Lean Marketing

Before (Prospect)

1. My Target Market

Primary Target Market Summary

Affluent US homeowners who prioritize health, home quality, and convenience.
Most likely buyers use bottled water, notice hard water issues, or recently bought a home or appliances.
They want whole-home water improvement, trusted durability, and long-term value over cheap filters.

Audience Type

B2C
Affluent health-conscious homeowners
New home purchasers
Homeowners with hard water or appliance damage
Bottled-water-dependent households seeking a better option

Needs – Primary Buying Considerations

Safe, better-tasting water for drinking, cooking, bathing, and cleaning
Protection from hard water damage to heaters, plumbing, and appliances
Lower ongoing spend on bottled water, soap, and maintenance
Confidence in product longevity, warranty coverage, and US manufacturing
In-home proof through water testing and clear financial justification

Demographics

Age Range: 30-65
Gender: All genders
Geography: United States, especially suburban and exurban owner-occupied homes
Income Level: Household income $100k+
Profession: Professionals, managers, business owners, and retirees

Psychographics

Lifestyle: Home-focused, family-oriented, wellness-minded, convenience-driven
What they value: Health, reliability, product quality, environmental responsibility
Pain Points: Poor taste, hard water scale, appliance wear, bottled water hassle
Buying Behavior: Research-aware but often buy after a compelling in-home demo
Decision-Making Roles:
Primary Decision Maker: Homeowner or married couple owning the property
Secondary Decision Influencers: Spouse, partner, family members concerned with health
Support Roles: Installer, financing provider, home inspector referral source

Secondary Target Market

Recent appliance replacers and new appliance buyers facing hard water risk.
Homeowners replacing water heaters, dishwashers, or laundry machines early.
Motivated by asset protection, lower repair costs, and preserving new purchases.
More responsive to ROI messaging than purely wellness-focused messaging.

2. My Message to My Target Audience

Refined Elevator Pitch

Self provides health-conscious homeowners with cleaner, safer water through a lifetime-backed system, so they can enjoy a healthier home with total peace of mind.

Understanding Their Pain Points

Concerned their tap water isn't as clean or safe as it should be
Spending heavily on bottled water and still lacking whole-home protection
Dealing with hard water that damages heaters, appliances, and plumbing
Moving into a new home without knowing what's really in the water
Tired of quick fixes that don't protect the entire home

Transformation

Clean, purified water from every tap in the home
Less scale buildup and longer life for heaters and appliances
Fewer bottled water runs, less waste, and lower ongoing hassle
Greater confidence in what their family drinks, cooks, and bathes in
A healthier home that feels safer, simpler, and more protected

Unique Selling Proposition (USP)

Oldest U.S. manufacturer in its category
True lifetime warranty on everything
Whole-home protection, not just drinking water at one tap
In-home water test shows exactly what needs fixing
Includes 5 years of soap at no extra cost

Brand Values & One-Liners

Pure water. Healthier living.
Protect your family from the source.
Better water for every room in the house.
Built for life, backed for life.
Stop buying bottled water. Start trusting your tap.

Tone

Clear, trustworthy, and health-focused. Reassuring without pressure, so customers feel informed, protected, and confident.

Hero Text Idea

Flag Text: U.S. Health-Conscious Homeowners
Main Headline: Get cleaner, healthier water throughout your entire home.
Sub Headline: See exactly what's in your water with a free in-home test. Protect your family, plumbing, and appliances with a system built to last for life.
CTA: Book Your Free Water Test

3. The Media I Will Use to Reach my Target Market

Website

Build on WordPress with Elementor or Webflow for low-cost local lead gen
Prioritize mobile-first design; most home services searches happen on phones
Hero CTA: Book Your Free In-Home Water Test
Add sections for health, hard water, appliances, warranty, bottled water savings
Create pages for whole-home purification, hard water, bottled water alternative
Add city or service area pages for each target market served
Use Calendly or GoHighLevel for booking water tests
Track calls, form fills, booked tests, page scroll, CTA clicks, map clicks
Add trust badges: US-made, lifetime warranty, free water test, 5 years soap
Add before-after scale photos and in-home demo explainer video

