Podcast Summary: The Home Service Expert Podcast

Episode: Unlocking the Secrets of Cold Calling with Peter Roth
Date: October 10, 2025
Host: Tommy Mello, $200M Founder, Forbes Columnist
Guest: Peter Roth, CEO/Founder of Scalify, Serial Entrepreneur

Episode Overview

This episode centers on the real-world strategies, lessons, and data-driven approaches to cold calling in the home services industry. Tommy Mello interviews Peter Roth, a serial entrepreneur with a deep background in call center operations and sales, pulling out actionable insights for business owners seeking to scale through outbound call centers. The conversation dives deep into the mindset, tactics, economics, and pitfalls of building effective outbound teams, especially for high-ticket services like HVAC, roofing, and solar.

Key Discussion Points & Insights

1. Peter Roth’s Journey to Call Centers

Background
- Built and scaled businesses across industries: solar, retail (discount cigars), and call centers ([02:00]).
- Educated in Ukraine, Syracuse, Oxford, and Budapest ([01:42]).
Discovery of the call center model
- Tried all standard channels (Facebook ads, paid search), but “the thing that worked was the call center space…we just kind of stumbled upon by accident and it worked” ([04:09]).
Early lessons:

“We tried everything…they just weren’t awesome. And the thing that we just kind of stumbled upon by accident…was the call center space.” — Peter Roth [04:09]

2. Why Most Companies Fail at Lead Handling

Lead management bottleneck:
- “Here’s where 90% of all businesses fail: they don’t call the leads back. The leads come in and that’s where they go to die.” — Peter Roth [04:49]
- Speed to lead and disciplined follow-up is often lacking.
First fix: Hire a VA to call leads — “Lo and behold, business started improving. What a shocker, right?” ([05:00])

3. Understanding Cold Calling's Target Market & Efficacy

Who answers cold calls?
- “Cold calling…the ideal client is someone in their 40s, ideally even 50s to 70s…that’s part of their buying culture.” — Peter Roth [06:28]
Younger generations not the focus
- “The younger generations are not the ideal client, especially for cold calling.” ([06:21])
Selective targeting is key:
- “We can be thoughtful and mindful about who we’re targeting and what industry we’re targeting for…” — Peter Roth [08:43]

4. Service Pitching—Outbound vs. Inbound

Outbound call centers build market demand, while inbound relies on existing intent ([08:28]).
Unique advantages of outbound in home services:
- For HVAC, pitch “tune-up” offers, not direct sales — “It’s a service call, not a sales call…now you get the benefit of the homeowner not thinking they're being pitched” ([09:14])

5. Logistics & Economics of Building a Call Center

Staffing:
- Centered mainly in Mexico (“phenomenal English, little to almost no accent whatsoever” [10:23])
Ownership & Management:
- Scalify builds out custom call centers for clients; clients own and can manage or let Scalify run it ([10:54])
Agent productivity and costs:
- Each HVAC agent “should be booking roughly three tune up calls per day—that’s a pretty big number.” — Peter Roth [13:26]
- Approximate cost: $60 per booked appointment; $180/day/agent ([14:05]); minimum engagement is 3 agents, so roughly $600/day for nine doors booked ([14:41]).

6. Outbound Mindset and Scaling

Outbound call centers = “found money” by “going out and getting the work, not waiting” ([08:33], [16:10]).
Outbound requires tougher, more specialized agents, compared to inbound (customer service) ([15:08]).

7. Tech and Data in Outbound Operations

On AI & SMS:
- “You cannot use AI for cold outreach. That’s 100% illegal. FCC banned that a while ago…Once you have proof of opt in, AI can reach out.” — Peter Roth [17:48–19:02]
- SMS is saturated and heavily policed by carriers ([17:23]).
Data selection & predictive dialing:
- Use regression-tested data: age, home ownership, income bracket ([21:12])
- Avoid bottom and top 20% income brackets; focus on homes 10–13+ years in age ([22:29])
- “We need fractions of percentages for this thing to be profitable for my clients.” ([23:04])
- Must use a multi-line predictive dialer ([23:29])

8. Building Out An Effective Call Center

Four main components:
1. Experienced agents (“don’t just hire some VA or your neighbor’s kid” [24:01])
2. Good software (multi-line predictive dialer)
3. A solid but unscripted approach—“you don’t need magic words, just a good offer, especially financing” ([25:23])
4. High-quality data lists ([25:24])

