BROUSS ELEVATORS

Marketing Plan 2026

Comprehensive strategy to position BROUSS as the trusted premium choice in South Florida.

Strategic Objectives 2026

Strengthen Brouss as the premium, trusted choice for South Florida B2B decision-makers through consistent proof, visibility, and professional positioning.
Build a predictable pipeline engine by standardizing lead capture, lead qualification (Lead → MQL → SQL), follow-up SLAs, and reporting inside Dynamics 365 + ClickDimensions.
Turn the website into a conversion and trust platform that generates qualified quote requests through optimized service pages, tracking, proof assets, and interactive tools.
Scale inbound trust and shorten sales cycles using territory pages, case studies, reviews/GBP activity, and sales enablement assets that reinforce credibility.
Accelerate high-value revenue growth by supporting territory pod execution and modernization pipeline conversion.
Deploy the AI Voice Agent across weekdays and after-hours to improve speed-to-response, standardize intake, reduce missed calls.
Improve customer experience and retention by increasing transparency through Customer App + AI-assisted intake support.
Leverage the 10th Anniversary and community visibility to amplify awareness, reactivate warm leads, and reinforce brand presence.

Ideal Customer Profile (ICP)

Primary

Commercial & Healthcare

Commercial, healthcare, and office buildings managed by professional Property Managers, Facilities Directors, and Chief Engineers.

Secondary

High-End Condos

High-end condos where boards/managers value uptime, documentation, and professionalism (not lowest price).

No-Go

Avoid

Low-budget condos, chronic bid-shoppers, problematic boards, and high-demand customers unwilling to pay for proper scope.

Q1

Foundation

January – March 2026
Conversion infrastructure ClickDimensions + Pipeline Content + Reputation Territory Pod prep

Q1 Timeline

January

  • Social/Brand: unify bios/links/CTAs + content calendar ready
  • Create a YouTube channel
  • Prepare and structure the social media strategy
  • Optimize LinkedIn + activate team amplification
  • Reputation: review request template + review link in email signatures

February

  • CRM Marketing: Prepare Dynamics 365 + ClickDimensions structure
  • Website: Launch Quote Request Form + optimize service pages
  • Start the Customer App blueprint (screens + workflow)
  • Start posting 2–3x/week + first monthly content shoot
  • AI agent and chatbot ready for testing
  • Implement on-hold call messages

March

  • Start ClickDimensions implementation and configuration
  • Test tracking end-to-end (forms, clicks, attribution)
  • Establish CRM baseline reporting (Lead → MQL → SQL)
  • Start first campaign (Repair Budgeting + Door Lock)
  • Publish proof assets (reviews/testimonials + case snapshots)
  • Finalize App v1 requirements and find developer
01
Website Conversion & Trust & Tracking
▼
Goal: Turn existing traffic and high-intent demand into measurable, qualified leads.

Actions

  • Add a Service Quote Estimator on the website that shows starting price ranges by service and lets users get a quick estimate by selecting a few basic options.
  • Add a homepage slider that promotes the Customer Portal with a clear CTA.
  • Optimize core service pages: Maintenance, Modernization, Installations, etc.
  • Add trust assets: Google Reviews, testimonials, case studies/case snapshots.
  • Implement tracking for form submissions, CTA clicks, and source attribution (UTMs where applicable).
  • Research and implement an interactive Elevator Customizer/Configurator on the website.
  • Create a landing page explaining Brouss Vision services.
  • Create a repeatable territory landing page template and publish the first territory page draft.

Target Audience

High-intent buyers: Property Managers, Facility Managers, Community Association Managers.

KPIs

+20–40% Website conversion rate (visit → lead)
+15–25% Website-generated leads monthly
≥80% Attribution coverage (known source)
02
CRM Marketing (Dynamics 365 + ClickDimensions)
▼
Goal: Eliminate lead leakage and systematically convert more leads into qualified sales conversations.

