November 25, 2025 • 27 mins
If you’re only focused on the house you’re working on, you’re doing it wrong. In this episode of Masters of Home Service, host Adam Sylvester talks with Keith Kalfas, owner of Kalfas Landscaping, and Daniel Dixon, CEO of SendJim, about the neighborhood marketing tactics that helped them dominate entire blocks. Learn 10+ ways to turn one job into five, get seen by the right people, and build route density to grow your business.
New to Jobber? Masters of Home Service listeners can claim an exclusive discount for Jobber at http://bit.ly/4kAzgm0
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
The first five years inmy landscaping business,
maybe four years I worked Saturdays,but there was a point I was like,
wait a second, if I can work Sundays too.
Sundays are home as well.
Yeah, so now I was seven days a week.
I did that for about two yearsstraight until I burned out.
There's only so long I could do that,
but I got the most amount of customerson Saturdays and Sundays because
everybody was home.
(00:22):
Welcome to Masters of Home Service,
the best podcast for home service proslike us. I'm your host, Adam Sylvester,
and I want you to crush it in business.
We're going to get into it teachingyou how to have a plan to dominate your
clients neighborhood because that'sthe best way to grow your business.
So Keith, Daniel and welcome to theshow. Thanks for being here. Keith,
(00:43):
why don't you tell our listenerswho you are and what you do.
Hey, what's up? Thank you.
I'm Keith with KalfasProfessional Services we're in Sterling Heights, Michigan.
I've been in business for14 years. We do landscaping,
property maintenance and windowcleaning. I love my business.
We've served 5,000 happy clients and Ilove my business and I love taking care
of customers. [Adam] Awesome. Thanksfor being here. That's great. Daniel,
go ahead.
(01:03):
Daniel Dixon.
I'm the CEO at SendJim and that'sa marketing automation platform
that integrates with Jobber and I alsoown home service concrete coatings
company and have owned otherhome service businesses as well.
Great. So we're talking about gettingmore jobs and dominating a neighborhood,
and you guys are both really good at this.
What do you think is the main reasonthat so many business owners overlook
(01:28):
this marketing strategy?
Service business owners,especially I'm a landscaper,
they get incredibly busy and so tiedup and it's called context switching.
When you're wearing one hat,
you kind of get zoned in on that hat andyou're so concerned of where you have
to be next and your schedule's tightthat maybe you haven't even scheduled in
the time to do that. Just ask for thepositive review, talk to the neighbors,
(01:51):
make sure you can deal with any walkupsor quotes and think of the neighborhood
as like, let's dominate this neighborhood.
So when you open your mind and youthink you become more aware of it,
then you start planningthat into the jobs.
Especially if you have some employeesworking, you've trained them,
that frees you up to spend time marketingto the neighbors or doing a Facebook
marketing campaign,
finding out what the local Facebookgroup is in the neighborhood and lacking
(02:15):
down that neighborhood. Soit's walk a mile, see a mile.
When we start our home service businesses,
you're just happy to get a job nomatter where it is. And the number
one way to pay for customeracquisition is probably through Google
AdWords or pay-per-clickcampaigns or social media.
And we can't really control theneighborhoods that we're in or we think we
(02:37):
can't.
And so we just become accustomed totaking the lead no matter where it is
until we get large enough towhere we could actually say, well,
I don't go to that area,it's not beneficial for me.
But by that time it's like our clientbase is kind of all over the place.
So I think it's a product of where westart and we don't ever really focus on
building enough route density.
(02:59):
Yeah, yeah. Also,
I like the idea of what Keith said earlierabout let's make some time into this
whole idea instead of havingto rush off to the next one,
let's bake some time into where we knockon the door, give door hangers out.
What are some other strategies that youguys have found some really practical
things our listeners can do todaywhen they're on the job site?
(03:19):
What are some things theyshould be thinking about and planning for when they're
on the job site?
I had a carpet cleaning business.
It was my very first home servicebusiness and we did actually a hundred
thousand dollars a yearin one neighborhood and we would do it year after year
because we really focused on onlyserving that neighborhood and we honestly
didn't do pay-per-click advertising oranything like that until much later.
And a couple things that we did toreally dominate the neighborhood. One,
(03:43):
we integrated Jobber to SendJim andwe started doing neighbor mailings.
And if you're not familiar withwhat that is, statuses in Jobber,
like when an invoice gets paid or when ajob is completed or a job is scheduled,
those can trigger mailings tothe neighbors of your customers.
When we talk to business owners, oneof the biggest things that they say is,
I want to get moreclients like my clients.
(04:05):
I want to get more jobs likethe ones I already have.
And the most like your jobs oryour clients are their neighbors.
Entering those people into drip marketingcampaigns with postcards goes really
well with knocking on the doorasking for reviews, right?
Research says that you have to,
a person has to see your brand seven timesbefore they remember it and recognize
(04:27):
it. And so the yard sign's great.The wrapped vehicle's great,
the uniforms on your employees are great,
but how do we get the last three or fourtouches? And so if we can stay in front
of them for another three or fourmonths with a series of drip postcards,
that's a really powerful thing and it'sautomated and it doesn't require any
time or thought. Sothat's the first thing.
(04:47):
The second thing is a little secret thatI don't share very often, but go on,
let's hear it. I do it for this, I'lldo it for Jobber, give us the best.
But it's saying at the endof a job, Hey Mrs. Smith,
reviews are super important to us. IfI took $25 off your job today or $50,
whatever makes sense for your business,
would you leave me an honestreview in your neighborhood?
(05:08):
And that lives forever, right?
And the number one place that I see myneighbors and myself going to find a
home service business now is the nextdoor page in our neighborhood or the
Facebook page that'sdedicated to our neighborhood.
And so there's really no betterinvestment of marketing dollars
than having your customer post in theneighborhoods that you want to work in.
(05:32):
I like that. That's good.I think in terms of,
there's a great book by MichaelMasterson called Great Leads.
It talks about cold, warm,
and then hot clients thatare ready to buy yesterday.
And so I also like to move that forwardin psychology with customers because
in my YouTube channel I talk topeople that are more empathic.
(05:55):
If it's emotionally drainingto you to do all of the work,
to constantly talk to customers, Howcan you start to use software automation
technology and use things to dosome of that heavy lifting for you?
But when you do talk to people,if you're kind of more empathic,
you might spend more timethan just a five minute quote.
You might spend an hour with a customerand end up praying with them or
(06:18):
something.
I learn how to identify just over thephone when I talk to a customer to qualify
them. Is this my customer or not?
Slow down a little bit and be morepresent with the clients that you have and
then you can sell way morework with those clients.
This is great. So I want to talk about,
let's focus on the employees are on thejob site or maybe the owner you're on
(06:38):
the job site or listeners are,should they knock on doors?
