WEBVTT
1
00:00:00.251 --> 00:00:00.831
Chapter 8.
2
00:00:01.611 --> 00:00:02.332
Make a decision.
3
00:00:02.952 --> 00:00:03.932
Fix your off-season.
4
00:00:04.832 --> 00:00:06.533
Here are the 5 cures for seasonitis.
5
00:00:06.913 --> 00:00:15.696
Go into lockdown mode, sell more and better accepted jobs, add adjacent services, start a recurring maintenance program, and create a new brand.
6
00:00:16.656 --> 00:00:19.197
What we've discovered is that off-seasons will keep you poor.
7
00:00:19.677 --> 00:00:22.137
Seasonitis will keep you poor.
8
00:00:22.158 --> 00:00:23.258
I want you to be rich.
9
00:00:24.038 --> 00:00:28.361
I recommend removing off-season from your vocabulary as a business owner.
10
00:00:28.381 --> 00:00:31.063
It is the curse of the home service industry.
11
00:00:31.583 --> 00:00:35.005
It is the reason the average home service business loses money.
12
00:00:35.626 --> 00:00:37.647
We do not have an off-season.
13
00:00:38.188 --> 00:00:41.270
We have a window cleaning season and a gutter cleaning season.
14
00:00:41.910 --> 00:00:46.111
We have a roof installation season and a roof maintenance season.
15
00:00:46.671 --> 00:00:49.872
We have a mowing season and a Christmas light season.
16
00:00:50.512 --> 00:00:54.833
We have a pool installation season and a pool maintenance season.
17
00:00:55.413 --> 00:00:58.614
We have a lawn spraying season and a pest control season.
18
00:00:59.014 --> 00:01:02.415
We have an outdoor painting season and an indoor painting season.
19
00:01:02.895 --> 00:01:06.396
We have a landscaping season and a winter services season.
20
00:01:06.816 --> 00:01:11.197
We have season-specific offers for season-specific services.
21
00:01:12.438 --> 00:01:16.043
Which track should you use to cure seasonitis once and for all?
22
00:01:16.744 --> 00:01:19.408
At Augusta Lawn Care, we use all five approaches.
23
00:01:19.988 --> 00:01:23.253
We sell more of our current mowing customers through better marketing.
24
00:01:23.854 --> 00:01:26.878
We upsell our current customers to increase their lifetime value.
25
00:01:27.338 --> 00:01:27.959
That's cure too.
26
00:01:28.620 --> 00:01:31.402
We cross-sell them into snow services in applicable markets.
27
00:01:31.682 --> 00:01:32.482
That's cure three.
28
00:01:32.862 --> 00:01:35.084
We create recurring winter service programs.
29
00:01:35.464 --> 00:01:36.184
That's cure four.
30
00:01:36.525 --> 00:01:40.747
We've launched Augusta Christmas Lights as a new brand for about half of our locations.
31
00:01:41.327 --> 00:01:41.908
Cure five.
32
00:01:42.568 --> 00:01:44.009
It's time to make a decision.
33
00:01:44.469 --> 00:01:47.631
Which cure will you use to eliminate your off-season?
34
00:01:48.191 --> 00:01:49.932
Turn to page four in your workbook.
35
00:01:50.513 --> 00:01:52.254
Think back to the beginning of this book.
36
00:01:52.834 --> 00:01:54.195
How much was your jackpot?
37
00:01:54.915 --> 00:01:58.156
What dollar amount did you earn if you solved Q4 collapse?
38
00:01:59.056 --> 00:02:00.457
Now, what was your golden ticket?
39
00:02:01.117 --> 00:02:05.478
How would it impact the lifestyle of your family, your life, and your business?
40
00:02:06.239 --> 00:02:07.399
This is what we're facing.
41
00:02:07.779 --> 00:02:12.901
It's time to commit to one of these approaches or a combination, but you must make a decision.
42
00:02:13.641 --> 00:02:16.862
Let's look at some case studies from businesses that have implemented these cures.
43
00:02:17.682 --> 00:02:28.571
Connor and Kayla Hutchinson from Augusta Lawn Care in Charlotte, North Carolina, report, By doing winter services and adding Christmas lights, we are up 67% for the fourth quarter year-over-year.
