Simon & Leoni Home Loans proposal
THE
ONLY
THING
THAT
MATTERS
TO
US
&
OUR
CLIENTS
IS
ROI
Proposal
prepared for
Simons
& Leoni
Home Loans
Supplemental Video Notes
1,000+
Small-to-Medium Businesses Strategically Advised
600+
Successful Integrated
Marketing Campaigns
7.8X
ROI
Average Client
Return On Investment
300+
Websites Produced
(Developed & Designed)
1,000,000+
High Performing
Emails Deployed
CASE STUDY
Our Commercial Real Estate Client Saw 2020 As An Eventual Blessing - First Disguised As A Curse
The Covid ERA destroyed commercial real estate firms.
With every bad, there's a good. We used this time to re-strategize.
-
We entered The Lockdown with our newly signed client, a Florida-based commercial real estate company, NAME REDACTED, facing a dual challenge of low lead generation and limited brand awareness as it underwent a succession transition from a legacy owner to a new, young CEO. The company needed to revitalize its image and attract potential clients to increase business. Tocobaga initiated a rebranding campaign, focusing on a modern and dynamic image while respecting the company's legacy. We employed a mix of digital and traditional strategies, including a revamped website, selective PR strategies, networking event creations and participation in community efforts utilizing vacant properties to boost brand visibility.
-
We capitalized on the new allotment of time. Planned the next 5 years with SMART goals, benchmarks and KPIs. The company's website underwent a modern redesign to enhance user experience, incorporating a sleek design and showcasing successful case studies. Multiple channels were utilized to highlight the CEO's vision while paying respect to the previous owner's cowboy persona, researched industry insights, and the revamped the client's unique selling propositions. Participation in relevant industry events allowed our client to connect with potential clients and partners.
-
The strategic approach led to a significant uptick in lead generation and brand awareness, resulting in a remarkable 4.1x return on investment (ROI) in the post-Covid Era. The updated website attracted more visitors, and the CEO's active presence on social media contributed to a positive perception of the company. Tocobaga successfully positioned our client as a forward-thinking industry player, gaining trust and interest from potential clients. The successful case study underscores the importance of strategic rebranding and a multi-channel approach to lead generation. Balancing modernity with respect for legacy allowed our client to capture the attention of its target audience, ultimately leading to a substantial ROI and a strengthened market position.
CASE STUDY
Home Services Is Where The Heart Is
People get in routines because that is always how they have been doing it.
"People don't change" isn't our favorite phrase because...well...change is inevitable.
We had to use the big dog hot phrase, Change Management, to achieve our wins in Lead Gen, Sales Ops and Automations.
-
A 40 year old mom-and-pop home services company, NAME REDACTED, faced the challenge of expanding its client base and increasing revenue. Their biggest challenge was the larger, corporate level competition squeezing their market share. To achieve this, NAME REDACTED needed a comprehensive lead generation strategy that would leverage multiple channels and integrate seamlessly to maximize results.
-
Tocobaga implemented a multichannel approach, combining digital and traditional marketing channels. We utilized targeted online advertising, optimized their website for conversions, ran email campaigns, and engaged in local community outreach. The goal was to create a cohesive marketing ecosystem that guided potential clients through the customer journey. Track everything. We also had to clean up their entire CRM of over 40,000 contacts and develop an API to integrate with their field operating software. The company invested in targeted online advertising campaigns to reach a broader audience. Simultaneously, we revamped their website, ensuring it was user-friendly and featured compelling content. Email campaigns were personalized and segmented to nurture leads effectively.
-
The integrated approach proved highly successful, resulting in an outstanding 38.7x return on investment (ROI) in 6 months. The online advertising increased visibility, the optimized website improved conversion rates, and the personalized email campaigns fostered strong customer relationships. The community outreach efforts not only contributed to brand awareness but also generated local leads. We are proud of this well-executed, multichannel lead generation strategy. The seamless integration of online and offline efforts, combined with a focus on user experience and community engagement, led to an impressive ROI. This success emphasizes the importance of a holistic approach in achieving significant outcomes in the competitive home services industry.
