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Deed logged
County auditor records a transfer
The seven-county Cincinnati–Dayton corridor — Hamilton, Butler, Warren, Clermont, Montgomery, Greene (OH) and Boone (KY) — is a fragmented, high-ticket residential fence market bisected by the I-75/I-71 growth belt. The winners aren't the best installers. They're the most familiar ones.
Legacy players (Mills, Eads) hold brand equity and yard capacity. Below them, a long tail of small operators competes on price. That gap — recognized regional brand vs. commodity contractor — is exactly where a content-and-data engine wins.
Sherpa's engine is built to make 76 Fence that name — long before the buying moment.
Sherpa Systems runs organic and paid as one closed loop — content builds familiarity, public data finds the ready buyers, and paid Meta compresses the timeline. Every channel feeds the same scored database.
SEO silos, Google Business Profile dominance, and interactive estimating — plus a content cadence engineered around the Mere Exposure Effect to make 76 Fence the familiar default.
Publicly available county records — deed transfers, pool permits, dog licenses, GIS — ingested and run through a predictive lead-scoring model that ranks every parcel by likelihood to buy.
Meta lead ads and retargeting built on first-party audiences and public-record match lists — proactive pipeline in the shoulder season, amplified reach in peak.
Capturing active demand and manufacturing familiarity — so 76 Fence earns the click and the trust.
Search engines read "vinyl fence contractor," "cedar privacy fence," and "aluminum pool-code fence" as distinct intents. A dedicated page for each — cross-linked to every suburb — captures rankings a single service page never can.
Wood, Vinyl, Aluminum/Ornamental, Chain-Link — each a purpose-built landing page targeting its own buying intent.
Pool safety enclosures, commercial boundaries, custom gates — high-intent sub-services with code-specific detail.
Mason, West Chester, Indian Hill, Beavercreek, Centerville, Springboro, Florence — a page per municipality.
Backed by regional backlink authority and map-pin rank tracking across every target ZIP.
Sherpa manages profile, citations, and review velocity as an ongoing system — not a one-time setup.
An interactive estimator (mySalesman-class), wired via OpenAPI into the CRM, lets visitors trace their property on satellite imagery, pick a material and gates, and get an instant budget — capturing intent that static contact forms leak.
Every abandoned fence-line becomes a retargeting trigger — feeding both the drip and the paid Meta layer.
The Mere Exposure Effect is a documented psychological principle: people prefer — and trust — what they've seen before. Repeated, low-pressure exposure builds preference without a single sales pitch.
Fence buying is infrequent and considered. In the 11 months before the buying moment, Sherpa keeps 76 Fence quietly present — useful content, local proof, familiar visuals — so that when the need arrives, 76 Fence is the name that already feels right.
Turning free, public county records into a ranked pipeline of homeowners most likely to buy a fence — before a competitor knows they exist.
A large share of installs happen within 12 months of a home purchase — new owners secure pets, kids, and privacy. Weekly auditor conveyance records = an automated buyer pipeline.
Ohio code requires a ≥48" self-latching barrier before a pool passes final inspection. A pool permit is a non-discretionary fence requirement.
Counties like Montgomery publish annual dog-license registers as CSV. Cross-referenced with unfenced parcels = a pet-containment prospect list.
| Source | Format | Coverage |
|---|---|---|
| County Auditor / GIS portals | Shapefiles, GeoJSON, Excel, IASWorld | Hamilton, Butler, Warren, Clermont, Montgomery, Greene (OH) |
| Building / Permit departments | Accela, ezTrak, monthly PDF/Excel permit reports | Pool, accessory & new-build permits — incl. Boone County, KY |
| Overhead GIS imagery | Aerial basemaps | Confirms rear-yard fence absence per parcel |
The composite lead score weights structural, transactional, regulatory and intent signals — then applies an exponential time-decay so fresh signals rank highest.
Deed transfers, pool permits, lot value, fence absence, dog licenses, and inbound intent — each carries its own weight in the score.
A just-closed sale or a new pool permit outranks everything. Recent buyers and permit-holders decay fastest — the window to win them is days, not months.
Weights are continuously re-tuned against 76 Fence's actual closed sales, so the model sharpens with every job won.
The output: every parcel in the seven-county market, ranked by likelihood to buy — so outreach and ad spend go where they convert.
| Signal | Source | Weighting | Decay |
|---|---|---|---|
| Conveyance recency | County auditor sales data | Highest | Exponential — peaks first 90 days |
| Pool permit issued | County / city building depts | High | Rapid after 120 days |
| Quote-tool interaction | mySalesman inbound | High | Linear over 14 days — call now |
| Meta lead-form fill | Meta lead ads | High | Linear over 7 days |
| Single-family lot value | Auditor assessment | Medium | Static baseline |
| Aerial fence absence | GIS overhead imagery | Medium | Static baseline |
| Dog license active | Auditor registers | Low–Medium | Static (licensing year) |
Recent buyer + pool permit, or an online quote interaction. Trigger: phone outreach within 15 minutes, oversized postcard auto-queued, high-frequency Meta custom audience.
Recent buyer on an unfenced lot, or a registered dog owner without a pool. Trigger: 3-part direct-mail drip over 45 days + mid-funnel Meta gallery ads.
Broader untriggered parcels. Trigger: held for geo-targeted brand awareness during peak spring — no costly outbound.
The result: sales effort and ad dollars concentrate on the parcels most likely to close — and nothing gets forgotten.
Where organic captures existing demand, paid Meta creates it — and direct mail closes the loop offline.
Every Meta lead flows into the same scored database and pixel-retargets abandoned online quotes.
County auditor records a transfer
Engine flags a Tier-1 parcel
CRM fires print API
Oversized postcard, pURL + QR
| Channel | Role | CPL | Close from lead | Budget split |
|---|---|---|---|---|
| Google Search / LSA | Capture active intent | $20–45 | 25–35% | 60% |
| Meta Lead Gen | Expand pipeline | $12–30 | 10–18% | 30% |
| Meta Retargeting | Recover dropped traffic | $15–35 | 20–30% | 10% |
Silo the website into material + geo pages. Install the estimator + CRM. Claim & optimize GBP with review automation.
Deploy weekly extraction across all 7 counties. Wire the scoring model into the CRM. Connect programmatic mail triggers.
Launch Meta lookalikes + match lists and material-specific Google Search. Configure pixels and abandoned-quote retargeting.
Re-weight the model on closed sales. Shift budget seasonally. Track map-pin rankings and expand ZIP coverage.
Sherpa builds, runs, and reports on the entire system — 76 Fence stays focused on installing.
Organic, data, and paid run as a single closed loop — not three disconnected vendors.
The content, the scored database, and the audiences belong to 76 Fence — compounding equity, not rented clicks.
The model sharpens on your real closed sales. Every month it gets more accurate and more efficient.