# 📞 Pre-Call Intel Cards — Michael's Call Prep
*Susan | 26 Feb 2026 | Read one card before each call. 2 min max.*

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## CARD 1: SOUTHWEST CONSTRUCTION ⭐ HOT

| | |
|---|---|
| **Phone** | +61 451 321 115 |
| **Email** | info@southwestconstruction.com.au |
| **Web** | southwestconstruction.com.au |
| **Decision Maker** | Unknown — ask for the owner/director |
| **Location** | Sydney + Canberra (bulk Sydney) |
| **Size** | 20-50+ employees (carpenters, concreters, scaffolders, labourers) |
| **Trades** | Formwork, concreting, scaffolding |
| **Est.** | ~2016 (10 years operating, 30+ years management experience) |

### What They Do
Full-service formwork + concrete + scaffolding. Conventional timber & ply, PERI panel systems, tunnel formwork, jump form climbing. Also concrete slabs/columns/walls/stairs, scaffolding, safety screens, metal decking, F-type barriers.

### Key Projects
**Sydney Metro** and **NorthConnex** — major infrastructure. This is a serious operation.

### Growth Story
"Began as a small group and has grown to a large team." Multiple trade types. Hands-on management. Safety-focused. They've scaled — they know what hiring costs.

### Pain Points to Probe
- "You've grown from a small crew to a large team — how do you find new people when you need them?"
- "With Metro and NorthConnex on the CV, you'd be getting big scopes. How do you staff up fast?"
- "Three trade types means three different recruitment headaches. What are you paying agencies?"

### Your Angle
"You've been where I've been — starting small, growing a crew. I'm a steelfixer, 30 years. Built RateRight because scaling a team through agencies costs a fortune. $50 flat per hire — whether they stay a week or 30 years."

### ⚠️ Watch For
Phone might go to admin/reception since it's the info@ number. Ask: "Can I speak with the director or whoever handles hiring?"

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## CARD 2: OPAL FORMWORK — JOSEPH NASSIF

| | |
|---|---|
| **Phone** | +61 450 290 290 (Joseph direct mobile) |
| **Backup** | +61 420 555 444 (Tony Nassif — partner/brother?) |
| **Email** | info@opalformwork.com.au |
| **Web** | opalformwork.com.au |
| **Decision Maker** | **Joseph Nassif** — Director (LinkedIn confirmed) |
| **Location** | Sydney |
| **Size** | Small-medium, established |
| **Trades** | Formwork, steel fixing, concrete |
| **Est.** | 35+ years industry experience |

### What They Do
Formwork + steel fixing + concrete specialists. All scales — residential, commercial, industrial, high-rise, driveways, luxury homes. Fully insured. Free consultations.

### Client Reference
**John Nassif from ToPlace Group** gave them a glowing testimonial: *"I cannot say enough about Opal Formwork. They met their project dates and were so organised throughout the project, topped off with quality work and no issues."*

Note: John Nassif (ToPlace) + Joseph Nassif (Opal) — likely family connection. Nassif family is well-connected in Sydney formwork.

### 20+ Years Steel Fixing
Their website specifically highlights "over 20 years of steel fixing experience working on some of Sydney's largest development projects." Michael — this is your trade. You speak the same language.

### Pain Points to Probe
- "Joseph — with 35 years in the game, you'd know what agencies charge for good steelfixers. What's the going rate?"
- "When you've got a big commercial pour coming up, how do you find extra hands fast?"
- "Three services — formwork, steel, concrete — that's three different skill sets to recruit for."

### Your Angle
"Joseph, I'm a steelfixer — 30 years. I know exactly what it costs to find good people in this trade. Built RateRight so blokes like us don't have to pay agencies $25/hr markup to find someone who knows how to read a bar schedule."

### 🔑 This is a Warm Lead
Direct mobile number. Decision maker confirmed. Same trade as Michael. Family business = price-conscious. This could be your best call.

