July 14, 2025 • 25 mins
Stop wasting marketing dollars on low-quality leads. In this episode of Masters of Home Service, learn how niche marketing campaigns can help home service pros stand out, book higher-value jobs, and reduce wasted ad spend. Adam is joined by Mike Gore-Hickman (PainterGrowth.com) and Katie Donovan (CAMP Digital) to break down how to choose a profitable niche for your business, use value-added offers, and more. Bonus: Hear how Mike booked $150K in barn painting with just $600 in flyers—and how to apply the same principles to your business.
New to Jobber? Masters of Home Service listeners can claim an exclusive discount for Jobber at https://bit.ly/4d0KAEh
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Episode Transcript
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(00:00):
I'm not kidding you. For less than,I think it was $600 of investment.
We booked over $150,000 of Barnes.
Wow, that's crazy.
It was crazy. It was awesome.
Welcome to jobbersMasters of Home Service,
a podcast for home servicepros by home service pros.
We're in Las Vegas and today we'retalking about how to run a niche marketing
campaign. I'm your host, Adams Vester.Today's guests are marketing experts.
(00:23):
Mike Gore, Hickman and KatieDonovan, welcome to Studio. Awesome.
Thanks for having us.
Yeah, thank you so much for havingus. This is really a pleasure.
Katie, why don't you tell ourlisteners who you are and what you do.
Katie Donovan. I'm the CEOof Camp Digital. We are a digital marketing company.
We like to say we're a technologycompany that does digital marketing
exclusively for the trades.
Mike, what about you?
(00:44):
Michael Hickman, founder of paintergrowth.com. We do business coaching,
training and mentorship forpainting contractors of all sizes.
So whether you're just getting startedor you're trying to really scale up
beyond a million, we got somethingfor you to help you grow.
Awesome. Well, let's get started.So first of all, I got a very,
very serious question for youguys. Is it niche or is it niche?
(01:04):
I'll let you take that.
First.
Well, it's funny you were sayingearlier, being from Canada,
you pronounce it one way, but I'm fromMinnesota, which is like little Canada
somewhere actually north of half of Canadaand where I'm from, so I don't know,
I say niche.
I'm Canadian. My wife reallywants me to call it niche,
but because most of our clientsare American, I got to say niche,
(01:24):
I just got to do it.
Well say whatever feels good in episode.
There is a difference between running amarketing campaign that says we're the
best long care company in thecountry versus we are the best
lawn care company that specializesin X, y, z. Give me an example, Mike,
of what exactly is aniche marketing campaign.
A niche marketing campaign is differentthan niching your whole business.
(01:48):
So I'm going to go painting just becauseI'm a painting expert and you can kind
of extrapolate this whatever industryyou're in. So if for painting,
instead of just saying, Hey, we dointerior, exterior, residential,
commercial decks, fences, andwe'll also unclog your toilet,
the water you spread your net doesn'tnecessarily mean the more fish you're
going to catch. So you want to pickat least per marketing campaign,
(02:09):
per marketing effort, one typeof service. So for example,
just interior or just stucco or just ahundred year old homes or something like
that because the people who are tryingto get that work done are going to want
to see that you know howto do that type of work.
To boil it down. It's likevery specific keywords.
Is that what we're talkingabout or is it more than that?
Yeah, and I'd add on to what Mike saidthere too. I think when you do that,
(02:32):
you've got a lot more control.
It almost becomes a qualityversus quantity thing as well,
and there are times for both.
There are times I think thatquantity can be a good thing,
especially in slow times, slowseasons, but there's also the quality.
A great example I like to usefor plumbers is hydro jetting.
No one knows what hydrojetting is.
No one knows what a mainline failureis unless you've had a mainline failure
(02:55):
or you've had a plumber in your housewho told you you need these things done.
So when you get really, reallylow, your quantity gets very small,
but the quality gets very, very good andit does to your point about keywords,
give you some ability to also addnegative keywords that you might not want
other places. So it givesyou, to use the net analogy,
(03:15):
a really small net to catchthe exact fish you want.
You're not going to get huge volumes, butparticularly if your budget's limited,
you might not want to waste allyour money on those huge volumes.
You might want to get really,
really narrow and specific to tryand catch some of those bigger fish.
We're talking about using a verysmall net to catch a very heavy fish.
Oh, wow.
That's really what comes down tois those people who have the exact
(03:37):
problem, they're very qualified leads.
It's more like using a harpooninstead of skimming the bottom.
Yeah. Okay, great. I don't fish,
so I'm just going to have togo with what you guys say.
That sounds great. The metaphor isgoing, yeah, so is it just digital?
We talking about just digital stuff here?
Absolutely not. Especiallyfor smaller contractors.
I would almost urge them away fromfocusing only entirely on digital,
(04:00):
especially early on whenbudgets are really limited,
get your boots on the ground, get flyercampaigns, get door hanger campaigns,
get out in front of people telling themwhat you specialize in because you're
going to be able to pick out specifictypes of jobs that you want that are high
margin that your crewscan absolutely demolish.
If you know your guys are really good atstucco paint jobs and you have a really
high average job size and a great grossmargin and you would love two more
(04:24):
stucco jobs every month, well let'sput together a stucco postcard mailer.
Let's get that out to 10,000 stucco homesand let's go knock those doors after
talking about our stucco paint jobs.
That is a surefire way to get the typeof job that you want and not kind of go
outside of your specialty.
Especially in using thatanalogy. If this house is stucco,
the odds are pretty good.
There's three or four more on theblock your truck sitting outside,
(04:45):
which is your best branding, it'ssitting there. The odds are good.
Those houses were builtaround the same time.
They probably could use the sametouchups, the same work. I love that.
There's nothing beats, Ithink boots on the ground.
I also like layering it in with a niche.I call it hyper-targeted Facebook ad.
So if you do that flyercampaign around 10,000 homes,
you hit those door to door,you have your lawn signs,
(05:06):
and then you just hit one zip code withthose really specific Facebook ads with
the before and after pictures or withwhatever service you're advertising on
that specific niche, it's just going tomake everything just that much better.
I agree, and I think most of ourlisteners, if they really think about it,
they agree that the richesare in the niches, right,
so I'm glad we're talking about this.
Are you saying that the mailersshould say we paint kitchens?
(05:27):
I that too specific,
or would you just say we paintinteriors and just hammer that?
How specific do you get before you justcompletely isolate everyone essentially?
I don't think it's about isolating.
It's about you can do multiplethings and I'll use an HVAC example.
If you send out a mailer saying howyou specialize in water heaters, right?
