Ben's Field Guide · Published in public
The marketing playbook for home services at $2M–$20M.
Most marketing advice is written for SaaS and e-commerce. None of it survives contact with a plumbing company. This is the full playbook I run — four tracks, free, no email required.
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The one chapter that changes how you see your budget: Your CPA by source: the one-hour audit →
Four tracks · read in order or jump in
Pick your track. Each one stands alone.
Track 1 — The Home Services Lead Machine
Build lead generation you own: true cost per lead, a Google Business Profile that ranks, a review flywheel, and a referral system.
8 chapters · ~65 min
Track intro — 90 seconds with Ben (coming soon)
- 01The true cost of purchased leads8 min
- 02Your CPA by source: the one-hour audit9 min
- 03Google Business Profile is your #1 asset8 min
- 04Local SEO in 2026: what works, what's a waste of time8 min
- 05The review flywheel: 3x your review volume without feeling spammy7 min
- 06Content that attracts home services customers8 min
- 07The referral loop most companies don't build8 min
- 08How to tell what's actually working8 min
Track 2 — AI for the Home Services Owner
Multiply your capacity: call screening that stops losing paid leads, content in your own voice, AI estimates, and knowing when NOT to use it.
6 chapters · ~48 min
Track intro — 90 seconds with Ben (coming soon)
Track 3 — The Marketing Playbook at $2M–$20M
The org design to scale it: the four channels that matter, honest budget sizing, and the team that actually produces.
3 of 7 chapters · more coming
Track intro — 90 seconds with Ben (coming soon)
- 01The four marketing channels that actually matter8 min
- 02How to size your marketing budget honestly8 min
- 03What your junior marketer should be doing7 min
- 04The metrics that matter (and the ones that don't)soon
- 05Agency vs. in-house: the honest mathsoon
- 06The 90-day onboarding playbooksoon
- 07The playbook, assembledsoon
Track 4 — The Build Track: Inside a Company AI
For the technical owner: how we actually built the AI that runs this company — architecture, stack, scheduler, memory, training, guardrails, and the honest build-vs-buy math. Honest enough that an engineer respects it.
7 chapters · new chapter Mon + Thu
Track intro — 90 seconds with Ben (coming soon)
- 01The brain and the body: the architecture decision nobody tells you about5 min
- 02The tech stack, with receiptsJun 22
- 03The scheduler is the heartbeatJun 25
- 04Episodic memory: how the machine remembers your customersJun 29
- 05Training modules: improving on a schedule, not by magicJul 2
- 06Guardrails before autonomy. Always before.Jul 6
- 07Build, buy, or hire: the honest mathJul 9
One chapter per day
Get the Field Guide by email.
A chapter a day, paced so it actually gets read — plus the new Track 3 chapters as they publish. Or browse everything free right here. No pitch sequence.
Read it all and want it built for you?
That's the job. Fractional operator, month-to-month, $2M–$20M home services. The free audit is a 90-minute working session whether we work together or not.
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