Here's the full set of short video scripts for Dean & Alejandra to film. The angle is trust & hope — it leads with the people behind a Baltimore institution: Abbey Fence has been building this town's fences since 1955 — 71 years, over 3,000 jobs — and you two now carry that name forward with great work, fair pricing, and integrity. Filmed selfie-style on a phone — real beats polished. The build is fully modular: 10 quick hooks, 3 short "meat" bodies, and 2 CTAs — mix and match. Record ~15 short clips per presenter; we assemble up to 60 ads from them.
🤝 Trust / Hope · Fences only📱 9:16 Vertical · Selfie🎙️ Dean & Alejandra · film the full set TWICE📍 Baltimore City & County · Harford · Anne Arundel · Howard · Carroll🧩 10 hooks × 3 bodies × 2 CTAs = up to 60 ads🏅 Since 1955 · 3,000+ jobs · BBB A+ · Lifetime workmanship warranty
🧭 The whole idea. Give Baltimore homeowners hope that a fence contractor who does great work, charges fairly, and operates with integrity actually still exists — and that it's the kind of people you'd want on your property, around your family, behind your house. Not the cheapest — cheap means a corner you can't see until the fence leans in two years. Not gouging — charge what it actually costs to do it right, no more. People buy from people they know, like, and trust; the fence is just the proof of how we operate. Abbey's unfair advantage: Abbey Fence has been building Baltimore's fences since 1955 — 71 years, over 3,000 jobs, same name on the trucks the whole time — and it's family-owned by people who bought it because of that reputation and stake their name on keeping it. Lead with the people and the name, let the price sit underneath. Fences only — even though Abbey builds decks too, every frame here is fence.
🔴 THIS SET LIVES OR DIES ON HONESTY. Everything that goes on camera has to be literally true and something a homeowner could fact-check. Two simple rules: (1) the $3,999 anchor used in the price hooks is a real, honorable starting price — a price Abbey will actually build a basic/small fence for. It's the honest floor, never bait — and the body always makes clear bigger jobs cost more, so nobody thinks every fence is $3,999. (2) Any competitor number, "% cheaper" figure, or "# of fences built" count is confirm-before-filming — if it can't be backed with a real, verifiable figure, that line gets cut, never faked. Nothing invented ever goes on camera.
🎬 How to film it. A simple modular set: HOOK → BODY → CTA. Record all 10 hooks (a sentence or two each — ≤25 words), the 3 short bodies / "the meat" (45–80 words), and the 2 CTAs (20–35 words) — same shirt, same spot, same framing — so any hook snaps onto any body and any CTA. ~15 clips per presenter → up to 60 assembled ads. Both Dean and Alejandra film the full set (two separate shoots, one presenter per clip — never mix presenters inside a single clip). Every line is written "we/our" so both deliver the exact same script verbatim. Where you see a highlighted "confirm before filming" note, lock that detail first or skip that clip.
✅ Confirm / Fill Before Filming
quick checklist for Dean & Alejandra
Almost everything is ready to shoot. A few details just need a quick confirm from you before the camera rolls — they're all called out again where they appear in the scripts.
Detail
What we need
Founding year — RESOLVED ✔· heritage lines throughout
Confirmed from your intake: 71 years in business — since 1955. Every heritage line is now locked to "since 1955 / 71 years." Safe to film as written.
Heritage phrasing — say it the bulletproof way· H8, H10, B1, B3
Every heritage line is written as "Abbey Fence has been…" — the company's 71 years, not "our family has been… since 1955." Since the company changed hands in Feb 2025, this is the version that survives any homeowner's fact-check — and honestly, "we own it now and our whole job is keeping this name worth trusting" is a stronger line than pretending. Film the lines exactly as written; if a take drifts into "we've been building fences for 70 years," just reshoot that clip.
Fill in your MHIC (Maryland Home Improvement Commission) license number so we can show it on screen. Abbey is licensed & insured — we just need the actual number to display.
