Julian Placino: 0:00

Welcome to the Home Services Success Stories podcast powered by Peakzi, the number one AI platform for growing your home services business. And on the show today, we have Catie Brown, who is the Chief Marketing Officer at Spot on Plumbing. Catie, how are you doing?

Speaker 1: 0:16

I'm good. How are you? Thank you for having me.

Julian Placino: 0:18

Yeah, I'm excited to dig in and learn more about the business. So question number one. It seems like there's been a fairly perhaps recent rebrand to your dog's favorite plumber. So a bit about the genesis of the rebrand, what that means. Tell us about that.

Speaker 1: 0:35

So I mean, like any small business, um, we were looking, you know, we didn't know what we were doing when we first started the company. Um, we just kind of picked a name, picked a logo. Um, I went on VistaPrint and just kind of put a very generic uh logo and uh designed it very quickly in my my little home office myself. And then, you know, as we evolved and got more into the community, and one of the things that we discovered just through organic growth and customers was we just loved dogs and the dogs loved seeing us come in the door. We would carry dog treats in our vans, and so we got calls constantly of like, oh, my dogs just loved you guys. Thank you so much for being so sweet. And um, a couple of people even said, you know, you're their favorite plumber. So I guess I'll call you back. Thanks for having a you know a good attitude. And so we just kind of stuck it and then we we put it to a vote, and all our whole team collectively, with the influence of all of our customers, said, We just want you to be, you know, your dog's favorite plumber. And it just it just stuck. So we did a rebrand, uh, did a trademark on the tagline and got our new logo and went to a professional this time, and they created this this great um you know, Piper logo with the sunglasses on the hat, which is after my husband, who's the co-owner. And they just kind of looked our uniform and and made a made a dog that mimicked a golden retriever, which is what we were going after.

Julian Placino: 2:09

So that is really so it was really based on market feedback and something like it was telling you about your brain. I'm curious, what was it about the dogs that like whatever it is that y'all do on site?

Speaker 1: 2:21

I mean, we just I mean, when we look at our culture and our team, you know, we look at people that you know have similar interests, have similar passions. And I mean, we're all dog lovers here. We we love dogs. Um, we've have a heart to help animals. We actually sponsored some uh vets through um service animals. So we actually got service animals to dog trainers to help uh veterans that had PTSD. So we actually helped sponsor training of those dogs. Um, so it just kind of organically in our culture just became who we were. And so we went to dog trainers and helped dogs that were having trouble getting adopted out of pet shelters because their behavior was just so terrible. And so we sponsored dog training to get those dogs um to a behavior level where they would they are quote unquote adoptable. And so we got some of their behavior issues lined out so that dogs that had been in there for over a year now get to go to good homes with small children because they got trained properly. So we we just love dogs and we love animals. And it just kind of became who we were organically. And then because of that, the customers felt that and in our marketing and our branding, even with small videos that we would do. Um a service dog for a PTSD veteran, military veteran, is is thousands of dollars. And the wait list, a lot of people don't realize a wait list is like two to three years to get one of those dogs. And sometimes people run out of time, unfortunately. And so we we had a huge passion to get those dogs trained and to the military veterans that didn't have to wait two to three years. They only were waiting a year at this point, which is a much higher turnaround time to help those people get the right dogs in their homes so that they can, you know, start to heal and live a normal life and get back to a normal, a normalcy that is is now their new normal.

Julian Placino: 4:22

Wow. So it's not just a fun thing, but it really does run deep in your culture, your DNA, and it is an actual social impact you're having within the community. I think that's really great. That gives so much more depth to the brand.

Speaker 1: 4:34

Absolutely. Yeah, it's it's really forget, also. It's a huge passion, and we we absolutely love it. So, and you know, it our guys love it too, our whole team. It's it's very easy um to create a work culture around that that mission that we have. And so it it just became naturally, you know, implemented and it just it was very easy to take that on, and it's just it's just part of who we are now.

Julian Placino: 4:59

Yeah. Well, we're we're talking about your team, and you built a very strong team from your text to leadership. So what do you think really makes your team stand apart as leaders within home services?

