JP-Tree Singapore (“Spec”)
Read time: 3 min
When someone finishes renovating their home, they’re excited!
They’ve spent months planning, a lot of money…and now, they finally get their keys.
Formaldehyde is the last thing on their minds, but it’s actually pretty dangerous, and worth looking into.
That’s why this funnel exists - to promote JP-Tree Singapore’s leading formaldehyde removal service, which meets a large need in the market.
This is us thinking out loud - “what if we structured the customer’s journey this way?” 🤔
🎯 The Objective
Audience: Newly-renovated homeowners
Awareness: Unaware
Action: Book JP-Tree Singapore’s limited-time-only, $50 professional indoor air quality screening
🧩 Starting Small
Full formaldehyde removal is a BIG decision.
It can be expensive.
It’s health-related.
And it requires trust.
If you push sale from the first ad, you’ll likely be met with resistance.
So why not start smaller?
JP-Tree Singapore’s $50 professional air screening isn’t just a low-cost offer - it’s a strategic first step.
Professional air screening is the only way to know the exact formaldehyde levels in homeowners’ houses, and the exact dangers they are exposed to.
Instead of asking:
“Do you want full removal?”
We ask:
“Would you like to take the first step in gaining ownership of your health, and know the threats of formaldehyde to you and your family for sure?”
Smaller asks are easier to agree to.
🧠 Psychology of $50
Homeowners pay a small sum of $50 to get the air in their homes professionally tested.
That small payment creates momentum.
It lets people go from: “maybe this is an issue”
To “let’s check properly”.
That micro-commitment matters.
When JP-Tree Singapore’s staff conducts the assessment on-site and explains to the homeowners what the readings mean, the risk formaldehyde poses becomes real, not abstract, and the next step then feels logical:
“I’ve already invested so much into this house, even another $50 to test its air. Why not just resolve the formaldehyde risk once and for all?”
JP-Tree Singapore can even consider waiving the $50 screening fee for homeowners, if they decide to proceed with the full removal within 14 days of the screening, sweetening the deal even more.
🖼️ Top-Of-Funnel Ads: Static Images With Hooks
For top of this funnel, we chose static image ads with bold hooks and striking visuals, across Instagram Stories, Instagram Feed, and Facebook Feed.
Singaporeans now spend an average of 17 hours per week on social media, with Facebook being the second most-used platform, and Instagram being the fourth (according to research from We Are Social).
Facebook and Instagram are GREAT places to capture homeowners’ attention.
And why static?
Because in fast-scrolling environments, we only have seconds to stop the thumb.
A strong image paired with a bold headline can interrupt autopilot instantly.
The visuals are made dramatic - skull-shaped fumes, babies and pets on the floor, shattered glass, with bold words like “KILLING”, “POISONED” and “SAFE REFUGE”.
Not to sensationalise, but to create a pause.
New homeowners are in renovation mode - excited, proud, relieved… So the ad gently disrupts that state just enough to spark a thought:
“Is my home actually safe?”
We want to create shock and curiosity.
And with the use of CTA wordings “Find out if your house is at risk today”…
Enough desire for them to want to click through to the landing page, to find out more.
🌐 Landing Page
Once they click through, the landing page does one thing:
It takes curiosity and turns it into personal urgency.
It opens with:
“Your New Home Might Be Harming You (More Than You Think)”
It’s direct. Personal. Slightly uncomfortable.
From there, the flow is intentional:
Emotional resonance first - vivid language and imagery that connect the issue to their own families and homes
Education next - what formaldehyde is, where it hides, and why it’s dangerous (backed by credible news sources)
Self-reflection - a short mini-quiz to make them ask, “wait…does this apply to me too?
Then we build trust:
Who JP-Tree is
Awards & accreditations
Wealth of real-world experience with Singapore residential projects
Before-and-after air readings (proof)
Only after trust is built do we introduce the $50 professional screening, framed as:
Low cost
Limited time
High value
We debunk the key objection homeowners are likely to have, which is “I can test this by myself”
And visually contrast value versus cost to show, at a glance, just how worth it this small, $50 assessment, is.
Lastly, we end with a simple, benefit-led CTA:
“Get yourself & your loved ones protected today.”
Clear, calm, and easy to act on.
Curiosity → Concern → Credibility → Commitment
That’s the whole journey.
🔁 Why This Structure Works
For high-ticket services, progressive commitment works better than pressure.
Small step → Clarity → Trust → Bigger decision
The $50 screening:
Provides micro-commitment & a sunk cost mindset, making it easier for homeowners to say “yes” to the bigger-value, full removal service
Filters for more serious leads
Improves close rates
Improves the efficiency of staffs’ working hours
JP-Tree Singapore can even further downsell DIY photocatalyst formaldehyde removal products if the homeowners are interested to remove formaldehyde, but budget-conscious, or are not ready to commit to a full removal yet.
This captures a wider range of demand.
✨ Summary
At the end of the day, JP-Tree Singapore’s formaldehyde removal service shines as it brings about very real health benefits to clients, and addresses a true, rising need in the market.
The key is only to bring out just how great, even essential this service is.
Oftentimes, the best way to sell high-ticket, high-consideration services is through starting small, followed by slow lead nurtures.
What did you think of this “spec” funnel for JP-Tree Singapore?
If you’d structure this differently, I’d love to hear your thoughts! 😊
