The Secret Behind Building an Incredible Brand: Dennis Yu

The Importance of Reputation and Authenticity

First Impressions Matter

When Dennis and I talk about evaluating a website, the very first thing we zero in on is reputation. Ask yourself: Is your website credible? Look at your reviews, testimonials, and overall public signals. Just as you’d research a restaurant or a local business on LinkedIn and Google, your digital presence should scream professionalism. Dennis pointed out that basic signals—like quick-loading pages, working links, and genuine reviews—are the foundations that convince search engines (and potential customers) that you’re the real deal.

Leveraging What Works for You

We all know that chasing every “new hot thing” in digital marketing can be overwhelming. Instead, focus on what’s already driving proven results in your business. Whether it’s your phone call volume, referrals, or that high-performing video ad, hone in on your star asset and amplify it. In my experience, adopting an 80/20 approach—not trying to do everything at once—leads to better, more consistent growth.

Offline Marketing Still Has a Place

Digital Dimes and Offline Dollars

Dennis reminded me that while digital tactics like SEO and Facebook ads are important, offline media isn’t dead. TV commercials, billboards, and even local newspaper ads create an unforgettable impression that digital ads sometimes just can’t match. For instance, if you’re a well-established pest control business in a multi-location metro area, investing in a billboard or a commercial can push your brand top-of-mind when customers are making a choice. In essence, offline media complements your online reputation by adding a tangible layer of trust.

A Lesson in Consistency

Whether it’s a big Super Bowl ad or a local TV commercial, the key is consistency. You need repeated touches—those “familiarity signals”—to build trust over time. And trust is what ultimately drives click-throughs and conversions. When potential customers see you again and again, whether online or offline, they’re more likely to choose your service when the need arises.

Content is King—Keep It Real and Relatable

The Power of Video

One of the simplest yet most effective strategies we discussed was creating quick, authentic video content. You don’t need a Hollywood production crew—just a smartphone and a genuine tip. Whether it’s a 15-second clip about a new service or a short story highlighting your day-to-day operations, short videos can build a strong personal and company brand without overwhelming your schedule. Remember: authenticity over perfection every single time.

Partnering with Your Local Community

Another big insight was about co-creating content with businesses that naturally align with your market. Imagine your pest control company partnering with a local roofer or landscaper to share brief, engaging content about local community events or helpful home maintenance tips. Not only does this boost your visibility, but it also shows that you’re an integral part of the local fabric—a signal that both customers and Google love.

Personal vs. Company Branding

Building a brand isn’t just about showcasing your company’s strengths—your personal brand plays a huge role too, especially for smaller operations. As your business grows, your personal brand and your company brand often intersect. Sharing relatable stories about your team, community events, or even a behind-the-scenes look at your operations can humanize your business and foster deep trust with your audience.

Demystifying Local Service Ads (LSAs)

What Are LSAs and Why They Matter

LSAs are essentially an extension of your Google Business Profile. They’re designed to help you stand out by automatically creating ads that bolster your online presence. But here’s the catch: LSAs aren’t a magic bullet. If your Google Business Profile (or GMB, as some of us affectionately call it) is lacking—whether it’s due to poor reviews or incomplete information—your LSAs won’t perform optimally.

Best Practices for LSAs

• Keep Your Reviews Fresh: Make sure you’re actively collecting good reviews. LSAs rely on recent, authentic customer feedback.

• Answer Every Call Professionally: A prompt, friendly response can be the difference between a click and a lost lead.

• Optimize Your GMB: Fill out every section of your Google Business Profile with up-to-date information and quality images.

• Own Your LSA Account: It’s critical to have full control over your LSA account. Don’t let third parties manage it for you, or you risk losing track of your data (and your leads).

Adjusting to the Competition

LSAs operate on a “rich get richer” dynamic. If your local competitors have better reviews and a more responsive system in place, they’ll capture more of the available leads. So invest time in refining your online presence and trust that an optimized LSA strategy, aligned with your broader marketing efforts, will yield significant returns.

Actionable Steps for Building Your Brand

1. Audit Your Online Presence: Regularly review your website, GMB profile, and social media channels to ensure consistency and quality.

2. Invest in Authentic Content: Create short, real-life videos that capture your day-to-day operations, customer interactions, or local insights.

3. Form Local Partnerships: Collaborate with adjacent home service providers to co-create content and strengthen local linkages.

4. Monitor and Respond: Actively manage reviews and call responses. A prompt, professional reply can reinforce the trust customers have in your brand.

5. Utilize LSAs Effectively: Start with a solid GMB profile, and then incrementally invest in LSAs to capture more local leads.

6. Schedule Free Audits: If you’re not sure where to start, consider getting a free audit (something I personally offer) to see where your digital marketing stands and where it can be improved.

Final Thoughts

This conversation with Dennis was a deep dive into the nuances of digital and offline marketing for home services. The overarching message is clear: authenticity, consistency, and a focus on what truly works for your business are the keys to building a strong brand. Whether you’re engaging through a 22-second video or optimizing your LSAs, every touchpoint is an opportunity to build trust and create a memorable customer experience.

If you’re a pest control or home service business owner looking to elevate your digital presence, now is the time to audit your marketing efforts and make the necessary adjustments. And remember, if you’re in doubt—reach out to me for a free audit. Let’s make sure your business isn’t just surviving but thriving in today’s competitive landscape.

P.S. Check out the full episode here: