01
Executive Summary
TSR Concrete Coatings operates a PE-grade marketing machine under the ReVamp Companies umbrella. This brief documents their complete system — reverse-engineered from a real 26-day funnel journey.
16
Brands Under ReVamp
60+
Locations Nationwide
$21.8K
Monthly Organic Value
68K
Facebook Likes
What TSR Does Well
- PE-grade marketing infrastructure — GoHighLevel CRM, centralized landing pages, shared tracking pixels across 16 brands, unified "60/60/60" offer engine
- Video-first paid media strategy — YouTube pre-roll with QR code, TikTok, Facebook, Nextdoor, CTV/broadcast (TVSquared attribution)
- Relentless SMS follow-up — 6+ touches over 16 days using Hatch automation, generating $1M+ in rehash revenue
- Single-thread communication — One phone number from first automated SMS through on-site tech. No channel-switching.
- Speed to lead — Specific tech name + time slot in first contact. Not "someone will call you."
- Strong SEO position — #1 for "concrete coating company," "garage floor coating companies," 2,238 organic keywords
Where TSR Falls Short
- Mobile website performance is poor — 44/100 PageSpeed, 11.9s LCP, 20.3s time to interactive
- Zero Google Ads spend detected — Entirely reliant on organic + social/video for search traffic
- #19 for "garage floor coating" (22,200 monthly searches) — their highest-volume non-branded keyword is underperforming
- Instagram is neglected — Only 34 posts for a highly visual business
- No security headers on any web property (0 of 7 standard headers)
- Warranty fulfillment risk — ConsumerAffairs complaint about exiting regions without honoring warranties
- Review inflation — "2,647 reviews" and "15,000 customers" claims used identically across all 16 brands
Strategic Assessment
TSR/ReVamp represents a best-in-class marketing execution model in the concrete coatings space, powered by PE-funded operational discipline rather than technical innovation. Every component of their stack (GHL, video ads, QR codes, SMS automation) is commodity technology. The competitive advantage is centralized execution at scale and the Hatch-powered rehash system that converts leads everyone else abandons. This playbook is fully replicable for a single-location or multi-location acquisition target using our existing GHL infrastructure. The gap is operational discipline, not technology.
02
Company Snapshot
| Attribute | Detail |
|---|---|
| Legal Entity | TSR Concrete Coatings, LLC (d/b/a ReVamp Companies) |
| Founded | 2016, Lena, IL by Jeff Gear |
| Current Owner | Calera Capital (Fund VI) — acquired January 7, 2026 |
| Previous Owner | Bertram Capital (Feb 2022 – Jan 2026) |
| CEO | Jeff Gear |
| CMO | Vishwas Arora |
| HQ | 29 E. Stephenson St., Freeport, IL 61032 |
| STL Office | 4491 Wanda Road, Edwardsville, IL 62025 |
| Revenue (est.) | $20.6M–$35.4M (TSR entity); platform-level likely $100M+ |
| Employees | 88–125 (TSR); 500+ platform-wide |
| Brands | 16 (10 concrete coating, 1 garage, 5 fence/deck) |
| Locations | 60+ across ~20 states |
| BBB | A+ rating, accredited since March 2021 |
| Primary Offer | "60/60/60 Sale" — 60% off installation OR 60 months 0% financing + $60 Visa gift card |
| Services | Garage floors, basements, patios, pool decks, driveways, walkways — polyurea, polyaspartic, chip, metallic finishes |
| Warranty | Residential Limited Lifetime (transferable) |
| Install Time | One day |
Brand Portfolio (All 16 Brands)
| # | Brand | Vertical | Region |
|---|---|---|---|
| 1 | TSR Concrete Coatings | Concrete | IL, MO, IA, WI, NE, NC, WA, KS |
| 2 | Ninja Concrete Coatings | Concrete | LA, FL, AL, GA, MS |
| 3 | PolyPro Concrete Coatings | Concrete | Fort Wayne, IN area |
| 4 | Apollo Concrete Coatings | Concrete | Western NY, Pittsburgh |
| 5 | Next Level Coatings | Concrete | Boston, Tampa |
| 6 | Flagler Concrete Coatings | Concrete | Florida |
| 7 | Maverick Concrete Coatings | Concrete | Regional |
| 8 | Icon Concrete Coatings | Concrete | Regional |
| 9 | Legacy Concrete Coatings | Concrete | Regional |
| 10 | Team Red Coatings | Concrete | Regional |
| 11 | Deluxe Garages | Garage | Regional |
| 12 | ReVamp Fence and Deck | Fence/Deck | Multi-state |
| 13 | The Vinyl Outlet | Fence/Deck | Buffalo, NY |
| 14 | Backyard Vinyl | Fence/Deck | Regional |
| 15 | Graber Outdoors | Fence/Deck | Regional |
| 16 | RevaFlex Surfaces | Rubber Surfacing | National (dealer network) |
03
Marketing System Assessment
Comprehensive audit of TSR's technology stack, paid channels, SEO performance, and 35 marketing capabilities.
