Eight case files, documented the way a diligence team would want them: the situation as I found it, the system I built, and what it returned. Every company is named. Every claim is dated.Where the receipts exist as screenshots, they’re attached as exhibits.
01, Case file · AcreValue
An ag-tech SaaS platform with 1.5M+ registered users across 48 states, and recurring revenue that had declined two straight years. The product had reach; the business had no clear vision and no defensible positioning.
Exhibit, Press release
CoStar Group, Inc. · Investor Relations
February 14, 2025 · NASDAQ: CSGP
CoStar’s announcement cites AcreValue’s 1.5 million registered users and data on tens of millions of parcels, in a farm real-estate asset class the company sizes at $3.4 trillion.
Read the release at investors.costargroup.com →One of the defining calls was with Duke Energy. They needed a way to evaluate greenfield and brownfield sites for energy development, proximity to transmission lines, surrounding infrastructure, overall plan viability, plus parcel-ownership records and a way to actually reach the landowners behind them.
I carried that spec back to the development team and made the case for a visual data layer built around exactly those features. That build is the move that opened the energy-sector segment in the results below.
The deal doesn’t happen without the turnaround.
02, Case file · Vertex
A three-state home-services operation where the call center rolled up to me as CMO. My audits told an uncomfortable story: inbound volume was thin, the booking rate sat at 16%, and acquisition leaned on outbound, lead aggregators and aged lists the sales floor had to chase.
One more problem underneath all of it: the data couldn’t be trusted enough to even report on. Before I could grow the numbers, I had to make them honest.
First you make the numbers honest. Then you make them move.
Exhibit A, Inbound calls (bars, left axis) & booking rate (line), Aug → Nov
* August is mostly missing: pre-migration tracking couldn’t be trusted, so August volume is understated and the booking rate isn’t reportable. † September week 4 is absent entirely; it fell during the Salesforce → Builder Prime cutover. The gaps are reported as found. That’s the point of the migration.
03, Case file · Infinity Home Services
A national home-services platform. Full ownership of Midwest marketing, budget, channels, and a team of four.
This is the current engagement, so the numbers below are live and year-over-year. The exact figures stay in the boardroom while the engagement is live, but the shape is public: double-digit year-over-year sales growth, and the region now leads every other region in the company on performance.
04, Case file · Optimized
Founded as a team of one. Sales by day, cold calls, pipeline, contracts. Delivery by night, SEO, PPC, social, web builds. Every seat in the org chart, held first by me.
I’ve held every role I now hire for. And the best proof of the work is what clients did next: Clint Hoppes came to Optimized as a customer, and later came to work alongside me at Roofing GR.
05, Case file · Optimized
Optimized sold SEO for a living. So the toughest account we ever ranked wasn’t a client. It was our own front door.
The keywords that sell SEO are the ones every SEO agency fights over. “seo consultant.” “best seo agency.” “seo expert.” Whoever owns those words owns the market. The people selling the service were losing those exact words to us.
Take Heywood’s Meat, a butcher shop and meat market in Georgia. Not a niche long-tail play. The real commercial head terms, tens of thousands of searches a month behind them. Most started unranked. We took them to the front page, several to the top spot.
The hardest SEO to win is SEO itself. I won it on our own site, against every agency selling the same thing, then did it for clients on the words that pay their bills. This is the receipt behind every ranking claim on this site.
Exhibit A, Optimized’s own domain, ranking positions for SEO-industry terms in its market
Redrawn from the original rank tracking. The agency ranked its own site at the top of the words that sell the service, against every competitor selling the same thing.
Exhibit, Client SEO report
Commercial head terms, monthly search volume and ranking result
| Term | Monthly searches | Result | Move | |
|---|---|---|---|---|
| meat market | 27,100 | #1 | Entered | |
| butcher shop | 14,800 | #1 | Entered | |
| / | meat | 74,000 | #2 | +13 |
| butcher | 40,500 | #4 | Entered |
Local-intent terms climbed as much as +89 positions. Retyped as reported: +89 ‘local butcher,’ +77 ‘the local butcher shop,’ +71 ‘local meat market.’
Exhibit B, Client ranking gains on commercial head terms, retyped from the original SEO report for Heywood’s Meat
The volumes are the point. These aren’t long-tail scraps. They’re the words the whole category competes for, taken from nowhere to the front page.
06, Case file · Roofing GR
A West Michigan roofing company. Full ownership of demand generation and inside sales, the entire funnel, first click to signed contract.
Exhibit A, Weekly organic clicks, brand-new domain, June 2023 → June 2024
Redrawn from the original Google Search Console report. The shape is the story: roughly six months of near-zero while a brand-new domain indexed and the content library was built, then a compounding climb as rankings landed, out-competing established brands for position, clicks, and organic leads. Headline totals as reported: 426 clicks on 469K impressions in the first twelve months.
“Quick to reply to my request for quote. Scheduling had a few hiccups, but Brad kept me informed about what was going on. All work completed to my satisfaction.”
Linda Havens · Google review“Quality work from a company who values ethics and reliability. Easy to work with, highly recommend.”
Tina Eckert · Google review“I had a customer needing a roof repair and they took great care of the customer and had great communication with all the parties involved.”
Kevin Shettler · Google reviewExhibit B, Google Business Profile, Roofing GR
Transcribed from the live Google listing, a 5.0 rating across 18 reviews. The marketing filled the calendar; the operation earned the stars.
“Within the first quarter of his leadership, we saw a 35% increase in qualified leads and a record-setting month in terms of booked jobs.”Clint Hoppes, Roofing GR
07, Case file · Wensco Sign Supply
An 87-year-old wholesale distributor, 100+ employees, $30M+ in revenue, with a legacy digital footprint that undersold the operation behind it.
Exhibit, Internal email
“There were 256 web orders placed yesterday. These orders represented 56% of the total number of orders entered for the day, and 42.7% of the total dollar value for the day.”
Top 10 single-day web order records, 14 years of company data (Feb 2007 → Apr 2021)
| Date | Orders | Ext. price | |
|---|---|---|---|
| Aug 13, 2019 | 261 | $85,311 | |
| / | Apr 26, 2021 | 256 | $88,071 |
| Sep 4, 2018 | 251 | $101,425 | |
| / | Sep 10, 2019 | 245 | $87,177 |
| / | Apr 13, 2021 | 243 | $95,673 |
| Jun 4, 2019 | 239 | $91,357 | |
| / | Apr 20, 2021 | 238 | $82,733 |
| May 30, 2018 | 236 | $77,348 | |
| / | Apr 19, 2021 | 235 | $97,772 |
| / | Sep 9, 2020 | 235 | $77,961 |
/ = during his tenure as Head of Marketing. Six of the ten biggest web-order days in fourteen years of company history happened in his twenty months.
Exhibit A, Retyped from the CFO’s internal email; sender identity redacted, figures as reported
08, Case file · Griffin Opus
Griffin Opus is a direct-to-consumer paper-goods brand my wife founded and runs. It needed to operate on real software, not a stack of monthly subscriptions that own your data and raise the rent every year. So I built the software myself.
This is the AI-assisted build work I do for clients, proven on a business that runs on it every day. Not a demo, not a prototype, a live storefront taking real orders.
The best proof I can build software you own is the software I already built.
Every engagement above started the same way: a conversation about what the numbers should look like and weren’t. Tell me what you’re building, and I’ll tell you how I’d grow it.