Social Media

Focus on Facebook, Instagram, YouTube; skip TikTok early for this audience
Post 3 times weekly on Facebook with local homeowner pain-point content
Post 2 Reels weekly on Instagram showing tests, scale, sink, shower results
Post 2 YouTube Shorts weekly from in-home water demos and FAQs
Share 1 homeowner testimonial or case story weekly
Run local Facebook Lives monthly on tap water, hardness, appliance damage
Use Nextdoor for neighborhood credibility and local recommendations
Content themes: health, hard water, bottled water cost, home protection, proof

Paid Advertising

Start with Google Search Ads for high-intent local keywords only
Target terms like water softener near me and home water test near me
Add whole house water filter near me and hard water solutions keywords
Use call ads during business hours for fast consult booking
Run Meta Lead Ads to affluent homeowners within service area ZIPs
Use creatives showing bottled water cost, scale damage, family health angles
Retarget website visitors with Book Your Free Water Test offers
Cap spend tightly; prioritize 1 market before expanding radius

Content Recommendations

Reel: What hard water does to your water heater in 12 months
Reel: Bottled water vs whole-home system cost over 5 years
Carousel: 7 signs your home has hard water
Video: What happens during a free in-home water test
Video: Why a lifetime warranty matters in water treatment
Post: New home checklist before you trust the tap
Post: How hard water affects skin, hair, dishes, and laundry
Post: Why whole-home beats sink-only filters
FAQ video: Is city water safe enough for my family
FAQ video: Will this help my dishwasher and water heater last longer

SEO and Content

Target local keywords with buyer intent plus city names
Build pages for whole house water filter in city name
Build pages for water softener in city name
Build pages for free water test in city name
Publish blogs on hard water signs, bottled water costs, appliance damage
Write a guide for new homeowners on testing home water quality
Optimize Google Business Profile with photos, services, and weekly posts
Ask every customer for Google reviews mentioning water test and warranty
Add FAQ schema and local business schema to core pages

Directories

Create and optimize Google Business Profile immediately
List on Yelp, Angi, Thumbtack, BBB, Nextdoor, Houzz, Bing Places
Join local Chamber of Commerce directory for affluent homeowner exposure
Create profiles on Apple Maps and MapQuest local listings
List in realtor vendor directories and local home services guides

Partnerships & Outreach

Partner with real estate agents serving move-up and luxury buyers
Partner with home inspectors who flag water quality and plumbing issues
Partner with plumbers replacing heaters, fixtures, and pressure tanks
Partner with HVAC and appliance dealers serving upscale homeowners
Partner with kitchen and bath remodelers for whole-home upgrade projects
Build referral deals with well pump and septic service companies
Offer co-branded new homeowner water checklists to realtors
Offer lunch-and-learn demos for broker offices and plumbing shops
Network through BNI, local chambers, and real estate associations

Publications

Pitch local magazines like City Lifestyle and Stroll in target ZIPs
Submit educational pieces to House Digest and Family Handyman
Pitch Bob Vila and This Old House style outlets with hard water angles
Seek local TV consumer segments on water quality and bottled water waste
Offer expert quotes to home improvement blogs and regional newspapers

Podcasts

Guest on The Money Pit for home improvement and water quality topics
Pitch Around the House with Eric G for appliance and home protection angles
Pitch Today’s Homeowner Podcast on hard water and whole-home solutions
Pitch The Ultimate Home Improvement Podcast with health-home framing
Start a simple monthly podcast or video series: Better Water at Home

Offline and Local Media

Door hangers in affluent neighborhoods with older homes and hard water issues
Direct mail to new movers within 30 to 90 days of home purchase
Use oversized postcards: Free In-Home Water Test and lifetime warranty
Sponsor local home shows, green living fairs, and community expos
Table at farmers markets in affluent suburbs with live water demos
Leave brochures with plumbers, appliance stores, and real estate offices
Add vehicle magnets or wraps with Free Water Test CTA and phone number
Use yard signs only during installs if neighborhood rules allow
Host in-home referral events for neighbors after successful installs