Technology Stack (Confirmed)
| Layer | Technology | Confidence |
|---|---|---|
| CRM / Funnels / SMS | GoHighLevel (LeadConnectorHQ) | Confirmed |
| Lead Rehash Automation | Hatch (usehatchapp.com) | Confirmed |
| Page Builder | WordPress + Bricks Builder + WS Form Pro | Confirmed |
| Direct Response Pages | GoHighLevel Page Builder | Confirmed |
| Corporate Site | Squarespace | Confirmed |
| AI Chat | Niva AI | Confirmed |
| Local Search Mgmt | LocalIQ (ReachLocal) | Confirmed |
| TV Attribution | TVSquared | Confirmed |
| Lead Compliance | TrustedForm (on purchased leads) | Confirmed |
| Review Solicitation | NiceJob | Confirmed |
| Alt CRM (one brand) | Builder Prime (Next Level Coatings) | Confirmed |
Paid Advertising Channels
| Channel | Evidence | Landing Page | Status |
|---|---|---|---|
| YouTube / CTV | QR code ad (direct observation), TVSquared pixel | revamp-coating.com (GHL) | Active |
| Facebook / Instagram | FB pixel 183439302143595, dedicated LP | tsrconcretecoatings.com/facbook-lp/ | Active |
| TikTok | TikTok pixel CSRA9ABC77U7NIODB31G, dedicated LP | revampyourspace.com/tsr-tiktok/ | Active |
| Google Ads | AW-10868511713 conversion pixel, dedicated LP | revampyourspace.com/tsr-google/ | Active |
| Nextdoor | Nextdoor pixel, 3 location pages, dedicated LP | tsrconcretecoatings.com/next-door-lp/ | Active |
| TV / Broadcast | Designing Spaces (Lifetime), iSpot.tv tracking | N/A (brand awareness) | Active |
| Money.com Partnership | Dedicated landing page with vanity number | revampyourspace.com/revampcoatings_moneydotcom/ | Active |
| TheHomeMag | STL edition listing | Direct to main site | Active |
| Google Search Ads | SemRush shows 0 Adwords keywords | N/A | Not Detected |
SEO Performance (SemRush Data)
| Metric | tsrconcretecoatings.com | revampyourspace.com |
|---|---|---|
| Global Rank | 325,678 | 6,749,455 |
| Organic Keywords | 2,238 | 33 |
| Monthly Organic Traffic | 4,887 | 18 |
| Monthly Organic Traffic Value | $21,791 | $17 |
| Adwords Keywords | 0 | 0 |
| Blog Posts | 66 | 0 |
| Service Area Pages | 26 | 0 |
| Total Indexed Pages | 153 | <10 |
Website Technical Health
| Metric | TSR Main (Mobile) | TSR Main (Desktop) | GHL LP (Mobile) | GHL LP (Desktop) |
|---|---|---|---|---|
| Performance | 44/100 | 55/100 | 82/100 | 99/100 |
| Accessibility | 84/100 | 84/100 | 90/100 | 90/100 |
| Best Practices | 50/100 | 50/100 | 100/100 | 100/100 |
| SEO | 85/100 | 85/100 | 82/100 | 82/100 |
| LCP | 11.9s | 2.1s | 3.8s | 0.9s |
| Time to Interactive | 20.3s | 4.3s | 3.9s | 0.9s |
| Security Headers | 0 of 7 | 0 of 7 | ||
Full Marketing Capability Assessment
| Capability | Status | Notes |
|---|---|---|
| Clear value proposition | ✓ | "#1 Concrete Floor Coating Company in the Nation" + one-day install + lifetime warranty |
| Strong above-the-fold messaging | ✓ | H1: "One-Day Concrete Floor Coatings" + "Get 60% Off Installation" |
| CTA clarity | ✓ | "Request Quote" + phone number prominent on every page |
| Phone conversion path | ✓ | Local area codes per market; click-to-call on mobile |
| Form conversion path | ✓ | Multi-step WS Form Pro with UTM capture + SMS opt-in |
| Estimate request flow | ✓ | Free estimate CTA throughout + dedicated /request-quote/ page |
| Financing messaging | ✓ | "60 months 0% financing" + "$30/month payments" prominently featured |
