The Home Service Expert Podcast
Episode Title: The Art of Differentiation in Marketing with Brian Sooy
Host: Tommy Mello
Guest: Brian Sooy (President, Aspire; Marketing Director, Gorjank Home Services)
Release Date: February 16, 2026
Overview
In this episode, Tommy Mello sits down with Brian Sooy, a seasoned brand strategist and marketing leader with over 30 years of experience, to dive deep into the art of standing out in the crowded home service market. They discuss actionable strategies for branding, the importance of clarity and differentiation, customer experience, and leading with intentionality. The conversation is packed with tactical advice, memorable stories, and frameworks that any home service entrepreneur can implement to strengthen their brand and drive revenue.
Key Discussion Points & Insights
Brian Sooy’s Journey and Branding Philosophy
[02:25–05:01]
- Brian’s 30-year career in agency work, serving startups to multi-billion-dollar organizations.
- The shift from being a generalist designer to focusing on home services.
- Branding's Core Definition:
“I define branding as the story that people tell themselves about your product or service and why it matters to them.” — Brian Sooy [04:45]
Common Branding Mistakes & Foundations
[03:51–08:56]
- Leaders often lack clarity about who they are, what they do, and why it matters—leading to customer confusion.
- Branding starts with the owner’s vision and mission, solidified by shared core values.
- Importance of periodic updates to mission, vision, and values as the business evolves.
Getting an Objective View on Your Brand
[07:23–09:29]
- Leaders are often “too close to the problem”; Brian recommends:
- Talking to clients/customers for candid feedback.
- Utilizing customer reviews as a brand temperature check.
- Facilitating anonymous 360-degree reviews internally.
- “It’s hard to read the label when you’re inside the bottle.” — Brian Sooy [07:38]
Honest Feedback and Team Evolution
[08:56–10:52]
- The value of “kind candor” and honest, constructive feedback in building great teams.
- Not everyone who starts with you will finish with you—embrace necessary team changes.
- Feedback frameworks like “two stars and a wish” soften critique and foster growth.
Specializing in Home Services & Differentiation
[11:02–16:19]
- Aspire’s focus: brand-first marketing, especially for HVAC, electrical, and plumbing.
- Differentiation starts with market research—understand how competitors appear, especially visually (e.g., truck wraps).
- Stand out by aligning visual identity and messaging with the company’s core values rather than mimicking the competition.
- “It’s not about being like everybody else. It’s about differentiating yourself from everybody else.” — Brian Sooy [17:20]
Core Brand Messaging in Home Services
[14:06–16:19]
- Three common brand positions in home services: cheapest/affordable, trusted/expert, or fastest/most available.
- Brian’s preferred approach: value-driven partnership, focusing on making the home safe, comfortable, and healthy.
Storytelling, Brand Building, and Direct Response
[16:19–19:46]
- Storytelling differentiates a brand (e.g., Rolex’s aspirational ads).
- Avoid transactional ads; instead, tell stories that build trust and connection.
- On branding vs. direct response spend:
“It’s not so much funnel anymore, it’s more of a journey… The customer journey is more like a pinball on a table than a straight line.” — Brian Sooy [19:46]
Marketing Budget Benchmarks
[22:29–23:27]
- Growth Mode: 10–12% of revenue on marketing
- Sustain Mode: 5–7%
- Anything below 4% is likely too low.
The Power of Consistency in Branding
[23:27–26:29]
- Building awareness and familiarity is critical; brand equity can diminish quickly if you cut back on visibility campaigns.
- Real-world examples demonstrate a direct correlation between awareness efforts and opportunity generation.
Guerrilla Tactics: Truck Parking and Local Visibility
[26:29–28:46]
- Unconventional ideas: parking branded trucks in high-traffic areas during off-hours to increase brand impressions.
- “Trucks are literally a rolling billboard. That’s why it’s important not to have too much on the truck—you want it to be quickly readable and memorable.” — Brian Sooy [27:36]
Crafting the Client Avatar and Behavioral Marketing
[30:30–31:58]
- Building an avatar based on demographic and behavioral data helps fine-tune messaging and targeting.
- Messaging should tap into behavioral mindsets: safety, comfort, and home value for homeowners.
Balancing Fear, Value, and Optimism in Messaging
[31:58–35:01]
- Lean toward optimism in messaging—even if pointing out issues (e.g., water quality, garage pests), lead with solutions.
- Fear can sell, but excessive negative framing is best avoided, especially for top-of-funnel messaging.
What Drives Revenue: Great Design vs. Effective Brand
[35:09–39:11]
- A brand that “looks good” isn’t enough—it must send the right signals and reinforce desired positioning.
- Physical design (e.g., books or company materials) should reinforce the brand experience and perceived value.
Investment in Branding: Cost vs. Value
[39:11–41:06]
- “If you can’t afford to build your own brand, you’re letting clients or the public build it for you.”
- Investing in consistent professional branding pays dividends; neglecting it means you forfeit control over your narrative.
The Downside of Competing on Price
[41:06–42:33]
- Discount-focused names attract discount-seeking customers and set limiting expectations.
- “He who can pay more per lead will always win.” — Tommy Mello [41:41]
- Knowing your KPIs empowers growth and control over your business.
