Excellent Finish is a marketing company built on public evidence rather than ad auctions. Permits, claims, filings, complaints and reviews tell us who already has the problem you solve — with an address and a date attached — weeks before they go looking for somebody to fix it. We run the campaign that reaches them first, and we are paid on what lands on your calendar: 30 booked jobs in 30 days, or you don't pay.
By the time somebody types a query, the problem has usually been in their house for weeks. They have filed a claim, pulled a permit, called the city, or left a one-star review for whoever came out first. The search is the last step in that sequence, and it is the single place every one of your competitors is standing. We work the weeks in front of it.
An ad platform sells you proximity to a keyword and asks you to infer a need from it. A recorded water loss requires no inference: it is a dated, addressed fact about somebody whose problem is already expensive and already funded. One of those is a bid you win by paying more. The other is a document, and it costs the same whether or not your competitor found it.
Forty thousand permits is not an advantage, it is a spreadsheet nobody can call. The work is knowing which two hundred rows describe a household that will spend money this month — and that answer changes with the trade, the county and the water. Hard water shortens a tank by years. A portal that publishes monthly kills a same-week signal outright. So we build one model per vertical per market, and retrain it on what actually got booked.
Everything we sell is derived from an event that already happened and was written down somewhere. All of it is public record or lawfully licensed. None of it is a consumer credit file.
Applications, issuances, expirations and inspection failures. The single most predictive source in construction and the home trades, because it is dated, addressed and describes the work.
Loss events reported through public and syndicated channels. A water or fire loss creates immediate, funded, non-negotiable demand for several trades at once.
Court dockets, probate, notices of default, liens, code enforcement, business filings, closings. The backbone of the professional and real-estate verticals.
One and two-star reviews naming a competitor and a problem. A person who just fired a contractor mid-job is the most ready-to-book customer in the market, and is invisible to every ad platform.
Neighborhood groups and local forums where people describe a problem before they price it. Read for intent, never scraped for identity.
311, code violations, health and nuisance complaints. Pest control, junk removal and property services run almost entirely on this feed.
Evidence goes stale at the speed of the problem. The homeowner with a burst supply line will have chosen somebody by the end of the day; the executor with a house to clear will call whoever a neighbor names. So we route on whichever channel gets a human at your company talking soonest, and time to first contact is reported every week as a number with your name on it.
Straight into your CRM or dispatch board the second a record clears classification. Most clients on this channel are dialing inside ninety seconds.
For crews that live on a phone and not a desk. Address, what we know about the job and a callback number, short enough to read at a job site.
In-app alerts with a claim button, so the first person to take it owns it and nobody double-dials the same homeowner.
Batched digests for verticals where same-hour speed matters less than working the day properly — estate work, commercial, renewal cycles.
We settle on booked work, never on volume. Here is exactly what counts toward your 30, written into the agreement before the first campaign runs.
Which vertical, which counties and ZIPs you can service at a profit, and how much work your crew can absorb in a week without dropping any of it. Territories are exclusive, because the whole advantage is arriving first and that cannot be sold twice.
Every vertical has its own classifier and inside a vertical the weights move by metro. We start from what produced booked work for comparable companies in your city, then retrain on your own closed-won jobs as they accumulate. By month two it is reading your market, not an average of everyone's.
Into the CRM, onto the phones, or as a morning list — whichever gets a human talking to the customer soonest. Time to first contact moves close rate more than any other variable in every vertical we run, so it is the first thing we instrument and the first thing we report.
A permit that predicts a job in plumbing predicts nothing in probate, and a signal that works in Phoenix can be worthless in a county that publishes quarterly. So there is no single model here with a category filter on it. Every vertical below is a separate build.
Six trades where a broken thing creates a dated, addressed record before anyone searches.
