Estes Services

For nearly three decades, Rescon Basement Solutions has served homeowners across the northeastern United States with structural foundation work, egress window repair and installation, bulkhead installation, crawlspace solutions, and basement waterproofing. It's detailed, technical work that requires deep expertise — and Rescon had built a well-established brand doing it.

They were a known name in their market. The problem wasn't their reputation. It was their trajectory.

Rescon's leadership was looking at a business with real structural challenges — not in the basements they repaired, but in their revenue model. Too much of the company's business was weather-dependent. Heavy rains and flooding drove demand for waterproofing; dry stretches meant slower months. That seasonality created instability, and it made long-term planning feel like guesswork.

Beyond the weather dependency, Rescon had ambitious growth targets: 30% year-over-year increases and expanded market share throughout Massachusetts. They knew they couldn't hit those numbers with the marketing approach they had. They needed a partner who could design and execute a comprehensive digital strategy — one that could generate leads consistently, not just when the forecast cooperated.

What drew them to our approach was the emphasis on measurable, repeatable, and scalable strategies. Rescon didn't want a vendor who would run a few ads and send a report. They wanted a partner who could engineer a growth system.

Rescon's leadership joined us for a Discovery Workshop — a collaborative deep-dive where our strategists and their team worked through the business challenges together. Through the ThinkFirst™ process, we evaluated the competitive landscape, analyzed market data, and identified the specific opportunities and constraints that would shape the strategy.

Two things became clear quickly. First, there was significant room to grow in non-weather-dependent service lines — foundation repair, egress windows, crawlspace work — services that homeowners need regardless of what the sky is doing. Second, Rescon's digital presence wasn't matching the strength of their brand. The website needed better content and local SEO to capture the searches already happening in their service area.

The strategy we built was designed around a core principle: diversify the lead sources so that growth wouldn't rise and fall with the barometer.

Content and SEO to build organic authority. We implemented fresh, locally-targeted content across Rescon's website, designed to highlight specific services and service areas. The goal was to increase relevance, distance, and prominence in local search — the three factors that determine who shows up when a homeowner searches for foundation repair in their area. The optimized content improved user experience, time on site, and conversion rates simultaneously.

A diversified paid media strategy with weather built in. This is where the strategy got interesting. We designed paid campaigns around two distinct conditions: weather-related services and non-weather-dependent leads.

For weather events, our paid strategists launched geo-targeted campaigns in impacted areas when storms, flooding, or heavy rains hit — capturing demand at the exact moment homeowners were looking for help. For non-weather-dependent services like foundation repair and crawlspace work, branded and non-branded campaigns ran consistently, generating a steady lead flow that didn't depend on the forecast.

The key was the ability to open and close the valve on spending. When weather drove demand, we scaled up. When it didn't, we focused spend on the service lines that produce year-round. This approach reduced wasted ad spend while keeping Rescon's sales and operations teams at capacity — never overwhelmed, never idle.

Email campaigns that targeted the right moment. We deployed a comprehensive email strategy with two specific goals. First, re-engage customers who received an estimate but hadn't made a decision within 15 to 30 days — a critical window in home services where deals often go cold. Second, cross-sell existing customers on additional services after jobs were completed. A homeowner who just had their basement waterproofed might also need foundation work or a crawlspace solution. These emails improved lead-to-deal conversions and increased the lifetime value of every customer.

From 2022 through 2023, Rescon's growth was exponential — and it was measurable at every level.

Lead generation grew by over 130%, and the return on marketing spend across all tested channels reached $23 for every dollar invested.

The organic strategy delivered compounding returns: a 26% increase in organic users, a 27% increase in pageviews, and an 8% increase in average session duration — all indicators that the right people were finding the site and engaging with the content. Beyond those leading indicators, the quality of leads improved dramatically: average invoices from website leads were 5% to 135% higher than the previous mean.

The paid media campaigns generated nearly 900 additional high-quality leads, performing well above gross profit targets and unlocking a proven, scalable channel that Rescon can now dial up or down based on seasonality and capacity.

And the weather-dependent revenue problem? The diversified approach transformed it from a vulnerability into a strength. Rescon now has consistent lead flow from non-seasonal services, with the ability to surge spending when weather events create additional demand.

Rescon's case is a blueprint for any service company whose revenue is tied to factors they can't control — weather, seasonality, economic cycles. The answer isn't to fight those factors. It's to build a marketing system that produces results regardless of them, and then layer on the ability to capitalize when conditions are favorable.

When you can measure your return on every dollar, scale up when the market is hot, and maintain steady flow when it's not, growth stops being a hope and starts being a plan.