Episode Summary

In this episode of Home Service Marketing Pros, Joe Burnich and Mike Mancini break down a simple but powerful strategy to help home service businesses find their most profitable jobs using zip code data.

Instead of guessing where your best customers are, this approach shows you how to use real numbers from your CRM or spreadsheets to identify which areas bring in the most revenue, the highest-value jobs, and the best return on your marketing.

Whether you're running Google Ads, SEO, mailers, or door-to-door sales, this strategy can help you focus your time, budget, and team where it matters most.

What You’ll Learn

• Why most home service businesses guess wrong about where their best jobs come from
• How to break down your jobs and revenue by zip code
• The difference between high ticket jobs vs. high volume areas
• How to reduce wasted marketing spend by focusing on top-performing areas
• Why “rich neighborhoods” are not always the most profitable
• How to shorten drive time and increase daily job capacity
• When to turn marketing up or down based on workload
• Why you should never fully shut off Google Ads

Key Takeaways

1. Track Revenue by Zip Code

Most businesses don’t look at their data at a granular level. By sorting jobs and revenue by zip code, you can clearly see where your money is actually coming from.

2. Focus on Profit + Volume

A zip code with higher ticket jobs isn’t always better if job volume is low. The best areas balance strong revenue per job and consistent job flow.

3. Cut Marketing Waste

If a few zip codes generate the majority of your revenue, you can:

• Reduce ad spend
• Cut mailer costs
• Improve ROI immediately

4. Use Zip Codes to Control Workload

• Busy? Focus only on top-performing zip codes
• Slow? Expand into secondary areas
• Avoid turning marketing completely off

5. Keep Ads Running (Even at Low Budget)

Pausing campaigns too long can hurt performance. Instead:

• Scale down during slow seasons
• Maintain data and momentum

Real Example from the Episode

• One client had 10 zip codes
• 3 zip codes generated 55% of revenue
• Some areas had:
  • $800 per job
  • Others only $500 per job
• Another zip code had fewer jobs but higher ticket value
• The best strategy came from combining job count + revenue per job

Action Steps

1. Export your job data from your CRM or spreadsheet
2. Group jobs by zip code
3. Calculate:
   • Total revenue per zip code
   • Number of jobs per zip code
   • Average revenue per job
4. Identify your:
   • Top-performing areas
   • Low-performing areas
5. Adjust your marketing strategy accordingly

Resources Mentioned

• Free consultation and help analyzing your data:
  👉 Mancini Digital
• SEO & Web Design for home service businesses:
  👉 Big West Marketing

Final Thoughts

Stop guessing where your best jobs come from.
Use your data to make smarter decisions, spend less on marketing, and book more profitable work.

Visit Joe at: https://bigwestmarketing.com/
Or his Youtube at: https://www.youtube.com/joeburnich

Visit Mike at: https://www.mancinidigital.com/
Or his Youtube at: https://www.youtube.com/@MikeMancini