Cabinet Refresh: Discovery Questions

$18,080.88 blended across all sources. $17,010.62 for leads tagged Google. $37,633.20 for referral: more than double. Angi runs lowest at $10,501.93. Median was not supplied; these are means only, so some skew risk remains.

Full funnel is measured. All sources: 2,269 leads → 1,621 appointments set (71.4%) → 1,514 estimates sent → 495 jobs won. Google specifically: 839 → 632 appointments (75.3%) → 584 estimates → 187 won. Estimate-to-close derives to 32.7% blended and 32.0% for Google. Note the CRM has no separate "qualified" stage: appointment-set stands in for it, which is why Q13 still matters.

21.82% across all sources. By channel: Repeat 50.0%, Referral 45.3%, Untagged 29.0%, Google 22.3%, Car wrap 22.5%, Angi 9.3%, Yelp 6.6%. The spread between referral and Yelp is nearly sevenfold, which is the clearest evidence in the package that lead quality varies enormously by source.

38.3 days blended. Google 34.7, referral 57.7, repeat 57.3, Yelp 56.2, Angi fastest at 16.9. The slow tail was not supplied: these are averages. Consequence: 34.7 days sits above Google Ads’ common 30-day default conversion window, so a material share of Google-sourced closes has likely been falling outside it and the bidding algorithm has been learning from truncated data. Set the window to 60 or 90 days at rebuild.

Three product lines in ascending ticket order. Refresh / refinishing (paint): existing doors and boxes prepped and resprayed. Refacing: new doors and drawer fronts, veneer over existing boxes, hardware; named as the core product. Kitchen remodel: full scope including cabinets, counters, install, and finish.

Refinishing: existing doors and boxes prepped, sprayed off-site at the Denker Ave shop, frames prepped in the home, reinstalled. Typical five working days. Refacing: new doors and drawer fronts, veneer over existing boxes, new hardware. Remodel: full scope. "Resurfacing" is used as a search-facing synonym: it appears in the recommended Google Business Profile services list and in ad copy: rather than as a distinct product. The customer-confusion angle is not analysed, but the operating distinction is clear enough to write copy from.

Five working days typical for refresh and refinishing work, with a documented day-by-day breakdown: day 1 protection and demo, days 2–3 prep and prime, days 4–5 paint and reinstall. The claims register permits "typical one-week turnaround on refresh work" and bans any timeline promise beyond a "typical" framing. Refacing and remodel turnaround are not stated; the package notes industry typical for full refacing is two to four weeks, so do not carry the one-week claim across product lines.

No. There is no contracted consumer financing partner. Cabinet Magic publishes Hearth and is the only LA competitor doing so. Financing is on the banned list and must not appear in any ad, landing page, or sales conversation until a partner is signed: which retroactively makes the old "100% FINANCING AVAILABLE" starburst a claim with nothing behind it. Listed as an open ownership decision.

Twenty zips across six clusters, ranked by demand density × competitor absence × drive time, with a machine-readable CSV included. Top five: 90049 Brentwood, 90402 Santa Monica north of Montana, 90272 Pacific Palisades, 90210 Beverly Hills, 90077 Bel-Air. Launch waves are specified: Wave 1 Westside Core and Santa Monica, Wave 2 Beverly Hills and SFV West, Wave 3 Hollywood and SFV East. The strategic basis: Mr. Cabinet Care’s published service area names 29 LA cities, all east of the 405 or south of the 10, with no Westside, Beverly Hills, Hollywood, Santa Monica, or SFV presence at all. Roughly 150,000 owner-occupied homes with no premium incumbent.

Roughly 50 minutes off-peak is the cap, on the stated reasoning that drive time destroys job margin and crew scheduling faster than any cost-per-lead saving justifies. Peak traffic adds 30–60% in the worst cases. The threshold is not varied by job size: worth asking whether it should be, since a $37,000 referral job may justify a longer drive than a $10,000 one.

No showroom, and this is positioned as an advantage rather than a gap. The shop is at 5811 S Denker Ave, Los Angeles 90047: owned, not leased. The counter-position against Cabinet Magic, who do have one: "We don’t have a showroom because we bring it to your kitchen: without the showroom overhead built into your quote." An approved closing line also offers "come meet the crew before you sign," so the shop itself is visitable.

Homeowners, overwhelmingly. Tickets from $4,900 to $18,000 and up. The defining characteristic is that they did real due diligence and chose Cabinet Refresh anyway: one review states the price was higher than others but was mostly offset by responsiveness and quality. Recurring five-star themes in the customers’ own words: honesty, trust, communication, on time, cleaned up after themselves, came back to do touchups, custom-built, soft-close hinges. Reviews name individual craftsmen: Armondo, Melvin, Julio, Fabricio, Hugo, Francisco: and both owners.

Honesty, trust, communication, punctuality, cleaning up daily, and coming back to do touchups: taken from recurring five-star review themes. Critically, customers name individual craftsmen and both owners, which is unusual and is the strongest signal that the relationship rather than the price is what is being bought. The package’s summary is blunt: "That is the brand. Not price."

Seven competitors profiled with a written counter-position for each. Mr. Cabinet Care is the premium ceiling: 39 years, 19 awards, 20-year warranty, Anaheim: and does not serve the target geography. Then Cabinet Magic (showroom, publishes Hearth financing), Bradco (design-build GC), Master Cabinets (SFV custom-shop credibility), N-Hance and the franchises (contracting; shed 19% of units in two years), Cabinet Refinishing Specialist in Burbank, and the paint-only specialists. Also material: Reborn Cabinets, Costco’s California refacing partner, ceased operations October 2025 in Chapter 7: which the audit shows the account is still bidding on at $337 CPA with no comparison page behind it.

