Map

Build

Demo

What this phase does and how it connects

Phase 00 · System Core

The Closed-Loop Revenue System

This is not a CRM setup or a funnel. It is a closed-loop, self-monitoring, self-correcting revenue system. Every tool, field, Zap, and sequence plugs into one loop: INPUT → NORMALIZE → RESPOND → TRACK → DECIDE → ROUTE → CONVERT → ANALYZE → CORRECT → LOOP. Reporting is not a layer on top — it is embedded in every action. The system does not wait to be told what to do. It detects stagnation and fixes it.

Self-healingIntent-scoredSLA-enforced24 Zaps76 Fields verifiedZero dead leads

v8.1 QAQC correction log — what was fixed from v8.0

Item	v8.0 Issue	v8.1 Fix
Field count	Stated "95 fields" — overcounted	Corrected throughout: 76 custom fields. Verified: 8+16+8+19+13+7+5 = 76 ✓
Zapier plan	Stated "$20/mo Starter" — wrong plan for scheduled Zaps	Professional ($49/mo) minimum. Starter/Core plans cannot run Zaps 12, 15, 17, 18, 22, 23, 24.
Zap 8 filter bug	`snags_open` compared as text "0" — Zap never cleared	Use: Number is less than 1 — not text match. Text "0" ≠ Number 0 in Zapier filters.
Zap 10 double-fire	No filter on first trigger — fires twice if field re-saved	Filter added: fire only if `deposit_invoice_date` is currently empty.
Duplicate logic order	Searched email before phone — creates duplicate on re-submit with new email	Search phone FIRST, then email. Same phone = same person, always.
Zap 4 tag trigger	Space before colon in tag name breaks GHL trigger	Exact tag format: `Objection:Price` — no space before colon. Test tag triggers with exact string.
Apple Mail open inflation	Not flagged — scores email opens from Apple prefetch as real engagement	Flag opens where user_agent contains "Apple". Score email clicks only — they are unambiguous.
Bland AI prerequisite	Mentioned but not enforced as a hard prerequisite	Pathway config (script + disposition map) MUST be complete before Zap 5 activates. Never activate blind.
PandaDoc/Stripe double-charge	Not explicitly separated — both can trigger payment	PandaDoc = PDF document record. Stripe = payment flow. Never use PandaDoc's built-in payment if Stripe is primary processor.
Automation alternatives	Zapier-only — no alternatives documented	Make (Integromat), n8n, and ActivePieces full equivalents added. See Phase 24 — Automation Alternatives.
Permit tracking	"File permit" task oversimplified — permit takes 2–8 weeks	Realistic note added: application ≠ issuance. Never promise start date that depends on permit issuance.
Zap 13 no-show loop	PM must clear `site_visit_outcome` or Zap fires repeatedly	Explicit requirement: PM updates `site_visit_outcome` after every site visit — blank field = Zap re-fires daily.

The 11-step closed loop

INPUT All entry points

Ads (Meta/Google) · Form submits · Inbound calls (CallRail) · Manual entry · SMS reply. On entry: Contact created/updated → lifecycle_stage = TOFU → engagement_status = NEW → intent_score = 0 → Opportunity created → Owner assigned → timestamp_created stored. Reporting starts here — not later.

NORMALIZE Anti-chaos engine

Immediately after entry: Does contact have lifecycle_stage? Owner? Opportunity? Source? If anything missing → auto-fix. Duplicate check: if phone/email exists → merge, keep highest intent_score, keep latest activity. This prevents data fragmentation — the silent killer of CRM systems.

RESPOND Speed + first impression

SMS fires instantly. Email fires at 2 min. Wait 5 min → check reply. first_response_timer starts at contact creation. When lead replies: first_response_time = NOW − created → engagement_status = ENGAGED → intent_score += 3. Response is not just action — it is measured behavior.

TRACK INTENT Core brain

Every behavioral event updates intent_score and last_activity_timestamp: SMS reply (+3) · Email click (+2) · Page visit (+1) · Call activity (+3) · Booking created (+5) · Estimate viewed (+4). Score also feeds reporting in real-time: engagement rate, activity density, time-to-action.

CALLS High-weight signals

Inbound call → intent_score += 3 · Missed call → auto-SMS + callback task · Connected call → outcome tagging within 2min · Outbound no-answer → retry sequence. All calls tracked: response time, contact rate, call-to-book rate.

PIPELINE MOVEMENT Data generator

Every stage move triggers: lifecycle_stage update → entered_stage_timestamp set → time_in_stage reset. Logs: conversion progression, drop-off points, stage velocity. Pipeline is not visual — it is a data engine.

DECIDE + ROUTE Operations brain

System evaluates: intent_score + source quality + stage + time delays → decides: assign owner / escalate / trigger AI call / move stage / recycle. SLA enforcement runs in parallel — 5min/15min/30min/1hr escalation ladder fires automatically.

CONVERT BOFU

Lead books → BOFU → confirmation + reminders. After appointment: Won → revenue logged + Phase 3 trigger → Lost → recycle → No-show → rebooking loop. Close rate, show rate, revenue attribution all logged automatically.

STAGNATION DETECTION Self-healing

Continuous monitoring: TOFU > 24hr → problem flag. MOFU > 3 days → nurture issue. BOFU > 2 days → sales issue. System actions: create task → escalate → reassign → force movement. No lead sits idle without a trip wire on it.

RECYCLE + RE-ENTRY Long-term money

When lead cools: move to RECYCLE → enter 12-month passive nurture. When any activity returns: move to MOFU → intent_score += boost → instant response triggered. Tracking: reactivation rate, time-to-re-engage, revenue from recycled leads.

REPORTING EMBEDDED Not a layer

Every action above feeds metrics in real time: INPUT (volume, source quality) → RESPONSE (speed) → ENGAGEMENT (intent flow) → PIPELINE (movement) → CONVERSION (revenue) → RECYCLE (recovery rate). You see where leads slow, where they drop, where they convert, where revenue comes from.

SLA escalation ladder — enforced automatically

0 min

SMS auto-sent

2 min

Email auto-sent

5 min

Reply check → if none → re-SMS

15 min

Rep task created

30 min

Reassign if rep inactive

60 min

Manager Slack alert

Intent score engine — every event has a weight

Behavioral signals (+)

SMS reply	+3
Email click	+2
Email open	+1 ⚠ Flag opens where user_agent contains "Apple" — Apple Mail prefetches emails, inflating scores with fake opens. Score clicks only as reliable signal.
Page visit	+1
Call connected	+3
Booking created	+5
Estimate viewed	+4

Form scoring (lead quality)

Budget: Premium	+10
Budget: Standard	+5
Budget: Starter	+2
Timeline: Urgent	+15
Timeline: Near	+10
Timeline: Long	+5
Source: Referral	+8 bonus

Routing thresholds

Score 21–25	BOFU · Path 1 · AI call <5min
Score 16–20	BOFU · Path 2 · Rep call 4hr
Score 11–15	MOFU · Path 3 · Education
Score 6–10	MOFU · Path 4 · Long cycle
Score 0–5	TOFU · Path 5 · Standard
intent_score ≥5	→ promote to BOFU
Inactivity 7d	→ RECYCLE

New lifecycle fields — added to all contacts

Field	Type	Values	Written by
lifecycle_stage	Dropdown	TOFU / MOFU / BOFU / RECYCLE / CLIENT / PAST_CLIENT	System (auto)
engagement_status	Dropdown	NEW / ENGAGED / RESPONDING / STALLED / COLD / DNC	System (auto)
intent_score	Number	Running total — behavioral + form score. Resets on recycle.	System (auto)
first_response_time	Number	Minutes from contact creation to first reply	System (auto)
last_activity_timestamp	DateTime	Updated on every behavioral event	System (auto)
entered_stage_timestamp	DateTime	Set every time pipeline stage changes	System (auto)
time_in_stage	Number	Hours in current stage — drives stagnation detection	Calculated
recycle_count	Number	How many times this contact has been recycled	System (auto)

Build · System Loop

Implementing the loop in GHL + Zapier

The loop is not a single Zap — it's a set of GHL workflows and Zapier checks that work together. Build these foundation workflows before any phase-specific Zaps.

Foundation GHL workflows (build first)

WF-1

Contact created/updated → normalize + lifecycle assign

▶

Trigger: Contact Created OR Contact Updated

Check: if lifecycle_stage is empty → set TOFU

If engagement_status is empty → set NEW. If intent_score is empty → set 0.

Check: if owner is empty → assign to default rep queue

Check: if no open opportunity → create opportunity in Lead In stage

If phone OR email already exists on another contact → flag for merge review

CriticalGHL does not auto-merge — create a task "Duplicate review: {{first_name}}" assigned to admin. Monthly dedup sweep in addition.

WF-2

Stagnation monitor — runs daily at 8am

▶

Trigger: Daily scheduled workflow (8:00am business timezone)

Branch 1: TOFU contacts with last_activity_timestamp > 24hr ago

Action: Set engagement_status = STALLED. Create rep task "STALLED — {{first_name}} — 24hr no activity." Enrol in SMS re-engagement.

Branch 2: MOFU contacts with last_activity_timestamp > 3 days ago

Action: Create task "MOFU STALLED — {{first_name}} — 3 days." Move to Stalled pipeline stage. Send nurture email.

Branch 3: BOFU contacts with last_activity_timestamp > 48hr ago

Action: Create manager task "BOFU at risk — {{first_name}} — no activity 48hr." Flag in Slack #sales.

Branch 4: Any contact no activity 7+ days → move to RECYCLE

Action: lifecycle_stage = RECYCLE. Enrol in 12-Month Passive Nurture. Remove from active sales sequences.

WF-3

Intent score updater — on every behavioral event

▶

Trigger: GHL email event (open/click) OR SMS reply OR call activity

Code step: calculate score delta

// weight map
const w = {sms_reply:3, email_click:2, email_open:1, page_visit:1, call_connected:3, booking:5, estimate_viewed:4};
const delta = w[inputData.event_type] || 0;
const newScore = parseInt(inputData.current_intent_score || 0) + delta;
const stage = newScore >= 5 ? 'BOFU' : newScore >= 3 ? 'MOFU' : 'TOFU';
output = [{newScore, stage, delta}];

Update contact: intent_score, lifecycle_stage (if promoted), last_activity_timestamp, engagement_status = ENGAGED

Demo · System Loop

Open every demo with this — set the frame

0:00 – 0:30

What this is (and what it isn't)

SAY

"This is not a CRM setup and it's not a funnel. Those are static. This is a closed loop — it takes in leads, scores their behaviour in real time, routes them automatically, detects when things slow down, and fixes them without anyone having to notice."

SHOW

Navigate to Phase 00 → Map. Point at the 11-step loop from top to bottom. Move slowly — let each label land.

SAY

"Every single action a lead takes — every email open, SMS reply, call — adds to an intent score. That score decides what happens next. Not a human. The system."

IF ASKED

"What if the system makes the wrong call?" → "Every automated decision has a human override. The system suggests and acts, but a rep can always take control. Human override always."

Phase 01 · Foundation

System Foundation & Non-Negotiable Build Order

Everything that must exist before a single Zap fires. Fields before pipeline. Pipeline before sequences. Sequences before Zaps. Zaps before you add messages. Break this order and you rebuild twice.

Day 1–276 fields9 stages22 sequences24 Zaps

Full tech stack — v8

GHL	CRM hub · $97–297/mo · Day 1 non-negotiable. All contacts, pipelines, sequences, tasks. Single source of truth — every other tool writes back here. Starter → Pro at >1 rep.
Zapier	Professional ($49/mo) minimum. 24 Zaps. Starter/Core plans cannot run scheduled Zaps (12,15,17,18,22,23,24) or multi-step flows. See Phase 24 for Make/n8n/ActivePieces alternatives at lower cost. Do not start on a free or Starter plan — you'll rebuild everything when you upgrade.
Calendly	Bookings · Teams plan ($16/mo) for collective scheduling. Consultation event + one Site Visit event per estimator.
Bland AI	AI outbound calling · ~$0.09/min · Path 1 only. Pathway configuration (script + disposition map) MUST be complete before Zap 5 is activated. Never activate Zap 5 with an unconfigured pathway — it will call real leads with a blank script. Test on your own number minimum 10 times before go-live.
PandaDoc	E-sign · Business plan ($49/mo) for payment + CPQ. Estimates + contracts + invoices + change orders + welcome packets.
Stripe	Payments · 2.9%+$0.30 · `payment.cleared` is the ONLY Phase 3 trigger. Not payment.submitted. Webhooks via Zapier.
Google Sheets	Data layer · Free · Master Logs (8 tabs) + Territory Map + Materials DB + Schedule + Sub Directory + Compliance Calendar.
Looker Studio	Reporting · Free · Build LAST. 7 dashboards: Funnel, Marketing, Sales, Ops, Finance, AI, After-sales.
GA4 + GTM	Tracking · Full event taxonomy (11 events). UTM capture on all form fields. Server-side via CAPI.
Meta CAPI	Server-side conversions · Fire Lead on form submit + Purchase on deposit.cleared. Closes ad attribution loop.
CallRail	Call tracking · $45/mo · One tracking number per channel (Website / Google Ads / GMB / Facebook). Webhooks → GHL.
Xero / QuickBooks	Accounting · Sync via Zapier. Invoices, payments, reconciliation. Bridge: GHL invoice events → Xero. Critical Month 1.
Buildertrend	Project management + field crew. Phase updates → GHL field updates. Daily log → PM SMS content. Schedule delays → Slack. Month 1. Pro plan required for webhooks — Zaps 19–21 will not function on Basic plan.
CompanyCam	Photo documentation · $49/mo · 3+ estimators. Project milestones → GHL note with gallery link. Site visit photos auto-organized.
Slack	Internal alerts · Free OK · #high-value-leads / #manager-approvals / #project-alerts / #finance-alerts channels.
ZeroBounce	Email validation · API call in Zap 1 · Real-time — no invalid emails ever enter sequences.

9-stage pipeline — exact names (never rename)

Lead In

⚡ Zap 1

Nurturing

⚡ WF-2,3

Stalled

⚡ WF-2

Appt Scheduled

⚡ Zap 3

Proposal Sent

🔐 Zap 9

Negotiation

Rep

Closed Won

⚡ Zap 7

Closed Lost

→ Exit

Archive

⚡ Zap 8

Build · Foundation

Day 1 checklist — GHL only

STEP 1

GHL Business Settings — before any field

▶

GHL → Settings → Business Info

Business Name · Address · Phone · Timezone · Business Hours · Reply-to email.

GotchaWrong timezone = sequences fire at 3am. Set this before creating a single field.

STEP 2

Create all 76 custom fields — see Phase 21 for full dictionary

▶

GHL → Settings → Custom Fields → Add Field. Create in phase order.

// Create in this exact order — later fields depend on earlier ones:
// 1. System fields: lifecycle_stage, engagement_status, intent_score, first_response_time, last_activity_timestamp
// 2. Marketing fields: utm_source through ad_creative_id (16 fields)
// 3. Phase 1 fields: lead_score, budget, timeline, path_assigned etc (8 fields)
// 4. Phase 2 fields: booking_sequence through loss_reason (7 fields)
// 5. Phase 3 fields: contract through final_payment_date (12 fields)
// 6. Finance fields: material_cost through change_order_3_amount (19 fields)
// 7. Scheduling + snag + survey + warranty fields (remaining)

CriticalEvery field must exist before Zapier can write to it. Build Zap 1 before creating lead_score → Zap errors on every run.

STEP 3

Create 9-stage pipeline + 22 sequence shells (names only)

▶

Pipeline: GHL → Pipelines → "ASMC Main Pipeline"

Lead In → Nurturing → Stalled → Appointment Scheduled → Proposal Sent → Negotiation → Closed Won → Closed Lost → Archive

Sequences: GHL → Automations → Create Workflow → name only, no steps

// Path nurture (angle-based):
Comfort Nurture · Home Value Nurture · Lifestyle Nurture · Protection Nurture
// Standard paths:
Urgent Nurture · Premium Education · Long Cycle · Standard Nurture
// Behavioral:
Price Objection · Social Proof · SMS Objection · Estimate Follow-Up
// Booking:
Site Visit Confirmation · Pre-Construction Welcome
// Post-sale:
Contract Win · Lost Deal Exit · 12-Month Passive Nurture · Past Client 24-Month
// Specialist:
Warranty Expiry · Review Follow-Up · Lost Price Track · Lost Timing Track

TipAdd messages on Day 3 after Zaps 1 and 3 are verified. Today shells exist so Zapier can map to them by name.

Demo · Foundation

Show the architecture before showing anything live

0:30 – 1:00

The structure — before any live demo

SAY

"Before I show anything live — here's the architecture. 76 custom fields. 22 nurture sequences. 24 automation Zaps. 9 pipeline stages. Every single tool writes back to the same contact record."

