What you asked for
Straight answers, then the supporting detail below.
Marketing tracking sheets & KPIs
What we actually use day to day
- Daily performance spreadsheet — the operational source of truth for paid → calls → offers → sales → revenue (full structure + sample-month totals in this brief).
- CRM funnel pulse (GoHighLevel) — booked / showed / no-show / offer / closed stages on the sales pipeline; used for show-rate and close-rate health.
- Webinar platform reporting — registration → attendance → watch-through when webinar is active.
- Meta Ads Manager — platform delivery, audience mix, creative testing (doors/angles, not vanity CTR optimization).
- UTM + CRM source fields — first-touch attribution on contacts (e.g. door tags like the tax advertorial path).
How we run marketing / growth / paid
Operating model in one paragraph
Vodyssey is a high-ticket, call-booked acquisition machine. Paid social (primarily Meta) sends a single affluent avatar through psychographic “doors” (tax pain, macro/lifestyle fear, story) into one free strategy call. The call is the conversion event. Front-end is designed to self-liquidate into Empire Club / White Glove membership — not into a low-ticket product business.
- One avatar, many emotions — not spray-and-pray demographics.
- One convergence point — the strategy call.
- Judge campaigns on booked → showed → closed, not CTR alone.
- Daily spreadsheet + CRM pulse keep spend honest against cash collected.
The growth system
Many front-end doors → one strategy call → a short offer ladder.
Core flow
Public brand idea: vacation homes as Lifestyle Assets — profitable, appreciating, personal use. Guide positioning (Shawn Moore) + ownership-only model (no arbitrage / co-hosting / funds).
Tax-pain advertorial
High-income earners redirecting large tax bills into STRs. Income-qualified. Leads straight to strategy call. Primary paid angle.
Macro / “Quietly” angle
Broader fear + lifestyle-asset reframe. Backs the tax door; same call destination.
Webinar · VSL · Book
Webinar builds the phone/email list. VSLs and book tripwire support nurture and alternate intent paths — still converge on the call.
Offer ladder (back end)
What paid is buying long-term
- Low-ticket book / data products as optional front steps
- Empire Club — core high-ticket membership / coaching engine
- White Glove — premium done-for-you ceiling tier
Exact live pricing and guarantees are confirmed on the call / by the sales team — not used as public ad claims.
What “good” looks like
North-star outcomes
- Qualified booked calls from the $500k / $1M+ income pocket
- Healthy show rate on those calls
- Offers made to ready buyers; closes into membership
- Paid creative that matches the winning doors (tax first)
- Brand-safe proof (real members, real founder, luxury property bar)
How paid media is run
Meta-led, door-led, quality over cheap leads.
Operating principles
- Primary channel: Meta (Facebook / Instagram) paid social.
- Avatar: high-income professional / business owner, typically 45–64, tax-motivated, time-poor, ownership-curious.
- Creative system: tax-pain control + secondary angles (done-for-you, ownership/anti-passive, lifestyle champion). Weekly refresh cadence from call insights + funnel data.
- Quality bar: real founder likeness only; luxury-grade property imagery; restrained premium editorial (not hypey info-product creative).
- Optimization target: strategy-session bookings that show and close — not form fills alone.
- Testing style: single-variable where possible (hook / angle / door), keep the destination call path stable.
What we deliberately don’t do
- Chase the cheapest on-platform lead if it doesn’t book or show
- Split focus across too many doors — lead with the winning tax door
- Broaden to low-income traffic to “scale volume”
- Publish hard guarantees or unsubstantiated performance claims in ads
- Use AI-invented faces for the founder
KPIs we track
Layered from media → call → cash.
Media layer
Are we buying the right attention?
- Ad spend (daily / MTD)
- Door / campaign mix (tax vs secondary)
- Audience composition (age, gender, geo — descriptive)
- Landing → book rate (where instrumented)
Sales funnel layer
Is the call machine healthy?
- Booked calls
- Calls taken (show rate)
- Offers made
- Sales / closes
- Stage health in CRM (scheduled, no-show, not ready, invited, won)
Unit economics layer
Does spend turn into cash?
- Revenue (ads-attributed vs other)
- Gross profit (revenue − ad spend)
- ROAS (ads)
- Cost per call / call taken / offer / sale
- Call→show · show→offer · show→close rates
Performance spreadsheet
The sheet the team uses to track paid performance against sales outcomes.
What the sheet is
Daily operating ledger — not a vanity dashboard
One row per day. Left side = volume and money. Right side = unit costs and conversion rates. Totals roll up at the top. This is how marketing and sales stay on the same page: every dollar of spend is forced to answer for booked calls, shows, offers, and closed revenue.
Columns we track
Schema of the working sheet
| Column | Meaning |
|---|---|
| Date | Calendar day |
| Ad Spend | Paid media spend for the day |
| Booked Calls | Strategy sessions booked |
| Calls Taken | Shows (actually happened) |
| Offers | Offers delivered on call |
| Sales | Closed deals |
| Revenue | Cash / deal revenue recorded |
| Revenue Ads | Revenue attributed to paid |
| Revenue Earned | Non-ads / other revenue bucket |
| ROAS Ads | Revenue Ads ÷ Ad Spend |
| % Earned / % Ads | Revenue mix |
| Gross Profit | Revenue − Ad Spend (sheet definition) |
| Cost Per Call | Spend ÷ booked calls |
| Cost Per Call Taken | Spend ÷ shows |
| Cost Per Offer | Spend ÷ offers |
| Cost Per Sale | Spend ÷ sales |
| Call → Show | Taken ÷ booked |
| Show → Offer | Offers ÷ taken |
| Calls → Sales | Sales ÷ booked |
| Show → Close | Sales ÷ taken |
Sample month totals
From the performance sheet header rollup (one full operating month)
Sales in this window largely reflect the core membership ticket banding (~$9.8K closes visible as repeated $9,800 revenue days, plus one larger $12,500 day).
