Podcast Summary: The Home Service Expert Podcast - "Transforming Data into More Calls and Better Conversions"

Host: Tommy Mello
Guest: Chris Yanos, Co-Founder and CMO at Rhino Strategic Solutions

Introduction

In this engaging episode of The Home Service Expert Podcast, host Tommy Mello sits down with Chris Yanos, the co-founder and Chief Marketing Officer at Rhino Strategic Solutions. With a joint experience of building successful businesses in the home services industry, Chris shares deep insights into leveraging data to enhance call volumes and improve conversion rates. Their candid conversation spans a variety of topics, from the evolving landscape of digital marketing to maintaining a balance between business growth and personal life.

Business Growth and Personal Goals

Chris begins by reflecting on his entrepreneurial journey, emphasizing the importance of setting meaningful business goals beyond mere revenue targets. He shares,

“If I say I want to be a hundred million dollar company, it's not because I want to be a hundred. It’s what I've built to get to the hundred million and the impact that we're having at that size.”
[00:00]

This philosophy underscores his commitment to creating value and giving back, which he considers core to his company's values.

The New Era of Digital Marketing

Both Chris and Tommy delve into the current challenges in digital marketing. Chris highlights the shift from traditional lead generation to a more integrated approach, stressing the necessity for transparency and accountability.

“Being an elite digital marketing company today, you cannot just do lead generation. There's so much more to being an elite partner in digital marketing today.”
[05:08]

He explains that modern digital marketing requires businesses to track every lead's journey meticulously, ensuring that marketing efforts translate directly into sales and customer satisfaction.

Lead Generation and Conversion

The discussion moves to the nuances of lead generation and conversion rates. Chris emphasizes the quality over quantity of leads, advocating for investing in leads that have a higher probability of conversion.

“I'd rather pay more for a lead that's a home run lead. But we know how to close those.”
[05:22]

Tommy concurs, noting the importance of metrics like ticket averages and booking rates in assessing marketing effectiveness. They discuss strategies to improve call handling and conversion, highlighting the role of well-trained teams in maximizing lead potential.

Technology and Tools for Tracking

Chris introduces the concept of Pantheon, Rhino’s new integrated platform designed to provide real-time insights into marketing performance. He explains how Pantheon automates lead tracking across various sources, offering a comprehensive view of marketing ROI.

“If I could attach every dollar that was sold to every lead source, then we should have the perfect picture of exactly what to spend.”
[08:34]

This tool aims to simplify data management for clients, enabling them to make informed decisions without being overwhelmed by the complexities of data integration.

Private Equity and Business Integration

The conversation shifts to the impact of private equity on home service businesses. Chris and Tommy discuss the delicate balance between scaling operations and maintaining company culture.

“If you're letting these business owners kind of do what they've normally done to build these businesses and come in behind them and support them, it can be effective.”
[33:47]

Chris underscores the importance of thoughtful integration to retain top talent and preserve the core values of the business during mergers and acquisitions.

Balancing Business and Personal Life

A significant portion of the discussion is dedicated to balancing the rigors of running a multi-million-dollar business with personal life. Chris shares his strategies for maintaining this balance, such as setting non-negotiable personal pillars—faith, family, fitness, and finance.

“I have to hold myself accountable weekly to each one of those pillars to make sure that I'm doing something to improve each one of those.”
[46:30]

Tommy echoes the sentiment, emphasizing the necessity of prioritizing personal commitments to sustain long-term business success and personal fulfillment.

Final Thoughts and Closing

As the episode wraps up, Chris offers a final piece of advice on the importance of continuous learning and adaptation in business. He encourages listeners to utilize available resources, such as podcasts and networking circles, to stay informed and make strategic decisions.

“There's no excuse to make good decisions on growing your business and figuring out what you want. Find your partner and what do you want to do.”
[40:14]

Tommy thanks Chris for his invaluable insights, and they both look forward to future collaborations and events, reinforcing the podcast’s mission to empower home service entrepreneurs with the knowledge and strategies needed for success.

Key Takeaways

• Set Meaningful Goals: Focus on building value and impact rather than just revenue targets.
• Integrated Digital Marketing: Modern marketing requires comprehensive tracking and accountability beyond simple lead generation.
• Quality Leads Over Quantity: Invest in high-quality leads that are more likely to convert, even if they come at a higher cost.
• Leverage Technology: Utilize platforms like Pantheon for real-time data tracking and informed decision-making.
• Thoughtful Business Integration: Maintain company culture and retain top talent during mergers and acquisitions.
• Balance Personal and Professional Life: Establish non-negotiable personal pillars to ensure sustainable growth and personal well-being.
• Continuous Learning: Stay informed through resources like podcasts and networking to adapt and thrive in a competitive landscape.

Notable Quotes

• Chris Yanos:
  “If I say I want to be a hundred million dollar company, it's not because I want to be a hundred. It’s what I've built to get to the hundred million and the impact that we're having at that size.”
  [00:00]

• Chris Yanos:
  “I'd rather pay more for a lead that's a home run lead. But we know how to close those.”
  [05:22]

• Chris Yanos:
  “If I could attach every dollar that was sold to every lead source, then we should have the perfect picture of exactly what to spend.”
  [08:34]

• Chris Yanos:
  “If you're letting these business owners kind of do what they've normally done to build these businesses and come in behind them and support them, it can be effective.”
  [33:47]

• Chris Yanos:
  “I have to hold myself accountable weekly to each one of those pillars to make sure that I'm doing something to improve each one of those.”
  [46:30]

This episode provides a wealth of knowledge for home service entrepreneurs looking to harness data for business growth, optimize their marketing strategies, and achieve a harmonious balance between their professional and personal lives. Tommy Mello and Chris Yanos deliver a conversation filled with actionable insights and motivational advice, making it a must-listen for anyone in the home services industry.