Transact / Revenue integrity for home-services M&A
TractionMRG traces demand from source to call, booked job, completed work, and collected revenue—showing your deal team what is repeatable, what is leaking, and what must be repaired after close.
Principal-led · fixed-scope · no agency layer · typically 2–3 weeks
Signature methodology
Every engagement follows the same path: trace the signal, reconcile the systems, quantify the exception, and identify the operating owner.
Which channels are actually producing profitable work?
Seller reporting rewards leads and platform conversions that do not reconcile to completed jobs.
Channel spend, Google Ads, Local Services Ads, Google Business Profile, attribution records, and source data inside the FSM.
The missing diligence layer
Revenue quality, add-backs, working capital, customer concentration, and financial consistency.
Demand source, attribution, call handling, booking, FSM completion, retention, vendor spend, and reporting governance.
The deal team sees both the earnings history and the machinery expected to reproduce it after ownership changes.
Three transaction moments
The service architecture follows the transaction lifecycle—underwrite the target, integrate the bolt-on, then govern the portfolio.
What are we actually buying?
Pre-close reconciliation of marketing, call-center, vendor, attribution, and FSM data. Recoverable revenue, attribution debt, vendor leakage, and call-handling failures are quantified before the next deal gate.
What will break when ownership changes?
Call-tracking repair, attribution governance, Google Business Profile consolidation, reporting normalization, vendor transition, and FSM data standards—sequenced around the integration plan.
What must be standardized to scale?
Portfolio-wide reporting, paid-channel governance, vendor accountability, location benchmarking, and revenue-data hygiene—one operating standard without the agency bloat or location-by-location sprawl.
Multi-trade plumbing and HVAC operator with eight-figure revenue. The review moved from raw channel and call data through FSM job records, customer history, and revenue outcomes.
Residential revenue opportunity was present inside existing job and customer records but absent from the growth narrative.
FSM job history, conversion patterns, customer records, retention signals, and completed-work outcomes.
Near-term value creation did not depend entirely on acquiring more leads; conversion and retention repair could surface existing demand.
Qualified inbound demand was being lost to hangups, inconsistent intake, and mishandled calls before a booked appointment.
Call recordings, disposition data, booking outcomes, call-center patterns, and downstream job value.
The target carried a measurable revenue leak that required an operating fix, not an increase in media spend.
A standout Local Services Ads channel remained underfunded while lower-return directory spend continued.
Channel spend, call and booking records, completed jobs, revenue attribution, and comparative vendor performance.
Post-close budget reallocation offered a faster value path than simply increasing total marketing expense.
The work product
Every exception is tied to evidence, materiality, an owner, and a dated action. The output is designed to sit beside the QoE and move directly into the integration plan.
Systems reconciled
The system of record may change. The diligence questions do not. TractionMRG follows the evidence across the stack and identifies where definitions or ownership diverge.
Spend, lead claims, location coverage, and channel performance.
Source persistence, tracking ownership, routing, missed contacts, and data custody.
Disposition discipline, qualified-call handling, booking consistency, and leakage.
Booked work, dispatch, completion, customer history, memberships, and job revenue.
Definitions, conversion configuration, cross-location consistency, and reporting logic.
Completed work, collected revenue, channel economics, and materiality to the thesis.
Built for accountability
The findings are organized so transaction, platform, and operating teams can act from a common fact base.
Material findings, model implications, diligence risk, and a clearer view of what must be true for the growth thesis to hold.
Prioritized value opportunities, standardized operating definitions, and visibility into location-level exceptions.
Dated workstreams, system owners, dependencies, acceptance criteria, and an evidence trail that survives the handoff.
Portrait position reserved for final principal photography
The operator in the room
TractionMRG is led by a strategist with three decades in home-services marketing operations—deep in FSM data governance, Google Ads and Local Services Ads, Google Business Profile at portfolio scale, GA4, call-center performance, and vendor accountability.
TractionMRG works with operators, owners, sellers, investors, and platforms. It does not represent opposing parties in the same transaction, and every engagement is subject to confidentiality and conflict review.
Confidential review
You do not need to identify the target in the initial inquiry. Share the trade, approximate location count, transaction stage, and the decision the team needs to make.
Prefer email? info@tractionmrg.com