I hear about five rounds, we goknock on the five closest doors,
or are you asking your clientsfor referrals next door neighbors?
Are you looking for like, oh,that guy's lawn is overgrown,
he needs my services.
What kind of things are you doing onthe job site or really empowering your
people to do for you in asystematic way to increase your
(07:01):
presence in that neighborhood?Are there any other things?
Yeah,
I think the more of those things thatyou can do and build into the system and
process of your businessthe better because how do we get to those seven touches
and doing the things that other businessesare afraid to do is a perfect way to
stand out and to grow yourbusiness. An example of that,
so we should do door hangers. That'snot that scary. A little bit scary.
(07:24):
You got to walk up to the door.It's pretty passive though though.
It's pretty passive.The knock on the door,
a lot of people are scared of thatand a lot of homeowners don't like it,
but you don't have to doit in an aggressive manner.
It depends on how you do that. It couldjust be a knock and just say, Hey,
we're going to be doing thisat your neighbor's house.
I just want to introduce myself.If you need anything like that,
be happy to take a look.If not, have a great day.
(07:45):
Something along those lines of just,Hey, we might be around the yard,
just didn't want to worry you if yousaw me walking on this side of the
neighbor's house or whatnot. So it cancome across as a very helpful and a
very good service that your company'sproviding and a thoughtful and caring
company as opposed to I'mtrying to sell you something,
but that might just provide awareness.
(08:07):
It's a marketing touch and itmight lead to another sale.
Or if we're working, we might betoo loud or our vans are in the way,
I'll come move 'em for you.
You can take different approaches onthat so it doesn't feel like it's a sales
knock, so it can be very salesyfor sure. I agree with that.
What I do is I do a lotof the administrative,
but all the sales and marketing and Iteach my employees a four step training
(08:30):
system basically to be able to do thejob well without me having to do anything
except tell them what to do and they cando it so that way I can step back and
just go sit in the truck,which is my mobile office,
and I have wifi in there and my laptop.
I put a thing over the windshield toblock the sun and I could just jam out,
call customers, do email blasts,
(08:51):
anything I need to do to keep themarketing machine going while they do
90% of the work. And so that'sworked for me very, very well.
I also think a hack for our listenersis, especially in the beginning,
working on Saturday is a hugebenefit if you're trying to get more
neighbors. Because think about it, ifyou're there on a Wednesday morning,
(09:13):
everyone's at work, nobody's athome, but if they're on a Saturday,
everyone's home,
everybody's playing basketball in thecul-de-sac and their kids are out riding
bikes and they're out cutting the grassand you're going to get so many more
walk-ups,
so much more attention if you'reworking on Saturday or if you can,
especially in the verybeginning, if you can work,
maybe you have a full-time job and you'retrying to get this side hustle going
and you're working the afternoons andevenings, that is a huge, huge advantage.
(09:36):
And so don't disregard thatbecause time of day matters life.
You're knocking on doors during the day,
you'll get one answer if you knock ondoors on Saturday or in the evenings,
you'll get way more attention.
And depending on where you are in yourbusiness and how badly you want to get
into a specific neighborhood,
another really good way to do thatis to give away free work or heavily
(09:59):
discounted work.
If you know someone in that neighborhoodor you're even willing to door knock or
you have a customer in thatneighborhood and said, Hey,
do you know anyone else inthis neighborhood that might want 50% off their job?
I'm just trying to get more known in thisneighborhood. And people say like, oh,
I don't discount my service or I won'tgive away free work. Don't ever do that.
But if you look at it as itan investment in marketing,
that job might cost you a hundred dollarsor $200 to do. And if I said, Hey,
(10:24):
if I gave you $200,
we're going to generate three or fourmore clients in this neighborhood,
would you do it? Of course.
So it's a really effective high ROIform of marketing your business in a
neighborhood,
and it's just another opportunity to hangthe door hangers for people to see you
out there, to your point. Andit can be very, very powerful.
So if you're new in business and you'relooking for jobs, do not sit at home.
(10:47):
Do not wait for the phoneto ring, go out and work.
You're already payingfor your technicians.
The cost is already there.
So go out and market yourself by actuallyproviding work, getting the reviews.
Yeah. Daniel, I think whatyou said to begin with was,
depending on how much you want to do this,
it really comes down how much do youwant it? How hard do you want to hustle?
(11:08):
Keith, I know that you knowthe hustle game really well.
It matters how hard ourlisteners really want to do this,
and if they really want it, they'll do it.
Bro. I love what you said about theworking on Saturday's thing now,
the first five years ofmy landscaping business,
maybe four years I worked Saturdays,but there was a point I was like,
wait a second, if I can work Sundays too.
(11:29):
Sundays are home as well.
Yeah. So now I was seven days a week.
I did that for about two yearsstraight until I burned out.
And if you have a family and stuff,
it's probably not a good idea to workon Sundays only so long I could do that.
But I believe everybody should have atwo year period where they go all in on
something and become in apositive way, completely selfish,
and they put out the blinders in justtwo years straight and they can really
(11:52):
blossom and create a lot of fruit in yourlife as long as you're conscious about
it. But I did notice what you said.
I'm glad that you said that about theSaturday thing because everybody's home.
I noticed I got the most amount ofcustomers on Saturdays and Sundays because
everybody was home.
I remember I was working on Saturdayand I literally couldn't do anything but
just walk around the neighborhood of allthe customers that were stopping their
(12:16):
cars and coming up and walking up. I mean,
we booked out for months and tens ofthousands of dollars in work in this one
neighborhood because wewere working on Saturday.
So if you want to grow your businessreally fast and get a lot of customers,
I know you have to give up sometime, but the reward is insane.
Yeah,
I remember I cut grasson a Saturday the first
(12:38):
day of mowing season. Itwas a Saturday for me,
and it was a gold mine because everyoneneeded a new vendor and everyone was
getting, I just moved into town andyou're the first person I've seen.
And so even more specifically,if you can work on Saturdays,
if you make those first Saturdaysat the beginning of the season,
if you're mowing, ifyou're a seasonal business,
make those first couple of workdays.Saturdays is like a diesel engine.
(13:01):
Diesel engine works on compression.
When you put so much pressure intoa small amount of time, it explodes.
And so for you for two years, youjust went after it seven days a week,
just bam, bam, bam. You createdso much pressure, it exploded.
And that's how diesel engines work, babam. And so I think for our listeners,
especially if you're tryingto get started, the more activity, the more you do,
(13:22):
the more you're out there,the more doors you talk,
the more clients you talkto, just the more the
you're bound to succeed. You're bound to.
Work, creates work. Andso when you're out there,
I like that with truck and a trailer,you got logos and phone numbers,
hat shirts, hoodies, youname it, business cards.
