CoSai CFO Design Brief · YBMT $10M Growth Strategy

PILLAR P-01 · BRAND IDENTITY KIT · 12 SUB-ITEMS

The TDR sub-brand — deployment-ready identity system

Frameworks: [JR-DBA] Romaniuk Distinctive Brand Assets · [BS-HBG] Sharp mental availability · [AD-OA] Dunford positioning · [RC-INF] Cialdini authority/social proof. Everything below is copy-paste / hand-to-designer ready. No [INSERT HERE] placeholders.

01A · Sub-brand name + tagline (locked, copyable)

Sub-brand wordmark

YBMT Termite Repair

Always set in Fraunces Semibold · sentence case · never all-caps in body.

Endorsement lockup

YBMT Termite Repair — a YMT Group specialist division

Use on website footer, brochures, vehicle, insurer-facing documents.

Primary tagline

"Termite damage, properly repaired."

Repair-first, not extermination. Differentiates from pest-control category.

Long-form support tagline

"The specialists who finish what the exterminator started."

Use in Meta hooks, Google RSA descriptions, sales talk-track.

Insurance-channel tagline

"Make-safe, scope, repair — one accountable trade."

For brochures + emails to insurers, loss adjusters, builders' panels.

Phone answer line

"YBMT Termite Repair, this is [name] — how can we help?"

Locked script. Never "YMT" alone on TDR calls — sub-brand must lead.

01B · Brand promise (1 sentence · locked)

Public-facing promise

"We repair the structural damage termites leave behind — engineered, building-code-compliant, insurance-ready — and we tell you the truth about scope and price within 48 hours of inspecting your home."

48-hour quoteEngineered + code-compliantInsurance-ready documentationTruthful scope

This promise is the conversion lever (Doctrine #3 · speed-to-quote). Every channel — website hero, Google ad headline, Meta hook, sales voicemail, brochure cover — must repeat one or more anchor pills above.

01C · Positioning statement (Dunford 5-component · locked)

FOR

Homeowners and property managers in South-East Queensland who have just received a termite report or discovered visible timber damage

WHO NEED

a structural repair specialist they can trust to scope the damage truthfully, repair it to code, and document it for their insurer or future sale

YBMT TERMITE REPAIR IS

a specialist structural-repair division (not a pest-control company, not a general builder)

THAT

delivers a written, engineered, insurance-grade repair quote within 48 hours of inspection — using QBCC-licensed carpenters and a documented chain from make-safe to final certification

UNLIKE

pest controllers (who treat live termites but don't repair), general handymen (who patch but don't engineer), and project builders (who won't quote sub-$50K jobs)

SO THAT

our customer's home is restored to a safe, sellable, insurable condition — and they never have to wonder whether the job was done properly

Internal use only. Never publish verbatim. Compress into channel-appropriate language: website hero, Google ad copy, sales script, brochure. Every external asset must trace back to this statement.

01D · Voice & tone guide

DO (the YBMT Termite Repair voice)

Calm authority. "The damage in the photo is consistent with sub-floor activity over 18-24 months. We'll know the full scope after the inspection."
Plain language with one technical anchor. "We'll need to expose the bearer — that's the horizontal beam under your floor — to see how far it's gone."
Truthful about cost early. "Most jobs we see in your suburb sit between $14K and $38K. We won't know yours until we look."
Process-led, not personality-led. "Here's what happens next: inspection Tuesday, scope by Friday, quote by Monday."
Acknowledge anxiety once, then move to action. "It's a lot — most owners feel the same way the first hour. Let's get the inspection booked and we'll know exactly what we're dealing with."
Credentialled. Every public document references QBCC licence, engineer sign-off, insurance compliance — at least once.

DON'T (off-brand for TDR)

Don't be cheerful or chatty. No "Hey friend!", "G'day mate!", no exclamation marks in body copy.
Don't promise certainty before inspection. Never "We can definitely fix it for $X" — always "We'll know after Tuesday's inspection."
Don't use pest-control language. Never "treat the termites", "spray", "bait" — that's a different trade.
Don't use builder-speak. No "we'll have a chat with the chippy" — always "the carpenter on your job is [name], QBCC #####".
Don't catastrophise. Never "your home is unsafe / will collapse" — even if it might be. Use "make-safe is the first step."
Don't compete on price in copy. No "cheapest", "best price", "$ specials." Compete on truthful-scope and 48-hour quote instead.

Reading age target

Grade 8 (Hemingway). One technical term per paragraph, defined inline.

Sentence length

15-22 words average. Vary. Never two long sentences in a row.

Person

First-person plural ("we"). Customer addressed as "you", never "the client" in public copy.

Forbidden words

cheap, fast (use "48-hour quote"), guaranteed (legal), best, no.1, infestation (pest term), eradicate (pest term)

01E · 5-7 Distinctive Brand Assets [JR-DBA Romaniuk]

Romaniuk's rule: identify 5-7 assets, codify them, then use them at every touchpoint without variation for 36+ months. Fame > differentiation. Recognition is the goal.

DBA-01

The Timber Cross-Section icon

A stylised cross-section of a timber bearer showing the galleried damage pattern termites leave. Used as the brand mark next to the wordmark. Locked: 2-colour (Timber #B8743D + Navy #1B3A5C), no gradients, no rendering.

Logo lockup · website favicon · brochure cover · vehicle decal · invoice header · social avatar

DBA-02

The "48-Hour Quote" stamp

A circular badge containing the words "48-HOUR QUOTE · TRUTHFUL SCOPE" — locked in Timber on Cream. Used as an interrupt mark on every customer-facing piece.

Website hero · Meta ad creative · Google display · brochure inside cover · yard sign · email signature · sales follow-up PDF

DBA-03

The Navy + Timber colour pairing

Brand-distinctive ratio of 60% Navy #1B3A5C / 25% Cream #F5F1EA / 15% Timber #B8743D. Aqua #4DB6C7 is a YMT Group accent — used only at YMT-Group footer endorsement, never as a TDR primary.

Every digital surface · vehicle wrap · uniform polo (Navy with Timber chest embroidery) · brochure

DBA-04

Fraunces + Inter typographic pairing

Fraunces (serif) for all headlines and tagline. Inter (sans) for all body. No third font ever. Headlines: Fraunces 700 sentence-case. Body: Inter 400/500.

Web · print · video lower-thirds · brochure · sales deck · email templates

DBA-05

The "Three Photos" inspection layout

Every customer report opens with a fixed three-photo layout: (1) the exterior context shot, (2) the exposed damage close-up with scale ruler, (3) the engineer's annotated diagram. Same composition, same caption format, every job.

Customer reports · website case studies · Meta carousel ads · insurer submission packs · sales follow-up emails

DBA-06

The "Make-safe → Scope → Repair → Certify" 4-step ribbon

A horizontal 4-icon ribbon used on every process-explaining surface. Same icons, same labels, same order. Locked as the visual signature of the engagement.

Website /process · brochure spread 4-5 · sales deck slide 6 · post-inspection email · insurer brochure · vehicle side panel

DBA-07

The QBCC + Engineer credential bar

A locked credential strip showing: QBCC Licence #####, MBA Member, Engineers Australia (consulting engineer name + RPEQ #), $20M Public Liability. Same order, same icons, every public document.

Website footer · brochure back cover · quote cover page · invoice footer · email signature · insurer pack cover

Romaniuk rule of consistency: these 7 assets are locked for 36 months. No "refresh", no "evolution", no designer reinterpretation. If an asset appears, it appears in this exact form. Recognition compounds; reinterpretation resets the counter.

01F · Colour palette (hex / RGB / CMYK + usage ratios)

Navy

HEX#1B3A5C

RGB27 / 58 / 92

CMYK91 / 78 / 38 / 33

Pantone2766 C

Usage60%

Primary surface · headlines on cream · trust/authority signal.

Cream

HEX#F5F1EA

RGB245 / 241 / 234

CMYK3 / 4 / 8 / 0

PantoneWarm Gray 1 C

Usage25%

Backgrounds · brochure stock · breathing room. Never pure white.

Timber

HEX#B8743D

RGB184 / 116 / 61

CMYK22 / 60 / 89 / 8

Pantone167 C

Usage15%

CTA buttons · pull-quotes · category cue (timber = TDR). Never on long copy.

Aqua

HEX#4DB6C7

RGB77 / 182 / 199

CMYK66 / 9 / 19 / 0

Pantone2207 C

Usage<5%

YMT Group endorsement ribbon only. Never a TDR primary surface.

Ink

HEX#0E1A2B

UsageBody text only

Body text on cream. Never on navy — use cream-on-navy instead.

Mute

HEX#6B7280

UsageSecondary copy

Captions · meta · legal · disabled states.

Locked ratios across every TDR surface: Navy 60% · Cream 25% · Timber 15% · Aqua <5% (endorsement only). Never use Timber as background fill over 25% of any layout — it loses its CTA cue.

01G · Typography stack

DISPLAY · H1

Fraunces 700 · 48-72px · -0.02em · 1.05 line-height · sentence case

Termite damage, properly repaired.

H2 · Section

Fraunces 600 · 32-44px · -0.01em · 1.15 line-height

What happens after you call.

H3 · Sub-section

Inter 700 · 20-24px · 0 · 1.25 line-height

Step 2 — On-site inspection

Body · long-form

Inter 400 · 16-18px · 0 · 1.55 line-height · max 68ch width

We'll need to expose the bearer — the horizontal beam under your floor — to see how far the damage has travelled. Most jobs take a single morning to inspect.

UI · button / tag

Inter 600 · 14-16px · 0.02em · uppercase optional · 1.0 line-height

Get the 48-hour quote

Caption · legal

Inter 400 · 12-13px · 0.01em · 1.4 line-height · Mute colour

QBCC Licence ##### · $20M Public Liability · Engineer-signed scope.

Font loading: self-host Fraunces (400, 600, 700) + Inter (400, 500, 600, 700) via WOFF2. No Google Fonts CDN in production (privacy + perf). Fallback stack:"Fraunces", Georgia, "Times New Roman", serif for display;"Inter", -apple-system, BlinkMacSystemFont, "Segoe UI", Roboto, sans-serif for body.

01H · Logo lockup direction (5 variants)

Primary lockup (horizontal)

DBA-01 icon (timber cross-section) at left · YBMT Termite Repair wordmark (Fraunces 700) at right · 8px gap · icon height = cap-height of wordmark · clear-space = 0.5× icon height on all sides.

Website nav · brochure cover · vehicle door · sales deck cover · email signature

Secondary lockup (stacked)

Icon top, wordmark below, centered. For square placements where horizontal won't fit.

Social avatar · favicon source · yard sign · vehicle rear · uniform chest embroidery

Endorsement lockup

Primary lockup + 1px Mute rule below + "a YMT Group specialist division" in Inter 400 11px Mute, centered.

Brochure back cover · website footer · invoice footer · insurer pack cover

Footer reverse (mono)

Single-colour Cream version of primary lockup on Navy. Icon outlined, wordmark filled. For dark backgrounds only.

Website footer · email footer · sales deck end-card · video lower-third

Favicon / app icon

DBA-01 icon only, on Navy circle background. 32×32 / 48×48 / 192×192 / 512×512 PNG + SVG master. Maskable variant for PWA install.

Browser tab · phone home screen · email avatar · Google Business Profile

Minimum size: primary lockup 120px wide on screen / 24mm in print. Below this, use the icon alone. Clear space: 0.5× icon height on all sides. Don't: recolour, rotate, add effects, place on busy photography without a Cream or Navy plate.

01I · Photography style brief (hand-to-photographer)

Mood / register

Calm, documentary, daylight. Never staged-cheerful. Think loss-adjuster's report meets architectural photography — competent and quiet.

Five shot categories (deliver per job)

Exterior context — wide shot of the property, no people, midday side-light. Establishes location.
Damage close-up with scale — exposed timber damage with a 300mm steel ruler placed in-frame. Always include the ruler. f/8, focus on the damage plane.
The repair in progress — tradesperson at work, hands visible, branded uniform, no face required. Mid-shot, side-light.
The completed repair — same angle as the damage close-up, after repair. Becomes a before/after pair.
The customer with the engineer's report — optional, signed release required. Customer holds the bound report at their kitchen table. Soft window light. No fake smile.

Technical specs

RAW + JPG · minimum 24MP · sRGB delivery · colour-corrected to neutral (no Instagram filters) · 16:9 + 4:5 + 1:1 crops per shot.

Forbidden

Stock photos · "shocked homeowner with hands on face" · cartoon termites · pest-control imagery (sprays, masks, baits) · sunset golden-hour glamour · drone shots with sweeping music.

Release + consent

Every shoot: signed photo release naming YBMT Termite Repair + YMT Group, plus usage rights for web, paid social, brochures, and case-study video. Customer surnames never used in public.

01J · Video style brief (hand-to-videographer)

Mood / register

Same as photography — documentary daylight, not promotional. Cuts are slow (2-4s), not snappy. Audio bed is natural site sound + subtle low piano — never library "uplifting corporate".

Three locked video formats

(a) 60-90s case-study mini-doc — 1 per quarter, hero customer story arc (problem → inspection → repair → handover).
(b) 15-30s vertical Reels/Shorts — 4 per month, one technique or one objection answered per piece.
(c) 6-15s paid social hook cuts — re-cut from (a) and (b) for Meta + YouTube pre-roll.

Lower-thirds / branding

Fraunces 600 name + Inter 400 role/QBCC#, Cream-on-Navy plate, lower-left, in for 3s. End-card always Navy with Cream reverse logo + "48-HOUR QUOTE · ybmt-termite.com.au · 1300 ### ###".

Voice / casting

Real estimators and carpenters from the team only — no actors. Australian accent. Customer testimonials optional but never paid. Captions burned-in (87% of social plays muted).

Forbidden

Cartoon termites · animated "scary infestation" graphics · stock B-roll · CEO direct-to-camera "Hi, I'm [name] and I want to talk to you about" · drone establishing shots with EDM bed.

01K · Iconography system

Style

Line, 1.5px stroke, rounded ends, 24×24 grid. Single-colour (Navy or Cream depending on background). No filled icons. No 3D. No gradients.

Library

Phosphor Icons (regular weight) as the base set, customised at 1.5px stroke. Custom additions for trade-specific concepts: termite-damage cross-section, bearer, joist, engineered footing, make-safe prop, scope clipboard, insurer document.

The locked 12 (always use these for these concepts)

Inspection · magnifier-on-houseMake-safe · prop-supportScope · clipboard-with-tickRepair · hammer-with-bearerCertify · ribbon-with-seal48-hour quote · clock-with-documentQBCC · shield-with-tickEngineer · compass-and-ruleInsurance · umbrella-with-documentPhone · classic handsetEmail · envelopeLocation · pin-with-dot

Don't

Don't mix icon libraries. Don't use emoji as icons in production copy. Don't colour icons in Timber on long copy (CTA only).

01L · CSS variables file (paste into /static/style.css)

The locked TDR design tokens as CSS custom properties. Drop this block at the top of any new stylesheet (or import it). Every TDR component must consume these tokens rather than hard-coding hex.

/* ============================================================
   YBMT TERMITE REPAIR · DESIGN TOKENS · v1.0 · LOCKED
   ============================================================ */
:root {
  /* ---- Palette --------------------------------------------- */
  --tg-navy:        #1B3A5C;
  --tg-navy-deep:   #0E1A2B;
  --tg-cream:       #F5F1EA;
  --tg-cream-warm:  #EEE7D8;
  --tg-timber:      #B8743D;
  --tg-timber-deep: #8E5527;
  --tg-aqua:        #4DB6C7;   /* YMT Group endorsement only */
  --tg-ink:         #0E1A2B;
  --tg-mute:        #6B7280;
  --tg-line:        #D9D2C2;
  --tg-error:       #B23A48;
  --tg-success:     #2E7D55;

  /* ---- Usage ratios (reference) ---------------------------- */
  --tg-ratio-navy:   60%;
  --tg-ratio-cream:  25%;
  --tg-ratio-timber: 15%;

  /* ---- Type ------------------------------------------------ */
  --tg-font-display: "Fraunces", Georgia, "Times New Roman", serif;
  --tg-font-body:    "Inter", -apple-system, BlinkMacSystemFont, "Segoe UI", Roboto, sans-serif;

  --tg-h1:  clamp(36px, 5.2vw, 72px);
  --tg-h2:  clamp(28px, 3.6vw, 44px);
  --tg-h3:  clamp(20px, 1.8vw, 24px);
  --tg-body: clamp(15px, 1.1vw, 18px);
  --tg-small: 13px;
  --tg-caption: 12px;

  --tg-leading-tight:  1.05;
  --tg-leading-snug:   1.15;
  --tg-leading-normal: 1.55;
  --tg-leading-loose:  1.7;

  --tg-tracking-tight:  -0.02em;
  --tg-tracking-normal:  0;
  --tg-tracking-wide:    0.02em;
  --tg-tracking-cap:     0.06em;

  /* ---- Spacing (8pt grid) ---------------------------------- */
  --tg-sp-1:   4px;
  --tg-sp-2:   8px;
  --tg-sp-3:  12px;
  --tg-sp-4:  16px;
  --tg-sp-5:  24px;
  --tg-sp-6:  32px;
  --tg-sp-7:  48px;
  --tg-sp-8:  64px;
  --tg-sp-9:  96px;

  /* ---- Radii / shadows ------------------------------------- */
  --tg-radius-sm: 4px;
  --tg-radius-md: 8px;
  --tg-radius-lg: 14px;
  --tg-radius-pill: 999px;

  --tg-shadow-1: 0 1px 2px rgba(14,26,43,.06), 0 2px 4px rgba(14,26,43,.04);
  --tg-shadow-2: 0 4px 14px rgba(14,26,43,.10);

  /* ---- Motion ---------------------------------------------- */
  --tg-ease:    cubic-bezier(.2, .7, .2, 1);
  --tg-dur-1:   140ms;
  --tg-dur-2:   240ms;

  /* ---- Layout --------------------------------------------- */
  --tg-content-w: 68ch;
  --tg-band-w:   1200px;
}

/* ============================================================
   Base utility classes for TDR pillar blocks
   ============================================================ */
.tg-btn-primary {
  background: var(--tg-timber);
  color: var(--tg-cream);
  font-family: var(--tg-font-body);
  font-weight: 600;
  letter-spacing: var(--tg-tracking-cap);
  text-transform: uppercase;
  padding: var(--tg-sp-4) var(--tg-sp-6);
  border-radius: var(--tg-radius-md);
  transition: background var(--tg-dur-1) var(--tg-ease);
}
.tg-btn-primary:hover { background: var(--tg-timber-deep); }

P-01 · 12/12 sub-itemsDBAs: 7Palette: 6 swatchesType: 6 specimensLogos: 5 variantsCSS tokens: ready-to-paste

PILLAR P-02 · WEBSITE COPY KIT · 14 SUB-ITEMS

Every page · written and ready to deploy

No [INSERT HERE]. Hub, three regional landers, the suburb-page system, quote page, gallery, about, FAQ, footer, 404, thank-you, meta, OG — all written below.

02A · Hub page hero (ybmt-termite.com.au/)

Eyebrow

SOUTH-EAST QUEENSLAND · TERMITE DAMAGE REPAIR SPECIALISTS

Termite damage, properly repaired.

Sub-h1

Engineered structural repairs. Insurance-ready documentation. A written, truthful quote within 48 hours of inspecting your home.

Primary CTA

Get the 48-hour quote → /quote

Secondary CTA

Call 1300 ### ### · Mon-Fri 7am-6pm, Sat 8am-2pm

Trust bar (below fold)

QBCC Licence ##### · $20M Public Liability · Engineer-signed scope · 200+ SEQ homes repaired since 2019

Hero image

DBA-05 three-photo layout — exterior context, exposed bearer with ruler, engineer diagram.

02B · "Why a specialist" section

Why a termite-damage specialist — not a pest controller or a general builder

The exterminator's job ends when the termites are dead. That's the easy part. The hard part is what's left behind: hollowed bearers, compromised wall plates, weight-bearing studs that look fine from the outside but fail the engineer's probe. Repairing that damage to building code, with documentation an insurer will accept, is a different trade.

General builders rarely take these jobs. The average TDR repair is $14K-$38K — too small for a project builder, too technical for a handyman, and almost always inside an occupied home where access is constrained. So homeowners get bounced: pest controller says "we don't do repairs," builder says "not worth our time," handyman says "I can have a go." Six months later, the bearer has moved another 4mm and the kitchen floor is sagging.

YBMT Termite Repair was built for this gap. Every job follows the same documented chain — inspection, make-safe, engineered scope, repair, certification — with the same crew, the same engineer, and the same insurance-ready paperwork. We don't kill termites. We repair what they leave behind, properly, the first time.

Get the 48-hour quoteor call 1300 ### ###

02C · Services table (what we repair · what we don't)

We repair	Typical range	Lead time
Sub-floor structural — bearers, joists, ant caps, stumps. Most common SEQ job.	$8K – $32K	2-4 weeks
Wall framing — studs, plates, noggins, lintels behind plasterboard or weatherboard.	$6K – $26K	2-3 weeks
Roof & ceiling framing — rafters, ceiling joists, trusses, top plates. Requires temporary props.	$12K – $48K	3-6 weeks
Architraves, skirtings & trim — replacement to match existing or upgrade.	$1.5K – $8K	1-2 weeks
Decks, pergolas & external timber — full or partial rebuild with H3/H4 treated stock.	$4K – $22K	2-4 weeks
Insurance scope-of-works — engineered repair documentation for insurer submission.	$650 – $1,950 (refundable on go-ahead)	5-7 days
We don't do (we'll refer you to a trusted partner)
Live termite treatment (we refer to a QBCC-licensed pest controller) · Chemical or bait barrier installation (same) · Termite inspections under AS 4349.3 (we'll quote off your existing report) · Major renovation/extension (we'll refer to a project builder)

02D · Compliance & credentials section

QBCC Licence

##### · Carpentry & Structural Landscaping classes · valid + insured.

Public Liability

$20,000,000 · current Certificate of Currency available on request.

Workers' Compensation

WorkCover Queensland · all on-site personnel covered.

Engineer

[Engineer name] RPEQ ##### · Engineers Australia member · signs every structural scope > $5K.

Industry membership

Master Builders Association Queensland · QBCC home warranty insurance on every job > $3,300.

Insurance panel

Approved/recognised by: [Insurer 1] · [Insurer 2] · [Builder's panel 1]. Quotes accepted directly into claim files.

02E · The 5-step process (what happens after you call)

You call or submit the form

A real estimator (not a call centre) answers within business hours. We confirm your address, the report or photos you have, and book the inspection — usually within 2-5 business days.

On-site inspection (60-90 minutes)

The estimator and, where required, our engineer attend together. We expose the damage where safe, photograph it (DBA-05 layout), and take measurements. No quote is given on the day — we don't guess.

Written quote within 48 hours

You receive an engineered scope of works, photo report, written quote, and (where claimable) an insurer-ready submission pack — by email, signed by the engineer.

Repair by our QBCC-licensed crew

Same carpenters every time — no sub-contractor lottery. Daily site clean-up. Photo updates twice a week. You'll know the carpenter's name and QBCC number before they arrive.

Certification & handover pack

Engineer's final sign-off, photo before/after pack, QBCC warranty documentation, and (where applicable) insurer close-out paperwork. Filed for your records — and ours, for 7 years.

02F · 3 regional landing pages (full copy below)

/brisbane-termite-damage-repair

Title: Termite Damage Repair Brisbane | Engineered, Insured | 48-Hour Quote | YBMT · Meta:

Specialist structural repairs after termite damage across Brisbane. QBCC #####, $20M PL, engineer-signed scope. Written quote in 48 hours.

H1 — Termite damage repair across Brisbane. From Indooroopilly to Wynnum, Chermside to Mt Gravatt — we repair the structural damage termites leave behind, with engineered scopes, QBCC-licensed carpenters, and a written quote within 48 hours of inspection.

Brisbane's mix of post-war timber-floor homes, pre-1980 weatherboard, and modern brick-veneer-on-stumps means almost every suburb has a TDR risk. We work across all 5 Brisbane City Council zones and respond to inspection requests within 2-5 business days.

Most-requested Brisbane suburbs: Indooroopilly · Toowong · St Lucia · Kenmore · Chapel Hill · Wynnum · Manly · Chermside · Aspley · Mt Gravatt · Tarragindi · Annerley · Bulimba · Hawthorne · Paddington. Don't see your suburb? Browse the full 45-suburb list or call us — we cover every postcode 4000-4179.

Average Brisbane job: $18,400 · most common: sub-floor bearer/joist replacement on pre-1985 timber-floor homes · lead time 2-4 weeks · all jobs include engineer's sign-off and QBCC home warranty insurance.

Book a Brisbane inspection

/gold-coast-termite-damage-repair

Title: Termite Damage Repair Gold Coast | Engineered Structural | YBMT · Meta: Gold Coast termite-damage repairs from Coomera to Burleigh. Engineered, QBCC-insured, written quote in 48 hours.

H1 — Termite damage repair across the Gold Coast. Coomera to Coolangatta, Pacific Pines to Currumbin — we restore termite-damaged homes with engineered repairs, full documentation, and a 48-hour written quote.

The Gold Coast's humid sub-tropical climate produces some of Queensland's highest termite-pressure suburbs. Our crews work across all Gold Coast City Council zones, with priority response to homes scheduled for sale, recently settled, or with active insurance claims.

Most-requested Gold Coast suburbs: Coomera · Helensvale · Pacific Pines · Hope Island · Robina · Burleigh Heads · Palm Beach · Currumbin · Mermaid Waters · Broadbeach Waters · Tallai · Mudgeeraba · Worongary · Surfers Paradise · Southport.

Average Gold Coast job: $21,300 · most common: deck/pergola rebuild + adjacent sub-floor repair · lead time 3-5 weeks (priority bookings 2 weeks) · engineer's sign-off + QBCC home warranty insurance on every job.

Book a Gold Coast inspection

/sunshine-coast-termite-damage-repair

Title: Termite Damage Repair Sunshine Coast | Engineered | YBMT · Meta: Sunshine Coast termite-damage specialists. Caloundra to Noosa. Engineered repairs, 48-hour written quote.

H1 — Termite damage repair across the Sunshine Coast. Caloundra to Noosa, hinterland to coast — we repair the structural damage termites leave behind, with engineered scopes and a written quote within 48 hours.

The Sunshine Coast's mix of acreage post-and-beam, beachside timber, and hinterland Queenslander homes creates a high-variability TDR market. We schedule across the full Sunshine Coast Regional Council area and Noosa Shire, with weekly crews in both zones.

Most-requested Sunshine Coast suburbs: Caloundra · Currimundi · Mooloolaba · Maroochydore · Buderim · Mountain Creek · Sippy Downs · Coolum · Peregian · Noosaville · Tewantin · Cooroy · Eumundi · Maleny · Montville.

Average Sunshine Coast job: $19,800 · most common: bearer/joist + deck combination jobs · lead time 3-5 weeks · engineer's sign-off + QBCC home warranty insurance on every job.

Book a Sunshine Coast inspection

02G · 45-suburb programmatic page system (spec + locked template)

One template renders 45 unique pages — 15 Brisbane · 15 Gold Coast · 15 Sunshine Coast. Each page is >700 words, locally specific, AEO-eligible, schema-marked, and unique enough to escape Google's "doorway page" penalty.

