Free Agency

BACKGROUND

Introduce your business and what you do there.

I’m the owner of an HVAC and Plumbing company. We provide residential heating and air conditioning services in Northern California’s San Francisco Bay Area, focusing on quality work, customer satisfaction, and environmental responsibility.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Free Agency?

We needed a CMO to help grow our business, improve our ROI, manage our vendors, and build and implement our strategy. We were lacking performance marketing reporting and had no idea where to scale or how.

SOLUTION

What was the scope of their involvement?

Free Agency provides marketing strategy, vendor management, and performance reporting. The team has delivered an annual marketing game plan integrated with our Service Titan data, an in-depth performance marketing dashboard, and attribution reporting.

Free Agency was hired as our fractional CMO after cycling through multiple agencies that overpromised and underdelivered. The engagement covers full marketing strategy, vendor management, and performance reporting. What sets them apart is depth of involvement.

What is the team composition?

We work with one teammate from Free Agency, our CMO. However, she has a full team at Free Agency that also support us.

How did you come to work with Free Agency?

I've been referred to Free Agency multiple times. I chose them over other options because they had high ratings, a great culture fit, and aligned company values.

What is the status of this engagement?

We started working with Free Agency in March 2026, and our engagement is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We’ve seen ongoing improvement in our ROAS. We had our record-breaking months almost immediately, and the efficiency of our spending continues to improve month over month. We had our second-highest revenue month under Free Agency's management. The team has expanded our marketing sources, which immediately began to outperform many of our existing channels with ROAS up to 10x.

Moreover, we have clean, attributable data for once. The reporting is tied to ROAS and actual revenue, not impressions or other vanity metrics. For the first time, we trust the numbers we're looking at. We can see which campaigns are burning budget in zip codes that don't convert and which channels are producing real booked jobs. Free Agency's team handled the setup, and the dashboards became part of our weekly routine fast.

Our CMO understands our seasonality, our technician-level repeat revenue, and which campaigns were wasting spend in the wrong zip codes. She manages our vendors so we don't have to, and she pushes back on us when our own decisions don't hold up against the data. Measurable results: we went from a small handful of lead sources to a diversified channel mix, with several new channels already outperforming legacy ones. Reporting is tied to ROAS and actual revenue, not impressions or other vanity metrics. For the first time we trust the numbers we're looking at. Would recommend to any home services company doing real volume that's outgrown the typical agency relationship.

How did Free Agency perform from a project management standpoint?

Free Agency delivers on time. We communicate via virtual meetings.

What did you find most impressive or unique about them?

What sets Free Agency apart is their depth of involvement. Our CMO understands our seasonality, our technician-level repeat revenue, and which campaigns are wasting spend in the wrong zip codes. She manages our vendors so we don't have to and pushes back on us when our decisions don't hold up against the data.

Are there any areas they could improve?

No, there aren't any.

BACKGROUND

Please describe your company and position.

I am the Owner of Wimpy's Plumbing & Air

Describe what your company does in a single sentence.

Sarasota's premier Plumbing and Air Conditioning company. 

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Free Agency to accomplish?

• Marketing
• Growth

SOLUTION

How did you find Free Agency?

Referral

Why did you select Free Agency over others?

• Great culture fit
• Good value for cost
• Referred to me
• Company values aligned

How many teammates from Free Agency were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Mange all marketing for our growing home service company. Aquiring new vendors and maximizing ad spend.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Marketing % of revenue is down by 4%. Cost per aquistion down dramitically. Call volume up 30% yoy

Describe their project management. Did they deliver items on time? How did they respond to your needs?

The team is constantly availible and exceeds expectations.

What was your primary form of communication with Free Agency?

Virtual Meeting

What did you find most impressive or unique about this company?

They care, like really care.

Are there any areas for improvement or something Free Agency could have done differently?

no

BACKGROUND

Introduce your business and what you do there.

I’m the general manager of a home services company. We provide reliable home services, from HVAC and air quality to plumbing, electrical, and drain solutions, designed to keep everything running smoothly.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Free Agency to accomplish for your home services business?

We hired Free Agency to help us grow the business the right way, with better lead quality, stronger local brand awareness, and better ROAS on our marketing spend. We wanted a real strategy behind the marketing instead of just running ads.

SOLUTION

What was the scope of their involvement?

Free Agency has helped us with overall marketing strategy, digital advertising, branding, and lead generation for our HVAC, plumbing, and electrical divisions. They work closely with us on building a customized marketing plan focused on growth and maximizing ROAS instead of just increasing ad spend.

As for specific platforms, they manage our Google Ads, PPC, and GMB. They also manage lead aggregators like Angi, direct mail, email, and text campaigns.

What is the team composition?

We work with 2–5 teammates from Free Agency.

How did you come to work with Free Agency?

They were referred to me. I chose them over other options because they had high ratings, a great culture fit, and aligned company values.

What is the status of this engagement?

We started working with them in December 2024, and the engagement is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

The biggest improvements we’ve seen are better lead quality, stronger tracking of our marketing performance, and a better return on our ad spend. We’ve started seeing more consistency in booked calls and overall brand visibility in our market. Our overall ROAS has stayed around 7–10 times.

What stands out most about Free Agency is that they continually adjust the strategy based on real data and results instead of just setting campaigns and forgetting about them. It feels like our marketing finally has a real direction behind it.

How did Free Agency perform from a project management standpoint?

They deliver on time. We communicate through virtual meetings, emails, and messaging apps.

What did you find most impressive about them?

They really make you feel like they’re part of your team and not just an agency you pay money to. They really want your business to win, not just take your money.

Are there any areas they could improve?

I have no negatives to say about them.