SYSTEMS
Audience
Two Audiences, Different Motivations
A PANIC-STAGE HOMEOWNER
A HEALTH-CONSCIOUS HOMEOWNER
Experiencing immediate anxiety or alarm after spotting water damage, leaks, or a musty smell. Fearful about potential health risks and high remediation costs. Overwhelmed by uncertainty, needs fast, credible guidance. Wants affordable, immediate answers before committing to expensive inspections. Speed and ease is important. Desires reassurance and validation — “Am I overreacting, or is there a real problem?”
Generally calm but concerned about long-term indoor air quality. Motivated by prevention and the desire for a cleaner, healthier home. Some may have chronic conditions (e.g., respiratory irritation, allergies, brain fog, fatigue) linked to indoor toxins.
Emotional state:
Seeks knowledge and prevention — wants to understand what’s in their home environment. Interested in making proactive, health-conscious decisions for their family.
Motivation
Speed, simplicity, affordability, and peace of mind. Prefers practical step-by-step solutions over theory.
Clean living, health, natural prevention, and education. Prefers content that feels trustworthy and science-based.
Values
Calm, direct, and solution-oriented. Economic Advantage Focus on clarity and control — “You can handle this. Here’s how to find out fast.”
Messaging Tone:
Calm, educational, nurturing — “Protect your home, protect your health.” Use wellness-aligned language rather than fear-driven messaging.
Landing Page Realignment
Paid Search Paid Social Ads
Landing Page Realignment
Partnerships & Collabs
Social Posting
Marketing
Nurture Sequence Lead Magnets Local SEO
Blog & SEO Optimization Monthly Email campaigns
Nurture Sequence
Limelight Connect Direct Mail (Low Priority)
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