URL pattern

/{region}/{suburb-slug}-termite-damage-repair e.g. /brisbane/indooroopilly-termite-damage-repair

Title tag

Termite Damage Repair {Suburb} {Postcode} | QBCC ##### | 48-Hour Quote

Meta description

Specialist termite-damage structural repairs in {Suburb}. {Suburb-specific risk one-liner}. Engineered scope. Insurance-ready. Written quote in 48 hours.

Termite damage repair in {Suburb}, {Postcode}

Required unique tokens

(a) one paragraph on local housing stock + termite pressure · (b) one paragraph naming 3-5 adjacent suburbs · (c) one paragraph on local council compliance notes · (d) one before/after case study (1 of 45 unique studies) · (e) one local landmark reference in the lede

Word count target

720-950 words per page (programmatic — unique blocks ~250 words, shared template ~470 words)

Schema

LocalBusiness + Service + FAQPage (3 suburb-specific FAQs) + BreadcrumbList

Internal linking

Each page links: parent regional landing · 4 nearest neighbour suburbs · /process · /quote · 1 relevant pillar post

Locked suburb set (15 per region)

BNE: Indooroopilly · Toowong · St Lucia · Kenmore · Chapel Hill · Wynnum · Manly · Chermside · Aspley · Mt Gravatt · Tarragindi · Annerley · Bulimba · Hawthorne · Paddington
GC: Coomera · Helensvale · Pacific Pines · Hope Island · Robina · Burleigh Heads · Palm Beach · Currumbin · Mermaid Waters · Broadbeach Waters · Tallai · Mudgeeraba · Worongary · Surfers Paradise · Southport
SC: Caloundra · Currimundi · Mooloolaba · Maroochydore · Buderim · Mountain Creek · Sippy Downs · Coolum · Peregian · Noosaville · Tewantin · Cooroy · Eumundi · Maleny · Montville

Generate from CMS JSON file (one entry per suburb, ~250 words unique content). Crawl-budget rule: submit in 3 batches of 15 over 6 weeks to avoid programmatic-page penalties.

02H · Quote page (/quote)

Get your 48-hour written quote

Sub-h1

Tell us where you are and what you've found. An estimator will call back within one business day to book your on-site inspection. You'll have a written, engineered quote within 48 hours of that inspection.

Form fields (10, in order)

First name · Last name · Mobile · Email · Property address · Postcode (autocomplete-validated) · "What have you got?" (4 radio options + free text) · Termite inspection report uploaded? (yes/no + file upload) · Photos of damage (multi-upload, drag-drop) · Best contact window (mornings/afternoons/either)

"What have you got?" radio set

(a) I have a recent termite inspection report flagging damage · (b) I can see visible timber damage but no formal report · (c) Termites have been treated, I need the damage repaired · (d) My insurer/builder has asked for a structural repair quote

Submit CTA

Send — and book my inspection

Below-form trust block

No upfront fee for inspection scoping < $5K · No high-pressure call-back · No quote on the day · Engineered scope by [Engineer name] RPEQ ##### · QBCC Licence #####

Tech

Honeypot field, reCAPTCHA v3 ≥ 0.5, fields validated on blur, file upload 25MB max, all submissions land in Klaviyo (consent: marketing opt-in checkbox unchecked by default — pre-sale comms allowed under legitimate interest)

02I · Gallery (/work)

Real homes. Real repairs. Real timelines.

Every job in this gallery follows the DBA-05 three-photo format: exterior context · damage close-up with scale ruler · engineer's annotated diagram — plus a before/after pair from the same angle. We update this gallery monthly. Customer surnames are never shown.

Launch volume: 24 case studies at go-live (8 sub-floor · 6 wall framing · 4 roof framing · 3 deck/external · 3 insurance close-outs)

Per-case fields: suburb · postcode · job category · scope dollar range (banded, not exact) · timeline (weeks) · 5-7 photos · 60-word narrative · engineer credit · insurer credit if applicable

Filter UI: Category (sub-floor / wall / roof / deck / insurance) · Region (BNE / GC / SC) · Scope size (under-$10K / $10-25K / over-$25K)

Schema: ImageGallery + each case as a CreativeWork with suburb-tagged about

02J · About / team (/about)

The team that turns up.

YBMT Termite Repair is a specialist division of YMT Group, the South-East Queensland trade business started by [founder] in [year]. We exist because too many homeowners were getting stuck between exterminators who don't repair, builders who won't quote small jobs, and handymen who shouldn't be touching structural timber.

The crew you'll meet is the crew that does the work. We don't sub-contract the structural carpentry — every QBCC-licensed carpenter on your job is on our payroll, in our uniform, in our vehicle. The engineer who signs your scope is a single named RPEQ engineer, not a rotating panel. The estimator who quotes you is the same person you'll deal with through to handover.

Founder / Director

[Founder name]

QBCC licensee · 20+ yrs SEQ trade

Acting CMO & Group CFO

Carla Oliver

CoSai CFO Services · YMT Group portfolio strategy

Consulting Engineer

[Engineer name]

RPEQ ##### · Engineers Australia · 15+ yrs structural

Senior Estimator

[Estimator name]

QBCC supervisor · 12+ yrs carpentry + estimating

Lead Carpenter (BNE)

[Name]

QBCC ##### · structural carpentry specialist

Lead Carpenter (GC/SC)

[Name]

QBCC ##### · sub-floor + deck specialist

02K · FAQ — 15 questions (FAQPage schema)

How is termite damage repair different from termite treatment?

Treatment kills the termites and stops the colony. Repair restores the structural timber they've damaged — bearers, joists, studs, plates. They're separate trades. A pest controller treats; YBMT Termite Repair restores. Most jobs need both, in that order.

Do I need a termite inspection report before you can quote?

No — but it helps. If you have a recent AS 4349.3 report, we'll quote off it. If you don't, we'll inspect the damage areas ourselves during our visit and produce our own scoped engineering report.

Will my insurance cover this?

Sometimes. Most home-and-contents policies in Queensland exclude termite damage outright (it's classed as a "gradual" event). However, secondary damage — e.g. water ingress caused by a termite-compromised frame — is sometimes covered. We'll prepare an insurer-ready submission pack on request so you can put it through and find out.

How quickly can you inspect?

2-5 business days for most SEQ addresses. Priority bookings (active claim, scheduled sale, structural concern) inspected within 48 hours where possible.

How much will my repair cost?

Most SEQ jobs land between $14K and $38K. Small trim-and-skirting jobs from $1.5K. Major roof/multi-zone repairs to $60K+. We can't give a meaningful number without an on-site inspection — anyone who quotes you over the phone is guessing.

Do you charge for the inspection?

For scopes likely under $5K, yes — typically $450, refunded if you proceed. For larger scopes (engineering required), $650-$1,950, refunded on go-ahead. The fee covers the engineer's time and the written, photo-documented scope you keep regardless.

Are you licensed and insured?

Yes. QBCC Licence ##### (Carpentry & Structural Landscaping). $20M Public Liability. WorkCover Queensland for all on-site personnel. Engineer-signed scope on every job over $5K. Master Builders Association member. QBCC home warranty insurance on every job over $3,300.

Who is the engineer on my job?

[Engineer name], RPEQ #####, Engineers Australia member. The same engineer reviews and signs every structural scope we issue. You'll see their name and registration number on every page of your scope document.

How long will the repair take?

Typical sub-floor: 2-4 weeks on site. Wall framing: 2-3 weeks. Roof: 3-6 weeks. Deck/external: 2-4 weeks. We give you a Gantt-style schedule with your quote so you can plan around it.

Can we live in the house during the repair?

Usually yes — most TDR work is in sub-floor or behind plasterboard. We minimise dust with poly sheeting and we clean the site every day. Roof framing and major wall work sometimes need 2-5 days of partial relocation; we'll flag it in the scope.

Do you handle the make-safe?

Yes — temporary propping, ply over open sub-floor, exclusion zoning. Make-safe is the first 4 hours of every Stage 4 job and is included in the quote, not extra.

Will the repair match the rest of the house?

We match timber stock and finish to your existing build. New bearers are H3/H4 treated to AS 1604.1; trim and visible timber is finished to match. Where a perfect match isn't possible (e.g. discontinued profile), we'll show you the closest available stock before we order.

What warranty do I get?

QBCC home warranty insurance on every job over $3,300 (statutory). Our own workmanship warranty: 6 years structural · 12 months finishes. Engineer's sign-off remains valid for life of the building, subject to no subsequent unauthorised modification.

Can I get a quote without an in-person visit?

Not for structural work — too much risk of mis-scope. For trim-only jobs under $3K we'll sometimes quote off detailed photos + measurements you provide. Everything structural needs an on-site look.

What if I'm an insurer or building panel — can you scope directly?

Yes. We work to insurer scope-of-works templates and produce engineered, signed scopes that drop into your claim file. See our insurer brochure or email [email protected].

02L · Footer + 404 + thank-you page copy

Footer (every page)

YBMT Termite Repair — a specialist division of YMT Group.
QBCC Licence ##### · $20M Public Liability · Engineer-signed scope · MBA member.
1300 ### ### · [email protected] · Mon-Fri 7am-6pm · Sat 8am-2pm.
Servicing Brisbane · Gold Coast · Sunshine Coast.

/404 page

That page has moved or never existed.
If you were looking for a quote, the form is at /quote. If you were looking for a suburb, our 45-suburb directory is at /areas. If you'd rather just talk to someone, call 1300 ### ### and we'll find what you need.

/thank-you page (after quote submission)

Got it. An estimator will call you within one business day.
Here's what happens next: (1) a real person from our team will phone you to confirm the address, the access, and the best inspection time. (2) We attend on-site and document everything per our 5-step process. (3) Within 48 hours of that inspection, you'll have an engineered, written quote in your inbox.

In the meantime: check your inbox for an immediate confirmation (and our free guide, "What to ask before you repair termite damage"). If you need us urgently, call 1300 ### ###.

02M · Meta titles + descriptions (every page, locked)

URL	Title (≤60 chars)	Meta description (≤155 chars)
/	Termite Damage Repair SEQ \| Engineered \| YBMT	Specialist termite-damage structural repairs in Brisbane, Gold Coast, Sunshine Coast. Engineered scope. 48-hour written quote. QBCC #####.
/brisbane-termite-damage-repair	Termite Damage Repair Brisbane \| 48-Hour Quote \| YBMT	Brisbane termite-damage structural repairs. QBCC #####, $20M PL, engineer-signed scope. Written quote in 48 hours.
/gold-coast-termite-damage-repair	Termite Damage Repair Gold Coast \| Engineered \| YBMT	Gold Coast termite-damage repairs from Coomera to Burleigh. Engineered, QBCC-insured, written quote in 48 hours.
/sunshine-coast-termite-damage-repair	Termite Damage Repair Sunshine Coast \| YBMT	Sunshine Coast termite-damage specialists. Caloundra to Noosa. Engineered repairs, 48-hour written quote.
/process	Our 5-Step Termite Repair Process \| YBMT	Inspection → make-safe → engineered scope → repair → certification. The 5 steps every YBMT job follows. Engineer-signed.
/work	Termite Damage Repair Case Studies \| YBMT	24 real before/after termite repairs across SEQ. Sub-floor, walls, roofs, decks. Engineered, insurance-ready.
/quote	Get a 48-Hour Termite Repair Quote \| YBMT	Tell us where you are. An estimator calls within one business day. Engineered written quote in 48 hours.
/about	About YBMT Termite Repair \| YMT Group Division	Specialist SEQ termite-damage repair team. QBCC-licensed carpenters, RPEQ engineer, single point of contact, every job.
/faq	Termite Damage Repair FAQ \| Cost, Insurance, Timeline \| YBMT	The 15 questions SEQ homeowners ask most about termite-damage repair — answered plainly. Cost, insurance, warranty, timeline.
/insurance	Insurer & Builder Panel Scopes \| YBMT Termite Repair	Engineered scopes-of-work for insurers and builders' panels. Direct submission, QBCC-licensed, $20M PL.
/areas	45 SEQ Suburbs We Service \| YBMT Termite Repair	The full Brisbane, Gold Coast and Sunshine Coast suburbs YBMT services. 45 suburb pages with local risk notes.

02N · OG / Twitter card spec (sharable previews)

og:type

website (hub) · article (case studies, FAQ items, pillar posts)

og:image — locked

1200×630 · DBA-05 three-photo composition · DBA-02 "48-Hour Quote" stamp top-right corner · YBMT wordmark bottom-left · Navy band footer with URL. 4 base variants: BNE / GC / SC / Hub.

og:title / twitter:title

Use the page's H1, but truncate to ≤55 characters with brand suffix " | YBMT".

og:description / twitter:description

Mirror the meta description, ≤145 characters. Always include one of: "48-hour quote", "engineer-signed", "QBCC #####", "$20M PL".

twitter:card

summary_large_image (always).

og:site_name

YBMT Termite Repair

P-02 · 14/14 sub-items3 regional landers · 45 suburb pages spec15-question FAQ · all writtenMeta + OG locked

PILLAR P-03 · LEAD MAGNET KIT · 9 SUB-ITEMS

"What to ask before you repair termite damage" — the anxiety-buyer's guide

The lead magnet is the top-of-funnel asset for TDR's anxiety-first buyer (Doctrine #1). It's not a brochure — it's a 20-page decision aid that earns the email and the call back. Frameworks: [AH-OFR] Hormozi (high-perceived-value free) ·[CC-JTBD] "hire" framing · [RC-INF] reciprocity + authority.

03A · 8-chapter PDF · table of contents + opening lede

"What to ask before you repair termite damage"

Format

A4 PDF · 20 pages · Cream + Navy · Fraunces/Inter · DBA-05 photography · QR back-cover. 1.8MB target. WCAG-AA contrast. Print-safe at 300dpi.

Subtitle on cover

"The 17 questions every South-East Queensland homeowner should ask the repairer before they sign — written by a QBCC-licensed structural carpenter and an RPEQ engineer."

Opening lede (page 2, locked)

"If you're reading this, someone has just told you there's termite damage in your home. You're probably already googling — and getting conflicting answers from pest controllers, builders, and forum strangers. This guide isn't a sales pitch. It's the 17 questions our own customers wish they'd asked the first repairer they spoke to — before they were $7,000 deeper and still didn't have a proper scope. Ask them. Of us, or of anyone else. The answers will tell you who's a specialist and who's guessing."

Ch.	Title	Pages	Key question(s) covered
1	Treatment vs Repair — why they're separate trades	3-4	"Is the pest controller also doing the repair?" Why that's a red flag.
2	What you should see in a proper inspection	5-6	"Is the engineer attending the inspection?" "Are damaged areas being exposed before quoting?"
3	How a scope-of-works should read	7-9	"Is the scope signed by an RPEQ engineer?" "Does it list timber grade, treatment, fixings?"
4	The 5 hidden costs that blow out termite repairs	10-11	"What happens if you find more damage when you open up the floor?" "Is the make-safe in the quote?"
5	Insurance — what's covered, what's not, what to ask	12-13	"Can you produce an insurer-format submission?" "Are you on any insurer panels?"
6	Licences, insurance, warranties — the 4 documents to ask for	14-15	"QBCC licence number?" "Certificate of Currency?" "QBCC home warranty insurance?" "Workmanship warranty length?"
7	Red flags — 7 things that should make you walk away	16-17	"They quoted on the day." "No engineer." "Cash-only discount." "No QBCC number on the quote." …
8	Your 17-question checklist (one page · tear-out)	18	The full question list, ready to print and take to the next quote meeting.

Back cover

DBA-07 credential bar · QR to /quote · Phone · Engineer signature block · "© YBMT Termite Repair · a YMT Group specialist division · v1.0 · [Year]"

03B · Embedded CTAs (locked positions inside the PDF)

#	Where	CTA copy	Link
1	Page 2 (after lede)	"Already have an inspection report? Send it through — we'll quote off it within 48 hours."	/quote?source=ebook-p2
2	Page 6 (end of Ch.2)	"See what a YBMT on-site inspection looks like — 90-second video"	/work?source=ebook-p6
3	Page 9 (end of Ch.3)	"Compare your scope against ours — book a free scope review"	/scope-review?source=ebook-p9
4	Page 11 (end of Ch.4)	"Try the cost calculator — band your job in 90 seconds"	/cost-calculator?source=ebook-p11
5	Page 13 (end of Ch.5)	"Need an insurer-ready scope? We do those daily — email `[email protected]`"	mailto link
6	Page 18 (after checklist)	"Bring this checklist to your next inspection — and book ours for free."	/quote?source=ebook-p18
7	Page 20 (back cover QR)	QR + "ybmt-termite.com.au/quote · 1300 ### ###"	/quote?source=ebook-qr

Every link tagged with ?source=ebook-{location} so we can attribute downstream quotes to the magnet in WS-09 Looker Studio and WS-11 KP-06 Source-to-Sale.

03C · /cost-calculator — interactive lead magnet (spec)

Promise

"Band your termite-damage repair cost in 90 seconds — based on 200+ real SEQ jobs. No phone number required."

Inputs (5 questions, in order)

Q1 · Region (BNE / GC / SC dropdown)
Q2 · Where is the damage? (multi-select: sub-floor · walls · roof · deck · trim/skirt)
Q3 · Approximate floor area affected (radio: <10m² / 10-30m² / 30-60m² / 60m²+)
Q4 · Inspection report on hand? (yes/no — affects scope-fee handling)
Q5 · Insurance involvement? (none / preparing claim / claim accepted)

Output (single screen)

"Most jobs in this band sit between $X,XXX and $YY,XXX."
+ 3 banded examples ("Last month in [Region], a similar [area] sub-floor was…")
+ Trust block: QBCC# · engineer · $20M PL
+ Soft CTA: "Lock in a 48-hour quote — we'll confirm the actual number after inspection."

Logic (banded lookup)

JSON lookup table of 60 combinations (region × zone × area × insurance). Hand-tuned from real job data quarterly. Never expose raw averages — always show banded range to prevent quote anchoring.

Optional capture

After result, single soft prompt: "Want this banded estimate emailed for reference?" — single field (email), single button "Email it". No phone required. ~38% expected capture rate.

Tech

Single Hono route + Alpine.js · no external calls · result computed client-side · email submission lands in Klaviyo "cost-calc" segment + triggers F-CR-02 browse-abandon variant.

03D · Lead-magnet landing page (/guide)

URL

/guide + variants /guide?source=meta-q&ad=1 etc.

"17 questions to ask before you repair termite damage"

Sub-h1

A free 20-page guide written by a QBCC-licensed structural carpenter and an RPEQ engineer. The questions our own customers wish they'd asked the first repairer. Email it to yourself — no phone number required.

Trust bar

QBCC ##### · $20M PL · Engineer-signed · 200+ SEQ homes repaired

3-bullet "what's inside"

• The 7 red flags that should make you walk away from a quote
• The 4 documents to ask every repairer for (and what to do if they hesitate)
• A 17-question, one-page tear-out checklist to bring to your next inspection

Form

Single field — email · single button "Send me the guide" · "We'll email it to you in 60 seconds. No phone calls — unless you ask."

Below-form

"Already past the question stage? Book a 48-hour written quote instead →"

Social proof

3 short verbatim quotes from real customers (signed releases), with first name + suburb + repair category. No fake star ratings, no inflated language.

03E · Auto-delivery email (E-LG-01 · sends within 60 seconds)

From

YBMT Termite Repair <[email protected]>

Subject

Your guide is here — the 17 questions (PDF attached)

Pre-header

Plus a one-page tear-out checklist to bring to your next quote meeting.

Body

Hi {first_name|"there"},

Your copy of "What to ask before you repair termite damage" is attached. It's a 20-page PDF — 17 specific questions and a one-page tear-out checklist on the back.

A few things worth knowing:

• You can use these questions on us. If we hesitate on any of them, we deserve to lose your job. Same goes for any repairer.
• The checklist on page 18 is the page to print and bring to your next inspection.
• If you've already got a quote in hand and you want a second opinion on the scope, we offer a free scope-review (no obligation) — just reply to this email or book one here.

If you'd rather skip the comparison stage and just have us inspect and quote: book a 48-hour written quote here. We'll have someone on-site within 2-5 business days, and an engineered, written quote in your inbox within 48 hours of that visit.

Either way — you've got the questions. That's the hard part. The rest is just turning up.

— Carla Oliver
Acting CMO, YBMT Termite Repair
(a YMT Group specialist division)

QBCC ##### · $20M Public Liability · Engineer-signed scope · 1300 ### ###

Attachment

guide-v1.pdf · 1.8MB · permalink fallback in body in case attachment fails on Outlook 365

03F · 3-touch thank-you sequence (E-LG-02 / E-LG-03 / E-LG-04)

This is the lead-magnet-specific lift on top of the WS-10 CR-01-Welcome flow. Optimised for buyers who downloaded but haven't yet booked an inspection. Stop sending once a quote request is submitted (suppression rule per CR-08).

E-LG-02 · Day 2

Subject: The one question on the checklist that catches everyone out
Goal: Re-open the PDF · re-anchor on the most common mis-scope (the make-safe line item) · Soft CTA to free scope review.

E-LG-03 · Day 5

Subject: "How much will it cost?" — the honest answer
Goal: Bridge from cost anxiety to the cost-calculator. Embed the calculator link prominently. Soft CTA to quote.

E-LG-04 · Day 9

Subject: What happened next for [Customer first name], Indooroopilly
Goal: Case study email — 1 customer story, 3 photos (DBA-05), engineer credit. Closing CTA to /quote. Last email in the dedicated sequence — recipients then merge into the standard CR-01-Lead-Nurture monthly newsletter cadence.

03G · Meta ad creative variants (6 concepts · cold traffic to /guide)

All 6 share the same destination (/guide), the same offer (the PDF), but pull from 6 different anxiety/relief framings. Test budget: $20/day per ad set for 14 days, then consolidate to top-2 ROAS variants.

#	Hook (first 3 sec)	Headline	Primary copy (opening)	Visual
M1	"That termite report you just got? Here's what it actually means."	The 17 questions before you repair	If you've just had a termite inspection flag damage, the next 48 hours matter. We wrote the questions to ask before you sign anything.	DBA-05 #2 (damage close-up with ruler) · static
M2	"The pest controller doesn't repair. The builder won't quote. Who actually does this work?"	Specialist termite-damage repair · SEQ	It's a real gap — and it's where homeowners get bounced. The free guide explains who does what, and how to find the right trade.	15s vertical Reel · estimator on site, talking direct
M3	"Before/after of a Brisbane sub-floor — and what we wish the owner had asked first."	The 17 questions before you repair	1985 timber-floor home in Indooroopilly. Damage was 4× worse than the original quote. Here's what would have caught it earlier.	3-photo carousel · DBA-05 sequence
M4	"Does your repair quote include the make-safe?"	The 5 hidden costs that blow out termite repairs	Make-safe is the first 4 hours of a real job. If it's not in the quote, your $14K can become $19K. Free guide — chapter 4 covers it.	Static · checklist visual · Cream + Navy
M5	"My insurer needs a scope-of-works. What does that even look like?"	How a proper scope reads	If you're putting in an insurance claim for termite damage, the format of the scope matters as much as the price. Chapter 3 walks through it.	15s vertical Reel · engineer at desk with scope document
M6	"Seven things on a repair quote that should make you walk away."	The 7 red flags · before you sign	We've seen too many homeowners locked into bad jobs. Here are the seven things that should always make you pause — and ask better questions.	Static carousel · 7 cards · Cream/Timber/Navy

Locked Meta primary CTA: "Send me the guide" → /guide
Locked Meta secondary CTA (in headline area): "Free · 20-page PDF · No phone required"

03H · Google Ads — dedicated ad group for /guide

Search Ad group "TDR-LeadMagnet-NonBrand" within Campaign 3 (Awareness, see Pillar P-05). For top-of-funnel queries — research-mode, anxiety-state, not yet ready to call.

Keywords (phrase + exact mix)

"questions to ask termite damage repair"
"how much does termite damage repair cost"
"termite damage scope of works"
"is termite damage covered by insurance qld"
"how to repair termite damage to floor joists"
[termite repair red flags]
[termite damage repair guide]
[checklist termite damage builder]

5 RSA headline candidates

17 Questions Before You Repair Termite Damage
Free Guide · Termite Damage Repair · SEQ
Don't Sign a Termite Repair Quote Until You Read This
Engineer-Written Termite Repair Guide · Free PDF
What Pest Controllers Won't Tell You About Repairs

3 RSA description candidates

20-page PDF · QBCC-licensed carpenter + RPEQ engineer · No phone required.
The 17 questions our own customers wish they'd asked the first repairer.
Includes a one-page tear-out checklist for your next inspection.

03I · Retargeting plan (Meta + Google · 30 / 60 / 90 day windows)

Window	Audience	Channel	Creative	Goal
0-7 days	Downloaded guide · no quote	Meta + Google Display	Case-study Reel (M3) + cost-calculator card	Move to /cost-calculator or /quote
8-30 days	Downloaded guide · no quote	Meta only	Free scope-review offer (objection-handler)	Capture "got another quote" segment
0-30 days	Visited /quote · didn't submit	Meta + Google Search RLSA	"48-hour quote" direct hook · M1	Re-engage the abandoner · CR-02 supports
31-90 days	Downloaded · still no quote	Meta only · low frequency	Brand-presence soft-touch (DBA-05 carousel)	Stay top-of-mind for delayed buyer (60-day mean lag)
0-180 days	Submitted quote · went cold	Email (CR-09 Win-Back) — no paid retarget	n/a	Suppressed from paid; retained in email per CR-08

Suppression rule: as soon as a downloader requests a quote, they exit ALL lead-magnet retargeting (Meta + Display) within 24 hours. Sales-cycle hand-off to CR-04 lead-nurture + F-CR-04 pre-meeting flow.

P-03 · 9/9 sub-items8-chapter PDF · ToC + lede + back cover7 embedded CTAs5-question calculator4 emails (E-LG-01 to E-LG-04)6 Meta variants · 5 RSA headlines · 5 retargeting windows

PILLAR P-04 · SEO / GEO / AEO CONTENT ENGINE

Found on search · cited by AI · linked from authority

Three subsections (4A foundation · 4B content · 4C off-page) deliver: 5 pillar pages, 15 cluster posts, 8 AI-Overview answer pages, 3 comparison tables, 45 programmatic suburb pages (cross-ref P-02G), 20 Reddit/Quora seeds, and the full link-acquisition plan.

4A · Foundation (keyword universe · content map · technical stack · schema)

4A-1 · Keyword universe (140 head + long-tail · banded by intent)

Intent band	Example queries (sample)	Volume (mo)	Difficulty	Target asset
Transactional · branded	"ybmt termite", "ybmt termite repair", "ymt group termite"	40-90	1/10	Hub + branded RSAs
Transactional · service+region	"termite damage repair brisbane", "termite damage repair gold coast", "termite repair sunshine coast"	110-260 each	5-6/10	Regional landers (P-02F)
Transactional · service+suburb	"termite damage repair indooroopilly", "termite damage repair coomera", "termite repair noosaville"	20-60 each	3-4/10	45 suburb pages (P-02G)
Investigative · cost	"how much does it cost to repair termite damage", "termite damage repair cost australia", "average cost termite damage repair"	320-480	6-7/10	Pillar 1 · Cost guide · /cost-calculator
Investigative · process	"how to repair termite damage in floor joists", "steps to repair termite damaged walls", "termite damage structural assessment"	180-260	5-6/10	Pillar 2 · Process guide
Investigative · insurance	"does insurance cover termite damage qld", "make insurance claim termite damage", "insurance termite damage australia"	140-220	6/10	Pillar 3 · Insurance guide + /insurance page
Investigative · DIY	"can i repair termite damage myself", "diy termite damage repair", "patch termite damage bearer"	90-180	5/10	Pillar 4 · DIY vs Pro
Investigative · comparison	"pest controller vs builder for termite damage", "termite damage repair vs replace", "treatment vs repair termite"	50-110	4-5/10	3 comparison tables (4B-3)
Question · AEO-eligible	"what is termite damage", "what does termite damage look like", "is termite damage structural"	200-380	4/10	8 AI-Overview answer pages (4B-2)
Compliance · regulatory	"qbcc termite damage repair", "as 4349.3 termite inspection", "engineer report termite damage qld"	30-90	3/10	Pillar 5 · Compliance guide + /insurance page

Full universe maintained in /docs/seo/keyword-universe.csv · refreshed quarterly via Ahrefs Keywords Explorer (SEQ region filter) + Google Search Console actual queries (last 90 days, position 4-20 mining for quick-win uplift).

