This is your live-call weapon. Not a training doc. Not something to read start to finish. Something to search and pull from while you're on Zoom with a prospect.
1. Bookmark this page. You'll pull it up 20+ times a day.
2. Skim it once so you know what's where. Nav bar at top jumps to sections.
3. Read the Money Wall below. That's why you're here. Keep it top of mind.
4. Pin Water Treatment tab for now. That's the first vertical we're running. Learn it cold.
Every link you'll ever need, organized by what the client just said yes to. Tap the black box to open the link, or long-press to copy. Never guess which link to send · use the decision tree.
"Perfect. I'm sending you the payment link right now while we're on the phone. Should be hitting your text and email in the next 15 seconds. Once you tap through and complete the checkout, our team gets an instant notification and we start your build immediately. Can you tell me when it comes through? I want to make sure it lands before we hop off."
Why this works: You're forcing them to open the link WHILE ON THE CALL. If it doesn't land, you resend before hanging up. No "I'll do it later." No ghosting. Card gets charged before the excitement wears off.
"OK great, you're locked in. One more thing before I let you go · I want to get our Day 14 review call on the calendar right now while we're both here. That's the call where we look at your leads, talk numbers, and figure out your Growth plan. Pulling up my calendar now · what looks better for you, [Day 14 date] or [Day 15 date]? Morning or afternoon?"
Why this works: Booked on the phone = 90%+ show rate. Booked by email later = 40% show rate. The math isn't close. Do it live.
Speed Launch is a $497 non-refundable paid test. No contract, no NDA, no signed agreement. The Stripe checkout page has "Non-refundable once ads go live" written on it. That plus your verbal expectations-setting on the call (captured in your recording) is enough for the trial.
The REAL contract shows up at Growth signup. That's where commitment length, deliverables, 50-in-90-days guarantee, refund terms, data ownership, and ad spend responsibility all get spelled out. Ava sends the Growth contract via DocuSign after they pay the setup fee.
You get paid $150 when they sign the trial. You get paid AGAIN when they convert to Growth 2 weeks later. Look at what a Premium PIF actually earns you:
| Scenario | Trial $ | Conversion $ | Total for the month |
|---|---|---|---|
| 8 trials, 5 → Premium Monthly | $1,200 | $2,500 | $3,700 |
| 8 trials, 3 Premium Monthly + 2 Premium PIF | $1,200 | $3,500 | $4,700 |
| 10 trials, 6 Premium Monthly + 2 Premium PIF | $1,500 | $5,000 | $6,500 |
Premium Monthly earns you $500 for the conversion. Premium PIF earns you $1,000. Same client, same commitment length, DOUBLE the commission. Start every conversion conversation with the PIF option. If they can't do PIF, they'll ask about monthly. If you lead with monthly, they'll never bring up PIF themselves.
Every price, every commit, every commission in one table. Search with Ctrl+F if you're mid-call and blanking.
| Tier | Setup | Monthly | Commit | Your $ |
|---|---|---|---|---|
| Speed Launch trial | $497 | — | 2 wks | $150 |
| Standard Growth (base) | $497 | $997 | 3 mo | $250 |
| Standard + AIVY upgrade | $497 | $1,497 | 3 mo | $350 |
| Standard PIF | $2,997 | upfront | 3 mo | $400 |
| Premium Growth Monthly | $1,497 | $2,000 | 4 mo | $500 |
| Premium PIF | $8,697 | upfront | 4 mo | $1,000 |
Speed Launch: Ads + landing page + Zuops CRM. NO AIVY. Ads live in 1 business day.
Standard Growth: Everything in trial + ongoing ad management + Zuops CRM. Client handles their own lead follow-up. NO AIVY unless they upgrade.
Standard + AIVY: Standard Growth PLUS AIVY layered in. Best for high-volume Standard clients who can't keep up with leads.
Premium Growth: Full GHL sub-account + AIVY built and trained on their business (~14 days) + 50 appointments in 90 days guarantee.
Every Premium call comes down to one question from the prospect: "Why does this cost more than the other tier?" You need to answer that without hesitating. This whole section is your ammo. Learn it cold.
"AIVY is our proprietary AI setter. We built her. We train her. We own the infrastructure she runs on. She's not a rebranded chatbot, not a Zapier stack, not a subscription to somebody else's tool that we mark up. She's our system, running on our servers, custom-trained on your business."
