A pool builder with real demand, and deals quietly dying in the CRM. $2.2M became $3.5M in 90 days, the biggest year in company history, and 2026 is tracking toward $5M.
$3.5M
From $2.2M in 90 days, the biggest year in company history
$400K
Owner profit taken home from the record year
$1.7M
Proposal, render, and contract-stage value surfaced inside the existing CRM
$5M
2026 trajectory, second year of the engagement
Jonathon Dunford
Owner, West Bay Pools •
Hilton Head, SC
About West Bay Pools
West Bay Pools is an owner-led pool construction company in Hilton Head, South Carolina. High-ticket projects, long buying cycles, and a real brand in its market. When the engagement began in May 2025, demand wasn’t the problem: leads were arriving, and a valuable opportunity base was already sitting in the CRM. What was missing was everything after the lead.
The problem
Follow-up, deal stages, ownership, and management visibility were inconsistent, and more leads alone would not repair conversion. A CRM analysis made it concrete: $1.716M in proposal, render, and contract-stage value was already inside the pipeline, going untouched. One sampled week showed a rep logging nine calls and seven texts against roughly 300 open deals.
The work
Nick helped hire and build the new sales team, then built the system around it: Pipedrive deal stages with rot-date discipline, scripts, and recovery plays so deals couldn’t die quietly; a 16-email, five-month nurture sequence for buyers who weren’t ready yet; a value-first offer built around a free in-home site assessment; Meta advertising management; quarterly strategic reviews; and an AI accountability layer that plans each rep’s day and verifies every claimed call against real phone data.
The outcome
Revenue moved from $2.2M to $3.5M in 90 days after the new sales team landed, roughly double the prior year and the biggest year in company history, with $400K in owner profit. By late July 2026, 31 pools were sold or on the build schedule, four away from matching the entire prior year with five months to spare, $300K contract weeks are now routine, and the year is tracking toward the 40–45 pool, $5M target. And the record year happened in the same season Jonathon and his wife welcomed their first baby, a business strong enough to grow while its owner’s life did too.
Everything built, May 2025 to today
One fractional executive. The entire revenue stack.
Led the complete Buildertrend-to-Pipedrive migration: platform evaluation, sandbox prototype, pipeline architecture, and full import of every lead and contact record
Deal stages with confidence scoring, rot rules, and stage-specific automations, so every deal shows exactly where it sits and what happens next
Company phone system (JustCall, then a zero-downtime migration to Quo) with every call and text auto-logged to the CRM, including AI call summaries on every deal
A Zapier integration layer connecting every lead source, Wix, Meta, GHL, SearchKings, Calendly, straight into Pipedrive with duplicate-intake elimination
Calendly rebuilt with routing forms, round-robin scheduling, and booking data flowing into Pipedrive and Meta for tracking
Wrote and deployed the complete nurture campaign, live email and SMS with reply-stop logic that halts automation the moment a human conversation starts
Every sequence salesperson-agnostic: sender names and booking links follow the deal owner, so the system survives any personnel change
A non-negotiable three-touch standard on every contact-form lead: call, text, and email
Exported and segmented the entire historical lead database, then ran re-engagement campaigns on old opportunities
Daily accountability structure run by the ops coordinator, with a written cheat sheet
The rep sales playbook, the “Before You Ask For More” coaching guide, and the 1-3-5 method
Recurring pipeline reviews walking every deal by stage, with call transcripts separating real activity from reported activity
Managed an underperforming-rep situation end to end: coaching plans, documented expectations, direct conversations, and a structured transition
Role descriptions and hiring scorecards for the Sales Manager / Pool Designer seat
Compensation architecture: per-pool commissions, tiered bonuses, over-catalog incentives, and accelerators
The training and onboarding guide, knowledge-transfer quiz, and the consolidated training “gauntlet”
Personally coached new hires: mock sales calls, role play, mindset work, and a green-light process before any live call
The 2025 West Bay Pools Sales Playbook: process, scripts, objection handling, performance standards, and the full technology stack
Inbound and outbound call scripts, including the 30-minute phone consultation script
The West Bay Meeting Playbook and meeting templates
Voice and brand guidelines so every piece of content sounds like Jonathon
Owned the Google Ads / Local Services relationship: audits, monthly performance calls, and lead-quality review
Owned the Meta agency relationship: weekly calls, campaign architecture, CPL targets, and hard kill rules for underperformers
The ad testing framework, a combinatorial hook-and-body matrix, plus a five-offer front end and Hormozi-style offer stacks
Pixel and Conversion API tracking through Calendly and Pipedrive, so Meta optimizes on booked calls, not form fills
AI avatar video ads and testimonial-driven retargeting
Directed video production: testimonial shoots, a multi-version ad series, and vertical cuts for social
An automated repurposing workflow turning long-form video into short-form reels
The 365-day content mapping system and written content SOPs the team runs themselves
All 49 five-star Google reviews organized into a testimonial asset bank feeding ads, landing pages, and social
Organic content that performs: one reel pulled 10,000 views squarely in the 65+ buyer demographic
Audited the incumbent answering service by listening to live recorded calls and documenting failures word for word
Sourced, vetted, and negotiated a 24/7 professional answering service, including a first-three-months discount
Built the call-handling knowledge base, FAQ, directory, and routing rules so every caller hears someone who sounds like West Bay Pools
Managed the full phone-number port and cutover with zero-downtime planning
Complete landing-page copy in multiple offer variants, with A/B testing plans
The roadmap to migrate the website off Wix before scaling SEO investment
SEO strategy including AI-search optimization, so West Bay surfaces when buyers ask AI assistants who the best pool builder is
A weekly AI-written article workflow and an intake funnel routing renovation vs. new build by territory
Weekly strategy calls with written recaps, quarterly reviews, and 90-day sprint planning
Full vendor orchestration: Google Ads partner, Meta agency, video team, answering service, and phone platform, one relationship instead of six
A holistic sales and marketing dashboard for executive review, plus task management spanning the tools the team already uses
Signature build
An AI sales manager that never sleeps. Six scheduled agents run the pipeline every day. Four more stand guard around the clock.
8:00
Scheduled daily
Consolidated Morning Brief
A full pipeline inspection delivered to the rep as a prioritized, no-guesswork plan: who to call, in what order, and why, with the week pre-planned every Sunday and capacity-loaded at 70%.
The rep walks into a pre-built day.
Grounded in real phone data, not self-reporting: if it's not in the phone system, it didn't happen. Re-architected so heavy AI routines cost ~99% less, which means it runs indefinitely without adding headcount.
Annual revenue
BeforeEngagementOn track
2024 $2.2M
2025 $3.5M record
2026 $5M on track
The engagement began May 2025. 2025 closed at roughly 2x the prior year, the biggest year in company history.
2026, as it stands
From the weekly calls, late July 2026
31
Pools sold or scheduled
$300K
Contract weeks, routine
$120K
Average deal size
40–45
Pool annual target
Four pools from matching the entire prior year, with five months still on the calendar. All 49 Google reviews remain five stars.
“
Whatever you think we should do.
Jonathon Dunford, Owner, West Bay Pools, handing Nick full strategic trust on funnel direction
“Right now there’s 31 on, and so that means if we sell four more, then we matched last year.”
Jonathon, weekly call, July 2026, with five months left in the year
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Figures are drawn from client dashboards, CRM exports, and recorded working sessions, shared with client permission; team, market, and product context contributed to every outcome. Periods are stated with each figure. See the disclaimer for how results should be read.
