She Started an HVAC Company to Prove Her Marketing Works
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She Started an HVAC Company to Prove Her Marketing Works
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Guest: Brianna Skiffington — Founder, Free Agency | Co-Founder, Space Heroes HVAC
Guest Links: https://callspaceheroes.com | https://freeagency.ai | https://cxc.ai
A fractional CMO who spent 10 years marketing the trades just started her own HVAC company. Goal: $10M next year.
Brianna Skiffington runs Free Agency, publishes Moneyball Marketing, and just launched Space Heroes HVAC in Huntsville, Alabama, remotely. She built the website with Claude in three days, is budgeting 25 to 30% on marketing through 2030, and is finally testing everything she's been telling clients to do for a decade (44:59). The conversation also gets into lead aggregators most roofers dismiss (14:38), the satellite GBP playbook after running 50 of them (40:00), and why marketers should stop pitching against each other.
You'll learn:
- The lead aggregators everyone says suck that actually work (Thumbtack, HomeAdvisor, Yelp, Modernize)
- The car insurance story behind her "call three times in one minute" rule
- Why speed to lead beats everything and how to wire it into your CRM
- How to open a satellite GBP the right way (citations first, internet bill, Chrome hack)
- Why you check the top 3 reviewed companies before betting on LSAs in a new market
- The voice memo to blog pipeline she runs with field techs from 800 miles away
- Tim's backlink reverse-engineering play: write for what AI wants to cite, not your ideal customer (35:00)