October 21, 2025 • 13 mins
Feel like you're always getting undercut by giant chains with deeper pockets and bigger marketing teams? In this episode, Leonard Parker shares the real strategies local electricians are using to compete—and win—against national brands that dominate the search results.
You’ll learn:
- Why bigger doesn’t mean better (and how to prove it to customers)
- How to out-local your competition with credibility, content, and customer experience
- The power of local SEO, Google reviews, and fast follow-up
- How to turn your local knowledge into your most unfair advantage
If you’re tired of racing to the bottom on price, this episode shows you how to compete on value, not volume.
📝 Read the full strategy on the blog:
https://destinymarketingsolutions.com/electrician/compete-bigger-chains
▶️ Watch the full episode on YouTube:
https://youtu.be/cEYcbJeQfLs
📞 Want help applying these tactics to your market?
Book a Full Circuit Growth Audit here:
https://calendly.com/leonard-parker/full-circuit-growth-audit
Destiny Marketing Solutions specializes in marketing for electricians. Trusted by electrical contractors across the U.S., we help electricians grow through digital marketing—local SEO, local service ads, Google Ads, content, and automation.
🌐 Connect with Destiny Marketing Solutions
Website: https://destinymarketingsolutions.com/electrician
Podcast: https://www.buzzsprout.com/2466787/free_share_page
Instagram: https://instagram.com/destinymarketingsolutions
Facebook: https://www.facebook.com/destinymarketingsolutions/
X (Twitter): https://twitter.com/DestinyMarketin
Bluesky: https://bsky.app/profile/destinymarketing.bsky.social
Medium: https://medium.com/@DestinyMarketin
LinkedIn: https://www.linkedin.com/company/destiny-marketing-solutions
TikTok: https://www.tiktok.com/@destinymarketingco
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Leonard Parker (00:00):
If you're running an electrical services
business doing$500,000 or moreannually, and you think you're
too small to compete with thebig change rolling into your
market.
You're thinking about this allwrong.
I'm Leonard Parker from DestinyMarketing Solutions, and I've
been watching local electriciansget bulldozed by national chains
for years.
Not because they can't compete,but because they're playing the
(00:22):
wrong game entirely.
I.
You're not small, you're faster,smarter, and better.
And by the end of this video,I'm going to show you exactly
how to prove it to everycustomer in your market.
Plus, I've got an expert tip atthe end that'll change how you
think about marketing forever.
So stick around I, here's what'sreally happening in your market
(00:56):
right now.
Okay.
Those national chains areoutspending you on radio ads, TV
spots, and Google.
That part's true, but here'swhat they're not telling you.
In no slick commercials, they'reslow, bloated, and they treat
your neighbors like ticketnumbers.
When Mrs.
Johnson down the street callsthem for an emergency, she's
(01:18):
getting it getting put into aqueue, routed to a call center
and scheduled three weeks out.
But when she calls you, youanswer the phone, you know her
house.
You remember fixing her outletlast year, and you can be there
this afternoon.
National change.
Don't understand yourneighborhood, but you do.
They see zip codes and serviceareas.
(01:39):
You see the Hendersons who justhad a baby, the Patels who are
renovating their kitchen, and aSmith's whose panel is from 1987
and needs an upgrade.
Your agility is your weapon.
Local loyalty is your edge.
The question isn't whether youcan compete.
It's whether you're going to usethese advantages or keep
pretending.
The game is about who has thebiggest yellow page ad.
(02:04):
Now, here's where most localelectrical businesses screw this
up royally.
They try to be everything toeveryone, just like the chains
do.
Big mistake.
Those chains serve everyonebecause they have to.
They need volume to feed theirmassive overhead.
But you, I.
You can dominate by owning aprofitable niche that they can't
touch.
Think about it.
(02:25):
When someone needs an EV chargerinstalled, do they want the guy
who does electrical work or thelocal expert who installed 200
Tesla chargers and knows everypermit requirement?
In town specialists equalshigher margins, better clients,
and easier marketing.
Your website and Google profileshould scream what you do best.
(02:46):
Don't make people guess whetheryou're the right fit.
Here's the reality check.
75% of electrical industryrevenue comes from businesses
under 10 employees.
That means most electrical workis won by people like you, not
corporate giants, but only ifyou pick your battles and fight
them.
Smart.
Use local demand data to pickyour battles.
(03:08):
Don't guess, maybe it's panelupgrades in older neighborhoods.
Maybe it's smart homeinstallations for new
construction.
Maybe it's commercialmaintenance for local
businesses.
Specializing makes yourmarketing sharper and your
competitors irrelevant.
Let me guess.