Speaker 1: 5:11

They just have a passion for for all trades. Um, I think that there's a difference between plumbers that just want to, you know, earn a paycheck, and then there's plumbers that want to go out and make a difference. And, you know, they go behind plumbers that don't have the same passion and they see the work they do, and ultimately it affects the customers. So our team just has this, you know, I call it in our DNA, is what I call it, of just having a passion for the home service industry and really wanting to change it from the inside out. And that really takes an extreme passion to be able to carry out because that's a daunting task. I mean, we're trying to go out there and change the perception of what people feel about plumbing. Um, it's been decades and decades of plumbers having a bad reputation, unfortunately. And so when you have a team where we say, we're gonna go out and we're gonna change people's perception of plumbers, that's not an easy task. So not everyone gets to wear a uniform, but the people that do want to adopt that mission just like we do, of wanting to change the industry for the better, so that people will look at us as not only top professionals, but extremely well-crafted plumbers that are changing the perception and doing really good work with honesty and integrity.

Julian Placino: 6:32

Yeah, and you actually refer to them as like artisans and problem solvers, right? So you're actually changing what you refer to them as to create a different positioning in the mind. So um, you know, it's one thing to call them artisans, it's another thing to um to say, you know, they're they're great craftsmen. So what do you do to attract that kind of right person into the organization and build that culture?

Speaker 1: 6:54

It's just from the get-go. I mean, we have a huge hiring night. The first uh first interaction that they have with us in person is a very different, uh, a different way of doing hiring. Um, they come in with a bunch of people that have filled out applications and we show them videos. We we have our personalities up, um, we demonstrate who we are from the very first meeting. Um, we have an expectations that they are very much aware of when they leave the meeting. Um, so and and a lot of people stand up and they say, okay, this isn't for me. And it says, Okay, well, we've got a couple other plumbing companies that you might be better fit for. Um, so we we don't hold back on being uh extremely authentic in the interview and hiring process so that people know, you know, this is what we're about, this is our expectations. You're not coming here just to have a job and take a paycheck, but you're coming here to fulfill this mission that is is pretty it's raising the bar. And not everyone's gonna get to wear the uniform. But if you want to do this and you have this passion, we would love to partner with you and help, you know, help you become an asset and really propel your career going forward so that these things that you are learning with us and through us is a career commitment. It's not just a spot on plumbing thing. We're wanting to change the industry and help the trades as a whole. So these are things that you're gonna be learning that you're gonna carry on for life. And it's it's not just, oh, I want to do this for a few years and you know, I want to get through school or, you know, I want to do it for a little bit. No, these are people that we want to to have this be a career um with the mission of changing how people look at plumbing.

Julian Placino: 8:35

Wow. I really like that. So being unapologetically who you are, so you will attract the right people, but also repel the wrong ones who aren't a fit for the culture.

Speaker 1: 8:45

Right. Exactly.

Julian Placino: 8:46

Yeah. Well, so Spot On is a veteran-owned business. So how has Brandon's military background shaped your culture, your operations, the way that you do business?

Speaker 1: 8:57

So Brandon was in the military for 21 years, um, and he retired as a drill sergeant. That was his last um job that he had in the military. Uh, but one of the things that he learned in the military is repetition and uh tradition. So there's a lot of great things that the military will teach you. And one of those things is you repeat um systems in the military and you have systems in place for reason. And we have adopted those into our business because what can be repeated successfully with one person can also be repeatedly. Sorry, did not mute my telephone here. Um yeah, so what can be repeated in the military can also be repeated in other industries. And so um, we have a very traditional uh same thing we do every month, every week. Um we have KPIs that everyone has to meet. And so a lot of these systems and debris forms that you have in the military, we do here at Spot on Plumbing to keep everyone in check, everyone on the same page. Um, that way we can collectively know that every technician is doing the same process on every single job so that every single customer is getting the exact same service call treatment and the exact same service across the board. So a lot of what Brandon learned in the military was just traditions and checks and balances and uh repeating excellence over and over and over again. Um, and just learning that repetition and keeping those traditions in place, we've just carried that on to the business as well.

Julian Placino: 10:33

So systems, processes, you mentioned KPI. So being very intentional about the outcomes within the business that you're measuring, because whatever you can measure can be improved. Um, and in turn, that creates a really great consistent brand experience for your customers across the board.

Speaker 1: 10:49

Absolutely.

Julian Placino: 10:50

Yeah. Well, so so excellence is definitely an outcome and and what what um what what SpotOn is known for. And and Spot On actually ranks in the top 12% of medium-sized service companies nationwide. So so besides the systems, besides the people, what else do you think is is causing that and allowing that type of excellence to rise to the top?

