DRAFT v2.2 — Spencer review required. Derek's dream client is a 40–70+ homeowner. So we lead with the homeowner — their backyard dream and their trust problem — and move Derek's age from the opener to the reveal. Owner on camera, selfie-style, phone-quality — real beats polished. The kit still proves who Derek is: the young, hungry, third-generation deck builder who does great work, charges fair, answers every call, and treats your home like family — just timed right. Record ~14 short clips; we assemble up to 54 ads.
📌 THE BET — read first (CHANGED in v2):v1 opened with Derek's age. That was the mistake. His dream client is a 40–70+ homeowner — that person does not stop scrolling for a young contractor introducing himself. Leading with "I'm 21" to a skeptical 65-year-old triggers dismissal, not curiosity. They stop scrolling for their own dream (the backyard they keep meaning to transform) or their own fear (finding a builder they can actually trust who won't overcharge or disappear). So the age moves from the hook to the reveal. Hooks 1–6 lead entirely with the homeowner — the dream (a deck/patio/pergola they'll actually use) and the trust (great work, fair price, a guy who shows up). Derek's youth, heritage, and hunger become the proof he's that trustworthy guy — landing 15+ seconds in, once they're already listening. Named then, "I'm young and third-generation and hungrier than the guy who's coasting" reads as the reason to trust him, not a red flag. All of it wrapped in the Hope Frame: great work, a fair price, treats your home like family.
🧠 The homeowner you're talking to: A 40–70+ homeowner who owns their place and keeps meaning to transform their backyard — but has either been burned by a contractor or is bracing to be. Ghosted after the deposit, trash left behind the bushes, calls that stopped getting answered. They stop scrolling for their own dream or their own fear, not for a kid introducing himself. So we lead with the backyard and the trust, and let the age land later as the proof. We don't add pressure — the calm, honest delivery IS the ad."Most homeowners around here would build the deck tomorrow — if they could just find a contractor they actually trust. So let me earn it."
🎬 How this kit works. A modular matrix, not standalone ads: HOOK → BODY → CTA. Record all 9 hooks (0–5s each), the 3 bodies (20–35s), and the 2 CTAs (5–12s) — same shirt, same spot, same framing — so any hook snaps onto any body. ~14 clips total → up to 54 assembled ads. Hooks verbatim (1–6 grab the homeowner before they scroll past; 7–9 time the age reveal — they're tuned); bodies in your own words — hit the beats, talk like you would to a neighbor over the fence.
🧩 Fill Before Shooting
verified from intake
Token
Value
Company
Highline Outdoor Living(legal entity: Bargain Contractors Corporation — do not say on camera)
Owner on camera
Derek Lopez — 21, in every clip; do not swap presenters
Dream client
Homeowners 40–70+, own their home, want an outdoor-living transformation, need a contractor they trust
Age (the reveal, not the open)
21 (doing this since 18) — surfaces in Cluster 3 + the bodies, never the first line
Heritage
Third-generation contractor — grew up on job sites, mentored by the veterans in his own family
Service area
Franklin · Nashville · Mt Juliet, TN — name real towns, never "the greater area"
What we're selling
Composite decks · covered patios · pergolas (outdoor living transformations)
Offer
Free custom design + estimate (packaged)
Warranty
1-year workmanship warranty — real, safe to say on camera
Customer language (VoC)
"honest vibes and good energy" · homeowners "see me as a son / family" — use verbatim-ish
Avg deck value
~$15K–$25K composite — do NOT quote a price on camera
Geo callout (H1 / C1)
We're recommending "Franklin" as the opener — but that's our best guess, and it might not be the right one. Derek: swap it for whatever place actually is your best target — the town, county, or area where the homeowners you most want to reach live. Could be a town name, "Williamson County," "Middle Tennessee," or a specific affluent pocket. You know the area better than we do; pick the callout that'll make YOUR ideal homeowner feel personally spoken to.
Cell / I answer every call
✅ Confirmed true (Spencer, 7/24) — Derek personally answers. Safe to say on camera.
