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Powering up your email marketing: Do’s and don’ts of emailing customers

In some of our first Mastermind Online video series, join Alexa from Housecall Pro guide you through email marketing for your home service business. More people check their email now more than ever. If you’re not already emailing your customers for services and a personal touch, you’ll want to watch this series now. Here’s part 3 where Alexa sheds light on some of the things you should – and should not – do when it comes to email marketing for home service businesses.

In this video, we cover:

  • Examples of spammy email practices
  • Tips for good email marketing strategies

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Last Posted July, 2025
About the Author Solutions for your business Whether you need to improve dispatching, reduce paperwork, increase workforce or grow revenue, we have a solution.

Spending too much time on admin work?

Automate your daily tasks and save time with our home service software.

Want to win more jobs with less effort?

Grow your business and send quick quotes with our home service software.

Helpful articles about the field service industry, the latest news about the app, and downloadable templates you can use right now.

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Spending too much time on admin work?

Automate your daily tasks and save time with our home service software.

Want to win more jobs with less effort?

Grow your business and send quick quotes with our home service software.

Powering up your email marketing: What to email your customers

In some of our first Mastermind Online video series, join Alexa from Housecall Pro guide you through email marketing for your home service business. More people check their email now more than ever. If you’re not already emailing your customers for services and a personal touch, you’ll want to watch this series now. Here’s part 2 where Alexa shares more about the art on what, when, and why you should email your customers.

In this video, we cover:

  • When should you email customers
  • What should you email customers
  • How often you should email customers

Housecall Pro Author

Housecall Pro

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Last Posted July, 2025
About the Author Solutions for your business Whether you need to improve dispatching, reduce paperwork, increase workforce or grow revenue, we have a solution.

Spending too much time on admin work?

Automate your daily tasks and save time with our home service software.

Want to win more jobs with less effort?

Grow your business and send quick quotes with our home service software.

Helpful articles about the field service industry, the latest news about the app, and downloadable templates you can use right now.

Follow us

Spending too much time on admin work?

Automate your daily tasks and save time with our home service software.

Want to win more jobs with less effort?

Grow your business and send quick quotes with our home service software.

Powering up your email marketing: Using an email management system

In some of our first Mastermind Online video series, join Alexa from Housecall Pro guide you through email marketing for your home service business. More people check their email now more than ever. If you’re not already emailing your customers for services and a personal touch, you’ll want to watch this series now. Here’s part 1 where Alexa breaks down using an email management system to reach your customers today.

In this video, we cover:

  • How to use an email management system in five steps
  • How to signup
  • Key terms to know
  • Design templates and tips
  • Social media
  • Customer lists

Housecall Pro Author

Housecall Pro

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Last Posted July, 2025
About the Author Solutions for your business Whether you need to improve dispatching, reduce paperwork, increase workforce or grow revenue, we have a solution.

Spending too much time on admin work?

Automate your daily tasks and save time with our home service software.

Want to win more jobs with less effort?

Grow your business and send quick quotes with our home service software.

Helpful articles about the field service industry, the latest news about the app, and downloadable templates you can use right now.

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Daniel White ran and sold a successful insurance agency before starting his own moving company, Bigger Better Movers. In less than three years, he grew his company to ten guys in three trucks.

Daniel talks about how he set his business apart using tactics like simple, transparent pricing and deposit-free online booking. He promotes his key differentiator on his trucks, which all say “Oklahoma’s only flat-rate moving company.” 

Watch more Protalks podcasts on YouTube

He explains it’s important to understand what your customers are looking for subconsciously: “It’s a level of psychology that a lot of people, from a sales standpoint, don’t understand. They don’t even know what drew them to make a specific purchasing decision.” 

Daniel also discusses the decisions he has made to protect his customer and his team during COVID-19 pandemic. He has some particularly interesting and useful practices in place on how to run a moving company with social distancing.

Listen to JC talk to Daniel about all of this, as well as tips on hiring, working with a business coach, and more.


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Last Posted July, 2025
About the Author Solutions for your business Whether you need to improve dispatching, reduce paperwork, increase workforce or grow revenue, we have a solution.

Spending too much time on admin work?

Automate your daily tasks and save time with our home service software.

Want to win more jobs with less effort?

Grow your business and send quick quotes with our home service software.

Helpful articles about the field service industry, the latest news about the app, and downloadable templates you can use right now.

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Spending too much time on admin work?

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June 2, 2020 update quick update

The Johns Hopkins CSSE dashboard is reporting 6,340,811 confirmed cases, 378,359 deaths and 2,712,792 recovered. 1,830,066 million US cases and 106,120 deaths with 463,868 recovered as of 3:33pm June 2 2020. 

About 7 in 10 Americans say they would get a coronavirus vaccine if immunizations were free and available to everyoneaccording to a new Washington Post-ABC News poll.

The Congressional Budget Office estimates the size of the U.S. economy will shrink by $7.9 trillion over the next decade because of fallout from the pandemic. The estimate comes as lawmakers in Washington are facing a decision on whether to extend emergency unemployment benefits for more than 25 million Americans. 

If they don’t, it could create a “fiscal cliff” that could end or even reverse an economic rebound, experts say. 

Congress does appear poised to approve changes to the Paycheck Protection Program, one of the core parts of the $2 trillion pandemic rescue package passed in March. The measure passed last Thursday in the House and still awaiting passage in the Senate would would:  

  • Reduce the share of aid money small business are required to spend on payroll from 75% to 60% (the PPP’s architects aimed to encourage companies to keep workers employed)
  • Extend the window businesses have to use the funds from two months to six months 
  • Push back a June 30 deadline to rehire workers 
  • Extend the time recipients have to repay the loan
  • Let companies that get loan forgiveness defer payroll taxes

The escalating protests across the United States could intensify a political standoff between the White House and Congress over whether to continue emergency economic assistance for millions of Americans.

Topic: Personal disruption with Whitney Johnson

Special Guest: Whitney Johnson

Whitney Johnson is the CEO of WLJ Advisors and one of the 50 leading business thinkers in the world as named by Thinkers50. She is an expert on helping high-growth organizations develop high-growth individuals. Whitney is an award-winning author, world-class keynote speaker, frequent lecturer for Harvard Business School’s Corporate Learning and an executive coach and advisor to CEOs. 

Whitney, can you please tell us the story of how you got to where you are today and how you came up with personal disruption? 

Studied music in college and after graduating moved to NYC where she was terrified. She had never stepped foot in a business environment before and her first job was a secretary on Wall Street. There she felt uncomfortable by the culture but eventually realized that she needed to follow the advice she heard other employees tell their clients on the phone. She had to put down her pompoms and disrupt herself. 

What is the definition of personal disruption? Why is personal disruption more important than ever right now?

6 months ago Whitney and her daughter went to Peru to see Machu Picchu. While there they went on a hike where she became terrified of falling because the path narrowed and she lowered herself closer to the ground to make it through. THe guide said it’s never a problem, you are always learning.

This phrase encapsulates personal disruption, because so many of us feel like we are clinging to the side of the mountain and we need to get to the point where we say it’s not a problem, we are always learning.

Personal disruption comes from disruptive innovation, the ideas that a silly little thing can take over the world. Think about the car replacing horse and buggy or Netflix replacing Blockbuster. Personally we are both Netflix and Blockbuster. The big aha moment was realizing that disruption isn’t just about products or services or countries, but it’s about people

Learn, Leap, Repeat- this is a continual cycle of disrupting yourself

Because of COVID-19 we don’t have an option, we don’t have the choice like we usually do to choose whether or not you will disrupt yourself. We now have the opportunity to reset in a way we may never have again.

What is the S curve of learning framework and how do we figure out where we are on it?

The S curve helps us understand how we learn and grow.

Every time we start something new, you are at the bottom of the S. Growth will feel slow but knowing this helps prevent discouragement. At this stage you and your employees need support, encouragement, and fast feedback.

As you put in effort you excel into competence where you are engaged and this is the sweet spot. Here you and employees need focus, delegation and appreciation.

Once at the top of the S curve, you aren’t learning as fast as you did, starting to be bored or underwhelmed- this is the dilemma of personal disruption. Do you jump or not? At this point you need a challenge.