CASE STUDY
Challenge Accepted
We typically don't do event marketing.
We saw this as a fun challenge to up our game.
-
In 2016, new, local altruistic organization wanted to partner with a national charity for a mixed used festival event. We faced the challenge of low attendance, little-to-no brand awareness outside of the organization's personal reach and limited funds for their upcoming fundraising event. They needed to boost lead generation to ensure a successful turnout and maximize donations.
-
We implemented a multi-channel marketing strategy, leveraging social media, email campaigns, and partnerships with local businesses. They also optimized their website for user engagement and introduced a referral program to encourage participants to invite others. We utilized the charity's compelling storytelling in their social media posts and emails, highlighting the impact of their cause. They engaged with influencers and community leaders to amplify their message. Additionally, they collaborated with local businesses to sponsor and promote the event.
-
The lead generation efforts exceeded expectations, resulting in an 8.4x return on investment (ROI) and sold out the event with 5,000 attendees. The optimized website attracted more visitors, and the referral program significantly expanded the reach. The event saw a substantial increase in attendance, leading to a successful fundraising outcome that surpassed the charity's initial goals. The success of the lead generation campaign emphasized the importance of a comprehensive, multi-channel approach. Engaging storytelling, influencer partnerships, and community involvement proved to be powerful tools in achieving remarkable ROI for the charity event. We created the marketing machine. This festival has now spawned off 5 additional metropolitan cities using our framework as their blueprint.
-
Steven Fantetti
Serial Entrepreneur, M&A Attorney
10x Client
Click Here To Email -
Nate Cinal
Owner & Operator of Tampa Bay’s Only Apple B2B Certified Managed Services Provider, SCOUT IT
Preferred Referral Partner
-
Dean Akers
“Leave the campsite better than you found it, and the world will be a better place because of it”
Tocobaga Marketing Proposal for Simons & Leoni Home Loans
I. Executive Overview
Simons & Leoni Home Loans is a well-established local lending firm that has built trust through years of personalized service. Tocobaga’s mission is to amplify that legacy with a marketing system that balances consistency, creativity, and measurable results.
This proposal outlines Tocobaga’s approach to refining your marketing foundation, aligning brand messaging, and activating multi-channel campaigns to drive sustainable lead growth—without adding internal friction.
Our Partnership Goals
Strengthen Simons & Leoni’s brand consistency and visibility across channels.
Build a repeatable content and marketing rhythm your team can sustain.
Launch measurable digital ad campaigns to generate quality mortgage leads.
Re-engage existing clients and referral partners to increase funded loan volume.
Simplify content approvals and communication between decision-makers.
II. Marketing Foundation & Framework
Discovery, Research, and Quick Start
Conduct an in-depth marketing audit to identify opportunities and performance gaps.
Evaluate current branding, messaging, and content workflows.
Review CRM data, past campaigns, and analytics.
Identify key decision-makers and approval workflows to streamline collaboration.
Launch initial paid search campaigns (Google + Bing) to capture early performance data.
Strategy & Planning
Define tone, voice, and messaging that reflect Simons & Leoni’s trust-driven reputation.
Create a quarterly content calendar and omni-channel campaign plan.
Develop clear buyer personas and audience segmentation.
Build reporting dashboards with key performance metrics (CPL, CPFL, conversion rates).
Execution & Continuous Improvement
Deploy campaigns and monitor weekly for optimization opportunities.
Publish pillar content monthly (blogs, video scripts, and social media posts).
Repurpose top-performing content into social, email, and short-form formats.
Conduct monthly performance reviews to adapt and refine.
III. Audience Segments & Targeted Action Plans
Each segment below follows a three-phase framework: Discovery & Research, Strategy & Planning, and Execution & Continuous Improvement.
1. Existing Clients (Past Borrowers & CRM Database)
Discovery, Research & Onboarding
Audit CRM data for retention and referral patterns.
Identify inactive clients for re-engagement opportunities.
Review communication cadence (post-close outreach, rate change alerts).
Strategy & Planning
Build an automated communication plan (anniversaries, refi triggers, home milestones).
