Your 2025 LSA Carpet Cleaner Success Strategy to Crush Your Competition

First, ensure your Google Business Profile is robust and review-rich. Then apply for LSAs at Google’s LSA Portal—you’ll need to pass a background and license check before your ad goes live.

John Clendenning [0:06]
any of the the replays that will be live in perpetuity on the internet um we’re

John Clendenning [0:12]
going to be chatting about local service ads today so there is a lot going on in

John Clendenning [0:20]
the world and a lot going on in the economy of the world and a lot going on

John Clendenning [0:25]
in you know everybody’s lives right now um it’s been it’s just a a slow rolling

John Clendenning [0:32]
train coming down the tracks all you know at us and uh um we got to figure

John Clendenning [0:38]
out how to dodge it jump out of the way jump on it you know all those kinds of things so every one of these master

John Clendenning [0:45]
classes that we do has a very very unique bent to it now I know we’ve been

John Clendenning [0:51]
doing master classes for oh gosh three or four years and we’ve done topics on local service ads and pay-per-click and

John Clendenning [0:59]
lead nurture and gosh you name it like just some really advanced thinking and stuff and that helps set up those who

John Clendenning [1:08]
are leaning into this knowledge and understand who they are what they are what their role in is in this decision

John Clendenning [1:15]
they’ve made to become a business owner understands why this is important so and

John Clendenning [1:22]
what we’re going to do today is talk about one of those topics but on a much more broad sense

John Clendenning [1:28]
we really want to kind of mention you know a couple of really key things because um when we decide to be a

John Clendenning [1:35]
business owner we choose not to be you know an employee somewhere for all the

John Clendenning [1:41]
reasons why we choose that and sometimes it’s way easier just to be an employee i talk to dozens and dozens of potential

John Clendenning [1:50]
customers for our agency and just people in the industry and people in related industries every day like I I just talk

John Clendenning [1:56]
to a lot of people part of masterminds part of groups part of consulting part of all of that and I do hear a lot of

John Clendenning [2:02]
push back when I mention what it takes to run an effective company well John

John Clendenning [2:07]
that sounds like a lot i had a fellow just yesterday um John that just sounds that sounds like a lot that sounds like

John Clendenning [2:12]
a lot of work and I’m going “Yeah owning a business is a lot of work and a lot of

John Clendenning [2:18]
thinking you could choose to let somebody else do the thinking for you that’s called a job and you could get 80

John Clendenning [2:25]
to $100,000 a year as a you know a maintenance manager at a condo building

John Clendenning [2:30]
as a at a high-rise at a in a mall you know things like that we know our cleaning industry well you could do that

John Clendenning [2:37]
and you know do everything you can to hold on to that job and you will make an income and if that’s your if that if

John Clendenning [2:43]
that’s like you do and then go home at night and you know watch Netflix hang out with your family all that kind of

John Clendenning [2:50]
stuff and just not worry about it maybe maybe that’s a dream life for some people people that want to be

John Clendenning [2:56]
entrepreneurs there’s a reason for that you want to grow something that you can sell someday you want to create an asset

John Clendenning [3:03]
you want to be able to make more money than you would if you worked a job you

John Clendenning [3:08]
want to have more flexibility to be able to go to you know your kids or your grandkids recital and and things like

John Clendenning [3:15]
that and and be able to you know take some work hard but then play hard as they say right and to do that you need

John Clendenning [3:23]
to be a student of business a student of education you know you know people

John Clendenning [3:28]
constantly educating yourself to constantly upgrading your skills and all that kind of stuff and you really need to really lean in and hone in on that

John Clendenning [3:35]
now we did have a a lucky period so for the last 10 years you know again maybe

John Clendenning [3:40]
maybe the last year or two has not been that lucky anymore but from about 2011 12 on with quantitative easing around

John Clendenning [3:47]
the world I keep talking about this um we kind of got into a really cool place where there was just a lot of money

John Clendenning [3:54]
being handed out to try and save the economy of the world to try and bury and hide this debt crisis to try and you

John Clendenning [4:01]
know just kick the can down the road for somebody else well tag you’re it we’re somebody else now prior to that prior to

John Clendenning [4:08]
the 20089 recession it wasn’t easy it was never just a lot of money in the

John Clendenning [4:13]
system and and that you had to be a marketer you had to grow a business you had to understand that your role as a

John Clendenning [4:19]
business owner is not the doer of the tasks as I keep saying it is the marketer of the services that you do before the sale during the sale after

John Clendenning [4:25]
the sale become more and more well-known you walk into every flooring store you walk into every furniture store you walk

John Clendenning [4:31]
you talk to every interior designer like there’s like what I call the core four stuff like that but why why why do we

John Clendenning [4:37]
need to do this John we can just run cheap ads we can just run LSA ads local service ads we’re going to talk about and I’ll just make all kinds of money no

John Clendenning [4:44]
it’s just one pole in the water you need 20 30 40 it’s just one and this one’s an important one we’re going to talk about

John Clendenning [4:50]
today but did you know that right now as of right now the most recent polls 30%

John Clendenning [4:55]
of all employees people that have jobs right now are very very concerned about their job futures it’s on their brain

John Clendenning [5:02]
it’s keeping them awake at night causing anxiety and mental stress do you think those people hire carpet cleaners or any

John Clendenning [5:08]
other you know services do they are they holding tight to their money did you know that the largest um layoffs in

John Clendenning [5:16]
middle management white collar people so we’re not talking you know bluecollar factory workers or anything like that

John Clendenning [5:22]
white collar people the largest middle class layoff in history has just started

John Clendenning [5:28]
why ai is replacing jobs and it will by massive amounts we’re we’re we’re just

John Clendenning [5:34]
again slow rolling train coming down the highway changing absolutely everything in society this is bigger than the

John Clendenning [5:40]
industrial revolution this is bigger maybe maybe I’m being a little

John Clendenning [5:45]
hyperbolic on this one it is bigger than industrial revolution it might even be bigger than the invention of fire and

John Clendenning [5:51]
the wheel what AI will do to planet Earth in our lifetimes even let alone a

John Clendenning [5:58]
generation or two from now so we are also at the end of an 80-year cycle if you believe in the Strauss how

John Clendenning [6:03]
generational theory we’re in the chaos phase the fourth turning all of that kind of stuff before we come back out of

John Clendenning [6:08]
it again and the chaos phase is always a mess 80 years 80 years 80 years go back

John Clendenning [6:14]
through history and look at it we’re at that point that inflection point as well so first quarter of of 2025 first

John Clendenning [6:22]
quarter um gross domestic product in United States and in Canada and we’ve

John Clendenning [6:28]
got people from Australia New Zealand England stuff like that are clients of ours now um go check your own numbers guaranteed also down gross domestic

John Clendenning [6:36]
product is down the world is in stress right now q2 numbers are going to be

John Clendenning [6:42]
coming out shortly guaranteed they’re still going to be down as well so we’ve we’ve we’ve got um we’ve we’ve we’ve got

John Clendenning [6:49]
gross domestic product dropping we’ve got labor disruptions and issues and

John Clendenning [6:54]
stuff like that we’ve got generational challenges we’ve got an entire new

John Clendenning [7:01]
revolution in the way business is conducted all happening right now the

John Clendenning [7:07]
money train is drying up so the savvy business owners who lean in learn and

John Clendenning [7:14]
implement implement is the most important um will

John Clendenning [7:20]
survive and thrive and the rest won’t

John Clendenning [7:25]
welcome to the Carpet Cleaner Success Podcast a show created to inspire carpet

John Clendenning [7:30]
cleaning business owners to build their own thriving residential and commercial cleaning business your host John

John Clendenning [7:36]
Clintenning has built and sold successful cleaning businesses for multiple six figures over his 30-year

John Clendenning [7:41]
career and is the founder of Carpet Cleaner Marketing Masters a digital agency that turns your online marketing

John Clendenning [7:48]
into a lead generation machine tune in as John shares proven tips strategies

John Clendenning [7:53]
and expert interviews to help fasttrack your success in the carpet cleaning industry

John Clendenning [8:02]
[Music]

John Clendenning [8:08]
and we’re going to talk about outperforming the competitors and maximizing your return on investment

John Clendenning [8:14]
that’s the most important part right there and there’s a bunch of things that are necessary to do that um you know

John Clendenning [8:19]
it’s not just always just a a great digital marketing company or marketing company that understands the psychology

John Clendenning [8:24]
of the consumer and what’s changing and can keep you um up to date on all of those kinds of things and tie in all the

John Clendenning [8:31]
multi-channel omniresence marketing that’s needed it’s not just that ROI

John Clendenning [8:36]
there’s there is a lot of you know your role in making these things happen let’s

John Clendenning [8:42]
let’s start going down that that rabbit hole a little bit and figure out what those things are so again as always turn

John Clendenning [8:49]
your cell phones off unless you’re watching on your cell phone kind of prefer a bigger screen but you know maybe it’s just me because I’m getting old and my eyesight’s getting even worse

John Clendenning [8:56]
turn your turn off Facebook if you’re in the cleaning or home service business owner and you’re serious about getting

John Clendenning [9:02]
results let’s take the next 60 minutes maybe a little bit longer and let’s let’s start uh let’s start changing your

John Clendenning [9:08]
life let’s let’s add this pole in the water let’s talk about why it’s important let’s see how things have changed because what we’re going to be

John Clendenning [9:14]
talking about today is the updates and best practices for 2025 on local service

John Clendenning [9:19]
ads google guarantee is the other word that people use for it how AI has enhanced

John Clendenning [9:24]
local service ad lead response and and things like that as well so how you can use AI how Google’s using AI in

John Clendenning [9:32]
everything now so they launched generative AI May 14th of 2024 uh which

John Clendenning [9:39]
is Gemini we see in search and everything else like that last week they just made a massive change to everything

John Clendenning [9:46]
how AI is transformative and the next generation of all of this so um you can

John Clendenning [9:52]
go on to YouTube and go back and look at at at Google’s AI release last week

John Clendenning [9:57]
really cool but just take a look at what what it means for businesses and search and stuff like that there’s a I mean our

