Business Builders

Kickoff

Five Stone Tax Advisers · Austin

The Kickoff

Plan.

Starting the work together.

Business Builders and Five Stone

Plumbing · Website · Content shoot

Business Builders

FIVE STONE KICKOFF

Today

What we will

cover.

Quick intros

Who is who on each side

Blueprint overview

The goal, the one idea, the seven phases

The 12-month calendar

The next three months: plumbing, website, content shoot

Into 2027

Content goes out, and Travis County as the focus

What we need, and when

Each next step, with a date and an owner on each side

Business Builders

FIVE STONE KICKOFF

Introductions

Who owns

what.

Who	Role	What they own
Chris Webster	Fractional CMO	Leads the marketing side
Autumn	Day to day lead	Runs the work with Five Stone's team
Natalie	Project management	Milestones, deadlines, Agency Backpack
Jackie	Website and creative	The site build and remaining creative
Jay Owen	Fractional AI Officer	AI Hub, Q4 app, AWS, Xmartlabs

Five Stone

JP Krueger, Brian Wood, Danielle Rogge, Conor Huey-Burns.

Business Builders

FIVE STONE KICKOFF

The goal

20,000

new clients.

About four times the roughly 5,000 clients added in 2026.

Source: Five Stone's 2026 registrations and the 2027 goal set by JP Krueger.

Business Builders

FIVE STONE KICKOFF

The one idea

Own your backyard,

Travis County.

A fluid, consistent campaign built to own Travis County, plus a few select high-density areas beyond it to help reach the goal.

Consistent

One message and one look across the shoot, the site, the ads and the mail.

Fluid

Each touch builds on the last, so households see one steady campaign, not separate pieces.

Targeted

Travis County gets the majority of the campaign. A few select high-density areas beyond it help us reach the goal.

Business Builders

FIVE STONE KICKOFF

What is ahead

What we will

build.

Content shoot

Photo and video that feed much of what we build.

Website update

A site built to keep the visitors our campaigns bring.

Mail campaign

Messaging and design, with pieces we put together along the way.

Campaigns begin

Starting the first of the year.

Google and Meta Ads

Running year-round.

Local vendors

Billboard, possibly broadcast, and local print. We will need your help finding them.

Business Builders

FIVE STONE KICKOFF

The 12-month calendar

Every channel,

one year.

2026

2027

Oct

Nov

Dec

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Plumbing

Website

Content shoot

Mail campaign

Google and Meta Ads

Billboards

Broadcast, streaming

Local print

Keep and refer

Set up

Build, live Jan 31

Shoot

Messaging, design

Mail drops

Drop

Running year-round

Potential

Ongoing all year: results emails, referral asks, reviews

Solid bars are planned. Dashed bars are potential channels we decide on together.

Business Builders

FIVE STONE KICKOFF

Why the calendar looks like this

The homeowner

sets the pace.

When	What the homeowner is doing	What it means for us
Oct to Jan	The tax bill arrives in October and is due January 31. Escrow goes up and the mortgage payment rises, or they pay the bill directly	Meet them when the payment hurts. Talk to people who already know us, and build
Feb to mid-Mar	Not thinking about property tax	Cheap screen attention. Mail only to the highest scored homes
Late Mar to Apr	Notices of appraised value land	The trigger. Most mail and search money goes here
May 1 to 15	Deadline rush, search doubles in the last week	Maximum search. Final mail landed by May 8
Late May to Jun	Late notices come in	Keep search running in those counties
Jun to Sep	Hearings and results	Referrals and reviews at the moment of the win

Business Builders

FIVE STONE KICKOFF

Now to January

The next

three months.

Plumbing. Website. Content shoot. The work that comes first.

Business Builders

FIVE STONE KICKOFF

Now to January

Three months

at a glance.

October

Message and access

Message and fee language signed off
Access to every system started
Brand guide and source files gathered
Host chosen, shoot dates booked

November

Wire it and plan it

Tracking built end to end
Campaign plan signed
Site structure and wireframes
Scripts locked, photo and video shoot in Austin

Dec to Jan

Build and launch

Shoot wrapped by early December at the latest
Site build: county pages, shorter sign-up
Everything live and tested by Jan 31

Business Builders

FIVE STONE KICKOFF

Workstream one

Plumbing and

connections.

System	What we need	Five Stone owner
HubSpot	Access in place	Done
Google Ads	Account access, or the customer ID	To confirm
Meta Ads	Access to the ad account and the Page	To confirm
Google Analytics	Access to the GA4 property	To confirm
Site and hosting	Hosting, DNS, site admin, staging URL	To confirm
Portal	Who changes it, and the Jan 1 code freeze date	To confirm
Brand	Brand guide, logos, illustrations, source files	To confirm
Data	County data for the target list, Travis first	To confirm
Anything else	Is there anything else you can think of that we might need access to?	To confirm

Tell us who owns each system. We connect one of our team to that person so access moves quickly.

Business Builders

FIVE STONE KICKOFF

Workstream two

A site that

keeps visitors.

New homepage and property tax page

Personalized /save/ pages for QR scans

County pages, Travis first

Pricing page with the fee in plain numbers

Shorter sign-up, contact info before pricing

Five-year savings calculator

Email nurture for unfinished estimates

Getting it ready

Update the site and get it ready to launch
Start organic search optimization
Start Google Business Profile optimization

Live and tested by Jan 31, before any campaign mail.

Business Builders

FIVE STONE KICKOFF

Workstream three

The video and

photo shoot.

What we capture

Explainer video, about 110 seconds
Six priority FAQ videos, the "Ask You Answer" series
Testimonials: shoot 6 to 8, use 4 to 6
Photo and video in a few homes like those in Travis County, with people we can use in our marketing
Office and team photos, real photography only
County photography for the county pages

When	What happens
October	Host chosen, fee terms decided, shoot dates booked
November	Claims verified, scripts locked, testimonial subjects recruited
Nov to early Dec	Shoot days in Austin: explainer, FAQs, B-roll, homes, office and county photos
Same window	Testimonial day at the office, half day on location
Early Dec at the latest	Shoot complete. Editing and review begin
Feb 1	Explainer, six FAQs, three testimonials live

Business Builders

FIVE STONE KICKOFF

Into 2027

From February,

content goes out.

When	What goes out
Feb 1	Explainer, six FAQ videos and three testimonials live on YouTube, the site and paid social
February	Matched digital to the top scored households begins
Early to mid-March	First mail touch to the top tier. Full video library live
Late Mar to May 15	Notices land. Mail, search, retargeting, text reminders and scan follow-up
Apr 10, 15 and 24	Mail checkpoints on the 10th and 24th. In-season reserve released on the 15th
May 16 onward	Results, referrals, reviews, invoicing

The shift

Until January we build. From February we publish and send on a content calendar, signed off in November.

Business Builders

FIVE STONE KICKOFF

Next steps

What we need,

and when.

The ask	Why it matters	By
Name the owner of each system	We pair our team with yours	Fri Oct 23
Access to every system	Tracking and ads depend on it	Fri Oct 30
Shoot dates and on-camera host	We book the crew for November	Fri Oct 30
Brand guide and source files	The site, mail and video all use them	Fri Nov 6
Homes and people for the shoot	Homes like Travis County, people we can use in marketing	Fri Nov 6
Introductions to local vendors	Billboard, broadcast and print	Fri Nov 13

We name an owner on each side for every line. A written recap follows today.