Project Overview
The client for this project was a semi-retired professional launching a solo handyman business in Los Banos, CA. Our goal was to generate a steady but manageable stream of local leads for small-scale home repairs without the "hustle" of a high-volume contractor.
The Strategy
Unlike traditional growth-focused marketing, this project required a selective lead-generation strategy. I focused on high-visibility, low-maintenance tactics that capitalize on the client’s local reputation and the specific geography of Los Banos.
• Hyper-Local Positioning: Marketed the business as "The Neighborhood Handyman," focusing on trust, experience, and the "one-man job" niche. I focused on low-cost marketing methods like creating a business account on Nextdoor and setting up a Google Business profile for the client.
• Passive Lead Generation: Leveraged the client’s vehicle as a mobile billboard with a high-contrast truck decal, strategically designed for readability in local high-traffic areas.
• Print Marketing: Developed business cards intended for hand-to-hand referrals within senior communities and local hardware stores to ensure higher-quality, pre-vetted leads.
Deliverables
1. Brand Identity: A clean, professional visual style, including logo, that signals reliability and experience.
2. Vehicle Graphics: A high-impact truck decal designed for 20-foot legibility.
3. Business Cards: Minimalist, high-utility cards with a clear call to action.
4. Local Marketing: A lean operating plan focusing on Nextdoor community engagement and physical marketing at local hubs. The plan includes preliminary research on demographics, competitive pricing, and boundaries to keep this business retirement-friendly.
The Result
A fully operational, retirement-friendly marketing engine that allows the business owner to remain "the boss of his schedule." The strategy successfully avoids high-cost lead aggregators (like Angi) in favor of organic, local connections that respect the client’s desire for a balanced workload.