Why this matters: your prospect WILL google "AI appointment setter" after your call. They'll find 30 SaaS tools charging $99/mo. They'll wonder "why can't I just buy that?" The answer is: those tools are generic scripts on rails. AIVY is a trained system that knows their specific business, their pricing, their service area, and their voice.
Frame this on every Premium call. It makes $2K/mo feel like a discount.
A full-time appointment setter in the US: $50K-$70K/year base salary. Add benefits, taxes, PTO, sick days, and training and you're at $75K-$85K/year all-in. That setter works 40-45 hours a week, handles one lead at a time, sleeps 8 hours a night, takes weekends off, and quits eventually (average tenure at that role: under 18 months).
AIVY: $24K/year ($2K/mo). Works 168 hours a week. Handles unlimited leads simultaneously. Never sleeps. Never quits. Never asks for a raise. Doesn't need training after Week 2.
Bottom line: AIVY costs roughly 1/3 what a human setter costs and does several times the work. When you frame it that way, $2K/mo becomes obvious.
Memorize these. Prospects who are on the fence will fire at least two of these questions at you.
"ChatGPT is a language model. It has no memory across conversations, no integration with your calendar, no ability to text your leads, no training on your business. AIVY is a full system built on top of AI models, with all those pieces wired in for your specific business. ChatGPT is an engine. AIVY is a car."
"An offshore VA works one channel at a time, takes 5-15 minutes to respond, sleeps 8 hours a night, needs to be managed by you, and can't answer technical questions about your services because they don't actually know your business. AIVY responds in 60 seconds, works 7 channels simultaneously, never sleeps, needs no management from you, and is trained on your specific services, pricing, and service area."
"They'd have to build the AI infrastructure themselves, integrate 7 channels, train the AI on their business, wire it into a CRM and calendar system, and manage it 24/7. That's a serious engineering project and 6-12 months of development. Or they can pay us and get it live in 14 days. Most of your competitors will pick the second option, which is why speed matters. Whoever plugs AIVY in first owns the market."
"You own your data. Your leads, your conversations, your calendar, your customer list. That's yours. AIVY herself runs on our infrastructure, so she stays with us. Think of it like renting an office in a building. The office is yours to work in, the furniture and phone system belong to the building. If you move out, you take your files. This is also why we can guarantee her performance. Because we control the whole system."
When you pitch $2K/mo, you're pitching all 10 of these. Every one replaces a task a human would do or a lead that would fall through the cracks. Point at this list when they hesitate on price.
1. 7-channel AI setter · SMS, iMessage, WhatsApp, Instagram DMs, Facebook Messenger, voice, email
2. Cross-channel memory · one AI brain remembers context across every channel your leads use
3. 60-second response time · 24 hours a day, 365 days a year
4. Custom training · AIVY learns your services, pricing, service area, and tone during onboarding
5. Real conversation qualification · not a form. Actual back-and-forth to filter serious buyers
6. Direct calendar booking · she books the appointment inside the chat. No phone tag. No booking link.
7. Old lead reactivation · works your dead pipeline back to life. Typically recovers 5-10% of ghost leads
8. Post-no-show recovery · automatically reschedules ghosts before they disappear forever
9. Service area filtering · politely rejects leads outside your service zone. Zero wasted truck rolls
10. Continuous optimization · we monitor her conversations weekly and improve her responses
Use this when a Standard client is ready to hear about the Premium upgrade, or when a Speed Launch trial is converting to Growth. Deliver it as one continuous statement, not bullet points.
Don't say "chatbot." Chatbots have a bad reputation. AIVY is an AI setter, an AI assistant, or an AI appointment setter. Never a chatbot.
Don't say "automated." Sounds cold and impersonal. Say "always on" or "responds in 60 seconds."
Don't oversell the tech. Prospects care about booked appointments, not how the sausage is made. Focus on outcomes.
Don't compare AIVY to ChatGPT unprompted. Only bring up ChatGPT if the prospect brings it up first (see objections above).
Every vertical has a default tier. Chris never sells a Water Treatment guy on Standard, and never sells a Handyman on Premium. Wrong tier = churned client in month 2. Learn this cold so you can pitch the RIGHT tier from the first call.
1. What's your average job ticket?
Under $1K = Standard. $1K-$3K = Standard + AIVY. $3K+ = Premium.
2. How urgent is a typical lead?
Emergency/same-day (HVAC no heat, roof leak, plumbing burst) = Premium, speed wins. Comparison-shopping (landscape design, pool install) = Standard, price + trust matter more than speed.
3. Can they physically fulfill 50 appointments in 90 days?
Yes = Premium (guarantee is real). No, small operator, 3-5 jobs/mo max = Standard + AIVY (skip the guarantee pressure).
