Attic Insulation & Weatherization — Houston Competitive Teardown

Term: attic insulation installation houston (DataForSEO mobile SERP, 2026-10-06). Organic #2 and #3 profiled below. Method: direct curl fetch + raw-HTML parsing (web_search was down this session; 17 pages fetched across both domains).

Spray Foam Genie (Houston location page) — https://www.sprayfoamgenie.com/attic-insulation-houston-tx/

(National franchise — Phoenix Franchise Brands Company; sibling pages explored: homepage, /financing/, /find-location/, /residential-insulation/attic-insulation/, sitemap)

Snapshot

Positioning: "the most advanced formulation and application equipment in the country" — a spray-foam-first national franchise that soft-sells into "complete insulation company" ("Although 'spray foam' is in our name, we are a complete insulation company"). Voice is consumer-educational blog-style copy, generic enough to be templated per city. Years in business: not stated on any page fetched (no "since"/"our story" content surfaced; footer says only "A Phoenix Franchise Brands Company"). What they rank for: programmatic city-keyword pages — this exact page targets "Attic Insulation – Houston, TX" and the sitemap carries dozens of Houston variants (see Architecture).

Offers & Promotions

• No coupons page and no dollar-amount discounts anywhere. The offer is "GET FREE QUOTE" / "Schedule Free Quote" (verbatim H2s).
• Savings claim (verbatim, Houston + attic service pages): "Customers who switch to spray foam insulation in their homes have seen savings of up to 40% on their monthly energy bills."
• Financing: /financing/ page — "Our financing plans include 0% financing options" and "0% financing options available"; no lender brand named, no payment calculator.
• Form-side offer: quote form with SMS opt-in ("I agree to receive transactional/informational SMS communications regarding account notifications, customer care, etc. from Spray Foam Genie. You may opt out by replying STOP...").
• No maintenance/membership plan, no seasonal promo, no utility-rebate or tax-credit messaging on the pages fetched (a real gap in Houston, where competitors push the 25C tax credit).

Site Architecture

WordPress (Yoast SEO) + custom Sage theme. Core pages:

• / (home), /why-spray-foam/, /residential-insulation/, /commercial-insulation/, /financing/, /find-location/, /spray-foam-genie-franchise/, /privacy-policy/, "Our Story" (footer).
• Service hub /residential-insulation/ with 8 granular child pages: attic-insulation, basement-insulation, bedroom-insulation, crawl-space-insulation, garage-insulation, home-insulation-2, home-office-insulation, porch-insulation (room-by-room granularity is unusual and a nice topical map).
• Location pages live at the ROOT as keyword slugs: /attic-insulation-houston-tx/ is the pattern (<service>-<city>-<state>/).
• Sitemap (sitemap_index.xml → post-sitemap.xml + post-sitemap2-4): 1,001 URLs in the first post-sitemap alone, 133 of them -tx- slugs and 28 houston-tx slugs — pure programmatic SEO pages, e.g. /attic-insulation-houston-tx/, /attic-insulation-companies-near-me-houston-tx/, /attic-insulation-removal-near-me-houston-tx/, /home-insulation-near-me-houston-tx/, /insulation-near-me-houston-tx/, /radiant-barrier-insulation-houston-tx/, /thermal-bridging-houston-tx/, /solar-fan-houston-tx/, /under-floor-insulation-houston-tx/, /foam-outlet-near-me-in-houston-tx/, plus blog-style explainers spun per city (/r-value-meaning-tyler-tx/, /types-of-insulation-waco-tx/). The sitemap even lists duplicate URLs. Footer credit: "Powered by ContentMassive" (programmatic content vendor).
• /find-location/ = interactive US map (usahtml5map plugin) + state dropdown; also cross-sells "concrete lifting services" (adjacent brand line).