All day you do.
It's just like you got water heaterspecial one message one offer.
(05:50):
We do water heaters, wehave the special offer,
and then the next week you dofurnaces, furnace, tuneup one, offer,
one message. The customer,
the average client is not going toremember that you also sent out the water
heater thing last week,
but the people who had a water heaterproblem are going to call you and then
when you send out the furnace thing,
the people with the furnaceproblem are going to call you.
(06:10):
But if you sent out a generic thing,Hey, we do furnaces, water heaters,
new plumbing renovations,this, that, another thing,
it just dilutes the message so itdoesn't pigeonhole you as a company,
but I think that you can really increasethe ROI essentially from the campaign.
When you pick that, if you'reinterested in your opinion on that.
I feel like riches are in the nicheswas something like the whole episode was
(06:30):
decided so you could use thatline. I feel like you had that.
On that pocket.
The all time and that solves thehow you pronounce it. Scenario.
S are the niches.
Are the S are in theniches. Yes. I love it.
One of the things we have to acknowledgein our space is it's one of the lowest
interest categories. You can put out anew pair of Nikes and suddenly I need it.
You can put out different, you cancreate demand in a lot of our services,
(06:53):
even in things like painting,
I think most people try andput those things off very,
very low interest in most of ourcategories using your water heater.
One of my favorite thingsto ask people all the time,
what kind of water heater do you have?And instantly their face goes blank.
I don't know about you, but I've neverbeen to a party where someone's like,
Hey, come back and check out my brandnew HVAC equipment. It's beautiful.
Like this electrical box I justhad redone. I got the tankless one.
(07:15):
That's right. Yeah.
It's amazing how very little interestthere is in most of the category,
so I think that the really kind ofhyper-focusing is going to help you target
the people that know andare aware that are looking.
So even going back to thepainting in our experience, yeah,
saying we do kitchens, right?If I'm thinking about kitchens,
that's what I'm thinking about. I'mvery self-absorbed in my journey.
(07:37):
And on kitchen cabinetstoo specifically, we go,
we would want to say something like,
we are kitchen cabinetpainting specialists and here's some before and after
pictures for some kitchen cabinets,maybe a couple testimonials.
Here's how our process works.
Here's a special offer andhere's how to get ahold of us.
You want somebody who cando kitchen cabinets and that paint's not going to peel
off when they walk out of there.
You're not going to callthe fence painter Joe,
(07:58):
the neighbor who just paints fences tocome spray a candy coat on your cabinets,
and that's a pretty big decision.
I also think it reallyhelps preserve your spend.
If you're a bigger company and youcan do some of these big things,
we work well up into thehundreds of million dollar shops.
Those guys can spend a lot on plumber andpainter and catch some of those things
that fall up there, but if youreally want to preserve your spend,
(08:19):
the volume is low,
but you're going to get the higher qualityconversions that your team can really
take and take all the way to the bank.
Google ads too, right? Yeah.Specifically for keywords.
I think that we've all had thisexperience, our listeners too,
where we are trying to find thesolution to this really obscure thing.
We go to Google,
we're not even sure if Google isgoing to have the thing we want,
(08:40):
and as soon as we type it in,
it guesses it and you hit enter in allthese people and all these have been
talking about this problem for years.
You feel so relieved that you're notthe only person who has this problem.
Those solutions aren'tthese broad answers.
They're very specific there,
people out there who will teachyou to do that very thing.
Same thing with our listeners.
People are becoming lessand less satisfied with hiring just jack all trades.
(09:03):
I want a kitchen specialist,
and so I think a lot of our listenersneed to actually reevaluate their service
offerings and stop saying, oh, I can dothat. Yeah, sure, I'll do that for you.
Sure. I've never really done ones,but you sure? No, no, no, no.
You should really justfocus on what you're really,
really good at because then people willactually trust you instead of being
like, well, no,
I didn't hire you because this otherguy said he's actually a specialist and
(09:25):
he's in 30 kitchens and youdidn't really seem very confident.
So I think our economy isgoing that way and it's very,
very important for ourlisteners to adapt to the times.
How do we track theeffectiveness of these campaigns?
Digital is a little bit easier totrack, but how do we track these things?
How do we know that they're working?
When you're looking at really gettinginto this market and really getting into
(09:47):
these specific campaigns, italmost makes it easier to track.
I love your analogy of you're going intoa neighborhood, there's stucco homes,
you're painting there, there'sa bunch of stucco homes.
You put a hyperlocalFacebook campaign going,
which is very inexpensive and returnon investments are awesome on those
Facebook campaigns. You dropa mailer to that neighborhood,
you should be able to see pretty clearlywhat the return of that investment is
(10:09):
based off of the conversions you'regetting in that neighborhood.
Facebook is phenomenal with howthey're tracking their conversions.
Even when there's multipleclicks throughout that journey to get them there and
getting 'em to your website,you should be able to track.
So I think when you really dofocus on those really local small
niche campaigns,
it gives you the ability to actually trackyour conversions a lot easier than if
(10:30):
you are doing a spray and pray.
If I drop 10,000 mailpiece and someone calls me,
did they call me because they got themail piece or did they call me because
they just happen to find me inthe yellow pages or on Google?
So these days, with the adventand the adoption of QR codes,
you can actually getreally smart with tracking.
You could just set up a custom QR codefor every different type of marketing
(10:52):
campaign that you do. I'm not going togo on exactly how to do that right now.
You can go on a YouTube tutorial,
but basically if you put out aflyer about kitchen cabinets,
you'll just have a QR code that will goto your kitchen cabinet landing page or
just even call you now and that willregister a lead from that source,
and then as long as you go andinspect the data afterwards,
(11:12):
you can see which campaigns, which flyers,
which efforts ended upbringing in which leads,
and get really granular with the data.
Do you need to use a promo,a discount, an offer in this,
or can you just advertise thatyou're a niche and move on?
I think people are lookingfor three things when they're coming to these things.
One of 'em is,
can I trust you if you're not leadingwith a can I trust you statement,
(11:34):
your Google reviews, we've done30 jobs in your neighborhood.
Testimonials.
Customer testimonials, right?
I think the second thingthey're looking for is how much?
I don't think we can answerthat question. A lot of times.
I don't know how manykitchen cabinets you have.
I don't know if it's a tankless waterheater or a tanked water heater.
I don't know if your HVAC is in theattic or if your HVAC is out back.
I can't answer a lot of thosequestions until I get there,
but you can give them a closedend transaction like, Hey,
(11:54):
it's a complimentary proposalif you're doing that right or a
$79 dispatch fee to come to yourhouse and answer your questions.
