The Home Service Expert Podcast

Larry John Wright Advertising (LJW) is a full-service creative and media strategy firm based in Mesa, Arizona, helping growth-focused companies turn marketing into measurable revenue. Founded in 1982, LJW specializes in combining strategic media buying with strong creative execution—placing campaigns across television, radio, billboards, streaming, digital, and social platforms. With in-house production studios creating thousands of ads each year, LJW helps clients move faster, control costs, and maintain consistent messaging. With decades of experience and a proven track record across industries like home services, automotive, legal, and retail, LJW's mission is simple: help businesses invest smarter and grow faster. FOR MORE GREAT EPISODES: The Mello Millionaire - https://open.spotify.com/show/1jsZaiMgWe0EGaPfLtelDW?si=3de6091af58d41b4 Check Out My Social Media: TikTok - https://www.tiktok.com/@officialtommymello Instagram - https://www.instagram.com/officialtommymello/ Facebook - https://www.facebook.com/thomasmello/

*]:pointer-events-auto scroll-mt-[calc(var(--header-height)+min(200px,max(70px,20svh)))]" dir="auto" data-turn-id= "request-69613627-173c-832c-8fdb-fe44b5158e91-2" data-testid= "conversation-turn-38" data-scroll-anchor="true" data-turn= "assistant"> Nate Fischer is a technologist and the CTO of Local Optics, a digital marketing and SEO company focused on helping home service businesses dominate their local markets. With a background in software development and search engine optimization, Fischer has built his career at the intersection of data, automation, and performance-driven marketing. Throughout his work, Fischer has helped contractors and service companies rethink how they approach online growth—moving beyond traditional SEO tactics and toward systems that leverage real-world job data, customer interactions, and proof-based content to drive results. His approach emphasizes turning everyday field activity into scalable digital assets that improve rankings, increase visibility, and generate consistent inbound leads. At Local Optics, Fischer has played a key role in developing strategies that integrate CRM data, reviews, and multi-channel marketing into a cohesive growth engine. By focusing on measurable outcomes and long-term infrastructure, he has helped businesses reduce reliance on outdated agency models and take greater control over their marketing performance. Timestamps: 00:00:00 Cold Open 00:00:11 Title Sequence VO 00:00:30 Show Notes VO 00:01:15 Intro Into Interview 01:07:43 Outro FOR MORE GREAT EPISODES: The Mello Millionaire - https://open.spotify.com/show/1jsZaiMgWe0EGaPfLtelDW?si=3de6091af58d41b4 Check Out My Social Media: TikTok - https://www.tiktok.com/@officialtommymello Instagram - https://www.instagram.com/officialtommymello/ Facebook - https://www.facebook.com/thomasmello/

Ryan Fenn is an entrepreneur and the founder and CEO of Chiirp, a software company focused on helping home service businesses convert more leads into booked jobs. A lifelong entrepreneur, Fenn built his career from the ground up—starting with a windshield repair business he launched with just a few hundred dollars and scaling it into a multi-location operation. Through his early experience in sales and home services, Fenn identified a major gap in the industry: most companies weren't losing revenue because of poor marketing, but because of inconsistent and slow follow-up with leads. This insight ultimately led him to create Chiirp, which automates customer follow-up across multiple channels, including text messages, emails, voicemail drops, and more. FOR MORE GREAT EPISODES: The Mello Millionaire - https://open.spotify.com/show/1jsZaiMgWe0EGaPfLtelDW?si=3de6091af58d41b4 Check Out My Social Media: TikTok - https://www.tiktok.com/@officialtommymello Instagram - https://www.instagram.com/officialtommymello/ Facebook - https://www.facebook.com/thomasmello/

Interested in a complimentary market scan or ads workshop from Valpak? Click here: http://asktommypodcast.com/Valpak In this episode of The Home Service Expert, Tommy sits down with Dan Harlacher from Valpak, a marketing expert with over 30 years of experience helping local businesses generate leads and grow through targeted direct mail and data-driven marketing strategies. While many marketers focus only on digital advertising, direct mail continues to be one of the most powerful and underutilized lead generation tools, especially for home service businesses. Valpak has evolved from the iconic blue envelope into a sophisticated omnichannel marketing platform combining direct mail, digital advertising, and advanced audience targeting. Dan breaks down how businesses can use data, targeting, and integrated marketing campaigns to drive measurable ROI and consistently generate new customers. You'll learn why direct mail still works in the digital age and the biggest marketing mistakes local businesses make. You'll also learn how to target the right homeowners for home services, strategies to increase response rates and conversions, and why omnichannel marketing is the future for local businesses. If you're a home service business owner, entrepreneur, or marketer looking to generate more leads, this episode is packed with practical insights you can implement immediately. Timestamps: 00:00:00 Cold Open 00:00:11 Title Sequence VO 00:00:30 Show Notes VO 00:01:16 Intro Into Interview 00:58:24 Outro

In this episode, we sit down with Ara Mahdessian, co-founder and CEO of ServiceTitan, the software platform that revolutionized how home service businesses operate. Born out of the frustrations of running his family's plumbing business, Ara set out to build technology specifically designed for contractors. What started as a solution for small service companies has grown into a billion-dollar software and one of the most powerful platforms in the home services industry. This episode dives into the story behind ServiceTitan, the challenges of building SaaS for trades businesses, and how technology is reshaping the future of home services. We discuss the origin story behind ServiceTitan, Ara's personal story growing up in a family plumbing business, and building software for contractors and home service companies. You'll learn about turning a startup into a major SaaS platform, the future of the home services industry, and leadership lessons. Whether you're a contractor, entrepreneur, SaaS founder, or startup enthusiast, this conversation offers valuable insights into building technology that solves real-world problems. FOR MORE GREAT EPISODES: The Mello Millionaire - https://open.spotify.com/show/1jsZaiMgWe0EGaPfLtelDW?si=3de6091af58d41b4 Check Out My Social Media: TikTok - https://www.tiktok.com/@officialtommymello Instagram - https://www.instagram.com/officialtommymello/ Facebook - https://www.facebook.com/thomasmello/