John Clendenning [10:04]
team’s been meeting a lot of deep meetings about you know about the release what we’ve seen coming up what

John Clendenning [10:10]
what we see going forward the mastermind groups that I’m in on delivering great services for our clients and and and

John Clendenning [10:17]
agency life and all that kind of stuff we’re all meeting on it as well come to get it in front of it so a good business

John Clendenning [10:23]
meets with other people in their same their same field and outside their field as well and takes lots of perspectives

John Clendenning [10:28]
and decides what you know what they’re going to do and and continuously improves themselves we do that as well i

John Clendenning [10:34]
did that in my carpet cleaning businesses my maid service businesses my janitorial businesses all that kind of stuff and I do it in this business as

John Clendenning [10:40]
well so let’s leverage LSA to stay ahead of our competitors so you’re on this call maybe your competitors aren’t

John Clendenning [10:47]
right so who am I for anybody who’s new here um I’ve kind of been in business doing this whole thing since 1990 uh I’m
Business Growth and Cleaning Expert

John Clendenning [10:55]
the owner of several cleaning franchises and independent businesses i’ve lectured around the world been flown to the

John Clendenning [11:01]
islands of Samoa and Chilowak BC Vegas Orlando gosh I all over the place um

John Clendenning [11:08]
delivering two and three day not just sometimes 90-minute two hour three-hour workshop presentations two and three day

John Clendenning [11:14]
elite retreats teaching all of how to run a very very effective business how

John Clendenning [11:19]
to double your business in a year how to build a million-dollar cleaning business in a town of 30,000 people with the

John Clendenning [11:25]
right attention and the right approach once you figure this out it’s easy and I wrote the book on it so um you know and

John Clendenning [11:31]
I’m also the host of the Carpet Clinic Success Podcast so you know a little bit of credibility in the industry around

John Clendenning [11:38]
and been on stages with you know all of these fine folks and industry leader of the year and CleanFax magazine in the

John Clendenning [11:44]
past and all of those kinds of cool stuff you know more importantly we help our clients

John Clendenning [11:50]
go nuts and grow a great business that’s the important part because we want to make our clients the top cleaning brand
Dominating the Cleaning Market

John Clendenning [11:57]
in their local marketplace whether it’s a carpet cleaning a maid service whatever home cleaning service to attract the best clients charge top

John Clendenning [12:05]
rates and be booked out weeks in advance so you don’t do that by being three rooms in the hall for $99,1 129 159 if

John Clendenning [12:12]
your average job is under 300 bucks right now you’re missing the boat even if you’re in small town Podunk wherever

John Clendenning [12:20]
Podunk is Washington if that’s a real place um yeah even if you’re in in in

John Clendenning [12:25]
small town like that there are people in your target area that are your ideal clientele maybe you need other services

John Clendenning [12:31]
maybe you need to go wide instead of deep that’s fine but you want to be the best known in the elite right we call it

John Clendenning [12:37]
omniresence and there is three core principles to omnipresent success you

John Clendenning [12:44]
want to be the best known cleaner you want everybody talking about you everybody thinking you guys are amazing

John Clendenning [12:50]
you want all of that kind of stuff right so how do we do that you want to

John Clendenning [12:55]
maximize your opportunities to generate a qualified lead where do people find

John Clendenning [13:00]
you you got to know that you got to pause and think i was just talking to another fellow the other this morning actually

John Clendenning [13:06]
and he’s going “Oh John we’ve had Thank Thank you we’ve had one of our best um

John Clendenning [13:11]
best months ever last month we had a really crappy winter.” Heard that from a lot of people because again the market

John Clendenning [13:17]
was really stressed winter was really bad anything in the you know the northern hemisphere and it was just

John Clendenning [13:23]
mucky messy tariffy and politically

John Clendenning [13:28]
uncertain and and and all the things that caused people to go you know what let’s just wait in mentally they just

John Clendenning [13:33]
mentally pause and check out right so and had one of the best months last month that just wrapped up right and

John Clendenning [13:39]
it’s like um over the month of May that’s just wrapping up and I was going that’s cool what caused that like I know

John Clendenning [13:47]
what we did what have you done as well it’s not just all us right

John Clendenning [13:53]
and there hadn’t been the moment of self-reflection yet to figure out has anything changed or did they get lucky

John Clendenning [14:00]
right you want to make sure you maximize your opportunity to generate a qualified lead by knowing where your qualified leads are and making sure you’re getting

John Clendenning [14:06]
in front of them and as your business grows you put 20% of revenue into your

John Clendenning [14:11]
marketing if you want to be aggressive and be growthoriented 15% if you want to kind of maintain the

John Clendenning [14:17]
status quo into online and offline marketing in the right mix there’s a formula for that there’s an exact way to

John Clendenning [14:23]
do it and then you you make sure that there’s an omniresence it all works together to to you know rising tides

John Clendenning [14:30]
lifts all ships it helps everything grow and you want to make sure that um each one of the direct response marketing

John Clendenning [14:37]
vehicles and avenues is generating enough ROI to support itself why because

John Clendenning [14:44]
your entire goal in business the marketer of your services the keeper

John Clendenning [14:49]
of the lists the chief outreach officer so the keeper of the list you need a lead list that grows and grows and grows

John Clendenning [14:57]
until they become customers until they buy or die you need a customer list that’s you put an iron fence around and

John Clendenning [15:04]
you stay in touch with so much in such a welcoming way they have no interest in going anywhere else even if your prices

John Clendenning [15:10]
are twice the competitors totally easy to do totally easy to do and then you keep a list of referral partners that

John Clendenning [15:15]
you have and referral partners that you want that’s it you’re the keeper of the list so you market the crap out of the

John Clendenning [15:21]
beginning you know to get inquiries and ideal customers and you have to do it where they are so as your company grows

John Clendenning [15:28]
your marketing budget grows because it’s just 20% of revenue it’s pretty simple right if you’re doing a h 100,000 a month you got 20 grand a month to do

John Clendenning [15:35]
marketing if you’re doing 10,000 a month you got two grand a month to do marketing where do you put it well that changes the conversation right so

John Clendenning [15:41]
qualified inquiries you want to maximize your brand impressions google did a study called ZMOT zero moment of truth

John Clendenning [15:47]
takes this was a like almost over a decade ago now um and it was 11 11

John Clendenning [15:54]
impressions of a brand before you’re ready to pull it off the shelf or pick up the phone and call them you need 11

John Clendenning [15:59]
positive impressions of that brand right so they used to say five to see your your your ads five to seven times before

John Clendenning [16:06]
they they even start to know you whether whether they start to like you or trust you is a totally different thing well

John Clendenning [16:11]
Google did a full study on that zmo it was 11 latest updates on that it’s over

John Clendenning [16:18]
20 getting close to 30 we’re getting more skeptical we don’t trust ai is making even worse is that

John Clendenning [16:24]
real is that like we don’t even know right so you’ve got to be more authentic the more AI can match you um you’ve got

John Clendenning [16:32]
you’ve got to stand out better in people’s minds you’ve got to AI is the great equalizer as well more and more

John Clendenning [16:38]
businesses can do the things that might have been hard they might become easier so that means everybody has to do them

John Clendenning [16:43]
well that now there’s no differentiation again so first mover advantage yay that’s a short-term thing people got into Facebook ads when Facebook ads were

John Clendenning [16:49]
amazing um people got into Groupon when Groupon kind of was a place uh first mover advantage sure that all dries up

John Clendenning [16:56]
you know cheap um links to rank a website from the early 2000s dried up cheap clicks on the internet dried up

John Clendenning [17:04]
competition causes these things to mature they start off as a blue ocean as they call it and then eventually it

John Clendenning [17:10]
turned into a sharkinfested red ocean right so there’s still ways to win at those and we’re going to talk about that here but you want to maximize your brand

John Clendenning [17:16]
impressions too so people have your name in mind then when they see you they go ah that’s the guys I want and that works

John Clendenning [17:22]
for AI in today’s day and age as well because AI looks more than it’s not keyword driven it looks all over the

John Clendenning [17:28]
internet right and you want to maximize your conversions you can build get a whole bunch of horses to come to the trough but can you make them drink

John Clendenning [17:36]
you make it attractive for them to choose you over everybody else

John Clendenning [17:42]
at prices higher than your competition you know how to do that do you have your marketing foundation right do you have

John Clendenning [17:49]
your compelling sales proposition your risk reversal guarantee your founder story and your impactful brand messaging

John Clendenning [17:55]
that’s the foundation you do that right and you add that to all of your marketing into your conversions you’re

John Clendenning [18:00]
golden so what are Google local service ads with all of that preface in mind and

John Clendenning [18:07]
just that reminder that you know that we need to be the student of our craft and we’re going to go really deep we’re very

John Clendenning [18:12]
thoughtful today on this we’re going to take all of that thought and theory and ideas and proof and truth and put it all

John Clendenning [18:19]
into okay local service ads well what are they what’s Google guarantee google’s guarantee that if customer
Google’s $2,000 Customer Assurance

John Clendenning [18:24]
thinks you suck Google’s going to pay pay you up to $2,000 back in restitution that’s what it means doesn’t mean that

John Clendenning [18:31]
you’re discount doesn’t mean you run an offer doesn’t mean it when what Google decided to do is put it at the top right

John Clendenning [18:38]
so um you know I don’t know if this story is true i’ve heard this before but what I what I kind of understand is

John Clendenning [18:43]
Google likes to look around the world and say “Hey what are these guys doing what are these guys doing with it can we do that and can we make money at it?”

