Dec. 10, 2025
S3 EP09 The Lead Game Is Changing. Here’s How to Win Without Selling
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What if your next lead wasn't hiding behind a pay-per-click ad… but behind your own story? In this episode, we dive into how to attract better customers and even better electricians by building a standout personal brand that earns trust before the call. It’s not about becoming a marketer. It’s about finally getting seen for the expert you already are. 💡 What You’ll Learn: From the psychology of putting yourself out there, to the tools and strategies electricians are using right now to dominat...
What if your next lead wasn't hiding behind a pay-per-click ad… but behind your own story?
In this episode, we dive into how to attract better customers and even better electricians by building a standout personal brand that earns trust before the call. It’s not about becoming a marketer. It’s about finally getting seen for the expert you already are.
💡 What You’ll Learn:
From the psychology of putting yourself out there, to the tools and strategies electricians are using right now to dominate their local markets, we’re sharing it all from real-life scripts, to team strategies, to our most powerful review-getting formula.
What we uncover here flips the script on how electricians should think about marketing, and shows you how to build a business that homeowners love and competitors respect all by being more you.
🔗 Resources:
⚡️Take your electrical service business to the next level!
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📧 Email: jesse@duromaxpower.com
🌐 Website: www.duromaxpower.com
📞 Call: 909-490-5789
⚡️Jump into the Million Dollar Electrician Community and connect with real business-minded sparkies!
⚡️If you are an electrician looking for trade-specific business training in pricing, options, sales, attraction, and marketing strategies, Then our Loop Method is your answer!
⚡️Learn how to serve and earn at the highest level. Contact us, we’d love to help!
#ElectricianBusiness #ElectricianMarketing #ServiceElectrician #GetMoreLeads #OrganicMarketing #TradesmanBusiness #MarketingMindset #BrandPositioning #ShowUpDifferent #LoopMethod #MillionDollarElectricians #ElectricianPodcast #HomeServicePro #ResidentialElectrician #BuildTrustNotAds
00:00 - Imperfection Beats Perfection
00:52 - Show Intro And Promise
01:29 - From Leads To Hiring Through Brand
03:36 - Mindset And Courage To Self-Promote
06:04 - Prospecting Starts With Everyone You Know
08:03 - Personal Brand As Reality TV
11:06 - Authentic Content Over AI Polish
16:34 - Video As A Differentiator
18:56 - Trust-Building Tech Bios And Intros
21:19 - Free Inspections, Positioning, And Fit
23:22 - Reviews: Ask Every Time
26:31 - Remove Friction And Capture Truth
29:12 - CSR Happy Calls And Recovery
31:28 - Monetizing Google With Angi Leverage
34:38 - Accountability Over Excuses
WEBVTT
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It's not about perfectionism anymore.
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It really isn't.
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Now people pay for flawed work.
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Like, you know what's happening in the art world, man?
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People are actually notarizing that they made this thing.
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They painted this thing by hand, and it's worth more than the perfection that AI can provide.
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What used to be the longing for perfection is now becoming the longing for imperfection to recognize where people really put an incredible amount of care and detail into something.
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One of the reasons why some of the classics are so appreciated is because you look at it and say, all right, the brush strokes were done in this particular manner.
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And this actually is an expression of what he's going through.
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Whereas an AI has no possible thing other than input picture.
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Picture comes out, it's stamped, but there's nothing else attached to it.
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Even if the visual is better, the soul is impressive, but if there's no personality and soul behind it, no one's gonna relate with it.
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Hello, hello, hello, and welcome to the Million Dollar Electrician Podcast, where we help home service pros like you supercharge your business and spark up those sales.
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I'm Joseph Lucani, and together with my co-host Clay New Meyer, we're here to share the secrets that have helped electricians sell over a million dollars from a single service band.
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Now it's time for sales.
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It's time for scale.
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It's time to become a million-dollar electrician.
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All right, welcome back.
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Hello, Joe.
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Welcome back, you guys.
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By popular request, we've got another episode going through more leads and getting more leads and how to attract better people to your business.
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And you know what?