$3,999 anchor· the [PRICE] hooks · already confirmed ✔
Already confirmed real — safe to say on camera. It's a real basic/small fence Abbey will build at that price — the honest floor. See the note below on keeping it honest.
Any competitor $ / "% cheaper" / fence-count figure· e.g. H5
Only put a number on camera if you can back it with a real, verifiable figure. If you can't back it, just say the line without the number — or film the other hooks. Nothing invented ever goes on camera.
Neighborhoods you name
Where you name a specific area, use a real recent Abbey job site — Baltimore, Pikesville, Owings Mills, Towson, Gwynn Oak, Catonsville, Bel Air, Lutherville-Timonium, Westminster, Reisterstown. Specific = believable. Never say "the greater Baltimore area."
🔴 About the $3,999 starting price — keep it honest. The anchor number ("$3,999 for a fence?") is a real fence Abbey will actually build at that price, for a real basic / small / simple job. It's the honest floor, not a teaser.
$3,999 is confirmed real — safe to say on camera. Don't round it down or invent a lower number to win the click. Bait-and-switch pricing torches trust.
Any [PRICE] hook that leans on the number should let the body clarify that bigger jobs cost more — so $3,999 reads as an honest floor, not a promise that every fence is that price.
⚠️ Only backable claims go on camera: Abbey Fence since 1955 / 71 years, family-owned (present tense — never welded to a date), licensed & insured (MHIC), BBB A+ accredited, 185+ Google reviews, 3,000+ jobs completed, the limited lifetime workmanship warranty, the real counties/areas, and the real $3,999 floor. No star-rating number on camera.Bracket anything unbackable — any competitor number or "% cheaper" figure is a DO-NOT-AIR until Abbey confirms a real, verifiable figure. If you can't back it, film the others.
⚠️ A Few Ground Rules
keep every ad honest & on-brand
Never the word "leads." Say appointments · free quote · fence estimate · jobs.
Button = Learn More on EVERY ad. Never "Book Now," never "See Details."
Fences only. No deck talk, no deck footage — even though Abbey builds decks. Keep every frame fence. No roofing or insurance language anywhere.
Heritage the bulletproof way: "Abbey Fence has been building fences here since 1955" ✔ — never "our family has been building fences since 1955." The company's 71 years are real; say them as the company's.
Only backable claims on camera: since 1955 / 71 years, family-owned, licensed & insured (MHIC), BBB A+, 185+ Google reviews, 3,000+ jobs, the lifetime workmanship warranty, the real counties/areas, and the real $3,999 floor. No star-rating number on camera.
Bracket anything unbackable. Any competitor number, "% cheaper," or "# of fences built" figure is DO-NOT-AIR until Abbey confirms a real, verifiable figure — if it can't be backed, the line gets cut, never faked.
On set: if a number comes out that nobody can back, or the take drifts into decks — just reshoot that clip.
🎣 The 10 Hooks
≤ 25 words each · each presenter records ALL 10 · same shirt/location · the ONLY variable
Shoot all 10. They're split 5 [PRICE] · 5 [HOPE] so we can A/B the two approaches head-to-head. [PRICE] leans on the honest $3,999 floor; [HOPE] leads with the homeowner's fear/hope, not a number. Any hook cuts into any of the 3 bodies below. Legend:💲 [PRICE] = uses the real $3,999 floor (safe) · 🤝 [HOPE] = trust/hope open, no number.
💲 [PRICE] cluster→ leans on the honest $3,999 floor
H1 💲
[PRICE] · the honest floor
"$3,999 for a fence? Yeah — we actually do that. Let me tell you how, without cutting a single corner."
H2 💲
[PRICE] · myth-bust the big guys
"Everybody thinks a quality fence has to start at eight grand. That's exactly what the big national guys want you to believe. It doesn't."
H3 💲
[PRICE] · truth-reveal
"A good fence in Baltimore, starting at thirty-nine ninety-nine? That's not a gimmick — that's what happens when there's no giant company markup baked into your quote."
