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

In this episode of the Home Service Marketing Pros Podcast, Joe Burnich and Mike Mancini break down one of the most misunderstood (and often ignored) factors in local SEO: your Google Business Profile address.

They explain why your physical address can make or break your rankings in Google Maps—and why most marketing companies won’t tell you the full story.

Along the way, they also share a valuable business lesson on partnerships, entrepreneurship, and why running a business doesn’t have to be a solo journey.

What You’ll Learn

🔑 The Truth About Google Maps Rankings

• Your physical business address is one of the top 2–3 ranking factors
• Without a “Google-friendly” address, you likely won’t rank—no matter how good your SEO is
• Many SEO companies either ignore or downplay this critical factor

📍 What Makes a “Good” Address?

• Must be a real, verifiable location
• Should fall within your target city’s Google-defined boundaries
• Ideally located within ~3 miles of the city center
• Needs to be tied to a clean, compliant Google Business Profile

🏠 Residential vs Commercial Addresses

• 69% of top-ranking profiles use residential addresses
• You can rank with a hidden address
• Showing your address does not guarantee better rankings

🚫 What to Avoid

• PO boxes or UPS store addresses
• Virtual/shared office spaces (high risk of failure)
• Fake or manipulated listings
• Duplicate or cluttered Google Business Profiles

Google is now using video verification, making it much harder to game the system.

📊 Real Data, Not Theory

Joe shares insights from a 6-month internal study analyzing 100 real client accounts:

• Top-ranking businesses consistently:
  • Have strong physical locations
  • Maintain clean profiles
  • Use well-optimized websites
  • Generate steady reviews

🌐 Website Still Matters

Even with a strong address, you still need:

• A fully optimized website
• Quality content (not thin or generic)
• Real photos (not stock-heavy)
• Proper SEO structure

⭐ Google Business Profile Best Practices

• Fill out every available field
• Keep information updated (hours, services, etc.)
• Respond to all reviews (good and bad)
• Stay active—Google rewards engagement

💡 Business Lesson: Don’t Build Alone

Joe and Mike share how a simple cold outreach turned into:

• A long-term partnership
• Weekly strategy calls
• Major growth for both businesses

Key takeaway:
Running a business is tough—and often lonely. Having someone at a similar level to share ideas with can save time, money, and stress.

Who This Episode Is For

• Electricians
• Plumbers
• HVAC contractors
• Carpet cleaners
• Any home service business owner trying to rank locally

Resources Mentioned

• Big West Marketing – Free consultation & SEO resources
• Address Ranking Study (available on the Big West website)
• Mike Mancini YouTube & Mancini Digital

Final Takeaway

If your Google Business Profile address isn’t set up correctly, nothing else matters—not your reviews, not y

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

In this episode, Joe Burnich and Mike Mancini break down how economic and political uncertainty impacts home service businesses—and more importantly, how to respond the right way.

They share real-world stories, common mistakes contractors make, and practical strategies to maintain (and even grow) your business when things slow down.

Key Topics Covered

1. Why You Should Avoid Politics in Business

• Sharing strong political opinions can hurt your brand and cost you customers
• Real example: a contractor losing potential clients just by how they answer the phone
• Bottom line: don’t alienate half your market

2. How Uncertainty Impacts Buying Behavior

• Customers shift from buying new to repairing existing systems
• Big-ticket purchases slow down (HVAC installs, remodels, etc.)
• “Wait and see” behavior becomes common during elections and economic shifts

3. The Biggest Marketing Mistake: Pulling Back

• Many businesses cut marketing when things slow down
• This creates long-term damage and lost momentum
• Joe’s philosophy: When things slow down, it’s go time

4. Smart Marketing Strategy During Slow Periods

• Increase visibility while competitors pull back
• Invest in:
  • SEO
  • Content creation
  • Ads
  • Website improvements
• The work you do now compounds when demand returns

5. Budgeting for Marketing (The 10% Rule)

• Set aside ~10% of revenue for marketing
• Save during busy times, spend more during slow periods
• Having a “marketing reserve” reduces stress during downturns

6. What to Do If You Don’t Have a Budget

• Focus on free or low-cost strategies:
  • Networking and partnerships
  • Community involvement
  • Referral building
  • Website updates
• Use downtime productively instead of waiting

7. Seasonal Slowdowns Are Normal

• Example: Thanksgiving through Christmas lull
• Leads may cost more, but demand still exists
• Consistency is key to long-term growth

8. Double Down on the Basics

• Answer your phone professionally
• Ask for Google reviews
• Follow up with past customers
• Don’t let standards slip when things get slow

9. Reposition Your Services

• Shift messaging from “upgrade” to “prevent problems”
• Examples:
  • “Prevent costly repairs”
  • “Protect your home”
• Meet customers where their mindset is

Key Takeaways

• Stay neutral publicly to protect your customer base
• Never stop marketing during uncertain times
• Use slow periods to gain a competitive advantage
• Build systems and assets that pay off later
• Focus on fundamentals and consistency

Connect with the Hosts

Mike Mancini

• Website: mancini digital.com
• YouTube: Mike Mancini

Joe Burnich

• Website: bigwestmarketing.com
• YouTube: Big West Marketing / Joe Burnich

Final Thought

Uncertainty is inevitable, but how you respond determines whether your business stalls or grows. The contractors who lean in during slow times are the ones who win w

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