Page 24 - The Compass 2017 | Volume 12 | Issue 4

weeks off. Eventually, he would
get calls on Fridays from people
complaining that they ran the
spot too much,” Brett said with a
chuckle. “I remember thinking we
finally arrived when we started
getting the same calls with people
complaining.”
The investment into TV and
pay-per-click came with a cost.
Brett said that Steve and he sank
roughly 12 percent of their annu-
al revenue into marketing. How-
electrician Zack roGers ever, there is no denying the suc-
cess of their strategy. “The same
trical Service,” Brett stated. “They agreed. It was definitely month our TV commercials and
an amicable separation. Our buildings are right next to each pay-per-click hit, our call volume increased by an additional
other. We send work back and forth to each other all the time. 150 calls per month,” Brett said proudly. “I would tell anyone
That’s still my family.” that’s the big reason we’ve had such big growth since 2014.”
exPlosion in GroWth thanks to a neW GroW your oWn teChs
MarketinG strateGy More calls meant Brett and Steve needed more people. No
Master Service Electrical and Diamond Air may have been small challenge in an industry desperate for able bodies. They
established businesses, but Brett and Steve fully knew 2013 found a solution by attending an Expo only a few years ago.
would be a year of transition. The new owners needed to learn “Gus [Antos] and Kent [Boll, fellow ESI member] were
how to work together as partners and set a course of action talking about developing their own apprentices. It hit me, be-
for both enterprises. By all accounts, Brett and Steve felt im- cause it was something we were struggling with doing. We
mediately this would work. Both men had the same goals and had two, but it wasn’t working. It got me thinking and even-
ideas of how to take these service businesses to another, high- tually we developed a program with the area vocational center
er level of success. here.”
“It was definitely one of those years where it took us some It helped Brett and Steve’s recruiting efforts that one of
time to get everything under our belts, but we felt good,” Brett Master Home Services’ technicians teaches the first-year ap-
maintained. “We raised our prices 10 percent. We also pur- prentice class at the center. “He knows what kind of kids we’re
chased a home security and automation company called Total looking for. We’re looking for the right attitude and work eth-
Protection. We felt like it was a natural evolution for our busi- ic. If we like them, we can start training them immediately,”
ness. It was an existing company that had been in the market Brett said.
for a long time and had a good name, too.” Utah laws require every technician be a licensed journey-
By the time 2014 rolled around, Brett and Steve unveiled man to operate legally. Typically, that’s a four-year process.
a new, comprehensive marketing strategy. “We started a big However, Utah has a residential journeyman’s license, necessi-
pay-per-click campaign with VitalStorm,” Brett said. “We also tating only two years of field experience, plus normal course
decided to hit television hard. Steve’s background was in TV work. It’s made the homegrown-technician process much
advertising. He had a lot of connections and understood the quicker for Master Home Services.
process to create our campaigns.” “For two years, we’re training them precisely on how we
Steve would have some direction with new TV-spot mes- want them to work. They don’t have any bad habits. And
saging. “I had gotten to know [SGI owner and member] Gus they’re getting to ride along with my top electricians. I’m con-
[Antos] at Milestone really well over the years. I talked to vinced this is the best and right way to grow,” Brett said.
him about his commercials and the schedule they were using. “I’ve told every single one of our apprentices if they pass
He gave me everything and said use it. Our first commercials their residential journeyman’s test in two years, I’ll have a
were definitely similar to his. We’ve evolved as we’ve gotten to truck for them,” he continued. “So far, it’s been a success. The
better understand our market,” Brett said. first kid we had go through the process, we put him in his own
“Today, we hammer home the idea that Master Home Ser- truck in July. By the end of the year, he did $233,000. We’re
vices is the one to take care of your home’s electrical problems. excited at this program’s potential.”
We’re the only electrical contractors on TV talking residential
service.” suCCess CoMes With Consistent, Weekly
The new TV advertising resonated in the community. “I traininG
remember Gus saying they only played their commercial on Brett made it perfectly clear, while he prefers homegrown
Monday and Tuesday, and they’d do that two weeks on, two technicians, he absolutely will welcome the right, experienced

24 THE COMPASS | Issue 4 | 2017