Remodeler marketing that fills the sales pipeline
Business Profile
- Industry: Home Improvement
- Sub-Industry: Kitchen and Bath Remodeling
- Location: Nashville, Tennessee
- Starting Revenue: $150,000 (Q1 2025)
- Starting Employee Count: 4
- Ending Revenue: $205,000 (Q2 2025)
- Ending Employee Count: 6, with two additional hires planned
| Problems: – Long-term agency relationship that never produced measurable returns – No inbound leads or working sales pipeline – A dated website with no real conversion activity – No SEO or content strategy in place – Marketing focused on vanity numbers rather than real performance – No CRM or structured follow-up process for prospects | Solutions implemented: – Rebuilt all Google Ad campaigns and improved targeting – Launched a new, conversion-driven website – Introduced a new SEO plan and monthly blog schedule built on EEAT principles – Installed a CRM using Bigin and trained staff to manage it – Added Zoho Campaigns for email marketing and lead nurturing – Cleaned up Google Business and strengthened social presence | Results: – Cost per conversion dropped from $50 to $25 within two months – Sales pipeline grew from zero to nineteen qualified deals – Booked solid client appointments for nearly five months out – Social engagement on Meta platforms nearly doubled within one month of active posting – 13 closed-won projects totaling $728,339 in new revenue – Demand supported the hiring of new production staff with two additional planned hires |
ROI Summary: Remodeler marketing that works
- Annual revenue increase: +83%
- Gross margin growth: +14%
- Overall ROI: 10.4 to 1
1. About the business
The business is a family-owned remodeler that has served Nashville homeowners for more than four decades. The company focuses on full-service kitchen and bath renovations that combine design sense with everyday practicality. Every phase of work, planning, design, construction, and installation, is handled by its own team. Local homeowners know the company for dependable craftsmanship, straightforward communication, and their long-standing reputation for quality.
2. Initial challenges
When Cogent Analytics first met with the client, the firm was still under contract with the same marketing vendor it had used since 2008. The owner was paying several thousand dollars each month but hadn’t seen a single qualified lead in years. The agency spoke in terms of “clicks” and “impressions,” yet no one was calling.
At the same time, the client had no system for tracking prospects or following up on inquiries. The website was difficult to navigate and barely appeared in searches, which meant most potential clients never reached it. Without a CRM, valuable contacts were slipping away.
Financial pressure made it hard to hire or invest. Even with a strong reputation and decades of successful projects, the lack of new business kept the company stagnant.
3. Cogent’s strategic solutions
Business development and CRM
Remodeler marketing takes intentionality. The first step was structure. The Project Director helped the owner adopt Bigin CRM, organize the contact list, and define each stage of the sales process. For the first time, every opportunity could be tracked from inquiry through close, giving the owner clear visibility into the business pipeline.
SEO and content program: A remodeler marketing essential strategy
Next came visibility. Cogent built an SEO plan grounded in EEAT: expertise, experience, authority, and trust. The team began publishing monthly blogs for local homeowners on topics such as Universal Design and Space Optimization. The new content quickly improved rankings and drove more visitors to the portfolio pages, where they could see real examples of our client’s work.
Google ads rebuild
The new ad campaigns launched on September 2, 2025. Cogent monitored them daily, adjusting keywords and ad copy to focus on serious homeowners rather than casual browsers. Within thirty days, the cost per conversion dropped from $50 to $33. Two weeks later, it reached $25. The quality of leads improved as well. Instead of quick price questions, the company began receiving consultation requests and design appointments, a dramatic shift after years of inactivity.
Email marketing and Zoho integration
To stay in touch with prospects, Cogent connected Zoho Campaigns directly to Bigin. The new system made it easy to send branded follow-up emails and track engagement. The very first campaign went to 23 contacts and produced two responses, one of which became a $176,000 condo remodel.
Social media and brand refresh
The client’s digital presence also needed a cleanup. Cogent updated its Google Business Profile, corrected outdated listings, and uploaded new project photos. The team then created a posting calendar and fresh design templates for Facebook and Instagram. Engagement climbed quickly, almost doubling between September and October 2025. Since organic reach was strong, paid Meta ads were paused while the team focused on maintaining steady growth through consistent, authentic posting.
4. Remodeler Marketing Operational Results
| Area | Outcome |
| Google ads | Cost per conversion reduced from $50 to $25 |
| SEO and content | Organic traffic doubled; portfolio views tripled |
| CRM | Full pipeline visibility with 19 currently active opportunities |
| Business development | Stronger follow-up and higher close rates |
| Social media | Engagement on Facebook and Instagram nearly doubled |
| Email marketing | Two responses and one high-value project from the first send |
| Website | Higher conversion rates and better mobile performance |
| Staffing | New positions added to meet demand |
5. ROI and Financial Impact
- Investment: $48,000
- Revenue before engagement: ≈ $600,000
- Projected revenue after engagement: ≈ $1.1 million
- Revenue growth: 83%
- Net margin improvement: 14%
- Overall ROI: 10.4×
The numbers tell part of the story. Just as important, the owner gained control over her marketing and clarity about future planning. For the first time, she could measure progress, forecast cash flow, and decide when to hire with confidence.
6. Client reflection on our targeted remodeler marketing strategy
“Before Cogent, we had no measurable marketing results. Our old agency sent reports about clicks but never delivered customers. Cogent rebuilt everything, from ads and website to email and tracking. Now we have steady leads, better visibility, and a full schedule through early next year.”
-Owner
Summary: Remodeler marketing is niche, but it works
Before working with Cogent, our client wasn’t getting much new business. Most calls came from past customers, and the owner was waiting for work to come in. After rebuilding the website, cleaning up ads, and setting up real tracking, things started to move fast. New leads began showing up every week, and jobs have filled the calendar through early next year. The company made more money, but the real change was control. The owner could finally see where business was coming from and plan ahead instead of guessing.
