0:011 second[music]
0:033 secondsI'm your host, Jeremy Begley. Today, we're stepping a little outside the mechanical room and into something that's becoming just as important as knowing how to size a system or diagnose
0:1111 secondsa problem. Whether people can actually find your company in the first place.
0:1616 secondsThe rules of marketing are changing fast. Customers aren't just searching Google anymore. They're asking Chat GPT,
0:2323 secondsClaude, Bron, Perplexity, and whatever comes next. The question is, when AI recommends an HVAC contractor, why does it pick one company over another?
0:3333 secondsToday's guest, Chris Panelli, [music] is the co-founder of Linkifi, a digital PR agency that helps businesses get featured in major publications like
0:4242 secondsRealer.com, Architectural Digest, Business Insider, and even the New York Times. We dive into how those mentioned
0:5050 secondsactually build authority, not just with people, but with search engines and AI, and why they may become one of the biggest competitive advantages contractors have over the next decade.
1:001 minuteThe best part, Chris lays out the process so you can start doing it yourself, even if you've never thought about public relations before. If you've
1:081 minute, 8 secondsever wondered how some companies seem to show up everywhere online while others stay invisible, this conversation is going to give you a completely different
1:151 minute, 15 secondsperspective on marketing. Let's get into it. Hey everybody, welcome back to the HVAC ADHD podcast. I'm your host Jeremy
1:231 minute, 23 secondsBegley. Today I got a pretty cool episode. I'm here with Chris Pantelli from Linkifi. I'll let him introduce
1:301 minute, 30 secondshimself and tell you what Linkifi is and then we're going to jump into some marketing talk about ways that contractors can get exposure that they
1:381 minute, 38 secondsmay not even realize are out there. So Chris, go ahead and give us the intro.
1:431 minute, 43 secondsYeah, thanks for having me, Jeremy. My name is Chris Pantelli, co-founder of Linkify. We're a digital PR link building agency and we specialize in
1:521 minute, 52 secondsearning tier one media coverage for our clients. And the reason I was so excited to be on this show is because for contractors, people that work in HVAC,
2:012 minutes, 1 secondthis is such an underutilized opportunity and there are so many opportunities out there and I can tell you exactly how they can go out and do
2:092 minutes, 9 secondsthat and we can get into all that good stuff.
2:132 minutes, 13 secondsSure. So, let's just jump right into a little a few definitions to set people up. I'm sure my typical audience probably is not familiar with a lot of these marketing terms that we're using.
2:232 minutes, 23 secondsSo, you mentioned something about tier one and something like that. Explain what all that what that means and what you're actually trying to accomplish.
2:292 minutes, 29 secondsSo, yeah. Okay. Yeah, great point. So anybody that wants to do well in Google or AI search now, so if people are
2:372 minutes, 37 secondslooking for a HVAC company in their local area, the two sort of biggest drivers of discovery historically has
2:452 minutes, 45 secondsbeen Google and now AI search. And there are lots of ways that we can make our
2:512 minutes, 51 secondswebsite perform better in these search arenas. And one of the ways is by
3:003 minutesgetting back links or other big websites to link back to your website to mention
3:073 minutes, 7 secondsyour website. That passes link juice or page rank or authority from their website to your website. It makes the
3:153 minutes, 15 secondsLLMs like the chat GPTs the perplexities trust your business more and is more likely to recommend you. So, if you're a new HVAC company and you set up a brand
3:243 minutes, 24 secondsnew website and nobody on the internet has ever mentioned you, you're not going to have much trust. If realtor.com and
3:313 minutes, 31 secondsArchitectural Digest and the New York Times has mentioned your website, you can see now why Chat GPT might be more
3:393 minutes, 39 secondslikely to feel comfortable recommending you if a customer comes in and says, "I'm looking for a HVAC specialist in X Y and Zed area." And therefore, this
3:483 minutes, 48 secondsability to get these large websites to link to you, to talk about you, is an extremely powerful strategy, and it can
3:573 minutes, 57 secondsdo absolute wonders for your business being discovered by the exact people that you want to discover it.
4:064 minutes, 6 secondsSo, couple things about this and clear this up. I've heard I think I've heard that also in the same context what you're
4:154 minutes, 15 secondstalking about if it comes from like a.org or a.gov or something like that that it's a stronger authority like if you can get a link back from websites
4:234 minutes, 23 secondsending in some of those extensions it's stronger than something that maybe like.com or some.info or something like that. Is that correct?
4:314 minutes, 31 secondsTo an extent that is true like.gov.edu like education organizations can be considered to to have a degree of power.
