In this episode of Local Marketing Secrets, Danny Leibrandt sits down with Tony Mormino—25-year HVAC veteran, VP of Tactical Media at Air Control Concepts, and the creator of HVAC TV. He’s built a massive personal brand with over 50,000 followers on both LinkedIn and Instagram, and he’s living proof that you can grow a real audience—even in industries like HVAC, pest control, or painting.

We dive into how Tony took his field experience and turned it into trust-building content that actually brings in business. He shares what it takes to start from zero, why most people give up too soon, and how content works as a long-term magnet for leads, speaking gigs, and brand deals. He also explains why your personal brand matters more than your company’s, how to get seen locally, and what most home service pros are still missing out on.

If you're a local business owner and you’re serious about growth, this episode shows you exactly how to turn your expertise into attention—and that attention into opportunity.

Tony Mormino, VP of Tactical Media at Air Control Concepts:

LinkedIn: https://www.linkedin.com/in/tony-mormino/

Instagram: https://www.instagram.com/tony_mormino/

TikTok: https://www.tiktok.com/@tonymormino

HVAC TV: https://www.youtube.com/@HVAC-TV/

Danny Leibrandt, Founder of Pest Control SEO:

Facebook: https://facebook.com/DannyLeibrandt

LinkedIn: https://linkedin.com/in/dannyleibrandt/

Twitter: https://twitter.com/DannyLeibrandt

Website: https://dannyleibrandt.com

Pest Control SEO: https://pestcontrolseo.com/

Local Marketing Secrets Platforms:

YouTube: https://www.youtube.com/@LocalMarketingSecrets

Spotify: https://open.spotify.com/show/1TCL0LhZbsJS6mzanqnnT1?si=224075c9fbda42f5

Apple Podcasts: https://podcasts.apple.com/us/podcast/local-marketing-secrets/id1741176782

Amazon Music: https://music.amazon.com/podcasts/e0bb5254-5d6c-4940-8211-085157cc1239/local-marketing-secrets

Podcast Chapters:

00:00 Introduction to Tony Mormino

03:04 The Importance of Personal Branding

09:03 Choosing the Right Social Media Platforms

14:57 Content Strategy: Documenting Your Journey

21:00 The Power of Viral Content

28:21 The Future of Social Media

34:07 The Importance of Authenticity in Content Creation

39:28 Converting Social Media Engagement into Customers

45:37 Final Thoughts on Branding in the Trades Industry

#tonymormino #personalbrand #hvac #localmarketing #localbusiness #homeservicebusiness #homeservicemarketing #homeserviceadvertising #localseo #localadvertising #seo #marketing #podcast #business

In this episode of Local Marketing Secrets, Danny Leibrandt sits down with Jason Brown — the no-BS spam-fighter behind ReviewFraud and a former Platinum Google Business Profile Product Expert. Jason has been featured by CNBC, BrightLocal, and NBC’s Today Show for exposing shady local SEO practices, from fake listings to review manipulation. He even helped the FTC craft its policy on fake reviews.

Jason shares the raw truth about the current state of Google Maps spam, how to remove fake reviews (step-by-step), and why more businesses are getting suspended — even when they play by the rules. You’ll hear about review farms in Indonesia, lead gen scammers abusing LSA responsiveness, and the exact documentation needed to reinstate your profile if it gets suspended. Plus: why responding to reviews boosts conversions, how to use citations correctly, and why black hat SEOs are still getting it wrong.

If you care about ethical local SEO and protecting your business online, this is a must-listen.

Jason Brown, Founder of ReviewFraud:

LinkedIn: https://www.linkedin.com/in/jason-brown-keyserholiday/

X: https://x.com/keyserholiday

Bluesky: https://bsky.app/profile/keyserholiday.bsky.social

ReviewFraud: https://reviewfraud.org/

Danny Leibrandt, Founder of Pest Control SEO:

Facebook: https://facebook.com/DannyLeibrandt

LinkedIn: https://linkedin.com/in/dannyleibrandt/

Twitter: https://twitter.com/DannyLeibrandt

Website: https://dannyleibrandt.com

Pest Control SEO: https://pestcontrolseo.com/

Local Marketing Secrets Platforms:

YouTube: https://www.youtube.com/@LocalMarketingSecrets

Spotify: https://open.spotify.com/show/1TCL0LhZbsJS6mzanqnnT1?si=224075c9fbda42f5

Apple Podcasts: https://podcasts.apple.com/us/podcast/local-marketing-secrets/id1741176782

Amazon Music: https://music.amazon.com/podcasts/e0bb5254-5d6c-4940-8211-085157cc1239/local-marketing-secrets

Podcast Chapters:

00:00 Introduction to Jason Brown

03:04 The Importance of Reviews in Local SEO

06:01 Combatting Fake Reviews and Spam

12:08 The Impact of Reviews on Business Reputation

14:58 Understanding Google Business Profile Suspensions

17:51 Navigating the Reinstatement Process

25:45 Documenting Your Business for Google

28:36 Optimizing Your Business Name for SEO

34:59 The Role of Citations in Local SEO

41:33 Increasing Conversion Rates on Google Business Profile

44:54 The Impact of Reviews on SEO

46:49 Advice for Local SEOs and Business Owners

#jasonbrown #googlebusinessprofile #localmarketing #localbusiness #homeservicebusiness #homeservicemarketing #homeserviceadvertising #localseo #localadvertising #seo #marketing #podcast #business

In this episode of Local Marketing Secrets, I’m joined by Bryan Eisenberg — two-time New York Times bestselling author, co-creator of the Persuasion Architecture Framework, and the guy who literally coined the term conversion rate optimization. We talk about the origin of CRO, how Bryan helped companies like Google, Dell, and Disney generate hundreds of millions in revenue, and how local businesses can apply the same frameworks to dominate their markets.

We dig into Bryan’s “Five Rs” of SEO and authority, how to build brandable language that spreads, what Amazon’s four core pillars can teach service businesses, and why clarity is the ultimate competitive edge. Plus, Bryan shares his personal transformation story of losing 100 pounds and what it taught him about changing beliefs, building momentum, and being remarkable in business and life.

If you’re a local business owner or marketer trying to stand out in an AI-saturated world, this is the episode you don’t want to miss.

Bryan Eisenberg, Co-Founder of FutureNow:

LinkedIn: https://www.linkedin.com/in/bryaneisenberg/

Twitter: https://x.com/thegrok

Facebook: https://www.facebook.com/bryan.eisenberg/

Personal Site: https://www.bryaneisenberg.com/

Newest Book: https://a.co/d/6ESUddE

Danny Leibrandt, Founder of Pest Control SEO:

Facebook: https://facebook.com/DannyLeibrandt

LinkedIn: https://linkedin.com/in/dannyleibrandt/

Twitter: https://twitter.com/DannyLeibrandt

Website: https://dannyleibrandt.com

Pest Control SEO: https://pestcontrolseo.com/

Local Marketing Secrets Platforms:

YouTube: https://www.youtube.com/@LocalMarketingSecrets

Spotify: https://open.spotify.com/show/1TCL0LhZbsJS6mzanqnnT1?si=224075c9fbda42f5

Apple Podcasts: https://podcasts.apple.com/us/podcast/local-marketing-secrets/id1741176782

Amazon Music: https://music.amazon.com/podcasts/e0bb5254-5d6c-4940-8211-085157cc1239/local-marketing-secrets

Podcast Chapters:

00:00 Introduction to Bryan Eisenberg

04:58 Understanding Conversion Rate Optimization

08:13 Core Principles of Marketing

14:10 Be Like Amazon: The Four Pillars

20:57 Overcoming Overwhelm in Business

24:07 Transforming Personal Health and Business Beliefs

27:10 The Conversion Trinity

33:41 The Importance of Conversion Rate Optimization

40:36 The Role of Reputation in Search Algorithmsy

50:59 The Concept of Persuasion Architecture

56:33 Insights from Working with Big Companies

01:00:35 The Discrepancy in Customer Engagement

01:04:51 Final Thoughts on Clarity and Attention

#bryaneisenberg #conversionrateoptimization #futurenow #cro #localmarketing #localbusiness #homeservicebusiness #homeservicemarketing #homeserviceadvertising #localseo #localadvertising #seo #marketing #podcast #business