In this episode, I sit down with Jessica Chase from Get Above the Fold to talk about programmatic advertising and connected TV for home service contractors. She walks me through how these ad formats work, when to start using them, and how they lift results across your other marketing channels.

We get into building a strategy around your first-party data, CRM lists, and event geofencing. Jessica shares real client numbers, including cost-per-lead results that most contractors have not seen from Google alone. She also breaks down budget ranges that make sense at different stages of business growth.

Chapters:

1. 00:04 - Scaling Marketing Spend and Testing Strategies
2. 06:00 - Introduction to Programmatic Advertising
3. 20:47 - Starting a New Marketing Strategy
4. 31:39 - Understanding Programmatic Advertising for Contractors
5. 43:16 - Understanding Customer Personas in Marketing
6. 48:03 - Understanding Customer Data for Business Growth

Guest Information

Jessica Chase is the founder of Get Above the Fold, a programmatic advertising agency. She has 20 years of marketing experience, including time at 1-800 Contacts, Rakuten, and a cash back marketing company. She helps home service contractors reach the right audience through CTV, audio, display, and native advertising.

Companies Mentioned

1. Blue Forge Marketing
2. Get Above the Fold
3. 1-800 Contacts
4. Rakuten
5. The Trade Desk
6. Service Titan
7. Hulu
8. Peacock
9. Spotify

Websites Mentioned

1. Blue Forge Marketing
2. Get Above the Fold

Take Aways

1. Start programmatic with your CRM and site retargeting data before broad prospecting.
2. Layer CTV into your marketing mix once you have at least $3,000 to $5,000 per month to test.
3. Knowing your customer data, zip code, gender, and home age, makes targeting more precise.
4. Running multiple ad formats across channels raises conversion rates on average by about 20%.
5. At higher spend levels, moving budget into programmatic can reduce cost per lead well below what Google Ads delivers on its own.

I sit down with John Jauvenaux from BB Septic in Northwest Arkansas to talk about what it really takes to build a stable, profitable home services company. We get into his early jobs, failed ventures, and how he turned a small septic outfit into a growing business by focusing on integrity, systems, and the right people instead of shortcuts.

From my side as an agency owner, I share how this lines up with the way we help contractors grow from survival into serious scale. We talk through old-school marketing like Yellow Pages and door hangers, how online listings and NAP consistency changed the game, why reviews matter so much, and how EOS, integrators, and clear processes let an owner step out of the truck without losing control.

Chapters:

1. 00:07 - Taking Ownership of Success
2. 02:07 - Transition to Digital Marketing and Business Strategies
3. 12:21 - The Importance of NAP Consistency in Digital Marketing
4. 21:34 - The Journey of Learning and Self-Discovery
5. 25:22 - Transitioning to Ownership and Leadership
6. 31:29 - Identifying and Solving Business Problems
7. 44:33 - Transitioning to Marketing Strategies
8. 52:14 - The Power of Local Marketing and Networking
9. 56:32 - Taking Action in Business: The Importance of Implementation
10. 58:55 - Navigating Success: Lessons from a Lifelong Entrepreneur
11. 01:06:38 - Building a Business: Growth, Acquisition, and Legacy

1. Blue Forge Marketing
2. BB Septic
3. Dex
4. Manta
5. Yext
6. TripAdvisor
7. Google

1. https://www.blueforgemarketing.com/
2. https://ip.com/
3. https://www.manta.com/
4. https://www.yext.com/
5. https://www.tripadvisor.com/
6. https://www.google.com/business/

John owns and leads BB Septic in Northwest Arkansas. He has worked in septic and portable sanitation for more than thirty years, growing from a two-truck outfit into a multi‑million dollar operation. John focuses on clear processes, education-based marketing, and building a team that can run the day-to-day while he works on new projects in wastewater and speaks at industry events.

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.

Host Adam Loveridge sits down with Scott Grimes from Grimes Heating and Air out of Oroville, California to discuss recovery, entrepreneurship, and building a successful HVAC business. Scott shares his journey from addiction to 31 years of sobriety, how integrity and financial systems became the foundation of his business growth, and the challenges of scaling from a one-man operation to a $6.5 million company with 16 trucks and 33 employees. This conversation covers everything from managing profitability and hiring staff to the importance of letting go and trusting your team offering valuable contractor business advice for anyone in the home services industry.Scott does not have a specific call to action but welcomes other contractors to reach out through Grimes Heating and Air's office in Oroville, California or via their Facebook page.

