The Ultimate HVAC Marketing Guide for 2026

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We're talking about the ultimate guide to HPC marketing in 2026.
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What's working, what's not working.
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Things are changing in 2026.
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There's a lot of competition in the space.
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You have to be good.
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For the most part, there's a lot of companies down year to date.
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That's why.
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Like, what do you think of content marketing?
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It's more important than ever because this is like the moment to do it.
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Because social is driving the bus.
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I think it's gonna become more and more important for you to have really good content.
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Your reviews that you get is going to matter more and more.
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Hey, AI search is starting to be real.
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Socials are a big opportunity.
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I feel like that's like the summary of our 2026.
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That and I think that welcome back to owned and operated a top 200 business and entrepreneurship podcast.
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I'm your host, John Wilson, and on this show, we talk about how to grow your home service company and the things that we're doing and experimenting inside my own home service company in Ohio.
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Today I'm joined by my good friend Sam Preston, the CEO of Service Scalers.
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And today we're talking about the ultimate guide to HVAC marketing in 2026.
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What's working, what's not working.
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Sam, welcome back to the show.
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Thanks for having me.
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I'm pumped about this episode.
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Uh, got some stuff.
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Excited to talk, excited to get through uh all the different things you can do from a marketing standpoint.
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And uh yeah, let's do it.
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Let's get in the nitty-gritty.
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Hell yeah.
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This is continuing our conversation.
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Uh, we've been calling this series Clicks to calls, uh, where we've really like broken out a ton of different aspects of marketing inside home service.
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It's really one of the most frequently asked things we get is how do I market more?
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How do I drive more leads?
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Like, how do we grow?
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So this is just a continuation of that series.
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Um and what we're really trying to answer today is if you were starting an HVAC company today, where would you spend your first marketing dollar?
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So that's sort of our prompt that we're running from um today.
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Now, before we get dive too deep into the content, Sam, I gotta I'm gonna bore you for a sec.
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We are our new, our next breaking five is in September.
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If you've been listening to the show, we have uh been running a breaking five series of workshops for a while.
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Now, this one's unique, this one's different, and we're pretty excited.
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We're bringing tons of operators, far larger than our uh normal Breaking Five group, to Northeast Ohio September 15th through the 18th.
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And we're really throwing like a mini conference here in Northeast Ohio.
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So we're gonna be sharing practical systems, leadership lessons, behind the scenes shop tour walkthroughs of Wilson.
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We're gonna be having awesome speakers join us and share their journey of growing their business.
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Uh, so make sure you click the link in the description below.
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We're gonna be talking about it a bunch.
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I'm actually going to be there.
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Uh, I've been told uh that I'm invited and I can come and I can talk about marketing.
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So uh yeah, I hope I hope this is the catalyst for so many different companies that uh that are looking to grow and don't know how to uh to make that leap.
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Yeah, yeah, I I hope so too.
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And I think we're gonna have uh like some of the speakers that were starting to line up are pretty awesome.
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It's a bunch of like mid-eight figures and nine-figure entrepreneurs that are like going to be talking about their journey from like 10 to 100 million or you know, wherever they are today.
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So it's gonna be a really great group.
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That's happening.
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That's happening.
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Yeah, I'm pumped.
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Um, okay, so let's run this.
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State of HVAC marketing in 2026.
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What do we think?
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How are we doing?
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Yeah, I mean, it things are changing in 2026 faster than pretty much any year ever.
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Uh your CPLs are getting way more expensive uh in LSA and PPC, uh, you know, compared to what it was two years ago, it's it's getting to double.
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And that means cost per lead.
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Yes, thank you.
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Your cost per lead, uh, which just means that a couple things.
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One, it's harder to enter the market now than it was two years ago.
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Uh, and two, you have to be way better at handling those leads.
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Uh, they have to be way more valuable.
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You can't just uh be flippant about your speed to lead or how you handle that phone call.
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You can't just let something get to uh a missed phone call and uh not give somebody a really good experience because they're just gonna find somebody else.
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Um, there's a lot of competition in the space.
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You have to be good.
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Um and so there's a it's very different from again two years ago and how you would enter the space.
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Google keeps getting more expensive and affiliate leads are getting worse.
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And somehow you're paying more for fewer lower quality leads, and that's pretty much the game right now.
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So here's something that most operators are missing Yelp.
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I know what you're thinking, but Yelp is way more than just a restaurant rating app.
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Last year, over 125 million home service leads were generated on Yelp, and almost 50 million homeowners are searching there every single month.
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Here's the real kicker though.
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Their data powers answers across ChatGPT, Google AI, Apple Maps, and Alexa, basically everywhere people are searching before they even know your company name.
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So instead of fighting over the same expensive Google clicks, you're showing up where customers are actually discovering and deciding who to hire.
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One company fused service out in the Bay Area, HVAC Plumbing Electrical, does 20 million a year from Yelp alone.
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They're closing 75% of their Yelp leads, and about 70% of their entire customer base comes from the platform.
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So if you're serious about leveling up your Legion, go to business.yelp.com slash owned and operated and book a call.
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Yeah.
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No, I agree.
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I think um what I've seen too, it's been pretty interesting.
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I'm curious how people's uh junes are going, but we're we're actually uh well I'll I'll talk more about this.
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I've talked about this a few times, but we're doing this like uh project, we're calling it huge.
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And it's basically uh something that I find really interesting is I'm in all these group chats with all these entrepreneurs, and everyone's just like, hey, how'd your month go?
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How'd your month go?
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How'd your month go?
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And uh like for the most part, uh HVAC has really struggled again in 2026, very similar to how it felt in 2025.
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Like that's just sort of like what I'm seeing from friends all over the country.
