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Panhandle Power Wash Supply Marketing Class - From Chaos to Control: How to Build a Marketing Engine That Actually Grows Your Pressure Washing and Soft Washing Business
- DAB Marketing
- Nov 10
- 6 min read
Most contractors don’t have a marketing problem. They have a system problem.
They’re busy. Leads come in. Jobs get done. But it all feels like chaos instead of control. If that sounds familiar, this one’s for you.
At The Panhandle Expo 2025, I was asked to speak on Marketing with Trudi Weickum and we shared how to build a marketing engine that keeps your business growing even when you’re not chasing leads.
Here’s a breakdown from those speaking notes and some insight on how to move from reacting to leading in your marketing.
1. Start With the Truth: Marketing is Sales Support
Most companies throw marketing at the wall and hope something sticks. It’s what I call the tomato on the wall approach to marketing. It’s messy, random, and unpredictable.
Real marketing supports sales. Its only job is to move people to action. Every post, email, ad, and handshake should create motion toward a quote, a review, awareness, or a referral.
Before we dig into systems, ask yourself:
Do you use a CRM every single day?
Do you update your Facebook, website, and Google profile more than once a month?
Are you emailing your list at least once a month?
Are you posting consistently on social and tracking what works?
If not, that’s your easiest starting point.
The thing I hate the most is seeing companies throw things on the wall hoping something will stick. Every move we make in marketing should be strategic.
2. CRM: The Heartbeat of Your Business
Your CRM is your most valuable asset. It’s not just a database. It’s your book of business.
Every customer name, address, email, service type, and last visit date gives you leverage. When you use that data to forecast revenue, trigger follow-ups, and personalize outreach, you’re not just reacting. You’re leading.
Your CRM can make your contacts easily organized, favorited, reminders about job specifics, and can even help you navigate troublesome issues or customers. A good CRM runs everything in your business from quoting the customer to collecting payment to getting a referral. There are many CRMs out there to choose from and all have advantages and disadvantages. Do some research, ask your peers, and see what CRM works best for you to stay on top of business.
Here’s the customer journey every CRM should track:
Lead → Quote → Job → Review → Repeat → Referral.
If you can’t see that full path in your business, you’re flying blind.
3. Email Marketing: The Highest ROI Channel Nobody Uses
Email marketing is still the most profitable channel in the game, and yet most contractors ignore it. It's the greatest ROI for any company investment to this day. If you are collecting every email from every person you talk to about business then you are builidng a unique list of customers that can consistently refer you work or keep your team busy. Often most people have a list, but don't email, don't follow up, and don't utilize it to its fullest. Your customer email list is a list of trusted people who already have talked to you in the past. Remind them often who you are and what expertise you offer. This is the greatest way to keep a full schedule as years progress in your busienss. These customers have more trust for you than a new customer does. Help remind them that you are their trusted source everytime they need your service.
Send at least one email per month. Follow the “Jab, Jab, Hook” formula.
Value.
Value.
Sell.
Ideas: seasonal prep checklists, before-and-after features, customer spotlights, and quick maintenance tips. Answer real customer questions, give real insight and help. Then automate it so it runs even when you’re out in the field.
4. SEO and Google Business: Your 24/7 Sales Rep
Your website is your digital storefront and Google is your map.
Optimize both.
Target local keywords like “pressure washing in [city]” or “soft wash near me.”
Post at least one helpful blog per month answering real customer questions.
Search your business on Google. See where you rank and climb higher.
Update pics regularly and ask for reveiws from EVERY SINGLE JOB YOU DO!
Consistent activity and proper keyword work will keep you rated top for search engines and for AI queries.
SEO takes time, but once it builds momentum, it works around the clock.
5. AI: Your 24/7 Staff Member
AI isn’t replacing you. It’s multiplying you.
Using it daily in your business is just like having another employee who is always ready to answer questions, give insight, and help you see things from an alternative view. You can us it to write blog drafts, email sequences, estimate templates, or proposal follow-ups. You can also use it to help write hiring ads, SOPs, best practices, and pull stats for your business and competition. Think of it as a full-time assistant that never sleeps.