John Clendenning [18:49]
Right google’s there to be profitable right so they saw companies like Home Advisor and Angie’s List and Yelp were

John Clendenning [18:55]
ranking in Google in the organic rankings so you had PaperClick

John Clendenning [19:02]
Maps organic they were ranking there and selling the leads to consumers and

John Clendenning [19:07]
Google’s going “Wait a minute so you’re using our platform and doing good SEO

John Clendenning [19:13]
and rankings to get your directory listed to get your pay-per-le service

John Clendenning [19:18]
listed and then you’re selling those leads why don’t we just do that we can actually put it right at the top because we own the platform so it became Google

John Clendenning [19:27]
guarantee Google local service ads and once you only pay when you get a live

John Clendenning [19:33]
person on the phone or they allow form fills now and it’s half the price um but you you can have you can have a message

John Clendenning [19:39]
lead not just form pills but an actually action message lead so if somebody is searching for cleaning services today

John Clendenning [19:46]
not tomorrow not yesterday there’s no brand impression here other than today they’re looking today they could see you

John Clendenning [19:54]
right at the very top of Google before scrolling down and we’re going to talk about how many people actually do see

John Clendenning [19:59]
you up there if you’re there and who’s getting that those calls if you’re not

John Clendenning [20:04]
as we said Google’s guaranteeing the work that’s the important point and they

John Clendenning [20:10]
are putting a tracking number because Google’s only getting paid when somebody goes through this platform

John Clendenning [20:18]
to get a hold of you and Google tracks that you should also have that this

John Clendenning [20:23]
actually going to a tracking number um that can be put into a lead automation machine we’ll talk about that as well

John Clendenning [20:28]
because you want to be able to stay in touch with these people know who they are all that kind of stuff not just have them phone your number and if you miss

John Clendenning [20:33]
the phone caller go “Yeah no I can’t help you.” Click you know and that that kind of thing um you’ve lost them for

John Clendenning [20:38]
life right so you want to make sure that you’ve got you know some good sophistication in place because we’re in a world where there might be less and

John Clendenning [20:45]
less phone calls so you better be getting more and more conversions and we’ll talk about that as well

John Clendenning [20:52]
right so when somebody clicks on one of the listings you notice there’s like again on a desktop device there’s only

John Clendenning [20:58]
three on on mobile you’ll see them differently i think we got a couple slides that show that but when they

John Clendenning [21:03]
click into it they it’s not a great experience it’s not about offers and and

John Clendenning [21:09]
a whisbang landing page none of this can be edited really like they can be

John Clendenning [21:15]
adjusted on the back end in a very strategic and thoughtful way but it

John Clendenning [21:20]
can’t be you you can’t decide that you want it looking differently you want your owner’s face right here and you want like none of that can happen you

John Clendenning [21:26]
you offer I want I want to give you know you know a massive discount you can’t you shouldn’t but you can’t right it’s

John Clendenning [21:32]
it’s just going to be about your company some main bullet points um are you accepting customers like why would you

John Clendenning [21:39]
be there if you’re not and that kind of thing so how are you influencing people we’re going to talk about that so why it

John Clendenning [21:45]
matters 87% of online consumers search Google when looking for home services

John Clendenning [21:52]
it’s the number one place for new customers looking when they need your service and they don’t have a name in

John Clendenning [21:57]
mind if they have your name in mind and they type that in anywhere social media

John Clendenning [22:03]
directory so you know on Google whatever you should have everything optimized so

John Clendenning [22:08]
well that you just pop up and your competitors aren’t trying to dominate your name right so that’s important but

John Clendenning [22:14]
that they know your name that’s a smaller crowd so if you think here’s all the homeowners in town right of all of

John Clendenning [22:20]
those homeowners here’s how many that will ever hire a cleaning service out of

John Clendenning [22:26]
all of those here’s how how many don’t have a name in mind out of all of those

John Clendenning [22:32]
here’s how many will go to Google out of all of those here’s how many that will stop off at local service ads

John Clendenning [22:39]
versus anywhere else and we’ll show you that number right so it is a law of diminishing returns it’s a small smaller

John Clendenning [22:44]
number but if you’re not there you never catch them at all and I’m going to explain to you a really cool reason why

John Clendenning [22:50]
every single ideal qualified inquiry qualified lead

John Clendenning [22:56]
matters if you can convert them and then have a great back-end system oh my gosh we’ll talk about that as well so loco

John Clendenning [23:02]
service ads come up first in the search results there is no higher intent prospect than a customer who’s proactively looking for the services

John Clendenning [23:08]
right now they had to type it in to find you they didn’t go on social media and you go “Oh look at us we’re amazing do

John Clendenning [23:15]
you want your carpets clean?” Oh I don’t know maybe honey do we want our garbage clean there’s a nice gentleman here on

John Clendenning [23:20]
on social media showing me something right that’s rare that’s random right

John Clendenning [23:26]
you’re going to be zmodding the crap out of that you’re going to just Social media is meant you can show a lot of good happy customer stories you can run

John Clendenning [23:32]
a few ads and things like that but don’t expect that to be your bread and butter unless you’re trying to drop your pants and be the the cheapest guy in town

John Clendenning [23:39]
right there’s a way to do social media well that supports all of your marketing but when somebody’s in need today and

John Clendenning [23:45]
they don’t have a name in mind in need today don’t have a name in mind one of the places they go is local service ads

John Clendenning [23:53]
so you must have a plan to win in that environment so 2025 there’s been updates

John Clendenning [23:59]
so Google locus service ads are evolving there is new features to the platform

John Clendenning [24:04]
new review requirements um so Google’s prior prioritizing business with

John Clendenning [24:09]
consistent highquality reviews not just a lot of them you could have 200 500,000

John Clendenning [24:16]
reviews and the last one you got was six months ago you ain’t consistent somebody else is more consistent than

John Clendenning [24:22]
you so reviews matter they’ve actually also fully integrated with Google a

John Clendenning [24:28]
business profile they no longer have their own separate review platform it was silly in the beginning I thought and

John Clendenning [24:35]
they finally figured out you know what we need just to align with our other Google tool over here let’s talk to the department on the other side of campus

John Clendenning [24:41]
and let’s figure this out and they did um they got faster call routing so

John Clendenning [24:46]
quicker connections they expanded service categories which is cool you can find maybe more services that you

John Clendenning [24:51]
provide um and your strategy matters businesses that adapt to the changes early will outperform the competitors

John Clendenning [24:57]
there’s a bit of a blue ocean first mover advantage all of those kinds of things so staying on top of this is

John Clendenning [25:02]
important we stay on top of it every single day you should too people ask you
Optimizing Local SEO for Voice Search

John Clendenning [25:08]
know just you know hey Alexa I’ll say that instead or you know whatever um hey

John Clendenning [25:14]
Catera who’s the best carpet cleaning company in town who’s the best made service in

John Clendenning [25:20]
town whatever and that’s going to get a response that is based on how well you

John Clendenning [25:25]
do SEO how well signals are generated outside of your website around the all that kind of how you answer how many

John Clendenning [25:30]
reviews you got how you answer reviews what kind of comments are having it’s it’s a full experience that AI takes in and goes I can answer that question with

John Clendenning [25:38]
a couple of these people right here and it’s they’ll find the local providers and if you’re not coming up in that

John Clendenning [25:43]
you’re missing the boat because more and more and more people are just using Chad GPTs and and that but when somebody has

John Clendenning [25:50]
a high search intent they go to Google and they type you know carpet cleaning near me right i I need to find a carpet

John Clendenning [25:56]
cleaner today any of those kinds of things Google’s going to still show where they make their money so they’re

John Clendenning [26:02]
going to show a search that’s a search and they’re going to show a search experience about 14% of people stop on

John Clendenning [26:08]
local service ads and scroll across when they show about 11 people stop on

John Clendenning [26:14]
AdWords if local service ads don’t show then you’ll get about about 15% 18% will

John Clendenning [26:22]
stop on paperclick ads at the most right but local service ads kind of dominate the whole paid ad ecosphere so some

John Clendenning [26:29]
people stop here that means that 86% of the people don’t that’s a big number but

John Clendenning [26:35]
14 is also a big number right and then 11% stop at AdWords if you’re not there they don’t find you if you’re there you

John Clendenning [26:41]
got a second kick at the can and then a full 35% sometimes higher stops at

John Clendenning [26:48]
Google Maps listing and this you’re only going to show

John Clendenning [26:53]
one then five then 10 then 20 miles at the most from your known pin drop the

John Clendenning [26:59]
known the area where Google the the address Google knows they sent the postcard where they verified your

John Clendenning [27:05]
listing all that kind of stuff i don’t care if you have a service area that’s half half the state half the province

John Clendenning [27:11]
doesn’t matter google only cares a distance from where they know you are and it starts off very small and you

John Clendenning [27:16]
have to prove to Google and we’ve done master classes on this you have to prove to Google how you you go you service

John Clendenning [27:21]
more than one one mile away from your house or your office and then two miles and five mile and you have to prove that

John Clendenning [27:27]
by doing great SEO great on-site website stuff great you know happy customer stories and pictures and and and all

John Clendenning [27:33]
that kind of stuff but and then you’ve got 40% of the people come down to search

John Clendenning [27:38]
so we’re talking today about the 14% that stop here but the point is maximize your opportunity to generate a qualified

John Clendenning [27:44]
lead there’s one opportunity today there’s another opportunity we talked about that in a master class recently

John Clendenning [27:49]
there’s another opportunity there’s another opportunity so you’ve got four opportunities in Google search alone now

John Clendenning [27:56]
a fifth one with generative AI um to get people that don’t have a name in mind

John Clendenning [28:02]
and are searching today and the only way they’re going to see you is if they’re searching today and they don’t have a

John Clendenning [28:07]
name in mind and what’s really cool is if they see your name right here and then they see your name right here and then they they’re the type of people

John Clendenning [28:13]
that goes here you’ve been influ they’ve been influenced a little bit or if they’re people that go here they’ve been influenced a bit so if you’re not there

John Clendenning [28:20]
me not as much right so you can help Zmot them a little bit by just being sure you’re everywhere but we want to

John Clendenning [28:26]
capture this crowd and make a lot of money from it as well so you must complete your Google local service

John Clendenning [28:31]
application to get into the game um so they’re going to run a background check on you and your employees um license

John Clendenning [28:37]
check personal background um Pinkerton is a company that does it in the United States can’t remember the one in Canada

John Clendenning [28:42]
um and the one in New Zealand um and Australia we’ve just been working with those guys lately um but you want to get

John Clendenning [28:48]
the background check because Google’s guaranteeing your work they’re not guaranteeing the work to fly by night criminals they’re just not because it’s

John Clendenning [28:56]
Google’s money on the line as well and you have to make sure you do have licenses and all of that kind of stuff and insurance right so the business