You can give them those kinds of things.
I don't think you need to run todiscounts necessarily all the time.
The third thing I always think people arelooking for is when it's got to fit my
schedule. If you can get thosethree things into that messaging,
I think it gives you a reallyclear and concise message.
(12:17):
Easily measurable customers arelooking for those three things.
You're answering their questions,
and then I think you hit thedifferent types of buyers.
I'm a buyer who's going to care more.
I have two young kids I care more aboutcan I trust you than I care about a $50
discount, Right?
I care more about can you accommodatemy schedule than I care about the
complimentary inspection? I wantthose things more than others.
(12:37):
So if you hit those three things,
you cover a gamut and you don'talways have to run a discount.
Yeah, yeah, I agree.Discounts can help, right?
But they're not necessary all thetime. I like to do value add offers.
Things like if you bookbefore December 31st,
we're going to do a free in-home colorconsultation or something like that,
or free paint upgrade where you just getthe premium paint or the premium thing
(12:58):
for the same.
Cost. Google just released theircustomer lifecycle journey.
They update every yearin the home services,
and you nailed it when you talked aboutthey're looking for the value ads right
now.
Last year they started to notice a hugeincrease in the amount of customers that
were searching for things pluslike discounts or plus value ads.
They're really trying tobundle best and cheapest,
(13:19):
but they're not necessarilylooking for cheapest.
They're looking for that value add.
So we've started adding a ton of thosevalue add offers. You buy two rooms,
get one free, or if you're a hvac,
come and get the fall tuneup and we'llgive you the spring tuneup at half price.
Not only are you helpingthe customer choose you,
you're also helping promote businessfurther down the line because now I've got
(13:40):
another swing to get back in thehouse or another room I can do.
It actually brings up a point that Italk about a lot with my clients is that
homeowners are not lookingfor the cheapest option.
They're looking for the most value.
So you need to create what I calla price to value discrepancy,
and so if you go in and you are the lowestprice and you just give a price on a
napkin, you might get that job, but ifyou go in, you explain the full process,
(14:03):
detailed proposal, insured,bonded, guaranteed,
all of this explanation and resources,
you're going to be able to getcommend a lot higher of a price.
And we see that in search all the time.
People are looking forthose terms since COVID,
since the dawn of working from homeand since mortgage rates are so high,
people are looking at their homesdifferently. They're their homes,
they're their entertainment space.
(14:24):
They're willing to do a lotmore investment in the home,
and that's why I think people aren'tnecessarily always looking and running to
the discount. They're lookingto that value add, and again,
you can see it in search. Wedo a lot of digital marketing.
We can see those trendspeople searching for,
I'm looking for an insured contractor,I'm looking for a locally owned business.
We see that a ton.
(14:44):
Adding those little things can makea huge difference in some cases,
much more significant than somebodywho says $200 off or a thousand dollars
off a new HVAC system, a thousanddollars off what? $200 off? What?
Aren't you just going to mark me up 200?
I'd rather care about these other things.
You actually had a client speaking onthat run very small business at the start,
(15:05):
and she showed me her marketingmaterial and it just showed her brand,
her logos from before and afterpictures. I'm like, talk about you.
You are awesome.
She got purple hair and she's tattooedup and just a really cool person.
I'm like, put your name onthere, female owned your picture.
And she did that and she made thatshift in her marketing and she went from
doing five to $8,000 per month tonow she's got three crews full time,
(15:27):
like 50 k plus per month. I'm notentirely from that, but a lot because of.
That, it's authenticity which buildstrust, which is that first piece.
I think people look for that and cravethat in what we've got going on right
now.
It reminds me of a little piece of adviceI got from last season, Katie Pierce.
Her suggestion is instead of givingtime constraints, which can work,
also say the first 15 clientswho respond, get so-and-so offer.
(15:51):
So then it creates an act of urgency.
Instead of people justwaiting until the last minute,
it makes them pick up thephone immediately and call because they want to be the
first one. Thought that was really genius.
I've been using that the lastsix months, guys, this is great.
I want to pause for a minute to talk aboutjobber and specifically jobbers email
marketing campaigns.
Jobber has a whole marketing suite nowthat allows you to email your clients
whenever you want toand automated it shows.
(16:13):
You sent an email on the fifth and itshows you how much money you book from
jobs thereafter. It's really awesome.I love email marketing through jobber.
What do you guys do about email marketing?
I love email marketing.
Google just released a study wherethey just for the home services,
so just the trades,
30% of the people that make aconversion actually convert day one,
29% convert day two to day seven.
(16:36):
Another 19% will convertin that 30 day timeframe.
So getting an email campaign set up thatfollows up with everybody has a quick
follow up right after you've made firstcontact and stays with them for at least
30 days. You will be seeing so much.
Probably one of the top ROIs I thinkyou'll see because otherwise you're just
leaving all that money on the table.
(16:56):
I would break it down into two categories.We have confirmations and reminders,
so that immediate nurture withinthose first seven to 14 days,
but then the long-term nurture wherewe're sending them an email or two every
month, and you're not going to rememberto do it on your own. You will not,
and it's going to get busy, soyou need a tool to automate it.
If you're not using a CRMor your CRM doesn't do that,
(17:18):
you got to check out Java.
If you're not emailingyour clients regularly,
you're losing money andjobber makes it easy.
So new users get an exclusivediscount at jobber.com/podcast deal.
Go sign up and startemailing your clients today.
What I'm hearing from you guysis repetition matters a lot,
so you don't just send out the flyeronce you send the flyer and then you door
(17:39):
knock on that house and then you do aFacebook marketing campaign in that same
neighborhood. When you'remarketing to the niches,
you have to do it a lot lowvolume of people over and over and
over and over again. Wouldyou guys agree with that?
I think that's just goodmarketing principle in general to pick a smaller area
to market and to advertise and just to be.
I think we talked aboutit on the other episode,
(18:01):
is just to be the bigfish in the small pond.
Pick your 10,000 home area andjust hit that area over and over.
If you know those 10,000people or your ideal clients,
you don't need to service a lotof them to grow a big business.
And then once you do reach thatmarket saturation, then expand.
I think a lot of that dependson the trade and the need.
Sometimes there's a frequency and a lifecycle that you have to be aware of as
(18:23):
well, And then also where you'retargeting and what you're targeting.
I wouldn't target waterheaters to a new neighborhood,
but if you know you're in a neighborhoodthat's built 10 or so years ago,
I would be hitting that neighborhood asoften as I can within my budget because
that's when the lifecycle of thosewater heaters are going to start to die,
so let's get after that.
