Hello Zack —
Here’s a letter about my background and skills, and how I can help you grow your business.
My company name is ToolForge — I make automation and agentic tooling for small businesses.
I specialize in local search (SEO) and business process automation (BPA). I offer analytics, applications, automation and autonomous agents.
I build and operate AI and coded systems that interact with live data and web platforms. I write and deploy all of my own work on cloud systems and infrastructure. I use Claude, DeepSeek and Moonshot for direct code and agentic production. I use Google Cloud for compute, data warehousing, databases and infrastructure — GCE, GCS, GKE, BigQuery, Cloud Run, etc.
I began all of this about four years ago using commercial tools and platforms like Semrush, Ahrefs, BrightLocal and Screaming Frog for SEO, and GHL, Zapier, Make and Gumloop for automation.
Those worked well enough for basic tasks, and I was successful in ranking clients for local SEO, and also in automating some of the production for my workflows.
As I scaled my business, I quickly found the limits of the systems I was using and building.
One limit was pricing, as the commercial SEO platforms were very expensive for the broad analysis I needed. GHL, Make and Gumloop were also expensive at scale.
Another limit was data quality — the commercial SEO software returned limited and summarized data instead of raw feeds, and the outputs were not machine readable. The automation software also had limitations for data processing, which affected output quality.
Another limit was throughput — the ability to produce more work quickly. The SEO and automation software both had limitations within and because of their user interfaces — the automation software could not be fully automated, nor could the SEO platforms.
I began looking at other options and I found that I had to author my own software in order to make this work efficiently and at scale. So I did just that, over time, and I am still developing systems and software to this day. This process never stops — it is always improving.
Why am I telling you so much detail about all of this boring stuff?
Because for you, Zack, I see some very good opportunities — to use these systems and tools to make more money for yourself, and to have more free time for yourself.
Why do I see this possibility for you?
For a few reasons.
You understand that yours is not a construction business — it is a marketing and sales business.
You also have built a business with working systems and decent revenue.
You also recognize the limitations you are facing in scaling your business and out-marketing your competition.
You also see that the solutions are in optimizing and automating a lot of your existing processes.
This is why I write to you.
Your Indeed ad is a good start. You are asking for the right things — paid ads, brand, content, social media, CRM, AI-powered automation, and lead generation.
That’s a large list, and I can help you in all of those areas. We can talk about the details if we decide to work together.
For now, I will respond to your ad with my capabilities.
Thank you for your time!
Experience in home services, home remodeling, construction, or local service businesses — strongly preferred.
Grew up on a ranch in northern CA, can fix and build almost anything. Barn building, road construction, pipeline construction, etc. Electrical, plumbing, welding, machining, some heavy equipment experience.
3+ years of hands-on marketing experience — paid media, content, and brand.
A few hundred digital and print campaigns designed in the past 30 years; I have agency level experience. Logo development and print collateral for Xerox, Fujitsu, Disney, Lindeman’s Wines, Annie’s Foods, etc. Below I have attached some recent web and social media marketing content for VetRoots, Star Tree, Niko’s Tile, etc.
Build and deploy AI agents to automate marketing workflows, lead follow-up, content production, and reporting, use AI tools daily to increase speed, output quality, and team efficiency. You should be actively using AI to automate workflows, build agents, generate content, and improve marketing systems. Building AI agents for lead follow-up, workflow automation, and content generation, using tools like ChatGPT, Claude, Gemini, or similar platforms at an advanced level, connecting AI tools into your marketing stack via API, Make.com, or Zapier.
I consume 400–700 million tokens daily, building agents and writing code for: interactive data apps, analytics and custom webapps; SEO API pipelines at 600 million records monthly; agents for web page design, content writing and image generation; data extraction, cleaning and transformation; agentic harnesses and scaffolding; CI/CD pipelines (continuous integration and continuous deployment) for agents and applications; API reverse engineering for web apps/CRMs; design and deployment of custom APIs for data processing and frontends; live data visualization dashboards from webapps and CRMs; custom webapps (PWAs), mobile app prototyping, etc.
GoHighLevel experience is required. Deep knowledge of AI tools and workflow automation is required. Deep knowledge of AI tools and AI agent building — required. Automating repetitive marketing tasks so the team can focus on higher-value work, experience building automation workflows using Make.com, Zapier, or similar tools, GoHighLevel experience — required.