I have this little trick whereyou get a cell phone pouch wallet,
(13:43):
you can even from the dollar store andyou could stack about 50 business cards
on your hip. I like that. Everywhereyou go, I locked down a client.
We did tens of thousands ofdollars just I always ask,
how did you hear about our services?
I was in a Jimmy John's andI walked out and said, Uhuh,
my rule is I can't walk out of a placeof business if they allow and not walk
(14:04):
out without leaving a business card.
So I left some business cards on thecorkboard and we locked down a client from
that work. Definitely creates work. Andwhen you talk about generating activity,
I like to look at it as throwingmud at the wall to see what sticks.
Even if you're not getting thepricing that you want right away,
not it can be frustrating becauseyou're doing so much and you're
(14:24):
learning a lot at a rapid pace,especially the first one to three years
do it all.
And once it's like the marblecarving the statue of David,
your subconscious mind reshuffles thedeck and you learn these deep lessons
where the truth starts to revealitself of where the value lies.
What about this idea of peopleare like, well, I got busy,
(14:47):
so you stopped marketing and Ithink that's the kiss of death.
What do you say tosomeone who's like, well,
I put marketing on pause fromit dominating the neighborhood.
I'm too busy right now. Whatdo you think about that?
Yeah, it's crazy. That's right.You never stop marketing.
You always market.
And a lot of home service businessowners do this because it feels
(15:08):
intuitive, but it's actually what you'resupposed to do is counterintuitive,
which is when it's slowand they need jobs,
they spend most of their marketing budget,
the problem is it's slow and they needjobs because people aren't buying during
that time of year. And so for example,
my concrete coatings companyis slow in the wintertime,
so the worst time to market is the winter.
(15:29):
People are not responsiveto your marketing.
They don't want to empty the garage, theydon't want to go outside, they don't.
And so you want to market when you arethe busiest because that's when you're
going to acquire the most leads.
You want to make sure that you'reable to cherry pick, right?
And how do you do that?
You get so many leads that youcan only take the jobs you want.
The best ones.
Right, and so we need to acquire ourcustomers in our busiest season and then
(15:54):
they sustain us through the slow times.
But you really shouldnever stop marketing,
but you should actually market morein the busiest times of the year.
So there's a strategy. I was actually ata live event. I was speaking recently.
There was a guy who was in his first yearof his business and he was frustrated
because he was doing very well, and thenit dried up. He had no money, no jobs.
(16:14):
He's like,
there's this lull in the certain time ofyear and I don't know what to do about
it. And he felt trapped. AndI was like, well, what if you,
you're marketing hard in the reallybusy season and you offer customers some
type of incentivized discount if they'renot so urgent to get it done. Hey,
can we move this to Septemberor this time of year?
And now what if you only stacked 8, 10,
(16:36):
12 jobs depending on his averageticket price to that time of
year? He goes, well, not everycustomer. I'm like, I didn't say it.
Every customer is goingto do that. Just a few.
What would eight do that time? He goes,bro, that would change everything.
And then he lit up. He was like,I'm going to do this immediately.
It's just like a little strategyin the late fall and landscaping,
(16:59):
you wrap up the season, spring comes,
we call it cutthroat season becauseeverybody's scrambling for work. Well,
I learned this from my friendStan Genetic. He said in the fall,
you keep marketing and advertisingand doing quotes all the way to pass.
Everybody else has quit and you'reselling big ticket jobs and scheduling
them for next spring.So when spring comes,
(17:21):
you just roll right into the season intohigh profit work while everybody else
is scrambling. It'sjust a simple strategy.
I want to say something too about whatKeith said about doing everything with
marketing. A lot of business owners,
when they're trying to get into aneighborhood specifically and they want to
dominate the neighborhood,they make the mistake of,
(17:41):
let me try this in the neighborhoodand then I'm going to stop doing that,
and then I'm going to try this thing inthe neighborhood and I'm going to do all
these one-off things one or two timesand try to figure out what works.
Just do it all right, and then don'teven try to understand. I mean,
you can try to understand whatis the thing that really works,
but the danger is peopletry to get too perfect
(18:03):
on what exactly is it that is drivingthe leads instead of if the recipe
is working and generating leads.Don't take out an ingredient.
If your pancakes tastegood, don't be like, well,
what if I took out this justto save a little bit of money?
Maybe they'll still taste good with that.It's like, no, keep doing all of it.
It's good. And so that's anothermistake that I see is like, well,
(18:24):
I'm going to try this then if thatdoesn't work, I'm going to try this,
what you said, spot on.Do everything you can.
Can I tell you my little quickmicro story of a tiny newspaper ad?
Yes.
And it's not the Don Lare,
the guy on the beach from thenineties who is an infomercial guy.
But so I'm in the car with my wife,second spring of my landscaping business.
I needed customers running a newspaperad. Sounds insane, but I'm like,
(18:48):
I'll try it. I'll do anything. It waslike 37 bucks, but I forgot my debit card.
I'm on the phone with the newspaperand my wife pulls out her debit card.
She's like, I'll pay for it.I was like, no, no, no, no,
you're not going to pay. She goes, I'llpay for it. So I took her debit card,
37 bucks, ran a tinylittle ad in the newspaper,
and 10 days goes by and I get acall from a nice little old lady.
(19:09):
I show up. It's like a $70 littletiny, maybe it was 40 bucks.
It was so small of a job. I was like,
but I did it and I madethe lady totally happy.
But the neighbor came out and shewanted all her shrubs trim and property
maintenance. It was like$700. Boom, we do that.
Then the little old lady recommends,
refers us to her nephew whoowns 25 real estate properties.
(19:34):
We lock down to do all his real estateproperties, all the gutters, demos,
window cleaning, tens of thousandsof dollars worth of work.
He refers me to his brother-in-law. Wedo a whole demo job for like seven grand,
and he's been a client foryears off of one little tiny
$37 newspaper ad.
So it's interesting howmarketing works like that.
(19:57):
This is great guys.
I'm going to pause for a moment to talkabout how Jobber empowers us to dominate
our neighborhoods and market better.
How has Jobber helped you guys dominateyour neighborhoods and just make your
marketing process so much better?
Yeah, for me, the great thing is that itintegrates with a product like SendJim,
so I can automate a lot of my marketing.
We also use the Jobber campaignsfeature to send out emails.
(20:21):
Another thing we didn't talk about,
but Jobber helps my businesslook really professional.
So when those quotes go out in those highincome neighborhoods that I want to be
in,
it gives our customers confidence thatthey're hiring a company that has their
stuff together.
Yeah, one way that has helped my businessis the email marketing inside of the
marketing platform. Ilove email marketing.
(20:41):
We can send out one blast and youshould send out way more than that,
but to your client list.