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This actually bleeds in beyond just getting new clients.
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It also actually gets you more electricians, too.
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And when you build this killer brand, you could really sit on top of your marketplace like a hyper local hero.
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So we want to help you with that at all times.
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So we're going to give you uh an exact, well, rundown on this from a couple different perspectives today on what's been working for electricians within Service Loop Electrical and what we would consider uh the fastest path to leads and getting service leads now that uh we just keep seeing people crank out.
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So you ready to get into this today, Joe?
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I'm pumped.
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And I love how you started it because literally there's a story I have of how I joined a company from an ad they put out to attract more customers.
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So I'd love to physically get into that one as well because I'm I'm the proof that it worked.
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Yeah, absolutely, man.
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Yeah, it's a huge piece of it.
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And I think really any efforts that put you out in your marketplace typically also make you uncomfortable.
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And that's one of the biggest problems, and we're gonna address that today, too.
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Because uh really at the end of the day, Joe, like no one else is gonna grab the megaphone, climb to the top of this little electric mountain, and cry out their own name like they can, like you guys can.
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So if you're watching, if you're listening to this, uh please know that uh this one is for you and you really need to get the courage.
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And so we're gonna give you some tricks, some techniques, so at least you can spend the most time in the most productive places uh while doing that.
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You know, you mentioned something right off the jump, and I think that's the best place to start.
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Like, I personally am not a marketer, it's not my expertise.
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I can fully admit that.
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But at the same time, I would also like to say, I know exactly how scary it is to put yourself out there.
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Like it's one of those moments where you're like, I need work, I recognize I need work, but I have no idea how to get a lead without looking like a fool in the process or just spending money on the pay-per-click or throwing money at Google and be like, fix my problem.
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So if you're the electrician who's starting out, you don't have a perspective where you think you know everything or you're super confident, where would I start?
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I'm the unconfident electrician trying to get a lead.
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What do I do?
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Yeah, I'm even gonna lean in to say this, Joe.
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I love marketing.
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I I love buyer psychology, I love what marketing is.
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I love that I've also faced those challenges.
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Even in this business, when we started it, we were in new territory, and it was nerve-wracking to put ourselves out there as professionals and attract the leads that we wanted to help.
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It's a it's really a frustrating and unnerving thing.
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And I know so many of us share this.
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So, first and foremost, you gotta know there's a golden rule here.
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You're the best.
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You you're the best.
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You have to believe you're the best.
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And I kind of use like uh serenity prayer logic here, Joe, because there's things in my control and there's things outside of my control.
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And what's outside of my control is if anyone else gets hired to do the work that a homeowner or a business owner, whatever, whatever they need, it's totally outside of my control if Tank Top Terry gets that job.
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It's totally outside of my control if Chuck in the Truck gets that work.
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And then what do we do as electricians?
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We tend to go back to our Facebook group and say, God, I just got under bid to crap.
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Someone else got this work.
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Do you guys think my pricing is okay?
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And that whole thing just inspires more fear.
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It's like a self-fulfilling prophecy of low marketing energy.
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Does that make sense?
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It does.
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And you know, I agree with you when you're talking about the serenity prayer because my personal belief is that which is meant to hit you could never miss you, and that meant to miss you will never hit you.
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So, yeah, you may go on top of the mountaintop and cry your name out, but any repercussion that comes after that, it's written for you.
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So if you can go into the acceptance of like, I'm gonna do the best I can, and whatever follows it, that's not up to me.
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But I'm gonna do my best to at least put myself out there and say, I'm gonna at least try.
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Like the very least, I'm gonna put myself out there and try.
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Yep, absolutely.
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So forgive me for spending so much time on the psychology of this early on, but who am I to tell you what to do if you're not even gonna go do it?
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So let's fix the deep-rooted issues first.
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Something I learned from Grant Cardone, actually, when I was coming up and learning marketing, and think what you will of Grant Cardone, the guy's done some pretty amazing things and some kind of silly and stupid things too.
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But I like to take from everyone, you know, Bruce Lee principle.
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Take what works, block what doesn't, make it your own.
