The Home Services Marketing Podcast Growth To Acquisition – Details, episodes & analysis

I had the pleasure of sitting down with Carrie Kelsch, CEO of A Plus Garage Doors, to talk about her incredible journey from mortgage broker to running the largest garage door company in Utah. We covered everything from surviving the 2008 housing crisis to building systems and processes that took her from six employees to 96 vehicles on the road. Carrie shared her strategies for creating a strong company culture, implementing Service Titan to gain transparency across operations, and the decision to join Guild Garage Group in 2022. This conversation is packed with practical advice for any home services contractor looking to scale their business.

What stood out most to me was Carrie's focus on the blue collar worker and her Youth in the Trades program that gives teenagers exposure to careers in the trades. She also emphasized the importance of making sure your technicians take ownership of customer reviews and creating a five star experience at every job. If you're in the home services space and want to grow, this episode is a must listen.

Chapters:

1. 00:09 - The Value of Blue Collar Workers
2. 06:41 - Transition to the Garage Door Industry
3. 07:34 - Implementing Systems for Business Growth
4. 21:10 - Transitioning to Effective Marketing Strategies
5. 23:30 - The Shift to Digital Marketing
6. 37:09 - Transitioning to Guild Garage Group
7. 49:04 - Strategies for Success in Home Services

Companies Mentioned

A Plus Garage Doors

Blue Forge Marketing

Guild Garage Group

Expert Garage Doors

Goldman Sachs 10,000 Small Businesses

Service Titan

Lehman Brothers

Countrywide

Websites Mentioned

blueforgemarketing.com

Guest Information

Carrie Kelsch is the CEO and founder of A Plus Garage Doors, which she started in 2005. She grew the company from six employees doing 1.5 million in revenue to 96 vehicles on the road pushing for 50 million in annual revenue. In 2022, she joined Guild Garage Group and expanded operations into Las Vegas.

In this episode, I sit down with Tom Rand from Climate Care to discuss practical HVAC marketing strategies that work. Tom oversees marketing for 30 independently owned HVAC companies and shares what he's learned about attribution, SEO, building marketing plans, and knowing when to hire help. We talk about the shift from reactive marketing to strategic planning, why organic search matters more than ever, and how AI is changing the game.

If you're an HVAC contractor looking to grow past the word-of-mouth stage, this conversation covers the foundations you need. Tom breaks down how to measure what's working, when to bring in specialists, and why treating marketing like any other business process will set you apart from competitors who are still throwing money at problems.

Chapters:

• 00:04 - The Importance of Details in Branding
• 03:41 - Transitioning into HVAC Marketing
• 09:37 - The Navigator Program and Its Importance
• 13:28 - The Importance of a Marketing Plan
• 21:51 - Understanding Customer Attribution in Marketing
• 27:08 - Understanding Customer Engagement and Marketing Attribution
• 31:08 - The Importance of SEO in Marketing
• 39:58 - Lead Generation vs. Brand Awareness
• 41:56 - Starting with SEO Companies
• 47:41 - The Importance of Active SEO Involvement
• 55:00 - Core Values Alignment in Business Partnerships
• 59:10 - Identifying When to Hire a Marketing Manager
• 01:07:31 - Understanding the Role of Marketing Managers in HVAC Businesses
• 01:10:14 - Meeting Customers Where They Are: Marketing Flexibility
• 01:18:41 - Embracing Courage and Differentiation in Business
• 01:20:03 - Strategic Planning for Business Growth

Companies Mentioned

Climate Care

Blue Forge Marketing

Searchlight

ServiceTitan

Nexstar Network

Guild

Websites Mentioned

blueforgemarketing.com

joinclimatecare.com

Guest Information

Tom Rand is the Member Marketing and Implementation Manager at Climate Care, a cooperative of 30 independently owned HVAC companies across Canada. He started in HVAC in 2021 after a background in retail management and operations, bringing a fresh perspective to the industry. You can connect with Tom on LinkedIn.

