No commitment. You get a written brief with prioritized fixes.
Insulation is an estimate business. Every ad dollar has to end in a booked in-home appointment, and every booking has to survive the rebate conversation. We build the front half of the funnel around that: state-aware landing pages for Mass Save, NYSERDA, and IRA, calendar-tied bookings, and routing that sends spray foam, blown cellulose, and batt leads down different paths.
Every qualified lead lands on a live estimator calendar inside the same session. Confirmation SMS goes out immediately. No-show prevention text fires 24 hours before the in-home. The booked estimate is the conversion, so we engineer the flow for it.
Mass Save, NYSERDA, and Federal IRA 25C all surface on the landing page by visitor geography. The homeowner sees the right number before they fill the form, and the estimator walks in with the rebate already in motion.
Operational commitment we hold ourselves to.
Spray foam, blown cellulose, and batt have different unit economics and different estimator tracks. We route leads by product fit at intake so the right scope reaches the right estimator, in the right order, with the right rebate attached.
Insulation is an estimate business.
The homeowner with an attic that feels hot or a heating bill that just tripled is not shopping on a clean timeline. They are diagnosing. They call the first company that answers, and they book the first estimator who shows up with a number and a rebate already in hand. Marketing has to do the educational work up front, surface the right incentive, and hand the estimator a booking that is already half-sold.
We run insulation programs around three things. Paid that lives on Google Local Services, Search, Performance Max, and Meta retargeting with rebate-aware creative. A CRM that books the in-home estimate inside the session and holds the calendar with no-show prevention. And a landing-page system that surfaces Mass Save for Massachusetts, NYSERDA for New York, and IRA 25C everywhere. We have run this playbook for operators across MA, NY, and TX. The shape holds.
Most insulation ops are happy at a 40-50% booking rate on inbound leads. We aim for 60-70%. The difference is script discipline, speed to lead, and a calendar integration that closes the loop.
Mass Save, rebate programs, utility incentives, and federal tax credits all vary by state and season. Your landing pages need to surface the right incentive for the lead's location.
Fall and spring run hot. Winter leads often look like "my heating bill just arrived." Summer leads look like "attic is unbearable." Different creative, different offer framing.
Spray foam, blown cellulose, fiberglass batt, rigid foam, and air sealing each have different unit economics. Routing the right lead to the right product at quote time matters.
Three inputs, a snapshot of your current state. Useful for framing the conversation. Do not build next quarter's plan from it. Real numbers depend on product mix, state rebate posture, estimator close rate, and offer strength.
Pure math on the numbers you enter, assuming every booked estimate becomes an installed job at your stated avg value. We do not promise a specific cost per booked estimate for your market. A good program moves the number you already have in the right direction. The audit tells us by how much, honestly.
Paid without a rebate-aware landing page leaks qualified leads. A rebate surface without calendar-tied booking stops at the form fill. An estimator calendar without product-aware routing sends the wrong scope into the wrong home. Each phase compounds the one before it.
Google Ads and Meta segmented by product type and intent stage. Rebate-aware landing pages per state. Offline conversions fed from booked estimates.
Calendar integration, automated confirmation sequences, no-show prevention SMS, and a reminder workflow that keeps the booking rate above 70%.
Educational content on insulation types, rebate programs, and home energy. Rank for "does attic insulation save money", "spray foam vs blown-in", and the commercial queries.
Past customers refer at 3-8x the base rate when prompted. Automated referral ask, review collection, and upsell workflow for air sealing after insulation jobs.
Scripts for qualification, rebate education, and rescheduling no-shows. In-home estimate playbook for the estimator.
A handful of metrics have clear industry-wide ranges. Others (cost per qualified lead, cost per booked estimate) swing dramatically by state, rebate posture, and product mix, so we measure those against your own history rather than a published benchmark.
Generalized example, to show the shape of the work. Every insulation engagement starts with a two-week audit, and the audit tells us what is actually realistic for your market, your product mix, your rebate posture, and your current stack.
Paid, CRM, site, and sales enablement, threaded around the booked in-home estimate and the rebate surface.
Campaigns optimized to CPA, ROAS, and closed-won revenue.
The system that turns leads into deals while you sleep.
Conversion-first websites that load fast and convert faster.
Where most agencies stop, we start doubling down.
Residential and light commercial HVAC marketing that books jobs.
Storm, retail, and commercial roofing marketing.
Kitchen, bath, and full-home remodeling marketing.
Residential and commercial electrical marketing.
Primarily residential retrofit. Commercial insulation tends to be a relationship sale that digital marketing supports rather than drives. We can help on the digital side but recommend a specialist for heavy commercial.
They change the offer framing, the CAC math (because rebates effectively lower net customer price), and the landing page copy. We build state-aware pages that surface the right rebate to the right visitor.
Yes. We have integrated with JobNimbus, improveit360, MarketSharp, and several custom CRMs for insulation operators. Closed-won, estimate booked, and estimate completed events flow into the marketing stack.
Pulled from strategy calls, Slack threads, and end-of-quarter recaps with insulation operators. Names and companies anonymized, voice unchanged.
Most of our ad dollars used to buy phone calls that never turned into a scheduled in-home. They rebuilt the front half of the funnel around the booked estimate, and now the same media budget fills the estimator calendar. That was the unlock.
We've always been a spray foam shop first, blown-in second. The old landing pages treated every lead the same. They built a product-aware intake that routes the spray foam inquiries to our senior estimator and keeps the batt jobs on a different track. Huge for our close ratio.
Mass Save rebate calculations used to happen in the truck, awkwardly, with a homeowner holding their utility bill. Now the rebate shows up on the landing page, on the booking confirmation, and on the estimate PDF. The homeowner walks into the appointment already on board.
I work across three states with different rebate programs and different utility partners. Our marketing used to pretend we worked in one. They rebuilt our site as state-aware, and now NY homeowners see NYSERDA, MA homeowners see Mass Save, and the federal stuff shows up where it should. Finally matches how we actually sell.
A 30-minute call. We'll walk your actual numbers and tell you the three things we'd change first.
