shug
Blue-collar trade. White-collar profit.
The Marketing Playbook
Boots on the
Ground Marketing
The local, low-cost, sweat-equity tactics that out-pull paid ads every time — and bring you ready-to-buy leads.
By Trent Delgadillo — built & sold a home service company by 22. I've been in your boots.
In a world where customers get bombarded with ads from every angle, the best way to stand out is to do what everyone else won't. These "boots on the ground" techniques consistently pull a higher ROI — and bring you local, ready-to-buy leads. They run on sweat equity instead of upfront cash.
What this is NOT: online ads, bought leads, or PPC. In my five years owning Blue Heron, those only got more expensive and less effective. This guide is the opposite — show up in person, win the neighborhood.
The tactics
01
Previous customers
Your warmest leads already paid you once. If you're not re-engaging your client list at least 4 times a year, fix that before you do anything else on this list.
02
Community involvement
Wash a house for free, post about it, and leave some cards behind. Show up to Chamber of Commerce meetings. Do the parades. People will notice.
03
Door knocking
We all knew this one was coming… and yes, it still works. The more knockers, the merrier.
04
Localized, targeted mailers
Plenty of software will do this for you — but when you're getting started, save yourself hundreds and go straight through your local post office's EDDM (Every Door Direct Mail) program.
05
Yard signs — my personal favorite
Especially around Christmas. Countless times, a single $3.14 yard sign stapled to a telephone pole has pulled in thousands of dollars in projects. You can't get that from Meta ads.
Extra credit
Reviews. Reviews. Reviews.
7×
A customer needs to see you roughly seven times before your name sticks. The more places your brand shows up, the better.
Do what your competitors won't.
Show up everywhere.
It'll always be tempting to press a button and call your marketing done — but those days are fading. The rest of the playbooks are free at:
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