"The question is not 'How do I break into pest control?' The question is 'Who in my network already knows pest control inside and out?'"
Inspired by "Who Not How" by Benjamin Hardy & Dan Sullivan
Network Reach at a Glance
250+
Mesh CRM Contacts (5 Verticals)
10K+
LinkedIn Connections
8
Active WhatsApp Channels
4+
Relevant Facebook Groups
5
Target Industry Verticals
10K+
Newsletter + Substack Audience
Channel Inventory
🟣 Mesh CRM
Mesh Personal/Professional CRM
250+ contacts with industry relevance mapped across pest control, lawn care, real estate, restaurants, and home services. Includes company owners, franchise operators, and industry-adjacent contacts from EO/YPO network.
💬 WhatsApp Channels (EO / YPO / Dragonfly)
EO Rogue Needs & Leads Community I
214 messages... warm ask/offer environment for EO members
EO Rogue Needs & Leads Community II
3,039 messages... highly active, best for intro requests
YPO Entrepreneurship Network Needs & Leads
157 messages... YPO-level owners, higher revenue targets
EO Manufacturing Industry Community
3,045 messages... ops-heavy members who understand outsourcing
EO Media and Marketing Industry Community
182 messages... marketing agency owners who serve these verticals
AI & GPT4 for EO Members
272 messages... AI-curious entrepreneurs, perfect for AI + VA positioning
EO Atlanta Chapter Members Only
274 messages... Brad's home chapter, strongest trust relationships
DRAGONFLY
3,106 messages... high-level peer group, deep relationships, restaurant/hospitality connections
📘 Facebook Groups
EO Past & Present
Search for industry connections among current and former EO members across all verticals
EO Marketplace
Offer/ask marketplace for EO members... post service offerings by vertical
FieldRoutes Customer Community
Pest control + lawn care operators using FieldRoutes software... direct vertical access
HousecallPro Community
Home services operators... HVAC, plumbing, electrical, general contractors
Brad Stevens LinkedIn Profile
10,000+ connections. Target industry-specific LinkedIn groups. Post vertical-focused articles. Direct DM outreach to known contacts.
📧 Substack / Newsletter
"Automate and Delegate" Newsletter
Growing subscriber base. Industry spotlight series drives readers to vertical-specific calculators and content.
The "Who Not How" Principle Applied
Brad doesn't need to become an expert in pest control, lawn care, real estate, restaurants, or home services. He needs to find the people who already are experts and partner with them. Every channel above is a pathway to those "Whos."
| Traditional Approach (How) | Network Mining Approach (Who) |
|---|---|
| Research pest control industry from scratch | Ask Philip Gossling (Do My Own Pest Control) for 30 min |
| Cold-call 100 lawn care companies | Post in EO N&L: "Who owns a lawn care business?" |
| Build real estate credibility over 2 years | Get Bob Davis (Realty ONE) to co-host a webinar |
| Study restaurant ops independently | Text Douglas Turbush (Seed Kitchen, Atlanta local) for lunch |
| Attend 10 home services conferences | Leverage ServiceTitan/HousecallPro FB groups today |
🪲
Pest Control
Mesh CRM Contacts
Philip Gossling - Do My Own Pest Control
Scott Abbott - Pocomos
Jaime Gomez - Prime Pest Control Las Vegas
Patrick George - Rainbow Treecare
WhatsApp Channels to Post
- EO Rogue Needs & Leads I + II (highest volume, best response rate)
- YPO Entrepreneurship N&L (higher-revenue pest control owners)
- EO Atlanta (local connections who may know Atlanta pest operators)
Facebook Groups
- ACTIVE FieldRoutes Customer Community (direct access to pest control operators)
- TO CREATE "Pest Control Owners + AI" (Brad-owned niche community)
- SEARCH EO Past & Present (search for pest control owners)
Substack Angle
"Why pest control companies are hiring VAs (and saving $30K/year)" ... Position around scheduling nightmares, customer follow-up gaps, and seasonal surge staffing.
LinkedIn Strategy
- Target pest control LinkedIn groups and industry leaders
- Connect with Tommy Donovan, Donnie Shelton, and other known industry voices
- Post case study content about VA impact in field services
- Drive to pest-control-calculator.pages.dev
🌿
Lawn Care
Mesh CRM Contacts
James Young - Spring-Green Enterprises
Patrick George - Rainbow Treecare
Cory Brewer - Beyond Landscaping
David Wescott - Transblue Franchise
Ryan Jardine - Quality Irrigation
Daniel Currin - Greenscape Inc.
WhatsApp Channels to Post
- EO Rogue Needs & Leads I + II
- YPO Entrepreneurship N&L
- EO Manufacturing (ops-focused, overlaps with landscape/outdoor services)
Facebook Groups
- SEARCH Lawn Care Millionaire (large existing community)
- SEARCH LawnSite (established forum/community)
- TO CREATE "Lawn Care Business Owners + AI" (Brad-owned)
Substack Angle
"How lawn care owners are getting 20 hours/week back" ... Focus on route optimization admin, customer communication, and seasonal crew management that VAs can handle.
