Founder docs
Go To Market
The Pittsburgh and Philadelphia proof plan, marketing strategy, and asset-light local operator model.
Marketing Business First
Legacy should scale more like a high-trust marketing and coordination platform than a labor company.
The personal-injury-lawyer analogy is useful: find people at a painful event, educate them before they make a costly mistake, earn trust, then route the case into the right professional or operating channel.
Our message:
Do not clean out, sell, store, renovate, or accept a low offer until you understand the estate math.
Channels To Test
| Channel | Use |
|---|---|
| SEO and content | Capture inherited-house, only-child executor, out-of-state executor, lowball offer, hoarder/smoker house, and estate cleanout searches. |
| Paid search | Buy high-intent searches once the report funnel converts. |
| Retargeting | Bring back people who read guide/report pages but did not book. |
| Billboards and local media | Build trust in markets where the problem is common and local brand matters. |
| Direct mail | Reach probate filings, older homeowners, absentee owners, and inherited-property signals where legally and ethically appropriate. |
| Professional referral | Attorneys, CPAs, realtors, appraisers, funeral homes, senior move managers, and aging-services groups. |
| Local operator sourcing | Angi, Thumbtack, Google, referrals, insurance/vendor networks, estate-sale operators, movers, cleaners, and contractors. |
Pittsburgh And Philadelphia Proof Plan
| Market | Role | 12-Month Target | What It Proves |
|---|---|---|---|
| Pittsburgh / Allegheny County | Proof market and operating lab | 500-1,500 report starts; 25-75 paid reviews or visits; 10-25 paid projects | The care-led model works, provider packets work, and families pay when the house and belongings are too much. |
| Philadelphia | Replication market | 100-500 report starts; 10-50 paid digital/review customers; 1-5 partner relationships; 1-3 paid projects if possible | The model can travel to a larger, more competitive, older-housing market. |
| Online national intake | Early signal | Capture out-of-market report starts and remote reviews without promising local execution everywhere | The AI workspace can become national before local providers are everywhere. |
Philadelphia matters because it has a larger metro, older housing stock, rowhomes, rentals, inherited-property complexity, affluent suburbs, lawyers, appraisers, realtors, contractors, investors, and a competitive professional ecosystem.
Local Operating Model
Legacy actively avoids doing most physical labor.
What Legacy owns:
- brand and customer acquisition
- Estate Strategy Brief and Estate Math
- records and provider packets
- review calls and care coordination standards
- local partner sourcing
- quality checks and customer follow-up
- pricing logic and data
What local operators do:
- sorting support
- packing and moving
- cleaning and junk removal
- donation and disposal
- item prep and shipping
- lawn, safety, access, and maintenance tasks
- contractor walkthroughs and repair execution
Each market likely needs:
- 1 lead care coordinator
- 1-3 backup care coordinators or franchise-style operators
- a local property judgment person like Mike
- vetted vendors for moving, cleaning, donation, disposal, trades, storage, appraisal, real estate, and investor review
The Scaling Rule
Do not scale confusion. Scale only what the software and playbook can make repeatable:
- report start
- photo intake
- paid review
- provider packet
- local operator handoff
- records packet
- project outcome capture
- customer testimonial
- pricing benchmark