So I think a lot of it depends on whatyou're targeting and knowing that niche.
(18:44):
That's where I think it's reallyawesome that you do painting.
There's no one who's going to know moreabout painting and that niche than you
and your business because there's allthose little idiosyncrasies you learn and
really understand.
That's an example of a good niche. IfI was just a generalist business coach,
I wouldn't have one 10th of the clientsthat we do have because we are actually
(19:06):
painting specific. We sayno to every other trade.
We have free resources for otherpeople, but if you want to work with us,
you have to be in the painting industrybecause everything is just designed for
painters and people love that.
People really want that reallyniche service just for them.
Mike,
do you have any specific stories of thisworking for you or your clients that we
(19:27):
gained some insight from?
Probably the coolest marketing campaignthat I ever ran myself for my painting
business is that. So Ilive in a city in Canada.
The city is about 300,000 people,
but there's a lot of rural communitiesaround it, specifically farms.
And I decided,
I painted one barn one time and itwas like that was an awesome job,
super high margin. My guys wentout there and crushed it out.
(19:48):
They really liked it. They couldblast their music and all this stuff.
So I put together a flyer specificallytargeted to farmers about painting
their barns, their stables, theirquonsets. Anyone know what a Quonset is?
Yeah, you know what a Quonsetis. Anyway, it's a type.
Of, I'm from farming country too.
It's like one of those half circle,
half cylinder buildings you canput your tractors in. Anyway,
(20:09):
basically farmhouses barns and quonsetsand I added a few features and benefits
that only a farmer would really careabout or only this target market.
So we don't charge forestimates, no travel charges,
we're fully insured, taxwrite off, things like that,
and a before and afterof a couple of barns,
and I sent that out to maybe 300barns or something like that,
(20:32):
and then I sent it out again like fourweeks later, and I'm not kidding you,
for less than I think itwas $600 of investment,
we booked over $150,000 of Barnes.
Wow.
That's crazy.
It was crazy. It was awesome.
We use one that's like what youtalk about with door knocking.
In certain cities, theydid party sewer lines.
So one main sewer would go toserve three or four houses,
(20:53):
which they've made illegal in a lot ofcities, and when one fails, sure enough,
they're all going to, oh, poop, poop.
I shouldn't have said that about mainlines, but they all fail pretty quickly.
So a lot of times we just say, Hey,listen, when someone's house fails,
we'll hit 'em with as many campaignsbecause that whole neighborhood's probably
built that way.
But.
Go door, knock on the next few neighbors,show 'em a picture, take in there,
say, Hey, this is what we're fixing foryour neighbor. This is what's going on.
(21:15):
You're on the same line. Have younoticed any of these symptoms?
Would you like us to put a camera downfor free? And they put the camera in,
do the inspection, and sure enough,you're seeing all kinds of backup.
And I think that brings up an importantpoint about creating a niche or finding
a niche isn't just about location,but it's also about timing, right?
Are you finding a right time, a realtor,for example, will or a moving company,
(21:38):
you list your house, youimmediately get flyers for movers.
Yes.
Right? How do they do that? But that'san example of finding a niche right time,
right offer.
Yeah. And again, I think we'retalking about a lot of ideas,
and it might soundoverwhelming to a lot of folks,
but if you just stop for a minuteand think like you did, boy,
this was a great job. My guys reallyliked it. How do I get more like this?
(21:58):
And then it doesn't have to be huge.It can be $600 in a postcard mailer.
It could be a Facebook campaign, itcould be a small Google Ads campaign.
It could even be something you put onyour website and promote or your Google
business profile and promote.You don't have to get crazy.
And a lot of the things you cando at relatively low investment.
Something you guys mentionedwas the seasonality,
changing it and shifting it around.It may be an example of that,
(22:20):
of changing it from aseasonality standpoint.
In the summer start of summer, spring,you can advertise exterior painting,
these stucco, wood siding, decks,fences, these types of exterior projects.
But then as we get towards the fall,
you want to start thinking about bookingup your winter production schedule.
So now we're focused onkitchen cabinets in interiors.
In Arizona particularly,
(22:41):
there's a certain time of year whenslab leaks start to show themselves,
and the slab leak can be a huge problem,
but no one knows what a slab leak is,right? Unless you're in the business,
but they know the symptoms of it.
So knowing the time ofyear they generally occur,
and then knowing the symptomsand symptom advertising,
getting those kind of marketing campaignsout just a little bit ahead of time
(23:01):
to, Hey, watch out for these symptoms.
And then knowing the areasin the neighborhoods that were built in such a way
can really make a huge difference.
Guys, this is great.
I'm going to boil it down andthrough your actual takeaways here.
Number one is be specific.You need to niche.
You need to find something that you'rereally good at and start to market those
specific things because the more specificyou are, the better the leads become.
(23:23):
Number two is you want to stack yourhomes. You want to hit your homes first,
maybe send a mailer out, and thenyou do a Facebook campaign, mayor,
then you door knock.
You want to hit 'em from different anglesand hyper pressurize your marketing
campaign so that you hit people multipletimes, not just one big mass mailer,
for example. And number three is valueadded is much better than discounts.
(23:44):
Instead of just saying $20 off, sayfree consultation or free upgrade,
that kind of stuff is way more compellingand it doesn't just slash your prices.
Guys, this is great.
So let's close out with what are themost profitable niches that you guys are
seeing in your world?
Well, we work with a lot ofplumbers. Anything that's specific,
actual drain clearing,flushing of the water heaters,
(24:04):
going into making sure thatyou're looking at slab leaks,
those really specific things.
There's no better expert than youon finding and identifying what jobs
make you the most money andthat you'd like to get more of.
You stole my answer specifically onesthat I've seen just out of while we're
talking about specifics,stucco, huge opportunity.
(24:25):
And then especially ifyou're going into interior,
it's simply saying you'reinterior painting specialists.
That can be enough of adifferentiator to get some calls.
This is great. I reallyappreciate y'all's insight.
How do people find outmore about you guys?
So if you go to painter growth.com/jobber,I put together a toolkit.
It's got a whole bunch of resources,
including the top five profitable flyersthat we've seen with my business and
(24:46):
our clients.
And for me, Katie Donovan Camp Digital.You can reach us@campdigital.com,
or you can email me directlyat katie@campdigital.com.
Great. Well, this hasbeen a great conversation.
