The biggest threat to home service businesses in 2026 isn’t competition. It’s communication.
Consumers have evolved. Technology has evolved. But most service-based businesses are stuck in outdated communication patterns that are silently killing revenue, trust, and customer retention.
In this episode of Humans of Growth, Aly Hathcock sits down with Lucas Wilson — CEO of Signpost, a customer communication platform serving thousands of contractors, trades, and home service professionals. Together, they unpack the widening gap between what business owners think customers want… and what customers are actually demanding in a world of AI, instant expectations, and omnichannel communication.
If you’re a marketing leader, home services operator, SMB owner, or anyone navigating the shift to AI-powered customer experience, this episode will hit you straight in the strategy.
In this episode, we unpack…
• Why speed-to-lead is now the #1 growth lever in home services
• How shifting consumer expectations are reshaping customer communication
• The silent revenue leak caused by missed calls, slow responses, and outdated systems
• Where AI belongs in the customer journey—and where humans must stay involved
• How to build trust in industries battling poor reputation and high demand
• Why staying top-of-mind with past customers is more valuable than chasing new leads
The future of growth isn’t just marketing. It’s customer communication and retention.
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Get connected to Lucas here: https://www.linkedin.com/in/lukewilsonsignpostceo/