| Offer / discount / promotion | ✓ | Universal "60/60/60 Sale" across all brands + $200 seasonal bonus |
| Trust badges / certifications | ~ | BBB A+ mentioned; Penntek dealer; no other certifications displayed |
| Reviews showcased on site | ✓ | "4.8 stars based on 2,647 reviews" (NiceJob aggregated, shared across brands) |
| Testimonials | ✓ | Customer quotes on landing pages + case studies |
| Before-and-after proof | ✓ | CompanyCam integration + case study before/after imagery |
| Case studies | ✓ | 12 detailed case studies with city-specific SEO |
| Portfolio / gallery | ✓ | Dedicated /showcase/ page with color/pattern names |
| Service pages | ✓ | Individual pages: garages, basements, patios, pool decks, driveways, walkways |
| Geo / service-area pages | ✓ | 26 pages in /in/{state}/{city}/ structure across 7 states |
| FAQ content | ~ | Basic FAQ on some pages; no dedicated FAQ hub or schema markup |
| Educational content / blog | ✓ | 66 blog posts, 2-4/month cadence, SEO-optimized long-tail targeting |
| SEO fundamentals | ✓ | Proper title/meta/canonical, XML sitemaps, robots.txt, 153 indexed URLs |
| Local SEO signals | ~ | Service area pages exist but coverage thin (15 cities for 60+ locations) |
| Technical SEO | ~ | Fundamentals good but mobile performance severely degrades crawl quality |
| Schema / structured data | ~ | schema.org detected but types unclear; no FAQ/LocalBusiness schema visible |
| Page speed / Core Web Vitals | ✗ | Mobile: 44/100 perf, 11.9s LCP — failing CWV on mobile |
| Branding consistency | ✓ | Consistent across all TSR properties; each ReVamp brand maintains local identity |
| Visual quality / creative | ✓ | Professional photography, clean design (Bricks Builder), before/after imagery |
| Social proof integration | ✓ | Review counts, star ratings, customer counts displayed on every page |
| Social media presence | ~ | FB strong (68K); IG weak (34 posts); TikTok/YouTube paid-only; no organic video |
| Paid media indicators | ✓ | 7+ channels confirmed: YouTube, FB, TikTok, Google, Nextdoor, TV, Media partners |
| Retargeting indicators | ✓ | Facebook + TikTok + Google pixels on all pages enable retargeting |
| Lead magnet / downloadable | ✗ | No downloadable content (guides, lookbooks, etc.) detected |
| Email capture | ✓ | Email captured in every form; pre-checked SMS opt-in |
| Nurture path indicators | ✓ | Hatch automation: 6+ SMS touches over 16 days, $1M+ rehash revenue |
| Reputation strength | ✓ | BBB A+, 3,235 NiceJob reviews, 68K FB likes, Glassdoor 4.8/5 |
| Authority positioning | ✓ | "#1 in the Nation" claim; Designing Spaces TV feature; Money.com partnership |
| Competitive differentiation | ~ | One-day install + financing are differentiators; product (polyurea) is industry-standard |
04
Documented Funnel Journey
26 days from QR code scan to signed $11,339 contract. Every touchpoint documented from Kevin Meuret's real-world interaction with TSR's marketing funnel.
Day 1 — Fri, March 7 @ 1:40 PM
YouTube Ad → QR Code → Landing Page Submission
Targeted YouTube pre-roll ad: "UPGRADE YOUR FLOOR" with before/after, dual offer (60/60), on-screen QR code. Scanned to revamp-coating.com (GoHighLevel). Multi-step form: Name, Phone, Email + pre-checked "Text me the offer details" SMS opt-in.
