The Boost

Zach Wilson - CMO at Lokal Digital Marketing

Welcome to The Boost with Zach Wilson! The Boost is a podcast for home service contractors. We explore leaders & innovators in home services, their personal journeys, thoughts and experiences with growth, marketing, and succession. We cover the good, the bad, and the ugly…innovations in home services, personal stories, and explore thoughts and ideas on marketing and its role and impact in home services. Our guests include HVAC contractors, Roofing contractors, Garage Door contractors, Plumbing contractors, any many more...we explore growth, marketing, buying, and selling in home services. Lokal provides digital marketing for home service contractors that won’t leave you lost at sea. read less
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Episodes

Transferring Equity while Being the Only License Holder with Tom Lucas
6d ago
Transferring Equity while Being the Only License Holder with Tom Lucas
In this week’s episode, we chat with Tom Lucas, Service Manager and Part Owner of Dayco Systems, live at CAAG in Savannah.   In our conversation, we explore Tom's journey to becoming a part owner of Dayco Systems and the ongoing negotiations to acquire full ownership from the company's founder, Dean.   Key Takeaways: Listen how Tom's decision to get the right type of license and speaking Portuguese with his wife in a buffet changed his lifeNavigating the challenges of negotiating a fair dealThe importance of clear communication and setting expectations upfrontPlans for future growth through acquisitions, including expanding into plumbing and electricalLessons learned and advice for others considering buying an existing company   Additional Resources ➡️ Schedule a FREE Marketing Assessment today: https://lokalhq.com/marketing-assessment/ ----- 👉 Connect with Tom Lucas LinkedIn: https://www.linkedin.com/in/tom-lucas-a62257174/ Website: https://daycosystems.com Instagram: https://www.instagram.com/dayco_systems/ Facebook: https://www.facebook.com/daycosystems/ LinkTree: https://linktr.ee/dayco_systems ----- The Boost, a podcast for home service contractors. Join CMO of Lokal, Zach Wilson, as he explores leaders & innovators in home services, their personal journeys, thoughts and experiences with growth, marketing, and succession. Lokal digital marketing works exclusively with contractors specializing in HVAC, roofing, plumbing, and garage door companies to conquer their local turf and grow exponentially. All Aboard the Longship! Powered by Vikings™. For marketing tips, follow Zach Wilson on Instagram, TikTok, or Facebook.
From Sweat Equity to Success with Jacob Krauss
10-04-2024
From Sweat Equity to Success with Jacob Krauss
In this week’s episode, we chat with Jacob Krauss, Content Creator, Koolin’ with Kraus, HVAC Knights Co-Host, and Co-Owner, Bizzy Air. Jacob discusses the unconventional path to business ownership, the challenges of rebranding and revitalizing a longstanding company, strategies for growth, and ways to engage with the community.  In our conversation, we uncover the ins and outs of acquiring and transforming a longstanding HVAC business into a modern, customer-focused business.    Key Takeaways: The transition from B&G Air Specialists to Bizzy Air, and the vision behind the rebranding.The importance of follow-ups and customer service in building trust and loyaltyLearn how Jacob used sweat to gain equityFuture goals for Bizzy Air, including reaching the million-dollar mark and expanding the team   Additional Resources ➡️ Schedule a FREE Marketing Assessment today: https://lokalhq.com/marketing-assessment/ ----- 👉 Connect with Jacob Krauss Website: https://bizzyac.com/ Instagram: https://www.instagram.com/koolinwithkrauss_hvac/ YouTube: https://www.youtube.com/channel/UCam5-STAaS2ddkKEYF9w8RA ----- The Boost, a podcast for home service contractors. Join CMO of Lokal, Zach Wilson, as he explores leaders & innovators in home services, their personal journeys, thoughts and experiences with growth, marketing, and succession. Lokal digital marketing works exclusively with contractors specializing in HVAC, roofing, plumbing, and garage door companies to conquer their local turf and grow exponentially. All Aboard the Longship! Powered by Vikings™. For marketing tips, follow Zach Wilson on Instagram, TikTok, or Facebook.
