Client Launch SOP

Step-by-step process for taking a new client from closed deal to live ads. Documented from Sean's group chat directive (Apr 10, 2026) and training call with Hanif (Apr 10, 2026).

NOTE
This SOP was built from the State Heating & Air launch (Apr 13, 2026) as the reference case. Steps will evolve as more launches are completed.

Phase 1: Onboarding Call

Owner: Griffin Timing: Immediately after contract signed

Conduct onboarding call with client
Collect all info via the Google survey form (client fills out: company name, address, service area, years of experience, logo file, CRM details, appointment preferences)
Post notes in the new client Discord channel
Confirm: Who takes appointments? How do they want them scheduled? What CRM do they use?
Ensure payment (setup fee) is collected before the onboarding call — if card declines, do a separate payment collection call first
File the Onboarding Baseline — Mohamed (Griffin verifying): confirm the survey row landed in raw/surveys/ and the call transcript in raw/transcripts/, then write the ## Onboarding Baseline section on the client's wiki page per Onboarding Baseline — Section Template — survey answers verbatim (PII stripped), negotiated price floor + pre-approved pivots as attributed quotes with transcript link

Handoff: Griffin posts onboarding notes in the new client channel → triggers Phase 2 for all downstream roles

Phase 2: Initial Asset Preparation

Owner: Hanif (logo + page setup), Sean (domain + lead form — transitioning to team) Timing: Same day as or day after onboarding call

2A. Logo Preparation — Hanif

Pull the logo from the Google survey response
Research the brand color: - Check client's website for primary background color - If no website, use a color that complements the logo - If years of experience < 3, pivot messaging to "trusted by X homeowners" instead
Create the circle logo: - Open design tool (Canva or similar) - Place logo centered on a circle with the brand background color - Export as: circle logo (transparent background) + square version (with background)
Post in the client Discord channel: - Message: "Logo assets 📎" with both files attached - Tag Mohamed and Tasneem - Pin the message so it's always findable

TIP
If the logo file is terrible (photo of a hat, blurry, etc.), don't struggle with it — ask Griffin to get a better file from the client.

2B. Facebook Page Setup — Hanif

Profile picture: Upload the circle logo
Cover photo: Use client-provided content if available (truck, team photo, job site). If none available, use a generic but organic real photo of relevant equipment (AC unit, furnace, etc.)
Page details: - Add company address (from survey) - Add service areas — use the targeting radius from the survey, ask AI for cities within that radius to populate the list - Add business URL: [clientname].directestimatepro.com/schedule-appointment - Add years in business, phone number, hours
Welcome post: - Use Sean's Gemini caption prompt (stored in Google Drive) with the client's info (city, years of experience, niche) - Attach 1-2 photos (client-provided or stock HVAC photos from the media library) - Include booking link in the post
Cleanup: If this is a repurposed page from an old client, delete all evidence of old logos, old posts, old cover photos

NOTE
Sean has two AI prompts for this: one for the page bio/description, one for the welcome post caption. Both are in the Google Drive shared folder. Swap in the client's city, state, years of experience, and niche.

2C. Domain + Lead Form — Sean (transitioning)

Create GoDaddy domain: [clientname].directestimatepro.com
Connect domain to GHL
Create the initial lead form in GHL (so Mohamed has it ready for automation)
Buy phone number with the correct area code for the target location

WARNING
Phone number purchase requires US-based ID verification. Griffin is being onboarded to handle this step alongside his WhatsApp & Discord setup process.

2D. Announce Domain to Team

Once the domain is live, post in the client channel: - "Domain: [clientname].directestimatepro.com/schedule-appointment — @Mohamed @Tasneem use this for all links"

Phase 3: GHL Setup

Owner: Mohamed Timing: Once domain + lead form are created (Phase 2C)

Set up the full Go High Level pipeline for the new client
Configure text message automation
Set up pipeline notifications for the setter
Connect to the domain and lead form from Phase 2C

TIP
Full Phase 3 workflow lives in GHL Client Setup — Snapshot & Automation Build SOP — the complete build from sub-account prep and snapshot load through custom values, calendars, workflows, website pages, the setters-only page, the AI Private Integration, and handoff to Phase 4. Documented from Sean's three training calls with Mohamed (Oct 2025 – Jan 2026).