Online Events

Run monthly webinar: What’s Really in Your Home’s Water
Run webinar for new homeowners: Test before you trust your tap
Co-host webinars with realtors, plumbers, or appliance dealers
Use webinar CTA to book a free in-home water test

Online Networking

Be active in local Facebook groups for homeowners and neighborhood pages
Join Reddit communities like HomeImprovement and FirstTimeHomeBuyer carefully
Monitor Nextdoor threads about hard water, taste, plumbing, and appliances
Answer questions in Houzz discussions on water quality and remodeling
Avoid hard selling; educate and invite to a free water test

Cold Outreach

Email realtors with a new homeowner water quality offer
Email plumbers about co-referrals for heater and scale-related issues
Message appliance dealers about protecting new dishwashers and washers
Contact home inspectors for post-inspection water test partnerships
Reach out to luxury home builders for closeout gifts and buyer add-ons
Use simple scripts focused on health, asset protection, and homeowner value

During (Lead)

1. My Lead Capture System

Lead Magnet

Free In-Home Water Test with same-day results and custom recommendations
Best for high-intent homeowners ready for an in-home demo
Hard Water Home Check Quiz with instant score and next-step CTA
Best for bottled-water users and appliance-protection buyers
Bottled Water Cost Calculator for 3-year household savings
Best for affluent families comparing convenience and cost
New Home Water Safety Checklist PDF for recent homebuyers
Best for new movers who have not tested their water yet
7 Signs Your Water Is Damaging Your Home PDF guide
Best for homeowners with scale, spots, dry skin, or heater issues

Tripwire Offer

$27 Premium Lab Water Review plus home-ready action plan
Use when in-home test bookings are low or trust needs warming up
$49 New Home Water Protection Audit for recent buyers
Includes bottled water cost review and appliance risk check
Waive tripwire fee if they buy a system within 30 days

Welcome Sequence

Email 1: Deliver lead magnet and CTA to book free in-home water test
Email 2: Explain 7 signs of hard water and hidden appliance costs
Email 3: Share bottled water vs whole-home cost comparison
Email 4: Show lifetime warranty and US-made credibility proof
Email 5: Explain what happens during the in-home water test
Email 6: Share testimonial focused on health and home protection
Email 7: Offer limited booking window for free test this week
SMS after opt-in: Confirm request and link to schedule visit
SMS day before visit: Reminder with time window and prep steps

Segmentation

Tag by source: website, Facebook lead ad, Google ad, referral, event
Tag by intent: booked test, requested guide, quiz only, calculator only
Tag by pain point: bottled water, hard water, health, appliances, new home
Tag by home type: city water, well water, unknown water source
Tag by timeline: now, 30 days, 90 days, researching
Tag by service area ZIP for local follow-up and ad retargeting
Tag by household status: single decision maker or couple decision

Chatbot and Automation

Add sticky CTA on every page: Book Your Free Water Test
Use 2-step form to boost starts and qualify before scheduling
Step 1: Ask ZIP, water source, biggest concern, move-in timing
Step 2: Ask name, email, phone, preferred appointment time
Trigger instant SMS and email after every form submission
Route hot leads to calendar page after form completion
Send unbooked leads a 3-touch reminder over 7 days
Add exit popup with quiz or checklist for non-booking visitors
Use chatbot only for FAQs, service area, and booking handoff
Chatbot prompts: bottled water costs, hard water signs, free test

CRM and Tracking

Start with GoHighLevel or HubSpot Free for forms, pipeline, and follow-up
Pipeline stages: new lead, contacted, booked test, completed demo, won, lost
Track KPIs: lead source, booking rate, show rate, close rate, CAC
Add call tracking number for ads, GBP, and direct mail separately
Track which lead magnet drives the most booked in-home tests
Set lost-reason fields: price, timing, spouse, no pain, no financing
Build referral fields for realtor, plumber, inspector, and past customer

