Dec. 17, 2025
S3 EP10 The Hidden Million-Dollar Marketing Tactics That Cost $0
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What if your next lead wasn’t a result of a new ad, but of a story well told, a conversation well sparked, or a neighbor just across the street? In episode, we go underground back to the early days, the gritty strategies that built real momentum long before ad spend entered the chat.
From Home Depot intercepts to Good Neighbor drop-ins, to leveraging your own story as your most powerful asset, this episode hands you the unfair advantages small operators overlook… and big operators forget.
💡 What You’ll Learn:
- The golden rule of lead flow (hint: it's not Google)
- How to get 8–10 quality leads in 3 hours, without spending a cent
- Why safety is the niche no one's owning (but everyone needs)
- How to re-activate forgotten marketing strategies for free
- And how to start a new year in full control of your pipeline
Whether you’re in your first year or scaling a team, this episode gives away the real stuff.
🔗 Resources:
⚡️Take your electrical service business to the next level!
Join the SLE Pro App Community!
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📧 Email: jesse@duromaxpower.com
🌐 Website: www.duromaxpower.com
📞 Call: 909-490-5789
🌐 Book your complimentary call with Forrest Schwartz,
CoFounder and CEO of TopLineGrowth here: https://topline-growth.com/sle
⚡️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!
#ElectricianMarketing #MillionDollarElectrician #ServiceBusinessGrowth
#HomeServiceBusiness #LocalLeadGen #ZeroDollarMarketing #TradeBusinessTips #ElectricianLife
00:00 - Opening And Core Philosophy
01:19 - Hosts’ Goals And Accountability
03:48 - Work Styles And Team Dynamics
03:54 - Marketing Part Two Setup
04:18 - Ground-Zero Marketing On A Budget
06:50 - Home Depot Lead-Gen Tactics
10:23 - Good Neighbor Program Outreach
12:33 - Multiply Every Lead You Get
14:02 - First Steps: Organic And Social Cadence
17:17 - Safety As A Profitable Niche
21:38 - Guarantees, Quality Control, Documentation
24:06 - Be Present On Google And SEO
26:20 - Back-End Selling And Trust
28:04 - Keep Investing Across Channels
28:40 - Roadmap, Mantra, And Wrap-Up
WEBVTT
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People don't care about how much you know until they know how much you care.
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And if you can put that out there and be like, I'm doing this because I feel electricians aren't serving the community and I want to fill that gap, but you're able to actually prove that you walk the walk, people will actually think of you with the brand recognition and as a result call you instead of going to Google in the first place.
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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 Witani, 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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Like what I did there, Joe.
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There you go.
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How are you doing today?
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I'm doing great.
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You know, I'm I'm literally living the dream right now.
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I feel like I'm great.
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Um having a ton of fun.
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Today's just been an absolute roller coaster, but you know what?
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When you love what you do, you enjoyed the ride every step of the way.
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I agree, man.
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It's been a blast of a week.
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We've been doing a lot of strategy ourselves and digging down to the tactical as we get ready for 2026 being the best year ever.
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I mean, who doesn't want that, by the way, right?
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Another year just around the corner.
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Who doesn't want to make this one the best one they possibly can?
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I'm with you 100%.
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It's almost like those New Year's resolutions that you actually have to check yourself on within two months.
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It's like we're right there.
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It's like, all right, where were you January 1st of last year?
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And did you actually do the things you said you were going to do?
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That's the part I think no one does, though.
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Who's actually going back and looking at, okay, where did we want to go?
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And did we get there actually this year?
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I did.
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How's it going?
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No, I was gonna say when you said who did that.
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Uh like realistically, yeah, yeah.
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Yeah.
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No, my main goal was I wanted to get under a certain weight and get back into fitness.
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Uh Friday marks 30 weeks of consistently working out now.
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Um, down a lot of the weight.
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So far, so good.
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I still got a while to go.
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But once again, I I love the training aspect.
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I love the refinement.
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And now it's just time to raise the bar again for January.
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As long as we have a goal, we have something to shoot for.
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And if we have something to shoot for, there's something to occupy our attentions.
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Uh, drive a stake in the ground right here.
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Let me just say it publicly.
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This is one of the things I appreciate about having a partner like you, Joe, is you do 100% of the things you say that you're going to do.
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And as we were just laughing about in our own team uh biweekly projects meeting, we're laughing because I can't even read a page of a book without completely squirreling out and ending up in outer space, which is usually a pretty cool place with a lot of momentum and great ideas, but not a ton of action in outer space.
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Like you could literally imagine the spaceman with anti-gravity, the suit, right?
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Just like you could not work very hard or be very productive in that mode.
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Yeah.
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I mean, I honestly I love the thought of it.