Day 3 — Tue, March 10 @ 8:12 AM
First SMS — Speed to Lead
From (314) 350-1447 (local STL number). Casual tone with emoji. Offered specific tech name + time: "Cole is in the area Thursday at 3pm." Response: "Not this week, in 2 weeks."
Day 4 — Wed, March 11 @ 9:01 AM
Follow-Up #1 — No-Response Recovery
Re-identification ("This is TSR btw"), soft close with exit ramp ("or did you already find what you were looking for?").
Day 6 — Fri, March 13 @ 9:36 AM
Follow-Up #2 — The A/B/C Close
Classic proven SMS template: "A) Still interested, just busy. B) Found a better deal. C) Dropped your phone in the toilet." Designed to provoke a smile and response from cold leads.
Day 11 — Wed, March 18 @ 11:11 AM
Follow-Up #3 — Value + Product Education
First mention of specific products (RevaFlex, Poly-based systems). Created urgency: "booking free estimates this week and next in your area."
Day 16 — Mon, March 23 @ 11:35 AM
Follow-Up #4 — Named Rep Escalation + $200 Offer
Teal introduced by name. Added $200 discount incentive. Listed specific product names.
Day 16 — Mon, March 23 @ 12:11 PM
Follow-Up #5 — THE BREAKTHROUGH
36 minutes later, different voice: "checking in before your garage floor ghosts us... just cool coatings and good vibes!" This message broke through after 10 days of silence. Customer responded, corrected project to pool deck (higher ticket), booked estimate.
Day 16 — Mon, March 23 (continued)
Booking Confirmed
Immediate availability offered: "Celia at 12:30." Product link sent (revaflexsurfaces.com). Address collected. Full confirmation message. Same (314) 350-1447 number the entire time.
Day 25 — Tue, April 1 @ 11:33 AM
Appointment Reminder from Celia (Same Number)
Celia herself texted from the same number used since Day 3. Seamless handoff — no channel switching.
Day 26 — Tue, April 1 @ 12:30 PM
On-Site Estimate → Contract Presented
Contract #268877: RevaFlex coating for 617 sq ft pool deck. Subtotal $13,164.50, 15% discount applied = $11,339.82. 40% deposit ($4,535.92). 10-year warranty. TSR — St. Louis | Celia Wolz.
05
St. Louis Market Analysis
Market Overview
The St. Louis metro area (pop. ~2.8M) is a mid-tier home improvement market with strong fundamentals for concrete coating services: high homeownership rates, aging housing stock requiring upgrades, four-season climate that drives garage/basement coating demand, and an affluent western corridor (Chesterfield, Wildwood, Ballwin) with pool ownership and outdoor living investment.
Demand Drivers
- Extreme temperature swings accelerate concrete deterioration
- Pool deck coating demand driven by affluent west-county suburbs
- Garage floor coating is a high-demand national category
- Strong local search volume for coating/resurfacing keywords
- Housing renovation activity remains robust despite national cooldown
- U.S. floor coatings market: $11B in 2025, growing at 4.5% CAGR
Competitive Landscape
- 15+ companies visible in search — fragmented market
- Mix of national/regional (GatorGuard, Garage Force, Hello Garage), PE-backed (TSR/ReVamp), 44-year incumbents, and aggressive newcomers
- Low marketing sophistication among most local competitors
- TSR is the most marketing-sophisticated player by a significant margin
- Google Ads competition moderate — CPC in $5-10 range
Local Search Visibility
TSR ranks #5 for "concrete coatings near me" (2,400 monthly searches) and #5 for "concrete coating companies near me" (880 searches). They have a dedicated St. Louis service area page. However, their local SEO coverage is thin relative to their 60+ location footprint — only 15 cities have dedicated pages.
Market Positioning Assessment
| Factor | Assessment |
|---|---|
| Market Type | Trust-led + Price-sensitive — homeowners want reliability but shop on deals |
| Competitor Density | Low-to-moderate — few sophisticated operators, mostly small local shops |
| Marketing Sophistication | Low — most competitors have basic websites, no multi-channel funnels |
| Winning Messages | Financing options, one-day install, lifetime warranty, local reviews/trust |
| Risk Factors | TSR/ReVamp already owns the sophisticated end; competing requires matching cadence |
| Opportunity | High — market is wide open for a well-executed marketing play |
06
Top 3 Competitor Profiles
The three most significant competitors in the St. Louis metro, representing three distinct competitive archetypes.
