To The Point - Home Services Podcast

Episode: Use Trends To Give Your Business a Personality & Stand Out
Date: October 7, 2025
Host: Chris, RYNO Strategic Solutions
Co-host/Panel: Chad Peterman
Guest: Derek, Owner of Climate Experts (Melbourne, FL)

Episode Overview

This episode dives into how contractors in the home services space—HVAC, plumbing, electrical, and more—can use social media trends and authentic content to inject personality into their business, attract both customers and employees, and stand out from local competitors. Featuring Derek, owner of Climate Experts, the discussion explores his journey from police officer to multi-trade business owner and practical strategies for making social media a powerful branding and recruiting tool.

Key Discussion Points & Insights

Derek’s Background and Business Growth

• Derek started in construction under his father but left for police work in Hollywood, FL. The experience exposed him to a mix of privilege and hardship, prompting him to return to contracting with the ambition to be a business owner.
• After failed attempts at startup businesses (handyman, water treatment), lessons learned about competition and market saturation pushed him toward more specialized trades.
• Climate Experts (founded 2019, Melbourne, FL): HVAC, plumbing, and electrical; now budgeted at $10M annual revenue with strong year-over-year growth.

"If something’s really easy to get into, there’s probably a lot of people doing it... sometimes the harder it is, the better it is going to be for you in the long run."
—Derek, on niche selection (13:44)

The Value & Challenges of Multi-Trade Operations

• Managing multiple trades (HVAC, plumbing, electrical) requires structure: separate specialists for each, learning from peer companies (NextStar), and resisting the urge to reallocate core team members across trades.
• Expansion into ancillary services (insulation, duct cleaning) is often more a marketing tactic than a profitable service line, but it opens doors for bigger jobs.

“It is a separate business. The plumbers are vastly different than electricians who are vastly different than HVAC guys... If I’m going to add this business, I might want to go look at some businesses that actually do this thing..."
—Chad Peterman (20:24)

Social Media as Branding & Recruiting—Not Just Lead Gen

Getting Started: Why & How

• Inspired by Gary Vaynerchuk’s guidance ("Just post every day"), Derek began creating consistently fun, authentic social content despite not being a digital native.
• Climate Experts use a combination of humor, trend hijacking (via hashtags like #trending), and educational videos, with a focus on authentic, in-house production.

“I think you can get impressions very cheap on social media... If it’s really good content, they’re just sharing it. Now you just got thrown to maybe 10,000 other friends... It’s kind of like referrals.”
—Derek (28:51)

Core Benefits

• Low-cost branding: consistent content leads to brand recall, lower paid search costs, and stronger direct inquiries.
• Recruiting multiplier: climate experts have reduced recruiting spend by 60% due to inbound interest from social channels.
• Shows "the window into your company culture," attracting like-minded employees.

“People are coming just from our TikToks and it’s crazy.”
—Derek (30:52)

Content Tactics & Team Involvement

• Start with the most outgoing or camera-ready employees but encourage all ideas—most team members want to contribute after seeing the positive, inclusive culture.
• Utilize trending topics but “make it your own”—infuse trades-specific humor or references relevant to target customers.
• Leadership needs to lead by example; Derek highlights that he embarrassed himself first to lower the bar for others.

“I embarrassed the sh*t out of myself in front of all of them. So then they saw a different side of me, and they’re like, if Derek, the owner... is gonna wear wigs and do dances, like, I probably should give it a try.”
—Derek (50:24)

Practical Advice for Contractors

• Don’t wait for slick production or hire outside agencies; smartphone video is most effective for authenticity.
• Consistency trumps virality; geographic/local reach and images of real staff matter more than “5 million views in India.”
• Encourage team contribution: “Get those people involved. If the whole team’s having fun... that’s going to make them feel better about the culture of your business.”

Notable Quotes & Memorable Moments

• On Market Selection:
  “If something’s really easy to get into, there’s probably a lot of people doing it... sometimes the harder it is, the better it is going to be for you in the long run.”
  —Derek (13:44)

• On Team Structure Across Trades:
  "I have dedicated plumbers. I think people try to get their HVAC guys to do plumbing... but it never works out well."
  —Derek (17:58)

• On the Purpose of Social Media:
  “I want consistently people watching my videos that are in my area, that are my ideal customer or my ideal employee... We’ve been able to reduce our recruiting expenses like at least 60%.”
  —Derek (28:51, 30:52)

• On Authenticity vs. Perfection:
  "People sometimes like the videos that come from your phone better because it looks like an advertisement if it's so professional... People want more real content."
  —Derek (38:10)

• On Content & Culture:
  “I think the thing that I’m taking away... is not so much the social media tactics... it’s the cultural piece of it... What a great place to showcase this, where all your technicians are, all of your customers are, but then also like...internally facing too...”
  —Chad Peterman (54:36)

Practical Steps Suggested (For Contractors):

Getting Started with Social Media

• Search trending hashtags on TikTok/Instagram relevant to your trade ("#trendinghvac" etc.).
• Encourage the “high-energy” team members to take the lead; hype up participants and make it fun.
• Don’t force anyone—avoid public embarrassment and always have a script/plan.
• Be the first to step out of your comfort zone as the owner/leader.
• Use AI/chatbots (like ChatGPT) to brainstorm creative skits or ideas.
• Mix fun, trends, and educational content, but know that entertainment keeps people engaged longer.
• Showcase real team and company moments—not just staged “culture” or stock photos.

Maximizing Results

• Consistency and authenticity are more important than polish or virality.
• Pair fun/entertaining videos with educational pieces to nurture leads through the “funnel.”
• When a video lands well, let team members know, celebrate, and encourage sharing (including outside work—Derek mentions a tech showing company TikToks on a first date!).
• Be aware: Social content can drastically impact culture and recruiting; make this a key strategic pillar, not just a “marketing” task.

Timestamps for Important Segments

• [08:16] — Derek’s Background & Company Growth
• [13:44] — Lessons Learned From Failed Businesses
• [15:25] — Managing Multiple Trades & Staying Focused
• [17:58] — Strategy for Adding Services and Avoiding Distraction
• [26:20] — Why Start With Social Media? (Gary Vee Influence)
• [28:51] — Social Media for Branding, Not Just Leads
• [30:52] — Recruiting Power of Social Media
• [32:38] — Why Social Media Isn’t About Immediate KPIs
• [38:10] — Structure of Content Team and Why Professional Video Isn’t Key
• [40:29] — Where to Start: Tips for Contractors New to Social Media
• [50:24] — Why the Owner/Leader Should Be "First In"
• [54:36] — The Cultural Impact of Consistent Social Media
• [60:33] — Example: Fun Video Outperforms Technical Content

Takeaways & Action Items

For Home Service Contractors:

• Start small—use your phone and your most outgoing team member.
• Use trending ideas, but add your local, personal, or industry twist.
• Social media is about brand, culture, and long-term recruiting/retention as much as lead generation.
• Consistent entertaining content is better than sporadic, polished ads.
• Let leadership set the tone for participation—create a “safe” culture for engagement and fun.
• Celebrate creativity and encourage the whole team to ideate and participate.

"If you create the brand awareness, keep pumping out the content, and make it exciting to watch... when it does come time for somebody to want something, it's top of mind awareness. That's the game."
—Host 2 (36:32)

Bottom Line:
Giving your business a personality on social media creates real competitive advantage—impacting not just customers, but also recruiting, retention, and company culture in a fun, lasting way. Start where you are, be consistent and authentic, and let your team—and local trends—guide the journey.