Tommy Mello is the owner and operator of A1 Garage Door Service, a leading $200+ million home service business based in Phoenix, Arizona, with over 700 employees in 19 states.
Tommy is also the host of the Home Service Expert, a top 0.1% podcast in the world, and the author of Elevate, a book where he shares his secret to attracting, retaining, and developing A-Players.
Time Stamps:
📌[7:10]Marketing: The value of a strong brand...
📌[7:33]Defining the identity of your "brand"
📌[7:54]Marketing: the importance of consistency
📌[8:15]Book Rec: Wizard of Ads
📌[8:23]Book Rec: Story Brand
📌[8:43]Inspiration of the story behind a brand...
[10:24]Getting help from Dan Antonelli at Kickcharge
📌[10:51]Using your branding to attract to your RAS to help your ideal clients to remember you when they need you
📌[11:18]Getting crystal clear on your ideal client avatar
📌[12:45]23,000 service agreements already
📌[14:16]Tommy is so clear about who he's marketing too.... He's marketing to his internal customers, external, community
📌[14:33]Marketing is a long-term play
📌[15:12]Tommy's fave KPIS, Conversion Rate, Booking Rate, Average Ticket, Cost per Conversion
📌[15:34]Starting with a Budget and setting it up so everyone can win
📌[15:54]Build a budget using those KPIs then build a marketing plan
📌[17:19]Tommy met with a HVAC company that rates their lead calls 1-4.
📌[18:57]Book Rec: The e-myth
📌[19:38]Tommy is a platform company
📌[21:17]They watched the Big Short...
📌[21:55]As interest rates go up costs go down...
📌[22:11]10X multiple on a sale
📌[23:44]1. Do your own quality of earnings (do an actual audit) - what is your company worth?
📌[25:16]2. Find someone you can work with and can speak the same language to
📌[25:54]3 future opportunities for your business.... sell, die, pass it to kids
📌[26:41]Revenue is for vanity; Profits is for sanity
📌[27:19]Prioritizing profitability (15% - 20%)
📌[27:31]Pay yourself as the owner a healthy wage....
📌[27:35]If you were gifted a trip for 8 weeks, what would happen to your business?
📌[27:58]Systematize your business so that it can run without you
📌[28:04]Book Rec: Built to Sell
📌[28:41]After you set up your systems.... You need checks and balances in your company
📌[29:00]Data Integrity is so key
📌[29:36]Every employee in the business have a scorecard that they can do well and have control over...
📌[30:34]How to Tommy has scaled the culture to support 700 coworkers
📌[31:13]Hiring a new EA who will just help him praise his people better...
📌[31:31]Tommy's people dreams are his dreams...
📌[32:01]Book Rec: Traction
📌[33:04]Tommy reads too much and has built a frankenstein version of his favorites
📌[33:30]As the leader - Pick the tech stacks that will work for you and train on them....
📌[34:02]Less meetings - but they need to be epic....
📌[34:33]He stays up at night working on refining systems....
📌[36:21]He likes AI for chatting...
📌[37:15]He looks at Cost per Click, Competition, Average Customer, Average Credit Scores - and is looking for density....
📌[38:28]Get 15% Market Share before moving on to the next location...
📌[38:51]Don't go with the hot dog stand model...
📌[39:45]Tommy shows everything to everyone every week...
📌[40:26]Employees don't care if Tommy hits his goal, he needs to be clear about what's in it for them...
📌[40:39]More one-on-ones - less group therapy
📌[40:55]Know your employee's love languages...
📌[44:41]Love Language in the workplace podcast with Tommy Mello & Dr. Dr. Paul White