John Clendenning [29:03]
owner and the technicians must complete the background check if you’re just if you’re the business owner and technician just get yourself put through um and

John Clendenning [29:08]
then once approved and if active in in your area you will pay per lead you

John Clendenning [29:16]
don’t pay for clicks you don’t pay to show up you don’t you only pay when somebody actually clicks and it your

John Clendenning [29:22]
phone rings or clicks and they start a message if you turn the message leads on and there’s a reason why you should and

John Clendenning [29:27]
a reason why you shouldn’t um we’ve seen that you know local service ads run anywhere per call per phone call

John Clendenning [29:35]
between$25 and $65 and those prices are going up when we

John Clendenning [29:41]
first started local service ads 3 four years ago um really leaning into this for our clients it was 17 18 bucks was

John Clendenning [29:48]
average 20 25 was high now $25 is low there’s a lot of our clients that are

John Clendenning [29:55]
hitting close to $65 a phone call and you’re going “Oh my gosh John I don’t want to pay $65 a phone call.” Why not

John Clendenning [30:03]
what’s your ROI what’s the lifetime value of your client just know your numbers $65 is actually

John Clendenning [30:10]
really good um if you’re good at what you do right so the price will vary by city by service type by message type

John Clendenning [30:16]
phone versus chat all of that kind of stuff so the price varies but what you monitor is your return on investment you

John Clendenning [30:23]
monitor you is your um you track and monitor your your your ability to land a

John Clendenning [30:29]
client how qualified is that client for to be a customer to become a lifetime client and we’ll talk about that as well because there’s ways to do that so the

John Clendenning [30:35]
requirements you know once you get approved it takes a while so you can’t just go oh I want to start running local service ads tomorrow no no could take

John Clendenning [30:42]
two three weeks four weeks sometimes to get all of the stuff approved it’s got to be connected to your Google business

John Clendenning [30:48]
profile you go Google business profile it’s got to have reviews then you’re going to want to have ongoing reviews like we talked about but once it’s all

John Clendenning [30:54]
done you’re now approved you’re now at the bottom of the list because there’s a lot of other people that have been

John Clendenning [30:59]
approved and are already more trusted by Google than you they’ve had very very

John Clendenning [31:05]
successful positive client experiences they somebody came through they went out and got the cleaning somebody else came

John Clendenning [31:11]
through they went out and got the cleaning they got great reviews and Google’s going “I trust this guy i trust this guy i don’t know who this new guy

John Clendenning [31:16]
is.” Right it’s it’s you don’t just pay and get in you have to actually do your job

John Clendenning [31:23]
so mandatory Google business profile verification you have to be verified on Google business maps your business

John Clendenning [31:29]
profile enhanced verification and spam prevention is is all part of the updates now so they’re actually going much

John Clendenning [31:35]
deeper than they did before and they’re kicking people out the AIdriven search and content optimization is a big part

John Clendenning [31:41]
of the platform now and expanded use of call and message content so there’s a

John Clendenning [31:46]
there’s a lot going on in Google’s back end so the best practice is to ensure that your Google business profile is

John Clendenning [31:53]
completed every single area everything all your services all your subservices

John Clendenning [31:59]
all your um you’ve got your description you’ve got your um hours of operation being absolutely exact and right

John Clendenning [32:07]
everything about that your posting regular like I mean just you’ve got you’ve got your Google Maps jacked up

John Clendenning [32:13]
full that’s a great starting point um you enhance visual and dynamic content you’re uploading pictures and there’s a

John Clendenning [32:19]
lot of cool stuff and you got a thought process behind that as well is actually the best way to think about that um leverage Google posts i just mentioned

John Clendenning [32:26]
that with calls to action um Google’s gig Google um local service ads um and

John Clendenning [32:32]
the Google business maps Google business profile departments are now really tied together joined at the hip so you want
Google Maps Listing Optimization

John Clendenning [32:39]
to be optimizing um everything for those right um so you want to be regularly

John Clendenning [32:45]
uploading those highquality images and even videos into your Google Maps

John Clendenning [32:51]
listing you want to be leveraging um those posts as we mentioned you want to optimize your reviews and posts with you

John Clendenning [32:59]
know so you want to be answering all of your reviews you want to even maybe help some of your clients write a review

John Clendenning [33:06]
that uses certain keywords that ties all together um

John Clendenning [33:12]
you can turn on the customer messaging um if you’re willing to get back to them

John Clendenning [33:18]
within two to five minutes um you want to monitor your performance metrics and

John Clendenning [33:24]
complete all the optimization you want to set your weekly budget

John Clendenning [33:29]
so um because this is going to limit the number of inquiries that Google is

John Clendenning [33:34]
willing to give you on any given week if you had a monthly budget that you set for example a monthly budget of $1,000
Optimizing Weekly Ad Spend

John Clendenning [33:41]
that’s going to be a weekly budget you set of 250 times four there’s your,000 bucks roughly $50 a day if you work

John Clendenning [33:48]
Monday to Friday right you only want the ads running when you’re actually in business you don’t want people calling you in the middle of the night when

John Clendenning [33:53]
nobody can answer the phone because you’re paying for every phone call so if your average cost per lead is only $25

John Clendenning [33:59]
so you’re at the lower end of the marketplace because in your local area there isn’t a lot of competition yet and

John Clendenning [34:04]
it hasn’t been bid up then 40 leads per month is 10 leads a week is two per day

John Clendenning [34:12]
on that budget you got $50 a day you only can get two leads a day and then you go offline

John Clendenning [34:19]
so what if Mondays are your best days and you could get five six calls but

John Clendenning [34:25]
you’ve limited your budget now you’re only going to get two and go off what if Thursdays are terrible days

John Clendenning [34:32]
and you don’t get any calls well Google doesn’t take that $50 and gives it tomorrow it just says “No done next day

John Clendenning [34:39]
50 next day 50.” Right so you get you may get a different number of leads per day but you’ll never spend more than

John Clendenning [34:45]
your designated weekly budget google doesn’t really optimize for the week it optimizes for the day more so there’s a

John Clendenning [34:53]
little bit of wiggle room in the algorithm but yeah the the truth is you

John Clendenning [34:58]
either manage it on the dayto-day or you do what we suggest which we’re going to

John Clendenning [35:04]
get into in a little bit on how to actually optimize and maximize this properly to get as much as you can of

John Clendenning [35:09]
the right quality inquiries and you’re teaching Google local service ads algorithm to not give you ones from over

John Clendenning [35:16]
this side of town which are cheap crappy lowincome leads who don’t have any money and are not going to have any money for

John Clendenning [35:23]
the next 20 to 40 years generational again style generational theory plus

John Clendenning [35:28]
what’s happening in AI all of that stuff I started with there’s a reason for that you want to be golf course road you want

John Clendenning [35:35]
to be high-end condos right and you want those people to start coming and you

John Clendenning [35:40]
book those people and Google’s “Oh this carpet cleaner gets a lot of these

John Clendenning [35:45]
people i’m gonna show them that way this carpet cleaner gets a lot of these people discount i’m gonna show them that

John Clendenning [35:51]
way.” And next thing you know you get less of those tire kickers you’ll always get them but less of them and more of

John Clendenning [35:56]
those right um and it just takes time it’s just teaching the algorithm and and

John Clendenning [36:01]
and that kind of thing and there’s some little tricks that you can do on the back end to make to get try and get less of those people and more of those people

John Clendenning [36:07]
but it’s just a volume game for sure um but you know businesses can now rate

John Clendenning [36:12]
their leads as well instead of disputing them and we’re going to talk about that in a minute and that is really really

John Clendenning [36:18]
cool because AI now identifies and credits businesses for unqualified leads eliminating the need to do the dispute

John Clendenning [36:25]
but you rate the leads the lead quality and we help our clients we do that for our clients one of the things we do um

John Clendenning [36:31]
we always used to dispute them for us how we rate does this it it helps teach the algorithm a little bit the type of

John Clendenning [36:37]
thing that you do not consider a qualified lead and then you’ll get more credits back when you teach that as well so we’ll talk about that going forward a

John Clendenning [36:44]
little bit so if you again you don’t dispute you now rate so you can see that

John Clendenning [36:50]
in the back end of your local service ads you’ll see when something’s been credited back to you right and there’s a

John Clendenning [36:56]
reason for that and a rating a lot of times if a rating is submitted you can

John Clendenning [37:02]
you can kind of it AI is trying to do it on its own you submit a rating it will

John Clendenning [37:08]
draw its attention to this one again doesn’t mean you’re going to get the money back it might dis disagree with your rating and carry on with life and

John Clendenning [37:14]
I’ll show you what that looks like because here’s an example ai now chooses if the call is valid or not so example

John Clendenning [37:20]
number one hi I’m looking for a house to rent in Santa Monica can you help me right agent on the phone live person hm

John Clendenning [37:29]
i really focus on homes for sale again not rent but let me see if we have anyone here who can help you what’s your

John Clendenning [37:35]
name and what’s the best contact number thank you Maria i’ll look into it right

John Clendenning [37:40]
if that came through Google local service ad Google will likely deny any credit request any rating because you

John Clendenning [37:48]
grabbed a name and a phone number and you that was a good call they don’t care about the rest of it example number two

John Clendenning [37:55]
hi I’m looking for a house to rent in Santa Monica can you help i’m sorry I don’t work with rentals but thank you

John Clendenning [38:01]
for giving me a call google will approve this credit because you explicitly stated that you do not

John Clendenning [38:07]
provide the service the caller is looking for it’s also worth noting that the calls under 30 seconds are not

John Clendenning [38:13]
charged by Google in the first place so the sooner you end the call the better keep this in mind right we can all be

John Clendenning [38:21]
chatty gosh knows I could be chatty but if it’s a a bad call and it’s coming

John Clendenning [38:26]
through local service that’s again another reason why to have a call tracking number you should with a whisper on it this is a call from Google

John Clendenning [38:33]
local service ads right so you have a call tracking that then bounces to your main number now you know hey is this

John Clendenning [38:38]
legit or not not legit get off the phone right that’s a way that you can keep the cost down even if you have to deal with