And sometimes even six weeks later,there's clients reaching out saying, Hey,
I got your email. They'reprobably just busy,
so we'll close $20,000 inwork off one email blast.
That's how important it's tocapture customer's information.
(21:02):
So you just have to train yourself.Whenever you answer the phone,
I like to pull over andput on the flashers. I open the Jobber app immediately,
take down all the client's infowith their email and everything.
So it's constantly building the listand being stored into the database.
So when you do do an emailblast, it's incredible.
I like to email past clients whohaven't booked with us over 12 months.
Just dig 'em up and younever know what you find.
(21:24):
People come out of thewoodwork, yeah, I'll hire you,
and it's been over 12 months. So Jobberis great. If you're not using Jobber,
you need to use all the marketingtools and get more clients.
Go to Jobber.com/podcast deal,
get the exclusive discount and startmarketing with Jobber. Today, guys,
we're talking about winning morejobs and dominating the neighborhood.
How do you choose what neighborhood togo in? Is every neighborhood the best?
(21:46):
I'm curious how you guysgo about determining truly the best neighborhoods for
you to spend all your timeinvesting in. I would try to.
Understand the neighborhood'stotal opportunity.
So how many houses are there?
Can I do keep an entire crewbusy in this one neighborhood?
How much work can I do there? What's theaverage size job in that neighborhood?
(22:06):
How close is it to my shop? All thosethings are going to go and as a factor,
those are the types of things that youreally want to look at when selecting a
neighborhood. I don't know if youwould add anything to that, Keith.
Yeah, you can just Google averageincome per capita per zip code,
and you can zoom in and it'll show youthe average income per household all over
the place. And then sometimes you couldzoom down to specific neighborhoods,
(22:29):
wherever the lines of the zip codes are,
and you can find out and then buildyour customer avatar by taking all the
customers you've done work for alreadyand find the commonalities of the ones
that were the best, the rockstar clients,and that customer avatar can be a
$750,000 household to 1 million.
(22:49):
They probably have college degrees.They drive these type of vehicles,
have vacation homes,
and what is their landscaping orwhatever their home service look like.
And then now you think about that andsay, how can I create my marketing,
my website, the images and picturesof my social media? For instance,
if you wanted to lockdown houses like that,
you probably wouldn't want to shoot aYouTube video or put a big picture on a
(23:12):
website of an $80,000 brokendown house in the ghetto
I grew up inBecause we grew up so poor.
But it's like the preeminent strategy.
You position yourself in a way so thatwhen they're ready to do service and they
find your website, theyfind your positive reviews,
(23:32):
it all matches what's already goingon, the colors, the tones, the fonts,
everything.
The alignment of the website speaks likethis is like a white glove service or
whatever type of customeravatar you want to create.
And the more you attuned to that is themore you reflect that in your marketing
and it starts to attract magneticallythe type of customers that you want.
Yeah. I'll add to that. So alittle plug for SendJim here.
(23:55):
You can go inside SendJim once you'veidentified those neighborhoods and it can
help you identify the neighborhood,
it'll show you a Google map in thereand you can outline the neighborhood.
You can say, I only want owneroccupied. I want this agent up.
I want this income and up.I want this home value,
whatever those demographics arethat are important to your business.
And then you can enter those homesinto a drip marketing campaign.
(24:17):
So in addition to the neighbor mailing,
we can get hyper targeted onthe homes that you want and get
really granular on the types of peoplewho live in those homes and whether we
should be marketing to them or not.
I've literally done thatmany times with SendJim,
so I second that wholeheartedly.
Do you think it makes a differenceif the postcard literally says the
(24:38):
neighborhood Forest Lakes,
do you think the conversion's higher whenthe actual name of the neighborhood is
on there?
Absolutely.
And to what Keith was sayingis it really needs to match.
The cohesiveness needsto match your website.
The door hangers shouldlook like your website.
It should look like the samebranding that's on your vehicle.
All those things shouldfeel cohesive. Otherwise,
(24:59):
they're going to look at thispostcard and be like, oh,
that's a different company.I never heard of them,
but they may have seen your van, right?Or they may have been on your website,
but they don't even realizeit's the same company.
Another really cool thing aboutSendJim is they have variable data,
is what you call it, but inside,
when you trigger those neighbor mailingsthrough Jobber, it can actually,
you can have a variable data that says,
put the customer's street name on here.So when that goes out,
(25:22):
let's say you live on MainStreet and I just did your house,
SendJim's going to choose yourneighbors, and it's going to say,
we just did a job for your neighboron Main Street. That's right.
And then people, when theyeven read the tagline,
they're going to only look at your cardfor a second before they recycle it or
throw it away,
but they see their street name on thereor a picture of a house that looks like
theirs.
Or I've even gone to neighborhoods forour radius bomb tool where you're going
(25:44):
to target the whole neighborhood andtake a picture of the entrance to the
neighborhood,
or there's a big fountain in theneighborhood that we do a lot of work in.
I take a picture of the fountain and Iput it on the postcard because even if
they don't read it,
they see that and they can visuallyrecognize that's my neighborhood,
and they can associate with that reallyfast, and then they'll start reading,
what is this person? Why is myneighborhood on this postcard?
Yeah. A lot of takeawayshere for our listeners.
(26:06):
I think the best three thatwe have today is number one,
do you want to bake time into your dayto create space for conversations with
neighbors? You'll have peoplewalking up to you wanting a quote.
You go to their house or you go knockon doors. Now, if it's a big job,
maybe you send your salesperson therewhile they're doing the work and you go
talk to the neighbors,
or you just stand there for anhour and you handle walkups,
(26:26):
but there's different ways to make sureyou have time to do that kind of stuff.
Number two is you Ji,
I'm a huge fan of automatingpostcards with Ji.
Send the five closestneighbors a postcard.
We just went to your neighbor andput their street address on there,
a photo of the entranceto the neighborhood.
There's different ways to customizethose to make them really, really pop.
(26:49):
And number three is,
especially in the beginning whenyou're just really hustling and really
scratching and clawing work,Saturdays, work in the evenings,
work when people are home, you'llget way more business that way.
Guys, that was great. Thanks for beinghere. I really appreciate it. Keith,
how do people find out more about you?
Oh, you can check out my podcast,the untrapped podcast, apple Spotify,
(27:09):
any of your favorite podcastplatforms, and also on YouTube,
just type in Keith Fus.
I have a couple thousand videos on howto start and grow landscaping business
from zero to a hundred K.
If you want to find out how to connectyour Jobber account to send Jim,
go to sendjim.com S-E-N-D-J-I-M.com
and start a chat, andwe'd be happy to help.
(27:31):
Cool. I really appreciate youguys being here. Thanks a lot.