A plumbing emergency is the shortest buying window in the trades. The homeowner is standing in water, calling three numbers off one search, and the…
The signals we read →02HVAC is the most capacity-constrained trade in the desert. The July problem is not demand, it is triage; the October problem is that the phone goes…
The signals we read →03Electrical is the trade where the money and the search term almost never match. Nobody wakes up wanting a service upgrade. They want a charger, a…
The signals we read →04A cleanup pays once. A route pays forever. The difference between the two is almost entirely timing — a homeowner who just moved in is choosing a…
The signals we read →05One treatment is a favor. A plan is a business. Pest control is the vertical where predictive data works best, because the trigger event is almost…
The signals we read →06Junk removal is the purest predictive vertical there is. Nobody searches for a hauler until the day they are standing in a full garage — but the…
The signals we read →Where the permit is the job, and timing beats every other advantage.
Construction work is almost always chased too late — by the time a project is being bid, three other companies are already in the room. The permit…
The signals we read →08Subcontractors and specialty trades live on relationships that took years to build, and lose quarters whenever a GC's schedule shifts. The…
The signals we read →Filings and life events that create immediate, deadline-bound demand for counsel and cover.
Legal marketing is the most expensive click in the world because every firm bids on the same handful of terms. The docket is a completely different…
The signals we read →10Nobody wakes up wanting cover. They buy it the week something makes the need concrete — a child, a closing, a claim, a promotion, a license. Those…
The signals we read →Transfer, distress and debt records — who is moving, who is stuck, and who is paying the wrong rate.
Every investor in the metro is looking at the same MLS and the same handful of skip-traced lists. The advantage is not in the list, it is in the…
The signals we read →12Mortgage is the vertical where the public record is most complete and least used. A deed of trust names the borrower, the amount, the term and the…
The signals we read →The permit list was the part I didn't believe. We started calling houses with twelve-year-old units in March instead of waiting for June, and it flattened out the worst part of our year.
HVAC company ownerWe used to buy shared leads that four other guys got at the same time. Now we're at the door before anyone's searching. Same crew, same trucks, completely different month.
Plumbing company ownerThey're talking to executors weeks before anything hits the MLS. First year in three I haven't been in a bidding war.
Real estate investorFigures are results reported by clients running live campaigns with us. Outcomes vary by vertical, market density and how fast a customer gets a call back.
Most of that market sells declared intent — somebody filled in a form, and the form was sold. That person may be six months and five competitors away from spending anything, and the same record was very likely sold to four other companies in your trade. We start from the opposite end: an event that has already happened and was written down somewhere official. A claim was approved. A permit expired. A default was recorded. A complaint was filed. Then we run the campaign that reaches that household first. You are not buying a name to call. You are buying work on the calendar.
A marketing company that happens to do its targeting from public evidence instead of an ad auction. Everything an agency does still happens here — the offer, the creative, the follow-up, the tracking, the reporting. What changes is where the audience comes from. Instead of bidding for proximity to a keyword against everyone else in your trade, we build the audience from records that say, with a date and an address, that the need already exists.
Six families of source: building permits, insurance claim reporting, public records including court and county filings, published reviews, public neighborhood signals, and municipal complaint databases. All of it is either public record or lawfully licensed. We do not buy consumer credit files, and nothing we use would make this a consumer report.
The sources are public or licensed, and the use is marketing — not credit, insurance underwriting, employment or tenancy decisions, which is the line the Fair Credit Reporting Act actually draws. On top of that, individual verticals carry their own rules: attorney solicitation windows, restrictions on driver and vehicle record use, state telemarketing law. We filter each campaign to what your vertical permits and we will show you what was excluded and why.
Calling, generally yes, inside state calling hours and against the do-not-call rules your business already follows. Cold texting, no. Messaging somebody who has not opted in carries statutory damages of $500 to $1,500 per message and no data source changes that. We will text you. You should not open by text with them.
We look at how much demand your territory actually produces, what the county's publishing cadence allows, and how much work your crew can absorb. Then we tell you honestly whether 30 in 30 is realistic for you — before anyone signs anything.