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Uh, but the reason I bring up my like little like project is we're what we're doing is we're combining service tightened data to get aggregate information from around the country from all these different businesses that we're connecting to.
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So it's gonna have things like close rate, average ticket, like revenue, like revenue to budget, and uh like per region per market per company.
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And it's really it's starting to get kind of interesting because we're just like starting to see more information uh as people like start hooking up their their uh CRM.
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So uh so I basically I agree with you.
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And then the the other big thing that I'm seeing, just because we're starting to see more data, is HVAC is struggling.
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Um not like struggling like crazy, but for the most part, there's a lot of companies down year to date.
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Uh so it's just not having a big banner year.
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Uh so we'll see how June goes.
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The other thing we're seeing in meta right now, which is super interesting, is uh cost per lead is going down, um, while lead volume is going up.
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Um and so this is interesting mix.
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I think a couple things what's happening right now is because of the way AI is working and people can just create graphics at an accelerated rate.
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I think a lot more graphics are getting into the market and we're just testing a lot more, a lot faster, but a lot of people are doing that.
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Um, and so I think what's happening is we're seeing us significantly more people actually working in uh meta, um, which I think is driving the lead quality down a little bit, but you're getting more leads from Meta.
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Um and so, which is super interesting.
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Um, and it'll it'll be interesting to see how this goes.
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Because it will used to be, I mean, a lot since everyone's using Meta and this, you know, AI generate images, you're starting to see like you're starting to like pick up, like, yeah, that was made by AI kind of uh feeling.
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Uh, and everyone's using roughly the same thing.
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Um, and so it'll be interesting to see like how that continues to go.
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Um, but it's not as simple as like we were just significantly better than uh another company at image generation because everyone's using roughly the same thing.
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So I think uniqueness, I think videos are still one of those things that um, you know, obviously AI is a part of uh video creation now uh in meta, but I think people still haven't like mastered that.
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Um, and so I think that is going to become more important as we keep going.
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Um, and it's also interesting to see how like people are connecting their clots directly into uh Facebook.
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We are very careful with that because of how Facebook is really quick to suspend accounts, so we really don't want to do that as much.
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Um so we're being really careful with that.
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That's interesting.
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Um, but still, um Yeah, I didn't have socials on here, but that's a good one.
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Yeah, I feel like socials is becoming there there's a few, um, at least what I'm noticing.
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We just had the we just had somebody from Yelp on the show a couple weeks ago, and um she was talking about how Yelp, and what I suspect is Yelp, Thumbtack, Angie's, all those guys, have become the big they're they're like benefiting pretty big, I think, from the sort of AI search boom where they're taking on more lead volume because they're being referred it.
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Whereas I don't think that Claude or ChatGPT is referring that to Google where historically we would have searched.
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So it it'll be interesting because I think like my quick take is the Google business profile is still like the maximum thing that you could be doing.
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Uh, but I think social and all these other lead gen channels are becoming more important because more search volume is going there away from what used to be on Google.
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Yes, um, I would 100% agree.
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Um, mostly because of the domain authority on uh those different sites, think like Reddit and Yelp and things like that.
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People are like, yeah, when the AI is searching this, they're taking into um consideration like all these different platforms um and pulling that into hey, this is now what we want to show you from an AI perspective.
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Um, and like stuff like we're starting to see uh Instagram and Facebook posts show up in your Google Business profile.
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So making sure like your account is connected, which I know we have a whole episode coming up about that.
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That's interesting.
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Um like keeping that connected so that you can uh, you know, again, getting more data.
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So like diving into socials is going to become more important.
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Like it used to be just like this thing you did for uh just um brand authority, uh, but I think it's actually going to start helping you grow your Google business profile uh and rank better.
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Um, but also just like how searches are changing, and I think it's going to continue to change.
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So when we're thinking of like an HVAC company entering the market and wanting to grow, um, I think there's a big opportunity in GBP, um, which is funny because like we've always said that, but like still I think that that is like one of the best places you can start because of how much it's changing.
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Some of these bigger companies are gonna struggle to be able to change as quickly as it is.
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So it's just a great place to like go and own.
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And same with SEO.
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Um, SEO is wildly different now, and it's gonna be even different more different in 12 months because of the amount of content that's getting pushed right now.
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Uh, because you can't push out content faster, um, it's becoming compressed.
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But also, people aren't doing it well.
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They think they are, but they're not.
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Um, and so again, there's just like this opportunity to get into SEO right now, whereas 12 months online, I don't know if how I don't know how different it's going to be or how much harder it's going to be because these companies are going to catch up onto the the right actions uh and techniques to show up in there.
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So I think this is a really unique time to push into both of those um those marketing channels.
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All right, so GBP still fundamental, still highest ROI.
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Totally agreed.
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Um I think starting to care about some of your other profiles as far as ranking, we haven't personally cared a ton, but I think they're getting dragged into AI search more and more, so I think you should care about them.
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Um and then photos, post, and responsiveness.
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I think we've talked about that a lot, but like it's supposed to be we just had uh big reputation on, and it's it's like two photos a week.
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I don't remember how many posts, and I think you want to respond quickly.
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Uh but like those do count as far as like how to react.
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So for SEO, I mean GBP is kind of a big part of SEO, right?
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Uh but SEO, your take is that Yelp, Angie, all those guys have high like strong SEO, high domain authority, so they're showing up in AI search more, and that makes sense to me.
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So that would make SEO still worth like pursuing, which I think for a lot of people is a question mark.
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Like, is is it is it worth it or not?
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Um yeah, it seems worth it.
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Now I do I thought I heard that Google was getting rid of like search, like their conventional search.
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Am I is was I right about that?
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They're like going to like chat GPT base search.
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Yeah, like right now, if you go to like Google to search, you can select the AI overview.
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Um Google has made the comment that within the next uh by the end of the year, that's gonna be the main mode.
