Writing · Blog

Rank & Rent Thesis: Water Damage

TLDR

Get leads that get serviced. For water damage in lehi.

The Idea

I create simple, local websites for each city. These sites target searches for "emergency water damage." When someone calls, I first qualify the lead, then connect them to a trusted local contractor. I'll start by sending a few leads free to prove it works. Then I can monetize in a few ways (rev‑share, flat retainer, or hybrid).

Why This Is a Good Idea

  • These are urgent, high-value, and insurance-backed. Speed and trust matter.
  • Many contractors don't do local SEO particularly well. A fast, mobile-first site with clear calls to action can outrank them.
  • Once pages rank, lead costs stay low and results compound; I can clone the playbook to the next city or county.

What Success Looks Like (First 30–45 Days)

  • 5–10 real calls from Lehi/neighboring cities
  • 3+ booked jobs
  • One happy partner who wants more
  • Enough proof to justify charging and expanding

Monetization Models (Pick What Fits)

  • Case study (first partner): The first 5–10 qualified leads and 1–3 jobs are free to prove value; then flip to a paid model.
  • Revenue share: 25% of gross on jobs > $2k. Pros: perfect incentive alignment. Cons: variable income; monthly reconciliation.
  • Flat retainer: $4k–$5k/mo for exclusive Lehi leads once volume is consistent. Add a simple volume floor (e.g., 15+ qualified leads/mo) and an overflow clause.
  • Hybrid: $1k–$2k base + 15–20% revenue share. Reduces risk for both sides while keeping skin in the game.

Why Hyper-Local City Sites Matter

Most contractors serve broad regions, so their sites stay generic. City-specific pages (or micro-sites) with neighborhoods and real photos:

  • Increase relevance & trust for the exact city the caller is in
  • Improve conversion even when the partner's GBP already appears in Maps
  • Build topic authority across nearby cities (Lehi → American Fork → Highland)
  • Let us win the click against bigger brands by being the most locally specific answer

Am I Competing With the Partner's Website or GBP?

No. I'm adding another high‑intent doorway into their pipeline.

  • Maps synergy: Their GBP continues to win Map Pack calls. My site captures organic (non‑Maps) clicks and warms up callers with city‑specific proof.
  • Review flywheel: Completed jobs request reviews to the partner's GBP, strengthening their asset, not mine.
  • Brand clarity: I won't create a misleading GBP. I can co‑brand pages ("Trusted local partner: [Contractor]") and route calls transparently.
  • Attribution: Calls/forms are tracked and shared; I do not replace their primary NAP. This avoids cannibalization and builds trust.

Main Risks and How I'll Handle Them

Partner doesn't answer quickly:

  • Begin with a responsive contractor
  • Track response times
  • Have a backup partner ready

Callers like talking to people more than bots:

  • Use the voice agent for initial triage
  • Hand off to humans quickly
  • Also, record calls for quality

Google Business Profile (GBP) complexity:

I'll use the contractor's compliant Google Business Profile (GBP) to focus my site on organic traffic. I won't misrepresent a listing.

Seasonality:

Spread across nearby cities to smooth out spikes.

Getting Paid:

  • Track each call
  • Reconcile monthly with invoices
  • Keep it simple and clear

Go/No-Go Rule (Day 45)

If I don't have 5–10 calls and 3 qualified jobs, I pause. I also need a partner who wants to continue. If not, I adjust (new partner/city) or stop.