I've really had to come to terms with the fact that disappointing clients is going to be part of any business.
I remember wanting to provide clients with a set day and time, no "Arrival Window"..
I wanted to have a "no change order" guarantee.
Wanted to make sure workmanship was never an issue.
So I built out the perfect systems to provide that level of service only to realize...
I should have built the systems around WHEN something goes wrong, knowing that it will.
Too many people build their systems around if everything goes right. Sounds good in theory, horrible in practice.
Our goal is to reduce the amount of warranties, reduce the arrival window timeframe, reduce rescheduling, reduce change orders.. but I'd be stupid to think those things won't happen (About every day at our level).
Marketing that generates $1.2M in handyman revenue per year..
Google Business Profile (Reviews)
Yard Signs
Door Hangers
Wrapped Vans
Facebook Community Groups
BNI Networking Groups
Realtor Preferred Vendor
Local Service Ads
Community Events (Tailgates, Farmers Markets, Trade shows)
Website SEO with auto booking
Referrals
We spend less than 8% / mo with online marketing.. around $1,000/mo on yard signs and door hangers. $500/yr for realtor vendor (For an entire office of 400 agents), a few thousand a year on community events...
Bottom line - it's so doable for anyone regardless of budget.
Here’s how to build your hourly labor rate
Say you pay $35/hr..
$35 x 1.40 =$49.00
This includes the labor burden
$49 x 50 (hrs) =$2,450
This includes 10hrs of OT
$2,450 / 40 =$61.25
This brings that calc back to 40hr a week
$61.25 / .55 =$111.36
Utilization rates ($111.36 is how much it costs you as a company per billable hour per tech)
$111.36 / .45 =$247.47
This accounts for a 55% GP margin
$247.47 / .90 =$274.97
This allows you to discount your members 10% and still meet margin
Aka - if you pay $35/hr with benefits, to hit a 55% margin on your labor you should charge
$275/hr
Number one question I get asked
“How do you get your average ticket so high for handyman?” ($1,850 YTD)
Well for starters raise your prices
In august we launched a membership primarily to focus on re activating past customers.
We've had a major focus on creating consistency with new leads so we can have more predictable growth, but also recognize the $ we have spent on existing leads already.
The goal was to use the membership as a way to consistently engage with our active customer base and remain top of mind instead of waiting for something to break and hoping they remember to call us.
Biggest lesson we learned.. no need to overcomplicate the membership. Just put something simple on paper with an offer, a discount, and a problem solved..
We've sold 70 memberships and so far in October our repeat customer revenue is MORE than our new customer revenue for the first time ever.
Heard something today that reinforced the importance of systems, especially in a small growing business…
Systems exist so standards don’t depend on mood, memory or motivation. They remove guesswork, reduce emotional decisions, and keep expectations clear when it sometimes would be easier to lower them.
If I could go back to day one of starting Handy’s I’d absolutely apply for as big of a line of credit as possible.
That would have helped us hire better talent earlier in the process without worry of missing payroll
Other people’s money, used correctly is something you should absolutely be considering when starting a biz
So tempted to do a full Milwaukee pack out in our next van 👀👀
Has anyone done this?
Really focusing on job site efficiency right now and van organization is a huge part of the puzzle.
I think I have a borderline toxic abundance mentality 😂
If we need $30k by Friday, my brain immediately goes to “I’ll figure it out.”
Doesn’t matter if I have absolutely no idea HOW I’m going to figure it out. I’m just convinced I will.
It’s probably the same mentality that’s allowed me to build Handy’s into what it is today.
And the exact same mentality that’s put me in situations I had absolutely no business getting myself into.
My greatest strength might genuinely be my biggest liability lol
Started Handy’s with $550, in twelve months grew to $1M a year in revenue…
Average territory of ace and Mr handyman is $700k
I have no royalties
I have no territory restrictions
It’s my brand, I make creative decisions
And I saved $150k in fees, and a 10 year contract
Everyone is talking about AI agent this, AI Agent that... which I agree with..
However, we have had two virtual assistants since we started the business and they have handled 100% of the customer communications, scheduling, dispatching, follow up, data entry, job costing, material ordering, and executive assistant work.
All for a combined $3200/mo
We get more output from them than any other single employee we have ever hired.
SO many small business owners fear hiring someone because of the cost.. well, I promise you $8/hr for a full time employee will probably make you 100x what you can do without them.
When we first started hiring techs for skill, not culture the second a rain drop fell from the sky everyone called out for the day because they “couldn’t get the job done in those conditions”
When we started hiring for culture instead, these are the messages we get in the company chat during a rain storm!!




