Grout Media × Jeff Lim
Growth & Automation Partnership Proposal

Grout Media.

A 3-phase plan to turn manual hustle into a two-sided growth engine — so you can scale Grout Media without stealing more hours from the day job.

Prepared for
Thomas
Prepared by
Jeff Lim
Status
Awaiting review
Read proposal ↓
A quiet number

Last month, 0 buyers
walked past Grout Media.

Forty serious lead-buyers raised their hand. Three signed. That isn't a lead problem — it's a follow-up problem. At one $1,500 starter package per buyer, that's roughly:

$0/ month, left on the table

Assumes 37 unsigned buyer enquiries × one $1,500 package each. Conservative — it ignores repeat purchases and the recurring ad-management upside once those buyers become Phase 3 clients.

02Mirror

Your week, right now.

Between a full-time job and Grout Media, every hour is borrowed. Today, most of those borrowed hours go into work that a system should be doing for you — exporting CSVs, formatting WhatsApp messages, sending invoices, chasing payments, calling each buyer one by one.

Pull leads from Meta
4h
Format & send WhatsApp lists
3h
Invoice & chase payment
2.5h
Call / message buyers
4h
Actual strategy & growth
0.5h
Manual ops Growth work
Reclaim calculator

What's your time worth?

Manual hours / week14h
Your hourly value$75/h
Hours back / month61h
Time value reclaimed$4,547

That's full evenings back with family — or hours you can pour back into growth instead of admin.

03The leak

40 in. 3 out.

Not a conversion problem — a capacity one.

ENQUIRIES40↓ 37 LOST IN FOLLOW-UP3CLIENTS CLOSED

The funnel isn't the problem. The bottom of it is. Pull the slider to see what each percentage point of buyer follow-up is actually worth, valued at one $1,500 package per buyer.

Buyer conversion rate8%
Closed / mo (pkg value)
$4,500
Lost / mo (pkg value)
$55,500

Today's reality: ~7.5% of buyer enquiries convert. Conservative — assumes one package per buyer, no repeats. A system that captures, qualifies and follows up automatically routinely doubles this without spending another cent on ads.

04The vision

Same day. Different system.

7a
Day job
5p
CSV export + WhatsApp
7p
Call buyers
9p
Invoicing
10p
Family / sleep

Evenings disappear into admin. Growth work gets the last 30 minutes — if it gets any.

05The system

A two-sided engine.

LAYER 01Lead SalesAutomated, scalableLAYER 02Growth PartnerRecurring revenue
Current core, now automated

Lead Sales

Sell qualified bathroom remodeling lead packages to local construction, renovation and handyman businesses.

New recurring revenue

Growth Partner

Once a buyer becomes a paying client, Grout Media also runs their Facebook ads for them (using Grout Media's ad account), turning a one-time package sale into an ongoing managed-services relationship.

"Same playbook as a real estate or mortgage lead-gen agency that graduates clients from 'pay per lead' to 'pay us to run your marketing.'"
— Jeff Lim
06The plan · sections 04–06

Three phases, one ladder.

Sections 04–06 zoom into the three phases below — vision, system, then the build sequence. Each phase is independently valuable. You only commit to Phase 1 today; Phase 2 and 3 unlock once Phase 1 is paying for itself.

1
Phase 01

Systemize & Scale Lead Generation

Remove Thomas as the bottleneck and re-engineer the unit economics. Automate the manual work, drive CPL down, and put a buyer-success loop around every package sold.
  • Ad strategy & CPL reduction
    Drive homeowner-lead CPL from ~$50 down to a target $10–15 via creative refresh, audience restructure, campaign consolidation, and CAPI. At $1,500 per 15-lead package that's the difference between ~50% and ~85%+ gross margin — same price, multiples more profit.
  • Facebook CAPI setup
    Server-side conversion data back to Meta — improves match quality, lowers cost per result, and protects performance against further iOS/cookie attrition.
  • GoHighLevel build-out
    Centralized CRM pipeline, automated nurture for buyer enquiries (SMS/email/WhatsApp), automated invoicing and receipts on package sale, and automated lead delivery pulled straight from Meta — no manual CSVs or WhatsApp sending.
  • Buyer-success follow-up system
    Automated check-ins with each buyer after package delivery — 'did Lead 3 convert? booked? quoted?' — captured in GHL. Two payoffs: (a) proves lead quality with data and auto-triggers the next package sale, (b) flags bad-fit buyers early. Directly replaces Thomas hand-chasing buyers like Luigi and Sachin.
  • API / automation layer
    Connect Meta, GHL, and payment/invoicing tools so the entire pipeline runs with minimal manual touch.
OutcomeThomas serves far more than 3 buyers without adding manual hours, CPL drops, and repeat-package rate goes up because buyer success is now tracked instead of forgotten.
2
Phase 02

Lead Qualification Upgrade — Free Quote Tool

Move from 'raw leads' to 'ready-to-sign leads,' which justifies raising the package price (e.g. 15 leads / $1,800–$2,000) and makes Grout Media's leads meaningfully better than competitors'.
  • Free Quote / Estimate App
    Mobile-friendly web app where homeowners answer guided questions (size, scope, finishes, timeline, budget) and get an instant estimate range.
  • Pre-qualifies
    Only serious homeowners with real projects and rough budgets finish the flow.
  • Pre-sells
    By the time the lead is handed to the buyer, they already have an estimate in hand and are primed to book.
  • MVP rollout
    Keep Facebook Instant Form, but add 2–3 qualifying questions (budget, timeline, project type) to filter casual clickers without a full build.
  • Phase 2 rollout
    Route ad traffic to the Free Quote app. Added friction filters serious homeowners; leads come out the other end already holding an estimate.
OutcomeLeads become 'ready to sign' instead of cold enquiries. Buyer close-rate goes up, repeat purchases go up, and the package can be repriced above $1,500.
3
Phase 03