High-ticket, urgent, speed-to-lead wins the deal. AIVY pays for itself with one saved lead per month. 50 appointments in 90 days guarantee applies.
🔥 PEAK SEASON NOW · sell these hard:
· Water Treatment · $4,899 avg install · one closed job pays back 2.5 months. Urgent (brown water in the tap = homeowner calls 5 companies same day)
· Gutter Install · $1,500-$4K install + $2-4K gutter guard upsell · fall peak season, 6-8 week window before winter
❄️ WINTER PEAK COMING · start prospecting now:
· HVAC · $5K-$15K install, $250-$500 service · emergency winter calls = whoever responds fastest wins
· Roofing · $8K-$20K per job · storm damage + insurance work · 50 booked inspections = $80K-$200K in pipeline for the client
📋 BASIC REFERENCE · not launching yet but pitch as Premium when they come up:
· Plumbing · $500-$5K per job · burst pipes and clogged mains are pure emergency, 60-sec response = won job
· Electrical · $500-$3K per job · panel upgrades and outage repairs · trust + speed matter equally
· Foundation Repair · $5K-$25K per job · scary + expensive, AIVY qualification pre-sells trust
· Basement Remodel · $25K+ per project · massive ticket, one closed job = agency fee for full year
If a Water Treatment guy says "$2K/mo is too much, can I do the $997 one instead?" the answer is NO. Not "sure." Not "let me check." NO. Here's why: they'll churn in month 2 because their leads will die on slow follow-up, they'll blame Avalanche, and you lose the commission AND the referral network. Better to lose the deal today than kill your reputation tomorrow. If they really can't do $2K, walk. Or offer Standard + AIVY as the middle ground (see below).
The middle tier for two specific client profiles. Not a default. Only pitch when one of these two boxes is checked.
A Water Treatment or HVAC or Roofing owner who is a 1-2 person shop, does only 3-5 jobs a month, and physically can't fulfill 50 appointments in 90 days. They still need AIVY (urgency + omni-channel) but the Premium guarantee doesn't fit.
Pitch: "Look, Premium comes with a 50-appointments-in-90-days guarantee, but that only works if your team can actually run 50 estimates. Since you're a 2-person shop, let's do Standard + AIVY instead. Same AIVY, no guarantee pressure, you save $500/mo. When you're ready to hire and grow, we upgrade you to Premium."
A Standard vertical owner (Painting, Landscape, Pool, Tree Service, etc.) who is already doing $30K+/mo revenue, has consistent lead flow, but is drowning in leads and losing them to slow follow-up. They don't need Premium because their tickets are lower, but Standard alone won't save them from the follow-up problem.
Pitch: "You're already generating leads, that's not the problem. The problem is you're losing them because nobody's responding fast enough. Standard + AIVY plugs AIVY on top of your current setup. She handles every lead in 60 seconds across every channel. You keep the revenue you're already making AND catch the leads you were losing."
This is a specific-scenario tier, not a "middle option because I don't know which to pitch." If a Water Treatment guy asks about pricing, default is Premium PIF. Don't offer Standard + AIVY unless he's clearly a small operator OR he pushes back hard on Premium price AND he's a Premium vertical.
Lower-ticket, less-urgent, comparison-shopping verticals. AIVY isn't a fit because the buyer takes days to decide anyway. Volume + consistent leads matter more than 60-second response. Ads only, client handles their own follow-up.
🌱 LAUNCHING SPRING 2027 · not selling yet, but know these are Standard when they come up:
· Pool · $30K-$100K install · high ticket BUT super comparison-shopping, buyer takes weeks
· Landscape · $2K-$20K · design + install, buyer meets multiple designers
· Mosquito · $500-$1,500 seasonal contract · recurring revenue but low urgency
· Pressure Wash · $200-$800 per job · low ticket, low urgency
· Tree Service · $500-$3K per job · some emergencies (storm damage) but mostly planned
· Window Cleaning · $200-$500 per job · low ticket, recurring
· Junk Removal · $150-$800 per job · low ticket, high volume
· Handyman · $100-$500 per job · lowest ticket in the stack
· Painting · $2K-$15K per job · comparison-shopping, buyer gets 3+ quotes
· Flooring · $3K-$20K per job · showroom visits + material selection = long sales cycle
· Spray Foam Insulation · $2K-$10K per job · niche, considered purchase
A Handyman does $200 jobs. Premium is $2K/mo. The math doesn't work · he'd need to close 10 net-new jobs a month JUST to pay Avalanche. That's not a client, that's a lawsuit waiting to happen. Same for Window Cleaning, Junk Removal, Mosquito, Pressure Wash. Standard is the ceiling for these verticals. If they push for Premium, gently redirect: "Premium is built for higher-ticket verticals like Water Treatment and Roofing. For your business, Standard is the smart move · you'll actually be profitable."