LinkedIn Strategy
- Target landscape/outdoor services LinkedIn groups
- Connect with franchise operators (Spring-Green, Transblue networks)
- Leverage existing contacts for warm introductions to their networks
🏠
Real Estate
Mesh CRM Contacts
Bob Davis - Realty ONE Group
Samantha Phillips - Phillips & Co RE
Rocky Kaufmann - KW Commercial
Joel Worcester - Worcester Investments
Beth Boswell - Boswell RE Partners
Adam Stein - Century 21
Ron Wysocarski - Wyse Home Team
WhatsApp Channels to Post
- EO Rogue N&L I + II (many EO members own real estate portfolios)
- YPO N&L (higher-volume real estate teams and investment firms)
Facebook Groups
- SEARCH EO Past & Present (real estate-connected EO members)
- SEARCH Keller Williams groups (large agent networks)
- TO CREATE "Real Estate Teams + AI & Automation" (Brad-owned)
Substack Angle
"The $22K/year back office for real estate teams" ... Transaction coordination, listing management, lead follow-up, and CRM data entry that agents shouldn't be doing themselves.
LinkedIn Strategy
- Target real estate team leaders, brokerage owners, and property management firms
- Post content about transaction coordinator VAs and listing management automation
- Engage in Keller Williams, eXp Realty, and independent brokerage LinkedIn groups
- Drive to real estate industry calculator
🍽️
Restaurants
Mesh CRM Contacts
Douglas Turbush - Seed Kitchen & Bar (ATLANTA!)
George Constantinou - Mil Gustos Hospitality
Nick Brune - 30aPrivateChef
Nancy Goodman - Simmer
⭐ Douglas Turbush is an Atlanta local. Perfect for in-person lunch and deep-dive conversation about restaurant pain points.
WhatsApp Channels to Post
- EO Rogue N&L I + II
- YPO N&L
- DRAGONFLY (3,106 msgs... strong hospitality/restaurant connections in this group)
Facebook Groups
- SEARCH Restaurant Owner groups (multiple large communities exist)
- SEARCH R365 Community (Restaurant365 user community)
- TO CREATE "Restaurant Owners + AI & Efficiency" (Brad-owned)
Substack Angle
"Why restaurants with VAs have 3x better review scores" ... Online reputation management, reservation follow-ups, vendor coordination, and social media that owners can't keep up with.
LinkedIn Strategy
- Target multi-unit restaurant operators and franchise owners
- Connect with hospitality industry groups
- Post content about review management, vendor coordination, and back-office automation
🔧
Home Services
Mesh CRM Contacts
David Wescott - Transblue Franchise
Rodney Strickland - Ameritech Facility Services
Courtney Goldstein - Capital City Mechanical
Benjamin Beattie - True Blue Plumbing
Chris LeVeck - Facility Innovations
WhatsApp Channels to Post
- EO Rogue N&L I + II
- YPO N&L
- EO Manufacturing (ops-heavy, many members in trades)
Facebook Groups
- ACTIVE HousecallPro Community (HVAC, plumbing, electrical operators)
- SEARCH ServiceTitan Community
- SEARCH Home Service Millionaire
- TO CREATE "Home Services Owners + AI" (Brad-owned)
Substack Angle
"The missed call problem (and the $1,895/mo fix)" ... Every missed call is a lost job. VAs answering phones, dispatching techs, following up on quotes, and managing reviews while techs are in the field.
LinkedIn Strategy
- Target HVAC, plumbing, electrical, and general contracting company owners
- Engage with ServiceTitan and HousecallPro-related LinkedIn content
- Post about the "missed call" problem and phone-answering VA solutions
- Drive to home services industry calculator
WhatsApp Channel Posting Strategy
The key insight: these are peer communities. Every message must be an authentic ask from a peer, not a pitch. The tone is EO/YPO member-to-member... curious, respectful, giving before asking.
| Rule | Detail |
|---|---|
| Frequency | 1x per month per channel maximum. Never back-to-back weeks. |
| Format | Ask format only. Never pitch. Never link to OA directly. |
| Tone | Peer-to-peer. "Hey team... curious if..." Not corporate. |
| CTA | Ask for a connection or conversation, not a sale. |
| Follow-up | When someone responds, move to DM immediately. Never sell in the group. |
EO Rogue Needs & Leads Community I + II
3,253 combined messages Highest activity
What to Post
Industry-specific intro requests. One vertical per post. Rotate through all 5 over 5 months.
Sample Messages
Pest Control Ask:
Hey team... curious if anyone in here owns or has a connection in the pest control space? I'm doing deep research into how outsourcing + AI is transforming that industry and would love to talk to someone living it. Thanks! 🙏
Hey team... curious if anyone in here owns or has a connection in the pest control space? I'm doing deep research into how outsourcing + AI is transforming that industry and would love to talk to someone living it. Thanks! 🙏
Lawn Care Ask:
Quick ask... anyone here own or know someone who owns a lawn care / landscaping company? Working on some research around back-office operations in that space and would love a 20-minute conversation with someone who's scaled past $1M. Appreciate any intros!