Every time you lose a job to achain, you think it's because
(03:29):
they undercut your price wrong.
Stop trying to match chainpricing.
They have bulk deals withsuppliers and call centers, and
God knows where paying minimumwage, you know you're never
going to win that race to thebottom.
Instead, elevate your perceivedvalue with reviews, professional
branding, and lightning fastresponse times.
(03:50):
Position yourself on ROI betterservice fewer callbacks and
trusted local crews who actuallycare about the outcome.
Show your work before and after.
Photos, testimonials from realneighbors.
Stories about that.
2:00 AM emergency call youhandled last month.
That saves someone's business.
(04:10):
Educate your leads on what thoselow cost bids really cost.
Long term, when a chain guy'swork fails in two years, and
there are nowhere to be found,guess who's getting the call to
fix it?
Right?
You co you outcompete on trustand outcomes, not price tax.
Premium pricing for premiumservice isn't just possible.
(04:32):
It's how you build a sustainablebusiness instead of a cheap
labor outfit.
Here's something that'll blowyour mind.
Those big chains with all theirmoney.
You can actually outrank themlocally, and I'm going to tell
you exactly how while chain rankon brand power nationally, you
(04:52):
dominate Google Maps withoptimized profiles, consistent
review velocity, and locationspecific content that actually
matters to your neighbors.
Geotarget your website contentand metadata like a sniper.
Don't just say electrician onyour webpage.
Say, emergency electrician inWestfield, or panel upgrades in
(05:14):
Summit County.
Be so specific that when someonein your town searches, you're
the obvious choice.
Stack Google reviews withkeyword rich customer feedback.
Don't just ask for reviews.
Ask for reviews that mentionyou, your specialty.
Best EV charger installation intown beats good electrician
every single time.
(05:35):
Use tools like Bright Local orGMB everywhere to plug gaps that
big companies overlook becausethey're managing 500 locations
instead of focusing on yourbackyard with the right local
SEO moves.
You can vary chains in your ownterritory, and once you own that
local search real estate, thosemarketing budgets become a lot
(05:59):
less intimidating.
Here's an advantage.
Chains can never replicate nomatter how much they spend real
relationships with real peoplein your community.
They are priceless chains.
Can't build genuinerelationships with property
managers.
HOAs or other trades, theirpartnerships are corporate
(06:21):
contracts managed by peoplethree states away, but you, you
can partner with HVAC andplumbing pros for referrals that
they'll never get from anational chain.
I.
Be a go-to electrician at localsupply houses where other trades
pick up materials, sponsorneighborhood events, or
homeowner association meetings.
(06:41):
Not because you have to, butbecause you're actually part of
your community offer.
Same day, VIP service to localbusinesses that change can't
prioritize because they'remanaging national accounts and
corporate bureaucracy.
Your personal connections createreferral flywheels that chains
can't fake.
They can buy ads, but they can'tbuy the trust you build by
(07:05):
showing up to the community.
Pancake breakfast For the pastfive years, I.
Now you might think you can'tafford to advertise against the
big guys.
Wrong again, you just need to besmarter about it.
Target zip codes they ignore orunderserved.
Launch Google local service adsand page search.
Well with call extensions tiedto your specific location Test
(07:29):
Facebook ads with neighborhoodspecific imagery.
Use photos of actual locallandmarks.
Mention the high school footballteam referenced a new
development going up on the mainstreet or main artery in your
town.
Promote niche services withcrystal clear.
Offers EV installed in Westfieldunder$999 beats.
(07:51):
We do electrical work everysingle day.
Use local urgency that chainscannot touch.
Storm prep before hurricaneseason.
Summer AC overload warnings,winter power outage
preparedness.
Hyperlocal high intent ads willbeat generic national campaigns
every time while they're castinga wide net.
(08:11):
You're spearing fish in your ownpun.
Here's where you really separateyourself from the corporate
pack.
Show your face and tell yourstory.
Chains high behind logos andstock photos.
Record short videos, walkingthrough job sites and explaining
value.
Talk like a human on yourwebsite in an ads, not like
(08:33):
you're reading from an insurancecompany manual.
Use TikTok and YouTube shorts tobuild trust at scale showed a
messy reality of electricalwork, the satisfaction of
solving complex customerproblems, the relief on a
customer's face when the powercomes back on and so on.
You get the point.
Be memorable.
Even polarizing chains can't beedgy because they have to appeal
(08:57):
to everyone everywhere.
You can have a personality,opinions a point of view, take a
stand on safety standards, callout bad work.
When you see it be theelectrician who tells the truth
about what needs fixing and whatdoesn't.