2. My Lead Nurturing System

Marketing CRM

Start with GoHighLevel for forms, calendar, email, SMS, and pipelines
Best fit for low budget and no current tech stack
Use tags for source, pain point, timeline, ZIP, and water source
Build forms for free water test, quiz, checklist, and calculator
Use snapshots for lead capture, reminders, and missed booking follow-up
Add call tracking numbers for Google Ads, GBP, Meta, and direct mail

Sales CRM

Use GoHighLevel pipeline for in-home demo sales process
Stages: New lead, Attempted contact, Booked test, Demo completed, Won, Lost
Add lost reasons: price, timing, spouse, no pain, financing, no answer
Create task reminders for day 1, day 3, and day 7 call attempts
Send demo outcome notes to contact record after each home visit

Automated Follow-Ups

Post-opt-in email + SMS sent within 5 minutes of form submission
Trigger: free test request gets calendar link and 3 booking reminders in 7 days
Trigger: guide or quiz opt-in gets 7-email nurture over 14 days
Email 1: deliver asset and invite free in-home water test
Email 2: 7 signs hard water is damaging heaters and appliances
Email 3: bottled water cost vs whole-home system over 3 to 5 years
Email 4: what happens during the in-home water test
Email 5: lifetime warranty and oldest US maker proof
Email 6: homeowner case story with health and home protection angle
Email 7: limited booking CTA for this week's free test slots
SMS day 1: confirm request and scheduling link
SMS day 3: remind them of bottled water and hard water savings
SMS day 7: final reminder to claim free test before slots fill
Trigger: booked appointment gets instant confirmation email and SMS
Trigger: 24-hour reminder with prep steps and spouse attendance prompt
Trigger: 2-hour reminder with ETA window and reschedule link
Trigger: no-show gets rebooking SMS in 1 hour and email next morning
Trigger: lost sale gets 30-day value email sequence with ROI and proof
Trigger: cold lead reactivation every 90 days with seasonal hooks

Newsletter

Send 2x monthly homeowner education newsletter
Segment by bottled water, hard water, new homeowner, and appliance concern
Content pillar: health and family safety
Content pillar: appliance and plumbing protection
Content pillar: bottled water cost and waste reduction
Content pillar: warranty, US-made quality, and customer stories
Include one CTA each issue: book a free in-home water test

Retargeting & Ads

Run Meta retargeting to site visitors and lead magnet opt-ins
Goal: convert warm leads to free water test bookings
Use 14-day and 60-day audiences with different urgency levels
Ad angle: Stop buying bottled water. Start trusting your tap.
Ad angle: Protect your water heater and appliances from hard water
Ad angle: See what's in your water with a free in-home test
Run Google Display retargeting only after 100+ monthly site visitors
Exclude booked appointments and won customers from nurture ads

Social Media and Content

Post 3x weekly on Facebook for homeowner education and trust
Post 2 Reels weekly on Instagram showing demos, scale, and taste proof
Post 2 YouTube Shorts weekly from water tests and FAQs
Share 1 testimonial or homeowner story weekly
Use before-after scale photos, sink tests, shower results, and soap demo
Focus topics on bottled water cost, hard water signs, and new home safety
CTA on every post: book a free in-home water test

Webinars and Events

Run 1 monthly webinar: What's Really in Your Home's Water
Run 1 quarterly webinar for new homeowners with realtor partner
Use webinar follow-up: replay email, FAQ email, and booking SMS
Table at local home shows with live water test signup form
Collect leads by QR code to quiz and free test calendar

Other Nurture Channels

Use SMS for fast booking, reminders, and no-show recovery
Use Calendly or GoHighLevel calendar for self-booking
Add website chatbot for FAQs, service area, and booking handoff
Chatbot prompts: hard water signs, bottled water savings, free test
Add exit popup offering new homeowner checklist or hard water guide
Use ringless voicemail only for no-show or warm lead reactivation
Build referral follow-up for realtors, plumbers, and past customers