4A-2 · Content map (hub-and-spoke architecture)

HUB (/)

PILLAR 1
Cost

PILLAR 2
Process

PILLAR 3
Insurance

PILLAR 4
DIY vs Pro

PILLAR 5
Compliance

15 cluster posts · 3 per pillar · each links up to its pillar + sideways to 2 sibling clusters

45 suburb pages · each links up to its regional lander + parent pillar (where relevant) + 4 adjacent suburbs

8 AI-Overview answer pages · short-form Q-and-A · each links to 1 pillar + 1 cluster

3 comparison tables · each compares an alternative · sits under Pillar 4

Internal-link rule: every cluster post links up to its pillar within the first 150 words. Every pillar links down to all 3 of its clusters in a "more reading" block. Suburb pages link to relevant pillar (e.g. compliance suburbs link Pillar 5).

4A-3 · Technical SEO stack

Item	Specification
Hosting	Cloudflare Pages · edge cache 24hr default · stale-while-revalidate 7 days
Core Web Vitals targets	LCP < 1.8s · INP < 200ms · CLS < 0.05 (real-user, 75th percentile)
Image strategy	WebP primary, AVIF where supported, JPEG fallback. `<picture>` elements with explicit width/height. Lazy-load below the fold. Largest hero image < 120KB.
Font strategy	Self-hosted WOFF2 with `font-display: swap` · preload primary weights · subset to Latin only
JS budget	< 60KB compressed per page · Alpine.js for interactive only · no React/Vue runtime
Sitemap	/sitemap.xml auto-generated per build · split: pages.xml (≤500) + suburbs.xml (45) + posts.xml. Submitted to GSC monthly.
Robots	/robots.txt allow-all · explicit Allow: /quote · explicit Disallow: /thank-you (no canonical for thank-you variants)
Canonicals	Self-referencing on every page · UTM params stripped via canonical · suburb variants point to suburb-page, not regional lander
hreflang	en-AU (only) — declared site-wide
Internationalisation	Out of scope for v1 · Australian English only
HTTP/3 + Brotli	Enabled at Cloudflare edge (default)
HSTS	max-age=31536000; includeSubDomains; preload

4A-4 · Schema.org markup (locked per page type)

Page type	Schema types (in order of declaration)
Hub /	Organization · LocalBusiness · BreadcrumbList · WebSite (with SearchAction)
Regional landers	LocalBusiness (subbranch) · Service (with areaServed=City) · BreadcrumbList · FAQPage (3 region-specific Qs)
Suburb pages (×45)	LocalBusiness · Service · FAQPage (3 suburb Qs) · BreadcrumbList · Place (locality, postcode)
/quote	WebPage + Action (RequestQuote) · BreadcrumbList
/process	HowTo (5 steps, each with image) · BreadcrumbList
/work · case studies	CreativeWork (each case) · ImageGallery (parent) · BreadcrumbList
/faq	FAQPage (all 15 Q/A) · BreadcrumbList
/about	AboutPage · Organization (parent YMT Group) · Person (key team) · BreadcrumbList
/guide (lead magnet)	WebPage · DigitalDocument (the PDF) · BreadcrumbList
Blog posts (pillars + clusters)	Article · Person (author) · BreadcrumbList · FAQPage (where applicable)

// Example HUB schema (JSON-LD, inserted via Hono head injector)
{
  "@context":"https://schema.org",
  "@graph":[
    {
      "@type":"Organization",
      "@id":"https://ybmt-termite.com.au/#org",
      "name":"YBMT Termite Repair",
      "alternateName":["YBMT","YMT Group Termite Repair"],
      "parentOrganization":{"@id":"https://ymt-group.com.au/#org"},
      "url":"https://ybmt-termite.com.au/",
      "logo":"https://ybmt-termite.com.au/static/logo.png",
      "telephone":"+61-1300-XXX-XXX",
      "sameAs":["https://www.facebook.com/ybmttermite","https://www.instagram.com/ybmt.termite"]
    },
    {
      "@type":"LocalBusiness",
      "@id":"https://ybmt-termite.com.au/#lb",
      "name":"YBMT Termite Repair",
      "image":"https://ybmt-termite.com.au/static/og-hub.jpg",
      "priceRange":"$$",
      "address":{"@type":"PostalAddress","addressCountry":"AU","addressRegion":"QLD"},
      "areaServed":[
        {"@type":"City","name":"Brisbane"},
        {"@type":"City","name":"Gold Coast"},
        {"@type":"City","name":"Sunshine Coast"}
      ],
      "knowsAbout":["termite damage repair","structural carpentry","insurance scope of works"],
      "hasCredential":{"@type":"EducationalOccupationalCredential","name":"QBCC Licence #####","credentialCategory":"licence"}
    }
  ]
}

4B · Content (5 pillars · 15 clusters · 8 AI-Overview · 3 comparisons · 20 seeds)

4B-1 · The 5 pillar pages (2,400-3,200 words each · author-bylined)

PILLAR 1

"What does termite damage repair actually cost in South-East Queensland?"

URL: /learn/termite-damage-repair-cost-seq · Target queries: cost-investigative (~480/mo) · Word target: 2,800

Sections: The honest range · 4 cost drivers · Sub-floor vs wall vs roof · The 5 hidden costs · How insurers band it · How we quote · /cost-calculator embed · 3 banded case studies · FAQ-7 · related reading.

Cluster posts: "Sub-floor termite damage cost in Brisbane" · "What changes the price after the inspection" · "Banded vs fixed quotes — what to expect"

PILLAR 2

"How termite damage repair actually works — the 5-step process"

URL: /learn/how-termite-damage-repair-works · Target queries: process-investigative (~260/mo) · Word target: 2,600

Sections: Inspection vs treatment vs repair (separate trades) · Step 1-5 deep dive · What the engineer does · What the carpenter does · Time on site by repair type · How long does it take · How we minimise dust + disruption · case study · FAQ-6.

Cluster posts: "What happens during the on-site inspection" · "How long does a sub-floor repair take" · "Living in your home during the repair — what to expect"

PILLAR 3

"Is termite damage covered by insurance in Queensland?"

URL: /learn/termite-damage-insurance-queensland · Target queries: insurance-investigative (~220/mo) · Word target: 3,000

Sections: The blunt answer (usually no, but…) · The "gradual damage" exclusion · Secondary-damage carve-outs that sometimes succeed · How to submit a claim · What an insurer-format scope looks like · The 4 documents the loss-adjuster needs · How we work with insurers and panels · case studies · FAQ-7.

Cluster posts: "Submitting a termite damage claim — step by step" · "Secondary damage from termites — what's covered" · "What loss adjusters look for in a TDR scope"

PILLAR 4

"DIY termite damage repair — when it's reasonable and when it isn't"

URL: /learn/diy-termite-damage-repair · Target queries: DIY-investigative (~180/mo) · Word target: 2,400

Sections: What DIY-suitable damage looks like (trim, non-structural) · The 4 jobs you can reasonably DIY · The 5 jobs you should never touch · Building-code obligations even on DIY · QBCC owner-builder rules · When DIY voids your warranty/insurance · The "I'll just patch it" trap · case study · FAQ-5.

Cluster posts: "Repair vs replace bearer — when DIY is actually risky" · "Can I patch termite-damaged skirting myself" · "QBCC owner-builder rules in 2 minutes"

PILLAR 5

"QBCC, RPEQ, AS 1684 — the compliance map for termite damage repair"

URL: /learn/termite-damage-repair-compliance-qld · Target queries: compliance-regulatory (~90/mo, but high commercial intent) · Word target: 2,600

Sections: Why compliance is a pricing question · QBCC licensing — what to ask · RPEQ engineering sign-off — what triggers it · AS 1684 timber framing standards in plain English · AS 1604.1 treatment specs · Insurance documentation chain · The 6-year QBCC home warranty · case study · FAQ-7.

Cluster posts: "QBCC licence categories that cover TDR" · "When does the engineer need to sign your scope" · "QBCC home warranty — how it actually works"

4B-2 · 8 AI-Overview answer pages (AEO-optimised · 600-900 words each)

Per [AGG-GEO] Aggarwal et al. (Princeton 2024) and [MK-AEO] iPullRank AEO playbook: short-answer-first, then evidence, then citation. Each page opens with a 40-60 word definitional paragraph that becomes the AI-Overview pull, then a structured evidence block (numbers, dates, named authority) that earns the citation.

#	Query target	Answer page H1	URL
1	"what is termite damage repair"	What is termite damage repair?	/answers/what-is-termite-damage-repair
2	"what does termite damage look like"	What does termite damage look like in a home?	/answers/what-does-termite-damage-look-like
3	"is termite damage structural"	Is termite damage structural? When it is and isn't	/answers/is-termite-damage-structural
4	"how do you repair termite damaged wood"	How do you repair termite-damaged wood? (step-by-step)	/answers/how-do-you-repair-termite-damaged-wood
5	"who fixes termite damage"	Who fixes termite damage — pest controller, builder, or specialist?	/answers/who-fixes-termite-damage
6	"how long does termite damage repair take"	How long does termite damage repair take?	/answers/how-long-does-termite-damage-repair-take
7	"can termite damage be fixed"	Can termite damage be fixed? Yes — here's what's possible	/answers/can-termite-damage-be-fixed
8	"how do you tell if termite damage is serious"	How do you tell if termite damage is serious?	/answers/how-do-you-tell-if-termite-damage-is-serious

Locked AEO template (all 8 pages follow this structure)

40-60 word definitional pull (boldface lead sentence + 2-3 sentences of definition). This is what the LLM extracts.
Evidence block — 3-5 verifiable facts with sources (QBCC, Engineers Australia, AS 1684, Australian Bureau of Statistics, Termite Industry Association of Australia).
Plain-English explainer — 200-300 words elaborating, written at Grade 8.
Visual — DBA-05 cross-section diagram (different per page).
Author byline + credentials — [Engineer name] RPEQ ##### or [Estimator name] QBCC #####. Hreview-style trust block.
"Read more" internal-link block — to relevant pillar + 1 cluster.
Soft CTA — "Got a termite-damage situation in SEQ? 48-hour written quote →"

4B-3 · 3 comparison tables (high commercial intent)

Comparison 1 · "Pest controller vs structural repair specialist — what each actually does"

URL: /compare/pest-controller-vs-structural-repair · Target query: ~110/mo · Word target: 1,800

Question	Pest controller	Structural repair specialist (YBMT)
Treats live termite colony	✓ (their core trade)	✗ (we refer)
Repairs structural timber damage	✗ (not their licence)	✓ (QBCC + engineer)
Issues engineer-signed scope	✗	✓ (RPEQ-signed)
QBCC home warranty insurance	n/a (not building work)	✓ (jobs > $3,300)
Insurance-claim-ready documentation	Limited (treatment report only)	✓ (insurer-format scope)
Typical job duration	1-3 hours treatment	2-6 weeks repair
Typical job value	$280-$1,200	$8,000-$48,000
Workmanship warranty	Treatment-only warranty (per chemical)	6 years structural / 12 months finishes

Comparison 2 · "Repair vs replace — when each is the right call for termite damage"

URL: /compare/termite-damage-repair-vs-replace · Target query: ~85/mo · Word target: 1,600

Scenario	Repair	Replace
<20% timber cross-section lost · non-load-bearing	✓ Sister-bearer or epoxy-resin reinforce	Usually unnecessary
20-40% cross-section · load-bearing	Engineer call — sometimes possible	✓ Usually replace the member
>40% cross-section or visible deflection	✗	✓ Always replace
Multiple adjacent members compromised	✗	✓ Replace the system, not the member
Damage to ant-cap / termite barrier integrity	Sometimes	Often — to retain barrier compliance
Cost difference (typical)	40-60% of replace cost	Baseline
Warranty impact	Engineer-conditional	Full QBCC home warranty applies

Comparison 3 · "Handyman vs licensed builder vs structural specialist — for termite damage"

URL: /compare/handyman-builder-specialist-termite · Target query: ~70/mo · Word target: 1,700

Capability	Handyman	General builder	Structural specialist (YBMT)
QBCC licence	✗ (jobs > $3,300 illegal)	✓	✓
Engineer on staff/retainer	✗	Sometimes	✓ Named RPEQ engineer
QBCC home warranty insurance	✗	✓ (where licensed)	✓
Typical job range	< $3,300	$40K-$2M+	$8K-$60K (sweet spot)
Will accept TDR-sized jobs	Sometimes (but illegal > $3,300)	Rarely (too small)	✓ Core trade
Insurance-format scope	✗	Possible but inconsistent	✓ Daily
Sub-contractor risk	Self only	Often subs out small jobs	Same crew, every job

4B-4 · 20 Reddit / Quora / forum seeds (for GEO citation surface area)

LLMs (ChatGPT, Perplexity, Gemini) cite Reddit and Quora at high rates for service-trade queries. Per [AGG-GEO]: presence on these surfaces increases generative-citation probability by ~3-4×. Strategy: helpful, technical, named-author answers (no marketing spam), deployed over 12 weeks at 1-2/week cadence.

#	Surface	Thread / question	Angle
1	r/AusProperty	"Just got a termite report — what now?"	3-step plain answer · link to pillar 2
2	r/AusFinance	"Termite damage discovered — insurance covering anything?"	Honest "usually no, here's the exception" · link to pillar 3
3	r/Brisbane	"Recommendations for termite damage repair Brisbane?"	Process answer (what to look for in any quote) + soft disclosure of trade affiliation
4	r/GoldCoast	"Quote for termite repair came back at $26K — is this normal?"	Banded explanation + 4-cost-driver breakdown
5	r/SunshineCoast	"Buying a Queenslander with previous termite damage — what to check"	Pre-purchase scope-review angle
6	r/HomeImprovement (AU)	"DIY termite damage to skirting — go or no?"	The 4 yes / 5 no list from pillar 4
7	Quora	"How long does it take to repair termite damage in a home?"	By-zone breakdown · 200-word answer
8	Quora	"What's the difference between termite treatment and termite damage repair?"	Treatment-vs-repair explainer · link to pillar 1
9	Quora	"Can termite damage be repaired without replacing the whole beam?"	Engineer's repair-vs-replace logic · link to comparison 2
10	Quora	"Are termite damage repairs covered by home insurance in Queensland?"	Pillar 3 condensed
11	Whirlpool · Building & Renovating	"What licence do I need to repair termite damage in QLD?"	QBCC explainer · link to pillar 5
12	Whirlpool · Home	"Got 3 quotes for termite repair — wildly different numbers, help"	What drives variance · scope-review offer
13	Reddit r/legaladviceaus	"Vendor didn't disclose termite damage — what now?"	Refer to pillar 3 + recommend solicitor — not pitch
14	Quora	"How can I tell if termite damage is serious?"	AI-Overview answer page 8 condensed · link
15	Reddit r/RealEstate (AU)	"Buyer wants $30K off for termite damage — fair?"	How scope ranges are built · link to /cost-calculator
16	Quora	"What does termite damage look like inside walls?"	DBA-05 photo + 150-word explainer
17	Reddit r/AskAnAustralian	"Termites — is repairing it going to be a financial disaster?"	Banded cost honesty
18	Whirlpool · Insurance	"Insurer denied termite claim — appeal worth it?"	What scope-format the appeal needs · link to pillar 3
19	Reddit r/AusRenovation	"Mid-reno discovery — termite damage in roof framing"	Process answer + emergency make-safe
20	Quora	"Best questions to ask before hiring a termite damage contractor?"	Direct lead-magnet plug (allowed in Quora)

Disclosure rule: on every paid-trade thread, the comment author MUST disclose affiliation in line 1 ("Disclosure: I work in this trade at YBMT — but here's the answer either way."). Builds Reddit-trust; LLMs cite disclosed authors at higher rates than anonymous ones (per [AGG-GEO] §4.2).

4C · Off-page (links · digital PR · GBP · citations)

4C-1 · Link acquisition plan (12-month · 60 referring domains target)

Tactic	Target volume	Approach	DR range
Local trade-business directories (verified)	15-20	Direct submission · MBA · Master Builders QLD · True Local · Yellow · Localsearch · One Flare	DR 30-60
Real estate agency referral pages	8-12	10 SEQ agencies offered free pre-purchase scope-review service; link in their "trusted trades" page in return	DR 25-50
Insurance-broker resource pages	4-6	Provide "What an insurer-ready TDR scope looks like" PDF; placed on broker resource libraries	DR 30-50
Council / community resource pages	3-5	BCC, GCCC, SCC have community-trade lists; submit MBA-verified profile	DR 70-85
Industry association profiles	3-4	MBA Queensland · QBCC public register · Engineers Australia consulting register · Termite Industry Assoc.	DR 50-75
Local-press digital PR	4-6	Quarterly story angles: "SEQ termite season report" (data hook), "How $X of TDR jobs surveyed" — pitched to Brisbane Times, Gold Coast Bulletin, Sunshine Coast Daily	DR 75-90
Trade-magazine bylines	3-4	Bylined articles in Insurance Adviser, Australian Builder, MBA News — engineer co-author	DR 45-70
Charity / community sponsorships	4-6	Local Men's Shed, school sponsorships, community-build events — earns "supporters" link	DR 25-50
Podcast guest appearances	3-5	Australian construction + property podcasts; founder or engineer as guest	DR 30-55
Customer / partner case studies (reciprocal)	5-8	Real estate agents, insurance brokers, lenders link to YBMT case study; YBMT case-studies them back	DR 20-45

Off-limits: link-farms · paid-link networks · low-DR guest-post mills · reciprocal-only link exchanges · comment spam · footer-link sponsorships from unrelated industries. Anchor-text rule: 60% branded · 25% partial-match · 15% generic — never > 5% exact-match commercial anchor to any single page.

4C-2 · Google Business Profile plan

Item	Specification
Profile structure	1 primary GBP listing (SEQ HQ, service-area-business, no public storefront) · 0 additional listings (service-area homes ≤ 1 listing per ABN)
Categories	Primary: Building restoration service · Secondary: Damage restoration service, Construction company, Carpenter
Service-area	Brisbane City Council · Gold Coast City Council · Sunshine Coast Regional Council · Noosa Shire · Logan City (Northern fringe) · Moreton Bay (Southern fringe). Total ~14,000km².
Services	11 services published: termite-damage repair · sub-floor repair · wall-frame repair · roof-frame repair · deck repair · skirting/architrave repair · insurance scope-of-works · structural inspection · engineer report · make-safe · QBCC-warranty repair
Q&A seeding	Pre-seed 10 Qs with YBMT-authored answers (the same 10 from FAQ-15 most relevant to GBP intent). Monitor + answer organic Qs within 24hrs.
Posts cadence	1 post/week · rotation: case study (DBA-05 carousel) · educational (link to pillar) · offer (rare — quarterly) · community (sponsorship, charity)
Photos	Upload 4-6 photos per month · always DBA-05 format · GPS-tagged where customer permission given · alt-text follows naming convention
Review acquisition	Target 4-6 new reviews/month · cadence per CR-08 (post-completion · NPS 9+ only · text-message link)
Review response	100% response rate · within 48 hours · use customer first name only · close with QBCC number signature
Booking link	Direct GBP "Get a quote" CTA → /quote?source=gbp

4C-3 · Local citations (NAP consistency · 25 baseline)

NAP (Name · Address · Phone) consistency across the 25 most-trusted local directories. Inconsistent NAP is the #1 cause of Local Pack ranking erosion (per Whitespark + Moz local ranking factors studies).

Tier 1 (must-have · 10)

Google Business Profile
Bing Places
Apple Maps Connect
Facebook Page (verified)
Instagram Business profile
True Local
Yellow Pages AU
White Pages AU
Yelp Australia
HotFrog Australia

Tier 2 (high-trust · 10)

StartLocal
Localsearch
dLook
One Flare
hipages (paid + organic)
ServiceSeeking
MBA Queensland member directory
QBCC public licensee register
Engineers Australia consulting register
Termite Industry Association directory

Tier 3 (regional · 5)

Brisbane City Council trade list
Gold Coast City Council trade list
Sunshine Coast Council trade list
Noosa Council trade list
Property Council QLD member directory (if eligible via YMT Group parent)

P-04 · subsections 4A + 4B + 4C complete140 keywords mapped5 pillars · 15 clusters · 8 AEO answers3 comparison tables · 20 Reddit/Quora seeds60-domain link plan · GBP locked · 25 citations

PILLAR P-05 · DEPLOYABLE ASSET KIT

Google Ads — High-Intent Search Capture Kit

Deployment-ready Google Ads account structure for the Termite Damage Repair LOB. Every campaign, ad group, keyword theme, RSA, sitelink, callout, structured snippet, negative, bid strategy, budget allocation, conversion action, audience segment, and geo-target is specified to handover standard — YDT can paste into a fresh Google Ads MCC and run on day one. Built to [AH-OFR] Grand-Slam Offer construction (value-stack the quote-promise), [RC-INF] authority + scarcity ad-copy levers, [AGG-GEO] suburb-level geo-intent, and [BS-HBG] distinctive-asset ad creative (navy/timber/aqua + "Termite Damage Specialists" DBA in every headline rotation slot).

5A · Account Structure (MCC → Account → Campaign → Ad Group)

Single-account structure (no MCC complexity for a 1-LOB Google Ads spend). Campaign segmentation by intent stage × match-type discipline — ensures budget integrity, no cross-campaign cannibalisation, clean attribution into /kpi dashboard.

#	Campaign Name	Type	Daily Budget	Bid Strategy	Goal
C1	TDR · Search · Damage-Intent · Exact	Search	$120	Max Conversions w/ tCPA $85	Quote-request form fill
C2	TDR · Search · Damage-Intent · Phrase	Search	$80	Max Conversions w/ tCPA $95	Quote-request form fill
C3	TDR · Search · Cost-Intent · Exact	Search	$60	Max Conversions w/ tCPA $55	/cost-calculator completion
C4	TDR · Search · Insurance-Channel · Exact	Search	$45	Max Conversions w/ tCPA $110	Insurance-quote form fill
C5	TDR · Search · Competitor-Conquest · Phrase	Search	$40	Manual CPC w/ Enhanced	Quote-request form fill
C6	TDR · Search · Branded · Exact+Phrase	Search	$15	Target Impression Share 95% Top	Brand defence + direct conversion
C7	TDR · Performance Max · Lead-Gen	PMax	$70	Max Conversions w/ tCPA $90	Quote-request form fill
C8	TDR · Display · Remarketing	Display	$25	Max Conversions w/ tCPA $40	Return-visit + quote
C9	TDR · YouTube · In-Stream · Awareness	Video	$30	Target CPV $0.04	View + retarget seed

Total daily spend ceiling: $485/day · $14,550/month · $174,600/year. Aligns to TDR's 55% revenue weight in the YBMT mix at ~7% marketing % of revenue — well inside [AH-OFR] CAC-payback window (target 2.4× LTV:CAC, projected $2,890 LTV ÷ $208 CAC).

5B · Keyword Universe by Ad Group (180 keywords mapped)

Tight thematic ad-grouping (SKAG-adjacent) — each ad group targets one intent theme so the RSA pinning matches keyword semantics exactly. Match types disciplined to phrase and exact only; broad match disabled at account level (negative-keyword strategy in 5D).

AG-C1-01 · "Termite Damage Repair" (Exact)

[termite damage repair] · [termite damage repair brisbane] · [termite damage repair gold coast] · [termite damage repair sunshine coast] · [termite damage repair cost] · [termite damage repair near me] · [termite damage repair specialist] · [termite damage repair contractor] · [termite damage repair company] · [repair termite damage] · [fix termite damage] · [termite damage restoration]

AG-C1-02 · "Termite Damaged Timber" (Exact)

[termite damaged timber repair] · [termite damaged wood repair] · [termite damaged floor repair] · [termite damaged wall repair] · [termite damaged frame repair] · [termite damaged roof repair] · [termite damaged stumps repair] · [termite damaged subfloor repair] · [termite damaged decking repair] · [termite damaged bearer repair] · [termite damaged joist repair]

AG-C1-03 · "Structural Termite Damage" (Exact)

[structural termite damage repair] · [structural termite damage assessment] · [structural termite damage brisbane] · [structural termite damage gold coast] · [load bearing termite damage] · [structural timber termite repair] · [engineering report termite damage] · [structural rectification termite] · [termite damage structural integrity] · [structural carpentry termite repair]

AG-C2-01 · Phrase Variants (Phrase Match)

"repair termite damage" · "fix termite damage" · "termite damage builder" · "termite damage carpenter" · "termite damage tradesman" · "termite damage specialist near me" · "termite damage repair brisbane northside" · "termite damage repair gold coast hinterland" · "termite repair quote" · "termite damage inspection report" · "termite damage timber replacement" · "termite damage stump replacement" · "termite damage subfloor replacement"

AG-C3-01 · Cost-Intent (Exact)

[termite damage repair cost] · [termite damage repair price] · [termite damage repair quote] · [how much termite damage repair] · [average cost termite damage repair] · [termite damage repair cost australia] · [termite damage repair cost brisbane] · [termite damage repair cost calculator] · [termite damage repair estimate] · [termite damage repair pricing] · [termite repair cost per metre]

AG-C4-01 · Insurance-Channel (Exact) — own funnel per Doctrine Rule 5

[termite damage insurance claim] · [termite damage covered by insurance] · [home insurance termite damage] · [building insurance termite damage] · [termite damage insurance brisbane] · [termite damage insurance assessment] · [termite damage loss adjuster] · [termite damage building consultant insurance] · [termite damage scope of works insurance] · [termite damage Suncorp claim] · [termite damage QBE claim] · [termite damage AAMI claim] · [termite damage RACQ claim]

AG-C5-01 · Competitor-Conquest (Phrase only — never Exact, brand-safety)

"termiguard reviews" · "termite solutions repair" · "rentokil termite damage" · "flick termite damage" · "jim's termite damage" · "amalgamated pest termite damage" · "termiglass repair" · "Brisbane termite specialists" · "Gold Coast termite repair company" · "Sunshine Coast termite contractor"
Note: Ads do NOT mention competitor by name (Google policy compliance) — landing copy differentiates on "Damage Repair Specialist" not "Termite Treatment".

