The Home Service Expert Podcast

Email tim@smartwrap.com to get your first wrap FREE! Tim Hilcove is the founder of SmartWrap, a Phoenix-based vehicle wrap and branding company he launched in 2009 alongside his father. Over the past 15+ years, Tim has helped businesses across the country transform their vehicles into high-performing marketing assets: combining design, messaging, and strategy to generate real, measurable growth. With a background in design, production, and marketing, Tim has built SmartWrap into a full-service operation, producing and installing thousands of wraps annually through an in-house model that prioritizes speed, quality, and consistency. His work focuses on helping small and mid-sized businesses stand out in crowded markets by turning everyday vehicles into mobile billboards that drive visibility, brand recognition, and inbound leads. Whether you're in home services, local business, or scaling a growing company, this conversation offers a practical look at how to maximize your marketing dollars and turn your brand into a lead-generating machine. FOR MORE GREAT EPISODES: The Mello Millionaire - https://open.spotify.com/show/1jsZaiMgWe0EGaPfLtelDW?si=3de6091af58d41b4 Check Out My Social Media: TikTok - https://www.tiktok.com/@officialtommymello Instagram - https://www.instagram.com/officialtommymello/ Facebook - https://www.facebook.com/thomasmello/

David Royce is the founder and chairman of Aptive Environmental, one of the fastest-growing residential pest control companies in North America. Under his leadership, the company scaled to a $500M+ business operating across 30+ states and thousands of cities, with a team of over 6,000 employees. Recognized by Forbes, Fortune, Inc., Entrepreneur, and The Wall Street Journal, David is a recipient of the Ernst & Young National Entrepreneur of the Year Award. Beyond business, he brings a unique perspective by combining operational excellence with psychology, leadership development, and human behavior, helping founders scale not just their companies—but their lives with intention. FOR MORE GREAT EPISODES: The Mello Millionaire - https://open.spotify.com/show/1jsZaiMgWe0EGaPfLtelDW?si=3de6091af58d41b4 Check Out My Social Media: TikTok - https://www.tiktok.com/@officialtommymello Instagram - https://www.instagram.com/officialtommymello/ Facebook - https://www.facebook.com/thomasmello/

Brian Franco is a visionary entrepreneur, dealmaker, and private equity investor widely known as "The M&A Guy." He is the Founder and Managing Partner of Meritage Partners, where he has spent over two decades guiding founders, private equity groups, and strategic acquirers through transformative mergers and acquisitions—helping generate billions in successful exits. Brian is the author of Inevitable Exit, a definitive guide to business succession, strategy, and legacy, and the creator of Empire Builder Studio, a platform focused on scaling companies and preparing them for liquidity events. He also hosts The M&A Guy Podcast, where he shares practical insights on valuation, growth, and exit readiness. Anchored by faith, family, and purpose, Brian blends disciplined execution with long-term vision to help leaders build enduring companies—and exits that truly matter.   FOR MORE GREAT EPISODES: The Mello Millionaire - https://open.spotify.com/show/1jsZaiMgWe0EGaPfLtelDW?si=3de6091af58d41b4 Check Out My Social Media: TikTok - https://www.tiktok.com/@officialtommymello Instagram - https://www.instagram.com/officialtommymello/ Facebook - https://www.facebook.com/thomasmello/

Learn more about LJW Advertising here: https://www.larryjohnwright.com/ Larry John Wright Advertising (LJW) is a full-service creative and media strategy firm based in Mesa, Arizona, helping growth-focused companies turn marketing into measurable revenue. Founded in 1982, LJW specializes in combining strategic media buying with strong creative execution—placing campaigns across television, radio, billboards, streaming, digital, and social platforms. With in-house production studios creating thousands of ads each year, LJW helps clients move faster, control costs, and maintain consistent messaging. With decades of experience and a proven track record across industries like home services, automotive, legal, and retail, LJW's mission is simple: help businesses invest smarter and grow faster. FOR MORE GREAT EPISODES: The Mello Millionaire - https://open.spotify.com/show/1jsZaiMgWe0EGaPfLtelDW?si=3de6091af58d41b4 Check Out My Social Media: TikTok - https://www.tiktok.com/@officialtommymello Instagram - https://www.instagram.com/officialtommymello/ Facebook - https://www.facebook.com/thomasmello/

