Why ALIGN decided to focus on the Home Services sector


At ALIGN, we have decided to narrow our focus a little more. We’ve chosen the Home & Residential Services sector. This includes any company that provides residential services such as home remodeling, plumbing, pest control, lawn maintenance, landscaping, roofing, tree care, and so forth. You may be asking, “Why Home Services?”

Here are some of the reasons why it makes sense, for our clients, that we focus:

  1. We grew up in Home Services - Whether it was running a successful lawn maintenance company, or a roofing company, we cut our teeth on home services. We believe in small business as the backbone of American economy, and we support local businesses. Most Home Services businesses are small, local businesses who are doing great work in the community. They provide good jobs, they are honest and hard working, and they want to grow. We’re the same, and we like that.

  2. It’s a hyper competitive market - Giant tech players are making waves. Each local market is saturated with dozens of competitors. Therefore, businesses that are hungry to grow are always looking for ways to set themselves apart. Whether it be small things like showing up on time, or taking your customer their favorite cup of coffee when you show up with a smile at their door, to big things like an app that helps your field technicians perform real-time diagnostics that give the customer immediate feedback rather than having to wait days or weeks for proposals or estimates. It’s these edges that will keep your customers not only happy, but keep them coming back and make them into your biggest fans. And keep you viable, growing, and thriving. That’s our focus.

  3. Our background in technology - We’ve helped to run one of the fastest growing digital firms in the Southeast, and that experience with technology, building apps, custom software, and digital marketing provides invaluable perspective to applying technology to help our clients grow their business.

  4. It’s all about the Customer - In Home Services, there is never any doubt that it’s about the customer. We believe that your customer should always be at the heart of any change, any growth, and they are the key to your future. It’s what we do.

  5. It gives us a focus, without being too narrow - Our clients will know what our specialty is, and they can refer us for that. The focus allows us to serve our clients better, because we are more deeply knowledgeable about their world.

  6. You won’t innovate by copying the competition - Brian Chesky, founder of AirBnB, said that you will not innovate by copying from within your industry. You’ll only innovate by bringing ideas from other industries or fields. That’s where we can help our clients, because we have served dozens of industries and we can take that knowledge and apply it to your Home Services business.

This does not mean that we can’t or won’t serve any businesses or organizations outside of “Home Services” - we have and will continue to do so - but it means that our overall focus is on Home Services, and service related businesses. 

Better to be a meaningful specific than a wandering generality.
— Seth Godin

Whether you’re a home remodeling contractor, a plumbing company, a pest control company, a tree company, or another kind of company that provides residential and consumer services and are looking for a strategic marketing partner, we’d love to have a conversation around whether or not we are that fit for you.

By Chris Cloud