The short version
- The offer:Lead generation, follow-up, website and every tool a broker needs to start and grow, in one place. $2,997 for 12 months. About $99/month afterwards, or free tools while on a managed marketing plan.
- The difference:Others sell CRM and website bundles. We add AI, the Academy and a leader with a real track record.
- The launch:A free live class on Tuesday, January 26, 2027, cart open until February 2, first installs from February 8. All of this needs terms signed by November 20.
- Three blockers:The Academy is English only today, the AI hasn’t been demonstrated, and Utilmo’s cost per broker could erase the margin.
- Brand:A new logo built on the chevron of the Ê, not yet trademark-checked.
- The bigger play:If this is profitable, Tatiana and others can have their own version. So build a template now, but prove the first one before selling the second.
Decisions needed first
My defaults are recommendations, and the mockups use them.
| Decision | My default | Why it matters |
|---|---|---|
| Deal structure: Alex, François, Utilmo, William | Nothing assumed, still in negotiation | Four parties now share one $2,997. Everything else depends on this, including use of François’s name |
| Utilmo’s price per broker | Get a partner rate well under list | At list, a website plus 12 months costs $2,560 and up. That leaves at most $437 for AI, the Academy, ads and profit |
| White label or “powered by Utilmo”? | White label on buyer pages (Utilmo offers it) | “Powered by” would allow using its 1,000+ Quebec brokers as proof. White label keeps the brand clean |
| Existing Utilmo customers | Agree a rule with Nizaar before launch | They may pay more for less and see this offer. It needs an upgrade path or a clear difference |
| William’s AI: what, cost, who owns it? | Live demo in Quebec French before any AI promise | It’s the main selling point, and it’s the least defined piece. The conversation in the mockup is what we’d be promising |
| French version of the Academy | Dub or subtitle the 56 modules, and run live sessions in French | The terms say English only. This is the biggest risk to a January date. Recording it fresh is better but slower |
| Do marketing clients also pay the $2,997? | Yes. Marketing only removes the renewal fee | Protects first-year cash |
| Renewal: $99, or closer to $199? | Set it after Utilmo and AI costs are known | Utilmo lists $129.99/month with a website and $79.99 for CRM only, before AI. $99 may lose money |
| Guarantee | Conditional 120 days, same as the Academy’s terms | It’s a stronger offer than a 14 day install promise, but a refund still leaves partner costs to absorb |
| Proof | Use his team’s stories with clear disclosure, and run an outside-broker pilot | Valérie credits “all the leads.” Outside buyers don’t get those |
| Relationship to the Self-Listing funnel | Find out who runs it, then share one calendar | It’s a live English funnel from Oct 2026, with its own offer. The two shouldn’t compete for his attention or his list |
| Legal review | Counsel reviews terms, CASL, Law 25, call recording and OACIQ advertising | I couldn’t confirm the specifics, so this needs a lawyer |
The funnels
| Funnel | Who it’s for | Path | Job |
|---|---|---|---|
| Live class | Warm audience, Frank’s followers | Ad or post, register, reminders, live class, offer | Main launch sales event |
| Score Inarrêtable | Cold brokers | Ad, 8 question quiz, score, class | Builds the list, then keeps running |
| Main offer | Established brokers | Sales page, 2 step signup, onboarding page | Converts buyers during and after launch |
| Starter Pack IA | Newly licensed brokers and students | Dedicated page, same signup, same product | Alex’s “start their business” angle |
Timeline
January fits because brokers plan their year then, ahead of the spring market. These dates are proposed, and they slip week for week with the deal.
| Dates | Phase | What happens | Done when |
|---|---|---|---|
| Nov 5 to 20 | Deal and proof of concept | Settle partner terms, get Utilmo’s rate, see William’s AI live, choose the French course route | Signed terms and a working AI demo |
| Nov 23 to Dec 18 | Build | Utilmo master template, AI connected, real funnels, payment, contract, French course production starts | A test broker goes from form to booked appointment, in French |
| Dec 7 to Jan 22 | Pilot | Install 5 to 10 brokers, mostly outside Groupe Mackay, at a pilot rate in exchange for documented results | Real install times, and at least 3 outside-broker testimonials |
| Jan 4 to 25 | Pre-launch | Frank’s Instagram content, Academy and Groupe Mackay lists, Utilmo’s channels if agreed, diagnostic ads, registrations | Registration target hit |
| Jan 26 | Live class | 60 minutes of teaching, live AI demo, offer. Cart opens | Class delivered, replay up |
| Jan 26 to Feb 2 | Cart open | Replay, FAQ session, close emails and SMS. The real close: the cohort install starts Feb 8 | Cart closes at 11:59 p.m. on Feb 2 |
| Feb 8 to Mar 15 | Install cohort | 14 day installs in small waves. Offer managed marketing from about day 45 | All brokers live, first results captured |
| Mar 15 to Apr 30 | Review | Check margin, refunds and use. Monthly class and diagnostic ads keep running | Go or no-go on English and on leader 2 |
| From May | English markets | English pages, the Academy as it is, then reuse the template for the next leader | First English cohort sold |
Go or no-go on January 11:delay the class if the AI isn’t working in French, the French course isn’t ready, the pilot has no working installs, or terms haven’t passed legal review. A later launch costs less than refunds and damage to François’s name.
