OPERATIONS MANUAL · VERSION 1.0 · TEXAS · STORM SEASON 2026
Traction.The marketing-and-customer-operations layer your roofing company runs on.
Not another agency. An installed system. Every lead is graded the second it submits, called within 60 seconds, followed up automatically, and traced from the first ad dollar to the closed roof. You see every receipt. If it doesn't earn its keep, you walk and you owe nothing.
CONTENTS
You don't need more advertising. You need a system.
Most marketing agencies sell deliverables. X ads per month. Y posts per week. A dashboard you check on Monday morning. The pitch is always the same and the receipts are always thin.
Traction is the layer underneath the deliverables. Every lead that submits a form on your site or your ad is graded — Hot, Warm, or Cold — within 60 seconds, with a dollar-framed talk-track written for that specific homeowner. Our AI calls them before any other contractor on their list does. Every follow-up is logged. Every booked inspection writes a record. Every closed roof traces back to the exact ad dollar that found the homeowner.
The whole thing is auditable. Replayable. And the day you decide to leave, the ad accounts, the domain, the phone number, and the customer records — all of it stays in your name.
Five rungs. Climb-gated, not time-gated.
You don't move up until the prior rung has proven itself. We don't ship the next service until we've earned it.
30 days of pre-graded leads delivered straight to your dashboard. Each lead arrives with a dollar-framed talk-track. You close by phone yourself. We handle the screening; no homeowner messaging on our side.
Climb: First closed job from a Traction-routed lead
Everything in Rung 0, plus the weekly proof dashboard — every lead, every dollar, every outcome, clickable down to the receipt. Day-60 refund commitment: if no closed job traces to our pipeline in 60 days, full refund.
Climb: 30 days of positive-ROI receipts
We run your Meta and Google ad spend. Full attribution chain — every closed roof maps back to the exact ad. Automated homeowner SMS follow-up turns on once our TCPA counsel signs the flows.
Climb: 3 attributable closes + 60 days of clean attribution data
Contractor-SMS layer goes live. Your crews text job updates in plain English; the system parses, drafts follow-up, schedules the next touch, books the review request. Your crew never opens a CRM.
Climb: Crew using contractor-SMS daily for 30 days
Full operating layer. Weekly narrative engine. Proactive flags. Auto-assembled quarterly business review. CRM-integrated. The day you think about leaving, the question is can we re-staff a department.
Climb: Renewal absorbs itself
ELIGIBILITY — One contractor per metro at any time. Admissions open at Rung 0 only.
Five stops, end to end. Every step writes a plain-language record.
The whole pipeline is auditable. If something goes wrong, we can show you exactly where and exactly why — in English, not in jargon.
Intake
Homeowner submits inquiry. raw_data → leads, within milliseconds.
Score (<60s)
Hot/Warm/Cold + dollar-framed talk-track for this specific homeowner.
AI Call (<60s)
Voice agent dials immediately. TCPA-clear. State quiet-hours respected.
Book
Inspection on your calendar. SMS confirm + 24h reminder. Journal entry written.
Close
closed_jobs row links back to ad-dollar. Attribution chain complete.
FORM
Homeowner submits inquiry. raw_data → leads, within milliseconds.
SCORE
Hot/Warm/Cold + dollar-framed talk-track for this specific homeowner.
AI CALL
Voice agent dials immediately. TCPA-clear. State quiet-hours respected.
BOOK
Inspection on your calendar. SMS confirm + 24h reminder. Journal entry written.
CLOSE
closed_jobs row links back to ad-dollar. Attribution chain complete.
AUDIT — Every transition writes a plain-English log entry. You don't get “the algorithm decided.” You get the actual reasoning.
Built by one engineer. On purpose.
My name is Dean Florence. I'm not a marketing-agency owner. I'm an engineer who got tired of watching marketing agencies sell the same broken product to roofing contractors who deserved better — twelve-month contracts, opaque dashboards, dead leads, and a refund clause buried in the fine print.
I spent five months building Traction full-time. Every part of the system — the lead scoring, the AI voice agent, the attribution chain, the contractor SMS layer, the proof dashboard, the audit log, the compliance engine — was built and is operated by me on infrastructure I run. There's no agency layer in the middle adding overhead and slowing things down. There's no junior account manager you talk to. There's the system, and there's me.
The reason Rung 0 is free is that I'd rather show you 30 days of receipts than 30 days of a pitch deck. The reason there's only one contractor per metro is that we share leads with no one and we mean it. The reason there's a 60-day full refund on Rung 1 is that the downside risk should be on me, not on you.
If we end up working together, you have my direct cell. The whole point of installing the system into your business is that nothing important goes through three layers of account managers. When something matters, you call me.
— Dean Florence, founder
dean@tractionagency.com
OPERATOR CREDENTIAL
Dean Florence
Founder & principal engineer
Direct line: dean@tractionagency.com
What we don't do.
Every lead is exclusive to you in your service area. We don't sell the same homeowner to three contractors and call it competitive. If you're the Traction contractor in your metro, the lead belongs to you, full stop.
We generate leads or we qualify them. We never buy from aggregators and flip them. Aggregator leads behave differently — the homeowner already expects four calls, the audit trail breaks, and the close rates collapse. We refuse the entire category.
Every homeowner who gets a Traction text or AI call has given express written consent on the form. STOP keyword routing is wired. State quiet-hours are enforced before any call connects. We have TCPA counsel on retainer; we won't ship the outbound layer to your account until they've signed every flow.
Every AI call opens with the state-required AI-identity disclosure. Calls are recorded only where it's legal. We maintain a per-state matrix of recording and disclosure laws, and the system enforces it before the call connects.
Your ad accounts, your domain, your phone number, your customer records — all stay in your name from day one. There's no twelve-month contract. There's no early-termination fee. The day you walk, you walk with everything. The only thing that leaves is us.
STANCE — Trust comes from being specific about what is off the table.
Request for engagement. One form. One reply within 24 hours.
The pilot is free. The first call is a 15-minute fit check by phone or video. If we're not the right match, I'll say so on the call and recommend who is — no chase sequence, no “let's revisit in Q2,” no nurture drip. Engagement is by application. One contractor per metro at a time.
We will not add you to a marketing list. We will not sell your information. We reply once — with either a fit-check time or a recommendation elsewhere.