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

In this episode of Local Marketing Secrets, Danny Leibrandt sits down with the legendary Barry Schwartz — the founder and editor of Search Engine Roundtable, longtime contributor to Search Engine Land, and a go-to authority for all things SEO and Google updates. For over 20 years, Barry has tracked every major algorithm shift, interviewed Google’s top search executives, and built one of the most trusted voices in the SEO world.

Together, Danny and Barry dive deep into the future of SEO, the rise of AI Mode, and how Google's search is transforming in real time. Barry shares insider insights from Google I/O, explains the impact of AI overviews on organic traffic, and breaks down what SEOs and business owners actually need to be focusing on in this new landscape — from branding and AI agents to why keyword targeting just isn’t enough anymore.

They also explore the growing overlap between search and social, the evolving role of EEAT, the rise of LLMs like ChatGPT and Gemini, and even the future of AR glasses and multimodal search.

If you want to understand where SEO is headed (and how to stay ahead), this is a must-listen with the man who’s been documenting it all from the front lines.

Barry Schwartz, Founder of Search Engine Roundtable:

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

X (Twitter): https://x.com/rustybrick

YouTube: https://www.youtube.com/rustybrick

Facebook: https://www.facebook.com/barryschwartz/

Search Engine Roundtable: https://www.seroundtable.com/

RustyBrick: https://www.rustybrick.com/

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 Barry Schwartz

06:11 Google I.O. Update: AI's Impact on Search

11:54 Advertising in the Age of AI Search

14:43 Ads in AI Mode: The Future of Advertising

17:44 The Landscape of LLMs: ChatGPT vs. Gemini

20:49 SEO Strategies in an Evolving Market

23:39 The Rise of Visual Search and Smart Glasses

26:56 The Future of Search: Beyond Glasses

29:43 Keyword Optimization: A Shift in Focus

32:50 Understanding EEAT: The New SEO Standard

41:48 The Future of AI in Content Creation

46:00 The Intersection of Search and Social Media

51:03 Advice for SEOs and Business Owners

#barryschwartz #rustybrick #searchengineroundtable #searchenginejournal #seo #google #localmarketing #localbusiness #homeservicebusiness #homeservicemarketing #homeserviceadvertising #localseo #localadvertising #seo #marketing #podcast #business

In this episode of Local Marketing Secrets, host Danny Leibrandt sits down with Al Levi, a renowned business strategist and author of the bestselling book, The Seven Power Contractor. Al, a third-generation contractor who transformed his family’s plumbing and HVAC business into a thriving enterprise, shares his proven strategies that have helped thousands of trades businesses systematize their operations for less stress, more profit, and sustainable growth.

Danny and Al delve deep into the Seven Power Framework—covering planning, operations, staffing, sales, sales coaching, marketing, and financial systems—and discuss how businesses of all sizes, from startups to multimillion-dollar firms, can implement these principles effectively. Al highlights common pitfalls contractors face, the importance of continuous learning, the power of effective delegation, and how systematization can dramatically increase your business's valuation and attractiveness to investors.

Whether you're running a pest control service, plumbing, roofing, or any other trade-based business, Al’s practical advice will help you transform chaos into calm, maximize profitability, and set the stage for lasting success.

Al Levi, Founder of 7 Power Contractor:

LinkedIn: https://www.linkedin.com/in/7powercontractor/

Facebook: https://www.facebook.com/AlLevi7PowerContractor/

Website: https://7powercontractor.com/

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 Al Levy and His Journey

02:41 The Importance of Systems in Contracting

05:20 Lessons from Mentorship and Authenticity

10:57 The Seven Power Framework Explained

19:39 Implementing Systems in Small Trades Companies

25:31 Marketing as a Key to Business Growth

29:26 Navigating Information Overload

32:23 The Tommy Mello Success Story

39:10 Financial Strategies and Performance Pay

43:35 Long-Term Thinking for Business Success

48:15 The Importance of Systematic Growth

#allevi #7powercontractor #tommymello #localmarketing #localbusiness #homeservicebusiness #homeservicemarketing #homeserviceadvertising #localseo #localadvertising #seo #marketing #podcast #business

In this episode of Local Marketing Secrets, Danny Leibrandt is joined by Aaron Weiche, co-founder of Leadferno, a groundbreaking SaaS platform that boosts conversions for local businesses through streamlined text-based messaging. Aaron's impressive career includes leading GatherUp to an Inc. 5000 recognition before successfully exiting, and he's renowned for his insightful talks at major industry conferences like MozCon Local and SMX Advanced.

Tune in as Danny and Aaron dive deep into the essentials of conversion optimization. Discover common pitfalls businesses encounter, practical steps to maximize website leads, and why "speed to lead" can dramatically impact your business growth. Aaron shares eye-opening data from real-world studies, including the shocking average response time from businesses and the incredible potential of optimizing text messaging to enhance customer engagement.

If you're looking to significantly improve how your business converts clicks into customers, this episode with Aaron Weiche is a must-listen.

Aaron Weiche, Founder of Leadferno:

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

Twitter: https://x.com/AaronWeiche

Leadferno: https://leadferno.com/

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 Conversion Optimization

02:58 Understanding the Conversion Funnel

06:02 Common Mistakes in Conversion Optimization

08:55 The Importance of Speed to Lead

15:11 Optimizing Contact Forms

17:56 Trends in Communication Preferences

25:28 The Shift to Text Messaging in Communication

30:39 Creating a Conversion Platform: The Vision Behind Leadferno

35:16 Understanding Leadferno: Features and Differentiation

40:20 The Role of Automation and AI in Customer Communication

#aaronweiche #leadferno #conversionoptimization #cro #conversionrateoptimization #conversionrate #website #localmarketing #localbusiness #homeservicebusiness #homeservicemarketing #homeserviceadvertising #localseo #localadvertising #seo #marketing #podcast #business

Join host Danny Leibrandt on this powerful episode of Local Marketing Secrets as he welcomes Brigham Dickinson, founder of Power Selling Pros, the nation’s leading coaching organization for customer service representatives (CSRs) in the home services industry. Brigham shares his game-changing "Pattern for Excellence" framework, revealing how to transform every incoming call into revenue, drive customer loyalty, and master the art of emotionally intelligent customer service.

With insights gleaned from training over 1,250 CSRs across the US, Canada, and Australia, Brigham unpacks exactly what stellar customer service looks like in the trades, highlighting actionable strategies to effectively handle phone interactions, create deep customer connections, and consistently wow customers.

In this episode, you'll learn:

- The core principles of Brigham's Pattern for Excellence framework

- Real-world examples demonstrating how empathy and emotional connection can drastically improve your call conversion rates

- How storytelling can elevate your sales and communication skills, making your messages unforgettable

- Practical scripts and techniques for handling challenging customer calls

Plus, Brigham opens up about how his personal faith and insights from biblical teachings influence his approach to business and customer relationships, providing profound lessons applicable far beyond the home services industry.

This is a must-listen for home service business owners, CSRs, marketers, and anyone seeking to master the nuances of customer engagement. Tune in and transform the way your business connects with customers.

Brigham Dickinson, Founder of Power Selling Pros:

LinkedIn: https://www.linkedin.com/in/brigham-dickinson/

Facebook: https://www.facebook.com/brigham.dickinson

Text "happy" to 385-247-3714

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 Brigham Dickinson

01:12 Understanding Customer Service Fundamentals

10:27 The Importance of Emotional Connection in Customer Service

12:34 The Power of Storytelling in Communication

22:26 Exploring the Pattern for Excellence Framework

29:06 Overcoming Fear Through Inquiry

32:46 The Balance of Logic and Emotion in Sales

39:10 Transforming Customer Service Approaches

41:23 Lessons from the Bible on Sales and Influence

#brighamdickinson #powersellingpros #csr #customerservice #localmarketing #localbusiness #homeservicebusiness #homeservicemarketing #homeserviceadvertising #localseo #localadvertising #seo #marketing #podcast #business

In this episode of Local Marketing Secrets, host Danny Leibrandt sits down with radio veteran and “Radio Pitchman” Jim Klauck, who’s spent four decades on the airwaves and the last 20 years helping home service businesses thrive. Jim shares why radio is still a powerhouse for generating high-quality appointments (not just leads), explains the secrets behind infomercial-style shows that create demand rather than wait for it and reveals how to productize a service so it sells itself on-air. If you want to tap into a trusted medium to reach homeowners who are ready to buy—and discover how podcasting can multiply that effect—don’t miss this conversation.

Jim Klauck, Founder of Check a Pro:

Facebook: https://www.facebook.com/jim.klauck

Email: jim@theradiopitchman.com

Check a Pro: https://www.checkapro.com/

The Radio Pitchman: https://www.theradiopitchman.com/

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 Jim Klauck

01:44 The Current State of Radio and Its Value

04:51 The Formula for Effective Radio Advertising

10:02 Understanding the Radio Demographic

14:51 Creating Demand Through Radio Advertising

25:41 Integrating Radio with Digital Marketing

29:13 Productizing Home Services for Better Sales

33:35 The Importance of Sales Techniques in Home Services

39:58 The Future of Radio in a Digital World

#radio #podcasting #jimklauck #localmarketing #localbusiness #homeservicebusiness #homeservicemarketing #homeserviceadvertising #localseo #localadvertising #seo #marketing #podcast #business