Home Service Franchise Owner Starts a Local Newsletter

Hi newsletter operators!

Another 2+ weeks between issues. Sorry about that! But man, there is just so much interest in this space right now (also spent a week at Disneyland with the kids :). So much of my time is going to connecting with people who are interested in getting involved in the space.

Some who are already in newsletters and are intrigued by the local niche, some are smart business people who want to get involved because they see the opportunity.

If you’re reading this, you’re probably aware of the opportunity already. But just know you are in early to a space that I believe will be 10x bigger than it is now in the near future, if not more. KEEP GOING!

Elementary school dance. And yes, my son actually is Prince Charming, in just about every way!

A resident of Liberty Hill was in line behind me at Disneyland and chatted with me because of my Leander Scoop hat. So cool!

Make sure to follow along on X/Twitter | TikTok | Instagram | LinkedIn

Show insights

🎤Ethan Realander from Westchester Weekly

This episode with Ethan is a must listen in my mind. Because Ethan is a walking example of what I think the biggest opportunity in this space is, which is for local service businesses owners to do a local media company as an acquisition channel.

He just started relatively recently, but has tons of great insights into what he’s already done, but especially how he’s thinking about the space.

Here are my big takeaways:

• Newsletter as a marketing channel - Creates dual revenue streams by functioning as both standalone business and marketing tool for Rolling Suds:
• Generates a "negative CAC distribution platform" - getting paid to advertise his main business
• Each subscriber represents potential value to both ventures simultaneously
• Newsletter builds brand awareness while generating its own profit
• Team approach with long time friends - Formed mini-team with complementary skills:
• Ethan: Operations and strategy
• Friend #1: Content creation/writing
• Friend #2: Ad sales management
• Covering a very large and wealthy county - Targeting entire Westchester County (population ~1 million) rather than individual towns:
• Residents identify with county as whole
• Larger coverage creates more valuable ad inventory while maintaining "local" appeal
• Much larger TAM, for newsletter and for his power washing company
• Business owner networking gold - Uses newsletter to build valuable network of local business owners:
• Identifies business owners through subscriber surveys
• Creating casual alternative to formal networking groups like BNI
• Positions Ethan as community connector
• Builds relationships with potential advertisers and partners

Between his nearly perfect location choice, complimentary home service business, a great mindset, I’m quite confident he’ll be crushing it in the very near future.

Be sure to follow him as he documents his journey on Twitter/X here.

Actionable ideas

Survey Your Subscribers (And Watch the Magic Happen)

Think surveys are boring? Think again. Here's why you need to set one up ASAP for new subscribers:

• The response rates are INSANE — my partner newsletters are seeing 85%+ completion rates. That's not a typo.
• Advertiser gold mine: Concrete audience demographics = higher ad rates when you're ready to monetize.
• Segmentation superpowers: Target specific subscriber groups with laser-focused content and offers they actually want.

The Must-Have Questions:

• Age (crucial demographic data)
• Gender (tailor content accordingly)
• Homeowner status (property interests)
• Income bracket (spending power)
• Business ownership (B2B opportunities)
• Pet ownership (niche interests)
• Phone number (SMS has 95%+ open rates — keep this ace up your sleeve)

The Monetization Potential Is Off The Charts

Imagine sending targeted offers like:

• Women over 40 earning $100k+ → Free first Botox treatment
• Pet owners → Complimentary obedience classes
• Business owners → Custom advertising opportunities

The bottom line: Start collecting this data NOW. The potential is endless, and your future self will thank you.

Posting a Youtube video about this very soon about the Negative CAC concept for local media. Make sure you check it out. The channel page is here.

Great reads

Patch’s AI Local Newsletter Experiment - Andrew Deck

Really interesting article that you 100% need to read if you’re in this space. Goes over how they tried to have locals write their newsletters, then removed them to go all AI. Worth reading to understand what AI can do and what it can’t, and how being AI only will not work without the human local touch (imo). Read it here.

Q1 2025 Email Patterns, Trends, and Outliers - Really Good Emails

Article about recent trends in the newsletter space in general. It’s good to always look outside of your specific niche to see what people are doing, to get ideas you can incorporate. Check it out here.

Shower thoughts

Things I’ve been thinking about recently

The Power of Memes

Just last week, we created a Meme section at the end of each of our newsletters. Big picture reason; to entertain and to create the habit of reading to the bottom.

The engagement numbers don't lie: My partner Nolan Gore sends landscaping newsletters with 60%+ open rates. His secret? Loading each issue with 5-15 funny memes at the end.

Why I'm All-In on Meme Strategy

• It's a dopamine goldmine — People crave that weekly laugh fix, creating a powerful habit loop that keeps readers coming back
• It's low-effort, high-impact — You don't need to create custom memes for every location (though that's ideal when possible)
• Human touch — Local media co competitors are stiff and formal, and AI newsletters can't match genuine humor curation

How It Actually Works:

• Weekly themes keep it fresh (like tax-related memes during April)
• Find your sweet spot — Whether you include just 1-2 memes or go all-in with a larger collection, consistency is key
• Zero relevance required — The memes don't need to connect to your newsletter topic at all!

The Strategic Advantage Is Massive

• Building on success: I'm already using funny GIFs throughout my newsletters — this is just doubling down on what works
• Creating unmistakable brand identity that separates you from both traditional local media AND AI-generated content
• Establishing a reader habit that translates directly to higher open rates, engagement, and ultimately, revenue

The Bottom Line:

What do you think about incorporating a meme section into your newsletter? I'd love to hear if you're planning to try this approach and what aspects of it appeal to you most.

That’s all I got for this issue. If there’s anything you want me to cover or talk about for the next edition, reply to this and let me know!