Develop a loyalty and referral incentive program.
Create personalized content templates using empathy-driven messaging.
Execution & Continuous Improvement
Send monthly value-based emails and personalized alerts.
Implement automated review requests post-closing.
Track referral activity, engagement rates, and ROI by campaign.
2. New Leads (First-Time Borrowers, Refinancers, & Investors)
Discovery, Research & Onboarding
Review lead source performance (website, PPC, referrals).
Analyze conversion rates across landing pages and forms.
Develop demographic and psychographic profiles of high-performing lead types.
Strategy & Planning
Craft educational content (videos, guides, webinars) for each buyer stage.
Develop PPC keyword and creative strategy focusing on purchase and refi intent.
Plan nurturing sequences via CRM automation.
Execution & Continuous Improvement
Launch optimized Google and Bing ad campaigns.
Refine lead capture and follow-up processes.
Review conversion rates monthly and optimize creative, keywords, and targeting.
3. Realtors (Buyer & Seller Agents)
Discovery, Research & Onboarding
Identify top-performing realtors by referral volume.
Review past collaboration success rates.
Survey partners for preferred co-marketing opportunities.
Strategy & Planning
Develop a co-branded Realtor Growth Kit with flyers, social templates, and listing support.
Build a quarterly communication rhythm with agent updates and rate insights.
Plan joint workshops, webinars, and social collaborations.
Execution & Continuous Improvement
Launch co-branded campaigns promoting open houses and listings.
Track engagement and lead conversion from realtor channels.
Host monthly partner feedback sessions to improve collaboration.
4. Builders (New Construction & Development Partners)
Discovery, Research & Onboarding
Identify builders active in key service areas and map partnership potential.
Evaluate historical loan performance tied to builder referrals.
Strategy & Planning
Develop builder partnership tiers based on referral volume and geography.
Create educational materials showcasing financing options for new construction.
Plan seasonal co-marketing campaigns for new development launches.
Execution & Continuous Improvement
Launch builder spotlight campaigns on social and web.
Co-host local events (model home tours, community expos).
Review builder-driven lead performance quarterly.
5. Indirect Sources (Insurance Agents, CPAs, Attorneys, Financial Advisors)
Discovery, Research & Onboarding
Compile and organize a master list of past and potential indirect partners.
Evaluate referral frequency and engagement levels.
Strategy & Planning
Design referral guides and quick-reference content for partners.
Develop referral incentives and communication cadence.
Create educational webinars and networking opportunities.
Execution & Continuous Improvement
Launch email outreach introducing co-marketing programs.
Host quarterly lunch & learn sessions.
Track referral volume and partner engagement.
IV. Measurement, Reporting & Continuous Optimization
Unified marketing dashboard with segment-level performance tracking.
Monthly KPI reviews including lead volume, CPL, and CPFL.
Quarterly strategy updates with performance insights and tactical recommendations.
Ongoing creative testing (A/B) across campaigns, subject lines, and visuals.
Tocobaga’s Commitment
Tocobaga provides Simons & Leoni Home Loans with a hands-on, data-driven partnership. Our focus is on sustainable growth—balancing automation with authenticity, creative energy with consistency, and measurable outcomes with long-term brand equity.
Next Steps:
Approve the outlined proposal and timeline.
Confirm campaign budgets and priority initiatives.
Schedule kickoff call to align on messaging, approvals, and metrics.
Prepared by: Tocobaga Integrated Marketing & Business Advisory
6 Month Simple Gantt Chart
Proposal Summary
Comparisons & Your Price
No one wants to feel like a dumbo overpaying an outside firm.
We get it. We abhor 99% of advisors and agencies. Our industry has a lot of snake oil.
If you’re going to try to compare bid costs, you must examine the exact same
QCD+F: Quality, Cost, Deliverability + Flexibility
Average Agency Rate
$6,127
Tocobaga’s Normal Rate
$3434+
Your Tocobaga Rate
$2,497
DISCOUNT
SHOT
CLOCK
Quick-Start Next Steps
Administrative & Clerical Tasks
Invoice is deposited - either total for the month or deposit.
