Pesty Marketing Podcast

Why This Pest Control Company Doesn’t Compete on Price

Most pest control companies get stuck in price wars, but Kodiak Pest Control refuses to play that game.

In this episode, I sat down with Jacob Haslem, a career pest control operator and marketer, to break down how he is building a premium pest control company in rural Wyoming without racing to the bottom on price.

Jacob shares how his background in sales, marketing, and operations shaped Kodiak’s positioning, and why competing on value, branding, and customer experience beats competing on cost every time. 

Kodiak sells time savings, peace of mind, and trust, anchored by a clearly defined brand and a differentiated service model.

If you are a pest control owner tired of attracting price shoppers and shrinking margins, this conversation will challenge how you think about pricing, branding, and long-term growth.

Timestamps:

00:14 – Meet Jacob Halsem
1:16 – Building a Distinct Brand Voice Inspired by Duluth Trading Co.
2:41 – Why Wyoming Requires a Value-First Pest Control Strategy
3:37 – The Core Brand Promise Time Savings and Peace of Mind
4:39 – “Pests Don’t Belong in Your Home or Your Schedule” Explained
6:07 – The Goal Making Kodiak a Household Name
16:23 – The Strategy Behind the Kodiak Unlimited Program
20:29 – Using Bold Marketing to Build a Premium Pest Control Brand
23:26 – How Kodiak Differentiates From Legacy Pest Control Companies
24:30 – Customer Engagement Reviews and Perceived Value
31:17 – How Brand Investment Drives Higher Close Rates

If you want to grow the right way, with stronger margins, better customers, and a brand that actually stands out, this episode is packed with real-world insights you can apply immediately.

How Pest Control Companies Accidentally Attract Bad Leads

The fastest way to get unqualified leads is simple: market to everyone.

When your messaging tries to appeal to everyone, you don’t get more leads 
you get the wrong ones.

🚫 Price shoppers
🚫 Tire kickers
🚫 “Just getting quotes” callers

But when your marketing is built for one specific buyer, something powerful happens:

✅ The right people call ready to book
✅ Your close rate goes up
✅ Your sales team stops wasting time

In this video, I answer your questions around broad marketing kills lead quality and how pest control companies can attract higher-intent customers without increasing ad spend.

If you want fewer bad leads and more booked jobs, listen up! 

0:00 — Why “marketing to everyone” guarantees bad leads
1:01 — The first move that instantly improves lead quality online
2:48 — The hidden factor most pest companies ignore (psychographics)
5:33 — How to steal customer psychographics straight from reviews
7:08 — Messaging signals that repel tire-kickers and attract buyers
10:00 — Premium vs affordable: which actually gets better leads?
16:00 — How your website quietly qualifies (or disqualifies) customers
20:32 — One action to take this week for higher-intent leads

📬 JOIN THE PESTY PLAYBOOK  
Real tactics. Real growth. Built for pest control owners. → https://www.pestymarketing.com/playbook  

📞 BOOK A FREE DISCOVERY CALL  
Tired of mediocre marketing? Check your local market. →
https://pestymarketing.com/

👤 BUYER PERSONA GPT (FREEBIE) 
https://chatgpt.com/g/g-685c4a198bfc8...

The 5 Most Profitable Metrics in Pest Control

In this episode, I sit down with Adam Weber—entrepreneur and founder of Driven—to break down the five essential KPIs every operator must track to truly dominate their market.

Whether you’re a solo operator or managing multiple branches, this episode is packed with practical strategies to elevate your technician performance, boost marketing ROI, and drive team-wide accountability.

Timestamps:

00:00 – Welcome & Intro: Meet Adam Weber and how his journey from pest control operator to tech founder began
08:01 – The Birth of Driven: How a personal need for better data led to a dashboard revolution
13:48 – KPIs 101: What KPIs are, and why they’re the backbone of operational excellence
17:05 – KPI #1: Callback Rate by Technician — what it means and how to use it to improve service quality
23:20 – KPI #2: Completion Rate — boost efficiency and same-day service success
28:18 – KPI #3: Production Per Hour — understand productivity benchmarks and set the right targets
34:06 – Choosing the Right KPIs: Why less is more—focus on 5, and execute well
37:45 – KPI #4: Phone Call Answer Rate — how missed calls are costing you customers
43:21 – KPI #5: Close Rate — turn more leads into sales with better inside sales tracking
49:34 – Common Data Pitfalls: Why clean data matters, and how to get team buy-in
51:06 – Who Driven Is For: Why operators of any size can benefit from real-time performance tracking
54:09 – Final Takeaways & Next Steps

📈 If you’re serious about scaling faster, retaining more customers, and getting your team fully aligned—this is the episode that can shift your entire operation.

