Phil Risher explains how home-service companies win by marketing before customers need them. People now search with full questions like "Why is my AC making noise?" instead of "HVAC repair near me." Mine your call transcripts to find what customers actually ask, then create content around those real questions.
The best home service businesses are marketing before the homeowner needs them. When we think about demand capture, when someone has a need, where do they go? They go to Google. When they go to Google, they need to find your business. This means that you have to play offense when you're marketing so that way you show up whenever they search for you, they find you, and they decide to work with you. However, things are changing right now from keywords to conversations. People aren't just going and searching for HVAC repair near me, they're asking questions like, My thermostat is on and there's no air coming out of my vents. Those questions are what the marketing should look like right now because you are being proactive about the questions that your customers are going to be searching online and then they're going to find you. The problem is, is that most marketing companies don't know the questions that they should be creating content on because they don't know the questions that your customers are actually asking. So here's what you should do. You need to take all of your customer calls, the transcripts from them, and even if you just send it into ChatGPT and ask it for what are the top questions, list them out, and then use those to create content, this is going to be a great starting point. We actually built an agent that does this automatically for you on autopilot, finds the questions, and then also creates content via a knowledge base that's created for you. If you want to see the agent in action on your business, comment agent and I'll get you the link.
