Operating a $15M Pest Control Company: Joe Dingwall

From Pastor to Pest Control: An Unconventional Journey

It all started in an unexpected way. Joe shared that after college, he initially found his passion in the ministry. It was a rewarding path, where he even helped grow a church to a significant size. However, when it came time to make a career decision for his family, he saw the stability and enormous potential in the pest control industry.

Joe explained, “I fell in love with the pest control space because it’s a super stable industry where I could apply my leadership experience and marketing know-how.”

He joined a well-known local brand that had already cemented its place as a household name back when Cats Eye first started in 1987. That early exposure to a brand with strong marketing—jingles on radios, TV ads, and an ever-present community presence—was instrumental in Joe’s choice. His journey is a great reminder that sometimes our paths take unexpected turns that ultimately lead us to the perfect place to make a difference.

Building the Brand: From Local Icon to Digital Leader

One of the most fascinating parts of our conversation was about the evolution of the Cats Eye brand. The founder, John G, was a visionary when it came to branding—positioning the company as a family-friendly business long before it became the norm. Joe recalled memories of sales teams with mascot dolls and kids singing the famous jingle as he pulled up in a company car. This strategic long-term play was designed so that today’s children become tomorrow’s homeowners, ensuring lasting brand loyalty.

In recent years, while traditional marketing (like TV and radio) served as the backbone of their early growth, Joe explained that the company has shifted heavily to digital channels. This means leveraging SEO, programmatic advertising, and creative digital campaigns across platforms like Hulu, Peacock, and more to meet customers right where they are today.

Recruiting, Training, and the Art of Hiring

For anyone in the pest control industry—or any industry, really—Joe’s insights on hiring and training were especially enlightening. Starting from his early days in sales, Joe emphasized that every new hire is like a client; the onboarding process is critical. He shared details about their structured, three-stage interview process focusing on character, competence, and team chemistry.

He stressed the importance of continuous training. Joe mentioned that weekly (and sometimes even daily) training sessions are non-negotiable in his company. As he put it, “The people who stand out long-term are the ones that are in a constant state of learning and improvement.” This ongoing education not only helps salespeople articulate the unique value of their service but also instills a sense of pride and competence across the entire team.

Differentiators: The Exclusion System and Beyond

One of the standout competitive advantages in the pest control space is what Joe calls the “Cat Guard Exclusion System.” Unlike typical pest control methods that focus only on eradication, this system proactively seals off entry points in a home or business—effectively stopping pests at the source. Whether it’s addressing a gap under vinyl siding or sealing a chimney, the approach is all about quality, durability, and preventing future infestations. This, combined with robust digital marketing strategies, has helped the company grow from zero to a significant presence in regions like Boston in just seven years.

Creating a Winning Company Culture

Joe’s passion isn’t just about numbers—it’s about people. Throughout our conversation, it became clear that building a strong culture is as critical as any marketing strategy. By celebrating milestones, sharing regular updates via branch TVs (thanks to tools like Spectrio), and ensuring that every employee feels like a valued part of the family, the company fosters unity even across multiple states.

He emphasized that a successful company culture is built on trust, strong leadership, and genuine care for every team member. This culture not only motivates employees but also reflects in the quality of service provided to clients—an important factor in driving customer retention.

Leveling Up: Lessons for Aspiring Leaders

For those of you starting out or hoping to climb the ladder, Joe had some actionable advice. He reminded us that leadership is earned from within. Whether you’re a salesperson or a team member in another role, always be “selling”—not just to customers, but to everyone around you. Success in the pest control industry, as Joe explained, comes from consistently proving your value. When you’re respected by your peers, recognized for your hard work, and trusted with greater responsibility, you’ll naturally progress to bigger roles.

He summed it up perfectly: “You can’t lead if no one follows. It all starts with showing that you’re the best at what you do and always keeping your game sharp.”

Final Thoughts: Growth, Opportunity, and a Shared Vision

Reflecting on my conversation with Joe, it’s evident that his journey—marked by hard work, constant learning, and a commitment to excellence—offers a blueprint for success not just in pest control, but in any competitive industry. His insights into branding, training, digital marketing, and company culture left me inspired and full of actionable ideas for both business owners and employees.

I hope you find these nuggets of wisdom as enriching as I did. Whether you’re a pest control company owner looking to boost your brand or a professional aiming to climb up the career ladder, Joe’s experience is proof that dedication and continuous improvement are key.

Let’s keep the conversation going—feel free to drop your thoughts in the comments or connect with me on LinkedIn!

P.S. Check out the full episode here: