## The best questions to scale your remodel business (by fixing pricing first) You did $450k and kept $4k. That’s a rounding error, not profit. Leads aren’t your bottleneck—pricing and offer are. Raising price increases gross profit and often lowers delivery costs because you serve fewer, better clients [$100M Playbook: Pricing, Page 22]. Start here. ### Offer and pricing (make more per job) - What’s your true gross margin per job (revenue minus subs/materials only)? Target 45–55% on remodels. - What’s the exact price increase (minimum +20%) you’ll test on the next 10 bids—no exceptions? [$100M Playbook: Lifetime Value, Page 11] - Which high-value deliverables can you stack to justify that price? (e.g., permit handling, 3D renders, dust control, vendor-priority scheduling) [$100M Offers, Page 116] - What conditional guarantee will you offer to reduce risk? (e.g., “On-time, on-budget or we refund the final 20%”—voided by scope changes) - What payment plan downsell will you use when you hear “too expensive”? (Translation: “too much up front”) Example: 30% deposit + progress draws. Change terms, not price [$100M Money Models, Page 102]; [$100M Offers, Page 50] ### Scope control (protect margin so the guarantee is safe) - What are your written change-order rules and minimums? (No work without signed CO + payment) - What are the timeline buffers for permits/inspections/material delays baked into your contracts? - What exactly defines “complete” to trigger the final payment? Remove ambiguity up front. ### Segmentation and targeting (sell premium to premium) - Who are your A+ buyers by ZIP, home value, and project type (kitchen > bath > flooring)? Different avatars tolerate different prices [$100M Playbook: Pricing, Page 23] - What jobs will you say “no” to because they drag margin or timelines? Simple scales, fancy fails. ### Proof and preframe (justify the raise) - What proof will you show pre-call? Before/afters, client walkthroughs, timeline certainty, budget accuracy.

Plan is to start with $500 To train the machine. Scaling only after it sprints, Our local marketing company recommended we start with small budget in order to allow time for Google to learn about our business. They say people try to scale before Google understands who to send. That’s how you burn cash. We’re doing the opposite: buy signal first, then buy volume. Phase 1: The $500 Optimization Sprint (Buy Data, Not Vanity) Objective: Teach Google who your buyer is (booked design consults from qualified homeowners), and harden every link in the chain. What’s getting optimized in this sprint: - Tracking & Signals - Primary conversion = booked in‑home design consult (not just form submits). Track calls, forms, and bookings separately. Kill duplicates. Feed back closed deals via offline conversion/import with values so the algo learns high‑value leads. - Only scale once tracking is clean. No clean tracking = no scale. - Targeting & Intent - Keywords: themes around “kitchen remodeler near me,” “bathroom renovation contractor,” “kitchen design and build.” Start tight, expand only winners. Prune search terms daily; build a real negative list. - Geo: restrict to your best ZIPs (higher home values). Ad schedule: show when humans answer phones. - Ads (Hooks, Offers, Proof) - Hooks do the heavy lifting. Write 50 headline hooks that hit levels of awareness (problem → product → most aware). Examples: “See Your New Kitchen Before We Swing A Hammer (Free 3D Render),” “On‑Time, On‑Budget Guarantee,” “0% Promo Financing Available.” Spend 80% of creative time on hooks. I added this here as our marketing team didn't really spend much time here, they were only focused on adding general keywords, I being concerned about hooks suggested they put a little more effort into them - Build 3–5 “meats” (testimonial, before/after, explainer, founder cam). Mix and match to find winners fast. I have 3 people lined up to do video testimonials. - Extensions: sitelinks (Kitchens, Bathrooms, Financing, Gallery), callouts (Licensed. Insured. 100+ 5‑Stars.), structured snippets (Services: Design, Demo, Install), image assets, call asset.

Here are some bathrooms we just got done in Escondido, CA! — I’m typing this up while reading the Pricing Playbook, probably should have charged more than I did.

Here's my first attempt to document my plan / journey in regards to marketing in terms of lead generation for my remodel company with an emphasis on bathroom remodels. 1. It has become abundantly clear how important pricing is and getting a true handle on CAC and comparing it to your 30 day PPD. For me in particular, a bathroom takes 2.5-3 weeks which is why the PPD section of Money Models is so important. The deposits alone for each bathroom on top of the fact I can get 50% by beginning of week 2 is huge when it comes to liquidity and setting marketing budget. CAC is pretty much the same for a lot of remodel companies I've come to realize with an average of $250 per qualified lead, with a 20% close rate if a lot of us are being honest with ourselves at roughly $1000 (can be more like in my case with a local marketing team involved for fully loaded CAC) 2. It has also become clear to me that leads aren't a silver bullet as some people make them out to be, you still run similar costs when you look at average CAC between contractors on one channel (in my case google) and the single greatest lever being that of making the customer worth more-charging more, upselling, etc. All of which I'm trying to figure out. I've already met with my marketing team and we are figuring on making a solid offer of doing a kitchen remodel at a premium price, with "FREE walk in shower conversion" per the advice to keep the free thing free and the premium thing premium. (avoiding arbitrary discounts)

Hey everyone — I’m Luc Neesby in San Marcos, founder of Center Home Improvement in San Diego. We do kitchens and baths. I’m here to document the real journey: wins, screwups, numbers, and lessons from building a premium remodel company. What you’ll get from me: Weekly behind‑the‑scenes: bids, timelines, before/aftersPricing breakdowns and scope traps to avoidVendor/material picks that actually hold up Client stories: what worked, what I’d change. Why I’m doing this: I’ve learned the fastest by sharing openly and getting punched by feedback. If you’re in remodeling, trades, design, or RE — let’s sharpen each other. https://centerhomeimprovement.com If you remodel/design: drop your favorite “never again” lesson so I can learn it faster. If you’re a homeowner: tell me your next project (kitchen, bath, or flooring) and the #1 thing stressing you. Want a quick win? Comment “LAYOUT” and I’ll DM you a free 10‑min idea to optimize a kitchen or shower footprint. Commitment: I’ll post 2x/week for 90 days — transparent, data‑driven, no fluff. Hold me to it. Stoked to connect with builders who care about craftsmanship, speed, and clean communication. Let’s make better homes and better businesses together. PS: I’ll add before/after albums in the comments to keep everything tidy.