SHOW

Navigate to Phase 21 (Fields Dictionary). Scroll the table slowly. Don't explain each one — let density speak.

SAY

"Each field has an API key, a data type, and exactly one thing that writes to it. That's how the data stays clean. No duplicates. No ambiguity."

Phase 02 · Marketing Engine

Paid Traffic Architecture — Non-Leaky

The current system has no campaign structure, no creative testing framework, no budget model, and no retargeting architecture. This phase documents the complete paid traffic machine. Every dollar of ad spend is tracked from impression to contract. Nothing leaks.

Revenue-criticalMeta + Google3 campaignsCPL → contract

The 4 creative angles — each is a separate universe

Angle	Core fear/desire	Hook frame	LP headline style
Comfort	Home doesn't feel like home anymore	"The backyard you never use — what if you did?"	Transform how you feel about coming home
Home Value	Property not performing as investment	"Homeowners in [suburb] added $42K with this project"	Add $X–$Y to your property value before you list
Lifestyle	Not living the life they imagined in this home	"The outdoor space you planned when you bought the house"	Build the space you actually use — every single day
Protection	Weather / wear / neglect is a ticking clock	"Every season you wait costs more to fix"	Stop the damage before it becomes a $40K repair

Full Meta campaign architecture

CAMPAIGN 1

PROSPECTING — 75% of total budget

Objective

Leads (optimise for form submit events)

Ad Set 1A

Interest targeting: home renovation, outdoor living, property value, interior design, landscaping. Radius: service area. HHI filter if available.

Ad Set 1B

Broad + Meta Advantage+: let the algorithm find buyers. Run alongside 1A to test — broad often wins at scale.

Ad Set 1C

Lookalike 1% from past clients — uploaded monthly from GHL export. Most efficient CPL of any prospecting set.

Creative

3 ads per set × 4 angles = 12 prospecting ads minimum. Each ad → matching LP → matching sequence. No angle mixing.

Bidding

Cost cap on CPL target. Start with lowest cost until 50+ leads → then set cost cap.

CAMPAIGN 2

RETARGETING WARM — 20% of budget

Ad Set 2A

LP visitors 14d (excluded form submitters): these people showed intent but didn't commit. Hit them with social proof + urgency.

Ad Set 2B

75%+ scroll on LP, last 7d: the hottest audience in the funnel. They read everything and still didn't submit. Overcome their specific objection.

Ad Set 2C

GHL email opens (export weekly + upload as Custom Audience): people who opened nurture emails but haven't booked. Show them a project close to their ZIP.

Creative

Before/after project photos. Video testimonials (30s). Review screenshots. "Just completed a project in [suburb]" posts. Urgency: "2 slots left in [month]."

Bidding

CPM (not CPC). These audiences are small and warm — pay for impressions, not clicks.

CAMPAIGN 3

RE-ENGAGEMENT — 5% of budget

Ad Set 3A

Past clients 180d+: they already trust you. Upsell next phase, expand project, or ask for referral. "Your neighbors are asking about what you did."

Ad Set 3B

Closed-lost contacts (exported from GHL, loss_reason ≠ NotQualified): D90 win-back in ad form. "How did your project go with the other company?"

Google Ads — bottom-funnel demand capture

Campaign type	Keywords / targeting	Match type	Budget split
Search — Brand	Company name + variations	Exact	5% · protect from competitor bidding
Search — Service	"patio contractor [city]" · "deck builder near me" · "fence installation [suburb]" · "[service] company [city]"	Phrase + Exact	60% · highest intent
Search — Problem	"fence falling down" · "deck needs replacing" · "outdoor renovation ideas"	Broad + negative list	20%
GDN Retargeting	GA4 audience: LP visitors no convert	Display	15%

Creative testing framework

Test cadence	3 hooks per angle per quarter = 12 new creatives every 90 days
Variable order	1st test: Hook text. 2nd test: Hero image. 3rd test: CTA button. 4th test: Offer. Test one variable at a time.
Win rule	CPL < target AND avg lead_score > 15 after 300+ impressions AND at least 10 leads → promote, scale budget 20%
Kill rule	CPL > 2× target after 500 impressions → kill. No exceptions.
Full-funnel rule	CPL alone is not the metric. Track CPL → avg lead_score → booking_rate → contract_rate. A cheap CPL from low-quality leads costs more than an expensive one from high-quality leads.
Tracking field	`ad_creative_id` passed via UTM content → stored on GHL contact → Looker "Creative Performance" report

Offer architecture — "Get a free quote" is not an offer

Primary offer	Free 3D Design Concept OR Property Value Impact Report OR 10-Year Cost Comparison — one per angle. High-perceived-value deliverable, not a quote.
Secondary offer	"Book your design consultation — only [X] spots available in [month]." Capacity urgency is real and credible for construction.
Urgency (real)	Seasonal: "Book before [date] to guarantee [season] start." Pricing: "Lock in current pricing — materials increase Q[X]." Capacity: "We take [X] new projects/month."
Risk reversal	"If you don't love the design concept, you owe us nothing." Removes the single biggest barrier to form submission.
Delivery	Instant on form submit. Zap 1 fires lead magnet email within 2 minutes. Never "we'll get back to you" — deliver the offer immediately.

Build · Paid Traffic

Week 1 — campaign setup

META SETUP

Campaign build order — do not run all at once

▶

Week 1: Build 4 landing pages (one per angle). Verify pixel fires on each. Verify UTM params pass through.

Week 1: Build Campaign 1 only. 3 ad sets, 2 creatives per set. Set CPL goal. Run for 2 weeks minimum before optimising.

Week 3: Add Campaign 2 retargeting once pixel has enough data (need 100+ LP visitors to build audiences).

Month 2: Add Campaign 3 once you have past client + closed-lost lists of 100+ each to upload.

Google Ads: Start with Search — Service campaign only. Brand + Problem campaigns added in Month 2.

Creative testing tracker — Google Sheet columns:

creative_id · angle · hook_text · format · cpl · impressions · leads · avg_lead_score · bookings · contracts · contract_rate · status
// Update weekly. Sort by contract_rate not CPL.

Demo · Paid Traffic

Show the anti-leak system

1:00 – 1:45

Why most ad budgets leak — and how this doesn't

SAY

"Most construction companies run one ad, one landing page, one form. Every lead — comfort buyer, investment buyer, protection buyer — sees the same thing. This converts maybe 2-3% of clicks. This system runs 4 separate universes, each speaking to a specific fear or desire."

SHOW

Navigate to Phase 02 → Map. Point at the 4 angles table. Then point at the 3-campaign structure.

SAY

"75% goes to cold prospecting. 20% to warm retargeting — the people who visited the landing page and didn't submit. Those people are close. They just need to see the right creative one more time. The other 5% re-engages past clients."

Phase 03 · Marketing Engine

Tracking & Attribution — Full Closed Loop

Without attribution, ad spend is a guess. This phase closes the loop from impression all the way to contract value — so you know exactly which campaign, angle, and creative generated a $40K job vs an $8K job.

Revenue-criticalGTM · GA4 · CAPI11 eventsFirst + last touch

Full UTM taxonomy — all 7 parameters

Parameter	Field in GHL	Values	Example
utm_source	`utm_source`	facebook / google / instagram / organic / referral / email	facebook
utm_medium	`utm_medium`	cpc / cpm / email / social / call	cpc
utm_campaign	`utm_campaign`	prospecting_comfort / retargeting_warm / reengagement_lostdeals	prospecting_comfort
utm_content	`ad_creative_id`	creative_id (matches creative tracker sheet)	comfort_before_after_v3
utm_term	`utm_term`	Google Ads keyword (auto-populated for search)	deck+builder+near+me
utm_angle	`lead_angle`	comfort / home-value / lifestyle / protection	comfort
first_touch	`first_touch_source`	Captured on first form submit — never overwritten	facebook/cpc/prospecting_comfort
last_touch	`last_touch_source`	Overwritten on every new form submit or re-entry	google/cpc/retargeting_warm

Full GA4 event taxonomy — all 11 events

Event name	Trigger	Key parameters
page_view	All pages — GTM auto	page_path, page_title
lp_viewed	Landing pages only — GTM URL filter	lp_angle, utm_source, utm_campaign
form_started	First field interaction on form	form_name, lp_angle
form_submitted	Form submit (Zap 1 trigger)	budget, timeline, lead_score, utm_campaign
lead_scored	After Zap 1 Code step — server-side	lead_score, path_assigned, lifecycle_stage
booking_created	After Zap 3 fires	booking_date, assigned_rep, lead_score
estimate_sent	estimate_amount field updated	estimate_amount, estimate_option
contract_signed	Zap 7 fires (PandaDoc webhook)	contract_value, utm_source (first touch)
deposit_cleared	Stripe payment.cleared	deposit_amount, pm_assigned
project_complete	Zap 8 fires (final_payment_date set)	job_revenue, actual_margin_pct
referral_submitted	Referral form submit	referrer_id, referral_angle

Meta CAPI — close the attribution loop server-side

Why CAPI matters	iOS14+ blocks ~40% of pixel events. CAPI sends conversions directly from your server — no browser required. Without it, Meta undercounts conversions and overspends.
Event: Lead	Fire on form_submitted. Include: email (hashed), phone (hashed), lead_score, utm_campaign, utm_content. This tells Meta the quality of the lead, not just that a form was submitted.
Event: Purchase	Fire on contract_signed (Zap 7). Value = contract_value. This closes the attribution loop — Meta now knows which ad generated a $40K contract.
Deduplication	Use event_id = GHL contact_id + event_name + timestamp. Without deduplication, browser pixel + CAPI will double-count every event.
Match rate target	Aim for >70% match rate in Meta Events Manager. Below 50% = add more PII parameters (first_name, last_name, city, ZIP).

Pre-lead pixel events — capture the 97% who don't submit

GTM trigger	Meta Pixel event	Retargeting audience built
LP page load	ViewContent	LP visitors last 30d
Scroll 75%	Custom: scroll_75	High-intent non-converters last 14d (hottest)
CTA button click	InitiateCheckout	Button clickers last 7d (closest to converting)
Video 50% watch	ViewContent (video)	Video watchers last 21d
Time on page 60s	Custom: engaged_reader	High-engagement visitors
Form submit	Lead	Form submitters last 180d (for suppression + re-engagement)

Build · Tracking

GTM + GA4 + CAPI setup

GTM SETUP

DataLayer push structure for all 11 events

▶

Install GTM container on all LP pages + website. Verify GTM preview shows correctly before publishing.

Form submit dataLayer push (add to form's success callback or GHL embed):

window.dataLayer = window.dataLayer || [];
window.dataLayer.push({
event: 'form_submitted',
lead_score: '{{lead_score}}', // from hidden field populated by URL param
budget: '{{budget}}',
timeline: '{{timeline}}',
lead_angle: '{{lead_angle}}',
utm_source: '{{utm_source}}',
utm_campaign: '{{utm_campaign}}',
utm_content: '{{utm_content}}'
});

In Zap 1: after contact created, fire a server-side event to Meta CAPI endpoint with hashed PII + event_id for deduplication.

In Zap 7 (contract signed): fire Meta CAPI Purchase event with contract_value. This is the money event.

Revenue attributionIn Looker Studio: join lead_log (utm_source + utm_campaign) with completion_log (actual_amount) on contact_id → "Revenue by Campaign" chart. This tells you which campaign generated which revenue — not just which campaign generated leads.

Demo · Tracking

Show the closed loop — from ad to contract

Proof point

Show revenue attribution, not lead attribution

SAY

"Most businesses know their cost per lead. This system knows the revenue per campaign. We can tell you that Facebook Comfort Angle generated $180,000 in contracts last quarter at a cost of $2,400. That's a 75× return on ad spend. You cannot make that calculation without this attribution layer."

Phase 04 · Marketing Engine

Organic & SEO — Single-Point-of-Failure Insurance

100% paid dependency is a single point of failure. Meta bans your account → zero leads. This phase builds the organic infrastructure that runs in parallel, compounds over time, and costs only labor. A GMB photo posted today generates leads 3 years from now.

Risk mitigationCompounds over timeGMB · SEO · YouTube

Google Business Profile — the highest-ROI organic channel

Setup	All categories listed · All services listed · All products (with prices) listed · 10+ photos minimum at launch · Q&A section seeded with 10 common questions (answered by you, not Google).
Weekly posts	Every completed project → GMB post with before/after photo + "[project type] just completed for a [suburb] homeowner." 150–300 words. Geotagged photos when possible.
Review response SOP	Every review (positive or negative) responded to within 48 hours. 5-star: "Thank you [name] — it was a pleasure working on your [project]." 1-star: Never defensive. Acknowledge → apologize → offer to make it right → take offline.
GHL integration	When `project_status = complete` → create task "POST TO GMB — {{first_name}} project — attach before/after photos from CompanyCam." Set `gmb_posted = true` when done.

Local SEO pages — city × service matrix

Page structure	One page per [service] × [suburb]. URL: /deck-builder-[suburb]/ · Title: "Deck Builder in [Suburb] \| [Company Name]" · 800+ words. Each page has its own form (same Zap 1 endpoint).
Priority order	Build pages for highest-revenue service first × highest-population suburbs first. 2 pages/week = 24 pages in 3 months.
Content formula	Intro (what you do in this suburb) → process (how you work) → gallery (projects in this suburb or nearby) → testimonials → pricing guide (ranges only) → CTA → FAQ (10 questions, keyword-rich).
Internal links	Every city/service page links to: the main service page, 2-3 related service pages, and the main contact/form page.

YouTube — before/after project videos (ranks locally)

Video format	60–90 seconds · Title: "[Project Type] Transformation in [Suburb] — Before and After" · Always include suburb in title and description.
Capture SOP	Estimator takes 60s walkthrough on phone at site visit (before). PM takes 60s walkthrough at completion (after). Sent to editor or assembled in CapCut in 20 minutes.
GHL integration	At site visit confirmed: task fires to estimator "Capture before walkthrough video." At project_status = complete: task fires to PM "Capture completion walkthrough video." Fields: `video_captured` (Boolean).
Description formula	First 2 lines: keyword-rich description of the project. Then: "We recently completed this [project] for a homeowner in [suburb]. [2-3 sentences about scope]. Ready to transform your outdoor space? Link to LP."

Organic social — 3 posts/week minimum

Day	Post type	Platform	Content
Monday	Project showcase	Instagram + Facebook	Before/after carousel. Tag suburb. Caption tells a short story.
Wednesday	Educational	Facebook + Instagram	"3 questions to ask before hiring a [contractor type]" OR "[project type] buying guide." Builds authority.
Friday	Social proof	All platforms	Screenshot or graphic of a 5-star review. Client quote. Always tag suburb.

Build · Organic

Month 1 organic setup

ORGANIC SETUP

Week-by-week organic launch sequence

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Week 1: GMB full setup. Add 10+ photos. Seed 10 Q&As. Verify phone number. Connect to GA4.

Week 2: Write first 3 city/service SEO pages. Submit sitemap to Google Search Console.

Week 3: Record first 3 project walkthrough videos (before+after from existing projects). Publish to YouTube.

Week 4: Set up social posting schedule. Create content calendar in Google Sheets (date, platform, post type, content, status).

Ongoing: Every project completion → GMB post + YouTube video + 2 social posts. System runs on project output.

Demo · Organic

The compound asset — every project generates future leads

Proof point

One video from 3 years ago still generates leads today

SAY

"Every completed project generates a before/after video, a GMB post, and 2 social posts. That content compounds. A video we posted 18 months ago about a deck build in [suburb] still ranks #2 on Google for 'deck builder [suburb]' and generates 3-4 leads a month. Zero ongoing cost."

Phase 05 · Marketing Engine

Email Architecture — Deliverability + Broadcast System

The current system only has triggered sequences. Without a broadcast strategy, seasonal campaigns, and deliverability infrastructure, the entire email system is fragile. One domain issue kills everything. This phase builds the infrastructure that keeps emails in inboxes, not spam folders.

Deliverability-criticalSPF · DKIM · DMARCBroadcast calendarList hygiene

Deliverability infrastructure — must be in place before any sequence fires

SPF record	Add `v=spf1 include:sendgrid.net include:mailgun.org ~all` to DNS. Prevents spoofing. Required for inbox placement.
DKIM	Enable in GHL → Settings → Email Services. Provides cryptographic proof emails are from you. Google rejects unsigned emails.
DMARC	Start with `p=none` (monitoring only). Move to `p=quarantine` after 30 days clean data. Blocks spoofed emails sent in your domain's name.
Sending domain	Use a subdomain for sending: `mail.yourcompany.com` NOT `yourcompany.com`. If sending domain gets flagged, website domain stays clean.
Warm-up protocol	New sending account: Day 1–7 max 50 emails/day → Week 2 max 200/day → Week 3 max 500/day → Week 4+ normal volume. Never jump to bulk volume on a fresh domain.
Postmaster monitoring	Google Postmaster Tools + Microsoft SNDS. Check weekly. Spam rate alert: if >0.1% → pause sending and investigate immediately.

