Atrium Home Services

Challenge

Atrium operates several home services brands (Service Professor, Great Dane Heating & Air, Duane Blanton, Anderson, and A New Image) across roughly ten Midwest markets. Each has its own local reputation, which is an asset you don't want to flatten with a single national-style campaign.

Demand isn't steady either. Home services runs hot in peak season and quiet in the shoulder months, and most operators simply ride that out.

Approach

We built the 2026 brand and marketing strategy, internally called "Tip of the Spear," as a shared foundation across all five brands. Then we wrote "Own the Town," a local marketing playbook covering how each brand builds presence market by market, so the platform got consistency without erasing local identity.

For seasonality, we developed a shoulder season demand generation strategy aimed at smoothing trade demand rather than accepting the trough as fixed.

The measurement side made all of it accountable. We ran call center performance analysis, cancellation reason analysis, cost per booked lead by trade, and year-over-year paid search performance, then rolled those into board-level reporting. I also led marketing due diligence on an acquisition target, Peregrine Services, as part of the platform's growth.

Results