Tocobaga begins working
Tocobaga receives access to Tech Stack and any relevant brand collateral
Quick-Start onboarding will not be sequential - aka might be a little out of order than our normal process
Tocobaga will send over Company Services Agreement
Tocobaga will start a Slack workspace for internal communication. If you use another internal communication app, we can integrate Slack with other apps e.g. Slack two-way sync with Teams.
Tocobaga will coordinate a recurring, update meeting cadence - usually once a week initially and then every 2 weeks once we build a rhythm. If clients cannot attend because of schedule conflicts, we will record an update video and send via Slack.
If we’re ready to go right now,
the button to the invoice is below
or click on the invoice image to the right.
Once the invoice is paid, we begin.
Let’s Go ➳
ABOUT
TOCOBAGA
a
B2B, B2C SMB Strategic Advisory
&
Omni-channel, Integrated Marketing Agency
Fractional CMO FAQs
-
A Fractional CMO (Chief Marketing Officer) is a part-time or shared resource hired by a company to provide strategic marketing leadership. This arrangement allows businesses to access high-level marketing expertise without the cost of a full-time executive.
-
A Fractional CMO typically handles various aspects of marketing strategy, planning, and execution. Their responsibilities may include market analysis, brand development, campaign management, and team leadership. They work on a part-time basis, providing strategic guidance to help businesses achieve their marketing goals.
-
1. Cost-Effective: Fractional CMOs offer high-level expertise without the full cost of a permanent executive, making it a cost-effective solution for businesses.
2. Flexibility: Companies can scale their marketing leadership up or down based on their needs, without the commitment of a full-time hire.
3. Diverse Experience: Fractional CMOs often bring diverse industry experience, providing fresh perspectives and insights to the marketing strategy.
4. Strategic Guidance: These professionals offer strategic guidance, helping businesses align marketing efforts with overall business objectives.
5. Access to Networks: Fractional CMOs may bring valuable industry connections and networks, enhancing opportunities for partnerships and collaborations.
6. Objective Perspective: Being external to the organization, Fractional CMOs can provide unbiased and objective viewpoints on marketing strategies.
7. Quick Onboarding: As seasoned professionals, Fractional CMOs can quickly adapt to the business environment, accelerating the onboarding process.
8. Task-Specific Expertise: Companies can engage Fractional CMOs for specific projects or challenges, tapping into their expertise for targeted improvements.
9. Risk Mitigation: Businesses can mitigate the risk associated with hiring a full-time CMO by testing the waters with a fractional arrangement.
10. Efficiency: With a focus on strategic planning, Fractional CMOs can optimize marketing processes for efficiency and effectiveness.
Why would a SMB hire a Fractional CMO?
Small and Medium-sized Businesses (SMBs) might choose to hire a Fractional CMO for several reasons:
1. Cost Efficiency: SMBs often have budget constraints, and a Fractional CMO allows them to access high-level marketing expertise without the cost of a full-time executive.
2. Flexibility: The variable nature of marketing needs in SMBs can be addressed with a part-time resource, adjusting the level of expertise based on the business's current requirements.
3. Strategic Insight: Fractional CMOs bring strategic thinking and experience, helping SMBs develop effective marketing strategies aligned with their business goals.
4. Resource Optimization: SMBs may not need a full-time CMO, making a fractional arrangement a practical way to optimize resources and focus on key priorities.
5. Quick Impact: Fractional CMOs can swiftly assess the marketing landscape, identify opportunities, and implement strategies to generate quick and impactful results.
6. Access to Networks: SMBs can leverage the networks and industry connections of Fractional CMOs, opening doors to potential partnerships and collaborations.
7. Task-Specific Projects: SMBs can engage a Fractional CMO for specific projects or campaigns, tailoring the arrangement to address immediate marketing needs.
8. Objective Perspective: An external CMO can provide an unbiased and objective viewpoint, offering insights that might be challenging to achieve with an in-house team.
9. Risk Mitigation: Hiring a full-time executive involves risks, but a fractional arrangement allows SMBs to test the waters and evaluate the impact of senior marketing leadership.