Water Treatment, HVAC, Roofing, Gutter, Plumbing, Electrical, Foundation, Basement → Premium default. Standard + AIVY only if small operator.
Painting, Landscape, Pool, Tree Service, Flooring, Spray Foam → Standard default. Standard + AIVY if they're doing $30K+/mo already and losing leads.
Handyman, Window Cleaning, Junk Removal, Mosquito, Pressure Wash → Standard ONLY. Never upgrade. Ticket size can't support Premium math.
Every prospect asks. "Why $497 setup on top of $997/mo? Why not just $997/mo?" If you fumble this answer, you lose the close. If you own it, the setup fee actually SELLS the deal because it proves we're doing real work upfront. This is the deep-dive so you're ready.
"The setup fee covers the actual build work. Your ads, your landing page, your CRM configuration, your offer, all custom-built for your business before you ever see a lead. Monthly covers ongoing management. Two different types of work, two different fees. That's why every real agency charges both, and why the ones that don't tend to be running a template out of a Notion doc."
Deliver it confidently, don't hedge, don't over-explain. Then let them respond.
When a prospect asks "what am I actually paying for?" here's the real answer. Memorize the bullet lists. You need to be able to rattle these off cold.
1. Offer creation (1-2 hours) · We write your actual sales offer · the free water test, the free roof inspection, the seasonal tune-up special · with pricing, urgency triggers, and risk reversal built in. Most contractors don't have a real offer. We build them one.
2. Market and competitor research (1-2 hours) · We pull your top 5 local competitors, analyze their ads, their landing pages, their reviews, their weaknesses. Your ads are positioned against them, not in a vacuum.
3. Ad campaign build (2-3 hours) · Multiple creative variations shot or designed, ad copy written and split-tested, audiences built (geo + demographic + interest layers), pixel and conversion events wired in.
4. Landing page build (2-3 hours) · Custom page for your vertical, not a template. Conversion-optimized copy, mobile-first design, form integrated with your CRM.
5. CRM configuration (1-2 hours) · Zuops setup, phone number provisioned, SMS/email templates built, booking calendar synced, notifications routed to your team.
6. Onboarding call and asset collection · Kickoff call, brand assets uploaded, service area confirmed, pricing dialed in.
Bottom line: $497 is roughly $50/hour for a full agency team's front-loaded build work. That's less than a handyman charges to fix a leaky faucet.
Everything in Standard setup, PLUS:
7. AIVY build sprint (10-15 hours) · Custom AI training on your services, pricing, service area, tone. Testing across all 7 channels (SMS, iMessage, WhatsApp, Instagram DMs, Facebook Messenger, voice, email). Conversation flow design, edge case handling, brand voice matching. This is the biggest chunk of Premium setup.
8. GoHighLevel sub-account build (3-5 hours) · Full CRM workflows, pipeline stages, automation triggers, calendar integration, lead scoring rules. This is a real GHL build, not a template import.
9. KPI baseline week · After AIVY goes live, we track baseline numbers (response time, lead quality, booking rate, show rate) so the 50-in-90-days guarantee has a real starting line.
Bottom line: $1,497 is roughly $45-$60/hour for a specialized AI + CRM + campaign build. Compare that to a freelance AI consultant at $150-$250/hour, and we're giving them a whole team at a discount.
This is the objection you'll hear most. Here's the real business logic (say this out loud when they push):
1. Different work, different timing. Setup is 8-35 hours of front-loaded work that happens once. Monthly is ongoing optimization, reporting, and management. Charging them the same way would either overcharge them long-term or underpay us upfront. Neither works.
2. Cash flow reality. We have to pay our team, our ad platforms, our AI infrastructure, and our tech stack the moment we start your build · before you've seen a single lead. Setup covers that. Without it, we'd have to charge $1,500-$2,500/mo on Standard just to break even on month 1.
3. Commitment signal. Setup fee filters out non-serious buyers. If a contractor won't invest $497 upfront in his own business, he's not going to show up for onboarding, provide assets on time, or stick around long enough to see results. Setup fee = skin in the game = better client outcomes.