You're the brand.
Your voice wins more businessthan their corporate branding
budget ever will.
(09:19):
This is exactly what we helpelectricians do through our full
circuit growth method.
We take everything I just showedyou and turn it into a
systematic approach that helpsyou compete on performance, not
ad spend.
We combine local SEO.
Google ads and review systems tohelp you outrank the chains and
dominate your zip codes.
(09:39):
Because marketing isn't aboutoutspending, it's about
outmaneuvering.
The method takes you from lackof qualified leads to your dream
outcome through a proven system.
We help you get found by theright customers, convert more
leads into projects, and knowexactly what's working.
While chains are spendingmillions on generic campaigns.
(10:01):
Your laser focus on thecustomers who matter most, the
ones in your backyard who valuequality work from people they
can trust.
If you're struggling to competewith the big players in your
area.
Or you're unsure why your onlinepresence doesn't reflect your
real world quality, we can help.
(10:22):
Maybe you're missing calls,reviews, or web traffic while
chains pull ahead.
We'll audit your marketingsystems and show you exactly
what to fix fast.
One call zero pressure realstrategy.
Book your full circuit growthaudit and see exactly where you
stand.
We'll show you the gaps, theopportunities, and the specific
(10:44):
steps to start winning backmarket share.
Look, I get it.
When you see those chain trucksrolling through your town and
their ads, everywhere you look,it's easy to feel overwhelmed.
But remember what I said at thebeginning, you're not small.
You're faster, smarter, andbetter.
You just need to start actinglike it.
We help electricians punch abovetheir weight by turning their
(11:06):
agility, local trust and nicheexpertise into digital
dominance.
Stop trying to out shout them.
Start out serving them, and ifyou want help doing it
systematically, book that audit.
Before you go, here's our experttip, I promise.
And this one's going to changehow you think about marketing
(11:27):
forever.
Stop guessing what to say inyour marketing.
Instead, borrow, quote unquote,borrow from the chains.
Then make it local.
Make it your own.
Find how national brandsposition, value, study their
keywords, their call to actionstructure, and how they handle
customer objections.
(11:47):
In marketing, we call it a swipefile where we collect different
marketing ideas, whether it'sads, copy they're using on the
landing page, even radio or TVspots.
We gather all of these andcollect them into a actual file,
and this is where you can havethem to reference and you can
rewrite them, repurpose themwith your local personality,
(12:11):
your specific offer, and yourcommunity proof, for example.
Take schedule with a localelectrician in two minutes and
make it fast.
Scheduling with a certifiedWestfield Pro.
Same urgency, but now it'syours.
Learn from the chains playbook,but make it personal, local, and
10 times more trustworthy.
(12:32):
That's how you compete.
That's how you win this video,help you see the competition
differently.
Hit that like button and let meknow in the comments what your
biggest challenge is competingwith chains in your market.
I'm Leonard Parker with DestinyMarketing Solutions.
Until next time, keep the lightson and the profits up.
If you're running an electrical services
business doing$500,000 or moreannually, and you think you're
too small to compete with thebig change rolling into your
market.
You're thinking about this allwrong.
I'm Leonard Parker from DestinyMarketing Solutions, and I've
been watching local electriciansget bulldozed by national chains
for years.
Not because they can't compete,but because they're playing the
(00:22):
wrong game entirely.
I.
You're not small, you're faster,smarter, and better.
And by the end of this video,I'm going to show you exactly
how to prove it to everycustomer in your market.
Plus, I've got an expert tip atthe end that'll change how you
think about marketing forever.
So stick around I, here's what'sreally happening in your market
(00:56):
right now.
Okay.
Those national chains areoutspending you on radio ads, TV
spots, and Google.
That part's true, but here'swhat they're not telling you.
In no slick commercials, they'reslow, bloated, and they treat
your neighbors like ticketnumbers.
When Mrs.
Johnson down the street callsthem for an emergency, she's
(01:18):
getting it getting put into aqueue, routed to a call center
and scheduled three weeks out.
But when she calls you, youanswer the phone, you know her
house.
You remember fixing her outletlast year, and you can be there
this afternoon.
National change.
Don't understand yourneighborhood, but you do.
They see zip codes and serviceareas.
(01:39):
You see the Hendersons who justhad a baby, the Patels who are
renovating their kitchen, and aSmith's whose panel is from 1987
and needs an upgrade.
Your agility is your weapon.
Local loyalty is your edge.
The question isn't whether youcan compete.
It's whether you're going to usethese advantages or keep
pretending.
The game is about who has thebiggest yellow page ad.
(02:04):
Now, here's where most localelectrical businesses screw this
up royally.
