Podcast Summary: Owned and Operated – Ep #238

Title: Are You Making This BIG Marketing Mistake?
Host: John Wilson
Guest: Tony (Wanamaker)
Date: September 2, 2025

Episode Overview

This episode focuses on the biggest marketing pitfalls facing home service businesses in 2025, especially in plumbing, electrical, and HVAC. John Wilson is joined by Tony from Wanamaker, a specialist agency in traditional media for contractors. Together, they analyze the current lead-generation landscape, discuss why many contractors are struggling with leads in 2025, and provide actionable advice on media buying, messaging strategy, and adapting to a rapidly changing market.

Key Discussion Points & Insights

1. The 2025 Lead Generation Landscape

• Lead Slowdown Across the Industry: Nearly everyone in HVAC, plumbing, and electrical is experiencing a slowdown in leads compared to previous years. Weather anomalies and post-pandemic shifts have compounded the challenge.
• Market Fatigue After Years of Growth: The boom during and after the pandemic led to significant expansion, but the demand has been gradually tapering off. Now, operators must adapt to a new normal.

“A lot of these companies that are spending really big on brand are losing because they aren’t dialed on what you just said.” – John (00:14)

2. Why Traditional Media Still Matters

• Cheaper TV Ads in Non-Political Years: Without political ad spend, TV advertising rates are down, offering great value for contractors to reach more people cost-effectively.
• Brand Credibility: Aligning with trusted local news sources via TV boosts a company’s credibility dramatically.

“TV is still the cheapest way to reach the most amount of people.” – John (14:25)
“Your brand credibility goes through the roof.” – Tony (14:45)

3. The 1% Rule & Zero Moment of Truth (ZMOT)

• Understanding the Funnel: Only about 1% of the market is actively looking for your service at any given time, making timing and messaging critical.
• ZMOT Framework: Based on studies from Procter & Gamble and Google, the decision process for consumers now starts online ("zero moment of truth") and is influenced by both controlled (marketing) and uncontrolled (weather, emergencies) stimuli.
• Message Consistency and Simplicity: The companies thriving are those delivering clear, consistent messages across long periods, not those constantly tweaking or getting "cute" with new creative.

“Answer those three questions I touched on… Why you? Why now? How can I afford you?” – Tony (00:03, 11:20, 19:56)

4. Avoiding the "Double V" – Market Share vs. Revenue

• The Double V Effect: A short-term revenue dip isn't as damaging as losing market share. Focus on protecting your market share through continued investment in marketing even during down years.

“You might hit a V, but you don’t want to hit a double V. You don’t want to lose market share with it.” – Tony (09:30)

5. How to Audit, Adapt, and Thrive

• Consistency Is King: Companies that maintain their 52-week marketing programs fare better, even in slow seasons.
• Message Must Match the Moment: Large advertisers must ensure their creative messaging is tightly aligned with what people care about now. Merely increasing budget without refining the message leads to wasted spend.
• Cost Shifting in Digital: With rising cost-per-clicks, increased ChatGPT usage, and changes like cookie deprecation, budget reallocation (e.g., toward content/SEO) is more important than just increasing spend.
• Book Early for 2026: For traditional TV and radio, book ad inventory early to get lower rates before the political season drives prices up.

“Don’t be afraid to make a change. If you haven’t done anything with scale, especially TV, you’re not missing the boat yet.” – Tony (18:45)
“Auditing a bad year is even better than auditing a good year, in my opinion, because now we see… what’s what.” – Tony (21:09)

6. The Three Essential Ad Questions

Tony’s foundational framework for ad creative (repeat takeaway):

1. Why you? – Why should a customer call you versus a competitor?
2. Why now? – Why should they act today (special offer, urgency, risk)?
3. How can I afford you? – Pricing transparency, financing, discounts.

Notable Quotes & Memorable Moments

• On Current Struggles:

  “I don’t know anyone that’s like, yeah, this is great.” – John (09:21)

• On Message Consistency:

  “What they do different?… Nothing. They were just like, consistency.” – John & Tony (10:35–10:40)

• On Marketing Fundamentals:

  “You answer those three questions regardless of where you’re placing the ad… 99% of objections is probably price related. So diffuse it out the gate.” – Tony (11:39)

• On Auditing:

  “This is the time of year where people are starting to put their budgets together. Don’t be afraid to do an audit… Auditing a bad year is even better…” – Tony (20:55–21:09)

Important Segments & Timestamps

• State of Leads & Demand in 2025: 00:00 – 02:54
• Pandemic Boom and Shifting Media Landscape: 02:54 – 05:57
• Zero Moment of Truth/Marketing Basics: 06:05 – 08:03
• Decision Making, Market Share, and Consistency: 09:00 – 11:21
• Ad Messaging Framework (Why You, Why Now, How Can I Afford You): 11:20 – 11:56, 19:56 – 20:02
• TV and Traditional Media Effectiveness: 13:15 – 15:23
• Digital Landscape, SEO, and Attribution Changes: 16:26 – 18:33
• Pro Tips for 2025–2026 Planning: 18:36 – 19:58
• Auditing & Forward Planning: 20:55 – 21:48

Actionable Advice for Operators

• Stay Consistent: Maintain a year-round presence with clear, resonant messaging.
• Don’t Chase Shiny Objects: Don’t “get cute” with creative or frequently overhaul your message—keep it simple and on-brand.
• Protect Market Share: Prioritize steady marketing investment to maintain top-of-mind status.
• Shift Budgets with Data: If one channel is underperforming (especially digitally), be ready to reallocate budget fluidly.
• Book Early for Traditional Media in Election Years: Don’t get shut out as political ad spending ramps up—reserve spots early.
• Audit and Adapt: Review your full year’s results, especially after a tough year, to identify real wins and losses.

Final Takeaways

• 2025 is a challenging year, but opportunities for growth and market share are still alive for operators committed to reviewing, refining, and bravely shifting their marketing strategies.
• Tony and John remind listeners that compelling, consistent, value-forward messaging will always outperform “bigger spend” that lacks focus.

For further resources or agency support, reach out to Tony at wantmore-leads.com.
Catch more advice and episodes at ownedandoperated.com.