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That's why astronauts have to exercise so hard because the muscles atrophy in space.
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Yeah, yeah.
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So digging down, you know what?
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I love to do it.
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Uh, I find I'm best when I'm around other people to do that though.
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Like where if you leave me alone though, I'll end up uh end up in outer space again.
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I work best when I'm alone because then I can focus on tunnel vision.
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If I'm with too many people, then I'll actually not be as productive.
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Yeah, we found that out early.
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Do you remember?
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I was like, hey, maybe we should have like just some collaboration hours where we just work together, and you were like, uh, what?
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So why?
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Why do you want to distract me?
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I remember, I think I offended you a little bit at first, and that wasn't my intention.
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But uh yeah, I think after one or two sessions, we're like, actually, Joe, you do work best on your own.
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Let's just go ahead and do your thing.
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Just do your thing.
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I'll figure lonely old me out.
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Uh no, the team's grown since then.
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We have a ton of productivity and a ton of fun.
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Uh, we're still learning lessons every day, though.
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And one of those lessons we keep learning about, we wanted to do a part two of the last episode was this marketing quest we were on.
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And I feel like we dove into a ton of the like energy, the psychology, the victor versus victim, how to take responsibility, like all the mindset stuff of marketing and a little bit of strategy in there.
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But maybe today we could get diving deeper on how to really move the needle for some people.
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I would love that.
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And let's let's pretty much take a starting point.
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Let's start from ground zero and work our way up, right?
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So I'm sure that there is the electrician out there that's just starting out.
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And it's like, you know, I'm on a shoestring budget.
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What do I do?
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And what's the first most impactful move?
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Because I remember being broke as a joke.
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Like our marketing was a$200, you know, site that would filter garbage leads or hitting door hangers.
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So what do you suggest to the person who's really on the on the bootstrap budget?
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Yeah, and I think there's two sides to this.
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And I'd love for people to hear about your Home Depot days that uh you'd get sent too early on, too.
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But to me, I'm gonna tie back to that reality TV show thing we talked about last time.
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I think the most important thing to recognize, not to get too far into space again, but like the story really matters.
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And it's important to accept where you are and to use that as your advantage too.
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So I think too often we get competitive and we think like, well, the big guys, they have all the money, they can pay for all the lead, they can beat me in all these areas.
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But the advantage you have is like time, care, and attention.
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Like, how many big companies can you phone and get the owner to actually answer, help you solve problems, and then come to your home and actually do the work.
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You know what I mean?
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Very few and far between.
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I can't even imagine that in like today's day and age.
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But I it's a great strategy, I agree.
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So I think right off the bat, like you've got to take control of that.
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You have to own that and use it as your advantage.
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Now, I don't think you should be answering the phones, don't get me wrong.
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But when it comes to conversations with homeowners, I think you should not rush calls.
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I think you should spend more time with people and listening to them and having and sharing your story a bit too.
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But I think you can pre-frame that by doing this for free in your marketing so that you don't take up a bunch of time while you're at their home talking about yourself.
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Do you know what I mean by that, Joe?
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Yeah.
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Yeah.
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I mean, at the same time, no one likes someone who only talks about themselves.
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Because at the end of the day, what we've realized in the course of sales is the best levers to actually pull on is getting the customer to talk about themselves and us showing a genuine interest in it.
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The moment we talk about us, it could be interpreted as, oh, this guy thinks he's so great.
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He thinks he's so smart.
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Well, let me show him.
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And that's what the engineer comes out to try to stop us.
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The engineer.
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Ah, get that guy away from me.
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Yeah, I wouldn't talk to the temp foot pole.
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Yeah.
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So that's a big part of it.
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And the other part of it is like it's a grind.
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So I think this is a great time to introduce uh what I was saying about your story, even is I love how you'd go down a Home Depot and just talk to people.
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Like, can you tell us a bit about that strategy and how you'd make it work?
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Yes.
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So I want to give some context as to where we were because it's a good story, but also has some incrimination in it.
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So we're gonna work through it.
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So the cool thing was at the time when I was first starting my company, I was employed by another company and they had been working with Home Depots.
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And what I had done was I found, and for some reason, that I was able to go out and do the things they asked me to do by getting leads.
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And I didn't think it was that hard because it's just starting conversations with people.
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But the funny thing was, is that so few of the other members of the company would actually do the thing they were asked to do that a good day for them would be coming back with like one or two leads at the most.
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What I was told was the more leads you get, they'll be your leads.
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You can go take them, you can run the calls however you want.
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Uh, if you can get us like four or five leads, that's amazing.
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That's a great day.
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Well, what I would do is I would actually position myself and we can get into a little bit more.
