Nelly Perez

02/07/2026

Over the last 6 months, Google and Facebook have both rolled out major algorithm updates.

With AI in the mix, the platforms are smarter now.

The rules changed.

How you run ads changed.

How you optimize changed.

How websites rank changed.

In the last 2 weeks alone, we analyzed over 20 contractor websites and saw the same pattern across most of them.

Performance dropped because they were built for the old rules.

So we adjusted.

I spent this entire week rewriting our SOPs, retraining our team, and revamping how we optimize ads and SEO for both current and new clients.

We rebuilt the structure so everything aligns with how these platforms actually work now.

We have already rolled out changes for several clients, and we are seeing strong results across the board.

This is exactly why having a real digital marketing partner matters.

Algorithms change constantly.

Facebook alone has changed its ad platform dozens of times since I started running ads in 2019.

Major shifts happen every three to six months.

What worked last year will not work now.

With AI, changes will only come faster, and your ability to spot them and pivot will become crucial.

That’s why we test across multiple accounts, watch patterns, and make decisions based on data instead of what we think.

If you are a current client and you hear from us soon asking for updates or changes, know this. We are doing it because the data demands it.

We have already aligned with all department heads, and we are executing on what this next version requires heading into 2026.

If you are running ads or SEO for your home service business and things feel flat or broken, reach out.

Happy to take a look and see if we can help.

Now more than ever, legitimacy matters.

02/06/2026

For those of you that don’t know me yet and since I’ve added a lot of new friends over the last six months, I figured it was time to properly reintroduce myself.

My name is Nelly Perez. I’m 35 years old. I’m married. I’m a father to two boys, 7 and 5. Before anything else, I’m a husband and a dad.

I’ve been a full-time digital marketing business owner since 2019.

Today, my companies help contractors grow with predictable, reliable marketing and operating systems.

I’ve had the privilege of working with over 500 contractors so far.

But it wasn’t always like this.

I came to the United States from the Dominican Republic when I was eight years old.

I didn’t speak English.

My family came with no money to our name.

All of us lived in a one bedroom apartment in New York City with no safety net and no backup plan.

I grew up watching my dad work relentlessly.

Year after year, I watched him slowly improve our life through pure effort and sacrifice.

Somewhere along the way, I made it my mission to continue that legacy.

That’s why I do what I do.

That’s why we show up for our clients.

That’s why I care so deeply about building a great team and doing things the right way.

A few random things about me.

I’ve been an amateur boxer since 2015. Boxing is life and one of the main things that has helped me become who I am today.

I love building performance cars.

I genuinely love helping people and giving myself fully to those I believe deserve it or truly need it.

I’m also an introvert. Not an extrovert at all. Small talk is hard for me.

Social settings drain me, but I thrive in deep, meaningful conversations about life, business, purpose, and growth.

One fun fact that surprises people.

I am the laziest, most unmotivated person in the world when I have no clear purpose or vision. But give me a mission, a reason, and a clear direction and I become relentless. Focused. Dangerous in the best way, with unlimited energy.

That’s why I love working with people who have purpose and vision.

That’s where I live.

That’s what lights me up.

When I’m aligned with people who are committed and intentional, the work doesn’t feel like work at all.

If you’re new here, welcome.

This page is about family, discipline, building real businesses, and creating a life with intention.

Glad you’re here.

02/05/2026

Most business owners don’t lose because they chose the wrong strategy.

They lose because they trusted the wrong people to execute it.

I see this happen constantly.

A few months ago, I quoted someone for a website built the right way, with a real SEO foundation.

I walked them through the entire strategy. What mattered. What didn’t. How it needed to be built to actually work.

They decided to go with someone else to save about $1,000.

Three months later, they were frustrated, disappointed, and back on my calendar.

Their brand looked bad.
They lost months of momentum.
They dealt with nonstop headaches.

And in the end, they still paid full price to start over.

What should have been done once got done twice.

This is painful to watch, especially when you genuinely care about the people you’re trying to help.

If you’re serious about your business or anything you want to achieve at a high level, who you work with matters.

The difference between winning and losing is rarely effort.
It’s not motivation.
It’s not even the idea.

It’s the people you trust to execute.

Before you focus on saving a few dollars, ask yourself this:

What is it actually costing you not to work with the best?

Send a message to learn more

02/04/2026

Here’s another website our team just completed for one of our clients.

When they came to us, the goal was growth. But we quickly realized something important. The marketing could never outperform the foundation it was sitting on.