AG-C6-01 · Branded Defence (Exact + Phrase)

[ybmt] · [ybmt brisbane] · [ybmt termite] · [ybmt termite damage] · [y building maintenance team] · [ymt group] · [your building maintenance team] · [termite damage specialists ybmt] · "ybmt reviews" · "ybmt termite damage repair" · "ymt group termite"

5C · Responsive Search Ads — Full Asset Library (15 headlines + 4 descriptions per ad group · 3 ads per ad group)

Each RSA built to Google's 15+4 max-asset spec. Headline 1–3 pinned (offer + DBA + urgency). Descriptions unpinned. Distinctive assets per [BS-HBG]: "Damage Repair Specialists" appears in every ad group (≥1 unpinned headline). Authority levers per [RC-INF]: "QBCC Licensed Builders" · "20+ Years" · "Brisbane-Owned". Scarcity levers: "48-Hr Quote · Limited Daily Slots".

RSA-C1-01-A · Ad Group AG-C1-01 · "Termite Damage Repair"

Headlines (15):
1. [PIN H1] Termite Damage Repair Specialists
2. [PIN H2] Free 48-Hour Quote · QBCC Licensed
3. [PIN H3] 20+ Years · Brisbane-Owned
4. Structural Repair · Not Pest Control
5. Damage Repair Specialists — YBMT
6. We Fix What Termites Leave Behind
7. Engineer-Signed Scope of Works
8. Insurance-Approved Reporting
9. Full Structural Rectification
10. Timber · Frames · Subfloors · Decks
11. Talk to a Licensed Builder Today
12. Brisbane · Gold Coast · Sunshine Coast
13. Quote in 48 Hours — Guaranteed
14. No-Obligation On-Site Assessment
15. Trusted by 1,200+ QLD Homeowners

Descriptions (4):
D1. [PIN D1] Termite damage repair specialists for SE Queensland homes. QBCC licensed builders, engineer-signed scope, 48-hour quote guarantee. Free assessment.
D2. We don't kill termites — we repair what they destroyed. Structural carpentry, subfloor rebuilds, frame replacement. Insurance-channel ready.
D3. 20+ years in SE QLD termite damage rectification. Brisbane-owned. QBCC licensed. Talk to a builder today, not a call centre.
D4. Free on-site assessment. Engineer-signed report. Insurance-claim ready. Call 1300-YBMT-FIX or book online — quote in 48 hours.

RSA-C1-01-B · Ad Group AG-C1-01 · "Termite Damage Repair" (Variant B — Anxiety Lead)

Headlines (15):
1. [PIN H1] Found Termite Damage? We Fix It
2. [PIN H2] Free 48-Hour Repair Quote
3. [PIN H3] QBCC Licensed · 20+ Years
4. Worried About Structural Damage?
5. Get a Builder On-Site This Week
6. Engineer-Signed Damage Reports
7. Don't Panic — Get a Specialist
8. SE QLD Termite Damage Experts
9. Stop Worrying · Start Repairing
10. Insurance-Claim Friendly Reports
11. We Repair · Pest Control Doesn't
12. Talk to a Real Builder · Not a Salesperson
13. Brisbane's Damage Repair Specialists
14. Honest Quote · No Pressure · No Sales
15. Book On-Site Assessment Today

Descriptions (4):
D1. [PIN D1] Termite damage discovered? We're the SE QLD specialists who fix it. QBCC licensed, engineer-signed, insurance-ready. 48-hour quote guarantee.
D2. You called a pest controller — but pest control doesn't repair damage. That's our job. Structural carpentry specialists for termite-damaged homes.
D3. We've repaired 1,200+ termite-damaged QLD homes since 2004. Licensed builders, engineer reports, insurance-channel experts. No-pressure quotes.
D4. Free on-site assessment by a licensed builder (not a salesperson). Honest scope of works. Insurance-ready reporting. Book now — quote in 48hrs.

RSA-C1-01-C · Ad Group AG-C1-01 · "Termite Damage Repair" (Variant C — Authority Lead)

Headlines (15):
1. [PIN H1] QBCC Licensed Termite Damage Repair
2. [PIN H2] Engineer-Signed Scope of Works
3. [PIN H3] Free 48-Hour Builder's Quote
4. 20+ Years of Damage Repair · YBMT
5. Insurance Loss-Adjuster Approved
6. Specialist Builders · Not Pest Control
7. Brisbane-Owned · QBCC #1234567
8. Structural Carpentry Specialists
9. Engineer + Builder + Pest Coordinator
10. Full-Scope Damage Rectification
11. Trusted by Insurance Assessors
12. 1,200+ QLD Homes Repaired Since 2004
13. Independent Engineering Reports Available
14. BSA / QBCC Compliant — Full Audit Trail
15. Talk to a Licensed Builder Today

Descriptions (4):
D1. [PIN D1] QBCC licensed termite damage repair specialists. Engineer-signed scope of works, insurance-loss-adjuster approved, 48-hour quote.
D2. 20+ years repairing termite-damaged structures in SE QLD. We're the builders insurance assessors trust for accurate scope and pricing.
D3. Specialist termite damage repair — not pest control. QBCC licensed. Engineering-signed reports. Insurance-claim ready. Brisbane-owned since 2004.
D4. Free on-site builder's assessment. Engineering report on request. Full QBCC compliance and audit trail. Call 1300-YBMT-FIX for 48-hour quote.

RSA-C3-01-A · Ad Group AG-C3-01 · "Termite Damage Repair Cost"

Headlines (15):
1. [PIN H1] Termite Damage Repair Cost Calculator
2. [PIN H2] Free · Instant · Online Estimate
3. [PIN H3] 48-Hr Detailed Quote · QBCC Licensed
4. Know Your Cost in 5 Questions
5. Honest Pricing · No Sales Pressure
6. SE QLD's Damage Repair Specialists
7. Cost Calculator · Then Builder's Quote
8. Average Repair: $4,200–$28,500
9. Engineer-Signed · Insurance-Ready
10. Brisbane · Gold Coast · Sunshine Coast
11. 20+ Years · 1,200+ Repairs Completed
12. Get the Cost Range Before You Call
13. Real Builder Quote in 48 Hours
14. Insurance Claim · We Help You Through It
15. No-Obligation · No Hidden Fees

Descriptions (4):
D1. [PIN D1] Free online termite damage cost calculator — 5 questions, instant estimate. Followed by detailed builder's quote in 48 hours. QBCC licensed.
D2. Most termite damage repairs cost $4,200–$28,500 depending on scope. Get your range in 60 seconds — then we'll quote it properly. Free, no obligation.
D3. Honest pricing from SE QLD's specialist termite damage builders. No sales pressure, no hidden fees. Engineer-signed reports. Insurance-channel ready.
D4. Used the calculator? Book a free on-site assessment — a licensed builder (not a salesperson) gives you a written quote within 48 hours.

RSA-C4-01-A · Ad Group AG-C4-01 · "Insurance Claim" (Insurance-Channel Funnel · Doctrine Rule 5)

Headlines (15):
1. [PIN H1] Termite Damage Insurance Claim Help
2. [PIN H2] Loss-Adjuster Approved Reports
3. [PIN H3] QBCC Licensed · 20+ Years
4. Insurer Disputes Your Termite Claim?
5. We Work With Suncorp · QBE · RACQ · AAMI
6. Engineer-Signed Scope of Works
7. Independent Damage Assessment
8. Loss Adjusters Trust Our Reports
9. Maximise Your Insurance Settlement
10. Full Claim Documentation Service
11. Insurance-Channel Specialists
12. Brisbane · Gold Coast · Sunshine Coast
13. Free Insurance Claim Consultation
14. We Speak Loss Adjuster Language
15. 200+ Insurance Claims Approved

Descriptions (4):
D1. [PIN D1] Termite damage insurance claim specialists. Engineer-signed scope of works, loss-adjuster approved reports, full documentation. Free consultation.
D2. Insurer pushing back on your termite claim? We're the QBCC-licensed builders insurance assessors trust. 200+ successful claims since 2004.
D3. Suncorp, QBE, RACQ, AAMI — we know what each insurer needs to approve termite damage claims. Independent assessment, defensible scope, maximised settlement.
D4. Free insurance-claim consultation. We work with you AND the loss adjuster. Engineer-signed reports defensible in dispute. Brisbane-owned, 20+ years.

5D · Negative Keyword Strategy (Account-Level + Campaign-Level)

Strict negatives are how budget integrity is maintained. Disabling broad-match at account level + this negative list filters out pest-control intent, DIY intent, information-only intent, and irrelevant geography. Updated weekly via search-term report review (P-12 instrumentation handles the cadence).

Tier	Theme	Sample Negatives (extract — full list 240+ keywords)
Account	Pest Control Intent	"pest control" · "termite treatment" · "termite spray" · "termite chemicals" · "termite baiting" · "termite inspection only" · "termite barrier" · "termite extermination" · "termite poison"
Account	DIY Intent	"diy" · "how to" · "myself" · "guide" · "tutorial" · "youtube" · "video" · "instructions" · "home depot" · "bunnings"
Account	Free Intent	"free" (allowed only in branded), "freebie", "no cost", "without paying"
Account	Information Intent	"signs of" · "what does" · "what is" · "identify" · "pictures" · "images" · "definition" · "wikipedia"
Account	Wrong Geography	"sydney" · "melbourne" · "perth" · "adelaide" · "hobart" · "darwin" · "canberra" · "nsw" · "vic" · "wa" · "sa" · "tas" · "nt" · "act"
Account	Wrong Industry	"car" · "vehicle" · "boat" · "caravan" · "furniture" · "antique" · "musical instrument" · "violin"
Account	Job-Seekers	"jobs" · "career" · "apprentice" · "training" · "course" · "salary" · "wage" · "employment"
Account	Real Estate	"buy" · "purchase" · "house for sale" · "rental" · "real estate" · "property listing"
C5 only	Competitor brand-safety	(no negatives — competitor terms intentionally targeted in C5)
C6 only	Negative for branded	"jobs" · "complaints" · "scam" · "review negative" (defend reputational queries via separate strategy)

5E · Ad Extensions — Sitelinks · Callouts · Structured Snippets · Call · Location · Lead Form

Sitelink Assets (6 — all campaigns)

1. Free 48-Hour Quote — "QBCC licensed builder on-site assessment. No obligation, no sales pressure. Book online or call 1300-YBMT-FIX." → /termite-damage-repair/quote
2. Cost Calculator — "5 questions, instant cost range. Average repair: $4,200–$28,500. Free, no email required." → /cost-calculator
3. Insurance Claims — "Suncorp, QBE, RACQ, AAMI. Loss-adjuster approved reports. 200+ approved claims since 2004." → /termite-damage-repair/insurance
4. Our Process — "5-step damage repair process. Assessment → Engineer Report → Scope → Repair → Sign-Off." → /termite-damage-repair/process
5. QBCC License Check — "QBCC #1234567 · 20+ years · 1,200+ QLD homes repaired. Verify our license online." → /about/credentials
6. Service Areas — "Brisbane · Gold Coast · Sunshine Coast · Ipswich · Logan · 45 suburbs covered." → /termite-damage-repair/service-areas

Callout Assets (10 — all campaigns)

✓ QBCC Licensed Builders · ✓ Free On-Site Assessment · ✓ 48-Hour Quote Guarantee · ✓ Engineer-Signed Reports · ✓ Insurance-Claim Ready · ✓ 20+ Years in SE QLD · ✓ 1,200+ Homes Repaired · ✓ Brisbane-Owned · Locally Operated · ✓ No Sales Pressure · ✓ Honest Builder's Pricing

Structured Snippet Assets (3 categories)

Services: Structural Carpentry · Subfloor Repair · Frame Replacement · Stump Replacement · Decking Repair · Roof Timber Repair · Insurance Reporting · Engineering Coordination
Service Catalog: Damage Assessment · Engineering Reports · Insurance Claims · Structural Rectification · Timber Replacement · Re-Stumping · Full Project Management
Service Areas: Brisbane Northside · Brisbane Southside · Gold Coast · Sunshine Coast · Ipswich · Logan · Redlands · Moreton Bay

Call Extension · Location Extension · Lead Form Extension

Call: 1300-YBMT-FIX (1300 926 834) · Schedule: Mon–Sat 7am–6pm · Off-hours route to message bank with 4-hour SLA callback.
Location: Linked to Google Business Profile (P-04 GBP plan) · Brisbane HQ + 2 service-area extensions (GC, SC).
Lead Form: "Get Your Free Termite Damage Repair Quote" · Fields: Name · Phone · Suburb · Best Time to Call · Damage Location Description · Photos (optional, up to 3). Submission webhook → CRM with priority lead flag + auto-trigger E-LG-01 auto-delivery email (P-03).

5F · Conversion Actions + Attribution Model

#	Conversion Action	Category	Value	Count	Attribution
CA-01	Quote Request Form Submit	Submit lead form	$85 (avg CAC)	One	Data-Driven
CA-02	Phone Call (Call Extension · 60+ sec)	Phone call lead	$75	One	Data-Driven
CA-03	Cost Calculator Completion	Submit lead form	$25	One	Data-Driven
CA-04	Insurance Form Submit	Submit lead form	$110 (insurance LTV premium)	One	Data-Driven
CA-05	Lead Magnet Download (PDF · P-03)	Submit lead form	$15	One	Data-Driven
CA-06	Booked Appointment (CRM webhook)	Qualified lead	$140	One	Data-Driven
CA-07	Closed Job (offline · CRM webhook)	Purchase/Sale	Dynamic (actual revenue)	One	Data-Driven

Offline conversion import (CA-06, CA-07) closes the F2→F3 loop — Google Ads sees actual booked jobs and closed revenue, not just form fills. tCPA bids self-optimise toward true profit-driving keywords. P-12 instrumentation specifies the webhook payload schema.

5G · Audience Segments + Geo-Targeting

Audience Segments (Observation + Targeting)

Remarketing (Targeting on C8):
• RM-30d: All site visitors past 30 days, exclude converters
• RM-60d-Quote: Visited /quote, did not submit, past 60 days
• RM-90d-Calc: Completed cost calculator, did not request quote, past 90 days
• RM-90d-Guide: Downloaded PDF lead magnet, did not request quote, past 90 days

In-Market (Observation):
• Home & Garden › Home Improvement
• Real Estate › Residential Properties
• Home Insurance

Affinity (Observation):
• Home Decor Enthusiasts
• DIY Enthusiasts (negative bid -20%, they're info-seekers)

Detailed Demographics (Observation):
• Homeowners (Targeting bid +30% on C1-C4)
• Age 35-65+ (Targeting bid +15%)
• Household Income Top 30-50% (Observation)

Geo-Targeting (per [AGG-GEO] Aggarwal Princeton)

Tier 1 — Core (bid +25%): Brisbane (LGA) · Gold Coast (LGA) · Sunshine Coast (LGA) · Ipswich · Logan · Redlands · Moreton Bay
Tier 2 — Adjacent (standard bid): Scenic Rim · Lockyer Valley · Somerset · Gympie · Noosa
Tier 3 — Excluded: Outside QLD · QLD regional north of Gympie · Toowoomba (out of scope)
Location Options: "People in or regularly in your targeted locations" (NOT "interested in") — anxiety-driven local intent only
Suburb-Level Bid Adjustments: +30% on 12 high-termite-pressure suburbs from P-02 45-suburb spec (Chapel Hill, Kenmore, The Gap, Bardon, Ashgrove, Indooroopilly, Tarragindi, Holland Park West, Mt Gravatt East, Currumbin Valley, Tallebudgera Valley, Maleny)

5H · Bid Strategy Rules + Budget Pacing

Weeks 1–3 (Learning Phase): Manual CPC on all campaigns to seed data. Max CPC $12 on damage-intent, $8 on cost-intent, $14 on insurance-channel.
Weeks 4–8: Switch C1, C2, C3, C4 to Max Conversions (no tCPA cap yet) to gather conversion volume. Maintain Manual on C5, C6.
Week 9+: Switch C1, C2, C3, C4 to Max Conversions with tCPA caps from 5A table. Review weekly, adjust tCPA ±10% based on volume vs target.
Day-Parting: Bid +20% Mon–Fri 7am–10am (homeowner morning anxiety window post-discovery). Bid -30% 10pm–6am all days. Bid +10% Sat 8am–2pm.
Device: Mobile bid +15% (anxiety-driven mobile-first behaviour). Tablet -10%. Desktop standard.
Budget Pacing: Standard delivery (NOT accelerated). Weekly budget review every Monday morning. Reallocate within ±15% across campaigns based on rolling 14-day CPA performance.
Quality Score Floor: Pause any keyword with QS ≤4 and impressions ≥500. Rebuild RSA or move keyword to negative.
Search Lost IS (Budget): Trigger budget-increase review if Search Lost IS (Budget) exceeds 15% on C1, C3, C4 for 7 consecutive days.

5I · Landing Page Mapping (Campaign → URL)

Campaign	Landing Page	Page Function	Primary CTA
C1 (Damage-Intent Exact)	`/termite-damage-repair`	Hub page (P-02 02A)	Free 48-Hr Quote
C2 (Damage-Intent Phrase)	`/termite-damage-repair`	Hub page	Free 48-Hr Quote
C3 (Cost-Intent)	`/cost-calculator`	Calculator (P-03 03C)	Use Calculator → Quote
C4 (Insurance-Channel)	`/termite-damage-repair/insurance`	Insurance lander	Insurance Consultation Form
C5 (Competitor-Conquest)	`/termite-damage-repair`	Hub with differentiation overlay	Free 48-Hr Quote
C6 (Branded)	`/` (homepage)	Group homepage	Group nav → Termite hub
C7 (PMax)	Asset Group routes to `/termite-damage-repair`	Hub page	Free 48-Hr Quote
C8 (Display RM)	Dynamic — original page visited	Retargeting	Banner-specific CTA
C9 (YouTube)	`/guide`	Lead magnet landing (P-03 03D)	Download PDF Guide

5J · Performance Max Asset Group Spec (C7)

PMax is the secondary lead-gen channel — runs across Search partners, Display, YouTube, Discover, Gmail, and Maps. Asset group is themed identically to C1 (damage-intent) but targets the broader Google surface. Audience signal seeded with C1 converters for AI lookalike modelling.

Asset Group Name: AG-PMAX-01 · TDR Damage-Intent
Final URL: /termite-damage-repair (URL expansion ON — let AI test deep pages)
Headlines (15): Same library as RSA-C1-01-A (Variant A · Standard Lead)
Long Headlines (5): 1) "Termite Damage Repair Specialists — QBCC Licensed, Engineer-Signed, 48-Hour Quote" · 2) "Don't Call a Pest Controller — Call the Damage Repair Specialists at YBMT" · 3) "20+ Years Repairing Termite-Damaged Homes Across South East Queensland" · 4) "Insurance-Claim Ready Termite Damage Reports From a Licensed QBCC Builder" · 5) "Brisbane's Trusted Termite Damage Repair Team — 1,200+ Homes Restored"
Descriptions (5): Reuse RSA-C1-01-A descriptions D1–D4 plus a 5th: "Free on-site assessment by a QBCC licensed builder — not a salesperson. Honest scope, transparent pricing, insurance-claim ready reporting. Brisbane-owned since 2004."
Images (15): 10× landscape 1200×628, 4× square 1200×1200, 1× portrait 960×1200 — sourced from P-01 01I photography brief (5 shot categories × 3 angles)
Logos (5): All 5 lockups from P-01 01H
Videos (5): Sourced from P-01 01J video brief — 15s, 30s, 60s formats — testimonial, process, builder-on-site, before/after, founder direct
Audience Signal: Customer list (CA-07 closed jobs · 200+ records) + RM-30d + In-Market: Home Improvement + Detailed Demo: Homeowners
Bid Strategy: Max Conversions w/ tCPA $90 (10% higher than C1 to compensate for less-controlled placement quality)
Final URL Expansion: ON, but with URL exclusions list (exclude /careers, /privacy, /terms, /404, /admin, /sitemap)

5K · YouTube In-Stream Awareness Campaign (C9)

YouTube serves the top-of-funnel awareness mandate per [BS-HBG] mental-availability doctrine — TDR is a low-frequency, high-anxiety purchase, so brand recall at moment of need is everything. Skippable in-stream lets us optimise CPV while seeding retargeting pools for C8 Display Remarketing.

Campaign Type: Video · Skippable In-Stream · Custom (Awareness + View)
Bid: Target CPV $0.04 · Frequency Cap 4/week/user
Creative (3 ads · sourced from P-01 01J): Video-A 15s "Discovery Moment" (homeowner-facing) · Video-B 30s "Builder On-Site" (process narrative) · Video-C 60s "Founder Direct" (Carla / managing builder authority piece)
Targeting: Custom Segment (people who searched [termite damage], [home repair brisbane], visited bunnings.com.au, realestate.com.au) + Detailed Demo Homeowners + Geo Tier 1 from 5G
Placements: Exclude kids content, news, gaming. Include home improvement channels (Selling Houses Australia, Grand Designs AU, House Hunters AU, Better Homes & Gardens AU), pest control how-to videos (intercept the "I think I have a problem" research moment), Queensland news channels
Conversion: Earned views + post-view conversion (1-day) + retargeting list for C8
Brand Lift Survey: Activate at $5K spend threshold — measure aided/unaided recall on "termite damage repair Brisbane" prompts

5L · Reporting Dashboard Schema (Looker Studio · feeds /kpi)

Google Ads → BigQuery export → Looker Studio dashboard, then aggregated into the unified /kpi F1→F2→F3 dashboard (Phase 4 final deliverable). Refresh frequency: hourly for in-day pacing, daily for the full schema below.

Tier	Metric	Cadence	Threshold / Trigger
F1 Awareness	Impression Share (Search · Top)	Daily	≥65% on C1, C3, C4 · trigger budget review if <55%
F1 Awareness	YouTube Views + View Rate	Weekly	Target 40% view rate · CPV ≤$0.045
F2 Acquisition	CTR	Daily	C1/C2 ≥5.5% · C3 ≥6.5% · C4 ≥4.5% · C6 ≥12%
F2 Acquisition	CPC	Daily	C1 avg ≤$8.50 · C4 avg ≤$11 · C6 avg ≤$1.20
F2 Acquisition	Conversion Rate (CA-01 Quote Form)	Daily	≥8% landing-page CVR · ≥3.2% click→conv
F2 Acquisition	CPA (Cost per Quote-Request)	Daily	C1/C2 ≤$85 · C3 ≤$55 · C4 ≤$110
F3 Monetisation	Quote-to-Book Rate	Weekly	≥38% (CRM webhook)
F3 Monetisation	Book-to-Close Rate	Weekly	≥55% (CRM webhook)
F3 Monetisation	Avg Job Value (AJV)	Weekly	≥$8,400 (TDR LOB avg)
F3 Monetisation	ROAS	Weekly	≥6.5× (revenue / Google Ads spend)
F3 Monetisation	LTV:CAC Ratio	Monthly	≥2.4× (24-month LTV / blended CAC)
Hygiene	Quality Score (account avg)	Weekly	≥7/10
Hygiene	Search Term Hygiene (% irrelevant)	Weekly	≤8% (trigger negative-list update)

PILLAR P-05 · GOOGLE ADS — DEPLOYMENT-READY9 campaigns · 180 keywords · 18 RSAs (3 per ad group)7 conversion actions · offline import wired · tCPA bidding$14,550/mo · ROAS target 6.5× · CAC ≤$85 (damage-intent)

PILLAR P-06 · DEPLOYABLE ASSET KIT

Meta Ads — Demand-Generation + Retargeting Kit

Deployment-ready Meta Ads (Facebook + Instagram) structure for the Termite Damage Repair LOB. Built to a 3-tier funnel — TOFU (cold awareness · educate the latent audience) · MOFU (warm consideration · serve the actively-suspicious) · BOFU (retargeting + lookalike conversion · close warm leads). Every campaign, ad set, creative, audience, pixel event, and reporting metric is specified — YDT can paste into a Meta Business Manager and run on day one. Framework basis: [BS-HBG] Sharp mental availability via consistent distinctive assets across creative, [JR-DBA] Romaniuk DBA system in every static + video, [AH-OFR] Hormozi value-stack in the offer copy, [CC-JTBD] Christensen jobs-to-be-done segmentation in audience targeting (3 buyer-job clusters identified in Phase 2 ymt-jtbd.tsx).

6A · Campaign Structure (Business Manager → Ad Account → Campaign → Ad Set → Ad)

4-campaign architecture mapped to funnel positions. ABO (ad-set budget optimisation) on TOFU/MOFU for control during learning; CBO (campaign budget optimisation) on BOFU + Lookalike for algorithmic efficiency once data is seeded.

#	Campaign Name	Objective	Daily Budget	Optimisation	Goal
M1	TDR · TOFU · Awareness + Engagement	Engagement / ThruPlay	$45	ABO · per ad set	15s+ video views · seed retargeting
M2	TDR · MOFU · Lead Magnet (PDF Download)	Leads · Instant Form OR /guide	$60	ABO · per ad set	PDF download / lead capture
M3	TDR · BOFU · Quote Request (Retargeting)	Leads · Website Conversion	$55	CBO · 3 ad sets	Quote-request form submit
M4	TDR · Lookalike · Quote Request (Cold-Warm)	Leads · Website Conversion	$40	CBO · 3 ad sets	Quote-request form submit (scale)

Total daily Meta spend: $200/day · $6,000/month · $72,000/year. Meta-to-Google ratio: 41:100 (Google leads on intent capture; Meta leads on demand creation). Combined TDR paid: $20,550/month at ~8% of TDR revenue baseline — inside [AH-OFR] LTV:CAC envelope.

6B · Audience Architecture (Cold · Warm · Hot · LAL)

Cold Audiences (Campaign M1 · M2)

CA-01 · Geo+Demo · "SE QLD Homeowners": Location = Brisbane, Gold Coast, Sunshine Coast LGAs (Tier 1 from P-05 5G) + 25km radius. Age 35-65. Detailed Targeting: Homeownership = Homeowners (FB demo). Estimated reach: 480K–560K.

CA-02 · Interest · "Home Maintenance + Termite-Adjacent": Same geo/age as CA-01. Interests: Home Improvement, This Old House, Bunnings, Renovation Rescue, Selling Houses Australia, Better Homes & Gardens AU, Pest Control (broad), Termite (broad). Estimated reach: 220K–280K.

CA-03 · Interest · "Insurance-Channel Affinity": Same geo/age. Interests: Suncorp, QBE, RACQ, AAMI, Home Insurance, Insurance Claim, Allianz, NRMA, Real Estate Investment. Estimated reach: 180K–220K.

CA-04 · Custom Audience · "QLD Suburb-Level Termite Hotspots": Saved Audience using ZIP/postcode-level targeting on 12 high-pressure suburbs (from P-05 5G suburb bid-adjustment list). Estimated reach: 75K–95K.

Warm Audiences (Campaign M2 · M3)

WA-01 · Engagers: Engaged with Facebook Page or Instagram in past 90 days (post likes, comments, profile visits, saved posts). Backstop pool while M1 seeds. Estimated reach (steady-state): 8K–14K.

WA-02 · Video Viewers 25%+: Watched 25% of any TDR video in past 60 days. M1 directly seeds this pool. Target reach by month 3: 25K+.

WA-03 · Video Viewers 75%+: Watched 75% of any TDR video in past 90 days. Highest-intent video pool — primary retargeting feed for M3. Target reach by month 3: 8K–12K.

WA-04 · Lead Magnet Downloaders: Submitted PDF download form (CAPI event "Lead · LeadMagnet") past 180 days but did NOT submit quote request. M3 retargeting + email nurture (P-03 03F) parallel touch.

Hot Audiences (Campaign M3 · BOFU Retargeting)

HA-01 · Website Visitors 30d: All website visitors past 30 days. Exclude converters (quote-form submitters past 30d).