⚠️ Proof-stat guardrail: Claim only what's real — Derek's age, his third-generation heritage, the 1-year workmanship warranty, his real customer language, and the real towns he works in. Do NOT invent a deck count, a review count, years-in-business as a company, or a customer name. Have a real finished-deck number or a real homeowner story? Great — say it and we fold it into a v3. Nothing goes on camera that a homeowner couldn't fact-check.
⚠️ Compliance
carry verbatim, non-negotiable
NEVER the word "leads" in any ad or client-facing line. Say appointments / jobs / deck.
Button on every assembled ad = Learn More. No "See Details," no "Book Now."
This is DECKS / outdoor living. No roofing, insurance, storm, or claim language anywhere — ever.
Only claims Derek can back. His youth is real, his third-gen heritage is real, his VoC is real, the 1-year workmanship warranty is real. Anything else — bracket it and confirm before shooting.
Owner on camera = Derek. The youth is an asset — but it's the reveal, not the opener. Hooks 1–6 never mention his age.
On set: if anyone ad-libs the word "leads," a made-up stat, a price, or any roofing/insurance line — reshoot.
🎣 The 9 Hooks
0–5s each · record ALL 9 · same shirt/location · verbatim
The first 6 hooks name the homeowner's dream or their trust problem — zero mention of Derek's age. The age only appears in Cluster 3, as the reveal. Every hook bolts onto any of the 3 bodies (assembly map below shows best pairings).
⭐ Cluster 1 — THE DREAM · LEAD cluster→ best fit: Body B1
H1
local callout + the "someday" deck
"Franklin homeowners — that backyard you keep saying you'll finally do something with? Let's make this the year it actually happens."
📍 "Franklin" is our best-guess callout — swap it for whatever's actually right. The opening word should name the place your ideal homeowner lives — could be Franklin, a different town, "Williamson County," or "Middle Tennessee." Our guess might be off, which is exactly why we're flagging it. You know the area; pick the callout that makes YOUR target homeowner feel spoken to directly.
H2
paint the picture
"Imagine walking out your back door onto a brand-new deck. Morning coffee out there. The whole family over on the weekend. That's weeks away, not 'someday.'"
H3
whole-space transformation
"A new deck. A covered patio. A pergola. Your backyard could be the best room in your house — and most folks have no idea how doable that is."
Cluster 2 — THE CONTRACTOR YOU CAN TRUST→ best fit: Body B3
H4
the real blocker
"Most homeowners around here would build the deck tomorrow — if they could just find a contractor they actually trust. That's the whole thing. So let me earn it."
H5
great work AND fair price
"You shouldn't have to choose between great work and a fair price on your deck. With me you don't — and I'll show you exactly how I pull off both."
H6
anti-flake, name the fear
"If a contractor's ever taken your deposit and disappeared, I get why you're nervous to try again. I built my whole business to be the opposite of that guy."
Cluster 3 — THE YOUNG-GUN TWIST · the reveal→ best fit: Body B2
H7
the surprise reveal
"Fair warning — when we meet, you'll probably think I look young for this. By the time your deck's done, that's exactly why you'll be glad you called me."
H8
heritage = experience
"I might look young, but I'm third generation. I was building decks with my dad and grandfather before I could drive. It's the only thing my family's ever done."
H9
hunger = your insurance
"The guy who's been at this 25 years is coasting on a reputation he already built. I'm building mine — on your street, with my name on it — so I can't afford to do your deck anything but right."
🎬 Hooks verbatim, bodies in your own words. Record the 9 hooks word-for-word — 1–6 are tuned to grab the homeowner before they scroll past; 7–9 time the age reveal. The bodies below: hit the beats, but say it the way you'd say it to a neighbor over the fence — don't read.
🥩 The Main Bodies ("The Meat") — Family-Shop / Fair-Price Angle (THE FOCUS)
20–35s each · your own words, hit the beats · Spencer: pick your 3 favorites from the 4
These are the priority — modeled on the Lamar / Roof Giants "why we can charge less without cutting quality" reveal. The three v2 bodies (Done Right / Raised In The Trade / Guy Who Shows Up) are now ALTERNATES, kept on file below.