Navigating the World of Commercial HVAC and Refrigeration with Adrian Garcia
03-04-2024
Navigating the World of Commercial HVAC and Refrigeration with Adrian Garcia
In this week’s episode, we chat with Adrian Garcia, HVAC content creator, podcaster, owner and partner at Reliable Kitchen Services.   Adrian discusses the challenges and rewards of running a family business and how his father, a skilled electrician, inspired him to enter the world of commercial HVAC and refrigeration in the food service industry. Adrian offers a unique perspective on various subjects like branding, strategies for year-round profitability, the value of HVAC techs, and why quality and expertise are worth every penny.   Key Takeaways: Adrian’s initial reluctance to take on a leadership role and how his perspective evolved over time.The importance of not taking advantage of customers and maintaining honesty as a core business value.How to survive and thrive during your slow season and the benefits of maintenance agreements.How to use memes and content to educate and engage with the HVAC communityAnd much, much, more!   Additional Resources ➡️ Schedule a FREE Marketing Assessment today: http://lokalhq.com/marketing-assessment/ ----- 👉 Connect with Adrian Garcia Website: https://www.reliablekitchenservices.com/ Instagram: https://www.instagram.com/ReliableHVACR/ Facebook: https://www.facebook.com/ReliableHVACR1/ YouTube: https://www.youtube.com/reliablehvacr/ ----- The Boost, a podcast for home service contractors. Join CMO of Lokal, Zach Wilson, as he explores leaders & innovators in home services, their personal journeys, thoughts and experiences with growth, marketing, and succession. Lokal digital marketing works exclusively with contractors specializing in HVAC, roofing, plumbing, and garage door companies to conquer their local turf and grow exponentially. All Aboard the Longship! Powered by Vikings™. For marketing tips, follow Zach Wilson on Instagram, TikTok, or Facebook.
How ESOPs are cultural game changers with Loren Gardner
28-03-2024
How ESOPs are cultural game changers with Loren Gardner
This week, we dive into a conversation with Loren Garder from Bergen Plumbing, Heating, & Cooling, exploring his journey as an educator in the trades.  Loren's early collaboration with his brother at Bergen led him to discover his passion for training aspiring tradesmen.  Under his guidance, Bergen's apprenticeship program evolved into the cornerstone of their culture, eventually expanding into the independent Blackhawk School of Apprenticeship, a crucial step for anyone joining Bergen. The turning point came when Loren’s brother began transitioning the company into an Employee Stock Ownership Plan (ESOP), enabling employees to own a part of Bergen.  This move not only cultivated a sense of ownership among the staff but also significantly enhanced the company culture, fostering a deep-rooted commitment to excellence in service, customer satisfaction, and mastery of their trade. Tune in to hear Loren discuss how these initiatives transformed Bergen, creating a unified passion and dedication that resonates throughout the company.   A few key takeaways: Empowerment through Education: Loren Garder's initiative to develop a comprehensive training and education program underscores the importance of continuous learning and skill development in professional growth and organizational success.Culture Transformation via Ownership: The transition to an Employee Stock Ownership Plan (ESOP) illustrates how sharing company ownership with employees can transform a company's culture, fostering a sense of belonging, responsibility, and collective drive toward success.Strategic Innovation in Business: The creation of the Blackhawk School of Apprenticeship as a feeder system for new talent highlights the value of innovative approaches to solving traditional business challenges, such as talent acquisition and development.Impact on Service Quality and Customer Satisfaction: This suggests a strong link between employee empowerment, company culture, and the quality of service provided to customers. In Bergen, the shift to an ESOP improved company dynamics significantly and influenced the customer experience and business success.And more!   Additional Resources ➡️ Schedule a FREE Marketing Assessment today: https://lokalhq.com/marketing-assessment/ ----- 👉 Connect with Loren Gardner LinkedIn: https://www.linkedin.com/in/lorendgardner/ Website: https://apprenticeshipworks.trade Instagram: https://www.instagram.com/apprenticeship_works/ Facebook: https://www.facebook.com/profile.php?id=61553685544705 Bergen Plumbing, Heating, & Cooling: https://noworrycomfort.com ----- The Boost, a podcast for home service contractors. Join CMO of Lokal, Zach Wilson, as he explores leaders & innovators in home services, their personal journeys, thoughts and experiences with growth, marketing, and succession. Lokal digital marketing works exclusively with contractors specializing in HVAC, roofing, plumbing, and garage door companies to conquer their local turf and grow exponentially. All Aboard the Longship! Powered by Vikings™. For marketing tips, follow Zach Wilson on Instagram, TikTok, or Facebook.