HA-02 · Quote Page Abandoners 14d: Visited /termite-damage-repair/quote in past 14 days, did NOT submit. Highest-urgency retargeting — bid premium, frequency cap 6/week.

HA-03 · Cost Calculator Completers (No Quote) 30d: Completed cost-calculator (Pixel event "CalculatorComplete") past 30 days, did NOT submit quote-form. Mid-urgency retargeting.

HA-04 · 3+ Page Sessions 30d: 3+ page sessions on site past 30 days (high-research behaviour signal).

Lookalike Audiences (Campaign M4)

LAL-01 · 1% Lookalike of Closed Customers: Seed = Customer List CRM Upload (CA-07 closed jobs · 200+ records). 1% LAL in AU = ~250K reach. Highest-quality scale signal.

LAL-02 · 1% Lookalike of Quote Submitters: Seed = Pixel event "Lead · QuoteRequest" past 180 days (target 600+ events). 1% LAL in AU = ~250K reach.

LAL-03 · 2% Lookalike of Lead Magnet Downloaders: Seed = Pixel event "Lead · LeadMagnet" past 180 days (target 1,200+ events). 2% LAL in AU = ~500K reach — broader scale ad set.

All LAL audiences geo-constrained to Tier 1 + Tier 2 from P-05 5G. LAL is only activated once seed audience hits Meta's minimum 100-event threshold (typically month 2–3).

6C · Creative Library — 12 Ads Across 4 Funnel Positions (TOFU × 4 · MOFU × 4 · BOFU × 4)

Every ad carries the locked DBA system from P-01: navy/timber/aqua palette, Fraunces + Inter type, "Termite Damage Specialists" tag in static slot, Carla Oliver / managing-builder face as recurring authority figure (per [RC-INF]). Creative refreshed monthly; this is the opening 12-ad library YDT deploys week 1.

TOFU-01 · Static · "The 7 Signs Most Pest Reports Miss" (Anxiety-Education Hook)

Format: 1:1 carousel · 7 cards · static
Primary text (Above Hero): "If your pest inspection said 'no live activity,' that's not the same as 'no damage.' Here are 7 signs of termite damage most reports skip over."
Card 1 headline: "Skirting that gives slightly when pressed" + photo
Card 2: "Hollow-sounding architraves around windows" + photo
Card 3: "Floors that flex more than they should" + photo
Card 4: "Mud tubes inside roof cavity (not just under house)" + photo
Card 5: "Bubbling/blistering paint that isn't moisture" + photo
Card 6: "Misaligned doors that drag in dry months" + photo
Card 7: "Stumps that look fine but sound hollow" + photo
CTA card: "Worried? Download our free 8-chapter Termite Damage Repair Guide — covers what to look for, what it costs, what insurance covers." → /guide
CTA button: "Download" → /guide
Audience: CA-01, CA-02, CA-04 (Cold geo+demo + interest)
Placement: Feed (FB+IG), Stories, Reels

TOFU-02 · Video 30s · "Builder on a Brisbane Job Site" (Process-Authority Hook)

Format: 9:16 Reels + 1:1 Feed · 30s · scripted with on-camera builder
Script (0:00–0:03): Builder kneeling under house, holding hollow piece of stump timber. "This stump looked fine."
(0:03–0:10): "Pest inspection three months ago — clear report. Owners called us after the floor started sagging."
(0:10–0:20): "Termites don't always leave visible damage. What they leave behind is structural weakness. That's where the pest controller's job ends — and ours starts."
(0:20–0:27): Cuts to drone shot of completed sub-floor repair · Builder's voice: "We're QBCC licensed builders specialising in termite damage repair. Engineer-signed, insurance-ready, 48-hour quote."
(0:27–0:30): Logo card · "YBMT · Damage Repair Specialists · 1300-YBMT-FIX"
Primary text: "Pest controllers find termites. We repair the damage they leave behind. QBCC licensed, 20+ years in SE QLD, insurance-ready reporting. Free 48-hour quote."
CTA button: "Learn More" → /termite-damage-repair
Audience: CA-01, CA-02 (Cold)
Placement: Reels, Stories, Feed

TOFU-03 · Static · "$28,500 Repair · Insurer Paid 87%" (Trust-Anchor Case)

Format: 1:1 static + supporting body copy
Visual: Before/after composite of subfloor rebuild · navy overlay banner with "Insurance-Claim Approved" pill in aqua
Hero text overlay: "$28,500 repair · Insurer paid 87%"
Primary text: "Chapel Hill homeowners. Termite damage to bearer + 3 stumps + subfloor sheeting. Engineer report → Suncorp claim → settlement in 5 weeks. We did the work. They paid 87% of $28,500. We help our clients through the entire process. 200+ approved claims since 2004."
CTA button: "Get Quote" → /termite-damage-repair/quote
Audience: CA-03 (Insurance-channel affinity) + CA-01 (geo-demo)
Placement: Feed (FB+IG), Marketplace

TOFU-04 · Video 15s · "Mum & Dad on the Verandah" (Emotional-Relief Frame)

Format: 9:16 Reels · 15s · documentary-style customer cameo
Script (0:00–0:05): Older couple on Queenslander verandah · "We thought we'd have to sell. The damage looked terrible."
(0:05–0:11): "YBMT came out, gave us a real number, helped us with the insurance. Eight weeks later — it's our home again."
(0:11–0:15): Logo card · "Termite Damage Repair Specialists · QBCC Licensed · Free 48-Hr Quote"
Primary text: "When you find termite damage, the first thought is: 'How bad is this going to be?' Most people imagine worst-case. The truth is — most repairs are far smaller than feared, and insurance often covers a large portion. Talk to a builder, not a salesperson. Free 48-hour quote."
CTA: "Send Message" → Lead form (Instant Form)
Audience: CA-01, CA-04 (Cold geo + high-pressure suburbs)
Placement: Reels, Stories

MOFU-01 · Static · "Free Guide: Termite Damage Repair in SE QLD" (Lead Magnet Hook)

Format: 1:1 static · book-mockup visual
Visual: 3D book mockup of PDF cover · "The SE Queensland Termite Damage Repair Guide · 2025 Edition" · YBMT logo + Carla Oliver byline · Cream + Navy palette
Hero text overlay: "Free Guide · 48 Pages · No Sales Pitch"
Primary text: "Free 48-page guide written by a Brisbane CFO + QBCC licensed builder. Inside: what termite damage actually costs · how insurance claims work (the real version) · what questions to ask a builder · 7 red flags in damage quotes · the 5-step process from discovery to sign-off. No sales pitch. Just answers."
CTA button: "Download" → /guide
Audience: WA-01, WA-02 (Engaged + video viewers 25%+)
Placement: Feed, Stories, Reels

MOFU-02 · Carousel 5-card · "The 5-Step Repair Process" (Process-Reassurance)

Format: 1:1 carousel · 5 cards
Card 1: "Step 1: Free On-Site Assessment" — visual: builder with clipboard at front door
Card 2: "Step 2: Engineer-Signed Scope" — visual: engineering drawing + builder consultation
Card 3: "Step 3: Insurance Coordination (if applicable)" — visual: laptop with assessor video call
Card 4: "Step 4: Damage Repair Works" — visual: subfloor repair in progress
Card 5: "Step 5: Sign-Off + Warranty" — visual: completed repair with handover certificate
CTA card: "Book a free on-site assessment — Step 1 starts here." → /termite-damage-repair/quote
Audience: WA-02, WA-04 (video viewers + lead magnet downloaders)
Placement: Feed (FB+IG)

MOFU-03 · Video 60s · "Insurance Claim Walkthrough" (Channel-Specific Hook)

Format: 1:1 Feed + 9:16 Reels · 60s · screen-share + builder voice-over
Script: 60-second walkthrough of a real (anonymised) insurance claim — engineer report → assessor report → scope reconciliation → settlement → repair → sign-off. Builder narrates each stage with timing ("This usually takes 5–8 weeks total"). Closes on "If your insurer disputes a termite claim, get a second opinion from a licensed builder — not just a pest controller."
Primary text: "Most homeowners don't know what an insurance claim actually looks like until they're in one. Here's the 5-stage process we walk every client through. 200+ successful claims since 2004. Free consultation."
CTA button: "Get Quote" → /termite-damage-repair/insurance
Audience: CA-03, WA-02, WA-04 (Insurance affinity + warm video viewers + downloaders)
Placement: Feed, Reels

MOFU-04 · Static · "QBCC #1234567 — Verify Us" (Trust-Anchor)

Format: 1:1 static
Visual: Mock-screenshot of QBCC license check website with YBMT entry highlighted · Navy background with timber accent + cream text
Hero text overlay: "QBCC License #1234567 · Verify us before you book"
Primary text: "Most homeowners never check a builder's QBCC license. We're publicly listed — verify us in 30 seconds. Then book a free 48-hour assessment. 20+ years, 1,200+ QLD homes repaired."
CTA button: "Learn More" → /about/credentials
Audience: WA-01, WA-02 (Engaged + video viewers)
Placement: Feed, Stories

BOFU-01 · Static · "Free 48-Hr Quote · Still Available This Week" (Scarcity Retargeting)

Format: 1:1 static + supporting text
Visual: Calendar visual with 3 highlighted "available" slots · "This week" badge in aqua
Hero text overlay: "3 free assessment slots remaining this week"
Primary text: "You looked at our quote page recently. Here's what's still available this week: 3 free on-site assessments. QBCC licensed builder. 48-hour written quote guaranteed. No obligation. No sales pressure. Book before Friday or we'll roll you to next week."
CTA button: "Book Now" → /termite-damage-repair/quote
Audience: HA-02 (Quote-page abandoners 14d) — exclude converters
Placement: Feed, Stories
Frequency cap: 6/week/user (high-urgency retargeting)

BOFU-02 · Carousel · "Recent Brisbane Repairs · Real Numbers" (Social-Proof + Pricing)

Format: 1:1 carousel · 6 cards
Card 1: "Bardon · 4-bed Queenslander · Subfloor + bearers · $14,200 · 4 weeks"
Card 2: "Currumbin · Beach house · Stumps + decking · $9,800 · 3 weeks"
Card 3: "Tarragindi · 3-bed lowset · Wall frame section · $6,400 · 2 weeks"
Card 4: "Maleny · Pole home · Bearer + 4 stumps · $18,600 · 5 weeks · 84% insured"
Card 5: "Indooroopilly · Renovator · Full subfloor · $24,300 · 6 weeks · 91% insured"
Card 6: "Holland Park · Post-war · Architraves + studs · $4,200 · 1 week"
CTA card: "Your home is next? Free quote in 48 hours. No surprises." → /termite-damage-repair/quote
Audience: HA-01, HA-03, HA-04 (Website visitors, calculator completers, multi-session)
Placement: Feed (FB+IG)

BOFU-03 · Video 15s · "Carla on Camera · 'We'll Be Honest With You'" (Founder-Trust)

Format: 9:16 Reels + 1:1 Feed · 15s · founder direct-to-camera
Script (0:00–0:05): Carla, office setting · "I'm Carla. I'm the CFO at YBMT."
(0:05–0:10): "If you've been quoted termite damage repair, get a second opinion. We'll be honest — even if it's not us."
(0:10–0:15): "Free assessment. 48-hour written quote. QBCC licensed. Brisbane-owned." Logo card.
Primary text: "Termite damage quotes vary by thousands of dollars between builders. We'll give you an honest assessment — even if it's not us doing the work. Free 48-hour second-opinion quote. QBCC #1234567."
CTA button: "Get Quote" → /termite-damage-repair/quote
Audience: HA-01, HA-02, HA-03 (All warm retargeting)
Placement: Reels, Stories, Feed

BOFU-04 · Static · "Cost Calculator → Real Quote in 48 Hours" (Funnel-Bridge)

Format: 1:1 static
Visual: Phone screenshot of calculator interface · "Your estimate: $8,400–$14,200" displayed · timber bezel
Hero text overlay: "From calculator estimate → real builder quote in 48 hours"
Primary text: "You used our cost calculator. Now get a real builder's quote — written, itemised, engineer-ready. Most quotes land within 15% of the calculator range. Book a free on-site assessment, get your written quote within 48 hours."
CTA button: "Get Real Quote" → /termite-damage-repair/quote
Audience: HA-03 (Cost calculator completers · no quote yet · 30d)
Placement: Feed, Stories

6D · Meta Instant Form Spec (for M2 Lead Magnet + M4 LAL Quote)

IF-01 · Lead Magnet Form ("Download the SE QLD Termite Damage Repair Guide")

Form Type: More Volume (Higher Intent toggle OFF — maximise download count)
Intro Screen: Headline = "Get the free 48-page SE QLD Termite Damage Repair Guide" · Body = "Written by a CFO + licensed builder. No sales pitch. Sent to your inbox in under 60 seconds." · Image = book mockup from MOFU-01
Questions: 1) Pre-filled Email (required) · 2) Pre-filled Full Name (required) · 3) Pre-filled Phone (required for follow-up) · 4) Custom: "What's the suburb you're in?" (short text) · 5) Custom multiple-choice: "Where are you in the journey?" — options: (a) Just found damage today · (b) Suspect damage, not confirmed · (c) Have a quote, want a second opinion · (d) Just researching ahead of time
Privacy: Link to /privacy-policy
Completion Screen: "Check your email — guide is on its way. Want a free 48-hour on-site quote? Book here." → button to /termite-damage-repair/quote (deep link)
CRM Integration: Native CAPI webhook → CRM with lead-source tag "meta_leadgen_M2_IF01" + journey-stage tag from Q5 · auto-trigger E-LG-01 auto-delivery email (P-03)

IF-02 · Quote Request Form ("Free 48-Hour Termite Damage Quote")

Form Type: Higher Intent (review-step gate, reduces volume but lifts qualified-lead rate)
Intro Screen: Headline = "Free 48-Hour Termite Damage Repair Quote" · Body = "QBCC licensed builder on-site. No obligation. We'll be honest, even if the answer is 'don't repair, replace.'" · Image = builder-on-site from TOFU-02
Questions: 1) Email (required) · 2) Full Name · 3) Phone · 4) Suburb · 5) Custom: "When was the damage found?" — (a) Today/this week · (b) Within last month · (c) Longer than a month · (d) Not yet confirmed · 6) Custom: "Have you had a pest inspection?" — Yes/No · 7) Custom: "Is this an insurance claim?" — Yes/No/Not Sure · 8) Custom: "Best time for an on-site visit" — Mon-Fri 9-12 / Mon-Fri 12-3 / Mon-Fri 3-6 / Sat 9-12 / Sat 12-3
Review Screen: Auto-enabled
Completion Screen: "Got it. A builder will call you within 4 business hours to confirm your on-site visit. In the meantime — download our free guide to know what to ask." → link to /guide
CRM Integration: Native CAPI webhook → CRM with lead-source tag "meta_leadgen_M4_IF02" + priority flag (insurance Y/N from Q7 → routes to insurance-channel rep) + 4-hour SLA timer

6E · Pixel + Conversions API (CAPI) Implementation

Dual-stack tracking — browser-side Pixel + server-side CAPI. iOS 14.5+ tracking restrictions and ad-blocker share in the SE QLD homeowner demo (~28% per Meta's audience insights) make CAPI mandatory for accurate attribution. CAPI events deduped via event_id pairing.

Event Name	Trigger	Pixel	CAPI	Standard / Custom
PageView	All page loads	✓	✓	Standard
ViewContent	Service / lander page	✓	✓	Standard
Lead	Quote-request form submit	✓	✓	Standard (custom_data: source, suburb, insurance_flag)
SubmitApplication	Insurance form submit	✓	✓	Standard
CompleteRegistration	Lead magnet download (form complete)	✓	✓	Standard (custom_data: journey_stage)
CalculatorComplete	Cost calculator final step	✓	✓	Custom (custom_data: estimated_range)
BookedAppointment	CRM webhook (appointment scheduled)	—	✓ only	Custom (offline · matched via email/phone)
ClosedJob	CRM webhook (job invoiced)	—	✓ only	Custom (offline · value = actual revenue)

Implementation: Pixel via GTM (container ID stored in P-12 instrumentation kit). CAPI via Cloudflare Workers function (this codebase) — POSTs to Meta Graph API at /events endpoint with hashed PII (em, ph, fn, ln) per Meta spec. Event Match Quality target ≥7.5/10 (industry benchmark 5.0–6.5; YBMT target reflects DBA-system data hygiene).

6F · Delivery Optimisation + Placement Strategy

M1 (TOFU): Optimisation = ThruPlay (15s video views). Placement = Advantage+ Placements ON (let Meta distribute across Reels, Stories, Feed). Frequency target 1.6/week (avoid burnout, prioritise reach).
M2 (MOFU): Optimisation = Leads (for Instant Form) OR Conversion · Lead (for /guide landing). Placement = Manual: Facebook Feed + Instagram Feed + Stories + Reels (exclude Audience Network, Marketplace for MOFU quality).
M3 (BOFU Retargeting): Optimisation = Conversion · Lead. Placement = Advantage+ ON · Frequency cap 6/week on HA-02 (quote-abandoners), 4/week on HA-01 (all visitors).
M4 (LAL): Optimisation = Conversion · Lead. Placement = Advantage+ ON. Audience exclusion: All existing customer list + Pixel "Lead · QuoteRequest" past 365d (don't pay for known leads).
Universal exclusions: Exclude job-applicants (Custom Audience seeded from /careers visitors), exclude existing closed-customer list across all campaigns.
Attribution window: 7-day click + 1-day view (standard). Compare against modelled conversions in Ads Manager > Reports.
Learning phase: Hold all changes within 7-day windows during learning phase. Don't edit budget >20% in a single change — restarts learning.

6G · Creative Refresh Cadence + Testing Protocol

Weekly: Pause any ad with frequency ≥3.5/week AND CTR <0.9% (creative fatigue indicator). Replace with variant.
Monthly: Refresh 4 of 12 creatives (rolling 3-month full library cycle). Hold the top-performer per funnel position (Carla on-camera tends to win BOFU).
Quarterly: Full library audit + 2 net-new creative concepts tested in dedicated A/B campaigns ($30/day for 14 days, 95% confidence threshold).
Always-test: One static + one video per funnel position must be in learning phase A/B at all times (continuous-improvement protocol).
Asset sourcing: 50% from P-01 photography brief + P-01 video brief library, 30% from active project site captures (builder-with-phone capture protocol in P-08 Sales Enablement Kit), 20% from UGC commissioning (3 customer testimonials per quarter — gift-card incentive only, full disclosure compliant).

6H · Reporting Dashboard Schema (feeds /kpi)

Tier	Metric	Cadence	Threshold / Trigger
F1 Awareness	Reach (unique users · monthly)	Weekly	≥75K/month in SE QLD geo
F1 Awareness	Video Avg Watch %	Weekly	≥35% on 30s+ creative
F1 Awareness	CPM (cost per 1K impressions)	Weekly	M1 ≤$11 · M2 ≤$14 · M3 ≤$18 · M4 ≤$15
F2 Acquisition	CTR (link clicks)	Weekly	M1 ≥1.3% · M2 ≥1.8% · M3 ≥2.4% · M4 ≥1.9%
F2 Acquisition	Cost per Lead (CPL)	Weekly	M2 (Lead Magnet) ≤$18 · M3 (BOFU Quote) ≤$48 · M4 (LAL Quote) ≤$62
F2 Acquisition	Lead-Form Completion Rate	Weekly	IF-01 ≥55% · IF-02 ≥38%
F2 Acquisition	Event Match Quality	Daily	≥7.5/10 (CAPI hygiene)
F3 Monetisation	Quote → Book (Meta-sourced)	Monthly	≥34%
F3 Monetisation	Book → Close (Meta-sourced)	Monthly	≥52%
F3 Monetisation	ROAS (Meta-attributed)	Monthly	≥3.8× (7-click + 1-view)
F3 Monetisation	Blended ROAS (Meta + Google)	Monthly	≥5.5× — primary CMO-deck headline
Hygiene	Frequency (TOFU)	Weekly	≤2.2/week · trigger refresh if higher
Hygiene	Audience Saturation (LAL-01)	Weekly	Reach as % of LAL pool — refresh seed if >65%

PILLAR P-06 · META ADS — DEPLOYMENT-READY4 campaigns · 12 ads (TOFU/MOFU/BOFU × 4) · 4 cold + 4 warm + 4 hot + 3 LAL audiencesPixel + CAPI dual-stack · 8 events · Event Match ≥7.5$6,000/mo · CPL ≤$18 (lead magnet) · ROAS ≥3.8× attributed

PILLAR P-08 · DEPLOYABLE ASSET KIT

Sales Enablement — Quote-to-Close Operating Kit

Deployment-ready sales enablement kit for the Termite Damage Repair LOB. Covers the full motion from inbound-lead acknowledgement to signed contract: 4-stage sales process, scripts for each stage, the YBMT quote-template structure (IP-locked), 24-objection handler library mapped to [CC-JTBD] jobs-to-be-done clusters, on-site photo-capture protocol (feeds P-06 Meta creative + P-09 Social + P-02 gallery), BANT-S qualification framework, and the insurance-channel sub-playbook per Doctrine Rule 5. Built so any new sales rep can run the motion at handover-grade standard from week one.

8A · The 4-Stage Sales Motion (Inbound Lead → Signed Contract)

Stage	Name	SLA	Owner	Goal	Conversion Target
S1	Acknowledge + Qualify	4 business hours	Sales Coordinator	Confirm contact details, qualify BANT-S, book on-site visit	Lead → Booked Appt ≥72%
S2	On-Site Assessment	Within 5 business days of lead	Licensed Builder	Walk damage, capture photos, propose scope, set client expectations	Appt → Scope Submitted ≥92%
S3	Quote + Follow-Up	48 business hours from S2	Sales Coordinator (quote-doc owner) + Builder (review)	Deliver written quote, manage 7-day follow-up sequence, handle objections	Quote → Won ≥55%
S4	Contract + Handover	3 business days from "verbal yes"	Sales Coordinator → Project Coordinator	Contract execution, deposit invoice, handover to operations	Verbal Yes → Signed ≥94%

End-to-end target conversion: Lead → Closed = 0.72 × 0.92 × 0.55 × 0.94 = 34.3%. At $208 blended CAC (P-05 + P-06) → effective CAC per closed-job = $608. Avg TDR job value $8,400 (Q2 FY25 baseline) · gross margin 45% = $3,780 gross profit per job · CAC-to-GP ratio 6.2× ([AH-OFR] Grand-Slam threshold ≥3× green-lit).

8B · Stage 1 Script — Inbound Lead Acknowledgement Call

SC-S1-01 · Inbound Lead Phone Script (4-Hour SLA)

Opening (Reciprocity + Confidence):
"Hi [Name], it's [Rep] from YBMT — you submitted a quote request earlier today/yesterday. Thanks for reaching out, I know termite damage isn't fun to discover. I've got 7 minutes if you do — I want to make sure we're the right fit before I send a builder out. Sound good?"

Acknowledge the worry (Per Doctrine Rule 1 · anxiety-first):
"Before anything else — I just want to acknowledge: most people who call us are stressed. They're worried about the cost, about whether the house is safe, about whether insurance will help. I'm going to give you straight answers to those. Sound fair?"

Qualify (BANT-S in 5 questions · don't make it feel like a script):
Q1. "Walk me through what you've found. What made you reach out?" (capture damage extent, journey-stage context)
Q2. "Have you had a pest inspection — or just visual signs?" (qualifies "live termite presence" vs damage-only)
Q3. "Is this potentially an insurance claim, or out-of-pocket?" (routes to insurance-funnel S2/S3 variant)
Q4. "Timeline-wise — is this urgent (this week / month) or are you planning ahead?" (sets booking urgency)
Q5. "Has anyone else quoted you yet? Or are we the first?" (qualifies competitive context · informs S3 variant)

Set Expectation (Commitment-Consistency lever per [RC-INF]):
"Here's what happens next: [Builder Name], one of our licensed builders, comes out [day/time]. He'll walk the house, take photos, and within 48 hours of that visit you'll have a written, itemised quote — no sales fluff, just numbers and scope. If we're not the right fit, I'll tell you. Fair?"

Close the Call:
"Calendar invite + a confirmation email coming in the next 10 minutes. My direct number is [number] — text me if anything changes before [day]."

Call duration target: 6–9 minutes. If <4 min: rep skipped qualification — coaching flag. If >12 min: rep over-talked, client likely under-qualified — coaching flag. Calls recorded (consent banner on inbound), sampled weekly for coaching.

8C · Stage 2 — On-Site Assessment Protocol (Builder-Owned)

SC-S2-01 · On-Site Opening Script (90 seconds at front door)

Step 1 · Greet + Reset Expectations (30s):
"G'day [Name]. I'm [Builder] from YBMT. Before we start — I want to be upfront. I'm not a pest controller, I'm a licensed builder. My job is to look at the damage and tell you (a) what it'll take to repair, (b) what it'll cost, and (c) whether it's an insurance job. I won't try to sell you anything today — we'll send the quote within 48 hours, and you'll decide. Cool?"

Step 2 · Set the Walk Pattern (30s):
"I'm going to walk the house in this order: outside perimeter first, then under (if there's access), then inside ground floor, then up. I'll be taking photos for the quote document — they're for our use, not posted anywhere, unless you sign a release later. Anywhere you don't want me, just say."

Step 3 · Acknowledge the Worry (30s):
"Most people I see are worrying about worst-case. Most of the time it's not as bad as it looks. Sometimes it's worse than it looks. Either way you'll have a real number in 48 hours. OK — let's start outside."

PC-S2-01 · On-Site Photo Capture Protocol (mandatory minimum 24 photos per assessment)

Builder uses YBMT iPhone (issued device · auto-uploads to project folder in CRM). Capture protocol — all photos geo-tagged + timestamped + named by location code:

Exterior (6 photos · location codes EX-01 to EX-06):
• EX-01 · Front elevation (wide)
• EX-02 · Rear elevation (wide)
• EX-03 · Left + right side elevations (2 photos)
• EX-04 · Perimeter ground line — moisture/conducive conditions
• EX-05 · Stumps / piers visible from outside
• EX-06 · Roof line / eaves (close detail of any visible damage)

Sub-floor (6 photos · location codes SF-01 to SF-06 — if access):
• SF-01 · Access hatch + crawlspace overview
• SF-02 · Each suspected damaged stump (close-up + pen for scale)
• SF-03 · Bearer condition (close-up of damaged sections)
• SF-04 · Joist condition (representative photos)
• SF-05 · Sub-floor sheeting underside
• SF-06 · Termite evidence (mud tubes, frass, galleries) — IF present

Interior Ground (8 photos · IG-01 to IG-08):
• IG-01 to IG-04 · One per habitable room with damage
• IG-05 · Wet-area sub-floor zones (kitchen, bathroom, laundry)
• IG-06 · Skirting + architrave detail in 2+ rooms
• IG-07 · Doorframes that drag / window frames
• IG-08 · Floor flex test result (video clip 5s acceptable here)

Roof Cavity (3 photos · RC-01 to RC-03):
• RC-01 · Cavity overview
• RC-02 · Truss / rafter close-up
• RC-03 · Any mud tube or damage trail

Compliance + Builder-on-Site (1 photo · CB-01):
• CB-01 · Builder selfie with QBCC license card visible (trust asset for quote doc)

Bonus capture (optional · client release required for marketing use): 30s on-site video clip for P-06 Meta MOFU-02 carousel + P-09 Social. Quarterly UGC quota: 3 client video releases per quarter (per P-06 6G).

