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Sellaray · Managed AI Front Office · Est. 2024
Currently booking — Q3 2026

Your AI front office,
managed monthly.

We run the AI that answers every call, replies to every lead in under 60 seconds, and reactivates the ones you wrote off. One system, one retainer — monitored, optimized, and improved every month. You don't lift a finger.

sellaray · ops · live● 2870 runs/day
08:14:02 ▸ inbound · web form · jane@northwind.co
08:14:03 ▸ enrich · clearbit · matched · 92%
08:14:04 ▸ route · territory: NE · agent: marc
08:14:06 ▸ sms · sent · template:new-lead-v3
08:14:09 ▸ crm · upserted · contact #18421
08:14:14 ▸ inbound · phone · +1 (203) 555-0177
08:14:28 ▸ transcribe · whisper · 14s · ok
08:14:29 ▸ classify · roofing · urgency: 7/10
08:14:30 ▸ route · agent: priya · slack ping
08:14:32 ▸ reply · drafted · waiting · approve
One monthly retainer

The whole front office in one bill. No “platform fees,” no surprise add-ons.

We run it, not you

Built, monitored, and tuned by us every week. You watch the bookings land.

Optimized monthly

Live monitoring, monthly reporting, and continuous improvement baked in.

Month-to-month

Managed month-to-month after an initial 90-day build-in period. Your data stays yours.

Speed-to-lead✱Instant quoting✱AI voice receptionist✱Lead reactivation✱Missed-call text-back✱Appointment booking✱Lead qualification✱AI lead-gen✱24/7 coverage✱Speed-to-lead✱Instant quoting✱AI voice receptionist✱Lead reactivation✱Missed-call text-back✱Appointment booking✱Lead qualification✱AI lead-gen✱24/7 coverage✱
04½ · The shop floor

Flip the switch. Watch the chaos become a system.

① Inbound leadsmanual
web form
Jane @ Northwind
! 18h overdue
phone
+1 (203) 555-0177
pending
referral
Thumbtack #44821
! 18h overdue
web form
Marc — re-roof quote
pending
DM
@hearth_co · IG
pending
② Operatorhuman · overloaded
🧑‍💼
stack growing · 23 unread
↓ drag to trash
call back
jane!!chase quote
tri-statewhere is
the spreadsheet?
trash
③ Outcomeguesswork
First-touch~18h
Leads dropped31%
Reporting3 spreadsheets
Operator nightslate
In this issue
Vol. II · No. 3 · July 2026
  1. 03ManifestoA studio. Not a SaaS. Not a guru.Four creed entries on what we make and what we refuse to make.03
  2. 11ProcessFrom audit to a front office we run for you.Map, build, go live, then optimize every month. Managed, not handed off.11
  3. 24RetainersTwo retainers. One managed front office.AI Front Office · AI Front Office + Lead Gen. The named systems live inside them.24
  4. 38Selected workThree projects we actually shipped.Tri-State Roofing, Northwind Solar, Hearth & Home Co. — with the numbers to back it.38
  5. 54HeardQuotes, in-house.Operators, founders, dispatchers. The people who press the buttons.54
  6. 61FAQQuestions you would probably ask.Pricing, ownership, scope, and what we will not do.61
01 — Manifesto

A studio. Not a SaaS. Not a guru.

  1. i.

    Most "AI" companies will sell you a dashboard —

    And then leave the integration, training, and accountability as 1.

    We don't.

  2. ii.

    We sell the finished thing —

    Pipes, playbooks, and the people who keep them running while you sleep2.

    • Built
    • Wired
    • Tested
    • Manned
    • Delivered
  3. iii.

    It looks like software.

    It feels like staffing.

    A team you didn't have to hire, in a stack you didn't have to choose.

  4. iv.

    You ship more.
    We don't take a seat at your table.

    — The Sellaray team
  1. 1 See: every “AI consultancy” deck since 2023.
  2. 2 The people part is the hard part. Most agencies skip it.
02 · How it works

From audit to a front office we run for you.

01

We map your mess.

We start with the AI Strategy Intensive — shadowing your ops, sales, and marketing, talking to the person who actually presses the buttons. We leave with a hit list and a retainer scope.

