Owned and Operated Podcast Episode #165: How Branding in 2025 Will Either Make or Break Your Business

Hosts: John Wilson & Jack Carr
Release Date: January 30, 2025
Podcast: Owned and Operated - A Plumbing, Electrical, and HVAC Business Growth Podcast

1. Introduction

In Episode #165 of the Owned and Operated podcast, hosts John Wilson and Jack Carr delve deep into the pivotal role branding will play in the success of plumbing, electrical, and HVAC businesses in 2025. The episode covers a broad spectrum of topics, including budgeting for growth, the impact of weather on service demand, strategic marketing initiatives, market share analysis, and the evolving landscape of lead generation.

2. Budgeting and Growth Strategies

John Wilson kicks off the discussion by outlining his company's ambitious budgeting plans for organic growth. He emphasizes the importance of a structured budget to achieve substantial growth targets.

• Quote:
  "2025. This is our first year with a budget. So if you're out there wondering if you can make it into the mid 20 millions without a budget, the answer is you can do I advise it? No, but you can do it."
  (05:38)

Wilson shares that his company has budgeted $9 million for organic growth this year, with a significant portion allocated to branding efforts—starting at $30,000 per month, scaling up to $50,000 monthly. This strategic investment aims to bolster their market presence and drive sustained growth.

• Quote:
  "We're making a very big push on brand this year. It's starting at 30 grand a month and then it stays static at 50 grand a month."
  (00:00)

3. Impact of Weather on Business

The hosts discuss how unusual weather patterns are affecting their businesses, particularly in Ohio, where consistently cold temperatures are leading to increased service calls for plumbing and HVAC issues.

• Quote:
  "We're going to see a lot of burst pipes. We're gonna see a lot of frozen pipes. I mean, negative 9 is cold and that's the temperature, let alone the wind chill."
  (03:11)

Jack notes that typically, the beginning of winter sees a spike in service requests, which then tapers off as the season progresses. However, this year’s prolonged cold snap is defying that trend, maintaining high demand well into January and February.

4. Marketing and Branding Strategies

John and Jack explore the nuances of effective branding in the modern era. They stress that branding should not stand alone but must be integrated with other marketing channels to maximize impact.

• Quote:
  "The best case for a billboard is you're running mailers or TV or radio or social and billboards reinforce the zip codes that you want."
  (27:46)

Wilson argues against relying solely on traditional methods like billboards. Instead, he advocates for a comprehensive approach that includes TV, radio, billboards, and digital spending to create a cohesive brand presence.

5. Market Share and Zip Code Expansion

A significant portion of the conversation revolves around analyzing and expanding market share within specific zip codes. The hosts discuss strategies to deepen market penetration in high-performing areas without necessarily expanding geographically.

• Quote:
  "We're already in these zip codes. We're already selling memberships in these zip codes. How do we just go deeper?"
  (11:43)

They illustrate their approach with maps showing revenue density across different regions, identifying areas with high potential yet lacking sufficient branding efforts. The strategy involves intensifying marketing efforts in these zones to capture a larger market share.

6. Lead Generation and Aggregators

John and Jack delve into the complexities of lead generation, examining the effectiveness of various lead aggregators beyond the traditional platforms like Angie’s List.

• Quote:
  "We are making money off of their leads. Like, it is a freaking win."
  (34:30)

While acknowledging the dominance of Google’s Local Services Ads (LSA), they discuss the emergence of numerous lead aggregators that offer alternative avenues for acquiring leads. However, challenges such as high costs and lead quality are noted.

• Quote:
  "We have like 20 [lead aggregators] going in addition to LSA."
  (32:22)

7. Views on Google My Business (GMB) and LSA

The conversation shifts to the future of Google’s GMB and LSA in the face of evolving digital landscapes and AI integration. The hosts express confidence in GMB’s resilience but acknowledge potential challenges ahead.

• Quote:
  "Our Google My Business platform is like a universal review platform. Like to me it's, everybody uses it and every business is on it."
  (30:19)

They emphasize the importance of maintaining a strong GMB presence as a reliable source of leads, despite the growing presence of AI and other review aggregation platforms.

8. Future Insights and Conclusions

Wrapping up, John and Jack reiterate the critical role of strategic budgeting and integrated branding in achieving long-term business success. They highlight their upcoming workshop aimed at helping businesses overcome initial growth barriers.

• Quote:
  "This year, we're going to really see the results in 25, 26. I think this is like how we get to 50 pretty quick inside Northeast Ohio."
  (26:23)

They encourage listeners to attend their workshop for in-depth strategies on scaling their businesses, underscoring the importance of continuous learning and adaptation in a competitive market.

Key Takeaways:

• Structured Budgeting: Implementing a detailed budget is crucial for hitting significant growth milestones, especially in competitive home service industries.

• Integrated Branding: Successful branding requires a multifaceted approach, combining traditional and digital marketing channels to reinforce market presence.

• Market Penetration: Focusing on deepening market share within existing high-potential zip codes can yield substantial revenue increases without geographic expansion.

• Diversified Lead Generation: Exploring various lead aggregators alongside traditional platforms like LSA can help mitigate risks and capitalize on diverse lead sources.

• Resilient GMB Strategy: Maintaining a robust Google My Business profile remains essential for lead generation, even as digital landscapes evolve.

For more insights and actionable strategies on growing your home service business, visit www.ownedandoperated.com.