GatorGuard Concrete Coatings
mygatorguard.com
Highest Threat
| Model | National/regional, corporate-owned, Midwest-focused (7+ locations) |
| STL Office | 9625 Dielman Rock Island Industrial Dr, Olivette, MO 63132 |
| Founded | 2016 (9 years) — (314) 860-6850 local / (888) 863-7710 national |
| BBB / Reviews | A+ rated; 4.8★ Google; 4.6★ / 94 reviews Birdeye (STL); 5,353 FB likes |
| Pricing | Published on website — $3-6/sqft basic, $4-8 flake, $6-12 metallic |
| Financing | Yes — as low as $45/month |
| Unique | GatorShield hydrostatic barrier (basement waterproofing differentiator) |
| Website | Enterprise-grade. Visualizer tool, video library, mega-menus, 17+ STL location pages |
Strengths
- Published pricing — only competitor doing this; builds massive trust
- Financing — as low as $45/month; most locals don't offer this
- Enterprise-grade website with visualizer tool — best UX in the market
- 17+ location-specific pages for STL metro local SEO
- GatorShield hydrostatic barrier — unique basement differentiator
Weaknesses
- No sophisticated SMS follow-up automation (no Hatch equivalent)
- No QR code, CTV, YouTube, TikTok, or Nextdoor presence
- No aggressive discount/offer structure like TSR's 60/60/60
- Not local-born — some consumers prefer local companies
Decorative Concrete Resurfacing
decorativeconcreteresurfacing.com
Legacy Incumbent — 44 Years
| Model | Family-owned, single-location (Ballwin, MO — West County) |
| Founded | 1982 (44 years) — (636) 256-6733 |
| Owners | Kevin O'Hern (President, Sundek National Trainer) + Lisa O'Hern |
| BBB | A+ rated, accredited since 1/14/2005 (21 years) |
| Awards | "Best Concrete Contractor" — St. Louis Magazine; "Best of Missouri" 2023; 100+ Sundek awards |
| Unique | Cool Decking / Kool-Crete — reduces pool deck surface temp by 30°F |
| Services | Broader than TSR: stamped, acid stain, decorative overlays + standard coatings |
| Crews | Five installation crews |
Strengths
- 44-year track record — strongest trust signal in the market
- Sundek National Trainer status — manufacturer-level authority
- Broader service mix (stamped, stained, overlays)
- Cool Decking — 30°F temp reduction for pool decks
- Deep local SEO from decades of presence
Weaknesses
- No financing — significant disadvantage
- No published pricing, no transparency
- Phone-first conversion — no booking widget, no chat, no SMS
- Limited social media presence
- Traditional marketing — no multi-channel digital funnels
TruGrit Concrete Coatings
trugritconcretecoatings.com
Aggressive Newcomer — Watch This One
| Model | Engineer-founded startup (ex-Ford Motor + ex-Payne Family Homes), Ballwin, MO |
| Founded | ~2023-2024 (~2 years) — (636) 791-6060 |
| BBB / Reviews | A+ rated; 5.0★, 53 reviews (Birdeye); 5.0 Yelp (72 photos) |
| Key Claim | "4X stronger than epoxy" — aggressive, memorable positioning |
| Product | Penntek Industrial Coatings official dealer — "99% pure polyurea" |
| Social | Strongest social execution among locals: active FB + IG + YouTube |
| Install | "1-day installation" — matches TSR |
Strengths
- Perfect 5.0 review rating — growing but authentic
- "4X stronger than epoxy" — memorable marketing claim
- Engineer-founded positioning — credible and differentiated
