Services
Door to Door
A field-tested canvassing system built from a standing start: the scripts, the training, the pay structure, and the daily cadence that keeps a crew producing.
One canvassing program. Zero to $3.79M.
Canvassing is the most measurable becoming-known program a contractor can run. Every door knocked has a published cost.
A door-to-door department we built from a standing start inside an eight-figure Northwest Ohio home services company, and what it cost to run as it climbed.
Year one
2019 · built from zero
Year two
2020
Peak
2023 · high-water mark
Operating standard: target 10–15% · flag above 25% · cut above 50%
Source: internal program ledger, 2019–2023. Figures rounded.
Read the full 2021 ledger, line by line →
We built that from a standing start and put the ledger on the record.
What actually makes a crew produce
A canvassing crew is not a group of people knocking doors. It is four systems that have to work together, or the whole thing stalls by week three.
The script
What a rep says at the door, tested and refined until it books at a rate you can forecast.
The training
How a new hire goes from nervous to producing without burning a territory to learn.
The pay structure
What you pay, and how, so the crew’s incentive matches the number you care about.
The cadence
The daily rhythm that keeps a crew knocking instead of drifting.
The law of averages
Door to door is not a gamble. It is a numbers game with predictable math, and a system makes the averages stop being random.
One rep, one day, at a $15,000 average ticket and a 30% close rate from appointment. Multiply by crew size and a full season.
We publish the program ledger, so publishing the price is only consistent.
What it costs
Two ways to build it, two ways to keep it running. We launch on real porches, not in a classroom. Everything after the launch runs on the numbers. What separates the tiers is who ends up holding the crew.
Build it, one time
You run it
The Blueprint
$2,200one time
The system, documented and handed over. You staff it and run it.
Get startedIncluded:
Scripts
- Custom relational scripts, written for your trade and your market
Recruiting
- Hiring protocol for canvassers
Territory
- Territory strategy and mapping
Collateral
- Leave-behind designed to be kept, not binned
We train it
Field Commander
$7,000one time, two days on site at launch
We launch it with you on real porches, then build the rest remotely.
Get startedEverything in The Blueprint, plus
Launch
- Two days on site: workshop, then live porch shadowing with your crew
Systems
- CRM set up with territory heatmapping, built remotely after the launch
Team
- Certification curriculum your leads can run without us
Handoff
- Recorded, so the next hire gets the same training as the first
Then keep it running, monthly
You run it, we keep it sharp
Field Coach
$2,400per month, month to month
A weekly call on the numbers and the people, for after the build when turnover starts eating what you trained.
Get startedAfter either build above:
Cadence
- Weekly call with your Field Captain and crew leads
KPIs
- Doors, contacts, sets, sold jobs and cost per sold job, by territory
Team
- Performance by rep. Who is improving, who is coasting, who needs replacing
Scripts
- Rewritten against what is happening at the door now, not what worked in January
Turnover
- Recruiting support and onboarding for every new canvasser
- The crew you trained in March is not the crew in June
We run it
Market Dominator
$9,000per month, month to month
The whole department, built and operated, until your Field Captain can hold it.
Get startedEverything in Field Commander and Field Coach, plus
The build
- Included. No separate build fee, it rolls into the monthly
On site
- Two days a year with your crew, on top of the launch
Recruiting
- Ongoing recruiting engine, we keep the crew staffed
Sync
- Canvass synced to your other channels so the door is not cold
Leadership
- Field Captain trained to take it over
Reporting
- Dashboard down to cost per sold job by territory
No long-term contracts. Monthly tiers run month to month, earned every thirty days. The one-time builds are yours to keep whether or not you continue.
Asset or liability?
Six questions decide whether a field team builds the brand or burns it. Answer no to more than two and the team is costing more than leads.
On the porch
- Is the branded truck visible from the porch during the conversation?
- Does the team open with a neighborly story instead of a special offer?
- Does the homeowner keep the leave-behind because it contains actual value?
The first eight seconds earn the next sixty.
In the system
- Is the crew hitting five houses each side and ten across from every job?
- Does the team look like professional technicians or generic solicitors?
- Is the focus long-term brand equity or a lead at all costs?
Built for high-ticket trades that win on trust and density. Wrong for the quick kill.
The first ninety days
We do not train from a boardroom. The system gets built on real porches, around how your market actually answers the door.
Days 0–30
Ride-along observation, script development, territory mapping, CRM setup, and a gap analysis of the current field operation.
Days 31–60
Onsite classroom plus live porch sessions. The 5-5-10 protocol deploys and consultant certification begins for current reps.
Days 61–90
Performance dashboard live, coaching cadence set, and an internal Field Captain trained to run the department without us.
What owners ask
The questions owners actually ask, answered the way we answer them on a call.
Could you run this next season?
One page of findings: what a booked job costs you today, and whether a canvassing crew belongs in your mix. Free, no meeting required.
It is built by an operator rather than an agency.
Questions
What owners ask about this.
Do you actually get in the truck?
Yes. The only way to fix a field team is to shadow them on a porch, in the rain, on a Tuesday morning. We watch the interactions and give field-verified feedback that changes results before the next doorbell.
Do you provide the reps or just the strategy?
We are the intelligence unit, not the infantry. You provide the people. We build the scripts, map the territories, install the tracking, and train the team. At the top tier we also build the recruiting engine.
How does the 5-5-10 system work?
While the crew is on a jobsite, the rep works five houses to the left, five to the right, and ten across the street. The truck is visible and the work is in progress, so the homeowner has context before the knock.
How do we stop doors closing in ten seconds?
By moving from pitching to protecting. Relational scripts use a pattern interrupt that positions the rep as a local consultant sharing neighborhood information. Provide value before asking for anything and the door stays open.
See what the audit finds.
Capstone is run by an operator with more than ten years in marketing, seven of them running it inside an eight-figure Northwest Ohio home services company, so the audit comes from someone who has had to make these calls with real money on the line. It costs nothing and it does not require a meeting.