The Home Service Expert Podcast: Building Trust in a Digital Age with Marcus Sheridan
Release Date: May 5, 2025
Host: Tommy Mello
Guest: Marcus Sheridan
Introduction
In this insightful episode of The Home Service Expert Podcast, host Tommy Mello engages in a compelling conversation with Marcus Sheridan, a renowned entrepreneur and author known for his transformative work in the home service industry. Sheridan, the mastermind behind River Pools and the author of influential books like They Ask, You Answer and The Visual Sale, shares his profound insights on building trust in an increasingly digital world.
Embracing the Digital Shift
Starting as Media Companies
Marcus Sheridan opens the discussion by emphasizing the necessity for home service businesses to adopt a media company mindset. He asserts that regardless of the company's size, every job performed is an opportunity to create engaging video content.
"You have to start thinking like a media company. I do not care how big or small you are. Every single job that you do is a litany of videos that you could be doing."
[00:00]
The Future of Video in Home Services
Sheridan highlights the pivotal role of video, predicting that YouTube channels might surpass traditional websites in importance within five years.
"There is a very strong argument that your YouTube channel will be more important than your website in five years. It could absolutely happen. Prepare for it."
[00:00]
Disrupting Traditional Industries
River Pools Transformation
Sheridan recounts his journey with River Pools, detailing how he navigated the company through the economic downturn of 2008-2009 by embracing innovative online strategies. This shift not only saved the business but also positioned River Pools as a leader in the fiberglass pool market.
"We became the most traffic swimming pool website in the world. And then we became the fastest growing fiberglass pool company in the US."
[04:32]
Challenging Industry Norms
A prime example of Sheridan’s disruptive approach is his challenge to the standard method of installing fiberglass pools on sand. By advocating for gravel foundations, he not only improved the structural integrity of pools but also set a new industry standard.
"We put our stake in the ground. We said, this is wrong, and it shouldn't be this way."
[08:43]
Building Trust in the Digital Age
Trust Signals and AI
Sheridan delves into the evolving landscape of trust signals, now influenced not just by homeowners and search engines, but also by AI. He cautions businesses about the diminishing returns of traditional paid advertising and stresses the importance of creating robust trust signals to maintain visibility and credibility.
"We have to do whatever it takes to create signals. We have to create signals and the world has to create signals about us, period."
[15:01]
Four Pillars of a Known and Trusted Brand
Sheridan outlines four foundational pillars to establish a trusted brand:
-
Say What Others Aren’t Willing to Say Online
"Say what others aren't willing to say online."
[34:19] -
Show What Others Aren’t Willing to Show with Video
"You must be willing to show with video what others aren't willing to show."
[35:25] -
Sell in Ways Others Aren’t Willing to Sell
"You have to name it, talk about it, and educate your customers through innovative selling methods."
[35:25] -
Be More Human Than Others Are Willing to Be
"There needs to be a face behind the brand. Your face."
[35:25]
Innovative Sales Strategies
Self-Service Tools
Sheridan introduces five self-service tools that are revolutionizing the home services industry:
- Self-Assessment: Allows customers to evaluate their needs, such as assessing the health of their garage door.
- Self-Selection Tools: Recommends products based on customer inputs, enhancing personalized experiences.
- Self-Configuration Tools: Enables customers to design their products, fostering engagement.
- Self-Pricing: Provides instant cost estimates, addressing the primary concern of buyers – pricing.
- Additional Tools: Enhances user interaction and satisfaction.
"Anytime someone does an interactive tool on your site, that's the key phrase, interactive."
[40:29]
PriceGuide AI
A standout innovation discussed is PriceGuide AI, a tool Sheridan developed to integrate AI-driven pricing estimators into contractor websites. This tool not only streamlines the pricing process but also significantly boosts conversion rates by providing immediate estimates to potential customers.
"I've seen this over and over again in home services. If somebody puts this on their website, you will immediately see a 3 to 500% lift in conversions the day you do it."
[46:10]
Enhancing Sales Training and Team Engagement
Role-Playing and Continuous Improvement
Sheridan emphasizes the critical role of regular role-playing in sales training, highlighting that fewer than 5% of home improvement companies engage in weekly role-play sessions. This practice not only refines sales techniques but also ensures that sales teams are well-prepared to handle real customer interactions effectively.
"Less than 5% of the home improvement industry does role plays once a week. Less than 5%, which is a total tragedy."
[53:30]
Personal Connection and Team Culture
Building a personal connection with clients is paramount. Sheridan advocates for salespeople to showcase their personalities, share their stories, and build genuine relationships with customers. This approach not only differentiates businesses but also fosters long-term trust and loyalty.
"People buy from those they know, like, and trust."
[55:49]
Leveraging AI as a Team Member
AI as a Teammate, Not Just a Tool
Sheridan encourages businesses to view AI as a collaborative team member rather than a mere tool. By engaging in interactive dialogues with AI, companies can harness its potential to enhance various aspects of their operations, from marketing to customer service.
"Start seeing it as a teammate. Stop thinking it's a tool. It is not that I love AI."
[67:12]
Practical Steps to Integrate AI
He provides actionable steps for businesses to start integrating AI, such as using ChatGPT to understand and implement AI-driven strategies tailored to their specific needs.
"Go to ChatGPT and say, hi, this is my name talking to Chat right now. So my name is Marcus Sheridan, and here's my business."
[67:11]
Conclusion and Call to Action
Connecting with Marcus Sheridan
As the episode wraps up, Sheridan shares ways listeners can connect with him, emphasizing the value of his book Endless Customers and inviting them to reach out via LinkedIn or his website.
"Connect with me on LinkedIn. I'm a dang good follow on LinkedIn. ... Marcusarcass.com is my email address."
[69:55]
Final Thoughts from Tommy Mello
Tommy Mello concludes the episode by encouraging listeners to adopt the strategies discussed and highlights the importance of continuous learning and adaptation in the home service industry.
Key Takeaways
- Adopt a Media Mindset: Utilize every job as content creation opportunities, particularly through video.
- Disrupt to Lead: Challenge industry norms and establish new standards to position your business as a leader.
- Build Trust Signals: Focus on creating and disseminating trust signals to enhance credibility and visibility.
- Implement Self-Service Tools: Integrate interactive tools like pricing estimators to improve customer engagement and conversion rates.
- Enhance Sales Training: Regular role-playing and personal connections are essential for effective sales teams.
- Leverage AI Collaboratively: Use AI as a teammate to innovate and streamline business operations.
Notable Quotes
-
"You have to start thinking like a media company. I do not care how big or small you are. Every single job that you do is a litany of videos that you could be doing."
— Marcus Sheridan [00:00] -
"Make a better product. Because that's on you."
— Marcus Sheridan [21:53] -
"This is the system to ensure that you're getting data integrity, that it's being followed."
— Marcus Sheridan [65:05] -
"Start seeing it as a teammate. Stop thinking it's a tool. It is not that I love AI."
— Marcus Sheridan [67:12]
Resources Mentioned
- Marcus Sheridan’s Books: They Ask, You Answer, The Visual Sale, Endless Customers
- PriceGuide AI: Innovative AI-driven pricing estimator tool for contractors.
- Elevate and Win: Tommy Mello’s newest book available at elevateandwin.com/podcast
Final Thoughts
This episode serves as a masterclass in modern marketing and sales strategies tailored for home service entrepreneurs. Marcus Sheridan’s expertise provides actionable insights that can help businesses navigate the complexities of the digital age, build unwavering trust with customers, and achieve sustained growth.
For those looking to revolutionize their approach and stay ahead in the competitive home service market, this episode is an invaluable resource.