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Housecall Pro blog

Everything you need to succeed as a Home Services company in a digital world.

TOPIC: Success

Creating an Effective Call-to-Action

February 20, 2018 • You’ve spent a lot of time building a great website for your business. Now you’re wondering how you can utilize it to gain more customers. We all know how important driving traffic to your website is for your business. It’s one thing to get a lot of visitors to your business' website, but those high numbers don't mean a lot if you’re not increasing conversion rates. In order to drive your customers to book a job with you, you’ll need to create an effective call to action or CTA. What is a CTA? A call to action prompts the customers visiting your website to take the next step and engage with your company. This includes downloading an offer, signing up for a newsletter, getting a free evaluation or booking a job. It’s your opportunity to ask your visitors to take action and work with you. In order to ensure that you’re capturing the most customers, check out these five strategies for creating an effective call to action. Once you have a structure set, gaining more business will be easy as C-T-A.   1) Answer the 'why' First and foremost, your overall website design should inform visitors of the value they will receive by following the CTA. Review your site and ask yourself, "Why should they click on this button?" Make sure you give them a good idea of what they’ll gain from following your CTA by including relevant content and a clear message. 2) Location, location, location Brick-and-mortar businesses know how important it is to be in the right spot to bring in customers. Look at your CTA as the ‘front door’ to your online presence. In the past, it has been recommended that the CTA be "above the fold," meaning your visitor can view it without having to scroll. Since websites are all different and there are now multiple parts of the page, you should consider placing a few throughout, providing multiple ‘doorways.’ Make sure the CTA is the most actionable item on your page. Research indicates have your CTA on certain sections of the page will result in more clicks based on the readers natural viewing pattern. Pro Tip: Consider using CTAs in a mid-page sign-up strip, incorporating a sticky form that follows the scroll, or adding a side navigation panel with your sign-up form. Marketing Experts also move their CTA form to the bottom, increasing their conversion by 20 percent. Test a few different placements to see what works best for you. 3) Create a sense of urgency You want to make the call to action memorable but also create a sense of urgency. Text on the button should inspire immediate action. A few examples you could try are: Act now Call today Don't delay Reserve your seat Try not to be passive. Your text should be emotionally charged. Urgency compels consumers psychologically, and this works to improve your conversion because, as marketing expert Neil Patel points out, visitors will act quickly without overthinking it. 4) Colors and fonts A great way to show urgency and importance is to use color schemes that pop and draw attention. Contrast the words on your button to make them pop out from the background. Check out some of these successful CTA examples and try a couple to decide which color works best for your business, different colors evoke different feelings. Marketing experts do warn against using black, brown or white, so keep that in mind when you’re choosing your color. 5) KISS it "Keep it short and simple," or KISS reminds you to stray away from overthinking it. If you want visitors to leave your site with one thing, it should be available by clicking on your call to action. Remember that less is more: The font should be readable. Make your text interesting and action-oriented. Don't make the call to action too long. Have some open space on your button Don't make the button too busy or cluttered. Don't forget CTAs should be common sense. Yet, as essential as they are to driving new business, the Content Marketing Institute says CTAs are "among the most neglected of content marketing components." Take the time to understand who your target audience is, examine your website's messaging and guide your visitors to the path you want them to take with clear but simple call-to-actions.