I really appreciate youguys coming in today. Katie,
you're having a big impact onyour plumbing clients. Mike,
you're having a hugeimpact on your painters,
so keep it up and thank you forlistening. I hope you hear me today,
will help you niche down and makebetter decisions with your marketing.
(25:08):
I'm your host, Adam Sylvester.You can find me@adamsylvester.com.
Your team and your clients deserveyour very best. Go give it to 'em.
I'm not kidding you. For less than,I think it was $600 of investment.
We booked over $150,000 of Barnes.
Wow, that's crazy.
It was crazy. It was awesome.
Welcome to jobbersMasters of Home Service,
a podcast for home servicepros by home service pros.
We're in Las Vegas and today we'retalking about how to run a niche marketing
campaign. I'm your host, Adams Vester.Today's guests are marketing experts.
(00:23):
Mike Gore, Hickman and KatieDonovan, welcome to Studio. Awesome.
Thanks for having us.
Yeah, thank you so much for havingus. This is really a pleasure.
Katie, why don't you tell ourlisteners who you are and what you do.
Katie Donovan. I'm the CEOof Camp Digital. We are a digital marketing company.
We like to say we're a technologycompany that does digital marketing
exclusively for the trades.
Mike, what about you?
(00:44):
Michael Hickman, founder of paintergrowth.com. We do business coaching,
training and mentorship forpainting contractors of all sizes.
So whether you're just getting startedor you're trying to really scale up
beyond a million, we got somethingfor you to help you grow.
Awesome. Well, let's get started.So first of all, I got a very,
very serious question for youguys. Is it niche or is it niche?
(01:04):
I'll let you take that.
First.
Well, it's funny you were sayingearlier, being from Canada,
you pronounce it one way, but I'm fromMinnesota, which is like little Canada
somewhere actually north of half of Canadaand where I'm from, so I don't know,
I say niche.
I'm Canadian. My wife reallywants me to call it niche,
but because most of our clientsare American, I got to say niche,
(01:24):
I just got to do it.
Well say whatever feels good in episode.
There is a difference between running amarketing campaign that says we're the
best long care company in thecountry versus we are the best
lawn care company that specializesin X, y, z. Give me an example, Mike,
of what exactly is aniche marketing campaign.
A niche marketing campaign is differentthan niching your whole business.
(01:48):
So I'm going to go painting just becauseI'm a painting expert and you can kind
of extrapolate this whatever industryyou're in. So if for painting,
instead of just saying, Hey, we dointerior, exterior, residential,
commercial decks, fences, andwe'll also unclog your toilet,
the water you spread your net doesn'tnecessarily mean the more fish you're
going to catch. So you want to pickat least per marketing campaign,
(02:09):
per marketing effort, one typeof service. So for example,
just interior or just stucco or just ahundred year old homes or something like
that because the people who are tryingto get that work done are going to want
to see that you know howto do that type of work.
To boil it down. It's likevery specific keywords.
Is that what we're talkingabout or is it more than that?
Yeah, and I'd add on to what Mike saidthere too. I think when you do that,
(02:32):
you've got a lot more control.
It almost becomes a qualityversus quantity thing as well,
and there are times for both.
There are times I think thatquantity can be a good thing,
especially in slow times, slowseasons, but there's also the quality.
A great example I like to usefor plumbers is hydro jetting.
No one knows what hydrojetting is.
No one knows what a mainline failureis unless you've had a mainline failure
(02:55):
or you've had a plumber in your housewho told you you need these things done.
So when you get really, reallylow, your quantity gets very small,
but the quality gets very, very good andit does to your point about keywords,
give you some ability to also addnegative keywords that you might not want
other places. So it givesyou, to use the net analogy,
(03:15):
a really small net to catchthe exact fish you want.
You're not going to get huge volumes, butparticularly if your budget's limited,
you might not want to waste allyour money on those huge volumes.
You might want to get really,
really narrow and specific to tryand catch some of those bigger fish.
We're talking about using a verysmall net to catch a very heavy fish.
Oh, wow.
That's really what comes down tois those people who have the exact
(03:37):
problem, they're very qualified leads.
It's more like using a harpooninstead of skimming the bottom.
Yeah. Okay, great. I don't fish,
so I'm just going to have togo with what you guys say.
That sounds great. The metaphor isgoing, yeah, so is it just digital?
We talking about just digital stuff here?
Absolutely not. Especiallyfor smaller contractors.
I would almost urge them away fromfocusing only entirely on digital,
(04:00):
especially early on whenbudgets are really limited,
get your boots on the ground, get flyercampaigns, get door hanger campaigns,
get out in front of people telling themwhat you specialize in because you're
going to be able to pick out specifictypes of jobs that you want that are high
margin that your crewscan absolutely demolish.
If you know your guys are really good atstucco paint jobs and you have a really
high average job size and a great grossmargin and you would love two more
(04:24):
stucco jobs every month, well let'sput together a stucco postcard mailer.
Let's get that out to 10,000 stucco homesand let's go knock those doors after
talking about our stucco paint jobs.
That is a surefire way to get the typeof job that you want and not kind of go
outside of your specialty.
Especially in using thatanalogy. If this house is stucco,
the odds are pretty good.
There's three or four more on theblock your truck sitting outside,
(04:45):
which is your best branding, it'ssitting there. The odds are good.
Those houses were builtaround the same time.
They probably could use the sametouchups, the same work. I love that.
There's nothing beats, Ithink boots on the ground.
I also like layering it in with a niche.I call it hyper-targeted Facebook ad.
So if you do that flyercampaign around 10,000 homes,
you hit those door to door,you have your lawn signs,
(05:06):
and then you just hit one zip code withthose really specific Facebook ads with
the before and after pictures or withwhatever service you're advertising on
that specific niche, it's just going tomake everything just that much better.
I agree, and I think most of ourlisteners, if they really think about it,
they agree that the richesare in the niches, right,
so I'm glad we're talking about this.
Are you saying that the mailersshould say we paint kitchens?
(05:27):
I that too specific,
or would you just say we paintinteriors and just hammer that?
How specific do you get before you justcompletely isolate everyone essentially?
I don't think it's about isolating.
It's about you can do multiplethings and I'll use an HVAC example.
If you send out a mailer saying howyou specialize in water heaters, right?
All day you do.
It's just like you got water heaterspecial one message one offer.
(05:50):
We do water heaters, wehave the special offer,
and then the next week you dofurnaces, furnace, tuneup one, offer,
one message. The customer,
the average client is not going toremember that you also sent out the water
heater thing last week,
but the people who had a water heaterproblem are going to call you and then
when you send out the furnace thing,
the people with the furnaceproblem are going to call you.