As a business owner you aren’t going to jump to a different business, but you can get a coach, take on a new project, pivot your business or offer new services where you can leverage your existing skills. 

Bringing on employees brings them to the bottom of the S curve and you need to help them

If you are struggling with getting yourself to jump what are some suggestions for getting there?

We are more motivated by what we lose that by what we gain so rethink the situation. Rather than thinking about what you have to gain or the benefits of jumping, think instead about what will happen if you don’t.

If you don’t innovate and disrupt yourself you will get pushed aside by someone else or any other fear that will motivate you. 

What are the 7 accelerants of personal disruption?

  1. Take the right risks
    • There are 2 types of risk: competitive risk and market risk
    • How can you take on more market than competitive risk or in other words how can you focus on creating rather than competing?
    • Amateurs compete, professionals create
  2. Play to your distinctive strengths
    • We don’t know what our strengths are because they come to us so naturally that we are unaware
    • When thinking about your strengths, pay attention to the compliments that you get (personally and for your business) that you dismiss and look for patterns. Also, look for those things that frustrate you, because these might come naturally to you and could be a strength
  3. Embrace constraints
    • Think how can that constraint become a tool of creation? 
    • Constraints are necessary to create and move up the s-curve
  4. Battle entitlement
    • We see other people at people not objects, we don’t see them as worse than or better than
    • When we are willing to see everyone as a person we stop competing and start creating 
    • Have empathy for customers, employees, and others around you so that you can put yourself in their shoes or look through their eyes
  5. Step back to grow
    • You crouch before you jump and we have all been pushed back by COVID-19
    • We have an opportunity to reflect, consider, and wonder what we can do differently
    • What worked, what didn’t what can I do better tomorrow
  6. Give failure its due
    • Reframing failure is crucial because we will all fail all the time 
    • Detach shame from our failures so that we can see the return on our failure more quickly
    • As you grow your team, you need to be public about your failures so that you can scale
  7. Be discovery driven
    • Technical skills are important but the real indicator of success is the ability to take a step forward, gather feedback, and adapt.

Questions from the audience

I’ve lived my life constantly taking risks and have learned a lot. I have learned that not everything makes you stronger, sometimes it kicks you in the behind. Sometimes the best advice is to pace yourself. What about burn out?

  • Think about how to pace yourself
  • One crucial proven method for helping prevent burnout is to unplug one day a week
  • Use Boomerang to pause email and texts 
  • Think of how you can incorporate interval training into your life beyond exercise/fitness

Went from myself to 8 employees within the last month. He has to get rid of a commercial account. How do I shake what I perceive to be a failure and come back from it?

  • There will be a piece of you where failure feels like it’s a part of your identity. 
  • When something doesn’t work, allow yourself to be sad because that energy that was looking forward to it working out is what you need to propel you forward from the failure.
  • When something doesn’t work, try to pull it out and look at it on the table and detach it from the humans involved. What in this system didn’t work out. Its good for you and your employees because you aren’t blaming the people and takes the shame away by focusing on the system and identifying where your systems let you down.

What are your favorite books?

Where can you find Whitney? https://whitneyjohnson.com/


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Last Posted July, 2025
About the Author Solutions for your business Whether you need to improve dispatching, reduce paperwork, increase workforce or grow revenue, we have a solution.

Spending too much time on admin work?

Automate your daily tasks and save time with our home service software.

Want to win more jobs with less effort?

Grow your business and send quick quotes with our home service software.

Helpful articles about the field service industry, the latest news about the app, and downloadable templates you can use right now.

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Spending too much time on admin work?

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What is the Home Service Super Summit?

Do you feel like your business is missing something you just can’t quite put your finger on? Are you stuck wasting time managing specific areas of your business that other people could do? 

Register for the Home Service Super Summit and learn how leading marketers and business owners streamline their processes and save time.

To really make this event amazing, Home Service Super Summit have partnered with GUINNESS WORLD RECORDS® to make this event an official record attempt!

The attempt is for the “Largest attendance for a virtual business conference in one week”.

Everyone who attends this event LIVE (virtually) during the 4 days, can be officially listed as a participant and even get a GUINNESS WORLD RECORDS® Certificate (with YOUR NAME on it) after the event is over and the award has been presented!

Why Housecall Pro and the Home Service Super Summit are partnering up

Housecall Pro shares the vision with the Home Service Super Summit that it is pivotal for home service businesses to continue to invest in learning and growing their business. The Home Service Super Summit gives home service professionals the platform to do so.

With that said, Housecall Pro is offering future customers who attend the Home Service Super Summit 50% off if they attend a demo and end up signing up.

The Home Service Super Summit Features:

  • 40+ speakers that are experts in their craft (including Co-Founder and SVP of Innovation & Growth Roland Ligtenberg and COO Brooks Pettus of Housecall Pro)
  • Access to all the recorded videos 24 hours a day
  • Exclusive invite to Home Service Facebook group for professional networking
  • You receive a free copy of: “Business Snapshot Report”

Why You Should Attend

Join 30,000 other business owners for the 2020 Home Service Super Summit and learn from the experts. Guest speakers will be sharing their secrets to saving time and money, all while growing their business in 2020. 

You will learn topics like: Marketing, Admin and Leadership, Production and Sales.

The goal of the Home Service Super Summit is to help you take control of your business, maximize your profits, and do it all by learning from some of the best in the business.

The Home Service Super Summit is the largest-ever online event for home-service business owners. Over 40 speakers will share critical information to help service professionals grow their local businesses.

Who Should Attend

The Home Services Super Summit is exclusively designed for small-business owners of locally based home-service companies who want to grow and improve their business.

Industries that will attend…

  • Window Cleaning
  • Exterior Cleaning
  • Janitorial / Housekeeping 
  • Carpet Cleaning
  • Landscaping 
  • Pest Control 
  • ​Plumbing
  • ​Electrical
  • ​HVAC
  • Painting
  • ​Remodeling / Construction
  • Garage Doors

Meet Some of the Speakers

Brooks Pettus, COO at Housecall Pro

Brooks Pettus’ career as an executive and entrepreneur has focused on customer acquisition and operational excellence at early to growth stage companies. He has taken a data-driven approach combined with a people-centric mindset to build successful organizations from the ground up, as well as improving existing teams and processes.

US and international experience including developing teams in the US, Germany and Ireland. Functional build out and optimization of Sales, as well as the Customer Success, People, Analytics and Ops silos of the business. My experience with team building extends to Marketing and Finance as well.

Executive level leadership experience is supported by strong organizational and communication skills. My approach to management is to co-author strategy, define goals, and then mentor leaders to help them better support their teams, and to, in turn, introduce leverage into the business.

Roland Ligtenberg, Co-Founder and SVP of Innovation & Growth at Housecall Pro 

Roland Ligtenberg is passionate about finding scalable growth channels through relentless zero-to-one execution. He loves creating product growth loops while simultaneously building out operationally & CAC efficient sales and marketing teams. Housecall Pro is revolutionizing the SMB home services industry through a SaaS-enabled marketplace & mobile operating system. In under 4 years, 65,000+ home service professionals use the platform on average 7.25 hours a day to streamline and modernize their business through automation. Billions of dollars of home service work are transacted through the platform yearly.

Brandon Vaughn, CEO of CONQUER and Founder of the Home Service Super Summit

After growing his cleaning company from $8k per month to $450k per month in less than 6 years and being awarded the SBA Small Business Person of the Year for the state of Oregon in 2017, Brandon wanted to find a way to give back to the community that had given so much to him.

His charisma and desire to help people who are where he was ten years ago make him one of the most dynamic forces in the home services industry. Seeking to launch the home services industry into the 2020’s, Brandon Vaughn provides resources for anyone in the field to amplify their skills and increase their knowledge specifically in the area of systematization.

Frank Bourque, Award-Winning Hardscaper, Professional Speaker, Writer, Consultant and Entrepreneur

Frank is an award-winning hardscape professional, speaker, writer, consultant, and entrepreneur with an extensive background in business. After 20 years as a contractor and having owned and managed multiple multi-million dollar companies with over 100 employees to manage, Frank now coaches full time internationally and speaks at some of the largest conferences and contractor events throughout the US and Canada. He has been part of the speaker line-up and host at events such as Hardscape North America, GIE Expo, Landscape Ontario Congress – Hardscape Live, many more and is involved in over 80 industry events per year.