4. Fair pricing over time. A client who stays 12 months pays roughly $12K on Standard ($497 + $997x12 = $12,461). If we rolled setup into monthly at, say, $1,050/mo, the same 12-month client pays $12,600. Marginally more. But now a client who quits in month 2 has paid $2,100 for $3,500+ of upfront work. That's not sustainable. Setup fee protects both sides.
You say: "Good question. Setup is front-loaded work · roughly 8-12 hours of build for Standard, 25-35 hours for Premium. That happens once, in the first 14 days, before you see a lead. Monthly covers ongoing management, which is a totally different type of work. If we rolled setup into monthly, we'd have to raise your monthly fee by $300-$500 to make the math work. You'd end up paying more over 12 months, not less. This way is fairer for both of us."
You say: "You're right, some agencies skip the setup fee. Two things usually happen when they do: either they're running the same template across every client without any real customization, OR they're baking the setup cost into a higher monthly · you're paying for it anyway, they're just hiding it. We're transparent about what you're paying for and what it covers. When we do the setup work, it's real hours from real people building something custom to your business. You're not getting a template."
You say: "I can't waive it, and honestly I wouldn't if I could. Here's why: the setup fee is what pays our build team to do the work in your first 14 days · custom ads, custom landing page, custom CRM config, custom offer. If I waived it, either our team doesn't get paid for the work they're doing for you, or we cut corners on the build to save cost. Neither of those helps you. What I CAN do is show you the PIF option · pay for the first 3 months upfront and you save $491 total. That's a real discount."
Note: Never waive setup. Ever. If they can't afford $497, they can't afford $997/mo either. Redirect to PIF or walk.
You say: "The setup fee is due upfront because that's when the work happens · we're building your ads, landing page, and CRM in the first 14 days. If I let you spread the setup over 3 months, we'd be doing all the work in week 1 and hoping you stay for 3 months to cover it. That risk goes on us, and we'd have to raise the fee to cover it. Cleaner for both of us to just pay it once when the build starts."
You say: "For $497 you get: your offer written and positioned against your top competitors, custom ad creative built and tested, custom landing page designed and wired to your CRM, your Zuops CRM configured with your phone number and calendar, and your onboarding done in a live call. For Premium at $1,497, add in the full AIVY build · custom AI training on your business, GHL sub-account setup, and KPI baseline week. That's 8-35 hours of specialized work from a full agency team, delivered in 14 days, before you see a single lead."
"Look, the setup fee is what separates real agencies from Fiverr freelancers. If you want cheap, you can find cheap. If you want ads that actually convert and a system that scales, you invest in the build once and reap the returns for years. Which is what we're offering. Ready to move forward?"
Delivery: Say it slowly. Don't rush. Let "ready to move forward?" land. Wait for their answer. Don't fill silence.
Don't apologize. Never "I know it seems like a lot but..." or "I wish we could do it differently." That signals to the prospect that you don't believe in the fee.
Don't discount it. No $250 setup fees, no free-first-month deals. Once you cave on setup, every future prospect will push for the same. Word gets around.
Don't over-explain. The one-line frame + the bullet breakdown is enough. Don't launch into a 10-minute defense of why we charge what we charge. Confident = brief. Defensive = long-winded.
Don't call it a "small" fee. $497 is real money to a small contractor. Calling it small makes YOU sound out of touch. Just call it "the setup fee."
Don't compare to competitors' pricing. Never say "we're cheaper than X agency." Compete on value, not price. Race to the bottom on price and you lose.
4 verticals fully loaded (peak season now). 4 verticals basic reference. 11 verticals coming online as we launch. Click any card to jump to the deep dive.
Why Premium fits Water Treatment perfectly: Job value is $4,899 average. One closed customer pays for their entire month of Avalanche and then some. AIVY responds to water quality leads in 60 seconds while the customer is still staring at their brown-tinted glass. Speed wins.
What they get:
Real numbers to quote: At $4,899 average job value, ONE closed job pays back 2 months of Avalanche. They typically close 15-25% of appointments. 50 appointments = 8-12 jobs closed = $39K-$59K in revenue from us in 90 days. Their ROI is 5-10x on Avalanche.
Trial pitch ($497): "Look, before you commit to anything monthly, let me prove it works. $497 gets you ads live in 1 business day. You'll see qualified water treatment leads come in over the next 2 weeks. At the end of that window, if the leads aren't there, you walk. If they are, we upgrade you to the full system with AIVY."