DiscoveryWorkshopAuditRoadmap
HIT LIST · TRI-STATE ROOFING · WK 2DRAFT
  1. ✓ Inbound leads scattered across 4 inboxes — needs unifying
  2. ✓ Quote turnaround: 3 days avg → target <1h
  3. ! No SLA on first-touch — losing 31% of inbound
  4. ✓ Estimator does double-entry into QuickBooks + Sheets
  5. ! Marc spends ~6h/wk on manual reporting
  6. ○ Crew dispatch via group text — no audit trail
6 of 14 items shown · pulled from 11 stakeholder interviews
leadscrmsalesadsops
02

We build the rails.

We stand up your front office — speed-to-lead, voice, quoting, reactivation — wired into your phones and CRM. Built on tools that keep running, documented in plain English.

BuildQADeployTest
web formphoneDMs · IG/FBreferralclassifyenrichscorerouteCRMSMS replySlack alertdashboard
SR-001 · simplified — production wiring has 23 nodes
webhook inenrich dataroutecrm syncsend smslog▸ deployed · 04:22 UTCruns/day: 2,847errors: 0.02%
03

We go live and run it.

The system goes live and we operate it. Calls answered, leads worked, dashboards pinned. You see exactly what we're running for you, every day — without touching it.

LaunchMonitorOperateReport
RUNBOOK · LEAD INTAKE · v1.4LIVE

If a lead score > 80 and source = "phone"

  1. Bot answers within 8 seconds
  2. Captures: name, address, intent, urgency
  3. If urgency = "leak/active damage" → page on-call manager
  4. Else → schedule callback within 4h, send SMS confirmation
  5. Write to CRM with audio transcript attached

If anything fails

  1. Slack #ops-alerts pings owner-on-rotation
  2. Lead falls back to Marc's queue with a "manual" tag
  3. Postmortem auto-drafted in Notion within 24h
42 runbooks shipped to date · this one runs ~247×/day
jandecTime saved per week (hrs)+82h
04

We optimize every month.

The retainer is the job, not the afterthought. Ongoing monitoring, new playbooks, monthly reporting, and continuous tuning. Managed month-to-month after an initial 90-day period.

OptimizeIterateExpandReport
SLA · MANAGED MONTHLY RETAINERMONTH-TO-MONTH
< 4h
Response, business hours
< 24h
Response, anytime
2/mo
New playbooks included
99.7%
Pipeline uptime guarantee
1/mo
Reporting + optimization review
∞
Slack questions
Plain English. Month-to-month after 90 days. No "platform fees."
leadscrmsalesadsops
03 · Retainers

Two retainers. One managed front office.

You're not buying six tools. You're hiring an AI growth partner. AI Front Office runs your whole intake as one system; AI Front Office + Lead Gen adds managed ads to fill the top. The paid intensive maps where to start. Everything is built, wired, and optimized for you every month. Hit ▶ to watch it run.
SR-RETAINER
AI Front Office
Managed monthly · the core retainer
Roofing · HVAC · Home services · Trades
Every lead worked
Retainer
Your whole front office, run for you as one system. Speed-to-Lead, an AI Voice Receptionist, an AI Instant Quoter, and a Nurture & Reactivation Engine — built, wired into your phones and CRM, then monitored and optimized every month.
✦Speed-to-Lead AI · <60s response✦AI Voice Receptionist · 24/7✦AI Instant Quoter · pricing on the spot✦Nurture & Reactivation Engine✦Live monitoring + monthly reporting
start today · checkout →
SR-RETAINER+
AI Front Office + Lead Gen
Managed monthly · everything, plus demand
Service businesses ready to scale
Demand + conversion
Retainer
Everything in AI Front Office, plus we fill the top of your funnel. Managed Meta ads, funnels, and AI qualification on top of the full front office — we bring the leads and convert them, all run and optimized monthly.
✦Everything in AI Front Office✦Managed Meta ads · built + optimized✦Funnels + landing pages✦AI lead qualification before your calendar✦Cost-per-lead + booked-job reporting
start today · checkout →
SR-005
AI Strategy Intensive
Front door · paid audit
Any service business
Build plan delivered
1–2w
A paid audit that maps every place your business leaks leads and hands you a prioritized plan. Start here — it leads straight into the retainer that plugs the biggest hole first.
SR-007
One Pane
Included · live reporting
Owners · Ops teams
Live · 24/7
Included
One screen that tells you whether the month went well — calls answered, leads booked, revenue moving. Included with every retainer, so you always see what we're running for you.
04 · Heard
“Honestly, it was like hiring a second ops team — except they showed up, shipped in a month, and then disappeared. Our intake doubled.”
— Marc D., Operations · Tri-State Roofing
05 · Selected work

A few things we actually shipped.