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So Grant Cardone taught me something about prospecting, and this one thing really changed and allowed me to speak louder, grab that megaphone and do more.
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And it was that everyone's a prospect, he would say.
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Everyone.
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If you know someone or you have an experience with someone, good or bad, that made you memorable.
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And so you need to be in touch and communication with memorable people.
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So even when I first started, when I decided and unlocked myself, decided to help others, other businesses, not go where I've been, I even reached out to people I fought in high school.
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Like there was literally a guy that I reached out to on Facebook and I said, Hey man, I just wanted to let you know that it looks like you're leaving, uh, living a great life.
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Uh, it looks like you got a family and stuff.
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I didn't spend much time here, but I have been thinking about you and how stupid I was back then.
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I didn't deserve a friend like you.
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So I just wanted to hopefully bury the hatchet and let you know that I have no ill feelings towards you.
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And I hope the same is true for you too 20 years later.
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You are a better man than me because I still want to punch my high school bullies.
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It was a big move because you know what that person sees next.
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Lawyers, teach me.
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Hey, I hey, I took control, right?
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So that apology led to a reply where he said, Well, yeah, no problem, man.
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That's old school stuff, and I'm not concerned about that either.
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Thank you.
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It looks like you're living a healthy life too.
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Wish you the best.
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It was just like that.
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But then you become friends on Facebook, or he sees our ads.
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All of a sudden, this goes from someone who may have been one of those negative reviewers to someone actually paying attention to the journey, going, that's interesting.
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Now, I'm not saying this is where you start necessarily, but prospecting starts with everyone who already knows you, and we shouldn't overlook anyone who has that experience, has that knowledge.
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And that's why we often say that setting up your social medias, your Facebooks, um, for example, has been a heavy one, not the business Facebook page, but your personal Facebook page and the business page and using leveraging your personal page to grow your following and grow their interest in your journey.
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Think of it like reality TV.
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Joe, you might not have ever paid attention to the trend of it, but would you agree that reality TV has blown up and in some ways awfully, but like it's blown up.
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It's one of the most popular things to ever happen for people to watch stories.
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You know, I guess a great example of that is I remember being a kid and being following this hearing the show called Jersey Shore that was out.
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And I'm sitting up like, ah, this is garbage, it's never gonna kick on.
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And they're apparently still doing stuff like 20 years later.
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And I'm like, how?
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Because people get emotionally invested in things, and it's less about the content and it's more about their attachment to the outcome that comes from it.
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The relation of, oh, that could be me, or that's like me.
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That's really the starting part of marketing, and it's the same thing with the reality TV shows.
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Bingo.
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In the last episode we recorded, we talked about how the relation, as you mentioned, and no, like, and trust are so important.
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Well, a business has a lot of trouble gaining that kind of relationship, the no, like, and trust.
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So I like to adjust this phrase and say, people do business with people that they know, like, and trust.
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And so we have to let a person shine through this business entity, your brand.
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Even if, hey, you might hear some scaling and branding experts one day, way down the road for you, and you're approaching multiple seven or even eight figures of business, might say, Hey, we got to get you out of the brand identity and let the brand come forward on its own.
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But that's a totally different beast.
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And if you're early on, you need to leverage your character.
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And that's why we have what we call a Facebook cheat sheet and a content cadence that goes basically character affinity, just meaning relation things like favorite restaurant, favorite tools, uh, cool books you read, things you did with your kids, et cetera, stuff like that.
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But then authority.
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It can't be teacher versus uh students, because no one will ever actually engage with your content if you're always the teacher, you're always the professional, you're always above those people that you're talking to.
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That doesn't work well.
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Does that make sense, Joe?
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It really does.
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I can get where you're coming from.
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At the end of the day, it's you have to be a person.
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And I guess a good example of that is when we first started getting together and working together and all this, I didn't know how to market for life in me.
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And I'm super uncomfortable putting myself out there.
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And yet, you're right, if you don't show the person, no one will believe anything you do.
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So now if you look at my Facebook, it's lightsaber choreography and like me talking about all the nerdy stuff that I'm into.