Email validation — before any contact enters a sequence

ZeroBounce API	Called in Zap 1 Step 0.5 — before contact is created. If result = invalid/catch-all/disposable → tag `Status:InvalidEmail` → do NOT add to email sequences → SMS only.
email_status field	Dropdown: active / cold / bounced / DNC / unsubscribed / invalid. Updated automatically by email events.
Quarterly clean	Export all contacts with `email_status = cold` (no open 60d) → run through ZeroBounce bulk verify → remove invalid addresses from GHL.

Broadcast email calendar — minimum viable schedule

Month	Broadcast type	Segment	Subject line style
January	New year project planning	All leads in Nurturing	"Is this the year you finally do it?"
March	Spring booking push	All leads + past clients	"Spring slots are filling — here's what's left"
May	Capacity urgency	MOFU leads + stalled	"We have 2 project slots in June — want one?"
August	Fall booking push	All leads	"Book now — complete before the holidays"
October	Pre-winter protection	Protection angle leads	"Before the first freeze — here's what can't wait"
December	Lock in next year pricing	All leads + past clients	"2025 pricing locked if you book this month"
Monthly	Project showcase newsletter	All active contacts	"What we built in [month] + [tip]"

List hygiene — ongoing

Engagement segments	Smart List A: Active (opened email last 30d). Smart List B: Warm (opened last 31–90d). Smart List C: Cold (no open 90d+). Only A+B receive broadcasts. C receives re-engagement SMS only.
Re-engagement flow	Cold 90d → SMS: "Still thinking about your project? Reply YES and we'll reach back out." YES → move to MOFU + rep task. No reply 7d → move to Passive Nurture. No reply 30d → tag `Status:Cold`.
Suppression list	Export DNC + bounced + unsubscribed monthly → import as suppression into any other email tools (Klaviyo, Mailchimp if used). Cross-platform suppression is legally required under CAN-SPAM/GDPR.

SMS broadcast architecture

TCPA compliance	Explicit opt-in on form: "I agree to receive SMS messages from [Company]. Msg & data rates may apply. Reply STOP to opt out." Store `sms_consent_timestamp`.
Keyword responses	STOP → immediate unsubscribe + tag `SMS:OptedOut`. HELP → auto-reply with support number. YES → confirmation trigger in Zap.
Neighborhood SMS	After project completion (Zap 8): build Smart List of contacts within same ZIP ±2 codes. Broadcast SMS: "Just finished a [project_type] in your neighborhood — want to see the photos?" Links to GMB.

Build · Email Architecture

Week 1 — deliverability first, content second

Critical orderSet up SPF, DKIM, DMARC BEFORE you send a single email. One week of high spam complaints from an unconfigured domain can permanently blacklist you. DNS changes first. Sequences second.

Demo · Email

Show the infrastructure behind the sequences

Proof point

Why most construction company emails go to spam

SAY

"Every email you send is being evaluated before your prospect even sees it. SPF, DKIM, DMARC — these are the authentication records that tell inbox providers you are who you say you are. Without them, you're sending from an unverified domain and your open rates will be 8% instead of 35%."

Phase 06 · Marketing Engine

Lead Capture — Zap 1, Scoring, Angle Routing

Every lead enters here. Zap 1 validates the email, calculates the intent score, assigns the angle-specific nurture path, fires Bland AI on Path 1, and logs to Sheets — all within 90 seconds of form submit.

Zaps 1,2,4,55 pathsAngle routingZero dead leads

Scoring matrix

Budget: Premium	+10 pts · Path 1 or 2
Budget: Standard	+5 pts
Budget: Starter	+2 pts
Budget: Unknown	0 pts
Timeline: Urgent	+15 pts
Timeline: Near	+10 pts
Timeline: Long	+5 pts
Timeline: Researching	+2 pts
Source: Referral bonus	+8 pts added to base score

5 lead paths → angle-specific sequences

Path 1 · 21–25	Priority:Highest · Senior rep · Bland AI <5min · Angle Nurture (same-day) · Urgent Nurture (D1)
Path 2 · 16–20	High Priority · Rep call task 4hr · Angle Nurture + Urgent Nurture
Path 3 · 11–15	Angle Nurture → Premium Education 12d
Path 4 · 6–10	Angle Nurture → Long Cycle 21d → 12-Month Passive
Path 5 · 0–5	Angle Nurture → Standard Nurture 30d → 12-Month Passive

Angle → message alignment — the entire system must speak the same language

The #1 conversion rule: The ad that brought this lead used specific language. Every touchpoint from that moment must continue that language. The lead_angle_opener custom field is set by Zap 1 and flows into: email subject lines, SMS openers, rep briefing notes, Bland AI pathway intro, and the Calendly confirmation message.

Angle	lead_angle_opener value	First email subject	Rep call opener
comfort	making your home a place you never want to leave	"Your request about transforming how you feel at home"	"You mentioned you want your home to feel different — tell me what that looks like for you."
home-value	protecting and growing your biggest asset	"Your property value question — here's what the data says"	"You're thinking about this from an investment standpoint — smart. What's your timeline on the property?"
lifestyle	building the outdoor space you actually use	"The outdoor space you planned when you bought this house"	"You said you're not using your outdoor space the way you imagined — what does it look like right now?"
protection	making sure your home is ready for what comes next	"The issue you flagged — here's what we see most often"	"You reached out because something's not right — tell me what you're seeing."

Build · Lead Capture

Zap 1 — the most important Zap in the system

ZAP 1

Form submit → validate → normalize → score → angle → path → sequence → log

Build first. Test with real submit, not Zapier sample data.

▶

Trigger — Webhooks by Zapier: Catch Hook

0.5

Action — ZeroBounce: Validate email

If result = invalid/disposable/catch-all → set email_status=invalid → skip email sequences → SMS only. Do NOT create a contact with a bad email.

Action — GHL: Find Contact by Phone (dedup check)

If found by phone with different email → update record, do NOT create duplicate. Same phone = same person.

Action — GHL: Create/Update Contact (Update mode always)

first_name last_name email phone lead_angle budget timeline zip_code project_type
utm_source utm_medium utm_campaign ad_creative_id → {{utm_content}}
sms_opt_in → {{sms_consent}}
lifecycle_stage → TOFU
engagement_status → NEW

Action — Code by Zapier (JavaScript): Score + path + angle opener + first_touch

Action — GHL: Update Contact (score, path, opener, first_touch)

lead_score → {{score}}
path_assigned → {{path}}
intent_score → {{score}} // seeds the intent engine
lead_angle_opener → {{opener}}
first_touch_source → {{utm_source}}/{{utm_campaign}} // only if empty
last_touch_source → {{utm_source}}/{{utm_campaign}} // always overwrite
Pipeline Stage → Lead In
timestamp_created → {{now}}

Action — GHL: Apply Tags

Budget:{{budget}} Timeline:{{timeline}} Source:{{lead_angle}} Path:{{path}}
// If sms_consent = true: SMS:Opted-In
// If sms_consent = false: SMS:OptedOut

Action — GHL: Enrol in BOTH sequences (angle-specific FIRST, then path-based)

// Sequence 1 (fires immediately — angle-specific):
{{angleSeq}} // e.g. "Comfort Nurture" — opens with angle language
// Sequence 2 (fires D1 — path-based):
{{seq}} // e.g. "Urgent Nurture" — path-specific timing

Action — Google Sheets: Append to lead_log

timestamp · contact_id · name · email · phone · lead_angle · budget · timeline · score · path · utm_source · utm_campaign · ad_creative_id · zip_code · project_type

Action — Meta CAPI: POST Lead event (server-side)

event_name → Lead
event_id → {{contact_id}}_lead_{{timestamp}} // dedup key
email → SHA256({{email}})
phone → SHA256({{phone}})
custom_data → {lead_score: {{score}}, path: {{path}}}

Demo · Lead Capture

Live form submit — watch the system react

1:45 – 2:30

Submit a lead — show what happens in 90 seconds

SAY

"I'm going to submit a form right now. In the next 90 seconds: the email will be validated, a lead score will be calculated, the contact will be created in GHL with all 8 fields populated, it'll be tagged, enrolled in 2 sequences, logged to Sheets, and a CAPI event will fire to Meta."

Submit test form. Budget=Premium, Timeline=Urgent, Angle=Comfort. Switch to GHL contacts. Refresh. Show the new contact — score=25, path=path1, angle_opener populated, tags applied, sequences enrolled.

IMPACT LINE

"That entire process happened without anyone doing anything. And 97% of your competitors are doing that manually — or not doing it at all."

Phase 07 · Sales Machine

Consultation & Booking — Zap 3 + Call SOP

Every booking is a structured handoff. Zap 3 creates the contact note, the prep task, and the Slack alert. The rep goes into every call knowing the lead's score, angle, budget, timeline, and the right opening line. No cold calls in this system.

Zaps 3,4,5Angle-primed callsSLA enforced

Consultation call SOP — 20-minute structure

Minute	Phase	What the rep does
0:00–1:00	Open with the angle	Use `{{lead_angle_opener}}` in first sentence. "I saw you were thinking about [angle opener] — tell me more about what's going on at the house."
1:00–7:00	Discovery — listen 80%	Questions: What does the space look like now? What needs to change? Who else uses this space? What's driven you to look at this now? Have you had anyone else look at it? What happened with that?
7:00–12:00	Pain + motivation depth	"If nothing changed in the next 12 months — what would that cost you?" (comfort/lifestyle leads). "What do you think this is doing to your property value right now?" (home-value leads).
12:00–17:00	Solution framing	Present the process — not the product. "Here's how we approach this..." Walk through site visit → design → estimate → timeline. Never name a price on this call.
17:00–20:00	Next step close	"Based on what you've shared, I'd like to have one of our design specialists visit the site. We have [day] or [day] available this week — which works better?" Offer 2 options only. Never ask "when's good for you?"

Zap 3 — Calendly → GHL full handoff

ZAP 3

Calendly consultation booked → GHL update + briefing + prep task + Slack

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Trigger — Calendly: Invitee Created (Consultation event only)

Action — GHL: Find Contact by Email → if not found, create

Action — GHL: Update Contact

booking_date → {{event_start_time}}
booking_sequence → 1_consultation
Pipeline Stage → Appointment Scheduled
lifecycle_stage → BOFU
intent_score → {{current}} + 5 // booking is +5
engagement_status → ENGAGED
entered_stage_timestamp → {{now}}

Action — GHL: Add Note (rep briefing package)

// Note template (all fields pre-populated):
📋 BRIEFING — {{first_name}} {{last_name}}
Score: {{lead_score}} | Path: {{path_assigned}} | Angle: {{lead_angle}}
Budget: {{budget}} | Timeline: {{timeline}} | Project: {{project_type}}
ZIP: {{zip_code}} | Source: {{utm_source}}/{{utm_campaign}}

🎯 OPEN WITH: "{{lead_angle_opener}}"
📌 CALL OBJECTIVES: Discovery → Pain depth → Site visit close

Action — GHL: Create Task (call prep)

Title → PREP — {{first_name}} — Score:{{lead_score}} — {{booking_date}}
Due → {{booking_date}} − 1 hour
Note → See contact note for full briefing. Open with: "{{lead_angle_opener}}"

Filter: if lead_score ≥ 16 → Action: Slack alert to #high-value-leads

🔥 HIGH-VALUE BOOKING — {{first_name}} {{last_name}}
Score: {{lead_score}} | Budget: {{budget}} | Timeline: {{timeline}}
Booked: {{booking_date}} | Rep: {{assigned_rep}}
Source: {{utm_source}}/{{utm_campaign}}

Action — Google Sheets: Append to booking_log

timestamp · contact_id · name · booking_date · rep · lead_score · lead_angle · utm_source

Build · Consultation

Zap 3 build notes

CriticalAdd "create if not found" to the GHL Find Contact step. If the rep manually scheduled the call outside Calendly, the contact won't exist in GHL and the Zap will error silently.

Demo · Consultation

Show the rep briefing note

2:30 – 3:00

The rep walks into every call knowing everything

SAY

"The moment someone books a consultation, a briefing note appears in their GHL contact. Score, angle, budget, timeline — and the exact opening line the rep should use based on which ad this person clicked. No cold calls. Every call is a warm, prepared conversation."

Phase 08 · Sales Machine

Site Visit & Estimation — Territory + Pricing + Good/Better/Best

The site visit is where the sale is decided, not the estimate presentation. The estimator who walks in prepared, documents thoroughly, and presents Good/Better/Best wins 2× more than one who shows up and guesses. This phase is the estimator's full operating system.

Zap 6,13Territory routingGBB pricingNo-show handling

Site visit SOP — before, during, after

Phase	What the estimator must do
Before (24hr)	Read GHL contact note → know the angle, budget, project type, what was promised on the consultation call. Pull up any existing case studies matching their project type.
Before (1hr)	Confirm with client via SMS: "Just confirming I'll be there at [time]. Any gate codes or parking notes?" Reply = engagement confirmation.
On site — start	Take 60-second before walkthrough video on phone (for YouTube + CompanyCam). Reference the angle: "You mentioned [comfort/value/lifestyle/protection] — walk me through the space from that perspective."
On site — measure	All measurements documented in CompanyCam or Google Drive. Photo naming: YYYY-MM-DD_ClientName_Measurement_[location]. Every corner. Every obstacle.
On site — close	At the end: "I have everything I need to put together 3 options for you — I'll have those to you within 48 hours. Before I go — is there anything else about the space or the project that I should factor in?"
After (2hr)	Update `site_visit_outcome` in GHL. Upload photos to CompanyCam/Drive. Update `measurements_folder` URL. Start estimate.

Estimate: Good / Better / Best — always present 3 options

Option	What it includes	Pricing	Purpose
A — Standard	Functional scope, standard materials, base warranty. Minimum acceptable quality for your brand.	Your minimum job size. Never discount from this.	Anchors the client upward. Most won't take this.
B — Premium	Full scope, upgraded materials, extended warranty, priority scheduling. This is the real recommendation.	+25–35% above Option A	The one you want them to choose. 70% will.
C — Luxury	Full scope + all upgrades + custom features + premium materials. Everything possible.	+50–70% above Option A	Makes Option B look reasonable. Some will take it.

Zap 6 — territory routing + estimator assignment

ZAP 6

Site visit booked → ZIP → territory lookup → estimator assigned → confirmation

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Trigger — Calendly: Invitee Created (Site Visit event only)

Action — Google Sheets: Lookup territory_map by ZIP code

Returns: estimator_name, estimator_phone, estimator_calendly_link, status (Active/Out/Coverage), weekly_capacity.

Filter: if status = Out OR no match → create manual task "Assign estimator — ZIP {{zip_code}}" → assign to manager. Stop Zap here.

Capacity check: count this estimator's bookings this week in booking_log

If bookings ≥ weekly_capacity → route to next available estimator by same lookup (status = Active, fewest bookings this week).

Action — GHL: Update Contact

estimator_assigned → {{estimator_name}}
site_visit_date → {{event_start_time}}
booking_sequence → 2_site_visit_confirmed

Action — GHL: Enrol in Site Visit Confirmation sequence (confirm + D-1 reminder + 2hr SMS + estimator phone)

ZAP 13

No-show detection — site_visit_date + 45min → outcome check

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Trigger — Delay: scheduled 45 minutes after site_visit_date

Filter: if site_visit_outcome is still empty (not yet set by estimator)

→ Send SMS to client: "Hi {{first_name}} — just checking in, are you still available for {{estimator_assigned}}'s visit today?" → Create rep task "Check on no-show — {{first_name}}"

If 2nd no-show (estimator_no_show_count ≥ 2) → tag Status:NoShow → move to Stalled → rep task "2nd no-show — review priority"

⚠

v8.1 loop fix — PM must update site_visit_outcome after every visit

Critical — v8.1 fixIf site_visit_outcome is never set (PM forgets), Zap 13 re-evaluates the same contact daily and fires the no-show SMS every day. Estimator must set site_visit_outcome to any non-empty value within 2 hours of every visit — even for successful visits. Add this to the Site Visit SOP as a mandatory after step.

Build · Site Visit + Estimation

Build notes

RuleNever edit territory_map sheet while Zap 6 is live. Territory changes at end of business day only — Zap 6 reads it in real time.

Demo · Site Visit

Territory routing + Good/Better/Best

3:00 – 3:45

The system knows who to send before anyone does

SAY

"Site visit books. The system looks up the ZIP code in a territory map, checks the estimator's capacity this week, assigns the right person — and enrols the client in a confirmation sequence with the estimator's direct phone number. All before anyone picked up a phone."