John Clendenning [38:44]
a bunch of tire kickers or hire somebody to answer your phones which is what I always recommend anyways um so um one

John Clendenning [38:52]
cool thing about local service ads that we hear from a lot of our clients who

John Clendenning [38:58]
really really lean into this it’s often a lower cost than pay-per-click not saying

John Clendenning [39:04]
pay-per-click is bad it is a pole in the water but local service ads will come in actually at a slightly lower cost five

John Clendenning [39:10]
10 $15 um per qualified lead and also convert a little bit better because

John Clendenning [39:16]
there’s you’re not discounts you’re not landing pages you’re not doing all that kind of stuff you’re not paying per click paying per click paying per click

John Clendenning [39:21]
paying per click paying per click oh finally there’s one click called me all the other ones looked and went n

John Clendenning [39:26]
interested in today i was just looking but you had to pay for the click no these people are interested they picked up the phone to call they’re a more

John Clendenning [39:32]
motivated buyer automatically now it’s just up to you to actually convert them and that’s your job but you’re going to

John Clendenning [39:38]
find that it’s a lower cost with good scripts and with all the stuff we talk about here um to convert that person

John Clendenning [39:45]
into a customer one-time customer

John Clendenning [39:50]
before you convert them into a lifetime client very very important language um so high quality um higher quality leads

John Clendenning [39:57]
than pay-per-click services a higher quality lead than other pay-per-lead services like Home Advisor Bark Thumbtac

John Clendenning [40:03]
all those kind of crappy ones um this is a much higher quality than those guys

John Clendenning [40:09]
and you can actually even dial in even higher qualities over time if you let it run and teach the algorithm rate the

John Clendenning [40:16]
calls and get off the phone quickly google doesn’t want to lose money so they’re going to start moving you where you get most of your work and there’s a

John Clendenning [40:22]
couple games you can play with that as well um you still got to get price shoppers 20% of all consumers are price

John Clendenning [40:27]
shoppers um but you don’t want to be 50 60% price shoppers so you track the calls right um with a dialedin

John Clendenning [40:34]
conversion scripts that book at least 40% of calls to jobs and an average job

John Clendenning [40:40]
over $300 just some basic carpet cleaning numbers if your average job is less than $300 or you do not book at

John Clendenning [40:47]
least 40% of your cold inquiries I’m not talking about people that you know repeats and referrals not talking about

John Clendenning [40:53]
that at all actually if you’ve been in business more than three years if you’re in your third year of business or beyond

John Clendenning [40:58]
60% of all of your jobs in your schedule any given month any given week should be repeats and referrals that’s the

John Clendenning [41:04]
business you’re in you’re in the client retention business talked about that already right so this is just grabbing

John Clendenning [41:10]
getting new people to put into the lifetime client value stuff right so local service ads um should deliver with

John Clendenning [41:18]
these metrics 40% booking because you got great scripts and you track you’re doing you’re actually a business owner

John Clendenning [41:23]
you actually track your calls know where they came from and run some math against it right it’s getting easier and easier

John Clendenning [41:28]
and easier in the world of AI but should still be doing it we used to do it pen and paper back in the day every single

John Clendenning [41:34]
day um my office gals prior to Heather it was started with Cheryl then Sheila
Manual to Digital: Office Evolution

John Clendenning [41:40]
for a number of years then Tasha then then then Heather over the 30 years and they all had a little sheet beside them

John Clendenning [41:45]
and had to write down until we digitized it they had to write down um what the

John Clendenning [41:51]
call was related if it was a vendor if it was spam if it was um you know a past

John Clendenning [41:58]
customer if it was new and what their what their source was and I entered that manually

John Clendenning [42:04]
as a 20 some odd year old kid running a carpet cleaning company into manual

John Clendenning [42:09]
spreadsheets manual books and ran numbers eventually I taught myself Excel

John Clendenning [42:15]
to be able to do that a little bit better um actually one of my first office gals Cheryl was a um college

John Clendenning [42:22]
student she’d show up in the morning answer the phones busier time of day do all the bookkeeping and the and

John Clendenning [42:27]
paperwork and stuff like that and then go to college in the afternoon right but she also taught me Excel and we built a

John Clendenning [42:32]
lot of really cool Excel things way back in the day in 1997 so anyways so you want a 3 to one to 5

John Clendenning [42:39]
to1 ROI from this one pole in the water easy to do we track that for all of our clients we show the the actual ROI we

John Clendenning [42:46]
listen to all the calls we show how many you booked and then we show how many people said maybe that you should be following up with that you should book

John Clendenning [42:52]
at least half of those as well and then we’ve got a tool like Carpet Cleaner Lead Pro where you can put everybody in and it can chase them until they buy or

John Clendenning [42:58]
die all kinds of cool stuff so um why is this a no-brainer for most carpet cleaners you show up at the top of

John Clendenning [43:04]
Google you only pay on a lead basis lower cost than other paid ad platforms

John Clendenning [43:10]
higher quality leads and you’re you’re able to modify your budget if you’re actually too busy back it off we listen

John Clendenning [43:18]
to our clients calls and back it off for them so um if if they’re running weeks in advance because they’re just that

John Clendenning [43:25]
good and that busy or some a technician’s on vacation or or they’re training a new technician because they’re growing and they just don’t have

John Clendenning [43:31]
the capacity yet we’ll back this off a little bit we don’t turn it off if you turn it off you’re actually stalling the

John Clendenning [43:37]
algorithm but we’ll back it off a little bit so that they don’t get as many

John Clendenning [43:43]
and allow it to still run allow it to still work allow the algorithm to stay happy but decrease it as needed

John Clendenning [43:51]
so how do you set it all up let’s just rattle through this pretty quickly um if you work with us we do it for you that’s

John Clendenning [43:57]
an easy one uh if you don’t work with us you want to go to ads.google.com/local service ads

John Clendenning [44:04]
go there and start filling it out you want to go through ideally if you’ve got

John Clendenning [44:10]
a Google Ads account you know what Gmail what Google account you have that you log into that use the same one because

John Clendenning [44:16]
this local service ads ties into Google ads and uses the same credit card or the same payment profile on file so just

John Clendenning [44:23]
keep them connected if that’s the same login you use to do your Google business profile as well beautiful that one you

John Clendenning [44:30]
know agency login that you have or you know company login that you have that that connects to all of them that’s the

John Clendenning [44:36]
best one to use right and you’re just going to work your way down the checklist and it could take a while

John Clendenning [44:42]
couple weeks sometimes right so how does the rankings work so now that you’re in

John Clendenning [44:48]
you saw that there’s a bunch of them well they’re only showing three before you have to kind of scroll to find the rest how does that work how do you show

John Clendenning [44:55]
up at the front well it sure works on proximity to start with

John Clendenning [45:01]
so the farther away the customer is from you the farther away Google moves you in

John Clendenning [45:08]
that in that um ranking system so there’s a little trick after about 10 or

John Clendenning [45:15]
15 miles you should possibly create a second office

John Clendenning [45:22]
maybe 30 miles away where the two circles hubs touch each other at about

John Clendenning [45:28]
the 15 milei mark that’s great because you can make that second office generate

John Clendenning [45:33]
its own 510 $15,000 a month over a period of time usually about six months

John Clendenning [45:39]
to a year with good effort because the Google Maps you’re going to start ranking in Google Maps over there which

John Clendenning [45:44]
you won’t be ranking Google Maps either so that 35% you’re going to start ranking in local service ads you can always run your pay-per-click ads there

John Clendenning [45:50]
they don’t care about proximity with that wherever you want to run ads you could run ads you know halfway across

John Clendenning [45:55]
the country they don’t care you’re paying per click they don’t care but in this if all the people calling saying

John Clendenning [46:01]
“Yeah I need I need carpet cleaning you know I’m in San Diego California that’s funny i’m in Hoboken New Jersey.” Ain’t

John Clendenning [46:07]
going to work so you do not want to run like local service ads it’s very proximity based and Google bases it on

John Clendenning [46:13]
your Google Maps your Google business profile they know where you live right your review score the number of reviews

John Clendenning [46:19]
you receive and the velocity the consistency your responsiveness

John Clendenning [46:26]
you got to be answering the phone in two rings google starts demoting you if

John Clendenning [46:31]
you’re not answering the phone so you got to be answering the phone in two rings um you want to be answering any of

John Clendenning [46:38]
those message leads within like two minutes at the most you you got to be an

John Clendenning [46:45]
active business that’s why I say nobody should be actually running the a carpet cleaning business on their cell phone on the on the road out driving hire

John Clendenning [46:52]
somebody to answer your phones and you’ll double your business right away right we’ve got we got people that we recommend that you can hire there’s

John Clendenning [46:58]
there’s lots of ways to do that reach out to our staff if you if you don’t if you want somebody who can overflow when

John Clendenning [47:04]
you’re busy or third number ring go to somebody else um an actual live person who can book right into your service

John Clendenning [47:11]
monster house call pros evenings and weekends and or you go on holidays somebody’s still answering the phones um

John Clendenning [47:17]
running this kind of stuff yeah there there’s a huge reason why you don’t want those to go to answering machine and

John Clendenning [47:22]
call them back that’s not the world we live in anymore in fact reach out to us as well if you want an AI solution where

John Clendenning [47:29]
on a third number ring we train an AI we interview you we actually do a deep dive into you we build your brand voice your

John Clendenning [47:37]
brand awareness we we we go through a really really really really thorough background then we run it through an AI
AI Voice Agent Limitations

John Clendenning [47:42]
command center to teach to train AI on your business your competitors your systems your services why you’re

John Clendenning [47:48]
different so that we can train a whole bunch of stuff in our company but one of the things we train with that is a voice

John Clendenning [47:53]
agent that sounds like they work in your office a lot more and we still don’t want that voice agent trying to book a

John Clendenning [47:59]
job because what if they book it 30 miles or 30 minutes that way and the next job booked in the schedule’s 45

John Clendenning [48:05]
minutes that way and the next job is back over this way again ai is not that good yet at booking we don’t I don’t

John Clendenning [48:11]
recommend automated booking at all ever um but I do recommend better than an answering machine a third a third ring