Quick ask... anyone here own or know someone who owns a lawn care / landscaping company? Working on some research around back-office operations in that space and would love a 20-minute conversation with someone who's scaled past $1M. Appreciate any intros!
Real Estate Ask:
Hey all... looking to connect with a real estate team leader or brokerage owner. Doing a deep dive into how transaction coordination and admin is being handled by teams doing 50+ deals/year. Anyone in here in that world or know someone? Would love an intro.
Hey all... looking to connect with a real estate team leader or brokerage owner. Doing a deep dive into how transaction coordination and admin is being handled by teams doing 50+ deals/year. Anyone in here in that world or know someone? Would love an intro.
Restaurant Ask:
Hey team... anyone in here own or have a close connection to a multi-location restaurant operator? Researching how hospitality companies are handling vendor management, review responses, and back-office ops as they scale. Would love a quick conversation.
Hey team... anyone in here own or have a close connection to a multi-location restaurant operator? Researching how hospitality companies are handling vendor management, review responses, and back-office ops as they scale. Would love a quick conversation.
Home Services Ask:
Quick one... does anyone here own or know someone who runs an HVAC, plumbing, or electrical company? Doing research into how home services companies are handling the "missed call" problem and customer follow-up at scale. Would love to chat with someone in the trenches.
Quick one... does anyone here own or know someone who runs an HVAC, plumbing, or electrical company? Doing research into how home services companies are handling the "missed call" problem and customer follow-up at scale. Would love to chat with someone in the trenches.
YPO Entrepreneurship Network Needs & Leads
157 messages Higher-revenue targets
What to Post
Same ask format but slightly elevated language. YPO members tend to own larger operations ($5M+). Focus on multi-location and franchise operators.
Hey all... working on research around how multi-location service businesses (pest control, lawn care, home services) are approaching offshore staffing + AI integration. If you own or know someone who owns a company in one of these spaces doing $3M+, I'd love a 20-minute conversation. Happy to share what I'm finding in return. 🙏
DRAGONFLY
3,106 messages Deep peer trust
What to Post
This is Brad's closest peer group. The ask can be more personal and direct. Best channel for restaurant and hospitality connections specifically.
Hey Dragonfly... been spending a lot of time lately diving deep into how specific industries handle outsourcing and AI. Currently focused on restaurants and home services. Anyone in here in that world or have a close friend who is? Would love an intro... even just a 15-minute call would be huge. Will share back everything I'm learning.
EO Atlanta Chapter Members Only
274 messages Home chapter, max trust
What to Post
Brad's home chapter. The strongest personal relationships. Ideal for asking members to search their own networks.
Hey Atlanta crew... doing some industry-specific research and looking for intros. If you know anyone who owns a pest control company, lawn care business, restaurant group, real estate team, or home services company... I'd love a warm intro. Happy to buy lunch for anyone who connects me. 😄
AI & GPT4 for EO Members
272 messages AI-curious audience
What to Post
This channel is perfect for sharing Brad's AI + VA integration insights. Position as thought leadership first, intro requests second.
Been building out some industry-specific AI + outsourcing playbooks (pest control, home services, restaurants, etc.) and the results have been fascinating. If anyone here operates in one of these spaces or knows someone who does, I'd love to swap notes on how AI and offshore teams are being combined. Tons of low-hanging fruit.
EO Manufacturing Industry Community
3,045 messages Ops-focused
What to Post
Manufacturing members understand operations, process, and staffing challenges. Good for lawn care (equipment/logistics), home services (field ops), and cross-industry introductions.
Hey team... curious question from outside the manufacturing world. I work in outsourcing/offshore staffing and am seeing a ton of demand from field services companies (pest control, HVAC, lawn care). Anyone here have connections in those industries? The ops challenges are surprisingly similar to manufacturing... scheduling, routing, customer communication at scale. Would love an intro if so.
Brad's Owned Facebook Groups
Five niche communities Brad creates and grows. Each one becomes a funnel for industry-specific leads, positions Brad as the outsourcing + AI expert in that vertical, and feeds directly into OA's pipeline.
🪲 Pest Control Owners + AI
Group Description
A community for pest control business owners exploring AI, automation, and outsourcing to scale their operations. Share what's working, ask questions, and connect with peers who are building smarter businesses.
Content Pillars (3x/week minimum)
1
AI Tools Spotlight: Specific tools for pest control (route optimization, CRM automation, review management)
2
Operations Wins: How owners are saving time on scheduling, customer follow-up, and seasonal hiring
3
Industry Trends: M&A activity, regulation changes, franchise models, and growth strategies
4
Outsourcing 101: How VAs handle dispatch, customer calls, invoicing, and admin
Growth Tactics
- Invite all pest control contacts from Mesh CRM on day one
- Cross-promote in FieldRoutes Customer Community (value-first, not spammy)
- Share Substack pest control article in group as seed content
- Run a "pest control operations audit" freebie to drive joins
- VA moderator posts engagement questions 2x/week
Pipeline Conversion
Members who engage consistently get DM outreach: "Hey, noticed you're dealing with [specific pain point]. We actually have a pest control operations playbook... want me to send it over?" Drives to discovery call.