Homepage Anatomy (top to bottom)

1. Sticky header: Why Spray Foam? | Types of Insulation (Residential / Commercial) | Services (Attic, Basement, Bedroom, Crawl Space, Garage, Home, Home Office, Porch) | Financing | Franchise | Find a Location.
2. Hero: "The Magic in Insulation" → "Spray Foam Insulation" + copy + "Find a location" CTA + "4.8 AVG" rating badge.
3. "Trusted Insulation Experts" — "Nothing beats spray foam insulation to keep out heat, cold, moisture, allergens and noise while reducing energy costs!" + "Find a location".
4. "Insulation Installation" (H2) with Residential Insulation / Commercial Insulation cards ("Learn More") + "All Services" room grid.
5. Three benefit blocks: Insulation Installation | Energy Savings | Storm Protection (R-value framing).
6. "Local Insulation Contractors" — "Our reviews speak for themselves!" + Google review carousel (Trustindex).
7. "Insulation Services" recap ("Although 'spray foam' is in our name, we are a complete insulation company…") + "Find a location" + second "4.8 AVG".
8. Footer: Phoenix Franchise Brands disclaimer ("Each Spray Foam Genie franchise location is independently owned and operated. Prices and services vary by location."), Our Story / Find Location / Financing / Franchise Opportunities, ©2025, Powered by ContentMassive.

CTAs & Conversion

• Phone prominence: ZERO. No tel: link and no phone number anywhere on the Houston page, homepage, or service page — conversion is 100% "Find a location" + form. (The only number-like string is a masked-input placeholder "(999) 999-9999".) Huge contrast vs. USA Insulation's click-to-call everywhere.
• Form: Gravity Forms ("GET FREE QUOTE"), 10 visible fields — Homeowner/Contractor radio, Business Name (conditional), First, Last, Email, Zip Code (required), Phone, "What can we help you with?", SMS-consent checkbox, reCAPTCHA. Posts back to the same URL; conditional logic + masked input. Hidden fields carry gform tracking values.
• No online booking/scheduler, no chat widget (the one "crisp" string hit is not a chat embed), no text/SMS CTA beyond the consent checkbox, no response-time promise.
• Accessibility widget plugin (contrast/font tools) — table stakes for franchise compliance.

Trust & Proof

• Trustindex Google-review widget on homepage and attic service page: "4.8 AVG" badge, 8 review cards with Google icon + star SVGs + real reviewer names/dates (review text mode "readmore").
• PROBLEM: all visible testimonials are from Milwaukee/Brookfield (Wes, Justin, Joe, Mathew, Brad) — a national widget, not Houston proof. One reviewer references finding them "thru Angie's List."
• "The Spray Foam Genie Advantage", "Professional Installation and Expertise" sections — but NO guarantee or warranty verbatim anywhere (searched: zero hits), no license numbers, no insurance language, no BPI/RESNET/Energy Star/Star-none, no utility-program participation.
• No video, no before/after gallery on fetched pages (only 2 meaningful image alts on the Houston page — it's a text page).

Urgency & 24/7

None. No emergency, same-day, after-hours, or 24/7 language on any fetched page. CTAs are soft ("Get a Free Quote", "Find a location").

Socials & Content

• NO social links at all in the footer or anywhere on the pages fetched (empty icon slot only). No YouTube, no Instagram.
• No blog nav; the "content" is the ContentMassive programmatic page farm (1,000+ city-keyword pages, 4+ sitemap files). Each location page is an 8-section evergreen article (e.g. Houston's "Understanding Houston's Weather and Insulation Needs" — subtropical heat/humidity + moisture-barrier angle).

SEO Mechanics

• Title (verbatim): Attic Insulation - Houston, TX
• Meta description (verbatim): For homeowners in Houston, Texas, ensuring that their homes are adequately insulated is essential for maintaining comfort and minimizing energy costs
• H1 (verbatim): Attic Insulation in Houston, TX
• Schema: one JSON-LD @graph — WebPage, WebSite, BreadcrumbList, ImageObject + SiteNavigation pieces (EntryPoint, ReadAction, SearchAction, ListItem, PropertyValueSpecification). NO LocalBusiness, NO Service, NO FAQPage, NO AggregateRating despite showing 4.8.
• Service-area strategy: root-level <keyword>-<city>-<state> slugs generated at scale (near-me variants included), Yoast canonicals, internal links from every page to the 8 service pages + financing + find-location. A "seo-automated-link-building" plugin is installed (auto internal linking).
• Weakness: thin templated copy, duplicated sitemap URLs, no H1 on homepage or /residential-insulation/attic-insulation/ (H1 count = 0 on both).

Call Tracking / Ads Signals

• No call tracking (no CallRail/DialogTech/etc.), no phone to track. GTM container GTM-T6C565JH present (5 hits/page) — measurement only; no visible Google Ads/remarketing pixels in fetched source. When this page ranks, the only conversion path is the Gravity form, so any paid push likely lands on the same form + location finder.

