#241 What Would YOU Do With $1,000,000 in Marketing?

In this episode of Owned and Operated, John Wilson is joined once again by Ethan Wright from Service Scalers to answer a big question: what would you do with a million-dollar marketing budget?Together, they unpack how $1M breaks down between demand capture (LSAs, PPC, SEO, lead partners) and demand generation (TV, radio, social, branding) — and why the first priority is always the lead. John and Ethan talk about beating proven channels until they’re maxed, why operators get in trouble by spreading budgets too thin, and how the fastest-growing companies scale one or two channels to $100k+ a month.You’ll also hear their frameworks for deciding budget allocation, the hidden crossover between capture and brand, and the real numbers John looks at daily to keep the board full. Whether you’re running $2M or $20M, this conversation shows how the principles of lead generation never change — only the scale does.💼 Extra Special Thanks to Service Scalers!We’ve been partnering with Service Scalers to maximize our Local Service Ads (LSAs) and optimize our Google My Business profiles, and the results have been incredible. With hundreds of thousands in sales and 900+ calls in a single week, GMBs are now our top-performing organic lead channel. Want to learn how Service Scalers can do the same for you? 🔗Check Them Out Here  🔨Sponsored by WeSupplyTrades — Thousands of Plumbing, HVAC, and Hydronics parts shipped fast. Sign up free, save big, and get 20% off your first order with code OWNED20 HERE💼 Shoutout to Quick Staffers LLC Need trained HVAC & plumbing CSRs at a fraction of the cost? Quick Staffers LLC specializes in placing top-tier global talent with the best SOPs and scripts. 🔥 Get $1,000 off your first placement here🎙️ HostJohn Wilson → https://x.com/wilsoncompanies🎙️ GuestEthan Wright → https://www.linkedin.com/in/ethanwrighttx/Send Us Mail!More Ways To Connect with O&O John's YouTube Channel Weekly Newsletter Leave a Review John Wilson, CEO of Wilson CompaniesJack Carr, CEO of Rapid HVAC📌 Disclaimer: Some links may include UTM parameters or affiliate relationships, meaning we may earn a commission if you make a purchase. Episodes may feature sponsors, but all opinions expressed are our own.

In this episode of Owned and Operated, John Wilson is joined by Ethan Wright from Service Scalers to tackle the three biggest marketing mistakes that keep service companies from scaling. Together, they break down why most owners get lost chasing leads, how spreading budgets too thin kills ROI, and why neglecting your Google Business Profile can cost you serious growth.John and Ethan dig into the numbers that actually matter—booking rates, cost per lead, demo rates, and ROI—and explain how knowing your funnel from start to finish separates winning operators from those stuck blaming “bad leads.” They share practical frameworks for testing new channels, talk through the right time to double down versus diversify, and reveal why reviews and review velocity are a hidden superpower in local SEO.💼 Shoutout to Avoca AI!Looking to train your call center and improve technician performance? Avoca AI helps teams identify issues, improve call quality, and drive results from start to finish. 🔗 Schedule a demoShout Out to FieldPulse 🚀FieldPulse is an incredible Field Service Management platform that helps you save hours each week while keeping your operations running smoothly. If you're looking to streamline your processes, stay competitive, and focus on what truly matters, FieldPulse is a game-changer!📅 Book your demo💼 Modernize is how smart contractors scale.With inbound calls, live transfers, and branded programs, Modernize connects you to ready-to-buy homeowners. Over 9M leads delivered and $4B+ in revenue generated.👉 Start growing🎙️ Host: John Wilson → https://x.com/wilsoncompanies🎙️ Guest:Ethan Wright→ https://www.linkedin.com/in/ethanwrighttx/ Send Us Mail!More Ways To Connect with O&O John's YouTube Channel Weekly Newsletter Leave a Review John Wilson, CEO of Wilson CompaniesJack Carr, CEO of Rapid HVAC📌 Disclaimer: Some links may include UTM parameters or affiliate relationships, meaning we may earn a commission if you make a purchase. Episodes may feature sponsors, but all opinions expressed are our own.