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## CARD 3: CREATIVE CONCRETE & FORMWORK — MARCUS PERDIZ

| | |
|---|---|
| **Phone** | +61 404 084 799 (Marcus direct mobile) |
| **Email** | sales@creativeconcrete.au (also: marcus@creativeconcrete.au) |
| **Web** | creativeconcreteformwork.com |
| **Decision Maker** | **Marcus Perdiz** — Owner/operator |
| **Location** | Northern Beaches, Sydney (also Central Coast + Gold Coast + Brisbane) |
| **Size** | Small — "small business on the Northern Beaches" (Facebook) |
| **Trades** | Formwork, concreting, steel fixing, wall systems |
| **Est.** | 8+ years (since ~2017-2018) |

### What They Do
Formwork, concreting, steel fixing, wall systems. Residential + commercial across all Sydney suburbs. Expanding — now lists Central Coast, Gold Coast, and Brisbane on website.

### Reputation
Great customer review on their site: *"Marcus returned calls, arrived when they said they would, worked with our crazy scheduling (as though we were their only customer) and their price was extremely reasonable."* — Susan Whittaker

Also listed on Rombus Industries (supplier network) and ServiceSeeking.

### Growth Signal
Expanding from Northern Beaches to **4 regions** (Sydney, Central Coast, Gold Coast, Brisbane). That's aggressive growth for a small business. He'll be hiring.

### Pain Points to Probe
- "Marcus — I see you're expanding up to the Gold Coast and Brisbane. How are you finding workers up there?"
- "Growing from Northern Beaches to four regions — that's a lot of new crew to find. What's that costing you?"
- "With the expansion, are you using agencies or finding people through word of mouth?"

### Your Angle
"Marcus, you're doing what every good tradie does — built a reputation, now you're scaling. The problem is finding reliable people for four different regions. RateRight is $50 flat per hire. Post a job, get matched with rated workers near your sites. One platform across all your regions."

### 🔑 Key Insight
He's a **one-man decision maker** running an expanding business. Answers his own phone (reviews confirm). Time-poor, price-conscious. Keep the call short and sharp. He'll respect directness.

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## CARD 4: ATLAS FORMWORK GROUP (AFG)

| | |
|---|---|
| **Phone** | +61 406 699 211 |
| **Email** | (none on file — get during call) |
| **Web** | afgsydney.com.au |
| **Decision Maker** | Unknown — ask for director |
| **Location** | Sydney |
| **Size** | Medium — team leaders, management, multiple service lines |
| **Trades** | Formwork, steel fixing, concreting, **labour hire** |
| **Est.** | 10+ years |

### What They Do
Formwork + steel fixing + concreting + **labour hire**. Licensed Building Practitioner. Master Builder member. They supply:
- Site supervisors
- Skilled & general labourers
- Concreters, steel-fixers, formwork carpenters
- Plant operators, residential/commercial carpenters

### ⚠️ DUAL OPPORTUNITY — Read This
AFG **also runs a labour hire arm.** They supply the same trades we connect. This means:
1. They understand hiring cost/complexity firsthand (empathy)
2. They might see us as competition to their labour hire service (resistance)
3. OR — they could use RateRight as a **sourcing channel** for their own labour hire (partnership)

### Pain Points to Probe
- "I see you do labour hire as well as formwork. How do you find the workers you supply?"
- "What's the biggest headache with your labour hire side — finding good people or keeping them?"
- "If you could source rated, pre-vetted workers for your labour hire arm at $50 a pop instead of recruiting them yourself, would that be worth a look?"

### Your Angle — Two Approaches
**Approach A (customer):** "You need formworkers and steelfixers for your own projects. $50 flat per hire, rated workers near your sites."

**Approach B (partnership):** "Your labour hire arm needs a pipeline of workers. RateRight could be your sourcing channel. $50 per connection vs traditional recruiting costs."

Read the room on the call — if they're receptive, try Approach B. If defensive about labour hire, stick with A.