🔗 Learn more about Driven: https://www.bemoredriven.com/about

📬 JOIN THE PESTY PLAYBOOK  
Real tactics. Real growth. Built for pest control owners. → https://www.pestymarketing.com/playbook  

📞 BOOK A FREE DISCOVERY CALL  
Tired of mediocre marketing? Let’s fix that. →
https://calendly.com/sarinna-pestymarketing/intro-call

How One Pest Control Company Closed $2M in Sales Without Leaving the Office

Most pest control companies treat the phone like a customer service tool. But what if it could be your best sales weapon?

In this episode, Raymond Kidwell breaks down the sales script framework and inside sales system that helped his company close over $2M in revenue — all before a tech ever showed up.

While there’s no one-size-fits-all script, Raymond shares the exact structure, objections, incentives, and training methods that turn CSRs into closers. If you're ready to stop wasting leads and start selling over the phone, this is your playbook.

⏱️ Timestamps

0:00 – Intro: Why most pest control companies leave money on the table
0:19 – Meet Raymond Kidwell & his $2M phone sales background
2:43 – How customers want to be sold today (and how most companies miss it)
3:47 – Selling over the phone = closing the deal before the tech arrives
4:21 – Transitioning from in-person to phone sales: Lessons learned
5:20 – Overcoming internal resistance and aligning team incentives
7:30 – Why getting team buy-in matters more than buy-in itself
9:09 – The #1 objection in pest sales (and how AI proves it)
13:03 – Preventing objections through questions and rapport
13:46 – The $2M Phone Script Framework (Full Breakdown)
16:18 – How AI tracks true leads, call outcomes, and missed revenue
22:11 – How to train CSRs to sell (not just serve)
26:28 – Why technical training boosts phone conversion rates
27:43 – The biggest mistake pest companies make with inside sales
30:25 – The hidden cost of not having dedicated phone sales staff
34:26 – Contact Raymond & learn more about Voice for Pest

🔗 Learn more about Voice for Pest: https://voiceforpest.com

📬 JOIN THE PESTY PLAYBOOK  
Real tactics. Real growth. Built for pest control owners. → https://www.pestymarketing.com/playbook  

📞 BOOK A FREE DISCOVERY CALL  
Tired of mediocre marketing? Let’s fix that. → 
https://pestymarketing.com/

The #1 Reason Pest Control Operators Stall at $3M (And How to Scale to $10M+)

In this episode of the Pesty Marketing Podcast, I’m joined by Eric Bassett—VP of Natura Pest Control, associate certified entomologist, and host of the  @bugbux  Podcast. 

With 18+ years of industry experience and a current role as a fractional CMO for growth-minded pest control companies, Eric pulls back the curtain on what’s actually holding operators back from scaling past $3M—and how to build the systems to break through to $10M+.

⏱️ Timestamps:

01:12 — Setting up processes before working with a marketing agency; common pitfalls for operators

03:29 — Calculating customer growth based on closing rates and revenue

04:36 — Collaborating with marketing partners: using data to set marketing goals, budgets, and lead expectations

06:07 — Operational challenges and infrastructure needed for rapid scaling

10:16 — Marketing campaign effectiveness: tracking performance, re-allocating budgets across channels

13:07 — Growth philosophies: speed vs. cost, quality, and volume of leads

17:48 — Marketing budget considerations based on company revenue and growth appetite

30:22 — Defining a qualified lead and aligning expectations between teams

34:43 — 40/40/20 marketing framework: list, offer, and creative

39:10 — Differentiation exercise: analyzing and improving your competitive offer

44:02 — Year-end review: using data to inform next year's plans and budgets

46:41 — Key traits of top performing teams: accountability, data-driven decisions, and leadership

👉 Listen now and learn how to build a marketing machine that works with your ops—not against it.

