I Read $100M Money Models…Here’s How It Actually Works for Home Service Businesses
I Read $100M Money Models…Here’s How It Actually Works for Home Service Businesses
Most home service businesses don’t actually know how to create offers that consistently generate leads. That’s where Alex Hormozi’s book $100M Money Models comes in. Inside, he lays out four core types of offers every business needs to grow: attraction offers, upsell offers, downsell offers, and continuity offers.
In this post, we’ll break each one down step by step and show you how to implement them in your home service business.
1. Attraction Offers: Bring in New Leads
Attraction offers are designed to get attention and fill your pipeline. Here are four powerful ones:
Giveaways
If you’re not running giveaways, you’re leaving leads on the table.
- An HVAC company ran an “Oldest HVAC Unit Contest” and got 30 replacement leads from a single giveaway.
- Roofing companies can run “Oldest Roof in Town” contests or donate a roof to a veteran.
- Lawn care companies can run a sweepstakes for a free “miracle makeover” or a year of fertilization.
Pro tip: promote your giveaway across email, ads, social media, and even local news outlets for free PR.
Decoy Offers
These are low-cost or free entry points.
- $29 service call instead of $99.
- Free leak detection for plumbers.
- Free inspection for pest control.
It’s a small upfront sacrifice that opens the door for bigger sales.
Buy X, Get Y Free
Classic “BOGO” style offers work great in home services:
- Buy exterior window cleaning, get interior free.
- Book two rooms of carpet cleaning, get a hallway free.
- Buy a new furnace, get a humidifier free.
Perfect for email blasts and seasonal promotions.
Pay Less Now, Pay More Later
Encourage early commitments with discounts.
- Prepay for spring + fall gutter cleanings at a discount in January.
- Offer discounted annual lawn packages if customers prepay in winter.
This boosts cash flow in slow seasons and locks in work for the year.
2. Upsell Offers: Increase Job Value
Upsells ensure you maximize revenue from each job. Three of these you likely already do, but the fourth is a game-changer.
Classic Upsells – “You can’t have this without that.”
E.g., sell a surge protector with an AC unit or a safety tank with a water heater.
Menu Upsells – Good, Better, Best packages.
Guide customers to the option that best fits their needs and increases revenue.
Anchor Upsells – Present the premium option first.
Show the $20k system, then the $12k option feels like a deal.
Rollover Upsells – The secret weapon.
Credit previous purchases toward a bigger-ticket sale.
- Apply $750 worth of HVAC maintenance plans toward a new system.
- Credit a $450 gutter cleaning toward full gutter guards.
This reframes the spend as “already invested money” and accelerates big-ticket conversions.
3. Downsell Offers: Save the Sale
Downsells catch customers who hesitate.
Payment Plans
Offer financing instead of losing the job to sticker shock.
Trial with Penalty
Free first mow/tune-up, but ongoing service is more expensive unless they sign up upfront.
Feature Downsells
Offer a stripped-down version of your service (e.g., exterior-only window cleaning).
Simple but essential downsell offers help you close more deals instead of walking away empty-handed.
4. Continuity Offers: Keep Customers for Life
This is where most home service businesses drop the ball. Continuity offers create recurring revenue and repeat customers.
Bonus Continuity Offers
Sign up for annual maintenance, get a free thermostat.
Enroll in gutter cleaning, get a free downspout cleaning.
Discount Continuity Offers
Join now, get 3 months free.
Enroll in seasonal programs and get your first service at 50% off.
Waived Fees for Commitment
Waive the initial inspection fee if they sign up for a 2-year service plan.
Pro tip: Have your CSR or inside sales team pitch continuity plans during the first call or right after the service. Customers are most receptive when the pain point is fresh.
Putting It All Together
If you want to maximize growth in your home service business, here’s the blueprint:
- Run a monthly attraction offer to keep leads coming in.
- Bake upsells and downsells into your sales process so no opportunity slips away.
- Train CSRs to pitch continuity offers and lock in long-term customers.
When you combine all four, you’ll generate more leads, increase average job size, keep customers longer, and stabilize cash flow even in slow seasons.
If you’re not already using these money models, start with one attraction offer this month. Then add upsells, downsells, and continuity over time.
That’s how you build a predictable, scalable home service business.