Ep 34: Why Success in Service Businesses Is All About Local and Loyal Customers

In this episode of the Driveway Marketing Podcast, I chat with Justin Wilson, founder of Fix My Heads, an irrigation repair company in Austin, Texas. We dig into the realities of building and scaling an "unsexy" service business, why repair trumps installation for some operators, and share tactics on local marketing, retention, and growing to a 20-truck operation. We also discuss the power of masterminds, learning from others, recurring revenue, and letting go as your business scales. Whether you’re running a two-person crew or managing dozens of employees, this episode is packed with wisdom for anyone trying to grow a service business the smart way.

Why Unsexy Businesses Win: Lessons From Scaling an Irrigation Company

Welcome back, friends! If you know me, you know I love talking to people who build great businesses from the ground up. This week, I sat down with Justin Wilson, founder of Fix My Heads—a guy who’s made a name for himself not by pushing shiny tech, but by running an honest-to-goodness irrigation repair company in the red-hot market of Austin, Texas.

Starting "Stupid" and Finding Your Lane

Let’s be real—most of us didn’t start our businesses with a 100-page plan and a million-dollar loan. Justin’s path? He started out mowing lawns, realized people needed repairs more than new installs, and just kept raising his hand for the kind of work nobody else wanted. And that’s the kicker: “Find something nobody wants to do, get really good at it, or hire people who can, and stick with it.” That’s how Justin and his wife built a business that supports a team, puts kids through college, and thrives in one of the most competitive metro areas in America.

Why Repairs Beat Installations (For Most of Us)

Here’s an insider secret: Installation is flashy but comes with big overhead, complicated logistics, and high risk. Repairs? That’s where the steady money is. Fewer moving parts, lower costs, and constant demand from homeowners desperate for help. Justin kept the business close, focused hyper-locally, and grew by becoming “five- or ten-mile famous." You don’t need to cover your whole city—just own your backyard, and you’ll always have a customer base.

Growth Is All About the Numbers (And Doing What Others Won’t)

We both know business is a numbers game—call ten people, five will hang up, two might help, and one will become a customer. Want to grow? Pick up the damn phone. Don’t get sucked into the idea that you need a big ad budget or some “secret” AI tool. People buy from people. Justin’s area has over a million homes, and his 20-truck operation proves there’s room for anyone willing to hustle and serve.

The Goldmine in Your Existing Customers

Here’s where most folks blow it: They chase new leads and forget about the customers they’ve already helped. As Justin says, the cheapest, easiest lead you’ll ever get is from someone who already knows you. For him, the secret sauce is proactive follow-up: maintenance reminders, postcards, phone calls, and a service model that’s built on recurring work, not just one-and-done repairs. If you’re not milking your own cow, you’re paying way too much for milk.

Masterminds, Mentors, and Failing Up

I can’t stress this enough: Stop trying to do everything alone! Both Justin and I came to a crossroads where we realized asking others—through masterminds, books, or business coaches—catapults you way faster than DIY ever will. Don’t wait a decade to learn this. Plug in, seek feedback, learn from others’ mistakes, and you’ll leapfrog over endless trial and error.

Letting Go to Grow

Truth bomb: Once you’ve got a team, the hardest thing is stepping back and letting your people run with it. Trust me, they’ll surprise you. Focus on processes, empower your crew, let them fail a little, and watch your company grow beyond what you could do solo. And don’t forget to celebrate the seasons—sometimes business is slow, sometimes it’s hectic, but if you’re always investing in learning and retention, you’ll ride out the waves.

There’s nothing sexy about irrigation repair or knocking on doors—but the freedom and financial security these “unsexy” businesses bring? That’s damn attractive. Whether you’re installing sod, cleaning pools, or fixing sprinklers, focus on doing the work others won’t, building real relationships, and learning from those a step ahead. That’s how you build not just a business, but a life.

Make sure to listen to the full podcast episode here!