Notable Details

• Spray-foam supremacy positioning with an open-cell/closed-cell education angle; moisture/mold story explicitly tied to Houston's climate ("insufficient attic insulation can contribute to moisture-related issues, such as mold and mildew growth").
• Attic service page sells "Attic Insulation Installation & Removal" (removal upsell) but the Houston page never mentions removal, radiant barrier, rodents, or duct sealing even though separate spun pages exist for radiant barrier/under-floor/solar fan.
• Franchise playbook: Phoenix Franchise Brands, per-location disclaimers, franchise sales page, "concrete lifting" adjacency on the location finder.
• Financing brand unnamed ("0% financing options").
• The whole location-page fleet is article-style, not landing-page-style: no pricing, no process steps, no local photos.

Verdict — What they do best

• Programmatic local SEO at scale (1,000+ keyword-city pages, near-me variants, automated internal linking) — they own long-tail Houston attic queries nobody else targets.
• Clean topical map: 8 room-level service pages + why-spray-foam + financing, all interlinked from every page.
• Google-review proof (4.8 AVG, real names/dates) via Trustindex on every conversion page.

Weaknesses/gaps

• No phone number or click-to-call anywhere — Houston homeowners calling from mobile have no path to a human.
• Zero local proof: reviews are all Milwaukee; no Houston team, address, photos, licenses, or warranty.
• No offer urgency (no coupons, tax credit, rebate, financing brand, guarantee) and no schema beyond breadcrumbs.

The #1 thing to steal: the root-level <service>-<city>-<state> + <service>-near-me-<city>-<state> page farm pattern (with per-city climate copy) — but pair it with a click-to-call CTA and real local proof they don't have.

USA Insulation (Houston / Hitchcock, TX) — https://usainsulation.net/houston/hitchcock

(National franchise — a Threshold Brands™ Company; sibling pages explored: national homepage, /houston, /houston/coupons, /houston/coupons/insulation-financing, /houston/insulation-services/blown-in-attic-insulation, /houston/reviews, full sitemap)

Snapshot

Positioning: "We Are America's Insulation Company" — proprietary-product franchise built on "USA Premium Foam®" injection wall foam, with blown-in attic, air sealing, and spray foam as the rest of the stack. Houston franchise branded "USA Insulation of SE Houston" (Galveston County–weighted city list). Voice: polished national brand copy + templated local pages; claims on-site: "40+ Years of Service", "150,000+ Homes Served", "63 Convenient Locations" (national homepage). What they rank for: the whole insulation + city matrix across ~30 metros (2,767 URLs in the sitemap; 47 under /houston alone) plus a 65-post national blog.

Offers & Promotions

• Free Attic (verbatim card): "Free Attic — With whole home insulation." Fine print: "Does not include spray foam. May not be combined with other offers."
• 30% Tax Credit Up to $1200 (verbatim card): "Government Tax Credit is 30% up to $1200." Fine print: "Always consult a tax advisor." (25C federal credit framing — strong conversion lever.)
• Low Monthly Financing: "Financing issued with approved credit. Terms and conditions apply. Financing offers vary by location." Dedicated /houston/coupons/insulation-financing page ("Financing Available for Home Insulation Projects") but NO lender brand named on the page.
• Persistent promo strip (all 3 offers) sits in the header area of every Houston page; "Coupons & Savings" page meta promises "exclusive offers, special deals, promotions, and Internet-only coupons" (the rendered page shows the same 3 cards — the "Internet-only coupons" pitch is meta-only).
• Referral program (/houston/about-us/refer-a-friend, "Refer a Friend" footer), careers page, national /state-funding page (state/utility funding programs — no Texas specifics surfaced).
• Free estimate framing: "Book Free Inspection" / "Schedule Your Free Home Insulation Inspection" / "Free Estimate".

