Imaginuity

We're hiring: Lead, Performance Marketing   Imaginuity is hiring a Performance Marketing Lead to join our media planning and buying team in Dallas. This role owns paid media strategy for our multi-location and franchise clients in home services and fitness.   If you're a hands-on media planner who knows how to turn data into strategy and build strong client relationships, we'd love to hear from you.   See the full details of this job and apply now: https://lnkd.in/gt8EM3pZ #Hiring #PerformanceMarketing #MediaPlanning #DallasJobs

Buying the companies is the easy part. Getting them to run as one platform is where most roll-ups struggle. Every roofing business you acquire comes with its own CRM, its own reporting logic, its own reviews, and years of Google Business Profile history. Integrate that wrong, and you don't get a stronger platform — you get a dozen companies still running independently. That's when leadership stops trusting the numbers. Reporting takes longer to reconcile. Budget decisions get made on instinct instead of backlog and margin. Weak branches stay weak because nobody caught them in time. More acquisitions don't solve that. A real integration framework protects the local demand you already paid for, gets every market reporting the same way, and makes each new deal easier to absorb than the last. Scale without control isn't a platform. It's just more to manage. Read more: https://lnkd.in/gGJ9bxXN #Imaginuity #Roofing #PrivateEquity

Most HVAC acquisitions don't fail on demand. They fail on attribution. A rebrand rolls out. The Google Business Profile updates. Listings get cleaned up. Phone routing shifts. Call tracking changes. Individually, every one of these is a reasonable operating decision. Collectively, they erase the baseline your attribution needs to understand what's actually happening in the market. That's the part most integration plans miss. When call volume dips or rankings soften a few weeks later, it's not always a sign that demand disappeared. It can be a sign that your tracking can no longer see it clearly. This is an integration design problem, not a marketing problem, and it gets solved before the rebrand starts, not after the numbers move. The platforms that protect demand well share one habit: they know what's already working before they change anything. We broke down how to protect attribution before a rebrand goes live. Read the full breakdown: https://lnkd.in/gbe5Fer2

Most multi-location brands have a local SEO strategy. Fewer have a system that actually holds up across every location. That gap used to be manageable. Strong brand recognition could carry weaker locations. Leadership looked at the portfolio numbers, saw things trending up, and moved on. AI has made that a lot harder to ignore. Getting ranked and getting recommended are two different problems, and most brands are only solving one of them. Here's the part that catches a lot of organizations off guard: AI tools don't evaluate your brand. They evaluate each location on its own. Conflicting hours, outdated service descriptions, a review profile nobody has touched in months — those aren't minor maintenance issues anymore. They're the signals AI platforms use to decide whether a location is worth recommending. Your best locations can't carry the weaker ones the way they used to. We broke down what to start measuring if you want to know where your network actually stands. Read more: https://lnkd.in/djrsG2H7 #MultiLocationMarketing #LocalSEO #AISearch #MultiLocationSEO #LocalSearchVisibility

The funnel is dead. Charlie Calise breaks down why — and what replaces it. In the latest Imaginuity Minute, our CEO argues that performance marketing has undergone a fundamental shift. Instead of building broad awareness and hoping the right people find their way to conversion, AI lets you start with your best customers and find more who look just like them. For franchise and multi-location brands, that shift means less budget wasted on cold audiences — and a faster, more direct path to qualified leads at every location. Watch the video, then read Charlie's full breakdown: https://lnkd.in/gQxY8Dsn #PerformanceMarketing #FranchiseMarketing #AIMarketing #MultiLocationMarketing

Imaginuity Leadership Series: Jonathan Bosley, Director of Technology Monday through Friday, Jonathan Bosley is making technology decisions. Saturday, he's making BBQ decisions. Both get the same level of care. As Director of Technology, Jonathan leads our technology strategy across our clients — evaluating what's new, implementing what works, and keeping it all secure. "I'm passionate about innovation and optimization; challenging the status quo in technology, processes, and systems; and solving problems for the organization and my teammates." Outside the office, he trades servers for smokers. "Cooking Texas BBQ is a family affair in my house — we all get involved in the prep and the slow-and-low cooking." His career advice: technical skills get you in the door, but communication and teamwork are what let you explain complex ideas to non-technical stakeholders — and actually get things done. You can learn more about the people behind Imaginuity's work. 👇 https://lnkd.in/gBiNMwhd #Imaginuity #LeadershipSeries #TechLeadership #AgencyLife

"Homes for people, not corporations." That's the headline everyone's running with on the new housing bill. If you flip or wholesale, it's not the full story. Institutional buyers holding 1,000+ homes already dropped from 2.4% to 0.3% of national purchases, years before this bill existed. Interest rate math did that, not Congress. So the ban doesn't remove today's competition. It closes the door on that buyer ever coming back, which is exactly what many operators were counting on. That's a bigger problem than it sounds. Institutional capital wasn't just a competitor. It was a disposition channel. That liquidity is gone for good on day 181 when this legislation takes effect. There's also a provision in the bill's supply-side section that could matter more than the ban itself, and almost nobody's talking about it. Charlie Calise breaks it down 👇 Read more: https://lnkd.in/gzkKySN3   #RealEstateInvesting #WholesaleRealEstate #FixAndFlip #ROADtoHousingAct #REI #HousingPolicy

Double the recognition for Kelly Flynn, MBA ✨, Lead of Client Partnerships at Imaginuity! Kelly was named a recipient of AAF District 10's Next Wave Award, honoring standout young professionals (under 40) across Arkansas, Louisiana, Oklahoma, and Texas, presented at this year's Advention. It's only the second time this award has ever been given out. She was also named a AAF Dallas Luminary (formerly Shining Stars), recognizing professionals shaping the future of Dallas advertising and marketing, making her part of just the second class since the program's rebrand. Kelly's approach to client partnerships, steady, thoughtful, and always client-first, is exactly why these honors are so well earned. Congratulations, Kelly! We're lucky to have you on the team. #NextWaveAward #AAFDistrict10 #LuminaryAwards #AAFDallas #Imaginuity #ClientPartnerships

Congress just passed the biggest housing bill in decades. Here's what it actually means for real estate investors. The 21st Century Road to Housing Act cleared both chambers this week with near-unanimous support. The headlines are focused on supply and affordability. But for investors, the more important signal is competitive pressure. More federal incentives for new construction. Streamlined permitting. Expanded definitions for manufactured housing. More capital looking for deals in the same markets you're already working. None of that creates more motivated sellers. It creates more competition for the ones already out there. The investors who will feel this the least are the ones who aren't dependent on the same lists and the same channels as everyone else — because they built direct relationships with sellers in their markets before the rush. The ones who will feel it most are still waiting to see what happens. More on building a seller pipeline that doesn't depend on market conditions: ↳ https://lnkd.in/geprhXY9

Franchise marketing often operates in two different realities. Corporate sees campaigns, spend, leads, clicks, traffic, reports, vendors, and dashboards. Local markets see something else. ❓Did the phone ring with the right customer? ❓Did the lead book? ❓Did the appointment show? ❓Did the sale close? ❓Did the franchisee believe the investment was worth it? The problem is that those two realities do not always tell the same story. More leads will not fix that. More reports will not either. The better move is to connect what corporate can see with what local markets are actually experiencing. That is when franchise marketing becomes easier to trust, easier to improve, and easier to scale. Because the real issue is not whether marketing is active. It is whether the system can show what is actually working. Read the full article: https://lnkd.in/gmHiuNJq