In this episode of Owned and Operated, John Wilson sits down with Jack Carr from Jack Acquisitions, who also runs Rapid Response Plumbing, Heating & Cooling in Nashville, TN. Together, they break down the four most important pillars to scaling a home service company past $10 million a year: leads, people, sales, and infrastructure.John and Jack dig into what separates $1M businesses from $10M+ operators, from locked-in marketing strategies to strong recruiting pipelines and dedicated sales teams. They highlight why incentives drive performance, how to attract money-hungry talent in today’s labor market, and why infrastructure supports growth but doesn’t replace the fundamentals.Jack shares practical insights from his own company and acquisition experience—covering recruiting structures, incentive plans, sales processes, and the mindset shift it takes to scale. From driving consistent demand to building a rock-solid backbone for growth, this episode is packed with actionable strategies for contractors ready to break through the $10M ceiling.💼 Extra Special Thanks to Service Scalers!We’ve been partnering with Service Scalers to maximize our Local Service Ads (LSAs) and optimize our Google My Business profiles, and the results have been incredible. With hundreds of thousands in sales and 900+ calls in a single week, GMBs are now our top-performing organic lead channel. Want to learn how Service Scalers can do the same for you? 🔗Check Them Out Here Shout Out to FieldPulse 🚀FieldPulse is an incredible Field Service Management platform that helps you save hours each week while keeping your operations running smoothly. If you're looking to streamline your processes, stay competitive, and focus on what truly matters, FieldPulse is a game-changer!📅 Book your demo🎙️ Host: John Wilson → https://x.com/wilsoncompanies🎙️ Guest: Jack Carr → https://x.com/thehvacjackSend Us Mail!More Ways To Connect with O&O John's YouTube Channel Weekly Newsletter Leave a Review John Wilson, CEO of Wilson CompaniesJack Carr, CEO of Rapid HVAC📌 Disclaimer: Some links may include UTM parameters or affiliate relationships, meaning we may earn a commission if you make a purchase. Episodes may feature sponsors, but all opinions expressed are our own.

In this episode of Owned and Operated, John Wilson sits down with Tony from Wanamaker to break down one of the biggest challenges contractors are facing in 2025: leads are tougher for everyone.John and Tony dig into why this year has been so unusual for home service businesses, from cooler summers and unpredictable weather to rising digital costs and shifting media consumption. They unpack how operators can protect market share in a down year, why consistency beats quick creative changes, and the three questions every ad should answer: Why you? Why now? How can I afford you?Tony shares practical insights on cost-shifting budgets, leveraging the Zero Moment of Truth, and keeping brand messaging dialed in—even when the industry feels shaky. From media buying advantages in non-political years to the impact of ChatGPT, SEO, and the decline of cookies, this conversation is packed with actionable pro tips to help contractors navigate 2025 and set up strong for 2026.🚀 Huge Shoutout to SupplyHouse!When it comes to fast turnaround times, SupplyHouse has our back! With 250,000+ SKUs covering plumbing, HVAC, and electrical, they make sure we get the right materials—fast and hassle-free.💡Their Trademaster program offers free shipping, returns, and discounts, all with no membership fee. Use promo code SH5 for five percent off your first order— Code is valid through 9/30/2025.🔗 Check them out & level up your supply game here  💼 Shoutout to Quick Staffers LLC Need trained HVAC & plumbing CSRs at a fraction of the cost? Quick Staffers LLC specializes in placing top-tier global talent with the best SOPs and scripts. 🔥 Get $1,000 off your first placement here💼 Extra Special Thanks to Service Scalers!We’ve been partnering with Service Scalers to maximize our Local Service Ads (LSAs) and optimize our Google My Business profiles, and the results have been incredible. With hundreds of thousands in sales and 900+ calls in a single week, GMBs are now our top-performing organic lead channel. Want to learn how Service Scalers can do the same for you? 🔗Check Them Out Here 🎙️ Host:John Wilson 🎙️ Guest:Tony (Wanamaker)Send Us Mail!More Ways To Connect with O&O John's YouTube Channel Weekly Newsletter Leave a Review John Wilson, CEO of Wilson CompaniesJack Carr, CEO of Rapid HVAC📌 Disclaimer: Some links may include UTM parameters or affiliate relationships, meaning we may earn a commission if you make a purchase. Episodes may feature sponsors, but all opinions expressed are our own.