8D · YBMT Quote Template — Full Structure (Locked IP)

The quote document is the single most important sales asset in the TDR LOB. Built to [AH-OFR] Grand-Slam Offer structure — value-stacked, scarcity-anchored, risk-reversed. 9-page PDF, generated from CRM via a quote-builder workflow (P-12 instrumentation specifies the data model). Below is the page-by-page structure with the exact copy anchors that don't change per quote.

Page 1 · Cover

• YBMT logo + "Termite Damage Specialists" DBA
• Quote # + Date + Validity (30 days)
• Client name + property address
• Assessment date + builder name + QBCC license #
• Cover image: ONE hero photo from the site visit (typically EX-01)
• Locked footer text: "This is a written quote prepared by a QBCC-licensed builder, not a salesperson. Pricing is fixed for 30 days. Engineer review available on request."

Page 2 · Executive Summary (4-paragraph locked structure)

Para 1 · What we found (3 sentences): Plain-English summary of damage extent and location.
Para 2 · What we recommend (3 sentences): Recommended scope of works in plain English, with structural justification.
Para 3 · What it'll cost (1 sentence): "Total fixed-price quote: $[amount] (inc GST). Breakdown on page 5."
Para 4 · What happens next (3 sentences): "Reply yes by [date+30]. We schedule, deposit, start. Timeline: [X] weeks. Engineer report + photos attached."

Page 3 · Site Findings (photographic evidence)

• 6–10 captioned photos from the on-site capture
• Each photo carries a caption: location + finding + severity rating (Cosmetic / Structural-Minor / Structural-Major / Critical)
• If insurance claim: photos formatted to assessor standard (corner-stamp date, location reference grid)

Page 4 · Scope of Works (itemised)

• Numbered scope items (typical 8–20 items per job)
• Each item: description + location + material spec + labour hours + sub-total
• Engineer requirement flag (Y/N + reference to attached report)
• Compliance certifications required at sign-off (form ref numbers)

Page 5 · Investment Summary (the price page · [AH-OFR] value-stack)

Value Stack (locked structure):
✓ On-site assessment by QBCC-licensed builder ......... (included)
✓ Engineering report on request ...................... (included if required)
✓ Itemised scope of works ............................ (included)
✓ Project management (single point of contact) ....... (included)
✓ All materials + labour + waste removal ............. $[X,XXX]
✓ Compliance certifications + sign-off ............... (included)
✓ Insurance liaison (if applicable) .................. (included)
✓ Workmanship warranty 7 years ....................... (included)
✓ Materials warranty (per supplier · 10–25 years) .... (included)
Total fixed-price (inc GST): $[X,XXX]
Optional add-ons (not included unless ticked):
☐ Pre-emptive termite chemical barrier (3rd-party pest specialist coordinated by us): $[X]
☐ Annual inspection service (years 1–5 post-repair): $[X]/year
☐ Extended workmanship warranty to 10 years: $[X]

Payment schedule: 20% deposit on signing · 50% at materials-on-site milestone · 25% at practical completion · 5% at 90-day review.
What's NOT included: Any cosmetic finishes beyond patch-and-paint to match (separately quoted on request). Removal of asbestos (separately certified if encountered).

Page 6 · Insurance-Channel Page (only included if insurance flag = Yes)

• Letter to the loss adjuster · template structure pre-filled with property data
• Recommended assessor route by insurer (Suncorp, QBE, RACQ, AAMI — known assessors mapped)
• Assessor reconciliation history (anonymised) for similar jobs (precedent)
• Our role: "We work for you, not the insurer. If their scope differs from ours, we'll explain why."

Page 7 · Risk Reversal (per [AH-OFR] · [RC-INF])

5 Locked Guarantees:
1. 30-Day Quote Lock: The total is fixed for 30 days. If material costs rise, we absorb up to 5% before any conversation.
2. 7-Year Workmanship Warranty: Any failure attributable to our workmanship — we return and rectify, no charge.
3. Engineer-Backed Scope: If a registered engineer signs off our scope, you can rely on it (or we refund the engineering review fee).
4. Honest Withdrawal: If we find the job isn't right for us mid-engagement, we refund the deposit minus the engineering report cost (which you keep, transferable to any builder).
5. Insurance-Friendly Documentation: All quote artefacts are formatted to loss-adjuster standard — usable for claim defence if required.

Page 8 · About YBMT (authority + social proof)

• QBCC license # + photo of license card
• 20+ years · 1,200+ QLD homes repaired · 200+ insurance claims approved
• 3 testimonials (rotating set of 12 in CRM — auto-selected by similarity to current job profile)
• Builder bios (the named builder for the assessment + project lead)
• Insurance memberships + association badges (HIA, MBA QLD, QBCC)

Page 9 · Next Steps + Sign-Off Block

• 3-step accept process: 1) Reply by email · 2) Sign electronic acceptance link · 3) Deposit invoice issued
• E-signature block (DocuSign / equivalent embedded)
• Direct phone of builder + sales coordinator
• Final reminder: "If you're getting other quotes — happy to walk the differences with you. Honest conversation, no pressure."

8E · 24-Objection Handler Library (mapped to [CC-JTBD] jobs-to-be-done clusters)

Every objection mapped to the underlying JTBD it signals. Rep responds to the JTBD, not the surface objection. Library covers 80%+ of TDR conversations in S1 and S3.

#	Surface Objection	Underlying JTBD	Response Anchor (full script in CRM)
OB-01	"It's too expensive"	"Help me believe this is the right number"	Walk the value-stack page (P-08 8D Page 5). Compare to "what happens if you don't repair" cost trajectory.
OB-02	"I want to get other quotes"	"Help me feel confident I'm not being ripped off"	Encourage it. Offer to walk other quotes with them. Differentiates immediately from sales-y competitors.
OB-03	"Why so much more than [competitor]?"	"Help me understand the difference"	Walk scope-by-scope. Show the items the other quote omitted. Engineer-signed differentiation.
OB-04	"Can my pest controller do this?"	"Help me understand specialisation"	QBCC license category difference. Pest = chemical. We = structural. Show license categories side-by-side.
OB-05	"I'll just do part of it now"	"Help me reduce immediate spend without risking the house"	Walk the structural-integrity dependency tree — what HAS to be done first or the rest fails.
OB-06	"My insurance will pay"	"Help me think this isn't my problem"	Honest insurance conversation. Most policies cover damage from "sudden and unforeseen" — not gradual deterioration. We walk the wording.
OB-07	"Insurance said no"	"Help me get this overturned"	Second-opinion play — engineer report → reconsideration request. 30% of declined claims overturn with proper documentation.
OB-08	"I want to wait until next year"	"Help me delay this decision"	Show damage-progression rate per [JR-DBA] our own research dataset. Most cases 18% worse in 12 months.
OB-09	"I'm selling the house"	"Help me maximise sale price"	Disclosed-damage discount calculation. Show breakeven on repair vs disclosure-discount typical 1.8:1.
OB-10	"How do I know you're real?"	"Help me trust this isn't a scam"	QBCC online license check (live, in the meeting). Recent customer reference offered.
OB-11	"What if you find more damage during the job?"	"Help me cap downside risk"	Variation protocol — written notification, no work proceeds without sign-off. 95% of jobs finish at quote.
OB-12	"Can I get an engineer first?"	"Help me independently verify"	Encouraged. Recommend 2–3 independents. Engineer report transfers — quote remains.
OB-13	"Why does it take so long?"	"Help me get my house back fast"	Walk the dependency chain — engineering review → materials lead → structural sequencing. Most jobs 3–6 weeks.
OB-14	"Will my insurance go up?"	"Help me think about long-term cost"	Honest answer — typically no impact for damage claims (vs liability). Refer to insurance broker for confirmation.
OB-15	"My uncle is a carpenter, can he do this?"	"Help me reduce cost via family"	QBCC categories required for structural rectification. Family member can sub-contract under our license at scope rate — offered, transparent.
OB-16	"I don't have the cash"	"Help me find a way to do this"	Payment schedule (20/50/25/5) + 3rd-party finance partners (Brighte, Plenti) listed. No-interest options if applicable.
OB-17	"I'd rather not deal with insurance"	"Help me avoid bureaucracy"	Walk what we handle for them (the entire process). Show recent claim timeline (5 weeks typical).
OB-18	"Can you guarantee no more termites?"	"Help me feel safe long-term"	Workmanship warranty 7y. NOT a termite warranty (separate pest specialist required). Coordinate referral.
OB-19	"What's the worst that could happen?"	"Help me face the risk honestly"	Honest structural-failure conversation. We've seen 2 collapses in 20 years — both ignored repair quotes.
OB-20	"Do I have to repair if I keep the house?"	"Help me understand my legal options"	QBCC obligations re: structural soundness. Insurance condition re: claim disclosure on next event.
OB-21	"My builder mate said it's just cosmetic"	"Help me reconcile conflicting advice"	Offer joint review with builder-mate. Show specific photos that signal structural (not cosmetic). Honest discussion.
OB-22	"What's the cheapest version?"	"Help me find the floor"	Walk the minimum-safe-scope (separately quoted). Honest about what you're choosing not to do, and the risk.
OB-23	"Will my house be liveable during repair?"	"Help me plan around this"	Most jobs yes (sub-floor especially). Walk specific sequencing for habitability.
OB-24	"I want to think about it"	"Help me move forward without pressure"	Acknowledged. Offer 7-day no-contact window then one follow-up call. No nurture spam.

8F · BANT-S Qualification Framework (adapted for TDR)

Classic BANT (Budget, Authority, Need, Timeline) plus "S" for Suitability — whether the job fits YBMT's service scope. Run during S1. Captured in CRM as scored fields. Lead scoring drives S2 booking priority + S3 follow-up cadence.

Letter	Question to Surface	Score 1–5	Disqualify Threshold
B · Budget	"Roughly — out-of-pocket budget range, or fully insurance-funded?"	1 = "I can't afford anything" → 5 = "Insurance + cash ready"	≤1 with no insurance · refer to finance partner OR archive
A · Authority	"Is the decision yours alone, joint with partner, or with family?"	1 = "Need 3+ people" → 5 = "Sole decision-maker"	≤2 · ensure ALL decision-makers at S2 visit
N · Need (Severity)	"On a scale, how worried are you about the damage right now?"	1 = "Just researching" → 5 = "Can't sleep at night"	≤2 · longer nurture cadence, lower priority booking
T · Timeline	"When would you ideally have this done?"	1 = "Next year" → 5 = "This week"	≤2 · queue for nurture campaign, not active S2
S · Suitability	"Is this a structural damage repair, or are you looking for pest control?"	1 = "Pest control only" → 5 = "Confirmed structural damage"	≤2 · refer to pest partner (P-10), no S2 booking

Aggregate score routing: Score ≥18/25 → priority S2 booking within 48hrs · 13–17 → standard S2 within 5 days · 8–12 → email nurture only (forward to WS-10 cadence) · ≤7 → polite decline + referral to relevant partner (pest control, finance, etc.).

8G · Insurance-Channel Sub-Playbook (per Doctrine Rule 5)

Insurance leads convert at ~1.4× the rate of out-of-pocket leads and carry a 23% higher avg job value (claim settlement creates a budgeted spend ceiling that exceeds typical DIY-bookkeeping ceilings). They also take 1.6× longer to close and require specialist handling. Per Doctrine Rule 5, this is its own funnel: distinct script, distinct quote page (P-08 8D Page 6), distinct CRM tag, distinct follow-up cadence.

Inbound flag: S1 Q3 ("Is this potentially an insurance claim?") → "Yes" or "Not Sure" routes lead to insurance-channel rep + insurance-channel CRM tag.
Insurance-channel S1 variant: Additional 3 questions — insurer name (Suncorp/QBE/RACQ/AAMI/other), claim number if already lodged, loss-adjuster name if appointed. Establishes whether we're entering pre-claim, mid-claim, or claim-dispute stage.
Pre-Claim mode: Pre-claim quote includes our engineer report + scope, designed to be SUBMITTED with the claim. Common — homeowners often quote first to know what to claim for.
Mid-Claim mode: Loss adjuster has already appointed a "preferred" builder. Our role: independent second opinion. Often results in scope expansion + settlement increase.
Claim-Dispute mode: Insurer has declined or offered a low settlement. Our engineer report + detailed scope is the dispute defence. ~30% of declined claims overturn with our documentation.
S2 in insurance mode: Builder takes ADDITIONAL evidence photos formatted to assessor standards (corner-stamp date, grid reference, witness presence if available). 30 photos vs 24 in standard mode.
Quote page 6 (8D · Page 6): Auto-included when insurance flag = Yes. Pre-fills loss-adjuster letter template.
S3 follow-up: Longer cadence — insurance claims take 4–10 weeks vs 1–3 weeks for cash jobs. Touch sequence: D+3, D+10, D+21, D+42, D+63, D+84.
S4 contract: Two contract variants — "Subject to Insurance Approval" (deposit waived until claim approves) OR "Standard" (if homeowner self-funding ahead of claim).
Reporting: Insurance-channel reported separately in /kpi dashboard. Target: 35% of TDR closed-job count, 41% of closed-job revenue (higher AJV).

8H · CRM Record Structure for TDR Sales (data model)

Specifies the minimum CRM fields per TDR opportunity. Feeds P-12 instrumentation + /kpi dashboard. Lives in the YBMT CRM (HubSpot or equivalent — selected in WS-10).

Group	Field	Type	Required
Contact	Full name · email · phone · suburb	Standard	Y
Lead Source	Source channel (google_M1 / meta_M2 / direct / referral / partner)	Picklist	Y
Lead Source	Source detail (campaign name / referral source name)	Text	Y
BANT-S	B, A, N, T, S scores (1–5 each)	5× numeric	Y at S1 close
BANT-S	BANT-S aggregate (auto-sum)	Calculated	Y (auto)
Damage	Damage extent assessment (Cosmetic / Structural-Minor / Structural-Major / Critical)	Picklist	Y at S2 close
Damage	Photo album link (CRM-native gallery)	URL	Y at S2 close
Insurance	Insurance flag (Yes / No / Not Sure)	Picklist	Y at S1 close
Insurance	Insurer name + claim # + loss adjuster (if applicable)	Text fields	Y if insurance Y
Insurance	Claim stage (Pre / Mid / Dispute)	Picklist	Y if insurance Y
Quote	Quote # · amount · validity date · sent date	Multi-field	Y at S3 send
Quote	Quote status (Sent / In Follow-up / Won / Lost / No-Decision)	Picklist	Y at S3+
Operations	Project # · contract date · start date · completion date	Multi-field	Y at S4 close
Financial	Quoted amount · invoiced amount · GP $ · GP %	Multi-field	Y at handover + close
Conversion Sync	Google Click ID (GCLID) · Meta Click ID (FBCLID) · UTM string	Text fields	Y at S1 (auto-capture)

8I · Sales Coaching + Call-Review Protocol

Call recording: All inbound + outbound calls recorded (consent banner — both legs of conversation acknowledged at call open).
Weekly sample review: Sales manager listens to 5 calls per rep/week — 1 won, 2 lost, 2 mid-funnel. Coaching note logged in CRM.
Coaching framework (CFAR · adapted for sales): Context (what was the lead profile) · Findings (what worked, what didn't) · Action (specific behaviour to change) · Re-Run (rep practises in a mock call before next inbound).
Quote-document review: Sales coordinator reviews every quote doc before it's sent (2nd pair of eyes — format, math, scope language).
Won-deal debrief: 5-minute structured debrief on every won deal: source channel, BANT-S aggregate, top objection encountered, what closed the deal. Captured in CRM as "Win Note."
Lost-deal debrief: 10-minute structured debrief on every lost deal: source channel, scoring, primary loss reason (price / timing / competitor / no-decision / not-fit). Quarterly loss-reason analysis feeds back into P-05/P-06 audience refinement + P-08 objection library updates.
Monthly KPI scorecard: Rep scorecard = leads handled · S1→S2 conversion · S2→S3 conversion · S3→Won conversion · avg quote $ · avg won $ · avg cycle days. Top + bottom flagged for coaching focus.

PILLAR P-08 · SALES ENABLEMENT — DEPLOYMENT-READY4-stage motion · 6 SLAs · target lead→close 34.3%9-page quote template · 24 objection handlers · BANT-S frameworkInsurance sub-playbook · 16-field CRM model · weekly coaching protocol

PILLAR P-09 · DEPLOYABLE ASSET KIT

Social Content Engine — Organic Owned-Media Kit

Deployment-ready organic social content engine for the Termite Damage Repair LOB. Specifies the channel mix, the 8 locked content pillars, the 90-day editorial calendar template, a 64-piece opening content library (52 weeks × ~12 posts/week of seed content slots with the first month fully written), the quarterly batch-production model, hashtag strategy by platform, and the reporting schema. Designed for sustainability — the full TDR social presence is producible in 3 production days per quarter at handover scale. Framework basis: [BS-HBG] Sharp consistent distinctive assets across every post, [RC-INF] authority through proof-of-craft content, [JR-DBA] DBA system locked across every visual.

9A · Channel Mix + Weekly Cadence (12 posts/week)

Channel	Audience Function	Cadence	Primary Format	Production Source
Facebook	Primary owned-media · feeds Meta retargeting · 35-65 homeowners	3 posts/wk (Mon-Wed-Fri 7am)	1:1 static · 4:5 portrait · carousel · occasional video	Batch quarterly
Instagram	Visual proof-of-craft · younger homeowner demo · Reels seed P-06 MOFU	3 posts/wk + 5 stories/wk	9:16 Reels · 1:1 Feed · 9:16 Stories	Batch + on-site captures
LinkedIn	B2B authority · insurance assessor + real-estate referrer warm-up	1 post/wk (Tue 8am)	Long-form text + 1:1 graphic	Carla bylined · monthly batch
TikTok	Reach scale · younger homeowner anxiety education	2 posts/wk (Thu-Sun 6pm)	9:16 vertical 15-45s	Builder-on-site captures + B-roll
YouTube Shorts	Long-tail SEO discovery · evergreen tutorials	6 Shorts/month	9:16 vertical 30-60s	Repurposed from TikTok + standalone

Total cadence: 12 feed posts + 5 stories per week = 884+ pieces of content per year. Producible in 12 batch-days/year (3 days × 4 quarters). One quarterly content batch seeds the next 13 weeks of scheduled output — sustainable at handover scale.

9B · The 8 Locked Content Pillars (editorial framework)

Every TDR organic post maps to one of 8 content pillars. Pillars are weighted to maintain balance — anxiety-education and proof-of-craft together carry 50% of output; the other 6 pillars rotate. Lock prevents the channel from drifting into generic "home renovation" content that dilutes positioning.

#	Pillar	Weight	Purpose	Example Hook
CP-01	Anxiety-Education	25%	Educate the latent audience · seed Meta WA-02 pool	"5 signs of termite damage your pest inspector missed"
CP-02	Proof-of-Craft	25%	Show the work · build authority per [RC-INF]	"This stump looked fine. Then we cut it open. Watch."
CP-03	Customer Story	12%	Social proof · case-narrative format	"Chapel Hill couple thought they'd have to sell."
CP-04	Insurance Channel	10%	Doctrine Rule 5 — own funnel education	"How a Suncorp claim actually works in 2025"
CP-05	Behind-the-Scenes	8%	Trust + transparency · "real people" content	"Tuesday morning at the YBMT office: how we triage 20 leads"
CP-06	Compliance + Standards	8%	Authority-establishment · QBCC/engineering content	"What QBCC license #1234567 actually requires us to do"
CP-07	Seasonal + SE QLD-Specific	7%	Local relevance · weather/season-driven	"Post-summer-storm: 3 things to check around your stumps"
CP-08	Group Cross-Sell	5%	Per TDR Doctrine Rule 4 · cross-LOB seed at completion	"While we're here — your deck might be next" (POE bridge)

9C · 90-Day Editorial Calendar Template (Weeks 1–13 · rolling)

Weekly slot grid. Locked positions = Mon/Wed/Fri at 7am (FB+IG feed) · Tue 8am (LinkedIn) · Thu/Sun 6pm (TikTok). Each slot pre-assigned to a content pillar — content writer fills the specific piece from the quarterly batch library. Predictable rhythm = predictable audience habit = higher organic reach (per [BS-HBG] mental availability).

Day · Time	Platform	Slot Pillar	Format	Hashtag Set
Mon 7am	FB + IG Feed	CP-01 Anxiety-Education	Carousel 5-7 cards	HS-EDU
Tue 8am	LinkedIn	CP-06 Compliance OR CP-04 Insurance	Long-form text + 1:1 graphic	HS-B2B
Tue 12pm	IG Stories (3)	CP-05 BTS · CP-07 Seasonal	9:16 vertical 15s clip + 2 statics	—
Wed 7am	FB + IG Feed	CP-02 Proof-of-Craft	Before/After static OR 30s video	HS-CRAFT
Thu 6pm	TikTok	CP-01 Anxiety-Education OR CP-02 Craft	9:16 vertical 15-45s	HS-TT
Thu 7pm	IG Stories (2)	Promote Thu TikTok + Wed Feed	9:16 share + question sticker	—
Fri 7am	FB + IG Feed	CP-03 Customer Story (week 1+3) · CP-08 Cross-Sell (week 2+4)	Carousel 4 cards or 1:1 static	HS-STORY / HS-XS
Sun 6pm	TikTok	CP-07 Seasonal OR CP-05 BTS	9:16 vertical 15-30s	HS-TT
Mid-month	YouTube Shorts	Repurposed TikTok	9:16 vertical · same edit re-uploaded	HS-YT

9D · Opening Content Library — Weeks 1–4 Fully Written (~50 pieces seeded)

The opening 4-week library is fully written below — YDT schedules and publishes from day one. Subsequent quarterly batches follow the same template structure.

SP-W1-01 · Mon Week 1 · FB+IG · CP-01 Anxiety-Education · Carousel

Title: "5 Signs of Termite Damage Most Pest Inspections Miss"
Card 1 (cover): Hero text "5 signs of termite damage most pest inspections miss" · navy bg · timber accent · YBMT logo
Card 2: "1. Skirting that gives slightly when you press it" + close-up photo from PC-S2-01 IG-06 capture
Card 3: "2. Doors that drag in dry months (not just wet)" + photo
Card 4: "3. Bubbling paint that isn't moisture-driven" + photo
Card 5: "4. Stumps that look fine — but sound hollow" + photo from SF-02
Card 6: "5. Floor flex that wasn't there 18 months ago" + photo
Card 7 (CTA): "Worried? Download our free 8-chapter Repair Guide → link in bio. QBCC #1234567."
Caption: "Pest inspectors look for live termites. Damage repair specialists like us look for what the termites left behind. Here's what we find that pest reports often miss. Save this post if you've ever wondered. ↓ Download our free guide — link in bio. #termitedamage #brisbanehomeowner #qbccbuilder"
Hashtags: HS-EDU set

SP-W1-02 · Tue Week 1 · LinkedIn · CP-06 Compliance · Long-form text

Headline: "Why we cite our QBCC license number on every quote — and most builders don't"
Body (~280 words): "Most homeowners never check a builder's QBCC license. We don't blame them — the QBCC online system isn't exactly Instagram-friendly. But in 2024, the Queensland Building and Construction Commission investigated 1,847 unlicensed work complaints. 312 of them involved structural repairs. // We cite license #1234567 on every quote we issue. We list our license category. We list our public liability insurer. We list our home warranty insurance. Here's why: // (1) A licensed builder accepts personal liability for the work. Unlicensed operators don't. // (2) Our license category specifically covers structural repair — not just 'building work.' Termite damage is structural. The license category matters. // (3) If there's a dispute, QBCC mediates. Without a licensed builder, you're in court. // // For homeowners reading this: when you receive any building quote, ask three questions. (a) What's your QBCC license number? (b) What category is it? (c) Can I verify it online? If the answer to any of those is hesitation — keep shopping. // Carla Oliver, CFO · YBMT"
Image: 1:1 graphic with the 3-question framework + QBCC logo
Hashtags: HS-B2B set

SP-W1-03 · Wed Week 1 · FB+IG · CP-02 Proof-of-Craft · Before/After Static

Visual: Side-by-side before/after of subfloor rebuild · navy frame · "BEFORE" / "AFTER" labels in timber pill
Caption: "Bardon. 4-bed Queenslander. Subfloor + 3 bearers. // The owners thought they'd have to underpin the whole house. Engineer reviewed our scope — said sister-jointing 2 of the 3 bearers, replacing 1, was structurally sound. // 4 weeks on site. $14,200 fixed price. Insurance covered 73%. // Save this post if you've been worried that your damage is 'worst-case' — most aren't. Free 48-hour quote → link in bio. // #brisbanebuilder #termitedamage #queenslander"
Hashtags: HS-CRAFT set

SP-W1-04 · Thu Week 1 · TikTok · CP-01 Anxiety-Education · 9:16 video 30s

Hook (0:00–0:02): Builder holding a hollow piece of timber to camera. "Pest inspector said 'no termites.' Here's what they missed."
Body (0:02–0:25): Quick cuts of damage spots in a real home (with owner permission · captured per PC-S2-01) · voice-over: "This skirting moves when you press it. This architrave sounds hollow. This stump looks fine on the outside — until you tap it. None of these are live termite activity. All of them are damage. Pest inspection found nothing. Damage repair found $11,400 worth of work."
Close (0:25–0:30): Builder direct-to-camera · "If your inspection report said 'clear' — that just means no live activity today. Damage from years ago can still be there. We do free 48-hour second-opinion checks. Link in bio."
Caption: "Pest inspections don't catch termite damage. They catch live termites. Different job entirely. // Free 48-hour second-opinion damage check → link in bio. // QBCC licensed builders, not pest controllers. // #termitedamage #brisbanehome #qldhomeowner #pestcontrol"
Hashtags: HS-TT set

SP-W1-05 · Fri Week 1 · FB+IG · CP-03 Customer Story · Carousel

Card 1: "How a Chapel Hill couple got 87% of their termite repair covered by insurance" + photo of home exterior (with owner release)
Card 2: "The damage: bearer + 3 stumps + subfloor sheeting. Found during pre-sale inspection. They thought it was a deal-breaker."
Card 3: "Our engineer report identified gradual + sudden damage zones separately. Suncorp policy covered the 'sudden' damage portion."
Card 4: "Total repair $28,500. Settlement $24,795. Out-of-pocket $3,705. Sold the house 6 weeks later — full asking price."
Card 5 (CTA): "Insurance claim? Talk to us — we work for you, not the insurer. Free consultation → link in bio."
Caption: "Insurance and termite damage isn't a yes/no question. Most policies cover damage from 'sudden and unforeseen' but not 'gradual deterioration.' The line between them is where we earn our keep. // 200+ approved claims since 2004. // Free insurance-claim consultation → link in bio. // #insuranceclaim #termitedamage #brisbanehomeowner"
Hashtags: HS-STORY set

SP-W1-06 · Sun Week 1 · TikTok · CP-07 Seasonal · 9:16 video 20s

Hook: Builder pointing at perimeter ground line · "Post-summer-storm — check these 3 things around your house."
Body: Quick walk · "(1) Ground saturation around stumps — wet timber + termites = bad. (2) Mulch within 30cm of the wall — termite highway. (3) Roof valley drainage onto walls — moisture entry point. Fix any of these you can in an afternoon."
Close: "We're not here to sell you anything in this video. Just things to check. If you find something you're worried about — free 48-hour check, link in bio."
Caption: "QLD homeowners — your post-storm 5-minute walkaround. Save this. // #brisbanehome #qldweather #termitedamage #postsummer"
Hashtags: HS-TT

SP-W2-01 · Mon Week 2 · FB+IG · CP-01 · Carousel

Title: "The 4 questions to ask every termite damage quote (most homeowners never do)"
Cards 2-5: Q1: "What's the QBCC license # and category?" · Q2: "Is the scope engineer-reviewed?" · Q3: "What's the variation protocol if you find more during the job?" · Q4: "What's the workmanship warranty?"
Card 6: "Save this carousel before your next quote. Free 8-chapter Guide → link in bio."
Hashtags: HS-EDU

SP-W2-02 · Tue Week 2 · LinkedIn · CP-04 Insurance · Long-form (~310 words)

Headline: "Why most termite damage claims get partially denied — and how to defend against it"
Body theme: Walk the "sudden and unforeseen" vs "gradual deterioration" insurance clause distinction with anonymised real case study. Position YBMT as the builder that produces documentation defensible at claim time.
Image: 1:1 graphic showing the two-zone damage diagnosis approach

SP-W2-03 · Wed Week 2 · FB+IG · CP-02 · Video 45s

Hook: "This is how we cut open a stump to see what's really inside."
Body: 30 seconds of builder-on-site footage from PC-S2-01 SF-02 captures · voice-over walking through what we look for (hollow chambers, mud lining, soft outer / hard core inversions). Educational + craft-proof.
Close: "QBCC #1234567. Free assessments. Link in bio."

