Why Home Service Owners Lose Customers Before They Ever Pick Up the Phone

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Senja Spellman is a fractional CMO who has spent over a decade inside the marketing departments of companies like Tundra Land ($100M), Leaf Home, Bath Works, and Home Genius Exteriors. She took Bath Works from $12M to $25M in one year — now pacing $52M. Today she shares exactly how home service companies can build brand trust, track TV attribution, grow with zero ad spend, and disrupt in a market where everyone looks the same.

In this episode:
▸ Why 66% of customers pick by trust — and only 7% by price
▸ The TV attribution model that ties every spot to a lead
▸ How to use ChatGPT, Claude, and Gemini to audit your brand visibility right now
▸ Brand vs. direct response — which one your business actually needs
▸ The 97% rule: why branding matters more than most owners think
▸ Omnichannel data strategy: how to hit the right person across mail and CTV
▸ Marketing budget benchmarks: growth (20–22%) vs. maintenance (15–18%)
▸ How cause marketing builds internal culture and external brand
▸ Why marketing is meant to disrupt — and how to stop blending in

-- 🕐 TIMESTAMPS 🕐 --
00:00 — Senja's Background
07:06 — TV Attribution Model
15:31 — LLM Brand Visibility
22:48 — Home Service Differences
30:25 — Marketing Budget Benchmarks
36:10 — The 97% Rule
41:30 — Omni-Channel Data Strategy
49:50 — Private Equity Risks
57:07 — Brand Story Process
01:03:55 — Lead Gen Quick Wins
01:12:05 — Disruption in Marketing
01:17:55 — Senja's Contact Info

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