The Blueprint Behind 137 Million-Dollar Agencies: Josh Nelson

From Corporate Sales to Entrepreneurial Success

Josh’s journey started like a lot of ours — a failed first attempt. His original business was a web design and hosting company, but he admits the model was all wrong. He shut it down, went corporate, and worked in B2B sales at companies like ADP and Reach Local. But even then, he was plotting his return to entrepreneurship, absorbing books like Rich Dad Poor Dad, The E-Myth Revisited, and Secrets of the Millionaire Mind.

A pivotal moment came from the concept of “entering the corridor” — basically, get a job in the industry you want to learn, then find your edge. That led Josh to Reach Local, where he sold PPC services and saw firsthand both the power and the flaws of digital marketing for local businesses. It was a learning ground that inspired him to do it better.

Niching Down: Why Plumbing and HVAC?

Like most agencies, Josh started out as a generalist. But very quickly, he realized that trying to serve everyone was a mess. Every new client in a new industry meant starting from scratch. So, he doubled down on what worked — plumbing.

One plumbing client turned into two, then a dozen. And because plumbing often overlaps with HVAC, he naturally expanded into both. He went deep into trade organizations like PHCC, got involved, and refined his offer based on real client needs.

Within two years, Josh's agency hit seven figures — averaging five new clients per month at $1,500/month each.

Why Home Services Are Still the Smartest Niche

We both agreed on this: home services are gold. Whether it’s plumbing, HVAC, or pest control — these are recession-resistant, in-demand services with growing market needs and a shortage of labor.

Josh pointed out that even as AI and marketing platforms evolve, people will always need someone to fix their AC, stop a leak, or get rid of bugs. That’s why this niche has long-term staying power.

From SEO to Full-Service: Evolving the Deliverables

Josh started as an SEO agency — optimizing websites, writing content, and ranking clients in maps. But over time, he realized SEO alone isn't enough.

Now, Plumbing & HVAC SEO is full-service: SEO, Google Ads, LSAs, retargeting, marketing automation, and ROI tracking. His philosophy? Get leads, help convert leads, and prove ROI.

They’re not just generating traffic — they’re making sure it becomes actual booked jobs. That’s what keeps clients long-term.

Inside the Seven Figure Agency Model

Seven Figure Agency began as a course. But Josh noticed that information alone didn’t move the needle for most people. So he built it into a full mentorship program with coaching, accountability, in-person intensives, and a proven roadmap.

What clients get:

• A 90-day action plan customized to their current level

• Weekly coaching calls (Monday, Wednesday, Friday)

• Access to all training on lead gen, operations, and retention

• Live in-person masterminds in Miami 3x/year

At the core is a simple, but powerful framework:

1. Land clients

2. Deliver results

3. Retain long term

4. Scale with systems and leadership

The Agency Leadership Playbook

Scaling isn’t just about getting more clients — it’s about removing yourself. Josh broke down the exact leadership team structure he built inside Plumbing & HVAC SEO:

1. Operations lead – oversees delivery teams (SEO, web dev, PPC, etc.)

2. Account managers – handle client relationships

3. Admin support – hiring, payroll, HR

4. Weekly leadership meetings – based on the EOS (Entrepreneurial Operating System)

This lets Josh focus on growth, not daily tasks — and it’s a big reason he’s been able to build multiple 7-figure companies at the same time.

Lead Gen and Sales: From Outbound to Inbound

Early on, Josh relied heavily on cold outreach, joining trade orgs, and exclusive market targeting (i.e. only one plumber per city). It worked.

But as things grew, he pivoted to inbound authority marketing:

• Monthly webinars

• Industry-specific podcast

• Books and guides

• Speaking at live events

• Case studies and content

Every piece of content ends with a CTA to book a strategy call. And they’re using personalized video follow-ups, mailers, and automated hot lead nurture to close deals.

Sales calls follow a one-call close model:

1. Discovery and deep dive

2. Live audit and analysis

3. Pitch and pricing

4. Case studies and references

5. Soft close with urgency (e.g. waived setup fee)

Reducing Churn: Retention is Everything

Most agency owners focus too much on acquisition and not enough on retention. Josh’s team has churn down to less than 3% per month, and here’s how:

• Solid onboarding + surprise gifts

• Quick wins in the first 30 days

• Monthly reports that show ROI clearly

• Dedicated account managers

• Weekly and monthly client touches

• Loom videos for clients too busy to meet

The key? Don’t let the relationship fade. Even if they’re not replying, keep showing up.

Why Video and Authentic Content Matter More Than Ever

Josh made a great point about the future of content — AI will make it easy to clone websites and write content. So how do you stand out?

• Use real photos and real team videos

• Show personality

• Add site visit videos or testimonials

• Use retargeting and two-way texting

This is especially important in home services. People want to do business with people, not stock photos.

The Future of Local Marketing in a Post-Google World

While Google is still king, Josh believes we’ll see more fragmentation — with people using Bing, ChatGPT, Claude, and other tools depending on their needs. That means:

• Diversify platforms

• Optimize for multiple discovery channels

• Stay rooted in principles: market, message, and media

And yeah, AI is here to stay. The agencies and businesses that learn how to use it without losing their humanity will win.

Final Thoughts: Build on Principles, Stay Consistent

After building two massively successful companies, Josh’s biggest lesson is this:

“There will always be change, always shiny objects. But the principles never change. Stick to the fundamentals. Be diligent. Be consistent.”

If you’re trying to grow an agency or local business, I couldn’t recommend Josh’s content more. He’s the real deal.

Want to Learn More?
Connect with Josh at sevenfigureagency.com or on Instagram @joshnelsoncoach

And if you’re in pest control, you already know — I’m the guy to call. 😉

P.S. Check out the full episode here: