Grains Construction develops basements in Calgary, Canada. These are high ticket projects where one good lead is worth thousands of dollars and one bad lead wastes a crew’s afternoon. This engagement covers both halves of the problem: creating the enquiry, and turning it into a priced proposal fast enough to win the job.
The problem
Home services lead generation is easy to do badly. Broad advertising produces a flood of enquiries from people who wanted a rough idea of cost, are two years away from starting, or are outside the service area entirely. The cost per lead looks excellent and the crew wastes weeks.
The second problem arrives after the enquiry. Quoting a basement development is slow, detailed work. A quote that takes a week to produce arrives after the homeowner has already spoken to two other contractors.
What Arrax built: the advertising
Arrax rebuilt the Meta lead generation around qualification rather than volume. Video creative showing real completed projects, because in construction the work itself is the strongest possible advertisement. Broad audience targeting that lets the algorithm find buyers rather than boxing it into a narrow guess. Lead forms designed to filter out tyre kickers before they reach the calendar.
What Arrax built: the quoting tool
Arrax then built Grains a web based proposal generator so an estimate can be produced and sent while the enquiry is still warm. It is not a generic calculator. Its pricing model was fitted to the historical quotes this business had already produced, so the numbers match how this company actually prices work rather than an industry average that would lose money on half the jobs.
It runs at proposals.grainsconstruction.ca and is used as part of the normal sales process.
Why this one is different
This is the Arrax operating model for North American home services in a single account. A team in Pakistan delivering senior level performance marketing to a Canadian contractor, measured in booked estimates rather than clicks, with custom software closing the gap between an enquiry arriving and a proposal going out. Most agencies can do the first half. Very few can build the second.
What Arrax provides
- Meta advertising strategy and management, built around lead qualification
- Video and photo creative showing real completed projects
- Lead qualification forms and instant follow up
- A custom web based proposal and quoting tool, with pricing fitted to real historical quotes
- Hosting and ongoing maintenance of that tool
- Reporting measured in booked estimates
Work with Arrax
Arrax is a marketing agency that also builds software. If your business needs campaigns, a website, a CRM, automation or a custom tool, it can all come from one team. Request a free audit and a senior strategist will walk your accounts and send you a recorded review within 48 hours.