Nate Fischer is a technologist and the CTO of Local Optics, a digital marketing and SEO company focused on helping home service businesses dominate their local markets. With a background in software development and search engine optimization, Fischer has built his career at the intersection of data, automation, and performance-driven marketing. Throughout his work, Fischer has helped contractors and service companies rethink how they approach online growth—moving beyond traditional SEO tactics and toward systems that leverage real-world job data, customer interactions, and proof-based content to drive results. His approach emphasizes turning everyday field activity into scalable digital assets that improve rankings, increase visibility, and generate consistent inbound leads. At Local Optics, Fischer has played a key role in developing strategies that integrate CRM data, reviews, and multi-channel marketing into a cohesive growth engine. By focusing on measurable outcomes and long-term infrastructure, he has helped businesses reduce reliance on outdated agency models and take greater control over their marketing performance.   Timestamps:   00:00:00 Cold Open   00:00:11 Title Sequence VO   00:00:30 Show Notes VO   00:01:15 Intro Into Interview   01:07:43 Outro FOR MORE GREAT EPISODES: The Mello Millionaire - https://open.spotify.com/show/1jsZaiMgWe0EGaPfLtelDW?si=3de6091af58d41b4 Check Out My Social Media: TikTok - https://www.tiktok.com/@officialtommymello Instagram - https://www.instagram.com/officialtommymello/ Facebook - https://www.facebook.com/thomasmello/

Ryan Fenn is an entrepreneur and the founder and CEO of Chiirp, a software company focused on helping home service businesses convert more leads into booked jobs. A lifelong entrepreneur, Fenn built his career from the ground up—starting with a windshield repair business he launched with just a few hundred dollars and scaling it into a multi-location operation. Through his early experience in sales and home services, Fenn identified a major gap in the industry: most companies weren't losing revenue because of poor marketing, but because of inconsistent and slow follow-up with leads. This insight ultimately led him to create Chiirp, which automates customer follow-up across multiple channels, including text messages, emails, voicemail drops, and more. FOR MORE GREAT EPISODES: The Mello Millionaire - https://open.spotify.com/show/1jsZaiMgWe0EGaPfLtelDW?si=3de6091af58d41b4 Check Out My Social Media: TikTok - https://www.tiktok.com/@officialtommymello Instagram - https://www.instagram.com/officialtommymello/ Facebook - https://www.facebook.com/thomasmello/

Interested in a complimentary market scan or ads workshop from Valpak? Click here: http://asktommypodcast.com/Valpak In this episode of The Home Service Expert, Tommy sits down with Dan Harlacher from Valpak, a marketing expert with over 30 years of experience helping local businesses generate leads and grow through targeted direct mail and data-driven marketing strategies. While many marketers focus only on digital advertising, direct mail continues to be one of the most powerful and underutilized lead generation tools, especially for home service businesses. Valpak has evolved from the iconic blue envelope into a sophisticated omnichannel marketing platform combining direct mail, digital advertising, and advanced audience targeting. Dan breaks down how businesses can use data, targeting, and integrated marketing campaigns to drive measurable ROI and consistently generate new customers. You'll learn why direct mail still works in the digital age and the biggest marketing mistakes local businesses make. You'll also learn how to target the right homeowners for home services, strategies to increase response rates and conversions, and why omnichannel marketing is the future for local businesses. If you're a home service business owner, entrepreneur, or marketer looking to generate more leads, this episode is packed with practical insights you can implement immediately. Timestamps: 00:00:00 Cold Open 00:00:11 Title Sequence VO 00:00:30 Show Notes VO 00:01:16 Intro Into Interview 00:58:24 Outro

