Case Study: Hitting 55k/mo in 2.5 months

What's up, everybody? I got Anas here and he is in our program, AI Assisted Agency. You joined already making $13,000 a month and then you reached $55,000 a month in 10 weeks. Is that right?

Yes, sir.

As a disclaimer for everybody watching this, you are not going to get results like that if you join my stuff. Anas is clearly very skilled. He's very competent. And the purpose of this video is to walk you through exactly what he's doing. So hopefully you could utilize the information to get results yourself and then also perhaps join my stuff as well. Walk me through what do you sell and who do you sell it to? Just what's your business?

So we do lead generation for home service businesses. We're mainly focused on the Canadian market right now. And so what we do, we handle all of their advertising, Google, Meta. We generate the leads, we call their leads, book appointments for them. All they have to do is show up to their appointments. And so directly correlated with actually increasing revenue for our clients.

What was the first thing that you solved that you did around the offer that helped you be able to start scaling this?

It's interesting because it was two back and forth of chatting with Daniel Fazio that fixed this issue. So we had the lower end offer, which is $1,200 $2,500 a month. And then we refined it a little bit, got it to— made another offer at $2,500. I asked Daniel, I'm like, should we keep the $2,500 offer, give them both options? And Daniel was like, look, if— just remove your lower-end offer and everyone is going to buy the one that's $2,500 anyways. It's a big decision because that's like double the money. But we tried it on the next 2 sales calls and we closed both of them at $2,500. That was a big turning point for us that we realized the potential of actually being able to charge $2,500 and people don't have a problem with it as long because you don't mention your cheaper plans.

And now before, you weren't using a VSL at all either, right?

No, VSL was another thing. We spent $200 making it and made us back so far around $7.5K just in the past 10 weeks. We were kind of redundant about doing it. Did it anyways, just have it there. We didn't run any ads to it, nothing. Just put it on the profile. And I think we got 10 leads. From the 10 leads, maybe 5 picked up. From the 5 that picked up, 2 signed with us.

Where's that traffic coming from that's seeing your VSL?

Instagram page. We run some awareness ads to our Instagram. The purpose of these is just to increase our following. Nothing about actually lead gen, but I think by the nature of it, we're getting more well-known in our community. So more people are coming in inbound to our profile. They see it, they click on it, and they watch the VSL.

What's the main way that you generate leads for your own business? Like, how are you getting people to book sales calls?

90% are referrals right now. So most of our leads coming in are referrals. That's how we work. Some here and there are through the awareness campaigns we run. We get a few DMs and the VSL helps with that. We run on referrals mainly.

Could you walk me through the actual deliverables of the offer that you sell to clients? What do they get when you—

so for the $2,500 a month, we give them a guarantee on the lead. So we manage their Meta ads, we create the ads, we shoot the ads, script them, edit them, publish them. And then we have a CRM where we set the automations for follow-ups, bookings, and everything. And we have a real human calling their leads. They would pre-qualify them and then book them into the calendar. And then the client gets notified whenever they get a booking and they they go there. On that CRM, we make contract templates for them so their contracts look different than everybody else, which also helps in closing. We also do some VSLs almost for them where it's like an introduction to the company that we send to the leads. And then after the quote, we send the leads another video, like a thank you video.

Do you pay for the ads yourself with your own money, or the client is paying you and they're also spending money on ads?

They're also spending money on ads.

Is there like a specific amount of ad spend that they must spend?

We usually say minimum $40 a day. That's what we can work around. If it's less than $40, we take off the guarantee.

So like, how many leads are you guaranteeing that they get?

This is something that was very beneficial for us, which is kind of lowering their expectations and delivering a lot higher than that. So when we talk to a client, I know we can get them, let's say, 70, 80 leads a month. We will tell them we guarantee 20 or guarantee 30, and then they see 70, they get super happy. We show a testimonial, perfect. But usually, depending on the ad spend, we get anywhere between 70 to, I would say, 100, 130 leads a month.

Are you using like lead forms for them or are you making a landing page for each client?

Mostly our lead forms. If they are handling the calls themselves, sometimes we suggest landing page because with lead forms, the quality of lead drops. But we have our own in-house person calling the leads and pre-qualifying and they just see the higher quality leads. I'd say 90% lead forms.

Now you said you film the ads. Is that like you're going to the client and filming ads with them or like you're just doing stuff yourself?

No, we go there.

All the people you're signing are people close to you?

Mostly are local. We don't really do online sales calls. All of our sales are done in person. Mostly to the office. We meet them face to face. We work with contractors. A lot of them are old school, so they still like to meet someone in person, talk to them, have a handshake. We are looking to expand. Hopefully if we go into the US market, then we need to do a lot of this stuff online.

That's awesome. So let's talk about hiring and team building, because I know that's a lot of what you've been doing since you've been inside. Obviously, to handle quadrupling your business, you need significantly more people. So could you walk me through kind of like that process?