End-to-End Expansion — Growth Partner Model

Turn one-time package buyers into recurring managed-service clients.
  • Run their ads
    Once a buyer is a paying lead-package client, Grout Media offers to run their Facebook ads directly using Grout Media's own ad account.
  • Recurring revenue
    Becomes a second revenue stream layered on top of package sales.
  • Reuse infrastructure
    Same GHL/automation system from Phase 1 is reused — no rebuild, just an extension per client.
OutcomeGrout Media evolves from a lead-seller into a full growth partner for construction and renovation businesses, with recurring revenue layered on top of package sales.
07Proof stack

What you actually get.

Not slides — working pieces. Mockups below show the artifacts you'll be looking at by week three.

GHL Pipeline
New12
Sarah K.
Mike P.
Dan R.
Qualified7
John D.
Amy L.
Won3
Chris T.
Auto-routed leads
Free Quote App
Step 3 of 5
What's your budget?
Under $5k
$5k – $15k
$15k+
Est. $8,400 – $12,200
Pre-qualifies homeowners
Auto Invoice
INV-024722 Jun 2026
Chris Thompson
Bathroom lead pack ×3$300
Premium tier$50
Total$350
● Paid
Sent on deal close
07bUnder the hood

The stack.

CRM & automation
GoHighLevel
Ads
Meta (Facebook / Instagram), CAPI
Lead capture / qualification
Custom Free Quote web app (rapid-build web platform)
Invoicing & receipts
Automated via GHL
Reporting
Automated dashboard, no manual CSV exports
08Roles

What you keep. What disappears.

Jeff Lim takes this
  • —Ad strategy, creative direction, campaign management, CAPI setup
  • —GHL build: pipelines, automations, invoicing, nurture sequences
  • —Buyer-success follow-up automation
  • —Free Quote app build and integration
  • —Ongoing optimization and reporting
What leaves your week
  • —Manual CSV exports from Meta
  • —WhatsApp formatting and sending
  • —Invoicing each client by hand
  • —Chasing payment confirmations
  • —Tracking who got which lead
09Investment

What it costs. What it earns back.

Setup / Build Fee
One-time — GHL pipelines, automations, invoicing, CAPI, buyer-success loop, Free Quote app build
$1,500 – $2,500 USD
Monthly Retainer
Ongoing ad management, system upkeep, reporting
$800 – $1,200 USD/mo
Phase 3 Growth-Partner Add-on
Running ads per buyer-client once they convert
$300 – $500 / client / mo · or 15–20% of ad spend
Calculator

Model the engagement.

Setup / build fee
$2,000
Monthly retainer
$1,000 / mo
Phase 3 clients
5
Phase 3 model
Fee per client
$400 / mo
Your Grout Media income
Packages sold / month
3
Price per package
$1,500

Each package is 15 leads. Today's price is $1,500 — slide up to model the Phase 2 price bump.

CPL upside (Phase 1)
Current CPL
$50
Target CPL after Phase 1
$12

Savings = (current − target CPL) × 15 leads × packages/mo (above). Folds into your net and payback.

Recurring / mo
$3,000
Your gross / mo
$4,500
CPL savings / mo
$1,710
Net to you / mo
$3,210
Year 1 investment
$38,000
Payback period
1 mo

Setup pays itself off in roughly 1 month at these inputs.

— The setup fee reflects that this isn't just ad management — it's building Thomas an entire operating system (CRM, automations, buyer-success loop, a custom app). That's agency-build territory, not a quick task.

— The retainer is lower than the setup fee on purpose: it covers maintenance and optimization, not a full rebuild every month.

— Phase 1's CPL reduction alone (~$50 → $10–15) typically pays back the setup fee inside the first 1–2 packages sold — before retainer or Phase 3 upside is counted.

— Phase 3 is the real upside — recurring revenue per buyer-client that scales with how many clients Grout Media closes, rewarding the work directly instead of capping it.

10Risk reversal

What if this doesn't work?

Fair question. Here's how this is structured so the downside is small and the exits are real.

Month-to-month retainer

No annual lock-in. The retainer renews every month. If it isn't pulling weight, you stop it — no penalty, no exit fee.

Kill switch after Phase 1

Phase 1 is the only commitment. If the GHL system + automation don't measurably free your time in 4 weeks, you keep what's built and we don't move to Phase 2.

Deliverables, not hours

Each phase ships a defined deliverable list. You pay for the artifact landing in your account, not for a stopwatch.

You own everything

GHL account, ad account, automations, the Free Quote app — all in your name from day one. If we part ways, the system stays with you.

11Roadmap

6 weeks to live.

W1
W2
W3
W4
W5
W6
W7
W8
Phase 1
GHL build, CAPI, buyer-success loop, automation
GHL build, CAPI, buyer-success loop, automation
Phase 2
Free Quote app build & integration
Free Quote app build & integration
Phase 3
Growth-partner offer rollout to existing clients
Growth-partner offer rollout to existing clients

Phases overlap intentionally. The system is generating leads from Week 3 while the Free Quote app is being built. Phase 3 starts the moment the first lead-buyer is ready to graduate.

Timelines are estimates and subject to scope confirmation at kickoff.

Ready when you are

Let's build the system.

One signature kicks off Phase 1. You're not committing to anything beyond that.

Pricing