🌿 Lawn Care Business Owners + AI
Group Description
For lawn care and landscaping business owners who want to scale smarter using AI, automation, and strategic outsourcing. No fluff... just what's actually working.
Content Pillars (3x/week minimum)
1
Seasonal Playbooks: How to handle spring surge, winter prep, and crew management with VAs
2
Tech Stack Reviews: Software comparisons, CRM setups, route optimization tools
3
Scaling Stories: Owners who went from $500K to $2M+ and what they delegated
4
AI Automations: Specific AI workflows for estimates, customer communication, and marketing
Growth Tactics
- Invite lawn care Mesh contacts as founding members
- Post group link in LawnSite and Lawn Care Millionaire (where allowed)
- Share the "20 hours/week back" Substack article as bait content
- Partner with a lawn care software company for a joint webinar to drive members
🏠 Real Estate Teams + AI & Automation
Group Description
A community for real estate team leaders and brokerage owners using AI and outsourcing to scale their transaction volume without burning out their agents.
Content Pillars (3x/week minimum)
1
TC & Admin: Transaction coordination, listing management, and CRM workflows handled by VAs
2
Lead Follow-up: How AI + VAs handle speed-to-lead and nurture sequences
3
Marketing Automation: Social media, property videos, email campaigns run by offshore teams
4
Scaling Playbooks: From 50 to 200+ deals/year without proportional headcount growth
Growth Tactics
- Invite all 7 real estate Mesh contacts as founding members
- Cross-promote in KW agent groups and eXp Realty communities
- Run a "Real Estate Team Efficiency Audit" as lead magnet
- Partner with a real estate CRM (Follow Up Boss, KVCore) for co-branded content
🍽️ Restaurant Owners + AI & Efficiency
Group Description
For restaurant owners and hospitality operators who want to run leaner operations using AI, automation, and offshore support. From review management to vendor coordination... work smarter.
Content Pillars (3x/week minimum)
1
Review Management: How VAs monitor and respond to Google/Yelp/DoorDash reviews in real time
2
Vendor & Inventory: Purchase order management, vendor follow-ups, and cost tracking
3
Marketing: Social media content, email campaigns, and loyalty program management
4
Multi-Location Ops: How AI and VAs help operators scale beyond 2-3 locations
Growth Tactics
- Douglas Turbush (Atlanta local) as founding member and potential co-moderator
- Cross-promote in R365 Community and restaurant owner Facebook groups
- Share the "3x review scores" Substack article as seed content
- Leverage DRAGONFLY network for high-quality restaurant operator invites
🔧 Home Services Owners + AI
Group Description
A community for HVAC, plumbing, electrical, and general contracting business owners using AI and outsourcing to answer every call, follow up on every quote, and grow without the chaos.
Content Pillars (3x/week minimum)
1
Missed Call Solutions: How VAs and AI handle inbound calls 24/7 without hiring a receptionist
2
Quote Follow-up: Automated + human follow-up systems that close 30% more estimates
3
Dispatch & Scheduling: VA-managed dispatch boards, tech routing, and customer communication
4
Growth Ops: Marketing, review generation, and brand building while techs are in the field
Growth Tactics
- Invite home services Mesh contacts as founding members
- Cross-promote in HousecallPro Community and ServiceTitan groups
- Run a "missed call calculator" tool as a lead magnet
- Partner with ServiceTitan/HousecallPro for visibility
Existing Group Strategies
EO Past & Present
- Post monthly industry-specific asks (same format as WhatsApp templates)
- Search member list for industry keywords and company names
- Engage on others' posts to build visibility before posting asks
- Share thought leadership content (Substack articles, LinkedIn posts) weekly
EO Marketplace
- Post OA service offerings positioned by vertical (not generic "we do outsourcing")
- Format: "Looking for [vertical] business owners who need help with [specific pain]"
- Monthly rotation through the 5 verticals
- Include the industry-specific calculator link as a low-commitment CTA
Moderator VA Support (All 5 New Groups)
- 1 dedicated VA moderator across all 5 groups (approx 2-3 hours/day)
- Responsibilities: post scheduled content, engage on member posts, approve new members, flag hot leads for Brad
- Weekly report to Brad: new members, engagement metrics, leads flagged
- Use OA's own VAs as a proof-of-concept ("our VA manages these 5 communities")
Industry Spotlight Series Plan
5-week Substack series. One industry per week. Each piece is standalone valuable, drives to the industry-specific calculator, and gets cross-posted across all channels.
| Week | Industry | Substack Title | Calculator |
|---|---|---|---|
| 1 | 🪲 Pest Control | "Why Pest Control Companies Are Hiring VAs (And Saving $30K/Year)" | pest-control-calculator.pages.dev |
| 2 | 🌿 Lawn Care | "How Lawn Care Owners Are Getting 20 Hours/Week Back" | lawn-care-calculator.pages.dev |
| 3 | 🏠 Real Estate | "The $22K/Year Back Office for Real Estate Teams" | real-estate-calculator.pages.dev |
| 4 | 🍽️ Restaurants | "Why Restaurants With VAs Have 3x Better Review Scores" | restaurant-calculator.pages.dev |
| 5 | 🔧 Home Services | "The Missed Call Problem (And the $1,895/Mo Fix)" | home-services-calculator.pages.dev |
Content Architecture Per Article
Each piece follows the same structure for consistency and maximum impact:
- Hook (1 paragraph): A specific, surprising stat or story from the industry. Not generic.