📌 THE ANGLE: Derek is genuinely a small, family-owned shop — it's him, his dad, and their crew. So the honest truth is the pitch: he's not a big company with a showroom, a fleet of trucks, a sales team, and billboards all over town — and all that overhead is exactly what inflates the big guys' quotes. Less overhead → a fair price on the same top-shelf materials → the savings get passed to the homeowner. It's the Hope Frame: family, great work, fair price. This is 100% true for Derek (unlike bigger clients where we had to soften it), so he can say it with total conviction.
⚠️ Honesty guardrail: the angle is structural — small shop, low overhead, fair price on the same quality materials. Do NOT quote a fake competitor number, a made-up "% cheaper," or promise to always be the cheapest (cheapest ≠ the play). No invented stats. The claim "I don't carry a big company's overhead, so I don't bake it into your quote" is literally true — keep it there.
M1
⭐ "Why I'm Usually Not The Most Expensive Quote"
The core low-overhead reveal — where the big guys' price actually comes from
Visual: on a real finished deck or in front of the truck, relaxed.
"Let me tell you how deck pricing actually works around here. When you get a quote from one of the big outfits — the ones with trucks all over town, a showroom, billboards, a sales guy in a polo — you're not just paying for your deck. You're paying for all of that. That overhead has to come from somewhere, and it comes out of your quote. Me? I don't have any of it. It's my dad, our crew, and me. No showroom, no sales team, no billboards. So when I price your deck, you're paying for the deck — the materials, the labor, the craftsmanship — not a pile of overhead you'll never see. Same top-shelf materials the big guys use, usually a better price. That's not me cutting corners. That's just me not having a bunch of corners to pay for."
M2
⭐ "It's Me, My Dad, And Our Crew"
The family-owned, you-get-a-real-person version
Visual: ideally with his dad or the crew in frame; otherwise straight to camera.
"Here's who you're actually hiring. Not a call center. Not a salesman who hands you off the second you sign. It's me, my dad — who taught me this trade — and the same small crew on every single job. We're a family shop, and that changes everything. When you call, I answer. When there's a decision to make on your deck, you're talking to the guy who's building it, not somebody three people removed. And because we're small and we run lean, we're not padding your quote to keep a big company's lights on. You get great work, a fair price, and a real person with his name on your deck. That's the whole thing. We're small on purpose."
Visual: gesture to the deck / materials; calm and direct.
"You ever wonder why two decks that look about the same can be five, ten grand apart on price? A lot of that gap isn't the deck. It's everything wrapped around it. The big companies have offices to keep lit, fleets of trucks, a marketing budget, a whole sales department — and every bit of that gets baked into what they quote you. I run it different. Small family operation, low overhead, and I pass that straight to you. You're paying for your deck and the guys building it — not a company's overhead. Same quality materials, backed by a one-year workmanship warranty. Honestly? I'd rather do great work at a fair price and have you tell your neighbor about me, than overcharge you once and never hear from you again."
M4
"Fair Price Doesn't Mean Cheap"
Positions Derek as the honest middle — not cheapest, not big-company-expensive
Visual: straight to camera, neighbor-over-the-fence honesty.
"Let me be straight with you, because I think you can handle it. A fair price on your deck doesn't mean the cheapest guy — the cheapest guy is how you end up rebuilding it in three years. And it doesn't mean the most expensive, either, because a lot of what makes the big companies so expensive is overhead that's got nothing to do with your actual deck. I'm the middle that actually makes sense. A small family shop, real craftsmanship, top-shelf materials, a one-year workmanship warranty — priced fair, because I'm not paying for a showroom and billboards out of your pocket. Great work, an honest price, treated like family. That's exactly what I'd want if it were my own house."
🗂️ Alternate Bodies ("The Meat" — v2 set, keep on file)
20–35s each · these were the v2 mains; now the backup angles
B1
"Your Deck, Done Right, At A Fair Price"
The transformation is real + I do it right + fair price + warranty + (age reframe lands mid-body)
Visual: relaxed, neighbor-over-the-fence energy. Best on a real finished deck or in the truck.