Site Architecture

Custom "Octane" (Dynamix) franchise CMS — every metro gets the same ~20-page kit. Houston kit (from sitemap):

• /houston (metro landing) + 20 city pages: alvin, angleton, bacliff, baytown, clear-lake, clute, danbury, dickinson, freeport, fresno, friendswood, galveston, hitchcock, kemah, la-marque, nassau-bay, pearland, santa-fe, seabrook, texas-city (URL pattern /houston/<city>).
• Services: /houston/insulation-services + 7 children: injection-wall-foam (with sub-pages injection-vs-spray-foam, quick-simple-process), blown-in-attic-insulation, air-sealing, spray-foam, whole-home-insulation, commercial-applications.
• Education hub: /houston/learning-center (blog, faqs, insulation-comparison, what-is-r-value) + /houston/why-re-insulate (insulation-benefits, what-to-expect).
• Conversion: /houston/request-an-estimate, /houston/reviews, /houston/coupons (+insulation-financing), /houston/about-us (careers, contact-us, core-values, refer-a-friend).
• National extras: /locations, /state-funding, /refer, /about-us, accessibility page, terms, privacy. National sitemap = 2,767 URLs incl. 65 blog posts and parallel kits for ~30 metros (Chicago 78, Minneapolis 74, Atlanta/Austin/Detroit ~55 each).
• Every page carries a "Find Your USA Insulation — Zip/Postal Code — Go!" locator plus "Edit Location" (geo-detects to Houston).

Homepage Anatomy (national; Hitchcock page follows the local variant)

1. Utility bar (High Contrast Mode toggle) + mega-nav: Services (Ultimate Home Comfort, Premium Injection Wall Foam, Blown-in Attic Insulation, Air Sealing, Spray Foam, Commercial Applications, All Services) | Insulation Resources (Why Reinsulate?, FAQ, Insulation Benefits, What to Expect, Compare Insulation Types, Understanding R-Value) | About | Contact | Financing | Coupons.
2. Hero: "We Are America's Insulation Company" + "Call Today 866.281.4428" + ZIP-gate form ("Enter Your ZIP → Find Your Location").
3. Quiz CTA: "Should you reinsulate your home?" (interactive questionnaire).
4. Stats bar: 40+ Years of Service | 150,000+ Homes Served | 63 Convenient Locations.
5. "Premium Foam Insulation and Quality Whole Home Insulation Nationwide" (proprietary USA Premium Foam® story) + Book Free Inspection.
6. "Home Insulation Contractors You Can Trust" + Core Values link.
7. "Our Top Rated Home Insulation Services" — 4 service cards (Injection Wall Foam 'For existing homes', Blown-In Attic Insulation, Air Sealing, Spray Foam) with expandable copy + "More On …" links.
8. "How It Works — Our Proven Process": 7-step injection-foam walkthrough (Pre-Installation Walkthrough → Remove Siding → Drill Holes → Inject Foam → Fill Wall Cavities → Plug Holes & Reinstall Siding → Post-Installation Walkthrough).
9. "What's In Your Walls? See the Difference." — interactive before/after range slider + "Why Foam Is Better" energy-loss stats (35% walls, 25% attic, 10% windows, 15% basement & floor) + "77 million Americans whose homes are insufficiently insulated" (pre-1980 homes) hook.
10. "Some Thoughts From Our Awesome Customers" — testimonial carousel.
11. Final CTA band "Ready For A More Comfortable Home?" + Book Free Inspection + phone.
12. Footer: Useful Links (Refer A Friend, Careers, Own A Franchise, Free Estimate, Blog, Threshold Brand Partners), socials, © 2026, Powered by Octane, franchise disclaimer.

(Hitchcock local page order: promo strip → location bar w/ phone → hero "Hitchcock, TX Insulation Contractors BLOWN-IN, SPRAY & INJECTION FOAM" → "Reinsulate Your Home, Attic & Walls in Hitchcock…" intro → CTA band → 6 injection-foam benefit tiles → 4-service grid with Houston framing → Latest Promotions → testimonials → CTA + address footer.)

CTAs & Conversion

• Phone prominence: HIGH. Local number 409.316.9957 click-to-call (tel:4093169957) in the sticky header, hero, and closing CTA ("Call USA Insulation today!"); national 866.281.4428 on the corporate site. Local address on every page: 3321 Westside Dr. Ste B102, Pasadena, TX 77504; hours listed as "Varied".
• Primary CTA everywhere: "Book Free Inspection" (also "Free Estimate", "Schedule Your Free Home Insulation Inspection").
• Forms: ZIP locator ("Find Your USA Insulation") on every page; national site adds a zip-code gate form (hidden honeypot + formID/simple_spc tracking fields) and a "Should you reinsulate your home?" quiz; estimate form on /request-an-estimate (OctaneForms). Field count on-page is deliberately tiny (1 field: ZIP) — friction pushed downstream.
• Chat: none. SMS: none. Response-time promise: none explicit ("timely service", "Clean & Quick Installation" only).