4:404 minutes, 40 secondsWhat I think is the really important delineation between what we do and what I want to teach your audience that they
4:464 minutes, 46 secondscan do themselves is this is earning coverage versus purchasing links or
4:544 minutes, 54 secondscoverage. So anybody can type into Google like backlink website, guest post website. You can go on there, you can pay $100 for a website that nobody's
5:035 minutes, 3 secondsever heard of, that doesn't get any traffic to link to your website, to mention your website. the value in that is not worth doing. In in fact, if you
5:115 minutes, 11 secondsdo that a lot, can be extremely detrimental to your business. So, what I'm talking about is earning that coverage. So, offering value to a
5:205 minutes, 20 secondsjournalist or to a writer from one of these publications to the point where they want to include your thoughts, your commentary within their article and then
5:295 minutes, 29 secondsthey give you a link back. And these websites will be quote unquote websites you've heard of like household brands.
5:375 minutes, 37 secondshousehold names, websites that in of their own right get tens if not tens of millions of organic monthly visitors to
5:465 minutes, 46 secondstheir website. So you can already straight off the bat see the difference between the quality there and yeah you like edu website might be powerful but
5:555 minutes, 55 secondslike in HVAC if we had like architectural digest or realtor.com or house beautiful or realomes.com
6:026 minutes, 2 secondsmentioning your HVAC business like these websites they get like tens of hundreds of thousands of people visiting them per
6:096 minutes, 9 secondsmonth. Google knows that and the AI models know that and they trust these websites and therefore trust gets passed on to your business like vicariously.
6:196 minutes, 19 secondsSo give us an example of how this would work. For one, are you working with any HVAC contractors doing this right now?
6:256 minutes, 25 secondsLike do you have any clients that are HVAC contracting companies? Yeah, we currently work with a few and historically have worked with a lot we work with a lot of home service
6:336 minutes, 33 secondsbusinesses and it's the reason I said at the top of the show why it's so underutilized is because I imagine a lot of your audience now is listening there
6:416 minutes, 41 secondsthinking like this seems stupid like why is a huge website going to mention me I'm just like a guy with like a HVAC
6:486 minutes, 48 secondsbusiness I go and do my job but it is an extremely PR friendly and topical niche
6:556 minutes, 55 secondsas you can imagine in the UK right now with just come into the tail end of a heat wave and we're going to go back into another heat wave next week. Like
7:027 minutes, 2 secondsall the media is talking about is heat waves. Is the aircon unit that little has just launched for under £50 worth
7:107 minutes, 10 secondsit? These are things they want to talk to experts about when they're writing their articles and they will happily quote you guys and link back to your
7:177 minutes, 17 secondswebsite by way of attribution. So the opportunities are there and if your competition is not doing it, you can put yourself in such a strong position for the months and years to come.
7:277 minutes, 27 secondsSo, two things. Break down the exact process for us. Like what do you what what's ABCDFG that you guys go through doing this or that somebody would go
7:357 minutes, 35 secondsthrough doing this? I know it's not when you and I talked on the setup interview for this, it's not a straightforward process. There is a little bit of stuff that you have to know to be able to do
7:447 minutes, 44 secondsit. And then can you share any success story like home service success story that you've had? Because I think the thing that we're that hasn't been said
7:527 minutes, 52 secondsyet that people may not realize is that we're talking about getting quoted in major journalist publications like the New York Times or the Wall Street Journal or
8:018 minutes, 1 secondwhatever it may be. Is that right? Like we're not just talking about some AKA, you know, blog or article that may support or blog or publication that may
8:108 minutes, 10 secondssupport what it is that you do or what content you're trying to back up or create. Am I saying that right?
8:168 minutes, 16 secondsYeah, that's 100% right. Yeah. This whole process is based on the idea of the fact that
8:248 minutes, 24 secondseach and every day there are hundreds or thousands of journalists that are
8:318 minutes, 31 secondssourcing for experts that they can take one or two quotes from to pepper into
8:388 minutes, 38 secondstheir article in order to bolster and enhance the credibility of their article. So this is something that happens all day every day. There is a
8:468 minutes, 46 secondsbunch of platforms that I can I will tell you about that you can go. A lot of them are free where you can see this happening like they will post their
8:558 minutes, 55 secondsrequests to these platforms and then these platforms will aggregate them and send them out to an email list or across their socials or via their like in-house
9:039 minutes, 3 secondsapplication. A lot of journalists will post these requests just on their social channels anyway. So an example might be
9:109 minutes, 10 secondsfor realtor.com huge publication a journalist has been commissioned to write an article on how to handle your the sale of a home during a heat wave.
9:219 minutes, 21 secondsSo how to keep the home staging looking good but also keep it cool. They're looking for a couple of experts to give some comments if they've got any suggestions or tips on things that you
9:309 minutes, 30 secondscan do to meet that criteria. So they are actively looking at one or two people. It might be more specific than that. They might be writing an article
9:379 minutes, 37 secondson what the first three things that you should do if your air conditioning breaks. I'm looking for some experts and you will see this. That's the sort of thing that they will say because even
9:469 minutes, 46 secondsthough they're they've got the outline of their article, they're the professional writer. They're the one that's done the research and they're the one that's going to put the story together. You will have seen this in any
9:559 minutes, 55 secondspiece of media that you read. it is almost always filled in and enhanced with these
10:0210 minutes, 2 secondscomments from real experts in order to give that credence and credibility and enhance the quality of that article. So those opportunities are real. They make sense. They are all day and every day.