Phase 09 · Sales Machine

Proposal, HiTL Gate, Contract & Legal

The HiTL gate at $15K is not optional. The contract template is not optional. Every field in this section prevents a specific expensive problem that happens repeatedly without documentation.

Zaps 7,9HiTL $15KContract completenessLien waiver

Estimate follow-up sequence — the highest-stakes sequence in the system

Day	Action	Goal
D0 (send)	Walk through estimate in a video call or phone call. NEVER email and run. "Which of the 3 options resonates with you most?"	Get verbal commitment on option
D1	Email: "Following up on the options I sent yesterday — did you have a chance to review?" CTA: Book a quick call to answer any questions.	Re-open conversation
D3	Email: Case study of a project similar to theirs. "Here's a project we did in [nearby suburb] with a similar scope." Addresses implicit objection.	Build confidence
D7	SMS: "Hi {{first_name}} — [rep_name] here. We have [month] slot availability opening soon. Happy to hold one for you — would that help?"	Urgency
D14	Email: Final follow-up. "I want to make sure you have everything you need to make a decision. Is there a specific concern I haven't addressed?"	Surface the real objection
D21	Move to Stalled. Rep task: "D21 stall — call {{first_name}} and ask what's holding it up."	Human decision point

Zap 9 — HiTL gate for estimates >$15K

ZAP 9

estimate_amount >$15K → Slack gate + manager task + block send

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Trigger — GHL: Field Updated (estimate_amount)

Filter: estimate_amount > 15000

Check: does estimate have 3 options populated? (estimate_option_selected field)

If only 1 option → create task "Estimate must have 3 options (GBB) before approval." Block until complete.

Action — Slack: Post to #manager-approvals

🔐 APPROVAL REQUIRED — {{first_name}} {{last_name}}
Estimate: ${{estimate_amount}} · Budget tag: {{budget}} · Project: {{project_type}}
Estimator: {{estimator_assigned}} · Rep: {{assigned_rep}}
GHL link: {{contact_url}}

Reply ✅ to approve · Reply ❌ to reject with note

Action — GHL: Create Task

Title → APPROVAL — Manager review — {{first_name}} — ${{estimate_amount}}
Due → +24 hours

Construction contract — what must be in it (every item protects you)

Scope of work	Detailed — lists every included task. Prevents "I thought that was included" disputes. If it's not written, it wasn't agreed.
Material specifications	Brand · grade · colour · model number where applicable. Prevents substitution disputes. "Equivalent materials" is not acceptable language.
Payment schedule	Deposit (30–50%) at signing · Milestone (25–30%) at [specific stage] · Final (20–25%) at client walkthrough signoff. Each milestone described precisely.
Start date language	"Estimated start: [date range], subject to permit approval and material availability." Never commit to an exact start date. Weather + permit delays are outside your control.
Change order clause	"Any changes to scope must be documented in a written Change Order, signed by both parties, and paid before work proceeds on the changed scope." This sentence prevents 90% of scope creep disputes.
Warranty	Workmanship: [X] years from completion date. Materials: manufacturer's warranty (pass-through). Both warranties void if client modifies work without written consent.
Lien rights notice	Required in most jurisdictions. "Contractor reserves the right to file a mechanic's lien on the property if payment is not received per the payment schedule." Check local requirements.
Dispute resolution	Mediation first, then binding arbitration. Specifies jurisdiction. Prevents expensive litigation on small disputes.
HOA responsibility	"Client is responsible for obtaining all HOA approvals before work commences. Contractor not liable for delays or modifications required by HOA after work begins."

Build · Proposal + Contract

PandaDoc template requirements

PANDADOC SETUP

5 templates required in PandaDoc

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Good/Better/Best Estimate Template — 3-column layout, each column an option. All GHL merge fields. Photo section for site visit photos.

Construction Contract Template — all sections from the table above. Payment schedule section. Signature block with date.

Change Order Template — original scope reference, changed scope, cost delta, signature required before work.

Welcome Packet Template — sent at contract signing. PM photo + intro. Project timeline (ranges). Daily SMS protocol promise.

Final Lien Waiver Template — issued at final payment. Filed in project record.

Demo · Proposal + Contract

The protection layer

3:45 – 4:15

The HiTL gate and the contract that prevents disputes

SAY

"Every estimate over $15K hits a hard gate. Slack message to the manager. GHL task. Nothing goes to the client without approval. One rule, one Zap, one decision — and it's never missed."

SAY

"The contract has a change order clause that says no work proceeds without a signed CO. That one sentence prevents more disputes than anything else in the document. Every item in that contract protects something specific."

Phase 10 · Sales Machine

Full Nurture System — 22 Sequences · 24-Month Architecture

The longest previous sequence was 30 days. After that, leads went cold and disappeared. This phase documents the complete nurture architecture: angle-specific sequences, 12-month passive track, 24-month past client track, loss-reason routing, and behavioral re-activation. No contact ever fully exits the system — they recycle.

22 sequences24-month client track12-month passiveLoss routing

Complete sequence map — 22 sequences with entry + exit logic

Sequence	Entry trigger	Length	Exit condition
Comfort Nurture	lead_angle = comfort + Zap 1	5 emails over 7d	Booking created OR 7d elapsed
Home Value Nurture	lead_angle = home-value + Zap 1	5 emails over 7d	Booking created OR 7d elapsed
Lifestyle Nurture	lead_angle = lifestyle + Zap 1	5 emails over 7d	Booking created OR 7d elapsed
Protection Nurture	lead_angle = protection + Zap 1	5 emails over 7d	Booking created OR 7d elapsed
Urgent Nurture	Path 1+2, after angle seq D1	3d, 4 emails + call task	Booking OR stall
Premium Education	Path 3, after angle seq D1	12 days, 6 emails	Booking OR end
Long Cycle	Path 4, after angle seq D1	21 days, 7 emails	Booking OR 12-Month enrol
Standard Nurture	Path 5, after angle seq D1	30 days, 8 emails	Booking OR 12-Month enrol
Price Objection	Tag Objection:Price added (Zap 2)	5 emails, value reframe	Booking OR end
Social Proof	Gallery click (Zap 2)	3 emails, projects + reviews	Booking OR end
SMS Objection	Negative keyword reply	2 SMS, re-engage	Reply OR end
Estimate Follow-Up	estimate_amount field updated	D1/D3/D7/D14/D21→Stalled	Contract signed OR Stalled
Site Visit Confirmation	Zap 6 fires	Confirm + D-1 + 2hr + estimator #	Visit date passed
Pre-Construction Welcome	Zap 7 (contract signed)	D0 packet / D1 SMS / D2 email	project_status = active
Contract Win	Zap 7 (contract signed)	Deposit invoice + welcome SMS	payment.cleared
Lost Deal Exit	Pipeline = Closed Lost	D1 survey · D3 backup · D90 win-back	Re-submits OR 12-Month enrol
12-Month Passive Nurture	Path 4/5 after Day 30 OR Recycle OR Lost after D90	12 emails, first of each month	Activity → re-activate OR end
Past Client 24-Month	project_status = complete (Zap 8)	6 touchpoints over 24 months	Re-engages for new project
Warranty Expiry	60d before warranty_expiry_date	2 emails: reminder + renewal offer	warranty_expiry_date passed
Review Follow-Up	D10 no review after NPS ask	2 touchpoints	Review posted OR end
Lost: Price Track	loss_reason = Price	Monthly, 12 months, ROI-focused	Re-submits OR end
Lost: Timing Track	loss_reason = Timing	Seasonal, March/September triggers	Re-submits OR 24-month

12-month passive nurture — content map

Month	Email theme	Content type
Month 1	"Your [project_type] — what others in [city] have done"	Project showcase — matches their project type. No selling. Just inspiration.
Month 2	"The 3 questions we wish clients asked us sooner"	Educational — builds authority. Positions expertise without pitching.
Month 3 (March)	"Spring is the most competitive booking season — here's why"	Seasonal urgency. Capacity is real — use it.
Month 4	"Before and after: the project that changed how a family uses their home"	Story-led social proof. No features, no specs — just emotional outcome.
Month 5	"How much does a [project_type] actually add to property value?"	Data-backed value content. Addresses the price objection indirectly.
Month 6	"6 months since your enquiry — still thinking about it?"	Personal check-in from rep. Low-key re-activation offer.
Month 7–12	Rotate: project showcase / educational / seasonal / social proof	One CTA per email. Never more than one.

Past client 24-month track — the long-term revenue engine

Month	Touchpoint	Goal
Month 3	Email: "3 months in — how is everything holding up?"	Check-in. Catches issues early. Builds trust.
Month 6	Email: "Maintenance tips for your [project_type] — seasonally relevant"	Useful content. Keeps brand visible.
Month 12	Email + Rep task: "1-year anniversary — warranty status + annual review offer"	Warranty reminder + soft upsell for next phase.
Month 18	Email: "Many clients add [complementary project_type] at this stage"	Expansion upsell. Adjacent project type based on theirs.
Month 24	Email + Rep task: "2-year check-in — know anyone who might need what you got?"	Referral re-ask at peak satisfaction point.

Loss reason routing — no lost lead is truly lost

loss_reason = Price	Enrol in Lost:Price Track (monthly, 12 months). Content: ROI data, financing options, project value stories. Goal: change the frame over time.
loss_reason = Timing	Enrol in Lost:Timing Track. Trigger: March broadcast ("Spring is booking up") + September broadcast ("Last chance before winter"). These are natural re-entry moments.
loss_reason = Competitor	At 6 months → send "How did your project go?" email. This is the most effective re-entry: if they had a bad experience with the competitor, they're now your hottest prospect.
loss_reason = Spouse	Enrol in Standard Nurture with joint decision-maker framing. D30 rep task: "Call back with partner-friendly offer — ask to speak to both."
loss_reason = NotQualified	Enrol in 12-Month Passive only. Do not invest sales resources. Re-score if they re-engage.
loss_reason = NoResponse	3× SMS re-engagement attempt over 7 days. If no reply → 12-Month Passive. Tag Status:NoResponse.

Build · Nurture

Day 3 — add sequence messages in priority order

CriticalNever write email copy directly in GHL. Write in the Sequence Copy Library Google Sheet first (columns: sequence, email_number, day, subject, ab_variant_subject, preview_text, body, cta, ps_line). Version control matters when you A/B test.

Demo · Nurture

22 sequences — no lead ever disappears

Proof point

The 30-day problem — and the 24-month solution

SAY

"Every system has nurture sequences that run for 30 days. After that, leads go cold. They just... stop receiving anything. This system runs for 24 months. A lead who wasn't ready in month 1 gets a different email in month 6. A client who finished their project gets touched every 6 months for 2 years. There are no dead leads in this system — there are only leads waiting for the right moment."

Phase 11 · Sales Machine

Sales Playbook — 8 Objections + Competitor Handling

Every objection is a signal, not a wall. "Too expensive" means they don't yet see the value clearly enough. "Think about it" means you haven't found the real concern. This playbook gives every rep the framework to respond, not react.

8 objectionsCompetitor scriptsSequence triggers

PRICE

"Too expensive" / "Can't afford it"

Don't say

Never discount immediately. It signals your price wasn't real to begin with.

Anchor

"What's your thinking on the investment — is it the total, or the timing of the payment?" Separate price objection from cash flow objection. Different solutions.

Lifetime cost

"A [project] done right lasts 15–25 years. Over that period, Option B works out to $[X]/month. Does that framing change how it looks?"

Phase option

"We can scope a Phase 1 now and Phase 2 next year — same quality, same crew, spread over two budgets."

Sequence

Tag Objection:Price → trigger Price Objection sequence (5 emails, ROI-focused).

SPOUSE

"I need to talk to my spouse/partner"

Validate

"That makes total sense — this affects your whole home." Never push a deadline before both decision-makers have heard the pitch.

Offer joint call

"Would it help if I jumped on a quick call with both of you? Or I can put together a one-page summary they can read in 5 minutes — which would be easier?"

GHL action

Add second decision-maker contact. Note their name. Next sequence email references: "...when you and [partner_name] are both looking at this..."

QUOTES

"I'm getting 3 quotes"

Enable it

"You absolutely should. Here's what I'd ask each of them: what materials specifically? What's the warranty on workmanship vs materials? Who actually does the installation — their crew or a sub they've never used before?"

Send tool

Email them the "Questions to Ask Any Contractor" PDF. They'll come back to you as the authority — you wrote the rubric they're judging competitors against.

TIMING

"Timing's not right" / "Maybe next year"

Qualify

"Is that a budget thing or a schedule thing?" Get specific. Vague timing is never the real reason.

Lock in

"Completely fine. One option — you can lock in today's pricing with a deposit, and we start when you're ready. Materials are going up [month]."

Sequence

loss_reason = Timing → Lost:Timing Track → seasonal re-activation March + September.

BAD EXP

"Had a bad experience with a contractor before"

Listen first

"I'm sorry to hear that. What happened?" Let them vent fully. Do not rush past this. Their previous experience is your competitive advantage if you handle this right.

Show structure

For every pain point they mention, name the specific safeguard: Scope disputes → written scope + CO clause. No updates → daily SMS promise. Poor quality → photo documentation + snag walkthrough.

CHEAPER

"Found someone cheaper"

Never attack

Ask what attracted them first. Then: "Can I see their quote? I'd like to compare apples to apples — not just the number, but what's actually included."

Compare specs

Material grade. Warranty terms. Who does the install (own crew vs unknown sub). Permit included? Timeline guarantees? Price difference often disappears under comparison.

If can't close

loss_reason = Competitor. Enrol in 12-Month. At 6 months → "How did your project go?" email. Highest re-entry rate of any lost reason.

THINK

"I need to think about it"

Surface it

"Absolutely — I want you to feel confident. Can I ask: is it the price, the timeline, the process, or something I haven't addressed well enough?"

Rule

"Think about it" is never the real objection. It is a polite way of saying "you haven't resolved something for me." Ask the question.

PERMIT

"What about permits / HOA?"

Remove fear

"We do a permit and HOA check before we commit to anything. You won't be surprised mid-project."

Responsibility

HOA approval is the client's responsibility — documented in the contract. Permit filing is your responsibility — also in the contract. Both are explicit.

Build · Playbook

Roleplay training before go-live

Training methodRun all 8 objections in a 90-minute group session. Manager plays client with the objection. Rep plays rep. Debrief each one: what worked, what didn't, what exact words to change. Goal is automatic recall — not looking at a script during a live call.

Demo · Playbook

The system closes objections, not just the rep

Proof point

Objections trigger sequences — not just scripts

SAY

"Every objection has a human response AND a system response. Rep tags 'Objection:Price' on the call → the Price Objection sequence fires 5 emails over the next 2 weeks, automatically, with ROI data and value reframes. The rep handles the immediate conversation. The system handles the follow-up."

Phase 12 · Delivery Operations

Project Activation — Deposit Gate + PM Handoff

Two separate triggers — contract signed and deposit cleared — do two completely different things. Conflating them is the #1 cause of starting projects without payment. The system enforces the gate automatically.

Zap 7payment.cleared ONLYPre-construction packetDaily SMS mandatory

Zap 7 — contract signed (prepare, do NOT activate)

PandaDoc document.completed → GHL update

contract_signed_date · booking_sequence = 6_installation · Pipeline = Closed Won · Tag Status:Contracted

Enrol in Contract Win sequence

Deposit invoice email + payment link + Welcome SMS: "Your project is confirmed. PM will be in touch within 48hrs."

Send Pre-Construction Welcome Packet (PandaDoc)

PM photo + intro · Project timeline (ranges) · Daily SMS protocol promise · Change order explanation · Payment schedule

Create PM task: "Prepare for {{first_name}} — DO NOT start until payment.cleared fires"

Note on task: "Phase 3 activates via Stripe/Square webhook — not this task."

Fire Meta CAPI Purchase event

Value = contract_value. This closes the ad attribution loop in Meta.

Deposit cleared — Phase 3 activation (separate trigger)

Stripe/Square payment.cleared webhook fires

Update: project_status = active · lifecycle_stage = CLIENT · Pipeline = Deposit Pending

3 same-day tasks fire automatically

Order long-lead materials · File permit application · Schedule crew + kickoff call

Permit reality"File permit" means submit the application. Permit issuance takes 2–8 weeks depending on jurisdiction and project type. Architectural drawings or engineering review can add 1–2 weeks before the application can even be submitted. Never promise a start date that depends on permit issuance. Build permit lead time into all project timelines before quoting start dates to clients.

SMS to client

"Your project is on the books, {{first_name}}. {{pm_name}} will call you today to go over the start date."

Update deposit_received_date

Triggers Zap 10 (invoice automation) to log payment.

