From ZERO to HERO With Roger Wakefield

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On this episode of Profit Roadmap, plumbing industry expert and entrepreneur Roger Wakefield shares his incredible journey from a traditional plumber to a successful business owner leveraging YouTube and social media for marketing.

He talks about the importance of organic SEO, consistency in content creation, and the mindset of abundance in business. Plus, Roger dives into the essential tools for business growth as well as the importance of marketing in hiring. From compelling recruitment strategies, to measuring KPIs, and strong company culture—Roger covers it all in this episode.

Also joining us in this episode is special guest co-host Mike Callahan, entrepreneur and owner/president of SimpleGrowth with 25+ years of experience as a successful business owner.

EPISODE TIMESTAMPS

• [00:00] Intro
• [02:03] About Roger
• [05:38] Getting to the First $1M
• [08:33] The Importance of Consistency
• [11:34] Content Creation Is Key
• [16:34] SHARING the Secret Sauce?!
• [18:48] Using Your Phone for Content
• [22:16] Taking SEO Beyond Words
• [26:46] Leveraging the Power of AI
• [31:31] Tools to Help You Scale
• [33:34] STEAL THIS Hiring Ad!
• [35:49] Mastering Your KPIs
• [39:48] Business Owners: PAY YOURSELF!
• [46:50] The Power of Knowing Your Numbers
• [49:00] Core Values: No Excuses
• [52:52] Outro

Here are some of the key takeaways from our conversation with Roger:

Taking Control of Marketing

Roger started his plumbing career in 1980 but faced a significant hurdle —wasting thousands of dollars on ineffective marketing. Frustrated by deceptive marketing companies, he decided to take matters into his own hands and learn digital marketing, focusing on social media and, most importantly, YouTube.

Today, Roger has built the largest plumbing YouTube channel in the world, with over 650,000 subscribers and 125 million views. His success underscores the importance of mastering online presence and leveraging organic content for business growth.

The Organic vs. Paid Advertising Debate

One of Roger’s main marketing strategies is prioritizing organic reach over paid ads. While many businesses focus on paid advertising, he emphasizes the value of SEO, YouTube content, and organic search rankings to create sustainable, long-term visibility.

However, he also acknowledges the importance of balancing both strategies, using ads to boost visibility when necessary while maintaining a solid foundation of organic marketing.

The Road to Your First Million

For small business owners aiming to hit their first million dollars in revenue, Roger highlights the importance of consistency and patience in marketing efforts.

His approach includes:

• Content Consistency: Posting at least once a week on YouTube and other social platforms.
• SEO Optimization: Making sure content is discoverable through proper tagging and keywords.
• Brand Trust and Awareness: Establishing credibility through informative, value-driven videos.
• Tracking Results: Understanding where leads come from and doubling down on what works.

Overcoming Common Business Fears

Many service business owners hesitate to share their expertise publicly, fearing that competitors will copy them or that customers will use the information to DIY their own projects. Roger dismisses this fear, advocating for an abundance mindset.

By sharing valuable knowledge, he has built trust with his audience and positioned himself as an authority, leading to increased business rather than lost customers.

AI and the Future of Home Service Businesses

Roger is forward-thinking about AI’s role in business. He suggests using AI-driven tools such as automated customer responses, CRM-integrated chatbots, and marketing automation to streamline operations and enhance customer interactions.

Business owners who adopt these technologies early will have a competitive edge in efficiency and customer engagement.

Financial Education and KPIs for Business Growth

Roger emphasizes that many business owners fail to grasp their financials. He highlights the importance of tracking key performance indicators (KPIs) such as labor costs, overhead, marketing spend, and profitability.

Understanding these numbers helps entrepreneurs make informed decisions, adjust pricing, and scale their business effectively.

Building a Winning Company Culture

Culture is a critical component of business success. Roger believes in hiring employees who align with company core values and delivering exceptional service. He also stresses the importance of training and investing in employees to build a strong, motivated team.

The Roadmap to Success

Roger Wakefield’s journey is an inspiration to any business owner looking to scale their company and establish a lasting brand. His story proves that embracing digital marketing, leveraging organic growth, understanding business finances, and fostering a strong team culture are all essential ingredients to achieving sustainable success.

If you’re a business owner struggling with marketing or growth strategies, take a page out of Roger’s book—get online, create valuable content, track your numbers, and build a business culture that stands the test of time.

Related: Field Service Industry News With Ryan Yelvington

Originally published March 21, 2025 3:50 PM CT