44
00:02:29.131 --> 00:02:33.334
We retain more customers with winter services, leaf cleanups, and Christmas lights.
45
00:02:34.195 --> 00:02:37.517
In Q4 2023, they made $238,000.
46
00:02:38.357 --> 00:02:42.739
In 2024, that jumped to $399,000 in revenue.
47
00:02:43.499 --> 00:02:50.683
Ricardo Vargas from Augusta Lawn Care of Alexandria, Virginia says, In our first year during Christmas lights, we finished at $33,500.
48
00:02:50.763 --> 00:02:54.925
I'd say it was a success and pretty fun, to be honest.
49
00:02:55.665 --> 00:03:01.310
We had a 50% conversion rate for winter services, enough to break even during the winter until spring.
50
00:03:02.070 --> 00:03:06.214
If not for these two winter tracks, we'd be pretty tight and I'd be worried.
51
00:03:06.894 --> 00:03:12.599
Instead, Ricardo continues, I'm happy and have a clear mind about the plan to double the business next year.
52
00:03:13.680 --> 00:03:16.282
Corey Williams from Augusta Lawn Care of Whatcom, Washington.
53
00:03:16.941 --> 00:03:18.282
reports dramatic improvements.
54
00:03:18.563 --> 00:03:20.024
Q4 2023 was $287,000 in revenue with $29,000 profit.
55
00:03:20.044 --> 00:03:22.066
Q4 2024 jumped to $303,000 revenue with $115,000 of profit.
56
00:03:33.356 --> 00:03:38.039
In 2023, 22% of our mowing customers converted to winter services.
57
00:03:38.640 --> 00:03:43.043
In 2024, that increased to 60% using the new sales process.
58
00:03:43.763 --> 00:03:47.866
Profit in Q4 is up almost 300% year over year.
59
00:03:48.507 --> 00:03:55.692
Brian Connor and Jeremy Owens from Augusta Lawn Care in Georgia share, we have kept six more team members at our location than last year.
60
00:03:56.532 --> 00:03:59.694
We now have 12 team members that we plan on keeping throughout the winter.
61
00:04:00.735 --> 00:04:05.720
We sent out a Loom video comparing cleanups versus winter services and showing the value to our customers.
62
00:04:06.160 --> 00:04:07.781
This is our first year for Christmas lights.
63
00:04:08.442 --> 00:04:12.586
And we completed 45 installs for close to $50,000 in revenue.
64
00:04:13.226 --> 00:04:16.469
They've doubled their year-round workforce from 6 to 12 employees.
65
00:04:17.690 --> 00:04:21.353
Jason and Tracy Stortz own Augusta Lawn Care in Knoxville, Tennessee.
66
00:04:22.033 --> 00:04:23.995
They share an exciting three-year journey.
67
00:04:24.675 --> 00:04:30.560
Our first year with Augusta in 2022, we offered winter services to our customers and most opted out.
68
00:04:31.100 --> 00:04:35.503
We started December with about 50 customers and kept 25 for the winter.
69
00:04:36.304 --> 00:04:38.929
There was much confusion with our teams and customers.
70
00:04:39.190 --> 00:04:40.352
I was not a fan at all.
71
00:04:40.953 --> 00:04:44.440
By the end of the season, our Q4 revenue was $93,000 with a total loss of $75,000.
72
00:04:48.353 --> 00:04:54.859
In fall 2023, I almost decided not to do winter services due to the frustration from the previous year.
73
00:04:55.560 --> 00:04:57.602
However, we decided to try again.
74
00:04:58.463 --> 00:05:04.188
We did $162,000 in revenue, but still had almost a $40,000 loss for the quarter.
75
00:05:04.829 --> 00:05:09.073
We started with 148 customers for winter services and kept about 110.
76
00:05:10.674 --> 00:05:14.995
This year, we introduced Christmas lights and did just over $60,000 in revenue.
77
00:05:15.335 --> 00:05:22.918
We have 180 customers on the books for winter services and have done roughly $106,000 in revenue just for December.
78
00:05:23.598 --> 00:05:27.299
Q4 revenue reached $373,000.