H4 💲
[PRICE] · contrarian on cheap
"Looking for the cheapest fence in Baltimore? Don't call us — and I mean that. But if you want it done right at a fair price, keep watching."
H5 💲
[PRICE] · where the money goes · confirm any $ figure
"Ever wonder why two fence quotes on the same yard come back a few thousand apart? It's not the wood. It's who's paying for 20 offices and 50 trucks — you, or them." If you add any competitor dollar figure here, it's DO-NOT-AIR until Abbey confirms a real, verifiable number — otherwise say it exactly as written above.
🤝 [HOPE] cluster→ trust/hope open · no number
H6 🤝
[HOPE] · burned-homeowner call-out
"If you've ever been burned by a contractor, this one's for you. I know exactly why you don't trust us yet."
H7 🤝
[HOPE] · the real fear
"The scary part of a new fence isn't the price. It's wondering if they'll actually show up and do it right."
H8 🤝
[HOPE] · the relief
"If you've been looking for a fence company in Baltimore you can finally trust — take a breath. Abbey Fence has been right here since 1955."
H9 🤝
[HOPE] · empathy with the dread
"Nobody wants to deal with fence contractors. Three quotes, three prices, no idea who's telling the truth. Let me make this easy."
H10 🤝
[HOPE] · the warranty nobody else offers
"Over 3,000 fences in Baltimore since 1955 — and every one we build comes with a lifetime workmanship warranty. Here's what that means for your yard."
🥩 The 3 Bodies — "The Meat"
45–80 words each · each presenter records all 3 · your own words, hit the point
Three short bodies, each a complete "meat" you can drop behind any of the 10 hooks. All written in "we/our" so both presenters deliver them verbatim. Say them like you'd talk to a neighbor — don't read.
1
B1 — Heritage + Stewardship / Who We Are
Angle: the people you're letting into your yard · film exactly as written
B-roll: the truck/logo, the crew on a real Abbey job site
"Here's what you should actually care about: who are you letting into your yard? Abbey Fence has been building fences in Baltimore since 1955 — 71 years, over 3,000 jobs, same name on the trucks the whole time. Companies don't survive seven decades in one town by cutting corners. We own it now, and our whole job is keeping that name worth trusting — because around here, everyone knows it."
2
B2 — Fair-Price Philosophy
Angle: why we can charge fair without cutting quality
B-roll: quality materials going up · a side-by-side / comparison
"If you want the cheapest fence, that's not us — cheap means a corner somebody hid that you won't see until it starts leaning in two years. If you want it done right, we charge what it actually costs, and not a dollar more. We're a local family shop, not a national brand paying for 20 offices and 50 trucks out of your quote. And if one big check is the only thing in the way — we've got financing."
3
B3 — Done Right & Backed for Life
Angle: the lifetime workmanship warranty — a fence you stop thinking about
B-roll: a finished fence line · the crew standing behind their work
"A fence isn't something you want to do twice. The guy with the cheapest bid today is usually the one who stops answering the phone the day it starts leaning. Every fence we install comes with a limited lifetime workmanship warranty — if our installation fails, we fix it. That's why people pick us over the low bid: not because we're cheapest, but because they never have to think about the fence again."
📣 The 2 CTAs
20–35 words each · each presenter records both · button = Learn More on BOTH
C1 · Soft / a real number on the spot
"If that's the kind of fence company you've been looking for, tap Learn More. We'll come out, walk your line, measure it, and hand you a real number on the spot — not a range, not a callback. Free, no pressure. Worst case, you get the truth for free."
C2 · Direct / honest urgency
"Want it done right? Tap Learn More below for a free estimate. Fair warning — our installs book out weeks in advance, so if you want your fence up this season, the clock starts at the estimate."
Button on every assembled ad = Learn More.
🧩 Assembly Map
how the clips become ads
10 hooks × 3 bodies × 2 CTAs = up to 60 unique cuts per presenter off ~15 clips
Both Dean and Alejandra film the entire kit in their own separate shoots — one presenter per clip, never mixed inside a single ad. That's ~15 clips each (10 hooks + 3 bodies + 2 CTAs) → up to 60 cuts each → up to 120 total and a clean presenter A/B. Scripts are "we/our" so both film them verbatim.
