18 Years Of Word Of Mouth To €90,000 In 30 Days
Yiannis, CEO, on why he waited three months before starting, and what happened in the first 30 days.
Installation of air conditioning, heating and ventilation systems, residential and commercial.
Established regional installer led by its CEO, Yiannis. Trades as Polar Bear; the legal entity is KMJ ventilācijas, which is the name on the interview.
18 years in business, consistently busy, growing entirely through reputation and word of mouth.
No marketing engine at all, and no reason to believe one was needed. Being busy hid the fact that growth wasn’t in his control.
This account is the clearest example of a pattern we see constantly: a genuinely good business that has confused being busy with having a growth engine.
“Like a year ago, we had no marketing. We did not do any ads or something.” 18 years of skill and referrals, and zero structured demand generation underneath it.
His first reaction to us: “No, no, we have, we are always busy. We don’t need new clients because we have all our clients.” Capacity felt like a ceiling instead of a variable.
When we projected six figures from ads, he didn’t believe it was possible in his country: “Oh no, it’s not going to be happening, you know, in our country.”
There were three months between our first conversation and the start. In that window the pipeline stayed exactly where it was.
Nothing about the business changed. We built the demand layer it had been missing for eighteen years, and made the first month small enough to say yes to.
Rather than argue, we made the first commitment short. “I think, okay, I will try one month and I will see what’s happening. So after one month, I saw the clients was coming.”
“We started making ads, making videos.” Creative was produced for them rather than requested from them, so a busy install business never became the bottleneck.
“Also you took our social media platforms.” The brand presence buyers check before calling was brought up to the standard of the actual work.
Every ad ran as the client’s company. Homeowners and businesses met Polar Bear, not an agency.
The change he names isn’t a metric, it’s visibility: “I saw the clients was coming and some process is happening.”
“If you are in our country and you are our competitor, don’t do this.”
18 years in business, no ads, no marketing, no content. Busy, but with no control over what came next.
“We are always busy. We don’t need new clients.” We stayed in touch rather than pushed.
He agreed to a short window instead of a long commitment: “I will try one month and I will see what’s happening.”
Creative and video produced, campaigns launched under his brand, social profiles taken over.
“After one month, I saw the clients was coming and some process is happening.”
Orders from the ads reach roughly €90,000, plus direct callers the CRM can’t attribute.
Same system. Different industries, different countries, same way of working.
Said no twice after a bad agency. Then opened the CRM on camera.
153 leads, €2.34 best CPL, a €64K commercial deal, 68x return.
Sales cycle cut from 10-11 months to 2-4. €69K at 1:20 ROAS.
One installer per area, and an area gets claimed once. If yours is open, it's yours to take.
Four quick questions, then you pick a time. You keep everything we find on the call, whether we work together or not.