Kindra K., Marketing Coordinator

Call to action hero image

How To Ace Customer Satisfaction

February 9, 2018 • Have you ever seen those lists of things like, "Top 10 Dermatologists in the Tri-County Area"? Every time I see those, I have to wonder about how they were chosen; did a bunch of people break down years' worth of data about how successful those doctors were at treating their patients acne? Of course not. Those lists are based on what patients think of their doctors, and what they think is formed mostly because of the way the doctor treats them and how they make them feel. Ultimately, those things are lists based on customer service, and customer service may be one of the most important things you do as a business owner. Most take customer service for granted. But it's not enough to just show up and perform a job. You have to perform it with quality, convey a positive attitude, and be prepared to serve the customer even after the job is over. Small business expert Ruby Newell-Legner makes very clear why it's so important. Her research says that it takes 12 positive experiences to make up for one unresolved negative experience. Turn that around and you'll see that it just makes sense to provide excellent customer service from the get go. A surprising number of field service companies ignore the importance of customer service. They are happy to just get the job done and move on, but customer service is almost by definition, all the things that happen in your interactions with customers that are not specific just to the work you do. Rather, it’s the details and the work you are doing before, during and after you get paid. According to American Express, 7 in 10 Americans said they were willing to spend more with companies they believe provide excellent customer service - that's really all you need to know. But you also need to be smart about how you make it part of your overall business strategy.   The key to excellent service Being recognized for great customer services is about more than just being a nice guy or gal. It also doesn't mean that you let people walk all over you while you do anything to make them happy. Rather, it's that happy medium where you do things that make you stand out in the mind of your customers. Yes, it starts with the Golden Rule (treat others as you'd like to be treated), but it requires you to be creative in how you imprint your brand on your customers. The best customer service is notable in the same way a great friend is: it's not about how much they spend on you, or even the amount of time they're with you. It's about knowing they have your back, they'll be there when you need them, and you thoroughly enjoy your experiences with them. Let's break that down a little further into the different expectations customers have when they think about the service they receive: Consistency is key OK, this one is kind of basic, but it's easy to neglect. Show up when you say you're going to show up, be fair and straightforward about price, deliver good work in everything you do, and communicate. Being consistent sets expectations, and when those expectations are met repeatedly, it instills faith and trust in your customers. Relationship and trust building Trust is based on honesty and it's the basis for any good relationship. Now, you may need to deliver difficult news to a customer, or maybe the project costs have to change due to unforeseen issues. None of those things is ideal, but if you are up front with the customers, you make them feel like they can trust you. And if you don't pull punches with them, they won't pull punches with you. That forms a relationship that can last a long time. No Alarms and No Surprises People hate surprises unless it's about saving them a bundle of money. The more you communicate, the more the customer can set expectations about the progress of a job, any cost changes, or anything that might be disruptive to their normal schedule.   Friendly, but quick Speed is one of the things customers really value. As much as they may like you, they much prefer to have their problem fixed so they can get back to normal. You never want to look like you're rushing around while in the midst of a job - that could make it appear that you're not paying enough attention. But if you can combine a friendly attitude with fast delivery, then it shows to the customer that you're respectful of their time. Take a little, but give a little You should get paid for your work, there's no question about that. And when you run into unusual situations that are out of your control (you find dry rot, the wiring is not to code, etc), the customer has to take on those expenses. That said, no one likes to add cost onto a project and even if it's not fair to you, the person delivering the news sometimes can look like the bad guy in these kinds of situations. One way to smooth this over is to meet the customer halfway. Maybe the cost of goods is going to run really high, so you agree to cut labor costs by a certain percentage. Or perhaps you can do a