- The Problem (2-3 paragraphs): The specific operational pain point this industry faces. Use real language from the industry.
- The "Who" Solution (2-3 paragraphs): How a VA + AI combination addresses the pain. Specific tasks, not vague promises.
- The Math (1 section): Dollar-for-dollar ROI calculation. Link to the industry calculator for personalized numbers.
- Real Example (1-2 paragraphs): Case study or anonymized client example from OA's 500+ staff experience.
- CTA: "Run your own numbers" link to calculator. Not "schedule a call."
LinkedIn Article Series
Parallel series on LinkedIn. Shorter format (600-800 words vs. 1,200-1,500 on Substack). Different angle to avoid pure duplication.
| Week | LinkedIn Title | Angle Shift |
|---|---|---|
| 1 | "I Talked to 12 Pest Control Owners. Here's What None of Them Are Delegating (But Should Be)" | Interview/research framing |
| 2 | "The Lawn Care Owner's 80-Hour Week Is a Systems Problem, Not a Work Ethic Problem" | Challenge conventional thinking |
| 3 | "Why the Best Real Estate Teams Have Someone You've Never Met Running Their Back Office" | Mystery/reveal structure |
| 4 | "A Restaurant's Online Reputation Is Being Managed by... Nobody (Usually)" | Gap identification |
| 5 | "Every Missed Call Costs a Home Services Company $200-$500. Here's the Fix." | Hard dollar impact |
Cross-Posting Distribution Strategy
Each piece of content follows a deliberate distribution sequence designed to maximize reach without looking spammy:
Day 1: Substack Publish
- Full article goes live on "Automate and Delegate" Substack
- Email notification to all subscribers
Day 2: LinkedIn Article
- Shorter version published as LinkedIn article
- Tag relevant industry connections from Mesh CRM
- Share in relevant LinkedIn groups
Day 3: Facebook Groups
- Share key insight (not full article) in Brad's owned group for that vertical
- Link to full Substack article for those who want more
- Share in EO Past & Present with a peer-to-peer framing
Day 4-5: WhatsApp Share
- Share the Substack link in ONE relevant WhatsApp channel (rotate channels)
- Framing: "Just published some research on [industry]. Thought some of you might find this useful."
- Only if it's been 30+ days since last WhatsApp post in that channel
Day 7: Podcast Mention
- Reference the article/research in the next "Automate & Delegate" podcast episode
- Use it as a content seed for a podcast guest conversation
Calculator Integration
Each Substack article drives readers to the industry-specific ROI calculator. The calculators are the low-commitment conversion point... readers input their numbers, see personalized savings, and the output becomes a natural bridge to a discovery call.
Flow
Substack Article → "Run your numbers" CTA → Industry Calculator → Personalized ROI result → "Want to talk about this?" → Discovery call booking
Calculator Status
| Vertical | URL | Status |
|---|---|---|
| Pest Control | pest-control-calculator.pages.dev | Built |
| Lawn Care | lawn-care-calculator.pages.dev | Planned |
| Real Estate | real-estate-calculator.pages.dev | Planned |
| Restaurants | restaurant-calculator.pages.dev | Planned |
| Home Services | home-services-calculator.pages.dev | Planned |
Ready-to-Send Intro Request Templates
All templates follow the same principle: peer-to-peer, value-first, specific about what you're looking for, and easy to say yes to. Customize the [VERTICAL] and [SPECIFIC DETAIL] for each use.
EO / YPO Intro Ask (WhatsApp or In-Person)
Warm, peer-to-peer tone For all 5 verticals
🪲 Pest Control Version:
Hey [Name]... quick ask. I'm doing a deep dive into how pest control companies are handling their back-office operations as they scale. Scheduling, customer follow-up, review management... all the stuff that's not actually killing bugs but takes up half the owner's day.
Do you know anyone who owns a pest control company? Even a 15-minute call would be incredibly helpful. I'll share back everything I'm learning... there's some fascinating stuff happening with AI + outsourcing in that space. Thanks! 🙏
Hey [Name]... quick ask. I'm doing a deep dive into how pest control companies are handling their back-office operations as they scale. Scheduling, customer follow-up, review management... all the stuff that's not actually killing bugs but takes up half the owner's day.