Traffic and messages
Quebec is a small market: an undated OACIQ document cites about 18,000 brokers, so check the current number. That favors reputation and repeat exposure, and it’s one reason English markets matter next. 1% of that market would be 180 brokers, or about $539,000 in enrollments.
| Source | Message (French, as in the mockups) | Goes to |
|---|---|---|
| Frank to camera, Instagram | « Une demande d’évaluation entre à 21 h. Tu réponds quand ? » | Diagnostic |
| AI demo reel | « Regarde ce qui se passe quand un propriétaire écrit à 21 h. » (real demo only) | Live class |
| Meta ads, established brokers | « Tu n’as pas besoin de huit logiciels et de trois fournisseurs. Tu as besoin d’un système qui génère des affaires. » | Class, then offer |
| Meta ads, new brokers | « Tu viens d’obtenir ton permis ? Ta technologie est déjà prête. » | Starter Pack IA |
| Academy and Groupe Mackay contacts | Direct invitation from François, only to contacts we may legally message | Class |
| Retargeting | Valérie, Mona, Mélodie and Patrick, then pilot results, with the disclosure | Offer |
Follow-up
- Diagnostic:7 day plan by email, each day fixing one weak stage, then the class invitation.
- Class:confirmation, 7 day, 1 day and 1 hour reminders, plus a same-day text for those who opted in.
- Cart:replay within 24 hours, objection email (data, ad budget, renewal, AI), then 48 hour, 24 hour and 3 hour closing notices.
- Buyers:call booking right away. Renewal notice at about day 300, so nobody is surprised.
Launch model
These are my placeholder assumptions, not forecasts, benchmarks or quotes. Replace them as real numbers come in, especially Utilmo’s rate and the AI cost.
Left to split, year one
Registrations
Attendees
Buyers
Enrollment revenue
Delivery cost per broker, year one
Refunds
Ad cost per buyer
Share of 18,000 brokers registered
Renewal margin per broker, per month
“Left to split” is before François, Alex, Utilmo and William’s shares, overhead and taxes. It excludes managed marketing revenue, because that fee isn’t set.
Who does what (proposed)
| Person | Owns |
|---|---|
| François | The face: class, Instagram content, Academy, coaching, his list, and real stories with permission |
| Alex | The deal, offer terms, sales strategy, recruiting tie-in, final say on copy, and the case for leader 2 |
| Nizaar and Utilmo | CRM, websites, Centris, dialer, broker installs, technical support, white label |
| William | The AI: conversations in Quebec French, handoff to the broker, cost per broker |
| Alin and tech team | Funnels, connecting Utilmo and the AI, tracking, follow-up sequences, launch assets |
| To be assigned | Onboarding lead, ad buyer, French course production, lawyer, accountant |
I’m assuming Alex’s “Nazar” is Nizaar Gherfal, listed as Utilmo’s president. I don’t yet know who William is. Please correct either.
Making it repeatable
Alex’s expectation: if this is profitable, Tatiana will want one too. To make that quick, the template needs a clear line between what stays and what changes.
| Stays the same | Changes per leader |
|---|---|
| Utilmo and AI setup, funnel structure, follow-up, install process, contract framework, the numbers dashboard | Name, face, story, colors, training, proof, language, price, list and deal terms |
Rule for leader 2: start after the first cohort shows real margin, low refunds and active use at day 90. Otherwise a second launch only repeats the same problems.
Today’s mockups share one design system, but their copy is still written for François on each page. Turning them into a true fill-in template is a build item.
Main risks
| Risk | What we do about it |
|---|---|
| AI doesn’t live up to the pitch | Demo before promising. Keep a human handoff. If it’s weak at launch, sell the rest and add AI later, with honest wording |
| No French course by January | Choose the route by November 20, move the date if needed, and don’t publish “en français” until it’s true |
| Margin disappears across four parties | Use the model above with real quotes before agreeing the price |
| Team results get read as typical | Disclosure beside every result. Outside-broker pilot as soon as possible |
| Outside brokers distrust a rival’s system | Data stays with a separate company, in the contract. Say openly that Frank also recruits, and recruit only through opt-in content, never from customer data |
| Conflict with Utilmo’s current customers | Agree who can buy what, and any upgrade path, before launch |
| Buyers expect “lead generation” to mean free leads | Say ad budget is separate on the sales page, the checkout and the FAQ (already in the mockups) |
| Installs can’t keep up | Master template, install waves, cohort cap based on measured pilot time |
| Income claims | Personal stories only, with disclosure. No promised results, and “9 out of 10 appointments” stays out unless proven |
| Renewal surprise or disputes | Terms above the pay button, a consent checkbox and a notice before year end |
What we track
- Funnel:cost per registration, attendance, class-to-buyer rate, ad cost per buyer.
- Delivery:days to install, share of brokers live by day 14, refunds, cost per broker.
- AI:share of leads answered within 5 minutes, conversations handed to a broker, appointments booked, complaints.
- Revenue:managed marketing take-up by day 90, renewal rate at month 12.
Next 6 steps
- 1Alex introduces William and sets up a live AI demo.
- 2Alex and Nizaar agree Utilmo’s rate, white label and the rule for current customers.
- 3François confirms the French course route, the Academy price and his verified numbers.
- 4Put real costs in the model and confirm $2,997 and the renewal price.
- 5Find out who runs the Self-Listing funnel, and get written OK from the four people in the videos.
- 6Choose 5 to 10 pilot brokers, mostly outside Groupe Mackay.
Sources checked November 5, 2026: Utilmo pricing, Utilmo CRM, Utilmo white label, Utilmo about, Self-Listing System, Academy terms, Prospectium, Estatefunnel, OACIQ document citing about 18,000 brokers. Direction comes from Alex’s voice notes of November 5.