little something extra, something unexpected for the customer that will be a pleasant surprise; maybe something along the lines of, "Since I had to go under the house to do that extra wiring anyway, I picked up all this debris." Service beyond expectations We all like when people go above and beyond for us, and in terms of customer satisfaction, this is a huge differentiator. A customer who gets his oil changed at your business won't remember dropping off or picking up the car, but they'll remember that as part of the service, you vacuumed the interior of their vehicle. Or maybe you put in some extra hours on the weekend so the flooring work can get done in time for the big graduation party they're hosting next week. You know how you like to be treated; do the same for your customers and you will forever stick out in their minds. You need to know that being great at customer service takes time and may cost a bit of money initially, but this is an investment in building customer relationships that will save you a ton of time and will create sustainable, long-term sources of income through customer loyalty. But again, there is a bit of work and creativity you need to put into it in order to reap the rewards. Consider these as the building blocks of your strategy: Communication Relationships only work if the different parties are communicating, so you need to ensure you're keeping customers informed of everything that will make their life easier. This includes reminders of service appointments, clear descriptions of your services in invoices, information on dates when you will be closed for business. With the use of field service apps, you can automate much of this communication so you don't have to sit in front of a computer all day sending out emails (yet, you will get the credit for keeping customers informed). Keep in mind that customers think in terms of milestones for many projects, so let them know what the status of things are. If you've spent time with them picking out windows to be installed, a friendly text or email to let them know the windows arrived gets them excited and feeling positive about the project. Maybe follow that up with personal information like, "Jeff will be out to install on Thursday at 10am, as we discussed. Jeff has been installing for 18 years and he's one of the best in the business!"Communication can keep a customer glad they chose you. The personal touch Most of your competitors will think in terms of just showing up; all they're going to get is a single interaction when they operate like that. But when you demonstrate appreciation for the business your customer gives you, it makes them feel valued and establishes the sense that you want to maintain a relationship with them. Leaving a nice, inexpensive gift like a plant or a magnet is a kind gesture, but it's also a way to keep your brand front and center in their minds. Whether it's with an email, a text, or if you take the time to compose a quick handwritten note, a sincere note of thanks from you will also help you stand out from other vendors who appear to take customers for granted. A seasonal card is a great way to remind them about you and it is a welcome kindness (TIP: Everyone sends cards at Christmas, so to truly stand out, consider a different holiday or celebration - a "Happy St. Patrick's Day" or a "Super Bowl Give-Away" will be unexpected and therefore get the attention of customers. Reduce customer pain Customers have a lot of anxiety that goes with many field service projects. Customers may be spending a lot of money, and they usually are doing this for the first time and don't know what to expect. You're the expert, but rather than big-time them, act like a patient coach who is helping them understand what's going to happen, walk them through it while it's happening, and then complete the project with a helpful summary of everything they need to know once you are done. This has to do with every part of a job. Payments can be stressful, and while you don't want to get stiffed, it's a sign of great customer service if you work with the customer on a payment plan that they feel good about. Maybe they have health concerns or are worried that the noise from the project will irk their neighbors. Going that extra step to ensure a safe, clean, respectful working environment makes them have confidence in you. Great customer service never stops, and it's not unique to just some customers. In order for you to reap the benefits that come from being known as a great business to work with, you have to always have a customer-first mindset. From your marketing material, to the way you answer the phone (and the quickness with which you answer it!), to every single interaction during the project and even afterwards, you can stand far apart from your competitors. It takes some creativity but it will drive referrals to you, maintain long standing relationships with your customers, and will ultimately be the most cost-effective way to increase revenue and establish an excellent customer brand.