3. Sales Conversion Strategy

Sales Process

Offer 2 booking options: phone call or free in-home water test
Confirm booking by text within 5 minutes with date, time, and next steps
Send pre-visit text: who is coming, how long, and what to expect
Ask that all decision makers attend the in-home visit
Use a 5-step in-home flow: assess, test, demo, price, close
Start with a 3-minute discovery: health, bottled water, scale, appliances
Test kitchen, shower, and laundry water to show whole-home impact
Use a simple leave-behind scorecard with test results and risks found
Show monthly cost of bottled water, repairs, soap, and scale buildup
Present 3 options: best, better, good to reduce decision pressure
Anchor premium option with lifetime warranty and whole-home value
Include financing options beside cash price to reduce sticker shock
Ask for the sale clearly: Ready to protect your home for life?
If not ready, schedule a decision call before leaving the home
Send same-day recap by text with findings, options, and deadline
Follow up at 24 hours, 3 days, 7 days, and 14 days
Use follow-up themes: health, appliance protection, warranty, savings
Create a no-pressure reactivation script for leads older than 30 days

Sales Assets

Create booking confirmation script for calls, texts, and referrals
Build in-home demo checklist so every visit follows the same flow
Create discovery script for bottled water, scale, skin, and appliance pain
Build visual cost calculator for bottled water vs system ownership
Create 1-page proposal with pricing, bonuses, warranty, and install steps
Make comparison sheet: pitcher filters vs under-sink vs whole-home system
Create objection cards for price, timing, spouse, trust, and maintenance
Build financing explainer sheet with monthly payment examples
Create leave-behind folder with test results, FAQ, and warranty proof
Make warranty explainer that defines true lifetime coverage clearly
Create install timeline sheet: deposit, install date, service expectations
Build referral ask card to use after strong demos and after installs

Testimonials and Case Studies

Collect first reviews from pilot customers, friends, or discounted beta installs
Ask for review within 48 hours of install while excitement is high
Prompt reviews with 3 questions: taste, home impact, buying experience
Capture before-after stories on bottled water use and scale problems
Get photos of fixtures, heaters, dishes, and soap savings when possible
Turn each install into a mini case study with problem, proof, outcome
Feature proof in proposals, booking texts, social posts, and demo folder
Build a simple Wall of Love page once website is live
Ask customers to mention lifetime warranty and free water test in reviews

Conversion Rate Insights

Track leads, booked tests, completed tests, proposals, and closed sales
Estimate starting close rate from demo to sale and review monthly
Set first goal: 60% show rate on booked tests
Set second goal: 30% close rate from completed in-home demos
Track top 5 objections by frequency after every visit
Review no-sale notes weekly and update scripts from real objections
Track average days from test to close to tighten follow-up timing
Measure close rate by source: realtor, plumber, ads, referrals, organic

Urgency and Offers

Use a 7-day offer window after the water test to prompt action
Include 5 years of soap as a same-week decision bonus
Offer priority install dates for buyers who commit within 72 hours
Tie urgency to appliance protection before more scale damage occurs
Use seasonal angles: spring cleaning, summer hydration, holiday hosting
For new homeowners, use move-in timing: protect pipes before buildup starts
Offer free annual water recheck for fast movers who buy now
Use message: Every month you wait adds scale, waste, and bottle costs

Guarantees and Risk Reversal

Lead with true lifetime warranty in every proposal and closing script
Explain warranty in plain language with 3 real examples of covered issues
Offer post-install walkthrough to ensure confidence on day one
Give a 30-day check-in visit or call to answer questions and reinforce value
Promise transparent pricing before install with no surprise add-ons
If financing is offered, show exact monthly payment before asking to commit

Shock and Awe

Leave a branded glass bottle after the test with a thank-you note
Give a printed home water report card with personalized recommendations
Drop off a small descaling sample kit for non-buyers after the visit
Send a handwritten card after install thanking them for protecting their home
Gift 2 referral cards with a neighbor water test offer after install