Where you Focus, Where you Grow with Tersh Blissett
20-03-2024
Where you Focus, Where you Grow with Tersh Blissett
This week on our podcast, we recorded live at ACCA 2024 in Orlando. Our captivating conversation with Tersh Blissett, a vanguard in service innovation and co-host of the Service Business Mastery Podcast.  Tersh discusses his early curiosity that led him from tinkering to studying engineering at Georgia Tech, eventually finding his true calling in the trades. He became co-owner at Tri-Star Heating, Air, and Plumbing before launching his own high-end HVAC company, Service Emperor, in 2019. Distinct from Tri-Star’s high-volume approach, Service Emperor prides itself on meticulous attention to detail—ensuring technicians are not only skilled but also exceptionally respectful and mindful of the clients' homes, a necessity given the upscale Savannah residences they service. Tersh began a podcast to highlight his journey starting and operating a new HVAC company.  Podcasting about Service Emperor marked a pivotal moment for Tersh, igniting a passion that ultimately led him to focus full-time on the Service Business Mastery Podcast. To maintain his businesses while dedicating himself to podcasting, Tersh enlisted trusted partners, offering equity to ensure both ventures thrived without his constant oversight. Emphasizing the mantra “Where you focus is where you grow,” Tersh has successfully expanded his podcasting career, now boasting over 200,000 monthly downloads.   A few key takeaways: Passion and Purpose: Tersh’s journey from a kid with a curiosity to tinkerer, led to a very successful life as an entrepreneur in the trades.Transition and Adaptation: Tersh has a unique ability to transition from one venture to another, adapting to new ideas, new roles, all while leveraging his skills and experiences to create value in different contexts.Detail-Oriented Service: Tersh’s focus on the little things that matter to customers, like cleanliness and respect for clients' homes, emphasizes the importance of attention to detail in building a successful service-oriented business.Value of Partnerships: Bringing in trusted partners to help manage and grow demonstrates Tersh’s value of partnerships and recognition that to scale and grow, it takes a team.And more!   Additional Resources ➡️ Schedule a FREE Marketing Assessment today: https://lokalhq.com/marketing-assessment/ ----- 👉 Connect with Tersh Blissett Instagram: https://www.instagram.com/tersh_blissett Facebook: https://www.facebook.com/tersh_blissett Service Emperor: https://serviceemperor.com/ TriStar Heating, Cooling, Plumbing, and Electrical: https://tristarsavannah.com/ Service Business Mastery Podcast: https://servicebusinessmasterypodcast.com ----- The Boost, a podcast for home service contractors. Join CMO of Lokal, Zach Wilson, as he explores leaders & innovators in home services, their personal journeys, thoughts and experiences with growth, marketing, and succession. Lokal digital marketing works exclusively with contractors specializing in HVAC, roofing, plumbing, and garage door companies to conquer their local turf and grow exponentially. All Aboard the Longship! Powered by Vikings™. For marketing tips, follow Zach Wilson on Instagram, TikTok, or Facebook.
