Carpet One Iowa Carroll · Ames · Spirit Lake · Urbandale

The next system could be yours.

Imagine a system that runs the way you would run it. Every lead comes in, gets followed up, and you know what happened to it. More of them close. Every finished job feeds the next one: photos on a town page and a post, a review asked for, a referral with somewhere to land, and for the first time you can see which crews are worth more, with the numbers to back it, and every crew can see what it takes to earn it. Fewer callbacks, better service, more visible in every town you serve. Money owed comes in faster because the customer can pay from the website or their phone. All four stores on one page every Monday, designed by the people who run them, and every step toward it is a project that stands on its own. You own it. You decide what gets improved next.

See what Monday looks likeThe Templeton concept

Prepared for Todd, Colin and Mike. For the three of you, not for forwarding.

The whole thing on one page
How it all works together: eight steps from getting found in every town to the day-21 referral, around the Monday page, with the order it gets built and what two more jobs per store would mean

Every finished job feeds the next one, and everything reports to Monday. If you read nothing else, read this. Tap it to open full size; on a phone, pinch to zoom.

Two things you already know

Nobody knows what happened.

OneEvery lead goes into a void.

Every form, Facebook, Yelp and manufacturer lead lands in Mike's inbox, gets checked, gets forwarded to a store, gets passed to a salesperson. Then nothing. No one can say what happened to it.

TwoYou paid for social and could not tell if it worked.

Up to $1,800 a month, cancelled as not worth it. Maybe it was not. No one could say either way, because nothing in the building could measure it.

Not because anyone did anything wrong. There is no loop. Nothing follows a lead to its ending or a job to its review, so nothing can be judged. Including me. That is the first thing I would fix, and it is why I am willing to be measured the same way. Everything you have bought to fix it was built by people who never ran a store and sold by people who wanted your numbers. This is built the other way round.

This is not a Carpet One Iowa problem. A 2026 survey of two hundred flooring retailers found growth is now execution-driven, not demand-driven, and the top performers are the ones who track every inquiry, answer fast, keep installs consistent and can see the whole business at once. Everything below is that list.

You win no matter what. We start beside the systems you already use, with projects worth doing on their own. Each one runs, pays for itself and is yours, whether or not the next one ever gets built. If three months in we learn the full system is not worth building, or Cyncly's new program turns out to be the better road, nothing is lost: every project keeps running, you keep every piece, and I become the one who wires what we built into whatever you run next.

What Monday looks like

The Monday page.

One page, every Monday, to every manager, Colin and Todd. Leads and how fast they were picked up, the ones still unanswered, what closed, the customer's score on each crew, reviews by store, and where every crew stands on the board.

Carpet One Iowa, week of September 14Sample numbers, to show the shape. Yours replace them the first Monday.
StoreLeads inAvg. pickupUnansweredWonCrew scoreReviews (new)Board leader
Carroll911 min044.866 (+2)Crew B
Ames1438 min254.6111 (+3)Crew A
Spirit Lake69 min034.984 (+1)Crew C
Urbandale172 h 40 min444.3186 (+4)Crew D
All stores4652 min6164.6447 (+10)
Flags this week: six leads unanswered past two hours, four of them Urbandale. Two crew scores of 3 or below, both called back same day. Standout: "Crew C were in and out in a day and left it cleaner than they found it."

That page is the product. Everything else on this page exists to feed it.

Job closes one tap, later automatic Installer texts before and after photos Town page real job, real town Social post right market, right voice Two texts 1 to 5, then Google Installer board points, tiers, per foot Leads calls, forms, texts Routed, tracked manager assigns, one tap Sold, paid followed up, paid online Weekly scorecard, every Monday, every manager leads and pickup speed, crew scores, reviews, board standings, per store the sale becomes the next job next job, better

Swipe sideways to see the whole loop.

After every job, two texts
After every job: make it right first. Text one asks for a score. A 4 or 5 or no reply gets the Google ask; a 1, 2 or 3 reopens the job, the manager is texted within a minute, and the same Google ask goes out once it is fixed, or by day 14 regardless

Text one sorts the job. Text two is the same for everyone; only its timing moves. A 1, 2 or 3 reaches the store manager's phone within a minute and holds the Google ask until the job is actually fixed. By day 14 the same ask goes out regardless, which is what keeps the listing on the right side of Google's rules. Tap to open full size.

