Framework
A proposal by Crowd Control Digital
The Trust Position
A qualification-first paid media engine for Houston's exteriors market: $1,500/day across Meta and Reddit, optimized to booked in-home estimates, not clicks.
What We Found
We audited Framework's digital presence, tore down the live ad libraries of every major exteriors advertiser in the Houston market, and mapped the insurance and energy dynamics driving homeowner urgency in 2026. Three findings shaped this entire plan.
Framework runs zero active Meta ads today. Renewal by Andersen runs ~3,100, Power Home Remodeling ~270, and Window World of Houston ~190 into the same households. Framework's 5.0-rated, GAF-certified story is invisible at the exact moment national competitors are buying the market.
Houston home insurance premiums jumped roughly 17% in 2026 to about $7,855 on average, the fifth straight year of increases. Carriers now penalize roof age at renewal and quietly shift roofs to actual-cash-value coverage. A new roof has become an insurance strategy, and homeowners staring at renewal letters are the highest-intent audience in the category.
Houston's biggest local roofers, including the market leader by review count, run zero Meta ads. The only loud voices on paid social are out-of-state window brands. A local operator with real credentials can take the trust position on Meta essentially uncontested.
The federal 25C energy-efficiency credit expired December 31, 2025. Competitors still leaning on tax-credit hooks are running expired math. The compliant, stronger play in 2026 is real energy-bill savings plus the insurance angle, both of which Framework's insulation and roofing systems actually deliver.
Reddit CPMs run $3 to $12, roughly 40 to 50 percent below Meta, and no Houston exteriors company advertises there. Houston's subreddits produce contractor-recommendation threads weekly. It is a high-trust, low-cost channel sitting completely unclaimed.
Why Now
Hurricane season runs through November, insurance renewals land year-round, and July electric bills are peaking across the metro. Every seasonal force in Houston is currently pushing homeowners toward exactly what Framework sells. The question is only who they call, and right now the advertisers answering that question are not from Texas.
The Strategy
Frameworkhasthehardpartdone:aGAF-certifiedlifetimeroofingsystem,a5.0reviewprofile,andarealservicefootprintacrosssixHoustoncounties.WhatitdoesnothaveispresencewhereHoustonhomeownersactuallyscroll.RightnowFrameworkrunszeropaidsocialwhileRenewalbyAndersenrunsroughly3,100activeMetaadsandPowerHomeRemodelingrunsroughly270intothesamezipcodes.MeanwhileHouston'stoplocalroofersarenotonMetaatall.Thatistheopening:alocal,credentialedoperatortakingthetrustpositiononthetwoplatformswherethenationalsareloudandthelocalsaresilent.Thisengagementstandsupaqualification-firstfunnelbuilttobookin-homeestimatesfromhomeownerswhoownagingroofsandarefeelingtheinsurancesqueeze,witheverydollargradedonleadquality,notleadcount.
Claim the local trust position on Meta before another Houston roofer wakes up to the vacuum
Own the local trust position on Meta and Reddit, and let insurance economics do the selling.
Build a qualification-first funnel (insurance-angle hooks, gated forms, estimate booking) that filters before it fills
Turn Reddit's contractor-recommendation culture into a proprietary low-CPM lead channel no competitor is using
Wire a lead-quality feedback loop from Framework's sales outcomes back into platform optimization, proving the cost-per-booked-estimate economics that justify scaling past $1,500/day
Who We're Reaching
Owner-occupied Houston-metro households with aging exteriors and rising carrying costs. We are not chasing everyone with a roof; we are qualifying for the homeowners with a reason to move now.
Age Range
35-65
45-60 is the decision core
Housing
Owner-Occupied
Homes built before 2010
Geography
6-County Metro
Harris to Galveston coast
Trigger State
Rising Costs
Insurance renewals and summer utility bills
Audience Personas
The Renewal Shock
45-65Just opened an insurance renewal with a double-digit hike, a roof-age surcharge, or a quiet switch to actual-cash-value coverage. Their 15-plus-year-old roof went from fine to financial liability overnight. They need a credentialed contractor whose paperwork insurers respect.
The Energy Bill Casualty
35-55August electric bill north of $400 and an attic doing nothing to stop it. Researches obsessively, reads Reddit threads before trusting anyone, and responds to real math over hype. Insulation and windows are the entry point; the roof conversation follows.