10. Learning Opportunity: SMBs can benefit from the knowledge transfer that occurs when working with an experienced Fractional CMO, helping build internal marketing capabilities over time.
-
short answer: engagement, commitment, and scope of responsibility
more detailed answer:
1. Time Commitment:
- Fractional CMO: Works on a part-time or project-specific basis, dedicating a limited number of hours per week or month to the organization.
- Full-time CMO: Is a permanent, full-time employee committed to the organization on a daily basis.
2. Cost Structure:
- Fractional CMO: Typically charges on an hourly or project basis, providing a more cost-effective solution for businesses with budget constraints.
- Full-time CMO: Involves a fixed annual salary, potentially with additional benefits, which may be a higher financial commitment for the organization.
3. Scope of Responsibilities:
- Fractional CMO: Focuses on specific strategic initiatives, projects, or areas of expertise as agreed upon with the organization.
- Full-time CMO: Assumes a broader range of responsibilities, overseeing the entire marketing department and contributing to overall business strategy.
4. Flexibility:
- Fractional CMO: Offers greater flexibility, allowing organizations to scale up or down based on their evolving marketing needs.
- Full-time CMO: Represents a more fixed and consistent presence within the organization, which may be less adaptable to changes in workload.
5. Depth of Involvement:
- Fractional CMO: Often works at a more hands-on level, directly involved in strategy development and execution.
- Full-time CMO: Balances strategic leadership with managerial responsibilities, overseeing day-to-day operations and team management.
6. Long-Term Commitment:
- Fractional CMO: May be engaged for specific projects, a defined period, or on an ongoing but part-time basis, providing a more flexible arrangement.
- Full-time CMO: Implies a longer-term commitment to the organization, with a focus on sustained leadership and relationship building.
-
short-answer: adaptability, agility, resources, communication, wisdom (experience x knowledge)
long answer:
1. Diverse Perspectives: A Fractional CMO with varied industry experience can offer diverse perspectives and insights, bringing a fresh and innovative approach to marketing strategies.
2. Cross-Industry Best Practices: They can bring best practices from different industries, adapting successful strategies and tactics to the specific needs of the organization.
3. Benchmarking Opportunities: With exposure to various industries, a Fractional CMO can provide valuable benchmarking data, helping the organization understand how its marketing performance compares to similar businesses in different sectors.
4. Adaptability: The ability to adapt strategies from one industry to another can be a key advantage. The Fractional CMO can leverage successful techniques across different markets, promoting adaptability and agility.
5. Network Access: Their extensive network across industries can open doors to potential partnerships, collaborations, and industry-specific opportunities that may not be readily apparent within a single-sector focus.
6. Innovation and Creativity: Exposure to diverse industries fosters innovation and creativity. A Fractional CMO can bring a rich mix of ideas, drawing on experiences beyond the confines of a single sector.
7. Risk Mitigation: They can provide insights into potential risks and challenges by drawing on experiences from various sectors, helping the organization proactively address issues before they become significant problems.
8. Market Trends Awareness: A Fractional CMO engaged with multiple clients in different industries stays attuned to a wide range of market trends. This knowledge can be invaluable in staying ahead of industry changes and emerging opportunities.
9. Customization for Unique Markets: Leveraging experience in various industries, the Fractional CMO can tailor marketing strategies to suit the unique characteristics and challenges of the organization's specific market.
10. Continuous Learning: A Fractional CMO involved in diverse industries is likely to be a continuous learner, staying updated on the latest trends, technologies, and strategies across various sectors, which can benefit the organization.
-
1. Fractional CMO:
- A Fractional CMO typically refers to a part-time or shared Chief Marketing Officer who provides strategic marketing leadership to organizations on a flexible basis.
- They might work with multiple clients simultaneously, dedicating a certain number of hours per week or month to each client.
2. Interim Fractional CMO:
- An "Interim Fractional CMO" could imply a temporary or transitional role where the Fractional CMO is specifically engaged to fill a gap or address a short-term need.
