Marketing & Early Wins: Turning Plans into Paying Customers

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Hey Reader,

Ready to see how we went from business plan to steady revenue in just a few weeks? In the last newsletter, I shared how we clarified our financial goals, mission, and brand. Today, let’s talk about the marketing moves that got clients knocking on our door—and the curveballs we had to dodge.

Pay-to-Play Lead Generation

We kicked off with professional service listing companies that charge per lead, doing a lot of the demand generation for us. This gave us an immediate shot at new projects without waiting months for organic traction. Although the cost-per-lead wasn’t cheap, it was faster than building a pipeline from scratch.

SEO-Friendly Website—A Quick Win

We also launched a clean, SEO-friendly site right away. Shockingly, our first lead rolled in just two days after going live. This underscored the importance of having a professional online presence—people want to see who they’re hiring, even for local services.

Referrals for Skilled Labor

You can’t scale a construction business alone. We tapped our networks—and our partner’s industry contacts—to find workers. But the real challenge was quality control and reliability. Some hires did stellar work; others ended up costing us time and money. This was a harsh lesson in vetting labor before promising clients quick turnarounds.

Early Client Wins (and Losses)

Not every job was profitable, and that’s normal in the early days. Sometimes we underbid. Sometimes we spent more on labor than we earned. But each “loss” revealed crucial lessons in pricing strategy and team efficiency.

Curious how we overcame these hurdles to not just survive but thrive—and why I believe paying top dollar for skilled workers is non-negotiable?

Stay tuned, because in the final installment I’ll share the systems that helped us streamline everything from estimating to client communication, plus how we shifted to a higher-caliber workforce to truly hit that multiple six-figure milestone in 90 days.

Best,​
Micah
​Fractional CEO | Business Coach | Host of The Common Cents Show​