Brigham Dickinson is the co-founder and president of Power Selling Pros, a company that helps home service businesses turn more incoming calls into booked jobs through world-class customer service and call-handling training. After years of studying top-performing service companies, Brigham developed proven systems that help CSRs and office teams deliver exceptional customer experiences that drive revenue and loyalty. Today, Power Selling Pros works with contractors across the country to improve call conversion, increase bookings, and build cultures centered on the "Pattern for Excellence." Brigham is also the host of the Service MVP Podcast, where he interviews leaders across the home service industry about leadership, growth, and delivering remarkable service. FOR MORE GREAT EPISODES: The Mello Millionaire - https://open.spotify.com/show/1jsZaiMgWe0EGaPfLtelDW?si=3de6091af58d41b4 Chapters 00:00:00 Cold Open 00:00:15 Title Sequence 00:00:35 Show Notes VO 00:01:20 Intro Into Interview 00:02:45 Power Selling Pro's Testimonial 00:03:33 Interview Resumes 01:03:02 Outro Check Out My Social Media: Tiktok _https://www.tiktok.com/@officialtommymello Instagram - https://www.instagram.com/officialtommymello/ Facebook _https://www.facebook.com/thomasmello/

In this conversation, Rob Anderson shares his insights on the importance of company culture, customer service, and effective recruitment strategies in the home services industry. He emphasizes the need for businesses to focus on making customers happy and creating a positive work environment for employees. Rob discusses the significance of data-driven decisions, the impact of partnerships, and the challenges posed by private equity. He also highlights the importance of leadership development, emotional intelligence, and the art of storytelling in building relationships with clients and partners. Ultimately, Rob encourages a forward-looking mindset and the continuous pursuit of personal and professional growth. 00:00 The Importance of Culture in Business 05:52 Recruitment and Retention Strategies 08:55 Defining and Measuring Company Culture 15:01 Navigating the Challenges of Home Services 18:04 The Role of Partnerships in Business Growth 20:57 Giving Back to the Community 23:50 The Impact of Private Equity on Business 26:58 Leadership Development and Emotional Intelligence 30:07 The Art of Storytelling in Business 33:00 Building Relationships with Clients and Partners 35:57 The Future of Business and Personal Growth

Tommy Mello hosts a Super Bowl day episode of The Home Service Expert with Ismael Valdez, founder of VE and NextGen (Anaheim), discussing how to scale home service businesses through disciplined marketing, sales process mastery, and operational execution. Ishmael explains how he would evaluate investing in a $20M company by first assessing the energy and leadership of the C-suite/upper management, then reviewing data systems like CRM/ServiceTitan and financials, contrasting this with smaller $4 - $5M owner-driven businesses. They discuss the importance of competitiveness, infrastructure, and recruiting, and Tommy's focus on lead generation and funnel math (booking rate, cancellations, conversion rate), including capacity planning, overstaffing with outbound to fill boards, and lowering cancellations driven by response time. Ishmael emphasizes three core departments: marketing, sales, and operations/customer fulfillment, and argues many operators underperform in marketing and sales. 00:00 The Importance of Client Empowerment 06:03 Marketing as the Foundation of Success 11:53 Managing Seasonality in Business 14:59 Investment Strategies Post-Exit 22:28 Creative Financing and Collaboration 31:14 Market Entry Strategies and Performance Metrics 36:27 Marketing and Brand Recognition 39:06 Sales Techniques and Customer Engagement 49:19 The Power of Personal Branding 55:16 Sales Strategies and Growth Goals

In this conversation, Tommy Mello and Brian Sooy discuss the critical aspects of branding, marketing, and leadership in the home services industry. They explore the importance of clarity in branding, the need for differentiation in a competitive market, and the balance between branding and direct response marketing. Brian shares insights on creating memorable customer experiences, the role of storytelling in branding, and the significance of data-driven decision-making. They also touch on building a strong company culture and the mindset of ownership that can drive success in business. 00:00 The Importance of Branding and Leadership 05:52 Clarity in Branding and Customer Connection 12:04 Specialization in Home Services Marketing 17:50 Differentiation in a Competitive Market 23:56 The Balance of Branding and Direct Response 30:07 Creating Memorable Customer Experiences 35:53 The Role of Storytelling in Branding 42:04 Data-Driven Decision Making in Marketing 47:54 Building a Strong Company Culture 53:55 The Mindset of Ownership in Business

In this conversation, Tommy Mello interviews Benjy, a data analytics expert, discussing the critical role of data in AI and marketing. They explore how businesses can leverage customer data for targeted marketing strategies, the importance of consistent marketing efforts, and the future implications of AI on the workforce. Benjy shares insights on understanding customer personas and the necessity of viewing marketing as an investment rather than a cost. The discussion also touches on the evolving landscape of AI and its potential impact on human roles in various industries. 00:00 The Importance of Data in AI 01:30 Benjy's Journey into Data Analytics 02:43 The Excitement of AI and Data Lakes 03:56 Leveraging Customer Data for Business Growth 05:02 Targeted Marketing Strategies 06:22 Neighborhood Targeting and Data Utilization 08:04 The Power of Consistent Marketing 10:16 Marketing as an Investment 12:57 The Future of AI and Human Adaptation 15:05 The Role of Data in Consumer Confidence 17:16 Optimism and Concerns about AI's Impact 18:14 Understanding Your Ideal Client