What a Halo Strategic Background Means for Spray Foam Removal Leads
Halo Strategic is a commercial growth consultancy first. The Lead Exchange is a newer, specific product built on top of that, not the other way round — and that order matters for how it was designed.
Halo’s founder, Fabien Alexander, ran a home-improvement lead-generation agency for six years before this, working across solar, conservatory roofs, kitchens, double glazing and other trades, for clients including Mercedes-Benz Trucks & Vans, AJ Renewables and TQL Kitchens. Across that work, combined paid-social campaigns totalled roughly £102,663 in ad spend and generated 15,797 leads at a blended £6.50 cost-per-lead — with real cost-per-lead swinging anywhere from £2 to £20 depending on the trade and targeting, sometimes by a factor of ten on the same day for the same trade. Those are documented figures from that earlier agency work across several home-improvement trades, not a spray-foam-specific case study, and not a result of the Lead Exchange’s own pilots — we’re not claiming otherwise.
The lesson that actually carried over
What that work taught, repeatedly: generating an enquiry and generating a sale are two different problems. Installers who complained about “bad leads” were often losing the sale in their own follow-up process, not in the enquiry itself — but a genuinely poor-fit enquiry is still a real cost, and conflating the two helps no one.
That’s the discipline the Lead Exchange is built around: qualify what’s worth qualifying, be plain about what’s uncertain, and separate the two problems (lead quality, and what a buyer does with it) instead of pretending they’re the same thing.
Why that matters for a new vertical
Spray foam removal is the first market built on this platform, with solar as the next. Both get the same qualification standard, not because it’s convenient to reuse, but because the underlying discipline — check before you sell, say what’s confirmed versus estimated, don’t publish results you haven’t actually produced — doesn’t change by industry.