10:1410 minutes, 14 secondsBut we really need to go right to the beginning so I can explain the entire process on how you guys listening can do this 100% on your own at home for free.
10:2310 minutes, 23 secondsIt's just going to take some time and a little bit of setup. First thing that you need to do is you need to be like demonstrabably visible and you need to
10:3210 minutes, 32 secondshave a clear about section on your website. You need a profile picture. You need to be able to prove forward facing to anybody that comes to look at your
10:4010 minutes, 40 secondsbusiness and your website that you are a real human being and you have the skills and credentials that you claim to have.
10:4610 minutes, 46 secondsAnd this is also paramount for things like AI discoverability and doing well in Google. You need to make sure you have got all of that information on the
10:5510 minutes, 55 secondsabout page. So that's the first thing that you need to do is that optimization of your profile, awards, accolades, how
11:0211 minutes, 2 secondslong you've been in the industry, areas that you cover, any sort of state or local regulatory licensing numbers that
11:1011 minutes, 10 secondsyou have. All of that information is vitally important to have. That then also needs to be reflected
11:1611 minutes, 16 secondswith consensus across places other than your own website. So that can include things like social media platforms. So
11:2411 minutes, 24 secondsdon't be Jeremy the HVAC expert on your website and then on your Facebook page
11:3211 minutes, 32 secondsbe Jeremy the Cincinnati football fan and you don't mention anything about HVAC because journalists they're going to go and look. They're going to want to
11:3911 minutes, 39 secondssee that consensus. They want to see that you are genuinely who you say you are and that's reflected across the two or three social profiles that you maintain. Your website and then also any
11:4811 minutes, 48 secondssort of local business bodies that you belong to or sort of would imagine your LinkedIn profile probably plays in pretty big as well.
11:5811 minutes, 58 secondsYeah, LinkedIn is huge. LinkedIn is the one that we say like if you're not a social media person, get a LinkedIn.
12:0312 minutes, 3 secondsMake sure you've got a banner. Make sure you've got a profile picture. Make sure you've got some recent activity. Make sure you've got some connections. Make sure that you have got some like recent
12:1212 minutes, 12 secondsposts and make sure it's filled out properly. And then make sure you've got a business page for your business as well. There is nothing that will put a
12:2012 minutes, 20 secondsjournalist off more than going to your LinkedIn page and I don't know if you've seen where on the right it's your business, but because you haven't got an actual business page, it's like a grayed out icon, so it just looks a bit spammy.
12:3112 minutes, 31 secondsIt takes two seconds to set up a real business page, then link your personal account to your business page, and then it all just looks clean. And [snorts] it's a very competitive space. If the
12:3812 minutes, 38 secondsrealtor.com is looking for a HVAC expert for tips on first things to do if the air conditioning breaks and you pitch the journalist and you've got a rubbish
12:4612 minutes, 46 secondsLinkedIn profile and someone else has got a brilliant LinkedIn profile, they're just going to go with the person that instills trust into them more
12:5312 minutes, 53 secondsquickly. So that whole first part is the optimization part. Does that all make sense? But yeah, that's a basic and I think that we should say that is the
13:0113 minutes, 1 secondsetup that you should have in any any social media and marketing front-facing marketing setup should be set up that
13:0913 minutes, 9 secondsway. You got to support your authority with your own personal authority. First and foremost, like you just described, personal branding is important. If you don't create your own personal brand and
13:1813 minutes, 18 secondsthen connect it to your business in the manner that you described, yeah, you're losing already. So, I think that's all like oneonone stuff. No matter what you're doing in life, if you're trying
13:2613 minutes, 26 secondsto market your business and your concept, you should be set up as you described, I believe.
13:3113 minutes, 31 secondsYeah, agreed. And it's Yeah, it's like one of those no-brainer things to do that it will make a huge difference anyway. Even if your objective isn't to
13:3913 minutes, 39 secondsget these tier one features and grow your business authority, you should have that done anyway. And we'll get clients come to us that will hire us to do this for them. and we'll go to the website.
13:4913 minutes, 49 secondsIt be like a legal firm and they haven't got an about page or the lawyer's got no social media presence. I mean, a lot of these guys are like sometimes in their
13:5713 minutes, 57 seconds80s, which is understandable, but it's just in this day and age there is the amount of AI spam and fake personas that
14:0414 minutes, 4 secondsexist out there. It's more important than ever to present yourself as a real genuine person. And as well just for
14:1214 minutes, 12 secondsconversions for your own cleonel. If you've got two or three HVAC companies in your local area and one's really hard to find who's behind it and you've got
14:2014 minutes, 20 secondsone that's doing loads on social, they're really open, they've got loads of public information about them, it's they're just just going to instill trust with the local community more than, you
14:2914 minutes, 29 secondsknow, not doing it. So for for us, it's a no-brainer. Absolutely.