Key Takeaways

Start with your existing customer database before spending money on strangers. A strong referral program and regular outreach to past customers costs less and converts better than paid advertising alone.

SEO and organic search results build credibility that paid ads cannot replace. People still skip ads and trust organic rankings, so showing up naturally in search results should be a priority

Marketing needs a plan with clear goals and measurements agreed upon before you start spending money. Treat marketing like any other business operation with systems, accountability, and regular reviews.

Hire marketing help when you're ready to scale past organic growth. Look for specialists who understand HVAC specifically and can prove their expertise with examples and transparent reporting.

Meet customers where they are by offering multiple contact methods. Not everyone wants to call, so provide text, online booking, forms, and chat options to capture all opportunities.

The podcast episode presents an in-depth exploration of the philosophical and practical dimensions of ownership in the home services industry, as articulated by Adam Loverich and Matt Pillius. The discussion begins with a critical reflection on the historical context of business ownership, wherein owners often sought personal enrichment at the expense of their teams. Pillius, drawing from his extensive experience in the trades, emphasizes a transformative philosophy that seeks to ensure that all employees achieve success and satisfaction in their roles. This shift in perspective is not merely aspirational; it is framed as a necessary evolution in an industry facing significant challenges, including labor shortages and a declining emphasis on craftsmanship.

Throughout the episode, Pillius shares his personal journey from a traditional tradesman to a business owner who prioritizes collective success and accountability. He argues that the quality of workmanship is a direct reflection of a company's culture and values, asserting that a successful business must be built on a foundation of integrity, pride, and mutual respect among its members. The dialogue further highlights the importance of core values in guiding operational decisions and fostering a sense of belonging among employees. Pillius articulates a vision where each team member is invested in their work, resulting in superior service and customer satisfaction.

The conversation also addresses the pitfalls of contemporary corporate practices that prioritize profit over quality, critiquing larger firms that may dilute the value of craftsmanship by compartmentalizing roles and limiting training opportunities. Pillius and Loverich advocate for a holistic approach to employee development that nurtures both technical skills and ethical practices. This discussion serves as an insightful commentary on the future of the service industry, encouraging business leaders to cultivate a culture where quality and integrity are paramount. The episode concludes with a powerful reminder that, despite the challenges faced, embracing a philosophy centered on teamwork and craftsmanship can lead to enduring success in the competitive landscape of home services.

The episode of the Adam Loveridge: Job Calls Podcast, Adam talks with Justin Brown from SureTech about building an HVAC business from scratch. Justin shares his journey from being an HVAC tech to starting his own company, facing challenges during the 2009 recession, and ultimately finding success through implementing the Entrepreneurial Operating System (EOS) from the book Traction. He discusses the importance of building a strong team culture, learning business fundamentals before going solo, and how local services ads helped him grow. Justin emphasizes that success in the HVAC business requires more than technical skills - it demands understanding leadership, financial management through systems like Profit First, and putting customer needs first. His key advice for aspiring HVAC company owners includes getting business education while working for others, saving seed money, and focusing on existing equipment service rather than just new construction.

Chapter Timestamps:

0:00 - Building Teams for Business Growth

0:52 - Introduction to Justin Brown and SureTech

2:00 - Justin's 30-Year HVAC Journey

4:00 - Church Camp Career Detour

5:00 - Partnership and Phone Number Acquisition

7:00 - Google Local Services Ads Experience

9:00 - Word of Mouth Marketing Strategy

12:00 - Managing Money and Cash Flow

14:00 - Implementing EOS Weekly Meetings

16:00 - Core Values and Tough Decisions

20:00 - Learning from Industry Experience

24:00 - Building the Right Foundation

26:00 - Second Opinion Marketing Strategy

29:00 - Profit First Money Management

32:00 - Leadership Through Collaboration

35:00 - Women in HVAC Industry

38:00 - Contact Information and Advice

The episode of the Job Calls Podcast, Adam Loveridge sits down with Anthon Mecham from Authority Heating & Cooling to discuss their remarkable journey from a small new construction company to a thriving HVAC business targeting 10% market share in Utah County. Anthon shares how implementing core values of honesty and integrity, combined with strategic hvac marketing initiatives including vehicle wraps, billboards, and TV commercials, helped transform their home services business from unmarked vans to a recognized household name. The conversation explores crucial hvac growth strategies, the importance of retention marketing and customer lifetime value, their experience with Service Titan software, and how joining Praxis University provided the hvac coaching needed to scale from 7 million to nearly 9 million in revenue while maintaining their commitment to treating every customer like family.

