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, honest 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 — and it's owned by people who bought it because of that reputation and stake their name on keeping it. Lead with the people and the name, and be straight about price: $3,999 is a real starting point, and we say out loud what most backyards actually cost so nobody walks into the estimate surprised. 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 kit says out loud what most backyards really run ($4,500–$6,500), 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" (≤70 words), and the 2 CTAs (≤34 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. The longest possible ad is ~128 words ≈ 50 seconds. You don't need to rush. You just need to not add.
✅ 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 = a row-home backyard with a gate?· H1, B2 · 🟡 confirm
$3,999 is confirmed as a real starting price. The new lines describe it as "a row-home backyard with a gate" (your intake's typical job: ~50' with a gate). Confirm that's what $3,999 actually gets someone, or tell us the right way to describe it.
"Most backyards land between $4,500 and $6,500"· H2, B2 · 🟡 confirm
From your intake (median ticket ~$4.5K, average ~$6.6K). Saying the real range on camera is how we stop the sticker shock you mentioned: people show up expecting the real number. Confirm you're comfortable saying it, or give us the range you'd rather use.
Price at the visit?· C1 · 🟡 confirm
Do your estimators give the homeowner a price on the spot at the visit? If yes, we add "on the spot" back into C1. It's one of the strongest lines in the kit. If not, film C1 as written.
No competitor numbers
There are no competitor prices, "% cheaper" figures, or office/truck counts anywhere in this kit, on purpose. If one slips out on set, reshoot that clip. 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.
Every [PRICE] hook gets tested on B2 ("Straight talk on price") first, so a $3,999 opener always lands the real $4,500–$6,500 range before the CTA. $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, the real $3,999 floor, and the $4,500–$6,500 typical range (once confirmed). No star-rating number on camera.Never "our own crews."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
19–24 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] opens on the honest $3,999 floor or the real price range; [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→ the honest $3,999 floor + what most fences really cost
H1 💲
[PRICE] · the honest floor · 🟡 confirm what $3,999 gets · 24 words
"$3,999 for a fence? Yep, that's real. That's a row-home backyard with a gate. Bigger yard, bigger number, and I'll show you exactly why."
H2 💲
[PRICE] · what a fence really costs · 🟡 confirm the range · 24 words
"Here's what a fence in Baltimore actually costs. Most backyards we do land between forty-five hundred and sixty-five hundred. Here's what moves that number."
H3 💲
[PRICE] · where the money goes · 24 words
"Two fence quotes on the same yard can come back thousands apart. It's usually not the wood. It's everything else baked into that quote."
H4 💲
[PRICE] · contrarian on cheap · 23 words
"Looking for the cheapest fence in Baltimore? Honestly, don't call us. If you want it done right at a fair price, keep watching."
H5 💲
[PRICE] · the sticker-shock quote · 19 words
"If a fence quote ever made your stomach drop, you're not crazy. Here's where that number actually comes from."
🤝 [HOPE] cluster→ trust/hope open · no number
H6 🤝
[HOPE] · burned homeowner (a real Abbey story) · 24 words
"A contractor lifted half a customer's fence six inches and vanished. The gate never latched again. Been burned like that? This is for you."
H7 🤝
[HOPE] · the real fear · 21 words
"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 · 22 words
"Looking for a fence company in Baltimore you can actually trust? Take a breath. Abbey Fence has been right here since 1955."
H9 🤝
[HOPE] · empathy with the dread · 22 words
"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] · never do it twice · 24 words
"Nobody wants to put up a fence twice. So every fence we install comes with a lifetime workmanship warranty. Here's what that actually covers."
🥩 The 3 Bodies — "The Meat"
65–70 words each · each presenter records all 3 · say it like you'd talk to a neighbor
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 — Whose Name Is On It
Angle: 71 years of a name, and the warranty behind it · 70 words
B-roll: the Abbey logo/sign, finished Abbey fences, a real job site
"Here's what you should actually care about. When something goes wrong with your fence, whose name is on it? Abbey Fence has been building fences in Baltimore since 1955. 71 years, over 3,000 jobs. Companies don't last seven decades in one town by cutting corners. We own it now, and our whole job is keeping that name worth trusting. It's our name on your job and our warranty behind it."
2
B2 — Straight Talk on Price
Angle: the real numbers, and why there's no billboard in them · 65 words · 🟡 confirm $3,999 description + range
B-roll: a small backyard run with a gate · a full backyard · materials going up
"Straight talk on price. A row-home backyard with a gate can start at $3,999. Most full backyards we do land between forty-five hundred and sixty-five hundred. More feet, more gates, vinyl or aluminum, that costs more. What you won't pay for is somebody's TV ads and billboards. We're a small local shop. We price the feet, the materials, and the labor. Not a dollar more."
3
B3 — Who Shows Up
Angle: the estimate visit your customers rave about + the lifetime warranty · 66 words
B-roll: an estimator walking a fence line with a homeowner · a finished fence
"A fence isn't something you want to do twice. What our customers tell us most is our estimator showed up on time, walked the whole line, and caught the problems early. The slope, the gate swing, the property line. Then every fence we install gets a limited lifetime workmanship warranty. If our installation fails, we fix it. That's why people pick us over the lower bid."
📣 The 2 CTAs
30–34 words each · each presenter records both · always END on "Tap Learn More below"
C1 · Soft / a real number · 34 words · 🟡 "on the spot"?
"If that's the kind of fence company you've been looking for, we'll come out, walk your line, and give you a real number. Free, no pressure. Tap Learn More below to pick a time."
C2 · Honest urgency · 30 words
"Heads up, our installs usually run four to six weeks out. So the sooner your estimate is on the calendar, the sooner your fence is up. Tap Learn More below."
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. Every [PRICE] hook runs on B2 first. We judge winners on booked → quoted → closed, not just cost per click. A hook that brings fewer, better homeowners wins.
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 books 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, an estimator walking a line, the Abbey logo/sign, a homeowner handshake. Keep talking-head as the spine.
Numbers discipline: only $3,999 · $4,500–$6,500 typical range · 4–6 week install lead time · 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: don't say it on camera. Meta's ad review reads what's spoken in the video, and financing lines get ads rejected. Your estimators mention it at the visit, and it stays on the landing page.
Never "our own crews" or "no subs." Say "we" and "our name / our warranty."
Confirm before filming: the MHIC # (for on-screen badges), what $3,999 gets someone, the $4,500–$6,500 range, and whether estimators price on the spot.
Fences only on set — no deck footage, no deck talk, even though Abbey builds decks. Keep every frame fence.