The Storm Prepper
40-65Coastal-county homeowner who thinks in wind ratings and TWIA compliance. Wants WPI-8 certification handled correctly and a warranty that does not blink at hurricane-force winds. Buys credentials and proof, not discounts.
What Drives Them
Trust is the entire purchase: they have all been burned or know someone who has been burned by a contractor
They respond to proof (certifications, warranties, local reviews) over promotions and countdown timers
Money pressure is real but reframed: they will spend on things that cut insurance and energy carrying costs
They research before they call: review profiles, Reddit threads, and neighbor recommendations decide the shortlist
Pain Points
Storm-chaser fatigue: every door-knock and postcard after a storm reads as a scam until proven otherwise
Insurance whiplash: premiums up again, coverage quietly downgraded, roof age suddenly held against them
Bid anxiety: wildly different quotes with no way to tell craftsmanship from a sales script
Contractor ghosting: deposits taken, calls unreturned, jobs half-finished around the neighborhood
What Makes Them Buy
An insurance renewal letter with a rate hike, roof-age surcharge, or ACV conversion
A neighbor's visible roof or window replacement on the same street
A brutal summer electric bill that makes the attic and windows impossible to ignore
A named storm entering the Gulf forecast cone
Where They Spend Time
The primary decision surface for 45+ Houston homeowners. Community groups and neighborhood pages drive contractor word of mouth; feed and Reels carry the qualification offers.
Before-and-after transformations and crew craftsmanship content. Where the 35-50 segment validates that a contractor's work matches the pitch.
r/houston and neighborhood subreddits generate weekly who-do-I-trust contractor threads. High research intent, zero competing exteriors advertisers, CPMs 40 to 50 percent below Meta.
Voice of Customer
“Every roofer who knocks after a storm is a scam until proven otherwise.”
— r/houston contractor threads, paraphrased sentiment
“My insurer basically repriced my whole policy because the roof is 16 years old.”
— Houston homeowner forums, paraphrased sentiment
“Who is a roofer here that actually shows up and does not ghost after the deposit?”
— Recurring r/houston recommendation-thread pattern
Strategic KPIs
Directional targets based on competitive benchmarks and market analysis — not guarantees, but the outcomes we're engineering toward.
Qualified means passing the form gates: owner-occupied, service-area zip, project intent. Search benchmarks for roofing and windows run $200+ per lead.
The north-star metric. Booked in-home estimates are what Framework's model monetizes, and what the platforms will be optimized toward.
Driven by qualification gates plus speed-to-lead. We throttle volume to match Framework's estimate capacity rather than flooding the calendar.
A deliberately capacity-aware target at $45.6K monthly spend. Quality and show-rate come before raw volume in every optimization decision.
These are directional targets informed by market research and competitive analysis — not contractual guarantees.
Competitive Context
On Meta in Houston, the loud advertisers are national window brands and the local roofers are silent. Nobody owns the local, credentialed, insurance-fluent trust position. That is the lane this plan takes.
Renewal by Andersen: ~3,100 Active Meta Ads
STRENGTHThe most sophisticated offer architecture in the category: BOGO windows, 18-month zero-interest financing, qualification-style ads, advertorials, sweepstakes, and quizzes running simultaneously.
GAPWindows only, premium-price backlash in reviews, and zero roofing story. Their qualification playbook works; Framework can run it locally across a full exterior system they cannot match.
Power Home Remodeling: ~270 Active Meta Ads
STRENGTHRelentless full-funnel testing (30-plus versions per creative), lifetime labor warranty messaging, and a slick project-tracking app as a differentiator.
GAPAn out-of-state machine selling the organization, not the crew. No Houston roots, no TWIA or WPI-8 fluency, no local review equity. Local proof beats national polish in a trust category.
Window World of Houston: ~190 Active Meta Ads
STRENGTHOwns the storm-season angle locally: hurricane-rated glass, zero-percent financing, American-made positioning, heavy video output.
GAPBudget positioning with a thin quality story. Framework's 5.0 reviews, GAF certification, and lifetime system outclass it everywhere except share of voice.
Amstill Roofing: 0 Active Meta Ads
STRENGTHHouston's review king: 50 years operating and 1,600-plus Google reviews that dominate the search layer.
GAPCompletely absent from paid social. The discovery layer (Meta and Reddit) is where Framework can intercept homeowners before they ever type a search.
