A housing crash. A hard pivot. And a promise to be the crew your friends actually recommend. Laura Engstrom, president of Alternate Design Plumbing, joins us to share how a service-first mindset turned a new construction slowdown into a thriving residential brand built on trust, quality, and community referrals.
We dig into the early lessons that shaped her leadership—cleaning homes, property management, and restaurant work—and why relief is the real product in home services. Laura walks us through the 2008 decision to exit new construction rather than slash prices, and how a relentless focus on integrity, communication, and doing it right the first time created staying power across economic cycles. We talk frankly about DIY pitfalls, unlicensed handymen, and the operational discipline required to protect customers and your name.
Hiring gets real here too. Laura shares the simple signal she trusts most—initiative—plus her two-step interview process, why the team must approve, and how the 90-day probation turns promises into proof. We also explore the digital front door for home services and how partnering with Peakzi to build FAQs and helpful blogs is boosting visibility for AI-driven search and customer queries.
If you lead a home service business or care about building a resilient, referral-worthy operation, you’ll hear practical takeaways on culture, standards, and reputation that travel beyond plumbing. Stick around to the end for how to connect with Alternate Design Plumbing, tour their working showroom, and keep your own brand visible and credible in a changing market.
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Peakzi Podcast: Home Services Success Stories
