Case Study: Launching Fiber Sales in Martinsburg & Charles Town, WV
Between February and July 2026, Velocity One launched door-to-door sales for GloFiber's build in West Virginia's Eastern Panhandle: Martinsburg, Charles Town, and Ranson. Three travel blitzes opened the market; a sustained local team compounded it. Result:368 customer orders and 190 installed customers in a footprint of 12,900+ serviceable homes. All figures snapshotted 2026-08-14 from our operations database (methodology).
The market
| Market | Martinsburg / Charles Town / Ranson, WV (Eastern Panhandle) |
|---|---|
| Provider | GloFiber (Shentel), new FTTH build |
| Footprint | 12,900+ serviceable homes (provider serviceability file, March 2026), ZIPs 25401–25438 |
| Challenge | Brand-new network in incumbent cable territory; zero existing fiber subscriber base |
| Deployment | Three 1–2 week blitzes (Feb–Mar 2026) + sustained local team (ongoing) |
| Window | February 16 – July 2026 |
The approach
The launch followed our standard hybrid playbook. Serviceable addresses were mapped into our canvassing platform and cut into territories. Targeted digital ads warmed each neighborhood before reps arrived. Then three successive travel blitzes worked the footprint at increasing intensity as the team learned the market, followed by a permanent local team to hold callbacks, work not-homes, and catch new construction phases.
Deployment-by-deployment numbers
| Deployment | Orders / rep / selling day | Share of market's orders |
|---|---|---|
| Blitz 1 (Feb 15–23) | 2.7 | 24% |
| Blitz 2 (Mar 1–8) | 4.0 | 41% |
| Blitz 3 (Mar 8–16) | 3.7 | 22% |
| Sustained local team (ongoing) | n/a | 13% |
Install counts reflect order stages at the 2026-08-14 snapshot; a rep-selling-day is a day a rostered rep recorded at least one order.
What the numbers say
- The second blitz beat the first by 68% on orders with a smaller roster. Same footprint, same offer. The difference was market learning: refined territory cuts, tuned pitch, and momentum from installed neighbors. Launch sequencing matters more than headcount.
- Per-rep production climbed as the market matured. The follow-up blitz ran 4.0 orders per rep per selling day versus 2.7 for the opening pass, a 48% lift in average output.
- The local team is the quiet compounder. Its orders come without blitz intensity (callbacks, revisits, and new phases), and its install conversion leads the market.
Why installs, not just orders
190 of 368 orders had reached installed-or-beyond stage at snapshot time, with the remainder split between pending installs and cancellations. We track every order through its full lifecycle, including cancels and clawbacks, which is why these figures can be reconciled line-by-line against provider records.How our reconciliation works →
The playbook, generalized
Blitz to open. Local team to compound. Map everything, warm every neighborhood before knocking, and measure per-rep-per-day, not vibes. The same model has since run in 14 markets across 9 states.See how a launch would work in your footprint →
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