Layomi Dele-Dare

I help fence companies add 10-20+ installs/month. Built the system behind $50M+ in contractor revenue. Only 1 company per market. Sharing the playbook.

[Layomi Dele-Dare @LayomiDD]

@Codie_Sanchez Smb

[Layomi Dele-Dare @LayomiDD]

@noahiglerSEO Reviews

[Layomi Dele-Dare @LayomiDD]

@stevehunsaker1 More competition, lower roas. Great marketers - 30x, everyone else struggling to break even. Like every industry, only the best win

[Layomi Dele-Dare @LayomiDD]

The limit as churn approaches zero is infinite but is limited by operational capacity and market demand

[Layomi Dele-Dare @LayomiDD]

If your Google Ads point every ad group to the same landing page, you’re paying more for worse results.

[Layomi Dele-Dare @LayomiDD]

Saw a tweet from a contractor who tracks his lead attribution. Someone saw his ad on Instagram, went to his website, filled out the form. Without tracking he’d think the lead came from his website and cut his ad spend.

This happens all the time. You stare at Facebook reports thinking the ads aren’t working. Turn them off. Then the leads dry up.

Track everything.

[Layomi Dele-Dare @LayomiDD]

Entrepreneurship forces you to change who you are fundamentally. Every problem in your business is really a problem with you. Your patience, your ego, your decision making.

Your business cannot grow unless you grow as a person.

Once you start doing that you realize it was never about the business. It’s about the person you became while building it.

[Layomi Dele-Dare @LayomiDD]

Most companies use Applicant Tracking Software to vet resumes before a human ever sees them. They pay thousands of dollars a year for it.

At our epoxy company we use Claude on a Chrome browser to do the same thing. We tell it what we’re looking for and it filters every resume that comes in. The matches get flagged. The rest get filtered out.

Cut our time spent reading resumes by 80%.

[Layomi Dele-Dare @LayomiDD]

We get referrals for our epoxy company regularly now. We send the estimate, deposit paid. $0 acquisition cost.

Didn't happen overnight. It took doing consistently good work for long enough that past customers started sending people our way without us asking.

Every completed job has a lifetime value beyond the invoice. That customer tells 2 people. One of them calls. That person tells 2 more. Over time a second pipeline builds on top of your paid ads that's completely free.

Run the ads to build the first pipeline. Do the work so well that the second one builds itself.

[Layomi Dele-Dare @LayomiDD]

We used Claude to build two automations that monitor all of our client ad accounts automatically.
First one checks billing status every morning. If any account has a payment issue it sends an alert to Slack before anyone on the team even opens their laptop. If everything is clean we get an "all clear" message.

Second one runs three times a week and flags any campaign where cost per lead has been too high for a sustained period. Not just one bad day. A real trend that needs attention.

Both run on autopilot. No one has to remember to check. The system tells us when something needs attention.

When you manage dozens of ad accounts you can't manually check every one every day. So you build the system that watches for you.

[Layomi Dele-Dare @LayomiDD]

Client spent just over $28K on marketing last month including our fees.

Brought in $475K in revenue.

17x return on ad spend.

At 15 to 20% net margin that’s roughly

2.5x net ROAS.

[Layomi Dele-Dare @LayomiDD]

Google Ads setup most home service companies get wrong.
First. Turn off search partners and display network. Both send your ads to junk placements. Location targeting set to presence only, not "presence or interest." Otherwise you're paying for clicks from people who don't live in your area.

Start with exact match keywords on maximize conversions. Exact match means you control exactly what searches trigger your ad. Once you're getting conversions and the algorithm has data, introduce phrase match to expand volume without losing quality.

Then set up a Performance Max campaign that retargets everyone who visited your website or landing page but didn't convert. Allocate 10 to 20% of your total budget here. These are people who already showed interest. They clicked, they looked, they left. PMax puts you back in front of them across Google's entire network until they come back and convert.

Most companies run one broad campaign and wonder why half their budget disappears. This setup fixes that.

[Layomi Dele-Dare @LayomiDD]

Fence company went from 1 week booked out to 5 weeks booked out with us.

When he came to us his calendar was a coin flip every week. Some weeks he'd be slammed. Other weeks nothing. He couldn't justify hiring another crew because he didn't know if there'd be enough work next month.

We got the pipeline consistent. Not good months here and there. Every week. Once he could count on it he stopped driving 45 minutes for jobs he didn't want and started picking neighborhoods.

5 weeks booked out means the owner sleeps differently at night

[Layomi Dele-Dare @LayomiDD]

Every agency owner wants to build SaaS. Most should just run a better agency first.

50+ clients with strong margins and retention is already a multi million dollar asset.

I'm building software for contractors. But the agency came first. It funded the development and taught me what features actually matter.

[Layomi Dele-Dare @LayomiDD]

The neighbor effect is real and most fence companies don't use it.

When you install a fence, the neighbors on both sides look at it every single day. They walk past it. They notice it from their yard. Some of them have been thinking about a fence for months.

Leave a door hanger on the 5 closest houses to every job you complete. "We just installed a fence for your neighbor. If you've been thinking about one, here's 5% off this month."

The conversion rate on neighbor door hangers is significantly higher than cold marketing because they can literally see your work from their window.

[Layomi Dele-Dare @LayomiDD]

The moment I knew our agency had a real business was when a client referred another fence company owner without us asking.

We didn't have a referral program. Didn't offer a discount. He just told someone in his network "these guys are good, call them."

Referrals from clients mean two things. The results are good enough to mention. And the experience is good enough to recommend.

If your clients aren't referring you without being asked, the product needs work.

[Layomi Dele-Dare @LayomiDD]

Fence company had 200+ additional proposals out after working with us.

200 homeowners with fence quotes in hand deciding whether to say yes.

Even at a 25% close rate that's 50 new installs. At a $5K average ticket that's $250K in revenue from proposals the system generated while the owner focused on building fences and running estimates.

The pipeline doesn't just produce this month. It stacks proposals that keep converting for months.

[Layomi Dele-Dare @LayomiDD]

The homeowner who says "I need to talk to my wife" is not saying no.

They're saying you didn't make them confident enough to decide on the spot. Either they don't fully understand the scope, they're unsure about the price, or they need reassurance that this is the right company.

Next time you hear it, try this. "Totally understand. Would it help if I walked through everything with both of you? I'm happy to come back or jump on a quick call together."

Most of the time they'll say "let me just call her real quick." You went from losing the deal to closing it because you offered to include the other decision maker instead of accepting the delay.

[Layomi Dele-Dare @LayomiDD]

Run a Google Ads campaign targeting "fence company reviews" and "best fence company near me" in your area.

These are homeowners in the research phase. They haven't picked a company yet. They're comparing options.

If your ad shows up while they're reading reviews and looking at options, you get into the consideration set before they even contact anyone.

Most fence companies only target "fence installation" and "fence company near me." The research keywords are cheaper and the homeowner is just as likely to convert.

[Layomi Dele-Dare @LayomiDD]

Material pricing changes faster than most fence companies adjust their quotes.

If vinyl went up 8% last month and you're still quoting off last quarter's pricing sheet, you're eating the difference on every single job. At 10 jobs a month that's thousands in margin you're giving away without realizing it.

Update your pricing monthly at minimum. During volatile periods do it weekly. Your suppliers aren't absorbing the increase for you. Don't absorb it for your customers.