They try to be everything toeveryone, just like the chains
do.
Big mistake.
Those chains serve everyonebecause they have to.
They need volume to feed theirmassive overhead.
But you, I.
You can dominate by owning aprofitable niche that they can't
touch.
Think about it.
(02:25):
When someone needs an EV chargerinstalled, do they want the guy
who does electrical work or thelocal expert who installed 200
Tesla chargers and knows everypermit requirement?
In town specialists equalshigher margins, better clients,
and easier marketing.
Your website and Google profileshould scream what you do best.
(02:46):
Don't make people guess whetheryou're the right fit.
Here's the reality check.
75% of electrical industryrevenue comes from businesses
under 10 employees.
That means most electrical workis won by people like you, not
corporate giants, but only ifyou pick your battles and fight
them.
Smart.
Use local demand data to pickyour battles.
(03:08):
Don't guess, maybe it's panelupgrades in older neighborhoods.
Maybe it's smart homeinstallations for new
construction.
Maybe it's commercialmaintenance for local
businesses.
Specializing makes yourmarketing sharper and your
competitors irrelevant.
Let me guess.
Every time you lose a job to achain, you think it's because
(03:29):
they undercut your price wrong.
Stop trying to match chainpricing.
They have bulk deals withsuppliers and call centers, and
God knows where paying minimumwage, you know you're never
going to win that race to thebottom.
Instead, elevate your perceivedvalue with reviews, professional
branding, and lightning fastresponse times.
(03:50):
Position yourself on ROI betterservice fewer callbacks and
trusted local crews who actuallycare about the outcome.
Show your work before and after.
Photos, testimonials from realneighbors.
Stories about that.
2:00 AM emergency call youhandled last month.
That saves someone's business.
(04:10):
Educate your leads on what thoselow cost bids really cost.
Long term, when a chain guy'swork fails in two years, and
there are nowhere to be found,guess who's getting the call to
fix it?
Right?
You co you outcompete on trustand outcomes, not price tax.
Premium pricing for premiumservice isn't just possible.
(04:32):
It's how you build a sustainablebusiness instead of a cheap
labor outfit.
Here's something that'll blowyour mind.
Those big chains with all theirmoney.
You can actually outrank themlocally, and I'm going to tell
you exactly how while chain rankon brand power nationally, you
(04:52):
dominate Google Maps withoptimized profiles, consistent
review velocity, and locationspecific content that actually
matters to your neighbors.
Geotarget your website contentand metadata like a sniper.
Don't just say electrician onyour webpage.
Say, emergency electrician inWestfield, or panel upgrades in
(05:14):
Summit County.
Be so specific that when someonein your town searches, you're
the obvious choice.
Stack Google reviews withkeyword rich customer feedback.
Don't just ask for reviews.
Ask for reviews that mentionyou, your specialty.
Best EV charger installation intown beats good electrician
every single time.
(05:35):
Use tools like Bright Local orGMB everywhere to plug gaps that
big companies overlook becausethey're managing 500 locations
instead of focusing on yourbackyard with the right local
SEO moves.
You can vary chains in your ownterritory, and once you own that
local search real estate, thosemarketing budgets become a lot
(05:59):
less intimidating.
Here's an advantage.
Chains can never replicate nomatter how much they spend real
relationships with real peoplein your community.
They are priceless chains.
Can't build genuinerelationships with property
managers.
HOAs or other trades, theirpartnerships are corporate
(06:21):
contracts managed by peoplethree states away, but you, you
can partner with HVAC andplumbing pros for referrals that
they'll never get from anational chain.
I.
Be a go-to electrician at localsupply houses where other trades
pick up materials, sponsorneighborhood events, or
homeowner association meetings.
(06:41):
Not because you have to, butbecause you're actually part of
your community offer.
Same day, VIP service to localbusinesses that change can't
prioritize because they'remanaging national accounts and
corporate bureaucracy.
Your personal connections createreferral flywheels that chains
can't fake.
They can buy ads, but they can'tbuy the trust you build by
(07:05):
showing up to the community.
Pancake breakfast For the pastfive years, I.
Now you might think you can'tafford to advertise against the
big guys.
Wrong again, you just need to besmarter about it.
Target zip codes they ignore orunderserved.
Launch Google local service adsand page search.
Well with call extensions tiedto your specific location Test
(07:29):
Facebook ads with neighborhoodspecific imagery.
Use photos of actual locallandmarks.
Mention the high school footballteam referenced a new
development going up on the mainstreet or main artery in your
town.
Promote niche services withcrystal clear.
Offers EV installed in Westfieldunder$999 beats.