Premium Monthly conversion ($1,497 setup + $2,000/mo): "Now that you've seen the leads flow, let's plug in AIVY. She responds to every lead within 60 seconds, qualifies them on the phone, books them directly into your calendar. You wake up to booked appointments instead of playing phone tag."
Premium PIF pitch ($8,697): "Pay it all upfront and save $500 off the total commitment. Also locks in your pricing before we start filling up in Q1. Most of our Premium clients go PIF because closing 2 water jobs pays it back immediately."
The typical service: They install whole-house water filtration and softening systems. Most common install is a 3-stage system: sediment filter, carbon filter (chlorine/taste), and water softener (removes hardness minerals). Average install $4,899.
Who buys:
Sales cycle: The free water test IS the sale. Customer requests a free test → technician comes out → tests water → shows scary results → quotes a system. Close rate on the water test is 30-50% for good operators. Cycle is typically 3-10 days from lead to close.
Their pain points as an owner:
Seasonality: Water treatment is year-round steady but SPIKES in spring/summer when people notice hard water on their skin/hair, and after news stories about local water contamination. Right now (Sept-Nov) is a good steady base for them.
Google Ads / LSA (Local Service Ads): $80-150 per lead. Highly competitive. They're bidding against Culligan, Kinetico, and every local operator. Most owners burn $2-5K/mo here without knowing their actual ROI.
Angie's List / HomeAdvisor / Thumbtack: They pay $50-100 per "lead" that's often shared with 4-5 other companies. Race-to-the-bottom pricing.
Referrals + door hangers: Slow, unpredictable, doesn't scale.
Facebook Ads (their attempted version): Most water treatment guys try Facebook themselves or with a local marketing person. The ads look terrible. The follow-up is human and slow. They get frustrated and quit within 60 days.
Why we win:
"How are you different from [Culligan's marketing arm / their current agency]?"
Answer: "Two things. First, we don't build ads from a template · every campaign is custom to your service area and equipment. Second, and this is the big one, we don't just send you leads. AIVY responds within 60 seconds and books qualified appointments directly to your calendar. Most agencies dump leads on you and leave you to chase them. We hand you booked appointments."
Why HVAC needs AIVY badly: Winter emergency calls are urgent. Furnace goes out at 6pm on a Saturday and the homeowner calls 5 companies. First one to respond books the job. AIVY responds in 60 seconds vs their competitor's 4-hour callback. Every minute matters.
What they get: AI UGC ads targeting homeowners with old furnaces (12+ years), landing page with free tune-up or replacement quote offer, AIVY qualifies on age of system, service history, urgency, home size. Books straight to their calendar. 50 appointments in 90 days guarantee.
Real numbers: Furnace replacement averages $6-12K. Tune-ups are $89-199 but 30% convert to bigger repairs. 50 appointments = 15-20 jobs closed at $2K-$12K each = $30K-$180K revenue.
Trial pitch: "It's about to be your busiest season. Every day without ads live is money left on the table. $497 gets you Speed Launch · ads live in 1 business day. In 2 weeks you'll have real numbers. Then we scale."
Premium PIF close: "Winter emergency calls are your bread and butter. Pay upfront, save $500, lock in your marketing before every other HVAC company on Long Island tries to jump in during December's cold snap. One furnace replacement closes the PIF instantly."
Services: Furnace/AC install + replacement (biggest ticket), tune-ups (lead gen for bigger jobs), emergency repairs, ductwork, heat pumps.
Who buys: Homeowners with 10-20 year old systems, families in cold winters needing emergency service, health-conscious buyers wanting better filtration, energy-conscious buyers wanting heat pump upgrades.
Sales cycle: Emergency = same day. Tune-up = 1-3 days. Replacement quote = 3-14 days.
Seasonality: WINTER is prime. October-February is when HVAC guys make 60% of annual revenue. Right now (October) is the perfect time to onboard them because they're about to be slammed.
Owner pain points: Techs sitting idle in shoulder seasons, competitor undercutting, phone ringing off hook in winter but no system to catch missed calls, seasonal cash flow whiplash.
Why we win in HVAC: Speed-to-lead is EVERYTHING in HVAC. A homeowner with no heat calls 5 companies. Whoever calls back first wins. AIVY responds in 60 seconds. Nobody else in their market does that.
Why roofers should be your favorite close: Highest job value in the whole book. ONE $18K roof pays back Avalanche 9 times over. Roofers understand marketing math because their jobs are so big. Easier close conversation.