14:3414 minutes, 34 secondsOkay. So then you want to find out where are these requests, right? because they're gold dust. Especially if it's like cleancut, like looking for a HVAC
14:4314 minutes, 43 secondsexpert for an article on this awesome publication and I need three tips and you can definitely answer that question.
14:5114 minutes, 51 secondsThat's like your opportunity to lose. So the biggest sort of most well-known aggregator of these opportunities is a
14:5814 minutes, 58 secondsplatform called help a reporter out or harrow har. I think the website URL is helporterout.com.
15:0615 minutes, 6 secondsYou can go there, you can sign up for free and they send thrice daily emails Monday to Friday, morning, afternoon and
15:1415 minutes, 14 secondsevening and that is an aggregation of these requests and it's really simple.
15:1815 minutes, 18 secondsYou sign up, you wait for the emails to come in, you look through and you just see if there is anything there which is speaking directly to you, calling to
15:2515 minutes, 25 secondsyou. Now, we advise that you be as on point and relevant as possible. And that makes sense when it's it's easy to see
15:3315 minutes, 33 secondslike writing an article for Architectural Digest need a HVAC expert
15:4015 minutes, 40 secondsthat works in the US to send in three tips on X, Y, and Zed. Like, you meet all that criteria. You're answering that. You've got to put your pitch
15:4915 minutes, 49 secondstogether. You got to send it to the journalist. We also recommend being broader just in just to open those opportunities. And that's a little bit
15:5615 minutes, 56 secondsof where the skill comes because not every sort of query every day is going to be specifically speaking to people involved in HVAC. But there could be
16:0416 minutes, 4 secondsqueries that are like extremely tangentally related like things like homestaging or property. It could be things like I don't know I've seen
16:1316 minutes, 13 secondsthings like post disaster post hurricane things and it could be like ventilation could have been affected in a way and you can do these things. There's so many
16:2216 minutes, 22 secondsdifferent areas where they might not be specifically asking for you, but your expertise may be super relevant or interesting for that particular story.
16:3016 minutes, 30 secondsSo, you want to take all of that in and then you want to put your pitch together. So, this is the thing that the journalist is going to read hopefully and then hopefully include in their
16:3716 minutes, 37 secondsarticle. So, my number one piece of advice here is don't put the journalist's question into chat PT. Ask
16:4516 minutes, 45 secondsfor an answer and then send it back to the journalist.
16:4816 minutes, 48 secondsHilarious. Yeah, definitely do not do that. That is not going to work out.
16:5216 minutes, 52 secondsIt isn't. And the great thing about your audience, Jeremy, is like you guys are absolute experts. So, the chances are you will need very little sort of
17:0117 minutes, 1 secondresearch. I don't advise against using AI for things like research. If there's a couple of things that you need to find, just look into and put together so
17:1017 minutes, 10 secondsyou've got a good idea of what it is you want to say. My biggest tip in order to formulate these
17:1717 minutes, 17 secondspitches quickly and effectively is one, utilize your own knowledge. And then number two is use a dictation tool. So
17:2617 minutes, 26 secondsyou want to use a free dictation tool that comes with your Mac or you can buy them for like lifetime deals for like $30 or something.
17:3417 minutes, 34 secondsWhisper. I use Whisper app which is awesome. I use it on everything. I It's changed the way I do literally everything. Yeah. Amen. I'm with you there, man.
17:4217 minutes, 42 secondsIt's game changer. Yeah. And actually, if you invest a little bit more and get like a decent one that like runs off a good model, then Mhm.
17:4817 minutes, 48 secondsYeah. So, get one of those, put your response into the microphone without any regard whatsoever for it
17:5717 minutes, 57 secondssounding professional. Don't worry about ums, rs, long pauses. Doesn't matter if you swear, sneeze, if you hiccup, it
18:0418 minutes, 4 secondsjust doesn't matter. Just get the core elements of what it is that you're trying to say in spoken into that
18:1118 minutes, 11 secondsdictation tool. Try and inject some like linguistic flurry. If you've got like a nice turn of phrase that you like to use
18:1918 minutes, 19 secondsor like an idiom, something which is like unique to you and the way that you speak, the way that your cadence of your voice, if you can inject that in as
18:2618 minutes, 26 secondswell, then you want to just copy and paste this big block of like almost nonsensical text, put it into a chat
18:3318 minutes, 33 secondsGPT, and then you want to use a prompt along the lines of retain as much of this original wording as possible in
18:4218 minutes, 42 secondsterms of sentiment, flow, wording, but just tighten it and improve it for
18:4918 minutes, 49 secondsthings like narrative, logic, tone, and put me output me like a well formatted
18:5618 minutes, 56 secondspiece of text. And then reiterate that it needs to maintain as much as human humanly possible your linguistic tone
19:0419 minutes, 4 secondsand flurry and your sort of personal way of speaking, but make sure it makes sense and it's in. Yeah.