Daily site SMS — mandatory every day crew is on site

Who sends it	PM — never the rep. PM uses Buildertrend daily log as source material. Zap 20 auto-drafts it from the log.
When	By 5pm on every day crew is on site. If not sent by 5:30pm → GHL workflow sends PM a reminder task.
What not to include	Never mention delays, problems, or issues in the daily SMS without a resolution plan in the same message. "Delay" without context = client calls immediately.
Delay message	"Hi {{first_name}} — we hit a [brief description] today. We've [resolution action]. This pushes completion by [X] days. I'll keep you updated daily."

Build · Project Activation

Zap 7 build notes

Common failurePhase 3 doesn't activate after deposit: (1) Was it payment.cleared or payment.submitted? (2) Did client pay by check? Webhook won't fire — PM must manually set project_status=active. (3) Check Stripe webhook log — did the event fire at all?

Demo · Activation

The deposit gate

4:15 – 4:45

The rule that protects margin before work starts

SAY

"Contract signed — nothing happens except paperwork. The moment the deposit clears — actually clears, not just submitted — three tasks fire automatically. Same day. Materials ordered. Permit filed. PM assigned. Nobody has to remember because the system does it when the money lands."

Phase 13 · Delivery Operations

Build Scheduling — Crew · Weather · Inspections · Snags

Scheduling is not a calendar — it's a capacity management system. Overbooking destroys client relationships faster than anything else. This phase documents the master schedule, crew capacity, weather protocol, and inspection management.

Zaps 14,15Crew capacityWeather protocolInspection gates

Master schedule Google Sheet — structure

Tab 1: Weekly schedule	Columns = Week dates (Mon–Fri). Rows = Crew members + subs. Cells = Project code + phase. One glance shows all resource allocation.
Tab 2: Project tracker	All active projects: job_id · client · project_type · crew_assigned · target_start · actual_start · target_complete · actual_complete · project_phase · status.
Tab 3: Material deliveries	job_id · material · supplier · order_date · expected_delivery · actual_delivery · PM_notified. PM receives task 2 days before each expected delivery.
Tab 4: Sub schedule	subcontractor_name · trade · project · start_date · end_date · status · insurance_expiry.
Capacity rule	If sum of crew_hours this week > available_hours → block that week in Calendly for new site visits. GHL workflow + Calendly API. Never overbooking.

project_phase field — drives communication

pre-construction

Contract signed

mobilization

Deposit cleared

rough-work

PM updates

finishes

PM updates

punch-list

Near complete

complete

Zap 8 trigger

Zap 15 — weather check (daily 6am)

ZAP 15

Daily 6am → weather API check for all active project ZIP codes

▶

Trigger — Zapier Schedule: Daily at 6:00am

Action — Google Sheets: Get all contacts with project_status = active

Action — Webhooks: GET weather API for each active project ZIP (OpenWeather API)

Check: rain probability > 60% OR temperature extremes (below 5°C / above 38°C).

Filter: if weather issue detected for this project's ZIP

→ Create PM task: "WEATHER ALERT — {{first_name}} project — [condition] forecast today. Communicate with client." → Slack #project-alerts: "Weather delay possible: {{project_id}}"

Inspection management

inspection_required field	Boolean. Set by PM when permit requires inspection before next phase (e.g., footing inspection before concrete, framing before cladding).
inspection_scheduled_date	Set by PM when inspection is booked with council/building authority.
Gate rule	If inspection_required = true AND inspection_passed_date is empty → GHL workflow blocks project_phase from advancing beyond current phase. PM must update inspection_passed_date to proceed.
Failed inspection	If inspection fails → PM task "Inspection failed — rectify: [notes] → rebook." Track in snag_log.

Build · Scheduling

Buildertrend bridge (Month 1)

BridgeZap 19: Buildertrend job phase update → GHL project_phase update. Zap 20: Buildertrend daily log → GHL note → auto-drafts daily SMS. Zap 21: Buildertrend schedule delay → GHL schedule_variance_days update → Slack alert if >3 days.

Demo · Scheduling

The system manages capacity — you don't

Proof point

Why overbooking kills construction businesses

SAY

"At 6am every day, the system checks the weather API for every active project ZIP. If rain is forecast, a task fires to the PM before they've had coffee. The PM communicates proactively instead of the client calling angry at noon."

Phase 14 · Delivery Operations

Quality Control — Snags + Final Walkthrough SOP

Snags are the #1 driver of negative NPS and damaging online reviews. This phase documents the complete quality control system: snag logging, resolution workflow, and the final walkthrough SOP where final payment, snag sign-off, and the review ask all happen in the same moment.

Zaps 16,17Snag gate on paymentWalkthrough SOPReview ask moment

Snag management system

Logging tool	Google Form on PM's phone. Fields: project_id, snag_description, photo_url (CompanyCam link), responsible_party (Own crew / Sub / Supplier), target_resolution_date.
Zap 16	Snag form submit → Google Sheets append to snag_log → GHL increment snag_count + snags_open → Create task assigned to crew lead: "[SNAG] {{description}} — {{target_date}}" → Slack #project-alerts
Zap 17 (daily)	Check snag_log: if target_date < today AND status ≠ resolved → escalation task to PM → if 2nd day overdue → Slack #project-alerts "OVERDUE SNAG — {{project_id}}"
Resolution flow	Crew resolves snag → PM updates snag_log status = resolved → snags_open decrements → if snags_open = 0 → PM task "All snags resolved — ready for final walkthrough"
Payment gate	final_payment_date cannot be set until: snags_open = 0 AND client_signoff_date is populated. GHL workflow enforces this. PM who sets final_payment_date without these = task fires to manager.
KPI	avg_snags_per_project · avg_snag_resolution_days · repeat_snag_patterns (same description recurring = training issue). Review monthly in Ops dashboard.

Final walkthrough SOP — the most important 30 minutes of the project

Step	What to do	What to say
Start	Walk every inch of the project with the client. PM leads. Client follows.	"I want to walk through everything together and make sure you're completely happy before we close this out."
Snag logging	If client spots anything → log it on the spot using the snag form. Don't promise fixes verbally — document them.	"Let me log that right now so it's on record and we can get it resolved."
Sign-off	Client digitally signs the walkthrough completion form (PandaDoc or Google Form). Sets client_signoff_date.	"If you're happy with everything, I'll need your signature here to confirm the project is complete."
Payment collection	Collect final payment on site (card reader or bank transfer). PM sets final_payment_date in GHL immediately.	"The final payment is [amount] — would you like to do that by card or bank transfer?"
Review ask	This is the exact moment. Satisfaction is at its peak. Phone out. 70% conversion on the spot.	"One last thing — reviews mean everything to a business like ours. Would you mind leaving us a Google review right now? I can stay on the line while you do it — it takes 60 seconds."
Video capture	PM takes 60-second after walkthrough video. Sets video_captured = true. Sends to editor.	"Do you mind if I take a quick video of the finished project? We love documenting our work."

Build · Quality + Snags

Snag system build notes

Quick buildSnag form → Google Sheets → Zap 16 is a 2-hour build. The biggest impact for the least effort. Most construction businesses track snags in texts. Moving to a documented system immediately changes how the team treats quality.

Demo · Quality

Why snags become reviews — and how to prevent it

Proof point

The review ask moment — highest conversion in the system

SAY

"The final walkthrough is the most valuable 30 minutes in the business. Payment collected. Snags signed off. And the review ask happens right there — in person — while the client is standing in the space they just invested in. Not a text the next day. Not an email a week later. Right there. 70% say yes."

Phase 15 · Delivery Operations

After-Sales Flywheel — NPS · Reviews · Referrals · VIP · Reputation

The flywheel is where the system compounds on itself. Every happy client generates a review. Every review generates trust for the next lead. Every referral enters Phase 1 as the highest-converting source. VIPs become partners. The system runs for 24 months after every completed project.

Zap 82-3× referral closeNPS D3VIP ≥3 referralsReputation system

Flywheel timeline — Zap 8

final_payment_date set by PM → Zap 8 fires

project_status=complete · warranty_expiry_date=+12mo · Pipeline=Archive · lifecycle_stage=PAST_CLIENT. Enrol in Past Client 24-Month track.

NPS survey SMS

"Hi {{first_name}} — your project is complete! 30 seconds of feedback: {{nps_link}}"

0–6

Detractor — PM call within 24hr

PM only — not rep. detractor_handled=false until call made. Review/referral ask blocked until detractor_handled=true.

7–8

Passive — review ask only

No referral ask. Soft touch. D90 referral ask at most.

Review ask (NPS 9+)

SMS + email with direct Google/Houzz review link. D10: if no review → rep task "Call {{first_name}} — ask to post while on the phone."

D14

Referral ask with unique tracking link

referral_count increments on each referral. At 3: vip_status=true → owner personal call task.

↺

Referral re-enters Phase 1

Source:Referral + referrer_name note. +8 intent score bonus. Rep sees referrer name before first call. 2-3× close rate vs cold.

Reputation management system

Review platforms	Priority: Google (highest SEO value) → Houzz (construction-specific) → Facebook → BBB. Ask for Google first. Always.
Review monitoring	Birdeye or Podium aggregates all reviews in one dashboard. Daily alert for any new review (especially 1-2 star — respond within 2hr).
Negative response SOP	Never defensive. Template: "Thank you for sharing this, [name]. We take every experience seriously. [Owner name] will be in touch directly to make this right." Then take offline immediately.
GHL fields	`review_platform` (Dropdown) · `review_rating` (Number 1-5) · `review_url` (Text)
GMB cadence	Every completed project → GMB post within 48hr. Zap 8 creates task: "Post project to GMB + tag suburb." `gmb_posted` must = true before task closes.

VIP + B2B referral partner program

Client VIP	referral_count ≥ 3 → vip_status=true → owner personal call → priority scheduling → annual check-in → VIP:Client tag
B2B partners	Separate pipeline: real estate agents / interior designers / architects / landscapers / pool companies / HOA managers. Each gets a unique referral tracking URL.
Partner fields	`partner_type` · `partner_referrals_sent` · `partner_commission_rate` (agreed % of contract value)
Partner nurture	Monthly newsletter: project updates + "your referral converted" updates + one featured project. Monthly task: PM/owner checks in with top 3 partners personally.
Commission	When contract signed from partner referral → finance task created for commission payment. Logged in finance_tracker.

Build · Flywheel

Zap 8 + reputation setup

Build orderZap 8 first (highest revenue impact — past client track). Then reputation management setup (Birdeye/Podium). Then B2B partner pipeline in Month 2.

Demo · Flywheel

Close the demo with this

5:00 – 5:30

The compound engine — every project generates the next one

SAY

"Every completed project starts a 24-month automated communication track. Review. Referral. 6-month check-in. 12-month anniversary. 18-month expansion offer. 24-month referral re-ask. Every client who goes through this system is a future revenue source. That's the compound engine."

CLOSING

"This is not a CRM setup. This is a revenue loop that runs for 24 months after every project. The system that does this work for a business that does 50 projects a year is handling 1,200 touchpoints. No human could manage that. This system does it automatically, every day."

Phase 16 · Finance Layer

Invoice Automation — Deposit · Milestone · Final · Overdue Escalation

Every invoice in the current system is manual. One forgotten deposit invoice = project starts without payment. One missed follow-up = a client who quietly doesn't pay for 45 days. This phase automates the entire invoicing lifecycle with hard gates at each stage.

Revenue-criticalZaps 10,11,123-stage billingOverdue escalation

Invoice schedule rule: Deposit 40% at contract signing → Milestone 35% at agreed build stage → Final 25% at client walkthrough sign-off. Never release final payment before snags_open = 0 AND client_signoff_date is populated. Non-negotiable.

3-stage invoice automation

ZAP 10

Contract signed → auto-create deposit invoice in PandaDoc + Stripe

▶

Trigger — GHL: Field Updated (contract_signed_date)

Filter — deposit_invoice_date is EMPTY (v8.1 fix — prevents double invoice on field re-save)

This is the v8.0 bug fix: without this filter, if contract_signed_date is re-saved for any reason (rep edits, Zap retry), Zap 10 fires again and creates a second invoice. The filter ensures it fires exactly once.

Action — PandaDoc: Create Document from Deposit Invoice Template

template → ASMC_Deposit_Invoice
client_name → {{first_name}} {{last_name}}
email → {{email}}
amount → {{contract_value}} × 0.40
due_date → {{contract_signed_date}} + 3 days
project_ref → {{contact_id}}

Action — GHL: Update deposit_invoice_date = {{now}}

Action — GHL: Enrol in Contract Win sequence (deposit invoice email → payment link)

If Stripe preferred: create Stripe Payment Link instead (30% lower friction than PandaDoc invoice)

GotchaPandaDoc invoice + Stripe payment link = two separate things. PandaDoc for PDF record. Stripe for the actual payment flow. Do not send PandaDoc's built-in payment if Stripe is your primary processor — double-charges possible.

ZAP 11

PM sets milestone trigger → auto-create milestone invoice

▶

Trigger — GHL: Field Updated (milestone_trigger) — PM sets this manually when milestone is reached

Filter: deposit_received_date is NOT empty (deposit cleared — don't invoice milestone if deposit not paid)

Action — PandaDoc: Create Milestone Invoice

amount → {{contract_value}} × 0.35
due_date → {{now}} + 7 days
milestone_desc → {{milestone_trigger}} // PM writes what milestone was reached

Action — GHL: milestone_invoice_date = {{now}}. SMS client: "Your milestone invoice is ready — {{amount}}. Pay here: {{link}}"

ZAP 12

Daily overdue invoice check → escalation ladder

▶

Trigger — Zapier Schedule: Daily 9:00am

Action — Google Sheets: Get all contacts where invoice_date is set AND received_date is empty

Code: calculate days overdue for each

const today = new Date();
const invoiceDate = new Date(inputData.invoice_date);
const daysOverdue = Math.floor((today - invoiceDate) / 86400000);
output = [{daysOverdue, contact_id: inputData.contact_id, amount: inputData.amount}];

Branch — D+1: SMS client friendly reminder

"Hi {{first_name}} — just a reminder, your invoice of ${{amount}} is due. Pay here: {{link}}"

Branch — D+3: Email + rep task "Invoice follow-up call — {{first_name}} — ${{amount}}"

Branch — D+7: PM phone call task (SLA: same day). Slack #finance-alerts: "OVERDUE 7d — {{first_name}} — ${{amount}}"

Branch — D+14: Owner escalation task. Slack direct message to owner. "INVOICE CRITICAL — 14 days — {{first_name}} — ${{amount}}"

Invoice tracking fields — full set

Field	Type	Set by	Drives
deposit_invoice_date	Date	Zap 10	Zap 12 overdue check
deposit_received_date	Date	Stripe payment.cleared webhook	Phase 3 activation gate
milestone_invoice_date	Date	Zap 11	Zap 12 overdue check
milestone_received_date	Date	Stripe webhook	Phase 4 activation gate
final_invoice_date	Date	PM (only after snags_open=0)	Zap 12 overdue check
final_received_date	Date	Stripe webhook → Zap 8	Flywheel activation
payment_method	Dropdown	PM (card/bank/check/cash)	If check/cash: PM must manually set received_date — webhook won't fire

Change order system

Rule (zero exceptions)	No work proceeds on changed scope until PandaDoc Change Order is signed by client AND payment link is opened. Not verbal agreement. Not "they said yes on a call." Signed CO + payment initiated.
CO trigger	PM creates CO in PandaDoc → `document.completed` webhook → GHL: `change_order_count +1`, `change_orders_total += amount` → update Stripe invoice for new total
CO fields	`change_order_count` (Number) · `change_order_1_amount` · `change_order_2_amount` · `change_order_3_amount` · `change_orders_total`
Revenue impact	Track `change_orders_total` separately from `contract_value`. In Looker Studio: actual_revenue = contract_value + change_orders_total. Many businesses lose track of CO revenue — it disappears into the job cost without being properly attributed.

Build · Invoice Automation

Week 2 — after Zaps 1,3,7 are stable

Build orderZap 10 first (biggest gap — deposit invoices are manual now). Then Zap 12 (daily check — immediate cash flow impact). Then Zap 11 (milestone — need to agree milestone definitions first).

Check/cash gapStripe webhook won't fire for check or cash payments. Add a GHL task to the PM's daily checklist: "Any check/cash payments received today? Update received_date manually." Without this, the automation chain breaks silently on non-card payments.

Demo · Invoice

Show the cash flow protection layer

Finance proof point

The invoice that nobody forgot

SAY

"Contract signed at 2pm Tuesday. By 2:03pm — the deposit invoice is already in the client's inbox. Not because someone remembered to send it. Because the system created it, populated it with the right amount, and delivered it the moment the contract was signed. And if they haven't paid by Day 3 — an SMS reminder goes automatically. Day 7 — a rep task. Day 14 — manager alert. The system never forgets."