He also develops educational programs for many associations, including the Interlocking Concrete Pavement Institute, Landscape Ontario and more. Frank has written articles for Land 8, the Landscape Architect Network, Lawn & Landscapes and the Hardscape Magazine. He is also a certified ICPI & NCMA instructor, Certified Landscape Horticultural Technician and trains trainers across North America.

When is the Home Service Super Summit?

The Home Service Summit is spread out over four days, from June 11-14th, 2020.

Where is the Home Service Super Summit?

Completely online!

How Do I Register for the Home Services Super Summit?

Register for your free ticket here.


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Coronavirus

Your legal questions answered

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May 28th, 2020 Update

The Johns Hopkins CSSE dashboard  is reporting 5,877,503 confirmed cases, 362,769 deaths and 2,464,595 recovered globally.1,734,986 million US cases and we have reached a grim milestone at 102,286 deaths and 399,991 recovered as of 1:08pm on May 29.

Special Guests: Mario Jaramillo from Rocket Lawyer

Interview

Tell us about yourself. What type of law do you practice?

I’ve been practicing law for 20 years and I went to USC Law School. This profession has progressed. I began with big firms, initially representing doctors, nurses, the medical profession defending them in cases. I’ve represented big and small companies and about 2 years in or so, I realized the long hour work style wasn’t working for me, so I created my own firm and that grew enormously. 

Then I came across the legal plan world and met a group of awesome people at Rocket Lawyer, which is what I’m primarily associated with now. And together, we’ve built a pretty robust legal benefits plan for its members. We service all kinds of needs, we get from, you know, small mom and pop shops to established companies. The recent change in the law as to what constitutes an independent contractor versus an employee, and that’s confusing to a lot of people.  

Initially I got in because my father was a chiropractor growing up and I was supposed to take over his practice. But I didn’t like the way attorneys were treating them. So I wanted to be on the flip side of it and be that attorney that treats people the way they should be treated.  

How do laws get passed?

Speaking as a California attorney, laws can be voted on , you know we have elections, we have ballots and those ballots, depending on what’s being proposed. That could also be bills passed you know assembly bills is also the hot topic now. Also, what constitutes an independent contractor versus an employee, which is really what codified what’s called dynamics ruling.

Then there’s also laws that are created by what’s called case law. Example, superior court cases for your small claims, lawsuit stuff that’s filed in again in Superior Court that’s above small claims jurisdiction. That doesn’t create law. What creates law is when that stuff gets appealed. And the statutory law comes from ballads and assembly bill,

Are we required by law to provide PPE for employees? What can happen if small businesses don’t?

Yes, you are required by law to provide PPE for employees. For the most part of the general premise, you have to provide your employees with all the tools that they need to be able to conduct their work in a safe manner. If employees bring their own equipment that doesn’t meet certain standards by the state, then you don’t have a safe working environment and could fall into liability issues ranging from OSHA complaints. 

What, from a legal perspective, do businesses owners need to be thinking about protecting their payment transactions now that cash is not encouraged to be used?

Nobody wants to touch cash now. You can never prevent s chargeback by merchant, and it just happens sometimes. There are no set laws on how a merchant is to determine whether or not that was a valid charge or not, every merchant service provider has their own policy on it. 

So, you might have a situation where you’re doing everything that you want that was per the services to be provided. Everything was great. The agreed upon fee was paid, but you end up getting a chargeback. You should respond to disputes quickly, have proper documentation, and communicate. Have copies of text messages, emails, invoicing, and other information. Key terms and conditions is another defense for you. The terms and conditions should lay out all services performed. However, a merchant service company isn’t a judge or court, so they have their own policies and procedures. Unfortunately, at that point, you’re going to have to use a court of law.

Your cap in California is at $5,000 or less if you’re an individual providing personal services, then you could sue for up to $10,000 (but generally on business related matters).

Another important thing is to check with your merchant service provider and see if they require a copy of the driver’s license of the individual, or a copy of their credit card to be able to sustain a chargeback. Don’t just trust stuff like DocuSign.  

Independent contractor vs. full time employee

There’s what’s called the ABC test. Let’s say, somebody to come in and handle calls for me on a part time basis 30 hours a week just to work on phone calls and that person wants to be paid as an independent contractor, then we sign an agreement. Conversely, if I were to hire someone to water my plants, that’s an independent contractor and not an essential part of my business. 

The key element is can that person have their own corporate structure of their own. The other part is control. Are you controlling the work day of the individual? If you’re controlling the work they have, then that’s an employee regardless of how many hours they work. Some self licensed people might be exceptions. 

Beware not to misclassify independent contractors. If both of us signed an independent contractor agreement and they agree they’re independent contractors and I agree. Isn’t that fine? No, it’s not. Not as a law, and that is an invalid agreement.

If that person gets injured and what happens is they make a workers comp claim and now the company doesn’t have workers comp insurance. Your business might receive a giant bill in the end. 

If I hire my daughter to work for my business, do I need to pay worker’s compensation for her, or should I hire her as a 1099?

Family members are exempt. The policy is different behind a family and a family business where the family works together. You still need to provide PPEs to keep the work environment safe.

Can you do an individual worker’s comp plan for the IC?

Depending on the insurance, and make sure that it’s truly an independent contractor and that it meets the criteria. You’d have to talk to your workers comp insurance company and see if they do cover that 

What liability do I have to customers?

Have the proper protocol put into place. Make sure your employees are sent into a safe environment. When you’re speaking with somebody on the phone, or you have reason to know that that person could possibly be sick and you’re sending somebody over there to perform a service. If you’re not essential, you’re conducting business when you shouldn’t be, and that just screams liability all over it. 

What’s the most effective but inexpensive way to collect past due invoices from commercial and residential customers? Is it better to have a local lawyer for these collections or go through a collection agency?

The more you explain early on and set expectations for your customers, the easier it might be to collect invoices. Whether you should get a lawyer to collect payment might have to do with the amount you’re owed. It might be hard to hire a lawyer for these cases, a person can file bankruptcy, you can get a judgment, but they don’t pay it. And now you got to go chase them or chase their assets. 

If the amount is not significant, maybe as for small claims assistance through a service like Rocket Lawyer. 

Is there a legal document about photo/media and or likeness and testimonials agreement to use them in marketing; website, social media, etc?

There is a template from Rocket Lawyer if you want to look for something that involves licensing or granting of rights.

What can business owners require from their employees to make them sign some sort of work release form?

You can waive liability for your independent contractors that can be a bit different, but not for your employees. You have to provide a safe work environment.  

What if employees won’t come back to work?

If they don’t come back to work and it’s not for a protected reason such as something that’s protected under The Family Medical Leave Act or something similar because they got to take care of someone that’s sick with COVID-19 or they have a situation where schools are closed so they have to take care of kids, things of that nature are protected either on the state of federal level.  

If you’re able to provide a safe working environment compliant with state and federal guidelines and they choose not to come back and it’s an abandonment, a position.

How are you able to give out company shares? Can you do it with an LLC or does it have to be a C Corp or S Corp?

Be careful of what you wish for because if an employee becomes a co-owner and if the employee doesn’t perform well, they still own part of the company even if they’re fired. Prevent them going to competitive industries or companies or what have you, typically what I’ve seen people do there is you can create a bonus structure. You don’t have to give them ownership. Also, outline these things in the employee handbook. 

If a property owner has dangerous or illegal plumbing/HVAC/electrical issues, and companies do minor repairs but refuses to fix the dangerous items, are businesses liable for the outcomes?

Yes, you can still have liability, but you should make sure you are properly insured for your business. In case something goes wrong, you want your insurance company to come in and pay for attorney fees. 

Don’t copy and paste contracts

I understand that when people are in the same industry, they tend to borrow each other’s contracts and then use it and modify it for their own use. What ends up happening is that it gets diluted time and time again. The document might not even make legal sense anymore. It’s important to have your attorneys review your documents. 

Audience Q&A

One of my contractors just got the PPE and one of his techs just quit, what should he do once he loses it?