(06:10):
But if you sent out a generic thing,Hey, we do furnaces, water heaters,
new plumbing renovations,this, that, another thing,
it just dilutes the message so itdoesn't pigeonhole you as a company,
but I think that you can really increasethe ROI essentially from the campaign.
When you pick that, if you'reinterested in your opinion on that.
I feel like riches are in the nicheswas something like the whole episode was
(06:30):
decided so you could use thatline. I feel like you had that.
On that pocket.
The all time and that solves thehow you pronounce it. Scenario.
S are the niches.
Are the S are in theniches. Yes. I love it.
One of the things we have to acknowledgein our space is it's one of the lowest
interest categories. You can put out anew pair of Nikes and suddenly I need it.
You can put out different, you cancreate demand in a lot of our services,
(06:53):
even in things like painting,
I think most people try andput those things off very,
very low interest in most of ourcategories using your water heater.
One of my favorite thingsto ask people all the time,
what kind of water heater do you have?And instantly their face goes blank.
I don't know about you, but I've neverbeen to a party where someone's like,
Hey, come back and check out my brandnew HVAC equipment. It's beautiful.
Like this electrical box I justhad redone. I got the tankless one.
(07:15):
That's right. Yeah.
It's amazing how very little interestthere is in most of the category,
so I think that the really kind ofhyper-focusing is going to help you target
the people that know andare aware that are looking.
So even going back to thepainting in our experience, yeah,
saying we do kitchens, right?If I'm thinking about kitchens,
that's what I'm thinking about. I'mvery self-absorbed in my journey.
(07:37):
And on kitchen cabinetstoo specifically, we go,
we would want to say something like,
we are kitchen cabinetpainting specialists and here's some before and after
pictures for some kitchen cabinets,maybe a couple testimonials.
Here's how our process works.
Here's a special offer andhere's how to get ahold of us.
You want somebody who cando kitchen cabinets and that paint's not going to peel
off when they walk out of there.
You're not going to callthe fence painter Joe,
(07:58):
the neighbor who just paints fences tocome spray a candy coat on your cabinets,
and that's a pretty big decision.
I also think it reallyhelps preserve your spend.
If you're a bigger company and youcan do some of these big things,
we work well up into thehundreds of million dollar shops.
Those guys can spend a lot on plumber andpainter and catch some of those things
that fall up there, but if youreally want to preserve your spend,
(08:19):
the volume is low,
but you're going to get the higher qualityconversions that your team can really
take and take all the way to the bank.
Google ads too, right? Yeah.Specifically for keywords.
I think that we've all had thisexperience, our listeners too,
where we are trying to find thesolution to this really obscure thing.
We go to Google,
we're not even sure if Google isgoing to have the thing we want,
(08:40):
and as soon as we type it in,
it guesses it and you hit enter in allthese people and all these have been
talking about this problem for years.
You feel so relieved that you're notthe only person who has this problem.
Those solutions aren'tthese broad answers.
They're very specific there,
people out there who will teachyou to do that very thing.
Same thing with our listeners.
People are becoming lessand less satisfied with hiring just jack all trades.
(09:03):
I want a kitchen specialist,
and so I think a lot of our listenersneed to actually reevaluate their service
offerings and stop saying, oh, I can dothat. Yeah, sure, I'll do that for you.
Sure. I've never really done ones,but you sure? No, no, no, no.
You should really justfocus on what you're really,
really good at because then people willactually trust you instead of being
like, well, no,
I didn't hire you because this otherguy said he's actually a specialist and
(09:25):
he's in 30 kitchens and youdidn't really seem very confident.
So I think our economy isgoing that way and it's very,
very important for ourlisteners to adapt to the times.
How do we track theeffectiveness of these campaigns?
Digital is a little bit easier totrack, but how do we track these things?
How do we know that they're working?
When you're looking at really gettinginto this market and really getting into
(09:47):
these specific campaigns, italmost makes it easier to track.
I love your analogy of you're going intoa neighborhood, there's stucco homes,
you're painting there, there'sa bunch of stucco homes.
You put a hyperlocalFacebook campaign going,
which is very inexpensive and returnon investments are awesome on those
Facebook campaigns. You dropa mailer to that neighborhood,
you should be able to see pretty clearlywhat the return of that investment is
(10:09):
based off of the conversions you'regetting in that neighborhood.
Facebook is phenomenal with howthey're tracking their conversions.
Even when there's multipleclicks throughout that journey to get them there and
getting 'em to your website,you should be able to track.
So I think when you really dofocus on those really local small
niche campaigns,
it gives you the ability to actually trackyour conversions a lot easier than if
(10:30):
you are doing a spray and pray.
If I drop 10,000 mailpiece and someone calls me,
did they call me because they got themail piece or did they call me because
they just happen to find me inthe yellow pages or on Google?
So these days, with the adventand the adoption of QR codes,
you can actually getreally smart with tracking.
You could just set up a custom QR codefor every different type of marketing
(10:52):
campaign that you do. I'm not going togo on exactly how to do that right now.
You can go on a YouTube tutorial,
but basically if you put out aflyer about kitchen cabinets,
you'll just have a QR code that will goto your kitchen cabinet landing page or
just even call you now and that willregister a lead from that source,
and then as long as you go andinspect the data afterwards,
(11:12):
you can see which campaigns, which flyers,
which efforts ended upbringing in which leads,
and get really granular with the data.
Do you need to use a promo,a discount, an offer in this,
or can you just advertise thatyou're a niche and move on?
I think people are lookingfor three things when they're coming to these things.
One of 'em is,
can I trust you if you're not leadingwith a can I trust you statement,
(11:34):
your Google reviews, we've done30 jobs in your neighborhood.
Testimonials.
Customer testimonials, right?
I think the second thingthey're looking for is how much?
I don't think we can answerthat question. A lot of times.
I don't know how manykitchen cabinets you have.
I don't know if it's a tankless waterheater or a tanked water heater.
I don't know if your HVAC is in theattic or if your HVAC is out back.
I can't answer a lot of thosequestions until I get there,
but you can give them a closedend transaction like, Hey,
(11:54):
it's a complimentary proposalif you're doing that right or a
$79 dispatch fee to come to yourhouse and answer your questions.
You can give them those kinds of things.
I don't think you need to run todiscounts necessarily all the time.
The third thing I always think people arelooking for is when it's got to fit my
schedule. If you can get thosethree things into that messaging,
I think it gives you a reallyclear and concise message.