Thank you for having us.
And thank you for listening.
I hope that you heard something todaythat will help you dominate your
neighborhoods. I'm yourhost, Adam Sylvester.
You can find me at adamsylvester.com.
Your team and your clients andyour family deserve your very best,
so go give it to 'em.
The first five years inmy landscaping business,
maybe four years I worked Saturdays,but there was a point I was like,
wait a second, if I can work Sundays too.
Sundays are home as well.
Yeah, so now I was seven days a week.
I did that for about two yearsstraight until I burned out.
There's only so long I could do that,
but I got the most amount of customerson Saturdays and Sundays because
everybody was home.
(00:22):
Welcome to Masters of Home Service,
the best podcast for home service proslike us. I'm your host, Adam Sylvester,
and I want you to crush it in business.
We're going to get into it teachingyou how to have a plan to dominate your
clients neighborhood because that'sthe best way to grow your business.
So Keith, Daniel and welcome to theshow. Thanks for being here. Keith,
(00:43):
why don't you tell our listenerswho you are and what you do.
Hey, what's up? Thank you.
I'm Keith with KalfasProfessional Services we're in Sterling Heights, Michigan.
I've been in business for14 years. We do landscaping,
property maintenance and windowcleaning. I love my business.
We've served 5,000 happy clients and Ilove my business and I love taking care
of customers. [Adam] Awesome. Thanksfor being here. That's great. Daniel,
go ahead.
(01:03):
Daniel Dixon.
I'm the CEO at SendJim and that'sa marketing automation platform
that integrates with Jobber and I alsoown home service concrete coatings
company and have owned otherhome service businesses as well.
Great. So we're talking about gettingmore jobs and dominating a neighborhood,
and you guys are both really good at this.
What do you think is the main reasonthat so many business owners overlook
(01:28):
this marketing strategy?
Service business owners,especially I'm a landscaper,
they get incredibly busy and so tiedup and it's called context switching.
When you're wearing one hat,
you kind of get zoned in on that hat andyou're so concerned of where you have
to be next and your schedule's tightthat maybe you haven't even scheduled in
the time to do that. Just ask for thepositive review, talk to the neighbors,
(01:51):
make sure you can deal with any walkupsor quotes and think of the neighborhood
as like, let's dominate this neighborhood.
So when you open your mind and youthink you become more aware of it,
then you start planningthat into the jobs.
Especially if you have some employeesworking, you've trained them,
that frees you up to spend time marketingto the neighbors or doing a Facebook
marketing campaign,
finding out what the local Facebookgroup is in the neighborhood and lacking
(02:15):
down that neighborhood. Soit's walk a mile, see a mile.
When we start our home service businesses,
you're just happy to get a job nomatter where it is. And the number
one way to pay for customeracquisition is probably through Google
AdWords or pay-per-clickcampaigns or social media.
And we can't really control theneighborhoods that we're in or we think we
(02:37):
can't.
And so we just become accustomed totaking the lead no matter where it is
until we get large enough towhere we could actually say, well,
I don't go to that area,it's not beneficial for me.
But by that time it's like our clientbase is kind of all over the place.
So I think it's a product of where westart and we don't ever really focus on
building enough route density.
(02:59):
Yeah, yeah. Also,
I like the idea of what Keith said earlierabout let's make some time into this
whole idea instead of havingto rush off to the next one,
let's bake some time into where we knockon the door, give door hangers out.
What are some other strategies that youguys have found some really practical
things our listeners can do todaywhen they're on the job site?
(03:19):
What are some things theyshould be thinking about and planning for when they're
on the job site?
I had a carpet cleaning business.
It was my very first home servicebusiness and we did actually a hundred
thousand dollars a yearin one neighborhood and we would do it year after year
because we really focused on onlyserving that neighborhood and we honestly
didn't do pay-per-click advertising oranything like that until much later.
And a couple things that we did toreally dominate the neighborhood. One,
(03:43):
we integrated Jobber to SendJim andwe started doing neighbor mailings.
And if you're not familiar withwhat that is, statuses in Jobber,
like when an invoice gets paid or when ajob is completed or a job is scheduled,
those can trigger mailings tothe neighbors of your customers.
When we talk to business owners, oneof the biggest things that they say is,
I want to get moreclients like my clients.
(04:05):
I want to get more jobs likethe ones I already have.
And the most like your jobs oryour clients are their neighbors.
Entering those people into drip marketingcampaigns with postcards goes really
well with knocking on the doorasking for reviews, right?
Research says that you have to,
a person has to see your brand seven timesbefore they remember it and recognize
(04:27):
it. And so the yard sign's great.The wrapped vehicle's great,
the uniforms on your employees are great,
but how do we get the last three or fourtouches? And so if we can stay in front
of them for another three or fourmonths with a series of drip postcards,
that's a really powerful thing and it'sautomated and it doesn't require any
time or thought. Sothat's the first thing.
(04:47):
The second thing is a little secret thatI don't share very often, but go on,
let's hear it. I do it for this, I'lldo it for Jobber, give us the best.
But it's saying at the endof a job, Hey Mrs. Smith,
reviews are super important to us. IfI took $25 off your job today or $50,
whatever makes sense for your business,
would you leave me an honestreview in your neighborhood?
(05:08):
And that lives forever, right?
And the number one place that I see myneighbors and myself going to find a
home service business now is the nextdoor page in our neighborhood or the
Facebook page that'sdedicated to our neighborhood.
And so there's really no betterinvestment of marketing dollars
than having your customer post in theneighborhoods that you want to work in.
(05:32):
I like that. That's good.I think in terms of,
there's a great book by MichaelMasterson called Great Leads.
It talks about cold, warm,
and then hot clients thatare ready to buy yesterday.
And so I also like to move that forwardin psychology with customers because
in my YouTube channel I talk topeople that are more empathic.
(05:55):
If it's emotionally drainingto you to do all of the work,
to constantly talk to customers, Howcan you start to use software automation
technology and use things to dosome of that heavy lifting for you?
But when you do talk to people,if you're kind of more empathic,
you might spend more timethan just a five minute quote.
You might spend an hour with a customerand end up praying with them or
(06:18):
something.
I learn how to identify just over thephone when I talk to a customer to qualify
them. Is this my customer or not?
Slow down a little bit and be morepresent with the clients that you have and
then you can sell way morework with those clients.
This is great. So I want to talk about,
let's focus on the employees are on thejob site or maybe the owner you're on
(06:38):
the job site or listeners are,should they knock on doors?
I hear about five rounds, we goknock on the five closest doors,
or are you asking your clientsfor referrals next door neighbors?
Are you looking for like, oh,that guy's lawn is overgrown,
he needs my services.