After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Leave a branded water test summary before leaving the home
Give a 1-page "What changes now" guide after purchase
Send a same-day thank-you text with install timeline
Mail a welcome packet with warranty, soap plan, and care tips
Include a fridge magnet with service number and filter reminders
Set expectations for install day, timing, and home access needs

Communication Cadence

Send booking confirmation by text with arrival window
Send a "technician en route" text on install day
Text a photo and name of installer before arrival
Send a 24-hour post-install check-in text
Call at 30 days to answer questions and confirm satisfaction
Send annual water wellness check reminders by text or email
Trigger seasonal tips twice yearly on water, soap, and appliance care

Client Education

Create a simple "Your Home's Water" leave-behind booklet
Show before-and-after test results in easy visuals
Give a soap usage guide to maximize the 5-year bonus
Share a short video on what to expect in the first 2 weeks
Provide a FAQ card on taste, pressure, and regeneration questions
Include an appliance protection checklist for heaters and dishwashers
Offer a bottled-water savings calculator during onboarding

Personalized Touches

Handwrite a thank-you card referencing their family or home goal
Note kids' or pets' names for a warm follow-up mention
Celebrate install day with a small branded glass water bottle
Deliver a "goodbye bottled water" starter sign for the pantry
Send a home anniversary check-in for new home purchasers
Mail a 1-year customer appreciation note with care reminders
Celebrate major milestones like first year system anniversary

Visuals and Documentation

Take labeled before-and-after water test photos
Provide a digital install summary with warranty registration status
Leave a printed care sheet near the system
Create a homeowner file with model, install date, and settings
Share a yearly recap of soap savings and bottled water avoided
Document hard water findings tied to appliance risk

Feedback and Proactive Support

Ask for a 1-to-10 satisfaction score within 48 hours
Trigger a personal call for any score below 9
Use a 3-question survey after install and at 30 days
Keep a simple spreadsheet for service dates and follow-ups
Offer a free re-check visit if water expectations are not met
Log common questions to improve demos and install prep
Ask happy clients for a review only after confirming satisfaction

Guarantee or Promise

Reinforce the true lifetime warranty at every key touchpoint
Give a written "understand before you buy" promise at the demo
Offer a 30-day comfort check to fine-tune the system if needed
Promise clear pricing, no surprise fees, and no hidden exclusions
Position the system as built for life and backed for life

Operational Excellence

Arrive in clean branded attire with shoe covers and floor protection
Use a pre-install checklist to avoid missed parts or delays
Confirm parking, pets, gate codes, and access the day before
Protect work areas and leave the install space cleaner than found
Label shutoffs and show homeowners what each valve does
Finish every install with a 10-minute homeowner walkthrough
Register warranty before leaving whenever possible
Track birthdays, install dates, and annual check-in dates in a simple CRM
Use low-cost tools like Google Sheets, Calendar, and text templates to scale

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Offer annual water quality check at $149 to maintain peak performance
Prepay 3 years of filter service and save 10%
Add annual inspection plan with priority service at $199 per year
Include transferable warranty registration for resale value
Offer lifetime care plan financing bundled into install payment

Upsells & Cross-Sells

Add under-sink reverse osmosis for premium drinking water points
Add whole-home leak detection shutoff system as protection upgrade
Add scale prevention package for tankless heaters and new appliances
Offer premium install add-on for garage, utility, or tight-space routing
Sell extra soap packs after free 5-year supply ends with auto-ship option
Offer replacement cartridge packs for fridge and specialty dispensers
Add annual plumbing health review with hardness and scale inspection

Bundling & Packaging

Create Good Better Best packages with clear health and protection outcomes
Bundle purification plus softening plus RO for highest-ticket package
Bundle system with leak detector and annual service at one monthly price
Create new homeowner package with install, first service, and test retest
Create appliance protection package tied to heater, dishwasher, and laundry

Loyalty & Retention Programs

Launch referral thank-you credits for filter service or soap replenishment
Give annual loyalty gift after service visit like shower filters or test kits
Create VIP homeowner club with priority scheduling and member pricing
Reward on-time annual service renewals with free water retest for family