📬 JOIN THE PESTY PLAYBOOK  
Real tactics. Real growth. Built for pest control owners. → https://www.pestymarketing.com/playbook  

📞 BOOK A FREE DISCOVERY CALL  
Tired of mediocre marketing? Let’s fix that. → https://calendly.com/sarinna-pestymar...

🎯 Want to connect with other growth-minded pest control pros? Join the BugBux Facebook Group: https://www.facebook.com/groups/646060795949979/

 🔔 Subscribe for more breakdowns, interviews, and real marketing strategies for pest pros 

 💬 Got questions or takeaways? Drop them below.

How This Pest Pro Scaled Through Smart Acquisitions

Feeling burned out in your pest control business? You're not alone — and you're not stuck.

Cody Smith started out like many operators: running solo, wearing every hat, and grinding nonstop.

But instead of burning out, he found a smarter path. In this interview, Cody breaks down how he scaled through small acquisitions, overcame the fear of hiring, and transitioned from technician to business leader.

Whether you're trying to grow past $1M or just escape the day-to-day chaos, Cody’s story is packed with lessons you can apply right now.

⏱️ Timestamps: 

00:00 – Introduction
01:45 – Lessons from Working in a Family Business
04:39 – How Cody Scaled His Dad’s Business
06:15 – Top 3 Tips for Successful Small Acquisitions
08:36 – How Smarter Launch Started
17:05 – Common Sales Mistakes Pest Control Companies Make
23:41 – Fear, Leadership, and Letting Go
28:33 – Best Resources Cody Recommends 
32:34 – Final Thoughts and Smarter Launch's Vision

📬 JOIN THE PESTY PLAYBOOK Real tactics. Real growth. Built for pest control owners. → https://www.pestymarketing.com/playbook

📞 BOOK A FREE DISCOVERY CALL Tired of mediocre marketing? Let’s fix that. → https://calendly.com/sarinna-pestymarketing/intro-call

👉 Get Smarter in Your Sales & Proposals with Smarter Launch: https://www.smarterlaunch.com

👍 Like this video if Cody’s story gave you insight or inspiration

🔔 Subscribe for more breakdowns, interviews, and real marketing strategies for pest pros

5 Moves Every PCO Should Make Before 2026

If you're a pest control operator planning to grow in 2026, this episode is non-negotiable.

Most companies wait until January to strategize — but the ones growing 20%, 30%, or 50%?

They’re already building momentum. Shane Dutka and Rachel Kent reveal the 5 critical moves every PCO must make before 2026 — from SEO to automation, speed-to-lead, and real-time data analysis.

Whether you’re trying to break into the PCT 100 or just scale smarter, this is your blueprint.

⏱️ Timestamps:
00:00 – Why Waiting Until January Is a Mistake
00:42 – Intro: Meet Shane Dutka and Pesty’s Mission
00:57 – ✅ Move #1: Build Your Spring SEO Strategy Right Now
03:09 – ✅ Move #2: Build a Data Feedback Loop (CRM ➜ Google Ads) 06:04 – ✅ Move #3: Fix Your Speed to Lead – Now, Not Later
08:51 – ✅ Move #4: Implement Automation for “Not Ready” Leads
16:05 – ✅ Move #5: Review Monthly Data to Find High-Value Lead Sources
20:45 – Final Recap & Key Takeaways

📬 JOIN THE PESTY PLAYBOOK Real tactics. Real growth. Built for pest control owners. → https://www.pestymarketing.com/playbook

📞 BOOK A FREE DISCOVERY CALL Tired of mediocre marketing? Let’s fix that. → https://calendly.com/sarinna-pestymar...

5 Marketing Agency Red Flags for PCOs

🚨 Is your pest control marketing agency quietly costing you thousands?

Most pest control companies spend $3,000–$10,000/month on marketing — but still struggle with low-quality leads, confusing reports, and disappointing growth.

In this episode, we reveal the 5 biggest red flags to watch for when hiring a pest control marketing agency.

If you're investing in SEO, PPC, Google Ads, CRO, or website design, this guide will help you avoid costly mistakes and choose a partner who can actually grow your pest control business.

Shane teams up with Rachel Kent, Pesty’s Marketing Manager, to dig into real stories from hundreds of discovery calls — exposing the common agency mistakes that quietly cost PCOs real revenue.

