The Highest ROI Marketing Channel Most Contractors Get Wrong

Most contractors spend thousands of dollars every month generating leads, but what happens after those leads become customers?This week in the VIP Room, Chris Yano, Chad Peterman, and Aaron Gaynor sit down with Zac Garside, Founder and President of Send It Email Marketing, to discuss one of the most overlooked growth opportunities in home services: staying connected with your existing customer base.The group breaks down email marketing, customer retention, CRM strategy, lead generation, offer creation, automation, and why so many contractors focus on acquiring new customers while ignoring the opportunities sitting inside their own database.Zac also shares practical examples from some of the largest home services companies in the country, including how contractors are using email to generate service calls, maintenance appointments, sales opportunities, and additional revenue without increasing their advertising spend.Whether you're running a small local shop or a multi-million-dollar operation, this episode is packed with actionable marketing and business insights you can apply immediately.Topics discussed:• Why email marketing is still one of the highest ROI channels in home services• The biggest mistakes contractors make with customer communication• Creating offers that actually generate demand• Using email to reduce dependence on paid leads• Sales estimates, maintenance, and customer retention strategies• Automation opportunities most companies miss• How AI is changing marketing and content creation• Why branding and customer relationships matter more than ever• The importance of staying top-of-mind with past customers• Marketing lessons from some of the industry's fastest-growing companiesFREE RESOURCE FOR TO THE POINT LISTENERSWant to put these strategies into action?Zac Garside and the team at Send It Email Marketing created a free swipe file featuring 20 proven email templates contractors can use to generate more demand, stay top of mind with customers, and drive additional revenue.withsendit.com/top-secret00:00 - Intro02:15 - Meet Zac Garside & Send It Email Marketing05:30 - Why Most Contractors Ignore Their Best Lead Source09:45 - The Biggest Email Marketing Mistakes Contractors Make14:20 - How To Get Customers To Open Your Emails18:40 - Why Branding Matters More Than Subject Lines22:15 - The Difference Between Google Leads and Email Leads26:50 - Creating Offers That Actually Generate Demand31:10 - The Customer Database Most Contractors Ignore35:45 - Retention vs Lead Generation40:20 - Marketing Automation Opportunities You're Missing44:30 - AI, Marketing, and the Future of Customer Communication49:10 - How Top Contractors Stay Top of Mind53:20 - Zac's Best Marketing Advice for Contractors56:15 - Free Email Marketing Swipe File for Listeners57:30 - Final ThoughtsThank you to our Sponsors!Basic Capital: https://basiccapital.com/tothepointAvoca.ai: https://avoca.ai/r/tothepointYelp: https://www.yelp.com/ Sales Ask: https://www.salesask.com/Chiirp: https://chiirp.com/