More appraisers on your calendar. Every week.
A lead generation engine, LinkedIn run every day, and a custom CRM you own. Built with AI so it costs less and moves faster than another hire.
A strong offer. No steady way to fill the pipeline.
Your service sells itself once an appraiser is on a call with Steven. The gap is getting them there, consistently, without it depending on who has time that week.
Active clients
Kept through the transition. Paying and happy. A real base to grow from.
LinkedIn per week
On and off. Replies wait, warm conversations go cold.
CRM per month
Paying for a tool built for everyone, not for how AXS sells.
Lead system
No owner, no daily rhythm, no dashboard showing what is working.
The opening right now: UAD 3.6
The appraisal form is changing and every appraiser has to switch their software and workflow. You already sell UAD 3.6 implementation. That is the best reason to start a conversation with a cold appraiser this year, and the campaign below is built around it.
Two phases. Build it once, then run it every day.
While I am building the foundation, most of my time goes into the build. Once it is live, my time moves to filling your calendar. Same monthly fee, the work just shifts from building to growing.
Foundation
For the first 3 months, while everything is built and launched.
- Custom AXS CRM, built and moved over from your current tool
- Sales funnel: landing page, UAD 3.6 offer, booking flow
- Cold email system: domains, inboxes, warmup, first sequences
- LinkedIn setup for Steven, Carlos and the company page
- AI speed-to-lead: every inquiry answered in minutes
- First outreach goes live by week 3, so leads start before the build ends
Growth
My focus moves fully to lead generation.
- Cold email sent and optimized every week
- LinkedIn handled daily: replies, follow-ups, outreach
- Ads managed and tested against booked calls, not clicks
- CRM upkeep and new automations as you need them
- Monthly report: leads, calls booked, clients won, cost per client
- Weekly 30-minute check-in with Steven and Carlos
Six systems. You own all of it.
Priced the way an agency would quote each one on its own. In this plan they are all included in the Phase 1 monthly fee.
| System | What it does for AXS | Typical agency price |
|---|---|---|
| Custom AXS CRM | Pipeline built around how you sell: lead, call booked, proposal, client. AI call notes, follow-up reminders, one view of every appraiser. Replaces your current CRM.Saves the $300+/month subscription once moved over | $6,000 to $8,000 |
| Sales funnel | A landing page for the UAD 3.6 offer, a lead magnet (readiness checklist), and a booking flow straight to Steven's calendar. Uses your existing admin cost calculator. | $2,500 |
| Cold email system | Separate sending domains to protect your main email, inbox warmup, appraiser lead lists, and 3 sequences. Runs on Instantly, which you are already meeting with. | $1,500 |
| LinkedIn system | Profiles rewritten for Steven and Carlos, company page cleanup, connection and message scripts, a 4-week content calendar. | $1,200 |
| AI speed-to-lead | New inquiry comes in, gets a personal reply and a booking link within minutes, any time of day. No lead waits until Monday. | $1,500 |
| Results dashboard | One page: leads, calls booked, clients won, cost per client, by channel. Updated automatically. | $1,000 |
| Total if bought separately | $13,700+ | |
| Your cost in this plan (3 months of Phase 1) | $9,000 | |
Agency prices are market ranges for comparison, not a quote. Phase 1 covers the first 3 months.
Your $4,000 to $5,000, working every month.
Move the slider and switch phases. The split covers my fee, the tools that make it run, and ad spend that goes straight to reaching appraisers.
Building the foundation, plus first outreach.
Email platform, lead data, sending inboxes, Sales Navigator, hosting and AI.
$0 in Months 1 and 2.
Tool stack, about $350/month
| Instantly (cold email) | ~$40 to $100 |
| Appraiser lead data (Apollo or similar) | ~$50 to $100 |
| Sending domains + inboxes | ~$50 |
| LinkedIn Sales Navigator | ~$100 |
| CRM hosting + AI usage | ~$25 to $50 |
Estimates. Exact plans picked at kickoff. Your current $300+ CRM goes away when the new one is live, so the stack mostly pays for itself.
How ad spend gets used
Google Search: appraisers searching for help with admin, scheduling and UAD 3.6.
Facebook + LinkedIn retargeting: everyone who visited the site or opened an email sees your proof: Doug went from the high 20s to 40+ appraisals a month.
Lead magnet promotion: the UAD 3.6 readiness checklist in front of appraisers on Facebook and LinkedIn.
Every dollar is judged on calls booked and clients won. What does not book calls gets cut.
What you get from me.
AI does the repetitive work. My hours go to strategy, writing, building and the conversations that close.