What kind of things are you doing onthe job site or really empowering your
people to do for you in asystematic way to increase your
(07:01):
presence in that neighborhood?Are there any other things?
Yeah,
I think the more of those things thatyou can do and build into the system and
process of your businessthe better because how do we get to those seven touches
and doing the things that other businessesare afraid to do is a perfect way to
stand out and to grow yourbusiness. An example of that,
so we should do door hangers. That'snot that scary. A little bit scary.
(07:24):
You got to walk up to the door.It's pretty passive though though.
It's pretty passive.The knock on the door,
a lot of people are scared of thatand a lot of homeowners don't like it,
but you don't have to doit in an aggressive manner.
It depends on how you do that. It couldjust be a knock and just say, Hey,
we're going to be doing thisat your neighbor's house.
I just want to introduce myself.If you need anything like that,
be happy to take a look.If not, have a great day.
(07:45):
Something along those lines of just,Hey, we might be around the yard,
just didn't want to worry you if yousaw me walking on this side of the
neighbor's house or whatnot. So it cancome across as a very helpful and a
very good service that your company'sproviding and a thoughtful and caring
company as opposed to I'mtrying to sell you something,
but that might just provide awareness.
(08:07):
It's a marketing touch and itmight lead to another sale.
Or if we're working, we might betoo loud or our vans are in the way,
I'll come move 'em for you.
You can take different approaches onthat so it doesn't feel like it's a sales
knock, so it can be very salesyfor sure. I agree with that.
What I do is I do a lotof the administrative,
but all the sales and marketing and Iteach my employees a four step training
(08:30):
system basically to be able to do thejob well without me having to do anything
except tell them what to do and they cando it so that way I can step back and
just go sit in the truck,which is my mobile office,
and I have wifi in there and my laptop.
I put a thing over the windshield toblock the sun and I could just jam out,
call customers, do email blasts,
(08:51):
anything I need to do to keep themarketing machine going while they do
90% of the work. And so that'sworked for me very, very well.
I also think a hack for our listenersis, especially in the beginning,
working on Saturday is a hugebenefit if you're trying to get more
neighbors. Because think about it, ifyou're there on a Wednesday morning,
(09:13):
everyone's at work, nobody's athome, but if they're on a Saturday,
everyone's home,
everybody's playing basketball in thecul-de-sac and their kids are out riding
bikes and they're out cutting the grassand you're going to get so many more
walk-ups,
so much more attention if you'reworking on Saturday or if you can,
especially in the verybeginning, if you can work,
maybe you have a full-time job and you'retrying to get this side hustle going
and you're working the afternoons andevenings, that is a huge, huge advantage.
(09:36):
And so don't disregard thatbecause time of day matters life.
You're knocking on doors during the day,
you'll get one answer if you knock ondoors on Saturday or in the evenings,
you'll get way more attention.
And depending on where you are in yourbusiness and how badly you want to get
into a specific neighborhood,
another really good way to do thatis to give away free work or heavily
(09:59):
discounted work.
If you know someone in that neighborhoodor you're even willing to door knock or
you have a customer in thatneighborhood and said, Hey,
do you know anyone else inthis neighborhood that might want 50% off their job?
I'm just trying to get more known in thisneighborhood. And people say like, oh,
I don't discount my service or I won'tgive away free work. Don't ever do that.
But if you look at it as itan investment in marketing,
that job might cost you a hundred dollarsor $200 to do. And if I said, Hey,
(10:24):
if I gave you $200,
we're going to generate three or fourmore clients in this neighborhood,
would you do it? Of course.
So it's a really effective high ROIform of marketing your business in a
neighborhood,
and it's just another opportunity to hangthe door hangers for people to see you
out there, to your point. Andit can be very, very powerful.
So if you're new in business and you'relooking for jobs, do not sit at home.
(10:47):
Do not wait for the phoneto ring, go out and work.
You're already payingfor your technicians.
The cost is already there.
So go out and market yourself by actuallyproviding work, getting the reviews.
Yeah. Daniel, I think whatyou said to begin with was,
depending on how much you want to do this,
it really comes down how much do youwant it? How hard do you want to hustle?
(11:08):
Keith, I know that you knowthe hustle game really well.
It matters how hard ourlisteners really want to do this,
and if they really want it, they'll do it.
Bro. I love what you said about theworking on Saturday's thing now,
the first five years ofmy landscaping business,
maybe four years I worked Saturdays,but there was a point I was like,
wait a second, if I can work Sundays too.
(11:29):
Sundays are home as well.
Yeah. So now I was seven days a week.
I did that for about two yearsstraight until I burned out.
And if you have a family and stuff,
it's probably not a good idea to workon Sundays only so long I could do that.
But I believe everybody should have atwo year period where they go all in on
something and become in apositive way, completely selfish,
and they put out the blinders in justtwo years straight and they can really
(11:52):
blossom and create a lot of fruit in yourlife as long as you're conscious about
it. But I did notice what you said.
I'm glad that you said that about theSaturday thing because everybody's home.
I noticed I got the most amount ofcustomers on Saturdays and Sundays because
everybody was home.
I remember I was working on Saturdayand I literally couldn't do anything but
just walk around the neighborhood of allthe customers that were stopping their
(12:16):
cars and coming up and walking up. I mean,
we booked out for months and tens ofthousands of dollars in work in this one
neighborhood because wewere working on Saturday.
So if you want to grow your businessreally fast and get a lot of customers,
I know you have to give up sometime, but the reward is insane.
Yeah,
I remember I cut grasson a Saturday the first
(12:38):
day of mowing season. Itwas a Saturday for me,
and it was a gold mine because everyoneneeded a new vendor and everyone was
getting, I just moved into town andyou're the first person I've seen.
And so even more specifically,if you can work on Saturdays,
if you make those first Saturdaysat the beginning of the season,
if you're mowing, ifyou're a seasonal business,
make those first couple of workdays.Saturdays is like a diesel engine.
(13:01):
Diesel engine works on compression.
When you put so much pressure intoa small amount of time, it explodes.
And so for you for two years, youjust went after it seven days a week,
just bam, bam, bam. You createdso much pressure, it exploded.
And that's how diesel engines work, babam. And so I think for our listeners,
especially if you're tryingto get started, the more activity, the more you do,
(13:22):
the more you're out there,the more doors you talk,
the more clients you talkto, just the more the
you're bound to succeed. You're bound to.
Work, creates work. Andso when you're out there,
I like that with truck and a trailer,you got logos and phone numbers,
hat shirts, hoodies, youname it, business cards.
I have this little trick whereyou get a cell phone pouch wallet,
(13:43):
you can even from the dollar store andyou could stack about 50 business cards
on your hip. I like that. Everywhereyou go, I locked down a client.
We did tens of thousands ofdollars just I always ask,
how did you hear about our services?
