Podcast Summary: Always Be Testing - Episode #62
Title: From Automotive Leader to Bringing Innovation to Marketing Home Services, Famous Rhodes, CMO, Apex Service Partners
Host: Tye DeGrange
Guest: Famous Rhodes
Release Date: November 18, 2024
Introduction
In Episode #62 of the Always Be Testing podcast, host Tye DeGrange welcomes Famous Rhodes, the Chief Marketing Officer at Apex Service Partners. Famous brings a wealth of experience from the automotive sector to the home services industry, offering unique insights into growth, performance marketing, and customer acquisition strategies.
Background on Apex Service Partners and Famous Rhodes
Tye DeGrange opens the conversation by highlighting Famous Rhodes' extensive career, transitioning from the automotive world to spearheading innovation in home services. Famous explains that Apex Service Partners operates in a highly fragmented market with over 200,000 independent businesses across various home service sectors, including HVAC, plumbing, and electrical services.
Quote:
"The home services industry is facing the same opportunities automotive did 15 years ago, with fragmentation and tools becoming available to bring businesses online."
— Famous Rhodes [01:47]
Parallels Between Automotive and Home Services
Famous draws a compelling parallel between the automotive industry's transformation and the current evolution in home services. He notes that just as automotive dealerships became more consolidated and technologically advanced, the home services sector is now seeing increased sophistication through digital tools and platforms like Google's Local Services Ads (LSA).
Quote:
"We're competing in a very unique market with Google, leveraging products like LSA to our advantage."
— Famous Rhodes [01:47]
Combating Market Fragmentation and Building Trust
Addressing the significant fragmentation in the home services market, Famous emphasizes the importance of maintaining local brands to build community trust. Apex Service Partners strategically preserves the uniqueness of hundreds of local brands, integrating digital strategies tailored to each region.
Quote:
"Trust is so important to consumers. Local brands are how you activate trust in the community."
— Famous Rhodes [03:56]
He further highlights the critical role of social media in fostering authentic community engagement, ensuring that each local brand resonates genuinely with its audience.
Emerging Trends and Innovations
Famous discusses several innovations transforming the home services industry:
-
Proactive Consumer Reporting: Similar to automotive's OBD ports, home services are integrating smart technology for real-time reporting and proactive maintenance, enhancing consumer experience.
-
Energy Efficiency: Manufacturers are producing more energy-efficient units, aligning with consumer demand for sustainable and cost-effective solutions.
Quote:
"Smart units are evolving to provide proactive information, mirroring the advancements we saw in automotive."
— Famous Rhodes [15:04]
Challenges: Managing Episodic Demand
One of the primary challenges in the home services industry is managing the episodic nature of demand, often influenced by weather events. Famous outlines strategies to stabilize demand throughout the year by capturing and balancing seasonal peaks.
Quote:
"Creating a stability line overall to balance episodic demand is crucial for consistent business performance."
— Famous Rhodes [17:05]
Additionally, ensuring a robust workforce of skilled technicians remains a top priority to meet fluctuating consumer needs.
Key Learnings and Performance Marketing Insights
Famous shares valuable lessons from his career, emphasizing the importance of a testing culture within organizations. He advocates for allocating a dedicated budget for experimentation and embracing a "fail fast" mentality to iterate and innovate effectively.
Quotes:
"Put aside 10 to 20% of your budget to just test new ideas. Be ruthless about it."
— Famous Rhodes [20:25]
"Fail fast. Don’t hang on to ideas that don’t work. Learn and move on."
— Famous Rhodes [20:25]
These principles have guided his success across different roles, from eBay to Blue Compass and now Apex Service Partners.
Personal Anecdotes and Career Milestones
Famous reflects on his career journey, attributing his success to strong networking and meaningful relationships. He recounts pivotal moments, such as transitioning from eBay to AutoNation and co-founding Blue Compass, underscoring the impact of mentorship and collaboration.
Quote:
"Your network and the friends you make are going to come back to you in ways you don’t expect."
— Famous Rhodes [22:39]
He also shares how his early experiences at eBay instilled a deep commitment to customer obsession and product integration, lessons he continues to apply at Apex Service Partners.
Fun Segment: Personal Favorites and Facts
Favorite Product: Customized Legos
When asked about a product he can't live without, Famous shares his enthusiasm for customized Legos, appreciating the personalization options available online.
Quote:
"I love buying personalized goods that you can make unique for someone. Customized Legos are my favorite right now."
— Famous Rhodes [29:32]
Fun Fact: His Unique Name
A memorable fun fact about Famous is that his real name is indeed "Famous," inspired by his father, Paul Rhodes, a race car driver. To simplify interactions, he uses the name "Paul" at Starbucks.
Quote:
"Famous is my real name. When you hear me at Starbucks, I use the name Paul to avoid explaining the story behind it."
— Famous Rhodes [31:09]
Closing Remarks and Connection Information
As the conversation concludes, Famous encourages listeners to connect with him via LinkedIn and Apex Service Partners' website for career opportunities, especially in digital and performance marketing roles.
Quote:
"If you're looking to grow your career or join a winning digital team, reach out to me online. We're hiring at Apex Service Partners."
— Famous Rhodes [32:35]
Tye wraps up the episode by praising Famous' strategic insights and inviting listeners to engage with Apex Service Partners for innovative growth opportunities.
Key Takeaways
-
Market Insights: The home services industry is undergoing a transformation similar to the automotive sector, with increased digital adoption and market consolidation.
-
Trust and Local Branding: Maintaining local brand presence is crucial for building consumer trust in a fragmented market.
-
Innovation Focus: Proactive technologies and energy-efficient solutions are driving industry advancements.
-
Challenges: Managing episodic demand and maintaining a skilled workforce are significant operational challenges.
-
Cultural Lessons: Establishing a testing culture with dedicated budgets and embracing failure as a learning tool are essential for sustained growth.
-
Networking Importance: Building and nurturing professional relationships can open doors to transformative career opportunities.
Connect with Famous Rhodes:
- LinkedIn: Famous Rhodes
- Apex Service Partners: apexservicepartners.com
This episode offers a deep dive into strategic marketing, industry evolution, and personal growth, making it a valuable resource for professionals in growth, performance marketing, and home services sectors.