Kindra K., Marketing Coordinator

Customer Satisfaction odometer

The Art of the Upsell/Cross-Sell

February 8, 2018 • As we've seen in the article 7 Ways to Guarantee Customer Loyalty, keeping the customers you have is far less time consuming, requires much less time investment, and eliminates much of the stress of trying to get new ones. Studies have shown that it's 7x more expensive to get a new customer than to keep an existing one, and the probability of selling to a new customer is 14x higher than trying to sell to someone new. The evidence is quite clear: investing in customer retention strategies will give you much more bang for the buck and help ensure long-term, sustained business for you. We've looked at a variety of ways to keep your existing customers happy and reward them for their loyalty, but a particularly effective way to maintain a longstanding relationship with customers is to increase the amount and type of services you can sell. This is the art of cross-selling and up-selling, where you identify complementary services and products that will improve the customer experience and increase the value you can offer them. Think back to every time you've ever been asked, "Would you like fries with that?" THAT'S all about selling more, in context, and for more value, and it's as common in business as sending an invoice. Effective cross-selling and up-selling will provide a tighter bond with your customers because doing it effectively puts you in a position of being a trusted advisor. It also increases the amount that customers will spend on your services over time because it gives you an opportunity to educate them on the wide range of things you can do for them. When done right, this type of selling and servicing will get increase customer’s likelihood of calling upon you when services are needed. Let's think about the distinction between the two types of selling. When you  cross-sell , you give customers additional products or services to the ones they are originally looking for. It might be similar to what Amazon does when it constantly tells you, "Customers who bought this product also bought this OTHER product", although, for those in field services, it could be done during service calls and in marketing collateral (according to Amazon, recommendations like this increased sales by as much as30%). While the services you market during cross-selling are relevant to your customer's needs, they may be a bit different from what the customer originally engaged you for. For example, if you were hired to clean carpets, this would be a good opportunity to explain that you also clean drapes, how effective you are at cleaning them, and how adding a drape cleaning service to the carpet cleaning service will garner them a bundled discount. Up-selling , on the other hand, is all about increasing the overall amount that a customer spends for a particular service. The idea here is that after you have engaged with the customer, you find ways to sell more of the same service. You have to make sure you are smart about pricing so as not to be a turn-off, but it's an effective way to get the customer to buy more while they're already committed to working with you. Let's look at the carpet cleaning example again. Maybe a customer has hired you to clean the living room carpet because it has a stain; this would be a good time to ask, "When was the last time you had all your carpets cleaned? Since I'm here and have my equipment, I could do the entire house for a discounted rate." What Are You Selling? It's important that you and your employees know the context for what you sell. First off, you should recognize that there's a difference between selling products and selling services. If you are a carpenter hired to build cabinets for a customer's kitchen, it would make sense to use your expertise to advise a better quality of wood than what the customer originally wanted. It may be that they chose their wood based on price alone; you can offer them a good deal on a better quality of wood that will actually last them for many more years and will endure much more wear and tear. That's a great way to up-sell with materials. In that same example, the customer might request your services to deliver the cabinets unpainted; they want to save money by painting it themselves. You could up-sell them by offering to paint the cabinets before you install them - you might explain that, while they might save a few bucks doing it themselves, they'd need to paint a lot of cut-outs and they will need to purchase or rent an expensive spray paint machine that will eat into whatever savings they have to realize. In this case, you can work with them to come up with a mutually acceptable price. You get paid more, the customer feels like he got a deal, and you have an opportunity to demonstrate a broader set of your services. Knowing what you are able to offer, and the appropriate times and places in which to offer them is critical to customers trusting you. When, Where, and How to Up-Sell and Cross-Sell Have you ever heard a good salesman use the acronym, "ABC"? It means, "Always Be Selling," and for many, it's a behavior they live and breathe. You should not do that, however. Look, you want to sell more goods and services, but if you make a pitch every time you see your customers, it'll just become annoying and that's a sure-fire way to lose business. It's also disingenuous and frankly can border on being sleazy if you are just trying to constantly sell more, more, more. You should be ruled by the notion of providing value, not just getting a bigger invoice. Much of the time, you'll be hired to do a job, and upon completion of that job, you're done with that customer for the time being. That's just basic business. But there certainly will be times when you see an opportunity to offer additional and/or complementary goods or services, and when you do, you should be jumping at the chance. To do that, you need to know your selling points and their distinct value. Another critical aspect of up-selling and cross-selling is to know your customer. Understand their needs, and have a sense for their budget. Trying to cross-sell something that costs 3x the price tag of the original service is way out of whack and will be a turn-off. A good rule of thumb is that anything you sell as an additional product or service shouldn't exceed the original price point by more than 25%. If you go much beyond that, it becomes too big in the customer's mind and can become an immediate "no." Up-Selling, Cross-Selling, and Intelligence Gathering Every time you attempt to up-sell or cross-sell, you're going to learn something about the customer. You'll get smarter about their likes and dislikes; you'll come to understand what they value and what price points make sense for them. A good business person will use every up-sell or cross-sell situation as an opportunity to gather intelligence about the customer. It would make good sense to catalog that information and use it to get smarter about how you provide services to that particular customer. You'll start to understand if your customer wants a great bargain, or if they like convenience. Perhaps they like to negotiate, or maybe they totally recoil when you even bring up additional services. What's important, however, is that you're engaging the customer and in so doing, you're helping navigate the future of your relationship with them so you can provide better and more tailored services for them, and they can come to trust you. Some businesspeople are reluctant to engage in up-selling or cross-selling, but these are effective ways to retain customers and generate additional revenue. By offering additional and complementary products and services in an appropriate context, you can demonstrate value, capability, and your ability to be a trusted advisor to your customers.