There should be outlined in their certain terms and conditions as to how you can use that money for payroll and employment related purposes to make it a forgivable loan or what have you. You might still need that money for other things such as rent, overhead, and other business related expenses. But again, you have to look at those line items to see how you could qualify. I suggest you talk to your CPA or accountant. 

I did work for another company years ago and never charged them (it was a large sum of money), what can I do to take them to court? 

If you have something in writing. It’s called breach of contract would be a breach of contract issue for non payment.


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Last Posted July, 2025
About the Author Solutions for your business Whether you need to improve dispatching, reduce paperwork, increase workforce or grow revenue, we have a solution.

Spending too much time on admin work?

Automate your daily tasks and save time with our home service software.

Want to win more jobs with less effort?

Grow your business and send quick quotes with our home service software.

Helpful articles about the field service industry, the latest news about the app, and downloadable templates you can use right now.

Follow us

Spending too much time on admin work?

Automate your daily tasks and save time with our home service software.

Want to win more jobs with less effort?

Grow your business and send quick quotes with our home service software.

May 26, 2020 quick update

The Johns Hopkins CSSE dashboard is reporting 5,549,131 confirmed cases, 348,302 deaths and 2,269,868 recovered globally.

1,672,714 million US cases and 98,636 deaths and 379,157 recovered as of 11:32am on May 26. 

Daily COVID-19 deaths in the United States are generally on the decline.

Brazil surpassed Russia and is now #2 globally in terms of cumulative confirmed cases. Brazil’s daily incidence is also second to only the United States, and if the current trends continue, it could become #1 globally in the coming days. 

US IMPOSES TRAVEL RESTRICTIONS FOR BRAZIL

In response to the recent acceleration of Brazil’s COVID-19 epidemic, US President Donald Trump imposed travel restrictions on Brazil. The order restricts entry for arriving travelers with travel to Brazil in the past 14 days. 

The New York Times continues to track state-level COVID-19 incidence, with a focus on state policies regarding social distancing. A number of states began to relax social distancing measures—including resuming operations at restaurants, retail stores, and barbershops/salons—at the end of April/early May. After several weeks of increased activity, several of them appear to be experiencing a continued increase in daily incidence. These states include: AlabamaArizonaArkansasFloridaNorth CarolinaNorth Dakota, and Texas. Following numerous reports of large gatherings at beaches and other locations over the Memorial Day holiday weekend , with many people appearing to relax social distancing steps, we will continue to monitor state-level incidence trends for signals of increased community transmission.

NHL PLAYOFFS

The National Hockey League (NHL; US) is moving forward with tentative plans to resume the 2019-20 season. League and player representatives collaborated to develop a modified format that would enable the season to resume. Player representatives from each team recently voted in favor of a plan that would resume the season with the playoffs—expanding from 16 to 24 teams—with seeding based on the standings when the season was suspended in March. The exact format may change, and the timeline has not yet been determined. Notably, this agreement does not constitute a commitment to resume play; however, it provides a framework under which the NHL season could resume, if the league determines that it is safe to do so.

Email Marketing 101

Special Guests: Christy and Kindra from Housecall Pro

What’s your experience with marketing and email marketing specifically?

My experience with email marketing started at Housecall Pro, learning as she went along 

Past year or so, just started doing it at Housecall Pro and you learn the fastest when you make mistakes

FB ads are cool, search ads are cool, but why should email marketing still be a part of a home service business’s marketing strategy?

Email is not dead. 99% of homeowners check their email everyday. – get your customer’s email address at every opportunity. There will always be customers that don’t use it, etc, but you should make it a habit to ask for your customer’s email address when collecting info.  Don’t forget the most important part of your marketing is your current customers

You already have your current customers information so reach out to them 

So let’s start with the don’ts – what are the first things that come to mind when talking about what NOT to do with email marketing?

Do not be spammy- this is the big one. It’s easy to get carried away since it’s a cheap form of marketing but it is easy to annoy your customer. Make sure that it is valuable and that you are sending the right message to the right person

All capitalization in subject line- people and spam detectors think it’s spam

Email service providers have words that can be triggered as spam, so make sure your email subject lines do not have these words. Exclamation marks are a common red flag for spam filters. 

https://emailcopychecker.com/ is basic tool you can use to check your email content before sending or , glockapps if you need something fancier

What about what they SHOULD do?

Put yourself in your customer’s shoes before you send any emails out to your customers

Make sure you get your customers permission before sending them an email. Great way to start is through creating a newsletter. Let customers sign up on your website

If collected email for invoices through HOusecall Pro, can you send them email marketing messages? Yes, they are an existing customer and someone you have a relationship with. The first message cannot be marketing though, it needs to be their invoice. In Canada, the rules are different and you will want to explicitly get permission from your customers that they opt in to your emails.

Be original and personal and make sure what you’re sending is relevant to the person opening that email.

Think about timing- make sure your email is relevant. For example, a thank you email should go out no later than one week after you did the work for the customer. 

Housecall Pro helps with tags to know who your audience is 

Make sure that you are testing subject lines and you can always adjust and try something different

MailChimp and Constant Contact lets you send an email to a smaller group of your customers to run a few subject lines and then their software will identify the subject line that drew the most engagement and then send that one out to the rest of your customer list

Don’t be afraid to start with the not so great subject line first, because you will learn from it

Email should not be your only marketing channel but one of your marketing strategies in combination with others. 


100 Email Subject Lines That Work 


Now that we know the do’s and don’ts, let’s talk about HOW to do it? What is your process for creating an email marketing campaign? 

  • Set a goal
    • What are you trying to accomplish with this email? 
    • What actions do you want your customers to take?
  • Determine who your audience is
  • Then figure out your message that aligns with the goal, the audience, and what you want them to do
  • Formula you follow?
    • Simple
    • Personal
    • Actionable

As a pro, where do I start with all of this? What is your advice here? 

  • Think about where would a touch be nice to have?
  • Send email confirmations after a job is booked so that customers
    • Automated through Housecall Pro
  • What content or piece of value can you provide to your customers
    • Ex. how often you should be getting XYZ cleaned or tuned up
  • Ask yourself, is this relevant and something you would read? If not probably best to not send it

What tools can our pros use?

  • Mailchimp 
  • Constant Contact
  • ActiveCampaign
  • If you want to be fancy, you can use Autopilot
  • Start with the simple ones and use their templates
  • If someone opts out, do not put them back on the list 
  • If you can, sign up for a competitors email list to see what they are sending out and learn from them too.

What are some other types of emails to send?

  • Your goal should be to stay top of mind for your customers
    • Newsletters
    • Service updates
    • Customer/job spotlights
  • Put a picture in your email that looks  like a YouTube video or a GIF and then you can link that to a page on your website
  • When you aren’t busy, make it seem like you are busy and appointments are filling up

What is the best email subject line you have ever read?

  • lol WTF is back – this was a follow up email after an oopsie email which added humor to their mistake
  • Coffee on me – this grabbed my attention because they knew what I wanted 
  • Using Re: as a subject line when its with a customer that you have good rapport

GIF or Emojis? Yay or nay

  • GIFs are fun and a nice little surprise when you open the email
  • Christy makes her own GIFs using https://giphy.com/
    • Record a quick video of your team waving and turn this into a GIF
    • You can link your GIF or image because people love to click on them and link them to your online booking page or website

How to think about the timing of email marketing?

Start off slow. It depends on your goal, make sure your emails have a purpose. Don’t send an email just to send an email.

