How we write the ads
How we write the ads that bring you leads
Last updated · FloorIt
FloorIt writes short Facebook and Instagram video ads aimed at homeowners near you, each built around one reason a homeowner might want a recoat. We keep the claims plain and true, and we tell partners to swap in their own footage as soon as they have jobs. Here is how the ads are made.
Six angles, one idea each
- The recoat itself: the shine back without a full sand
- Pets: scratches and dull spots from dogs and cats
- Price: a recoat next to the cost of a refinish
- Ask before you sand: most floors don't need it
- Selling your home: floors that look new for photos and showings
- The holidays: the house ready for family
Each ad sticks to one of these. A homeowner scrolling past should know in a few seconds whether it's about them.
We fix claims that aren't quite true
- Some early ads said the floor was ready that night. It's socks at 24 hours, so those lines were re-recorded
- No sanding, no dust became no sanding down to bare wood, which is what a recoat really is
- A star rating copied from another account was dropped. Partners show their own rating, or none
An ad that oversells brings in homeowners who end up unhappy. Plain ads bring in the ones who book.
Honest about the footage
The opening of some videos uses an AI presenter, and the floors are sample footage. That gets a new partner on the air before they have done a single job.
The library tells partners to swap in their own before and after footage once they have it. Real floors from your own town work better than anything we can film for you.
What happens after someone taps
- Three quick questions. When they want it done, how much hardwood they have, and whether they own the home
- Their contact details. So someone can call them
- A fast call. For your first 50 leads, our team calls and books the estimate
Yours to keep
The videos, scripts, ad text and headlines sit in a shared library for partners, with a lesson on how to script your own. You can run them yourself after your first 50 leads.
Keep reading
- Your first 50 leads: How your first 50 FloorIt leads work: ads we pay for, our team calls each lead and books your estimates, and what counts as a qualified lead.
- After your first 50 leads: What happens after your first 50 FloorIt leads: leads come bundled in when you reorder finish, and you keep the system to run your own marketing. No fee per lead.
- FloorIt vs. an agency: After your first 50 leads, FloorIt bundles leads in with finish reorders, with no fee per lead. A typical agency runs about $3,000 a month plus about $3,000 in ad spend.
- What we build: Everything FloorIt builds for you: LLC, brand, website, Google profile, phone and CRM, equipment, finish, the full course, weekly calls and your first 50 leads.