Shoot order (per presenter, same shirt/location for continuity): all 10 hooks back-to-back → the 3 bodies → the 2 CTAs. Then repeat the entire set with the other presenter.
File naming (Hooks / Meats / CTAs / Finals):ABBEY_DEAN_H06_Burned · ABBEY_ALE_M01_Heritage · ABBEY_DEAN_CTA01_HonestQuote · Final = ABBEY_DEAN_FIN_H06-M01-CTA01(the presenter tag keeps Dean's & Alejandra's files from colliding).
Test plan (hook-first + [PRICE] vs [HOPE] A/B):
Hook is ~80% of performance. Hold body + CTA constant and rotate the hooks first.
Keep the [PRICE] vs [HOPE] label as the A/B axis — which framing stops Baltimore fence buyers?
Lock the 2–3 winning hooks, then test the 3 bodies against them.
Compare Dean vs. Alejandra as a second axis once a hook winner emerges — lean into whoever converts serious homeowners cheaper.
🛠️ Shoot & Upload Notes
UGC-native: selfie framing, natural light, phone-quality. Sound like a person talking to a neighbor, not an ad read.
Presenter-agnostic: every line is "we/our" — no line depends on one person's personal story, so Dean and Alejandra both deliver the exact same script. Film the full set twice — one presenter per shoot, never mixed inside a clip.
Say real places out loud (Towson, Pikesville, Bel Air, Owings Mills, Catonsville, Westminster…) — specificity is the credibility. Never "the greater Baltimore area."
Heritage discipline: "Abbey Fence has been here since 1955" ✔ · "our family since 1955" ✘. If a take drifts into "we've been building fences for 70 years," reshoot that clip.
B-roll to grab on site (optional overlay): finished Abbey fences, a crew installing, the truck/logo, a homeowner handshake. Keep talking-head as the spine.
Numbers discipline: only $3,999 · since-1955 / 71 years · 3,000+ jobs · 185+ Google reviews · BBB A+ · the lifetime workmanship warranty · MHIC-licensed leave anyone's mouth. Everything else → bracketed until backed. No star-rating number on camera.
Financing: say it plainly ("we've got financing") — never a payment-per-month number on camera; that's a lender's math, not ours.
Confirm before filming: the MHIC # (for on-screen badges), and that the $3,999 language matches exactly how Abbey wants it said.
Fences only on set — no deck footage, no deck talk, even though Abbey builds decks. Keep every frame fence.
📝 Ready-to-Paste Meta Ad Copy
2 blocks · button = Learn More · honest
The $3,999 anchor is confirmed real and safe to publish. The founding year is confirmed — since 1955, 71 years. Do not publish an invented price or stat.
A · [HOPE] framing 🤝
Primary: If you've been looking for a fence company in Baltimore you can actually trust — one that does great work, charges fair, and treats your yard like their own — take a breath. Abbey Fence has been building Baltimore's fences since 1955: over 3,000 jobs, and every one backed by a lifetime workmanship warranty. Not the cheapest, not the gougers — just done right the first time. Tap Learn More for a free, no-pressure quote on your fence.
Headline: A Fence Company Baltimore Can Finally Trust.
Description: Family-owned. Building Baltimore's fences since 1955. BBB A+.
Button: LEARN_MORE
B · [PRICE] framing 💲
Primary: A quality fence in Baltimore, starting at $3,999? Yeah — we actually do that. No giant-company markup baked into your quote, no 20 offices and 50 trucks for you to pay for. Just a local family shop building on 71 years of Abbey Fence craftsmanship in Baltimore, charging what it actually costs to do it right — and not a dollar more. Financing available if you'd rather not write one big check. Tap Learn More for a free fence estimate. Worst case, you get the truth for free.
Headline: Quality Fences in Baltimore, Starting at $3,999.
Description: Family-owned. Building Baltimore's fences since 1955. BBB A+.