John Clendenning [48:18]
rollover to either a live person or a you know an AI agent so if you if you

John Clendenning [48:23]
need any of those reach out to us we’ve got some systems available and stuff like that for that but you want to make sure that you’re only running it during

John Clendenning [48:30]
your business hours legitimate business hours you don’t want anybody calling and not getting through because Google

John Clendenning [48:35]
demotes you your rankings change because it’s listening it knows it’s AI it knows

John Clendenning [48:41]
you didn’t answer the phones um so whether or not Google has received any serious or repeat complaints as well

John Clendenning [48:47]
because this is Google guarantee so in addition to these factors Google attempt to spread out the leads you receive over

John Clendenning [48:53]
time this is to prevent you from spending your entire budget early in the budget period if your ad is generating

John Clendenning [48:58]
leads more quickly than your budget can accommodate you may see your rankings affected because Google’s algorithm is

John Clendenning [49:04]
slowing you down so there’s a really big thought around budget if you can handle

John Clendenning [49:10]
the calls right if you can handle the calls

John Clendenning [49:15]
then up your budget like wide open and then

John Clendenning [49:21]
hire more techs just get good at actually finding employees right there’s a game to that as well we got a master

John Clendenning [49:26]
class on that so um you know not nobody ever said it was easy it was easy to run a business everybody would do it and it

John Clendenning [49:32]
wouldn’t be the fact that you know 80% of cleaning businesses go out of business in the first five years another

John Clendenning [49:37]
80% go out of business in the next five years you’re left with that’s 96% you’re left with only 4% in business it’s hard

John Clendenning [49:44]
supposed to be hard you got work to do it’s why you jump on classes like this so AI enhanced um local service ad lead
AI-Powered Lead Response Solutions

John Clendenning [49:52]
response so can you use AI to help with the lead

John Clendenning [49:57]
response absolutely they can come into a tools that will know your business be

John Clendenning [50:03]
trained on your business and help out right so faster more accurate lead handling builds trust with potential clients improves conversion rates

John Clendenning [50:09]
because you got to them right away and aligns with Google’s AIdriven rankings so you can use AI to help complement

John Clendenning [50:19]
you know you’re on the phone with one person you can either again bounce it to a a a call center like like we recommend

John Clendenning [50:25]
the call studio or you can bounce it to an AI agent that says hi I’m Amy your AI

John Clendenning [50:31]
agent um all of our humans are busy but I am fully I’m here to help you what what questions you have today and it’s

John Clendenning [50:37]
not you know an automated tree answer tree it is thinking about your business

John Clendenning [50:42]
the entire time it knows everything about your business right so the key features of this is you want smart

John Clendenning [50:48]
autoresponses AI drafts instant replies and and trains and learns over time this is what we do with all of our AI agents

John Clendenning [50:55]
um call and message analysis you know so you can actually use AI to summarize the

John Clendenning [51:00]
calls that came in the intent and how to chase them down if they didn’t say yes

John Clendenning [51:06]
right um we do that through Carpet Cleaner Lead Pro with one of our enhanced services within that tool um

John Clendenning [51:12]
follow-up suggestions ai suggests the best times and and content to type to

John Clendenning [51:17]
follow up with right depending on that conversation it had it can actually you know adjust the follow-up cadence and

John Clendenning [51:25]
messaging and integrate data insights combine um combines your Google business profile reviews and ad data as well you

John Clendenning [51:33]
can start combining all of your data together with good AI on the back end to

John Clendenning [51:38]
actually create an enhanced marketing plan that knows more about you and says

John Clendenning [51:43]
you probably should get better on the phones you suck or whatever like you know maybe Nancy in your office ain’t doing as good as you thought so um best

John Clendenning [51:51]
practices for AI powered lead response um use pre-built answers call them

John Clendenning [51:57]
templates but answers for common questions that’s a training moment you train right so that’s why we interview

John Clendenning [52:02]
our clients go deep we train um you you regularly review the the AR responses for accuracy there’s a ongoing training

John Clendenning [52:09]
that is needed but at least it’s handling the calls for you not first call but second call like so that you’re

John Clendenning [52:16]
not missing calls um you want to train the AI with specific FAQs and and the tone of your business again why we

John Clendenning [52:23]
interview our clients and we put them on a podcast we do all that we want to get the tone of the of the customer how you

John Clendenning [52:28]
respond how you talk how you how you want your customers to hear your business it’s different it doesn’t need

John Clendenning [52:33]
to be robotic um combined AI with human oversight and ensure compliance to you

John Clendenning [52:40]
know um avoid sensit um sensitive info in AI replies right so there’s a lot of

John Clendenning [52:47]
guard rails and guidelines that need to be created there’s a lot of people that have come out with sort of AI voice bots

John Clendenning [52:52]
and stuff like that most of them have not thought through the depth of how to do it and a lot of people just turn them

John Clendenning [52:57]
off don’t like them at all it’s just because they they weren’t built right they weren’t trained right it actually again business is hard it’s supposed to

John Clendenning [53:03]
be you got to put a lot of thought into it when you do that the results are better kind of just like life so um how to win

John Clendenning [53:11]
with local service ads how to win dial in your service area profile and budget

John Clendenning [53:17]
rate the leads and manage your scripts on um to help AI hone in on on

John Clendenning [53:24]
unqualified calls you want to actually help the Google’s AI hone in on the

John Clendenning [53:30]
unqualified calls so you want to rate the leads you want to manage your scripts um to help the AI you want to

John Clendenning [53:36]
drive verified reviews you want to make sure that you have a system like we have

John Clendenning [53:41]
our recognition system you want to have a system where every single job you’re not just hounding them for give me a

John Clendenning [53:47]
review give me a review you’re actually hey how do we do ask them for a survey and then turn the corner when they fill that out and say gosh I really

John Clendenning [53:55]
appreciate that do you mind if you could take those great nice comments and put them on you know Google Facebook Yelp

John Clendenning [54:01]
places like that um here’s those links we’ll make it easy for you but that really helps us grow um if you were that

John Clendenning [54:06]
happy with us other people would like to to hear those kind words right so you do that you’re driving verified reviews

John Clendenning [54:12]
from local service ads and from every other source and Google picks those up and you want to target about a 50%

John Clendenning [54:18]
booking rate and a 75% reported booking rate so dial in your

John Clendenning [54:25]
profile set your budget i suggest open it up here’s here’s where you’re starting to

John Clendenning [54:31]
get the the again a lot of the secret sauce um open it up if you have the capacity you want it wide open so Google

John Clendenning [54:40]
never limits the amount of calls you’re going to get it isn’t a flood again as we said take all the homeowners take all

John Clendenning [54:46]
the ones that that ever clean carpets as an example take or upholstery take all of those and the ones that are don’t

John Clendenning [54:53]
have a name in mind take all of those and the ones that would go to Google ever right that number is getting small

John Clendenning [55:00]
take all of those and the 14% that would you know you that that would use um

John Clendenning [55:06]
Google guarantee before moving down the page and then out of that m that smaller smaller number how many of those are

John Clendenning [55:12]
today versus tomorrow versus six months from now it’s not everybody it’s it’s a

John Clendenning [55:18]
small number so you’re not going to get inundated with you know hundreds of calls a day because you wide wide open

John Clendenning [55:24]
the budget what you’re going to do is you’re going to maximize what you can and fill your schedule up as much as you

John Clendenning [55:29]
can as this one pole in the water with other ones working for you as well um you want to update your your ad schedule

John Clendenning [55:36]
you want to set up your bio really really well um and we help our clients with that because there’s ways you can

John Clendenning [55:41]
influence the bio that influences the calls um you want to select your job types you want to make sure that that’s

John Clendenning [55:47]
done very strategically there’s certain things you may not want that you do that you may not want local service ad paper

John Clendenning [55:54]
payer lead paper call um pricing on right maybe it’s a longer

John Clendenning [56:01]
development window and stuff like that you you you want to kind of get get the easy customers and then sell them the

John Clendenning [56:07]
other stuff you know because they’re turn them into lifetime clients right um you want to set up your service area you

John Clendenning [56:14]
want to update your business hours and you want to use lots and lots and lots of photos and use personality photos as

John Clendenning [56:20]
the primary ones the ones that everybody’s going to see before they scroll down so there’s a photo

John Clendenning [56:25]
optimization trick to running great local service ads there’s it’s not just

John Clendenning [56:31]
updating and adding new photos all the time there’s also a photo optimization trick to having a really great Google

John Clendenning [56:36]
business profile so there’s a photo optimization trick to having a really great website that converts really

John Clendenning [56:42]
really well there’s a photo optimization trick to having a really great social media that generates conversion and

John Clendenning [56:48]
attention all of these things are strategic and they all work together well again in local service ads there’s

John Clendenning [56:54]
a way to sort of weed out the riff raff with the right photos

John Clendenning [57:01]
right you want to mark your jobs as booked so Google rate your responsiveness on how well you complete your jobs
Optimizing Lead Tracking and Engagement

John Clendenning [57:09]
so Google’s listening they know if you booked or not the AI but they don’t know if the person called back your main

John Clendenning [57:15]
number right they don’t know on that conversation if you took their number and called them from your main line you

John Clendenning [57:21]
can still go back and mark that customer as booked so there’s a benefit to marking that customer as booked um you

John Clendenning [57:28]
want to archive the non-converted opportunities um as well

John Clendenning [57:33]
that are legitimately not good calls right because that’s going to help teach the algorithm as well so um you want to

John Clendenning [57:41]
make sure that you fill out you know some of the information inside Google’s dashboard we actually recommend people

John Clendenning [57:47]
um bounce the Google’s call tracking number through our call tracking a call

John Clendenning [57:54]
tracking number we do for our clients into Carpet Cleaner Lead Pro because now you’ve captured that person if they’re a qualified lead you can add the rest of

John Clendenning [58:00]
the information there and now you can stay in touch with them by text by email by followup and have a really good chase

John Clendenning [58:06]
routine right where you’re chasing after that that that lead to turn them into a a customer either by quote or more

John Clendenning [58:13]
information by email or stay on your list until they buy or die which could be you do a like a heavy chase for two

