The Numbers

Cost math, pipeline models, and honest ROI accounting. Every model shows its assumptions.

The NumbersWhat Lead-Gen Platforms Actually Charge Premium Trades, and the Owned-Media AlternativeAngi, Thumbtack, Google's Local Services Ads and Houzz Pro, priced from their own pages and filings, then run through the only number that matters: what a signed job costs, and what you own when you stop paying.8 min read · October 1, 2026The NumbersThe DIY Tax: Pricing the Owner Hours That Go Into EditingEditing your own video looks free because it never generates an invoice. Here is the honest ledger: the full hour chain per piece, three ways to price an owner-hour, and the number that decides whether doing it yourself is thrift or the most expensive habit in the company.8 min read · August 13, 2026The Numbers100 Views in the Right ZIP Beat 100,000 Anywhere Else: The Reach-Quality MathA short video that travels is not one that works. Here's how to price a view by who saw it, the two platform defaults quietly spending your budget in other states, and the audit that tells you which of your numbers are real.9 min read · August 7, 2026The NumbersAttribution Without Fantasy: Tracking Video's Role in a Nine-Month SaleThe premium trades run on a sale too long and too human for any dashboard to score honestly. Here's what you can actually measure about video's contribution, and the two lies to stop funding about the rest.8 min read · July 24, 2026The NumbersWhy Publishing Your Prices Filters Better Clients: the Math and the PsychologyThe blank price page feels safe. It's the most expensive real estate on your website, paid for in wasted consults, and in the good clients who never call.8 min read · July 8, 2026The NumbersWhat 90 Days of Weekly Short Videos Does to a Custom Builder's PipelinePost one short project video a week for 90 days. What does it actually do for a custom builder's pipeline? We ran the numbers, and every assumption is printed so you can check the math yourself.9 min read · July 6, 2026The NumbersIn-House vs. Freelancer vs. Studio: The Real Cost Math of Contractor VideoThe videographer hire, the freelancer roster, and the studio retainer, priced the way you'd price a bid: loaded labor, the hidden lines, and the volume math that decides which one pencils.8 min read · July 6, 2026The NumbersIncentive-Era Selling: When Builders Lead With Rate Buydowns, Marketing Has a New JobProduction builders are buying down rates and crediting closing costs to move standing inventory, and every ad they run teaches your buyer to ask for a deal. Here is the counter-position when you can't discount your way to margin.7 min read · July 6, 2026The NumbersWhat a Signed $250K Remodel Is Actually Worth (Lifetime Value, Referrals Included)You can price a $250K remodel to the dollar and still have no idea what the client is worth. The four layers behind one signed contract (job margin, repeat work, referrals, and the film rights), with every assumption printed.7 min read · July 6, 2026The NumbersAd-Spend Math for Premium Trades: Where $1,500 a Month Actually GoesThe budget question has no magic number. It has arithmetic: job value, patience, and a plan for every dollar.7 min read · July 6, 2026