Franchise marketing has two customers, and most brands only market to one of them. The first customer is the homeowner in a franchisee's territory whose furnace quit. The second customer is the franchisee, who paid a fee and pays royalties on the promise that the brand would send them work. When the marketing works for [...]
The second location breaks the marketing that built the first one. That is the sentence I wish someone had said to every HVAC and plumbing owner I have talked to who went from one shop to two or three. They assume multi location marketing is the same playbook, run twice. It is not. Everything that [...]
Franchise SEO is not one problem. It is forty of them, one per territory, and the brand website usually solves the part that was never the hard part. The corporate site ranks for the brand name. Good. Now try searching "furnace repair" from a suburb where your newest franchisee opened eleven weeks ago. That is [...]
Contractor marketing is three jobs. Earn the call. Answer the call. Track what it became. Almost every piece of advice you will find on this topic, and every agency pitch you will sit through, covers only the first job. Rankings, ads, ideas, tips. Then the plan ends at the exact moment the money is [...]
Roofing lead generation advice splits into two camps. One says knock more doors and grind. The other says buy leads and scale. Both camps talk about roofing like the work arrives evenly, a steady drip of re-roofs and repairs you can plan a quarter around. Anyone who has run a roofing company through a hail [...]
A homeowner is standing in two inches of water on a Saturday morning. She searches, pulls up the map pack, and calls the first plumber listed. Voicemail. She does not leave a message. She calls the second. A person answers, and the job is booked before the third plumber ever knew his marketing worked. [...]
Every HVAC owner hits the same wall. The schedule has gaps, so the answer must be more leads. Buy a lead package. Raise the ad budget. Try another vendor. Here is the uncomfortable part of hvac lead generation that the vendors and the marketing guides both skip. Most HVAC companies already generate more leads than [...]
Every guide on SEO for contractors ends at the same place. Rank higher. Get more traffic. Get more leads. Then the guide stops, as if the job books itself. Here is what actually happens. You do the work. Your Google Business Profile climbs into the map pack. A homeowner finds you at 4:45 on a [...]
You are on a roof. Your phone rings. You cannot answer it. The homeowner calling needed an estimate for a job worth $4,200. They did not leave a voicemail. They called the next roofing company on Google who answered, sounded professional, and booked the estimate appointment before you even knew the call came in. That [...]