Marine turns to M&A Banker Who Dreamt of Life as a HVAC Owner with Nicholas Matos
12-03-2024
Marine turns to M&A Banker Who Dreamt of Life as a HVAC Owner with Nicholas Matos
Join us this week as we talk to Nicholas Matos, owner of Reliable Heating and Cooling in Indian Trail, NC. Nick's path led him from Miami and the Marines to the world of HVAC business ownership. After learning finance at J.P. Morgan, he used his valuation skills to transform a struggling HVAC shop into a seven-figure success within his first year. Nick closed his first small business deal quickly – and right in the middle of peak season! He skillfully negotiated favorable terms without external financing, recognizing the limited buyer pool and leveraging that to his advantage. Nick shares insights on the challenges of valuing small businesses. He emphasizes both the importance of the buyer's vision for growth and the difficulty of reliable valuation due to inconsistent data. Reliable's initial focus is on optimizing operations, streamlining pricing, organizing their CRM, and building a strong digital marketing presence. Listen to our discussion for much, much more!   Additional Resources ➡️ Schedule a FREE Marketing Assessment today: https://lokalhq.com/marketing-assessment/ ----- 👉 Connect with Nicholas Matos LinkedIn: https://www.linkedin.com/in/nick-matos/ Website: https://relhvac.com/ Instagram: https://www.instagram.com/reliablehvac_clt/ Facebook: https://www.facebook.com/relhvac ----- The Boost, a podcast for home service contractors. Join CMO of Lokal, Zach Wilson, as he explores leaders & innovators in home services, their personal journeys, thoughts and experiences with growth, marketing, and succession. Lokal digital marketing works exclusively with contractors specializing in HVAC, roofing, plumbing, and garage door companies to conquer their local turf and grow exponentially. All Aboard the Longship! Powered by Vikings™. For marketing tips, follow Zach Wilson on Instagram, TikTok, or Facebook.
Right-Hand Man, Operational Genius, and HVAC Minority Owner with Mike Mueller.
08-03-2024
Right-Hand Man, Operational Genius, and HVAC Minority Owner with Mike Mueller.
Ever wondered how a small HVAC company can scale up for big success? This week's guest, Mike Mueller, Head of Product Development, Integrator, and Coach at RocketX, shares the inside secrets. Mike and Zach discuss lessons learned during COVID, Mike's journey from Absolute Airflow to Delightful Duck, and his comprehensive plan to take the company to the next level. The Delightful Duck team is revamping their brand, boosting call center efficiency, and implementing strategic growth initiatives. Want to hear Mike's complete growth strategy? Tune in to the full episode!   Three Key Takeaways: Success isn't just about headcount: Healthy organizations focus on EBITDA and gross margins, not simply the number of employees. This focus allows for sustainable growth.Operational excellence is key: Organizations thrive when they pay close attention to detail in areas like efficient call centers, optimized service call booking, and thoughtful technician-driven marketing efforts.Strategic growth requires planning: Expanding a business successfully involves proactive marketing investments, attracting and retaining top talent with the right compensation, and carefully managing labor costs.And more!   Additional Resources ➡️ Schedule a FREE Marketing Assessment today: https://lokalhq.com/marketing-assessment/ ----- 👉 Connect with Mike Mueller LinkedIn: https://www.linkedin.com/in/mike-mueller-a49780245/ Website: https://www.callprofitrocket.com Instagram: https://www.instagram.com/mike_mueller_pr/ Facebook: https://www.facebook.com/NavyLax32 ----- The Boost, a podcast for home service contractors. Join CMO of Lokal, Zach Wilson, as he explores leaders & innovators in home services, their personal journeys, thoughts and experiences with growth, marketing, and succession. Lokal digital marketing works exclusively with contractors specializing in HVAC, roofing, plumbing, and garage door companies to conquer their local turf and grow exponentially. All Aboard the Longship! Powered by Vikings™. For marketing tips, follow Zach Wilson on Instagram, TikTok, or Facebook.
