Case Study
Trinity Pool Designs: 5.74x True ROI
Custom pool builder · Birmingham, Alabama · First 3 months of ads
A projected $132,000 in gross profit left over after marketing costs, on a $23,000 investment.
01 — Background
The Story
Trinity Pool Designs is a husband-and-wife-owned custom pool building company based in Birmingham, Alabama. Tyler Bullard and Tyler Whitten built the business on a simple idea: don't chase volume, build fewer pools at a much higher level. With over 20 years of experience between them, Trinity handles 10 to 12 high-end custom pool and outdoor living projects a year, with remodel bids starting at $130,000 and full projects reaching well past that.
That kind of business doesn't need more leads. It needs the right leads.
02 — The gap
The Problem
Before Harmony, Trinity's marketing wasn't built for how they actually sell. Their previous setup was pulling in leads, but too many of them weren't a real fit: people who weren't ready to spend at Trinity's level, or who never picked up the phone once they filled out a form. Campaigns had been paused. Cost per lead had crept up over $100. And the whole process depended on Tyler and Tyler personally chasing down people who may or may not have been serious.
They didn't need a bigger ad budget. They needed a system that only handed them people worth calling.
03 — The numbers
The Results
The funnel, first three months of ads
Total ad spend to generate all of it: $7,500. Here's what each step actually cost.
On projects that start at $130,000, a $2,500 cost to acquire a customer pays for itself many times over on a single signed deal.
04 — The math
The True ROI
Revenue only tells half the story. Trinity doesn't keep every dollar of that $620,000 — building the pool costs money too. So instead of comparing cost against raw revenue, here's the honest version, based on a projected 25% gross margin.
For every $1 Trinity put into this system — including our own fee — they kept roughly $5.74 in gross profit on top of getting that dollar back.
The $23,000 investment is $7,500 in ad spend plus $15,500 paid to Harmony — our 2.5% revenue share on the $620,000 closed. The 25% figure is a gross margin projection, not a confirmed number from Trinity's own books; swap it for their real margin and this section recalculates the same way.
A client quote from Tyler Bullard or Tyler Whitten will be added once gathered. We don't publish a quote that wasn't actually said.
05 — The build
What We Built: The Three Sisters
Harmony's Three Sisters system is three tools that only work as a set: a video ad campaign, a landing page, and a lead management system. Here's how each one was built specifically for Trinity.
- 1.
High-quality video ads featuring the real owners
Instead of stock photography or generic pool footage, the ad creative puts Tyler and Tyler on camera, showing real Trinity projects in Birmingham. The goal isn't to attract the most clicks. It's to attract homeowners who see two real business owners standing behind their own work and decide this is who they want building their pool.
- 2.
A landing page that qualifies, not just collects
Trinity's landing page leads with the thing that actually builds trust for a $130,000+ purchase: 20-plus years of experience and real project testimonials. Behind that, a short survey asks what someone wants (new pool, remodel, outdoor living, or hardscape) and gets a sense of their budget before Trinity ever picks up the phone. A homeowner who isn't ready to spend at Trinity's level self-selects out before wasting anyone's time.
- 3.
A lead management system that never drops the ball
Every survey response flows straight into Trinity's GoHighLevel pipeline, synced to both Tyler and Tyler's calendars so either of them can see and manage every lead. New leads are prompted automatically to book an intro call, then an on-site visit, with reminders running in the background so no one falls through the cracks waiting for a callback.
Want This for Your Business?
Trinity didn't need more leads. They needed a system built around how they actually sell, and the discipline to only spend money on the leads worth their time. That's what the Three Sisters is built to do.