"Here's how this actually works. You tell me how you want to use your backyard — cooking out, kids and grandkids, just a quiet spot for coffee — and I design the deck or patio around that, free, before you owe me a dime. Then I build it right and I don't gouge you on the price. And yeah, I'll be straight with you: I'm younger than the guy you probably pictured. But that's the good news. The 25-year vet is coasting on a name he already made. Me — I'm building mine, right here in Franklin and Mt Juliet, with my name on your deck. So I literally cannot afford to show up late, cut a corner, or do you wrong. I back every deck with a one-year workmanship warranty. The hungry guy who needs to prove himself beats the guy who's coasting. Every time."
B2
"Raised In The Trade"
Heritage / mentorship / does it right — kills the experience objection
Visual: hold eye contact, calm and direct. Job site or finished deck behind you.
"If you're wondering whether somebody my age really knows decks — fair question, let me put it to rest. I'm third generation. My family has been building for as long as I've been alive, and I grew up on job sites, not in a classroom and not on YouTube. Before I could drive I was carrying boards for guys who'd been doing this 30 years — and those guys were my dad and my grandfather. So I didn't learn the trade, I was raised in it. Every deck, every patio cover, every pergola I build has three generations of 'do it right' behind it. The age is new. The knowledge isn't."
B3
"The Guy Who Actually Shows Up"
Treats your home like family, answers every call, cleans up — the trust payoff
Visual: standing at the edge of a clean, finished deck. B-roll if available: swept job site, tidy trailer.
"I heard two stories this year that stuck with me. One homeowner told me her last contractor blocked her number and never answered again. Another told me the last guy left all his trash hidden behind the bushes along her fence — like she wouldn't find it. That's what people are afraid of, and I get it. That's not me. My customers tell me I give off honest vibes and good energy, and by the end most of them treat me like a son — like family. That's because I answer every call, I show up when I say I will, and when the deck's done my trailer leaves with every scrap of trash in it — your yard looks better than before I got there. You're not letting a stranger into your backyard. You're letting in the guy who's gonna treat your home like it's his mom's."
📣 The 2 CTAs
5–12s each · record both
C1 · Soft — free design + estimate
"I'm Derek with Highline Outdoor Living, right here in [your area — same callout as H1]. If you've been thinking about a deck, a patio, or a pergola, tap Learn More and I'll put together a free custom design and an honest estimate — no pressure, no games. Worst case you get a design you love and a number to sit on. Either way you'll see exactly the kind of guy you'd be working with."
C2 · Direct — book
"I'm Derek with Highline Outdoor Living. If you want your backyard built right — by somebody who actually answers the phone and treats your yard like family — tap Learn More and let's get your free design started. I promise you won't regret it."
Using your 3 picked MAIN bodies; alternates give you more on the shelf. Every hook bolts onto every body. The MAIN family-shop bodies are the payoff for all 9 hooks — the buyer-first hook grabs them (their dream / their trust problem), then the family-shop body pays it off (great work + fair price because there's no big-company overhead). Best-fit is a starting point, not a rule.
Hooks
Angle
Best-fit MAIN body
Also great on
H1, H2, H3
the dream / outdoor transformation
M1 (not the most expensive quote)
M3, M4
H4, H5, H6
a contractor you can trust
M2 (me, my dad, our crew)
M3
H7, H8, H9
the young-gun trust reveal
M3 / M4 (where the money goes / fair ≠ cheap)
M1
The 3 "house" ads (launch these first — one per main body you pick): H4 → M2 → C1(trust blocker → family shop) · H1 → M1 → C1(dream → fair price reveal) · H8 → M3 → C1(heritage reveal → where the money goes)
Alternate bodies (B1/B2/B3) stay on file — swap them in as fresh angles once the main family-shop set has run, or A/B one against a main body if you want to test the fair-price angle vs. the shows-up angle head-to-head.
Shoot order: all 9 hooks back-to-back (same shirt/location), then your 3 chosen main bodies (plus the alternates if you want them banked), then the 2 CTAs. ~14 clips for the main set.
