Rob has the individual tools — SMS sending, landing pages, CRM, calendar, attribution, voice calling — but lacks the automation layer that connects them into sequences. TSR's competitive advantage is the automated multi-touch sequence engine that runs 6+ SMS touches over 16 days without human intervention.
The #1 gap: Rob has no SMS/email sequence automation. Everything else flows from this.
Kevin Meuret scanned a QR code from a TSR YouTube ad while researching concrete resurfacing companies. What followed was a 26-day marketing journey documented through phone screenshots, SMS captures, and the final $11,339 contract. This is TSR's playbook, reverse-engineered step by step.
7+ simultaneous channels: YouTube pre-roll with QR code, Facebook/Instagram, TikTok, Nextdoor, CTV/broadcast (Designing Spaces on Lifetime), Google, media partnerships (Money.com, TheHomeMag). Channel-specific landing pages for each.
Evidence: TVSquared, Facebook, TikTok, Google, Nextdoor pixels detected. 7+ channel-specific LPs confirmed.
QR code resolves to revamp-coating.com (GoHighLevel). Desktop: 99/100 PageSpeed, 0.9s LCP. No navigation, no distractions — one page, one form, one action.
Form: Name, Phone, Email. SMS opt-in pre-checked by default. UTM parameters captured. This one checkbox is the foundation of the entire nurture system.
Local STL number (314) 350-1447. Casual tone. "Cole is in the area Thursday at 3pm." Not "someone will call you" — a real name, a real time. Kevin responds: "Not this week, in 2 weeks."
"This is TSR btw" + "or did you already find what you were looking for?" The exit ramp signals confidence, not desperation. Reduces pressure paradoxically increases response rates.
"A) Still interested, just busy. B) Found a better deal. C) Dropped your phone in the toilet." Humor breaks message fatigue. Most people answer "A" because it's the easiest truth.
Shifts to product names (RevaFlex, Poly systems) + geographic urgency: "booking free estimates this week and next in your area." Education builds value.
"Teal" introduced by name. $200 discount added. Personal stakes + financial motivation.
"Checking in before your garage floor ghosts us... just cool coatings and good vibes!" This message broke through after 10 DAYS of silence. Kevin responded, corrected the project to pool deck (higher ticket), and booked. This is TSR's Hatch system in action — $1M+ annual revenue from leads everyone else abandons.
"Celia at 12:30." Product link (revaflexsurfaces.com). Address collected. Full confirmation. Same phone number from Day 3. Zero channel-switching.
Celia herself texts from the same number. The person coming to the house is already a known quantity.
617 sq ft pool deck RevaFlex coating. $13,164.50 → 15% discount → $11,339.82. 40% deposit ($4,535.92). 10-year warranty. Prospect was pre-sold before the doorbell rang.
| # | Funnel Stage | TSR Action | Purpose | Evidence | Best Practice |
|---|---|---|---|---|---|
| 1 | Awareness | Multi-channel paid media (7+ channels) | Maximum reach | 6 tracking pixels, 7+ LPs | Omnichannel + per-channel attribution |
| 2 | Capture | QR → GHL landing page (99/100) | Zero-friction conversion | PageSpeed audit | Dedicated LP, no nav, performance = conversion |
| 3 | Capture | Multi-step form + SMS opt-in | Collect info + text permission | Form screenshot | Pre-check SMS. Multi-step. Always UTM. |
| 4 | Engagement | First SMS: named tech + time | Start conversation | SMS screenshot | Speed to lead. Name + time. Local number. |
| 5 | Nurture | Soft close + exit ramp | Keep alive without pressure | SMS screenshot | Exit ramps paradoxically increase stays |
| 6 | Nurture | A/B/C close with humor | Break message fatigue | SMS screenshot | Humor + binary choices = responses |
| 7 | Nurture | Product education + geo urgency | Build value + FOMO | SMS screenshot | Shift to education by touch 3-4 |
| 8 | Nurture | Named rep + $200 incentive | Personal stakes + money | SMS screenshot | Named rep + time-limited incentive |
| 9 | Conversion | 6th touch: different voice, humor | BREAKTHROUGH after 10 days | SMS screenshot | Touch #5-6 is where money lives ($1M+/yr) |
| 10 | Conversion | Instant booking + product link | Zero friction to appointment | SMS screenshot | One thread, one number, instant booking |
| 11 | Pre-Sale | Tech reminder, same number | Trust + reduce no-shows | SMS screenshot | Reminder from actual person arriving |
| 12 | Close | Same-day contract + 40% deposit | Close pre-educated prospect | Contract PDF | Pre-educate so tech confirms, not sells |
| # | TSR Step | Rob Status | Rob Tool/Service | What's Missing | Close-the-Gap | Priority |
|---|---|---|---|---|---|---|
| 1 | Multi-Channel Paid Media | PARTIAL | Analytics: get_google_ads_performance, get_meta_ads_performance | No campaign creation/management | Manual campaign setup + Rob analytics | High |
| 2 | QR → Landing Page | HAS | generate_landing_page + deploy_landing_page | QR generation (trivial) | Add generate_qr_code tool | Low |
| 3 | Lead Form + SMS Opt-In | PARTIAL | generate_landing_page (single-step forms) | Multi-step, SMS opt-in, auto-CRM | Update form template + webhook | High |
| 4 | Speed-to-Lead SMS | HAS | send_sms (callbot, 8153) | No auto-trigger from form | Build form→SMS trigger | Medium |