Do you know anyone who owns a pest control company? Even a 15-minute call would be incredibly helpful. I'll share back everything I'm learning... there's some fascinating stuff happening with AI + outsourcing in that space. Thanks! 🙏
🌿 Lawn Care Version:
Hey [Name]... wondering if you know anyone in the lawn care or landscaping space? I'm researching how owners in that industry are handling the administrative side... crew scheduling, customer communication, seasonal ramp-up/ramp-down. Turns out the operational challenges are way more complex than most people realize.
Would love a warm intro to anyone doing $1M+ in that space. Happy to share what I'm finding... some really cool AI and outsourcing applications. Appreciate it!
Hey [Name]... wondering if you know anyone in the lawn care or landscaping space? I'm researching how owners in that industry are handling the administrative side... crew scheduling, customer communication, seasonal ramp-up/ramp-down. Turns out the operational challenges are way more complex than most people realize.
Would love a warm intro to anyone doing $1M+ in that space. Happy to share what I'm finding... some really cool AI and outsourcing applications. Appreciate it!
🏠 Real Estate Version:
Hey [Name]... do you know any real estate team leaders or brokerage owners doing 50+ transactions a year? I'm researching how teams are handling transaction coordination, listing management, and lead follow-up at scale. The back-office load on high-volume teams is something most people outside the industry don't realize.
Would love a warm intro. Even a quick call would help. Happy to share the research back.
Hey [Name]... do you know any real estate team leaders or brokerage owners doing 50+ transactions a year? I'm researching how teams are handling transaction coordination, listing management, and lead follow-up at scale. The back-office load on high-volume teams is something most people outside the industry don't realize.
Would love a warm intro. Even a quick call would help. Happy to share the research back.
🍽️ Restaurant Version:
Hey [Name]... curious... do you know anyone who owns or operates multiple restaurant locations? Doing some research into how hospitality operators are handling vendor management, online review responses, and operational coordination across locations. The more I dig in, the more I realize how much administrative weight restaurant owners carry.
A warm intro would be huge. 15-20 minutes of their time and I'll share everything I'm learning.
Hey [Name]... curious... do you know anyone who owns or operates multiple restaurant locations? Doing some research into how hospitality operators are handling vendor management, online review responses, and operational coordination across locations. The more I dig in, the more I realize how much administrative weight restaurant owners carry.
A warm intro would be huge. 15-20 minutes of their time and I'll share everything I'm learning.
🔧 Home Services Version:
Hey [Name]... quick one. Do you know anyone who owns an HVAC, plumbing, or electrical company? I'm researching the "missed call" problem in home services... every call that goes to voicemail is a lost job, and most owners don't realize how much revenue they're leaving on the table.
Would love to talk to someone living it. Happy to share back what I'm finding... some really practical solutions emerging.
Hey [Name]... quick one. Do you know anyone who owns an HVAC, plumbing, or electrical company? I'm researching the "missed call" problem in home services... every call that goes to voicemail is a lost job, and most owners don't realize how much revenue they're leaving on the table.
Would love to talk to someone living it. Happy to share back what I'm finding... some really practical solutions emerging.
Dragonfly Intro Ask
Deep peer trust More personal, more direct
Hey Dragonfly... been going deep on something and could use the collective brain trust. I'm mapping out how five specific industries handle their operational scaling challenges... pest control, lawn care, real estate, restaurants, and home services. The outsourcing + AI applications are mind-blowing in these verticals.
If any of you are in one of these spaces or know someone who is, I'd love a connection. Even 15 minutes of conversation with someone in the trenches would be gold. And I'll share back everything... this research is going to be really valuable.
Thanks team. 🙏
If any of you are in one of these spaces or know someone who is, I'd love a connection. Even 15 minutes of conversation with someone in the trenches would be gold. And I'll share back everything... this research is going to be really valuable.
Thanks team. 🙏
LinkedIn DM Intro Request
Professional but warm For direct outreach to 2nd-degree connections
To Mutual Connection:
Hey [Name]... hope you're doing well. Quick ask... I noticed you're connected to [Target Name] at [Company]. I'm doing some research into how [industry] companies are scaling their operations, and I'd love to have a brief conversation with them.
Would you be open to making an intro? I promise to keep it short and share back anything useful I learn. Appreciate it either way.
Hey [Name]... hope you're doing well. Quick ask... I noticed you're connected to [Target Name] at [Company]. I'm doing some research into how [industry] companies are scaling their operations, and I'd love to have a brief conversation with them.
Would you be open to making an intro? I promise to keep it short and share back anything useful I learn. Appreciate it either way.
Direct to Industry Contact:
Hey [Name]... I came across your profile and saw you're running [Company] in the [industry] space. I lead Outsource Access... we work with 500+ companies on outsourcing and AI integration, and I'm doing a deep dive into how [industry] specifically handles back-office operations.
Would you have 15 minutes for a quick call? I'd love to learn about your biggest operational challenges and share some of the patterns I'm seeing across similar companies. No pitch... genuinely just research and conversation.
Hey [Name]... I came across your profile and saw you're running [Company] in the [industry] space. I lead Outsource Access... we work with 500+ companies on outsourcing and AI integration, and I'm doing a deep dive into how [industry] specifically handles back-office operations.