What they get: AI UGC ads with storm/damage/aging roof angles, landing page offering free inspection, AIVY qualifies on: roof age, insurance claim status, damage type, urgency. 50 appointments in 90 days guarantee = $80K-$200K in potential revenue for them.
Trial pitch: "$497 to see qualified roof inspection leads flow in for 2 weeks. If we don't deliver, you walk. If we do, we plug in AIVY and hit the 50-appointment guarantee."
Premium PIF close: "$8,697 upfront. You need to close basically HALF of one roof to pay this back. The guarantee is 50 booked appointments. Even if you close 10% of those, that's 5 roofs at $12K average = $60K in revenue. The math is embarrassingly good."
Services: Full roof replacement (biggest ticket), repairs (leaks, storm damage), inspections (loss leader for replacements), insurance work (huge in storm areas), commercial (different game entirely, we mostly do residential).
Who buys: Homeowners with 15-25 year old roofs, homeowners after a big storm (huge urgency), insurance claim homeowners, home sellers needing roof cert.
Sales cycle: Free inspection is the wedge. Once they're on the roof, they close 30-50% of quotes. Cycle is typically 3-14 days from lead to closed job.
Seasonality: Spring and fall are peak (weather appropriate for install). Summer storms spike demand. Winter is slow except for emergency leaks.
Owner pain points: Expensive Google leads ($200-400/roof lead), storm chasers stealing their market after events, insurance red tape on claims, weather-dependent crew scheduling.
Why we win: $200-400 Google leads vs our AIVY qualifying leads at way lower CPL, plus 50-appointment guarantee, plus speed-to-lead advantage. Roofers do math on marketing better than any other vertical. When they see the numbers, they close themselves.
Why now is peak: Fall = leaves = clogged gutters = homeowners realizing they need new gutters or guards. Right now (October) is prime gutter season. Homeowners are ACTIVELY looking. Ads work harder in season.
What they get: AI UGC ads targeting homeowners with old/failing gutters + gutter guard upsell, landing page for free estimate, AIVY qualifies on: home size, current gutter condition, guards yes/no, timeline. 50 appointments in 90 days.
Trial pitch: "We're in peak gutter season. Every day you're not running ads is money you're losing to competitors. $497 gets you Speed Launch · ads live in 1 business day. Let's grab your share of the fall market."
Premium pitch: "The gutter guard upsell alone justifies the whole system. Every free estimate can become a $2-4K guard install. AIVY qualifies the guard interest during the initial booking so you're not wasting truck rolls."
Services: New gutter install (main revenue), gutter guards (huge margin upsell), gutter cleaning (loss leader for install jobs), repair.
Who buys: Homeowners with 15+ year old gutters, new home buyers, homeowners tired of cleaning gutters (guard upsell), homes with lots of trees.
Sales cycle: Free estimate to close is typically 1-7 days. Homeowners want it done before winter or first freeze.
Seasonality: Fall (Sept-Nov) is PEAK. Spring (Mar-May) is second peak. Summer moderate. Winter slow.
How they get leads: Google Ads ($60-120/lead), door hangers, referrals, HomeAdvisor. Very fragmented industry (lots of small operators).
Why we win: Fall = crowded market. Speed-to-lead wins. Also our AI UGC ads with visual "before/after clogged gutter" content crushes generic photos everyone else uses.
Product fit: Premium Growth. Emergency-driven business = speed-to-lead is life or death.
Services: Emergency (leaks, clogs, water heater), repipes ($5-15K), fixture installs, drain cleaning.
Buyer: Emergency homeowners (frantic), planned replacement (water heaters age out), remodel work.
Sales cycle: Emergency = same day close. Planned = 3-14 days.
Seasonality: Winter spike (frozen pipes), summer spike (yard/sprinkler). Year-round steady.
Why we win: Emergency calls need 60-second response. AIVY delivers. Everyone else takes 2-4 hours.
Expanding as we launch this vertical. For deeper reference, ask Ava or wait for full deep dive when campaign goes live.
Product fit: Premium Growth. High ticket, technical trust required.
Services: Panel upgrades ($3-8K), EV charger installs ($1-3K), whole-house rewires ($8-15K), lighting, generator installs.
Buyer: Older home owners (panel upgrades), EV owners (charger installs), remodelers, generator buyers post-outage.
Sales cycle: 3-14 days typical. EV charger and panel = shorter cycle.
Why we win: Electrical requires trust. Our qualified AIVY conversations pre-sell the trust before they ever meet the electrician.
Expanding as we launch this vertical.
Product fit: Premium Growth PIF is a slam dunk. ONE closed job pays back the entire year.