Actions

  • Implement ClickDimensions in Dynamics 365 (access/roles + email sending domain setup).
  • Build lead capture: Quote/Contact forms + field mapping to Dynamics (Lead Source, service interest, customer type, location) + auto-confirmation.
  • Standardize the funnel: Lead → MQL → SQL definitions + lead assignment rules + follow-up SLAs (under 24 hours).
  • Launch basic automations: New lead nurture + quote follow-up + lead reactivation.
  • Track end-to-end + report: test forms/clicks/attribution + monthly dashboard and data QA.
  • Define standards: lifecycle stages, standard lead sources, UTM + campaign naming rules, territory (pod) field, owner routing rules.
  • Build dashboards (Excel/Marketing/Sales) and enforce weekly scorecard rhythm.

Target Audience

All inbound leads (website forms, calls, referrals, LinkedIn/events). Primary decision-makers: Property Managers, Facility Managers, CAMs.

KPIs

≥85% Leads logged in Dynamics
≥80% Leads with source captured
≥90% Leads contacted within 24h
30–40% Lead → MQL rate
20–25% MQL → SQL rate
03
Social Media (Content + Unified Profiles)
▼
Goal: Build authority, familiarity, and inbound interest that leads to website visits and inquiries.

Actions

  • Execute a structured content calendar across four pillars: Awareness, Educational, Proof, Human.
  • Plan one monthly content shoot to produce multiple assets efficiently.
  • Unify bios, links, and CTA across: Website, LinkedIn, Instagram/Facebook, and Google Business Profile.
  • Channel focus in Q1: prioritize LinkedIn + Instagram/Facebook.
  • Pinterest/TikTok/Youtube: optional repurposing only (do not let these channels break cadence).

Target Audience

Property Managers, Community Association Managers, Facility Managers. Secondary: Board Members (HOA/Condominium Boards).

KPIs

2–3 posts/week Publishing cadence
8–12/month Short-form videos
+10–20% Engagement rate vs baseline
+15–25% Website clicks from social
04
Google Business Profile (Reputation + Reviews)
▼
Goal: Strengthen social proof and increase conversion from high-intent search traffic.

Actions

  • Implement a systematic review request process at key moments (project closeout, inspections, successful service outcomes).
  • Add review links to email signatures.
  • Respond to all reviews.
  • Embed testimonials/reviews on the website.
  • Maintain a consistent cadence of Google Business Profile Posts (bi-weekly), aligned to priority services.

Target Audience

Prospects (trust validation) and existing customers (relationship reinforcement).

KPIs

+8–15/month New Google reviews
100% Review response rate
≥4.5 Average rating maintained
05
Customer App Workflow Draft / Blueprint
▼
Goal: Define how the customer app should look and what it will include, so development can begin cleanly in Q2.

Actions

  • Create an App v1 workflow map covering: login/account access, case creation (required fields + categories), case status tracking, and communication rules.
  • Produce a basic wireframe/screen list (minimum viable screens).
  • Define internal operational requirements (who updates statuses, definitions, urgent vs non-urgent rules).
  • Deliver a one-page "App v1 Requirements" document.

Target Audience

Internal teams (operations, office/admin, leadership) + future customer users (Property Managers, Facility Managers, CAMs).

KPIs

100% Workflow map + screen list completed
Complete Must-have scope defined
Complete Stakeholder alignment (sign-off)
06
Phone Hold Experience
▼
Goal: Reduce perceived wait time and abandonment while reinforcing trust during every hold moment.

Actions

  • Define 3 duration bands: 0–30s / 30–90s / 90s+.
  • Write 12 scripts (10–15s each): 4 reassurance + 6 facts + 2 soft CTAs.
  • Record + produce audio pack v1: voice + licensed instrumental background, leveled/normalized.
  • Set rotation rules: play 1 message every 30 seconds, no repeats within the first 3 minutes.
  • Add a "status check-in" every 60 seconds (quick update + expectations; include callback option if available).
  • Launch + QA: review call recordings weekly, swap out the bottom 2 performers monthly.