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And there may be some people who are like, ah, whatever.
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But there's other people who are like, you know, I like that.
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That's me too.
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And now we've got something common that we can share over, and a little bit of the personality shines through.
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100%.
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100%, man.
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And so if you leverage this, if you can shine through, then the only thing you're missing is adding people every single day.
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And if you do this on Facebook and you keep adding people, you're gonna see more and more mutual friends, people that would recognize your name, people that would add you, uh, bonus tip, uh, add realtors.
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They're adding people all the time to social media and just post consistently.
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Be your own reality TV series.
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If you do that, you're gonna be able to later leverage this in a very big way.
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And even now, the people who truly do care about you are gonna follow your journey and they're gonna feel compelled to introduce you to their electric problems over someone else.
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And that's really the most important piece that we need to get into next.
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You know, I love that.
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I love you're getting into it.
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You know, and I also feel like if you're gonna continue going through that, I think a good sign that you're marketing the right way is when the customer calls you and then they bring up something about you or about your business.
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Like um, if a customer approached me and said, Hey, I saw you were doing in uniform an autism run.
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I think that's great.
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You know, my son's also on the spectrum.
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And now we can share on that.
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But if they didn't know that, they might not even call this in the first place, let alone bond over and make a friend because of it.
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Absolutely, man.
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Absolutely.
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That's really important.
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And we call that organic marketing.
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Organic, meaning it just took a bit of your time.
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It didn't really take money.
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Social media, you may have even heard people call it social marketing.
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I mean, there's so many ads and so many people starting to do this now that it can feel overwhelming.
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But I promise you, people on there are still scrolling on average about 400 feet a day with an average post uh review time of 1.8 seconds.
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So most times, short and sweet wins the race.
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If you're gonna use AI, please know that we did a little uh study in our class where literally 90% of the people put their hand up when I asked, hey, could you recognize AI in text on the phone, et cetera?
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And then the next question I asked them was put your hand up if you feel like this adds value when you recognize it's AI, that you feel they care about you more.
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And zero hands went up.
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Unanimous agreement that when we face AI in our journey each day, we actually feel less cared for, not more cared for.
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So while there's a place for it, while it's necessary sometimes, more on that as we as we go, not in this episode today, it's important to not look like you're over-leveraging AI.
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And this is really simple to do.
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I mean, at this date, if you're not using Chat GPT or have the app on your phone, you're missing a huge, huge potential upside because you can talk to it and it will give you content.
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And this is how I recommend you do content.
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Please do not go to ChatGPT and say, hey, can you make posts for me for the next month?
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I'm an electrician.
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Rather, hey, here's 10 great reviews we just got about our service, and here's the stories that go with them.
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I'll talk to you and tell you them.
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Then please make 10 personalized posts from those or 20 personalized posts from those that sound like me.
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There's a vast difference here.
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And then the next thing I want you guys to do is please get rid of those M dashes.
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I hate these things.
00:14:18.720 --> 00:14:21.919
You know that long dash Joe where you can just tell, oh, that's AI.
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I remember you pointing that out at one point and being like, remember, you always got to make sure that those aren't there.
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I'm like, all right, great, because I know nothing about JPP.
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100%.
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It's not about perfectionism anymore.
00:14:36.240 --> 00:14:37.360
It really isn't.
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Now people pay for flawed work.
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Like, you know what's happening in the art world, man?
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People are actually notarizing that they made this thing, they painted this thing by hand, and it's worth more than the perfection that AI can provide.
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Because people can draw the passion into it.
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Absolutely.
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So we recognize work still.
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What used to be the longing for perfection is now becoming the longing for imperfection to recognize where people really put an incredible amount of care and detail into something.
00:15:12.159 --> 00:15:32.799
You know, when you bring up, I I like I like where you're going with this because if you really go back to the paint analogy, the painting, one of the reasons why some of the classics are so appreciated is because you look at it and say, all right, the brush strokes were done in this particular manner, but at the time he was going through this, and this actually is an expression of what he's going through.
