myhomeIQ case study
Their sales rep quit.
Their ad spend dropped $15K.
Their cost per close dropped 65%.
90 days of real numbers from myhomeIQ. Scroll through and see what happened.
Monthly ad spend
−$14,676
June to August
Deals closed
+65%
43 to 71
Cost per close
$822 → $291
A 65% reduction
These are myhomeIQ’s numbers, not Project Blue’s. myhomeIQ used Project Blue to rebuild its lead follow-up, and shared the data for this case study.
Watch the full breakdown
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The seat went empty. The spend did not stop.
On June 10, one of two sales reps quit. Paid leads kept arriving. The account kept spending about $1,100 a day.
June 10, 2026
A rep quits.
Half the team disappeared. The leads did not. They had to decide whether to refill the seat or fix the process first.
Ad spend burned while the seat sat empty
≈ $1,100 / day
The rep did not create the leak. The rep exposed it.
June outbound
97% of paid leads never replied.
“The rep quitting did not cause this. It exposed it.”
$822 per closed deal, even with a full team
They did not add more follow-up. They changed what the follow-up said.
Three rules replaced the old scripts. Open each one to see the change.
Before
“Hey, did you want to book a demo?”
After
“Hey Sam, still looking to fix your lead follow-up?”
Shorter openings. No pitch hiding inside a greeting.
Before
“Following up. Want a link so you can book a demo?”
After
“Want me to send two times for Thursday?”
Every message gave the lead one easy decision to make.
Before
“Here’s the link again. Did you get a chance to click it?”
After
“Worth a quick look, or should I close this out?”
They stopped sending booking links before the lead replied.
Same business. Less spend. A different process.
By July, the new hire was only taking demos part-time. The account still moved in the right direction.
iMessage reply rate
4.84% → 31.03%
June to July
Total replies
40 → 339
Shown in the supplied dashboard
Speed to lead
65h → 16h
A 75.5% reduction
Spend fell. Demos rose. Closes kept climbing.
August 2026
The senior rep took 10 planned days off. The new rep was still ramping.
Ad spend
$20,666
Demos booked
258
Deals closed
71
Cost per close
$291
Messages sent
Coming soon
Reply rate
Coming soon
The numbers improved. Then the habits started to drift.
In mid-August, account health caught the regression before it erased the gains.
Account health
10 → 6
7-day iMessage reply rate
31% → 20%
More headcount would have scaled the leak.
Spend
$35,342 to $20,666
The business spent less each month.
Output
43 to 71 closes
Closed deals rose while the team was disrupted.
Process
3 rules
Better messages gave paid leads a reason to answer.
The lesson is not that fewer reps close more deals. It is that a broken follow-up process can hide behind a full team.
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