9. Compensation & Turnover Strategies

Hybrid, not pure performance pay:
- “Most people are wired for safety and security…including call center agents.” — Peter Roth [26:40]
- Pay $7/hr (Mexico), bonus $20 per sit/appointment ([28:03])
- Keep agents loyal by not lowballing and giving modest bonuses
No-shows managed with psychological scripting (Cialdini-influenced “commitment” phrasing) ([29:38])
- “Our experts are all taking time away from their families… so I just want to make sure that you can be there” ([30:13])

10. Industry Comparisons, Pitfalls, and War Stories

Solar: high risk, high burnout, high scam potential
- “It’s a really easy industry to scam people… and now it’s going through a major, major shakedown.” ([31:47])
HVAC: technically demanding, solid industry if you understand it ([32:47])
Retail/Lifestyle businesses (cigars): Passion-driven, not scalable or sustainable for most ([34:36])

Notable Quotes & Memorable Moments

On the economics of cold calling:

“People don’t really pick up cold calls. And I’m like, no, they don’t. We need fractions of percentages to make this work.” — Peter Roth [00:00, 23:04]
On outbound vs inbound:

“Our thing is outbound telemarketing… these are the tough cookies, these are the ones actually making sales, booking appointments, doing hard work...” — Peter Roth [15:08]
On the cold call mindset:

“You hire us to build you a call center so we can get your sales guys in the home to sell your stuff, whatever that is.” — Peter Roth [15:04]
On data:

“You need a good quality list, because if you get a cheap list, there’s going to be so much inaccurate information on there that your agents are going to spend way too much time just listening to wrong names… and it’ll just burn up labor hours.” — Peter Roth [25:24]
On the cost of acquisition:

“For roofing, the average customer acquisition cost is just under 400 bucks… a Google lead, not even a booked appointment, is over $200.” — Peter Roth [37:54, 38:46]
On perseverance:

“Just not giving up. It sounds really corny… but there were so many times I wanted to throw in the towel… This year will be the best financial year of my entire my entire life. And it’s because I didn’t throw in the towel and it’s because I didn’t quit.” — Peter Roth [39:42]
On personal branding:

“Personal brand is going to become so much more important in the next year, and it continues to be.” — Tommy Mello [44:19]

Timestamps for Important Segments

[03:14] — Peter Roth on discovering call centers as a solution
[04:49] — “Where 90% of businesses fail—the leads go to die”
[06:28] — Understanding who answers cold calls
[09:14] — The strategic advantage of service (not sales) calls for HVAC
[13:26] — “Each agent should be booking roughly three tune up calls per day”
[15:08] — Outbound vs. inbound call center work explained
[17:48–19:02] — FCC-granted limits on AI in cold calling
[23:04] — Low answer rates, but high profitability by volume
[24:01] — Four essentials for building a call center
[28:03] — Pay structure: hourly plus bonuses
[30:13] — Using commitment bias to reduce no-shows
[37:54] — Actual cost per roofing customer acquisition
[39:42] — Perseverance and rebounding from failure
[44:19–46:45] — Personal branding’s role in business growth and exits

Recommended Resources & Books

Built to Sell by John Warrillow ([42:01])
$100M Offers by Alex Hormozi ([42:11])
Influence by Robert Cialdini — cornerstone of persuasive sales scripting ([42:57])

Closing Takeaways

Call centers are underutilized profit machines for home service companies if implemented with discipline, data, and the right talent.
Personal brand and relationship-building are increasingly critical for growth and attraction of talent and investors.
Perseverance and willingness to adapt after failure underpin long-term entrepreneurial success.

Contact Peter Roth:

https://scalifyco.com

(For full tactical breakdowns, scripts, and call center build guides, refer to Peter Roth’s site or reach out directly.)

