Auckland, New Zealand
Ché Boielle
Field Notes From a Home-Service Owner
I love marketing. I’m curious about why people choose one business over another, what they notice once the work starts, and what they tell a mate afterwards.
Read the Latest Note ↓
From my notebook / Home services
Latest Field Note / Look
The Corner Guard in the Doorway
Two carpet cleaners can show you the same photo of a spotless lounge. The photo I’d rather see is the one taken before the clean. Is there a guard between the hose and the customer’s freshly painted doorframe?
A homeowner can’t easily judge extraction power. They can picture the scuff that guard just prevented. That’s the kind of detail that makes a higher quote make sense.
— Ché Boielle
Note 02 / Sound
Where a Premium Quote Earns Its Price
The revealing line in a quote is often the one about what might go wrong.
“We use professional equipment” could appear on almost any quote. “I’ll test that mark first because this fabric can lose colour” tells me someone has actually looked at my sofa.
As a customer, I’ve just learnt two things. This person recognises a risk I didn’t see, and they’re prepared to talk about it before I pay. That judgement is part of what I’m buying.
— Ché Boielle
Note 03 / Feel
The Appointment Starts the Night Before
A customer can feel looked after before anyone has knocked on the door.
A 9-to-12 arrival window might be convenient for the business. For the person at home, it can mean a morning spent listening for a van, with the dog shut away and the school run still to organise.
An update that narrows the wait gives that person part of their morning back. It costs them exactly the same on the invoice. It changes how the price feels.
— Ché Boielle
From the archive / Marketing musings
The Archives
Eight articles on finding and winning customers.
Coffee Before the Gym
Finding a new audience for high-caffeine coffee.
A Warmer Sales Lead
What a telco could offer before the first sales call.
Reaching Dentists
An inbound strategy for a dental leads platform.