Trust & Proof

• On-page testimonial carousels with full names (Houston page: Jim M, Jennifer Kearns, John Stange (a home inspector!), Andrew Routh (Galveston), Bill Rouse (elevated-house spray foam, Dec 2022) — genuinely local, mention crew names (Gerald, Andy, Janie, Lee, Marius & Laura Cuzmin) and SE Houston/Galveston specifics. Dedicated /houston/reviews page ("Our Customers Love Comfort & Savings") repeats 5 named testimonials.
• Product trust framing: "USA Premium Injection Foam Insulation is 35% more efficient than the competition"; "Best Fire & Smoke Rating" ("acts as a fire barrier that will retard the spread of flames"); "Higher R-Value", "Improves Indoor Air Quality", "Noise Reduction", "Eco-Friendly".
• Proprietary product + process proof: named 7-step install process, "It'll look like we were never there" (mortar-match), post-install walkthrough commitment.
• Threshold Brand Partners footer logo wall (cross-brand trust): Mold Medics (moldmedics.com) and Pestmaster (pestmaster.com) — sister brands.
• No visible rating aggregate, no BBB/Angi/Yelp badges rendered on-page (theme ships Angi/HomeAdvisor/Yelp/Houzz icon assets), no license numbers, no insurance statement, no warranty/guarantee verbatim (a customer review says "this company guarantees their work" but the brand publishes no guarantee), no BPI/RESNET/Energy Star.

Urgency & 24/7

No emergency/24-7/same-day language anywhere. Urgency is offer-driven instead: "Free Attic" + "30% Tax Credit Up to $1200" + "Low Monthly Financing" strip on every page, and "Book Free Inspection" repeated 3-5x per page.

Socials & Content

• Facebook, YouTube, LinkedIn, Instagram (footer icons, all pages).
• Content engine: /learning-center/blog per metro + 65 national blog posts in sitemap (seasonal/educational: ice dams, R-value, "5 signs of an under-insulated home", etc.); FAQs, insulation-comparison, what-is-r-value, why-re-insulate education cluster. The /houston/learning-center pages are thin re-skins of the national library.

SEO Mechanics

• Hitchcock page — Title: Hitchcock, TX Home, Wall & Attic Insulation Installation; Meta: At USA Insulation in Hitchcock, our insulation experts offer Hitchcock residents and business owners a wide range of insulation services.; H1: Hitchcock, TX Insulation Contractors BLOWN-IN, SPRAY & INJECTION FOAM.
• Houston metro page — Title: Houston, TX Home, Attic & Wall Insulation Contractors; Meta: USA Insulation is Houston's best insulation company, delivering superior insulation services for homes and businesses.; H1: Houston Insulation Contractor.
• Attic service page — Title: Houston, TX Blown-In Attic Insulation Installation; Meta: Expert blown-in attic insulation services in Southeast Houston, TX. Improve energy efficiency and comfort with our professional team.; H1: Blown-In Attic Insulation Contractors in Houston, TX.
• Schema: only the /houston metro page has JSON-LD (WebPage, WebSite, Organization, BreadcrumbList) — city pages and service pages ship ZERO schema. No LocalBusiness, no Service, no FAQPage, no AggregateRating. Big open lane.
• Service-area strategy: 20 city pages under /houston/<city> each with a locally-written blurb (visible in the page's embedded CMS data: Dickinson, Galveston, Pearland, Nassau Bay versions) + "proudly serves the following locations" city grid on the metro page + NAP footer. Strong internal linking between services ↔ education ↔ estimate.

Call Tracking / Ads Signals

• CallRail dynamic number swap loaded on every Houston page (//cdn.callrail.com/companies/688294781/f66737dbac4d8ff3c5ee/12/swap.js) — numbers are swapped per session/medium, so 409.316.9957 is the tracking-stable default.
• ftlaunchpad.ai/lptm.js?id=e8f394 — third-party lead-tracking/landing-page script (paid-lead attribution).
• GTM loaded (23 hits/page) + OctaneForms hidden tracking fields (formID, simple_spc, website source field).
• Verdict: this franchise is actively buying traffic — call tracking + lead-path tracking + promo strip are the classic PPC landing stack.