- Strongest social media execution among locals
- Same West County geography as TSR's target market
Weaknesses
- No financing — can't compete on payment flexibility
- Limited review volume (53) — not yet at scale
- 2-year track record — can't match incumbents on trust
- No Google Ads, CTV, or sophisticated paid media
- No SMS follow-up automation or rehash system
07
Side-by-Side Comparison Matrix
| Capability | TSR / ReVamp | GatorGuard | Decorative Concrete | TruGrit |
|---|---|---|---|---|
| Website & Conversion | ||||
| Professional website | ✓ | ✓ Enterprise | ✓ | ✓ |
| Mobile-optimized | ~ Slow | ✓ | ✓ | ✓ |
| Multi-step lead form | ✓ | ✓ | ~ Basic | ✓ Popup |
| SMS opt-in on form | ✓ Pre-checked | ✗ | ✗ | ✓ |
| Chat widget | ✓ Niva AI | ✗ | ✗ | ✗ |
| Published pricing | ✗ | ✓ $3-12/sqft | ✗ | ✗ |
| Visualizer tool | ✗ | ✓ | ✗ | ✗ |
| Channel-specific LPs | ✓ 7+ variants | ~ Location | ✗ | ✗ |
| QR code to LP | ✓ | ✗ | ✗ | ✗ |
| Paid Advertising | ||||
| Google Ads | ✗ | ~ Likely | ✗ | ✗ |
| Facebook / Instagram | ✓ | ✓ | ✗ | ✓ |
| YouTube / CTV | ✓ w/ QR | ✗ | ✗ | ✗ |
| TikTok | ✓ | ✗ | ✗ | ✗ |
| Nextdoor | ✓ | ✗ | ✗ | ✗ |
| TV / Broadcast | ✓ CTV | ✗ | ✗ | ✗ |
| Attribution tracking | ✓ TVSquared | ~ | ✗ | ✗ |
| SEO & Content | ||||
| Location pages (STL) | 26 national | 17+ STL | 10+ areas | 10+ areas |
| Blog / content | ✓ 66 posts | ✓ | ✓ | ✓ |
| Case studies | ✓ 12 | ~ Guides | ✗ | ✗ |
| Before/after gallery | ✓ | ✓ | ✓ | ✓ 72 photos |
| Video library | ~ Paid only | ✓ | ✗ | ~ |
| Lead Nurture & Follow-Up | ||||
| Automated SMS sequence | ✓ 6+ / 16 days | ✗ | ✗ | ✗ |
| Hatch / rehash | ✓ $1M+ | ✗ | ✗ | ✗ |
| Same-number handoff | ✓ | ✗ | ✗ | ✗ |
| Named tech in first SMS | ✓ | ✗ | ✗ | ✗ |
| Pre-visit reminder | ✓ | ✗ | ✗ | ✗ |
| Trust & Reputation | ||||
| BBB rating | ✓ A+ | ✓ A+ | ✓ A+ (21yr) | ✓ A+ |
| Review volume | 3,235 NiceJob | 94 Birdeye | High (5★) | 53 (5.0★) |
| Years in business | 10 yr (2016) | 9 yr (2016) | 44 yr (1982) | ~2 yr |
| Warranty | ✓ Lifetime | ✓ Lifetime | ✓ 100% sat. | ✓ Limited |
| Financing | ✓ 60mo 0% | ✓ $45/mo | ✗ | ✗ |
| Scale & Infrastructure | ||||
| Multi-location | ✓ 60+ | ✓ 7+ | ✗ Single | ✗ Single |
| PE backing | ✓ Calera | ✗ | ✗ | ✗ |
| Centralized marketing | ✓ | ~ | ✗ | ✗ |
| CRM platform | ✓ GHL | ~ | ✗ | ~ |
Key Takeaways
- Strongest overall marketing: TSR/ReVamp — widest channel mix (7+), most sophisticated nurture, PE-funded scale
- Strongest website UX: GatorGuard — enterprise site with published pricing, visualizer tool, financing
- Strongest local trust: Decorative Concrete Resurfacing — 44 years, Sundek National Trainer, unmatched credibility
- Most promising newcomer: TruGrit — 5.0 rating, engineer-founded, aggressive "4X stronger than epoxy" positioning
- Strongest conversion/nurture: TSR — the ONLY operator with automated SMS, Hatch rehash, same-number handoff
- Only two offer financing: TSR (60mo 0%) and GatorGuard ($45/mo) — massive advantage over locals
- What TSR is missing: Published pricing transparency, mobile performance, Instagram/organic social
- What ALL competitors miss: Automated SMS follow-up, video/QR strategy, CTV attribution, rehash automation
08
Recommendation
Should ROI Logistics take this on?