John Clendenning [58:19]
weeks so you better have that in place and then a lighter chase every single month for at least the next two or three

John Clendenning [58:25]
years they qualified as somebody who’s interested in buying cleaning services stay in touch with them till they buy

John Clendenning [58:31]
from you maybe they didn’t like the other guy right this is just another place to create a lead list that’s 10

John Clendenning [58:36]
times bigger than your customer list you want to rate your leads as we talked about so you won’t be charged for

John Clendenning [58:43]
disqualified leads outside your area not a service you provide google’s going to listen to that with the AI but you also

John Clendenning [58:48]
want to rate the leads because it’s going to help teach the algorithm what you’re ideally looking for as well tire kickers and low price shoppers rate them

John Clendenning [58:55]
poorly as well that’s all going to help it’s going to help aim the algorithm towards the right side of town again we

John Clendenning [59:01]
do that for our clients we help that help out with that um for our clients doing local service ads so um you want

John Clendenning [59:07]
to drive verified reviews we talked about that um the number of views as a major driver of your rankings you want

John Clendenning [59:13]
to provide a great service experience so the service you deliver

John Clendenning [59:20]
is a commodity you clean carpets so does everybody else the experience you deliver is your uniqueness

John Clendenning [59:28]
how it makes people feel what what they see the the looks the smells the you

John Clendenning [59:34]
know the humanics and the me mechanics as we say um again one of the things I was flown around the world for was

John Clendenning [59:40]
teaching people how to deliver a great service experience the Disney effect as

John Clendenning [59:45]
they call it where you you orchestrate how you

John Clendenning [59:51]
ahead of time how you call on the way over how you show up at the door how you enter the home how you consultively sell

John Clendenning [59:57]
how you educate how you have an upsell moment that feels natural and and normal as the part of the flow how you um on

John Clendenning [1:00:04]
other services or different packages of your main service so your average job value goes up by you know 50% easy to do

John Clendenning [1:00:11]
without a consultative selling process and you know um orchestrated upsell moments your average job will be half

John Clendenning [1:00:18]
what it should be i learned this taught it my technicians put it in practice and

John Clendenning [1:00:24]
I could tell exactly when one technician was doing it and one wasn’t it was easy

John Clendenning [1:00:29]
it was as obvious as night and day one would be coming back with average invoices of $250 like 20 years ago um

John Clendenning [1:00:36]
the other one would be coming back with an average residential invoices of $500 20 years ago we’ve got clients where

John Clendenning [1:00:41]
their average customer is $800 to $1,000 residentially average average job why

John Clendenning [1:00:48]
because they understand them how to target the right clients and consultively sell really really well so

John Clendenning [1:00:54]
and that then you deliver a great client experience that’s the look the feel again the humanics and mechanics of the

John Clendenning [1:01:00]
whole thing if you ever need any help on that give me a call we can walk you through it i’ I’ve again I’ve trained on it done entire week study courses on

John Clendenning [1:01:07]
that so um four people that we’ve designed so um if you want to drive verified reviews on your Google business

John Clendenning [1:01:13]
profile now that LSA is fully integrated this has become crucial so

John Clendenning [1:01:20]
example of again what it used you know like you can see the review summary right there inside your Google local

John Clendenning [1:01:27]
profile um or your Google um local service ads and you can also see it inside your um Google business profile

John Clendenning [1:01:33]
you want you can see how many people got reviews right and you’re gonna you want

John Clendenning [1:01:39]
to make sure that they are verified reviews and Google knows how to connect the dots between somebody that came through local service ads and eventually

John Clendenning [1:01:46]
got um a job from you and that you eventually got a review on Google it

John Clendenning [1:01:51]
knows how to connect all those dots used to be that you had to do it separately and teach it ai is the great equalizer

John Clendenning [1:01:57]
it now knows how to do that that’s why they one of the reasons why they could drop a separate review platform inside

John Clendenning [1:02:03]
local service ads and tie closer together with Google Maps um you want to target a 50% booking rate

John Clendenning [1:02:11]
right one of our clients right there you want to target a 50% booking rate they’re at 53

John Clendenning [1:02:17]
and how to increase your lead fro from lo local service ads again open your budget up wide expand your service area

John Clendenning [1:02:23]
and job types close out every lead booked scheduled or archived right and

John Clendenning [1:02:29]
request verified reviews doing it right again go back to one of our reputation master classes you’re

John Clendenning [1:02:35]
going to see some really cool stuff there right um so what should you do now you want to get with a strategic partner

John Clendenning [1:02:41]
you want to like our team as an example but there’s there’s others right um if

John Clendenning [1:02:47]
you’re on this call there’s maybe something that we teach you that you like maybe maybe you can understand that we’ve done this for 30 years running our

John Clendenning [1:02:53]
own businesses um million-dollar cleaning services in a town of 30,000 people starting from there i helped

John Clendenning [1:02:59]
other companies you know become million-dollar cleaning businesses either going wide or going deep in consulting since 2007 and for the last

John Clendenning [1:03:06]
six years now running carpet cleaner marketing masters an agency for only cleaning services and we help our

John Clendenning [1:03:13]
clients if follow along and grow their business right so we help them shore up

John Clendenning [1:03:18]
their business save their business if it’s is if if it’s floundering again we can’t rescue everything you’ve got to be

John Clendenning [1:03:24]
able to do your work yourself but we have all the the strategies to grow a business and many of our clients lean in

John Clendenning [1:03:32]
go out build the referral partner network build the build the um the happy customer story network build do do all

John Clendenning [1:03:38]
these different poles in the water and in you know if they haven’t been doing any of those things their business

John Clendenning [1:03:44]
doubles and if not the business doubles they up their prices and their profitability

John Clendenning [1:03:50]
doubles within the first 12 to 18 months so hopefully that’s you hopefully you

John Clendenning [1:03:57]
know if wherever you’re whatever you’re doing you you you’re learning you’re strategizing and you’re dialing in and

John Clendenning [1:04:03]
you’re understanding the connected framework and every single day you’re marketing your company but again you

John Clendenning [1:04:08]
want to get get in the game you want to leverage platforms and you want to play the game um for as long as the ROI makes

John Clendenning [1:04:17]
sense so you want to be tracking if you’re not working with somebody like us we track it for our clients and give that report every single month here’s
Boost ROI: Attract Lifetime Clients

John Clendenning [1:04:24]
how much you actually made here’s how much you probably you likely made even more so if 50% of those people that said

John Clendenning [1:04:31]
“Yeah let me think about it.” you chased down called back got them back you know

John Clendenning [1:04:36]
went out and did a quote went out sent them all kinds of information all that kind of stuff and and collected them

John Clendenning [1:04:43]
your ROI makes sense and then if you know the lifetime value of your client then you’re golden because now you know

John Clendenning [1:04:50]
how much it how much to spend to buy a new customer so will this make you more

John Clendenning [1:04:56]
money will this help you attract more ideal lifetime value clients

John Clendenning [1:05:03]
so pause on this for a moment everything we do is about helping you attract more

John Clendenning [1:05:09]
lifetime value clients the game you’re in is not one-time transactional customers every rusted van carpet

John Clendenning [1:05:16]
cleaning company targets one-time transactional customers facebook ads thumbtac all that kind of stuff they’re

John Clendenning [1:05:22]
just trying to get I want more leads i want more leads i want more leads no you want ideal qualified clients that will

John Clendenning [1:05:30]
generate a lifetime value because a lowpriced one-time transactional value

John Clendenning [1:05:38]
company averages between $2 to $400 lifetime out of any person they service

John Clendenning [1:05:44]
because they don’t come back one out of 10 one out of 20 might call you back again because you didn’t do anything to market them you’re not trying to get

John Clendenning [1:05:50]
them back oh I did some text messages once yeah okay like are you actually talking to your ideal clients 30 to 40

John Clendenning [1:05:57]
times a year in a meaningful way that they don’t feel over messaged they just feel happy that you’re staying in touch

John Clendenning [1:06:03]
with them done right that’s totally doable lifetime value clients generate 5

John Clendenning [1:06:08]
10 $20,000 in fact one of our clients we got a podcast coming up with uh with George um and George has one that he

John Clendenning [1:06:16]
tracks all of this stuff been in business 19 years he’s got clients that are $100,000 $200,000 lifetime value

John Clendenning [1:06:24]
residential clients by offering all of their services in a high-end way to the

John Clendenning [1:06:32]
very best people in the marketplace right so again high watermark we’ve got some people that are just holy crap

John Clendenning [1:06:37]
that’s insane but 5 10 $20,000 lifetime value so if you land three people this

John Clendenning [1:06:43]
week from local service ads and they’re your ideal client and you can say “Wow that is $30,000 worth of lifetime value

John Clendenning [1:06:50]
I just landed this week.” You might only made $1,000 from those three jobs right

John Clendenning [1:06:55]
now but you added $30,000 to the lifetime value of your of your business that’s that’s better than saying “Wow I

John Clendenning [1:07:02]
just landed three jobs $200 each i made $600 do you want 30,000 or 600?” Right

John Clendenning [1:07:08]
and should this grow your business if you figure this out absolutely it’s another pole in the water that should

John Clendenning [1:07:14]
grow your business so to recap 2025 local service ad platform updates and

John Clendenning [1:07:20]
best practices we went through all of that we talked about the AI enhancements and the way we got to be leaning into AI our world has changed everything’s gone

John Clendenning [1:07:27]
AI search has gone AI human interactions gone AI we got to bring the human element back into it or be more

John Clendenning [1:07:33]
authentic more authentic share more happy customer stories and be authentic but also leverage AI to be more

John Clendenning [1:07:40]
strategic because everybody else it’s the great equalizer it’s going to be easier and

John Clendenning [1:07:45]
easier to do um local service ad profile optimization will help you get the top rankings without it you your local

John Clendenning [1:07:52]
service ads is just going to be weak it starts off slow anyways some people join local service ads with them and go “John

John Clendenning [1:07:58]
I only got two calls my first week.” Yep yep so you only paid for two calls we’re

John Clendenning [1:08:06]
just trying to teach Google that you’re good they don’t trust you yet nobody trusts you it’s a It’s a process you got

