Accept proposal

Brandly Partnership Proposal

Referrals built the first 21 years. A pipeline builds the next.

Prepared for Joe Alfred, Chrystal Homes. Everything we agreed, in writing: your first 30 days, the 3-month growth period, who does what, and the $3m guarantee.

Starting Tuesday 10 NovemberMonth one: no lock-in$3m guarantee, months 2–4
Your next six monthsReferral only
NovDecJanFebMarApr
Site 1
Site 2
Booked ahead1 month
Gaps2

Illustrative

01 · Proposal brief

A message from our founder.

Josh Manconi, Brandly founder, at work on a laptop

Joe,

Thanks for your time this morning, and I hope the wedding was a good one. Twenty-one years and eight triple-storeys with basements, built almost entirely on referrals, says everything about the quality of your work.

You told me you want a genuine partnership. You also told me most of your work comes from a couple of clients, and one of them drains you. That’s the trap: when a few clients supply the work, they set the pace.

As promised, this page puts it all in writing. It covers exactly what happens in your first 30 days and the three months after, who does what, and the $3m guarantee. Then we start on Tuesday.

Josh ManconiFounder, Brandly

Building21 years
Revenue$4–5M a year
Last 3 years8 triple-storeys

What we learnt

Today

A proven builder

  • 21 years building in Melbourne
  • A strong team and hands-on supervisors
  • Triple-storeys with basements and double-storey townhouses

The gap

A few clients set the pace

  • Most work from a couple of referral clients
  • One new job in the last month
  • Demanding clients who drain your time

The goal

Choose your next build

  • More major renovations and multi-storey builds
  • Only screened, budget-matched enquiries
  • Growth that doesn’t rely on referrals

02 · The problem

The referral rollercoaster.

Referrals work as long as someone is talking about you. One month there’s too much, the next there’s one job. We flatten the curve, so your supervisors always have the next site lined up and you pick the clients.

Referral onlyWith the Brandly Growth System
54%

of homeowners who get a referral still research the builder online before making contact.

Houzz Pro homeowner survey, 2021
61%

say seeing similar past projects matters most in who they hire, after referrals.

Houzz Pro homeowner survey, 2021
7×

more likely to qualify an enquiry contacted within an hour than one contacted an hour later.

Harvard Business Review, 2011

03 · The plan

The Brandly Growth System™, built around you.

Most agencies only run ads. The system also covers how you’re positioned, how every enquiry is handled, and how every result is tracked.

Positioning & Offer

Who we target, what we say, and why the right homeowner calls you first.

For youFrom known by a few clients to the builder Melbourne’s big projects find first

Growth Infrastructure

CRM, automations, calling and booking, so every enquiry gets worked.

For youFrom unvetted names to budget-matched, booked quotes

Marketing Attribution

Every enquiry traced from ad to quote to signed job.

For youFrom one job last month to a pipeline you can see months ahead

04 · How it works

Back to front: what we do, what you do.

You asked how an enquiry is vetted and where you come in. Here’s every step, from the ad to the signed contract.

1

Brandly

The ads run

Facebook and Instagram campaigns aimed at Melbourne homeowners planning major renovations and multi-storey builds.

2

Brandly

Instant first impression

Every enquiry gets a text from Chrystal Homes and an emailed info pack with your work, straight away.

3

Brandly

Called and screened

Called within 5 minutes (9am–5pm) and screened on scope, start date and budget. Outside your range, it never reaches you.

4

You

You approve

We send you the details. An enquiry only counts as qualified once you’ve reviewed and approved it.

5

You

Booked in, you quote

We book it straight into your calendar. You meet them and quote, as you’ve done for 21 years.

6

Brandly

Follow-up and nurture

We follow up after your quote. Anyone not ready yet is nurtured by SMS and email until they are.

Your challenges, solved one by one

Your challengeWhat we’ll do

Most work from a couple of clients

A steady flow of new enquiries, so no single client controls your calendar

Budgets that don’t match the job

Every enquiry screened against the range you set. A $400k budget for a $600k job never reaches you

Someone else representing your brand

Your Campaigns Manager knows construction. The first three calls are recorded for your feedback

Big builds take months to sign

Long-term nurture keeps not-ready clients warm until they’re ready to build

Website visitors who never enquire

Tracking on your website, so we can show those visitors your ads

Shared or resold leads

Your enquiries are yours alone. Never pooled, shared or passed to another builder

05 · Proof

What the system has produced.

Qualified, quoted projects

~$180m

in project opportunities generated for our clients

Signed contracts

~$50m

in work our clients have signed from that pipeline

The CEN Construction

~$2.9m

in potential projects in the first 30 days on the same package in Melbourne, plus a $200k job signed. Before us, 80–90% of their work was referrals.

Renovare

$13m

in revenue generated across 16 franchisees in 15 months.

Merg Design & Construct

$100k

signed, with about $225k more in the pipeline.

