I'm noticing a trend.. · Handyman Business Academy

I'm noticing a trend..

It seems like most people who own a Handyman business are focused on the profit per job vs. the LTV (Lifetime Value) of the client... Let me explain.

They look at every job in isolation. Did we make money today? Was this job profitable right now?

But here’s the truth: a client is worth far more over time than they ever are on a single job.

In fact, the first job you do for a homeowner might not even be profitable — and that’s okay. The real goal isn’t to win the job. The goal is to win the client for life.

A great example of this is BMW.

Most people assume they can’t afford a BMW. So BMW created the 1 Series. Lower price point. More accessible. A whole new demographic suddenly walks through their doors.

But here’s the important part: The service didn’t change.

Whether you buy a 1 Series or a custom M Series, you get the same experience. Same showroom. Same treatment. Same brand promise.

What does that do?

It creates loyalty.

Over time, those 1 Series customers upgrade. Not because BMW forced them to — but because they don’t want to leave. They trust the brand. They feel taken care of. BMW didn’t just sell a car — they captured a customer.

That theory is what we have been heavily focusing on at Handy's.

We’re not obsessed with maximizing profit on the first job. We’re obsessed with owning the relationship. Capturing market share. Becoming the go-to solution homeowners never replace.

And from the outside, competitors are going to look at it and think:“How are they doing this?”

The answer is simple:We value Lifetime Value. Not one-time transactions.

So let me ask you this.. how much are you willing to lose on the first job, to keep that customer for life?

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