Field notes for trades operators
Strategy, attribution, and operating playbooks from the TradesForce team. Written for owners, GMs, and marketing leads at HVAC, plumbing, and electrical companies.
The 6 marketing channels every HVAC company should rank by ROI
Most HVAC operators run paid search by default and ignore the channels that actually scale. Here's how to rank them honestly.
Operating playbooks for trades teams
Closing the loop: ServiceTitan revenue attribution for marketing
Marketing dashboards show leads. ServiceTitan shows revenue. Connecting the two changes what you optimize for.
The Local Services Ads playbook for plumbing and HVAC
LSA isn't a campaign you set and forget. It's a daily operating discipline. Here's the routine that wins.
SEO for multi-location trades: the architecture most companies get wrong
If you operate in five cities and your website has one 'Service Areas' page, you're invisible in four of them.
Why cost per lead is a vanity metric (and what to use instead)
Cost per lead optimizes for form fills. Cost per booked job optimizes for revenue. The gap between them is where money is lost.
AI call scoring for CSRs: the operational lever nobody talks about
Your CSRs are the most expensive part of your funnel. AI call scoring is the cheapest way to make them better.
Seasonality and budget pacing for trades: the math operators miss
Most trades businesses spend the same monthly budget in January and July. Both months are wrong.
Review velocity, not review count: the local SEO signal nobody tracks
A 4.9-star company with 800 reviews from 2022 ranks below a 4.7-star company adding 12 reviews a month. Here's why.
Why electrical marketing is harder than HVAC (and what to do about it)
Electrical work has lower repeat frequency, weaker emergency intent, and a fundamentally different funnel. Same playbook doesn't work.
Capacity-aware marketing: the loop between dispatch and ad spend
Most marketing systems don't know whether you can actually run the job. That's how booked-out companies pay for leads they can't serve.
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