The 90-Day Flight Plan
A 90-day flight from tracking foundation to scaled, quality-graded lead flow: build in weeks one and two, launch by mid-August, then optimize and scale through October.
What You Get
Everything required to run $1,500/day accountably: strategy, builds, creative, tracking, and reporting across both platforms.
Meta: Qualification Engine
Campaign Architecture + Management
$1,000/DAYRoofing-led qualification campaigns with windows and insulation lines behind them. Gated instant forms and estimate-booking optimization, geo-tiered across all six counties, managed and optimized daily.
Qualification Lead Forms
FULL BUILDConditional forms that filter before they fill: owner-occupied, service-area zip, roof age, project timeline. Volume is throttled to protect show-rate and estimator capacity.
Retargeting + Lookalikes
ONGOINGSite visitors, form abandoners, and engagement pools recaptured; lookalikes seeded from booked estimates rather than raw leads.
Conversions API + CRM Sync
FULL BUILDServer-side tracking with offline conversion events, so the algorithm learns from booked and shown estimates, not just form fills.
Reddit: The Unclaimed Channel
Community Campaign Management
$500/DAYr/houston, neighborhood, and home-improvement subreddit placements at CPMs 40 to 50 percent below Meta, managed with platform-native tone.
Trust-First Creative
PLATFORM-NATIVEAds written like straight answers to the who-do-I-trust threads Houston Reddit produces weekly: credentials, process, warranty, and real pricing posture. No ad-speak.
Reddit Pixel + Conversion Tracking
FULL BUILDFull-funnel measurement so Reddit-sourced estimates are graded on the same cost-per-booked-estimate scorecard as Meta.
Creative Production
Ad Creative Sprints
50-100/MOStatics, motion, and video cutdowns produced in-house from Framework's job-site footage, reviews, and AI-assisted production. Hooks reverse-engineered from the competitor teardown.
Angle Testing Framework
4 ANGLESInsurance squeeze, energy math, storm readiness, and craftsmanship proof, each tested per service line with a structured rotation, so budget follows evidence.
Measurement + Reporting
Lead Quality Scorecard
WEEKLYEvery lead graded through to estimate outcome with Framework's sales team. CPQL, cost per booked estimate, and show-rate by campaign, angle, and geo.
Reporting + Strategy Cadence
WEEKLY + MONTHLYWeekly performance reports, a monthly strategy call, and a live dashboard. The 90-day readout closes the flight with scale scenarios.
Scope of Work
Clear boundaries to ensure maximum value within the project parameters.
Included
Not Included
Additional services can be scoped and quoted separately.
Total Investment
Management fee only. Ad spend is funded by Framework and billed directly to the platforms at $1,000/day on Meta and $500/day on Reddit.
Month 1: Management Fee
Month 2: Management Fee
Month 3: Management Fee
SECURE CHECKOUT VIA STRIPE
The market is loud. The trust position is empty.
Approve + Kickoff
Hit Approve below to lock the flight, or reply to Geoff with questions. Kickoff call scheduled within 24 hours of approval.
Onboarding Questionnaire
A short intake covering access grants: Meta Business Manager, domain and pixel, CRM, call tracking, Google Business Profile, review assets, financing partners, and brand files.
Tracking Foundation
Pixel, Conversions API, Reddit pixel, form webhooks, and CRM stage sync installed and QA'd, so lead quality is measurable from the first dollar.
Creative Sprint 1
We pull job-site photos, reviews, and warranty documentation from your team and build the 25-50 ad launch set across the four angles.
Launch Week
Meta and Reddit live by August 14 with daily QA through the first two weeks of delivery. Lead flow starts hitting your CRM with alerts.
The Quality Loop
Weekly lead grading with your estimators from week three onward. Budget follows booked estimates, and the 90-day readout sets the scale plan.
Houston homeowners are getting squeezed by insurance and energy costs while out-of-state brands buy their attention. Framework has the credentials, the warranty, and the reviews to own this market's trust, and nobody local is even competing for it on paid social. Approve below to launch August 1, or reply to Geoff to talk through the plan.
We're here to clarify anything about the project.
Get in Touch10 years of breaking through the noise.
Crowd Control Digital is a full-service marketing agency that works with creators and brands of all sizes — from independent artists to Fortune 500 companies. We craft and execute campaigns across paid media, influencer marketing, creative strategy, billboards & OOH, and event production.