(12:17):
Easily measurable customers arelooking for those three things.
You're answering their questions,
and then I think you hit thedifferent types of buyers.
I'm a buyer who's going to care more.
I have two young kids I care more aboutcan I trust you than I care about a $50
discount, Right?
I care more about can you accommodatemy schedule than I care about the
complimentary inspection? I wantthose things more than others.
(12:37):
So if you hit those three things,
you cover a gamut and you don'talways have to run a discount.
Yeah, yeah, I agree.Discounts can help, right?
But they're not necessary all thetime. I like to do value add offers.
Things like if you bookbefore December 31st,
we're going to do a free in-home colorconsultation or something like that,
or free paint upgrade where you just getthe premium paint or the premium thing
(12:58):
for the same.
Cost. Google just released theircustomer lifecycle journey.
They update every yearin the home services,
and you nailed it when you talked aboutthey're looking for the value ads right
now.
Last year they started to notice a hugeincrease in the amount of customers that
were searching for things pluslike discounts or plus value ads.
They're really trying tobundle best and cheapest,
(13:19):
but they're not necessarilylooking for cheapest.
They're looking for that value add.
So we've started adding a ton of thosevalue add offers. You buy two rooms,
get one free, or if you're a hvac,
come and get the fall tuneup and we'llgive you the spring tuneup at half price.
Not only are you helpingthe customer choose you,
you're also helping promote businessfurther down the line because now I've got
(13:40):
another swing to get back in thehouse or another room I can do.
It actually brings up a point that Italk about a lot with my clients is that
homeowners are not lookingfor the cheapest option.
They're looking for the most value.
So you need to create what I calla price to value discrepancy,
and so if you go in and you are the lowestprice and you just give a price on a
napkin, you might get that job, but ifyou go in, you explain the full process,
(14:03):
detailed proposal, insured,bonded, guaranteed,
all of this explanation and resources,
you're going to be able to getcommend a lot higher of a price.
And we see that in search all the time.
People are looking forthose terms since COVID,
since the dawn of working from homeand since mortgage rates are so high,
people are looking at their homesdifferently. They're their homes,
they're their entertainment space.
(14:24):
They're willing to do a lotmore investment in the home,
and that's why I think people aren'tnecessarily always looking and running to
the discount. They're lookingto that value add, and again,
you can see it in search. Wedo a lot of digital marketing.
We can see those trendspeople searching for,
I'm looking for an insured contractor,I'm looking for a locally owned business.
We see that a ton.
(14:44):
Adding those little things can makea huge difference in some cases,
much more significant than somebodywho says $200 off or a thousand dollars
off a new HVAC system, a thousanddollars off what? $200 off? What?
Aren't you just going to mark me up 200?
I'd rather care about these other things.
You actually had a client speaking onthat run very small business at the start,
(15:05):
and she showed me her marketingmaterial and it just showed her brand,
her logos from before and afterpictures. I'm like, talk about you.
You are awesome.
She got purple hair and she's tattooedup and just a really cool person.
I'm like, put your name onthere, female owned your picture.
And she did that and she made thatshift in her marketing and she went from
doing five to $8,000 per month tonow she's got three crews full time,
(15:27):
like 50 k plus per month. I'm notentirely from that, but a lot because of.
That, it's authenticity which buildstrust, which is that first piece.
I think people look for that and cravethat in what we've got going on right
now.
It reminds me of a little piece of adviceI got from last season, Katie Pierce.
Her suggestion is instead of givingtime constraints, which can work,
also say the first 15 clientswho respond, get so-and-so offer.
(15:51):
So then it creates an act of urgency.
Instead of people justwaiting until the last minute,
it makes them pick up thephone immediately and call because they want to be the
first one. Thought that was really genius.
I've been using that the lastsix months, guys, this is great.
I want to pause for a minute to talk aboutjobber and specifically jobbers email
marketing campaigns.
Jobber has a whole marketing suite nowthat allows you to email your clients
whenever you want toand automated it shows.
(16:13):
You sent an email on the fifth and itshows you how much money you book from
jobs thereafter. It's really awesome.I love email marketing through jobber.
What do you guys do about email marketing?
I love email marketing.
Google just released a study wherethey just for the home services,
so just the trades,
30% of the people that make aconversion actually convert day one,
29% convert day two to day seven.
(16:36):
Another 19% will convertin that 30 day timeframe.
So getting an email campaign set up thatfollows up with everybody has a quick
follow up right after you've made firstcontact and stays with them for at least
30 days. You will be seeing so much.
Probably one of the top ROIs I thinkyou'll see because otherwise you're just
leaving all that money on the table.
(16:56):
I would break it down into two categories.We have confirmations and reminders,
so that immediate nurture withinthose first seven to 14 days,
but then the long-term nurture wherewe're sending them an email or two every
month, and you're not going to rememberto do it on your own. You will not,
and it's going to get busy, soyou need a tool to automate it.
If you're not using a CRMor your CRM doesn't do that,
(17:18):
you got to check out Java.
If you're not emailingyour clients regularly,
you're losing money andjobber makes it easy.
So new users get an exclusivediscount at jobber.com/podcast deal.
Go sign up and startemailing your clients today.
What I'm hearing from you guysis repetition matters a lot,
so you don't just send out the flyeronce you send the flyer and then you door
(17:39):
knock on that house and then you do aFacebook marketing campaign in that same
neighborhood. When you'remarketing to the niches,
you have to do it a lot lowvolume of people over and over and
over and over again. Wouldyou guys agree with that?
I think that's just goodmarketing principle in general to pick a smaller area
to market and to advertise and just to be.
I think we talked aboutit on the other episode,
(18:01):
is just to be the bigfish in the small pond.
Pick your 10,000 home area andjust hit that area over and over.
If you know those 10,000people or your ideal clients,
you don't need to service a lotof them to grow a big business.
And then once you do reach thatmarket saturation, then expand.
I think a lot of that dependson the trade and the need.
Sometimes there's a frequency and a lifecycle that you have to be aware of as
(18:23):
well, And then also where you'retargeting and what you're targeting.
I wouldn't target waterheaters to a new neighborhood,
but if you know you're in a neighborhoodthat's built 10 or so years ago,
I would be hitting that neighborhood asoften as I can within my budget because
that's when the lifecycle of thosewater heaters are going to start to die,
so let's get after that.
So I think a lot of it depends on whatyou're targeting and knowing that niche.
(18:44):
That's where I think it's reallyawesome that you do painting.
There's no one who's going to know moreabout painting and that niche than you
and your business because there's allthose little idiosyncrasies you learn and
really understand.