About three years ago I migrated out of GHL, Make, n8n and Gumloop, and instead began using Python, dbt, SQL, React, d3, three.js etc. I did this because of the limitations of the prosumer automation platforms. They are good, but often have problems at production scale for speed, error correction, standardized libraries, parallelization, real front and backends (visualization + database), and they lack true integrations for cloud compute, data warehouses, etc.
Team management experience.
Until 18 months ago, I ran a small offshore team of front and backend developers, plus an infrastructure engineer. No longer needed, I write and deploy all of my own code and systems now.
Staying current on AI developments and proactively bringing new tools and ideas to the team.
I am self-taught and I read a lot; I have a deep curiosity for all things. For AI and coding I follow: Fireship, Black Hat, ThePrimeagen, Jack Herrington, Matthew Berman, Matt Pocock, Two Minute Papers, Hugging Face Papers, Reddit, The Batch, etc. If there is something I want to develop, I just read about it and do it. I have not found anything yet that I cannot do in this space of automation, agentics and coding.
Own the BB-Builders Pro brand voice and creative direction across all channels.
Brand refresh and content strategies per surface — web, social media and email for marketing; follow-up, quotations and remarketing for client communications, review and referral solicitations for past clients.
Run Google Ads, Meta Ads, and Microsoft Ads campaigns focused on qualified leads and booked appointments.
Daily via live internal dashboard. Basic update cycle is 2–3 hrs, campaign level attributions post after 24 hrs, final data matures after 30–90 days.
Hands-on Google Ads and Meta Ads experience, Google Local Services Ads experience.
Reporting available detailing a Google Ads campaign autopsy on a professionally managed account (Clicks Geeks) with multiple severe errors that lost impression data, conversions and ad spend.
There is also another account managed by a Redmond agency with the same issues — no negative keywords, bad geo-targeting, bad keywords, missed compliance notices, no dedicated landing pages, broken page targets, etc. Both accounts anonymized for privacy, references available. Managing LSAs for one client now, verifications, setup, A/B testing and optimization.
Photography or video production skills.
DSLR, lens and lighting experience using speedlights and softboxes. Post processing in Photoshop and Lightroom. Still photo assets converted into video in After Effects (pan/scan/zoom) with text overlays and motion graphics, export for social media posts.
Manage our social media presence — Instagram, Facebook, TikTok — and oversee content creation.
Automated posting of campaign content. Custom dashboard with full analytics: posting schedules per channel, content thumbnails per campaign, engagement metrics, time series visualization per channel and campaign.
Lead and manage a remote team of 6 overseas marketing professionals via daily check-ins and Asana.
Asana + Slack/WhatsApp/Telegram automation and/or custom productivity CRM.
Build and manage GoHighLevel CRM, funnels, workflows, and lead nurture automations.
GHL has a public API that allows for automation of all functions except workflow creation; however, this can be driven via browser automation or by reverse-engineering their internal API, the same one GHL uses. This allows for a layer of intelligence on top of GHL for reporting, analytics, maintenance and more.
Familiarity with Buildertrend or contractor software.
I looked into Buildertrend’s API — it is well documented and integrations look wide open. I can write custom API endpoints, make integration apps and routines, create reporting and analytics dashboards, make CRUD operations (create, read, update, delete), etc.
SEO experience. Report weekly on CPL, CPA, conversion rates, and campaign performance.
I buy direct API access to the upstream data providers that power Semrush, Ahrefs, and BrightLocal. These are the raw data feeds, with no sampling limits and no filtering or data aggregation. I currently have a pipeline running 600 million records per month. Everything is stored in a production data warehouse (BigQuery) and the raw captures are cleaned and entity-resolved, then modeled for analysis and reporting.
The data includes organic SERPs, Google Maps geo-grid rankings, backlink profiles, citations, on-page crawls, keyword demand, and competitor visibility.
I have made an initial version of this for BB-Builders Pro, with a full geo-grid of all of your competitors from Arlington to Lacey.
I have also made an SEO dashboard for BB-Builders Pro.
I see a lot of possibilities for you. You see your business as sales and marketing, and not as construction. This model allows you to expand quickly, as you understand the essence of the problem.
Given that you are already tech forward, these new capabilities will bring you even more growth without taking up more of your time.
I look forward to speaking with you more about all of this.
