REIF • Marketing
The Plan
The living master plan for taking ads and marketing in-house across all three companies. What's live, what's done, what's next, and what's waiting on Mike — so nothing lives only in TR's head.
Live Right Now
Google Ads — Our Own Account (584-983-1431)● LIVE — enabled July 2, 2026
| Campaign | Budget | Targeting | Landing Page |
|---|---|---|---|
| TR Construction — Genesee/Oakland Search 10 headlines · 4 descriptions · 10 phrase keywords (home remodeling, kitchen/bath remodel, general contractor, roof repair…) |
$25/day | Genesee + Oakland Co cities · 26 negatives (jobs, DIY, free…) | michiganbuilders.com/free-estimate (live ad target) |
| TR Property Management — MI Cities Search 10 headlines · 4 descriptions · 10 phrase keywords (property management, rental manager, landlord services…) |
$25/day | Flint/Genesee ring + metro Detroit rental belt | lp-property-management |
Promo credit: spend $3,000 → get $6,000 ad credit, ~60-day window (believed started June). $50/day combined ≈ $3k in 60 days — exactly on pace. Live numbers: spend/clicks/leads stream into the Command Center panel (new campaigns take a few hours to exit ad review and start serving).
Lead Capture — Wired End-to-End● VERIFIED
- All 3 landing page forms post into the Leads Pipeline with UTM source/campaign captured — test lead verified through the full path
- Owner vs tenant split on the PM form — tenant inquiries route to leasing, never counted as ad leads
- Leads stay in ONE central pipeline with a company filter (PM leads cross-sell into construction)
The Strategy (Why We're Doing This)
Exit PMW (~$3k/mo)IN MOTION
PMW runs our PM ads in their account, to their pages — we can't see or keep any of it. The exit plan: run everything in our own account first, prove lead flow, then cut them with zero dark days.
Kill-switch sequence: ① our PM campaign live & producing (✅ started today) → ② compare our cost-per-lead vs the ~$3k/mo PMW bill → ③ Mike gives PMW notice → ④ same day, budgets go up on our campaigns. Their history/quality scores vanish on exit — ours is already building.
Kill-switch sequence: ① our PM campaign live & producing (✅ started today) → ② compare our cost-per-lead vs the ~$3k/mo PMW bill → ③ Mike gives PMW notice → ④ same day, budgets go up on our campaigns. Their history/quality scores vanish on exit — ours is already building.
Per-Company Play
| Company | Play |
|---|---|
| Construction | Flagship. Volume keywords (remodel/contractor), landing page qualifies. constructionnearme.com = ad domain. LSA next (Google Guaranteed badge). |
| Property Mgmt | Own search campaign replaces PMW. City-by-city expansion. Owner/tenant filtered leads. |
| Consulting | $0 ad budget — rides inside PM ads + blog/AI-answer traffic. Upsell path. |
Channel Rollout
| When | Channel | Status / Action |
|---|---|---|
| Now | Google Search (own acct) | LIVE — 2 campaigns, $50/day combined |
| Now | Google LSA (construction) | ON MIKE'S TASKS — application needs GC license + insurance docs; verification takes weeks, so start now. Steps emailed. |
| This month | Free profiles | Claim/polish Google Business Profile, Yelp, Thumbtack — free groundwork before paying them anything |
| Month 2 | Thumbtack paid ($300 cap) + Meta lead-gen ($20/day) | Meta needs Mike's videos first — creative is everything there |
| Month 3 | Absentee-owner direct mail (~1,000 letters ≈ $800) | County records list; unique phone # + QR per batch. Kill/scale everything on cost-per-lead. |
Full benchmarks & reasoning: Paid Channel Plan · July Campaign Plan · Hormozi Offer Playbook · Content Plan
Content — What Mike Records, What TR Does
Mike's 3 videos (phone camera, 2–4 min each)WHEN HOME
- Construction VSL — "Every homeowner has a contractor horror story…" walk an active rehab, show the scope sheet → free line-item estimate
- PM VSL — "I own rentals in this market myself…" owner portal on screen → free rental analysis
- Consulting VSL — "You don't need a property manager, you need the right lease…" → book the strategy call
Full scripts in the Content Plan. One take is fine — authenticity beats polish. Each video slots into its landing page VSL spot and doubles as ad creative.
Ongoing cadence (~30 min/week from Mike)
- 1 phone video/week (60–90s vertical, on the job): before/after with real numbers · landlord lesson · market take
- 2 blogs/month — TR drafts from real owner questions, Mike approves; each gets FAQ schema for AI-answer visibility
- Content radar fixed — English-only + topic filters, new Ad Craft section; use it to steal winning formats, apply TR substance
- Repurpose rule — 1 video → Short + Reel + landing page + ad; 1 blog → 3 posts + email
Build Log — Done So Far
- Google Ads API live — developer token approved (Basic, 15k ops/day), OAuth wired, v23, our account + MCC readable
- 2 real campaigns built via API and ENABLED (July 2) — RSAs, keywords, geo, negatives
- 3 landing pages built (VSL hero, fit-check, testimonial wall, process) + JSON-LD schema installed
- Forms → pipeline wired and verified with a real test lead
- Control Center live panel — pulls spend/campaigns straight from Google Ads via the Mac bridge
- PMW intel gathered — Natalie call recorded + transcribed (May: 131 clicks, 85% impression share, Detroit/Flint/Ann Arbor/Saginaw)
- Research docs written — Hormozi playbook, paid channel benchmarks, July campaign plan, content plan
- constructionnearme.com purchased — becomes the construction ad domain once hosted
- LSA application steps emailed to Mike (on his task list)
- michiganbuilders.com LIVE (July 3) — DNS + SSL + construction landing page + lead form wired to pipeline on the real domain
- constructionnearme.com → 301 forward to michiganbuilders.com (July 3, verified end-to-end)
- Construction ad final URL swapped to michiganbuilders.com (July 3) — new RSA in Google review; PM campaign stays on tr-thereif.tech until PM domain is ready
Waiting On Mike
- Record the 3 VSL videos (scripts ready — tonight when home)
- Start the LSA application — GC license + insurance certificate (steps in email; weeks to verify, clock starts when you do)
- Approve guarantee wording — PM: "Tenant placed in 30 days or we manage free until we do" · Construction: "Scope-locked pricing or we eat changes" · Consulting: "Audit finds value > fee or it's free"
- Pick PMW exit date — once our PM campaign shows lead flow (give it 1–2 weeks of data)
- Testimonials + booking calendar choice for landing page placeholders
- Send company story + background for the full michiganbuilders.com website — story, years/markets/crew, before-after photos, testimonials (voice notes fine)
Next Up (TR's Queue)
- Monitor ad review + first serving data — daily check baked into the morning brief
- Conversion tracking upload — import form fills (and later qualified calls) as Google Ads conversions so smart bidding learns on real signal
- Per-channel tracked phone numbers (Twilio) so calls attribute like forms do
- Weekly ROAS view in Control Center — spend vs leads vs WON revenue per channel
- Cut VSL videos into pages + ads the day Mike sends them
- Full michiganbuilders.com website — mobile-first (Home, Story, Services, Areas, Gallery, Contact); ads landing page moves to /free-estimate; waiting on Mike's story material
Maintained by TR · Last updated July 3, 2026 — updated every time the plan moves. Source docs live in
data/ in the ops repo.