Pat Flanders, Guest Author

Money growing from the upsell and cross selling

How To Master Your Discounts & Offers

February 8, 2018 • Everyone loves a good deal. No matter what the service or product is, customers are attracted to the idea of getting something for less than its regular price. When searching for a vendor to work with, we know that customers do considerable research to find a good match, but we also know that a good deal can usually get the attention of a potential customer better than many other tactics. In a study done by BIA/Kelsey’s Local Commerce Monitor, more than 30% of SMB sales come from promotions such as discount deals, daily deals, coupons, or similar discount offers. Additionally, the study found that through special offers, small businesses can create loyalty programs that are incredibly effective at building repeat business with existing customers. Discounts and offers provide an effective way to stand out from your competitors and to burnish your company name into the heads of potential customers. They can communicate that you are eager to get customers' business and that you are willing to take a financial hit to get it. That tells customers that you’re willing to give up a little to get their business. Plus, when a customer can save money, you've already got them in a good mood and eager to work with you. Who should you target with your offers? Your customers fall into two categories: new and existing. Pretty simple, but they are generally treated differently in terms of your marketing. New customers have an issue that needs solving quickly, and they are usually going to compare multiple vendors and will weigh different factors before they make a decision. Existing customers can rely on your past performance and if you've done well enough in their eyes to get their business again, an occasional discount can be a way to show your appreciation for them and encourage repeat business. In all cases, price is a critical factor in who the customer chooses, and you gain an upper hand if you offer a discount. The discount itself is enticing, but it doesn't force you to cut your fees and prices for regular services. It's usually a one-time offer that grabs the attention of potential customers, gets them engaged with you, allows you to get their business, and you then have the opportunity to gain their trust. Using special offers sporadically with existing customers can help strengthen that trust and encourage repeat business. Keep in mind, however, that a discount or special offer means that you sacrifice revenue in order to get a customer. That's not a great long-term strategy, and it doesn't make sense to shoot yourself in the foot by discounting too much. Doing so can devalue your quality in the eyes of a prospective customer and cause them to question your ability even before you get started. Make sure you give some serious thought to how you apply your discount and offer strategy. Shopify provides a variety of suggestions for special offers, and while there are many ways to use them, we recommend the following in order to be most effective at getting more customers and retaining the ones you already have: Percentage discounts: These types of discounts require you to understand your cost of doing business and knowledge of what you're willing to give up. Consider a 10% discount. In the eyes of a customer, 10% off a $100 fee may not seem like a lot, but 25% does. In offering a 25% discount, you're willing to forgo $25, which may be the cost of an hour of an employee's time. You can probably absorb that. Now, a 25% discount on a service that costs $1000 could be a killer for your bottom line, whereas you can probably withstand a 10% discount. Do the math first, but percentage discounts really stand out in the minds of customers. Flat discount: A flat discount is usually for a set amount of money; something like, "$100 Off Duct Cleaning Service." In this type of discount, you can generate business at times when certain services aren't being called upon (air conditioning maintenance in winter months), or perhaps move excess inventory ("50% Off All Parts for All Lawnmower Repairs"). Flat discounts can also be time-limited in order to create greater demand. Referrals: You can use these types of discounts to actually generate incremental business. This is where you can offer a discount for a customer referral. For example, if an existing customer refers a new customer to you, the existing customer is rewarded with a special offer or discount. This is a great way to recruit your customers to both do your marketing for you, and to become more tightly engaged with you for longer-term commitment as they become part of your “army” of evangelists. Complimentary: Sometimes, customers just love to be recognized for choosing you. In this case, you can provide a customer with a special discount as a way to thank them for being a valued part of your business, or even for holidays and other milestones. Quirky: This is where you and your customers can have some fun. During particularly hot months, you can offer a free case of Coke with any service call. That will set you back only $10, but the customer will see it as a freebie (which everyone loves), and a kind gesture. Or you can go the wacky route and raffle for some unknown prize. When the winner is chosen, perhaps he gets a bag full of hammers. And then the next month, the winner gets 10,000 paper clips. OK, I realize those are totally useless as actual prizes, but they don't have to cost much and they will be huge for promotional value. Holiday and seasonal offers: People organize their lives around holidays and different seasons. You can use discounts as a way to insert your service into their personal organization. For example, the start of summer is when a lot of road trips happen; it's a great time to get the attention of car owners who will need an oil change. When fall hits, the kids are back in school and it's a good time for carpet cleaning. Encourage people to use their time effectively by offering discounts to drive more business to you during these periods. Abandon/retarget offers: Some people will begin to book online with you, but won't complete the process. Your online booking app will provide you with data about abandoned attempts, which you can use to re-engage. This might come in the form of an email that says, "We saw that you started to book an appointment. While we hope your problem has been solved, if you still need our services, we'd like to offer you 15% off your first appointment." It's great customer service and will make a lasting impression. Email and website subscription offers: On your company website, you can easily add the ability to capture the names of site visitors with a tool that says, "Join us for future discounts and special offers", or if you have a company blog, you can offer, "Sign up to get updates when we publish a new blog." Upon collecting those names and email addresses, you can effectively target those people with special offers as a reward for having signed up to stay connected with you. Welcome aboard: It's hard to get the attention of potential customers, but an offer of a discount can help you break through the noise of your competitors. In these types of discounts, you might be willing to part with a larger percentage of revenue because it's so much harder to get a customer than it is to keep a customer. But if you can get the attention of the customer, it's also an opportunity to put on a dog-and-pony show and demonstrate how awesome you are. So while you may forfeit some profit, you have the opportunity to more than gain it back in the long run. Reminders: Reminders are helpful, but not always welcomed. You can turn this around and demonstrate to customers that they actually need, say, a furnace tune-up and get them to commit to one if you market it in a seasonal way - in September, for instance, you can encourage them to prepare for the winter with a "Prep for Winter Sale - 20% Off Furnace Tune-Ups During the First Week in October." Your time is valuable and you should get paid for what you're worth. You also don't want to be seen as the company who discounts everything because that may signal desperation in the eyes of customers and competitors. But with a smart strategy for using discounts and special offers, you can be viewed as a strong, attractive vendor who is willing to go to great lengths to win people's business.

