Founding agency program · 2026
Own the trades back office.
Stop stitching GoHighLevel, WordPress, Jobber, and five phone vendors. DIRT is the voice-first back office you provision once — website, CRM, phone, follow-up, ads, and job profit — co-branded with your agency.
Prepared for marketing agencies serving trade contractors · dirttrades.com/agencies · get@dirttrades.com
The problem you already feel
Your clients want three things: more leads answered, jobs logged without paperwork, and to know what they actually made. They do not want another SaaS login.
Today most agencies deliver that by stacking:
- WordPress or a page builder for the site
- GoHighLevel (or similar) for funnels, CRM, and automations — $297–497/mo before you serve a single client
- Jobber, Housecall Pro, or QuickBooks for jobs and books
- Twilio, CallRail, or an AI phone startup for the line
- Your team as glue — configuring, troubleshooting, and absorbing churn when the stack breaks
You keep the client relationship. You also keep the integration tax. Every new contractor means another weekend wiring tools that were never built for the trades.
What DIRT is
DIRT is the tradesman's back office — voice-first, trades-native, Done For You. One product your agency implements; one stack your client never configures.
| Pillar | What the contractor gets | Tier |
|---|---|---|
| Get Found | Trade website, custom domain, CRM, email follow-up, reviews, lead forms | Leads · $199/mo |
| Get Calls | DIRT Line business number, SMS inbox, nurture automations, AI receptionist, live chat | Ops · $499/mo |
| Get Organized | Voice job logging, bids, invoices, client history — from the truck | All tiers |
| Get Paid | True profit per job, EHR, trends, overhead, ad ROI | All tiers · ads on Growth |
| Buy demand | Local Google Ads management + spend-to-profit tracking | Growth · $999/mo |
Delivery is co-branded: your agency implements; the product shows Powered by DIRT. You own the client relationship. They own their leads. DIRT runs the platform.
Why not GoHighLevel
GHL is built for generic agencies, not for a plumber who needs a DIRT Line, job profit, and a voice app in the truck.
| GoHighLevel agency stack | DIRT agency stack | |
|---|---|---|
| Platform cost to you | $297–497/mo + per-client sub-accounts | Pay per active seat — no flat agency tax |
| Trades website | Templates + your build time | Trade templates — live in ~30 min |
| Business phone + AI | 3rd-party + Zapier | Native DIRT Line + receptionist |
| Job profit / EHR | Not native — bolt on FSM | Native voice logging + profit |
| Field app | None | iOS, Android, web — Solo free tier |
| Your upside | Margin on services only | Margin + 20% rev share + equity |
Three income streams
1 · Wholesale margin (you charge list, we discount up to 50%)
You bill your client DIRT list price — same as dirttrades.com/pricing. DIRT bills you wholesale at a volume discount up to 50% off.
| Active seats you manage | Wholesale discount |
|---|---|
| 1–5 | 25% off list |
| 6–15 | 35% off list |
| 16–25 | 45% off list |
| 26+ | 50% off list |
At max discount on Ops ($499 list), your cost is $249.50/seat. Client pays $499. Your margin: $249.50/seat/mo.
2 · Platform rev share — 20% of seat MRR
On top of wholesale margin, DIRT pays your agency 20% of list-price MRR on every active seat you provision — monthly, for as long as the seat stays active.
On one Ops seat ($499 list): $99.80/mo rev share + wholesale margin above.
3 · Founding equity — 30% pool, 100 agencies
The first 100 agencies admitted to the Founding Partner Program share a pool equal to 30% of DIRT equity, allocated by cumulative seats provisioned across the founding cohort.
After the 100th agency, new partners may join for rev share and wholesale economics — without new equity grants.
Worked example — 25 Ops clients
Mid-size agency. Every client on Ops ($499/mo list). You charge list. You qualify for 45% wholesale (16–25 seats).
| Line | Per seat | × 25 seats |
|---|---|---|
| Client pays you (list) | $499 | $12,475/mo |
| You pay DIRT (45% off → $274.45) | $274.45 | $6,861/mo |
| Wholesale margin | $224.55 | $5,614/mo |
| Platform rev share (20% of list) | $99.80 | $2,495/mo |
| Total cash from seats | $324.35 | $8,109/mo |
| Annualized seat economics | — | ~$97,308/yr |
That is before your implementation fees, ad management retainers, or SEO services — which most agencies stack on top.
At 50% wholesale (26+ seats), wholesale margin alone on Ops is $249.50/seat — $6,237/mo on 25 seats — plus rev share.
Equity example: You provision 300 cumulative seats; founding cohort totals 6,000. Your allocation = 300÷6,000 × 30% = 1.5% of company equity.
What you implement (~30 minutes)
- Business profile + brand (logo, colors, trade)
- Publish trade website from template + custom domain
- Provision DIRT Line + AI receptionist defaults
- Seed SMS/email nurture playbooks
- Connect review destination (Google Business Profile)
- (Growth) Google Ads + ROI dashboard
- Invite contractor to mobile + web app
- Test call + test lead form
Agency portal at app.dirttrades.com/agency: dashboard, provision, open-as-client, seat billing.
Who this is for
- Marketing / web agencies with 5+ active trade clients (minimum to apply)
- Sweet spot: 20–100 contractor accounts in plumbing, HVAC, electrical, roofing, etc.
- Teams that already sell websites + lead gen and want a trades-native product instead of a generic funnel builder
Not the affiliate program. Affiliates refer signups. Agencies provision and operate client accounts. See dirttrades.com/affiliates for referral-only economics.
Founding 100 — how to join
- Download this pitch book (you're here)
- Apply at dirttrades.com/agencies
- Partner call with DIRT — portfolio fit + pilot plan
- Provision 1–3 pilot clients
- Scale seat count; equity allocation tracks cumulative seats
Questions: get@dirttrades.com
Legal summary
This document is for discussion purposes among qualified agency partners. Equity grants, rev share, and wholesale pricing require execution of DIRT's Agency Partner Agreement. Equity interests may involve securities law considerations; partners must meet eligibility requirements in the definitive agreement. DIRT reserves the right to modify program terms for partners admitted after the Founding 100 cap. Past performance and illustrative economics are not guarantees of future results.