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Episode 147


Topic: Is Demand for Home Services Slowing Down? Part 2

Guest: Rachel Betterbid, VP of Digital Marketing, Coalmarch by WorkWave

In this episode we discuss:

  • Dan's "birthday"

Our previous episode, where we covered the data showing demand seems to be slowing

  • How consumer behavior is ever-changing and data/privacy concerns are a big factor here

  • The John Wanamaker quote about marketing: “Half my advertising spend is wasted; the trouble is, I don't know which half.”

How ease and convenience are paramount, leading to the growing use of texting, web chatting, online booking and similar web tools

  • The growing use of on-demand home service apps and how that's affecting the pest and lawn industries

  • Zero-click searches and what they mean for your business

  • What it means to adopt a "digital franchise model" and the challenges associated with it

  • Why it's still important to have systems and technology set up for review generation, upsells and seasonal campaigns

  • Why branding is important in the long term

  • Why it's important to focus on PIE: performance, image and exposure — in that order

Resources mentioned:

Notable: "Ease and convenience are everything in this day and age. People are impatient. Consumers want fast information. They want to book things without talking to people. They don't want to spend a ton of time researching. They want to make fast decisions." —Rachel Betterbid, Coalmarch

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