One year on paint, which sits below the LA market median. Competitors publish 20-year and lifetime terms. This is a known weakness and it is on the banned list: no warranty term may appear in any ad, landing page, or objection response until ownership settles it in writing. Tracked as an open decision. Worth escalating: it is a competitive liability and a blocked asset at the same time.

4.9 stars across 300+ reviews, cross-verified. Angi carries 168 reviews at 98% five-star; Birdeye verifies 295; plus Google and Houzz. Awards: Angi Super Service Award two consecutive years, Best of Houzz Service Award. Review density per year of operation is described as structurally above every competitor profiled: Master Cabinets 112 Yelp reviews, Cabinet Magic 115, Bradco 70. Note the package bans the old "highest rated and most reviewed" superlative in favour of the specific, checkable number.

Fourteen years, founded 2012. 2,000+ completed kitchens across LA, Orange, and Ventura counties. Family-owned across two generations: Scott Viers as Founder and VP of Sales, Carole Viers as CSLB license holder and Sales Manager, continuous since 2012. Crew count is not stated, which is a minor gap and also relates to Q06.

CSLB License #770558: active, bonded, insured, verifiable at cslb.ca.gov in sixty seconds. The package makes the sharp point that the number is the asset, not the phrase: "fully licensed and insured" as a standalone line is banned because anyone can claim it. Also: low-VOC General Finishes coatings, SCAQMD Rule 1113 compliant, turbine HVLP sprayers, horizontal drying racks, off-site door finishing so cabinets return cured rather than curing.

Answered candidly in several places, which is unusual and useful. The one-year paint warranty is below market median. There is no showroom and no financing partner. Google Business Profile cannot rank in the local three-pack outside South LA: centroid-distance-locked, and the package advises setting that expectation with ownership directly. And the website currently positions at the value tier, using "budget-friendly" three times on the homepage and describing a fourteen-year-old company as having started "just a few short years ago."

JobNimbus, with a working REST API: confirmed, because the entire reference dataset was produced from a live read-only pull. Offline conversion import is therefore technically feasible. That is the answer that unlocks the most value in this whole document: it means the bidding algorithm can be switched from chasing form fills to chasing closed-job revenue, which directly addresses the audit finding that 764 conversions carried $80.00 of recorded value between them.

Captured but not reliable, and the package is direct about the scale. 27% of leads and 29% of revenue have no usable source tag; roughly 7,300 contacts: about three-quarters of the contact base: sit in a blank lead_source bucket. There is no "AI Assistant" value in the picklist, so leads arriving from ChatGPT, Claude, or Perplexity structurally cannot be recorded. And "Google" is a single bucket merging paid and organic, which is why no historical ROAS on paid can be computed. A fix plan exists: lock the picklist, add the missing values, add a referrer_name field, standardise the intake script, and hit 95% tagging by day 30.

Three tiers, flexible against performance gates. $3,000 validation: Campaigns 1 and 2 only, Westside Core and Santa Monica clusters, to prove the structure works. $6,000 recommended baseline: all four campaigns, four to six clusters; this is the tier all the targets assume. $12,000 acceleration: only after the $6,000 tier hits its 60-day marks, adding Performance Max under a hard cap. The stated principle: "A budget increase into an unfixed structure just buys more of the same problem faster."

Month 3 targets: cost per lead $120–$160, CTR 7%+, 38–50 leads per month at $6,000 spend, blended CPC $8–$12. Kill criteria are equally specific: day 30 zero leads with tracking confirmed working means pause and audit; day 60 CPL above $250 with no improving trend means pause non-brand search; day 60 close rate below 10% means the bottleneck is sales, not media, and budget does not expand; day 90 ROAS below 4× means full re-architecture. The package is explicit that these are planning estimates built on category benchmarks and account history, not commitments made to anyone.

Explicitly set, and set with ownership in advance rather than as an excuse afterwards: "Month one produces a working pipeline, not results." The instruction is to say this before starting and repeat it. Day 30 deliverables are a working pipeline and an honest baseline read: diagnosis written up, structure rebuilt, tracking verified, tagging landing correctly, content capture running, first scorecard delivered. Not campaign performance.

Yes, emphatically, and the reasoning matches ours almost exactly: "Don’t launch all six at once. Six clusters at launch means no cluster gets enough spend to produce readable data, and by day 60 you’ll have six ambiguous results instead of two clear ones." Wave sequencing is specified, the $3,000 validation tier exists for exactly this, phrase and exact match only, and Performance Max is held back until at least 15–30 conversions are logged with verified tracking.

Fully specified, and this is the most operationally useful part of the package. A banned phrase list covers budget-friendly/affordable/cheap, all unverifiable superlatives, "satisfaction guaranteed," generic craftsmanship filler, "free estimate" as a differentiator, "fully licensed and insured" standalone, "transform," "dream kitchen," and any suggestion the company is new. A claims register lists what is verified and usable. A do-not-use-until-confirmed list covers warranty terms, financing, published pricing, competitor pricing claims, timeline promises beyond "typical," and unreleased photography. One policy note to add from our side: bidding on live competitor trademarks differs from bidding on defunct ones, and the package flags checking policy before adding any active competitor brand term.