79
00:05:28.059 --> 00:05:34.661
I'm very thankful that we did not give up on winter services and incorporating Christmas lights has definitely added more cash flow.
80
00:05:35.161 --> 00:05:39.923
We still have our GM and seven guys on payroll and we will keep them throughout the whole winter.
81
00:05:41.030 --> 00:05:43.996
Their persistence over three years finally solved Q4 collapse.
82
00:05:44.718 --> 00:05:49.268
They built their recurring maintenance business over time, but they cured their seasonitis.
83
00:05:50.497 --> 00:05:52.758
The Stort's quarterly results tell the story.
84
00:05:53.458 --> 00:05:55.779
$93,000 in Q4 2022, $162,000 in Q4 2023, and $373,000 in Q4 2024.
85
00:05:55.819 --> 00:05:57.800
They exceeded $200,000 in annual profits.
86
00:05:57.840 --> 00:05:59.941
They also joined the seven-figure club at Augusta Nation.
87
00:05:59.981 --> 00:06:02.282
This group includes all owners with over $1 million in yearly revenue.
88
00:06:17.264 --> 00:06:21.187
This journey demonstrates the power of commitment to solving seasonitis.
89
00:06:21.928 --> 00:06:24.590
A once struggling season can turn into your best quarter.
90
00:06:25.170 --> 00:06:25.751
Stick to it.
91
00:06:26.371 --> 00:06:31.456
Each of the five cures offer a pathway to stability, but success rarely comes overnight.
92
00:06:31.936 --> 00:06:35.119
It requires patience, refinement, and persistence.
93
00:06:35.799 --> 00:06:40.181
The most successful business owners don't accept seasonality as inevitable.
94
00:06:40.682 --> 00:06:43.363
They see that Q4 collapse is a fixable issue.
95
00:06:43.903 --> 00:06:47.145
Once they tackle it, they can unlock great growth potential.
96
00:06:47.445 --> 00:06:53.148
They replace the off-season idea with season-specific offers or season-specific services.
97
00:06:53.828 --> 00:06:57.550
This change offers year-round stability and boosts their enterprise value.
98
00:06:58.230 --> 00:07:00.832
Recall the jackpot you figured out at the beginning of the book.
99
00:07:01.432 --> 00:07:04.174
That's the financial effect of solving seasonitis.
100
00:07:04.734 --> 00:07:06.415
That number means more than money.
101
00:07:06.635 --> 00:07:07.396
It means freedom.
102
00:07:07.916 --> 00:07:10.157
It means you can keep your best employees all year.
103
00:07:10.918 --> 00:07:14.760
It also removes the worry of cash flow issues when you are growing fast.
104
00:07:15.320 --> 00:07:19.643
Plus, it lets you create a business that supports your life instead of taking it over.
105
00:07:20.363 --> 00:07:24.246
It means creating a legacy that can thrive without your constant attendance.
106
00:07:25.378 --> 00:07:29.279
As you close this book, return to your workbook and make a clear decision.
107
00:07:29.939 --> 00:07:33.880
Which cure or combination of cures will you implement first?
108
00:07:34.661 --> 00:07:35.701
Set clear goals.
109
00:07:36.301 --> 00:07:37.601
Create seasonal services.
110
00:07:38.362 --> 00:07:40.042
Build your pitch for current customers.
111
00:07:40.502 --> 00:07:42.823
Create the email and text templates you will send.
112
00:07:43.423 --> 00:07:46.764
Design a compensation model that rewards your crew for upselling.
113
00:07:47.484 --> 00:07:56.510
The key difference between home service business owners who survive and those who thrive is simple, their readiness to cure seasonitis for good.
114
00:07:57.350 --> 00:08:00.432
I'm not asking you to follow the path I've outlined because it's easy.
115
00:08:01.113 --> 00:08:02.754
I'm asking you to follow it because it works.
116
00:08:03.374 --> 00:08:11.119
The home service industry can be challenging, unpredictable, and demanding, but the rewards for those who master its seasons are extraordinary.
117
00:08:11.580 --> 00:08:12.961
Your jackpot awaits.
118
00:08:13.561 --> 00:08:14.882
It's time to claim it.
119
00:08:15.693 --> 00:08:17.697
I would love to hear what your golden ticket is.
