Jason and Zahra Phillips, the husband-and-wife team behind goodtogo.dev, like to joke that they built an AI so contractors could finally put their phones down during dinner. A decade of digital-marketing experience had shown them the same tired scene: a plumber hunched over his iPad at 11 p.m., trying to dream up something, anything, to post before the algorithm forgot he existed.

So the Phillipses flipped the problem on its head. What if that midnight hustle could be automated, end-to-end, and still outperform the best human efforts? The result is a fully scripted, always-on marketing platform that now lives on their servers in Lampasas, Texas. It wakes up before dawn, writes neighborhood-friendly captions, conjures brand-stamped images in under a minute, publishes to Facebook, Instagram, LinkedIn, and Google Business, and then settles back to crunch the data, all while the roofer it represents is still snoring.

Four Posts, Two Small Towns, One Big Signal

Evidence that the idea works arrived this spring in the form of four unassuming Facebook posts, two for WR Roofing, two for TexAir HVAC. Nothing here went “viral” in the meme-sense; there are no dancing cats, no political hot-takes. Just tidy photos, plain-spoken tips, and phone numbers. Yet the numbers under the hood are extraordinary.

• A Lorena-themed roofing post logged an 8 percent engagement-by-reach (ERR).
• A China Spring neighbor-shout-out pulled 7 percent.
• TexAir’s lesson on right-sized HVAC loads landed at 7.6 percent.
• And a UV-air-purification explainer posted from little Lometa? 27 percent.

For perspective: most business pages fight for one percent. Three of these posts beat that mark by a factor of eight. The Lometa post didn’t so much clear the bar as launch into the rafters, roughly a quarter of everyone who saw it clicked, commented, or shared.

Engineering the Neighborly Voice

If you sift through goodtogo.dev’s “How It Works” blog series, you find a pipeline that feels less like a marketing calendar and more like a factory spec sheet, only warmer. First, an ingestion layer slurps up basics: service area, industry jargon, logo files, even the week’s weather. A prompt engine then stitches those facts into a hyper-local opening, “In Lorena, community means everything,” or “Here in Lampasas, summers hit triple digits before breakfast…”

Next comes what the company calls the “micro-lesson.” The AI flips through a curated playbook of trade knowledge (understanding of load calculations for HVAC, hail-resistant shingles for roofers) and surfaces one bite-size idea. A friendly tone-shaper rewrites that idea at an eighth-grade reading level, sprinkles in an emoji or two, and hands it off to a visual generator. Forty-five seconds later: a photograph that wouldn’t look out of place in a regional-lifestyle magazine, complete with a discreet logo in an appropriate corner that the AI selects.

Finally, a rules engine performs quality control. One phone number only. No duplicate hashtags. Publish at 7 a.m. local time, Monday through Friday, come ice storm or hundred-degree heat. The entire pipeline runs on autopilot, right up to a quick human proof-read that gives each post its final green light.

The Blueprint Behind the Warmth

Facebook, despite its mysterious ways, still favors a handful of timeless cues: local relevance, dwell time, and a single, obvious action for the reader. goodtogo.dev’s posts hit all three. Mentioning Lorena or Lometa tells the feed, “Show this to the neighbors.” The micro-lesson, why UV lights zap airborne nasties, how undersized HVAC units waste cash, keeps people reading an extra beat, signaling quality. And with only one call-to-action, every reaction funnels into one metric instead of being diluted across five different links.

That choreography isn’t luck; it’s product design. The platform’s architecture was designed to engage with home-service audiences who are also proud members of their community, so the AI’s “default brushstrokes” naturally paint posts people that draw you in with personable, relatable content. And because the pipeline is code, not a freelancer’s mood, the same engaging formula rolls out tomorrow, and the next day, and the next, refining itself off each performance. High ERRs aren’t lightning strikes, they’re nightly proofs that the design is doing exactly what it was built to do.

Dollars and Sense

All this industrial-grade consistency would be impressive enough if it simply matched agency work. It doesn’t; it undercuts it by an order of magnitude. A traditional shop will quote $100 to $150 per bespoke post, which pencils out to $2,000-plus a month for a weekday cadence. goodtogo.dev’s mid-tier plan, which includes social media posting and page management costs less than $350. The savings, of course, is in the automation: servers don’t invoice overtime.

The Take-Home for the Trade

If you’re a roofer, plumber, or HVAC tech who’d rather be on a ladder than inside Meta Business Suite, these four posts are more than case studies; they’re proof of concept. They show that an AI, properly guided, can speak fluent Small-Town Texan, charm the Facebook algorithm, and do it five mornings a week while you sleep.

Marketing, in other words, can feel like momentum again, something that happens in the background, compounding quietly, instead of gnawing at your evenings. And that, the Phillipses will tell you, was the whole point: to give contractors their dinnertimes back, one automated post at a time.