Target Audience

High-intent callers: Property Managers, Facility Managers, CAMs, Building Engineers, plus tenants calling for non-critical support.

KPIs

-15–30% Hold abandon rate
-10–20% Calls with hold > 2 min
15–35% Callback acceptance rate
-20–40% Wait-related complaints
Q2

Launch

April – June 2026
Territory Pod Pilot Customer App v1 AI Agent Weekday Paid Pilot Tradeshows

Q2 Timeline

April

  • ClickDimensions development + first campaigns
  • Paid Pilot: Launch Google Search + LinkedIn test (if tracking validated)
  • Territory Pod Pilot: build target list + cadence starts
  • AI Agent optimization + early QA
  • Contact developer for App V1 scope and timeline

May

  • Start building AI Agent (weekday): scope + escalation rules
  • App v1 development: Build core screens + internal QA begins
  • Build next month's campaign framework
  • BOMA Miami-Dade Expo

June

  • App: Continue v1 development + complete core features + testing
  • AI Agent: improve scripts + stabilize intake record creation
  • Brouss Vision: landing page + demo form + CRM ready
  • IFMA Miami Trade Show
01
Territory Domination Pod
▼
Goal: Win premium maintenance contracts faster using focused geographic "pods" supported by inbound trust assets.

Actions

  • Build a target list of 100–200 buildings for the pod.
  • Front-end offer: "Elevator Reliability & Inspection Readiness Check" (1-page report with photos + recommendations).
  • Cadence: door visit + email + call follow-up; minimum 6 touches over 14 days per target.
  • Leave-behind: 1-page credibility sheet (proof stack + service promise).
  • Support with 1 territory landing page + proof assets tied to that pod.

Target Audience

Property Managers, Facilities Directors, Chief Engineers (office/commercial + healthcare first).

KPIs

2–4/week Appointments (pilot)
1–3/week Proposals
1–2/quarter Maintenance takeovers
02
End-of-Quarter Ads Paid Pilot
▼
Goal: Use paid campaigns to generate measurable leads by prioritizing high-intent demand capture, while supporting B2B targeting and awareness.

Actions

  • Launch Search Ads structured by priority services (maintenance/modernization first).
  • Track conversions: form submissions + CTA clicks (secondary).
  • LinkedIn: Run conversion-oriented campaigns promoting service-specific content with clear CTA.
  • Instagram/Facebook: Awareness creatives (brand story + proof visuals) + remarketing.
  • Track using UTMs + Dynamics 365 Lead Source + campaign naming convention.

Target Audience

Google: High-intent local searchers. LinkedIn: B2B decision-makers (PMs, FMs, CAMs). Instagram/Facebook: Broader awareness + remarketing.

KPIs

5–15/month Paid-attributed leads
2–4% Click → lead conversion
≥80% Attribution coverage
03
Brouss Customer App v1 (Development)
▼
Goal: Move from the Q1 draft into active development and launch a customer-facing app where clients can create cases and track progress.

Actions

  • Lock v1 scope: Case creation (service request), Case status tracking, Customer account basics, Email and SMS confirmations.
  • Define required case fields (property/site, issue type, urgency, best contact method).
  • Define internal ownership and process for status updates.
  • Build core screens: login/account, case creation, case tracking.
  • Run internal + small customer pilot before full launch.

Target Audience

Existing customers and active service accounts: Property Managers, Facility Managers, CAMs.

KPIs

20–30% App adoption rate
10–20% Cases created via app
5–15% Call deflection
04
Synthflow / Weekday AI Agent Automation
▼
Goal: Improve intake speed and consistency on weekdays and reduce repetitive admin load through automation.

Actions

  • Confirm Synthflow scope, timeline, and integration points.
  • Define weekday operating hours and escalation rules.
  • Launch a limited-scope AI agent v1 (safe intake only), then iterate based on QA.
  • Ensure every interaction captures required information and creates a CRM/case record.