Guest: Anthon Mecham, Authority Heating & Cooling, LLC

0:00 - Customer Retention Philosophy

0:14 - Business Purpose and Core Values

0:33 - Introduction and Company Background

1:15 - Authority Heating Origins Story

2:30 - Current Business Scale

3:15 - New Construction vs Service Work

5:00 - Hiring and Training Strategies

6:30 - Marketing Evolution Journey

8:00 - Vehicle Wrap Impact

10:00 - Multi-Channel Marketing Approach

12:00 - Google Reviews Strategy

14:30 - Local Search Rankings

17:00 - Brand Recognition Growth

19:00 - Offline Marketing Effects

21:30 - Business Transformation Story

23:00 - Praxis University Coaching

25:30 - Service Department Development

27:00 - KPI Implementation

29:00 - Transparency Pricing Model

31:00 - Inventory Management System

33:00 - Organizational Structure Development

35:00 - Core Values Creation

37:00 - Customer Trust Building

40:00 - Market Share Goals

42:00 - Competing with Private Equity

44:00 - Exit Strategy Considerations

47:00 - Advice for New Contractors

Adam Loveridge JOB CALLS EP. 21:How Ashley Stroud Built a $5M Plumbing Empire: Rebranding Success & Marketing Strategies

The episode of the Job Calls Podcast, Adam Loveridge sits down with Ashley Stroud from Plumbing Outfitters to discuss their remarkable plumbing business growth journey and transformative rebranding success story. Ashley shares how she and her husband Warren built their plumbing company from a single truck operation in 2017 to a thriving business with 29 employees and nearly $5 million in revenue. The conversation dives deep into their strategic rebranding efforts with Lemon Seed Marketing, revealing how investing in strong plumbing company branding led to higher conversion rates, increased average tickets, and better marketing ROI. Ashley provides valuable insights on home services marketing strategies, from transitioning beyond word-of-mouth to implementing radio advertising, social media recruiting, and creative video campaigns that helped establish Plumbing Outfitters as a standout brand in the competitive Austin market.

Chapter Timestamps:

0:00 - Opening & Introduction

3:51 - Starting Plumbing Outfitters

7:11 - Early Growth Challenges

11:17 - Revenue & Growth Targets

14:44 - Marketing Evolution Journey

19:10 - Decision to Rebrand

23:16 - Brand Transformation Details

27:41 - Team Culture Impact

31:29 - Rebrand Timeline Process

35:14 - Future Expansion Plans

38:45 - Marketing Strategy Overview

44:26 - Radio & Video Campaigns

48:13 - Social Media Approach

53:36 - Rebrand Results & ROI

56:42 - Exit Strategy Discussion

57:36 - Advice for Contractors

The episode of the Job Calls Podcast, Adam Loveridge sits down with Chris Gist from Paradise Home Services to discuss his unique success story with private equity acquisition. Chris shares how Paradise Home Services grew from $1.2 million to nearly $6 million in just three years before being acquired by Leap Service Partners, and why this PE-backed transition has been a positive experience for both the company culture and employees. The conversation explores the importance of maintaining company culture during acquisitions, developing leadership through PE resources, and how being selective about your acquirer can lead to successful outcomes in the home services industry.

