Traditional Marketing is Dying – And What to Do Instead: Insights from Katie Donovan

Prioritize lead generation as the heartbeat of your business; without a consistent flow of leads, growth is severely hampered.

Invest in a trusted digital marketing agency. The digital landscape is rapidly changing with AI, and it's nearly impossible for contractors to keep up effectively on their own.

Focus on strong operations to convert leads. Even the best marketing is wasted if your internal processes, like booking rates and customer service, are not efficient.

Track your marketing efforts meticulously. Utilize tools like ServiceTitan to connect marketing spend directly to revenue, allowing you to optimize your return on ad spend (ROAS). Aim for a minimum ROAS of 5-8x.

Understand your customer's journey. Map out how customers find and interact with your business, tailoring your marketing and service delivery to their specific needs and preferences.

Harness Google Business Profile (GBP) and Local Service Ads (LSAs). For starting or expanding, these are often the most cost-effective ways to generate high-quality leads in the home services sector.

Beware of putting proprietary data into public AI tools. Always have a policy on what information your team can enter into platforms like ChatGPT to avoid inadvertently making sensitive data public.