00:15:33.120 --> 00:15:41.919
Whereas an AI has no possible thing other than input picture, picture comes out, it's stamped, but there's nothing else attached to it.
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Even if the visual is better, the soul isn't present.
00:15:45.279 --> 00:15:47.039
And that could be the case with your marketing.
00:15:47.279 --> 00:15:52.240
I can have an ad, but if there's no personality and soul behind it, no one's gonna relate with it.
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Definitely, definitely agree.
00:15:54.559 --> 00:15:58.720
And speaking of ads, I mean, we're all gonna get there one day, especially if you're listening to this.
00:15:58.879 --> 00:16:07.440
One of the barriers to entry that can really help you take advantage of right now is there's still 99% of guys aren't gonna do video.
00:16:07.840 --> 00:16:10.799
They're not gonna do video content, they're not gonna do video ads.
00:16:10.879 --> 00:16:12.559
And you can actually check on this yourself.
00:16:12.720 --> 00:16:19.279
If you want to see if there's video ads or video content, just go to the Facebooks of some of these local businesses around you.
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Look for things like video testimonies with customers.
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You're not gonna see it.
00:16:23.759 --> 00:16:24.960
It's a harder thing to get.
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So very people climb that tree.
00:16:27.120 --> 00:16:28.639
Uh, you're not gonna see ads.
00:16:28.799 --> 00:16:34.320
If you go to Facebook Ads Library, you can actually look up any business's current running ads.
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And I bet you even the biggest companies around you aren't using video ads.
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They might be running a static post, which is just like a picture with some text on it offering some sort of free inspection.
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But I promise you guys, if you get good at these things now, if you'll just suck now and keep working on it now, then what will happen is in a year or two, you're gonna get good at this.
00:16:56.000 --> 00:17:07.519
And the differences you'll notice is things like hey, on our website, we literally have an introduction video that's about four minutes long that explains how we do business here to serve homeowners at a higher level.
00:17:07.680 --> 00:17:09.519
No one else will have that, right?
00:17:09.680 --> 00:17:20.400
On your website, you might have a team section with brief two-minute interviews with each of your staff members, not on all the technical crap, but the stuff that helps you relate to them as a homeowner.
00:17:20.720 --> 00:17:23.599
The stuff that's like, Joe, why did you get into the trade?
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Right?
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What was your journey like?
00:17:25.680 --> 00:17:26.799
What's your favorite meal?
00:17:26.960 --> 00:17:28.160
When's your birthday?
00:17:28.319 --> 00:17:29.599
Uh, what's your family like?
00:17:29.680 --> 00:17:30.559
Do you have kids?
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Are you dad?
00:17:31.680 --> 00:17:34.079
What's your uh obsession with Star Wars?
00:17:34.240 --> 00:17:40.000
These are like fun things that can be video content that help people actually get to know your team.
00:17:40.079 --> 00:17:46.079
And you might be thinking, well, I wouldn't go on a website and start watching these interviews, but okay, wait a minute.
00:17:46.319 --> 00:17:55.759
What if when you book a call with Service Sloop Electrical and we actually set you up with the known tech to come to your house, the specialist that we guarantee is perfect for this job?
00:17:55.920 --> 00:18:01.759
What if we then send you the contact card so you can save it in your phone and recognize when they call or we call?
00:18:02.079 --> 00:18:12.640
But also then in the next communication, there's a link to, hey, by the way, before Joseph gets to your home, we know some people really like to get to know the person before they have a stranger in their house.
00:18:12.799 --> 00:18:15.839
And we do all these cool little interviews with our with our staff.
00:18:16.000 --> 00:18:22.720
And so here's a bio on Joe with his current certifications and specialties, as well as a personal interview that you could check out yourself.
00:18:22.880 --> 00:18:26.720
It only takes 90 seconds, and I trust that you'll get to know Joe uh quite a bit.
00:18:26.799 --> 00:18:29.440
Let me know if you have any troubles opening that up.
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You know, I'm actually a belief, I've been a convert to this because originally I thought it was bullshit, for lack of better words.
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I was like, yeah, no one's gonna care about this.
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