*Pro Tip: Search your business on AI tools like ChatGPT or Perplexity. If it can’t find you, your digital footprint is weak. That’s your cue to start improving your online content and Google Business profile.
6. 5-A-Rounds: Turning One Job Into Six
After every job, visit the five houses around it. Drop a branded postcard with a quick handwritten note mentioning the neighbor’s home you just serviced.
Example:“Hey, just cleaned your neighbor’s driveway. Here’s a card if you ever want yours to look just as good.”
It’s simple, personal, and proven. Real world insight. I had a an average customer aquisition cost of 30-35%. I used to give my employees 40-45% of a job if they closed a customer on a 5-Around. I would much rather pay my staff for customer aquisitions more than I would pay a referral source. This created a fire under my guys and had them giving flyers to EVERYONE they came in contact with.
7. Physical Branding: Show Up in the Real World
Your trucks, signs, and uniforms are part of your marketing system.
Every time you’re on-site, you’re on stage.
Use A-frame safety signs with your logo.
Wrap your trucks cleanly and consistently.
Wear matching branded uniforms.
If your crew looks sharp and your brand is visible everywhere, you’re not just cleaning. You’re advertising. This is why we help clients build matching gear, print supplies, branding, and more that helps continue to represent their brand everywhere they go.
8. Social Media: Authenticity Wins
Stop posting only before-and-afters. Start posting stories. Give people something to read and a story to connect with.
Show your team. Share the process. Tag your city, suppliers, and partners. Post three to five times a week and watch your engagement compound.
Your goal isn’t vanity metrics. It’s trust.
9. LinkedIn: The B2B Goldmine
If you want more commercial or supplier work, LinkedIn is your stage.
Post weekly about your projects, insights, or lessons learned. Engage with manufacturer and distributor content. Speak with authority, not hype.
Your profile is your resume. Update your headline, banner, and About section to show what you do and who you help.
10. Paid Ads: Turn Data Into Dollars
The rule is simple.
Test small and scale what works.
Start with your best organic post and promote it for ten to twenty dollars per day. Retarget people who visited your site or watched your videos.
Google Ads are your buy-now channel, perfect when you need to fill your schedule fast. Social ads are your brand-awareness play, great for staying visible.
Track everything. Every dollar should either make a sale or teach you something.
11. Bulk Personal Touch: The Senjim Method
This is the art of scaling relationships.
Use tools that let you send mass texts, voicemail drops, and postcards while keeping it personal. Send branded holiday or birthday cards. Drop small thank-you gifts for top clients.
It’s what I call Trudi’s touch at scale. This personal touch keeps your company small while it keeps growing larger at the same time. Annual service postcard reminders, Christmas Cards, Gifts, Etc. all create unique personal touches that will help keep you top of mind when your service comes to mind.
12. The Clean Growth Challenge
You don’t need more leads. You need more FOCUS.
Pick one system that needs more intentionality behind it. CRM, email, SEO, social, print, or ads. Commit to it for 90 days. Measure, refine, and stay consistent.
As John Lee Dumas says, Follow One Course Until Success. FOCUS.
When you do, chaos turns into clarity. And clarity creates control.
That’s how you build a marketing engine that grows your business on purpose.
Ready for Your Next Step?
You don’t have to figure it all out alone. Building a marketing engine that works takes time, strategy, and systems that fit your business. If you’re ready to bring order to the chaos and finally take control of your growth, we can help.
At Dab Marketing, we help service professionals, suppliers, and manufacturers in the pressure washing and soft washing industry turn marketing ideas into action.
From marketing setup and automation to email campaigns, branding, and social strategy, we’ll help you build a plan that actually drives results.
Reach out to our team today and let’s get something started for you. Your business deserves to be seen, known, and trusted.
👉 Get in touch with Dab Marketing to start building your marketing engine today.