John Clendenning [1:08:12]
to answer your phones within one to two rings you’ve got to answer all your messages if that’s turned on within two minutes you’ve got to call people back
Optimizing Feedback and Reviews Strategy

John Clendenning [1:08:18]
you’ve got to you know jump into the platform let us jump into the platform move like optimize you got to get

John Clendenning [1:08:26]
reviews from all your customers so again use a tool like recognition that we have that allows you to get feedback than

John Clendenning [1:08:31]
reviews it’s a better way it’s a better psychology than just hounding people for Google reviews Google reviews Google reviews then they only sit on Google and

John Clendenning [1:08:38]
again that small crowd that goes to Google smaller crowd you know that will see that goes to the Google maps and even see the reviews right you want to

John Clendenning [1:08:44]
make sure you get reviews and feedback everywhere and syndicate it around to teach everybody that you’re the best

John Clendenning [1:08:50]
known cleaner in the area and you want to leverage local service ads to stay ahead of the competition

John Clendenning [1:08:55]
so did you get any takeaways from this as I said at the beginning implementation is everything it’s one of

John Clendenning [1:09:01]
our training courses as well implementation of everything but most businesses fail not because they don’t have ideas we dump a lot of ideas on

John Clendenning [1:09:09]
people right i got a lot of ideas in my head and things I’ve done that became insanely successful and that I’ve

John Clendenning [1:09:15]
coached on that have helped other business become insanely successful where the missing pieces is the

John Clendenning [1:09:20]
implementation you’ve got to want to do it it’s normally between the ears it’s normally staying motivated it’s normally

John Clendenning [1:09:26]
not getting you know sad or distracted right the key to growth take immediate action on one high impact shift just do

John Clendenning [1:09:34]
something right now right now don’t sit on it mel Robbins great person to learn

John Clendenning [1:09:40]
you know how to you know how to fix your head um you know and again most of these

John Clendenning [1:09:45]
people that teach you how to fix your head they’re painfully painfully um you know damaged people in the first place

John Clendenning [1:09:50]
and they’ll tell you that and they’ve learned tricks and strategies to help themselves right so like her latest book

John Clendenning [1:09:56]
Let Them my 26-year-old daughter is just reading it now going “Oh my gosh Dad all that stuff you’ve been saying for since

John Clendenning [1:10:02]
I was a kid that you know we go for long drives and have these talks.” Wow mel Robbins just said that in the book let

John Clendenning [1:10:07]
them yep honey don’t believe Don’t listen to dad listen to Mel Robbins but yeah you want to take immediate action

John Clendenning [1:10:14]
one of her one of her things has always been that 5-second rule that you know don’t procrastination happens at the end

John Clendenning [1:10:19]
of 5 seconds so you know if if you’re at a you’re you’re at a dance and you’re not a dancer you know you’re you’re at a

John Clendenning [1:10:25]
wedding and not a dancer you you know somebody says “Hey come on let’s come and dance.” You got 5 seconds before you’ll just nah never mind i’m just

John Clendenning [1:10:31]
going to sit here that’s not me yeah screw it i’m going to do that right many many things this is one of those things

John Clendenning [1:10:37]
as well take action right now make marketing is not a side activity it is

John Clendenning [1:10:43]
the business you’re in you want to own a business you are the marketer of cleaning services first the keeper of

John Clendenning [1:10:49]
the lists and the chief outreach officer if you don’t want to be that

John Clendenning [1:10:55]
you got a whole bunch of money in your pocket you’re going to hire a whole bunch of people to run your business for you and you’re going to grow your business for you

John Clendenning [1:11:02]
there’s not many other options it doesn’t happen by mistake so you are the

John Clendenning [1:11:09]
marketer of your cleaning services first you have to market to get customers you have to market to make sure that they

John Clendenning [1:11:14]
don’t cancel before you even show up you have to market as soon as you show up you have to market throughout the entire

John Clendenning [1:11:19]
job that’s you got to teach a client experience that’s marketing you have to market on your way out the door and you have to market for follow-up and

John Clendenning [1:11:25]
retention and you start all over again you create a cycle and you got to market to get referral partners and you’ve got to

John Clendenning [1:11:32]
market your lead list to see if some of them a lot of them actually will actually not like the other guy and come

John Clendenning [1:11:37]
back this the point is if you don’t do that the second you if you’re not here’s
Local Ads: Capture or Lose Customers

John Clendenning [1:11:43]
an example if you’re not in local service ads right now and right now this moment somebody just called got one of

John Clendenning [1:11:50]
your competitors and they do they’re good they do deliver good service experience and they follow up with people you can’t think that everyone

John Clendenning [1:11:56]
everybody else but you sucks some people are good at what they do they found that guy you will never have a chance to get

John Clendenning [1:12:03]
that that that that 20 30 40 $50,000 lifetime value ever because that other

John Clendenning [1:12:09]
person’s good enough to keep them are you good enough to keep yours because if you’re in that place you you grabbed

John Clendenning [1:12:15]
another one out of the you know out of the bucket and held on to them wiggly fish I used to call it for years

John Clendenning [1:12:22]
with really good marketing if you don’t catch them good chance is you lost them

John Clendenning [1:12:28]
for life i learned that really early on going to a um go do a quote at a

John Clendenning [1:12:34]
customer’s home and noticed what you know one of my other clients had the competitor AAA in their driveway

John Clendenning [1:12:42]
i’m like what gives i was their carpet cleaner i knew nothing about follow-up then i didn’t know to be relentless and

John Clendenning [1:12:51]
I decided on that day immediate action I never wanted that to happen again

John Clendenning [1:12:57]
so everything we did was to retain and hold on to people as much as possible

John Clendenning [1:13:02]
and that was a huge foe we became the marketer to our database as well so anyways what top three LSA initiatives

John Clendenning [1:13:09]
do you um need to implement now to hit the your 2025 goals we’re almost halfway through the year so what do you need to

John Clendenning [1:13:15]
hit now think about that because you want to have three action step takeaways

John Clendenning [1:13:21]
right now if you’d like um help creating a larger than life appearance online

John Clendenning [1:13:27]
become the best known cleaner learn the stuff that you should do we call it done together marketing what should you be

John Clendenning [1:13:33]
doing and what should we be doing what should your digital marketing agency be doing you don’t hire somebody to do

John Clendenning [1:13:38]
paperclick ads and then somebody else maybe to build a website or you had a website built years ago or somebody else

John Clendenning [1:13:44]
to do keep your Google maps maybe and and maybe I’m interested maybe I’ll do something on social media someday my

John Clendenning [1:13:49]
last post was Christmas i said or New Year’s I said you know happy new year it’s end of May right no one post a day

John Clendenning [1:13:57]
at least one new article on your website a week press releases and happy customer

John Clendenning [1:14:03]
stories and you you tie it all together you got to become the best known cleaner omniresent that’s how we stand out

John Clendenning [1:14:08]
that’s how we teach AI to choose you when people start t talking into their AI devices um that’s that’s all part of

John Clendenning [1:14:15]
it so if you want if you want to understand a bigger picture on how to grow your business what you do if you’re small grassroots

John Clendenning [1:14:23]
lowcost stuff to get the ball rolling and then once the ball is rolling invest

John Clendenning [1:14:28]
continue that but invest in your outreach invest in your um your brand

John Clendenning [1:14:33]
impressions invest in your your polls in the water grow it a little bit more start hiring technicians learning how to

John Clendenning [1:14:41]
systemize your business organize and optimize your business it’s getting easier with AI to be to be honest and

John Clendenning [1:14:46]
we’re building entire AI command centers for some of our clients to help them with this kind of stuff um and then now

John Clendenning [1:14:53]
you can expand your company that 20% now you’re doing 50,000 a month now you’re doing 80,000 a month that’s not hard

John Clendenning [1:14:59]
like it’s a three to five year development sometimes quicker if you want to buy competitors out who don’t know what they’re doing but have a good

John Clendenning [1:15:04]
database there’s a bunch of like I did all of these things when I ran my business kind of kind of stumbled backwards into some of them and some

John Clendenning [1:15:10]
strategically went “Holy crap I don’t want to build a maid service from one job and one cleaning girl why don’t I

John Clendenning [1:15:18]
buy one that had six crews on the road?” Well actually had four and we we we took it up to six um and then sold it number

John Clendenning [1:15:26]
of years later it was one of the first ones we spun off right so janitorial same thing didn’t start with one

John Clendenning [1:15:31]
contract bought it a company out that didn’t know what they were doing but had a couple of decent contracts

John Clendenning [1:15:37]
okay so bunch of different ways to do that anyways if you want to get on a call and talk about any of this kind of stuff carpet cleanermarketing

John Clendenning [1:15:43]
masters.comscchedu um one of our team members Sera or Gerard will reach out to you have a

John Clendenning [1:15:49]
conversation with you if you qualify you can get buked in my schedule and we’ll spend about an hour together having a

John Clendenning [1:15:55]
great conversation uh about what you can do you’ll walk away with a roadmap to build a million- dollar business if you

John Clendenning [1:16:01]
want to implement it and there’s some things we can help with if you’re interested that’s it pretty low pretty

John Clendenning [1:16:06]
pretty low-key um we’re here to help so with that said hopefully you found some value in this hopefully you don’t mind

John Clendenning [1:16:13]
my little rant and uh um little aides and stuff like that because I’m very very passionate about all of this i I I

John Clendenning [1:16:19]
know what needs to happen i know what’s happening right now in the economy um I understand where we’re heading to the
Path to Success: Continuous Learning

John Clendenning [1:16:26]
best as anybody can you know I don’t have a crystal ball but we you know history doesn’t repeat itself but it

John Clendenning [1:16:31]
definitely rhymes right so we’ve got to step up the people if you

John Clendenning [1:16:37]
if you’ve if you’ve sat on one of these calls you listen to the podcast you read the book you you you lean in you’re a

John Clendenning [1:16:43]
student of your business and you’re a student of marketing and a student of your customer service and a student of your craft um you know you just have to

John Clendenning [1:16:51]
implement to be successful so if you need help with any of that stuff give us a call and again I thank you so much for

John Clendenning [1:16:57]
your time and wish you all the very best thanks so much