Adapting to Digital Evolution & Revenue Analytics
[43:17–46:02]
- Importance of using data platforms (ex: Searchlight) to track return on ad spend and lead quality.
- Recognizing how Google’s zero-click search and AI-driven snippets are changing what the role of your website really is.
Transparency in Pricing
[45:27–46:02]
- Companies should embrace transparency by publishing pricing, as buyers increasingly demand it.
- “Companies that don’t do that are going to get left behind.” — Brian Sooy [46:02]
Operating Like a Market Leader
[46:02–46:37]
- “Even if you’re not the market leader, act like you’re the market leader and do the things that market leaders do and eventually you become that leader.” — Brian Sooy [46:02 / 00:00]
Operations: Call Centers & Coaching Tools
[46:47–50:59]
- Utilizing tools like Lathe for the call center, Rilla and Mantle for technician performance and conversion tracking.
- Continuous learning and tactical coaching improve conversion rates and overall customer experience.
Specialization & Leadership Strengths
[50:59–52:22]
- Play to your leadership strengths—hire for what you lack and double down on what you love.
- Book recommendation: From Strength to Strength by Arthur Brooks, about evolving strengths as leaders mature.
Equity Incentives for Team Alignment
[52:22–53:55]
- Equity incentive programs (e.g., Ownership Works) are pivotal for attracting and retaining top talent.
- They instill an ownership mindset and create long-term buy-in.
The StoryBrand Framework
[53:55–56:08]
- Brian is a certified StoryBrand guide and advocate:
- It’s the most actionable model for crafting resonant company/customer narratives.
- The new “PEACE” framework: Problem, Empathy, Answer, Change, End Result.
- “Transformation versus transaction” is the goal in all messaging.
Real Examples of Customer Connection
[56:08–63:02]
- Tommy details orientation stories and strategies to foster emotional connection and trust with customers.
- “Diagnose the person before the problem” – get to know customers as people to build rapport and increase close rates.
- Customized touches: offering coffee, petting the dog, doing one thing “above and beyond,” and always offering options without pressure.
Training, Mindset, and Empowering Techs
[63:56–65:08]
- Changing technician perspectives on sales: it’s about being a great human and helping—selling is not a dirty word.
- Tools and books: To Sell is Human by Daniel Pink, Go for No, and material from Joe Crisara.
Building & Investing in Your People
[65:08–66:35]
- Dream Manager program: focusing on employee aspirations, financial literacy, and family well-being.
- Creating a culture where employees have personal ownership and feel genuinely invested.
Final Takeaways & Book Recommendations
[66:49–69:41]
- Brian’s Book: Blue Collar Branding – highly actionable for home service businesses.
- Win Without Pitching Manifesto – great for advisory business positioning.
- StoryBrand 2.0 and the StoryBrand Podcast – fundamental for branding and messaging
- Business Made Simple – Brian’s #1 book for teaching team members professional, revenue-driven mentalities.
“Ownership can be in the business, but ownership’s a mindset… Lead from where you’re at and own what you’re responsible for.”
— Brian Sooy [69:48]
Notable Quotes
-
On Market Leadership
“Even if you’re not the market leader, act like you’re the market leader and do the things that market leaders do and eventually you become that leader.”
— Brian Sooy [00:00 / 46:02] -
On Brand Control
“If you think you can’t afford to build your own brand, that means you’re allowing your clients or customers or the public to build it for you.”
— Brian Sooy [39:52] -
On Branding & Customer Perception
“Branding is the story that people tell themselves about your product or service and why it matters to them.”
— Brian Sooy [04:45] -
On Investing in Branding
“What does it cost not to do it?”
— Brian Sooy [41:06] -
On Customer Connection
“Diagnose the person before the problem.”
— Tommy Mello [58:13] -
On Ownership Mindset
“Ownership is a mindset… Lead from where you’re at and own what you’re responsible for.”
— Brian Sooy [69:48]
Timestamps for Key Segments
- [03:51] – Top branding mistakes and importance of clarity
- [07:38] – Breaking out of the echo chamber for feedback
- [12:32] – Brand-first agency approach and foundational strategies
- [16:19] – Storytelling as brand differentiation (Rolex example)
- [19:46] – Branding vs direct response spend and customer journey
- [23:27] – Marketing percentage benchmarks (growth vs sustain)
- [26:29] – Parking trucks for guerrilla local branding
- [31:58] – Messaging: Fear vs Optimism (garage pest example)
- [39:11] – Affording (or not affording) professional branding
- [45:27] – Website/pricing transparency for modern buyers
- [50:59] – Strength-based leadership and team development
- [53:55] – StoryBrand framework and its impact
- [60:01] – Creating memorable customer experiences
- [66:49] – Book recommendations and final thoughts
Tone and Language
The episode balances strategic insight with relatable anecdotes and tactical takeaways, all in a conversational, practical tone. Both Tommy and Brian stress humility, authenticity, and a human-centered approach to both customers and team members.
Summary
Tommy Mello and Brian Sooy deliver a masterclass in brand strategy and differentiation for home service businesses, emphasizing clarity, consistency, and the courage to invest in brand-building. They weave together stories, frameworks, and practical tools that listeners can employ immediately—from marketing allocation and feedback loops to the psychology of storytelling and employee empowerment. The episode is a must-listen (or read) for anyone serious about scaling a home service business with a reputation that endures.