Here's the full set of short video scripts for Dean & Alejandra to film. The angle is trust & hope — it leads with the people: a Baltimore family that's been building fences here for three generations, that does great work, charges fair, and operates with 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 · Carroll to Harford🧩 10 hooks × 3 bodies × 2 CTAs = up to 60 ads🏅 Family since 1955 · BBB A+ · 4.4★
🧭 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: a Baltimore family that's been building fences here since 1955 — roughly 70 years, three generations. Lead with the people, 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 (0–3s each), the 3 short bodies / "the meat" (15–30s each), and the 2 CTAs (5–10s) — 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 — 1955 or 1965?· heritage lines throughout
Please confirm the real founding year. Public listings disagree — one says 1955, another says 1965. Scripts are written as "since 1955 / 70 years / three generations." If it's actually 1965, that's ~60 years and ~two generations — adjust every "70 years / since 1955 / three generations" line to match. Lock this before filming any heritage line.
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 — Towson, Ellicott City, Bel Air, Westminster, Owings Mills, Perry Hall, Catonsville, Cockeysville, Reisterstown. Specific = believable. Never say "the greater 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: family-owned since 1955 (confirm 1955 vs 1965), licensed & insured (MHIC #), BBB A+ accredited, 4.4★, the real counties/areas, and the real $3,999 floor. Bracket anything unbackable — any competitor number, "% cheaper," or fence count 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.
Only backable claims on camera: family-owned since 1955 (confirm 1955 vs 1965), licensed & insured (MHIC), BBB A+ accredited, 4.4★, the real counties/areas, and the real $3,999 floor.
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
0–3s 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 a Baltimore family pulls that off 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 · confirm founding year
"If you've been looking for a fence company in Baltimore you can finally trust — take a breath. We've been right here since [1955 — confirm 1955 vs 1965]."
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] · who we are · confirm founding year
"We're not a call center that bought a fence brand last year. We're a Baltimore family that's been building fences here since [1955 — confirm 1955 vs 1965]. Here's what that means for your yard."
🥩 The 3 Bodies — "The Meat"
15–30s 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 / Who We Are
Angle: the people you're letting into your yard · confirm founding year before filming
B-roll: the truck/logo, a nod to the family, the crew on a real Abbey job site
"Here's the thing you should actually care about: who are you letting into your yard? We're the same Baltimore family that's been building fences in this town since [1955 — confirm] — going on 70 years, three generations. Our name's been on trucks around here longer than a lot of you have been alive, and we plan to be here long after your fence is up. You're not gambling on some random crew that formed last spring and might be gone by fall. You're hiring neighbors who have to see their own work drive past it every day."
✅ Confirm before filming: the founding year (1955 vs 1965). If it's 1965, adjust "70 years" → ~60 years and "three generations" → ~two generations.
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. And here's why we can keep that fair: we're a local family shop, not a national brand pouring money into 20 offices, 50 trucks, and 100 billboards. All that overhead comes out of your quote — not ours. Less overhead for us just means a fair price for you, on the same quality materials the big guys mark up and hand you the bill for."
3
B3 — Anti-Cheap-Crew / Done Right & Still Here
Angle: a fence you stop thinking about · confirm founding year
B-roll: a finished fence line · the crew standing behind their work
"A fence isn't something you want to do twice. The guy who's the cheapest today? He's usually the one who stops answering the phone the day it starts leaning. We'd rather do it right the first time and stand behind it — and we've been here 70 years, so when you need us in year three, we'll still be at the same number, in the same town. That's the difference between a low bid and a fence you stop thinking about."
✅ Confirm before filming: the founding year (1955 vs 1965 → adjust "70 years"). If Abbey has a written warranty term, add it here; otherwise keep it to "stand behind it."
📣 The 2 CTAs
5–10s each · each presenter records both · button = Learn More on BOTH
C1 · Soft / honest-estimate
"If that's the kind of fence company you've been looking for, tap Learn More and we'll come out, look at your yard, and give you a free, no-pressure quote on your fence. No games — worst case, you get the truth for free."
C2 · Direct
"Want it done right? Tap Learn More below for a free estimate. We'll tell you exactly what your fence needs — and what it doesn't. That's a promise."
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, Ellicott City, Bel Air, Westminster…) — specificity is the credibility. Never "the greater area."
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 (pending confirm), BBB A+, 4.4★, MHIC-licensed leave anyone's mouth. Everything else → bracketed until backed.
Confirm before filming: 1955-vs-1965, the MHIC #, 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. Confirm the founding year (1955 vs 1965) before publishing either block — if it's 1965, adjust the heritage line. 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. We're the same family that's been building fences here since [1955 — confirm]. Not the cheapest, not the gougers — just done right the first time, by people who still have to drive past it. Tap Learn More for a free, no-pressure quote on your fence.
Headline: A Fence Company Baltimore Can Finally Trust.
Description: Family-owned since 1955. Licensed & insured. BBB A+.
Button: LEARN_MORE
Confirm 1955 vs 1965 before publishing.
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 that's built fences here since [1955 — confirm], charging what it actually costs to do it right — and not a dollar more. 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 since 1955. Licensed & insured. BBB A+.
Button: LEARN_MORE
Confirm 1955 vs 1965 and the $3,999 language before publishing.