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Like you you can still go to search, but like their main mode will be the AI overview.
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Um, I don't know how true that is.
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I think you know Google has slow played this a little bit compared to other searches, chat, um, or you know, uh perplexity or something like that.
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But um, yeah, I think that is the near future.
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Um, so where you would go, hey, I want to I've got a keyword, uh, HVAC near me, and we want to rank for that.
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That is still obviously going to be true today, 2027, 2028.
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That's still going to be true.
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But we're also going to start looking at the queries that chat is the long tail keywords, which is no longer long tail, it's like long, long tail keywords.
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Um, and like all the ways people are like communicating uh in chat and they're writing query, you know, answers to those questions um in a way that AI can pick up.
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So we don't we we definitely want our blog style the same, but we want to make sure that there are like quick, like, oh, here's the answer to that one question, uh, and how Google can take that question, answer it.
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Um, and then obviously hopefully people click on that and go to your site uh to get more information.
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Yeah, okay.
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Yeah, that makes sense.
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What do you think about Google Ads?
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Like PPC, like working, not working, 2026.
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Yeah, I mean Google Ads is still working.
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Um, and it's actually one of the things that, you know, LSA continues to the CP uh cost per lead continues to go up.
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And so we're seeing people use Google Ads to drive that cost per lead down because you have way more control over it.
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Um, I wonder if uh, you know, and this is just my hypothesis is that Google Ads will become simpler to run.
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Um maybe like uh like an LSA, um that you know you're running.
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I can see it completely going away and changing at some point.
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Again, because the only place Google Ads is happening is within uh the old search.
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Like that's not happening within uh or as much in your your AI overviews, but that like that will be the place to be.
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Well, it's about to have to happen because I know Chat GPT just opened up advertising, right?
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Right.
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Right.
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So like it'll be interesting to see how they do it.
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Because I mean, my expectation would be however they decide to do it is whatever happens with uh um like Google.
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The other one I'm I'm interested in is Reddit ads.
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Like so far that that's never been like a thing, but I wonder if you're running Reddit ads, um, if that will help you in the AI search.
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Um I don't think so yet.
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Yeah, Reddit is really Reddit's interesting.
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I I would I would say that like uh this feels ridiculous, but Reddit has become my app of choice as far as like I actually don't have any of the other ones on my phone, but like, and it's just because it shows up so consistently in my search of like this exact question was asked in this Reddit thread, so then I just end up on Reddit.
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And um no, I agree with you.
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I I think it's kind of interesting.
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I made that observation to someone the other day of just like a year ago, I was never on Reddit, and now I'm on Reddit every day because whatever I search sends me to Reddit, which which I think I'm sure there's a lot of bots and stuff on there, but I do think something that I currently believe about Reddit is like a lot of it for the moment is still human.
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So like it is like someone answered this question, whereas you don't really know if someone answered this question anywhere else on the internet.
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Like one of the things I'm looking at doing is like so you go to like a Reddit form, and maybe someone's like looked for uh, hey, does anybody have any uh HVAC companies in this area that they would recommend?
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Yeah.
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Um, you can pull that, you know, you go to that URL, you and uh at the very end of it, you hit dot JSON uh and pull on that JSON file down, throw it that into your AI of choice, and then start creating answers to all of those questions, all those uh, you know, things that people are uh talking about, and then throw that on your blog, uh, throw that on your website.
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So again, when AI is searching for answers to his question, like you have these.
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Um, and I also have this idea, and obviously, this is you know, please somebody go take this and run with it.
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We haven't done it yet.
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But I love the idea of you know on TikTok, you know how you have stitches.
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So somebody will like say a question and then you'll answer it.
00:19:03.599 --> 00:19:09.359
And that's just like the style of uh reactions uh type of content.
00:19:09.680 --> 00:19:23.680
I love this idea where you have a Reddit post, and in your answer to that, you're literally linking back to that Reddit post with it in, and like, hey, I want to answer this question on my blog to this Reddit post, kind of like a stitch, yeah.
00:19:23.759 --> 00:19:27.039
Uh, and just see how well that performs.
00:19:27.200 --> 00:19:30.720
Again, haven't done it yet, but someone take that and run with it and tell me how that goes.
00:19:30.960 --> 00:19:33.359
So that's sort of like next one, like content marketing.
00:19:33.440 --> 00:19:35.839
You feel like becoming more important, less important.
00:19:36.000 --> 00:19:38.079
Like, what do you think in content marketing?
00:19:38.480 --> 00:19:41.440
I think it's it's more important than ever.
00:19:41.599 --> 00:19:43.680
Again, because this is like the moment to do it.
00:19:43.759 --> 00:19:46.160
Um is driving the bus.
00:19:46.640 --> 00:19:48.480
Social is gonna be driving the bus.
00:19:48.640 --> 00:19:49.920
It is gonna be interesting.
00:19:50.160 --> 00:19:53.920
As a marketing company, I don't I don't know how we will hand that, handle that.
00:19:54.000 --> 00:19:57.279
Um, because in the past we really haven't dealt with social socials.
00:19:57.359 --> 00:20:09.680
Like our whole stick has been like, right we're gonna turn, you know, organic traffic, people that are looking for intent, people that are looking for your services already into uh clients uh or into leads for you.
00:20:09.839 --> 00:20:13.599
Um but now that's like that's that is a part of the equation.
00:20:13.680 --> 00:20:16.799
And so we're even looking at like, oh well, how do we get into that game?
00:20:16.880 --> 00:20:26.079
Um, because it like its whole ecosystem is all driving uh whether you show up in those answers uh and whether you get those leads.