19:1119 minutes, 11 secondsAnd that will that anyone knows how easy it is to dictate. you're just speaking and then it turns it into a perfectly
19:2019 minutes, 20 secondslike plausible pitch to a journalist that will be accurate in terms of the content of what it is that you've said.
19:2619 minutes, 26 secondsIt will pass almost always the AI detection tools which we know the journalists are using because you've told it to keep your own wording and it
19:3519 minutes, 35 secondswill be a damn good pitch and you'll have a damn good chance of that journalist liking it, including in their article, linking back to your website, and giving you your first free piece of tier one media coverage.
19:4619 minutes, 46 secondsPretty cool. So, I guess there's a way to do this on steroids, too. That's the service you guys offer is basically
19:5419 minutes, 54 secondsyou're like okay you can do this one at a time by yourself or you can hire somebody like you which does what what's different than that you guys do different than the process that you just
20:0220 minutes, 2 secondsdescribed for the contractors themselves. Yes, Harrow is just one platform.
20:0720 minutes, 7 secondsThere's others you can sign up to as well quoted press plugs. Some are paid.
20:1120 minutes, 11 secondsSo unfortunately the opportunities are behind rather expensive pay walls. And that's not to say that we're paying to have our quotes added to publications.
20:2020 minutes, 20 secondsWe're paying to have access to those journalist requesting experts. We have a customuilt tool where we aggregate and
20:2720 minutes, 27 secondspull in all of our own data. We have existing relationships with journalists that will come directly to us as well.
20:3220 minutes, 32 secondsWe have a blacklist of domains. So some domains will it will look like a great opportunity and unless you've heard of it. If you see an opportunity from know
20:4120 minutes, 41 secondslifehacker.com or US News or AP News or the New York Times, you've heard of those guys. you're happy to answer. If
20:4920 minutes, 49 secondsyou get featured, you're happy. If it's looking for a HVAC expert and it's a website that you haven't really heard of, then you don't know if there's
20:5620 minutes, 56 secondspotential issues behind that because it may be a very low tier website. It may be a scam. There are some unfortunately
21:0421 minutes, 4 secondsscams that operate within the ether of these PR requests where Sure. Yeah. I mean there Yeah. All over the You'll put together a pitch, you'll take
21:1221 minutes, 12 secondsyour time, you'll do your dictation, you'll put it together, you'll send it off, they'll come back to you and say, "Oh, thank you so much. we'd be happy to include your quote. We're just looking for a $200 administration fee or we're
21:2021 minutes, 20 secondslooking for you to add a quote about our business or that. So, we know all of those to avoid and yeah, we're good at
21:2721 minutes, 27 secondswriting the commentary as well. We have data points on every journalist. So, we know what style and tone that they like that they tend to quote. But that is not to say that you cannot go and do this
21:3621 minutes, 36 secondsand get your first two, three, four pieces of coverage on domains that you've heard of because the journalists are sourcing for experts. You guys are
21:4421 minutes, 44 secondsexperts and I've just given you the playbook to go and do it. It's just it is going to take some time and some effort. So if you have budget and you don't want to do it, yeah, we'll do it
21:5221 minutes, 52 secondsfor you. But I've given you the playbook to absolutely go and crush this.
21:5621 minutes, 56 secondsSo how long have you So you're the founder of the company. How long have you been doing this under that umbrella under that name?
22:0322 minutes, 3 secondsCo-founder and yeah, coming up to half a decade now. So half a decade now. Wow. What were you doing before that? Where did you how did you get into it? I had a fish and chip shop in the UK.
22:1222 minutes, 12 secondsSo, I finished university, got a degree in economics, and then took over the family fish and chip shop for 12 years.
22:1722 minutes, 17 secondsThen started a personal finance website cuz I got diagnosed type 1 diabetes, and I thought, I'm not going to be able to stand on my feet for 14 hour days, six
22:2522 minutes, 25 secondsdays a week for the next 15 years. I've got to think of something else to do.
22:2822 minutes, 28 secondsSo, started an online finance website, started making like $1,000 a month whilst I was running my other business.
22:3422 minutes, 34 secondsAnd I was like, whoa, this is real. I could do this. And then I started building these this tier one coverage for myself as an
22:4222 minutes, 42 secondseconomics expert for my finance website and got myself quoted in the New York Times and Business Insider and somewhere else. Then I wanted to do another sort
22:5122 minutes, 51 secondsof another form of link building like guest post outreach for some specific pages. And that's when I met my now business partner and I hired him and he
22:5922 minutes, 59 secondslooked at my website and said, "Yeah, he could do this sort of guest post link building for me." He said, "But hey, how did you get these links from the New York Times and Business Insider?" And I
23:0823 minutes, 8 secondssaid, "Oh, I've been doing these journalist requests." And he said, "Do you think that you could do that for some of my clients?" And I said, "I don't see why not if they give me permission to ghostrite pitches as
23:1623 minutes, 16 secondsthem." And he said, "Let's do it." We tried it. 6 months later, we started Linkify and we never looked back.
