How Ryan & Masyn Close 85% of Their Land Clearing Leads (And Made $400K in 3 Months)
$200 Into $10,000: The Math That Changed Everything
I hope you enjoy reading this blog post.
Author: Brady Carlson | Co-Founder of Dirt2Dollars
Published Date: 26 December, 2025
Overview
Industry: Land Clearing & Excavation
Location: Indiana
Time with Dirt2Dollars: 3 months (September – December)
Previous Situation: Running on referrals, just started QuickBooks a month before
Results at a Glance
85-90% Close Rate
Only 6-8 non-closes out of approximately 50 estimates sent, closing 4 out of every 5 appointments
$400K+ in 3 Months
Closed approximately $400,000 from Dirt2Dollars leads in the toughest three months of the year (not including cash jobs)
$10K-$15K Average Job Size
Consistently closing jobs in the $10,000-$15,000 range
~$200 Cost Per Job Sold
$7,000 in ad spend divided by 42+ jobs closed = roughly $167-200 per acquisition
5000%+ ROI
Spending $200 to acquire $10,000+ jobs = 50x return on investment
$600K Pipeline Already Locked for 2025
Not even into January yet and already have over half a million in work scheduled
The Company
Ryan and Masyn run a land clearing and excavation company in Indiana. Like many contractors, they were running on referrals and word of mouth.
They had just started getting more organized with their business, implementing QuickBooks and working with a tax professional, literally about a month before they approached Dirt2Dollars in September.
They’d heard the promises before. As Masyn put it: “Everybody says they can get us jobs.”
They were skeptical. But they decided to take the chance.
The Challenge
“Everybody Says They Can Get Us Jobs”
Ryan and Masyn had heard it all before. Every marketing company promises to generate leads and grow your business.
But talk is cheap.
They needed proof, not promises.
When they approached Dirt2Dollars in September, they were in a position familiar to many contractors: running primarily on referrals, just starting to formalize their business operations, and looking to scale but unsure if paid advertising would actually work for their business.
The Toughest Time of Year
Making the decision even more challenging, they were entering what Ryan called “the toughest three months of the year”, September through December.
This isn’t the peak season for land clearing. It’s the time when many contractors start slowing down, when the weather gets worse, and when homeowners start putting projects on hold until spring.
If the system were going to work, it would have to work during the hardest months. That was the real test.
The Solution
The Numbers That Changed Everything
Over the course of three months (September through December), Dirt2Dollars sent Ryan and Masyn approximately 50 land clearing estimates.
During a follow-up call in December, Brady asked about their close rate. The conversation revealed something remarkable:
Brady: “So altogether, all the leads we’ve given you, you only haven’t gotten… well, six?”
Ryan: “Yep, probably yeah.”
Brady: “Wow, that’s over 80% then if it’s only six non-closes.”
As they talked through it, the number was actually closer to 8 non-closes total. That’s 42-44 jobs closed out of approximately 50 estimates.
An 85-90% close rate.
The Average Job Size
But the close rate was only part of the story. The other critical piece was job size.
Brady: “What’s the average? Most of these jobs are small though, right?”
Ryan: “I would say we’ve been sticking around $10,000 to $15,000 market, right around there.”
Brady: “Wow. So you’re closing four out of five estimates and they’re at least $10,000 a pop?”
Ryan: “Yep.”
The ROI Math
Here’s where the numbers get really interesting.
Dirt2Dollars spent approximately $7,000 in ad spend to generate those 50+ estimates over three months.
With 42-44 jobs closed, that works out to roughly $167-200 per job acquired.
When your average job is $10,000-$15,000, and it costs you $200 to acquire that job, you’re looking at a 50x return on investment.
The Results
$400K in the Toughest Three Months
When Brady asked about total revenue from Dirt2Dollars leads, the numbers were staggering:
Brady: “So roughly $625,000 in like three months?”
Ryan: “That’s with everything though. So your leads and our leads. And I would say your guys’ is probably at least half of it.”
That brought Dirt2Dollars-generated revenue to approximately $400,000 over three months.
But here’s the kicker: that number doesn’t include cash jobs.
Ryan: “Yeah, we still have according to invoices we have $188,955 out and additional $98,888 has been paid within the last 30 days.”
Brady: “So close to $400,000 from our leads since we started?”
Masyn: “Yeah.”