Look at your open rates and click through rates to see what is working/not working are customers finding what you are sending valuable

Questions from The Audience

  • Should you have email marketing with seasonal holidays throughout the year?
    • Yes, your email marketing needs to be relevant and seasonal
    • Keep a reminder on your calendar for every 2 weeks to make sure emails you re currently sending out is still relevant
    • Let them know you are real people behind the brand
    • Dress up for your holidays and take photos and include them in your email, makes it personable and people love people
    • If you have local community holidays or back to school emails are great
  • What email campaigns do you recommend for customers that are weekly or bi-weekly customers?
    • Referral campaigns- ask for referrals to people they know
    • Reviews- ask them to leave a review for your services
    • How to videos or tips and tricks that they can share with friends and family or what not to do between visits
    • Before and after photos are great too
    • You should teach them how to do everything you do because this reinforces your value of why they pay you to do what you do. Make it seem and show them the hard works because you will make them want to not do it themselves
  • How long should emails be?
    • The shorter the better, get your point across in as few words as possible
    • Read back over whatever you write and have others read it and make not osf when you/they get bored
    • Get creative with the appearance and font sizes by keeping the main points bold or larger font size
    • If sending out newsletters prepare your customer by setting the expectation of 30 second read or 1 minute read etc.
    • Roland’s secret app is http://www.hemingwayapp.com/– keep the reading level at 3rd grade, keep emails 200 words or less, and try to not use commas
  • What would be the goal of putting together a monthly newsletter? What would the CTA be?
    • The CTA depends on the content within the monthly newsletter
    • It should be aligned with the content and goals of the content within that month’s newsletter
  • What is an open rate?
    • The Percentage of people that open email compared to the number of people you sent the email to. 
    • 30% is a really good open rate. If it is a more engaged customer 40-50%. 15-20% is average
    • Email marketing tools like MailChimp and Constant Contact will provide you with this information
  • What about Click To Open Rate?
    • The percentage of people that opened the email and clicked on the links within the email compared to those customers that opened the email
    • A good click to open rate is 5-10%
  • What about the timing of emails?
    • Wednesdays at 7am according to the internet is the best time to send an email but this is something you have to test and compare open rates between days and times
    • Every industry is a little different and demographic of recipient varies too
  • What is one thing you would tell our pros do tomorrow?
    • Make it personal and keep it real. I want to buy from someone who is real, supports the community
    • Put yourself in your customers shoes or mindset and think about their day to day and what situation they will need your services and this will help you resonate with them and then create the content that they need from you. 

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Last Posted July, 2025
About the Author Solutions for your business Whether you need to improve dispatching, reduce paperwork, increase workforce or grow revenue, we have a solution.

Spending too much time on admin work?

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Want to win more jobs with less effort?

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Helpful articles about the field service industry, the latest news about the app, and downloadable templates you can use right now.

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Watch more Home Updates on YouTube.

Download the Top 10 Advice from tonight’s Home Services update with Jack Carr.

May 19, 2020 update

The Johns Hopkins CSSE dashboard is reporting 4,889,287 globe cases with 322,683 lives lost and 1,679,155 recovered.

In the US we are at 1,525,367 million US cases and 91,730 deaths with 289,392 recovered as of 1:30pm on May 19. I am not looking forward to reporting 1000,000 US deaths.

President Trump taking Hydroxychloroquine

President Donald Trump shared yesterday that he has been taking a daily dose of hydroxychloroquine for the past few weeks. 

President Trump’s physician issued a statement that suggests that he prescribed the treatment, citing its “potential benefit,” but it does not explicitly state that the President is taking the drug due to recent news about potential COVID-19 exposures within White House staff. The announcement prompted a response from health experts warning that the drug has not yet demonstrated effectiveness in treating or preventing COVID-19 and that it does have potentially severe adverse effects.

US social distancing

Many US states are beginning to relax social distancing measures in an attempt to return to modified forms of business. California Governor Gavin Newsom announced an update to California’s plan that could potentially allow counties to move more quickly in their efforts to relax social distancing. Perhaps the most substantial change lies in criteria for moving into State 2. The updated requirements shift away from COVID-19 incidence and focus more on the impacts to healthcare systems. The new criteria require counties to have “stable/decreasing” COVID-19 hospitalizations—that is to say, less than a 5% daily increase—or no more than 20 total hospitalized COVID-19 patients over the previous 2 weeks. 

In Texas, which has also moved into its second phase of relaxing social distancing, some parts of the state, including El Paso, will reportedly face a delayed timeline. Texas Governor Greg Abbott announced that the delay was in response to an elevated burden on local health systems that would not be able to handle a surge in the event of increased transmission. Currently, these counties are scheduled to enter Phase 2 on May 29, a week behind the original timeline. The announcement was reportedly a result of a request by local officials to be temporarily exempted from the statewide changes in Texas. Overall, while businesses in many parts of the country are reopening as social distancing measures are relaxed, some consumers may not be quite ready to return. Perceived risk of COVID-19 is still high in many communities, and consumers—and potentially workers as well—may not yet feel it is safe enough to resume normal activities, even with some social distancing measures remaining in place.  

Main Topic: Navy SEAL Jack Carr – doing the work, being prepared and how to achieve personal freedom

Special guest: Jack Carr

There is this hard-fought reputation about Navy SEALs as being tough, disciplined, and team-focused. What do you think makes your fellow SEALS so unique? 

  • SEAL teams draw people from very different experiences and backgrounds prior to joining the military and this makes them strong and able to adapt quickly
  • Whoever can adapt faster comes out on top

What about you, do you have a superpower?

  • He wanted to be a SEAL his entire life. His grandfather fought and died in WWII and he grew up with his medals and stories about his service. 
  • His Mom was a librarian and took every opportunity to take her kids to the library and do research and read and so she took him to the library to learn everything he could about SEALs after watching The Frogman
  • The big draw was the extreme difficulty of the hardest training program in existence and the high attrition rate, he knew he couldn’t quit. 

One thing really stood out  from your podcast with Joe Rogan and it was this idea that your whole life, even when you were going downrange, you never wasted time watching a movie or playing video games. We talk about the Learner Mindset, or investing in your skills, your mind every day, And it sounds like you were living that before and during your time in the military – can talk a little bit about your mindset, about studying your craft?

  • He wasn’t reading and learning for his next career as a writer, it was for his job as a SEAL, but this research is what allowed him to make the transition into writing becuase he had done the background research on terrorism, cultures, coutner terrorism, etc.
  • This really laid the groundwork for writing fiction that was grounded in fact. 
  • Fiction has always been his escape and always is reading both a fiction and nonfiction book
  • A few favorite authors:
    • Hemingway, Harrison, L’Amour, Philip Meyer, Tim O’Brien,  David McCullough, Pete Dexter, Lee Child 
  • It was always his goal to serve his country as a SEAL and then become an author

What have been your biggest challenges about starting your own business, as an author?

  • Realizing it is more than just writing has been the biggest challenge. It’s more than writing your story and sending it to New York to then be published. There’s marketing and budget, social media, website, and everything else that goes into a business.
  • As his first book was wrapping up he realized that he needed to take ownership of his business and set a new standard with the goal of doing it better than anyone.
  • Understanding that Social Media is a good thing that needs to be leveraged to build out his company and relationships with other brands has also been important.
    • Took the lessons from Black Rifle Coffee company and their social media strategy and realized this wasn’t being done in publishing and decided to be the first. 
    • How can he make the experience of getting a new book better than people’s expectations?

You mentioned that you consider yourself a small business owner. Our whole audience is SMB. You recently launched your new book “Savage Son” and all of a sudden b/c of Covid-19 your typical promotional approach, tour, signings etc got pulled out from under you. Your training seems to have taught you to always improve your position in the middle of a firefight, do you liken our approach to your book promotion to that spirit?

  • It’s time to adapt
    • When COVID-19 started, he already started thinking about the possibility of no book tour so that he could be prepared and was looking for opportunities to pivot.
    • For his next book he had been doing research on infectious diseases and this was something he was able to leverage amidst trying to launch a new book during the peak of COVID-19 in the US. 
  • Normally during a book tour, the media is centered around the book, but he pivoted this to be topical to the focus on Coronavirus by leveraging his subject matter expertise on infectious disease and preparing for diseases and was then also able to talk about the book by tying it into the infectious disease topic.
  • Wanted to provide a special experience for his readers still even though he wouldn’t be doing book signings and partnered with companies that produced knives and bows that were used in his book to create contests and giveaways for readers. 
  • You have to be a learning organization, he views himself as this as well as the SEALs. 
  • Key Takeaways
    • Do not package yourself and your business as the manilla envelope. You are better than that and should package your company as more special than that
    • Keep your mind open and be adaptable and always look for opportunities to pivot your business

Let’s switch gears for a minute and talk about reviews. You have videos and countless posts dedicated to this. As an author and small business owner you are under constant criticism. Its especially tough to read negative reviews when your business and brand are so closely tied to who you are. Its the same for our pros. Can you please share your mindset when it comes to reviews and more specifically dealing with negative reviews?

