PegArch
One Video That Changed Their Closing Rate from 10 to 90%
- Client
- Matt Pegolo, PegArchDirect client
- Year
- 2019 to 2021
- Role
- Strategy, Creative Direction, Cinematography, Edit
Overview
Matt Pegolo, an architect, had not asked for a video. I proposed a founder film: a video business card built as a sales tool. It pre-frames and pre-sells every prospect who lands on his site, answers objections before the call, and shows who he is, how he works and what to expect, which text alone cannot do. With Matt on camera, prospects feel they know him before they meet.
The challenge
The film had to do real sales work. If the story or the logistics missed, Matt would have stayed stuck on calls with unqualified prospects, repeating himself every time.
Creative approach
I decided the story and the order of its parts for the greatest sales impact.
I scoped the shoot: the days, the travel, what each side needed to provide and the quality Matt could expect, so expectations were clear from the start. I also walked him through what the film would be worth to his business, so the investment made sense.
Matt later rehired me to segment his audience. After the founder film, each visitor chooses a path to a page with its own trailer, made for their specific needs and questions.
What I personally owned
- Video production strategy for a real sales problem
- Creative direction, filming and editing
- Implemented it on my own
- Rehired to segment his audience into three
- New graphics and a trailer for each audience, each on its own page
Production and logistics
- Founder film
- Filmed and edited by Kyle
- Trailers
- Built on stock footage, with new graphics
Outcome
- Every prospect now watches the film before they speak with Matt, on his website and on the conference room TV in person.
- Still live at pegarch.com.
10% to 90%
Close rate
10 to 15 min
Average call length
Down from 60 minutes
3+ hours
Saved weekly
On prospect calls
Business growth: 5x, since 2019
Figures reported by Matt Pegolo, owner of PegArch.
The real golden ticket is that it's selling my services at 2am when someone can't sleep and is looking for an architect. They find the website, click the video, and boom, they're hooked on the story.
Selected work
Developers Trailer
Built on stock footage
Homeowners Trailer
Built on stock footage
Contractors Trailer
Built on stock footage
Deliverables
- Founder film
- Three audience trailers, one per audience
- Graphics for each audience page
Credits
- Relationship
- Direct client
- Client
- Matt Pegolo, PegArch
- Strategy, creative direction, cinematography, edit
- Kyle Redstone, Citadel Creative Studios