(07:51):
We do electrical work everysingle day.
Use local urgency that chainscannot touch.
Storm prep before hurricaneseason.
Summer AC overload warnings,winter power outage
preparedness.
Hyperlocal high intent ads willbeat generic national campaigns
every time while they're castinga wide net.
(08:11):
You're spearing fish in your ownpun.
Here's where you really separateyourself from the corporate
pack.
Show your face and tell yourstory.
Chains high behind logos andstock photos.
Record short videos, walkingthrough job sites and explaining
value.
Talk like a human on yourwebsite in an ads, not like
(08:33):
you're reading from an insurancecompany manual.
Use TikTok and YouTube shorts tobuild trust at scale showed a
messy reality of electricalwork, the satisfaction of
solving complex customerproblems, the relief on a
customer's face when the powercomes back on and so on.
You get the point.
Be memorable.
Even polarizing chains can't beedgy because they have to appeal
(08:57):
to everyone everywhere.
You can have a personality,opinions a point of view, take a
stand on safety standards, callout bad work.
When you see it be theelectrician who tells the truth
about what needs fixing and whatdoesn't.
You're the brand.
Your voice wins more businessthan their corporate branding
budget ever will.
(09:19):
This is exactly what we helpelectricians do through our full
circuit growth method.
We take everything I just showedyou and turn it into a
systematic approach that helpsyou compete on performance, not
ad spend.
We combine local SEO.
Google ads and review systems tohelp you outrank the chains and
dominate your zip codes.
(09:39):
Because marketing isn't aboutoutspending, it's about
outmaneuvering.
The method takes you from lackof qualified leads to your dream
outcome through a proven system.
We help you get found by theright customers, convert more
leads into projects, and knowexactly what's working.
While chains are spendingmillions on generic campaigns.
(10:01):
Your laser focus on thecustomers who matter most, the
ones in your backyard who valuequality work from people they
can trust.
If you're struggling to competewith the big players in your
area.
Or you're unsure why your onlinepresence doesn't reflect your
real world quality, we can help.
(10:22):
Maybe you're missing calls,reviews, or web traffic while
chains pull ahead.
We'll audit your marketingsystems and show you exactly
what to fix fast.
One call zero pressure realstrategy.
Book your full circuit growthaudit and see exactly where you
stand.
We'll show you the gaps, theopportunities, and the specific
(10:44):
steps to start winning backmarket share.
Look, I get it.
When you see those chain trucksrolling through your town and
their ads, everywhere you look,it's easy to feel overwhelmed.
But remember what I said at thebeginning, you're not small.
You're faster, smarter, andbetter.
You just need to start actinglike it.
We help electricians punch abovetheir weight by turning their
(11:06):
agility, local trust and nicheexpertise into digital
dominance.
Stop trying to out shout them.
Start out serving them, and ifyou want help doing it
systematically, book that audit.
Before you go, here's our experttip, I promise.
And this one's going to changehow you think about marketing
(11:27):
forever.
Stop guessing what to say inyour marketing.
Instead, borrow, quote unquote,borrow from the chains.
Then make it local.
Make it your own.
Find how national brandsposition, value, study their
keywords, their call to actionstructure, and how they handle
customer objections.
(11:47):
In marketing, we call it a swipefile where we collect different
marketing ideas, whether it'sads, copy they're using on the
landing page, even radio or TVspots.
We gather all of these andcollect them into a actual file,
and this is where you can havethem to reference and you can
rewrite them, repurpose themwith your local personality,
(12:11):
your specific offer, and yourcommunity proof, for example.
Take schedule with a localelectrician in two minutes and
make it fast.
Scheduling with a certifiedWestfield Pro.
Same urgency, but now it'syours.
Learn from the chains playbook,but make it personal, local, and
10 times more trustworthy.
(12:32):
That's how you compete.
That's how you win this video,help you see the competition
differently.
Hit that like button and let meknow in the comments what your
biggest challenge is competingwith chains in your market.
I'm Leonard Parker with DestinyMarketing Solutions.
Until next time, keep the lightson and the profits up.
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
CrimeLess: Hillbilly Heist
It’s 1996 in rural North Carolina, and an oddball crew makes history when they pull off America’s third largest cash heist. But it’s all downhill from there. Join host Johnny Knoxville as he unspools a wild and woolly tale about a group of regular ‘ol folks who risked it all for a chance at a better life. CrimeLess: Hillbilly Heist answers the question: what would you do with 17.3 million dollars? The answer includes diamond rings, mansions, velvet Elvis paintings, plus a run for the border, murder-for-hire-plots, and FBI busts.