Why Direct Mail Still Dominates Home Service Marketing (Dan Harlacher)
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What is the significance of direct mail in home service marketing?
All of the operational side of the business equation needs to align effectively with the marketing side of the equation. When we put it together, that's where we start to see the magic happen.
Welcome to the Home Service Expert, where each week, Tommy chats with world-class entrepreneurs and experts in various fields like marketing, sales, hiring, and leadership to find out what's really behind their success in business. Now, your host, the home service millionaire, Tommy Mello.
Before we get started, I wanted to share two important things with you. First, I want you to implement what you learned today. To do that, you'll have to take a lot of notes, but I also want you to fully concentrate on the interview. So I asked the team to take notes for you. Just text notes, N-O-T-E-S to 888-526-1299. That's 888-526-1299. And you'll receive a link to download the notes from today's episode. Also, if you haven't got your copy of my newest book, Elevate, please go check it out. I'll share with you how I attracted and developed a winning team that helped me build a $200 million company in 22 states. Just go to elevateandwin.com forward slash podcast to get your copy. Now let's go back into the interview.
All right, guys, welcome back to the Home Service Expert. Today, I got Dan Harlacher with ValPak. You know, a lot of clients been asking me, who do you use? How are you getting leads and what works? And I'll tell you, I've been with ValPak since the first day I got into business. My dad used it at his transmission shop in the 90s. I'm a big believer in mail. I just believe it still works. He's an expert in marketing, branding, digital advertising. He's based in St. Petersburg, Florida. Dan is the owner of a Valpak franchise helping businesses grow through targeted advertising and marketing solutions. With decades of expertise in direct marketing, Dan specializes in connecting brands with the right audiences through products like the iconic blue Valpak envelope, the Valpak digital network, digital push email, and customized residential services.
in B2B solo mail campaigns. Previously, Dan served as the vice president of network sales at Cox Target Media and held senior leadership roles at Advo, where he led regional sales strategy and operations throughout his career. Dan has focused on driving measurable growth, strengthening brand awareness, and delivering high-impact marketing solutions for local and national businesses alike. Today's episodes, how Valpak evolved from an iconic blue envelope into a data-driven, omnichannel marketing engine, and why combining targeted direct mail with digital precision may be the most underutilized growth strategy for local businesses today. And Dan, let's kick some ass, man. I love doing this kind of stuff because I'm a marketing machine and I just, I love to make the phone ring and I love the conversion cycle.
So let's just start out with a little bit about yourself and the journey where you got here. Yeah, pleasure to be with you. And again, happy birthday to you. Hope you have a great day. Great to be with you this afternoon. So I've got about 30 years in the business. As you mentioned, franchise ownership, corporate positions. It's a great position to be in when you're on both the buyer and seller side of a desk. You appreciate the interaction as it relates to media and marketing recipes. And so, man, it's been a great journey in the direct mail business. We started from kind of that... spray and pray world where everybody kind of pigeonholed us in this one-dimensional product solution. And I got to tell you, over the last three and a half, four years, we have really grown up
and incorporated and integrated data into our go-to-market approach. And that has really set the bar high for us and held us more accountable to deliver KPIs in the home improvement, home services sector, particularly by marrying data with product solutions. So We have learned and seen there is an integrated relationship of all media, especially in today's environment with the consumer.
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Chapters
4 chapters
1
What is the significance of direct mail in home service marketing?
0:00–14:38
2
How has Valpak evolved its marketing strategies over the years?
14:38–34:57
3
What are the biggest marketing mistakes local businesses make?
34:57–54:59
4
How can businesses effectively target homeowners for services?
54:59–59:01
Speakers
2 identifiedMore from The Home Service Expert Podcast
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