Measured 13 Nov to 11 Dec 2024
Adam Wagoner runs High, Low, Buffalo, an architecture practice in Denver that designs single-family custom homes at the top of its market. The work is the kind homeowners plan for years: mountain sites, one-off houses, budgets between two and ten million dollars.
The practice was already good at the work. It was the pipeline that was not working. New projects arrived when somebody he knew sent somebody his way, which meant the year ahead was never really his to plan.
One or two leads a month, and most of them not the right fit. That is his own description of the year before the ads went live. A practice that can only take on the work that happens to walk in cannot choose its projects, and it cannot hold its pricing either.
He had looked at the market for a fix and not found one he believed. He describes the eventual decision as being slowly won over rather than sold, and he was blunt that it was not a magic fix and that he had to put the effort in himself.
Four weeks after launch the account had logged 95 leads at about $19 each, and a $25,000 schematic design fee was signed against a project scope of $100,000 and up. The ads, the CRM and the booking calendar all sit in accounts he owns.
The thing he noticed first was not the lead count. It was that consultations started booking without anyone chasing them: seven over a single weekend, with nobody on the phone making it happen.
The ads spoke to the homeowner planning a one-off house at the top of the Denver market, in the language Adam uses about his own work.
Every campaign ran inside an ad account High, Low, Buffalo owns, so the spend history and the audiences stay with the practice.
Enquiries land in a CRM on his own domain and book consultations into his calendar without anyone chasing them by hand.
He got a script for the consultation, feedback on how he was pitching, and reviews of his recorded calls.
I am in a good position where I can be pickier now, and I think there are enough red flags with this client that I may pass him off to another architect.Adam Wagoner · High, Low, Buffalo
For remodel, outdoor-living, design-build and custom-home firms doing anywhere from $1M to $1B in revenue.
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