Carrington Contracting May Meeting Report
Carrington Contracting · Marketing Briefing
The numbers vs. the strategy.
A straight read on where the digital marketing is actually moving the multifamily business — and where it isn't.
VOL. 05 · MAY 2026
PREPARED BY DC MARKETING
FOR JIM CARRINGTON
Three questions worth answering today
Activity is happening across every channel. The harder question — is the activity getting Carrington closer to multifamily growth in NC and Myrtle Beach? Three places where the data and the strategy don't line up.
01
Google Ads is generating leads — but mostly the wrong leads. Do we keep paying for parking lot striping, or restructure for multifamily?
Jan 1 – Apr 24, 2026 · ~32 conversions · only ~2–3 multifamily-shaped (one apartment balcony repair stands out). The rest: striping, concrete pads, one residential driveway, one vendor solicitation.
02
Jim wants to grow Myrtle Beach. The Myrtle Beach Google Business Profile is invisible. What are we actually doing down there digitally?
Myrtle Beach GBP — March: 0 calls / 0 clicks · April: 0 calls / 0 clicks. Jim's in-person networking is the only thing currently feeding that market. Digital is contributing zero.
03
Zero new Google reviews in 17 weeks across both locations. For a 30-year, relationship-first business — who owns asking?
Reviews are the digital version of "ask Jim's friend, he'll vouch for us." We're leaving the strongest trust signal we have unactivated. This is a process problem, not a marketing-spend problem.
Channel snapshot · last 30 days
Google Ads
MISALIGNED
32
YTD conversions (forms + calls)
Volume is fine. Lead quality is the issue. Landing pages are pulling concrete & striping intent, not property managers.
SEO
IN-PROGRESS
78
clicks · last 28 days (+15%)
Impressions down 20% (10K → 7.96K). Multifamily and line-striping pages still not live — promised "next week" for months.
Social (LinkedIn)
UNDER-FUELED
306
impressions · +67% reach
Reach up, engagement down. Full Launch report below. Photo/video pipeline is the unlock.
Social media · Apr 11 – May 10, 2026 · Launch report
What's earning its keep
- Brand identity and new website are locked in — design foundation is solid
- Google Ads call extension is generating phone calls — 10 in YTD, real conversations
- SEO clicks trending up modestly (+15%) — the work is starting to compound
- LinkedIn impressions +67% period-over-period — reach is improving even on thin content
- Pipeline CRM is in place — the rails exist, we just aren't running on them
What's not pulling its weight
- Google Ads leads don't match the ICP — striping & concrete pads dominate
- Myrtle Beach digital footprint = zero output, two months running
- 17 weeks, zero new reviews — credibility leak for a relationship business
- Multifamily & line-striping service pages still not shipped 4+ months in
- Email newsletter still paused — no nurture for the leads we are generating
- No project photo/video pipeline — every channel is starving for content
Recommended next 30 days
Three moves. Each one cheap. Each one fixes a leak the data is pointing to right now.
MOVE 01
Restructure Google Ads around multifamily intent. Pause or de-prioritize the broad concrete/striping campaigns until the new service pages are live.
MOVE 02
Activate a review-ask system. Pick a person (Katie?), pick a trigger (project close-out), send a templated text/email. Goal: 5 new reviews by end of June, across both locations.
MOVE 03
Photo & video pipeline from the field. Ronnie, Mike, Mark — phone photos at job sites, weekly drop into a shared folder. Unblocks LinkedIn, SEO, and case studies in one move.