Would you have 15 minutes for a quick call? I'd love to learn about your biggest operational challenges and share some of the patterns I'm seeing across similar companies. No pitch... genuinely just research and conversation.
WhatsApp Group Post Template
For EO/YPO WhatsApp groups
See full versions in the WhatsApp Strategy tab. The core formula:
Formula:
Hey team/all... [casual greeting]
[Specific ask: "Does anyone own or know someone in [industry]?"]
[Context: "I'm researching/doing a deep dive into [specific aspect]"]
[Low commitment: "Even a 15-minute call would be huge"]
[Value exchange: "Happy to share back what I'm finding"]
Thanks! 🙏
Hey team/all... [casual greeting]
[Specific ask: "Does anyone own or know someone in [industry]?"]
[Context: "I'm researching/doing a deep dive into [specific aspect]"]
[Low commitment: "Even a 15-minute call would be huge"]
[Value exchange: "Happy to share back what I'm finding"]
Thanks! 🙏
Facebook Group Post Template
For EO Past & Present, EO Marketplace
EO Past & Present:
Hey EO family... reaching out to this incredible network for a specific ask. I'm doing deep industry research into how [pest control / lawn care / real estate / restaurant / home services] companies are scaling their operations with outsourcing and AI.
If you're in one of these industries, or if you know someone who is, I'd love a warm intro. Looking for owners doing $1M+ who are open to a 15-20 minute conversation about their operational challenges.
Happy to share the research back with anyone who's interested... it's been eye-opening. Thanks in advance! 🙌
Hey EO family... reaching out to this incredible network for a specific ask. I'm doing deep industry research into how [pest control / lawn care / real estate / restaurant / home services] companies are scaling their operations with outsourcing and AI.
If you're in one of these industries, or if you know someone who is, I'd love a warm intro. Looking for owners doing $1M+ who are open to a 15-20 minute conversation about their operational challenges.
Happy to share the research back with anyone who's interested... it's been eye-opening. Thanks in advance! 🙌
EO Marketplace (Offer Format):
OFFERING: Free Industry Operations Audit for [Pest Control / Lawn Care / Real Estate / Restaurant / Home Services] Business Owners
I lead a 500+ person outsourcing firm and we've been building industry-specific playbooks for how VAs + AI can transform back-office operations. I'm offering free 30-minute audits for owners in these verticals to identify where they're spending time on tasks that could be delegated or automated.
No strings attached... genuinely looking to learn about these industries while sharing what I know about scaling operations. DM me or comment below if interested.
OFFERING: Free Industry Operations Audit for [Pest Control / Lawn Care / Real Estate / Restaurant / Home Services] Business Owners
I lead a 500+ person outsourcing firm and we've been building industry-specific playbooks for how VAs + AI can transform back-office operations. I'm offering free 30-minute audits for owners in these verticals to identify where they're spending time on tasks that could be delegated or automated.
No strings attached... genuinely looking to learn about these industries while sharing what I know about scaling operations. DM me or comment below if interested.
Follow-Up After Intro (To the Introduced Person)
Use within 24 hours of intro
Hey [Name]... [Mutual Connection] was kind enough to connect us. I appreciate you being open to a conversation.
Quick background... I run Outsource Access, a 500+ person outsourcing firm. I'm spending time right now going deep into [industry] to understand the specific operational challenges owners face as they scale. Not a sales pitch... genuinely trying to learn from people who are living it.
Would you have 15-20 minutes this week or next for a quick call? I'm flexible on timing. And I'll definitely share back the patterns I'm seeing across the industry... some really useful stuff emerging.
Thanks again... looking forward to it.
Quick background... I run Outsource Access, a 500+ person outsourcing firm. I'm spending time right now going deep into [industry] to understand the specific operational challenges owners face as they scale. Not a sales pitch... genuinely trying to learn from people who are living it.
Would you have 15-20 minutes this week or next for a quick call? I'm flexible on timing. And I'll definitely share back the patterns I'm seeing across the industry... some really useful stuff emerging.
Thanks again... looking forward to it.
"You don't need to become the pest control expert. You need to find the person who already IS the pest control expert... and make them your partner, your advisor, or your champion."
The "Who Not How" Principle in Action
5-Week Execution Plan
W1
Week 1: Activate Warm Channels
Deploy intro requests across all existing WhatsApp channels and Facebook groups. This is the lowest-effort, highest-trust starting point.
- Post intro ask in EO Rogue N&L Community II (highest activity, post first)
- Post intro ask in EO Rogue N&L Community I (24 hours after Community II)
- Post intro ask in YPO Entrepreneurship N&L (different framing, higher-revenue focus)
- Post intro ask in EO Atlanta Members Only (home chapter, most personal)
- Post intro ask in DRAGONFLY (closest peer group, most direct ask)
- Post in EO Past & Present Facebook group
- Post in EO Marketplace with "offering free audit" format
- Track all responses in a simple spreadsheet: who responded, which vertical, intro made?
Expected outcome: 5-15 responses across channels, 3-8 warm intros made, 2-5 calls scheduled.