Target Audience

All inbound service requests and inquiries during weekdays (customers + prospects).

KPIs

Median Speed-to-first-response
% Response SLA compliance
% AI containment rate
% Records completeness
05
Brouss Vision
▼
Goal: Turn existing traffic and high-intent demand into measurable, qualified leads for Brouss Vision services.

Actions

  • Build a landing page explaining Brouss Vision (benefits, how it works, what's included, FAQs, CTA).
  • Produce a one-page PDF + short slide deck for sales.
  • Create a demo request form (with required fields: building type, # of elevators, location, timeline).
  • Add Brouss Vision as a service line in CRM (Lead Source + Service Interest).
  • Create an automated email confirmation + follow-up sequence.
  • Train the team on a simple discovery script.
  • Publish educational content: safety, vandalism reduction, liability, incident documentation.
  • Generate a campaign on Social Media + email + website banners.
  • Bundle Brouss Vision as an add-on or premium option in maintenance proposals.

Target Audience

Primary: Property Managers, CAMs, Building Owners, HOA & Condo Boards. Secondary: Facility Managers, Developers & GCs.

KPIs

2–6/month Demo requests
1–3/month Qualified demos (SQL)
1–3/quarter Proposals
06
Tradeshows & Networking
▼
Goal: Build high-value relationships and generate qualified sales meetings with South Florida B2B decision-makers.

Actions

  • Prepare a reusable "light booth kit" (portable backdrop, table cover, signage, one-pagers, QR codes).
  • Create an "Event Lead Capture" system: QR → event landing page → ClickDimensions form → Dynamics.
  • Offer a front-end CTA: "Elevator Reliability & Inspection Readiness Check".
  • Establish an event follow-up cadence (within 24 hours).
  • Track ROI per event and decide whether to repeat, upgrade, or keep networking-only.

2026 Events

Exhibitor: BOMA Miami-Dade Expo (May), IFMA Miami Trade Show (June), Build Expo Miami (July 15–16)
Networking: SFADE (Aug), The Real Deal South Florida (Nov), NAIOP & Miami Chamber (monthly)

KPIs

15–30 Leads per exhibitor event
30–50% Event leads → MQL
3–6 Meetings per exhibitor event
≥90% Follow-up within 24h
Q3

Scale

July – September 2026
App Launch Campaign Modernization Pipeline AI Agent Expansion Brand Visibility

Q3 Timeline

July

  • App: Finalize v1 development + complete QA/testing
  • AI Agent: finalize configuration + end-to-end testing
  • Territory Pods: expand to 1 additional pod if KPIs hit
  • Brouss Vision: GTM launch
  • Build Expo Miami

August

  • App: small customer pilot + collect feedback
  • AI Agent: stability improvements
  • October campaign prep: pink theme + banner

September

  • App Launch: email sequence + social tutorials
  • Ensure AI-created cases appear in app correctly
  • Lock Q4 roadmap based on Q3 learnings
  • October campaign: Banner + landing + tracking ready
01
App Launch Campaign
▼
Goal: Drive app usage quickly and make it the default channel for non-emergency service requests and case status tracking.

Actions

  • Launch a 3-email adoption sequence: Announcement + How-to + Reminder with use-case.
  • Publish social content: "Submit a case in 30 seconds" tutorials, FAQs, before/after behavior shift.
  • Add app link/QR to email signatures, invoices, service reports, and website header.
  • Office script: guide non-emergency callers to use the app going forward.

Target Audience

Primary: Existing customers and high-volume accounts. Secondary: Warm prospects who already know Brouss.

KPIs

2–4% Email app link CTR
5–15/month New activations from email
25–35% Repeat usage within Q2
10–15% Call reduction vs baseline
02
Modernization Pipeline Acceleration
▼
Goal: Increase modernization bookings with stronger pipeline discipline and proactive replacement planning.

Actions

  • Launch a modernization planning offer: "Modernization Roadmap + Budget Range" for aging equipment.
  • Standardize proposal templates with options (Good/Better/Best) + schedule expectations.
  • Same-day proposal follow-up + weekly pipeline review.