120
00:08:18.338 --> 00:08:23.288
What impact does solving seasonitis have on your life, your family, and your business?
121
00:08:23.989 --> 00:08:26.213
Tag me on social media with a picture of the book.
122
00:08:26.674 --> 00:08:29.319
Include text stating your golden ticket.
123
00:08:29.901 --> 00:08:31.704
I would love to share your story with others.
124
00:08:32.265 --> 00:08:37.916
Together, we can make the curse of off-seasons into our most profitable time of the year.
1
00:00:00.251 --> 00:00:00.831
Chapter 8.
2
00:00:01.611 --> 00:00:02.332
Make a decision.
3
00:00:02.952 --> 00:00:03.932
Fix your off-season.
4
00:00:04.832 --> 00:00:06.533
Here are the 5 cures for seasonitis.
5
00:00:06.913 --> 00:00:15.696
Go into lockdown mode, sell more and better accepted jobs, add adjacent services, start a recurring maintenance program, and create a new brand.
6
00:00:16.656 --> 00:00:19.197
What we've discovered is that off-seasons will keep you poor.
7
00:00:19.677 --> 00:00:22.137
Seasonitis will keep you poor.
8
00:00:22.158 --> 00:00:23.258
I want you to be rich.
9
00:00:24.038 --> 00:00:28.361
I recommend removing off-season from your vocabulary as a business owner.
10
00:00:28.381 --> 00:00:31.063
It is the curse of the home service industry.
11
00:00:31.583 --> 00:00:35.005
It is the reason the average home service business loses money.
12
00:00:35.626 --> 00:00:37.647
We do not have an off-season.
13
00:00:38.188 --> 00:00:41.270
We have a window cleaning season and a gutter cleaning season.
14
00:00:41.910 --> 00:00:46.111
We have a roof installation season and a roof maintenance season.
15
00:00:46.671 --> 00:00:49.872
We have a mowing season and a Christmas light season.
16
00:00:50.512 --> 00:00:54.833
We have a pool installation season and a pool maintenance season.
17
00:00:55.413 --> 00:00:58.614
We have a lawn spraying season and a pest control season.
18
00:00:59.014 --> 00:01:02.415
We have an outdoor painting season and an indoor painting season.
19
00:01:02.895 --> 00:01:06.396
We have a landscaping season and a winter services season.
20
00:01:06.816 --> 00:01:11.197
We have season-specific offers for season-specific services.
21
00:01:12.438 --> 00:01:16.043
Which track should you use to cure seasonitis once and for all?
22
00:01:16.744 --> 00:01:19.408
At Augusta Lawn Care, we use all five approaches.
23
00:01:19.988 --> 00:01:23.253
We sell more of our current mowing customers through better marketing.
24
00:01:23.854 --> 00:01:26.878
We upsell our current customers to increase their lifetime value.
25
00:01:27.338 --> 00:01:27.959
That's cure too.
26
00:01:28.620 --> 00:01:31.402
We cross-sell them into snow services in applicable markets.
27
00:01:31.682 --> 00:01:32.482
That's cure three.
28
00:01:32.862 --> 00:01:35.084
We create recurring winter service programs.
29
00:01:35.464 --> 00:01:36.184
That's cure four.
30
00:01:36.525 --> 00:01:40.747
We've launched Augusta Christmas Lights as a new brand for about half of our locations.
31
00:01:41.327 --> 00:01:41.908
Cure five.
32
00:01:42.568 --> 00:01:44.009
It's time to make a decision.
33
00:01:44.469 --> 00:01:47.631
Which cure will you use to eliminate your off-season?
34
00:01:48.191 --> 00:01:49.932
Turn to page four in your workbook.
35
00:01:50.513 --> 00:01:52.254
Think back to the beginning of this book.
36
00:01:52.834 --> 00:01:54.195
How much was your jackpot?
37
00:01:54.915 --> 00:01:58.156
What dollar amount did you earn if you solved Q4 collapse?
38
00:01:59.056 --> 00:02:00.457
Now, what was your golden ticket?
39
00:02:01.117 --> 00:02:05.478
How would it impact the lifestyle of your family, your life, and your business?