That's an example of a good niche. IfI was just a generalist business coach,
I wouldn't have one 10th of the clientsthat we do have because we are actually
(19:06):
painting specific. We sayno to every other trade.
We have free resources for otherpeople, but if you want to work with us,
you have to be in the painting industrybecause everything is just designed for
painters and people love that.
People really want that reallyniche service just for them.
Mike,
do you have any specific stories of thisworking for you or your clients that we
(19:27):
gained some insight from?
Probably the coolest marketing campaignthat I ever ran myself for my painting
business is that. So Ilive in a city in Canada.
The city is about 300,000 people,
but there's a lot of rural communitiesaround it, specifically farms.
And I decided,
I painted one barn one time and itwas like that was an awesome job,
super high margin. My guys wentout there and crushed it out.
(19:48):
They really liked it. They couldblast their music and all this stuff.
So I put together a flyer specificallytargeted to farmers about painting
their barns, their stables, theirquonsets. Anyone know what a Quonset is?
Yeah, you know what a Quonsetis. Anyway, it's a type.
Of, I'm from farming country too.
It's like one of those half circle,
half cylinder buildings you canput your tractors in. Anyway,
(20:09):
basically farmhouses barns and quonsetsand I added a few features and benefits
that only a farmer would really careabout or only this target market.
So we don't charge forestimates, no travel charges,
we're fully insured, taxwrite off, things like that,
and a before and afterof a couple of barns,
and I sent that out to maybe 300barns or something like that,
(20:32):
and then I sent it out again like fourweeks later, and I'm not kidding you,
for less than I think itwas $600 of investment,
we booked over $150,000 of Barnes.
Wow.
That's crazy.
It was crazy. It was awesome.
We use one that's like what youtalk about with door knocking.
In certain cities, theydid party sewer lines.
So one main sewer would go toserve three or four houses,
(20:53):
which they've made illegal in a lot ofcities, and when one fails, sure enough,
they're all going to, oh, poop, poop.
I shouldn't have said that about mainlines, but they all fail pretty quickly.
So a lot of times we just say, Hey,listen, when someone's house fails,
we'll hit 'em with as many campaignsbecause that whole neighborhood's probably
built that way.
But.
Go door, knock on the next few neighbors,show 'em a picture, take in there,
say, Hey, this is what we're fixing foryour neighbor. This is what's going on.
(21:15):
You're on the same line. Have younoticed any of these symptoms?
Would you like us to put a camera downfor free? And they put the camera in,
do the inspection, and sure enough,you're seeing all kinds of backup.
And I think that brings up an importantpoint about creating a niche or finding
a niche isn't just about location,but it's also about timing, right?
Are you finding a right time, a realtor,for example, will or a moving company,
(21:38):
you list your house, youimmediately get flyers for movers.
Yes.
Right? How do they do that? But that'san example of finding a niche right time,
right offer.
Yeah. And again, I think we'retalking about a lot of ideas,
and it might soundoverwhelming to a lot of folks,
but if you just stop for a minuteand think like you did, boy,
this was a great job. My guys reallyliked it. How do I get more like this?
(21:58):
And then it doesn't have to be huge.It can be $600 in a postcard mailer.
It could be a Facebook campaign, itcould be a small Google Ads campaign.
It could even be something you put onyour website and promote or your Google
business profile and promote.You don't have to get crazy.
And a lot of the things you cando at relatively low investment.
Something you guys mentionedwas the seasonality,
changing it and shifting it around.It may be an example of that,
(22:20):
of changing it from aseasonality standpoint.
In the summer start of summer, spring,you can advertise exterior painting,
these stucco, wood siding, decks,fences, these types of exterior projects.
But then as we get towards the fall,
you want to start thinking about bookingup your winter production schedule.
So now we're focused onkitchen cabinets in interiors.
In Arizona particularly,
(22:41):
there's a certain time of year whenslab leaks start to show themselves,
and the slab leak can be a huge problem,
but no one knows what a slab leak is,right? Unless you're in the business,
but they know the symptoms of it.
So knowing the time ofyear they generally occur,
and then knowing the symptomsand symptom advertising,
getting those kind of marketing campaignsout just a little bit ahead of time
(23:01):
to, Hey, watch out for these symptoms.
And then knowing the areasin the neighborhoods that were built in such a way
can really make a huge difference.
Guys, this is great.
I'm going to boil it down andthrough your actual takeaways here.
Number one is be specific.You need to niche.
You need to find something that you'rereally good at and start to market those
specific things because the more specificyou are, the better the leads become.
(23:23):
Number two is you want to stack yourhomes. You want to hit your homes first,
maybe send a mailer out, and thenyou do a Facebook campaign, mayor,
then you door knock.
You want to hit 'em from different anglesand hyper pressurize your marketing
campaign so that you hit people multipletimes, not just one big mass mailer,
for example. And number three is valueadded is much better than discounts.
(23:44):
Instead of just saying $20 off, sayfree consultation or free upgrade,
that kind of stuff is way more compellingand it doesn't just slash your prices.
Guys, this is great.
So let's close out with what are themost profitable niches that you guys are
seeing in your world?
Well, we work with a lot ofplumbers. Anything that's specific,
actual drain clearing,flushing of the water heaters,
(24:04):
going into making sure thatyou're looking at slab leaks,
those really specific things.
There's no better expert than youon finding and identifying what jobs
make you the most money andthat you'd like to get more of.
You stole my answer specifically onesthat I've seen just out of while we're
talking about specifics,stucco, huge opportunity.
(24:25):
And then especially ifyou're going into interior,
it's simply saying you'reinterior painting specialists.
That can be enough of adifferentiator to get some calls.
This is great. I reallyappreciate y'all's insight.
How do people find outmore about you guys?
So if you go to painter growth.com/jobber,I put together a toolkit.
It's got a whole bunch of resources,
including the top five profitable flyersthat we've seen with my business and
(24:46):
our clients.
And for me, Katie Donovan Camp Digital.You can reach us@campdigital.com,
or you can email me directlyat katie@campdigital.com.
Great. Well, this hasbeen a great conversation.
I really appreciate youguys coming in today. Katie,
you're having a big impact onyour plumbing clients. Mike,
you're having a hugeimpact on your painters,
so keep it up and thank you forlistening. I hope you hear me today,
will help you niche down and makebetter decisions with your marketing.
(25:08):
I'm your host, Adam Sylvester.You can find me@adamsylvester.com.
Your team and your clients deserveyour very best. Go give it to 'em.
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