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And I would literally take around like 10 leads and be like, okay, great, I hit my 10 leads, I did it within three hours.
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Now I'm gonna go and do my own work while I'm starting my own company.
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Now, the cool thing was let's get into the how we actually did those interrupts.
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Because the problem is, is if you imagine that there's someone at the end cap, like you see him, the guy standing behind the generator, or the guy standing behind the air conditioner or the mini split, and he's just sitting there with his collared shirt and he's just looking around, like, hey, can I help you with something?
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What I found was different was I took the generator and I put it right in the middle of the walking path.
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Granted, that probably was a fire hazard, but here was the reason why we did it.
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I would move it to the center and I'd put all the brochures and all the literature behind it.
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And then I would stand to the side in my tech uniform, not near it.
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I would stand literally at the end cap.
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And what I would do is I would just observe.
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And as someone would come by, they would stop or they'd look and they'd backtrack and they'd start looking at it.
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And the way I would approach is not, oh, you're looking for a generator.
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Be like, yeah, you know, honestly, I love those systems too, and that's why I really enjoyed having one at my home.
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Hey, was there a particular system?
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Like, why stop?
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Like, why are you interested in this?
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And the usual the questions that came up was like, oh, well, you know, Sandy came by, we don't want to be there again, or Irene kicked our butts, we don't want to be there again.
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Oh, well, I'm happy to help.
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I mean, literally, this is something that we usually do on a basis, but you know, is it really something you're looking into?
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Or I mean, because you can just buy the unit here if you want.
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Like, you know, it says easy as one, two, three on the generic box.
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Do you want to just try it?
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No, no, no, I'm not an electrician.
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I can't do it.
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Okay, well, if it is something you're interested in, what we do is we do consultation and free design.
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Obviously, I'd be the electrician who'd be installing it, I'd be the one who'd be uh reviewing it with you.
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So if you think we're a great fit, I'd be happy to just take your name and next time in the area, I'll reach out.
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Yeah, sure, no problem.
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So we pose it as a tentative.
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Hey, you know, when I'm in your area, next I'll reach out.
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So they gave me their name, their number, their email.
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But in doing so, it was a low pressure ask.
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It wasn't something that they couldn't necessarily see the sales pitch coming because it wasn't a sales pitch.
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It was let me just see when I'm in the area if I can support you with this.
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And as a result, we'd get between, you know, eight to ten names per session, which was already two to three times better than what my you know co-workers were doing.
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And at the same time, I would get great leads that I was able to go cool to.
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Such a great example of how to position something to drive a conversation that could be valuable for someone else that results in a very non-pressure situation.
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And the the golden rule why I love this story is whether you're just starting out, guys, like really focus on this as a golden rule.
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Whether you're just starting out or cash flow is tight, leads are low, and you're worried that cash flow will be tight.
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The number one rule I have for you guys in marketing to stay tactical always, more conversations equals more work.
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This is like the golden rule.
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Now, of course, you can't go to McDonald's and have a conversation about a Big Mac.
00:10:49.919 --> 00:11:01.360
So, what Joe just told you is a great way to inspire a conversation that on a specific targeted uh niche that he wanted to drive, which is fantastic.
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What's an ide uh ideal conversation that you could also get into?
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Well, we talked about in the beginning the Good Neighbor Program.
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It has a strong wiframe to it.
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Hey, because we know there's not many electricians who are reliable these days to even answer the phone when you need them, we're providing service in your neighborhood to John's just over there with the red door.
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And we wanted to make sure we dropped by, said hello, introduced ourselves, and handed you this door hanger, uh, business card, whatever, and just let you know that we're here and much more able to do work without any delay if you needed anything.
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It's so simple to have these conversations and yet no one does it.
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Did you want to speak to this one, Joe?
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I did, yeah, because there's actually another really cool way of viewing this.
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Because you're right, people don't want to do it.
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And the reason why is because it makes you have to put yourself out there.
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That's why they weren't doing it at Home Depot.
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That's why they're not doing it when they do door-to-door.
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But if you can position it as something that's a service to someone else, like a public awareness.
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So one thing that I heard was really, really good was that at the beginning of an install, you're gonna go to the neighbors across the street and be like, hey, just so you know, we're gonna be putting in a generator for John, but I want you to know here's my direct number.
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Obviously, we're gonna be working different things.
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If any like you know, paperwork or garbage blows over, please just give me a call.
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I'll walk over, I'll pick it up.
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You know, but I just want you to know we're gonna be taking care of this thing.
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You know, we should be out within a certain amount of hours.
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I won't block the street.
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Just let me know if there's anything you need me to do differently while I'm doing it.
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And as a result, now you're able to bring it to someone's attention.
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Yeah.