Kindra K., Marketing Coordinator

Percentage signs hanging

Jared Best - The Best Life Ever

February 7, 2018 • Jared Best is the owner of Best Impressions Mobile Detail. Born in Virginia, he moved to San Diego when he was 3 years old and has been here ever since. I sat down with Jared at Housecall Pro headquarters to find out what exactly led him to his success. The early details Jared hasn’t always been in the mobile detail industry. He used to work for an auto insurance company as a claims representative where he enjoyed interacting with the customers and solving problems. Despite enjoying his job, Jared’s family was growing and he needed a job that could grow with them. It was when he was expecting his second child that he realized he wanted to start his own business where he could utilize the analytical and people skills he’s acquired over the years. One day, he saw a detailing truck parked next to him and detailing might be something he would be interested in. Still working at the insurance company, Jared reached out to a detailer he barely knew for some advice. The detailer offered to have Jared come work for him for free during the weekends in exchange for training. After a year of working 7 days a week, Jared finally felt confident enough to start his own business. That’s when Best Impressions Mobile Detail was born. Best Practices There are a few things he attributes his success to. First is his dad for believing in him and helping him start out. The second is his wife, for her patience and support while raising their 3 children. The last is his ability to keep learning, changing and evolving as time goes on. “You have to keep learning and continue to be open to change” His advice to anyone starting their own business is to jump in with both feet while remaining cautious. He says a lot of businesses fail because they want the whole pie right away and warns against buying the expensive supplies when you first start. “Don’t feel like you need to be the best of the best right out of the gate. You can take baby steps as you go through the process. You can always upgrade to the proper, more professional equipment down the road.” In his free time, when he has any, Jared enjoys hanging out with his kids, going to church with his family, and watching Chicago Med with his wife. To learn how Jared uses Housecall Pro to run his business, Best Impressions, click here.