That was one of the biggest reasons I joined is operations, and we ended up getting a lot more help even in the offer and getting more revenue, but the issue we had in operations, we were capped. So we have more clients than we can actually handle. I talked to Andre, he introduced the performance-based way of hiring, which helped a lot and allows us to scale while maintaining profit margins. And because you're just paying for performance. And the other thing was the hiring scorecards. That was very helpful when we go out and hire people. I was one asking Andre, we put out these job posts, but we don't get a lot of response to it. And there's a whole module in Client Ascension about hiring. And a part of that is how you do your hiring scorecards and all of that. To get more people inbound. That helped a lot. Since joining Client Ascension, I hired 3 more guys.

Do you have client success managers?

Good question. Hired that yesterday.

Nice. Could you walk everybody through what you're going to have your client success manager do?

Mainly for our client success manager, because we deal with people that are old school, it's mostly handling their phone calls, like when they call us for questions. Some of them we've been working with for a long time. Our retention is okay because we work with them for a long time. They treat us like they're friends, so sometimes they just call to chat. Our client success manager is going to be there to do that, be on WhatsApp with our clients, to answer their questions, anything on that end. Basically being the filter between us and the client, that will be the main thing the CSM will do.

That was you doing all of that before, right?

Yes.

Takes up easily 60% of your day, I imagine.

Yeah, 5 hours of my day was just communication.

What other roles have you hired since you joined in here?

We hired a media buyer and a creative strategist. So before, the way we were running the operations was a media buyer does everything. They do the scripts, they do the funnel hacking, they publish the ads, sometimes they even edit the ads. I talked to Andre, I told him it was difficult to find someone that has skill sets in all of these things. He's like, just get creative strategist, have a creative strategist write the ads, have an editor edit the ads, and then media buyer just to manage the ads. So we hired another media buyer and we hired the creative strategist, and his role is to do research and find winning ads and script them, send it to our media buyers. Media buyers do— if we're using any AI avatars, voiceovers, they generate that, send it to the editor, editor edits the ad, send it over to the media buyer, media buyer publishes and manages that.

You get a lot of your clients from referrals. Walk me through this referral machine and how this works.

Results is a big thing. So if clients are happy, they will refer. But game changer for us was giving referral bonuses. So we have a client, his payment with us is almost for free because he referred 9 other contractors. His marketing is, is almost free. But giving that referral bonus helps. It's an incentive for them to go out and share your information with others. Because we're local, a lot of people try to hold back and not tell others that we're doing the work for them. That referral bonus kind of made that a bit more loose and allowed us to get a referrals. But the number one factor is just results. If clients are happy, you go above their expectations, they will refer others to you.

Yeah. What is the referral bonus that you give?

We give $150 per month for everyone they refer. Let's say they refer 9 people, that's $1,300 a month.

Yeah, that's good. When do you tell them about that? Do you like have to remind them of it? How do they become aware of this?

We usually just tell them in the beginning on the onboarding call, like, hey, heads up, for everyone you refer to us, you also get $150 I imagine you probably share like, this guy over here, he pays nothing. Yeah, we give them examples like, look at this guy, same industry as you, he's getting whatever, $700 off, $900 off.

Okay, what are you working on now to make this go even better?

Dialing in operations more. So now we have to train the CSM, make sure they're dialed in. Now we're also looking to expand because we're so local, we feel like we almost saturated this market and we don't want to take more here. Maybe running some ads and whatnot abroad to get some clients further away. Since we're in Canada and Toronto, most of our clients are outdoor remodelers. Half of the year is snowing and they can't work, and we're getting great results. So we're trying to expand to the maybe US in a place where the weather is better, can even get better results for those people, keep them even happier. So that next step is just expanding.

So you sign a client in Miami, Florida, like, how are you gonna go and film the ad for them? Or like, would you be willing to risk making a flight and like all the way over there just because they might churn later on? Like, how have you thought about that?

Since now we have good cash flow for the first couple clients, I wouldn't mind actually flying there to make sure like everything is dialed But after that, we will probably try to find some local videographers there that can help us out. We write the scripts and tell them what to do. They shoot the ads, send the raw footage to us, and then we go from there.

Do you have a timeline of when you think you'll expand out? Have you identified a city that you want to do?

I want to go to Florida. In terms of timeline, right now I'm very busy with the operations here. We just got the CSM, so now I'm still doing the communication. So probably July, June is where we take that step.

Good stuff. Is there anything specific that's working for you very well that I haven't touched on yet?

The VSL was helpful. Offer was That was the biggest thing. And then operations, Andre kind of helped us a lot with that.

Say somebody was in your position that you were just in 10 weeks ago, $13K a month, getting to $55K a month in 10 weeks. What pieces of advice would you give to this person to also experience growth as fast as you have?

Client retention is a big thing. Make sure your clients are happy. You just need to do a lot of outbound, a lot of work reaching out to possible clients until you land a few and then just make them have the best experience with you that they wouldn't have somewhere else. And then if you just retain them, you have cash coming in. You already know the process you did to get those guys. So you double down on that. If it's outreach, you keep doing more outreach, and you just need to put in the hours— 12 hours, 13 hours, 14 hours a day. You just need to put in the work. It's going to be painful, but eventually it'll work out.

Sounds good, bro. I appreciate you coming on. And anybody watching this who wants to connect with Anas, I'm going to leave all of his links in the description. You can go follow him. And if you want help scaling your own agency, go to the first link in the description— AI-assisted agency. Anas, thank you, sir. Appreciate it.

Thank you.