Why Home Service Owners Lose Customers Before They Ever Pick Up the Phone
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Why do customers prioritize trust over price in home services?
And 66% of people said trust and reputation, and only 7% said price. They don't trust you to pay the expensive price. If you take an owner, put him or her on the screen, and they say, this is my reputation, this is my face, my family, I'm standing behind my product, that's how you get scrappy.
I think the personal brand of the founder is more important than the company itself. marketing is doable no matter your size if you're a one-man show if you're a 500 million dollar company start with everything that you own all right guys welcome back to the home service expert podcast today i got senya spellman with me she is an expert at lead generation performance marketing brand reputation and pricing power brand story tv ctv strategy multi-channel marketing pr and community community campaigns sports sponsorships crm and first party data based out of wisconsin She's a fractional CMO, basically, that knows everything about home service. The episode thesis is marketing feels daunting to most home service owners.
What is the TV attribution model and how does it work?
It doesn't have to be. Even a one-man operation has tools available to them right now. Referrals, reviews, brand, storytelling, a smart channel strategy. Senya has spent the years inside of the marketing departments of companies like Tunderland, $100 million revenue, Leaf Home 7 brands, Bathworks, and Home Genius Exteriors delivering 10x increase in TV leads and moving set rates from 12% to 34%. Now she embeds inside of companies as a fractional operator showing them the marketing is more accessible than they think and that their reputation is directly tied to their pricing power and that telling their brand story is the right way to change everything. This episode makes marketing feel achievable, not overwhelming.
It's great to have you here.
How can AI tools enhance brand visibility for home service companies?
Yeah, I'm so happy to be here reading off that whole list. I'm like, wow, there's a lot of stuff that I've done. So I'm excited.
I love this stuff, and it's perfect timing because we're like diving deep into marketing at the company right now.
Yeah.
And we're doing all the way above. We do a lot of TV, a lot of CTV, a lot of radio, a lot of display ads, a ton of money on PPC, multi-channel GMB strategy.
What are the key differences between home service and home improvement marketing?
Let's just jump in.
Yeah, let's do it.
You graduated with a marketing degree, moved from Peru to teach English, came back and started at a dental office.
Yep. how'd you end up as a vp of marketing help drive home oh gosh well my entire career my goal is always to fill seats and so whether i started in private equity dental which is a dentist has x amount of patients they can see a day let's get those chairs filled move to disaster restoration same thing we have crews that need to have jobs to do so let's get those in the door and then it was a pretty natural transition to home improvement i actually started at tundra land home improvements with brian gottlieb and amy zimmerman two super huge powerhouses in the space. You can see them a lot in Quality Remodeler and speaking at these other events. And as soon as I met Amy, I saw this beautiful, powerful, blonde woman.
What marketing budget benchmarks should home service companies aim for?
Like, you work in home improvement? Like, when I think of home improvement, before I was in the industry, I thought... overalls maybe some caulking on there you know some tears and riffs but it really is an industry that's so lucrative and has so much potential if you know how to do it the right way so i went to tundra land on site brian gottlieb is the most magnetic person in the world he sat me down he's like what can we do to get you on the team whatever you want he's all over the place and super exuberant and so i said well this is where i need to be and um we were acquired by leaf home after that uh at tundra land And so Amy and I had the opportunity to replicate this amazing funnel metrics that we were doing at Tundra Land at Leaf Home for the acquisitions.
So after that, it was just kind of organic. We had a great time managing those brands.
What is the 97% rule and why does branding matter?
I felt like I kind of wanted to have more autonomy and really help a brand have super huge revenue growth and scale.
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Chapters
8 chapters
1
Why do customers prioritize trust over price in home services?
0:00β0:58
2
What is the TV attribution model and how does it work?
0:58β1:41
3
How can AI tools enhance brand visibility for home service companies?
1:41β2:04
4
What are the key differences between home service and home improvement marketing?
2:04β2:56
5
What marketing budget benchmarks should home service companies aim for?
2:56β3:40
6
What is the 97% rule and why does branding matter?
3:40β4:04
7
How can an omnichannel data strategy improve customer targeting?
4:04β4:57
8
What strategies can home service companies use for effective cause marketing?
4:57β1:19:02
Speakers
3 identifiedMore from The Home Service Expert Podcast
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The First KPI Every Home Service Owner Should Track (Not Revenue) |
You Hit $5M, Then $10M. Why It Never Feels Like Enough (& What Actually Does)
The One Thing Nobody Can Take From Your Home Service Business | Jason Feifer
The Man Who Took Tesla From $2B To $20B Shares The Exact Formula | Jon McNeill
Doing Whatever You Want, Is Keeping Your Business Small (Here's Why) | Mark C Winters