00:20:26.319 --> 00:20:40.400
So um yeah, it's I think it's gonna become more and more important for you to have really good content, unique content, uh, because everyone is just, oh, I want to just uh show up so I can just throw you know a hundred pages within the next couple weeks.
00:20:40.480 --> 00:20:46.880
Um but then like Google's reading that and they're indexing it and they're going, well, you literally just copy and pasted this answer from these four blogs.
00:20:47.039 --> 00:20:50.240
So why do I need to show your content up versus these four blogs?
00:20:50.400 --> 00:20:52.960
And so what you have to do is you have to make that content unique.
00:20:53.119 --> 00:21:04.720
Um, and so creating all those questions and then creating your own unique answer to those questions uh so that when Google is reading your content, they're like, oh, this is this is different, this is interesting.
00:21:04.799 --> 00:21:05.279
Okay, cool.
00:21:05.359 --> 00:21:06.319
I would show this.
00:21:06.559 --> 00:21:09.680
How are you thinking about brand building versus like Legion?
00:21:10.160 --> 00:21:13.839
Because most of our stuff so far, I guess content marketing would be brand building now.
00:21:13.920 --> 00:21:15.119
But how are you feeling about that?
00:21:15.359 --> 00:21:17.680
Yeah, I think it's gonna be interesting how that goes.
00:21:17.839 --> 00:21:21.759
Um, I think your brand's gonna matter, your reputation's gonna really matter.
00:21:21.839 --> 00:21:27.599
Uh, I think we've talked about this a lot, but like your reviews that you get is going to matter more and more.
00:21:27.759 --> 00:21:31.119
They're going to influence how everyone is marketing.
00:21:31.440 --> 00:21:41.359
You know, one of the things you can do now is pretty easily find the gap of what's going to resonate with your clients or your, your, your audience.
00:21:41.599 --> 00:21:59.440
So uh taking your the reviews that are being left on all your competition, all of your uh reviews, the negative, the good, the bad, and finding the specific things people are saying and communicating to you uh about what they like and they don't like, and then leveraging that as your offer, um, I think is.
00:22:00.240 --> 00:22:01.039
Super interesting.
00:22:01.200 --> 00:22:09.440
And so I think your brand, the way you look and feel, uh, is going to matter.
00:22:09.519 --> 00:22:15.599
Uh, and then the copy, uh, how you are creating offers that resonate with your audience is gonna matter.
00:22:15.759 --> 00:22:24.640
So uh I think brands that are doing that early on now, which like I know you're saying, hey, HVAC has had like kind of a tough summer and it's been like two years of that.
00:22:24.799 --> 00:22:35.119
Um, but like I think if you don't do those things in two years, you're gonna look back and go, oh man, we really messed that up, um, versus getting in that now and and investing in that now.
00:22:35.279 --> 00:22:38.720
I think it's gonna be, I think you're gonna be able to take take space.
00:22:38.799 --> 00:22:48.960
It's kind of like, you know, TikTok didn't exist and then it became a thing, and people were like, oh, well, it's just another app, and suddenly it's a major player in how people are driving traffic and how brands are growing.
00:22:49.119 --> 00:22:52.960
Um, I think this is kind of that opportunity uh in the same way.
00:22:53.279 --> 00:23:03.920
I feel like uh the companies that I know that are struggling the hardest are the ones that their brand budget is greater than 50% of their marketing.
00:23:05.279 --> 00:23:08.079
Um they're just not driving leads.
00:23:08.880 --> 00:23:13.200
So I think I would be thoughtful about that as you think about like brand versus lead gen.
00:23:13.359 --> 00:23:16.160
I think the answer is uh probably some version of both.
00:23:16.400 --> 00:23:21.759
Um, but I think it should be like 70% leads, 30% brand, or something like that.
00:23:21.920 --> 00:23:24.720
Uh maybe even greater to leads.
00:23:26.319 --> 00:23:31.759
Yeah, I mean, specifically early on, like you're starting an HVAC company, like you need leads.
00:23:31.839 --> 00:23:33.119
That's the main thing you need, is phone calls.
00:23:33.200 --> 00:23:33.920
So that's where I'd be spending.
00:23:34.240 --> 00:23:35.519
I'm even talking about big businesses.
00:23:35.599 --> 00:23:45.759
Like I know guys in the mid-eight figure range that big budget going towards brand every year, and it's just doesn't it's not moving their needle.
00:23:46.000 --> 00:23:46.400
Yeah.
00:23:46.640 --> 00:23:51.200
So I don't know what they're gonna do about it, but I think they need to pivot over to more leads.
00:23:51.680 --> 00:24:00.799
Well, we were talking about this, like how everyone has like a wrapped truck, and that's just like table stakes now, but like it's no longer no longer made you special.
00:24:01.119 --> 00:24:08.160
Uh and so I that's it's just going like content now is literally like that doesn't make you special anymore.
00:24:08.319 --> 00:24:09.759
Like everyone has content.
00:24:09.920 --> 00:24:24.960
Um, and so continuing to find things that differentiate you is going to be important, but also like just focusing on what is driving you uh leads, uh, and then ultimately getting that review, that five-star review, um is so important.
00:24:25.119 --> 00:24:37.599
So making sure you have a good review system and making sure that you are um focusing your budget on what actually drives you leads, yeah, uh is more and more important.
00:24:37.839 --> 00:24:39.599
Um, so yeah, 100%.
00:24:40.079 --> 00:24:40.400
Yeah.
00:24:40.559 --> 00:24:45.039
I think my biggest takeaway uh from this so far has been socials, which I I agree.
00:24:45.200 --> 00:24:46.880
I think I told you this the other day.
00:24:47.039 --> 00:24:56.319
I'm finding more and more businesses, and I feel like they're kind of sleepers, but they've blown up out of nowhere, and socials has been the driver.