Speaker 1: 11:12

Honestly, I don't know. Um I w I wish I did. I I really feel like it's you know, we get surprised sometimes when we we see growth. Um my husband's extremely humble, and so he's very, you know, he doesn't like to look at a lot of the success numbers because there's always improvement. We always need to improve. Um, but I think I think the growth is for us, it it's kind of hard to understand sometimes because we're just very normal people and we didn't really expect it to be where it is today with I mean, it's just me and my husband. I mean, we we have us and then we have 11 people on staff. So um to do this with the amount of people that we've had is it's uncommon as I call it. It's it's not the normal story. So I want to be very sensitive when I say that. Um, but it it is very intentional. So I like to say we don't everything we do, there's a purpose and a reason behind what we do. Nothing happens by accident. And so uh there's a lot of uh very high expectations, but everything that we do is very intentional and for a reason. And sometimes even if we feel that it's not working or we feel frustrated because we don't see the growth, when you do a year, two year, three year, you you see the bigger picture and it's like, okay, we're in the day-to-day weeds, we see it every day. It doesn't feel like we're getting traction, but when we step back and we look at it from the bigger picture, um, these little things day in and day out that seem monotonous and don't seem like they're working in the moment really do work out long term and an overarching goal. And I think unfortunately, the biggest mistake that people make is they give up before they see that. Um, and I think it's important to acknowledge when you have growth because it helps you keep going. And so when we see those numbers, you know, we started off top 17%, then we were at 14, now we're at 12. Um, and we're just like, okay, this is we're seeing some traction. We'll keep doing this every day, over and over again, um, and just keep going. So um, we do have a lot of systems in place, and doing the the same things every single day all the time is what contributes to that for sure.

Julian Placino: 13:27

Yeah, I mean, it sounds like you're you're not necessarily in it for the accolades, but it's it's really refining the process, doing the fundamentals with excellence over and over and over again. And ultimately success becomes a byproduct. And that kind of sounds like the story right there, right?

Speaker 1: 13:41

Yes, absolutely.

Julian Placino: 13:43

Okay. And you also have a a pretty uh uh strong guarantee, like the 100% happiness guarantee. I love how you use language in the business, right? It's not necessarily home services specific, but you're you're adding a different sort of flair to it. So, what exactly is a 100% happiness guarantee and also no mess promise? Why is that important for your customers?

Speaker 1: 14:04

Well, everyone doesn't wake up, you know, Monday morning and they see a leak or they, you know, they step on their floor and they see a puddle. That's not that's not a good thing. No one wants to wake up on a Monday morning and have to call a plumber. Um, so we we know right off the bat that people are aren't the happiest people when they have to call us. So we know that going into the call, we know that going into the service, but we can guarantee that they will be happy when we leave. And so one of the things that we know, there are three things that we can always do to make sure that the couple couple, uh the couple or the homeowner is happy is we can make sure that we go in there with respect to the home and make sure we wear our floor savers, make sure we're clean, cut, and attire, make sure we are prepared with all of our tools. Um they're going to be getting a solution offered to them that's permanent, that has a two-year warranty attached to any repair that we do. And we can always make sure that they get the job done exact same day. So um that is our happiness guarantee is that they will be getting a solution presented to them by a clean professional technician that's going to respect their home and that they can get the problem solved at a reasonable, fair price. And that's our happiness guarantee. And then when we leave, we leave the home cleaner than we found it. So we'll make sure that we pick up not only our trash, but their trash as well. So we'll make sure that everything is better than we left it, um, which we we see that in our community too. We we have a lot of cleaning days that will go out and we'll help the community stay clean because it's just part of our culture. But we always say leave leave the world better than you found it, leave a park better than you found it, leave the homeowner's home better than when you got there. And so if we leave tools behind, we'll give a refund of a certain amount if we ever leave a tool behind. Um, if if they take pictures and our shoe covers are left behind, or if even if they have a picture and our guys are not in uniform, um, that's we'll give a refund for that. So we're very, we're very particular about how the service call is performed. And if there's anything out of the ordinary, um, we want to make sure those customers have the exact same experience every single time. And if there's anything that's off, um, they're gonna be getting a money back guarantee on that. So that's our happiness guarantee for sure.

Julian Placino: 16:25

So you really stick to your promises and uh offer that guarantee, which gives uh, I suppose your customers uh a great level of trust in the brand to uh to work with you guys. So I think that's great.

Speaker 1: 16:35

We're not perfect, but we always 99% of the time, uh the customer is always happier when we leave versus when we get there. And that's that's what we aim for every time.

Julian Placino: 16:45

And you use the word delight, not just satisfy, but delight your customers, right? Can you think of maybe your favorite story or example of how you've delighted a customer?