SP-W2-04 · Thu Week 2 · TikTok · CP-02 · 9:16 video 25s

Hook: "This builder mate told the homeowner it was 'just cosmetic.' Wrong."
Body: Walk a real case where surface-looking damage was structural. Show the engineering test (deflection / load test). Honest correction-of-record content.
CTA: "Free second-opinion check. Link in bio."

SP-W2-05 · Fri Week 2 · FB+IG · CP-08 Cross-Sell · 1:1 static

Hook: "While we're here, your deck might be next."
Caption: "Termite damage repair often surfaces other timber issues — particularly decks and outdoor entertainment areas exposed to weather. We're not pushy. But if while we're under your house we see your deck is at risk, we'll mention it. // That's how we end up doing pool + deck makeovers for old termite damage clients. Same builders, same standards. // Free home walkaround any time. Link in bio."
Note: Bridges to POE LOB per Doctrine Rule 4. First instance of cross-LOB seeding in the social channel.

SP-W2-06 · Sun Week 2 · TikTok · CP-05 Behind-the-Scenes · 9:16 video 20s

Hook: "What 6am looks like at YBMT before we head to a job."
Body: Workshop footage · loading the ute · brief team huddle. Humanises the brand without being precious. Per [RC-INF] liking + commonality.

SP-W3-01 to SP-W3-06 · Week 3 (titles, full briefs scheduled in CRM Notion doc)

• W3-01 (Mon · CP-01): "What termite damage looks like in 5 different SE QLD house styles" carousel
• W3-02 (Tue · CP-06 LinkedIn): "The engineer-builder loop: why every structural repair should have two sets of eyes"
• W3-03 (Wed · CP-02 Craft): "How we set up the work area for a 6-week subfloor job" walkthrough video
• W3-04 (Thu · CP-01 TikTok): "Could you tell the difference between termite damage and water damage? Most people can't"
• W3-05 (Fri · CP-03 Story): "Currumbin beach house · stumps + deck · $9,800 · 3 weeks" customer story carousel
• W3-06 (Sun · CP-07 Seasonal TikTok): "Pre-storm-season check — 4 things to do before October"

SP-W4-01 to SP-W4-06 · Week 4 (titles, full briefs scheduled in CRM Notion doc)

• W4-01 (Mon · CP-01): "7 myths about termite damage repair · honest answers"
• W4-02 (Tue · CP-04 LinkedIn): "What a loss adjuster actually looks at — from the assessor side"
• W4-03 (Wed · CP-02 Craft): "Sister-jointing vs full replacement: when to choose which"
• W4-04 (Thu · CP-01 TikTok): "Watch us do the floor flex test you can do yourself at home"
• W4-05 (Fri · CP-08 Cross-Sell): "Your unit needs a renovation? We do those too" (UR LOB bridge)
• W4-06 (Sun · CP-05 BTS TikTok): "Quarterly company meeting · what we measure and why"

9E · Hashtag Sets by Platform + Pillar

Set ID	Platform	Pillar Context	Hashtags (locked rotation)
HS-EDU	FB+IG	CP-01 Anxiety-Education	#termitedamage #brisbanehomeowner #qldhomeowner #qbccbuilder #termiterepair #seqld #homemaintenance #brisbane
HS-CRAFT	FB+IG	CP-02 Proof-of-Craft	#brisbanebuilder #structuralrepair #termitedamage #qldconstruction #queenslander #brisbanetrade #carpenter #qbcc
HS-STORY	FB+IG	CP-03 Customer Story	#termitedamage #insuranceclaim #brisbanehomeowner #beforeafter #qldhomes #seqld
HS-XS	FB+IG	CP-08 Cross-Sell	#brisbanepool #poolrenovation #qldhomeowner #outdoorentertainment #brisbaneunit #unitrenovation
HS-B2B	LinkedIn	CP-04/CP-06	#queenslandbuilders #insuranceindustry #propertyclaims #qbcc #constructionleadership #seqld #buildingindustry
HS-TT	TikTok	All	#termitedamage #brisbanetrade #builderslife #qldhomeowner #buildingtok #constructiontiktok #homeimprovement #pestcontrol
HS-YT	YouTube Shorts	All	(YouTube Shorts auto-tag-from-title approach + manual: termite damage, termite repair, Brisbane builder, structural repair)

Rule: Max 8 hashtags FB+IG, max 5 LinkedIn, max 8 TikTok. Avoid trending-but-irrelevant hashtags (algorithm penalty). Quarterly review — replace bottom 2 performing tags per set.

9F · Quarterly Batch-Production Model (3 production days per quarter)

Day 1 (in-studio · half day): Carla LinkedIn videos (3 × 60-90s) + LinkedIn long-form drafting (13 posts) + workshop B-roll capture.
Day 1 (on-site · half day): Builder-on-site capture at active job (2 × TikTok scripts + 4 × proof-of-craft static photos + 2 × IG Stories content).
Day 2 (full · graphic batch): Designer batch-produces 13 weeks of Mon/Wed/Fri statics + carousels (39 feed assets) using locked DBA system from P-01.
Day 3 (full · video edit batch): Editor cuts the 26 TikTok pieces + 13 IG Reels + 6 YouTube Shorts for the quarter. Repurpose protocol: every TikTok also outputs an IG Reel cut + a YouTube Short cut from same footage.
Total quarterly output: 39 FB+IG feed assets + 26 TikTok + 13 IG Reels + 6 YouTube Shorts + 13 LinkedIn posts + 65 IG Stories = 162 pieces of content per quarter. Annual: 648 pieces. Cost: 12 production days/year + 1 day/week of scheduling + community management.
Tooling: Production schedule in CRM-linked Notion · scheduling via Meta Business Suite + Buffer (LinkedIn/TikTok/YT) · community management via Meta Inbox + LinkedIn native + TikTok Studio. Response SLA: ≤4 business hours during 9-5 Mon-Fri.

9G · Community Management + Comment-Reply Playbook

SLA: ≤4 business hours response time on all public comments + DMs across all channels.
5-class reply framework:(a) Genuine question → real, substantive answer + invitation to DM for specifics · (b) Praise / thanks → personal, warm acknowledgement (never copy-paste) · (c) Complaint / concern → public empathy + offer to move to DM/phone within 1 reply · (d) Sales prospect signals ("How much would XYZ cost?") → public range answer + invitation to free assessment · (e) Spam / abuse → hide (don't delete) · escalate to manager if pattern emerges.
Voice consistency: Per P-01 01D voice-tone spec. DBA voice rules apply identically in comments. Carla's voice (LinkedIn) is distinct from builder voice (TikTok). Tagged in CRM so the right voice handles each reply.
Negative reviews / 1-star comments: Manager-only handling. Public reply within 24hrs: acknowledge + invite to call. Internal: 48hr investigation + root-cause documented in CRM.
UGC requests: If someone tags us in their own renovation/repair → ask for permission to repost (DM template ready) + offer hosting on our gallery. Convert engagers to brand advocates.

9H · Reporting Dashboard Schema (feeds /kpi)

Tier	Metric	Cadence	Threshold / Trigger
F1 Awareness	Follower count (each platform)	Monthly	+3% MoM target · trigger review if <1%
F1 Awareness	Total reach (each platform · monthly)	Weekly	FB+IG ≥45K/mo · TikTok ≥80K/mo · LinkedIn ≥6K/mo
F1 Awareness	Engagement rate (per post)	Weekly	FB ≥1.2% · IG ≥3.0% · TikTok ≥4.5% · LinkedIn ≥2.8%
F2 Acquisition	Bio link clicks (Linktree · all platforms)	Weekly	≥150/week steady-state
F2 Acquisition	Lead form submissions (UTM-tagged organic_social)	Monthly	≥8/month qualified
F2 Acquisition	P-06 retargeting pool growth (Meta WA-02 video viewers 25%+)	Monthly	+2,500/mo seeded by P-09 organic video
F3 Monetisation	Closed jobs attributed to organic_social (UTM + CRM self-report)	Quarterly	≥6/quarter · ~3% of TDR closed-job count
F3 Monetisation	Effective CAC (organic_social attributed)	Quarterly	≤$140 (lower than paid · organic ROI driver)
Hygiene	SLA compliance (≤4hr reply)	Weekly	≥95% of comments/DMs
Hygiene	Content pillar mix vs lock	Monthly	±3% of locked 9B weights
Hygiene	Top 5 + Bottom 5 performers per pillar	Monthly	Bottom-5 review → batch-2 adjustment

PILLAR P-09 · SOCIAL — DEPLOYMENT-READY5 channels · 12 posts/week · 8 locked content pillarsOpening 4-week library fully written · 162 pieces/quarter3 production days/quarter · 648 pieces/year · sustainable at handover

PILLAR P-10 · DEPLOYABLE ASSET KIT

Partnerships & Referral Engine

Deployment-ready partnership and referral kit. Builds 5 distinct partner channels — pest control specialists, real-estate / pre-purchase inspectors, insurance brokers + loss adjusters, structural engineers, and home renovators / interior designers. Each channel has its own value proposition, deal structure, enablement asset library, and onboarding protocol. Target: 28% of TDR revenue from partner-sourced leads by end of year 1, up from 18% baseline. Framework: [RC-INF] reciprocity + liking (relationships first, deal second).

10A · The 5 Partner Categories + Strategic Logic

#	Category	Their Job	Why They Refer Us	Target Partner Count Yr 1
PT-01	Pest Control Specialists	Find live termites + chemical treatments	Their licence doesn't cover damage repair · we're the natural complement, not competitor	12 active partners
PT-02	Pre-Purchase / Building Inspectors	Building & pest reports for buyers	"Significant damage" flagged in report → buyer needs builder quote · we are the trusted referral	20 active partners
PT-03	Insurance Brokers + Loss Adjusters	Manage policyholder claims	Need defensible repair scope from licensed builder · our reports are claim-ready	15 active relationships
PT-04	Structural Engineers	Independent structural verification	Get referrals to us for the repair scope our engineer worked on · mutual referral loop	8 active partners
PT-05	Renovators / Interior Designers / Real-Estate Stylists	Front-end renovation services	Their clients discover termite damage mid-project · we're the specialist they trust	10 active partners

10B · Deal Structures (referral fees, reciprocity terms, exclusivity)

Category	Referral Fee	Reciprocal Referrals From Us	Exclusivity	Payment Trigger
PT-01 Pest	5% of net contract value (capped $1,200/job)	Yes · all our customers needing chemical treatment	Non-exclusive, but preferred-partner status w/ 12-month lock	Day 30 post-completion (after refund window)
PT-02 Inspectors	$400 flat per closed job referred (regardless of size)	Yes · all our buyers needing pre-purchase inspection	Non-exclusive, but featured on /partners page	Day 30 post-completion
PT-03 Insurance	No direct fee (compliance-sensitive) · we provide free engineer-grade documentation + Co-marketing relationships	n/a — we are their service provider	Preferred-builder list (their internal use)	n/a · long-term relationship
PT-04 Engineers	10% mutual referral · invoiced via separate sub-contract route	Yes · all our customers needing independent engineer review	Non-exclusive · 3-engineer preferred panel maintained	Day 30 post-completion (both directions)
PT-05 Renovators	5% of net contract value (capped $1,500/job)	Yes · all our customers needing renovation works post-repair	Non-exclusive · listed in our partner directory	Day 30 post-completion

Compliance note: Insurance industry referral fees are heavily regulated under ASIC / Code of Practice. PT-03 fee structure is INTENTIONALLY zero direct fee — relationship is sustained through service quality, free documentation, and reciprocal-respect (we don't poach insurance contacts, they don't pressure our quotes).

10C · Partner Enablement Assets (per category)

PA-01 · One-Pager (per category · 5 variants)

1:1 PDF, double-sided print + screen-friendly. Front: Why-YBMT value prop for THAT partner's clients (e.g., for pest control: "We do what your license doesn't cover — and we'll refer chemicals back to you when our jobs need them"). Back: Practical referral mechanics (how to send, what we send back, response SLA, fee structure).

PA-02 · Co-Branded "Termite Found · Now What?" Customer Leave-Behind

A4 single-sheet for pest/inspector partners to leave with homeowners when damage is identified. Co-branded with their logo + ours. Explains the next-step process (find a repair builder, get a quote, navigate insurance). YBMT contact details listed alongside theirs. Builds trust, NOT exclusivity — partners can leave multiple builder cards if they choose; this one is well-designed.

PA-03 · Partner Referral Portal (web)

/partners on the YBMT site. Logged-in dashboard for active partners. Submit-a-referral form, status tracking (lead received → quoted → won/lost → fee triggered), monthly fee statement download. Email notifications at each stage. Plus directory of OUR preferred partners — partners get listed in exchange for tagging.

PA-04 · Insurance Documentation Pack (for PT-03)

Loss adjuster + insurance broker enablement: 3-page primer on how we structure our reports (engineer review, photo standard, scope language), 5 anonymised example reports, our QBCC license + insurance certificates + indemnity coverage proof. Sent to every assessor/broker we engage.

PA-05 · Quarterly Partner Newsletter (email)

Sent to all active partners + warm relationships. 4 sections: (1) Notable jobs we did last quarter (anonymised case studies), (2) QBCC / industry updates, (3) Featured-partner profile, (4) Calendar of free joint education events (e.g., "Insurance & Termite Damage" CPD-eligible lunch for brokers). Built using P-09 P-11 visual system. Per [RC-INF] reciprocity: we give them value (information, spotlight, free CPD) before we ask for the next referral.

10D · Partner Onboarding Motion (90-day cadence)

Day 0 · Identify: Partnership Lead identifies prospect partner (cold prospecting list maintained in CRM by category). Initial outreach is personal email (NOT cold-call) referencing a specific case + their work.
Day 1-14 · First Meeting: Coffee or office tour (their choice). 45min agenda: their business, their pain points referring damage work, OUR value prop, transparent fee/relationship structure. No pitch on day 1.
Day 14-30 · Reciprocal Sample: Send them a relevant referral FROM us before asking for the first one. Demonstrates good faith. Or, attend one of their events as guest.
Day 30-60 · Formal Partnership: Send signed Partnership Agreement (1-page · IP-locked template). Activate their CRM partner code + portal access. Send PA-01 one-pager + PA-02 customer leave-behinds (50 of each, complimentary).
Day 60-90 · First Referral Loop: Manage the first inbound referral from them to PERFECT standard — fast response, exemplary handling, fast fee-payment if it closes. Sets the pattern.
Day 90+ · Quarterly Touch: In-person check-in every quarter. Newsletter monthly. Two CPD/joint events per year. Performance review with each active partner annually (their referral volume + our response performance both reviewed).

10E · Partner-Sourced Lead Handling Variant (different from cold leads)

S1 SLA: 2 business hours (vs 4 hours for cold leads) — partner referrals are HIGHER priority. Tag in CRM source=partner_PT-XX.
S1 Opening: "Hi [Name], [Partner Name] put us in touch — they spoke very highly of you. I want to make sure we live up to what they said about us. Got a few minutes?"
S1 BANT-S threshold: Partner-sourced leads accepted at score ≥10 (vs 13 for cold) — partner has already pre-qualified.
S2 Booking: Within 72 hours guaranteed (vs 5 business days for cold). Partner gets a status email when S2 is booked.
S3 Quote: Same 48hr SLA. Partner CC'd on the quote-sent notification (their lead, they should know).
Closed-Win: Partner gets a "thanks" email + fee statement + their referral count incremented in the partner portal. Quarterly leaderboard sent to all partners (anonymised by name, but everyone knows who's at the top).
Lost: Partner gets a debrief email — what we quoted, what they chose instead, why. Partners appreciate the transparency. Often results in second-chance referrals (partner says "I told them they should reconsider you").

10F · Reporting Schema (feeds /kpi)

Metric	Cadence	Threshold
Active partner count (by category)	Monthly	65 active by end Year 1
Partner-sourced leads (% of total TDR leads)	Monthly	≥22% steady-state
Partner-sourced closed jobs (% of TDR revenue)	Quarterly	28% target Year 1 end
Lead → Close ratio (partner-sourced)	Quarterly	≥45% (vs 34.3% cold)
Avg time-to-close (partner-sourced)	Quarterly	≤21 days (vs ~35 days cold)
Referral fee paid (per quarter)	Quarterly	Track vs CAC equivalent · target ≤2.5% of partner-sourced revenue
Reciprocal referrals sent BY us	Monthly	≥1:1 ratio with received (proves we're a real partner, not a leech)
Partner NPS (quarterly survey)	Quarterly	≥+50 (warm)

PILLAR P-10 · PARTNERSHIPS — DEPLOYMENT-READY5 partner categories · 65 active partners target · 28% revenue target Year 15 partner enablement assets · 90-day onboarding cadence · partner-portal spec

PILLAR P-11 · DEPLOYABLE ASSET KIT

Print & Physical Touchpoint Kit

Physical-world brand touchpoint kit for the TDR LOB. Specifies every offline asset that carries the YBMT identity — vehicle livery, on-site signage, uniforms, business cards, printed customer leave-behinds, direct mail, branded merchandise, and trade show / community event kit. Built to the locked P-01 DBA system. Critical for TDR because the at-the-house moment (on-site assessment) is the highest-stakes brand-impression moment in the entire sales motion — physical signals must match the digital quality.

11A · Vehicle Livery (4 ute / van variants)

Asset	Specification
VL-01 · Lead Builder Ute (Hilux/Ranger)	Full-wrap: Navy body w/ timber accent stripe. Side panels = "YBMT · Termite Damage Specialists" + QBCC #1234567 + 1300-YBMT-FIX + URL. Rear = "Termite Damage? We Repair It." + URL. Bonnet = small YBMT logo only.
VL-02 · Service Van (Hiace/Transit)	Half-wrap (cost-controlled). Side panels = company name + DBA + phone. Cream body, navy panel.
VL-03 · Assessor Vehicle (sedan/SUV)	Magnetic decals only (removable for personal use after-hours). Driver/passenger door magnets.
VL-04 · Trailer (subfloor work trailer)	Side panels = QBCC license #1234567 large + URL. Sees a lot of suburban exposure during 3-6 week jobs.

11B · On-Site Signage (Job Site = Free Billboard)

OS-01 · Job-Site A-Frame (90 × 60cm corflute): Front: "YBMT Termite Damage Repair · Work In Progress · QBCC Licensed". Back: URL + phone. Placed on footpath in front of job (suburb-dependent — check council permit).
OS-02 · Builder Welcome Card (A5 hung at front door first day): "Hi neighbours — YBMT will be on-site at #[number] [street] for the next [X] weeks. We'll keep noise to business hours, the site tidy, and parking respectful. If you have any concerns: [builder phone]." Pre-empts complaints, builds neighbourhood goodwill, surfaces curiosity leads.
OS-03 · Project Completion Plaque (small · for client to keep): A6 metal plaque with "Termite Damage Repair Completed by YBMT · [Date]". Gifted to clients at sign-off — many display on garage wall or shed. Trust signal for future buyers/inspectors.
OS-04 · Subfloor Access "We Were Here" Sign (laminated A4 left in crawlspace): When future tradies/owners open the access hatch in 5 years they see "Termite damage repair completed [Date] by YBMT · QBCC #1234567 · 7-year warranty active until [Date+7y]". 5-year-deferred brand recall asset.

11C · Uniforms + Business Cards

U-01 · Builder On-Site: Navy work shirt (long + short sleeve) with embroidered YBMT logo (chest left) + "Termite Damage Specialists" (back). Timber-colour high-vis vest for compliance. Navy work pants. Same builder = same outfit every visit — recognisability per [BS-HBG].
U-02 · Assessor/Sales: Polo shirt (cream w/ navy collar) + name embroidered. More approachable than the work shirt for at-the-door first meet.
U-03 · Carla / Office: Branded button-up + casual blazer for LinkedIn shoots + client meets. Doesn't look "uniformed" — looks "polished."
BC-01 · Builder Business Card: Heavyweight 350gsm card · navy front · timber back. Front: Name · QBCC license · 1300-YBMT-FIX · URL. Back: "Termite Damage Specialists · Free 48-Hour Quote · Engineer-Signed Scope · Insurance-Claim Ready." QR code links to direct booking page.
BC-02 · Carla / Director Card: Same paper + colour system, name larger. Reverse side: "CFO · YBMT" + LinkedIn URL. For B2B (partner / insurance / engineer) contexts.

11D · Print Customer Leave-Behinds (S2 + S4 stages)

LB-01 · "What Happens Next" A5 (left at S2 on-site): 1-pager summarising the 5-step process from P-02 02E, the 48hr quote SLA, and what they should expect in the email. Reduces post-visit anxiety, increases quote-acceptance.
LB-02 · Quote Doc Print Companion (delivered with quote PDF if requested): Same 9-page quote also available as a printed bound document on request — for older homeowners who prefer paper. $0 cost upsell for trust signal.
LB-03 · Job-Start Welcome Pack (delivered at S4 contract): A5 folder containing: contract copy, schedule with milestone dates, key contact card, what-to-expect-each-week guide, our 7-year warranty card, and a hand-written welcome note from Carla.
LB-04 · Project Completion Folder (handed at S4 sign-off): Larger A4 folder: all photos before/during/after, engineer report, compliance certificates, warranty documents, request-a-review prompt with QR code to Google review.

11E · Direct Mail Program (Targeted Suburb Drops)

Targeted direct mail to the 12 high-termite-pressure suburbs identified in P-05 5G + P-04 SEO targeting. Quarterly drops, ~3,500 letterboxes per drop. Anti-junk-mail-protected addressing (Australia Post Householder service · "addressed" — looks personal).

DM-01 · "Discovered Termite Damage in [Suburb]" Quarterly Postcard: A5 dual-sided. Front: A real anonymised case from THAT suburb ($X repair · timeline · outcome). Back: "Free 48-hour repair quote · QBCC #1234567 · 200+ insurance claims approved · 1300-YBMT-FIX". Quarterly variants — never the same case twice.
DM-02 · "Annual Termite Risk Check-Up" Letter (annual · pre-summer): Personal letter from Carla. "It's October — peak termite swarm season. If you haven't had a building check in 3+ years, here's why now is the right time. We don't do pest control — we do damage repair. But if you find anything, talk to us first." Letter format builds authority, doesn't look like junk mail.
DM-03 · Post-Job Neighbour Drop: After every completed job, deliver 30 A6 cards to the surrounding 30 houses: "Your neighbour at [#] just completed a termite damage repair with us. If you've been worried about your own home — we offer free 48-hour assessments. [phone + URL]." Hyper-local social proof.

11F · Branded Merchandise + Community Presence

BM-01 · Customer Gift (delivered at completion): YBMT-branded Aussie-made torch ($35 cost, $250 perceived value). Practical (every homeowner uses a torch), branded, lasts years. Better than a $80 wine bottle that's gone in a week.
BM-02 · Partner Gift (delivered annual review): Small Aussie-made coffee mug or YBMT-embossed leather notebook. Per partner category — same gift annually for consistency.
CO-01 · QLD Show / Home Show Booth: 3m × 3m booth at: Brisbane Home Show (May) · Gold Coast Renovation Expo (Sept) · Sunshine Coast Build & Design (Nov). Branded backdrop, sample timber repair cross-section as visual prop, lead-form-on-iPad. Quarterly attendance via [BS-HBG] mental availability + community trust.
CO-02 · Local Community Sponsorship: Sponsor one Brisbane junior cricket team and one GC surf life saving club per year ($2K/year each). Local-community signal — homeowners notice. Branded uniforms / kit visible in community events.
CO-03 · CPD Lunches for Partners (4/year): Free educational lunches for insurance brokers / loss adjusters / real-estate agents · CPD-eligible per industry body. Topic: "What every [profession] should know about termite damage repair." Brand authority via expertise giveaway.

PILLAR P-11 · PRINT & PHYSICAL — DEPLOYMENT-READY4 vehicle livery variants · 4 on-site signage assets · 5 uniform/card specs4 customer leave-behinds · 3 direct-mail programs · 3 community sponsorships

PILLAR P-12 · INSTRUMENTATION & KPI KIT

Instrumentation & KPI Kit — where F1 marketing flows into F2 estimating and F3 finance

Every other pillar is content. P-12 is the nervous system that proves whether the content worked.It defines: (a) which events fire from which surfaces; (b) where the data lands; (c) which dashboards aggregate it; (d) which thresholds trigger action; (e) which meetings act on it. Without P-12 the rest of the system runs blind. With P-12, every dollar of spend can be traced to a quote, every quote to a job, every job to a margin, and every margin to a channel-of-origin decision. This is the contract between marketing, sales, and finance.Citations: [BS-HBG] mental availability needs measurement loops · [JR-DBA] distinctive-asset recognition needs tracked surfaces · [AGG-GEO] AI-surface attribution requires server-side capture.

12A · Tracking infrastructure — the capture layer

Every customer touchpoint must emit a typed event into a single source of truth. We standardise on GA4 + Google Tag Manager (server-side container) + CallRail + HubSpot as the four pillars of the capture stack. iOS17+ link-stripping resilience is achieved via server-side GTM + Conversion APIs (Meta CAPI, Google Enhanced Conversions, LinkedIn CAPI). Below is the canonical event taxonomy — copy/paste into the GA4 Admin → Events → Custom Events screen.

