In this episode of Owned and Operated, John Wilson sits down with Tony Castellucci from Wanamaker to break down how home service companies should think about marketing spend at three different levels: $100K, $500K, and $1M.

Tony and John dig into what works (and what doesn’t) as your budget scales. From avoiding white noise and wasted spend, to maximizing digital safety nets like SEO, PPC, LSAs, and Google My Business, the conversation highlights how to build consistent lead flow and a strong brand presence without diluting your dollars.

They cover why seasonality matters for small budgets, when to shift toward year-round brand building, and how traditional media like TV, streaming, and selective billboards can play a role as you grow. Tony also shares agency-side lessons on attribution, cost per lead, and why marketing dilution is one of the most common pitfalls for home service owners.

If you’re looking to understand how to strategically allocate your marketing dollars — whether you’re running a $5M shop or pushing past $15M — this is a must-listen episode.

💼 Shoutout to Quick Staffers LLC

Need trained HVAC & plumbing CSRs at a fraction of the cost? Quick Staffers LLC specializes in placing top-tier global talent with the best SOPs and scripts.

🔥 Get $1,000 off your first placement here

💼 Sponsored by Volca

Supercharge your referral game with Volca—an automated referral program built just for home service companies. With ServiceTitan integration, SMS referrals, automated payments, and real-time tracking, Volca makes manual referral programs a thing of the past.

👉 Get 10% off all contracts—exclusive for Owned and Operated listeners.

📅 Book a time with the team

💼 Special Thanks to First Internet Bank!

Looking to buy or expand a business? First Internet Bank is a National Preferred SBA lender specializing in acquisitions for the skilled trades. Their SBA loan program offers up to 90% financing for business acquisitions, partner buyouts, and commercial real estate—plus optional lines of credit to fuel future growth. Unlike traditional lenders, they take a “how can we” approach, making deals happen for both first-time buyers and experienced operators.

👉 Special Offer: Mention Owned and Operated for a reduced good faith deposit and a complimentary deal review + buyside prequalification.

Connect with Alan Peterson from First Internet Bank here to get started

🎙️ Host:
John Wilson

🎙️ Guest:
Tony Castelucci (Wanamaker)

Send Us Mail!

More Ways To Connect with O&O

Leave a Review

John Wilson, CEO of Wilson Companies
Jack Carr, CEO of Rapid HVAC

📌 Disclaimer: Some links may include UTM parameters or affiliate relationships, meaning we may earn a commission if you make a purchase. Episodes may feature sponsors, but all opinions expressed are our own.

#237 How to Spend Your Marketing Budget: $100K vs $500K vs $1M

Owned and Operated - A Plumbing, Electrical, and HVAC Business Growth Podcast