Ads aren’t getting cheaper. So it pays to think differently.
The four pros in this issue are turning what they already have into new work: a farmers market booth, old quotes, a customer list, and an offer that sells itself.
“I got a $100,000 kitchen remodel selling lemonade.”
Every summer, we sponsor the Music & Market, a local farmer’s market. We always get a free booth, and this year we built a lemonade stand. I’m making about $1,000 a day selling lemonade, but here’s the thing: I’m also getting leads. A $100,000 kitchen remodel, four or five yearly cleaning leads, and painting leads.
The move: Look at the events you already sponsor or attend. Hand out something people want (even if it has nothing to do with your trade). Add your branding, put out a few brochures, and let that start the conversation.
“My best converting promotion was for existing leads we never did convert.”
It was “take back your weekend” for lawn mowing, and that converted really well. Showed an image of a guy sweating his butt off out in the sun with a lawn mower, then another guy was sipping a lemonade out on his hammock… overall that message was relatable.
The move: Every unbooked quote is a warm lead you’ve already worked for. Pull the list, create one clear offer, and sell the time customers get back—not just the service you provide.
Instead of trying to find one little thing that might work, we try to tie everything together. Every month, we have our own little newsletter, and run them for holidays. We run other little events and stuff like that. We’ve also created referral systems.
The move:Don’t bet everything on one channel. A monthly email, regular referral asks, and a few seasonal campaigns can work harder together than any one tactic can alone.
“Don’t be afraid to test. Some things are going to absolutely bomb.”
Have the open mindset of testing different offers to see which one actually resonates with your market. Make sure on the backend side of things, it’s still profitable and you’re actually getting an ROI on that.
The move: Test a few low-cost offers with your email list or social followers, then track which ones book profitable work. Start small, keep the winning deals, and drop anything that costs more than it brings in.
The next time you're tempted to buy another ad, ask yourself:
→ What’s your version of the lemonade stand: an offer that gets people to stop and talk?
→ Which quotes went cold this year, and what fresh message could restart the conversation?
→ Are your emails, referral asks, and seasonal campaigns working together? Or is one channel doing all the work?
→ What offer could you test with your existing audience without risking too much time or money?
Tips from the field
Your best lead might live next door.
Before you pay to reach across town, own the block you're already on. Keith Kalfas and Daniel Dixon’s playbook: work Saturdays, leave door hangers, and ask happy customers to send their neighbors your way.
Free leads are hiding in the jobs you're already filming.
Max out free marketing before you spend a dollar on ads.
This $0 marketing playbook covers Facebook Groups, Nextdoor, and Google Business Profile, plus a 90-day marketing roadmap to get you started.
Your phone is enough to start getting free leads.
Set a tripod up, show your face, record yourself doing the work. Jacob Palmer's most successful videos are that simple. Homeowners watch him do the job before they ever call, so by the time they do, they're already sold.
Got a question for the panel? Reply with what you’d like help with right now.
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