23:2223 minutes, 22 secondsWow. That is pretty amazing story. It just goes to show you, man, there's a business somewhere for everybody. if you just catch the right thing that you're
23:2923 minutes, 29 secondsgood at and that other people value, it's never your most expected path or your most obvious path. So, I mean, that's a pretty cool
23:3823 minutes, 38 secondsstory that you got there. We talked a little bit about AI, but where do you see the whole AI thing going as far as marketing goes in the next five years?
23:4723 minutes, 47 secondsI think now is the era of brand. The only businesses that will survive and be recommended and trusted is those that are building brand, personal brand,
23:5523 minutes, 55 secondsdoing real marketing. I come from that SEO background. The reason I was trying to build those really powerful links to my personal finance website was just to
24:0224 minutes, 2 secondsrank in Google, get people to click and then earn affiliate commission from the clicks. I wasn't building a real brand or a real business. Whereas the businesses now that will survive and
24:1024 minutes, 10 secondsespecially home service and local businesses, you have to build brand and authority and trust. And the way that
24:1724 minutes, 17 secondspeople are searching inside of the LLMs, you can just see that's where they're getting their information. We've had five leads in the past week and every
24:2624 minutes, 26 secondsone of them said they found us in a different LLM. Somebody said they use Groank and found us which I didn't even think about. Grank with one client who is they're a
24:3524 minutes, 35 secondsmortgage lender and they get a lot of leads from Grock, which I know is nuts. Yeah, that's crazy.
24:4024 minutes, 40 secondsBut it's like crypto mortgages, so that sort of makes sense because that's where all the crypto bros hang out. But yeah, we had a sales call the other day from somebody who found us on Claude and I
24:4824 minutes, 48 secondslove Claude, but I only use it for coding. Like I don't know people like So it's weird. Yeah, people find they groove. if they find where they are. But you can just see that these LLMs the way
24:5624 minutes, 56 secondsthat they're recommending like we do a lot of work with this. If you look at things like med spars, if you go into an LLM chachi PT and say what's the best
25:0425 minutes, 4 secondsmed spa in New York, they're not just recommending the best med spar they're recommending the best doctors that work
25:1225 minutes, 12 secondsfor the med spars. So it's like you've got to have those personal brands inside of those brands.
25:1925 minutes, 19 secondsYeah. Yeah, that's a good point. Yeah, it's still the personal touch that matters the most. Even with all the AI and the scraping, even even the machines are still looking for the people.
25:2925 minutes, 29 secondsYeah, that's a great What do you think then? Do you guys feel pretty safe in an industry that seems like AI is going to be decades away from being able to affect you in terms of
25:3725 minutes, 37 secondsexecution of your business? Like robots aren't going to be coming in and doing installs and stuff, are they? I don't think anytime soon.
25:4325 minutes, 43 secondsI don't know, man. I mean, things moving pretty quick right now. It's one thing the exponentiality of the way AI is moving is nothing we've
25:5225 minutes, 52 secondsever seen before. So like you know every time like the thing the thing that people don't really realize is every time there's an update it's a 5x or 10x
26:0026 minutesupdate to what it could do before. It's not like it's just moving one thing. And now there's a whole different group of terminology that's come out. Instead of
26:0726 minutes, 7 secondsprompting, it's looping. And it's looping is basically training one agent, GPT agent or one AI agent, AI agent to check the other one's hand basically.
26:1826 minutes, 18 secondsAnd then that one checks that one's hand until basically you don't have to have a human involved at all. So I think that the way that it's growing, we're
26:2526 minutes, 25 secondsprobably going and the robotic side is like if you look into it, it's not sitting still. It's growing right along with the AI stuff. So I say all that to
26:3326 minutes, 33 secondssay like we say that we think safe but I think it's 5 to 10 years away before most of it is driven by something other than a human most of the time. And right
26:4226 minutes, 42 secondsnow these businesses the the back offices are going away that's all becoming a workflows. Basically the part
26:5026 minutes, 50 secondsof it is leaning into AI and some blockchain stuff in there as well. And part of the thing is and we've said this on other shows and we say it over and over again but like private equity is in
26:5826 minutes, 58 secondsthe HVAC space now and in the home trade space now. So like when private equity is putting the amount of money that they're putting into these rollups and
27:0727 minutes, 7 secondstrying to find the most efficient, easiest, cost-effective way to do things are going to move a lot different than they have in their trades before because they never had that amount of money
27:1527 minutes, 15 secondsbacking that amount of change before. So like most people are like, "Oh, I'm going to do these same 10 things I've always done. I'm going to wake up and go make my money. People are going to wake
27:2327 minutes, 23 secondsup and be uncomfortable. They're going to call us, you know, and you guys with the heat wave are seeing it right now. I see these articles every day. America was right about the cooling. America was
27:3127 minutes, 31 secondsright about air conditioning. UK emits America was right. Like people want to be comfortable. It's just how they've been trained in modern society. Like
27:3927 minutes, 39 secondsthey feel like it's their right to be comfortable on demand most of the time.