The crew, by text, no app
Carpet One IowaJob 4471, Templeton, closed. Send before and after photos when you can.
Installer[photo] [photo] [photo]
Carpet One IowaGot them. Tagged to Templeton. Any callback needed? Reply Y or N.
InstallerN

Sample. Photos land on the town page, the posts and the review ask on my end. Nobody downloads anything.

The installer board, back room, Carroll
CrewPhotosScoreCallbacksPointsTier
Crew B12/124.9031Top
Crew A10/114.7026Top
Crew E8/104.5117Middle
Crew F5/94.128Base

Sample. Points on things a crew controls: photos in, the customer's score, no callback, finished on the day. Top tier earns more per foot. Todd sets the ladder and changes it any time.

Four leaks, and what plugging them could mean

What it could mean.

Here is what we know is true, what fixes it, and what it could be worth. Projections, not promises; the assumptions are in the plan document, and your own numbers replace them the first Monday.

Leak oneThe lead that never got a call back

Nearly one in four businesses never responds to a web lead. The average response is 42 hours. A lead answered inside an hour is seven times more likely to become a customer. Yours go to Mike, then a store, then a rep, then nobody knows.

The fix: every lead answered in minutes, tracked to its ending, the unanswered ones on Monday's page until someone owns it.

$96,000 to $192,000 a yearin sales from leads you already have, at 40 leads a month and a five to ten point lift in close rate.
Leak twoThe customer who never left a review

Urbandale is your biggest market and your weakest listing: 182 reviews against 754, sixth of seven on the map, with the multifamily pipeline sitting in it. Text review asks get answered four times as often as email.

The fix: two texts after every job: the score first, then the same one-tap Google ask to everyone, held for a low score until the store has made it right.

25 to 30 reviews a monthUrbandale passes 500 inside a year and moves into the top three. One extra Urbandale job a month is $48,000 a year.
Leak threeThe crew nobody could grade

Most installation callbacks cost $1,000 to $3,500 each, and a callback customer never leaves a review. Today your best and worst crews are paid the same per foot, and you find out which is which by feel.

The fix: the installer board. Points on things you can see, three tiers, more per foot at the top, printed for every back room.

$24,000 to $84,000 a yearfrom two fewer callbacks a month, plus the referrals a five-star install throws off.
Leak fourThe financing nobody mentioned

Eighty percent of flooring retailers offer financing; most use it on fewer than one job in twenty. The ones who lead with the monthly payment sell bigger jobs, because a $9,000 floor is $150 a month.

The fix: the monthly payment on every quote, every town page and every lead reply. Costs nothing to build.

$40,000 to $50,000 a yearif one in ten customers upgrades by a room or a grade on the same leads.

Add it up: two more jobs per store a month is eight more jobs, about $32,000 a month in sales and $12,000 in gross profit. Roughly $384,000 a year, before it compounds.

And the part that does not fit in a table: you will know. Every Monday, which store, which rep, which crew, which town, what worked and what did not, without anyone in the building typing anything. Seventy years and three generations, and the first one to run the business on its own numbers instead of somebody else's platform.

Illustration, not a forecast: two additional jobs per store each month across four stores, at $4,000 in sales and $1,500 in gross profit per job, before costs. Your figures replace these. What it costs is in the plan document, for Todd.

Not a slide deck

Already running.

The Templeton concept is live.

A sample town page built the way the fifty should be: written for its town, built for search and for AI search, with a way to reach the nearest store from the page. A concept, not a finished site, so you can judge the shape before anything is built.

The numbers below were read live.

Review counts and map positions for all four markets, pulled from the search results in late August, not estimated. They will move, which is the point of tracking them every week.

The same approach built a storage company's system in thirty days.

Leads, customers, payments and follow-up, running in a month, owned by the client. This list is smaller than that one.

Carroll
64reviews, 4.7
Winning. Number one on the map and holding the paid slot. Nearest competitor sits at 38.
Ames
108reviews, 4.6
Winning, with an Ankeny competitor buying ads into your market from 35 miles away.
Spirit Lake
83reviews, 4.5
Holding the ad slot. The competitor across the lake has more reviews than you do.
Urbandale
182reviews, 4.6
Your biggest count and the smallest that matters: the metro field runs 754, 620, 472, 421. Sixth of seven on the map, and not in either paid slot.

As of late August 2026.

The voice, before anyone commits

Three posts, written this morning.

Mike shared what he likes and what he does not. That became a brand brief: plain, local, proud of the work, no national sale events the stores are not running, no stock photos, no canned quotes. The system wrote these three from that brief in about a minute each. Mike reads them before anything posts, and the photos come from the crews. Nothing here has been posted.

