A Full Course Launch Build for a Mission-Driven Real Estate Training Company From No Backend to a Live, Revenue-Generating System

When Erin and Juli first came to me, they had everything except the piece that mattered most for launch.

They had a $3,300 course ready. A sales page fully designed. A warm audience of 160 leads including agents inside a 120-member national brokerage division who were hungry for exactly what they were teaching. Months of preparation behind them.

But they had zero automations, zero funnels, and no way to take a single dollar of payment.

As founders of Dovetail Companies, Erin and Juli had spent years developing a deeply human approach to helping real estate agents serve elderly clients, blending professional skills with energy work, guided meditation, and heart-centered client connection. Their course was rich, validated, and ready.

What was not ready was the backend.

Their sales page existed but was not connected to anything. No checkout. No payment processing. No confirmation sequence. No onboarding emails for students who purchased. No way to build pre-launch momentum with the warm list they had spent months growing.

They had been working with a brand partner who handled design but not systems. Every week without a launch meant warm leads going colder.

"We had a short time frame to launch our course and needed help desperately." Erin DiCarlo, Co-Founder, Dovetail Companies

Their vision was clear from the first call:

They wanted a complete launch system. A founding members pricing strategy to create urgency. An affiliate program so students could refer other agents. A marketing email sequence to warm their list before the cart opened. And an onboarding flow that made every new student feel welcomed and taken care of.

They also needed it done in under two weeks.

Over 7 to 10 days, I built three complete systems inside Kajabi:

System 1: Marketing Campaign 12 emails total. Seven daily pre-launch emails to build heat and momentum before the cart opened. Five spaced through the cart-open window. Automated unsubscribe trigger so buyers stopped receiving sales emails the moment they enrolled. Every email written to Dovetail's voice and brand.

System 2: Sales Funnel and Onboarding Sales page connected to a live checkout. Founding members coupon with a hard expiry date to create urgency. Order bump at $97. Upsell at $397. Confirmation and thank you pages. Full onboarding email sequence for new students: welcome email, what to expect inside the course, a personal story from Juli as the first agent to go through the program, and an affiliate code invitation.

System 3: Affiliate System A complete affiliate portal with landing page, onboarding email, email swipe files, and social media templates for LinkedIn, Facebook, and Instagram: all ready to copy and use in one click. Students who enrolled could immediately start referring other agents and earn commission.

Every flow was tested before going live. Every automation checked. Every email sequence verified. The system launched exactly on the planned date.

Three things made this build complex:

Zero Starting Point There were no existing automations, no funnels, no email sequences, and no checkout flow. Everything was built from scratch in a short window.

Fix: Ran a full tech strategy session before touching a single tool. Mapped the entire customer journey: every page, every email, every automation, before the build began. This meant no wasted time once the build started.

Tight Timeline with Multiple Moving Parts Three separate systems needed to go live simultaneously: marketing campaign, sales funnel, and affiliate portal, each with their own content, logic, and automation triggers.

Fix: Sequenced the build in priority order. Marketing campaign first so pre-launch emails could begin. Sales funnel second so the cart could open 7 days later. Affiliate system third so new students could start promoting immediately after enrolling.

Founding Members Pricing Strategy They needed a discount price for early buyers that expired automatically, switching to full price without manually changing the sales page.

Fix: Created a coupon code with a hard expiry tied to the founding members launch window: 15 days only at $1,995, then full price at $3,300 for the next 15 days. No page changes needed. Clean and automatic.

Once the system went live, everything worked from day one.

$10,000 in revenue generated at launch 10 students enrolled: 5 paid, 5 complimentary 2 paid students came directly through affiliate referrals within days of launch 50%+ email open rates on the marketing sequence Full system live in 10 to 14 days from zero

"Wooohoo!! It's launch day!" Juli Ford

With their Kajabi system now live, Erin and Juli could:

Focus entirely on delivering the course content Trust that every new student received a consistent, warm onboarding experience Watch affiliate referrals come in without any additional effort Plan their next launch round in January with a proven system already in place

This was not just a tech build.

It was the missing piece that turned months of preparation into a live, revenue-generating launch in under two weeks.

"We had zero automations, zero funnels, and all of these technical gaps. You filled all of them. Cannot thank you enough for all of your work. You were the key in the lock we had been waiting for."

Erin DiCarlo and Juli Ford, Co-Founders, Dovetail Companies