00:24:56.480 --> 00:25:04.079
Uh like mid-8 figures, this is a nine-figure business where they're growing like 30% year over year and have been for five years.
00:25:04.559 --> 00:25:06.319
Meta is their primary channel.
00:25:06.559 --> 00:25:07.839
Yeah, it's wild.
00:25:08.240 --> 00:25:13.920
And um, yeah, it's it's a pretty it's pretty interesting to like watch.
00:25:14.079 --> 00:25:15.359
It's pretty interesting to watch.
00:25:15.440 --> 00:25:16.799
So I think I think you're right.
00:25:16.960 --> 00:25:21.839
Socials is becoming the larger uh play every day.
00:25:22.720 --> 00:25:28.000
Yeah, I saw this the other day where Meta is now allowing you to pay for organic reach.
00:25:28.400 --> 00:25:29.759
Um, so it's not an ad.
00:25:29.920 --> 00:25:30.480
Oh, yeah, what's that?
00:25:30.799 --> 00:25:38.319
You're not trying to drive leads, you're you're literally just trying to get people to like and engage with your content, trying to build that audience.
00:25:38.480 --> 00:25:43.200
Um, which obviously, if you're a different type of product, that might like work better.
00:25:43.359 --> 00:25:47.039
So I haven't seen anyone in the HVAC space yet play around with that.
00:25:47.119 --> 00:25:48.640
Um would love to know if anybody's doing that.
00:25:48.720 --> 00:25:49.279
Throw that in the comments.
00:25:49.440 --> 00:25:51.759
So that's sort is that sort of like just impression marketing?
00:25:51.839 --> 00:25:53.279
Like you're just driving more impressions?
00:25:53.359 --> 00:25:55.119
Is that yeah.
00:25:55.440 --> 00:25:58.480
Impressions, likes, um, audiences.
00:25:58.720 --> 00:26:06.799
Now, the question will be like, how does that influence your your rankings organic uh or organically?
00:26:07.039 --> 00:26:22.400
Like, does the fact that you have a post that has 10,000 views and you know a thousand likes, like does that actually influence your ability to show up when someone's looking for a good reputable HVAC company near me?
00:26:22.559 --> 00:26:23.279
I don't know yet.
00:26:23.440 --> 00:26:26.880
This is such a new um new thing going on.
00:26:27.039 --> 00:26:29.519
Uh I I gotta imagine it does.
00:26:29.680 --> 00:26:40.000
Um and so I know you just said, hey, don't spend too much money on your brand, but like that one feels like an interesting test, specifically if you have the budget for it, um, to see how that goes.
00:26:40.079 --> 00:26:54.720
And again, like Reddit, like those are the type of things that I want to yeah, there's just so many things changing right now, like so many opportunities that you know a couple years ago it's just like, hey, just do your SEO, just do your GPP, just do your LSA, just do your PPC.
00:26:54.960 --> 00:26:56.880
You'll you'll grow with just these factors.
00:26:56.960 --> 00:27:05.759
Now there's a lot of opportunities that people haven't even touched and are not thinking about that could influence how you rank on all of those.
00:27:06.559 --> 00:27:08.319
Yeah, no, I totally agree with you.
00:27:08.400 --> 00:27:09.599
I totally agree.
00:27:09.839 --> 00:27:13.680
Um, what are the marketing metrics that you think owners should be paying attention to?
00:27:13.759 --> 00:27:16.079
Like what should we be watching every week?
00:27:16.799 --> 00:27:19.759
I mean, uh, how many phone calls are you getting?
00:27:19.839 --> 00:27:20.559
How many leads?
00:27:20.720 --> 00:27:22.880
Uh that's got like that's always that.
00:27:22.960 --> 00:27:26.640
And then how many of those are turning into uh booked appointments?
00:27:26.880 --> 00:27:32.240
Um, because ultimately that's the the the two metrics that you know from a marketing standpoint matter.
00:27:32.480 --> 00:27:33.440
Did you get leads?
00:27:33.519 --> 00:27:34.640
Did those turn into appointments?
00:27:34.720 --> 00:27:39.119
And then ultimately, like at the end of it, did you make uh a return off of that?
00:27:39.440 --> 00:27:46.240
Um and so those are still the three that I would continue to to look at.
00:27:46.799 --> 00:27:50.400
Homeowners want your services, but they do need a better way to pay for it.
00:27:50.480 --> 00:27:53.359
And I'm hearing more and more contractors talking about Comfort Connect.
00:27:53.440 --> 00:27:57.680
Comfort Connect gives your team access to powerful payment options all in one place.
00:27:57.839 --> 00:28:10.480
It includes traditional financing, lease-to-own options, and their premiere program, which bundles everything from equipment, maintenance, and covered repairs with ongoing support all wrapped into one predictable monthly payment for the customer.
00:28:10.640 --> 00:28:21.279
Contractors using the platform are seeing higher close rates, bigger average sales, and stronger long-term customer retention because homeowners stay connected to their brand long after installs.
00:28:21.440 --> 00:28:27.920
So stop treating financing like an afterthought and start using payment options your customers need as a part of your sales strategy.
00:28:28.720 --> 00:28:32.160
We um I think I've talked about this on here, the stuff that we look at.
00:28:32.240 --> 00:28:52.960
If you have the capability, uh so we look at yeah, number of calls, book rate, number of outbound calls, um, and then for every lead channel, we have this like ROI spreadsheet that lets us track number of leads from that channel, how many did we book, how many did we sell, how many canceled.
00:28:53.119 --> 00:28:55.039
Uh, that's actually kind of an important one.
00:28:55.200 --> 00:28:59.200
Um, how much revenue came from that, like how much sales, how much revenue?
00:28:59.759 --> 00:29:02.480
And then oh, I think cost per lead's on there too.