Phase 17 · Finance Layer

Job Costing & KPIs — Margin · Reporting · 7 Looker Dashboards

Revenue is vanity. Margin is reality. This phase documents the complete job costing architecture: per-job cost breakdown, actual vs estimated margin tracking, and the 7 Looker Studio dashboards that give every role exactly the numbers they need — nothing more.

finance_tracker sheet7 dashboardsActual marginReal-time

finance_tracker Google Sheet — complete schema

Column	Type	Source	Formula
contact_id	Text	GHL	Primary key — joins to all other logs
client_name	Text	GHL	—
project_type	Text	GHL	—
contract_value	Currency	GHL	—
change_orders_total	Currency	GHL	—
actual_revenue	Currency	Calculated	=contract_value + change_orders_total
material_cost	Currency	PM enters	All materials purchased for this job
labour_cost	Currency	PM enters	Own crew hours × hourly rate
subcontractor_cost	Currency	PM enters	All sub invoices for this job
permit_cost	Currency	PM enters	Council/permit fees
equipment_cost	Currency	PM enters	Hire equipment, scaffolding, tools
disposal_cost	Currency	PM enters	Skip hire, waste removal
contingency_used	Currency	PM enters	Anything unplanned — track separately
total_cost	Currency	Calculated	=SUM(material:contingency)
gross_profit	Currency	Calculated	=actual_revenue − total_cost
actual_margin_pct	%	Calculated	=(gross_profit / actual_revenue) × 100
estimated_margin_pct	%	From estimate	PM enters estimated margin at quote stage
margin_variance	%	Calculated	=actual_margin_pct − estimated_margin_pct — RED if negative

7 Looker Studio dashboards — who sees what

Dashboard	Audience	Key metrics
1. Funnel	Owner + Sales lead	Lead volume by source/day · CPL by campaign · Lead score distribution · Time to first response · Stage conversion rates
2. Marketing	Owner + Marketing	Revenue by campaign/angle · CPL → CPB → CPC (cost per contract) · Creative performance table · Organic vs paid mix
3. Sales	Sales lead + Reps	Booking rate by rep · Site visit → estimate conversion · Estimate acceptance rate · Close rate by project type · Loss reason breakdown
4. Operations	PM + Owner	Active projects by phase · Crew utilisation % · Average project duration · Snag count by PM · Schedule variance by project
5. Finance	Owner + Accountant	Monthly revenue vs target · Actual margin by project/type · Accounts receivable aging · Change order revenue · Top 10 jobs by margin
6. After-Sales	Owner + PM	NPS score by month · Review volume + avg rating · Referral count + source · Reactivation rate from nurture · Warranty claims open
7. Task Health	Manager + Owner	Overdue tasks by owner · Task completion rate · Avg SLA compliance · Escalation count by week

KPI targets — track weekly, report monthly

≤24hr

First response time

↓ Lower is better

≥35%

Email open rate

↑ Target

≥25%

Lead-to-booking rate

↑ Target

≥40%

Estimate acceptance

↑ Target

≥30%

Gross margin

↑ Minimum

≥8.5

Average NPS score

↑ Target

≥4.5★

Google review rating

↑ Target

≤7d

Snag resolution time

↓ Target

≥15%

Revenue from referrals

↑ Compound target

Build · Job Costing

Month 1 — after first 5 jobs worth of real data

RuleBuild Looker Studio LAST. It needs real data from real jobs to be meaningful. Minimum: 5 completed projects in the finance_tracker before building dashboards. Otherwise you're building reports for imaginary numbers.

Demo · Finance

The number most construction businesses don't know

Finance proof point

Actual margin vs estimated margin

SAY

"Revenue is what you invoice. Margin is what you keep. Most construction businesses know their revenue. Almost none track their actual margin per job. This system tracks six cost categories per job and compares actual margin to what was estimated. If a PM consistently comes in 8% below estimated margin, that's a pricing problem — or a scope management problem. Without this data, you'd never know."

Phase 18 · Intelligence Layer

Tasks, SOPs & Escalation Architecture

Tasks without SLAs are wishes. SOPs without tasks are wall art. This phase documents the complete task taxonomy, SLA enforcement, the SOP library that every task links to, and the daily overdue check that ensures nothing falls through.

9 task typesZap 18SLA per type8 SOPs

Complete task taxonomy — 9 types, each with SLA

Task type	Title format	SLA	Owner	SOP link
CALL	`CALL — {{first_name}} — Score:{{lead_score}}`	Score ≥16: same day · Score <16: next business day	Rep	→ Consultation Call SOP
PREP	`PREP — {{first_name}} — {{booking_date}}`	1 hour before booking	Rep	→ Call Prep SOP
ESTIMATE	`ESTIMATE — {{first_name}} — due {{date}}`	48 hours from site visit	Estimator	→ Estimate Prep SOP
APPROVAL	`APPROVAL — ${{amount}} — {{first_name}}`	24 hours from creation	Manager	→ Approval Protocol
PM_SETUP	`PM_SETUP — {{first_name}} — deposit cleared`	Same day as deposit.cleared	PM	→ Project Activation SOP
SNAG	`SNAG — {{project_id}} — {{description}}`	72 hours resolution	Crew Lead	→ Snag Resolution SOP
INVOICE	`INVOICE — {{first_name}} — ${{amount}} — D+{{days}}`	Per escalation schedule (D1/D3/D7/D14)	Rep → PM → Owner	→ Invoice Follow-Up SOP
REVIEW	`REVIEW — {{first_name}} — D10 no post`	Same day as task creation	Rep	→ Review Ask SOP
ESCALATION	`ESCALATION — {{type}} — {{first_name}}`	Same day, always	Owner/Manager	→ Escalation SOP

Zap 18 — daily overdue task check

ZAP 18

Daily 9am → all overdue tasks → group by owner → Slack notification

▶

Trigger — Zapier Schedule: Daily 9:00am

Action — GHL: Search Tasks where due_date < today AND status ≠ completed

Code: Group by assigned_user, count by task_type

// Group tasks by owner
const grouped = {};
inputData.tasks.forEach(t => {
if (!grouped[t.owner]) grouped[t.owner] = [];
grouped[t.owner].push(t);
});
output = Object.entries(grouped).map(([owner, tasks]) => ({owner, count: tasks.length, tasks: tasks.map(t=>`${t.title} (${t.days_overdue}d)`).join('\n')}));

Action — Slack: DM each owner with their overdue list

⚠️ OVERDUE TASKS — {{owner}} — {{date}}
You have {{count}} overdue tasks:
{{task_list}}

// Plus post summary to #manager-approvals if any ESCALATION type is overdue

SOP library — 8 written procedures (not just referenced)

Lead Response SOP	Who does what in the first 5min / 60min / 4hr. Exact message templates per path. Escalation if no response from rep.
Consultation Call SOP	20-minute structure (Phase 07). 20 discovery questions written out. Angle opener by lead_angle. Next step close script.
Site Visit SOP	Before/during/after checklist. Measurement protocol. Photo naming. Client end-of-visit script. 2hr post-visit field update rule.
Estimate Presentation SOP	Never email and run. Walk-through structure. GBB presentation script. "I'll think about it" in-the-moment response.

Change Order SOP	Word-for-word client conversation script. How to present the CO as protecting them, not padding the invoice. What to do if they push back.
Daily Site SMS SOP	Template. What to include. What NOT to include. How to phrase delays. How to handle client replies. Time rule: by 5pm always.
Final Walkthrough SOP	Full 30-minute structure (Phase 14). Snag logging. Sign-off. Payment collection. Review ask script. Video capture.
Complaint Handling SOP	Who gets called first (PM always, not rep). What to say. What not to say. Documentation protocol. Escalation to owner at what threshold.

SOP storageSOPs live in Google Drive folder "ASMC SOPs" — linked in every relevant GHL task note. When a CALL task is created, the note includes: "See Consultation Call SOP: [Drive link]". Reps click through from the task. It's there when they need it, not buried in a handbook they read once.

Build · Tasks + SOPs

Build tasks first, write SOPs in parallel

PrioritySet up task naming convention in GHL first (enforced by creating task templates). Then build Zap 18 (overdue check). Write SOPs in Google Docs concurrently — they don't block the Zap build but must exist before training starts.

Demo · Tasks

The morning overdue digest

Ops proof point

Every morning, every overdue task surfaces automatically

SAY

"At 9am every morning, every overdue task in the system is grouped by owner and sent as a Slack DM. No manager has to chase people. No task falls through because someone forgot to check GHL. It surfaces automatically. And if an ESCALATION-type task is overdue — the owner gets a direct alert."

Phase 19 · Intelligence Layer

Operations — Staff Roles · Subcontractors · Compliance · Never-List

Every person who touches the system must know exactly what they can and cannot do. Role boundaries prevent data corruption. Subcontractor management prevents compliance failures. The Never-List prevents the most common catastrophic mistakes.

4 rolesSub managementCompliance calendarNever-List

Role matrix — what each person can and cannot do in GHL

Role	Can do	Cannot do
Rep	Create/update contacts. Add notes. Change pipeline stage (Lead In → Appt Scheduled). Create CALL/PREP tasks. Enrol in sequences. Update lead_score.	Delete contacts. Change contract fields. Set project_status. Access finance_tracker. Override HiTL gate.
Estimator	Update site_visit_outcome. Upload to CompanyCam. Set estimate_amount. Create ESTIMATE tasks. Update measurements_folder.	Change pipeline stage beyond Proposal Sent. Override $15K approval gate. Set contract fields.
PM	Update all project delivery fields. Set project_phase. Create snag records. Set milestone_trigger. Create daily log. Set final_payment_date (only when gates pass).	Change sales fields (lead_score, path_assigned). Delete completed project records. Set final_payment_date before snags_open=0.
Owner	All above + approve estimates >$15K + access all dashboards + override any gate with audit note.	Cannot delete contact without documented reason. Every override logged.

The Never-List — actions that break the system

Never duplicate a contact	Always search phone + email before creating. Duplicates create split histories — you lose the full picture of a lead's behaviour.
Never manually set lifecycle_stage	lifecycle_stage is system-controlled. Manual changes break the stagnation detection workflows that depend on stage history.
Never enrol in a sequence manually without checking current sequences	Double-enrolment sends the same person 2 emails per day. They unsubscribe. You lose the lead permanently.
Never delete a completed project contact	Past clients are in a 24-month sequence. Deletion removes them from the flywheel and from referral tracking.
Never set final_payment_date before snag sign-off	Triggers Zap 8 which activates the flywheel and closes the project. If snags remain, the system treats them as resolved. Client complaint + no paper trail.
Never bypass the $15K HiTL gate	Every bypassed approval is a mispriced large job waiting to happen. If the gate fires and it's inconvenient — that's information, not a bug.
Never rename pipeline stages	Zaps 1, 3, 6, 7, 8 reference exact stage names. Rename = all those Zaps fail silently.

Subcontractor management system

Sub Directory tab	Google Sheet: sub_name · company · trade · license_number · insurance_policy_number · insurance_expiry · hourly_rate · performance_score · preferred (Boolean)
Zap 22	Monthly check → any sub with insurance_expiry within 30 days → owner task "Collect updated COI — {{sub_name}} expires {{date}}" → email to sub: "Please send updated Certificate of Insurance before {{date}}"
Performance scoring	PM updates `subcontractor_performance_score` (1–5) after every project involvement. Threshold: 3 scores below 3 = removed from preferred list. Tracked in sub_directory sheet.
Assignment rule	Only preferred subs (performance_score ≥ 3.5 AND insurance current) get assigned to new projects. Zap 14 checks this during scheduling.

Legal + compliance requirements

SMS (TCPA)	Explicit opt-in required on every form. Checkbox: "I agree to receive SMS messages from [Company]. Msg &data rates may apply. Reply STOP to opt out." Store `sms_consent_timestamp` — never overwrite. STOP keyword must halt all SMS sequences immediately and set `sms_opt_in = false`.
Email (CAN-SPAM / CASL)	Every broadcast email must include a working unsubscribe link. GHL handles this automatically for sequences. Verify for any external tools sending email on your behalf. If serving clients in or from the EU/UK — add GDPR privacy acknowledgement to your form.
Data security	API keys in Zapier's credential vault — never in Google Sheets, Slack messages, or GHL notes. Rotate GHL API keys every 90 days. Store in company password manager (1Password / Bitwarden) — not individual inboxes.
Lien rights	Check jurisdiction-specific requirements. Some states/provinces require lien notice language in contracts before work begins. Requirements vary significantly — legal review recommended before finalising contract template.
GHL technical note	GHL does not offer granular field-level permission locks. Role restrictions above are enforced through training, the Never-List, and manager oversight — not technical locks. This is a GHL platform limitation, not a system design choice.

QAQC coverage gap register — known future expansion items

Gap	Current status	Recommended next step
Construction ERP	Xero/QB bridge via Zapier only. No deep job cost sync.	At $1M+ revenue: evaluate Sage 100 Contractor or Acumatica for integrated job costing + accounting.
Permit tracking stages	Single task "file permit" — no multi-stage tracking.	Add `permit_stage` field: not submitted / submitted / under review / approved / rejected. Add tracking workflow.
Change order enforcement	Strict gate in contract; real-world verbal approval common.	Add verbal_approval_log note template + 48hr CO signature SLA reminder task.
Mobile field experience	PM uses Google Forms + Sheets on mobile.	Evaluate Buildertrend field app when 3+ simultaneous active projects.
Material procurement	"Order materials" task only — no PO tracking.	Add purchase_order tab to Master Schedule sheet. Track supplier, amount, expected delivery per line item.
Warranty service routing	Warranty claim fields exist; no service ticket routing.	Add warranty_claim → Slack #warranty-claims → PM task → resolution tracking workflow.
Crew payroll	Labour cost entered manually by PM.	At scale: evaluate Deputy or ClockShark for time tracking → automatic labour_cost calculation.

Build · Operations

Role setup + Never-List training

RuleBuild GHL user roles BEFORE giving any staff access. Set user permissions exactly as per the role matrix. Every person uses their own login — never a shared account. Shared accounts make audit trails useless.

Demo · Operations

The Never-List is a feature

Ops proof point

7 actions that don't produce errors — they produce silent corruption

SAY

"The Never-List is the most important training document in the system. These aren't errors that break things visibly. They're actions that corrupt data silently. A renamed pipeline stage and every related Zap fails. A manually changed lifecycle_stage and the stagnation detection stops working. You won't see it until two weeks of leads have gone cold without anyone noticing."

Phase 20 · Reference

All 24 Zaps — Complete Index

Every Zap documented: trigger, purpose, critical notes. Build in the order shown. Zaps 1,3,7,8 are the spine — they activate all phases. Never build Zap 5 before Zap 1 is tested. Never activate Zap 8 before the snag gate is confirmed.

24 ZapsBuild order critical5 daily schedulers3 webhook listeners

Marketing + Lead Engine (Zaps 1–5)

Zap	Trigger	Purpose	Critical note
Zap 1	Webhooks: form submit	Validate → score → angle → path → sequence → log → CAPI	Most important Zap. Test with real submit. Build first.
Zap 2	GHL: email event (click/open) OR SMS reply	Intent score update + engagement_status + stagnation detection + behavioural sequence triggers	Must run on EVERY email event. Set to "any email event" not specific sequence.
Zap 3	Calendly: Invitee Created (Consultation)	GHL update + rep briefing note + PREP task + Slack if score ≥16 + booking_log	Calendly event name must match exactly. Case-sensitive.
Zap 4	GHL: tag applied (Objection:Price, Objection:Timing)	Trigger relevant objection sequence + Slack rep alert	Tag names exact match. Space before colon = broken Zap.
Zap 5	Bland AI: call completed	Outcome → GHL update → if booked → Zap 3. If negative → tag + sequence	Bland AI must have webhook configured in Pathway. Test extensively before live.

Sales + Estimation (Zaps 6–9)

Zap	Trigger	Purpose	Critical note
Zap 6	Calendly: Invitee Created (Site Visit)	ZIP → territory lookup → estimator capacity check → assign → confirm sequence	Separate Calendly event from Consultation. Do NOT combine events.
Zap 7	PandaDoc: document.completed (contract template)	GHL contract fields → CAPI Purchase event → Contract Win sequence → Welcome Packet → invoice prep	PandaDoc filter: only fires for contract template, NOT estimate or CO templates.
Zap 8	GHL: field updated (final_payment_date)	project_status=complete → warranty date → 24-month track → NPS → GMB task → Sheets → Flywheel	Gates: verify snags_open=0 AND client_signoff_date populated before this Zap acts. Add filter.
Zap 9	GHL: field updated (estimate_amount >15000)	HiTL gate → Slack #manager-approvals → approval task → block until approved	Filter on estimate_amount > 15000. Number field comparison, not text.

