Mike Coday

Pulled the best card of my life last night from a @Topps fat pack at Target. Yamamoto red ink auto #7/77 2026 Topps Heritage Felt almost as good as pulling a fresh Ron Kittle back in ‘83 from a Fleer wax pack when I was a kid. 😂

@pricefoulger Congratulations! 🎉

California has one of the strictest contractor licensing systems in the country. 4 years of journeyman experience just to sit for the test. 2 separate closed-book exams. No score. You walk out with a pass or a fail. I JUST PASSED BOTH! This has been on my mind for a long time. Huge relief. Where things stand: -Insurance submitted -License lands in the next few weeks -3 jobs sold (pending license) -5 more bids out May launch is officially on. Rally Roofing is almost real. 🏁 [Link to story below]

@MightyNetworks We’re good now. Thx for the reply.

@mcday @mcday Hey Mike! There was an iOS issue on Friday the 17th, but it was resolved the same day. Are you all set now?

I think it’s called the “circle of death.” App tries to load after update. Circle keeps circling, but never loads. Same with web version. @MightyNetworks

@robkhenderson All. The. Time.

A situation that has happened to me more times than I care to admit. Arriving in a city for a speaking engagement after a 7 hour flight. Me “Checking in for Rob Henderson” Hotel staff “Okay just need an ID and credit card” Me “Sure. There should be a credit card on file there.” Hotel staff “Ah yes I see there is. But there’s no note here authorizing us to charge this card.” Me “You have the card there on file. Can we just use that one?” Hotel staff “Unfortunately we require a note confirming we can authorize the charge.” Me “I have the email of the person who represents the organization paying for the hotel, where they specify that the room should be covered. Can I show you this email?” Hotel staff “Sure! But we would still require them to complete and submit a credit card authorization form.” Me “You have the card there on file. Can you charge it? I know there’s no note but the person literally gave you the credit card information, why do you need a note too...sorry, can I speak with the manager (my inner karen awakens)? Hotel staff “There’s no manager on duty.” Me “Okay (karen dies on the vine).” Smash cut to me pulling out my own credit card to cover the stay. Why do we put credit cards on file for hotels then? What’s the point of this? Either use the card on file or don’t. But why is it we can book a flight on an app, get through the airport security with a face scan, and then you arrive at a hotel and they need a notarized blood oath signed in triplicate? For most people I get that this is trivial who cares. But for anyone whose company or a third party covers travel, hotel check-in remains the final frontier. Why hasn’t this caught up with the rest of modern life?

Veteran buried his eldest and it’s not looking good for his two others. Posting for any connections, help that can be made while they fight for time.

@irentdumpsters It's true. 💯

Over the last three years, I've worked with thousands of business owners. The difference between the guy at $10M and the guy stuck under a million is not the strategy. I give them the same playbook. It's how fast they move when I tell them to do something. I tell two owners "go open a Google Business Profile." One has it live by Friday. The other calls me 11 months later asking why his phone's not ringing. Same advice. Same opportunity. One did it. One didn't. The guys scaling to $10M+ don't "think about it." They don't "circle back next week." They don't put it on a list that never gets touched. They just get it done. The market does not care that you're busy. It does not care that you meant to get to it. It rewards the guy who moves FAST

@CaseyMericle 🤣

Can you imagine if your employees always agreed with you like AI does

Learning to Lead: Growing Your Team When You're Not Ready

Name a movie you've seen more than 7 times with just a GIF

People who are full of crap use round numbers, right? 💩

You are always the product being bought in home services. The company's reputation, advertising, branding may get you in the front door, but you walk out with the signature, not the company. Not everyone who walks in, walks out with the check.

@CommonSense502 Yeah, techs love those calls when they happen! :-)

I worked for the biggest commercial roofer for a few years and I agree it’s not much of revenue stream. Mainly just gives the clients the warm and fuzzy feeling knowing it’s available. Service loved them calls though, 24/7 cookie factory has a leak it is an emergency. We’d have to dispatch two techs in a van 3-4 hours drive each way to spend hour on the roof.

Guess how often the word "emergency" shows up in a converting keyword phrase for roofing in Google PPC. Go ahead, take a guess... HINT: You can't make a living on it. You can't make a living on 100X of it.

Listen, you can rank #1 on ChatGPT, but if that's your best marketing strategy, you're in trouble.

@irentdumpsters Good work, Bodhi! Thank you for working hard to make the magic happen. How are we looking for "roof repair golden"?

@mcday moving forward

Do you believe there is a direct 1:1 correlation of the most successful home service businesses and their Google rankings? For example, does the top business in the market also rank #1 on Google 100% of the time? Same with #2, #3, etc.

@HVACSEO Yep, good talk. 👍

Nobody said you cannot make a living without Google. The argument is that the companies who own their Google presence have better margins, lower acquisition costs, and more control over their business than the ones who do not. The data backs that up at every level. Many businesses do a lot of things. That does not add weight to the argument that Google is not the most important channel. It just means some companies are surviving on harder paths when an easier one exists. I do appreciate the discourse though, thanks

The septic company in rural Georgia with 12 Google reviews is the king of his market not because he has the most reviews but because nobody else in a 30 mile radius even has a Google Business Profile. SEO isn't always about being the best. Sometimes it's just about being the only one trying

There’s far more promises made of success with Google than there are Google successes. It’s a feature, not a bug. Google knows it’s more profitable to get a lot of money from a few advertisers with deep pockets than to have many advertisers with less money to spend.

Google isn’t the answer to your revenue problems, but it might be. Can you rank top 3 for your most valuable search terms? Can you collect quality reviews in sufficient quantity to be a viable option? Is there enough search volume? What’s your closing rate?

@HVACSEO Everything you’re saying is true, and yet hundreds of thousands of home service providers make a good living without relying on Google.

Many businesses do a lot of things, I don't think that adds weight to the argument that Google isn't the most important channel American Home Shield pays a flat rate of roughly 200 dollars per call. A basic capacitor replacement costs 177 dollars in parts, labor, vehicle, and overhead. That is a 23 dollar profit with zero room for error. A compressor replacement under warranty costs the contractor 800 to 1,500 dollars and AHS caps the payout at 400 to 800. That is a net loss of up to 400 dollars per job. Lowe's installation program is worse. Per their 2026 PROvider Handbook, every customer generated through Lowe's work is contractually the property of Lowe's. You cannot advertise using their name. You cannot solicit the customer directly. Installer pay averages 16 to 23 dollars an hour with a compensation satisfaction rating of 2 out of 5 stars. You are a subcontractor who does not own the customer relationship. Home Depot's installation services program takes roughly 47 percent as markup. A roofing contractor documented HD charging a customer 17,000 for a roof the contractor would have done independently for 9,000. Now compare that to owning your Google presence. SearchLight Digital analyzed 1,000 home service companies, 1.42 million leads, and 791 million dollars in attributed revenue. Organic search leads generated average tickets of 1,079 dollars versus 670 from paid digital. Median HVAC SEO ROI was 27x. Organic leads converted to paying customers at 50 percent. Google LSA cost per booked job was 168 dollars versus Angi at 542. The appliance repair company ranking number one on Google Maps pays zero per marginal click, sets their own price, owns the customer relationship, and operates at healthy margins. The one running Home Depot and AHS work is doing the same labor for a fraction of the revenue and building someone else's business while they do it. Some companies survive on those channels. But the ones that own their Google presence have structurally superior businesses. Better margins. Lower acquisition costs. Independence from intermediaries that are designed to extract value from the contractor, not create it I will take Google over Lowes, Homedepot, and all the other places you listed. I wouldn't even start the company if I had to rely on them