  • He has identified two categories of negative reviews that his books receive; people who think he partners with brands and writes about those specific pieces of gear and they complain about too many references or those that think he is a right wing conspiracist
    • He does not partner with these brands and if he writes about them it’s because he has actually used that gear and he identifies as a libertarian
  • On YouTube he will record himself reading and responding to reviews and truthfully feels that negative reviews sell more books than positive one. It’s a cathartic experience and people really enjoy it. 
  • Negative reviews humanize you
  • We are all going to get knocked down, what’s important is how we get up and get back moving again. This most important for your children to seel how you get back up and how you model this to them.
  • Reclaim your power over negative reviews is key, that person may have just had a bad day and taken it out on you or your tech

Lighting Round on Preferences

  • Land Rover Defender or Land Cruiser – is that FJ62 from Icon 4×4 going to be yours when it’s done?
    • Land Cruiser. He has an Icon 4×4 in the garage right now. Both are great but he’s a Land Cruiser guy. 
  • Sitka or Kuiu
    • Sitka. He went to high school with the founder of Sitka.
    • Its a group of great people and they have transformed an industry as the first technical hunting clothing in hunting fabrics with less bulk and designed for movement
      • They overcame the naysayers and it’s important to ignore the naysayers and follow your dream and charge ahead 
  • Compound or Traditional Bow
    • Wants to get back into traditional bows, but right now his priority is finishing his next book and building his readership and his brand so right now, just compound bows. 
  • 45 or 9mm
    • Growing up loved the 45, so much history behind it
    • He carries a 9mm everyday
  • What are you reading right now?

Questions from the audience

  • What drives your creativity?
    • He has always been a daydreamer since a kid and feels that it comes naturally
    • He doesn’t do all the things you re supposed to do like journal and meditate, his house is pure chaos between family, kids, and dogs and he has to capitalize on the limited quiet time he has.
    • You have to sit down and do the work, no one else will do it for you and things don’t happen by magic.
    • Podcasts are a great tool, you essentially are having coffee with these people by listening to them while drinking a cup of coffee and learning about their industry and experience.
  • What social media source is the most productive to you for your business?
    • For him, it’s Instagram. He did his research and realized its an underutilized space for authors
    • He has a unique background and the ability to post photos from his military career but he only posts one of those per week, the rest of his content is more related to his books and authorship
    • He runs his social media account, he has a designer to create graphics but he posts, writes content, and responds to comments
    • He treats people on social media as if they are all customers walking into my small town shop. But he does block people, you have the right to refuse service.
    • He has learned that there is little cross pollination between channels, Twitter has a different following than Instagram and you have to treat them uniquely. 
    • More than 2 platforms is too much for him so he focuses on Instagram and Twitter and occasionally Instagram will auto post to Facebook for him.
    • Don’t just post about you and your business, share other companies and look for ways to add value to your customers life through your posts
  • What is one thing our Pros should do tomorrow that will help better themselves and their business?
    • You have to take that first step, you can’t be frozen in place so write down a goal, personal or professional and give yourself a timeline for accomplishing it and then plan out how you will get there step by step
    • Unless you write it down, you won’t hold yourself accountable
    • Do not wait to get started on it
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Download a one-page with Jack Carr’s Top 10 Advice

From “secret sauce” to finding opportunity in chaos, you’ll want to download these 10 pieces of advice from Navy Seal, and best-selling author, Jack Carr.

Legal disclaimer

Housecall Pro is offering the Coronavirus Evening Update for Home Service Businesses for informational purposes only and to foster thoughtful communication and discussion regarding the COVID-19 pandemic; Housecall Pro is not offering advisory services or otherwise advising or representing any members of the group invited to participate.  Housecall Pro is not offering legal, medical or other professional advice in the Coronavirus Evening Update and makes no representations or warranties regarding the content of the Coronavirus Evening Update.  Participants should obtain independent advice relating to their businesses and their particular circumstances.


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Housecall Pro

Official Corporate Communications
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Last Posted July, 2025
About the Author Solutions for your business Whether you need to improve dispatching, reduce paperwork, increase workforce or grow revenue, we have a solution.

Spending too much time on admin work?

Automate your daily tasks and save time with our home service software.

Want to win more jobs with less effort?

Grow your business and send quick quotes with our home service software.

Helpful articles about the field service industry, the latest news about the app, and downloadable templates you can use right now.

Follow us
Business Marketing Coronavirus News & Press

The 5-Cs of High Level Leadership

Spending too much time on admin work?

Automate your daily tasks and save time with our home service software.

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Grow your business and send quick quotes with our home service software.

May 13, 2020 quick update

The Johns Hopkins CSSE dashboard is reporting 4,336,973 confirmed cases globally and 296,252 deaths with 1,540,464 recovered. 1.38 million US cases and 83,791 deaths and over 240,0000 recovered as of 3:32pm on May 13. 

The majority of countries are currently exhibiting doubling times of more than 10 days. Compared to the end of March—when most countries’ epidemics were doubling faster than 8 days—this is an encouraging sign. A number of countries in Africa, however, are doubling faster.  The New York Times continues to track state-level COVID-19 incidence, with a focus on state policies regarding social distancing.  

More than half the states have started to reopen their economies in some meaningful way or have plans to do so soon, raising concerns among public health experts about a possible surge in new infections and deaths. Many states that are reopening failed to meet criteria recommended by the Trump administration before loosening restrictions on businesses and social activities. 

In Georgia, barbers are giving haircuts with face masks and gloves. In Texas, movie theaters are filled with customers. People are going to the gym again in Tennessee.

Washington state continues its process of relaxing social distancing measures, Governor Jay Inslee released guidance for various sectors under the state’s “Safe Start” plan. Through the Safe Start approach, counties with a population of less than 75,000 that have not had a new case of COVID-19 in the past three weeks can apply for a variance to move to Phase 2 of “Safe Start” before other parts of the state. Under Phase 2 of the state’s plan, retail stores must remain below 30% occupancy, Restaurants must maintain below 50% occupancy as well. This guidance also outlines provisions for employee safety and facility hygiene as businesses begin to resume in-person operations.  

One major point of contention as state and local governments adjust social distancing measures is the use of face masks or coverings. Face coverings are mandatory in some parts of the country but not others, and some governments have maintained requirements for mask use in public as they ease other restrictions. In some states where mask use is not mandatory, individual businesses are permitted to set their own requirements, which can result in variations within the same community. 

US SENATE COVID-19 HEARING

 Yesterday, the US Senate Committee on Health, Education, Labor, and Pensions held a hearing with several senior officials from the US government’s COVID-19 response. The experts addressed a broad scope of topics, including the potential for increased transmission as states relax stay at home measures, the timeline for vaccine availability, the distribution of Remdesivir, and the US COVID-19 death toll.

NEW US HOUSE COVID-19 BILL

Democrats in the US House of Representatives introduced a new economic stimulus bill to support essential workers, including frontline healthcare professionals and first responders. The bill—called the Health and Economic Recovery Omnibus Emergency Solutions Act (HEROES Act)—would provide an estimated US$3 trillion in funding to individuals and state, local, and tribal governments. In addition to funding for stimulus checks, supplemental unemployment benefits, student loan forgiveness, small businesses, and healthcare, the new bill includes a number of other provisions. Notably, the HEROES Act would provide supplemental pay for “essential frontline workers”—$25,000 each through the end of 2020—and a $15,000 recruitment incentive to facilitate expanding the healthcare workforce. The House of Representatives is expected to vote on the bill by Friday, but 

Senate Majority Leader Mitch McConnell  reportedly indicated that the bill is unlikely to pass the Senate. 

Video topic: The 5-Cs of high level leadership

Interview with Special Guest: Captain George Dom

Tell us about yourself, your background, who you are and how did you rise to those extraordinary levels?

I grew up in Western Pennsylvania, the youngest of three boys. My father had served in the Navy in World War II. And while he didn’t pressure us in any way, I could tell that he had a desire for one of his sons to have a military experience. Being the youngest that came down to me. Other than proposing to my wife, applying for the ROTC Scholarship and getting commissioned into the Navy and to go off to flight school was the smartest decision I made. I would just say that I have been very, very fortunate. 

Give me your thoughts on how you go build a team? How do you get into the fight and actually do well and get to the point of thriving in the COVID-19 world?

