How Harlow Beauty and Salon’s strategic pivot and cutting-edge systems ensured its continued success in a shifting market.
In the fast-paced, hyper-competitive salon world, staying on top isn’t just about talent, it’s about timing, tech, and strategy. For Misty, founder of Harlow Beauty and Hair Salon in Austin, that reality hit when a top-producing stylist and a six-figure revenue driver left the team. But instead of scrambling or sliding backward, Misty did what elite owners do: she reassessed, pivoted, and made a bold move that protected $1.3M in annual revenue and positioned Harlow for a new era of AI-driven growth.
The Shift: Search Behavior Changed, So Harlow Did Too
With AI platforms like Google AI Overviews, ChatGPT, and Reddit reshaping how clients discover salons, Harlow like many elite brands found itself at a digital crossroads. Traditional SEO tactics and word-of-mouth weren’t enough anymore. Meanwhile, larger competitors were flooding the market with ads, building content-heavy websites, and pushing review velocity across platforms.
But Harlow didn’t panic, it adapted. Instead of chasing vanity metrics or hiring a full-blown marketing department, Misty aligned with Fully Booked AI®, a done-for-you system that replaces burnout, missed leads, and guesswork with real tech and real growth strategy.
The Foundation Was Solid But Revenue Still Slipped
Harlow had the brand, the reviews, the track record. By 2022, it had crossed $1.3M in revenue, and Misty had officially stepped out from behind the chair, a milestone most salon owners never reach. But in 2023, when one of the top stylists exited, revenue took a hit. Add in the algorithm changes and AI shifting client behavior, and Harlow’s visibility started to slide despite having a strong foundation.
It wasn’t a failure, it was a common inflection point. Most stylists plateau or pivot within 4–5 years. The real risk is what happens after they leave.
“Losing a $100K stylist isn’t a crisis. It’s a pattern,” said Michele Matkovich, founder of Fully Booked AI®. “The mistake most salons make is trying to replace the stylist. I replace the revenue with systems.”
The Turnaround: Fully Booked AI® Takes the Lead
By 2024, Harlow brought in 330+ new client leads via website form submissions alone generating $61,050 in first-appointment revenue (not counting return visits). That was off a $997/month content and SEO budget delivering a 410% ROMI just from forms.
But as 2025 unfolded and AI Overviews rolled out, that lean budget wasn’t enough to compete against local powerhouses with multi-location budgets and omnichannel ad strategies.
Misty had a choice: stay in maintenance mode or reposition for growth.
The Pivot: Upgraded Spend, Smarter Strategy
In mid-2025, Fully Booked AI® made the call to increase Harlow’s monthly marketing spend from $997 to $1,500 a 50% jump, and a much-needed realignment for the scale of Harlow’s digital footprint.
“We’re supporting a 140-page website built for Google AI, ChatGPT, Maps, and YouTube. That’s enterprise-level SEO,” said Matkovich. “Most salons don’t realize: the bigger your digital presence, the more ongoing optimization it needs. But it also gives more return.”
Even with the bump to $1,500, Harlow still spends under 1.5% of annual revenue on marketing, while competitors are investing 3–5%. Matkovich’s approach? To scale, you must spend with strategy not guesswork.
“Salon owners charge $1,500 to $3,500 even $10,000 for luxury extensions, and rightfully so. But when it’s time to spend $1,500-$5,000 a month to attract the clients who pay that? Crickets. You expect premium clients, but won’t fund a premium pipeline. That’s why so many salons stay stuck. It’s not a skills issue. It’s an alignment issue.”
Michele Matkovich, Founder, Fully Booked AI®
I built Fully Booked AI® because most salon owners we work with don’t need more coaching, they need more DFY implementation. Real systems. Real results. From someone who’s lived on both sides. We are not VA’s. We are not freelancers. We are not from Fiverr. I’m a former award-winning salon owner who built million-dollar locations and now I help others do the same. The salons I serve are the exact kind of business I ran. The numbers they want to hit? I’ve already hit them. But here’s the non-negotiable: you can’t expect to break past your plateau if you’re investing like a startup. You want next-level growth? Your budget has to match. It’s just math.
Most owners have been burned. I get it. They’ve hired the wrong people, or they’ve operated in fear avoiding what they don’t understand. But that’s why I built this company: to bridge the gap. Because your marketing is your sales.
It’s the most undervalued department in your salon. You can’t scale without it. You shouldn’t ignore it. And if you mess with it or starve it you’re cutting off your revenue at the source.
2025 By the Numbers: Profit, Protected
– Jan–Oct Revenue: $1,113,000
– Nov 1–10: $35,000 already recorded
– Nov Projection: $120,000
– Dec Projection: $130,000–$145,000
– 2025 Full-Year Projection: $1.35M+
That’s +4% YOY growth in a turbulent market with given circumstances, AI search disruption, and budget gaps still in play.
The Real Win: Profit and Freedom Through Systems
Most owners in Misty’s position would’ve run back to the chair. Instead, she ran toward infrastructure. Fully Booked AI® implemented an end-to-end system that answers every lead, books every opportunity, and tracks every step without Misty needing to micro-manage the front desk or chase down leads.
“I’m not just looking for more marketing. I want a system that fills the calendar and protects my freedom,” said Misty Krant, salon owner in Austin.
Fully Booked AI® delivered just that. The AI Receptionist handles 24/7 lead capture. The new SEO system feeds Google and AI platforms. The CRM connects it all. And Harlow keeps booking without breaking. And Michele & her team, they are like having them in the back office, always available, always handling what we bring to them, happily and with solutions.
What’s Next?
Harlow’s not just surviving, it’s scaling smart in 2026. With a tighter content strategy, increased review push, and optimized AI-facing site structure, it’s positioned for real, booked-out growth not just visibility.
“We’re not here to do more. We’re here to do what works,” said Matkovich. “Misty’s not hustling harder. She’s scaling smarter.”
Want to turn your $1M salon into a sustainable machine that runs with or without you?
Visit https://aisalonsalesteam.com/ and discover how the 5 Revenue Leaks™ are quietly costing you and how to stop them.
Media Contact:
Michele Matkovich
Founder, Fully Booked AI®
(704) 327-2200
