Powell Content Studio · for Liz Lawrence

A few questions before Monday

Liz, these are the things I need to understand before I can tell you what I would do and what it would cost. I would rather ask than guess.

Answer what is quick and skip anything that is not. Some of these you will know off the top of your head. Some you will not, and that is useful information on its own. Anything you leave blank we cover Monday at 1:00.

I deliberately left out anything I can find myself. If you give me read only access to HubSpot, I will pull the rest rather than make you do it.

Fifteen minutes, not an hour. If a question takes real digging, leave it. The point is to make Monday a working session instead of an interview.

Section 1

The numbers only you have

Nobody can price marketing for a lender without these. They are also what turns cost per lead into cost per funded loan.

1What is a funded loan worth to you, net? Average revenue to LFG per funded loan, after what you pay out. A range is fine.

2 · Average loan size

3 · Loans funded per month

4 · Repeat or referral business, as a %

5 · First contact to funded

6If qualified lead flow doubled next month, could operations absorb it? Where would it break first? This is the question I care most about. There is no point generating volume the business cannot process, and you mentioned the sales team is getting smaller.

Section 2

What the $3,250 actually buys

A fee is worth what it produces, not what it is made of. I am not trying to take the number apart. I want a clear picture of what a normal month looks like.

7In a typical month, roughly how much actually ships? Best guess is fine. I am looking for volume, not precision.

Social posts

Emails sent

New ad creatives

8 · Landing pages built in the last 6 months

9 · Lead magnets that exist today

10What reporting do you actually receive, and how often does it actually arrive? Not what was promised. What lands.

11 · Contract or notice period on the $3,250?

12 · Anyone in house touching marketing?

13Beyond the roughly $240 a month on Meta and the BiggerPockets leads, is there any other spend I should know about? Sponsorships, events, print, trade groups, referral fees, anything.

Section 3

The 6,000 contacts

You have a business that repeats. One client just closed his 100th deal with you. That database is very likely the cheapest revenue available to you and I want to know what shape it is in.

14Roughly what is the mix? Investors, realtors, wholesalers, past clients, cold leads. Rough percentages are fine.

15 · When did that list last get a real email?

16 · Anything on consent or opt in I should know?

Section 4

Products and geography

Targeting starts here. Right now you are getting leads from states you cannot serve well, and that is spend you are simply losing.

17Which states are genuinely easy, and which are technically yes but painful? You mentioned Nevada is a hard one. I would rather have your real list than the 40 plus on the site.

18Of your six products, which two do you want more of, and which is the most profitable? Those are not always the same answer, and the difference matters.

19Who is your best client type? Wholesaler, flipper, buy and hold, agent referred, something else. Best meaning most profitable and most repeat, not most common.

Section 5

DealWyze

You said whoever markets one should market the other, and I agree. To be clear, these are marketing questions only. Where the build lands is a separate conversation, and none of this depends on how that goes.

One thing worth saying now: audience building does not have to wait for a finished product. The people who will pay for this are already findable today, and an audience built before launch is the cheapest one you will ever get. That work can start well ahead of anything being ready to sell.

20Of the three user types, who has to show up first? A marketplace usually needs supply before demand. If wholesalers are not posting deals, investors open it once and never come back. Curious whether you see it the same way.

21Is there a waitlist or early access list already, or would we be starting from zero? Including anyone who has seen it and said they want it. Your team member in Georgia, the wholesaler on staff, clients you showed it to.

22Anything you do not want said publicly yet? The name, the positioning, or even that it is coming. You are still settling the name and you have people bidding on the build. I would rather over protect this than guess.

Section 6

Access and constraints

Two of these save you work. One of them keeps me inside your rules instead of finding out the hard way.

23Can I get read only access to HubSpot? So I can pull source tagging, stages and history myself rather than asking you for numbers.

24Your security vendor and their position on AI tools. You mentioned on our call that they are not comfortable with Claude having access to your email. Who are they, and is there a written policy? I would rather design inside it from day one.

25What would that $3,250 a month have had to produce for you to feel it was obviously worth it? You told me you are not sure what you are getting for it. I want to know what it should have been buying, in your words. That tells me more than a list of deliverables would.

Or reply to the email with whatever you have. However is faster for you.

Powell Content Studio
Shawn Nardella · 614 582 6553 · shawn@powellcontentstudio.com