Kindra K., Marketing Coordinator

A quote from Jared Best

Don Snyder - Walking Through Fire

December 8, 2017 • Here at Housecall Pro we’ve all heard of the man, the myth, and the legend known as Don Snyder, owner of Instadry Carpet and Tile Cleaning in Orlando. Through his humor, kindness, and engagement, he has quickly become one of our favorite Pros. Life Before Instadry Don was “hatched, not born” in Greensboro, North Carolina, where he lived for 22 years before joining the Marine Corps. During his five years in the military, he worked a lot in aviation. After 12 years in this industry, he gained valuable insight that would later help him run a business of his own. He first saw a need to get into the carpet cleaning industry after receiving a horrible experience in his brand new home from what was perceived as a “reputable” company. After one of his friends showed him some new equipment, as well as how to properly clean carpet, Don found his calling. A few years later he started Instadry Carpet and Tile Cleaning. How Does He Do It?! If you’re an entrepreneur, you know that starting your own business is a huge learning process. Luckily, Don is willing to share what he’s already learned with you. His advice for anyone wanting to start their own business is to never be afraid to try something new. Whether it’s using new tools or trying out a new process, he’s found that it’s important to take the risk of something new in order to improve. “Whenever Housecall Pro releases a new feature, you see a lot of users that are afraid to try it, but you can’t see the benefits of it until you do. You have to take the risk and be willing to try new things in order to help your business grow.” Don learned that you can’t be afraid to try new things or to make mistakes. His understanding that mistakes will happen and his ability to acknowledge when they do happen, has allowed him to learn from those mistakes and helped him continue to grow. Happily Ever Housecall When Don first started Instadry he bought only one pack of carbon copy invoices, costing him $30. We won’t say what his response to that price was, but he wasn’t happy. During this time, Quickbooks Online was becoming popular, so he signed up and started trying out a few different CRMs. After a year of spending his free time frustrated, trying to build out a system to run his business, he went searching for the QBO-sponsored apps. That’s when he found Housecall Pro. He immediately dropped the program that he just spent a year and a half struggling to implement and gave Housecall a shot. All because he saw that we’re continuously growing and adapting in the eye of the pros. Customer Experience Once Don saw that as his customer’s satisfaction had increased, he noticed that his business did too. He eventually changed his mission statement to reflect the importance of the customer experience: “To be THE TRUSTED service provider by turning every customer into a lifelong client!” When it comes to making sure you’re giving top-notch customer service, Don says he constantly looks for an opportunity to shake a hand. While it seems ironic, he told us that technology has actually brought him closer to his customers, allowing him to shake more hands and have a smoother, more convenient conversation. The Art of Multitasking In the end, what it comes down to is staying organized while handling everything at once. Don’s biggest success is handling a dynamic operation with ease. Now he can execute on thirty different tasks and still stay organized. “Just this morning I experienced this issue. Everyone in the field was slammed and I’m getting phone calls left and right. I had two appointments scheduled with two awesome clients and had to go to a hotel to do an offsite quote. On my way there I ended up stuck in traffic with more calls coming in. We had someone who needed to change their appointment from later that week to this afternoon. By pulling up the app, I saw that someone contacted one of the techs and postponed the afternoon appointment so we could accommodate the other person’s needs. The customer was so impressed that she added more work to her service. The technician was also excited that their day was still full. Everyone in the office was excited about the freedom and flexibility the software gives to our operation.” It’s Don’s employees that drive his ambition. He’s found that one of the hardest parts of owning your own business is carrying the responsibility to be successful for more than just yourself. His employees rely on him to keep the business running smoothly in order to do their jobs. It’s important for him to know what’s going on at all times in order to set his employees up for success. The Community Don isn’t just a well-known customer at our office, he’s also a huge part of the Housecall community on Facebook. He’s always chiming in on the Pros group to give advice, solve problems, or make everyone laugh. “I’ve been connected to a lot of other great pros from around the country, through the group. That kind of connection works because they’re not your local competitors that you’re swapping ideas with, so you’re not afraid to share your advice and learn from each other. Plus, there’s a community that follows behind it. Field services are field services and we all have to have the same attitude and focus when it comes to our customers.” Don Snyder is more than just a great customer, he’s also a great friend and business owner. If you would like to learn more about how Don runs his business click here.