01 · Tri-State Roofing
A lead system that pays for itself by Wednesday.
+184%
qualified leads
<4min
first-touch
↑ LEADS / WEEKtri-state roofing · 12-month rollingJFMAMJJASOND+184%
01 · Tri-State Roofing · build sheet

What we built & what we wired it to.

Stack
  • Twilio · phone bridge
  • OpenAI Whisper · transcribe
  • HubSpot · CRM of record
  • Slack · ops alerts
  • Retool · operator UI
  • Postmark · transactional
What we shipped
  • 1 unified inbound pipeline
  • 42 routing rules
  • 11 SLA dashboards
  • 6-page runbook
  • 2 trained operators
02 · Northwind Solar
Quoting in 11 minutes instead of 3 days.
11min
quote time
38%
close rate
$1.2M
ARR added
0
dropped leads
11MINQUOTE TIMEnorthwind solar · before vs. afterWAS · 3 DAYS
02 · Northwind Solar · build sheet

What we built & what we wired it to.

Stack
  • Google Maps · roof sizing
  • Stripe Quotes · pricing
  • Anthropic · spec generation
  • DocuSign · e-sign
  • QuickBooks · ledger sync
  • Linear · install dispatch
What we shipped
  • Auto-quote in 11min
  • PDF generator + branded
  • 3-tier pricing engine
  • Install scheduling layer
  • Customer portal
03 · Hearth & Home Co.
A content engine that writes 40 posts a month — and they sound like them.
40/mo
posts
3.4x
reach
↗ CONTENT SHIPPEDhearth & home · 30 days40 pieces.
03 · Hearth & Home Co. · build sheet

What we built & what we wired it to.

Stack
  • Descript · podcast ingest
  • Anthropic · clip selection
  • OpenCV · vertical reframe
  • Buffer · multi-channel post
  • Notion · content calendar
  • Frame.io · review loops
What we shipped
  • Voice-fingerprint model
  • Clip-mining pipeline
  • 40 posts/mo cadence
  • 3-stage review workflow
  • Calendar sync · all channels
06 · FAQ

Questions you'd probably ask.

⌕
/01
Are you another AI agency?
Technically yes, practically no. We don't sell a chatbot and disappear. We run your AI front office for you — speed-to-lead, an AI voice receptionist, instant quoting, reactivation — as one managed system on a monthly retainer, wired into your CRM and phones and optimized every month.
/02
Where do we start?
With the AI Strategy Intensive — a paid audit that maps every place you're leaking leads and hands you a prioritized plan. It leads straight into a retainer, so we start by plugging the biggest hole first and run it from there.
/03
Is this a one-time build or ongoing?
Ongoing. You're hiring a managed AI growth partner, not buying software once. We build the system, then run, monitor, report on, and improve it every month. Managed month-to-month after an initial 90-day build-in period.
/04
How fast can the AI respond to a lead?
Under 60 seconds. Speed-to-lead texts and calls every new inbound lead automatically, qualifies them, and books the appointment — including after hours and weekends. The AI voice receptionist answers live calls in two rings.
/05
What kind of businesses do you work with?
Service businesses — roofing, HVAC, home services, med spas, trades, and anyone who lives and dies by inbound leads and booked appointments.
/06
Can you bring me leads too, not just convert them?
Yes. That's the AI Front Office + Lead Gen retainer — everything in the front office plus managed Meta ads, funnels, and AI qualification. We fill the top of your funnel and qualify every lead before it reaches your calendar.

Let's build

the boring magic.

A 30-minute call. No deck, no buzzwords. We map your bottleneck on a whiteboard.

Book a call ↗
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sellaray · ops · liveesc to close
—sellaray ops · v4.2 · type a command, or "?" for help
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