Drop-by-drop attribution. Each campaign tracks its own funnel, cost, response rate, and pipeline impact. Auto-pulls from Google Ads, Resend, Page-per-Page, and the proposal-form CRM.
| Campaign | Channel | Audience | Status | Spend | Touches | Leads | Calls | Boards | CPL |
|---|---|---|---|---|---|---|---|---|---|
| Q2 board-president letter Direct mail · drop 1 |
📨 Direct mail · PPP | ~430 unmasked presidents | Mailed Apr 15 | $365.50 | 430 | 11 | 4 | 1 | $33.23 |
| Q2 treasurer audit-readiness Direct mail · narrow |
📨 Direct mail · PPP | ~25 treasurers (Lewis-managed) | Mailed Apr 22 | $21.25 | 25 | 3 | 2 | 1 | $7.08 |
| "HOA management Tallahassee" Search · Leon County geofence |
🎯 Google Ads | High-intent searchers | Live | $1,890 (Apr) | 312 clicks | 14 | 6 | 0 (in pipeline) | $135 |
| SEO content engine 2 long-form articles / mo |
🔍 Organic | Boards searching | Live | $0 (in-house) | 520 organic visits | 7 | 2 | 0 | $0 |
| Title-company partner outreach B2B · top 10 firms |
🤝 1:1 sales | 10 title officers | Live | $0 (sales time) | 10 | 3 firms onboarded | n/a | n/a | — |
| Quarterly board newsletter Opt-in only |
📧 Email · Resend | Subscribers (TBD) | Setup · launch May 5 | ~$50/mo | — | — | — | — | — |
| GBP review-request automation Post-engagement → review ask |
⭐ Local SEO | Recent CAM owners | Live | $0 | — | (reviews) +6 to 4.7★ | — | — | — |
| Q1 competitor letter Direct mail · prior drop |
📨 Direct mail · PPP | ~410 presidents | Mailed Jan 18 | $348.50 | 410 | 9 | 3 | 1 (won Mar 4) | $38.72 |
Sunbiz competitor RA list × Leon County Property Appraiser cross-reference. Suppression: current CAM clients, opt-out list, non-deliverable addresses. Final list 430.
Lead: "your board's most recent meeting minutes mention manager responsiveness." Body: 3 testimonial quotes. Close: 30-min discovery call + unique 850 number.
Unique 850 number per drop · QR code for the proposal form · UTM tag utm_campaign=q2-pres-letter · GA4 conversion event. Lead source attribution in CRM.
11 inbound calls · 4 booked discoveries · 1 board signed (Glenview Place — Mar 18). LTV ~$48k over 5 yrs. ROI ~131× on the $365 drop cost.
YTD spend $8,400 · boards won 2 · CPB $4,200. Target: <$1,500 by Q4 as channels mature.
Avg HOA management fee: $800/mo · 5 yrs · 1.5 estoppels/yr at $295 · ~3 questionnaires/yr at $250. ~$48,000 / board.
Direct mail · 4× return so far (1 board × $48k LTV ÷ $714 spend). SEO & GBP have no per-touch cost — infinite ROI on attributed wins.
utm_* + first-touch + last-touch. Resend webhook records open / click for emails. All flows funnel into a single campaign_events D1 table for the funnel and ROI views above.