How CallingAgency Helped 1st Defense Book 98 Qualified Appointments in 5 Months

Client Snapshot

• Company: 1st Defense (Bay Area, CA)
• Industry: Private patrol & community security
• Audience served: HOAs, local businesses, nonprofits, event organizers, and corporate clients.
• Campaign length: 5 months
• Channels used: Cold calling, email marketing
• Goal: Turn online interest into qualified appointments with true decision-makers

About 1st Defence

1st Defence has been the Bay Area’s trusted security and community safety provider. 1st Defense has grown into one of the most respected private patrol and security providers in Northern California. 1st Defense has worked with homeowners’ associations, local businesses, nonprofits, event organizers, and corporate clients, delivering customized security solutions to meet every unique need.

1st Defence Challenges

1st Defense had built a strong reputation and an active online presence, but converting engagement into scheduled meetings remained a challenge. Outreach often missed key decision-makers Owners, Managers, Security-in-charge), leaving opportunities untapped. By focusing on B2B appointment setting, the company could bridge the gap between interest and sales-qualified conversations.

Objectives

1. Build a targeted decision-maker list within the ICP.
2. Run multi-channel outreach that feels personal, not generic.
3. Pre-qualify interest so booked meetings are worth the time of your team.
4. Schedule directly on the calendar to shorten the sales cycle.

How Do We Overcome the Challenges?

Clients choose us because we do not just set an appointment, but make sure the lead has a high potential for sale.

High-quality lead generation

• Researched demographic (such as age, authority, income) and firmographic(such as industry, size, revenue) data to draft and refine a 25K plus decision makers list within the Ideal customer profile.
• Applied a lead qualification framework (like BANT, CHAMP, MEDDICC, etc, according to the company’s best fit ) to filter out low-intent or misfit prospects before handoff.

Strategic outreach

Cold Calling Strategy

• Our cold calling team engaged decision-makers such as Owners, Managers, and Security Heads by addressing key pain points like security concerns, rapid response, and HOA expectations.
• Through tailored, value-driven messaging, they highlighted how 1st Defense offers effective, customized solutions.
• Their goal was to build rapport, spark interest, and set up future appointments for more in-depth discussions.

Email Marketing Approach

• The email marketing team focused on personalized campaigns that addressed each prospect’s unique challenges.
• They ensured the email list was regularly cleaned and validated to remove invalid addresses, optimizing deliverability.
• Email warm-up processes were implemented to improve inbox placement, while targeted messaging emphasized how 1st Defense can solve specific problems.
• These efforts helped nurture decision-makers and prepare them for upcoming calls, increasing engagement and paving the way for successful appointment-setting.

Appointment setting

• We pre-screened interested potential customers to ensure sales-qualified conversations.
• Appointments were placed directly on the calendar of 1st Defence, with decision makers reducing no-shows and wasted cycles, increasing time for more opportunities.
• We ask pre-screening qualification questions before inviting you to an appointment, depending on your business if it fits or not.

Results

By the numbers (5-month campaign):

• 25K+ decision-makers targeted
• 98 Sales-Qualified Leads (SQLs) generated
• More than 20 SQLs per month on average
• Remarkable results depending on the industry

Business impact:

• A predictable flow of qualified appointments with true decision-makers
• A shorter sales cycle lessens pre-screening stress and simplifies calendar scheduling
• Higher ROI for the sales team’s time (fewer low-value calls)

Why It Worked

• Tight ICP definition: We only chased roles with decision makers like (owners, property managers, security heads).
• Personalized messaging: Each customer interaction addressed the prospect’s specific context and pain points.
• Human-first calling: Skilled agents promptly addressed objections and identified genuine needs.
• Pre-qualification before handoff: Sales met with ready prospects, not just curious ones.
• Clear communication: Our clear communication reduces no-shows, misunderstandings, and schedule complexity.

Sample Workflow (Simplified)

1. Research & List Build: Identified 25K+ in-profile decision-makers.
2. Message Shaping: Created pain-point-specific emails and call talk-tracks.
3. Multi-Channel Outreach: Coordinated call and email sequences to trigger interest.
4. Pre-Screening: Validated fit, authority, need, timing.
5. Calendar Booking: Scheduled with decision-makers for a hand-off cleanly to sales.

Client Testimonial

“Since the first, working with CallingAgency has been a wonderful experience for us. Their cold calling agent and email marketing executives hold a solid expertise in their assigned roles, and more importantly, their research team has done a remarkable job to fulfill our goal during the campaign. Overall, the work process improves our confidence in closing deals and getting new customers.

Above all, their communication was excellent. The CallingAgency team was always quick to respond, ready with answers, and full of practical advice. Even after the appointment setting was done, they stayed engaged and continued to offer guidance.

We did not just hire a service, but we secured a long-term partner who’s genuinely invested in our success.”

John Sebastian – 1st Defense Patrol Owner & Operator