40
00:02:06.239 --> 00:02:07.399
This is what we're facing.
41
00:02:07.779 --> 00:02:12.901
It's time to commit to one of these approaches or a combination, but you must make a decision.
42
00:02:13.641 --> 00:02:16.862
Let's look at some case studies from businesses that have implemented these cures.
43
00:02:17.682 --> 00:02:28.571
Connor and Kayla Hutchinson from Augusta Lawn Care in Charlotte, North Carolina, report, By doing winter services and adding Christmas lights, we are up 67% for the fourth quarter year-over-year.
44
00:02:29.131 --> 00:02:33.334
We retain more customers with winter services, leaf cleanups, and Christmas lights.
45
00:02:34.195 --> 00:02:37.517
In Q4 2023, they made $238,000.
46
00:02:38.357 --> 00:02:42.739
In 2024, that jumped to $399,000 in revenue.
47
00:02:43.499 --> 00:02:50.683
Ricardo Vargas from Augusta Lawn Care of Alexandria, Virginia says, In our first year during Christmas lights, we finished at $33,500.
48
00:02:50.763 --> 00:02:54.925
I'd say it was a success and pretty fun, to be honest.
49
00:02:55.665 --> 00:03:01.310
We had a 50% conversion rate for winter services, enough to break even during the winter until spring.
50
00:03:02.070 --> 00:03:06.214
If not for these two winter tracks, we'd be pretty tight and I'd be worried.
51
00:03:06.894 --> 00:03:12.599
Instead, Ricardo continues, I'm happy and have a clear mind about the plan to double the business next year.
52
00:03:13.680 --> 00:03:16.282
Corey Williams from Augusta Lawn Care of Whatcom, Washington.
53
00:03:16.941 --> 00:03:18.282
reports dramatic improvements.
54
00:03:18.563 --> 00:03:20.024
Q4 2023 was $287,000 in revenue with $29,000 profit.
55
00:03:20.044 --> 00:03:22.066
Q4 2024 jumped to $303,000 revenue with $115,000 of profit.
56
00:03:33.356 --> 00:03:38.039
In 2023, 22% of our mowing customers converted to winter services.
57
00:03:38.640 --> 00:03:43.043
In 2024, that increased to 60% using the new sales process.
58
00:03:43.763 --> 00:03:47.866
Profit in Q4 is up almost 300% year over year.
59
00:03:48.507 --> 00:03:55.692
Brian Connor and Jeremy Owens from Augusta Lawn Care in Georgia share, we have kept six more team members at our location than last year.
60
00:03:56.532 --> 00:03:59.694
We now have 12 team members that we plan on keeping throughout the winter.
61
00:04:00.735 --> 00:04:05.720
We sent out a Loom video comparing cleanups versus winter services and showing the value to our customers.
62
00:04:06.160 --> 00:04:07.781
This is our first year for Christmas lights.
63
00:04:08.442 --> 00:04:12.586
And we completed 45 installs for close to $50,000 in revenue.
64
00:04:13.226 --> 00:04:16.469
They've doubled their year-round workforce from 6 to 12 employees.
65
00:04:17.690 --> 00:04:21.353
Jason and Tracy Stortz own Augusta Lawn Care in Knoxville, Tennessee.
66
00:04:22.033 --> 00:04:23.995
They share an exciting three-year journey.
67
00:04:24.675 --> 00:04:30.560
Our first year with Augusta in 2022, we offered winter services to our customers and most opted out.
68
00:04:31.100 --> 00:04:35.503
We started December with about 50 customers and kept 25 for the winter.
69
00:04:36.304 --> 00:04:38.929
There was much confusion with our teams and customers.
70
00:04:39.190 --> 00:04:40.352
I was not a fan at all.
71
00:04:40.953 --> 00:04:44.440
By the end of the season, our Q4 revenue was $93,000 with a total loss of $75,000.
72
00:04:48.353 --> 00:04:54.859
In fall 2023, I almost decided not to do winter services due to the frustration from the previous year.
73
00:04:55.560 --> 00:04:57.602
However, we decided to try again.
74
00:04:58.463 --> 00:05:04.188
We did $162,000 in revenue, but still had almost a $40,000 loss for the quarter.
