The Engine Check
Find your weakest link before you fix anything. Answer 17 quick questions and get your score, the link that costs you the most jobs, and the chapter that fixes it.
Free owner's manual for coating shops
Get $50,000 more a month out of out of the leads you already pay for. already pay for.
Same leads. Same ad spend. The difference between a $424k shop and a $1M one.
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The math
Two shops. Same 60 leads.
Both sell a $4,500 floor and get 60 leads a month. One calls back the next day and sends one price. The other gets every link right. That's 11 more signed jobs a month on the same ad spend.
Example shop from chapter 1. Both shops get 60 leads a month. The $424k shop: 60 leads, 48 reached (80%), 26 booked (55%), 22 held (85%), 8 signed, $424k a year. The $1M shop: 60 leads, 57 reached (95%), 40 booked (70%), 38 held (95%), 19 signed, $1.02M a year. The difference: +$50,000 a month.
Buying 20% more leads adds about $7,000 a month. And you pay for every one of them.
Where it goes
Five days. Five floors gone.
Most shops have enough leads. The money leaks out between the lead and the signed job, one small miss at a time.
Monday, 7:40 PM.
New request: Garage floor, 2 cars.
You called back Tuesday at 8. She'd booked someone else.
Lost at: Reached−$4,500
Tuesday, 11:15 AM.
Missed call.
You were on a job. No text went out. They never called back.
Lost at: Reached−$4,500
Wednesday, 3:30 PM.
"Call me next week."
Nobody did.
Lost at: Booked−$4,500
Thursday, 9:45 AM.
Estimate.
Your estimator drove 40 minutes. Nobody was home.
Lost at: Held−$4,500
Friday, 4:10 PM.
Quote sent, one price.
She said she'd think about it. That was the last you heard.
Lost at: Signed−$4,500
Every one of these is a link the manual fixes.
Lost this week: $22,500 · 5 floors
What's inside
Four parts. One engine.
61 pages in plain words. Read the gauges, fix the leaks, add fuel, keep it running. In that order.
The manual as one engine, in four parts, with the example shop. 1, Read the gauges: cost per lead $42, booked 55%, signed 35%, cost per job $318. The gauges show where it leaks. 2, Fix the leaks: the page, the first five minutes, the estimate and old quotes. Booked goes to 70%, signed to 50%, cost per job to $132, and signed jobs from 8 to 19 a month on the same 60 leads. 3, Add fuel: Meta ads, Google ads and getting found for free; 72 leads instead of 60 make 23 signed jobs a month. 4, Keep it running: check it every week, your first 90 days week by week.
Know your numbers before you fix anything. What one signed job is worth, and what you can spend to win it.
Old quotes in your CRM, the estimate, the first five minutes and the page your ads send people to.
Offers that pull, ads on Meta and Google, and getting found without paying per click.
The numbers to check every week, and your first 90 days, step by step.
Know your numbers first: what a lead, a booked estimate and a signed job cost you.
Plug the four leaks: the page, the first five minutes, old quotes and the estimate.
Then add fuel: Meta ads, Google ads and getting found for free.
Check it every week. Your first 90 days, step by step.
Comes with it
Two tools. Your own numbers.
The manual shows you how. These two show you where to start and what it's worth for your shop.
Floor Math
See what your leaks cost you. Put in your leads, job size and ad spend. Floor Math shows what one signed job really costs and which fix makes you the most money.
Look inside
Scripts you can send tonight.
Every chapter hands you something to use: a text to send, a checklist to run, a number to track.
Who wrote it
Written by the team that builds the engine.
We're Timo and Floris. We've helped coating companies across the US get real customers out of their marketing: the ads, the pages and the follow-up that turns a form into a booked estimate. Everything that worked is in this manual, so you can run it yourself.
Get the manual. Fix one link
this week.
61 pages and two tools, free. It's in your inbox a minute after you ask.
