On this episode of the Plumbing Marketing Podcast we interview Mike Agugliaro of Gold Metal Service. He shares some tremendous insights on how he's grown his company from $1M Annual Sales to over $23M per year and a team of 130 employees all in the past 10 years. It's an amazing story with clear ideas that you can learn from to accomplish amazing results in your Plumbing or HVAC business.
You can watch the Marketing Interview with Mike below:
Discover How Gold Medal Service Has Grown Their Business For $1 Million a Year to Over $23 Million in Annual Revenue
Mike Agugliaro, founder of Gold Medal Service, is not your typical contractor. In fact he isn’t your typical marketer either. His aggressive and in-depth approach to advertising has taken his business from a $1 million a year operation to over $23 million in annual revenue…and the number just keeps rising.
Only 10 years ago Agugliaro and his partner were working Monday through Sunday, clocking in an ungodly amount of hours each week, and weren’t even close to where they wanted to be. They were tired, frustrated, and had quite enough of this type of lifestyle. Now Gold Metal Service, which is a full-service plumbing, heating, cooling, and electrical company, has 100 trucks on the road and more than 130 dedicated employees. They are currently grossing an astounding $3 million per month.
The key to marketing is knowing your audience
Agugliaro considers company advertising a “strategic game of chess.” You have to know your audience down to what magazines they read, what kinds of things they shop for online, and even the types of cars they are more likely to drive. His ideal customers are middle class homeowners with an age range of 40 to 65 years old who probably have children in high school or already on their way to college, and perhaps even elderly parents currently living with them. These people are willing to foot the extra cash to ensure that the job is done right and their residence and family are taken care of.
Agugliaro says, “The reason why you laugh at a joke is because you can relate to the material.” Whether we are talking about your website, a Yellow Pages ad, or direct mail (to name only a few), you need to have personalized content that taps into your audience’s reality. Your content must speak to their wants, needs, and fears and should ultimately prepare them for the future. You don’t just want to generate leads…you want to close them. Also, never forget to communicate with your current customers; because once they have purchased your goods or services the best thing to do is ensure that they keep coming back by remaining top of mind.
With a whirlwind of information flowing effortlessly from his lips Agugliaro continues with another metaphor, “Imagine a football field filled to the brim with a sea of yellow balls, all you would be looking at is just one overwhelming color, until you toss a back ball in the pile and everything changes.” You want your company to be that black ball…a pioneer amongst every other service provider out there.
The mindset of exponential growth
While Agugliaro does invest his dollars in Pay-Per-Click advertising and considers it very helpful in generating more business, he also puts a lot of faith in more old school approaches like direct mail and the Yellow Pages. Customers and prospects want something tangible and although online marketing is great there may be other reasons why people are viewing your website besides simply opting for a service. And once you build up your company enough you can then start to take advantage of other mediums like billboards, television, and radio.
“It’s all about your mindset,” explains Agugliaro when referring to the staggering growth of his company. “If you think you are just a $100,000 business then that is all you will ever be.” In other words, get past those mental roadblocks, eradicate your boundaries and become what you have always dreamed of.
You won't want to miss this interview. It is chalk full of great information. Please post your comments & follow up questions below!
To learn more about Mike & his his program:
- Mike's Plumbing & HVAC Business Website - http://www.goldmedalservicenewjersey.com/
- Get a free copy of Mike's book "Secrets of Business Mastery" at - http://secretsofbusinessmastery.com/
Also, be sure to subscribe for the podcast so you don’t miss any of the upcoming interviews. To subscribe via email click here or to subscribe via iTunes click here.