Welcome to Day 30 of the Double Your Profit SeriesThe go-to series for contractors, home service owners, and small business entrepreneurs.Today’s topic is one of the biggest levers you have in scaling your company: Cut Overhead Like a Maniac.🧠 Why This MattersOverhead is the silent profit stopper. Left unchecked, it can balloon quickly and quietly, eating into your margins without driving real growth. Every dollar tied up in overhead is a dollar not fueling revenue, marketing, or growth. To truly scale, you need to ruthlessly evaluate — and eliminate — non-strategic costs.💡 What You’ll Learn in This Episode:Why overhead rarely drives revenue (and what actually does).The danger of overinvesting in facilities and creating bloated fixed costs.Smart strategies: combining roles, automating back office, and outsourcing non-strategic work.Why cutting consultants is often the easiest way to reclaim cash.The “cut first, ask questions later” philosophy to move fast on savings.How to reward outperformance while cutting costs at the same time.💸This Episode is Brought to You by CFO Made EasyBuilt a strong trades business? Let’s take it to $10M and beyond. CFO Made Easy offers part-time CFO services for home and trade service businesses—helping you boost cash flow, maximize profit per tech, and make clear growth decisions.📈 Free Offer: Book a 45-min Financial Insight Session to uncover growth blockers. 📌 Disclaimer: Some links may include UTM parameters or affiliate relationships, meaning we may earn a commission if you make a purchase. Episodes may feature sponsors, but all opinions expressed are our own.🔥 Think of this episode as your mandate to build lean: trim the fat, invest only in what drives growth, and keep overhead from choking profit.📚 Keep LearningSend Us Mail!More Ways To Connect with O&O John's YouTube Channel Weekly Newsletter Leave a Review John Wilson, CEO of Wilson CompaniesJack Carr, CEO of Rapid HVAC📌 Disclaimer: Some links may include UTM parameters or affiliate relationships, meaning we may earn a commission if you make a purchase. Episodes may feature sponsors, but all opinions expressed are our own.

Welcome to Day 29 of the Double Your Profit SeriesThe go-to series for contractors, home service owners, and small business entrepreneurs.Today’s lesson might surprise you because it runs counter to the current industry hype: Don’t Overinvest in Technology.🧠 Why This Matters In the trades, there’s a new app or software tool launching seemingly every hour. Each one promises to grow your business, improve efficiency, or magically solve problems. The truth? Technology can help — but too much tech, or adopting it too early, can actually hurt profit instead of fueling it.💡 What You’ll Learn in This Episode:Why early adopters risk blowing money before tools prove their ROIThe reality of the trades “gold rush”: more tech being built than most companies can possibly useHow SaaS fees quietly stack up and eat into margins when tools aren’t fully implementedWhy distraction during implementation is often more expensive than the software itself🧰 Sponsored By Contractor Commerce Contractors: Ready to sell online without the tech headaches? Contractor Commerce lets you turn your existing website into a real online store — no coding, no inventory, no hassle. From filters to full system installs, your customers can shop 24/7, right from your site.🚨 Special Offer: Get your first 60 days FREE 👉 Start here 📌 Disclaimer: Some links may include UTM parameters or affiliate relationships, meaning we may earn a commission if you make a purchase. Episodes may feature sponsors, but all opinions expressed are our own.🔥 Think of this episode as your reminder to scale smart: better processes first, better tools second.📚 Keep LearningSend Us Mail!More Ways To Connect with O&O John's YouTube Channel Weekly Newsletter Leave a Review John Wilson, CEO of Wilson CompaniesJack Carr, CEO of Rapid HVAC📌 Disclaimer: Some links may include UTM parameters or affiliate relationships, meaning we may earn a commission if you make a purchase. Episodes may feature sponsors, but all opinions expressed are our own.