Podcast Summary: The Home Service Expert Podcast

Episode Overview

Key Discussion Points & Insights

1. Peter Roth’s Journey to Call Centers

Background
- Built and scaled businesses across industries: solar, retail (discount cigars), and call centers ([02:00]).
- Educated in Ukraine, Syracuse, Oxford, and Budapest ([01:42]).
Discovery of the call center model
- Tried all standard channels (Facebook ads, paid search), but “the thing that worked was the call center space…we just kind of stumbled upon by accident and it worked” ([04:09]).
Early lessons:

“We tried everything…they just weren’t awesome. And the thing that we just kind of stumbled upon by accident…was the call center space.” — Peter Roth [04:09]

2. Why Most Companies Fail at Lead Handling

Lead management bottleneck:
- “Here’s where 90% of all businesses fail: they don’t call the leads back. The leads come in and that’s where they go to die.” — Peter Roth [04:49]
- Speed to lead and disciplined follow-up is often lacking.
First fix: Hire a VA to call leads — “Lo and behold, business started improving. What a shocker, right?” ([05:00])

3. Understanding Cold Calling's Target Market & Efficacy

Who answers cold calls?
- “Cold calling…the ideal client is someone in their 40s, ideally even 50s to 70s…that’s part of their buying culture.” — Peter Roth [06:28]
Younger generations not the focus
- “The younger generations are not the ideal client, especially for cold calling.” ([06:21])
Selective targeting is key:
- “We can be thoughtful and mindful about who we’re targeting and what industry we’re targeting for…” — Peter Roth [08:43]

4. Service Pitching—Outbound vs. Inbound

Outbound call centers build market demand, while inbound relies on existing intent ([08:28]).
Unique advantages of outbound in home services:
- For HVAC, pitch “tune-up” offers, not direct sales — “It’s a service call, not a sales call…now you get the benefit of the homeowner not thinking they're being pitched” ([09:14])

5. Logistics & Economics of Building a Call Center

Staffing:
- Centered mainly in Mexico (“phenomenal English, little to almost no accent whatsoever” [10:23])
Ownership & Management:
- Scalify builds out custom call centers for clients; clients own and can manage or let Scalify run it ([10:54])
Agent productivity and costs:
- Each HVAC agent “should be booking roughly three tune up calls per day—that’s a pretty big number.” — Peter Roth [13:26]
- Approximate cost: $60 per booked appointment; $180/day/agent ([14:05]); minimum engagement is 3 agents, so roughly $600/day for nine doors booked ([14:41]).

6. Outbound Mindset and Scaling

Outbound call centers = “found money” by “going out and getting the work, not waiting” ([08:33], [16:10]).
Outbound requires tougher, more specialized agents, compared to inbound (customer service) ([15:08]).

7. Tech and Data in Outbound Operations

On AI & SMS:
- “You cannot use AI for cold outreach. That’s 100% illegal. FCC banned that a while ago…Once you have proof of opt in, AI can reach out.” — Peter Roth [17:48–19:02]
- SMS is saturated and heavily policed by carriers ([17:23]).
Data selection & predictive dialing:
- Use regression-tested data: age, home ownership, income bracket ([21:12])
- Avoid bottom and top 20% income brackets; focus on homes 10–13+ years in age ([22:29])
- “We need fractions of percentages for this thing to be profitable for my clients.” ([23:04])
- Must use a multi-line predictive dialer ([23:29])

8. Building Out An Effective Call Center

Four main components:
1. Experienced agents (“don’t just hire some VA or your neighbor’s kid” [24:01])
2. Good software (multi-line predictive dialer)
3. A solid but unscripted approach—“you don’t need magic words, just a good offer, especially financing” ([25:23])
4. High-quality data lists ([25:24])

9. Compensation & Turnover Strategies

Hybrid, not pure performance pay:
- “Most people are wired for safety and security…including call center agents.” — Peter Roth [26:40]
- Pay $7/hr (Mexico), bonus $20 per sit/appointment ([28:03])
- Keep agents loyal by not lowballing and giving modest bonuses
No-shows managed with psychological scripting (Cialdini-influenced “commitment” phrasing) ([29:38])
- “Our experts are all taking time away from their families… so I just want to make sure that you can be there” ([30:13])

10. Industry Comparisons, Pitfalls, and War Stories

Solar: high risk, high burnout, high scam potential
- “It’s a really easy industry to scam people… and now it’s going through a major, major shakedown.” ([31:47])
HVAC: technically demanding, solid industry if you understand it ([32:47])
Retail/Lifestyle businesses (cigars): Passion-driven, not scalable or sustainable for most ([34:36])

Notable Quotes & Memorable Moments

On the economics of cold calling:

