Build your marketing foundation.
For HVAC, plumbing, and electrical shops: be the name homeowners know before they search.
How famous is your brand?
Twelve places a neighbor could meet your name in an ordinary week. Check the ones you have.
Capstone’s scale for how far a name travels. Our definition, not an industry benchmark. The free audit checks where you rank and what homeowners see.
When the furnace dies at midnight, nobody shops around. They call the name already in their head.
3,211 campaigns · 2024–25
Anonymous shops rent every call. At auction prices.
Stats: LocaliQ 2025 Home Services Search Advertising Benchmark, 3,211 US contractor campaigns; figures are medians. Bid bars are illustrative of auction mechanics.
Cost of marketing
Renting shows up in one number.
You can’t see the cost of the auction on any one invoice. It shows up in one number. Your cost of marketing.
Everything you spend on marketing, divided by revenue. The one number every vendor should answer to. Paid leads push it up every year. Owned visibility pushes it down.
10.0%
Within standard. This is what healthy looks like.
A healthy 10–15% here is $500,000 – $750,000.
Own the name instead. One system, run by an operator, priced against your COM%.
Fractional CMO — the whole function, one operator accountable for the number.
↗Local SEO — the name in the map pack before the auction starts.
Content Marketing — answers homeowners search for.
↗TV & Radio — broadcast that builds the name.
↗Door to Door — the crew at the doors.
Or start with one piece. Each stands on its own. Hand us the whole function or one channel. Not sure where the leaks are? Start with a free audit →
The receipts
We’ve owned a name before. Door by door, on the ledger.
A crew that made one eight-figure Northwest Ohio home services company known door by door, and what the program cost as it climbed.
Operating standard: target 10–15% · flag above 25% · cut above 50%
Program revenue by year · discrete, zero-based
Three reported years, shown as three marks. No values interpolated between them. Source: program ledger, served on this site.
The operator
More than ten years in marketing, seven of them running that function inside an eight-figure Northwest Ohio home services company.
He started its door-to-door program, then took over the whole marketing operation: TV, search, the call center, recruiting. The playbook on this site is what he ran.
“I’ve worked with Austin on several marketing projects, and to say I’ve been satisfied is an understatement. The attention to detail, use of resources, great communication, and overall positive experience is next level.”
Kevin BoyersCEO, Boyers Media“I have consulted with Austin regarding my company’s marketing. He is very knowledgeable and detailed. He has been a tremendous resource for us to advance. Highly recommend him to anyone needing help with marketing.”
Mark ElderCEO, All-Side RoofingSee what the audit finds.
One page of findings: where you rank, what homeowners see, what we’d fix first. Free, no meeting required.
You counted the gaps. One page shows you the rest.
One page of findings: where you rank, what homeowners see, what we’d fix first. Free, no meeting required.