In this episode, we sit down with Ara Mahdessian, co-founder and CEO of ServiceTitan, the software platform that revolutionized how home service businesses operate. Born out of the frustrations of running his family's plumbing business, Ara set out to build technology specifically designed for contractors. What started as a solution for small service companies has grown into a billion-dollar software and one of the most powerful platforms in the home services industry. This episode dives into the story behind ServiceTitan, the challenges of building SaaS for trades businesses, and how technology is reshaping the future of home services. We discuss the origin story behind ServiceTitan, Ara's personal story growing up in a family plumbing business, and building software for contractors and home service companies. You'll learn about turning a startup into a major SaaS platform, the future of the home services industry, and leadership lessons. Whether you're a contractor, entrepreneur, SaaS founder, or startup enthusiast, this conversation offers valuable insights into building technology that solves real-world problems. FOR MORE GREAT EPISODES: The Mello Millionaire - https://open.spotify.com/show/1jsZaiMgWe0EGaPfLtelDW?si=3de6091af58d41b4 Check Out My Social Media: TikTok - https://www.tiktok.com/@officialtommymello Instagram - https://www.instagram.com/officialtommymello/ Facebook - https://www.facebook.com/thomasmello/

Brigham Dickinson is the co-founder and president of Power Selling Pros, a company that helps home service businesses turn more incoming calls into booked jobs through world-class customer service and call-handling training. After years of studying top-performing service companies, Brigham developed proven systems that help CSRs and office teams deliver exceptional customer experiences that drive revenue and loyalty. Today, Power Selling Pros works with contractors across the country to improve call conversion, increase bookings, and build cultures centered on the "Pattern for Excellence." Brigham is also the host of the Service MVP Podcast, where he interviews leaders across the home service industry about leadership, growth, and delivering remarkable service. FOR MORE GREAT EPISODES: The Mello Millionaire - https://open.spotify.com/show/1jsZaiMgWe0EGaPfLtelDW?si=3de6091af58d41b4 Chapters 00:00:00 Cold Open 00:00:15 Title Sequence 00:00:35 Show Notes VO 00:01:20 Intro Into Interview 00:02:45 Power Selling Pro's Testimonial  00:03:33 Interview Resumes 01:03:02 Outro Check Out My Social Media: Tiktok _https://www.tiktok.com/@officialtommymello Instagram - https://www.instagram.com/officialtommymello/ Facebook _https://www.facebook.com/thomasmello/

In this conversation, Rob Anderson shares his insights on the importance of company culture, customer service, and effective recruitment strategies in the home services industry. He emphasizes the need for businesses to focus on making customers happy and creating a positive work environment for employees. Rob discusses the significance of data-driven decisions, the impact of partnerships, and the challenges posed by private equity. He also highlights the importance of leadership development, emotional intelligence, and the art of storytelling in building relationships with clients and partners. Ultimately, Rob encourages a forward-looking mindset and the continuous pursuit of personal and professional growth. 00:00 The Importance of Culture in Business  05:52 Recruitment and Retention Strategies 08:55 Defining and Measuring Company Culture 15:01 Navigating the Challenges of Home Services 18:04 The Role of Partnerships in Business Growth 20:57 Giving Back to the Community 23:50 The Impact of Private Equity on Business 26:58 Leadership Development and Emotional Intelligence 30:07 The Art of Storytelling in Business 33:00 Building Relationships with Clients and Partners 35:57 The Future of Business and Personal Growth

Tommy Mello hosts a Super Bowl day episode of The Home Service Expert with Ismael Valdez, founder of VE and NextGen (Anaheim), discussing how to scale home service businesses through disciplined marketing, sales process mastery, and operational execution. Ishmael explains how he would evaluate investing in a $20M company by first assessing the energy and leadership of the C-suite/upper management, then reviewing data systems like CRM/ServiceTitan and financials, contrasting this with smaller $4 - $5M owner-driven businesses. They discuss the importance of competitiveness, infrastructure, and recruiting, and Tommy's focus on lead generation and funnel math (booking rate, cancellations, conversion rate), including capacity planning, overstaffing with outbound to fill boards, and lowering cancellations driven by response time. Ishmael emphasizes three core departments: marketing, sales, and operations/customer fulfillment, and argues many operators underperform in marketing and sales. 00:00 The Importance of Client Empowerment 06:03 Marketing as the Foundation of Success 11:53 Managing Seasonality in Business 14:59 Investment Strategies Post-Exit 22:28 Creative Financing and Collaboration 31:14 Market Entry Strategies and Performance Metrics 36:27 Marketing and Brand Recognition 39:06 Sales Techniques and Customer Engagement 49:19 The Power of Personal Branding 55:16 Sales Strategies and Growth Goals

In this conversation, Tommy Mello and Brian Sooy discuss the critical aspects of branding, marketing, and leadership in the home services industry. They explore the importance of clarity in branding, the need for differentiation in a competitive market, and the balance between branding and direct response marketing. Brian shares insights on creating memorable customer experiences, the role of storytelling in branding, and the significance of data-driven decision-making. They also touch on building a strong company culture and the mindset of ownership that can drive success in business. 00:00 The Importance of Branding and Leadership 05:52 Clarity in Branding and Customer Connection 12:04 Specialization in Home Services Marketing 17:50 Differentiation in a Competitive Market 23:56 The Balance of Branding and Direct Response 30:07 Creating Memorable Customer Experiences 35:53 The Role of Storytelling in Branding 42:04 Data-Driven Decision Making in Marketing 47:54 Building a Strong Company Culture 53:55 The Mindset of Ownership in Business

In this conversation, Tommy Mello interviews Benjy, a data analytics expert, discussing the critical role of data in AI and marketing. They explore how businesses can leverage customer data for targeted marketing strategies, the importance of consistent marketing efforts, and the future implications of AI on the workforce. Benjy shares insights on understanding customer personas and the necessity of viewing marketing as an investment rather than a cost. The discussion also touches on the evolving landscape of AI and its potential impact on human roles in various industries.   00:00 The Importance of Data in AI 01:30 Benjy's Journey into Data Analytics 02:43 The Excitement of AI and Data Lakes 03:56 Leveraging Customer Data for Business Growth 05:02 Targeted Marketing Strategies 06:22 Neighborhood Targeting and Data Utilization 08:04 The Power of Consistent Marketing 10:16 Marketing as an Investment 12:57 The Future of AI and Human Adaptation 15:05 The Role of Data in Consumer Confidence 17:16 Optimism and Concerns about AI's Impact 18:14 Understanding Your Ideal Client

In this episode, Tommy Mello interviews Zach Deering, co-founder of Mantle, an AI-powered sales platform for home services. They discuss the evolving landscape of home services, the importance of creating a shopping experience for homeowners, and how technology can enhance sales processes. Zach shares insights from his background at Amazon and McKinsey, emphasizing customer obsession and the need for simplicity in business. The conversation also touches on generational differences in shopping behavior, the role of financing in home services, and the future of AI integration in the industry. Learn more about Mantel: www.usemantel.com Mantel Homeowner Shopping Attitudes Report https://www.usemantel.com/survey 00:00:00 Cold Open 00:00:06 Title Sequence 00:00:26 Show Notes VO  00:01:11 Intro Into Interview 00:26:02 Insertion 00:27:04 Interview Resumes 00:57:45 Outro

In this conversation, Vince Nardo shares his extensive experience in the home services industry, discussing the challenges and strategies involved in breaking into new markets, the complexities of private equity, and the importance of grassroots marketing. He emphasizes the need for a strong company culture, effective marketing strategies, and team alignment to drive growth. Vince also reflects on the significance of recognizing and retaining talent, as well as the importance of having a plan for life after selling a business. 00:00 Breaking into New Markets 02:04 Vince Nardo's Journey in Home Services 05:36 The Challenges of Private Equity 10:06 Grassroots Marketing Strategies 12:54 Establishing a Strong Business Foundation 17:22 The Importance of Culture in Business 23:44 Marketing as the Core of Business Success 30:05 Aligning Teams for Growth 37:29 Recognizing and Retaining Talent 53:21 Life After Selling a Business

Grant Winstead is an expert in home service, renovations, leadership, coaching, and sales based in the Washington DC-Baltimore area. He is the CEO of Renovation Experts and operates as a transformational coach. With over 40 years of experience, Grant has built his multi-million dollar company from the ground up, starting as a door-to-door canvasser. Throughout the interview, Grant shares his personal journey from a challenging upbringing in Pittsburgh, Pennsylvania, to becoming a successful home service operator. He emphasizes the importance of mindset over tactics in achieving growth and success. Grant discusses overcoming obstacles, the impact of mentorship, and the critical role of self-belief. He also touches on his current focus on coaching and mindset development, detailing his 12-week coaching program designed to help individuals and entrepreneurs break limiting beliefs and achieve their highest potential. 00:00 Introduction to Grant Winstead 02:35 Grant's Early Life and Career Beginnings 08:59 Transition to Leadership and Mentorship 17:47 The Importance of Mindset in Success 25:42 Sales Strategies and Overcoming Obstacles 28:51 The Role of Mindset in Achieving High Performance 35:00 The Importance of Self-Belief in Interviews 35:57 Challenges in Finding Driven Individuals 38:00 The Role of Family Support 40:47 The Power of Repetition and Curriculum 45:45 The Will to Win and Discipline 59:22 The Role of Books and Mentors

In this conversation, Tommy Mello interviews Justin Hatcher, an expert in sales and financing within the home improvement industry. They discuss the significant impact of financing on sales success, the importance of integrating financing into the sales process, and the challenges faced by private equity firms in the home improvement sector. Justin shares his journey from working in home improvement to creating a multi-lender financing platform, emphasizing the need for a strong business culture and effective marketing strategies. The discussion also touches on the future of financing in the industry and offers valuable advice for young entrepreneurs.   00:00:00 Cold Open 00:00:06 Title Sequence 00:00:25 Show Notes VO  00:01:11 Intro Into Interview 00:33:02 Insertion 00:34:20 Interview Resumes 00:54:32 Outro

In this conversation, Dillon Georgian shares his journey in the turf industry, emphasizing the importance of leadership, operational efficiency, and the balance between family and business. He discusses his transition from retail to distribution, the significance of equity incentives, and the need for a resilient mindset in entrepreneurship. Dylan also highlights the role of technology and systems in modern business, the importance of purpose, and the desire to give back to the community. His insights provide valuable lessons for aspiring entrepreneurs and established business leaders alike. 00:00 Leadership and Personal Growth 03:09 The Journey into the Turf Industry 06:02 Operational Efficiency and Cost Management 09:04 Incentives and Equity in Business 11:57 Preparing for Business Exit and Growth 15:02 The Balance of Family and Business 18:11 Starting New Ventures and Market Opportunities 21:14 Scaling and Transforming Businesses 23:56 The Home Service Industry Dynamics 27:11 Technology and Systems in Business 29:53 Mindset and Resilience in Entrepreneurship 32:55 Leadership Style and Team Development 36:01 The Importance of Purpose and Giving Back

In this conversation, Tommy Mello interviews Johnny Conklin, founder and managing partner of 16 South Capital Partners. They discuss the importance of partnerships in business, the evolving landscape of private equity, and the role of founders in driving success. Johnny shares insights from his journey in private equity, emphasizing the need for authenticity, transparency, and a focus on non-economic goals. He explains the unique approach of 16 South Capital, which prioritizes legacy preservation and team culture over traditional leverage strategies. The conversation also touches on the misconceptions surrounding private equity and the importance of preparing for life after a sale. 00:00 The Importance of Partnerships 06:11 Navigating the Changing Landscape of B2B and B2C 09:03 The Role of Founders in Business Success 11:54 Understanding the Value of Non-Economic Goals 14:45 The Unique Approach of 16 South Capital 20:54 The Importance of Team and Culture 26:47 The Misconceptions of Private Equity 29:45 Preparing for Life After a Sale 32:50 Advice for Aspiring Business Owners 35:51 The Future of Private Equity and Business Growth

In this conversation, Richard Lewis and Adam Hanover, founders of Redwood Services, discuss their unique approach to private equity in the home services industry. They emphasize the importance of partnerships, culture, and a long-term investment strategy that prioritizes the growth and success of local businesses. The discussion covers their backgrounds, the philosophy behind their 'build to hold' strategy, and the significance of operational excellence and leadership in achieving sustainable growth. They also address the perception of private equity and the role of technology in enhancing business operations. 00:00 Introduction to Redwood Services and Its Founders 06:01 Adam Hanover's Background and Investment Philosophy 08:57 The Build to Hold Strategy in Private Equity 11:46 Partnerships and the Importance of Culture 14:56 Revenue Streams and Operational Excellence 20:55 Identifying Ideal Partner Companies 23:47 Economies of Scale vs. Local Management 32:47 Marketing and Customer Retention Strategies 38:57 Lessons Learned and Advice for New Entrepreneurs 42:08 The Role of Technology in Home Services 44:46 The Perception of Private Equity