Before Dirt2Dollars | After Dirt2Dollars |
Running primarily on referrals | Systematic lead generation producing 50+ estimates in 3 months |
Uncertain revenue predictability | $600K pipeline already locked for 2025 |
Just started formalizing business | Scaled from ~$625K/year to on track for $1M+ |
No proven paid advertising system | 85-90% close rate on qualified leads |
Limited visibility into growth potential | Two pond jobs alone worth $315K |
Skeptical about marketing promises | “You’ve impressed us… you have” delivered on results |
Through the Worst Time of Year
What makes these numbers even more impressive is the timing.
As Brady noted: “Not bad. It’s probably through the toughest three months of the year, I would say, give or take.”
This wasn’t peak season. This was September through December, traditionally slower months for land clearing. And they still closed $400K+.
Already Sitting on $600K for 2025
But the most telling indicator of success is what Ryan and Masyn have lined up going into 2025.
Masyn: “With the work that we got right now, just in our natural leads, we’re sitting right under a half million. And then with the leads that you guys have that we still have to do, we’re probably another 100.”
Ryan: “So we’re already sitting with $600,000 worth of work for 2025.”
Brady: “Yeah, you guys are going to blow past a million this year.”
They haven’t even started January yet, and they already have over half a million in contracted work.
Some Jobs Are Major Hitters
While the average is $10K-$15K, Ryan and Masyn are also landing some significant projects.
Masyn: “Some of them we’re getting lucky and they’re big hitters. Like those two pond jobs, that right there is $315,000 worth of work.”
Two jobs. $315,000.
That’s the difference between having a systematic lead-generation system and relying solely on referrals, you get in front of bigger projects and opportunities.
From Skeptical to Impressed
The transformation in mindset is just as important as the numbers.
Masyn: “I’ll be honest, you’ve impressed us because I mean, I told you everybody says they can get us jobs and okay, well, you have.”
From “everybody says they can get us jobs” to “you’ve impressed us… you have.”
That’s the shift from skepticism to proof.
What This Means for Other Contractors
The Close Rate Matters More Than You Think
An 85-90% close rate is exceptional. Most contractors are happy with 30-40%.
But here’s what most people miss: the close rate isn’t just about sales skills. It’s about lead quality.
When leads are pre-qualified, pre-vetted, and genuinely interested, your close rate goes up dramatically. Ryan and Masyn aren’t magicians; they’re just showing up to appointments with qualified prospects who are ready to move forward.
The ROI Math is Simple
$200 to acquire a $10,000 job isn’t complicated math. It’s a trade anyone would take.
But here’s the reality: most contractors never get to see this math because they’re either:
- Not tracking their numbers
- Not running systematic paid advertising
- Getting low-quality leads from agencies that don’t understand their industry
Ryan and Masyn just started QuickBooks a month before working with Dirt2Dollars. They weren’t sophisticated in their tracking. But the ROI was so obvious and substantial that it didn’t require complex analysis.
When you spend $7,000 and close $400,000, you can feel confident in that lead-generation strategy.
Timing Doesn’t Matter as Much as You Think
Ryan and Masyn started in September, heading into the “toughest three months of the year.”
And they still closed $400K+.
The excuse that “it’s not the right time of year” or “we’ll start marketing in the spring” is just that, an excuse.
Qualified leads close year-round. Projects don’t stop just because it’s fall or winter. The difference is that most of your competitors stop marketing during slow months, which means fewer competitors for the leads that are out there.
You Need a Pipeline, Not Just Projects
The most telling number isn’t the $400K they closed in three months. It’s the $600K they already have locked for 2025 before January even starts.
That’s the difference between feast-or-famine and predictable growth. When you have a systematic lead generation system, you’re not scrambling for the next job. You’re building a pipeline.
From $625K to $1M+
Last year, Ryan and Masyn did approximately $625-645K in revenue for the entire year.
This year, they’re on track to blow past $1 million.
And they’re already planning equipment expansion: a semi-lowboy and a larger excavator (John Deere 135 size). When you have predictable revenue and a strong pipeline, you can make long-term investments in growth.
The Bottom Line
Ryan and Masyn’s story isn’t complicated – they just needed the right partner. Ultimately, the transformation came down to one simple equation: $200 into $10,000.
When you can spend $200 and reliably get a $10,000 job back, the only question is how fast you can spend that $200.
As Masyn said: “You’ve impressed us because everybody says they can get us jobs and okay, well, you have.”
Ready to See How Dirt2Dollars Works for Your Business?
If you’re a land clearing contractor running primarily on referrals and wondering if paid advertising can actually deliver real ROI, the proof is in the numbers.
Book a call with our team to see if we’re a good fit to help you build a systematic lead generation system that produces qualified leads you can close at 80%+.
