Quinn Labs · Kickoff Plan
The First 60 Days
Two services, one goal: more booked work without more work on your plate. Email marketing earns money from the customers you already have. Business development builds a commercial pipeline you don't have yet. I handle both personally: the building, the writing, the sending, and the reporting. You approve campaigns and take the calls.
Email Marketing
Replaces Mailchimp with a smarter way to stay in touch. This is a careful re-introduction to existing customers, not a volume campaign. Every email is written off your own records, so it can greet a customer by name, reference the job you did for them and the year you did it, and speak to their town. It reads like John wrote it, because it is built from what John already knows about them.
Business Development
A new commercial revenue line built from scratch across Monmouth, Middlesex, and Ocean. We start with two test segments: the custom home builders, small GCs, and demo contractors whose projects need fencing job after job, and grounds-heavy properties like daycares, nursing homes, and hotels. HOAs and property managers follow. Every account researched, scored, and emailed until they get on a call with John.
Foundations & First Outreach
July 15 – August 15Email Marketing
- Move off Mailchimp. Export the list, remove duplicates and dead addresses, then verify the clean sendable list.
- Keep the details that make it personal. Whatever your records hold (first name, town, the job, the year) becomes what the email says. Anything missing, the email leaves out.
- Set up your sending domain. Proper authentication on classicfencenj.com so campaigns land in the inbox, not spam.
- The Reintroduction · To: first 25% of the cleaned list A note from John, written to each customer. It opens the way John would: "Six years ago we built your fence in Howell." Then two or three recent projects as highlights, a link to their own page, and a simple "need anything looked at?" ask.
- Every customer gets their own link and their own page. We see who opened and who clicked, name by name, and the click opens a page built around their history with you, not a generic website. Opens tell us who is paying attention; clicks tell us who is ready.
- Review, learn, and refine. Delivery, replies, clicks, and estimates tell us what to improve before the rest of the list hears from us. Every reply goes to John and Jessica the same day.
Business Development
- Builders, general contractors, and commercial businesses first. A homeowner buys a fence once; a builder needs fencing on project after project. Month 1 tests into these different groups to start and learn which responds.
- Target session at kickoff. John defines the commercial work worth chasing, the job minimums, and whether he wants grounds contracts, project work, or both.
- Soft launch in the final week of the month: custom home builders, small GCs, and demo contractors pulled from recent permits, plus daycares, nursing homes, and hotels. Nothing sends until John approves the lists and the messaging.
- Track and nurture every lead. Every account stays in a tracked pipeline from first outreach through reply, call, and bid, with follow-up until the timing is right.
The Rest of the List + Nurture
August 15 – September 15Email Marketing
- The Reintroduction · To: the rest of the cleaned list "You came to us for a fence. Look at what we can do now": the remaining customers hear from John, using the best tested creative from Month 1 and pitched off the job they already had. Each customer gets their own tracked link to their own page, so we know exactly who is looking and what they came back for.
- Nurture every lead Month 1 surfaced. Customers who opened but did not act get a second angle. Customers who clicked their link or visited their page get a personal follow-up from John about the project they showed interest in, and stay in a tracked sequence until they book an estimate or tell us the timing is wrong.
- The Reintroduction report: the full list compared wave by wave (delivered, clicks, replies, leads, estimates booked), with services ranked by the warm leads they produce. That ranking sets the next campaign.
Business Development
- Full outreach begins: HOAs and property managers join, with a multi-touch sequence for every account. Grounds accounts hear about snow service first; those contracts sign in early fall.
- Track and nurture every lead. Interested accounts become intro calls placed directly on John's calendar; warm but not-ready accounts stay on a tailored follow-up cadence.
- First ranked opportunity list delivered: every account scored for fit, with outreach status.
- Message tuning by segment. What builders respond to vs. what property managers respond to, and doubling down accordingly.
A High-Level Preview
The first email is The Reintroduction. The next two follow what each customer actually does, on a deliberate clock: opened but did not act earns a second angle 4 to 5 days later, and a click on a service, whether that is fencing, fire pits, pools, or pavilions, earns a follow-up about that exact service within 48 hours, while the interest is real. Final versions get John's sign-off before anything sends.
Six years ago we built your fence in Howell.
Here are three projects we finished this summer. Same crew, same standard, a lot more of the yard. If you want eyes on anything back there, I'll take a look and give you a straight answer.
Get a free look-over
Ready for the next project?
From a gate that needs attention to a new fence, landscaping, or a backyard structure, we'll take a look and give you a straight answer.
Tell us what's next
Cooler days. Faster installs.
You looked at fencing, so this one is about fencing. Summer backlog clears, the ground is still workable, and your project is done before the holidays. Had you clicked fire pits or pools, this email would be about those instead.
Book a fall estimate
What I Need From You
Five items to get both workstreams moving.
- Website manager contact: an introduction to the company that manages the site and DNS.
- Customer list: Mailchimp access or a full export. Send whatever else you keep on them, from invoices, job records, or a spreadsheet: name, town, the job you did, and the year. The more you hand over, the more personal the email can be. We work with whatever you have.
- Signed service agreement.
- Paid invoice.
- Approval and feedback: What is the best way to get approvals and feedback: John, Jessica, or both?