Carpet One Iowa
Facebook · sample, not posted
Crew photo: the finished kitchen, taken by the installer
Just wrapped up a job at a lovely farmhouse outside Templeton. We put down waterproof luxury vinyl plank in the kitchen and mudroom, and new carpet in three bedrooms. Our crew did a great job tearing out the old floor and hauling it away. The family had the kitchen back the same evening, and the dog gave it a big paw of approval. Thanks to the family for trusting us with their home. If you're thinking about a new floor, we're here to help. Just ask us about your options.
#Flooring #HomeImprovement #LocalBusiness
FacebookWritten from the brand brief, Sept 7
Carpet One Iowa
Facebook · sample, not posted
Crew photo: a mudroom floor in Spirit Lake, boots and all
Mudroom floors in Iowa face a tough job from November to March. Boots, salt, and wet dogs can really do a number on your flooring. So, what holds up? Waterproof luxury vinyl plank with a beveled edge is a solid choice. Pair it with a good floor mat inside the door and remember to sweep up the grit before it scratches your floor. What doesn’t hold up? Laminate flooring tends to swell at the seams when it gets wet, which isn’t ideal for a mudroom. If you're thinking about updating your mudroom floor, stop by our Spirit Lake store to check out samples. We can help you find the right fit for your home.
#MudroomFloors #IowaHomes #FlooringTips
FacebookWritten from the brand brief, Sept 7
Carpet One Iowa
Instagram · sample, not posted
Crew photo: the Ames crew in the driveway by the van
A new family is moving in just in time for school. Our Ames crew measured this home on Tuesday and had the carpet installed by Friday. We are proud to help families get settled in their new spaces. Have you ever had your floors replaced? Share your experience in the comments.
#AmesIowa #CarpetOne #FamilyOwned #Flooring #LocalInstallers … more
InstagramWritten from the brand brief, Sept 7

Three posts a week in total, rotating the four markets on Facebook, Instagram and each store's Google profile, is the rhythm in the plan. The brief is Mike's to change any time.

Why this one will stick when three did not

Who builds it matters.

You have bought three systems that died on the sales floor. Here is what I would ask you to believe about why, because if you believe it, the rest of this page is obvious.

It was never a people problem.

Every one of those systems was built by someone who never ran a store like yours, and sold by someone who needed your data more than you needed their features. Your reps did not fail the software. The software asked them to type.

The economics changed.

What used to be a $40,000 project and six months of waiting is now weeks and a known number. Waiting on a vendor's roadmap is the expensive option now.

An operator builds the thing that makes money first.

An engineer builds the thing that demos well. That is why this starts with leads and a Monday page, not with a new website.

You have known me a long time, so the short version. I spent twenty-five years on your side of the desk: made payroll, ran the operations side of a healthcare software company through the move from servers in the closet to the cloud, built and ran hotels and franchise stores across three states, and waited on vendors the whole way. The thing I needed was always two quarters out. A couple of years ago I taught myself to build the software myself, and the waiting stopped.

I have never sold a yard of carpet, and I will not pretend to. What I know is what it is like to run four locations and not be able to see them on one page.

If it does not make you money or save you time, I do not build it.

How fast, and how little it asks of your people

Nobody on the floor types.

Every system you have tried died at the point where a salesperson had to enter something. This one asks for two taps and one word, and the two taps are the two decisions you already make today.

1. Lead lands
From any form or source

Website, Facebook, Yelp, a manufacturer site, a saved design in the visualizer. One place, timestamped.

2. Mike
Real or not, one tap

His check stays. Job seekers and would-be reviewers never reach a store.

3. Manager
Assign, one tap

On his phone in seconds. Matching the lead to the right rep is judgement, and it stays with him.

4. Rep
Gets a text

Name, town, what they asked for, a number to call. No app, no login.

5. Outcome
One word by reply

Won, lost, or later. Anything with no reply stays on Monday's page as unanswered until someone owns it.

First MondayThe scorecard goes out the first Monday after lead tracking is live, which is inside the first few weeks.
0 appsCustomers, crews and reps all work by text. Managers get a page on their phone.
0 changes to your phonesTexts go out from each store's own number once the carrier confirms it. Your lines stay where they are.
0 touches to RFMSPhase one runs beside your system, not inside it. Nothing waits on the Cyncly decision.
The roadmap

Value now. Ownership ahead.