00:12:31.360 --> 00:12:32.960
Yeah, it's so, so important.
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And the phases I see companies go through is typically in the beginning, they'll do these things, they'll grind for conversations, then they'll grow tired of that.
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And as you delegate things in the company, you tend to lose track of these little momenta uh uh items, these little uh tactics that were running.
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And so they stop somewhere in the middle.
00:12:53.200 --> 00:12:57.679
And as the team grows, it becomes one of those things that you just left in the past.
00:12:57.919 --> 00:13:08.320
And then all of a sudden, one day when you're paying for all the lead channels, the Googles, the local service ads, the pay-per-clicks, uh, meta ads, you've got all these things running.
00:13:08.399 --> 00:13:11.279
You'll realize, gosh, our marketing spend is high.
00:13:11.600 --> 00:13:14.559
Man, I wish we had a way to multiply these leads.
00:13:14.720 --> 00:13:27.120
And that's like our entire mission here is like, let's not lose track of mission critical, which is to take the best possible care of every lead to make sure we put them in our system with all the relative information.
00:13:27.360 --> 00:13:28.720
And there's more on this too.
00:13:28.799 --> 00:13:40.240
There's so much uh with how we take care of the lead has to do with how we get more from every lead, how we get more leads from every lead, how we attract more leads from every job that we do for each lead.
00:13:40.320 --> 00:13:52.799
I mean, this is all mission critical, but it tends to be kind of you start with it, then you stop, and then as you grow, you become kind of back into this bigger picture, this bigger pot of, oh, we need that stuff again to really maximize.
00:13:52.960 --> 00:13:53.679
You know what I mean, Joe?
00:13:53.840 --> 00:13:54.559
Yeah, no, 100%.
00:13:54.879 --> 00:14:02.000
It's interesting though, because a lot of times the main question an electrician will give is, well, I don't know how to get the lead in the first place.
00:14:02.159 --> 00:14:12.720
But the thing, the cool, the cool thing about it is that you can do so many low effort or low budget things, but if you can serve the client in the right way, you just need a shoe in the door.
00:14:12.879 --> 00:14:23.919
Because if I can demonstrate that I provide a white glove service or that I do something that stands out from the competition, they now have reason to want to refer me, especially if I'm able to make it an easy process.
00:14:24.080 --> 00:14:30.799
Like when we do our reviews and asking for and literally staying right there as they're filling it out, making them have the link directly.
00:14:31.360 --> 00:14:35.360
So the more we can make it a turnkey experience, the better we're gonna be for everyone.
00:14:35.679 --> 00:14:38.960
Now, I'm genuinely curious, if you mind if I kind of spin this a little bit.
00:14:39.759 --> 00:14:43.919
Now, let's say, you know, you had to choose one particular source.
00:14:44.159 --> 00:14:48.960
Now, obviously, there's so many different revenue streams that we can come from as far as creating ads and doing marketing.
00:14:49.200 --> 00:14:52.080
But let's say you are that new guy, right?
00:14:52.559 --> 00:14:55.759
Where's the first step that you would say to take?
00:14:56.000 --> 00:14:57.840
Like what would you recommend doing?
00:14:58.159 --> 00:14:58.799
Yeah, yeah.
00:14:58.960 --> 00:15:03.440
Day one, the first things is it's actually probably three things total here.
00:15:03.600 --> 00:15:04.720
I'll make it one though.
00:15:04.799 --> 00:15:20.240
I'll cheat this and I'll say, hey, the first thing I would do is I'd go look below this video and grab the roadmap level one leads from Service Sloop Electrical because uh we put all these steps on this for this reason to help you guys so you know the exact steps that we would take.
00:15:20.320 --> 00:15:34.000
And I would stand behind this roadmap over and over again for 2025, 2026, which essentially is going to have us go set up as many of our organic sites day one as possible on social medias and start telling that story.
00:15:34.159 --> 00:15:37.519
In fact, one of the apps that we now leverage is called Vista Social.
00:15:37.759 --> 00:15:50.000
And Vista Social allows you to build and schedule your posts in one single place and post them on TikTok, YouTube, Instagram, Facebook, uh, not personal Facebook, but your business Facebook.
00:15:50.159 --> 00:15:54.159
So setting your business up in those places also makes you findable.
00:15:54.320 --> 00:15:55.200
Does that make sense, Joe?
00:15:55.360 --> 00:15:55.840
No, it does.
00:15:55.919 --> 00:15:59.759
I mean, and obviously, I personally believe that simplicity is key.
00:15:59.840 --> 00:16:08.399
And if you can have one source that does multiple things, you're far better off because the more hands they are in something, the worse the actual thing comes out.
00:16:08.559 --> 00:16:10.639
So the more simplification you do is better.
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