Solving Revenue Attribution for Home Service Contractors with Kevin Lesage
28-02-2024
Solving Revenue Attribution for Home Service Contractors with Kevin Lesage
In this episode, Kevin Lesage and Zach explore Channel Attribution and how to solve it in your digital marketing channels for home service contractors. Searchlight Digital connects digital marketing channels to existing customer revenue, allowing easier channel measurement and aiming to improve marketing through successful campaigns. Kevin and Zach go into details about the relationship between Agencies and Contractors. They discuss how to effectively get marketing channels dialed in with the Searchlight platform and how the platform can find leaks in marketing channels and dial-in spend. With a last-click attribution model, Kevin tells us how their platform builds stories around user’s and wraps those stories for each potential customer into money out and money in, resulting in more effective spend across digital. Kevin takes us on his journey from the son of a plumber who liked to help his Dad and Brother find more leads to today where he and his team are taking to the streets to help the rest of the contractors figure out where to effectively spend their dollars to grow their businesses. Kevin shares that all of this is very simple roll-up math once you have the breadcrumb.   Key Takeaways: Contractors and Marketers can benefit from SearchlightContractors can use Searchlight to help inform their strategies and conversation with marketingFinding leaks in marketing channelsWhat’s the investment in marketing for most hvac companiesProof for marketing that impacting salesCustomer’s activities are events and how those events build a story to show where the sale occurredAnd more!   Additional Resources ➡️ Schedule a FREE Marketing Assessment today: https://lokalhq.com/marketing-assessment/ ----- 👉 Connect with Kevin Lesage LinkedIn: https://www.linkedin.com/in/kevin-lesage-a4b75a25/ Website: https://www.searchlightdigital.io Facebook: https://www.facebook.com/SearchLight.io LinkedIn: https://www.linkedin.com/company/searchlightdigital/ ----- The Boost, a podcast for home service contractors. Join CMO of Lokal, Zach Wilson, as he explores leaders & innovators in home services, their personal journeys, thoughts and experiences with growth, marketing, and succession. Lokal digital marketing works exclusively with contractors specializing in HVAC, roofing, plumbing, and garage door companies to conquer their local turf and grow exponentially. All Aboard the Longship! Powered by Vikings™. For marketing tips, follow Zach Wilson on Instagram, TikTok, or Facebook.
Exploring Smart Dispatching and Inventory Management with JG Van Graan
21-02-2024
Exploring Smart Dispatching and Inventory Management with JG Van Graan
In this episode, JG Van Graan and Zach explore Smart Dispatching, Inventory Management, and marketing for HVAC contractors.  ThermoGrid’s a field management software helps contractors with smart dispatching and inventory management.  We discuss how Smart Dispatching can help contractors by analyzing technician’s schedules, skills, locations, and performance to make the best suggestion and automatically send the right technician to every job. JG talks about his 25 years in the HVAC industry and shares some memories of his installer days all the way through his current role as the Director of Sales at ThermoGrid.  Dan tells us it’s important to  think about our customers daily.   Key Takeaways: Traditional advertising and its effectivenessThermoGrid’s ICP, from 1 man shops to some of the largest shops65% of the industry is 1 to 3 mans shopsWhat’s the investment in marketing for most hvac companiesSmart Dispatching and who should adopt itInventory Management and what shops should implement it and whyAnd more!   Additional Resources ➡️ Schedule a FREE Marketing Assessment today: https://lokalhq.com/marketing-assessment/ ----- 👉 Connect with JG Van Graan LinkedIn: https://www.linkedin.com/in/jg-van-graan-67a0a417a/ Website: https://www.ecisolutions.com/products/thermogrid-contractor-dispatching-software/ Facebook: https://www.facebook.com/ThermoGrid LinkedIn: https://www.linkedin.com/showcase/eci-thermogrid/ ----- The Boost, a podcast for home service contractors. Join CMO of Lokal, Zach Wilson, as he explores leaders & innovators in home services, their personal journeys, thoughts and experiences with growth, marketing, and succession. Lokal digital marketing works exclusively with contractors specializing in HVAC, roofing, plumbing, and garage door companies to conquer their local turf and grow exponentially. All Aboard the Longship! Powered by Vikings™. For marketing tips, follow Zach Wilson on Instagram, TikTok, or Facebook.