Best regards,
Hello Zack —
Here’s a letter about my background and skills, and how I can help you grow your business.
My company name is ToolForge — I make automation and agentic tooling for small businesses.
I specialize in local search (SEO) and business process automation (BPA). I offer analytics, applications, automation and autonomous agents.
I build and operate AI and coded systems that interact with live data and web platforms. I write and deploy all of my own work on cloud systems and infrastructure. I use Claude, DeepSeek and Moonshot for direct code and agentic production. I use Google Cloud for compute, data warehousing, databases and infrastructure — GCE, GCS, GKE, BigQuery, Cloud Run, etc.
I began all of this about four years ago using commercial tools and platforms like Semrush, Ahrefs, BrightLocal and Screaming Frog for SEO, and GHL, Zapier, Make and Gumloop for automation.
Those worked well enough for basic tasks, and I was successful in ranking clients for local SEO, and also in automating some of the production for my workflows.
As I scaled my business, I quickly found the limits of the systems I was using and building.
One limit was pricing, as the commercial SEO platforms were very expensive for the broad analysis I needed. GHL, Make and Gumloop were also expensive at scale.
Another limit was data quality — the commercial SEO software returned limited and summarized data instead of raw feeds, and the outputs were not machine readable. The automation software also had limitations for data processing, which affected output quality.
Another limit was throughput — the ability to produce more work quickly. The SEO and automation software both had limitations within and because of their user interfaces — the automation software could not be fully automated, nor could the SEO platforms.
I began looking at other options and I found that I had to author my own software in order to make this work efficiently and at scale. So I did just that, over time, and I am still developing systems and software to this day. This process never stops — it is always improving.
Why am I telling you so much detail about all of this boring stuff?
Because for you, Zack, I see some very good opportunities — to use these systems and tools to make more money for yourself, and to have more free time for yourself.
Why do I see this possibility for you?
For a few reasons.
You understand that yours is not a construction business — it is a marketing and sales business.
You also have built a business with working systems and decent revenue.
You also recognize the limitations you are facing in scaling your business and out-marketing your competition.
You also see that the solutions are in optimizing and automating a lot of your existing processes.
This is why I write to you.
Your Indeed ad is a good start. You are asking for the right things — paid ads, brand, content, social media, CRM, AI-powered automation, and lead generation.
That’s a large list, and I can help you in all of those areas. We can talk about the details if we decide to work together.
For now, I will respond to your ad with my capabilities.
Thank you for your time!
Experience in home services, home remodeling, construction, or local service businesses — strongly preferred.
Grew up on a ranch in northern CA, can fix and build almost anything. Barn building, road construction, pipeline construction, etc. Electrical, plumbing, welding, machining, some heavy equipment experience.
3+ years of hands-on marketing experience — paid media, content, and brand.
A few hundred digital and print campaigns designed in the past 30 years; I have agency level experience. Logo development and print collateral for Xerox, Fujitsu, Disney, Lindeman’s Wines, Annie’s Foods, etc. Below I have attached some recent web and social media marketing content for VetRoots, Star Tree, Niko’s Tile, etc.
Build and deploy AI agents to automate marketing workflows, lead follow-up, content production, and reporting, use AI tools daily to increase speed, output quality, and team efficiency. You should be actively using AI to automate workflows, build agents, generate content, and improve marketing systems. Building AI agents for lead follow-up, workflow automation, and content generation, using tools like ChatGPT, Claude, Gemini, or similar platforms at an advanced level, connecting AI tools into your marketing stack via API, Make.com, or Zapier.
I consume 400–700 million tokens daily, building agents and writing code for: interactive data apps, analytics and custom webapps; SEO API pipelines at 600 million records monthly; agents for web page design, content writing and image generation; data extraction, cleaning and transformation; agentic harnesses and scaffolding; CI/CD pipelines (continuous integration and continuous deployment) for agents and applications; API reverse engineering for web apps/CRMs; design and deployment of custom APIs for data processing and frontends; live data visualization dashboards from webapps and CRMs; custom webapps (PWAs), mobile app prototyping, etc.
GoHighLevel experience is required. Deep knowledge of AI tools and workflow automation is required. Deep knowledge of AI tools and AI agent building — required. Automating repetitive marketing tasks so the team can focus on higher-value work, experience building automation workflows using Make.com, Zapier, or similar tools, GoHighLevel experience — required.