If the website doesn’t match the quality of the strategy, ads, and messaging behind it, you’re always fighting uphill.

That’s why we start with the foundation. Nothing scales without it. Not marketing. Not operations. Not a brand.

I love working with clients who see the vision, understand what it takes, and commit to doing it the right way.

Proud of our team for this complete transformation and excited for what’s next for this client.

02/03/2026

Yesterday I went line by line through our January numbers.

What we spent on marketing.

How many leads came in.

How many calls we made.

How many real conversations happened.

How many demos we booked.

How many we actually closed.

One thing jumped out immediately.

We spoke to 100 percent of our leads.

That does not happen every month.

So I dug deeper.

On average, it took five calls per lead to actually speak to every single person. No magic. No shortcuts. Just follow up.

From there, 41 percent of those conversations turned into qualified sales calls.

And it reminded me why we’re so obsessive about this with our clients.

When we follow the same framework we teach, the results are consistent:
Most strong operators speak to 80 to 90 percent of their leads.

About 50 percent of those turn into qualified estimates that agree to several conditions (Orchestrated/detailed conversation).

Not because they have better leads.

Not because their market is easier.

Because there is a process.

Lead handling is not hope.

It is actions.

It is call volume.

It is tracking.

It is follow up when it feels uncomfortable.

If your marketing “isn’t working,” most of the time the breakdown is not the lead.

It is the system handling the lead.

01/30/2026

Just wrapped a full redesign for one of our clients who has become a good personal friend of mine, and I wanted to share the story behind it.

I met this client three years ago when I was speaking at Huge Convention.

He came up to me after the talk and said he had been burned by multiple marketing agencies.

He had just started his epoxy coatings company after running a successful pressure washing business, but he was hesitant to trust anyone again.

I understood that. We hear it all the time in this space.

This industry has a reputation for overpromising and underdelivering, and he didn’t want to waste any more money.

I told him, if he gave us a shot, I would do everything in my power to change that experience for him.

A few months later, he decided to work with us.

We launched a paid ads campaign for his coatings business and he had his best year ever.

That winter, we helped him market his Christmas light installs, and he booked out the entire season.

Since then, his business has doubled year after year.

A few months back, I looked at his old pressure washing website and told him it needed a refresh.

He agreed without hesitation.

When that level of trust is given to us, I don’t take it lightly.

This is why we will always do whatever we can to come through for our clients and make sure they succeed.

I’m proud of the relationship and friendship we’ve built.

I’m proud of the work he’s done and the work our team has delivered.

I’m grateful for the trust that has been placed on us.

And I’m excited for everything that’s still ahead.

Now we’re in scaling mode.

This year is about real growth.

We’ve mapped it out. We’ve already started executing.

And I’m looking forward to watching him continue to win.

Here’s a look at the new site we just launched for him.

01/27/2026

Before you spend more money on marketing, make sure your digital footprint is built to convert, so every action is maximized.

Homeowners research before they call.

If what they find isn’t clear, consistent, and credible across platforms, ad costs go up and conversions drop.

Every high-performing home service business has four foundational digital assets that make all other forms of marketing more efficient and predictable.

Miss them, and marketing feels risky.

Build them, and every dollar goes further.

Read this article I put together before you spend another dollar on marketing.

The link is in the comments.

01/23/2026

If you’re considering running paid ads, or are already running them, stop and read this.

I just dropped a full breakdown on when paid ads are a smart move... and when they’ll just make your business bleed.

Here’s the truth:

Paid ads are not a magic button.

They’re an amplifier.

They make whatever you already have louder… good or bad.

In the article, I break down the two positions every contractor is in when it comes to ads.

Knowing where you stand will tell you exactly what to do next.

You’ll also learn:

• Why most contractors turn ads on too early
• The three biggest leaks that kill ROI
• When paid ads become a cheat code
• How to turn growth into math, not guessing

The link is in the comments.

01/21/2026

Yesterday, I had two completely different conversations with two contractors.

Both want to grow.
Both are talented.
Both are getting work.

However, only one of them will be in a different place 12 months from now.

Let me show you why.

Contractor 1 told me all of his work comes from word of mouth and a small percentage from FB and Google ads, which he has dabbled in.

He said when he gets in front of homeowners, he usually closes them.

But when I asked him:

How many leads does it take to book a single estimate?

How many estimates turn into signed jobs?

What does it cost to get a new customer?

He didn’t know.

This tells me that he’s guessing his way through growth.