Welcome to Day 28 of the Double Your Profit SeriesThe go-to series for contractors, home service owners, and small business entrepreneurs.Today’s lesson is simple, bold, and direct: Outspend Your Competitors in Sales & Marketing.🧠 Why Outspending WorksMarketing isn’t a cost — it’s an asset. It’s the lever that drives growth, creates demand, and keeps your pipeline full. While many competitors cut back when times get tough, the businesses that double down on marketing are the ones that win market share.💡 What You’ll Learn in This Episode:Why competitor pullbacks (like PE firms cutting marketing budgets) create massive opportunityReal-world example: how a competitor’s cut from 10% → 5% marketing spend allowed us to dominate our market🧰 Sponsored By Contractor CommerceContractors: Ready to sell online without the tech headaches?Contractor Commerce lets you turn your existing website into a real online store — no coding, no inventory, no hassle. From filters to full system installs, your customers can shop 24/7, right from your site.🚨 Special Offer: Get your first 60 days FREE👉 Start here 📌 Disclaimer: Some links may include UTM parameters or affiliate relationships, meaning we may earn a commission if you make a purchase. Episodes may feature sponsors, but all opinions expressed are our own.⚙️ The Big PictureEvery dollar you invest in sales and marketing is fuel for growth. When competitors pull back, they hand you market share on a silver platter. Outspend them, outwork them, and watch your business compound its advantage.🔥 Think of this episode as your permission slip to go on offense when others go on defense.📚 Keep LearningSend Us Mail!More Ways To Connect with O&O John's YouTube Channel Weekly Newsletter Leave a Review John Wilson, CEO of Wilson CompaniesJack Carr, CEO of Rapid HVAC📌 Disclaimer: Some links may include UTM parameters or affiliate relationships, meaning we may earn a commission if you make a purchase. Episodes may feature sponsors, but all opinions expressed are our own.

 In this episode of Owned and Operated, John Wilson sits down with Tony Castellucci from Wanamaker to break down how home service companies should think about marketing spend at three different levels: $100K, $500K, and $1M.Tony and John dig into what works (and what doesn’t) as your budget scales. From avoiding white noise and wasted spend, to maximizing digital safety nets like SEO, PPC, LSAs, and Google My Business, the conversation highlights how to build consistent lead flow and a strong brand presence without diluting your dollars.They cover why seasonality matters for small budgets, when to shift toward year-round brand building, and how traditional media like TV, streaming, and selective billboards can play a role as you grow. Tony also shares agency-side lessons on attribution, cost per lead, and why marketing dilution is one of the most common pitfalls for home service owners.If you’re looking to understand how to strategically allocate your marketing dollars — whether you’re running a $5M shop or pushing past $15M — this is a must-listen episode.💼 Shoutout to Quick Staffers LLC Need trained HVAC & plumbing CSRs at a fraction of the cost? Quick Staffers LLC specializes in placing top-tier global talent with the best SOPs and scripts. 🔥 Get $1,000 off your first placement here💼 Sponsored by Volca Supercharge your referral game with Volca—an automated referral program built just for home service companies. With ServiceTitan integration, SMS referrals, automated payments, and real-time tracking, Volca makes manual referral programs a thing of the past.👉 Get 10% off all contracts—exclusive for Owned and Operated listeners. 📅 Book a time with the team💼 Special Thanks to First Internet Bank! Looking to buy or expand a business? First Internet Bank is a National Preferred SBA lender specializing in acquisitions for the skilled trades. Their SBA loan program offers up to 90% financing for business acquisitions, partner buyouts, and commercial real estate—plus optional lines of credit to fuel future growth. Unlike traditional lenders, they take a “how can we” approach, making deals happen for both first-time buyers and experienced operators.👉 Special Offer: Mention Owned and Operated for a reduced good faith deposit and a complimentary deal review + buyside prequalification.Connect with Alan Peterson from First Internet Bank here to get started 🎙️ Host: John Wilson 🎙️ Guest: Tony Castelucci (Wanamaker) Send Us Mail!More Ways To Connect with O&O John's YouTube Channel Weekly Newsletter Leave a Review John Wilson, CEO of Wilson CompaniesJack Carr, CEO of Rapid HVAC📌 Disclaimer: Some links may include UTM parameters or affiliate relationships, meaning we may earn a commission if you make a purchase. Episodes may feature sponsors, but all opinions expressed are our own.