Notable Details

• Injection wall foam is the flagship differentiator (drill-in-place retrofit for existing homes — a service most attic-focused Houston competitors don't sell); blown-in attic is positioned as the affordable entry ("Your attic has the weakest insulation, which is why we offer attic insulation for Houston residents").
• Houston humidity story is underused: air sealing copy mentions keeping pests out ("keep pests at bay using attic air sealing") and moisture/mold appears mainly via the Mold Medics partner logo; no dedicated Houston heat/humidity copy like Spray Foam Genie's.
• Rodent/pest + mold bundles exist only as sister-brand cross-links (Pestmaster, Mold Medics) — not sold as insulation add-ons.
• CMS quirks (one line): the Octane page layout data leaks raw JSON strings and unrendered [city-state] template tokens into the visible promo-card and service-blurb text, and the Hitchcock page embeds other cities' location JSON — cheap-looking on close inspection.
• Franchise playbook: Threshold Brands (national partner wall), per-location NAP (Pasadena address, 409 area code = SE Houston/Galveston), 63-location scale stats, refer-a-friend + careers + own-a-franchise recruitment pages.

Verdict — What they do best

• Conversion apparatus: click-to-call phone in the sticky header on every page, "Book Free Inspection" everywhere, 1-field ZIP entry, and a 3-offer promo strip (Free Attic / tax credit / financing) that answers "what's in it for me" before the fold.
• Real local social proof — named SE Houston/Galveston customers, crew names, a home-inspector testimonial — on every city page.
• Full-stack service story (injection foam + blown-in attic + air sealing + spray foam + commercial) with a credible 7-step process page and proprietary-product claims (35% more efficient, fire barrier).

Weaknesses/gaps

• Zero schema on city/service pages, no ratings markup, no FAQ schema despite an FAQ section — beatable in SERP presentation.
• Templated city pages are thin (a paragraph of JSON-fed copy) and carry visible template bugs ([city-state] tokens, JSON leakage).
• No guarantee/warranty published, no license/insurance/certification badges, hours listed as "Varied", and no urgency/availability language.

The #1 thing to steal: the always-visible promo strip + phone + "Book Free Inspection" trio, and the free-attic-with-whole-home offer structure (with the tax-credit card as the second hook).

What It Takes To Beat Them In Houston

• Local-pack context first: this SERP capture returned NO local pack — Google showed an AI Overview + PAA above the organic results instead, and directory results (Yelp #1 with Top Star Air Pros / Lonestar Attic, HomeGuide #4, Houzz #6, HomeAdvisor #8 with Attic Texas) crowded the top. The map-pack winners were not captured, so local SEO (GBP categories, reviews velocity, citations) is a separate battlefield from these two organic winners; the Yelp-visible names and Attic Texas are local-market context only.
• Out-conversion both: publish a real Houston phone with click-to-call in the sticky header (USA has it, SFG doesn't), keep one form ≤6 fields with a stated promise ("Free estimate within 24 hours" — neither brand makes ANY response-time promise), and run a 3-card offer strip like USA's (free attic/inspection, 25C tax-credit card, named financing brand — neither names their lender, so name yours: Hearth/GreenSky/Service Finance).
• Out-local both: real Houston proof neither has — Houston/Galveston crew photos, before/after attic galleries, humidity/mold/rodent angle written for Gulf Coast attics (SFG has climate copy but no photos; USA has local reviews but generic copy), license + insurance + BPI/RESNET badges, and a published warranty (neither brand publishes one).
• Match the page-farm SEO without the thinness: steal SFG's <service>-<city>-<state> and near-me slug pattern and USA's 20-city subfolder kit, but write each page with unique local content (attic sizes, 1970s Ranch housing stock, CenterPoint rebates, radiant barriers for Houston heat) + real LocalBusiness/Service/FAQPage/AggregateRating schema — both competitors leave schema almost entirely on the table.
• Add urgency and availability they refuse to sell: same-day inspections, Saturday scheduling, seasonal promo deadlines, and a rodent/mold/duct-sealing bundle (USA only cross-links Pestmaster/Mold Medics; SFG ignores pests entirely) — plus energy-audit/"Search and Seal"-style diagnostic framing to justify price like USA's 7-step process page does.