Target Audience

Building owners/managers with aging equipment: PMs, facilities teams, boards, developers/GCs.

KPIs

Track Proposals sent/week
Track Proposal-to-win rate
Track Modernization bookings
Track Pipeline coverage (90 days)
03
October Cancer Day Campaign Prep
▼
Goal: Prepare and finalize all assets for the October 4 campaign to ensure a consistent, professional presence online and onsite.

Actions

  • Attend breast cancer awareness events wearing a white T-shirt.
  • Create a banner in support of cancer awareness.
  • Create a temporary pink website theme (homepage hero + key banners) with clear CTA and end date.
  • Align messaging across social and email for Q4 activation.

Target Audience

Event attendees and local community.

KPIs

Complete Pink theme ready by end of August
Complete Campaign landing + tracking ready
Q4

Optimize

October – December 2026
AI Agent Full Coverage App Optimization Proof Sprint 2027 Planning

Q4 Timeline

October

  • Breast Cancer event execution + pink website theme live
  • Brouss Vision: push demos + proposals
  • App + AI: monitoring + QA reporting continues

November

  • App: v1.2 improvements + onboarding materials updated
  • AI Agent: accuracy + containment optimization
  • Reputation: year-end review sprint continues
  • The Real Deal South Florida

December

  • App: QA review + implement priority fixes
  • Finalize best-practices playbooks (App + AI + CRM)
  • End-of-year performance review
  • 2027 Q1 plan locked
01
AI Agent Full Coverage
▼
Goal: Have the AI Agent fully operational during weekdays and after-hours, with stable handoffs, accurate routing, and consistent data capture.

Actions

  • Expand from weekday automation to after-hours coverage.
  • Implement a continuous Quality Assurance process.
  • Improve data capture consistency.
  • Add safeguards.

Target Audience

All inbound service requests and inquiries: customers and prospects (including after-hours).

KPIs

≥95% Coverage uptime
≤2 min After-hours response
20–35% After-hours containment
≥90% Escalation accuracy
≥85% Data completeness
02
Customer App Implementation
▼
Goal: Have the Customer App fully operational with stable usage and continuous improvement cycle.

Actions

  • Confirm full implementation (v1 is live and used for real case creation + tracking).
  • Establish an improvement loop.
  • Improve operational alignment.
  • Improve onboarding and support materials.

Target Audience

Existing customers and service accounts: Property Managers, Facility Managers, CAMs, plus new customers onboarded in Q3.

KPIs

40–60% App adoption
25–40% Cases via app
15–25% Call reduction
80–90% Task success rate
35–50% Monthly retention
03
Customer App + AI Agent Integration + Marketing CRM
▼
Goal: Make the customer app and AI Agent feel like one connected system: consistent intake, consistent statuses, and clean handoffs.

Actions

  • Align case taxonomy and status naming between the customer app, AI Agent and CRM Marketing.
  • Ensure cases created by the AI Agent appear correctly in the customer app for tracking.
  • Standardize confirmation messaging (email/app notifications) regardless of intake channel.
  • Add a "check case status" path in the AI Agent that points customers to the app.

Target Audience

Customers using both channels, plus office and operations teams managing case flow.

KPIs

Trend ↓ Duplicate case rate
% AI cases visible in app
QA Score Status consistency
Trend ↓ Status-check calls
04
Year-End Proof & Reputation Sprint
▼
Goal: Finish the year with stronger proof assets that increase conversion and support premium positioning.

Actions

  • Publish Q4 case study + refresh service pages with proof blocks.
  • Reputation sprint: reviews/photos/GBP consistency.
  • Update sales enablement pack with best-performing proof.

Target Audience

High-intent B2B decision-makers evaluating vendors.

KPIs

30 New reviews in Q4
1–3 Case studies delivered
Trend ↑ Proposal-to-win rate
Trend ↑ Website conversion rate