follow up on the enquiries they do get, and no idea which of their jobs came from where.
Today those relationships produce goodwill. Introductions get made, favours get returned, and none of it appears on a P&L.
The marketing arm serves them. The firm earns on it. Nothing about the working relationship changes except that the referral now carries a revenue line.
| Build commission | 40% or 20% |
|---|---|
| Recurring commission | 5% or 20% |
| Retainers and care plans | 20% recurring |
| Duration | Life of the client |
| Computed on | Collected revenue |
| Paid | When we are paid |
The election is the firm’s to make: take more of the build up front, or take an equal share of the recurring and let it compound. Model both below.
Not a referral fee. A position in something you already originate.
The firm underwrites deals, structures capital, and holds paper. This is the same idea applied to a flow of business that currently leaves the building for free.
Partner yield, modelled
Year one commission
$4,119
Year three recurring, annual
$611
| Build commission, year one | $4,000 |
|---|---|
| Clients still paying in year three | 10.3 |
| Year three total | $4,611 |
At these inputs, 4 referrals cover the annual cost of the firm’s own system at the top care tier, $3,588 a year. Everything past that is yield on deal flow the firm already generates and currently discards.
Assumptions: referrals arrive evenly through the year, so year one carries an average of six months of recurring. Recurring is decayed at 85% annual retention. All figures compute on collected revenue and pay when we are paid.
Who runs it
Coveted Marketing operates as the seventh phase of the firm, powered by digital reality. Same standard the other six are held to: one accountable name, one schedule, and work that is measured rather than described.
What it needs from you
The name of the arm, the vendor list you already have, and a decision on the election. Everything else is ours to stand up.
Talk to the marketing arm.
One form. It routes to the person who owns this phase, notifies them on their phone, and acknowledges you immediately. No portal, no queue, no third party inbox.