75
00:05:04.829 --> 00:05:09.073
We started with 148 customers for winter services and kept about 110.
76
00:05:10.674 --> 00:05:14.995
This year, we introduced Christmas lights and did just over $60,000 in revenue.
77
00:05:15.335 --> 00:05:22.918
We have 180 customers on the books for winter services and have done roughly $106,000 in revenue just for December.
78
00:05:23.598 --> 00:05:27.299
Q4 revenue reached $373,000.
79
00:05:28.059 --> 00:05:34.661
I'm very thankful that we did not give up on winter services and incorporating Christmas lights has definitely added more cash flow.
80
00:05:35.161 --> 00:05:39.923
We still have our GM and seven guys on payroll and we will keep them throughout the whole winter.
81
00:05:41.030 --> 00:05:43.996
Their persistence over three years finally solved Q4 collapse.
82
00:05:44.718 --> 00:05:49.268
They built their recurring maintenance business over time, but they cured their seasonitis.
83
00:05:50.497 --> 00:05:52.758
The Stort's quarterly results tell the story.
84
00:05:53.458 --> 00:05:55.779
$93,000 in Q4 2022, $162,000 in Q4 2023, and $373,000 in Q4 2024.
85
00:05:55.819 --> 00:05:57.800
They exceeded $200,000 in annual profits.
86
00:05:57.840 --> 00:05:59.941
They also joined the seven-figure club at Augusta Nation.
87
00:05:59.981 --> 00:06:02.282
This group includes all owners with over $1 million in yearly revenue.
88
00:06:17.264 --> 00:06:21.187
This journey demonstrates the power of commitment to solving seasonitis.
89
00:06:21.928 --> 00:06:24.590
A once struggling season can turn into your best quarter.
90
00:06:25.170 --> 00:06:25.751
Stick to it.
91
00:06:26.371 --> 00:06:31.456
Each of the five cures offer a pathway to stability, but success rarely comes overnight.
92
00:06:31.936 --> 00:06:35.119
It requires patience, refinement, and persistence.
93
00:06:35.799 --> 00:06:40.181
The most successful business owners don't accept seasonality as inevitable.
94
00:06:40.682 --> 00:06:43.363
They see that Q4 collapse is a fixable issue.
95
00:06:43.903 --> 00:06:47.145
Once they tackle it, they can unlock great growth potential.
96
00:06:47.445 --> 00:06:53.148
They replace the off-season idea with season-specific offers or season-specific services.
97
00:06:53.828 --> 00:06:57.550
This change offers year-round stability and boosts their enterprise value.
98
00:06:58.230 --> 00:07:00.832
Recall the jackpot you figured out at the beginning of the book.
99
00:07:01.432 --> 00:07:04.174
That's the financial effect of solving seasonitis.
100
00:07:04.734 --> 00:07:06.415
That number means more than money.
101
00:07:06.635 --> 00:07:07.396
It means freedom.
102
00:07:07.916 --> 00:07:10.157
It means you can keep your best employees all year.
103
00:07:10.918 --> 00:07:14.760
It also removes the worry of cash flow issues when you are growing fast.
104
00:07:15.320 --> 00:07:19.643
Plus, it lets you create a business that supports your life instead of taking it over.
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It means creating a legacy that can thrive without your constant attendance.
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As you close this book, return to your workbook and make a clear decision.
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Which cure or combination of cures will you implement first?
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Set clear goals.
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Create seasonal services.
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Build your pitch for current customers.
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Create the email and text templates you will send.
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Design a compensation model that rewards your crew for upselling.
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The key difference between home service business owners who survive and those who thrive is simple, their readiness to cure seasonitis for good.
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I'm not asking you to follow the path I've outlined because it's easy.
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I'm asking you to follow it because it works.
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The home service industry can be challenging, unpredictable, and demanding, but the rewards for those who master its seasons are extraordinary.
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Your jackpot awaits.
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It's time to claim it.
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I would love to hear what your golden ticket is.
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What impact does solving seasonitis have on your life, your family, and your business?
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Tag me on social media with a picture of the book.
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Include text stating your golden ticket.
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I would love to share your story with others.
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Together, we can make the curse of off-seasons into our most profitable time of the year.