Start with control. Use it to win more business. Turn better work into more demand. Keep building toward the system you want to own. The order follows value and readiness; some projects overlap, and the first one begins beside RFMS without touching it.

  1. Get control across the stores. Lead tracking, clear ownership and the Monday page. Mike keeps his check, managers assign the work, reps report the outcome with one word by text. Builds: your customer records, store workflows and reporting.
  2. Win more of the business within reach. Follow up on unsold quotes, make financing part of every conversation, reconnect with past customers, and add missed-call recovery as soon as the phone setup allows. Builds: your sales process and customer communications.
  3. Make every completed job more valuable. The customer's score and the installer board recognize good work and catch problems the same day. Crew photos, reviews, town pages and social help the next customer choose you, and a referral program pays both sides on its own once the friend's floor is in. Builds: your job history, installation insight, referrals and local reputation.
  4. Bring the business together. If you want to continue, build toward your own quoting, job management, scheduling, purchasing, inventory and financial workflows, choosing the next pieces together. Builds: your own operating system, shaped by real use.

Every step, what it costs, and what comes back is in the plan document, for Todd.

Why now

Three clocks.

Cyncly's clock.

Nothing you have signed forces a decision by a date. The new program rolling out this fall requires the subscription, and the quoted edition roughly doubles what you pay today by year five. The edition you land on decides what can ever be built against your own data. Phase one does not wait on it; phase two is shaped by it.

The squeeze.

Cyncly bought Broadlume in December 2024. Broadlume runs the websites, visualizers, lead capture and payments for thousands of dealers; Cyncly already owns your back office. The co-op pushes its own layer in the middle, the one that wanted your sales data. Everything that decides who wins a job now lives in someone else's platform or Mike's inbox. Phase one is the layer you own.

Urbandale.

Sixth of seven on the map in your biggest market, with the multifamily pipeline (Line 7, The Loop, Solstice, The Enclave, Cedarhurst in Ames) sitting in it, and an Ankeny competitor buying ads into Ames. Reviews and town pages are the cheapest way up, and they compound the earlier they start.

Nothing to lose

Built so you can leave.

No term. Month to month, cancel any month by replying, and it stops at the end of that month. Step up or down any time.

Every account in TR Capital's name from day one, with me added as a manager, never the other way round. Logins live in a password vault you own. The handover pack is written while we build, not the day we stop.

What is yours: everything about your business, during and after. The lead system, the Monday page, the texts, the board, the town pages, the photos, the data, your domains and profiles. If we stop, all of it keeps running on your accounts for a couple hundred dollars a month, and any developer can pick it up from the pack.

What is mine: the toolbox. The software that drafts and schedules the social, and the prompts, templates and building tools I bring to every client. You get everything they produce while we work together. If I disappeared tomorrow, the lead tracker keeps running and Monday's page still shows up. What stops is new posts and new pages until someone else makes them.

For whoever asks how

Nuts and bolts.

The short version. The plan document has the rest.

Where your data lives

On accounts in your name, on the same class of hosting, email and texting services your bank and your co-op use. Shared with no one: not the co-op, not a vendor, not me beyond the work.

What touches RFMS

Nothing in phase one. Your database sits on your own servers on site, which may open a read-only path later; the documented outside connection is printed only at the top edition. Both confirmed before anything is promised.

Texting

Every business that texts customers has to clear a carrier registration first, ten to fifteen days. Texts go from each store's own number once the carrier confirms it is eligible; voice stays exactly where it is.

Reviews, by the rules

Everyone gets the same Google ask, no crew named in it, and no contest paid on reviews. A low score delays the ask until the job is fixed; it never withholds it, and by day 14 it goes out regardless. Google's policy and the FTC both name screening out unhappy customers; delaying is service recovery, and it is allowed.

Installers

Points on outcomes, never on method, so the board is a rate card for deliverables, not a supervision chart. Worth a two-minute check with your accountant before the first bonus is paid, and we build it to pass that check.

Cyncly, three answers

How long they will support what you run today, whether the quoted edition is hosted by them or by you, and who publishes the daily product and pricing feed. Worth getting whether or not you build anything with me.

Next

Let's walk through it.

Read this and the plan document at your own pace, then let's sit down at the store and go through it together. I will adjust whatever you see fit. Nothing on this page starts until you say go, and the sooner we meet, the sooner the first Monday page goes out. If you can bring the things below, we will know what phase two looks like before we leave the room.

See the Templeton concept

Dave Pedelty
me@davidpedelty.com