00:29:02.559 --> 00:29:04.720
But honestly, I don't know that we cared that much about that.
00:29:04.960 --> 00:29:08.400
And then we have uh ROI at the end.
00:29:08.480 --> 00:29:12.000
So just like, okay, how much did we spend on this channel?
00:29:12.160 --> 00:29:14.319
Uh, and then what was ROI?
00:29:14.480 --> 00:29:16.799
Uh so that that's been the big one for us.
00:29:17.119 --> 00:29:20.640
I think um I would just be careful on the cost per lead.
00:29:20.799 --> 00:29:29.759
I've said this on here before, but like cost per lead is a part of the equation, but the most important part of the equation is is the channel profitable?
00:29:30.000 --> 00:29:32.559
Um cost per lead is only one number.
00:29:32.799 --> 00:29:43.279
Uh that's like saying one plus one equals or one plus x equals, and you like you're missing a part of the equation, so you gotta have it all.
00:29:43.519 --> 00:29:46.640
Any dashboards people are like using?
00:29:46.799 --> 00:29:54.880
We're like uh we're trying to figure out we we start we've been using Google stuff and we started using Claude to build like an automated thing.
00:29:55.599 --> 00:30:00.720
It connected to Google, which is kind of cool, but I don't know how to like I don't know.
00:30:00.799 --> 00:30:02.799
I I think there's just a lot.
00:30:02.960 --> 00:30:07.519
So, anyways, we manually attribute everything and we manually track everything, which is a lot.
00:30:07.680 --> 00:30:09.119
I think it's two full-time people now.
00:30:09.279 --> 00:30:13.759
So we're trying to like figure out how to smash it smash it together.
00:30:13.839 --> 00:30:15.200
Any anything you can think of?
00:30:15.440 --> 00:30:19.279
Well, I guess my question to you would be you you guys are using Service Titan.
00:30:19.839 --> 00:30:27.920
Um is there is that the layer that you are using for attribution, or do you have anything between that to help with attribution?
00:30:28.400 --> 00:30:29.119
I don't know.
00:30:29.359 --> 00:30:37.119
I know we have what converts, but I think that's just for our website and uh I don't know.
00:30:38.000 --> 00:30:40.799
Yeah, I mean I think like you're talking about having like a person in there.
00:30:40.880 --> 00:30:42.880
The only thing is, I think a voca's in the middle.
00:30:43.920 --> 00:30:44.559
Yeah.
00:30:45.680 --> 00:30:46.319
Yeah.
00:30:46.880 --> 00:30:52.640
Um I think I think like we get a lead from an aggregator, it goes through a voca, it hits service titan.
00:30:52.720 --> 00:30:56.400
So a voca's in the middle, and I think that's a big part of the attribution process.
00:30:56.640 --> 00:30:57.200
I'll ask.
00:30:57.279 --> 00:30:58.079
I'm curious now.
00:30:58.319 --> 00:30:59.200
Yeah, you should.
00:30:59.359 --> 00:31:06.960
I mean, the only other thing I would just really encourage you to do is making sure that that all that data is readable by AI.
00:31:07.119 --> 00:31:07.359
Yeah.
00:31:07.599 --> 00:31:21.680
Um and in your system, because ultimately what's going to happen within the next couple of years is you're just going to have that data layer uh with all that information, and you're going to have uh AI agents in there that are telling you what's going on.
00:31:21.759 --> 00:31:31.039
Um, and so uh you want to make sure that all of it is being read within a database um that is uh all centralized.
00:31:31.119 --> 00:31:51.759
So whether that information's in your conversion apps or your service titan or your LSA, wherever that is, it's centralized in its own database that can be read uh by AI because you're gonna want to be able to send something in there and go, hey, we are having a way too high of cost per leads with not enough booked appointments, what's going on?
00:31:51.920 --> 00:31:54.400
Um, and it needs to be able to read that data.
00:31:54.559 --> 00:32:03.279
Um so making sure that your all of your data lives inside of some sort of AI system uh to be read.
00:32:03.519 --> 00:32:05.039
Okay, yeah, that makes sense.
00:32:05.279 --> 00:32:09.279
Uh all right, what are some big common mistakes that you're seeing right now in 2026?
00:32:09.359 --> 00:32:15.279
My big one, I think, is like overemphasizing branding spend like radio TV.
00:32:15.440 --> 00:32:20.079
I'm sure there's someone out there that's absolutely killing it, doing it, but I think you got to do a mix.
00:32:20.319 --> 00:32:25.440
Um, I feel like 6040 or 7030 or something like that's a good mix, a friendly mix.
00:32:25.680 --> 00:32:43.440
Yeah, I mean, I think that um big mistakes are obviously just the not worrying about AI search yet, uh, or doing AI or search uh SEO in the same traditional way uh that it's been done is obviously uh a big mistake.
00:32:43.680 --> 00:32:52.400
Um not doing Google Business Profile uh content, like we see this all the time, where people are losing rank uh and they're like, Well, what's going on?
00:32:52.480 --> 00:32:54.319
And it's like, you're not posting.
00:32:54.559 --> 00:33:01.359
Um and you know, that that is posting on your Google business profile or posting in uh your socials.
00:33:01.599 --> 00:33:13.440
Um, I think those are obviously just like it's it's becoming table stakes that you need to be to do that uh and not just to grow, but to like maintain because other people are doing it.
00:33:13.519 --> 00:33:16.400
And this is like if you're entering the market, you want to take advantage of this.
00:33:16.559 --> 00:33:20.960
This is the type of stuff that you can do uh is posting regularly.
00:33:21.200 --> 00:33:29.279
Um, you know, I think a lot of our clients, um, a lot of our clients have figured out like unique, you know, images matter.
