Brian G Sooy

04/05/2026

“Why are you looking among the dead for someone who is alive?

He isn’t here!

He is risen from the dead!”

04/04/2026

I hate to be the bearer of bad news, but...

People aren't searching for OR reading your home services blog posts.

Check your analytics.

Maybe one or two evergreen articles will get traction.

For the most part, blogs aren't useful for home services.

03/30/2026

Home service brands that win in the marketplace integrate their brand into their operating system.

I wrote the playbook for it.

There's an AI for it.

What are you waiting for?

03/22/2026

Get a free copy of the Blue Collar Branding Checklist at https://www.aespire.com/books/blue-collar-branding

03/07/2026

I have a first edition of this classic, "Art and the Bible," with an image of a Giacometti sculpture on the cover... somewhere.

It has all my notes from decades ago.

I can't find it. Ordered the IVP Classics edition so I can re-read it.

It's rich. Schaeffer had clarity.

02/22/2026

Does branding make a difference for home services?

Heck yeah.

It comes down to clarity.

A common mistake owners make is struggling with clarity about who they are, what they do, and why it matters.

This lack of clarity confuses customers and prevents them from connecting with how a service or product can improve their lives.

When you define branding as "the story that people tell themselves about your product or service and why it matters to them," your brand will connect.

In this conversation, Tommy Mello and Brian Sooy discuss the critical aspects of branding, marketing, and leadership in the home services industry. They expl...

02/16/2026

What does a chance meeting at ServiceTitan Pantheon, a new book, and a quick conversation lead to?

An invite from Tommy Mello to be his guest on the Home Service Expert podcast!

In this episode, Tommy Mello and Brian Sooy discuss the critical aspects of branding, marketing, and leadership in the home services industry.

We talk about building a strong company culture and the ownership mindset that can drive business success.

Listen at https://bit.ly/3MsPsuG

02/15/2026

Imagine this:

You build a multi-billion-dollar business.

Then an airplane crashes into your office and 658 of your employees — roughly 1/4 of your organization — are killed.

Friends. Family.

Even your brother.

You grieve. You keep paying your employees. You rebuild.

You learn hard lessons about leadership and resilience through suffering.

Then... you get invited to work for the most powerful person in the world.

Remarkable stories from Secretary of Commerce Howard Lutnick.

The Alex Marlow Show · Episode

02/03/2026

Service companies, how much revenue comes from your social media accounts?

How may people begin their journey to becoming a client because they saw an organic post?

Ask your self if the investment is worth it.

Perhaps social media has become a social obligation, unless you treat it like social marketing.

01/26/2026

Home service companies, don't lease your marketing.

Ella becomes part of your team — a marketing partner who connects every plan to every campaign and keeps ex*****on moving while you focus on leading the business.

Sign up for a 14-day trial at

AI brand strategy platform for marketers. Elevator AI builds standout brands, sparks creativity, and drives marketing growth

01/16/2026

Generic AI has raised the floor and flattened the field.

It has never been easier to ship “more” and still blend in.

Create your distinctive brand and marketing with Ella Ai.

Ellavator AI Brand Marketing Platform

01/11/2026

The holy grail of home services is becoming a market-dominating company that customers recognize, remember, and recommend.

It develops through consistent attention and reinforcement.