"Everyone has to be accountable to the entire company three times a week on those numbers. That really has made, you know, what gets measured gets managed. We break down how many leads we’re getting, the appointment rate, our close rates, and cost per lead every single week. It’s made a huge, huge difference."

"We focus on search. So, not Facebook ads where people are just doom scrolling. We want the people already looking for you—so that’s LSA, Google Ads, GMB, and SEO driving to a really high-converting website. That’s always going to give you the best shot at qualified jobs."

"The clients that have the best success get a bunch of touch points and actually know what’s happening with those phone calls. Clients that reach out to prospects 12 times—text, email, phone—get significantly more appointments and jobs. And keep your forms simple! The less friction, the better. You don’t need a crazy expensive website either."

Don’t burn cash on agencies if you’re still early-stage. Sam recommends a simple three-step approach that any new home service owner can use to win their first digital leads—no fluff, no huge spend.

"Some clients want to put $2,000 in LSA and $2,000 in Google Ads, but if one channel works better, just pour your budget into that first. Test the limits of the channel before you try others. Don’t fragment your ad spend—go deeper on what’s proven."

"You don’t need the craziest website ever. I sell websites and I’m telling you, don’t buy that $30,000 website—you just don’t need it. What you want is something very clear and makes it easy for them to convert. If you look professional and modern, that’s enough to get the job done."

"You have to have some sort of listening tool for calls, text and email tools, and a legitimate CRM—otherwise you can’t track your marketing. Microsoft Clarity is a free tool I really like for analytics if Google Analytics is too complicated—easier for non-techies to use."