Phil Risher warns home service businesses not to bet everything on one ad channel. An HVAC contractor spent $40,000 a month on Facebook, hired staff based on the leads, then the channel dried up. Build a local brand instead of chasing one platform's wins.
Here's how home service businesses get duped by their marketing agency. I had a call yesterday with this H Vac contractor. He's spending $40,000 a month on Facebook ads. The first month it went great. He ended up making a bunch of money. So he hired two salespeople, a csr, bought them trucks. The second month, Facebook dried up in his market. It's gone. This is the problem. When you're focused on one ad channel and you don't have a holistic marketing plan. You're not focused on visibility, conversions and retargeting your past customers. You're just throwing money, trying, trying to get leads on an ad platform that could pull it away in any given second. This is the difference between building a brand and buying leads. Most businesses are just renting space out here, trying to get leads without actually owning and building a brand on these platforms in their local area.