00:33:29.519 --> 00:33:38.720
Um but um also we we get a lot of clients that are uh still won't give us images, you know, and so they're like, oh, just create your own image.
00:33:38.799 --> 00:33:41.519
Um and the problem with that is like everything is searchable now.
00:33:41.599 --> 00:33:43.279
And so like it's not unique content.
00:33:43.359 --> 00:33:46.480
The more unique, the more real it is, uh, the better.
00:33:46.880 --> 00:33:52.240
So like the the big mistake you're saying, you're seeing is like just sitting on your hands.
00:33:52.400 --> 00:33:56.480
So like, hey, there's change happening and like we're not chasing it.
00:33:56.880 --> 00:34:01.759
Yeah, and then and you know, for a lot of clients, like we will they're like, hey, we're not gonna give you images.
00:34:01.839 --> 00:34:02.640
So we have to go create that.
00:34:02.720 --> 00:34:05.759
And so your your two choices are AI image or stock image.
00:34:05.839 --> 00:34:12.719
And uh AI image is uh I think slightly better than stock because it's not used by everybody else.
00:34:12.960 --> 00:34:14.159
Everyone, yeah.
00:34:14.480 --> 00:34:23.440
But like the next layer is that like raw, super ugly, poor lighting uh picture of the HVAC system.
00:34:23.760 --> 00:34:27.920
Uh that's like this is what it looked like, and now this is it.
00:34:28.239 --> 00:34:38.239
And it's kind of like the uglier, the messier, the more real and gritty it is, the kind of like the better it performs because yeah, it's flooded with AI.
00:34:38.480 --> 00:34:42.960
Um but yeah, I think that's a it's a mistake.
00:34:43.039 --> 00:34:47.119
And so we, you know, we let our clients know, hey, like you could get better results if we could get this.
00:34:47.199 --> 00:34:48.719
Um, and some people are just too busy.
00:34:48.800 --> 00:34:50.159
And that that makes sense, right?
00:34:50.320 --> 00:34:52.320
Like something is better than nothing.
00:34:52.559 --> 00:35:00.079
Um, but I think that that's just one of those things where it should be in your SOPs where your techs are seeing this and they're taking pictures.
00:35:00.239 --> 00:35:02.800
Um, even if you don't get the job, right?
00:35:02.880 --> 00:35:05.920
Like your tech's out there looking at problems.
00:35:06.079 --> 00:35:11.599
Uh, a simple here's a picture of this, and here's a comment about what is breaking.
00:35:11.840 --> 00:35:19.519
Uh, because then people when people are searching, hey, I have this issue with my HVAC system, Chat GBT, walk me through it.
00:35:19.679 --> 00:35:27.039
Okay, well, now it's pulling this content from uh John's tech that was out at another site with the same exact HVAC.
00:35:27.440 --> 00:35:30.079
Um, I don't know the name, it's H-E-I-C Hike.
00:35:30.239 --> 00:35:30.880
Is that how you say it?
00:35:30.960 --> 00:35:33.679
Like I hike system, uh, correct me.
00:35:33.840 --> 00:35:36.159
Uh, and this is the issue that they fixed.
00:35:36.239 --> 00:35:36.800
Oh, this is it.
00:35:36.960 --> 00:35:37.360
Oh, okay.
00:35:37.440 --> 00:35:39.440
Well, like obviously I need to get somebody out here.
00:35:39.519 --> 00:35:45.679
I'm already looking at the information from uh the Wilson company's uh, you know, uh comments.
00:35:45.760 --> 00:35:49.119
I'm just gonna have them come and help me out because they've obviously already done this problem.
00:35:49.360 --> 00:35:50.159
What do you think?
00:35:50.239 --> 00:36:02.880
Uh I guess like closing this out the rest of the year sounds like just to summarize, we're gonna be focusing on like, hey, AI search is starting to be real.
00:36:03.760 --> 00:36:09.360
Google's prepping to look like Chat GPT, so you know we got to optimize for more AI search, even through Google.
00:36:10.079 --> 00:36:13.840
Um ad spend's gonna potentially get wonky.
00:36:13.920 --> 00:36:16.960
Socials are a big opportunity, which I agree.
00:36:17.760 --> 00:36:32.239
Uh take advantage of the fringe uh like things that AI references, so like Reddit, socials, Yelp, Angie's, like make sure your profiles look good, you're getting reviews everywhere, and don't sit on your hands.
00:36:32.320 --> 00:36:36.639
I feel like that's like the summary of our 2026 marketing.
00:36:37.679 --> 00:36:40.800
That and I think that PPC still works, you know.
00:36:40.880 --> 00:36:43.440
I I think that you still continue to push money in that.
00:36:43.840 --> 00:36:45.599
Um, you know, it it will change.
00:36:47.039 --> 00:36:51.440
I I but I wonder if it'll be more effective inside like a chat GPT search style.
00:36:51.920 --> 00:36:56.400
It it's gonna be interesting to see a redesigned Google with ads, you know?
00:36:56.639 --> 00:36:58.960
Like we've we've had the same Google for 20 years.
00:36:59.119 --> 00:37:03.360
Like it'll be interesting to see a new like what's this gonna look like?
00:37:04.239 --> 00:37:06.880
Yeah, I mean, there's so many different ways this could go.
00:37:06.960 --> 00:37:09.119
Um, I think it's gonna become more real.
00:37:09.280 --> 00:37:16.559
So someone searches for a, hey, my HVIVAC system uh is breaking.
00:37:16.800 --> 00:37:17.920
How do I fix this?
00:37:18.079 --> 00:37:25.760
Okay, so Chad GPT gives you an answer um and says, hey, based off of the, you know, let me let me talk you through something.
00:37:25.920 --> 00:37:26.800
What's wrong with this?