About 15 hours a week
- CRM build and data move6 hrs
- Funnel, landing page, lead magnet3 hrs
- Cold email setup and copy2 hrs
- LinkedIn setup and daily replies2.5 hrs
- Weekly call + updates1.5 hrs
About 10 hours a week, every weekday
- LinkedIn: replies, follow-ups, outreach30 min/day
- Cold email: replies, lists, tests30 min/day
- Ads and funnel check20 min/day
- CRM, automations, lead routing20 min/day
- Weekly call, report, strategy2 hrs/week
Available
Text or email on business days. Same-day replies.
Monthly targets
2,000+ cold emails, 400 LinkedIn touches, a goal of 7 to 14 booked calls a month at full speed.
One flat price
No hourly billing. Everything in the plan is included. Anything new gets a fixed quote you approve before work starts.
Targets are goals to measure against, not guarantees. We set the real baseline in the first 30 days.
Every month, every dollar, mapped out.
No ad spend in Months 1 and 2 while the foundation is built. Ads start small in Month 3 and grow only as the funnel proves it books calls. Full $5,000/month budget from Month 4.
Set up and first outreach
- Kickoff, review current CRM and client data
- Sending domains and inboxes bought and warming
- LinkedIn profiles rewritten for Steven and Carlos
- UAD 3.6 landing page and readiness checklist live
- First cold email sequence goes out in week 3
- No ad spend yet. Email and LinkedIn only
CRM live, calls start
- Custom AXS CRM built, data moved over
- AI speed-to-lead switched on
- Sequences 2 and 3 live, LinkedIn outreach daily
- Ad campaigns built, ready to launch in Month 3
- Results dashboard live
- Old CRM canceled at month end
Full volume
- 2,000+ cold emails a month
- LinkedIn handled every weekday
- Ads start small: Google Search + retargeting
- First monthly results report
Cut and double down
- Drop what does not book calls
- Ads at full budget: $1,650 on what is working
- Doug's results turned into ads and emails
- New offers tested against each other
Widen the net
- Ads steady at $1,650 on proven channels
- New lead lists by state
- Referral ask to current clients
- Steven's LinkedIn becomes a lead source
- Follow-up on every past lead in the CRM
Review and plan ahead
- 6-month results: calls, clients, cost per client
- Budget reset based on what worked
- Plan for months 7 to 12
| 6-month total | Ralph | Tools | Ads | Total |
|---|---|---|---|---|
| Months 1 to 6Ralph $18,000 · Tools $2,100 · Ads $5,950Ads ramp from $0 to $1,650 as results come in | $18,000 | $2,100 | $5,950 | $26,050 |
A realistic projection.
No one can promise a number in marketing. But we can plan with honest math. Pick a scenario, then set your close rate and what an average client pays you.
Booked calls, 6 months
New clients, 6 months
New monthly revenue by Month 6
New revenue per year after that
How the numbers are built
| Source | Assumption | Calls / month at full speed |
|---|---|---|
| Cold email | 2,000 to 3,000 emails, 0.2% to 0.4% turn into a booked call | 4 to 8 |
| 400 touches a month, about 30% accept, a few book | 1 to 3 | |
| Ads + funnel | $1,650 at $125 to $200 per lead, about 1 in 4 books | 2 to 3 |
| Total at full speed (Month 6) | 7 to 14 | |
Calls ramp up: Months 1 and 2 are mostly build time. Client values come from your plans, $999 to $2,999 a month. Conservative assumes lower volume and slower ramp. These are planning numbers, not a guarantee. We replace them with your real numbers after the first 30 days.
What we can add when you are ready.
Nothing here is required. Each one is priced on its own so you add only what pays for itself.
Former client campaign
Bring back appraisers lost during the transition. Personal outreach plus a return offer.
$350 one time
LinkedIn ghostwriting
3 posts a week in Steven's voice. Stories from building and selling an appraisal firm and an AMC.
+$250/month
Client newsletter
A monthly email to clients and past leads: UAD 3.6 tips, wins, referral ask.
+$150/month
AI for your coordinators
Automate order intake, status updates and bid drafts. Each coordinator handles more appraisers, so your margins go up.
Project, from $1,200
UAD 3.6 webinar
A live session for appraisers run by Steven. Promoted, recorded, followed up automatically.
$400 per event
SEO and site upkeep
Blog posts, page tests and search tracking on appraiserxsuite.com.
+$150/month
Pick an option. We start next week.
- We walk through this together on Wednesday, October 7 at 2:00 PM EST.
- Steven and Carlos agree on a monthly budget between $4,000 and $5,000.
- Share what comes out of Friday's Instantly meeting, so it fits into the system.
- Kickoff call, access to current tools, and work starts Monday.
Ralph West
Marketing operator and certified AI developer. Former marketing lead for Appraiser X Suite.