Chapters:

• 00:12 - Financial Integrity and Personal Responsibility
• 01:44 - Overcoming Adversity: The Journey to Recovery
• 11:45 - The Journey of Recovery and Business Growth
• 26:53 - The Challenge of Letting Go in Business Management
• 40:24 - Letting Go: Embracing Change in Business
• 44:59 - Navigating Control and Letting Go

Takeaways:

• The journey of recovery is unique for each individual and does not have to conform to societal norms or expectations.
• A strong emphasis on honesty and integrity forms the foundation of successful business practices in the home services industry.
• Financial management and understanding labor costs are crucial for the sustainability and profitability of a business.
• Developing accountability within a team is essential for maintaining operational efficiency and ensuring quality service delivery.
• The importance of hiring motivated individuals who align with the company's values cannot be overstated, as they contribute significantly to a positive work environment.
• Letting go of control is a necessary step for growth, allowing trusted team members to take on responsibilities.

Links referenced in this episode:

• blueforgemarketing.com
• grimesheatingandair.com
• facebook.com/grimesheatingandair

Companies mentioned in this episode:

• Blue Forge Marketing
• Grimes Heating and Air
• Alcoholics Anonymous
• Dave Ramsey

The episode of Adam Loveridge: Home Service Marketing Podcast, Luis Francisco, owner of Stashluk Plumbing Heating Services, shares his journey from immigrating at age 12 to acquiring the plumbing and HVAC company he worked at for 10 years. Luis discusses growing the business from 1.5 million to over 2 million in revenue through strategic marketing, customer retention, and faith-based principles. He emphasizes the importance of educating customers rather than hard-selling, maintaining strong relationships, and always having faith when facing business challenges. Luis explains his "why" - providing for his family and being a better father - and offers advice to aspiring service technicians about building clientele through hard work, respect, and genuine connections.

Chapters:

• 00:09 - Understanding Customer Retention
• 03:08 - Transitioning to Business Acquisition
• 08:11 - Customer Retention and Education
• 11:28 - The Importance of Understanding Your 'Why' in Business
• 18:00 - The Journey of Faith and Service
• 22:06 - Transitioning to Business Ownership

Takeaways:

• One should never harbor trepidation regarding financial metrics; understanding them is crucial for growth.
• It is significantly more cost-effective to retain existing customers than to acquire new ones.
• Fostering long-term customer relationships necessitates an educational approach rather than aggressive sales tactics.
• Recognizing one's fundamental motivations or 'why' can profoundly influence business success and personal fulfillment.
• Investing time in educating technicians leads to better customer interactions and service quality.
• Maintaining a positive outlook and faith in God's provision can motivate perseverance through challenging business phases.

Companies mentioned in this episode:

• Blue Forge Marketing
• Stash Luck Plumbing Heating and Air

Links referenced in this episode:

• blueforgemarketing.com

In this episode, we delve into the intricate dynamics of marketing within the home services sector, emphasizing that the essence of successful marketing lies not in the art of persuasion but rather in the innate desire of businesses to engage with effective strategies. We contend that individuals who are genuinely inclined to market their services inherently seek the most proficient vendors to collaborate with, while those who are reticent often eschew the notion of allocating resources toward marketing endeavors. Through a candid conversation with Corey Eckert of Alpine Ductless, we explore the significance of specializing within a specific niche, thereby underscoring the maxim that there exist significant opportunities in focusing on particular markets. Eckert's journey from general contracting to establishing a thriving ductless heating and cooling enterprise serves as a compelling case study in the importance of expertise and customer satisfaction. As we navigate the complexities of marketing tactics and the competitive landscape, we affirm that the pursuit of continuous learning and adaptation remains paramount for success in this ever-evolving industry.

Takeaways:

• Marketing cannot be successfully sold to individuals who lack interest in it.
• The importance of niche marketing cannot be overstated; expertise in one area yields significant advantages.
• Allocating a marketing budget is crucial for business growth; neglecting it limits potential success.
• Understanding the nuances of ductless heating systems is essential for effective installation and sales.
• The efficiency of ductless systems can lead to substantial energy savings, as demonstrated in recent studies.
• A commitment to continuous learning in the field of HVAC ensures one remains competitive and knowledgeable.

Chapters:

• 00:09 - Marketing Mindset vs. Alternative Ventures
• 06:18 - Introduction to Ductless Systems
• 08:35 - Transitioning to Ductless Systems
• 15:24 - Transitioning to Marketing Strategies
• 21:47 - The Impact of Advertising on SEO Performance
• 26:57 - Starting the Business Journey
• 36:17 - Navigating Challenges in Business Growth
• 39:15 - The Shift Towards Trades: A New Perspective

This podcast episode elucidates the intricate challenges faced by individuals embarking on the journey of establishing their own HVAC businesses. A salient point of discussion revolves around the critical necessity for aspiring entrepreneurs to secure adequate financial backing, as insufficient capital can significantly impede progress. The conversation further emphasizes the imperative of transitioning from a technician mindset to that of a business owner, highlighting the need for comprehensive understanding of operational dynamics beyond mere technical proficiency. Moreover, we explore the importance of mentorship and coaching in navigating the complexities of entrepreneurship, suggesting that guidance from industry veterans can substantially mitigate missteps. Ultimately, the episode seeks to provide valuable insights and actionable advice for those poised to enter the competitive landscape of home services.