12A.1 · GA4 event taxonomy (TDR — 18 events locked)

Event name (snake_case)	Fires when	Required parameters	Conversion?	Audience use
`tdr_page_view`	Any /termite-* page loads	page_path, page_referrer, suburb_param, utm_*	No	Remarketing seed
`tdr_scroll_50`	50% page scroll depth	page_path, content_type (pillar/landing/blog)	No	Engaged-reader audience
`tdr_scroll_90`	90% page scroll depth	page_path, content_type, time_on_page_s	No	Hot-reader audience
`tdr_video_play`	Hero / proof video play	video_id, video_position, page_path	No	Video-engaged audience (Meta retarget)
`tdr_lead_magnet_view`	Lead-magnet form loads on screen	magnet_id (LM-01..LM-04), page_path	No	Form-abandoner retarget pool
`tdr_lead_magnet_submit`	Lead magnet form submitted successfully	magnet_id, email_hashed, suburb, source	Yes (soft)	Nurture-sequence trigger
`tdr_quote_form_view`	Quote request form loads (above-fold visible)	page_path, form_variant (A/B)	No	High-intent retarget pool
`tdr_quote_form_submit`	Quote request form submitted successfully	email_hashed, phone_hashed, suburb, damage_type, urgency, source, utm_*	Yes (PRIMARY)	Lookalike seed (purchasers)
`tdr_call_click`	tel: link tapped (mobile)	page_path, position (header/footer/cta), utm_*	Yes (PRIMARY)	Mobile-quoter retarget
`tdr_call_connect`	CallRail records a call ≥ 30 sec	callrail_id, source_number, suburb, talk_time_s	Yes (PRIMARY)	Quote-pipeline qualifier
`tdr_partner_referral_click`	Partner-portal referral link tapped	partner_id, partner_category, page_path	No	Partner-traffic attribution
`tdr_chat_open`	Live-chat widget opened	page_path, time_to_open_s	No	Chat-engaged retarget
`tdr_chat_lead`	Chat conversation produces an email + phone	email_hashed, phone_hashed, intent_class	Yes	CRM nurture
`tdr_qr_scan`	QR code from print/signage/vehicle scanned	qr_id (e.g. VL-02-rear), location, source	No	Print-attribution proof
`tdr_email_open`	Nurture email opened (Server CAPI from ESP)	sequence_id, step_id, email_hashed	No	Engaged-prospect retarget
`tdr_email_click`	Nurture email link clicked	sequence_id, step_id, link_id, email_hashed	No	Hot-prospect retarget
`tdr_booking_held`	Inspection slot confirmed via CRM webhook	booking_id, suburb, inspector_id, source	Yes	Booked-pool retarget exclude
`tdr_quote_sent`	F2 estimator sends quote (webhook from HubSpot)	quote_id, quote_value_aud, source, suburb	Yes (PIPELINE)	Quote-not-yet-won retarget

12A.2 · UTM parameter taxonomy (locked — no improvisation)

Every paid & tracked link must carry the five-param UTM stamp. The values below are the only permitted values. Free-text in UTM fields will be rejected by the GTM validator and the event dropped to a quarantine table for review.

utm_source (where): google · meta · linkedin · youtube · tiktok · instagram · email · partner · print · direct_mail · referral · chatgpt · perplexity · gemini
utm_medium (how): cpc · display · video · social_organic · social_paid · email_nurture · email_broadcast · print_qr · vehicle_qr · signage_qr · partner_link · ai_citation
utm_campaign (which campaign): format tdr_[funnel_stage]_[creative_concept]_[YYYY-Q#]. Examples: tdr_awareness_anxiety_2026-q1 · tdr_consideration_proof_2026-q1 · tdr_intent_quote_2026-q1 · tdr_decision_speed_2026-q1.
utm_content (which creative variant): format [asset_code]_v[N]. Examples: GA-PMAX-01_v2 · MA-CONV-03_v1 · LM-02_v3 · SP-W2-04_v1.
utm_term (which keyword/audience): SEM keyword (e.g. termite_damage_repair_brisbane) · Meta audience (e.g. aud_homeowner_30plus_qld) · Partner referrer (e.g. partner_PT-02_inspector_jacobs).

12A.3 · Server-side GTM container (sGTM) — required setup

Why server-side: iOS17+ strips client-side first-party cookies after 7 days · ITP / browser-shield rejects many third-party pixels · ad-blockers block ~25% of client-side GA hits. Server-side capture lifts measurement integrity from ~72% to ~94% (industry benchmark).
Hosting: Google Cloud Run, region australia-southeast1, custom domain tag.ybmt.com.au (DNS CNAME to gtm-server-*.appspot.com). Cost ~$45/mo at TDR volume.
Vendor tags configured server-side: GA4 · Meta CAPI · Google Ads Enhanced Conversions · Microsoft UET · TikTok Events API · LinkedIn CAPI · HubSpot. Every conversion event fires both client (for audience) and server (for attribution).
Consent mode v2: required by Google as of March 2024 — implement via OneTrust banner with ad_storage / analytics_storage / ad_user_data / ad_personalization signals. Default denied; user-grant updates the consent state in real-time across all tags.
Hashing: All PII (email, phone) hashed SHA-256 lowercase-trimmed before transmission. The sGTM container handles hashing — never send raw PII from client.

12A.4 · CallRail dynamic number insertion (DNI) — config

Phone pool: 24 tracking numbers from CallRail Australia (07 area code, Brisbane). Cost: A$25/number/mo × 24 = $600/mo. Each number is assigned to a source-medium-campaign triple via the JavaScript snippet.
DNI rules: google/cpc → pool A · meta/social_paid → pool B · organic_search → pool C · direct → display office number · partner_link → partner-specific number · print_qr → print-attributed pool.
Call event push: Every call ≥30s pushes tdr_call_connect to GA4 via server-side webhook, carrying source, medium, campaign from the call session.
Call recording: All calls recorded (with disclosed consent per Australian Privacy Principle 6) for: (a) coaching the inspector team · (b) BANT-S re-scoring · (c) sentiment trending. Stored 12 months then purged.
Spam filter: CallRail's "SpamCop" plus a custom keyword filter on transcripts (e.g. "SEO", "marketing", "leads for sale") suppresses the ~8% recruiter/vendor inbound that otherwise inflates lead counts.

12A.5 · CRM field requirements (HubSpot Marketing+Sales Hub Pro)

Every lead record must carry the following fields at creation. The lead does not hand to F2 Estimating until all P0 (priority-0) fields are populated. P1 fields are nice-to-have and may be enriched during the inspection visit.

Field	Type	Priority	Source	Used by
first_name · last_name	String	P0	Form / call	All teams
email · phone	String (hashed for export)	P0	Form / call	F1, F2
suburb · postcode	String	P0	Form / call	F2 (routing), F1 (geo report)
damage_type	Enum { subfloor, wall, roof, structural, unknown }	P0	Form / call	F2 (estimator skill match)
urgency_level	Enum { emergency, 1-2 weeks, 1 month, scoping }	P0	Form / call	F1 (SLA), F2 (queue)
insurance_involved	Bool	P0	Form / call	F2 (insurance funnel), F3 (margin)
insurer_name	String	P1	Inspection	F2 partner-channel report
property_type	Enum { owner-occupier, investor, body-corp, builder }	P0	Form / call	F1 segmentation
utm_source · utm_medium · utm_campaign · utm_content · utm_term	String × 5	P0	GTM cookie	F1 attribution
first_touch_source · last_touch_source	String × 2	P0	GTM cookie	F1 attribution
days_to_first_quote · days_to_close	Integer	P0 (computed)	HubSpot stage stamps	F2 velocity
quote_value_aud · won_value_aud	Currency	P0 (when quoted/won)	F2 / F3	F3 revenue, LTV
partner_referrer_id	String (FK to partner table)	P0 if partner-sourced	Form / partner portal	F1 partner attribution + commission
bant_s_score	Integer 0–20	P0 (after qualification)	SDR / inspector	F1 quality, F2 prioritisation
lead_quality_grade	Enum { A, B, C, D }	P0 (computed from BANT-S)	HubSpot workflow	F1 quality KPI
cross_sell_flag_poe · cross_sell_flag_ur	Bool × 2	P1	Inspector / SDR	F1 cross-LOB seed

12A.6 · Conversion API (CAPI) — Meta · Google · LinkedIn

Meta CAPI: Server-side push of tdr_quote_form_submit, tdr_call_connect, tdr_booking_held, tdr_quote_sent. Hashed email + phone + IP + UA. Event-match-quality target: ≥ 8.0 (Meta scale).
Google Enhanced Conversions: Same four events pushed to Google Ads via sGTM. Improves attribution by ~12-18% in iOS-heavy traffic.
LinkedIn CAPI: Only tdr_quote_form_submit + tdr_quote_sent from partner / B2B traffic. Used for the B2B partner-recruitment campaigns.
Reconciliation cadence: Weekly check that GA4 conversion count = CAPI event count within ±5%. Drift > 5% triggers a tag-audit ticket to YDT.

12B · Reporting — four dashboards, four cadences, four audiences

Data without a dashboard is debt. The TDR reporting stack ships four Looker Studio dashboards, each with a named owner, a fixed audience, a fixed cadence, and a fixed action expectation. Below are the widget manifests — paste each into a Looker template and the build is < 1 day per dashboard.

12B.1 · Daily Tactical Dashboard (DTD)

Owner: YDT account manager · Audience: Carla (CMO) · Cadence: morning 9am · Action: spot fires, escalate same-day.

#	Widget	Definition	Red threshold	Amber	Green
1	Yesterday spend (all channels)	Sum of Google + Meta + LinkedIn spend, yesterday	> 120% of daily budget	105-120%	≤ 105%
2	Yesterday leads	Distinct quote-form-submit + call-connect ≥30s + chat-lead	< 60% of daily target	60-90%	≥ 90%
3	Yesterday CPL	Spend ÷ Leads (above)	> $180	$120-180	≤ $120 (target $90)
4	7-day rolling CPL trend	Spend ÷ Leads, last 7d, % change vs prior 7d	> +25%	+10 to +25%	≤ +10%
5	Lead-quality grade mix	% A + B grade leads, last 7d	< 55%	55-70%	≥ 70%
6	SLA breach count	Leads not contacted within 48h SLA, last 7d	> 3	1-3	0

12B.2 · Weekly Performance Dashboard (WPD)

Owner: YDT performance lead · Audience: Carla + Gerry · Cadence: Monday 8am (covering prior Mon-Sun) · Action: shift budget, kill creatives, brief new creatives.

#	Widget	Definition	Source
1	Spend by channel	$ spend by Google / Meta / LinkedIn / YouTube / TikTok	Ads platforms (BigQuery export)
2	Leads by channel	Distinct primary conversions by source	GA4 + CRM
3	CPL by channel	Spend ÷ Leads, per channel	Computed
4	Lead-quality by channel (A+B %)	BANT-S ≥ 13 grade share, per channel	CRM
5	Quote-rate by channel	Leads → Quote-sent %, per channel, with 21-day lag window	CRM
6	Average quote value by channel	Mean quote_value_aud, per channel	CRM
7	Top 10 keywords (Google) by leads	Search-term report joined to CRM	Google Ads + CRM
8	Top 10 ad creatives by leads	Creative-level conversion + CTR + Hook Rate	Meta + Google
9	Geo heatmap (leads by suburb)	QLD postcode polygon shaded by lead count	CRM + GeoJSON
10	SEO impression trend (top 50 queries)	GSC impressions, 28d vs prior 28d	Search Console
11	AI-surface citation count	Mentions detected in ChatGPT/Perplexity/Gemini for tracked queries	iPullRank / Athena GEO tool
12	Partner-sourced leads + grade	Distinct leads with partner_referrer_id ≠ null, by partner	CRM

12B.3 · Monthly Strategic Dashboard (MSD)

Owner: Carla · Audience: Carla + Gerry + Corrina · Cadence: 5th of each month (covering prior month) · Action: campaign-mix decisions, agency briefs, board-pack inputs.

Brand health: Aided-recall + unaided-recall + share-of-voice from a 200-respondent quarterly QLD homeowner panel (commissioned via Pureprofile, $3.5K/quarter). MSD shows trend line.
Funnel volumes: Sessions → Leads → Quotes → Wins, MoM and YoY, with conversion rates at each gate.
CAC by channel: Fully-loaded acquisition cost (spend + platform fees + agency fees + creative production) ÷ closed wins, by channel.
LTV by source: Sum of won_value_aud + estimated cross-LOB seed-value (POE + UR) ÷ closed wins, by source. 24-month LTV window.
CAC payback: CAC ÷ (LTV × GPM%), by source. Target: ≤ 6 months for paid, ≤ 1 month for partner / organic / referral.
Cohort retention: Of customers from month N, % who refer / repeat / cross-purchase by month N+6, N+12, N+18.
Pipeline weighted forecast: Open quotes × historical close-rate-by-stage × expected GPM, by close month. Feeds F3 cash forecast.
Insurance-channel deep-dive: Insurer-by-insurer mix, average days-to-quote, close rate, GPM differential vs cash-pay.

12B.4 · Quarterly Board Dashboard (QBD) — F1 → F2 → F3 view

Owner: Carla · Audience: Carla + Gerry + Corrina (whole-business view) · Cadence: 10th of month-after-quarter-end · Action: strategic re-allocation, hiring, capital decisions.

F1 Marketing pane: Spend · CPL · Lead Quality · Brand Health · SOV — by LOB (TDR / POE / UR) · with YoY delta. "Are we generating demand efficiently?"
F2 Estimating pane: Quote velocity · Quote-to-Win % · Avg Quote Value · Estimator-team utilisation · Insurance vs Cash mix — by LOB. "Are we converting that demand?"
F3 Finance pane: Revenue · GPM % · CAC payback · LTV · Cash conversion — by LOB. "Is the converted demand profitable?"
Cross-LOB cross-sell pane: TDR completions → POE seed rate · TDR completions → UR seed rate · POE → UR seed rate. Tracks the doctrine rule #4 (cross-LOB seed at completion).
Decision queue: Top 5 actions for the next quarter, owners, evidence, dollar impact estimate. Always populated — never empty.

12C · The F1 → F2 → F3 data contract — the gates between functions

The data contract is the formal handshake between Marketing (F1), Estimating (F2), and Finance (F3). It defines: what data crosses the gate · in what schema · within what SLA · against what quality bar · with what return-flow.Without the contract, F1 over-claims, F2 under-acknowledges, and F3 distrusts both. With the contract, every dollar and every job is reconcilable end-to-end.

12C.1 · Gate 1 — F1 (Marketing) → F2 (Estimating)

Payload: Every CRM lead record carrying all P0 fields from 12A.5 plus the full UTM stamp (first + last touch).
SLA: Lead lands in HubSpot ≤ 90 seconds from form-submit (real-time webhook). F2 must contact within 4 working hours for cold leads · 2 working hours for partner-sourced · 30 minutes for emergency-urgency leads.
Quality bar: 80% of leads must be Grade A or B (BANT-S ≥ 13) on a 28-day rolling window. Drop below 70% triggers an F1 lead-source audit within 5 working days.
Quarantine rules: Leads missing P0 fields are routed to a "validation queue" not to F2. SDR enrichment must complete within 2 working hours or the lead is escalated to YDT.
Reject path: F2 can mark a lead "junk" with one of five reasons { duplicate · out-of-area · vendor · job-too-small · non-serious }. Junk rate > 12% triggers F1 audit.

12C.2 · Gate 2 — F2 (Estimating) → F1 (Marketing) — the return flow

Payload: Quote-sent event (with quote_value_aud) · Quote-won event (with won_value_aud) · Quote-lost event (with loss_reason from a 7-option enum).
SLA: Quote-sent webhook to HubSpot at the moment the estimator clicks "Send quote". Win/loss webhook ≤ 24 hours after the outcome is known.
What F1 does with it: Joins the win/loss back to the original UTM source. Updates source-level quote-rate · close-rate · revenue-per-lead. Reallocates next-week budget. This loop runs every Monday morning in WPD widget 5 + 6.
Loss-reason taxonomy: { price · timing · competitor-chosen · insurance-declined · scope-change · no-response · other }. The "other" rate must stay < 8% — anything higher means the taxonomy needs expansion.

12C.3 · Gate 3 — F2 (Estimating) → F3 (Finance)

Payload: Job-booked record carrying expected revenue, expected GPM, expected close month, scheduled job-start date, deposit amount.
SLA: Daily 5pm batch from HubSpot → Xero (via the existing finance integration). Discrepancies flagged in F3 morning reconcile.
F3 derives: Cash-flow forecast (deposit + progress payments + final) · GPM bridge (expected GPM vs actual) · WIP register.
Variance rule: If actual GPM < expected GPM by ≥ 5 percentage points, F3 issues a "margin variance" ticket back to F2 + F1 within 14 days of job close. Used to refine lead-source quality grading.

12C.4 · Gate 4 — F3 (Finance) → F1 + F2 (the closing loop)

Payload: Actual revenue · Actual GPM · LTV by source (24-month rolling) · CAC payback by source.
SLA: 5th of every month, prior-month close, into the MSD.
What F1 does with it: Re-grades sources from "lead-volume winners" to "profit-pool winners". A channel that delivers cheap leads but 35% GPM will lose budget to a channel delivering more expensive leads at 50% GPM. This is the only loop that ranks channels on the metric that actually matters.
What F2 does with it: Re-tunes BANT-S weightings — if a source consistently produces high BANT-S leads that close at low GPM, BANT-S is overweighting the wrong signals.

12C.5 · Locked KPI tree (TDR) — green/amber/red thresholds

Layer	KPI	Definition	Green	Amber	Red
F1	Lead volume / week	Distinct primary conversions	≥ 45	30-44	< 30
F1	CPL (blended)	Marketing $ ÷ Leads	≤ $90	$90-$140	> $140
F1	Lead quality A+B %	BANT-S ≥ 13 share	≥ 75%	60-74%	< 60%
F1	Brand-search lift	"YBMT termite" search vol. YoY	≥ +25%	+5 to +24%	< +5%
F2	Lead → Quote %	Quote-sent ÷ Leads (21-day lag)	≥ 65%	50-64%	< 50%
F2	Quote → Win %	Won ÷ Quote-sent (45-day lag)	≥ 40%	30-39%	< 30%
F2	Days to first quote	Median, from lead-creation to quote-sent	≤ 5	5-9	> 9
F2	Avg quote value	Mean quote_value_aud	≥ $18K	$12-18K	< $12K
F3	Revenue / month (TDR)	Sum won_value_aud, recognised	≥ $480K	$340-480K	< $340K
F3	GPM (TDR)	Per LOB management accounts	≥ 45%	40-44%	< 40%
F3	CAC payback months	CAC ÷ (avg job × GPM ÷ 12)	≤ 4	4-7	> 7
F3	Cross-LOB seed rate	TDR jobs producing POE/UR quote ≤ 12mo	≥ 12%	6-11%	< 6%

12D · The decision rhythm — four meetings, four agendas, four artefacts

Dashboards without meetings produce data exhaust. Meetings without dashboards produce opinion theatre. The decision rhythm below binds the two — every meeting opens its named dashboard, walks the named agenda, and produces a named artefact with an owner and a deadline. No meeting may run without its dashboard open.

12D.1 · Daily 15-minute Standup (DTD-driven)

Attendees: YDT account manager · Carla (optional, async OK)
Time: 9:15am AEST · 15 minutes hard stop · Slack huddle
Agenda (fixed): (1) Any Red widget on DTD? (2) Any SLA breach overnight? (3) Any creative needing pause / launch today? (4) One thing learned yesterday.
Artefact: 5-line Slack post in #tdr-ops by 9:30am: Reds · SLA · Actions · Owner · Deadline.
Escalation rule: Any Red widget unresolved 48h → escalates to WPD agenda the following Monday.

12D.2 · Weekly 60-minute Performance Review (WPD-driven)

Attendees: Carla · YDT performance lead · YDT account manager · Gerry (optional)
Time: Monday 10:00am AEST · 60 minutes · Zoom
Agenda (fixed): (1) WPD walk-through, 25 min, channel-by-channel. (2) Last-week wins (5 min). (3) Last-week losses + root cause (10 min). (4) This-week budget shifts + creative briefs (15 min). (5) Open decisions queue (5 min).
Artefact: "WPD Decisions" doc — channel-budget table for next 7 days, creative-brief list with owner + deadline, escalations to MSD agenda.
Decision authority: Reallocations ≤ 15% of weekly budget — YDT performance lead. > 15% — Carla.

12D.3 · Monthly 90-minute Strategy Review (MSD-driven)

Attendees: Carla · Gerry · Corrina · YDT performance lead · YDT strategy lead
Time: 7th business day of the month · 90 minutes · in-person at YBMT office where possible
Agenda (fixed): (1) MSD walk-through (20 min). (2) Brand-health trend + competitive intel (15 min). (3) Funnel-gate diagnosis — which gate is the bottleneck this month (20 min). (4) Cohort + LTV + CAC payback by source (15 min). (5) Next-month strategic moves (15 min). (6) Open decisions queue + escalations to QBD (5 min).
Artefact: "MSD Decisions" memo — 1-page · 5 named actions · owners · deadlines · dollar-impact estimate · pre-read for next QBD.
Decision authority: Campaign-mix changes > 15% of monthly spend — Carla + Gerry. New channel adds — Carla + Gerry + Corrina.

12D.4 · Quarterly Board Review (QBD-driven)

Attendees: Carla · Gerry · Corrina · external advisor (optional)
Time: 10th of month-after-quarter-end · half-day off-site · in-person
Agenda (fixed): (1) QBD F1→F2→F3 walk per LOB (45 min). (2) Cross-LOB seed performance + portfolio mix review (30 min). (3) People & capacity decisions (30 min — F2 estimator headcount, F1 spend ceiling). (4) Capital decisions — new vehicles, new tools, new geo (45 min). (5) Next quarter goals lock + KPI re-baseline (30 min).
Artefact: "Quarter Pack" — 12-page PDF with QBD screenshots, narrative commentary, named decisions, named owners, dollar-impact view. Distributed to Carla + Gerry + Corrina + filed.
Decision authority: Portfolio re-allocation across LOBs · LOB shutdown/expansion · annual budget envelope — all Carla + Gerry + Corrina jointly.

12D.5 · The escalation ladder (locked)

Trigger	Action	Owner	SLA
Any DTD widget Red 2 consecutive days	Slack escalation to Carla + WPD agenda inclusion	YDT account mgr	Same day
WPD CPL Red for a channel	Pause channel, root-cause review	YDT performance lead	Within 24h
WPD Lead-quality Red for a source	Source pause + lead-source audit	Carla + YDT	Within 5 working days
MSD GPM Red (any LOB)	F2 + F3 joint margin-bridge analysis · MSD next month	Carla + Gerry	Next MSD
MSD CAC-payback Red	Channel-mix re-baseline · creative-fatigue audit	Carla + YDT strategy	Next MSD
QBD revenue Red 2 quarters running	Portfolio strategy review — possible LOB resize	Carla + Gerry + Corrina	Next QBD

PILLAR P-12 · INSTRUMENTATION & KPI KIT — DEPLOYMENT-READY18 GA4 events · 5-param UTM taxonomy · sGTM container spec · 16 CRM fields · CAPI on 3 platforms4 dashboards · 4 cadences · 12 locked KPIs · 4-gate F1→F2→F3 data contract · escalation ladder

Termite Damage Repair — GTM Operating Paper

TDR GTM Doctrine

Anxiety-first, never aspiration-first

Credentialled authority, not friendly approachability

Speed-to-quote is the conversion lever

Cross-LOB seed at completion, never at intake

Insurance-channel is its own funnel

This LOB obeys the five YMT Group upstream anchors.

Every recommendation below is bound to five upstream contracts.

Sarah & Mark

Whole-of-Home Stewardship

"Built like it's our own home."

30× LTV ratio

F1 → F2 → F3 · MEDDPICC · MMM

The TDR sub-brand — deployment-ready identity system

Every page · written and ready to deploy

"What to ask before you repair termite damage" — the anxiety-buyer's guide

Found on search · cited by AI · linked from authority

Google Ads — High-Intent Search Capture Kit

5A · Account Structure (MCC → Account → Campaign → Ad Group)

5B · Keyword Universe by Ad Group (180 keywords mapped)

5C · Responsive Search Ads — Full Asset Library (15 headlines + 4 descriptions per ad group · 3 ads per ad group)

5D · Negative Keyword Strategy (Account-Level + Campaign-Level)

5E · Ad Extensions — Sitelinks · Callouts · Structured Snippets · Call · Location · Lead Form

5F · Conversion Actions + Attribution Model

5G · Audience Segments + Geo-Targeting

5H · Bid Strategy Rules + Budget Pacing

5I · Landing Page Mapping (Campaign → URL)

5J · Performance Max Asset Group Spec (C7)

5K · YouTube In-Stream Awareness Campaign (C9)

5L · Reporting Dashboard Schema (Looker Studio · feeds /kpi)

Meta Ads — Demand-Generation + Retargeting Kit

6A · Campaign Structure (Business Manager → Ad Account → Campaign → Ad Set → Ad)

6B · Audience Architecture (Cold · Warm · Hot · LAL)

6C · Creative Library — 12 Ads Across 4 Funnel Positions (TOFU × 4 · MOFU × 4 · BOFU × 4)

6D · Meta Instant Form Spec (for M2 Lead Magnet + M4 LAL Quote)

6E · Pixel + Conversions API (CAPI) Implementation

6F · Delivery Optimisation + Placement Strategy

6G · Creative Refresh Cadence + Testing Protocol

6H · Reporting Dashboard Schema (feeds /kpi)

Sales Enablement — Quote-to-Close Operating Kit

8A · The 4-Stage Sales Motion (Inbound Lead → Signed Contract)

8B · Stage 1 Script — Inbound Lead Acknowledgement Call

8C · Stage 2 — On-Site Assessment Protocol (Builder-Owned)

8D · YBMT Quote Template — Full Structure (Locked IP)

8E · 24-Objection Handler Library (mapped to [CC-JTBD] jobs-to-be-done clusters)

8F · BANT-S Qualification Framework (adapted for TDR)

8G · Insurance-Channel Sub-Playbook (per Doctrine Rule 5)

8H · CRM Record Structure for TDR Sales (data model)

8I · Sales Coaching + Call-Review Protocol

Social Content Engine — Organic Owned-Media Kit

9A · Channel Mix + Weekly Cadence (12 posts/week)

9B · The 8 Locked Content Pillars (editorial framework)

9C · 90-Day Editorial Calendar Template (Weeks 1–13 · rolling)

9D · Opening Content Library — Weeks 1–4 Fully Written (~50 pieces seeded)

9E · Hashtag Sets by Platform + Pillar

9F · Quarterly Batch-Production Model (3 production days per quarter)

9G · Community Management + Comment-Reply Playbook

9H · Reporting Dashboard Schema (feeds /kpi)

Partnerships & Referral Engine

10A · The 5 Partner Categories + Strategic Logic

10B · Deal Structures (referral fees, reciprocity terms, exclusivity)

10C · Partner Enablement Assets (per category)

10D · Partner Onboarding Motion (90-day cadence)

10E · Partner-Sourced Lead Handling Variant (different from cold leads)

10F · Reporting Schema (feeds /kpi)

Print & Physical Touchpoint Kit

11A · Vehicle Livery (4 ute / van variants)

11B · On-Site Signage (Job Site = Free Billboard)

11C · Uniforms + Business Cards

11D · Print Customer Leave-Behinds (S2 + S4 stages)

11E · Direct Mail Program (Targeted Suburb Drops)

11F · Branded Merchandise + Community Presence

Instrumentation & KPI Kit — where F1 marketing flows into F2 estimating and F3 finance

12A · Tracking infrastructure — the capture layer

12A.1 · GA4 event taxonomy (TDR — 18 events locked)

12A.2 · UTM parameter taxonomy (locked — no improvisation)

12A.3 · Server-side GTM container (sGTM) — required setup

12A.4 · CallRail dynamic number insertion (DNI) — config

12A.5 · CRM field requirements (HubSpot Marketing+Sales Hub Pro)