Finance Automation (Zaps 10–12)

Zap	Trigger	Purpose	Critical note
Zap 10	GHL: field updated (contract_signed_date)	Auto-create deposit invoice in PandaDoc/Stripe → deposit_invoice_date	Filter: fire only once (if deposit_invoice_date is currently empty)
Zap 11	GHL: field updated (milestone_trigger)	Create milestone invoice → send to client → milestone_invoice_date	Filter: deposit_received_date must NOT be empty. Don't invoice milestone if deposit unpaid.
Zap 12	Zapier Schedule: daily 9am	Overdue invoice check → D1 SMS / D3 task / D7 PM task / D14 owner escalation	Professional Zapier plan required for scheduled Zaps. Starter plan blocks this.

Scheduling + Quality (Zaps 13–17)

Zap	Trigger	Purpose	Critical note
Zap 13	Zapier Delay: site_visit_date + 45min	No-show detection → SMS client + rep task if outcome empty	Delay by Zapier — set exact delay from field value. PM must update site_visit_outcome or this fires every day.
Zap 14	GHL: field updated (scheduled_start_date)	Crew schedule conflict check in Master Schedule → PM task if conflict	Sheets lookup: count bookings for assigned crew this week. Threshold = weekly_capacity.
Zap 15	Zapier Schedule: daily 6am	OpenWeather API check for active project ZIPs → PM task if rain/extreme	Loop through all active project ZIP codes. One API call per ZIP per day.
Zap 16	Webhooks: snag form submit	Append to snag_log → GHL snag_count+1 + snags_open+1 → crew task → Slack	Google Form webhook. Each submission = one snag. PM must log each item separately.
Zap 17	Zapier Schedule: daily 8am	Overdue snag check → if target_date < today AND status ≠ resolved → PM escalation task	Reads snag_log sheet. Status must be exact match: "resolved" lowercase.

Intelligence + Ops (Zaps 18–24)

Zap	Trigger	Purpose	Critical note
Zap 18	Zapier Schedule: daily 9am	Overdue task digest → group by owner → Slack DM per person	GHL task search filter: due_date < today, status ≠ complete. Multi-step with code step.
Zap 19	Buildertrend: job phase updated (webhook)	Sync project_phase → GHL. If phase=Final → PM walkthrough scheduling task	Buildertrend webhook setup in account settings. Must map BT phase names to GHL dropdown values.
Zap 20	Buildertrend: daily log submitted (webhook)	GHL note with log content → auto-drafts PM daily SMS content	Maps BT daily log fields to GHL note template. PM reviews draft before sending.
Zap 21	Buildertrend: schedule delay (webhook)	Update schedule_variance_days in GHL → if >3 → Slack #project-alerts	Requires Buildertrend Pro for webhooks. Not available on Basic plan.
Zap 22	Zapier Schedule: monthly, day 1	Sub insurance expiry check → owner task + sub email if <30 days	Reads sub_directory sheet. Date comparison: expiry_date − today < 30.
Zap 23	Zapier Schedule: monthly, day 1	Compliance document expiry check → owner task + Slack if <60 days	Same pattern as Zap 22. Reads compliance_calendar sheet tab.
Zap 24	Zapier Schedule: monthly, day 1	GHL contact export → save to Google Drive with date stamp	GHL export API. Save to Drive folder "ASMC Backups/YYYY-MM". Monthly data insurance.

Build · All Zaps

Testing protocol for every Zap

Testing ruleEvery Zap gets 3 test runs before going live: (1) Happy path — everything works as expected. (2) Edge case — missing field, empty value. (3) Error path — what happens if a step fails. Document results. Never skip step 2.

Zapier plan checkScheduled Zaps (12,15,17,18,22,23,24) require Zapier Professional plan ($49/mo). Starter plan blocks scheduled triggers. Verify plan before building these Zaps or they'll activate but never run.

Demo · All Zaps

Show the full 24-Zap index

Reference proof point

24 automations — zero of them are "nice to have"

SAY

"24 Zaps. Every single one of them handles something that a human was doing manually — or not doing at all. The 5 daily scheduled Zaps run at 6am, 8am, and 9am every morning before your team starts work. By the time anyone sits down, the system has already checked the weather, flagged overdue snags, surfaced overdue tasks, and checked for unpaid invoices."

Phase 21 · Reference

Fields Dictionary — All 76 GHL Custom Fields

Every field has one owner — one thing that writes to it. If two things write to the same field, one will overwrite the other silently. This dictionary is the source of truth for field names, types, API keys, and what writes them.

76 fields8 categoriesSingle owner ruleBuild before Zaps

System core fields (8)

Field name	API key	Type	Values / Notes
lifecycle_stage	lifecycle_stage	Dropdown	TOFU / MOFU / BOFU / RECYCLE / CLIENT / PAST_CLIENT — System only. Never manual.
engagement_status	engagement_status	Dropdown	NEW / ENGAGED / RESPONDING / STALLED / COLD / DNC
intent_score	intent_score	Number	Running total. Seeded by Zap 1. Updated by WF-3. Resets on recycle.
first_response_time	first_response_time	Number	Minutes from contact creation to first reply. Written once.
last_activity_timestamp	last_activity_timestamp	DateTime	Updated by WF-3 on every behavioral event.
entered_stage_timestamp	entered_stage_timestamp	DateTime	Set every pipeline stage change. Drives time_in_stage calculation.
time_in_stage	time_in_stage	Number (hours)	Calculated: NOW − entered_stage_timestamp. Drives stagnation detection.
recycle_count	recycle_count	Number	Increments each time lifecycle_stage = RECYCLE. Identifies chronic non-converters.

Marketing + Attribution fields (16)

Field name	API key	Type	Written by
utm_source	utm_source	Text	Zap 1 (form URL param)
utm_medium	utm_medium	Text	Zap 1
utm_campaign	utm_campaign	Text	Zap 1
utm_content	utm_content	Text	Zap 1 (→ ad_creative_id)
utm_term	utm_term	Text	Zap 1 (Google keyword)
lead_angle	lead_angle	Dropdown	Zap 1 (form field) comfort / home-value / lifestyle / protection
lead_angle_opener	lead_angle_opener	Text	Zap 1 Code step — angle-specific opening line
first_touch_source	first_touch_source	Text	Zap 1 — only if currently empty. Never overwrite.
last_touch_source	last_touch_source	Text	Zap 1 — always overwrite.
ad_creative_id	ad_creative_id	Text	Zap 1 (from utm_content) — matches creative tracker sheet
gclid	gclid	Text	Zap 1 (Google Click ID) — for offline conversion import
offer_claimed	offer_claimed	Boolean	Zap 1 (if lead magnet was offered)
content_downloaded	content_downloaded	Dropdown	none / value-calculator / planning-guide / questions-guide
sms_opt_in	sms_opt_in	Boolean	Zap 1 (form consent field)
sms_consent_timestamp	sms_consent_timestamp	DateTime	Zap 1 — TCPA compliance record
email_status	email_status	Dropdown	active / cold / bounced / DNC / unsubscribed / invalid

Sales fields — Group 3 (8 fields)

Field name	API key	Type	Written by / Notes
lead_score	lead_score	Number	Zap 1 Code step. Static snapshot of score at entry. Not updated after entry — use intent_score for live behavioural score.
path_assigned	path_assigned	Dropdown	Zap 1 Code step — path1 / path2 / path3 / path4 / path5
budget	budget	Dropdown	Form field / Zap 1 — Premium / Standard / Starter / Unknown
timeline	timeline	Dropdown	Form field / Zap 1 — Urgent / Near / Long / Researching / Unknown
project_type	project_type	Dropdown	Form / Zap 1 — deck / patio / fence / pergola / pool / landscaping / other
zip_code	zip_code	Text	Form / Zap 1. Store as TEXT not Number — leading zeros (e.g. 07001) are stripped if stored as Number. ZIP-based territory lookup breaks silently.
inbound_call_date	inbound_call_date	Date	CallRail webhook Zap — on inbound call event
estimate_option_selected	estimate_option_selected	Dropdown	A_standard / B_premium / C_luxury — Written by estimator after GBB presentation. Tracks which option the client chose.

Finance fields — Group 4 (19 fields)

Field name	API key	Type	Written by / Notes
contract_value	contract_value	Number	Zap 7 (from PandaDoc document.completed webhook). May differ from estimate_amount after negotiation.
change_order_count	change_order_count	Number	CO webhook (PandaDoc document.completed filtered to CO template only)
change_order_1_amount	change_order_1_amount	Number	CO webhook
change_order_2_amount	change_order_2_amount	Number	CO webhook
change_order_3_amount	change_order_3_amount	Number	CO webhook
change_orders_total	change_orders_total	Number	Calculated by CO Zap (sum of CO amounts). `actual_revenue = contract_value + change_orders_total`
deposit_invoice_date	deposit_invoice_date	Date	Zap 10. Gate: Zap 10 must check this is EMPTY before creating invoice — prevents double invoice on field re-save.
deposit_received_date	deposit_received_date	Date	Stripe payment.cleared webhook. PM enters manually for cash/check. Gates Phase 3 activation.
milestone_invoice_date	milestone_invoice_date	Date	Zap 11
milestone_received_date	milestone_received_date	Date	Stripe webhook. Gates next phase advancement.
final_invoice_date	final_invoice_date	Date	PM — only after snags_open = 0 AND client_signoff_date is populated. System check runs on write.
final_received_date	final_received_date	Date	Stripe webhook / PM manual. Gates Flywheel activation (Zap 8).
material_cost	material_cost	Number	PM enters — all materials purchased for this job
labour_cost	labour_cost	Number	PM enters — own crew hours × hourly rate
subcontractor_cost	subcontractor_cost	Number	PM enters — all sub invoices for this job
permit_cost	permit_cost	Number	PM enters — all council/permit fees
equipment_cost	equipment_cost	Number	PM enters — hired equipment, scaffolding, tools
disposal_cost	disposal_cost	Number	PM enters — skip hire, waste removal
actual_margin_pct	actual_margin_pct	Number	Calculated in finance_tracker sheet: =(gross_profit/actual_revenue)×100. PM updates after all costs entered.

Scheduling + Quality fields — Group 5 (13 fields)

Field name	API key	Type	Written by / Notes
crew_assigned	crew_assigned	Text	PM / Zap 14 (conflict check output)
project_phase	project_phase	Dropdown	PM / Zap 19 (Buildertrend webhook sync) — pre-construction / mobilization / rough-work / finishes / punch-list / complete
inspection_required	inspection_required	Boolean	PM — set when permit requires inspection before next phase. Gate: if true AND inspection_passed_date is empty → project_phase cannot advance.
inspection_scheduled_date	inspection_scheduled_date	Date	PM
inspection_passed_date	inspection_passed_date	Date	PM — gate field. Required to advance phase when inspection_required = true.
video_captured	video_captured	Boolean	PM — set true after final walkthrough video taken. Feeds YouTube + GMB posting workflow.
target_start_week	target_start_week	Text (YYYY-WW)	PM — set at deposit clearance. Drives capacity calendar and Zap 14 scheduling conflict check.
snag_count	snag_count	Number	Zap 16 — increments on each snag form submit. Total snags ever logged on this project.
snags_open	snags_open	Number	Zap 16 (increment) / Zap 17 (decrement on resolution). Zap 8 filter must use "Number is less than 1" — not text match "0".
final_walkthrough_date	final_walkthrough_date	Date	PM
client_signoff_date	client_signoff_date	Date	PM — set at final walkthrough sign-off. Gate for final_invoice_date and Zap 8.
gmb_posted	gmb_posted	Boolean	PM — must = true before Zap 8 task closes. Drives organic SEO via project completion posts.
review_platform	review_platform	Dropdown	Rep after review posted — Google / Houzz / Facebook / BBB
review_rating	review_rating	Number 1–5	Rep — drives After-Sales Looker dashboard avg rating metric

Survey + Warranty fields — Group 6 (7 fields)

Field name	API key	Type	Written by / Notes
warranty_expiry_date	warranty_expiry_date	Date	Zap 8 — set to final_payment_date + 12 months automatically
warranty_claim_date	warranty_claim_date	Date	Client warranty claim form (linked in post-completion email)
warranty_claim_description	warranty_claim_description	Text	Client warranty claim form
warranty_resolution_date	warranty_resolution_date	Date	PM — after resolution. Drives avg warranty resolution time KPI.
mid_project_sat_score	mid_project_sat_score	Number	Mid-project survey form (optional). Score < 3 → PM escalation task same day.
consult_sat_score	consult_sat_score	Number	Post-consultation survey form. Score < 3 → manager task immediately. Catches rep performance issues.
loss_followup_date	loss_followup_date	Date	System (D90 trigger after Closed Lost). Next scheduled human touchpoint after automated sequences end.

VIP + Referral fields — Group 7 (5 fields)

Field name	API key	Type	Written by / Notes
referral_count	referral_count	Number	Zap 8 / referral form submission. Drives VIP threshold.
referral_source	referral_source	Text	Zap 8 / referral form (name of referrer). Rep sees this before first call with referred lead.
vip_status	vip_status	Boolean	Zap 8 — set true when referral_count ≥ 3 → triggers owner personal phone call task.
partner_type	partner_type	Dropdown	realtor / designer / architect / landscaper / pool / HOA — B2B partner contacts only
partner_commission_rate	partner_commission_rate	Number	Agreed % of contract value — B2B partner contacts only. Drives commission finance task on contract signed.

Build · Fields

Field creation protocol

ProtocolCreate fields in GHL in the exact order listed: System → Marketing → Sales → Finance → Scheduling → Quality → Survey → Warranty. Export field list to Google Sheet after creation — include the auto-generated API key next to each field name. Zapier uses API keys, not display names. A typo in the API key = silent Zap failure.

Demo · Fields

Show the complete field map as architecture proof

Architecture proof point

76 fields — each one does one thing

SAY

"Every field in this system has one thing that writes to it. Not two. Not three. One. That's how data stays clean over 2 years of operation. The alternative — where reps and automations write to the same fields — creates data drift that breaks reporting silently over time."

Phase 22 · Reference

Troubleshooting — Symptoms → Root Cause → Fix

Every failure mode in this system has a tell. This page documents the most common symptoms, what actually causes them (rarely what it looks like), and the exact fix. Start here before opening a support ticket.

9 failure modesSilent failuresRoot causes

🔴 Zap 1 fires but contact not in GHL

Cause: Zapier sample data used during build (not a real form submit). Sample data often has different field names than real submissions.
Fix: Delete test contacts. Submit the actual form. Use real test data. Check Zapier task history — look at the exact payload the webhook received. Does field name match exactly what GHL expects?

🔴 Sequences not sending

Cause 1: Sequence shell was created but never had messages added.
Cause 2: Contact's email_status = bounced or unsubscribed — GHL silently skips them.
Cause 3: Sending domain not verified. Check GHL → Settings → Email Services → domain authentication status.
Fix: (1) Check sequence has at least one published message. (2) Check contact's email field. (3) Verify SPF/DKIM in GHL settings.

🟠 Lead score correct but wrong path assigned

Cause: Budget/timeline field values in the form don't exactly match the code step's string comparison. "premium" ≠ "Premium".
Fix: In Zap 1 Code step — print console.log(inputData.budget, inputData.timeline) and check Zapier logs. Match capitalization exactly.

🟠 Zap 8 fires but client NOT moved to Archive

Cause: Filter check — snags_open was 0 and client_signoff_date was populated, but the field comparison in the Zap used text "0" not number 0.
Fix: In Zapier filter, use "Number is less than 1" not "Text exactly matches 0".

🟠 Deposit invoice sends but client says they didn't receive it

Cause 1: Email went to spam. Check client's spam folder first.
Cause 2: PandaDoc sent to wrong email (GHL had old email).
Cause 3: DKIM not set up — emails flagged as unauthenticated.
Fix: Verify DKIM in GHL. Check PandaDoc sent document list. Resend manually from PandaDoc dashboard.

🟠 Territory routing assigns wrong estimator

Cause: ZIP code in form doesn't match territory_map exactly. Leading zeros stripped (e.g., ZIP 07001 becomes 7001).
Fix: In territory_map sheet, set ZIP column as TEXT format (not Number). In Zap 6, ensure ZIP field is treated as text in the Sheets lookup.

🟠 Intent score not updating on email opens

Cause: Apple Mail Privacy Protection. Apple prefetches emails, triggering opens without real engagement. This inflates open counts and intent scores.
Fix: Don't score email opens from Apple Mail devices (flag: user_agent contains "Apple"). Score email clicks only — they're unambiguous intent signals.

