Dan Antonelli
speaker
86 appearances
1 recordings
1 series
first heard May 2025
last heard May 2025
Dan Antonelli’s voice in public audio — every appearance, attributed to the second.
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Appearances
And that's often the thing that gets done wrong, literally from day one, right? So the biggest chapter in the book is actually on naming, like how to name your home service company. What are the things that you should be looking for when picking a name and choosing a name? So I put the book out there because I'm like, hey, listen, not everyone can be a kick charge client, right?
But if they read the book, they would really better understand how the psychology of branding affects consumer spending, how it affects everything about their marketing channels, and how to leverage a brand as best they can in their business. Listen, it's something that I'm really proud of because it's helped so many people. I get so many emails from people. You could read the reviews on Amazon.
It's just so gratifying for me because, like I said, not everyone can work with us, and that's okay, but I wanted people to have the most information possible to understand how this works, how this is supposed to function. Because there's literally no other information about it specific to home service branding that you can find. Like what other books are out there about home service branding?
There isn't. There's none, right? So I said, let me put what I've learned over the last 30 years into a book and hopefully it helps a bunch of people.
Yeah, so listen, that's a big part of our core philosophy. You are playing with someone's livelihood when you design their brand, and you need to treat that responsibility as such. So for everyone on the team, they certainly recognize that the work that we do has the potential to change lives and that we need to really, really carefully design
accept that responsibility and hold that responsibility sacred to us so um i love you know sharing the feedback from our from our clients to our team like when they tell us about how their brand has impacted their lives it's something that's always front and center about much of our culture is the impact of our work.
And a lot of the people that work for us came from environments where they work for bigger ad agencies and they never got to get a sense of accomplishment. They never got to really see the results of their work. It's really cool. We're actually doing a wall wrap in our office that is featuring, we have like a hundred photos of all our clients in front of their vans with their team.
And the headline is our brands change lives. And just a continual reinforcement. So anytime we get feedback like that, we're sharing it with the team. And I think that that's the part that makes me a little bit sad about some of the stuff that we're seeing happening in the industry as far as branding or people that are selling branding services. Some of them just are not qualified to be doing it.
And it's really...
upsetting to me to see because again you're playing with somebody's livelihood the person that wrote that check to you is expecting you to know how to do your job and if you don't know how to do your job don't get in the business because you have the potential to really affect their business negatively if you do it wrong and one thing i hate to see is when someone's gotten a brand done by someone and then i have to go redo it because it wasn't done right the first time and i think about all that all the effects that that's had on their business
And it's definitely something that that makes me sad to see when when someone doesn't treat it with that same care that we take. And, you know, I think that, you know, if people respected that responsibility that are performing these services, they would look at that differently.
That's why it's so important that when we partnered with with Ryan, that we partner with somebody that shared that same philosophy as far as understanding that the work that he does in digital marketing is that same exact philosophy.
I think also, Tommy, too, one thing to make note is I think the home service owners today have access to so much data at their fingertips. The problem is they don't know how to leverage it. Oh, that's a thing. So you look at the people that are on great CRMs and the data is literally right in front of you telling you – You've got to set it up.
Well, but if – looking at the data saying, well, what is our booking rate? What is our close rates? What is our acquisition cost? And if those numbers aren't in sync, well, why do you think they're not in sync? What's the underlying reason? So sometimes the data is literally right there telling you what you need to fix and you just have to know – how to fix it at that point.
Like it's literally saying, well, your booking rate is 80%. Well, why is it, why isn't it 90? You know, well, is that because of the CSRs? Is that because of branding? You know, there's all these things that it could be from, but the data is literally right there for you to analyze. And a lot of people just ignore the data.
And then they wonder why average tickets are low, why booking rates are low, why the close rates are low. And even the people who are always screaming and saying, oh, my digital marketing company sucks. When then you look at how many open estimates are they have. Right. So why aren't we rehashing? Why aren't we going after the open estimates?
So like sometimes, too, it's not that you need more leads. You need to do a better job with the leads that you're actually getting.
And I think to that point, Tommy, you talk about the grassroots efforts that are required. They're not just for the guys that are just starting. And that's when you get bigger. Sometimes you ignore the grassroots efforts. You don't go to the community events. You're not in the parade. You're not helping the community. You're not sponsoring the little leagues.
All those things do not cost a lot of money. But those are the things sometimes that the PE-backed companies can't compete with. They don't do any of that stuff. So becoming that notion of five-mile famous within the community so everyone within five miles know who to think about when they need that particular service, a lot of those efforts are not just specifically happening online.
They're happening legitimately in person, right? So what are we doing to put our brand name in front of the community on a regular basis? Are we going to the 4th of July parade? Right. with a branded truck that's rolling at three miles an hour and the streets are lined four deep with people in my community that I'm trying to sell. How much do you think that costs?
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