How to read a month like this
- Spend is consistent — roughly $750–$1,700 most days; not boom/bust buying.
- Bookings fluctuate — several double-digit book days; show rate is the real filter.
- Revenue is lumpy — closes cluster on a handful of days; most days are investment days.
- Offer rate on shows is healthy (~60%) — the tighter constraint in this sample is close rate on shows, not getting to an offer.
Who we reach
Partner-safe audience snapshot (CRM applicants + Meta audience mix).
Applicants who complete the form (CRM)
Strategy-session application fields · not the full list database
Among primary-form completers: avg income midpoint ~$769k · avg capital midpoint ~$426k. Capital’s top form band is open-ended $500k+ (no separate $1M+ capital option).
Meta audience mix (recent 30-day window)
Inferred demographics · booking-oriented campaigns
Top audience states (share of reach geography): CA, TX, FL, NY, NJ. Member density is strongest in TX, CA, FL, UT, CO, NC — useful for community and proof, not the same as ad efficiency by state.
Tracking & systems stack
What powers the numbers (names only — no credentials or account IDs).
- Meta AdsPaid acquisition, creative testing, audience delivery reporting
- GoHighLevel (CRM)Contacts, pipelines, stages, booking widget, post-call sequences, source/UTM fields
- Performance spreadsheetDaily spend ↔ bookings ↔ shows ↔ offers ↔ sales ↔ revenue reconciliation
- Webinar platformRegistration / attendance funnels when webinar is in market
- Landing / advertorial sitesDoor pages (tax, quietly, VSL, etc.) feeding the call booking path
- Call recordingsQualitative loop — objections and winning language feed creative and sales coaching
How the team operates it
Rhythm, not one-off campaigns.
Cadence
- Daily: log spend + funnel outcomes in the performance sheet; CRM pulse on show/no-show/pipeline.
- Weekly: creative refresh against winning doors; review call insights for new hooks/objections.
- Ongoing: protect quality bar (founder likeness, luxury creative, compliance on tax claims).
- Structural: keep doors converging on one call; don’t invent parallel offers in ads.
Decision rules (simplified)
- If show rate drops → fix booking quality / reminder ops before buying more traffic.
- If offers are high but closes are low → sales + offer/fit problem, not a media problem.
- If ROAS is soft but close rate is fine → creative/door/qualification problem upstream.
- If a door makes cheap leads that don’t book → kill or rebuild; don’t scale it.
Creative & landing-page samples
Live public pages that show how Vodyssey shows up in market — doors, brand, and proof.
/500k/ advertorial
High-income tax-pain advertorial — the lead paid angle. Reads like editorial, qualifies for serious earners, single CTA to a strategy session. Best example of how we message the $500k / $1M+ pocket.
Open landing page →/100k/ advertorial
Sibling advertorial template aimed at the capital + lifestyle frame (“turn capital into a vacation home that pays for itself”). Same call destination, different doorway emotion.
Open landing page →VSL / free training (variant A)
Story- and freedom-led video path. Broader emotional entry than the tax advertorial; still designed to move serious buyers toward a conversation with the team.
Open training page →VSL / free training (variant B)
Alternate free-training execution used in testing. Same job as variant A — educate and route intent into the strategy-call path.
Open training page →Vodyssey.com homepage
Main brand surface — Lifestyle Assets positioning, founder guide frame, proof stats, and primary CTAs (strategy call / free training / book).
Open homepage →About · Shawn Moore
Guide positioning page — track record, portfolio context, and the “trusted guide” brand metaphor used across creative. Useful for understanding founder-led trust creative.
Open about page →Success stories
Member outcomes surface. Partners can see how proof is packaged publicly (case-study style storytelling tied back to the call CTA).
Open success stories →Podcast
Long-form organic channel (Vacation Rental Revolution). Supports brand demand and authority; not the paid conversion engine, but part of the full growth mix.
Open podcast →Creative system (what you’ll notice across these pages)
- One destination logic: educate / qualify → book a strategy session. Price is not the hero on front-end pages.
- Door variety, same avatar: tax pain, capital/lifestyle, and story/freedom are different emotions for the same high-earner buyer.
- Premium restraint: editorial tone over hype; founder-led authority; lifestyle-asset language.
- Proof + guide: member outcomes and Shawn-as-guide reduce risk for a high-ticket decision.
Ad creatives themselves rotate weekly inside Meta; these landers are the stable post-click experience. Additional ad mockups or a walkthrough of a specific door can be shared under NDA if helpful.
Notes for partners
Scope, redactions, and what we can share next under NDA.
What’s in this brief
- How marketing / growth / paid is architected and operated
- The KPI model and the exact performance spreadsheet structure
- Sample month totals from that sheet (real operating month)
- High-level audience composition (applicants + Meta mix)
- Systems used to track and run the machine
- Public creative / landing-page samples (live links)
What’s intentionally redacted
- Day-by-day spreadsheet rows and live current-month figures
- Ad account IDs, CRM IDs, private tokens, internal channel names
- Rep-level performance and individual customer information
- Full competitive teardown / internal battlecard detail
- Exact live guarantee language and any unreleased pricing experiments
What we can provide next (if useful)
- Current-month performance sheet summary under NDA
- Door-level split (when attribution is clean for the window)
- Sample creative concepts from the winning tax door (partner-safe)
- CRM stage definitions so reporting stays comparable across teams