Services: Foundation repair, waterproofing, crawlspace encapsulation, structural fixes.
Buyer: Homeowners with visible foundation issues (cracks, sloping floors), home inspectors flagging problems, insurance claims.
Sales cycle: Long cycle (14-45 days). Homeowners get 2-3 quotes. Trust-heavy sale.
Why we win: Foundation is scary and expensive. AIVY educates during qualification so the homeowner is prepared. Speed to inspection wins.
Expanding as we launch this vertical.
Product fit: Premium Growth. Highest ticket in book after full home builds.
Services: Full basement finishing, home theaters, in-law suites, home gyms, bar/entertainment spaces.
Buyer: Homeowners in colder climates (winter planning), families needing more space, people investing in home before selling.
Sales cycle: Long (30-90 days). Homeowners plan carefully.
Seasonality: Winter planning season (people spend more time in basements, want them finished by summer). Peak leads Nov-Feb.
Why we win: $25K+ ticket means every closed lead is huge. AIVY qualifies budget and timeline early so no wasted design consultations.
Expanding as we launch this vertical.
The trial is not the win. The conversion at Day 14 is the win. Here's the exact sequence you run for every trial client.
Every trial that converts to Premium = $9,497 minimum LTV for the company. Every trial that walks = $497 total. Your job during the 2-week trial is to make Growth feel like the obvious next step, not a decision. Do this right and 60-70% of trials convert. Do it wrong and you're closing $497 deals all day.
| Day | Your action | Why |
|---|---|---|
| Day 1 | Confirm ads went live. VA sends welcome email. Feel-good touch. | Client already impressed · most agencies still doing "kickoff calls" |
| Day 3 | Personal text or Loom · "leads are coming in, here's what we're seeing" | Shows early wins · nobody else does this |
| Day 7 | Week 1 Report (branded PDF + your Loom video walkthrough) | Real numbers + subtle Growth tease at end |
| Day 10 | Text: "how's your team keeping up with the leads?" | 80% admit they're struggling · that admission IS the sale |
| Day 14 | 30-min conversion call · PIF option first | The whole sequence was for this moment |
The 12 objections you'll hear over and over. Memorize the responses.
Every discovery call follows this structure. Adapt scripts by vertical, but the flow is always the same.
| Minute | What you're doing | Goal for this segment |
|---|---|---|
| 0-3 | Rapport + set the frame | Introduce yourself, name their vertical, ask permission to ask questions |
| 3-15 | Discovery questions | Learn their volume, their pain, their goals, their current setup |
| 15-22 | Pitch the trial (not Growth) | Sell the $497 trial · low-commitment, fast, clear next step |
| 22-27 | Handle objections | Address concerns using objection library |
| 27-30 | Close and next step | Send invoice, book Day 14 conversion call, set expectations |
1. "How are you currently getting leads?" · Tells you their existing setup and pain
2. "What's your cost per lead right now?" · Anchors the money conversation
3. "On a good month, how many jobs are you closing? Average ticket?" · Their real business size, sizes the pitch
4. "When leads come in, how fast is your team responding?" · Sets up the AIVY speed pitch
5. "If you could snap your fingers and fix ONE thing about your lead flow, what would it be?" · Their real pain in their own words · use it in the close
"Hey [name], thanks for jumping on. I know your time's tight so let me get straight to it. I work specifically with [vertical] companies to help them get consistent qualified leads without them having to touch Google Ads or babysit slow follow-up. Before I dive in, can I ask you a few questions to make sure this is even a fit for what you're trying to hit?"
Why this works: You named their vertical (they feel understood), you asked permission (they feel respected), you set the frame that YOU'LL decide if it's a fit (positions you as the expert, not a needy salesperson).
Every prospect asks some version of "so what does AIVY actually do?" or "how is this different from what I've already got?" This is the line you use to answer. Memorize it word-for-word.
You're mid-call. They asked a technical question. You blanked. Search this section with Ctrl+F.
Send Ava a quick text or Slack when: a prospect asks about a service we don't offer, a competitor question you can't answer, a prospect wants pricing outside our tiers, a legal/compliance question, or an angry existing client situation. Never fake an answer. Say "great question, let me get you the exact answer within an hour" and escalate.
The 60-second checklist after every call. Do it before the next call so nothing slips.
Every Friday, spend 15 minutes reviewing your week: How many discovery calls did you take? How many trials closed? What was the trial-to-close rate? Which objections came up most? Bring this data to Monday's team sync. Data drives improvement.