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🔍 What You’ll Learn

• How bad marketing agencies waste your budget

• Why owning your website + content is non-negotiable

• The difference between “more leads” and actual revenue growth

• How to spot fake reporting, weak attribution, and poor tracking

• Why cookie-cutter SEO & PPC strategies don’t work for pest control

• What a real pest control–specialized marketing strategy should look like

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⏱️ Timestamps

00:00 — The hidden agency mistake costing PCOs thousands
01:54 — Red Flag #1: You don’t own your website or content
05:04 — Red Flag #2: Leads vs. revenue (the real metric)
08:41 — Red Flag #3: No clear attribution or campaign tracking
13:39 — Red Flag #4: Cookie-cutter strategies that ignore your business
21:31 — Red Flag #5: No real understanding of pest control
24:55 — Final thoughts + next steps

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📬 Join the Pesty Playbook

A weekly newsletter packed with actionable marketing strategies for PCOs proven to boost leads and revenue:
https://www.pestymarketing.com/playbook

 

📞 Book a Free Discovery Call

Ready for a marketing partner who actually understands pest control? Book your free discovery call:
https://l.pestymarketing.com/intro

 

How to Scale Your Pest Control Back Office With Virtual Assistants (Without Losing Control)

What if you could save $35,000 per hire, increase productivity by 30%, and free your team up to focus on revenue — all without adding more U.S.-based staff?

In this episode, Seth Watson, founder of Focus Virtual Assistants and owner of Arete Pest Control, shares the exact playbook he’s used to build a 100% VA-powered back office — and how he’s helping pest control companies across the country do the same.

If you’re doing $1M–$20M and want to grow 30% year over year, this conversation is packed with actionable insights on hiring, training, managing, and scaling with VAs — the right way.

What You’ll Learn:

✅ The first roles pest control companies should offload to a VA
✅ How to set up VAs for success (and avoid common failures)
✅ Why most operators hire wrong — and how to do it right
✅ Real cost breakdown: agency vs. DIY VA hiring
✅ How VAs are helping companies save overhead and grow top-line revenue
✅ What separates the pest operators who scale successfully with VAs

 

Connect with Seth. Check out Focus Virtual Assistants.

 

Learn more about Pesty Marketing.

 

2:11 – Why Pest Control Is Perfect for VA Support
5:00 – How Seth Built a 100% Virtual Back Office
7:54 – First Roles You Should Offload to a VA
10:36 – How to Set Up a VA for Success
13:15 – The Biggest Mistake Pest Companies Make with VAs
16:04 – Real Retention Numbers: How Long VAs Stick Around
18:32 – DIY vs. Agency VA Hiring: What’s the Real Cost?
20:55 – What a $9/Hour VA Can Really Do for Your Business
22:08 – The Roles Pest Companies Are Filling With VAs
23:48 – How One Operator Saved $100K in Overhead
25:47 – Boosting Productivity and Margin With Offshore Talent
29:26 – What the Best Pest Companies Do Differently
34:07 – How Seth’s VA Helped Build Company Scorecards
36:18 – SOPs, Loom Videos & Using AI to Train VAs
38:09 – Why VA Training Includes AI Tools Like ChatGPT
39:21 – Final Advice for First-Time VA Users

How PCT Top 100 Companies Increase Revenue Through Automation

Automation is the future of pest control, but are you leveraging it to grow your business? In this episode, Gary Burch from Cinch dives deep into how top pest control companies use data to increase revenue, retain customers, and eliminate inefficiencies. Don’t miss these game-changing strategies.

 

Check out Cinch and connect with Gary.

 

Learn more about Pesty Marketing.

 

00:00 Introduction to Gary Burch and Cinch
01:20 The role of data in crafting marketing strategies for pest control
03:45 Challenges pest control companies face in leveraging their data
06:40 The inefficiencies of manual processes before automation
08:07 At what size should a company start prioritizing automation?
11:35 The leaky bucket: fixing customer retention and value gaps
15:00 Combining automation with personalization for better results
17:28 Success story: Using automation to sell mosquito and rodent services
20:35 Addressing fears around automation and customer communication
24:00 The importance of relevance in marketing campaigns
26:55 Common automations pest control companies start with
30:28 Campaign deep dive: How win-back and cross-sell campaigns succeed
34:20 How companies can prepare for automation success
38:20 Final thoughts: Filling holes in the data bucket