There’s no silver bullet. It takes time. It takes patience, it takes dedication.

The most important ingredient in building a team is hiring the right people. You need to make sure that you bring into the organization, the people that share your values and have the characteristics that you think are necessary in order to be successful. 

When I joined the blue angels as the leader, interestingly enough, you don’t come in as the wingman and then fleet up to be the leader. You come in as the leader. For me to be successful as the flight leader of the blues, I had to figure out how to develop a level of trust with my wingman that they would come to work every day and literally put their life in my hands every single day. Frankly,  I wasn’t smart enough to figure it all out ahead of time, but we had two amazing years and when I look back on that experience, I realized there were five things that I had to pay attention to. 

In order to earn that level of trust, you have to do all five:

  1. Character – Do you walk your talk? Do you keep your promises? Do you live up to your commitments and your obligations? Do you live our shared core values?
  2. Commitment – Are you going to be with us when the going gets tough and not just are you going to be with us, but are you going to show up and play your A-game and lead us to victory on the other side of the storm? Because if you’re just going to show up and cast blame, take names, make excuses, CYA, forget about it.
  3. Competence – Are we going to hire somebody? Are we going to promote them? Where did they go to school? What’s their resume say and so forth? And believe me, being competent and skilled is really important. No question about it. You’ve got to be good at what you do. But I put it third for a reason because I believe that if you don’t get the first two, if the person doesn’t walk his or her talk and isn’t committed and all, the competence doesn’t really matter. But if you can get the first two, if you hire somebody who shares your values as core values and won’t compromise and is all in committed to your company’s mission and purpose, then by and large you can teach them what they need to know.
  4. Connection – The fundamental thought is that you have to step away from your window and look at the world through their window. We always assume that everybody is looking at the world the same way we are, but they’re not because they’re not you. They come with a whole different set of experiences and you know, perspective and temperament and all of that. So we have to find ways, and typically the biggest skill to accomplish this unfortunately isn’t taught in school. And that is just simply being able to be a really good listener. Listening is the most powerful one to make sure that you understand not what you think their story is, but what do they think that their story is?
  5. Communication – Connection is about, do they believe I understand them. Communication is, do they understand me? How many times have you been working for somebody or in a team with somebody and you just can’t understand them? You need to have a mechanism that confirms that the message that you intended to send was actually the one that’s received. And too often we forget to do that and we assume that people get it, but they don’t. Not yet anyway. Ask them to tell me what or how you’re planning to do this. What have you heard? And make sure that they can recite back to you satisfactorily. You’ll be surprised how often they heard something different. 

Was there a time along the way that they saw that commitment in you? Was there a breakthrough moment along the way where they understood that you really had that commitment, that you were someone they wanted to follow?

The story I often tell is about an air show that we did in El Paso, Texas my first year. And the weather was pretty turbulent. The wind was blowing 24, 26 knots, coming over a ridge line over the airport and just causing a lot of turbulence and we made some adjustments and nobody on the ground had any idea how hard we were working that day. But when we landed we were a different team because that day they learned that in the toughest conditions I was going to show up and fly a really solid jet. And I learned that on the toughest days they were going to join up and fly close information with me. And so our performance went to a new level after that show because we went to a new level of trust and confidence. 

So every day you keep working incrementally to improve tight routines type practices. And that was a kind of a breakthrough day for you. Was that early on in the, in the team building for you? 

Yeah it was, it was fairly early in that season. I mean whenever you come out of winter training, we go to winter training from early January to the middle of March. And throughout that, the entire squadron, it’s all about building trust. Because think about it, when you see the team fly, three of the pilots are in their first year and three are in their second year. It’s a two year rotation, so 50% turnover in the formation every year. And for the support personnel, they’re on a three year assignment. So for them, 33% turnover. So just imagine if you had that amount of turnover in your company. It’s amazing. So a lot of the winter training is all about just like any sports team that goes into summer camp to build trust and confidence in each other.

The question my team was asking about me every day in the pre-flight briefing are you good enough to be our leader today? Are you better than you were yesterday? But not as good as you’re going to be tomorrow? Because we don’t want to stay here. We want to keep getting better and better and better. And we can’t get better as a team unless you as a leader keep getting better and better. 

It was an atmosphere of continuous learning. We were always trying to improve and get better. We never were satisfied with a performance. And we spent a lot of time debriefing after every flight demonstration and every practice in order to be able to analyze what went well, what can we learn, what can we do better next time? 

You talk a lot about living in constant discomfort and always being uncomfortable as a process of part of your learning and a deliberate practice. Maybe elaborate a little bit on that piece. Because I feel like sometimes it’s easy for our pros to get comfortable and you kind of get in a groove, but then ultimately you’re not doing your team any favors, especially when you’re talking about their ability to trust in your competence. 

The challenge that we have as leaders is we get to a point of success and then we develop this sort of ego or self esteem and so forth. And we just try to protect it all the time. And consequently, we stop learning.

If anybody’s ever seen the Ted Talk with Ken Robinson, he tells a story about an elementary school where they’re having art and the teacher tells him they could just, you know, draw a picture, whatever they want. And she’s walking around the room and she goes to the back of the room and here’s little Mary back there working away on this picture. And she says, Mary, what are you drawing? And Mary looks up and says, I’m drawing God. And the teacher says, Mary, nobody knows what God looks like. And Mary says, they will in a minute. 

I think that’s a great lesson for us because kids aren’t afraid to give it a go. They will get after it and they will just keep trying until they get there. And we need to be more like that. Your teams will give you great credit if they know that you’re trying to get better, even if you stumble a little bit here and so forth, they will admire that. And you’re leading by example cause you want them to get better too. 

Challenge for pros to develop their listening skills

Do a debrief after a call to a prospective customer on how much did I talk and how much did they talk. Because too often we are transmitting and we don’t give them a chance. We’ve got a solution and we’re going to tell them how great it is, but I suggest a technique is to just keep asking. Well, what else? What else can you tell me? What, what more is there? Is there anything else until you hear them say, Nope, that’s it a couple of times, then you’re good. But until then we should just keep listening. 

At Housecall Pro, Brooks challenges the sales team to go through the day and every person that you run into, you have to ask them three questions and hear them out. And I mean the bus driver, the person on the Metro, the Uber driver, your employees or significant other and you will be exhausted. You find that it is really hard to ask genuine questions and wait for the answer and probe and follow up until you really get the depth of it.

So most of the time when you’re in a conversation, how do you become aware of how much you’re actually speaking? How do our pros go back to their truck or maybe hang up the phone when they’re done on a call and figure out how much talking they did, how much question asking they did? 

If they just go into the engagement with that as an objective and just be mindful of that. Just being aware of that as a criteria. I think they’ll be able to figure out the answer. If you have somebody else with you on the call, they could be your truth teller and they can tell you afterwards.

People have this notion, I’m an active listener and what they mean by that is you tell me something and I’m going to tell you a story about how I did the same thing or I had a similar experience. My advice on that is look, if they want to hear about your experience, they’ll ask. 

Why is connection so important?

I think that’s the most important one because I think Stephen Covey has it right. That you can be efficient with things but you can’t be efficient with people. And the only way to make connections with somebody else where they feel truly understood, you have to slow down and you have to take time and you have to invest into that relationship. And unfortunately, many of us are just traveling too fast and we got these phones and all these things that distract us that when we, even when we are with somebody and sometimes it’s the people we say are most important to us, we’re really not there. We’re there physically, but we’re really not present. 

For pros that might not realize who Stephen Covey is,  people know him best for The 7 Habits of Highly Effective People, but his best book secretly is Speed of Trust, which goes really well with all of the things that you’re saying. So if you haven’t read that, that is super valuable. If you like what you’re hearing here, you want to dive in even deeper. 

George, what was your nickname

Thankfully with the Blue Angels, the tradition is the leader’s always referred to as the boss. So for two years, I was known as the boss. In the fleet, my call sign was Elwood, which was a blues brothers thing that is a little embarrassing. But here we are. 

We talked briefly earlier about the lady pros community that we have this movement of women who are in the trades. What advice do you have for these lady pros in our audience for establishing leadership trust with an all male or predominantly male team based off of those Five C’s that you just took us through? 