Custom Services and Personalization

Provide custom savings review vs bottled water and appliance replacement costs
Offer personalized water report binder with baseline and annual trend results
Add white-glove onboarding with setup guide, care calendar, and reminder texts
Tailor recommendations by home size, appliances, and local water hardness

Pricing Strategy

Offer 12-month same-as-cash to increase acceptance on premium packages
Price-anchor premium package against bottled water and heater replacement costs
Raise base package 8% if local competitors lack lifetime warranty coverage
Add prepay discount for annual service only, not for core system margin
Offer bundle savings of 5% to 8% for multi-upgrade packages
Create premium warranty-backed package as default presentation option

Customer Data and Insights

Set up a CRM like HubSpot Free to track install date and service anniversaries
Log water test results, home size, appliances, and bottled water usage
Create reminders for 11-month, 24-month, and 59-month follow-up offers
Track close rate by demo type, water issue, and package sold
Tag customers by new homeowner, bottled water user, and hard water severity
Send annual check-in text asking about taste, scale, and appliance issues
Review add-on uptake quarterly and refine bundle pricing by margin

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

Give referrers a $200 gift card after their referral installs
Offer referees a free premium water test plus bottled water cost audit
Add a choose-your-reward option: gift card, service credit, or home goods
Give both sides a bonus: referrer gets $200, referee gets 1 extra year soap supply
Create a 2-referral tier: second install earns a $500 bonus
Create a 5-referral tier: premium gift basket or smart home upgrade

Shareable Assets

Print 3 referral cards to leave after every in-home demo and installation
Use headline: Stop buying bottled water. Start trusting your tap.
Create a one-page referral flyer with before-after savings and health benefits
Make a text template customers can send to neighbors after install
Make an email template for friends moving into a new home
Create a short homeowner story video filmed at install completion
Use a simple landing page with name, mobile, and address fields only
Add QR code cards linking to the free water test booking form
Create a fridge magnet with your number and Free Water Test offer

Timing and Triggers

Ask at install completion when the water improvement is fresh
Ask again 14 days later after taste, showers, and laundry improvements are felt
Ask when a customer says the water tastes better or feels softer
Ask after they mention fewer bottled water purchases
Ask when they praise the lifetime warranty or US-made quality
Ask after a neighbor comments on the system or demo result
Build a 3-touch sequence: install day, day 14, day 45
Use a simple spreadsheet to track who was asked, referred, and rewarded
Add a referral ask to every thank-you text after installation

Client Success Stories

Collect a photo, quote, and one key result from every happy customer
Use prompts: taste, skin, scale, bottled water savings, appliance protection
Turn each story into a shareable image for text and social posting
Feature new homeowner stories and hard water damage prevention stories
Create a short case study: water test result, problem, solution, outcome
Ask customers to tag a friend who still buys bottled water
Print one testimonial sheet to use during in-home demos

Referral Contests

Run a quarterly Home Water Upgrade giveaway for referring customers
Each installed referral equals one entry into a premium prize drawing
Prize ideas: patio dining card, grocery card, or home wellness basket
Publish a monthly top referrer shoutout with permission
Keep contests simple with one clear prize and one clear deadline

Partner or Affiliate Programs

Partner with real estate agents serving new home buyers
Partner with plumbers replacing water heaters and scale-damaged fixtures
Partner with appliance stores targeting dishwasher and washer buyers
Partner with home inspectors who see water quality concerns first
Offer partners a flat referral fee after installation
Give partners co-branded Free Water Test cards and QR codes
Track partner leads in a simple spreadsheet by source and date
Focus on 3 local partners first before expanding

Thank-You Experience

Send a handwritten thank-you card after every installed referral
Deliver a small premium gift for first successful referral
Give top referrers a healthy home gift basket
Recognize loyal advocates with a VIP customer wall or spotlight
Text referrers when their reward is on the way
Thank within 48 hours of the referral, not weeks later

Self

Your 1-Page Marketing Plan is Ready!