Welcome to Day 27 of the Double Your Profit SeriesThe go-to series for contractors, home service owners, and small business entrepreneurs. Today we’re diving into a powerful framework for spending money wisely: Strategic vs. Non-Strategic Costs.🧠 Why This MattersNot all expenses are created equal. Some costs fuel growth and strengthen your competitive advantage. Others just bloat the business, add headcount, or waste capital without moving you forward. The challenge? Everyone — even smart owners — overspends on non-strategic costs without realizing it.💡 What You’ll Learn in This Episode:How to identify strategic costs that drive growth (marketing, technology, automation, strong locations, top talent in key roles)What qualifies as non-strategic costs (bloated HR or admin teams, unnecessary overhead, prestige office space beyond what’s needed)💸This Episode is Brought to You by CFO Made EasyBuilt a strong trades business? Let’s take it to $10M and beyond. CFO Made Easy offers part-time CFO services for home and trade service businesses—helping you boost cash flow, maximize profit per tech, and make clear growth decisions.📈 Free Offer: Book a 45-min Financial Insight Session to uncover growth blockers.📌 Disclaimer: Some links may include UTM parameters or affiliate relationships, meaning we may earn a commission if you make a purchase. Episodes may feature sponsors, but all opinions expressed are our own.⚙️ The Big PictureStrategic costs propel your company forward. Non-strategic costs hold it back. The difference between the two isn’t always obvious — which is why you must evaluate them carefully, often, and ruthlessly. The businesses that thrive are the ones that invest heavily in what grows profit and cut aggressively from what doesn’t.🔥 Think of this episode as your filter for deciding where every dollar should go.📚 Keep LearningSend Us Mail!More Ways To Connect with O&O John's YouTube Channel Weekly Newsletter Leave a Review John Wilson, CEO of Wilson CompaniesJack Carr, CEO of Rapid HVAC📌 Disclaimer: Some links may include UTM parameters or affiliate relationships, meaning we may earn a commission if you make a purchase. Episodes may feature sponsors, but all opinions expressed are our own.

Welcome to Day 26 of the Double Your Profit SeriesThe go-to series for contractors, home service owners, and small business entrepreneurs. Today’s lesson is the natural follow-up to yesterday’s topic of Cut Complexity. Once you trim what doesn’t work, the next step is simple: Multiply Your Winners. Why Multiplying Winners MattersToo often, owners keep dragging along departments or services that look big on top-line revenue but secretly ruin margins. The real growth hack is cutting what’s unproductive and doubling down on what’s already winning.In other words: do less, but do way more of the less.💡 What You’ll Learn in This Episode:How to identify the “dogs” in your business that drain profit and energyWhy reallocating resources from losers to winners accelerates growthThe Pareto Principle in action: focus on the 20% that drives 80% of resultsReal-world example: cutting an unprofitable new construction arm to scale a thriving plumbing service department🧰 Sponsored By Contractor CommerceContractors: Ready to sell online without the tech headaches?Contractor Commerce lets you turn your existing website into a real online store — no coding, no inventory, no hassle. From filters to full system installs, your customers can shop 24/7, right from your site.🚨 Special Offer: Get your first 60 days FREE👉 Start here📌 Disclaimer: Some links may include UTM parameters or affiliate relationships, meaning we may earn a commission if you make a purchase. Episodes may feature sponsors, but all opinions expressed are our own.⚙️ The Big PictureThe fastest way to scale isn’t always adding more — it’s multiplying what already works. Winners compound when you fuel them with focus, resources, and intentional growth. But you won’t know your true winners without accurate data to guide the decisions.🔥 Think of this episode as your playbook for cloning success and letting go of the rest.📚 Keep LearningSend Us Mail!More Ways To Connect with O&O John's YouTube Channel Weekly Newsletter Leave a Review John Wilson, CEO of Wilson CompaniesJack Carr, CEO of Rapid HVAC📌 Disclaimer: Some links may include UTM parameters or affiliate relationships, meaning we may earn a commission if you make a purchase. Episodes may feature sponsors, but all opinions expressed are our own.