It’s like trying to build a house without a tape measure.

You might get a few walls up, but nothing's going to line up long-term.

Contractor 2 came in and said this:

✅ He’s spending $6,600/month in ads
✅ His average cost per lead is $200 across channels
✅ 70% of those leads become estimates
✅ 29% of estimates become jobs
✅ He knows how many leads it takes to hit his sales target per channel

Because he knows his numbers, I was able to show him how he could hit the same goal while spending less, or he could increase his revenue without increasing his budget.

We literally reverse-engineered his growth plan in one conversation because the numbers told us exactly what to do next.

Here’s the part most contractors miss:

Your marketing isn’t just about getting leads.

It’s about tracking what happens after the lead comes in.

Lead → Estimate → Close → Revenue

If you don’t know each of those numbers, everything becomes a gamble.

That’s why in 2026, we’re doubling down on tools that give our clients full clarity on their numbers so they stop burning cash and start compounding results.

You’ll hear more soon.

But for now, just remember this:

Growth is not just about doing more...

It’s about knowing your numbers and building systems around them.

Let’s make 2026 the year you stop guessing.

01/13/2026

If your marketing isn’t working, it usually comes down to a few key things.

1. Messaging

Are you speaking directly to the pain points, fears, and desires of your ideal customer?

Is your message aligned across the ad, the copy, and the creative?

If your messaging is off, everything else falls apart.

2. Targeting

Are you testing different angles?

Sometimes it’s not that your campaign is bad. You’re just hitting the wrong trigger.

Test fear. Test aspiration. Test urgency.

See what your audience actually responds to.

3. Tracking the right data

Don’t just look at results. Break them down.
Start with:

– Are the ads getting clicks?
– If yes, is the opt-in page converting?
– If yes, what’s your cost per lead?
– Then, how many leads does it take to get a customer?

That’s your formula.

01/02/2026

Most contractors don’t fail at marketing. They fail because they never stayed long enough to make it work.

I meet with contractors every week.

Most of them already know they need to invest in digital marketing.

They know it’s what’s going to unlock the next level of growth, even if they hate it.

Because that’s how their competitors are staying busy.

That’s how the seven-figure companies in their area are booked out.

They’ve got a website that ranks, builds trust, and converts.

They’ve got a Google Business Profile that generates phone calls because it’s optimized and active.

They’ve got paid ads running, leads coming in, and they know exactly how much it costs to get a job.

They’re not guessing. They’ve got a system.

They built it, dialed it in, and committed to it.

Most contractors never get to that part.

Every two to three months, they’re jumping from one thing to the next.

Start something, don’t give it time, don’t optimize, don’t learn from it, just quit and start over.

Constantly burning money and staying stuck.

It’s like starting a business, and after two months you’re not making what you thought you would, so you shut it down and start a new one under a different name, thinking the problem was the name.

It’s not the name.

It’s the pillars inside the business that you never committed to.

There are five:

✅ Marketing (Generating leads)

✅ Sales (Closing those leads)

✅ Operations (Delivering on the work)

✅ Customer Service (Keeping customers happy)

✅ Financials (Making sure you are profitable)

This is what you dial in. No matter what you do.

Until you commit to a real foundation, a real website, a real ad strategy, and real systems, you’re not building anything worth owning.

If it were easy, everyone would be doing it.

But that’s why most guys pop up and disappear.

2026 is here.

This is the year to double your revenue, increase your profits, and cut down the hours it takes you to keep the thing running.

Start here.

If growth is the goal, make 2026 the year you commit.

12/12/2025

You hire someone thinking you’re buying back time.

Instead, your phone rings more.

You answer every question.

Fix every mistake.

And eventually you think,

“This was easier when I did it myself.”

I’ve been there.

Early on, I thought hiring was the solution to being overworked.

So I hired. And everything still came back to me.

Every approval.

Every detail.

Every fire.

Here’s the lesson most contractors miss

Delegation isn’t handing off tasks.

It’s building a system someone else can actually run.

Without structure, people guess.

When people guess, they come back to you.

Hiring without structure doesn’t buy back time.

It just creates a new bottleneck.

Real delegation means defining what “done right” looks like, installing the process into daily tools, and tracking performance so ownership is clear.

When I finally did this, everything changed.

I stopped micromanaging.

My team ran departments without me.

I grew and exited a flooring company while living eleven hours away.

That’s the difference.

Not better people.

Better systems.

If delegation feels heavy, your team isn’t the problem.

The system is missing.