| 5 | No-Response Recovery | GAP | send_sms (manual only) | No sequences, no response tracking | Build SMS sequence engine | High |
| 6 | A/B/C Close | GAP | generate_copy (one-off) | No sequence automation, no templates | Part of sequence engine | High |
| 7 | Value + Education | GAP | generate_copy + send_sms | No automation, no product catalog | Part of sequence engine | High |
| 8 | Named Rep + Incentive | GAP | send_sms + create_discount_code | No sequence, no rep assignment | Part of sequence engine | Medium |
| 9 | Breakthrough (6th Touch) | GAP | Individual SMS only | No multi-voice, no escalation | Sequence engine with rotation | High |
| 10 | Instant Booking | PARTIAL | get_booking_link, get_available_slots | No in-thread automated flow | Build booking automation | Medium |
| 11 | Appt Reminder | PARTIAL | send_sms + check_calendar | No calendar→SMS trigger | n8n workflow automation | Medium |
| 12 | On-Site Close | PARTIAL | create_deal (Pipedrive), CFO shed | No contract gen, no e-sig | DocuSign/PandaDoc integration | Low |
| Function | TSR Uses | Status | Rob Component | Action | Type |
|---|---|---|---|---|---|
| YouTube/CTV Ads | Pre-roll + QR + TVSquared | GAP | Analytics only | Manual setup + Rob tracking | Process |
| Facebook/IG Ads | Paid + pixel tracking | GAP | get_meta_ads_performance | Manual + Rob analytics | Process |
| TikTok Ads | Dedicated LP | GAP | — | Manual setup | Process |
| Nextdoor Ads | Location pages | GAP | — | Manual setup | Process |
| QR Code Generation | On-screen codes | GAP | — | Add tool (20 lines) | Build |
| Direct-Response LPs | GHL, 99/100 | HAS | generate_landing_page + deploy | — | — |
| LP Variants / A/B Test | 7+ variants | HAS | create_landing_page_variant | — | — |
| Multi-Step Form | WS Form Pro | PARTIAL | Single-step forms | Template update | Build |
| SMS Opt-In | Pre-checked consent | PARTIAL | Forms exist | Add checkbox + tracking | Build |
| Form→CRM Routing | Auto-create contact | GAP | — | Webhook + Pipedrive API | Build |
| Speed-to-Lead SMS | 72hrs, named tech | HAS | send_sms (callbot) | — | — |
| SMS Sequences | 6+ touches, 16 days | GAP | — | Build sequence engine | Build |
| SMS Response Detection | Reply tracking | GAP | — | Telnyx inbound webhook | Build |
| SMS Templates | A/B/C close, humor | GAP | — | Template library | Build |
| Rehash / Win-Back | Hatch ($1M+/yr) | GAP | — | Dormancy trigger + sequence | Build |
| Single-Number Comms | One number throughout | HAS | +13147840756 | — | — |
| Cal.com Booking | In-thread booking | HAS | get_booking_link | — | — |
| Appointment Reminders | Day-of from tech | PARTIAL | send_sms + check_calendar | No automation | Build |
| Outbound Calling | Phone follow-up | HAS | make_outbound_call (voice) | — | — |
| Email Sending | Transactional | HAS | send_email (communication) | — | — |
| Email Sequences | Drip campaigns | GAP | — | Build sequence engine | Build |
| Blog Publishing | 66 posts, SEO | PARTIAL | generate_copy (content only) | No CMS pipeline | Integrate |
| SEO Research | Keyword + competitor | HAS | research_seo, research_market | — | — |
| Service Area Pages | 26 geo pages | HAS | generate_landing_page + deploy | — | — |
| Social Posting | FB, IG, TikTok | GAP | X/Twitter (blocked) | Meta, IG, TikTok APIs | Integrate |
| Review Solicitation | NiceJob (3,235) | GAP | — | Post-service review request | Build |
| Review Monitoring | Ongoing tracking | PARTIAL | research_reputation (one-time) | No alerts | Build |
| Attribution Tracking | UTM → revenue | HAS | tag_lead_source, get_romi_report | — | — |
| A/B Testing | LP variants | HAS | create_landing_page_variant | — | — |
| Financial Reporting | Revenue tracking | HAS | get_revenue_summary (CFO) | — | — |
| E-Signature | On-site contract | GAP | — | DocuSign/PandaDoc | Integrate |
| Website Deployment | Marketing sites | HAS | deploy_website (cloudflare) | — | — |
| Workflow Automation | n8n orchestration | PARTIAL | create_workflow (basic) | Few pre-built | Build |
| AI Chat Widget | Niva AI | GAP | — | Chat integration | Integrate |
Rob is 39% there on capability count, with another 21% partially covered. But the foundation is solid — CRM, SMS, landing pages, attribution, calendar, voice calling, website deployment all work in production. The missing piece is the orchestration layer that connects these tools into automated sequences.
Not automatically, but close. Rob could run this playbook today with manual SMS sends and manual CRM entry — which is how most small operators do it. With the SMS sequence engine built (2-4 weeks), Rob could reproduce 80%+ of this playbook for any client.
After these 5 items, Go AI Labs can credibly offer "we'll build you a TSR-grade marketing machine" to any home services client. The gap is execution discipline — and that's exactly the gap Go AI Labs is designed to fill.
| Source | Type |
|---|---|
| TSR Resurfacing Playbook (internal) | Primary — playbook with 12 phone screenshots, 1 contract PDF, 12 marketing tool outputs |
| tsrconcretecoatings.com | TSR brand site (WordPress + Bricks Builder) |
| revamp-coating.com | GHL direct-response funnels |
| revampyourspace.com | Centralized paid media landing hub |
| revaflexsurfaces.com | RevaFlex product site |
| usehatchapp.com | Hatch TSR case study ($1M+ rehash) |
| Rob Platform repo | 224 tools across 11 sheds verified |