Winsol Brebo
Three branches, 250 emails a day, and advertising figures nobody could steer by.
Winsol Brebo installs windows, doors, roller shutters and sun protection from Dilbeek, Sint-Pieters-Leeuw and Aartselaar. The craftsmanship was solid, but the systems around it were holding the business back: an ERP from the early 2000s, and an ad account reporting on conversions that weren’t conversions.
Three branches. Systems from 2000.
Every day, Winsol Brebo receives 200 to 250 emails and sees 10 to 15 people walk through its showrooms. There was an ERP, but one from the early 2000s, with logic so tangled over the years that the simplest task required a detour. On top of that, communication ran through 17 to 19 mailboxes and four old domains. An email that someone opened and forgot to mark as unread was gone.
Marketing was handled by an external agency, on an advertising budget of €17,000 a quarter. The reporting looked healthy. Until we got access to the account and looked at what exactly was being counted.
At handover
Figures that meant nothing.
What was counted as a conversion often wasn’t a lead. A click on Google Maps counted. Three clicks on the same phone number counted as three conversions. As long as you don’t know which click was a real quote request, you can’t say which channel pays off either. Every budget decision was built on sand.
Underneath sat an account that had been running on autopilot for years. The French-language campaign was targeting the wrong location. And there were campaigns running on Bing and MSN that nobody knew about anymore.
What we do
One whole, built piece by piece.
The engagement is ongoing. Part of it is live, part of it is being built right now. Here’s what it includes.
The ad account paused and rebuilt
In the first two weeks, we paused 29 of the 39 campaigns. Carrying on from that basis was only costing money. After that, we cleaned up the conversion tracking so only real enquiries count, fixed the French-language localisation, cut the budget from €3,000 to €1,500 a month and gradually switched the campaigns back on. What worked stayed. The conversion count went down, and the numbers became true.
A new website in three languages, with forms that deliver a complete lead
The site is live in Dutch, French and English, with translations that are actually stored and proper hreflang tags instead of live translation. The domain authority of the old domains carried over and every old address redirects, because printed material from years ago is still in circulation. The completed projects sit on a single page with filters per product group, so a visitor can see the difference between aluminium and PVC at a glance.
The quote request, repair request and brochure download all have a mandatory address field with autocomplete, because without an address you only have half a lead. The repair form asks for the product, the installation date, what’s wrong and the original invoice, because a wrong estimate means sending one fitter too few to the job.
Social, the Renovation Days and visibility in AI answers
Fourteen bilingual posts in Planable and twenty ads on Meta, spread across promotions, seasonal content and retargeting. Head office’s promotional terms are checked locally first: a promotion on a motor type these branches don’t sell was replaced with a discount that does apply. On top of that, content appears under News based on what people are actually searching for that week, so they show up in Google and also when someone puts that question to an AI.
A custom ERP to replace the system from 2000
One instance with filters per branch, because planning and admin run across all three. A central inbox where only the owner of a file gets notifications, while everyone can follow along. A quote calculator that automatically works out the installation cost using five different rate patterns, right down to tiered pricing that recalculates across all quote lines. And purchase rates per unit for subcontractors, so once a work order is completed, it’s clear what can be invoiced.
An on-site assistant connected to the ERP
An agent that lives on the website, draws on the FAQ database, learns from the conversations it has and guides a quote request from start to finish. It gathers what’s needed, chooses between a showroom visit, a home appointment or a quote, knows which salesperson covers which postcodes and suggests time slots. The salesperson decides, and the assistant prepares.
Where things stand today
Half the budget, figures that add up.
Since the rebuild, the counter stands at 63 conversions at €46.24 per conversion, on €2,930 of ad spend. Conversions rose compared with the period before, with 9 active campaigns instead of 39. Less noise, less budget, and for the first time, figures a decision can rest on.
The website is now live in three languages, with the completed projects on one filterable page and three forms that deliver a usable lead instead of just a name and an email address. The Renovation Days were the first full campaign to run through it, organic and paid at the same time.
What’s being built now
From first click to work order.
The ERP is under construction. One system for the three branches, in which an enquiry comes in, becomes a quote, turns into a project once signed, and continues through planning, work order and invoice. The email flow comes together in one inbox with an owner per file, so 250 emails a day no longer land on everyone at once.
On top of that comes the assistant on the website, connected to that same ERP. We build module by module and have each part tested before the next one begins. Whatever goes live is finished for the people who have to work with it.
Under the bonnet
How it all fits together.
The components the system runs on.
One ERP, three branches
Laravel and Filament on MariaDB. One instance with filters per branch, roles per user and an owner per file who is the only one to get notifications.
Quote calculator
Five rate patterns for the installation cost, from a fixed amount per unit to tiered pricing that recalculates retroactively across all quote lines.
Integrations
Invoicing and payment status via Peppol, telephony that looks up the customer file on an incoming call, and email that stays linked to the file in both directions.
The assistant
Reads the FAQ database, learns from the conversations it has, and chooses between a showroom visit, a home appointment or a quote based on the postcode.
Services
The services behind it.
Does everything at your company run in a different tool?
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