Homeowners don't browse home improvement content. They search it after something has happened. Build the library that intercepts them.
Runtime · 50 minutes
03.02
The illusion, and what's actually happening
Nobody is casually browsing your home improvement content. They search it from a position of having a problem.
Something happened. They opened the browser. They found whoever's library was already there.
Module 03 · Window of intent
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03.03
There are six of them
Six doorways.
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03.04
Doorway one
After a storm.
Noreasters, hurricane remnants, the May hail line that came through Mercer County last spring. Within 48 hours, in my experience, search volume for "roof inspection NJ" spikes something like 6 to 10x.
Module 03 · Window of intent
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03.05
Doorway two
Active leak.
Water dripping into the kitchen at 11pm on a Tuesday. The most urgent intent doorway. They will call the first person whose name they recognize.
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03.06
Doorway three
Bill shock.
PSEG bill crosses $400 for the first time. They Google "is solar worth it" within a week. Especially in summer after a heat dome.
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03.07
Doorway four
Neighbor's install.
They saw panels go up two doors down. Selling solar at the kitchen table, this was the single strongest non storm trigger I ever saw, a finished install on a visible block reliably drives the next call within a few weeks.
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03.08
Doorway five
Ceiling stain.
Brown ring on the bedroom ceiling. They're not in panic yet, they're trying to figure out if it's an emergency. "Small water stain on ceiling, should I worry."
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03.09
Doorway six
Failed inspection.
Selling the house. Buyer's inspector flagged the roof. Closing in 30 days. This doorway has a hard deadline attached.
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03.10
The library logic
Each doorway gets its own answer.
Not one giant "everything about solar" video. Six specific content hubs, each answering one intent moment directly, the thing a homeowner finds the moment a problem hits, not what you push into a cold feed and hope.
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03.11
Example, doorway one
"Storm just hit NJ last night. Here's the 4 things to check on your roof before you file with your insurance."
Posted within 24 hours of any storm. Lives in the library forever.
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03.12
Why intent libraries compound
Search intent is durable.
The video you post about ice damming this week will still be working in 2029. Every winter, new homeowners search it. The view count only goes up.
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03.13
The trap
Engagement bait. "5 things you didn't know about roofs."
Scores well on engagement metrics. Connects to zero intent doorways. The viewer who watches it is not the viewer who calls you.
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03.14
Where to find the actual searches
01
Google Trends
Set to your state. Filter to last 90 days. Look for category spikes.
02
AnswerThePublic
Type "roof leak" or "solar quote." Get the exact questions homeowners type.
03
NextDoor
Search "roof" in your town. See what neighbors are asking each other.
Module 03 · Window of intent
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03.15
90 day starter library
One hub video per doorway. Six pieces, 12 weeks.
One hub per intent moment. 8 to 15 minute long form on YouTube, plus 3 to 5 short form clips drawn from each hub. The clips refresh; the hub compounds.
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03.16
Which doorway to build first
Start with the doorway that's already at your door.
If you do storm restoration, build the storm hub before hurricane season. If you do solar, build the bill shock hub before July.
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03.17
Honest hedge
This works for installed product trades. Not for impulse buy categories.
If you sell something that gets bought on a Saturday afternoon, intent doorway content is the wrong frame. Roofing, solar, HVAC, a remodel, none are Saturday afternoon purchases.
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03.18
This week's work
Pick the one intent doorway that maps to your business.
Search NextDoor and Google Trends for what people are asking.
Write one hub video outline. 8 to 15 minutes. Specific. Local.
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03.19 · END
Next · Module Four
You know what they hunt for. Now, the exact five things to make.