0:00 - Create Happiness Philosophy

0:40 - Introduction to Job Calls Podcast

1:17 - Welcome Chris Gist

2:39 - Chris's Background Story

4:00 - Paradise Plumbing Origins

5:04 - Company Growth Journey

7:15 - Culture as Growth Catalyst

9:25 - Core Values Discussion

11:48 - Five-Year Exit Strategy

14:52 - Service World Convention

17:17 - Choosing Leap Service Partners

19:45 - Benefits of PE Partnership

22:13 - Rising Leaders Program

25:52 - Marketing Department Support

27:36 - Leadership Development Success

31:07 - Networking with Legacy Owners

33:45 - Acquisition Horror Stories

36:21 - Due Diligence Advice

39:12 - Interviewing PE Firms

42:28 - Culture-First Approach

45:16 - Hawaiian Shirt Uniforms

48:03 - Company Meeting Traditions

50:41 - Contact Information

53:29 - Final Advice

How David Katz Transformed Trio Heating: Rebranding, Metrics & Customer Experience

David Katz joins Adam Loveridge on the Job Calls Podcast to share how he built Trio Heating & Air from scratch, revealing the emotional journey of rebranding, the power of customer-first marketing, and why focusing on conversion metrics rather than revenue per truck creates sustainable growth in the HVAC industry.

00:00 - Emotional Rebranding Journey

03:00 - Starting Without HVAC Experience

06:55 - Pacific Air USA Origins

09:40 - Rebranding Challenges

14:17 - The Trio Brand Meaning

17:55 - Performance Metrics Discussion

23:03 - Five-Star Customer Experience

25:49 - Conversion Rate Expectations

32:05 - Average Ticket Importance

38:23 - Revenue Per Truck Myth

44:25 - Marketing Budget Planning

48:54 - Lead Generation Strategies

54:02 - Creative Marketing Approaches

59:04 - Private Equity Considerations

1:04:38 - Company Culture Values

1:08:28 - Supporting the Trades Industry

Adam Loveridge JOB CALLS EP. 18:How to Grow an HVAC Business from $0 to $15 Million in 4 Years | Michael Katz Interview

The episode of Adam Loveridge: Job Calls Podcast, Michael Katz shares his remarkable journey growing Trio Heating, Air Conditioning and Plumbing from zero industry experience to a $15 million business in just four years. Michael discusses how he studied successful HVAC companies, implemented proven processes, and built a thriving business through customer service excellence, innovative membership programs, and strategic text message marketing campaigns that generate significant revenue during slow seasons in the HVAC industry.

0:00 - Rapid Business Growth

3:45 - Finding Direction in HVAC

7:58 - Starting Without Experience

12:42 - Early Business Challenges

17:38 - Text Message Marketing Success

23:06 - Membership Program Strategy

28:20 - Creating Recurring Revenue

34:55 - Automation and Processes

40:23 - Benefits of Company Size

45:13 - Maintaining Entrepreneurial Drive

50:17 - Vision and Company Culture

55:04 - Long-Term Business Goals

1:00:16 - Private Equity Considerations

Jobcalls:

Visit https://jobcalls.com/ for more

Socials:

IG: https://www.instagram.com/jobcallsdigital/

GMB: https://g.co/kgs/QEovfZr

Linkedin: https://www.linkedin.com/in/adamloveridge/

The episode of Job Calls Podcast, Andrew Sams from Alpine Building Performance shares valuable insights on how home service contractors can build referral partnerships with property inspection companies. As the owner of a successful Denver-based inspection business with a team of 14, Andrew explains how inspectors serve as trusted advisors to homebuyers and can become powerful referral sources for contractors. He discusses how educational marketing and building relationships with inspection companies can provide contractors with pre-qualified leads while bypassing expensive digital marketing channels.

00:00:00 - Home Inspection Volume

00:02:57 - About Alpine Building Performance

00:05:42 - Content Marketing for Inspectors

00:10:58 - Referral Partnerships Strategy

00:15:13 - Benefits of Inspector Referrals

00:20:28 - What Inspectors Look For

00:27:06 - Value of Educational Lunch & Learns

00:34:08 - ROI of Referral Marketing

00:39:35 - Three-Way Text Introductions

00:42:59 - Modern Homeowner Expectations

00:48:54 - Spectora Software Integration

00:55:18 - Reaching Out to Alpine Building