Naming convention:HL-BY_H01_FranklinDream · HL-BY_B1_DoneRight · HL-BY_C1_FreeDesign · Final = HL-BY_FIN_H01-B1-C1(-BY tags the kit)
Test plan (hook-first):
Launch the 3 house ads — one per body, so each angle gets a fair read.
Rotate hooks first — hold body + CTA constant, swap hooks (hook ≈ 80% of performance). Cheapest way to find the winning open. Watch whether Dream or Trust hooks win the older-homeowner audience — that tells you which lever to scale.
Universals settle hook-vs-angle — run one winning hook in front of all 3 bodies; if one body wins on the same hook, the angle is the lever.
Lock the 2–3 winning hooks, then test bodies against them.
🛠️ Shoot Notes
Lead with the homeowner, not with Derek. Hooks 1–6 are about their backyard and their trust problem — Derek doesn't mention his age until Cluster 3. That's the whole fix from v1.
The age is still the asset — just timed right. When it surfaces (C3 + bodies), don't hide it, don't age up with wardrobe. Young + honest + hungry, as the reason to trust him.
Location is a weapon. Home turf — shoot on a real finished Highline deck, in the truck, or on a recognizable Franklin / Nashville / Mt Juliet street. Real Middle-Tennessee backdrops ARE the "show local, don't say it" proof. Same wardrobe/setting across all clips.
Delivery — the calm honesty IS the ad. Every other contractor in the feed is polished and salesy. Sound like the one honest guy who just tells you the truth. Talk to ONE homeowner who's been meaning to build a deck and is nervous about who to hire. Slow down on the bodies.
Your call before shooting — the geo callout (H1/C1): we put "Franklin" as our best guess, but pick whatever place actually names your ideal homeowner's backyard (town / county / "Middle Tennessee"). Not a blocker — just say the one that fits your target area. The "I answer every call / you get my cell" line (B3) is confirmed true, so say it with confidence.
Compliance on set: no "leads," no price on camera, no invented stats, zero roofing/insurance/storm language. If it slips in — reshoot.
📝 Ready-to-Paste Meta Ad Copy
pair to the matching body · button = Learn More
A · The dream, done right (B1)
Primary: That backyard you keep meaning to do something with? This is the year. Imagine a brand-new deck or covered patio you actually use — morning coffee, the whole family over on the weekend. Here's how it works: you tell me how you want to use the space, I design it around that for free, then I build it right at a fair price and back it with a 1-year workmanship warranty. And I'll be straight with you — I'm younger than the contractor you probably pictured. That's the good news: I'm not coasting on an old reputation, I'm building mine right here in Franklin and Mt Juliet with my name on your deck, so I can't afford to do you anything but right. Tap Learn More for a free custom design and an honest estimate.
Headline: Your Backyard, Transformed — Free Custom Design.
Primary: Wondering if a younger contractor really knows decks? Fair question. I'm third generation — I grew up on job sites, carrying boards before I could drive for guys who'd been building 30 years… who happened to be my dad and my grandfather. I wasn't taught the trade, I was raised in it. Every composite deck, covered patio, and pergola I build in Middle Tennessee has three generations of "do it right" behind it. The age is new. The knowledge isn't. Tap Learn More for a free custom design and estimate.
Headline: Raised On The Job Site. Third Generation.
Primary: Most homeowners around here would build the deck tomorrow — if they could just find a contractor they trust. I get it. One homeowner told me her last guy blocked her number after the deposit. Another told me the last guy left his trash hidden behind the bushes along her fence. That's what you're afraid of. I'm Derek with Highline Outdoor Living, and I'm the opposite of that guy. I answer every call, I show up when I say I will, and when your deck's done my trailer leaves with every scrap of trash in it. My customers end up treating me like a son — like family. You're not letting a stranger into your backyard; you're letting in the guy who'll treat your home like it's his mom's. Tap Learn More for a free custom design and estimate.
Headline: Finally — A Deck Builder You Can Actually Trust.
Description: Answers every call. Cleans up. Great work, fair price. Free design.