“People don’t really pick up cold calls. And I’m like, no, they don’t. We need fractions of percentages to make this work.” — Peter Roth [00:00, 23:04]
On outbound vs inbound:

“Our thing is outbound telemarketing… these are the tough cookies, these are the ones actually making sales, booking appointments, doing hard work...” — Peter Roth [15:08]
On the cold call mindset:

“You hire us to build you a call center so we can get your sales guys in the home to sell your stuff, whatever that is.” — Peter Roth [15:04]
On data:

“You need a good quality list, because if you get a cheap list, there’s going to be so much inaccurate information on there that your agents are going to spend way too much time just listening to wrong names… and it’ll just burn up labor hours.” — Peter Roth [25:24]
On the cost of acquisition:

“For roofing, the average customer acquisition cost is just under 400 bucks… a Google lead, not even a booked appointment, is over $200.” — Peter Roth [37:54, 38:46]
On perseverance:

“Just not giving up. It sounds really corny… but there were so many times I wanted to throw in the towel… This year will be the best financial year of my entire my entire life. And it’s because I didn’t throw in the towel and it’s because I didn’t quit.” — Peter Roth [39:42]
On personal branding:

“Personal brand is going to become so much more important in the next year, and it continues to be.” — Tommy Mello [44:19]

Timestamps for Important Segments

[03:14] — Peter Roth on discovering call centers as a solution
[04:49] — “Where 90% of businesses fail—the leads go to die”
[06:28] — Understanding who answers cold calls
[09:14] — The strategic advantage of service (not sales) calls for HVAC
[13:26] — “Each agent should be booking roughly three tune up calls per day”
[15:08] — Outbound vs. inbound call center work explained
[17:48–19:02] — FCC-granted limits on AI in cold calling
[23:04] — Low answer rates, but high profitability by volume
[24:01] — Four essentials for building a call center
[28:03] — Pay structure: hourly plus bonuses
[30:13] — Using commitment bias to reduce no-shows
[37:54] — Actual cost per roofing customer acquisition
[39:42] — Perseverance and rebounding from failure
[44:19–46:45] — Personal branding’s role in business growth and exits

Recommended Resources & Books

Built to Sell by John Warrillow ([42:01])
$100M Offers by Alex Hormozi ([42:11])
Influence by Robert Cialdini — cornerstone of persuasive sales scripting ([42:57])

Closing Takeaways

Call centers are underutilized profit machines for home service companies if implemented with discipline, data, and the right talent.
Personal brand and relationship-building are increasingly critical for growth and attraction of talent and investors.
Perseverance and willingness to adapt after failure underpin long-term entrepreneurial success.

Contact Peter Roth:

https://scalifyco.com

(For full tactical breakdowns, scripts, and call center build guides, refer to Peter Roth’s site or reach out directly.)

Unlocking the Secrets of Cold Calling with Peter Roth

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Summary

Podcast Summary: The Home Service Expert Podcast

Episode Overview

Key Discussion Points & Insights

1. Peter Roth’s Journey to Call Centers

2. Why Most Companies Fail at Lead Handling

3. Understanding Cold Calling's Target Market & Efficacy

4. Service Pitching—Outbound vs. Inbound

5. Logistics & Economics of Building a Call Center

6. Outbound Mindset and Scaling

7. Tech and Data in Outbound Operations

8. Building Out An Effective Call Center

9. Compensation & Turnover Strategies

10. Industry Comparisons, Pitfalls, and War Stories

Notable Quotes & Memorable Moments

Timestamps for Important Segments

Recommended Resources & Books

Closing Takeaways

Contact Peter Roth:

Summary

Podcast Summary: The Home Service Expert Podcast

Episode Overview

Key Discussion Points & Insights

1. Peter Roth’s Journey to Call Centers

2. Why Most Companies Fail at Lead Handling

3. Understanding Cold Calling's Target Market & Efficacy

4. Service Pitching—Outbound vs. Inbound

5. Logistics & Economics of Building a Call Center

6. Outbound Mindset and Scaling

7. Tech and Data in Outbound Operations

8. Building Out An Effective Call Center

9. Compensation & Turnover Strategies

10. Industry Comparisons, Pitfalls, and War Stories

Notable Quotes & Memorable Moments

Timestamps for Important Segments

Recommended Resources & Books

Closing Takeaways

Contact Peter Roth: