Before Handy's
Tim sold real estate in Salt Lake City for nine years. That is where he learned the neighborhoods, and it still shapes who Handy's markets to.
"I sold real estate for nine years in the city, so really familiar with all the neighborhoods in different areas."Tim Leary
A brand you can spot from the road
From the first van, Handy's picked two colors and used them on everything: vans, uniforms, yard signs, door hangers, business cards.
"Everything is basically exactly the same. So much so that people often refer to us as the company with the brown and orange vans, which I love."Tim Leary
Customers they own
Tim says about 48% of Handy's marketing comes from Google Local Services Ads, the only paid channel they run every month. Google Business Profile and the website come next, then repeat customers, local Facebook groups and referrals.
Selling the experience, not the hour
Most handyman shops quote time and materials over the phone. Handy's sends an estimator to the house.
"Our average ticket is right around $1,900, whereas most are under a thousand. We are going to actually show up and try and identify other things, present multiple options, see what other services we can provide."Tim Leary
Tim says two estimators can run eight estimates a day, they present about 85% of them on site from the price book in the van, and the year-to-date close rate is 42%.
"A drywall patch is a drywall patch no matter who completes it. Sure, the quality might be better or worse, but ultimately you're going to get your drywall patched. It's the whole experience that comes along with it that we're trying to really sell."Tim Leary
"If their technician gets sick, we've got another technician. If their technician goes out of town, we've got more technicians. We've got someone answering the phone. Just all these little things, that's what we try to sell."Tim Leary
A team, not a one-man show
Handy's hires W-2 technicians, and Tim says turnover has stayed low. A remote customer service rep answers inbound calls, runs the intake and books the estimate. Everyone in the field and in sales is paid on performance or commission, so everyone needs their numbers.
Systems before more leads
"It's almost like scaling chaos if we continue to just add on to the front end and not deal with the back end."Tim Leary
That is why Tim built an operating system for the shop: pipeline, estimates, jobs and job costing, tech scorecards and bonus, training. Members work out of the same structure as Handy's OS.
Why share it
Tim started a Skool community for handyman owners, the Handyman Business Academy, to share the templates, SOPs, scripts, hiring process and financial workbooks Handy's uses every day. Handy's University is the next step: the same playbook with implementation, tools and a peer group, without a franchise.