SD
San Diego
$25,000/mo
Awareness
$3,750
15%
▼
Brand is established — #1 in SD with 12.3% share, 685 estate sales in county (2025). Maintenance spend only. Stay visible without overspending.
| Channel | Monthly |
|---|---|
| 📻 Radio / OTT / Podcast | $2,500 |
| 📱 Social Media (boost) | $750 |
| 🤝 Community Events | $500 |
| Total | $3,750 |
Key Metrics
Brand Search +5% YoY
Social Reach 25K+/mo
Events/mo 2
Attendees 15+/event
Consideration
$5,000
20%
▼
~170 leads/mo with 19.6% qual rate — funnel top is healthy. Focus on lead quality and nurture speed. Organic search is the cheapest lead source — invest in compounding.
| Channel | Monthly |
|---|---|
| 🔍 SEO / GBP / Content | $1,250 |
| 📧 Email Nurture (Mailchimp) | $500 |
| 🎯 Retargeting (Display/Social) | $2,500 |
| 📱 Social Media (lead gen) | $750 |
| Total | $5,000 |
Key Metrics
Organic Traffic +15% YoY
GBP Actions 200+/mo
Email Open Rate 35%+
Qual Rate 19.6%+
Decision
$12,500
50%
▼
Where SD money works hardest. 2025: 25% win rate, $1,341 CPW on AdWords. Google Search + LSA + Direct Mail drive closeable leads. Half of SD budget — this is the engine.
| Channel | Monthly |
|---|---|
| 🔎 Google Search (ES intent) | $7,000 |
| ✅ LSA (Local Service Ads) | $1,500 |
| 📬 Direct Mail (Scout + probate) | $3,000 |
| 📞 Phone Optimization | $500 |
| 📊 PMAX (remarketing only) | $500 |
| Total | $12,500 |
Key Metrics
Google CPL < $85
LSA Cost/Lead < $50
Win Rate 25%+
Monthly Wins 10–12
Retention
$2,250
9%
▼
118 past clients from 2025 alone. High emotional equity. Upsell to cash offers — 9 paired deals in 2025 = ~$280K incremental revenue at zero additional ad spend.
| Channel | Monthly |
|---|---|
| 📧 Email Nurture (past clients) | $500 |
| 📬 Direct Mail (past clients) | $750 |
| 📞 Phone Outreach (30/60/90d) | $500 |
| 🎁 Referral Program Ops | $500 |
| Total | $2,250 |
Key Metrics
Cash Offer Conv. 15%+
Re-engagement 40%+
Referral Pipeline $50K+/mo
NPS 70+
Advocacy
$1,500
6%
▼
Reviews are the moat. Google review count + rating drives LSA placement, organic ranking, and trust. Happy clients expand — 27 paired ES+Cash Offer deals in 2025.
| Channel | Monthly |
|---|---|
| ⭐ Review Generation | $500 |
| 🤝 Referral Partnerships | $500 |
| 💜 Community Sponsorships | $500 |
| Total | $1,500 |
Key Metrics
New Reviews/mo 8+
Avg Rating 4.8+
Partner Deals/mo 2+
Referral Rev % 15%+
OC
Orange County
$35,000/mo
Awareness
$8,750
25%
▼
TLH is not the default name in OC yet. Only ~6% penetration (36 of 593 sales). Caring Transitions collapsed — massive vacuum. Be everywhere. This window is time-limited.
| Channel | Monthly |
|---|---|
| 📻 Radio / OTT / Podcast | $4,000 |
| 📱 Social Media (awareness) | $2,000 |
| 🤝 Community Events | $1,500 |
| 📊 PMAX (awareness) | $1,250 |
| Total | $8,750 |
Key Metrics
Brand Search +50% by Q3
Social Reach 50K+/mo
Event Leads 30+/mo
PMAX Impr. 200K+/mo
Consideration
$8,750
25%
▼
OC qual rate is only 13.1% vs SD's 19.6%. Need more AND better leads. SEO/content investment is critical — OC pages barely exist. Build the digital footprint from scratch.
| Channel | Monthly |
|---|---|
| 🔍 SEO / GBP / Content | $3,500 |
| 🎯 Retargeting (Display/Social) | $2,500 |
| 📧 Email Nurture (Mailchimp) | $750 |
| 📱 Social Media (lead gen) | $2,000 |
| Total | $8,750 |
Key Metrics
Organic Traffic +100% YoY
GBP Ranking Top 3 OC
Qual Rate 13.1% → 16%
Email List +200/mo
Decision
$14,000
40%
▼
OC CPW is $3,918 — 3x SD. Win rate only 8%. Conversion machine needs fuel AND tuning. Google Search is primary but needs higher-intent targeting. Direct mail fills the offline gap.
| Channel | Monthly |
|---|---|
| 🔎 Google Search (ES intent) | $7,000 |
| 📊 PMAX (conversion) | $1,500 |
| ✅ LSA (Local Service Ads) | $1,500 |
| 📬 Direct Mail (Scout + probate) | $3,000 |
| 📞 Phone Optimization | $500 |
| 🤝 Referral Partnerships | $500 |
| Total | $14,000 |
Key Metrics
Google CPL < $100
Win Rate 8% → 15%
Monthly Wins 4 → 9 by Sep
CPW Trend $8.8K → $3.9K
Retention
$2,000
5.7%
▼
Smaller client base (36 wins 2025), but every retained client is gold in a growth market. OC had 10 paired ES+Cash Offer deals — proportionally better than SD. Nurture everything.
| Channel | Monthly |
|---|---|
| 📧 Email Nurture (past clients) | $500 |
| 📬 Direct Mail (past clients) | $500 |
| 📞 Phone Outreach (30/60/90d) | $500 |
| 🎁 Referral Program Ops | $500 |
| Total | $2,000 |
Key Metrics
Cash Offer Conv. 20%+
Re-engagement 50%+
Referral Leads 3+/mo
NPS 75+
Advocacy
$1,500
4.3%
▼
Reviews in OC are thin — need to build the moat fast. Every client interaction is a review opportunity. Fill the Caring Transitions void with trust signals.
| Channel | Monthly |
|---|---|
| ⭐ Review Generation | $750 |
| 🤝 Referral Partnerships | $500 |
| 💜 Community Sponsorships | $250 |
| Total | $1,500 |
Key Metrics
New Reviews/mo 4+
Avg Rating 4.9+
Review Count 50+ by Q4
Partner Network 10+