Kindra K., Marketing Coordinator

Don at carpet & tile cleaning

Q&A With Ron Legacy

August 17, 2017 • We had a chance to sit down and speak with one of Housecall Pro’s power users, Ron Legacy. He shared stories about his success with social media and how it has been so important to driving more business. Ron started a carpet cleaning business called Legacy Services Carpet Cleaning in 2010. Since then, he’s has built up a large and engaging customer base that has helped him succeed as a small business owner mainly through the use of social media. Matt  How did you decide to use social media for your small business? Ron Actually, it was my daughter who started me on Myspace, then I opened a Facebook account in 2010. This was the same year I started Legacy Services Carpet cleaning. My intent was to make friends and hopefully help others going through similar situations. When I started Legacy I was actually living in the back of a truck, brokenhearted with only a dream of building this carpet cleaning company. I honestly had no idea how successful it would become when I began.  Matt What’s your favorite social media channel to use? Ron They all have their own benefits and the algorithm changes quite frequently. I would have to say the top 2 are Facebook and Instagram for building new business. Matt What has proven to be the most successful channel? Why do you think that is? Ron Facebook allows you the opportunity to create virtual relationships that feel real. Customers love to buy and recommend people that they know and trust. Matt You have 14k likes on your business’s Facebook page. How did you grow it into such a large following? Ron 2 words...Daily marketing. It has taken over 7 years of creating content daily to build the page over 14k followers. But just like building a house, you first start with a solid foundation then build up from there. Matt How do you decide to post the content you do? Ron Daily content is important but context is king. I pay attention to what the hot topic of the day is and my team creates content based on what we believe will give us the best chance of going viral. After the post has picked up momentum, then we pay Facebook to reach more people in our demographic. Matt How many jobs per month do you win from social media? Ron All of our new customers come from social media. We then use HCP to set them up on a regular cleaning schedule. Min we book is 8-10 jobs per day. During the summer months, we have booked over 30 in a day. Matt What’s the one thing you would warn people to be careful of when fully getting started? Ron We do a ton of Live broadcasts, so make sure you’re prepared before you push the “go live” button. We use the 5 P formula (Proper preparation prevents poor performance). We also rehearse weekly in-house with our team to help capture the best content for advertising. Matt Do you mainly use video or pictures when posting? Do you utilize facebook live to better interact with your customers? Ron Yes, we have a ton of live content and mix it up daily as well. We try to post at least 3 times a day and then interact with our potential customers. Matt What are the top 3 things you would recommend to someone who is looking to get started? Ron Social media can either help your business grow rapidly or destroy your reputation. You have no control over the reviews people will leave, but you do have control of how you respond. Make sure you have someone logged in at all times ready to put out any fires.   Be real. If you’re fake, people will see through it. Remember, people do business with companies they like and trust. Every single customer you visit has the potential to reach hundreds more for you. The best marketing I have discovered thus far is word of mouth. If you see your mom or relative raving about an experience they have had with a particular company, you’re way more likely to use that company. This should probably be the #1 rule. Never post anything you wouldn’t want your pastor, priest, or mom to read. Keep it clean and encouraging. Once again if people like you they will be more apt to use your service. (I added one) Post daily! In our fast-paced social media world, out of sight means out of mind. Do you remember what you read on FB yesterday? Matt Well, Ron, it was such a pleasure talking to you today. You have given our audience quite the insight into how to succeed with social media and why it’s so important and pivotal to your business. Keep up the amazing work. Ron Great talking to you Matt. I am glad I could be of assistance. You guys keep up the amazing work over at HCP. I tell all my fellow carpet cleaning colleagues that you guys are the only way to go. Matt If you haven’t already, go check out Ron’s Facebook Business Page, his personal Facebook Page, and his Instagram. Thank you to everyone who stopped in to learn about social media.

Kindra K., Marketing Coordinator