The 5 C’s are not gender specific, they work regardless. I think this is a great place to focus

I was at the commanding officer of an 18 squadron. Um, whenever we, uh, the Navy decided or the American public decided that the Navy was going to be a equal opportunity employer and that women were given the opportunity to serve in combat, uh, units, and we had women coming aboard the aircraft carrier. And, um, that was a, that was a very interesting experience and, and very successful one. I think. Uh, and, but th the key to the success I found out was that, you know, uh, the women had the play to the same. It had to be one standard. 

We’re seeing some more jobs coming through to our pros. It’s not V-shaped by any means, but it’s starting to come back. So how do you go about recruiting and figuring out is someone trustworthy or not to bring back on your team? How do you think about that? How did you do it? And do you have any stories about that? 

We had a saying that you want to hire slow and fire fast. We need to take our time whenever we’re hiring because if you make a bad hire, it’s just extraordinarily painful. So take your time and be creative in figuring out these different characteristics.

During an interview, I want to find out, tell me a time when you had to sacrifice for your team or you had to show commitment even though things were just really tough and you had adversity or, or show me a time where you sacrifice for a core value that you just wouldn’t compromise on.

You have to do your best to try to connect with people and find out who that person is. I will literally call the references,  and when I’m talking to somebody that they’ve referred me to, I’m not expecting them to make any criticism or they wouldn’t have given me their name. But I will say to them, at the end of the nice chat, I ask them two questions. I’ll say, you know, nobody’s perfect. So if he or she was working for you, now, what would you be coaching them in order to help them raise their game? And that helps me get at what they may see as a gap in their performance. And then the other thing I ask is, and who else should I be talking to so I can get to know this person better? And they typically give you a couple names that were not given to you and you know, continue to build a full picture before you make that a decision.

I’ll tell you how the blue angels hire, and people may adapt some of this to your hiring practice. The Blue Angels and Top Gun are unique in that they’re about the only organizations in the Navy that select their own .Normally there’s a group in Washington and in Tennessee that decide where people are going to go. But the Blue Angels and Top Gun get to pick and at both organizations, it’s not the CEO who decides, the whole team gets to vote on who it’s going to be. It has to be a unanimous vote for the Blue Angels. So what that means is that all 16 officers, whether we’re hiring a pilot or a flight surgeon or support officer or whatever, maintenance officer, all 16 officers have to agree this is the person we want on our team. And so effectively that gives everybody in that room a veto where you can say, you know, I don’t want that person on my team. Now you have to say why. But you don’t have to convince anybody else and that gives a powerful sense of ownership to that group that this is our team, this isn’t the bosses team or the hiring manager’s team or whatever. This is my team.

Audience questions

I spent about a hundred hours in the right seat, various Cessnas with my then fiance captain in the Air Force. And the number one thing I learned from that experience was that it’s not usually the big thing that takes the plane down. It’s a series of smaller mistakes and miss details. I applied this lesson to everything I do. Do you find that life is in the details that way?

Absolutely. In aviation we talk about any mishap involved, we call it the stack of cheese. Where the Swiss cheese gets to the point where any, if you pulled out any one of these, the mishap wouldn’t happen. But they all at some point line up and the holes line up and you get, you get an accident. And so as we look at, you know, trying to mitigate risk and so forth, we’re always trying to evaluate where is the risk and what we have to do to make sure that the cheese doesn’t line up? Yeah. It’s a bunch of little things that come together.

What motivational tools are used in the military that could possibly be implemented in our home service businesses?

Character is all about shared values, core values. This gets into commitment and mission and purpose. It also gets into connection and people bonding together. One thing the military does very well is we do ceremonies, and we do changes of command, we do holiday stuff, we do all kinds of traditional ceremonies.I have come to appreciate how valuable those times were for us to stop from the day to day, just working really hard. Take time to stop and reflect on who we are and what are our values and what do we stand for and what are the stories that we tell about ourselves, about the company that we are, the squadron that we are and so forth. And I think that’s something that too often companies miss. So I would encourage you to capture your stories, the things when you have people who are doing, living your values, going above and beyond, doing the right thing. Capture those stories and, and you know, advertise them in some form or fashion so that they become part of your culture and it reinforces this upward spiral. 

They want to hear all about this debrief and what they can, what characteristics they can take from it and implement into their businesses?

The debrief is an important part of our routine that when we get done with a flight, even in combat, we come back and we dissect it. What can we learn in order to get better tomorrow? The only people in the room are the people that were involved in the flight. So it’s the pilots of course, but also each of the support officers has a role on the ground as well. We don’t want any distraction. We don’t want anybody holding back from being transparent because they don’t know who this person is that’s sitting over there in the corner now. 

We sit down and then we follow a very strict routine and so the leader starts in order to set the example. And when I was on the team, I would get up and I would say a few words about generally how I thought it went and then I would do something that business leaders that I’ve met and worked with are very hesitant to do. I would confess, if you will, I would list every significant mistake I know I made during the practice or during the demonstration and that did a couple of things for us. First of all, it helped the rest of the team understand to what degree that I have awareness of my own performance because if I’m making a mistake and I don’t know it, then we’ve got a problem. If I’m making a mistake and I won’t admit it, we got another problem that we need to work on as well. And then it also sets the example that, Hey, people are people, mistakes are going to happen. So as long as you own the mistake and you are committed to not letting it happen again, if at all possible, then people, you know, they’re okay with it. 

And then we go around the room and each person does the same thing. 

Then we ended our comments all of the same way. This has become a blue angel tradition. And at first I thought this is kind of hokey, but you know, I had to play the game. But I found that after a while to be really powerful and we ended up by reminding ourselves what a privilege it is to be part of this team. 

No matter how bad a day we’ve had, we all end our comments the same way. We say simply, I’m glad to be here. When you hear all your colleagues express that gratitude, it really changes the chemistry. It’s pretty cool. 

If somebody had what we call a significant emotional event where somewhere in there they had “the Jesus scared out of them” because something happened and we’re flying pretty close together. Then we want to get that out on the table now because learning isn’t going to happen if somebody is grinding their teeth. How many times have you been in a meeting where there’s an 800 pound gorilla that nobody wants to talk about, but nobody’s really getting anything out of the meeting because the tension is so high and so forth. And so we would drop anchor in it. It may take a little while, but we needed to clear the air because otherwise moving forward it wasn’t going to do anything productive for us.

If you’re a pro sitting in their seat, what’s one thing that they should do tomorrow when they get up and go to work? What’s the one thing that helps move them towards the fight, move them towards thriving again.

So at the risk of being repetitive, I would just say that tomorrow, think about how you can build trust proactively because I believe that it’s a huge opportunity for everybody that’s listening here because very, very few people are thinking about building trust proactively. They wait until it’s broken or lost and then they are scrambling to get it back. Frankly, if you look around now, I’ve never seen in my lifetime such levels of trust across all dimensions of life. So I think it’s a wonderful opportunity for you. You don’t have to conquer the world the first day. But I would think about tonight, what is one key relationship that I would like to improve on? It doesn’t have to be the most important one, but what’s one that I would like to get better? And if you think about that relationship and you run it through the five CS, I think you’re going to find at least one if not two or three that you could work on to help you know that person.

How can I show her that I walked my talk that I live our values. How can I show that I’m fully committed to this and I’m going to sacrifice and I’m going to make it right? Whatever happens, I am in it, I own it, or how can I show her that I’m really good and I’m the one that she wants to do this work? And I’m continuing to try to get better. I’m just not good in general, I am the best one for this person and their situation and their problem. How can I make this person feel like I understand them, that I understand what they’re trying to accomplish and what they need and how I can help. And then finally, how can I communicate to them that they will understand me?

If there is miscommunication, who’s, is it? Is it the receiver or is it the transmitter? Well, it may be a little of both, but I submit it’s mostly on the transmitter. In this COVID-19 environment, there are a lot of people that are hurting and if you are willing to go help them and be there for them, you are going to build such a powerful bond and a level of trust that’s going to carry you far into the future after this is all over and it will be over. It’s going to take longer than any of us would imagine or desire now but at some point it’s going to be over and those of us that are still standing are going to be able to move in some pretty cool places because we’ve made the investments now, beforehand.  


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Housecall Pro

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Last Posted July, 2025
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