Speaker 1: 16:54

Yeah. So we actually just had one a few days ago. Um we actually had two customer called. Um, they had never had a plumbing issue before, uh fairly new homeowner in their mid-30s, um, didn't have a lot of direction for guidance on where to go. And so luckily they found us on a Google search, um, which we love to hear that. So they found us on a Google search. They already had a quote, um, it was completely out of their price range, and so they were already very discouraged, didn't think that they were going to be able to get this problem solved. Um, but we came in, offered them a much better price um with a much better warranty and guarantee, and we were able to get it done in a couple hours. And that was not the same story that they were told before. And they said, um, for us to never have had a plumbing experience, these two were polar opposites from one another. And your experience was by far a a better, a better experience, a better bang for my buck, as they called it. Um, and it just it gave them confidence to know that, you know, not only could they afford the repair, but they could get it done the same day and they wouldn't have to worry about it again. And so that's a huge if we can do that for a new homeowner that's never had an experience with a plumber. Um, it's a scary world. I mean, I've I mean, I've been a new homeowner. I I I mean, I don't know what happens if I slip flip the switch and the lights doesn't come on, or if I see smoke coming out of the walls. I mean, it's unnerving when you are a new homeowner. Um, and you just you they're gonna be coming into my house and there's just all these things. And for women that are home alone, we get a lot of, you know, uncomfortable situations where they don't really feel comfortable having a service person with them. But when our guys come in and they see, you know, how responsive they are and how caring they are and how respectful of the property, they they feel very comfortable with us in their home. And it's it's a huge compliment that we get that feedback.

Julian Placino: 18:52

Yeah, I think that's really awesome feedback indeed. And you're right, it's like the home is the most precious asset that most families have.

Speaker 1: 19:00

Yes.

Julian Placino: 19:00

And it can be very sensitive, especially when you're letting people into it. So I think those are really great points. Um, so shifting gears a bit, and I'm actually really excited about your background, specifically because you're a marketing person, chief marketing person, but you're also a customer of Peakzi, and this podcast is powered by Peakzi. So, what has been your experience with Peakzi and what kind of outcomes has it created for you in the business?

Speaker 1: 19:22

So we we knew we had to jump on the AI bandwagon eventually, right? Um, we had dove in a little bit, you know, in the beginning, and we were making sure our content was, you know, AI friendly, making sure that it was, you know, being picked up on social media and making sure we were utilizing AI in a way that not only was going to help the customers, but help us as well. Because we we use AI to you know figure out what questions homeowners are asking about plumbing and what are some of the major concerns that people have, and just kind of how we stack up against our competitors. We've we've used AI for several years. Um, but when people Peakzi was presented to us their whole approach to AI and building a website and building everything on the back end so that it is, you know, AI friendly, where we could be picked up on perplexity and Gemini and all of these different things. And AI moves so fast. It's it's overwhelming. So to have a partner like Peakzi to help navigate some of the changes is really, really huge, especially for us who has, you know, we don't have a marketing firm that we work with. It's just us. And so learning all of these things and and having a partner we can trust, which that's not ever been the case, honestly, with marketing people. It seems like marketing agencies don't do a lot. They charge a lot, but they don't produce a lot of leads for us. So we we've struggled with that in the past. And bringing on a marketing partner is always a little bit unnerving. But everyone needs help with um everyone needs help with their marketing and especially with the AI stuff. And so it's not as overcomplicated and overwhelming as people think. Um, but you just need a good partner and you need someone to really get behind your mission and your voice so that the AI systems will not pick up on a robot, but they actually pick up on real people. And I feel like that was what Peakzi helped with a lot because most people think the AI systems are, you know, they're just a machine and they're just trying to dictate this. And I was like, no, they're actually Peakzi told me, and it makes perfect sense and helped reveal this to me, that AI is actually helping the companies become more authentic, and it's helping get rid or filter out a lot of the companies that maybe are inauthentic and and don't have a big personality and don't have a real person behind their brand. There's a lot of huge brands that have great commercials and great marketing, but there's no person to call. It's just, it's just a name. And so it really benefits you to be a smaller company and utilize the AI features because AI loves real people and real stories and authentic stories. And so I really am excited that Peaksy is there to help us, you know, still stay authentic and make sure that the content we're putting out there is what people want to hear and people want to read about and not just a machine. So I love that about it.

Julian Placino: 22:26

Love that. What's what's been the coolest feature that you've seen uh on the Peakzi platform?

