The Home Service Expert Podcast
00:08:29 · Tommy Mello, Zach Deering
[00:08:29] S3: They cleaned up, they honored their commitment, they honored their warranties. The cleanup was actually a bigger thing than I would have thought of. Yeah. But they kept their date. [00:08:36] S0: Yep. [00:08:37] S3: And my dad always taught me you could do it the best quality, you could do it on their timeline, you could do it the cheapest, but you could never be all three. [00:08:43] S0: You're only [00:08:43] S3: two out of the three. [00:08:44] S0: Only? You know, it's funny when I went to college, there was a two out of the three, was just you could either sleep, you could do well in school, or you could have fun. You could only get two of those three. [00:08:55] S3: That's a good point. Yeah, because you could have fun, get good grades, but you're not gonna sleep much. [00:08:58] S0: Exactly, exactly. [00:09:02] S3: Are there general generational differences in how people shop for their home their home services? [00:09:07] S0: There there absolutely are, and a lot of it you actually see in the discovery process. So one of the really interesting things was we looked at how did you find your contractor? Would you like to guess which channel today, for folks that were actually shopping, was the most common channel that they actually discovered a contractor through? [00:09:25] S3: Yeah. I mean, I would obviously guess Google.
00:09:25 · Tommy Mello, Zach Deering
[00:09:25] S3: Yeah. I mean, I would obviously guess Google. [00:09:27] S0: Spot on. 39% was Google. What's interesting is millennials, it was over 60%, and for baby boomers, it was less than 30%. So you see a real generational divide. Where you see baby boomers is they're much more likely to have used a contractor that they previously used. It's possible because they've also just bet in the market, and they've known contractors for for for forty years. So you see the discovery process is is different, right, about where they're finding contractors. And then when it comes to the buying process, there is actually a lot of similarities in what different generations want. Obviously, sort of online pricing and online shopping and price discovery is something that is a little bit more common in the younger generation than the older generation. But here's the reality. 69% of homeowners today are looking for a price online before they have anyone out to their home. So while there are some generational differences, it's also very clear that the modern homeowner, right, they wanna be able to shop on online and they wanna really discover price. [00:10:29] S3: Yeah. Marcus Sheridan talks a lot about this. Totally. As endless customers is give them the information. Yes. Be very transparent. Compare the products. Talk about what you... You're not good at. And that transparency will lead to more trust.
00:10:29 · Tommy Mello, Zach Deering
[00:10:29] S3: Yeah. Marcus Sheridan talks a lot about this. Totally. As endless customers is give them the information. Yes. Be very transparent. Compare the products. Talk about what you... You're not good at. And that transparency will lead to more trust. [00:10:43] S0: Totally. And I think what it... One of the things that I think we're really on a mission to do is how do we change this industry from historically selling to people to creating shopping experience? And and and Tommy, can I ask you a question? [00:10:55] S3: You [00:10:56] S0: bet. So think about a time that you bought something that you knew very little about, but it was a fantastic shopping experience. Does something come to I [00:11:04] S3: do this... I mean, unfortunately, I probably... I mean, there's anywhere from 20 to 30 packages a week coming, mostly books. [00:11:11] S0: Okay. [00:11:12] S3: But yesterday, I mean, I'll tell you this, something pops up and here's what makes a good shopping experience for me. Yeah. I can see a quick video on the landing page. Yep. I like it. It's you know, all of Robert Cialdini's seven influences Sure. Get me. And then I hit one button. Yep. I hit the shop button, it's a purple button. [00:11:31] S0: Yep.
00:11:31 · Zach Deering, Tommy Mello, Tommy Mello
[00:11:31] S0: Yep. [00:11:32] S3: And it's like Amazon and my address. And by the way, getting it the same day and next day is not the ultimate thing for me unless it's like something I need at the house. Sure. Like I just bought an ankle brace. Sure. I needed that right away. But for the most part, I'll wait. Yeah. But I just don't wanna load in. There's some Shopify accounts Yep. That you don't even... It doesn't even find your address. Doesn't load your credit card. Yep. Like and that sucks. [00:11:54] S0: Yep. [00:11:55] S3: And here's the fact, Zach. If that happens, I mean, I gotta [00:11:59] S2: really... I mean, 90% [00:12:01] S3: of the time I'm jumping off that site. Yep. And they're retargeting me, I'm like, no. You're you're you're stupid. I'm not gonna take the time. Yep. I wanna hit... I'm lazy now. Yep. Amazon made us lazy. Yep. I wanna hit boom boom done. [00:12:11] S0: Totally. [00:12:12] S3: So that's what's different for me, but I'll tell you this. I like to see my options and I like to be in the driver's seat. [00:12:18] S0: Totally. Like control options, educated right with that video, personalized, write your information in there. [00:12:24] S3: Right.
00:12:24 · Tommy Mello, Zach Deering
[00:12:24] S3: Right. [00:12:25] S0: And it turns out, and this is kind of the incredible thing, think, the thing for contractors to think about, you know, we all know already what a great shopping experience is, because we experience it occasionally. And so just think about in your process today for homeowners, are you delivering that? Are you putting them in the driver's seat? Are you educating them? Are you letting them... Is it interactive? Is it personalized to them? And I think to the question of what can be done, it's really focusing on those things. And I think the good news is while that might sound intimidating, we each know as consumers what a really good shopping experience feels like. [00:12:59] S3: Now I think the best thing that I really like about it is I work with a guy who's like the GOAT of all sales and he started an HR, his name is Dale. And one of his major things is all there, all aware. And one of the biggest problems we have is the husband or wife's at work or they're out there doing something with the kids. Sure. And if you're making a $20,000 purchase, you wanna definitely get everyone involved in the household involved and Mantel makes it possible. And so many technicians have messaged me like, dude, we had both decision makers not at the house going through the same presentation. Yeah. And that's massive. Yeah. Because that saves so much time and the conversion rate goes through [00:13:41] S0: the room. Totally.
00:13:41 · Zach Deering, Tommy Mello
[00:13:41] S0: the room. Totally. [00:13:41] S3: So you're looking at this display on an iPad. Yep. And the homeowners in control, but they're also the other homeowner, the the him or her is also going through it at the same time. Hey, go back. Hey, I wanna look at this. Hey, this one probably makes more sense for us. And you got all the options in there and then you get to pick the add ons at the end. And they're always like, you know what, let's just... If you got both homeowners, it tends... My situation has been someone's else always like, no. Let's not do this one. We gotta save it. Someone's like, listen. This is like, we're not gonna purchase this again for another decade. Sure. Let's just go and do it the right way. Yep. Let's get the the lower electric bill. Yep. Let's get the the better air quality. Yep. Let's get this this this. But if it's not presented properly [00:14:26] S0: Sure. [00:14:27] S3: They they don't like to be sold it.