Hook Agency · EOW Shareholder Report

01

Quarter to Date

Net New MRR

$21.3k

Q3 2026 · Week 4

Total MRR

$669.1k

Current run rate

Rev. Retention

96.87%

down from 99.92% last wk

New Business

$30.4k

up from $17.6k last wk

Collected Rev YTD

$4.3M

50.05% of $8.5M goal

Revenue QoQ

$614k

vs $551k (+11.43%)

02

July Revenue Report

Projected EOM Revenue $681.4k

Collected Revenue $605.6k

Uncollected Scheduled Rev $60.0k

Uncollected New Revenue $15.7k

03

Business Win / Loss

MRR Change this week

−$2.9k

Wins

New Logos

2

Upsells

1

Total New Rev

$14.8k

Losses

Lost Logos

4

Lost Engagements

11

Total Lost Rev

$17.7k

04

Context Around Churn

New Era Plumbing & HVAC −$10,400

Client insolvency. Took a loan to make payroll and cut half their staff; two consecutive invoices declined. Results were good — we got them 56 MQLs in their last month and they closed 9 of them.

Alamo −$3,500

It took us too long to get them good results, ultimately causing them to churn. We did get performance on track, but the damage was done. In their last month the client submitted approximately $100,000 in estimates from our work and did not close any.

Semper Fi −$2,500

Relationship loss following Claudia's account transition in June. Client stopped attending reporting calls and billing lapsed. Their call center mishandled inbound MQLs resulting in a very low close rate (acknowledged by the client). Unpaid since May, but they have said they will pay all outstanding invoices through August (their 30-day notice).

Air Solutions −$500

LSA-only account. Relationship loss due to Claudia's account transition — client had a personal connection to Claudia and did not continue following her departure.

Rock Roofing −$500

LSA-only account. Brought in house.

05

Pipeline Review

Proposals Out

8

Proposal Value

$105k

Avg. Close Rate

33%

Intro Calls (this wk) 8

2nd Calls (this wk) 2

MQLs (last wk) 24

06

Strategy

Biggest Constraints

1

Failing To Close Clients

Right now the majority of our roofing clients are tight on cash and are oftentimes postponing decisions.

2

Lacking Social Presence

Maintaining our aggressive social media presence fell way off track during Hook's rebrand. This miss came at a critical time when Hook's public perception is under extra scrutiny as owners have stepped out. Though there were some internal breaks that allowed it to go this long without being fixed, the miss is due to leadership failing to hold the team accountable for our desired action.

How We're Attacking It

1

Boring to Beast Mode Offers ✦ New

To combat prospects being slow to make decisions we're making two offers:

1. Brand / Snapper Photoshoot
A free brand/snapper photoshoot for qualified prospects that get on an intro call with us. 2. Yard Sign Package
For the first 10 clients that close in August we're going to give them a free yard sign design and deliver 100 yard signs for them to use.
Both offers fit within our 'Boring to Beast Mode' theme and increase incentives for signing with Hook in months where our roofers have less cash on hand and are typically making slower decisions.

2

Pitching Contact List

We're actively calling people who have given us their contact info in the past but never turned into an intro call. We suspect there are a number of warm leads we can cash in on in this contact list. There's a lot of contacts and we'll be reaching out to them over the coming couple of weeks.

3

Retention Focused Incentives

We modified both PPC and SEO teams' incentive pay to directly correlate with our retention goal. They're now on the hook for assisting with hitting 96% retention each month, and if we fail to do so they miss their retention commission payout. Their lever on retention is performance which is still tracked separately, but does not have their incentive tied to it.