The Marketing Impact OS for Home Service Companies. The Full Step-by-Step Guide to a Proven Marketing Machine
In the order I install it: which sources book profitable jobs, where calls and estimates slip away, and how to keep your crews booked when demand drops. For owners in flooring, HVAC, roofing and every other trade.
The book is being written now. The workbook comes with it.
How a home service company runs its marketing as one system.
Written from the work my team and I do with home service companies, from one crew to many locations.
- Part 01
The math of a booked job
What a booked job and a new customer are worth over a year, what each one costs today, and how to pull both from your field service software and your books.
- Part 02
Every path from first call to paid invoice
Local Services Ads, Google Ads, your Business Profile, lead marketplaces, referrals and repeat customers, on one page with who answers and who follows up.
- Part 03
Calls, estimates and follow-up
Missed calls that go to whoever answers first, estimates sent without follow-up, and the CSR habits that book more of the calls you already pay for.
- Part 04
The seven areas, scored for a home service company
Each area rated from 1 to 5 with the questions we ask owners and office managers before we touch the budget.
- Part 05
Offers, memberships and the slow months
Which service brings new customers in, what they buy next, and how maintenance plans and repeat work keep crews busy when demand drops.
- Part 06
Your Roadmap and the weekly rhythm
Every fix ranked by what it is worth, with an owner and a date, and every vendor and location held to one number: booked jobs.
- 32templates
- 306pages
- 7areas
The home services workbook.
The same templates my team uses with clients, each with a worked example you can copy.
Set up for a home service company: call and estimate paths, cost per booked job, and the tools the trades run on, such as ServiceTitan, Jobber, Housecall Pro, CallRail and Podium.
- Strategy11 templates
Operation map, activity audit, competitor audit, offer architecture, ideal customer profile, customer question map, target operation map, positioning and sales pitch, brand guidelines, content playbook, implementation plan.
- Data3 templates
Tracking audit and baseline, measurement plan, attribution dashboard.
- Friction2 templates
Journey teardown and CRO plan, internal friction form.
- Process2 templates
Channel playbook, SOP library.
- People7 templates
Vendor and team scorecard, team plan, talent bench, job description, hiring process, 30/60/90 onboarding, accountability scorecard.
- Technology2 templates
Tech stack map, tech stack scorecard.
- Communication5 templates
Communication standards, meeting templates, daily standup, weekly status update, review check-in.
Every template runs the same six parts
- AAccessWhat we need, at what level.
- BQuestionnaireWhat you tell us first.
- CHow toGo here, do this, add it here.
- DDeliverableWhat it looks like, filled in.
- EPresentationThe slides it is shown with.
- FIterateThe meetings and if-then rules.
Who it is for
- Owners of flooring, HVAC, roofing, plumbing, electrical, pool, landscaping, pest control and remodeling companies.
- Companies buying more marketplace leads instead of booking more of the calls they already get.
- One location or many, including companies getting ready to franchise.
Frequently asked questions.
When does the home services book come out?
It is being written now, with no release date set yet. The 2027 Marketing Impact Report for Home Service Companies is free today, and the free score shows where your company stands.
Is it for one trade or all of them?
All of them. The examples change between trades, but the math is the same: what a booked job is worth, what it costs, and where calls and estimates slip away.
What is in the home services workbook?
The 32 templates we use with clients, each set up for a home service company, from the operation map and the call audit to the vendor scorecard and the weekly meeting.
Where to next.
Start with your free Marketing Impact score.
It takes a few minutes. You get a score from 1 to 5 on each of the seven dimensions of your marketing and see where to start. If you’d rather talk first, book a free 30-minute call.