27:4327 minutes, 43 secondsSo now there's real money saying let's see how we can serve that need the quickest, the fastest, and the most efficient. So I think it's definitely
27:5127 minutes, 51 secondsgonna change things in a way that we haven't seen them change before.
27:5527 minutes, 55 secondsYeah. And I am sat here now uncomfortable without air conditioning.
27:5927 minutes, 59 secondsSo I feel you. But yeah, you need a mini split. Come on, put the mini split in.
28:0428 minutes, 4 seconds[laughter]
28:0528 minutes, 5 secondsWell, uh, are you hot? What is the temperature there right now? Is it still pretty hot there?
28:1028 minutes, 10 secondsIt broke like two days ago. So, we're at like 23° centigrade now. Just come off
28:1728 minutes, 17 secondsthe back of 35 36°ree high for about eight days in a row. So, it's it's okay now, but it will go up again towards the end of this week back up to 30°.
28:2828 minutes, 28 secondsWhat about you guys?
28:3028 minutes, 30 secondsWell, we're in Fahrenheit here. It's probably close to the same math, record heat for the time of year that we're at
28:3728 minutes, 37 secondsright now. We are seeing basically our heat index is 98 degrees Fahrenheit, 98 something like that. But it feels, this is the thing. I don't think you guys
28:4528 minutes, 45 secondshave the same humidity that we have. So, like now because of the humidity, I think it's going to be a high of 90. I said 98. I think 93 today, but it's
28:5428 minutes, 54 secondsgoing to feel like 104 because of the humidity factor that is is in the air.
29:0129 minutes, 1 secondAnd there's certain states, California, parts of Washington State, parts of Colorado, most of Colorado actually are what we call dry states where they don't
29:0829 minutes, 8 secondshave that humidity like you guys do. But the in Arizona is another one. But most of the United States, they deal with in
29:1629 minutes, 16 secondsthe summertime extreme heat and extreme humidity. So, it just makes things 10 times worse. It's like you got a blanket on and then you just shot a bunch of
29:2429 minutes, 24 secondsheat under the blanket and you just kept it right there and then it's like you're suffocating as well as being hot or something like that. You know, you have air in every room, don't you?
29:3329 minutes, 33 secondsYou have Oh, yeah. I mean, that is Yeah, America is set up that way. That's one thing.
29:3729 minutes, 37 secondsThere is air conditioning. Most places have either a central ducted system or some kind of window shakers. New York is
29:4529 minutes, 45 secondsone place where in some of the metropolises like New York, Chicago where there's a lot of population density and they were Midwestern states
29:5329 minutes, 53 secondswhere it's only hot for a certain part of the year and it's colder way longer.
29:5829 minutes, 58 secondsThey have what we call window units where they're in the windows or a sleeve that goes through the wall and it's just a PTAC unit or a through the wall air
30:0730 minutes, 7 secondsconditioner where the back of it hangs out of the building and the front of it in there. And that's how it was. My first department was like that. We didn't have central air. We had
30:1430 minutes, 14 secondsbaseboard heat and then every main living area like the bedrooms and then the living area each had its own through the wall air conditioning unit that you
30:2330 minutes, 23 secondsused. Now they're getting rid of those and a lot of those places that had those are going to mini splits now because that's those ones that hang on the wall.
30:2930 minutes, 29 secondsYou see those a lot European those started really were more of a European concept that has made its way into America. So that's how we're living over
30:3730 minutes, 37 secondshere. Like you're definitely going to have air conditioning in every room or it's probably going to be a health and safety issue at some point in time. You know what I mean? You're going to have to go somewhere where there is air
30:4530 minutes, 45 secondsconditioning for parts of the year at least to be able to live.
30:4930 minutes, 49 secondsYeah. We I've historically for the past 10 years, as I imagine all of Britain, oh, the older generations, even longer,
30:5730 minutes, 57 secondsyou just say to yourself every year, we get one or two days where it's like you can't breathe. And it's like it's not worth I don't know how many thousands it
31:0531 minutes, 5 secondscosts to get these mini splits put in, but it's just not worth it for the one or two days. And in recent years, it's not one or two days. now is like weeks.
31:1431 minutes, 14 secondsSo, it's going to as a culture we're going to change and you can see every year it like the units they sell out everywhere that you can get them and
31:2131 minutes, 21 secondsthen yeah, it becomes something where it's not just one day where you're hot and you can just like take everything off and just you just go to the hardware store and
31:2931 minutes, 29 secondsbuy a window unit here in America and until they sell out or unless it's a big heat wave or something, you can most of the time just go to like Home Depot or
31:3631 minutes, 36 secondsLowe's or any of the big box hardware stores and just buy you an air conditioning to put in the window. But are they any good?