Phase 4: Test Contact

Owner: Fagr Timing: After GHL setup is complete

Run through the entire lead flow using Sean's contact info as a test lead:

Self-book test: Submit as if you self-booked an appointment - ✅ Are pipeline notifications working for the setter? - ✅ Is the test lead receiving text messages?
Outbound test: Have the setter call the test number - ✅ Does the call flow work end-to-end?

Phase 5: External Booking Confirmation

Owner: Fagr (with Griffin for client communication) Timing: Before launch

Confirm access to the client's scheduling system:

Do we have access to the client's CRM? (Service Titan, Dispatch, HouseCall Pro, etc.)
Do we know who at the client's company receives appointment requests?
Do we know how to schedule estimates? (Direct booking? Call to dispatcher? Portal?)
If answers are unclear, Griffin reaches out to the client on Fagr's behalf

Phase 6: Creative Preparation

Owner: Hanif → Sathi (editor) Timing: Parallel with Phases 3-5

First-Launch Creative Package

At minimum, launch with two video ads ready:

Swap video (highest priority): Take a proven existing video (e.g., furnace replacement style) and have Sathi swap: - Circle logo - ElevenLabs voiceover (Jerry voice) with new company name + location - Price point text overlay - This should take Sathi ~20 minutes — push to top of his queue
Lean Mean Machine video: Evergreen script, new footage/logo/VO. Lower priority — can come a few days after launch if needed.

Statics

Use the Canva static templates with the client's price point, location, and offer
Common launch offers: "Starting at $X,XXX" (price transparency), seasonal specials, warranty callouts

Price Strategy (from transcript)

Sean determines the launch offers based on the onboarding call
Example (State Heating): $4,997 full furnace replacement + $7,997 full HVAC system
Hanif prepares the creative around these numbers

TIP
For the swap video, Hanif prepares: circle logo + ElevenLabs voiceover + price/location. That's all Sathi needs. Reference the original video and say "literally just swap these elements."

Phase 7: Campaign Setup & Launch

Owner: Tasneem Timing: Launch day (typically Monday)

Build the Facebook campaign in the client's ad account
Upload creative from Phase 6
Set budget per Sean's recommendation
Launch

TIP
Full Phase 7 workflow lives in Media Buyer Launch Playbook — covers client-info routing, default offer logic, lead-form-first sequence, GHL Form Field Mapping, campaign structure, creative angle taxonomy, budget defaults, audience setup, and a final order-of-operations cheat sheet. Pairs with Lead Form Standard Questions, New Launch Targeting Sequence, and the Lead Form Conditional Logic — Recording Script Loom companion.

Launch Checklist (Quick Reference)

#	Task	Owner	Status
1	Onboarding call completed	Griffin	☐
1b	Onboarding Baseline filed on client page (survey verbatim + call decisions)	Mohamed (Griffin verifies)	☐
2a	Logo prepared + posted + pinned	Hanif	☐
2b	FB page customized (photo, cover, bio, welcome post)	Hanif	☐
2c	Domain created + GHL connected	Sean	☐
2d	Lead form created	Sean	☐
2e	Phone number purchased	Griffin	☐
3	GHL pipeline fully set up	Mohamed	☐
4	Test contact passed (notifications + texts working)	Fagr	☐
5	External booking confirmed (CRM access + scheduling method)	Fagr	☐
6a	Swap video ready	Hanif → Sathi	☐
6b	Lean Mean Machine video in production	Hanif → Sathi	☐
6c	Statics ready	Hanif	☐
7	Campaign built + launched	Tasneem	☐

Tools & Access Required

Tool	Who Needs Access	Purpose
Facebook Business Manager	Hanif, Tasneem, Sean	Page setup, ad account
Google Survey responses	Hanif, Griffin	Client info (logo, address, service area)
GoDaddy	Sean (transitioning to Griffin)	Domain creation
Go High Level	Mohamed, Sean	Pipeline, automation, lead forms
Canva	Hanif	Static ad templates
ElevenLabs	Hanif	Voiceover generation (Jerry voice)
Google Drive (media library)	Hanif, Tasneem	Footage, templates, prompts
AI caption prompts	Hanif	Gemini prompts for FB page bio + welcome post