HMI Company, Manitowoc WI. Equipment and poly manufacturer, 50+ years. They create concrete leveling contractors. We feed them.
HMI is the biggest equipment and foam maker in concrete leveling. Fifty years in.
They run $595 two-day seminars and finance rigs. Every buyer walks out a brand new leveling contractor.
They tell those buyers to spend about 5% of revenue on marketing, roughly $48,000 a year, and then hand them door hangers.
They already run a referred-partner model for financing. Their own words: they do not finance, their partners do. That is the door.
They make money when rigs stay busy, because busy rigs buy foam at $2.30 a pound.
A new owner with an idle rig stops buying foam and eventually sells the rig. That is HMI's real churn problem.
We are the only thing in this market that fills the calendar and costs the contractor nothing up front.
Their seminar rooms are the densest group of brand-new leveling owners in America, and none of them have an agency yet.
Two things.
One: referred lead partner status, the same shape as their financing partners. When a buyer asks how they get customers, our name is the answer.
Two: a slot at the seminar and in HMI University onboarding, called something like "how you get your first 50 jobs."
We are not asking for a list, money, or an exclusive. Just to be the answer to a question they already get asked.
Every HMI buyer gets the chatbot free. It goes on their site, answers homeowner questions, takes the intake, and hands the lead to whatever they use.
Then the offer: they put down $2,000, we build and run the whole thing, and if we do not sell $20,000 of leveling work in 30 days they get the $2,000 back.
After that we take 10% of what actually closes. Nothing closes, we make nothing.
No retainer, no contract to escape, no shared leads.
20% to 30% of the revenue share on any contractor HMI sends us. Their cut comes out of our 10%, not the contractor's pocket.
The contractor pays the same either way. That matters — the offer cannot get worse because it came through a partner.
Paid monthly, on collected revenue only, with a shared dashboard so they can see it themselves.
Attribution is by referral code and it is wired on day one. No arguing about who sent whom.
Every slot below is empty on purpose. Sending this with a guess in any of them is the fastest way to lose the partner permanently.
| Slot | What goes here | Status today |
|---|---|---|
| Booked jobs | Concrete leveling jobs sold from the system, Dallas, first 90 days. | Phase 1 fills this. Today the honest number is 1 meeting booked and 1 proposal out. |
| Cost per qualified lead | About $25 today, across 8 days and $406.62 of spend. | Needs 30+ days and a second metro before it goes in a partner deck as a rate. |
| Cost per booked job | Unknown. Do not fill with a guess. | One booking so far means the math reads $407. That number moves fast and is not presentable yet. |
| Contractor quote | A named leveling contractor saying what it did for his calendar. | Ask Dan for it once the second and third jobs close. A real name or nothing. |
| Dashboard screenshot | The live board with dates visible. | Capture fresh the week it ships, never from an old file. |
They may want to build it in-house. Fine. Fifty years says they build machines, not ad accounts. Offer to run it white-label if they push.
They may already have a marketing partner. Ask before pitching. If they do, the wedge is performance pricing, which nobody else offers.
Foamjection is their own consumer brand. Anything we do for their dealers could look like competing with their own lead funnel. Frame it as filling the states Foamjection does not cover.
Do not oversell the proof. Eight days in Dallas. Say that out loud before they ask.
Do not send. Holding until the proof slots are full and Akash gives an explicit go.