I was in a Jimmy John's andI walked out and said, Uhuh,
my rule is I can't walk out of a placeof business if they allow and not walk
(14:04):
out without leaving a business card.
So I left some business cards on thecorkboard and we locked down a client from
that work. Definitely creates work. Andwhen you talk about generating activity,
I like to look at it as throwingmud at the wall to see what sticks.
Even if you're not getting thepricing that you want right away,
not it can be frustrating becauseyou're doing so much and you're
(14:24):
learning a lot at a rapid pace,especially the first one to three years
do it all.
And once it's like the marblecarving the statue of David,
your subconscious mind reshuffles thedeck and you learn these deep lessons
where the truth starts to revealitself of where the value lies.
What about this idea of peopleare like, well, I got busy,
(14:47):
so you stopped marketing and Ithink that's the kiss of death.
What do you say tosomeone who's like, well,
I put marketing on pause fromit dominating the neighborhood.
I'm too busy right now. Whatdo you think about that?
Yeah, it's crazy. That's right.You never stop marketing.
You always market.
And a lot of home service businessowners do this because it feels
(15:08):
intuitive, but it's actually what you'resupposed to do is counterintuitive,
which is when it's slowand they need jobs,
they spend most of their marketing budget,
the problem is it's slow and they needjobs because people aren't buying during
that time of year. And so for example,
my concrete coatings companyis slow in the wintertime,
so the worst time to market is the winter.
(15:29):
People are not responsiveto your marketing.
They don't want to empty the garage, theydon't want to go outside, they don't.
And so you want to market when you arethe busiest because that's when you're
going to acquire the most leads.
You want to make sure that you'reable to cherry pick, right?
And how do you do that?
You get so many leads that youcan only take the jobs you want.
The best ones.
Right, and so we need to acquire ourcustomers in our busiest season and then
(15:54):
they sustain us through the slow times.
But you really shouldnever stop marketing,
but you should actually market morein the busiest times of the year.
So there's a strategy. I was actually ata live event. I was speaking recently.
There was a guy who was in his first yearof his business and he was frustrated
because he was doing very well, and thenit dried up. He had no money, no jobs.
(16:14):
He's like,
there's this lull in the certain time ofyear and I don't know what to do about
it. And he felt trapped. AndI was like, well, what if you,
you're marketing hard in the reallybusy season and you offer customers some
type of incentivized discount if they'renot so urgent to get it done. Hey,
can we move this to Septemberor this time of year?
And now what if you only stacked 8, 10,
(16:36):
12 jobs depending on his averageticket price to that time of
year? He goes, well, not everycustomer. I'm like, I didn't say it.
Every customer is goingto do that. Just a few.
What would eight do that time? He goes,bro, that would change everything.
And then he lit up. He was like,I'm going to do this immediately.
It's just like a little strategyin the late fall and landscaping,
(16:59):
you wrap up the season, spring comes,
we call it cutthroat season becauseeverybody's scrambling for work. Well,
I learned this from my friendStan Genetic. He said in the fall,
you keep marketing and advertisingand doing quotes all the way to pass.
Everybody else has quit and you'reselling big ticket jobs and scheduling
them for next spring.So when spring comes,
(17:21):
you just roll right into the season intohigh profit work while everybody else
is scrambling. It'sjust a simple strategy.
I want to say something too about whatKeith said about doing everything with
marketing. A lot of business owners,
when they're trying to get into aneighborhood specifically and they want to
dominate the neighborhood,they make the mistake of,
(17:41):
let me try this in the neighborhoodand then I'm going to stop doing that,
and then I'm going to try this thing inthe neighborhood and I'm going to do all
these one-off things one or two timesand try to figure out what works.
Just do it all right, and then don'teven try to understand. I mean,
you can try to understand whatis the thing that really works,
but the danger is peopletry to get too perfect
(18:03):
on what exactly is it that is drivingthe leads instead of if the recipe
is working and generating leads.Don't take out an ingredient.
If your pancakes tastegood, don't be like, well,
what if I took out this justto save a little bit of money?
Maybe they'll still taste good with that.It's like, no, keep doing all of it.
It's good. And so that's anothermistake that I see is like, well,
(18:24):
I'm going to try this then if thatdoesn't work, I'm going to try this,
what you said, spot on.Do everything you can.
Can I tell you my little quickmicro story of a tiny newspaper ad?
Yes.
And it's not the Don Lare,
the guy on the beach from thenineties who is an infomercial guy.
But so I'm in the car with my wife,second spring of my landscaping business.
I needed customers running a newspaperad. Sounds insane, but I'm like,
(18:48):
I'll try it. I'll do anything. It waslike 37 bucks, but I forgot my debit card.
I'm on the phone with the newspaperand my wife pulls out her debit card.
She's like, I'll pay for it.I was like, no, no, no, no,
you're not going to pay. She goes, I'llpay for it. So I took her debit card,
37 bucks, ran a tinylittle ad in the newspaper,
and 10 days goes by and I get acall from a nice little old lady.
(19:09):
I show up. It's like a $70 littletiny, maybe it was 40 bucks.
It was so small of a job. I was like,
but I did it and I madethe lady totally happy.
But the neighbor came out and shewanted all her shrubs trim and property
maintenance. It was like$700. Boom, we do that.
Then the little old lady recommends,
refers us to her nephew whoowns 25 real estate properties.
(19:34):
We lock down to do all his real estateproperties, all the gutters, demos,
window cleaning, tens of thousandsof dollars worth of work.
He refers me to his brother-in-law. Wedo a whole demo job for like seven grand,
and he's been a client foryears off of one little tiny
$37 newspaper ad.
So it's interesting howmarketing works like that.
(19:57):
This is great guys.
I'm going to pause for a moment to talkabout how Jobber empowers us to dominate
our neighborhoods and market better.
How has Jobber helped you guys dominateyour neighborhoods and just make your
marketing process so much better?
Yeah, for me, the great thing is that itintegrates with a product like SendJim,
so I can automate a lot of my marketing.
We also use the Jobber campaignsfeature to send out emails.
(20:21):
Another thing we didn't talk about,
but Jobber helps my businesslook really professional.
So when those quotes go out in those highincome neighborhoods that I want to be
in,
it gives our customers confidence thatthey're hiring a company that has their
stuff together.
Yeah, one way that has helped my businessis the email marketing inside of the
marketing platform. Ilove email marketing.
(20:41):
We can send out one blast and youshould send out way more than that,
but to your client list.
And sometimes even six weeks later,there's clients reaching out saying, Hey,
I got your email. They'reprobably just busy,
so we'll close $20,000 inwork off one email blast.
That's how important it's tocapture customer's information.