- The "Interim" aspect suggests a focus on providing leadership during a transitional period, such as when a company is between full-time CMOs or undergoing significant changes in its marketing strategy.
SERVICES
-
OVERALL STRATEGY
CAMPAIGN STRATEGIES
TACITICAL STRATEGIES
-
SMART Goals, Benchmarks + KPI Planning
-
- Audiences
- Targets
- Find out 4 Holy Metrics:
- Cost Per Lead
- Cost Per Acquisition
- Average Revenue of a customer within 1st year
- Lifetime Value
Quick Start Services
Marketing Execution Services
-
Monitoring & Maitenance
Analytics Tracking
SEO (technical)
Live Chat optimization
Build out
* Landing pages by service
* Landing pages by service and city/region
Content
FAQs
Blog posts
-
- PPC
- Google Search Ads
- Bing Search Ads
- Local Services Ads
- AdRoll - cross platform retargeting/remarketing
- Later - platform-industry specific ads w/ Angi, Yelp, etc.
- Social Ads
- AdRoll retargeting ads on FB and IG
- Pinterest might be a great avenue
- Programmatic
- We can get precise targeting
-
- Technical SEO
- At least 1 blog post per month
-
- Automation emails for servicing
- Marketing email campaigns
- New lead automated journeys
-
- Review Capturing
- Review Monitoring
- Directory Listings optimization
-
Traditional Advertising - radio, tv, newspaper, magazine, etc.
Community - sponsorships, focused local corporate responsibility
-
BRANDING:
Brand Development
Brand Identities
Brand Messaging
DESIGN: Any design deliverables needed
Graphic Design, Website Design, UI (User Interface), UX (User Experience), Print Design, Online Ad Design, Video Editing, Image Editing, Custom Illustrations, Newspaper Ads and Design, Magazine Ads and Design, Brick & Mortar Exterior Signage, etc.
Support Services
-
create a Google Data Studio or similar to aggregate analytics into
1) Snapshot
2) by campaign/tactic
-
Setup every task and project in your PM app, Asana?
-
- Starting line: I would want to come in office to War Room around y'all's schedules and work from the office a few days in the beginning. There's always smaller things to absorb just being around that is lost in digital communication
- Slack (or whatever your team uses) for direct communication. We prioritize client communication above email, calls and texts. We keep all conversations in Slack/Teams to have transparency and a searchable knowledge base.
- Update meetings: Weekly until we find a rhythm and go biweekly. I keep them 30 minutes and apply the EOS system to keep it efficient.
-
- Will need to learn your automation processes to streamline any redundant tasks
Possible add-ons services and costs
Online Ad/PPC ad spend without markup
Video Content Production
Purchasing Email Lists via Data Broker
Programmatic Direct Messaging
Approach
Strategy-first approach: work big to small. Macro to Micro. The biggest gaffe in the outsourced marketing services sector is focusing on tactics to begin. Our approach is the following 6 phases:
1. Define Objectives, S.M.A.R.T. goals and Current Analysis & Resource Audit (a current strategy review, branding assessment, resource audit and marketing performance report).
2. Thorough research.
3. Develop a leveraging integrated, omnichannel strategy in lock step communication and approval with the client.
4. Project management execution with respect to achieving KPIs, budgets and resources
5. Analyze quantitative and qualitative reporting.
6. Continuously improve
Strategic plans without execution = a fun idea.
Discipline is the ultimate freedom.
Over-communicate until you have concise shorthand.
Time is a commodity.
Think 3 steps ahead. Contingency plan IFTTT scenarios.
Be agile & adaptable.
The obstacle is the way.
Work short-term and long term at the same time.
Analyze the past while proactively, continuously improve your present and future.
Execute omnichannel, integrated marketing campaigns, online and off.
Work macro and micro.
Generalize and specialize.
Strategic and tactical.
A/B test.
ROI should be the client's main focus and many drill down minutiae. ROI (Return On Investment) is the only thing that matters to our clients (and us). It is the cover image on every one of our proposal decks. It is our mantra; our North Star philosophy. We must provide multiple X ROI for our clients or we cease to exist.