31:4431 minutes, 44 secondsYeah, they're window they're area units, not for the whole house. So if you had a bedroom and you're like, I'm just going to keep this bedroom cool and you went
31:5231 minutes, 52 secondsand got one of those window units. Oh yeah, they keep you'd keep it cool. And you and now they're pretty efficient, too.
31:5831 minutes, 58 secondsYou have to keep the window open. And so you open the window, the thing slides in, you close the window on top of it.
32:0432 minutes, 4 secondsIt has two things that slide out that hold it in the window. The back of it hangs out the window, the front of it faces the room, and it just air conditioning. It's a heat pump. All air
32:1332 minutes, 13 secondsconditioning is heat. At the end of the day, it's a heat pump. In reality, it just pumps heat from one place to the other using a refrigerant. So, that
32:2032 minutes, 20 secondsthing is just a in the-all heat pump that pumps the heat, takes it, and removes it from the air and extracts it to the outside directly to the outside.
32:2932 minutes, 29 secondsSo, and also cur dehumidifies as well.
32:3332 minutes, 33 secondsI'm not sure. I know there's regulation on stuff like that over here. I know if you want the the proper splits put in, you have to have a proper
32:4132 minutes, 41 secondsSure. Yeah. Yeah. I mean, for something like that, I'm sure you got to have a low calculation and everything, but here it's the same way. But then they also just let a consumer go, you just go to a
32:5032 minutes, 50 secondshardware store and buy an air conditioner if you want to use it. I know what your guys grids like. Our grid's a little different, too. So, it might be something to do with that as
32:5732 minutes, 57 secondswell. Like maybe they can't take the chance putting all that electric on the grid at one time because it's so old or something.
33:0333 minutes, 3 secondsI'll be looking those are considerations.
33:0533 minutes, 5 secondsThey are. Yeah. Well, I just got a letter from our water company today to say that basically a begging letter saying like when it gets hot, water
33:1333 minutes, 13 secondsusage just goes up exponentially across the entire system.
33:1833 minutes, 18 secondsPlease just be aware that if you all turn your water on at the same time like we're going to the whole system's going to collapse. There was like a begging letter like
33:2533 minutes, 25 secondspeople just running the water trying to be cool. I guess trying to get some cool water and splash it on their face or what is it? They're drinking or what are they saying?
33:3233 minutes, 32 secondsIt's just an exponential increase. I saw maybe 10 different houses that were filling paddling pools from the host pipe
33:4033 minutes, 40 secondsdoing the grass just showers, cold showers. It just goes I think it's like a 5x usage compared to normal times and they just can't cope with that sudden
33:4833 minutes, 48 secondssurge of usage on like you said old pipes that have been here for years. So yeah, [laughter] it's crazy times climate change.
33:5933 minutes, 59 secondsAll right. Well, I think we're running up on our time. I'll do a couple things.
34:0234 minutes, 2 secondsFirst off, tell everybody where they can get a hold of you, your website, what it is you do, all that stuff. And if somebody wants to hire you to go create,
34:1034 minutes, 10 secondsget them links or get them quote it, we should say, and then get the link, then how they can do that. So, okay. Yeah. So, find me on LinkedIn,
34:1934 minutes, 19 secondsChris Pantelli. Our website, linkify, that's l i n ki fi.io.
34:2634 minutes, 26 secondsPlease feel free to go and get a free cheat sheet where I break everything down that we've talked about today and tell you exactly how you can go and get
34:3334 minutes, 33 secondsyour first five pieces of me mega coverage. And that's at linkifi.io/cheat-sheet.
34:4234 minutes, 42 secondsDrop me an email if any if you want to talk or if you want to set up a call, chrisify.io and I'll be fast to reply and I'll do a 10-minute free strategy call as well if you want me to look at
34:5134 minutes, 51 secondsyour website, look at your socials, make sure that you're set up, ready to for success.
34:5534 minutes, 55 secondsPerfect, Chris. Thank you. And the last thing we ask all of our guests before we get off the show is if the world ended today and they asked you to leave some
35:0335 minutes, 3 secondsadvice on the wall for the society that comes next, what is your one sentence of advice that you would leave?
35:1235 minutes, 12 secondsTake a risk. Because when I was stood in the fish and chip shop doing 15hour days in a heat wave, sweating and thinking,
35:2135 minutes, 21 secondsshall I go and do this other thing which is making me money and could give me a better life. I took the risk and it worked out. So sometimes you take the risk.
35:2935 minutes, 29 secondsI love it. I'm a take a risk guy all the time and you're going to take the risk and I rather take the risk and fail than wonder whatever happens. So I love that advice a lot.
35:3835 minutes, 38 secondsAll right, Chris, thank you very much and maybe we'll talk again sometime soon. Thanks for coming on and sharing that information about the links and
35:4635 minutes, 46 secondsgetting quoted and just all the great marketing advice you've gave our audience today. Thanks, Jeremy. It's been awesome.
35:5435 minutes, 54 seconds[music]