Details are the difference between wins and loses with Jordan Winar
14-02-2024
Details are the difference between wins and loses with Jordan Winar
In this episode, we talk with Jordan Winar, Owner of Zion Outdoors. Jordan started Zion Outdoors after 10 years as Chief Growth Officer at Allied Outdoor Solutions. Zach and Jordan drift into the days of yore, both former endurance athletes. Jordan was an Xterra guy and Zach an Ironman triathlete, both who ascended to their respective World Championship races and are now business owners. Jordan talks about his victories and failures, on the bike and in the workplace. Jordan shares a growth story from his days at Allied, where scaling didn’t work and the details mattered. His team tried to copy and paste strategies from one market to another market more than 1,000 miles away….and it didn’t work. Jordan reflects on his favorite quote from Tony Robbins, “Where you focus goes, your energy flows…”.   Key Takeaways: Don’t try and be everything to everyoneLeadville 100 and endurance racingDetails matter, especially when expanding into different markets.Knowing your customer and selling to your ideal customer not someone else.And more!   Additional Resources ➡️ Schedule a FREE Marketing Assessment today: https://lokalhq.com/marketing-assessment/ ----- 👉 Connect with Jordan Winar LinkedIn: https://www.linkedin.com/in/jordanwinar/ Website: https://zionoutdoors.com/ Instagram: https://www.instagram.com/zionoutdoors.official Facebook: https://www.facebook.com/zionoutdoors.official YouTube: https://www.youtube.com/@ZionOutdoors ----- The Boost, a podcast for home service contractors. Join CMO of Lokal, Zach Wilson, as he explores leaders & innovators in home services, their personal journeys, thoughts and experiences with growth, marketing, and succession. Lokal digital marketing works exclusively with contractors specializing in HVAC, roofing, plumbing, and garage door companies to conquer their local turf and grow exponentially. All Aboard the Longship! Powered by Vikings™. For marketing tips, follow Zach Wilson on Instagram, TikTok, or Facebook.
Understanding your ideal customer profile (ICP) with Dan Maldonado
08-02-2024
Understanding your ideal customer profile (ICP) with Dan Maldonado
Dan sits down to discuss Native Tree Care’s ideal customer profile (ICP) and how he and Native Tree Care targets new customers and continues to grow.  In this episode, we kick off our podcast with Dan Maldonado, President and founder of Native Tree Care. Dan tells us it’s important to  think about our customers daily.   Key Takeaways: Navigating your ideal customer profile (ICP)Getting the phone to ring to keep the crews booked - small home services struggle to find successful channels because they are looking for the quickest path to get the phone ringing and not investing in long-term solutions that sustain business…looking for ROI isn’t always at the forefront.Thinking about the customer everyday - customers don’t frequently tell you they called because they saw you had good reviews, indicating it’s become a subconscious qualifier and is implicit in their behavior when searching for service providers.How clients share where and how they found you - you can really tell when customers are referrals because they just come out and tell you they were referred.The ethics of selling - do good work and be honest, selling to a customer in the wrong season when either they don’t actually need work completed or the work can cause irreparable harm.And more!   Additional Resources ➡️ Schedule a FREE Marketing Assessment today: https://lokalhq.com/marketing-assessment/ ----- 👉 Connect with Dan Maldonado Website: https://www.nativetreecare.net Instagram: https://www.instagram.com/native_tree_care_llc/ Facebook: https://www.facebook.com/DanNativetreecare/ ----- The Boost, a podcast for home service contractors. Join CMO of Lokal, Zach Wilson, as he explores leaders & innovators in home services, their personal journeys, thoughts and experiences with growth, marketing, and succession. Lokal digital marketing works exclusively with contractors specializing in HVAC, roofing, plumbing, and garage door companies to conquer their local turf and grow exponentially. All Aboard the Longship! Powered by Vikings™. For marketing tips, follow Zach Wilson on Instagram, TikTok, or Facebook.