🟠 Daily scheduled Zaps (12,15,18) not running

Cause: Zapier plan is Starter or Professional — scheduled Zaps require Professional or higher.
Secondary cause: Zapier account was over task quota — scheduled Zaps paused.
Fix: Check Zapier plan. Check task usage dashboard. If at quota, upgrade or audit which Zaps are generating excessive tasks.

🟠 Duplicate contacts appearing weekly

Cause: GHL Find Contact step in Zap 1 searches by email but contact exists with different email + same phone. Two records created.
Fix: Add a second Find Contact step in Zap 1 — search by phone BEFORE searching by email. If phone match found, use that record ID for all subsequent updates. Never let two records have the same phone number.

🟢 Looker Studio showing no data

Cause: Looker was built before enough data existed in Sheets. Data connection is correct but tables have <5 rows.
Not a bug — build Looker after 30 days of live system data. The dashboards need historical data to show trends. Before then, look at raw Sheets data directly.

Zap error diagnostic checklist

Step 1	Open Zapier → Zap History. Find the failed run. Click into it and read the exact error message — don't guess.
Step 2	Check the input data. Did the field arrive with the expected value? Empty fields are the #1 cause of Zap errors.
Step 3	Check if the GHL field still exists. Renamed fields break the mapping — field shows as "unmapped" in Zapier action.
Step 4	Check Zapier account health: task quota, plan level, connected app auth tokens (GHL tokens expire — reconnect periodically).
Step 5	Re-test with a clean data submission. Never fix a Zap based on the broken run alone — the test confirms the fix works.

Build · Debug

Error monitoring setup

Set up nowEnable Zapier error notifications: Settings → Notifications → Email me when Zaps error. This catches silent failures immediately instead of discovering them when a client complains.

Demo · Debug

Know the failure modes before they happen

Trust-building moment

Showing the failure modes is a feature, not a weakness

SAY

"The fact that we have a troubleshooting guide for 9 specific failure modes isn't a weakness — it's experience. We know exactly where these systems fail because we've built and run them. Each item in this guide is something we caught, diagnosed, and fixed. You benefit from that history before you even start."

Phase 23 · Reference

Tech Reference — APIs · Upgrade Triggers · Bridge Architecture

The current stack handles a business doing 0–50 projects per year. This page documents the exact signals that mean it's time to upgrade, the upgrade path for each tool, and the API endpoints for the custom integrations that can't be done natively.

API endpointsUpgrade triggersTool bridgesScale checklist

Upgrade triggers — when to move off each tool

Google Sheets

→

Airtable / Supabase

When: Sheets takes >5 seconds to load (data volume) OR multiple people editing simultaneously = conflicts. Supabase adds SQL queries and real-time sync. Airtable adds better views without code.

PandaDoc (Estimate)

→

Buildxact

When: 5+ estimates per week from physical site visits. Buildxact has material takeoff, supplier integration, and construction-specific templates that PandaDoc cannot match.

Manual PM daily log

→

Buildertrend

When: 3+ simultaneous active projects. Buildertrend's field app, photo organisation, and schedule management saves 2+ hours per PM per day. ROI is clear at this scale.

Looker Studio (free)

→

Looker / Metabase

When: Looker Studio is too slow or you need more than 5 data sources combined, or you need alerting (Looker Studio has no alerts).

GHL Starter

→

GHL Pro / Agency

When: >1 sales rep needing own pipeline view OR multiple locations OR need advanced reporting features.

Zapier Professional

→

Make (Integromat)

When: Zapier task costs exceed $200/mo. Make runs the same workflows at ~30% of the cost at high volume. Migration requires rebuilding all Zaps.

Key API endpoints reference

Tool	Endpoint	Used for
GHL Contact Update	PUT /contacts/{id}	All field updates from Zapier. Requires Bearer token from GHL settings → Integrations → API Keys.
GHL Task Create	POST /contacts/{id}/tasks	All task creation. Body: title, dueDate, assignedTo, description.
Meta CAPI	POST graph.facebook.com/v18.0/{pixel_id}/events	Lead event (Zap 1) and Purchase event (Zap 7). Requires access_token from Meta Business Manager.
OpenWeather	GET api.openweathermap.org/data/2.5/weather?zip={zip}&appid={key}	Zap 15 weather check. Free tier = 60 calls/min. Plenty for daily checks.
ZeroBounce	GET api.zerobounce.net/v2/validate?email={email}&api_key={key}	Zap 1 step 0.5. Returns: valid / invalid / catch-all / unknown / disposable.
Calendly	GET api.calendly.com/event_invitees	If polling needed (webhook not available in specific plans).
Bland AI	POST api.bland.ai/v1/calls	Zap 5. Trigger outbound AI call. Body: phone_number, pathway_id, request_data (angle, name, opener).

The tool bridge architecture — what talks to what

GHL ↔ Xero	Zapier bridge: contract_signed → create Xero invoice. payment.cleared → mark Xero invoice paid. Monthly reconciliation task fires automatically.
GHL ↔ Buildertrend	Zaps 19–21. Phase updates flow both ways. Buildertrend is the field source of truth. GHL is the client communication source of truth. Never duplicate data — each owns its domain.
GHL ↔ CompanyCam	Zap: project milestone → trigger CompanyCam project creation with same job_id. CompanyCam → GHL note on photo milestone with gallery URL.
GHL ↔ CallRail	Inbound call → CallRail assigns tracking number → webhook → Zap → find GHL contact → note call + recording URL. Missed call → SMS via GHL workflow.
GHL ↔ Birdeye/Podium	Review posted → Birdeye webhook → Zap → GHL update review_platform + review_rating + review_url → if 1-2 star → manager alert task.

Scale checklist — when the system needs restructuring

50+ leads/month	Add a second rep. Split pipeline by rep. Add rep_assigned field to all Zap 1 routing logic. Add rep-specific KPI tab to Sales dashboard.
20+ active projects	Add a second PM. Reassign Zap routing by project geography. Split PM dashboard by PM name.
3+ estimators	Move site visit scheduling from Calendly to a dedicated scheduling tool (Servicetitan / Acuity with resource booking). Capacity management becomes critical at this scale.
$2M+ annual revenue	Dedicated accountant or bookkeeper. Move from Xero → dedicated construction accounting (Sage 100 Contractor). Separate entity for each project (liability protection).
2 locations	Separate GHL sub-accounts per location. Shared reporting in Looker Studio using combined data source. Territory routing becomes location-aware.

Build · Tech Reference

API key management

Security ruleAPI keys stored in Zapier's built-in credential storage — never in Zap field values, never in Sheets cells, never in Slack messages. Rotate GHL API keys every 90 days. Every key stored in a company password manager (1Password / Bitwarden), not individual inboxes.

Demo · Tech Reference

This system scales with you

Long-term confidence

Built to grow — not to be replaced

SAY

"This system is built for 0–50 projects per year. But it's also documented for what happens after that. At $2M revenue, here's what changes. At 3 estimators, here's the upgrade. The system doesn't have a ceiling — it has a documented growth path. You're not building something you'll have to throw away in 18 months."

Phase 24 · Reference

Automation Alternatives — Make · n8n · ActivePieces

Zapier Professional works and has the best GHL native support. But at high task volume it becomes the most expensive option by far. This page documents full equivalents for all 24 Zaps on Make (Integromat), n8n, and ActivePieces. Choose one platform and build the entire system on it — never mix platforms across the same workflow.

4 platformsFull Zap equivalentsCost comparisonn8n self-hosted free

Platform comparison — choose once, commit fully

Platform	Best for	Cost at 10K tasks/mo	GHL support	Key difference
Zapier Professional	Non-technical teams, fastest setup, maximum GHL native support	~$49/mo	✅ Full native	Most expensive at volume. Auto-manages GHL OAuth. Best for fast launch.
Make (Integromat)	Cost-conscious teams comfortable with visual flow builders	~$9/mo	✅ Full native	~80% lower cost than Zapier at scale. Visual canvas. Routers = Zapier filters. Iterators loop arrays.
n8n	Developer on team, self-hosting, maximum control	~$20/mo cloud or free self-hosted	⚠ HTTP nodes only	Most powerful. Self-hosted on $5/mo VPS = unlimited. Requires Bearer token management.
ActivePieces	Open-source priority, self-hostable, moderate technical comfort	Free self-hosted	⚠ HTTP actions only	Cleaner UI than n8n. Growing integrations library. Simpler than n8n for non-developers.

Decision guideNon-technical team wanting fastest launch → Zapier. Cost-conscious + visual builder comfort → Make. Developer available + want full control → n8n. Open-source priority + self-hosted → ActivePieces. Running >5,000 tasks/month on Zapier → migrate to Make (30% of cost for identical workflows).

Make (Integromat) — full equivalent configuration

MAKE · Scenario 1

Zap 1 equivalent — Lead Capture

▶

Webhooks › Custom Webhook

HTTP › Make a Request → ZeroBounce validate

GET api.zerobounce.net/v2/validate?email={{email}}&api_key={{key}}

Router: Branch A (valid) / Branch B (invalid/disposable)

Branch B: GHL › Update Contact (email_status=invalid) → STOP. Branch A continues.

GHL › Search Contact by Phone (dedup — phone first)

Router: found / not found → if not found → GHL › Search Contact by Email

GHL › Create/Update Contact

Tools › Set Variable — score calculation (Make supports ternary expressions natively)

// In Make "Set Multiple Variables" module — use field mapping expressions:
score = ({{budget}} = "Premium" ? 10 : {{budget}} = "Standard" ? 5 : {{budget}} = "Starter" ? 2 : 0)
+ ({{timeline}} = "Urgent" ? 15 : {{timeline}} = "Near" ? 10 : {{timeline}} = "Long" ? 5 : {{timeline}} = "Researching" ? 2 : 0)
path = (score >= 21 ? "path1" : score >= 16 ? "path2" : score >= 11 ? "path3" : score >= 6 ? "path4" : "path5")

GHL › Update Contact (score fields, path, opener, first_touch)

GHL › Add Tags

GHL › Enrol in Sequence (×2 — angle first, path second)

Google Sheets › Add Row (lead_log)

HTTP › Make a Request → Meta CAPI Lead event (POST)

MAKE · Scenario 12

Zap 12 equivalent — Daily Overdue Invoice Escalation

▶

Make › Scheduling — Daily at 9:00am

Google Sheets › Search Rows (invoice_date set AND received_date empty)

Iterator — loop through each overdue row. Tools › Set Variable: daysOverdue = TODAY − invoice_date

Router: branch on daysOverdue value

D+1: GHL SMS reminder · D+3: GHL email + rep task · D+7: PM task + Slack #finance-alerts · D+14: Owner task + Slack DM to owner

MAKE · Scenario 15

Zap 15 equivalent — Daily Weather Check

▶

Make › Scheduling — Daily at 6:00am

Google Sheets › Search Rows (project_status = active)

Iterator → HTTP request per project ZIP → OpenWeather API

Router: rain_probability > 60 OR temp < 5 OR temp > 38 → GHL task + Slack #project-alerts

n8n — full equivalent configuration

N8N · GHL HTTP Pattern

Reusable GHL API node configuration for all 24 workflows

▶

Pattern

HTTP Request node — store credential in n8n Credentials, never hardcode in node

{
  "node": "HTTP Request",
  "method": "PUT",
  "url": "https://rest.gohighlevel.com/v1/contacts/{{contactId}}",
  "headers": {
    "Authorization": "Bearer {{$credentials.ghlApiKey}}",
    "Content-Type": "application/json"
  },
  "body": { "customField": { "field_api_key": "value" } }
}

CriticalStore GHL API key in n8n Credentials (Settings → Credentials → Header Auth). Rotate every 90 days. Never hardcode in workflow nodes — visible in exported JSON.

N8N · Workflow 1

Zap 1 equivalent — Lead Capture (full node sequence)

▶

Webhook node (receive form POST)

HTTP Request node → ZeroBounce validation

IF node: email valid? False branch → HTTP Request (GHL update email_status=invalid) → Stop

HTTP Request → GHL find contact by phone (dedup, phone first)

IF node: contact found? False → HTTP Request (GHL find by email) → IF found → merge, else create

HTTP Request → GHL create/update contact

Function node — score + path calculation (same JS as Zapier Code step, copy directly)

// n8n: access input via items[0].json.fieldName
const inputData = items[0].json;
let score = 0;
const budgetMap = { Premium: 10, Standard: 5, Starter: 2, Unknown: 0 };
const timelineMap = { Urgent: 15, Near: 10, Long: 5, Researching: 2, Unknown: 0 };
score += budgetMap[inputData.budget] || 0;
score += timelineMap[inputData.timeline] || 0;
if (inputData.utm_source === 'referral') score += 8;
const path = score>=21?'path1':score>=16?'path2':score>=11?'path3':score>=6?'path4':'path5';
return [{ json: { ...inputData, score, path, opener: openers[inputData.lead_angle]||'' } }];

HTTP Request → GHL update score fields · HTTP Request → GHL apply tags · HTTP Request × 2 → GHL enrol sequences · Google Sheets node → lead_log · HTTP Request → Meta CAPI

Self-host

Docker setup for production n8n (PostgreSQL backend recommended)

docker run -it --rm --name n8n -p 5678:5678 \
-v ~/.n8n:/home/node/.n8n \
n8nio/n8n
# Production: use docker-compose with PostgreSQL + Nginx + SSL
# SQLite default not suitable for production use

ActivePieces — configuration notes

What it is	Open-source Zapier alternative. Self-hostable (free unlimited) or cloud ($100/mo). Cleaner UI than n8n for non-developers. GHL not natively integrated — use HTTP action for all GHL calls.
GHL HTTP pattern	Action: HTTP (POST/PUT/GET) URL: https://rest.gohighlevel.com/v1/contacts/{{contactId}} Headers: Authorization: Bearer [stored credential] \| Content-Type: application/json Body: { "customField": { "field_api_key": "value" } }
Scheduled triggers	Use "Schedule" trigger piece. Supports cron expressions. Equivalent to Zapier Schedule trigger. Zaps 12, 15, 17, 18, 22, 23, 24 all use scheduled triggers.
Webhook triggers	Use "Webhook" trigger piece — generates unique URL. Equivalent to Zapier Catch Hook. Used by Zaps 1, 7, 8, 16.
Code step	JavaScript (Node.js runtime). Same scoring code from Zap 1 runs without modification.
When to choose over n8n	If team wants simpler visual interface than n8n and is comfortable with HTTP actions for GHL API calls. Lower learning curve, slightly fewer capabilities.
Self-host cost	Free on any $10–20/month VPS. Docker-based same pattern as n8n. Cloud plan starts at $100/month.

Migration path — if you start on Zapier and want to switch

Logic portability	The workflow logic is identical across all platforms. Only the UI and connection method differs. Zap recipes translate directly to Scenarios (Make) or Workflows (n8n) with the same trigger → action structure.
Zapier → Make	Rebuild Scenarios one at a time. Start with non-critical Zaps (18, 22, 23) to learn Make before migrating the revenue spine (1, 3, 7, 8). Run both in parallel for 1 week before deactivating Zapier.
Zapier → n8n	Longer migration — requires HTTP node setup for all GHL calls. Allocate 1–2 weeks for developer. High payoff: unlimited tasks at zero cost on self-hosted.
When to migrate	Zapier costs >$200/month (approximately 8,000+ tasks) → Make costs ~$29/month for equivalent volume. ROI on migration time < 3 months.
What not to do	Never run half the system on Zapier and half on Make simultaneously. Debugging becomes impossible and webhook conflicts arise. Commit to one platform fully.

Build · Automation Alternatives

Platform selection — before you write a single Zap

RuleAnswer these questions before choosing: (1) Do you have a developer on the team? If yes → n8n. (2) Are you expecting >5,000 tasks/month? If yes → Make or n8n. (3) Do you need the fastest possible launch with minimal setup? → Zapier. (4) Is cost the primary constraint? → n8n self-hosted. Choose once. Build everything on that platform. Never split.

MAKE SETUP

Make account setup — before first Scenario

▶

Create Make account → Connect GHL module → Set up OAuth (auto-managed by Make)

Connect Google Sheets, Slack, Calendly, Stripe, PandaDoc, ZeroBounce modules

Build Scenario 1 first. Test with real form submit. Verify GHL contact created with all fields before building anything else.

Add Error Handler modules to Scenarios 1, 7, 8, 10, 12 — these touch money or client activation. Errors must surface immediately, not silently.

Demo · Automation Alternatives

The system is platform-agnostic

Technical credibility

Same logic, four platforms, radically different cost curves

SAY

"The workflows we built are not locked into any one platform. The scoring logic, the routing rules, the escalation sequences — all of it is documented and platform-agnostic. You can run this on Zapier today and migrate to Make at 30% of the cost next year without rebuilding the logic. The system is yours. The platform is just the plumbing."