About three years ago I migrated out of GHL, Make, n8n and Gumloop, and instead began using Python, dbt, SQL, React, d3, three.js etc. I did this because of the limitations of the prosumer automation platforms. They are good, but often have problems at production scale for speed, error correction, standardized libraries, parallelization, real front and backends (visualization + database), and they lack true integrations for cloud compute, data warehouses, etc.
Team management experience.
Until 18 months ago, I ran a small offshore team of front and backend developers, plus an infrastructure engineer. No longer needed, I write and deploy all of my own code and systems now.
Staying current on AI developments and proactively bringing new tools and ideas to the team.
I am self-taught and I read a lot; I have a deep curiosity for all things. For AI and coding I follow: Fireship, Black Hat, ThePrimeagen, Jack Herrington, Matthew Berman, Matt Pocock, Two Minute Papers, Hugging Face Papers, Reddit, The Batch, etc. If there is something I want to develop, I just read about it and do it. I have not found anything yet that I cannot do in this space of automation, agentics and coding.
Own the BB-Builders Pro brand voice and creative direction across all channels.
Brand refresh and content strategies per surface — web, social media and email for marketing; follow-up, quotations and remarketing for client communications, review and referral solicitations for past clients.
Run Google Ads, Meta Ads, and Microsoft Ads campaigns focused on qualified leads and booked appointments.
Daily via live internal dashboard. Basic update cycle is 2–3 hrs, campaign level attributions post after 24 hrs, final data matures after 30–90 days.
Hands-on Google Ads and Meta Ads experience, Google Local Services Ads experience.
Reporting available detailing a Google Ads campaign autopsy on a professionally managed account (Clicks Geeks) with multiple severe errors that lost impression data, conversions and ad spend.
There is also another account managed by a Redmond agency with the same issues — no negative keywords, bad geo-targeting, bad keywords, missed compliance notices, no dedicated landing pages, broken page targets, etc. Both accounts anonymized for privacy, references available. Managing LSAs for one client now, verifications, setup, A/B testing and optimization.
Photography or video production skills.
DSLR, lens and lighting experience using speedlights and softboxes. Post processing in Photoshop and Lightroom. Still photo assets converted into video in After Effects (pan/scan/zoom) with text overlays and motion graphics, export for social media posts.
Manage our social media presence — Instagram, Facebook, TikTok — and oversee content creation.
Automated posting of campaign content. Custom dashboard with full analytics: posting schedules per channel, content thumbnails per campaign, engagement metrics, time series visualization per channel and campaign.
Lead and manage a remote team of 6 overseas marketing professionals via daily check-ins and Asana.
Asana + Slack/WhatsApp/Telegram automation and/or custom productivity CRM.
Build and manage GoHighLevel CRM, funnels, workflows, and lead nurture automations.
GHL has a public API that allows for automation of all functions except workflow creation; however, this can be driven via browser automation or by reverse-engineering their internal API, the same one GHL uses. This allows for a layer of intelligence on top of GHL for reporting, analytics, maintenance and more.
Familiarity with Buildertrend or contractor software.
I looked into Buildertrend’s API — it is well documented and integrations look wide open. I can write custom API endpoints, make integration apps and routines, create reporting and analytics dashboards, make CRUD operations (create, read, update, delete), etc.
SEO experience. Report weekly on CPL, CPA, conversion rates, and campaign performance.
I buy direct API access to the upstream data providers that power Semrush, Ahrefs, and BrightLocal. These are the raw data feeds, with no sampling limits and no filtering or data aggregation. I currently have a pipeline running 600 million records per month. Everything is stored in a production data warehouse (BigQuery) and the raw captures are cleaned and entity-resolved, then modeled for analysis and reporting.
The data includes organic SERPs, Google Maps geo-grid rankings, backlink profiles, citations, on-page crawls, keyword demand, and competitor visibility.
I have made an initial version of this for BB-Builders Pro, with a full geo-grid of all of your competitors from Arlington to Lacey.
I have also made an SEO dashboard for BB-Builders Pro.
I see a lot of possibilities for you. You see your business as sales and marketing, and not as construction. This model allows you to expand quickly, as you understand the essence of the problem.
Given that you are already tech forward, these new capabilities will bring you even more growth without taking up more of your time.
I look forward to speaking with you more about all of this.
Best regards,
