Why I Went Away From the Handyman Brand

I remember when i first started doing coaching programs, a lot of coaches told me that anyone that was a handyman would eventually turn in to a remodeling contractor or something more. I didn't want to believe it. I was thinking, "I'm going to be the first to really elevate the handyman brand". I fought it for years and years. I even was able to do $1.2 in revenue as a "handyman". But I also felt like i was fighting against a head wind. Anytime I told someone our rates, I got SOOO much price resistance. I was sort of immune to it. I mean, I was still getting people accepting quotes. But I also started noticing the small jobs were a lot of work for just a couple hundred bucks profit. I still had to get all these job details and vet the jobs, then if it went sideways, POOF we're working for free. 

When I was on my own it was kind of a dream. Just being professional, showing up on time, and doing what I said I would do made me stand out and it was like shooting fish in a barrel. But when I had employees ... the cost to have people was very expensive, everyone is belly aching about price, and those big remodel jobs were hard to sell because who's going to pay a handyman $40k for anything? Especially a kitchen with high end finishes? That was the turning point. I had a bathroom where they wanted all this crazy stuff but I could tell they were second guessing me. They could tell I knew what I talked about but they hit up a knowledgeable handyman for a price break, not to be charged full price. I wonder how many times this happened and I didn't notice. smh

So I changed my name to "Home Pros" instead of handyman. What's the first thing I noticed? My employees were relieved. Turns out a carpenter of 25 years doesn't want to be called a handyman. Now I notice when people call me that, my belly turns and I get a little offended too! haha My initial discovery calls were a little easier. My walk throughs were a little easier. I started booking bigger jobs with ease. The brand identity flowed with the service we were offering instead of running against it. 

I'm writing this not to dissuade anyone from being a "handyman". I think it's noble to be a handyman. You have to think about so many different thing just to do something as easy as a faucet install. What's the condition of the cabinet and countertop, are the shut off valves shot, am i able to fit under the sink, etc etc. People don't appreciate how many different ways simple jobs can go sideways. BUT in my opinion, Handymen are great for one person shows. Why? The handyman brand can be a lead machine. EVERYONE searches for that. As one person, you could easily make $250k per year by yourself with really low overhead. That's great money. I do know a couple larger handyman companies but they're services offered are very fixed, they don't take on special projects. This means that a lot the higher ticket stuff is off the table. Which means you need a lot more jobs to get to that seven figure mark everyone wants to get to. For me, it wasn't worth the head ache. I wanted to do the larger projects. Also, because of the variability of handyman projects, it's hard to have a good team, and it costs a lot so the required revenue amount to sustain things when you have employees is a significant jump than when you are operating on your own. And those experienced guys, might not be attracted to being called a handyman. 

Now this is just my opinion and lived experience so I'd be curious to hear if anyone actually read this whole thing but had a opposing view point. But much love to the handymen out there, you have my respect!