00:37:26.960 --> 00:37:32.559
Okay, then my thermostat's you know not working, or you know, it walks you through the processes.
00:37:32.719 --> 00:37:34.559
Okay, well, then this is the answer.
00:37:34.719 --> 00:37:42.800
And if you want, you can book a book an appointment with the Wilson company right here in this paid ad, and they'll come check it out for you.
00:37:42.880 --> 00:37:58.000
But like, because of all this information that's already be g been given, like your tech is gonna be walking in with like photos that the person is taking, like, hey, this is my uh, you know, yeah, I don't know what to call it, you're gonna laugh, but like my thing is frozen over.
00:37:58.159 --> 00:38:02.079
Okay, I figured it out because I've unscrewed it and get somebody out here.
00:38:02.159 --> 00:38:08.000
Or obviously, a lot of people aren't gonna jump in their attic to figure out how their HVAC system uh is actually working.
00:38:08.159 --> 00:38:14.960
Um, so like I I think there's gonna be a lot more like I have an actual issue, the answer is provided.
00:38:15.039 --> 00:38:26.400
So from from a content or from an ads perspective, we might have to figure out oh, these are the questions people are asking where we want to show up in these ads, and it can't just be like the normal ad.
00:38:26.639 --> 00:38:30.639
Like it's gonna be this is the actual answer, and we can come fix it.
00:38:30.719 --> 00:38:32.079
You just book an appointment right here.
00:38:32.320 --> 00:38:39.360
Yeah, we we bought a business last week, and it's kind of a another one, it's kind of a funny business, yeah.
00:38:39.519 --> 00:38:40.880
And uh literally another one.
00:38:40.960 --> 00:38:42.639
Uh it was our fourth one this year.
00:38:44.159 --> 00:38:46.079
Yeah, I know, I know.
00:38:46.239 --> 00:38:48.320
And I I think we're gonna do six this year.
00:38:48.480 --> 00:38:50.000
Like, I think that's what we're pacing for.
00:38:50.079 --> 00:38:51.360
We might even do seven.
00:38:51.679 --> 00:39:01.920
Um so yeah, so we anyways, we bought this one and they were kind of they were kind of a funny one because they were almost the exact opposite.
00:39:02.480 --> 00:39:03.840
Now, granted, they haven't grown.
00:39:04.559 --> 00:39:11.039
So, like that's the trade-off is you have you know, no growth at all, zero growth in five years, like same revenue five years.
00:39:11.679 --> 00:39:19.599
But um what is really interesting is like they've produced strong profit for five years.
00:39:20.159 --> 00:39:24.239
They spend zero dollars on marketing, which is like again, no growth.
00:39:24.320 --> 00:39:30.000
So, like there's the trade-off, but they also they're busier than hell.
00:39:30.159 --> 00:39:38.719
It is kind of wild, and I it's because I I I intellectually know that's not scalable.
00:39:38.880 --> 00:39:43.519
Like you need at you need like and they haven't scaled, so like no, you know, duh.
00:39:43.679 --> 00:39:50.639
Uh but it it's just it's funny to watch compared to like what you know is real versus like what you can see in front of your face.
00:39:50.800 --> 00:40:04.480
Like, I know that this isn't scalable, they know it's but yet at the end of the day, like it's still millions of dollars a year going through this business that like has never marketed once ever, and it's just like printing with a 30-day backlog for service.
00:40:04.639 --> 00:40:07.039
Like, it's like it's funny.
00:40:07.280 --> 00:40:08.079
It's funny.
00:40:08.719 --> 00:40:09.519
So I don't know.
00:40:09.599 --> 00:40:24.000
I think uh I almost wonder if there's gonna become like a K-shaped like version of home service where like one is like very tech enabled, and like I bet you can start growing nine-figure home service businesses faster than ever.
00:40:24.239 --> 00:40:29.280
Uh like, hey, you should take 10 years, and now it takes five or three or whatever.
00:40:29.519 --> 00:40:31.679
And uh so I bet that's going to be real.
00:40:31.760 --> 00:40:40.000
And I bet there's also businesses that like do absolutely nothing, and they're just like owned by like a boomer and they're just still printing.
00:40:40.480 --> 00:40:41.280
Uh I don't know.
00:40:41.360 --> 00:40:42.800
It'll it'll be funny to watch.
00:40:42.880 --> 00:40:44.480
It'll be funny to watch.
00:40:44.880 --> 00:40:53.519
Yeah, I mean, my hot take on all this is that AI is going to create a lot more millionaires, um, and it's going to be harder to actually scale.
00:40:53.920 --> 00:41:10.000
But like the the Joe that wants to just, you know, run all his business um through um you know AI is going to be able to get to a million dollars, um, but is going to also uh struggle to get past that.
00:41:10.159 --> 00:41:14.480
Um, which is you know, for people that want to buy businesses and help those people scale it.
00:41:14.559 --> 00:41:16.639
That's a phenomenal opportunity.
00:41:16.880 --> 00:41:20.639
Um but yeah, I think I think that is going to create a lot more millionaires.
00:41:21.039 --> 00:41:22.320
Yeah, I think so too.
00:41:22.559 --> 00:41:23.039
Awesome.
00:41:23.119 --> 00:41:24.320
Well, thanks for coming on today.
00:41:24.559 --> 00:41:25.360
My pleasure.
00:41:25.519 --> 00:41:27.039
Uh I'm excited to see where this goes.
00:41:27.119 --> 00:41:30.000
You'll have to keep us updated on that that business goes.
00:41:30.159 --> 00:41:31.119
Don't just leave us hanging.
00:41:31.199 --> 00:41:31.440
All right.
00:41:31.519 --> 00:41:34.239
If you like what you heard, make sure you like and sub.
00:41:34.639 --> 00:41:35.360
Thanks, y'all.