Josh presenting a lead-generation workshop to Renovare franchise owners

Running a lead workshop for Renovare’s franchise owners

Three Renovare franchise owners laughing at the workshop table

Renovare franchise owners

Brandly and the Renovare team at lunch after the workshop

Lunch with the Renovare team

Across Brandly client accounts over roughly two years, to November 2026. Quoted and potential value is not revenue; signed work is counted separately. As promised, we’ll send you Jack’s number at CEN so you can ask him yourself.

06 · Investment

Your Growth Package.

Exactly as we agreed. Our fee is the only thing you pay us. Ad spend goes straight to Meta on your own card.

Agreed with Joe

$3,000/ month + GST

Management fee. Ad spend is separate and paid directly to Meta (Facebook and Instagram).

Management fee$3,000 + GST / month
Meta ad spendFrom $2,000 / month
Setup, one-off$500 + GST
Melbourne filming dayIncluded
  • Meta campaign strategy, ads and video creative, edited in-house
  • Landing pages, lead form, CRM, and an instant SMS + email info pack
  • Every enquiry called within 5 minutes (9am–5pm) and screened on scope, timing and budget
  • Website tracking and retargeting
  • Follow-up after your quotes, and long-term nurture
  • Dedicated Campaigns Manager and weekly catch-ups
  • Melbourne day after month one: growth plan and a videographer on site

Your monthly investment

$2,000
First month$5,850
Then monthly$5,300
Management fee incl. GST$3,300
Setup incl. GST, month one only$550
Meta ad spend, paid to Meta$2,000

Month one: proof of concept, no lock-in. Big builds take months to sign, so we judge month one on enquiry volume and quality. Months 2–4: the guaranteed growth period, a 3-month term. $2,000 a month in ads is the minimum for the guarantee.

07 · The guarantee

Your first 120 days, and what we put on the line.

Month one proves it. Then we sit down face to face, plan the next 90 days and go after the $3m.

Month one

Proof of concept

  • Pages, CRM, tracking and screening built
  • Ads live within a week
  • Real enquiries, real data. No lock‑in

End of month one

Melbourne day

  • Josh flies down with a videographer
  • Your 3-month growth plan, in person
  • A full day filming on site and at your builds

Months 2–4

Guaranteed growth period

  • Scale what worked in month one
  • New ads from the filming day
  • Every quote tracked to the dollar

$3m

The guarantee

$3,000,000 in qualified quoted work over months 2–4, or we refund our management fees for that period.

What counts

  • Enquiries from the campaigns we run for you
  • Screened by us and approved by you as qualified
  • Within the project and budget range you set at onboarding
  • Quoted by Chrystal Homes during the growth period

What we need from you

  • At least $2,000 a month in ads, with no pauses
  • Approve or decline each enquiry promptly
  • Attend booked meetings and site visits
  • Send quotes promptly and tell us the outcome

Quoted value is not signed revenue: signing is yours, and we’ll help you tighten your follow-up if quotes aren’t converting. Full terms are set out in the growth-period agreement.

08 · Working together

What we need from you.

You keep doing what you do best: meeting clients, quoting and building. These three things keep lead quality improving month on month.

1

Weekly catch-ups

With your Campaigns Manager: performance, lead quality and campaign changes.

2

Content for the ads

Your existing photos and video in our shared Google Drive folder, plus a walk-through of the staged property using our script.

3

Keep us close to the pipeline

Approve or decline each enquiry, and tell us what you quoted and what you won.

To get started: we’ll send the Google Drive folder and your filming brief and script. Upload what you already have and the first ads go out on that, until the filming day gives us the proper footage.

09 · Next steps

Your first 30 days, mapped.

What we do, what we need from you, and when. Payment and onboarding on Tuesday 10 November, ads live within a week.

Tue 10 Nov · Kick-off

Tue 10 NovKick-off
Day 1–7Build
~Day 7Launch
Day 7–30Prove
Day 30Melbourne day
Brandly

30-minute onboarding: your brand, sales process and the jobs you want.

Pages, info pack, lead form, CRM and website tracking built.

Campaigns reviewed with you, then published.

Every enquiry called and screened. First 3 calls recorded for you. Weekly catch-ups.

In Melbourne: results, your 3-month growth plan and filming.

You

Pay month one and add your card to Meta for ad spend.

Upload photos and video, and film the staged property.

Approve the ads.

Approve enquiries, meet clients and quote.

Start the 3-month growth period.

Ready when you are

Lock in your Tuesday start.

Month one has no lock-in: if it doesn’t prove itself, you walk. If it does, we go after the $3m together.

Accept and pay month one Call Josh · 0420 608 602

Month one is $3,850: the $3,000 fee and $500 setup, plus GST. Ad spend is paid to Meta separately.

Tue10Nov

Onboarding call

30 minutes to kick off

Your brand, sales process and the jobs you want.

When you accept

  1. We send the agreement and first invoice.
  2. You pay month one by Tuesday.
  3. We run onboarding and start the build.