### 🔑 Key Risk
If they feel threatened ("you're trying to cut us out"), the call goes sideways. Lead with **your own story** — "I'm a steelfixer, 30 years. I know what it costs to find good people." Don't lead with disrupting agencies.

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## CARD 5: AMA FORMWORK — Guildford, Western Sydney

| | |
|---|---|
| **Phone** | +61 2 9892 3369 (landline — office hours) |
| **Email** | info@amaformwork.com.au |
| **Web** | amaformwork.com.au |
| **Decision Maker** | Unknown — family-run, ask for the director/owner |
| **Location** | 1/358 Guildford Road, Guildford NSW 2161 |
| **Size** | Small-medium, family-run, growing |
| **Trades** | Formwork, concrete, steel fixing, house slabs |
| **Est.** | 2012 (registered with ASIC) — 50+ years collective experience |

### What They Do
Formwork, concrete placement, steel fixing, house slabs. Services delivered **Australia-wide** from Western Sydney base. Commercial, residential, high-rise apartments, schools, substations.

### Growth Signals 🔥
- **Just moved into a new corporate head office** at Guildford — this is a company investing in growth
- Family-run = lean operation, price-sensitive
- "Continued success" language on website
- Named employee (Deng Aguer, form worker) visible on ZoomInfo — they're hiring

### Western Sydney = TOD Goldmine
Guildford sits right in the **Transit-Oriented Development corridor**. St Marys alone has 11,500 homes planned. Western Sydney Airport. Metro West. Parramatta Light Rail. They'll be drowning in work.

### hipages Profile
Active on hipages with positive review (Sep 2024). They're paying hipages already — mention this: *"You're on hipages — you know what subscriptions cost. We charge $50 once."*

### Pain Points to Probe
- "Congrats on the new office — sounds like business is growing. How are you keeping up with hiring?"
- "With all the Western Sydney projects coming — St Marys, the airport — you must be flat out. How do you find extra hands?"
- "Family business growing fast — are you still finding people through word of mouth or using agencies now?"

### Your Angle
"Family business, Western Sydney, formwork — you're my exact target market. I'm a steelfixer, 30 years. Built RateRight because blokes like you shouldn't have to pay agencies $25/hr markup. $50 flat per hire. And you're in the right spot — Western Sydney's about to go off with the TOD program."

### 🔑 Timing Note
**Landline** — call during office hours (8 AM - 4 PM). Ask for the owner or director by saying: "G'day, it's Michael from RateRight. Who handles hiring for your formwork crews?"

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## QUICK-REFERENCE CHEAT SHEET

| Lead | Best Time | Ask For | Opening Line |
|------|-----------|---------|-------------|
| **Southwest** | Anytime (info line) | Director/owner | "G'day, Michael here — steelfixer, 30 years. I saw your Metro and NorthConnex work..." |
| **Opal — Joseph** | 6:30-7 AM or 3:30+ PM | Joseph (direct mobile) | "G'day Joseph, Michael here — steelfixer, 30 years. Fellow tradesman..." |
| **Creative — Marcus** | 6:30-7 AM or 3:30+ PM | Marcus (direct mobile) | "G'day Marcus, Michael here. Saw you're expanding up to Brisbane..." |
| **Atlas (AFG)** | Anytime | Director | "G'day, Michael from RateRight. I see you do formwork and labour hire..." |
| **AMA** | 8 AM - 4 PM (landline) | Owner/director | "G'day, Michael here. Congrats on the new Guildford office..." |

### Call Priority Order
1. **Opal — Joseph** (direct mobile, same trade, best fit, warmest)
2. **Southwest** (HOT status, biggest operation, most hiring need)
3. **Creative — Marcus** (expanding fast, owner-operator, will answer)
4. **AMA** (growth phase, Western Sydney, price-conscious)
5. **Atlas** (trickiest — labour hire angle needs careful handling)

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*All intel current as of 26 Feb 2026. Read the card, make the call. Good luck Michael. 🤙*