An owner-led home services company
Privately held. Several trades. More than two decades of growth.
The owner.
The owner came up on the tools, earning a trade license while working a second job to support a young family, then bought a small local company in their twenties. With their spouse and a close friend, they moved it from new construction into home service, added trades through acquisitions, and built a culture around written processes and regular coaching. When we met, the owner wanted more of the week for the work only an owner can do, and numbers they could trust.
The challenge.
A privately held, multi-trade home services company had grown for more than two decades on written processes and training. As it pushed to grow, its ad, phone and job records disagreed about which calls became booked jobs, leaving its team unable to tell which ad spend was working.
How we worked.
Diraj started as a coach to the owner, then mapped the whole business from first call to paid job to find where growth stalled. He saw fixes being made one tool at a time, with too little data to choose among them, so he asked for measurement first and then the highest-impact fixes.
We traced ads through phone calls and job records and showed that Google was receiving the wrong signal about which calls became bookings. We audited ad tracking, repaired phone routing and technician availability issues, built service landing pages, and connected ad, call and job records so the team could see where leads dropped out. We also compared how calls booked under AI and human handling, and set a target for closing the gap, with one person responsible.
Diraj advised agreeing one set of definitions, moving the systems into the company's own accounts, and naming who owns spend and live changes. He set out the stages in which AI could earn more responsibility, from connected records to agents working within guardrails, with people keeping the final say on money and account changes at every stage. The company's leaders decided what to act on.
The AI work.
We built AI skills and data connectors that the company's team runs on request from its own accounts. They read ad, call and job records, flag exceptions and draft reports, and a person checks each result before anything changes.
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