Speaker 1: 22:31

Well, I love seeing how we stack up nationwide. That's a huge, I love that. Um, I love being able to pick my competitors. Um, that's a huge, a huge bonus because we can kind of see how we're we're stacking up and graded against um other people in the market that are real companies, not just make-believe companies that I've seen so many times before. Um, getting into the hiring and actual people, so you can look at other people that work for other companies to see their five-star reviews and see how they're servicing other companies. And, you know, it gives an another opportunity to see how much talent is in the market and what they are doing out in the market in real time, which is really fascinating to me that I can see names and reviews and and all these things, and it can depict, you know, these actual real people that work for these companies just right next door.

Julian Placino: 23:25

So a lot of uh marketing kind of insights, how you stack up against competition, as well as the there's like a recruiting element to it as well.

Speaker 1: 23:32

There's a huge recruiting element to it, yeah. Very, very much so. And you can, you know, you can pat yourself on the back. Sometimes we don't we don't do that enough. Um, so you can actually see, oh, this is where I'm excelling and this is where I need some work. And it's just a I kind of like to say it it kind of takes the blindfold off of an aspect of the market that was never revealed to me before Peaksy. So now that I have Peakzi, I mean it it's in the name Peakzi, you can actually see things that you've never seen before. And so, um, and we've been doing this a long time, but to take that lid off and take the blindfold off and be exposed to all of these different things is a is a huge bonus. It's just it makes our game that much more competitive and it makes us that much more um uh as a competitor in the market, it makes us extremely more valuable, I feel, and to the customers and to our world to know that we have that asset in our back pocket that we can just look at anytime.

Julian Placino: 24:32

I think that's a really great insights and perspectives, and I appreciate you sharing that, Katie. So, well, uh so we'll close this out. So, what what would you say is the the long-term vision for Spot on? What is the legacy that you want to leave behind for your employees, your customers, your community?

Speaker 1: 24:48

Well, I want to be known as a trailblazer, um, a company that not only helped the younger generation not only see plumbing for what it really is, but to get excited. Um, I want people coming out of high school to see our company and be like, oh man, I would love to come and work for them. Um, or I want people to, if they ever leave our company, I want them to say, you know, that was probably one of the best companies I've ever worked for. Um to be able to take care of the the tradesmen is really important to me. My dad was a truck mechanic and had worked in the trades his whole life. And he got to retire with dignity, but most people don't get to working in the trades. And it was my goal to have people not only have a great career while they're working in the trades, but also have a great retirement. I want people to see that they can work and work, but they don't have to keep working forever. You know, they can make a very good living doing this. And I want people to be excited to go into the trades and not have to drag coming into work every day. That's, you know, been a huge mission of my husband as well. So um, he wants to create an environment where not only do people get excited about the trades, they get excited about coming to work and they can have a huge impact for their families and then their generations. And then I know a lot of our plumbers are buying homes and helping take care of their parents, and it's because of the income and the future that they've built here that they they're able to do that. Um, and not a lot of people in the trades have have that capability. So um we're helping the next generation not only get a great career, but also get a great retirement and a great future. So that's very exciting for us. And that's that's what we want to leave behind.

Julian Placino: 26:34

Well, I gotta say, Catie, I I'm very inspired by your view and your mission about all of this. It is uh, yeah, it certainly is more than just the plumbing company, but you seem like you have a real desire to make some positive changes within the industry. Uh, and it seems like you really care for your people, and we certainly wish you all uh the continued success. So um, well, Catie, close us out. Anything else you'd like us to know about Spon On? And and of course, plug um how do people connect with you, learn more about the business?

Speaker 1: 27:00

Yeah, so you can go to your dog's favorite plumber.com. Um, you can check out everything we have there. We have a pricing estimator. So if you're a plumbing company, you can look at what we're charging and kind of get a ballpark if you have struggles with that. Um, if you're a consumer, um, you can go and look at all of our reviews on our website, um, all the service areas that we have in the market. Um, and then where we're gonna be, follow us on social media. We we go lots of places. We go to Dallas a lot, um, we go to a lot of the trade shows across the country. Um, all of our technicians are out doing trainings across the country. So um you can see what they're doing. And if you're ever in the city, just connect with us and see how we can meet up. I love to meet with people in the market and love to meet with people in the industry. So it's very exciting. We're always on social media, always on Instagram and Facebook. And again, you can always contact us on our website if you have any questions or um just want to meet up.

Julian Placino: 27:54

Awesome. Well, we'll make sure to have all your contact information in the show notes as well. So, Catie, this has been a true pleasure. Thank you so much for your time and sharing your story on the podcast.

Speaker 1: 28:03

Thank you so much, Julian.

Julian Placino: 28:05

And that is it for today's episode. Thanks for tuning in, and we'll see you next time on the Home Services Success Stories podcast powered by Peakzi, the number one AI platform for growing your home services business.