In this episode of Expanding Local, I sit down with Laura Kelly, Co-Founder & Chief People Officer at Clover Growth Partners.

Laura shares why you should never tolerate toxic talent, how to use the DP Report to hit revenue goals daily, and the Three Promises Framework that keeps teams engaged and loyal.

From building cultures that thrive to leveraging executive assistants as true strategic partners, Laura drops actionable systems any home service or small business owner can implement.

Connect With Our Guest:
https://www.instagram.com/the.laura.kelly/
https://www.facebook.com/laurajoanmccarthy2019/
https://growwithclover.com/

Connect With Me:
https://www.instagram.com/will.troup/
https://www.linkedin.com/in/willtroup/
https://localsink.com/

In this episode, Caleb White, founder of Dreamlit Creative Company, reveals the secrets to building a powerful, scalable brand for home service businesses.

Caleb explains how to move from DIY chaos to a cohesive, repeatable brand system that builds trust and shortens the sales cycle.

He covers everything from the impact of reviews and packaging to the future of SEO and AI, sharing actionable tips for standing out in a crowded market and creating memorable customer experiences.

Whether you’re a founder, marketer, or service pro, you’ll find practical advice and inspiration to level up your business.

Connect With Our Guest:
https://www.instagram.com/dreamlit.co/
https://www.facebook.com/dreamlit.co
https://www.facebook.com/calebmitchellwhite
https://www.linkedin.com/company/dreamlit/
https://dreamlit.co/

Connect With Me:
https://www.instagram.com/will.troup/
https://www.linkedin.com/in/willtroup/
https://localsink.com/

00:00 – Introduction & Caleb’s Background  
02:00 – The Dreamlit Story: From Coffee to Creative Studio  
05:00 – Why Founder-Led Companies Need Brand Strategy  
08:00 – Taking Brands from Scattered to Scalable  
12:00 – Building Trust Through Cohesive Messaging & Visuals  
16:00 – Brand Strategy in Saturated Home Service Markets  
20:00 – Defining Your Target Market & Customer Persona  
24:00 – When to Invest in Professional Branding  
28:00 – Measuring Brand Success: ROI, SEO & More  
32:00 – The Role of Photography & Visuals  
36:00 – Leveraging Reviews & Social Proof  
40:00 – AI, SEO, and the Future of Local Search  
44:00 – Packaging & Merchandise: Underutilized Brand Tools  
48:00 – Customer Experience: Welcome Kits & Touchpoints  
52:00 – Training Teams to Represent the Brand  
56:00 – Direct Mail & Creative Marketing Tactics  
60:00 – Final Thoughts & How to Connect with Caleb

Join us for an in-depth conversation with Melissa Hostetler, founder of Blue Collar Business Advisors, as she shares her journey from a small town to helping entrepreneurs and investors buy and sell blue collar businesses.

Melissa discusses the importance of membership programs, the realities of due diligence, and why separating your personal brand from your business can maximize your exit.

We also dive into common pitfalls, the impact of private equity, and practical advice for scaling, selling, or buying a business in the trades.

Whether you’re a business owner, investor, or just curious about the blue collar world, this episode is packed with actionable insights and real-world stories.

Connect With Our Guest:
https://www.facebook.com/MelissaBlueCollarBusinessAdvisors
https://www.instagram.com/bluecollarbusinessadvisorsllc/
https://www.linkedin.com/in/bluecollarbusinessadvisors/
https://www.bluecollarbusinessadvisors.com/

Connect With Me:
https://www.instagram.com/will.troup/
https://www.linkedin.com/in/willtroup/
https://localsink.com/

Unlock the truth behind business loans and credit cards in this eye-opening episode, "Insider Secrets: What Lenders & Credit Card Companies Don’t Want You To Know."

Join credit and financing expert Paul Childers as he reveals the hidden strategies lenders use, explains how to build business credit, and exposes the pitfalls to avoid when seeking funding.

Whether you're a business owner or just want to protect your financial future, this episode is packed with actionable tips on separating personal and business credit, understanding loan approval, and navigating the world of credit card companies.

Don’t miss out on these must-know secrets that can save you money and stress!

Connect With Our Guest:
https://www.linkedin.com/in/paul-childers-a9bb64180/
https://www.instagram.com/paulchilders.blueskybiz/
https://www.facebook.com/paul.childers.731
https://www.youtube.com/@UC2lP5au-P4HBcIKTLfODZJg
https://go.blueskybizsolutions.com/

Connect With Me:
https://www.instagram.com/will.troup/
https://www.linkedin.com/in/willtroup/
https://localsink.com/

0:00 – Introduction & Paul Childers’ background  
3:30 – Why business owners get denied for loans  
8:15 – The importance of timing when applying for credit  
13:40 – Separating personal and business credit  
18:55 – How business credit cards impact your credit  
24:10 – Building business credit: first steps and strategies  
32:20 – Choosing the right lender and credit card company  
41:05 – Red flags and predatory lending practices  
52:30 – The role of online presence and business data consistency  
59:45 – Final tips, resources, and where to find Paul Childers

In this Episode Aaron Weiche, CEO of Leadferno, exposes the shocking truth about lead follow-up: 42% of businesses NEVER respond to form submissions, and those that do take nearly 18 hours on average! 

Discover how text messaging can transform your conversion rates and why most businesses are missing out on the most effective communication channel.

🔑 KEY POINTS:

- The "golden rule" of modern business is making it easy for customers to work with you

- 65% of businesses only make ONE attempt to follow up with leads

- Text messaging increased conversion by 201% in one case study

- Auto-replies are essential but 85% of businesses don't use them

- Most businesses only use one communication channel for follow-up

Connect With Our Guest:

https://www.linkedin.com/in/aaronweiche

https://www.instagram.com/aaronweiche/

https://www.instagram.com/leadferno/

https://www.aaronweiche.com/

https://leadferno.com

Connect With Me:

https://www.instagram.com/will.troup/ 

https://www.linkedin.com/in/willtroup/

https://localsink.com/

In this episode of Expanding Local, Kenneth Quirk, General Manager of Lincoln Heating and Air, shares how his family business grew from a small operation to a successful HVAC company. 

Kenneth reveals their unique Abraham Lincoln-themed marketing strategy that helps them compete against larger companies with smaller budgets. 

Learn about effective radio advertising, performance pay implementation for technicians, building honest company culture, and creating systems that support business growth. 

Kenneth also discusses hiring strategies, when to let employees go, and the valuable business lessons he's learned from industry peers, coaches, and books. 

Connect With Our Guest:

[email protected]

lincolnheating.com

Tom Decker, CEO of Attic Depot and author of "When Can You Do It?", shares his expertise on revolutionizing home service sales. With over 15,000 in-home estimates and a 90% closing rate, Tom reveals the secrets that transformed his business from $500,000 to $6 million in just one year.

🔑 Key Topics:

Building effective sales presentations that convert

How to position yourself as an authority in your industry

The difference between wants vs. needs in customer psychology

Creating unique selling propositions that separate you from competitors

Ethical sales techniques that build trust and long-term relationships

Tom shares his journey from pool hall owner to sales training expert, and explains how his "Always Be Helping" philosophy creates win-win situations for contractors, homeowners, and businesses.

Whether you're a contractor looking to improve closing rates or a business owner wanting to scale your home service company, this episode provides actionable strategies to transform your sales approach.

Connect With Our Guest:
📧 Contact: [email protected]
📚 Get Tom's book "When Can You Do It?" on Amazon
https://www.amazon.com/When-Can-You-Do-Customers/dp/057827387X
🌐 Learn more: https://www.theatticdepot.com/

Connect With Me:
https://www.instagram.com/will.troup/
https://www.linkedin.com/in/willtroup/
https://localsink.com/

Welcome to Episode #11 of Expanding Local, where host Will Troup talks with Greg Schmitt—founder of the hugely successful Huge Handyman in San Diego. After starting his career as an accountant and working an array of odd jobs (including Instacart during COVID), Greg eventually discovered his true passion: building a handyman business from the ground up.

In this episode, Greg shares how his diverse background helped him cultivate a solid business mindset, sharpen sales techniques, and embrace branding strategies that make his company impossible to miss. He explains how customer reviews have fueled his growth, why faith plays a central role in his day-to-day decisions, and the important lessons he’s learned from industry leaders like Tommy Mello. Plus, hear about the essential tools and networking practices that keep Huge Handyman on a path of steady expansion.

Key Takeaways

• Why showing up on time and delivering on promises makes all the difference
• How to communicate value and set pricing for home-service tasks
• Effective, lean marketing strategies that match the unique challenges of a handyman business
• The power of customer reviews and how to generate them consistently
• The role faith and a positive mindset play in overcoming everyday challenges
• Practical tips for networking and building relationships in your local community

Whether you’re fresh to the home-services world or looking to level up an existing business, Greg’s story will motivate you to refine your approach, deliver top-notch results, and keep learning at every turn.

Join host Will Troup in Episode #10 of the Expanding Local Podcast as he talks with Brian Burton, General Manager of Benjamin Franklin Plumbing in Phoenix and host of the Waste No Day podcast. Brian shares his evolution from plumber to mentor, highlighting how sales training, mindset shifts, and public speaking propelled him forward in the trades. He also explores the dangers of addictions—including video games—and the importance of transforming that energy into positive focus and personal growth.

Throughout the episode, Brian emphasizes the impact of mentorship and communication in achieving self-improvement goals. Learn why accountability and supportive work environments are crucial for growth, how to incorporate storytelling into your communication skills, and why maintaining a “backyard mentality” for your mind can lead to better habits and outcomes. Don’t miss Brian’s insights on balancing ambition with gratitude and finding meaningful goals to direct your energy toward a fulfilling career and life.

Key Takeaways

• How mentorship can reshape your career trajectory and mindset
• Effective sales skills and the role of public speaking in professional development
• Transforming addiction energies—like video game habits—into productive focus
• Building a positive environment in the trades through accountability and teamwork
• Harnessing communication, storytelling, and gratitude for deeper human connection

Tune in for a powerful conversation about conquering personal and professional obstacles, told through the lens of a seasoned pro who’s dedicated to helping others Waste No Day.

Join host Will Troup in Episode #9 of the Expanding Local Podcast as he interviews Mike Blumenthal, a trailblazer in local SEO since 1995. With decades of experience in digital marketing and an insider’s perspective on Google's influence, Mike offers home service businesses practical ways to stand out in increasingly competitive search results.

Discover how to optimize your online presence by understanding the customer journey—from initial inquiry to final sale. Mike explains why reviews and brand mentions can be game-changers for local rankings, plus how proactive lead management and fast response times can dramatically boost conversion rates. They also explore the evolving SERP landscape, the power of video content, and whether local services ads are worth the investment.

Episode Highlights

• How Google’s dominance shapes the local search ecosystem
• Consumer behavior trends that impact home service businesses
• The importance of external mentions and organic backlinks
• Balancing proximity, reviews, and a strong marketing strategy
• Why building trust with customers is crucial for long-term success
• Tactics for new businesses seeking visibility in crowded markets

From harnessing authentic reviews to employing strategic video marketing, Mike outlines a clear path to becoming a recognized brand in your area. Don’t miss these actionable insights on SEO, customer engagement, and the future of online discovery—especially if you’re serious about growing your home service business.