W2
Week 2: Create Facebook Groups + Seed Content
Build Brad's 5 owned Facebook groups and populate them with initial content from the existing industry research.
- Create "Pest Control Owners + AI" Facebook group with description, cover image, and rules
- Create "Lawn Care Business Owners + AI" group
- Create "Real Estate Teams + AI & Automation" group
- Create "Restaurant Owners + AI & Efficiency" group
- Create "Home Services Owners + AI" group
- Seed each group with 3-5 posts from existing research and industry dossiers
- Invite all relevant Mesh CRM contacts to their respective groups
- Assign VA moderator and brief them on content calendar + engagement protocols
- Begin responding to Week 1 intro responses... schedule discovery calls
Expected outcome: 5 groups live with 10-30 founding members each, VA moderator trained and posting.
W3
Week 3: Launch Substack Industry Series + LinkedIn
Publish first Substack article (pest control) and LinkedIn article. Begin the content flywheel.
- Publish Substack #1: "Why Pest Control Companies Are Hiring VAs (And Saving $30K/Year)"
- Day 2: Publish LinkedIn article with different angle (interview framing)
- Day 3: Share key insights in Pest Control Owners + AI Facebook group
- Day 4: Share Substack link in one WhatsApp channel (if 30+ days since last post there)
- Cross-post to EO Past & Present with peer commentary
- Continue discovery calls from Week 1 intros
- Post in AI & GPT4 for EO Members with thought leadership angle
- Begin prepping Substack #2 (lawn care) for next week
Expected outcome: First industry article live, 50-100+ Substack reads, 3-5 new conversations started from content.
W4
Week 4: Direct Outreach to Mesh Contacts
Now that content exists and groups are active, reach out directly to known contacts with warm, personalized messages.
- Send personalized LinkedIn DMs to all 25+ identified Mesh contacts across 5 verticals
- Prioritize: Douglas Turbush (local Atlanta, restaurant), Philip Gossling (pest control), James Young (lawn care), Bob Davis (real estate), David Wescott (home services/franchise)
- Each message references the industry content already published: "Just put out some research on [their industry]..."
- Publish Substack #2: "How Lawn Care Owners Are Getting 20 Hours/Week Back"
- Follow LinkedIn article series: "The Lawn Care Owner's 80-Hour Week..."
- Cross-post to Lawn Care group and channels
- Continue Facebook group content cadence (VA moderator handles daily posts)
- Post in EO Manufacturing community (ops angle for lawn care + home services)
Expected outcome: 10-15 direct outreach messages sent, 5-8 responses, 3-5 calls scheduled. Two industry articles live.
W5
Week 5: Follow-Up Cadence + Conversion Tracking
Close the loop on all open conversations. Track what's converting. Double down on the highest-traction vertical.
- Follow up with all Week 1-4 contacts who haven't responded (gentle nudge, not aggressive)
- Publish Substack #3: "The $22K/Year Back Office for Real Estate Teams"
- Follow LinkedIn article series for real estate
- Review conversion metrics: How many intros turned into calls? How many calls turned into interest?
- Identify the highest-traction vertical and plan a deeper push (webinar, partnership, case study)
- Facebook group growth check: Which groups are getting organic engagement? Double down on content there.
- Plan Weeks 6-8: Substack #4 (restaurants) and #5 (home services)
- Document all learnings: Which channels produced the best intros? Which ask format got the most responses?
Expected outcome: Full funnel visible. 15-25 total conversations across 5 verticals. 2-3 potential pilot clients or partners identified. Clear data on which vertical has the most traction.
Success Metrics
| Metric | Week 1 | Week 3 | Week 5 |
|---|---|---|---|
| Intro requests posted | 7-8 | 10-12 | 15+ |
| Warm intros received | 3-8 | 8-15 | 15-25 |
| Discovery calls completed | 2-3 | 5-8 | 10-15 |
| Facebook group members (total) | 0 | 50-150 | 150-400 |
| Substack articles published | 0 | 1 | 3 |
| LinkedIn articles published | 0 | 1 | 3 |
| Potential pilot clients/partners | 0 | 1-2 | 2-5 |
Beyond Week 5: Ongoing Cadence
- Monthly: One WhatsApp ask per channel (rotating verticals). One Substack industry article. Review Facebook group metrics.
- Weekly: LinkedIn content. Facebook group moderation. Follow-up on warm leads.
- Quarterly: Full funnel review. Which verticals are converting? Double down or pivot. Consider industry-specific webinars or partnerships.
- Ongoing: Every conversation is a potential "Who." Every intro is a potential partnership. Document every contact in Mesh CRM with industry tags.
The "Who Not How" Mindset Reminder
Brad's job is NOT to become an expert in pest control, lawn care, real estate, restaurants, or home services. Brad's job is to find the 5-10 people in each vertical who already know everything... and build relationships with them. Those people become advisors, champions, referral sources, and eventually clients or partners. The network is the strategy.
Core Principle: "Who Not How" by Benjamin Hardy & Dan Sullivan