(21:02):
So you just have to train yourself.Whenever you answer the phone,
I like to pull over andput on the flashers. I open the Jobber app immediately,
take down all the client's infowith their email and everything.
So it's constantly building the listand being stored into the database.
So when you do do an emailblast, it's incredible.
I like to email past clients whohaven't booked with us over 12 months.
Just dig 'em up and younever know what you find.
(21:24):
People come out of thewoodwork, yeah, I'll hire you,
and it's been over 12 months. So Jobberis great. If you're not using Jobber,
you need to use all the marketingtools and get more clients.
Go to Jobber.com/podcast deal,
get the exclusive discount and startmarketing with Jobber. Today, guys,
we're talking about winning morejobs and dominating the neighborhood.
How do you choose what neighborhood togo in? Is every neighborhood the best?
(21:46):
I'm curious how you guysgo about determining truly the best neighborhoods for
you to spend all your timeinvesting in. I would try to.
Understand the neighborhood'stotal opportunity.
So how many houses are there?
Can I do keep an entire crewbusy in this one neighborhood?
How much work can I do there? What's theaverage size job in that neighborhood?
(22:06):
How close is it to my shop? All thosethings are going to go and as a factor,
those are the types of things that youreally want to look at when selecting a
neighborhood. I don't know if youwould add anything to that, Keith.
Yeah, you can just Google averageincome per capita per zip code,
and you can zoom in and it'll show youthe average income per household all over
the place. And then sometimes you couldzoom down to specific neighborhoods,
(22:29):
wherever the lines of the zip codes are,
and you can find out and then buildyour customer avatar by taking all the
customers you've done work for alreadyand find the commonalities of the ones
that were the best, the rockstar clients,and that customer avatar can be a
$750,000 household to 1 million.
(22:49):
They probably have college degrees.They drive these type of vehicles,
have vacation homes,
and what is their landscaping orwhatever their home service look like.
And then now you think about that andsay, how can I create my marketing,
my website, the images and picturesof my social media? For instance,
if you wanted to lockdown houses like that,
you probably wouldn't want to shoot aYouTube video or put a big picture on a
(23:12):
website of an $80,000 brokendown house in the ghetto
I grew up inBecause we grew up so poor.
But it's like the preeminent strategy.
You position yourself in a way so thatwhen they're ready to do service and they
find your website, theyfind your positive reviews,
(23:32):
it all matches what's already goingon, the colors, the tones, the fonts,
everything.
The alignment of the website speaks likethis is like a white glove service or
whatever type of customeravatar you want to create.
And the more you attuned to that is themore you reflect that in your marketing
and it starts to attract magneticallythe type of customers that you want.
Yeah. I'll add to that. So alittle plug for SendJim here.
(23:55):
You can go inside SendJim once you'veidentified those neighborhoods and it can
help you identify the neighborhood,
it'll show you a Google map in thereand you can outline the neighborhood.
You can say, I only want owneroccupied. I want this agent up.
I want this income and up.I want this home value,
whatever those demographics arethat are important to your business.
And then you can enter those homesinto a drip marketing campaign.
(24:17):
So in addition to the neighbor mailing,
we can get hyper targeted onthe homes that you want and get
really granular on the types of peoplewho live in those homes and whether we
should be marketing to them or not.
I've literally done thatmany times with SendJim,
so I second that wholeheartedly.
Do you think it makes a differenceif the postcard literally says the
(24:38):
neighborhood Forest Lakes,
do you think the conversion's higher whenthe actual name of the neighborhood is
on there?
Absolutely.
And to what Keith was sayingis it really needs to match.
The cohesiveness needsto match your website.
The door hangers shouldlook like your website.
It should look like the samebranding that's on your vehicle.
All those things shouldfeel cohesive. Otherwise,
(24:59):
they're going to look at thispostcard and be like, oh,
that's a different company.I never heard of them,
but they may have seen your van, right?Or they may have been on your website,
but they don't even realizeit's the same company.
Another really cool thing aboutSendJim is they have variable data,
is what you call it, but inside,
when you trigger those neighbor mailingsthrough Jobber, it can actually,
you can have a variable data that says,
put the customer's street name on here.So when that goes out,
(25:22):
let's say you live on MainStreet and I just did your house,
SendJim's going to choose yourneighbors, and it's going to say,
we just did a job for your neighboron Main Street. That's right.
And then people, when theyeven read the tagline,
they're going to only look at your cardfor a second before they recycle it or
throw it away,
but they see their street name on thereor a picture of a house that looks like
theirs.
Or I've even gone to neighborhoods forour radius bomb tool where you're going
(25:44):
to target the whole neighborhood andtake a picture of the entrance to the
neighborhood,
or there's a big fountain in theneighborhood that we do a lot of work in.
I take a picture of the fountain and Iput it on the postcard because even if
they don't read it,
they see that and they can visuallyrecognize that's my neighborhood,
and they can associate with that reallyfast, and then they'll start reading,
what is this person? Why is myneighborhood on this postcard?
Yeah. A lot of takeawayshere for our listeners.
(26:06):
I think the best three thatwe have today is number one,
do you want to bake time into your dayto create space for conversations with
neighbors? You'll have peoplewalking up to you wanting a quote.
You go to their house or you go knockon doors. Now, if it's a big job,
maybe you send your salesperson therewhile they're doing the work and you go
talk to the neighbors,
or you just stand there for anhour and you handle walkups,
(26:26):
but there's different ways to make sureyou have time to do that kind of stuff.
Number two is you Ji,
I'm a huge fan of automatingpostcards with Ji.
Send the five closestneighbors a postcard.
We just went to your neighbor andput their street address on there,
a photo of the entranceto the neighborhood.
There's different ways to customizethose to make them really, really pop.
(26:49):
And number three is,
especially in the beginning whenyou're just really hustling and really
scratching and clawing work,Saturdays, work in the evenings,
work when people are home, you'llget way more business that way.
Guys, that was great. Thanks for beinghere. I really appreciate it. Keith,
how do people find out more about you?
Oh, you can check out my podcast,the untrapped podcast, apple Spotify,
(27:09):
any of your favorite podcastplatforms, and also on YouTube,
just type in Keith Fus.
I have a couple thousand videos on howto start and grow landscaping business
from zero to a hundred K.
If you want to find out how to connectyour Jobber account to send Jim,
go to sendjim.com S-E-N-D-J-I-M.com
and start a chat, andwe'd be happy to help.
(27:31):
Cool. I really appreciate youguys being here. Thanks a lot.
Thank you for having us.
And thank you for listening.
I hope that you heard something todaythat will help you dominate your
neighborhoods. I'm yourhost, Adam Sylvester.
You can find me at adamsylvester.com.
Your team and your clients andyour family deserve your very best,
so go give it to 'em.
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