Yes. The concrete coating market in St. Louis is fragmented, under-marketed, and ripe for a disciplined operator with modern marketing infrastructure. TSR/ReVamp has proven the playbook works — and their playbook is 100% replicable with our existing GHL + marketing shed tools. The gap in the market is not technology — it's execution discipline.
Why This Is a Strong Candidate
- TSR proved a YouTube ad → QR → SMS sequence can convert a cold lead to an $11K contract in 26 days
- The St. Louis market has low marketing sophistication — most competitors rely on referrals and basic web presence
- Every technology component in TSR's stack (GHL, video ads, SMS automation) is commodity — no proprietary moat
- The highest-ROI element (Hatch-style rehash) can be built with GHL workflows at zero additional SaaS cost
- The concrete coating industry is growing and PE money is flooding in (Bertram → Calera proves the thesis)
30 / 60 / 90 Day Plan
Requirements for Success
- Operational discipline: The SMS cadence must run consistently — 6+ touches, no gaps, no giving up on leads
- Speed to lead: First response within hours, not days. Include specific tech name and time slot.
- Single-number continuity: One phone number from first SMS through on-site tech. No handoff friction.
- Monthly ad spend: Estimate $3K–$8K/month across channels for meaningful lead volume in STL
- Content investment: 4+ blog posts/month, ongoing case studies, review solicitation
- Measurement: Track cost-per-lead, cost-per-estimate, close rate, and rehash recovery rate by channel
09
Source Appendix
Corporate & Financial
- Bertram Capital — ReVamp Portfolio: bertramcapital.com/portfolio/revamp-companies
- Calera Capital — ReVamp Acquisition: caleracapital.com/news/calera-capital-announces-acquisition-of-revamp-companies.html
- BusinessWire Announcement (Jan 7, 2026): businesswire.com/news/home/20260106719137
- Piper Sandler Transaction Advisory: pipersandler.com/investment-banking-transactions/revamp-companies-20251231
- Kona Equity Revenue Estimate ($20.6M): konaequity.com/company/tsr-concrete-coatings-4395973773/
- Growjo Revenue Estimate ($35.4M): growjo.com/company/TSR_Concrete_Coatings
Web Properties Analyzed
- tsrconcretecoatings.com — TSR brand site (WordPress + Bricks Builder)
- revampyourspace.com — Centralized landing page hub (WordPress + Bricks)
- revamp-coating.com — GoHighLevel direct response funnel
- revampcompanies.com — Corporate parent (Squarespace)
- revampoffers.com — Third-party lead gen (Media Resource Group LLC)
- revaflexsurfaces.com — RevaFlex product site
- mygatorguard.com — GatorGuard (national/regional, STL office in Olivette)
- decorativeconcreteresurfacing.com — Decorative Concrete Resurfacing (44-yr local, Ballwin)
- trugritconcretecoatings.com — TruGrit Concrete Coatings (engineer-founded, Ballwin)
Review & Reputation Platforms
- BBB Profile: bbb.org/...tsr-concrete-coatings-llc-0654-90026923
- Yelp: yelp.com/biz/tsr-concrete-coatings-freeport
- ConsumerAffairs: consumeraffairs.com/homeowners/tsr-concrete-coatings.html
- NiceJob: nicejob.com/tsr-concrete-coating
- Glassdoor: glassdoor.com/...TSR-Concrete-Coatings-EI_IE7288727
- Hatch Case Study: usehatchapp.com (TSR $1M+ rehash revenue)
Marketing Shed Tools Used
- research_market (port 8152) — SemRush domain ranks + market intelligence
- research_seo (port 8152) — SemRush organic keyword analysis
- research_ads (port 8152) — SemRush paid advertising data
- research_reputation (port 8152) — Multi-platform reputation scan
- audit_website (port 8152) — Google PageSpeed Insights + security analysis
- audit_social_media (port 8152) — Social platform presence scan
- research_local (port 8152) — Local market intelligence
- research_ai_visibility (port 8152) — AI visibility audit (partial)
Direct Evidence (Google Drive)
- 12 files from "TSR Resurfacing Marketing" Google Drive folder (Kevin's phone screenshots + contract PDF)
- 26-day marketing journey documented March 7 – April 1, 2026
- Contract #268877: $11,339.82 for 617 sq ft pool deck RevaFlex coating