The Funnel We Actually Run (With Real Numbers)
You Don’t Have a Funnel
You Have a Form.
Most operators say:
“We run ads. They fill out a form. We call them.”
That’s not a funnel.
That’s a contact sheet.
Here’s the exact journey we run at The Institute Corona — and the mechanics behind each stage.
Numbers first:
• $5–$15 cost per lead
• 70% contact rate
• 90% show rate
• 40% close rate after attendance
• 20% take 48-hour promo immediately
• <5% monthly churn
• 3–4 payment cycles minimum
Now the sequencing.
Stage 1: Traffic (Controlled Input)
Paid + Organic.
• $800/month paid
• 4–5 organic posts per day
• Scheduled 30 days out
Distribution is systemized.
You can’t optimize conversion on inconsistent traffic.
Stage 2: Lead Capture (Single Promise)
VSL (video sales letter) funnel → Free 2-week training.
One clear promise.
One CTA.
No confusion.
Stage 3: Thank You Page (Momentum Engineering)
Most operators waste this page.
They say:
“Thanks, we’ll reach out.”
We do three things instead:
- Video explaining what happens next.
- Clear expectation: “You’ll receive a text + email.”
- Immediate booking button.
Why this matters:
• Expectation lowers resistance when we text.
• Booking button captures hot leads instantly.
• Momentum is preserved while emotional temperature is high.
This page alone increases booking rate.
Stage 4: CRM Routing + Stage-Based Automation
This is where most people fall apart.
Lead hits Follow Up Boss (our CRM).
Immediately:
• Email sequence triggers (Welcome + Next Steps).
• Text goes out 1 minute later.
• We call same day.
If no response:
Shield-drop text:
“Oh just want to confirm Alex is 9 years old, right?”
This creates micro-engagement.
Now here’s the important part:
Every stage in CRM triggers an attached email sequence.
Not random emails.
Stage-based reinforcement.
Examples:
Stage: New Lead
Sequence:
• Welcome email
• Origin story (soap opera style)
• Social proof
• Booking CTA reinforcement
This keeps warming them even if they ignore texts.
Stage: Booked
Sequence:
• Confirmation
• Coach intro
• What to expect
• Reminder text day before, day of classes
This reduces no-show anxiety.
Stage: Attended
Sequence:
• Reinforcement
• Value recap
• Soft pre-frame for offer
• Reminder about promo window
Now automation supports the sales conversation.
Stage: Promo Sent
Sequence:
• 48-hour urgency
• Timer
• Social proof
• Reminder emails at key intervals
The CRM isn’t just tracking.
It’s amplifying.
Most operators have automation.
Few attach it to behavioral stages.
That’s the difference.
Stage 5: Follow-Up if they don't respond/book Cadence (Volume Wins)
Manual follow-up layered on top of automation:
Day 0: Text + Email + Call
Day 1: Text
Day 3: Text + Call
Day 5: Text
Week 2
Month 1
Quarterly reactivation
We also follow up on old leads for up to a year.
40–60 daily follow ups within our crm.
Why?
Timing changes.
Persistence converts.
Automation warms.
Humans close.
Both are required.
Stage 6: Pre-Framing Before Arrival
Booked → Confirmation → Reminder → Coach intro video.
We remove:
• Uncertainty
• Anxiety
• Surprise
Uncertainty kills show rates.
Pre-framing increases them.
That’s why we’re at 90%.
Stage 7: Intake Ammo
Goal form completed before arrival.
We know:
• Desired frequency
• Goals
• What “worth it” means
Now the sales conversation aligns with what they already said.
No guessing.
Stage 8: Environmental Proof
When they arrive:
• Greeted by name
• Seated next to gym
• Framed reviews
• TV looping testimonials
They are physically surrounded by proof.
This reduces risk perception before price is even discussed.
Stage 9: Expectation Before Price
15-minute mark:
“We’ll go over pricing in about 20 minutes.”
No surprise close.
Expectation reduces defense.
Stage 10: Urgency (Without Removing Value)
25% off for 48 hours.
Free 2 weeks still honored.
We stack:
Urgency on price
Value preserved
Result:
• 20% immediate conversion
• 40% overall conversion after attendance
Stage 11: Re-Offer Cycles
If no purchase:
We ensure 2–3 class exposure.
Automation continues reinforcing.
Follow-up continues.
We don’t emotionally detach.
We sequence until decision.
Where Most People Drop the Ball
• No Thank You page leverage
• No stage-based email sequences
• Automation not attached to behavior
• Weak follow-up volume
• No pre-framing
• Surprise closes
• No urgency timing
They think traffic is the constraint.
It’s sequencing.
The Real Lift
Not better ads.
Better orchestration.
Automation + manual follow-up.
Expectation + urgency.
Proof + alignment.
Stacked.
Challenge
Audit your funnel.
If your CRM stages don’t trigger reinforcement sequences…
If your Thank You page doesn’t create action…
If your follow-up stops after 3 touches…
You don’t have a funnel.
You have a form.
Build the sequence.
Then scale traffic.
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The Funnel We Actually Run (With Real Numbers)
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