Dan Latini, owner of Dan Can Home Services, recently joined the Coast 2 Coast Pest Talk podcast for a candid conversation about the realities of growing a pest control business. From marketing challenges to scaling operations, Dan shared his firsthand experiences navigating the ups and downs of entrepreneurship in the pest control industry.
As Dan Can Home Services continues to serve Burlington, Mercer, Ocean, and Monmouth County, New Jersey, this conversation offers a behind-the-scenes look at how he’s building a trusted pest control brand.
The Reality of Marketing in Pest Control
Marketing is essential for any growing business, but not all strategies deliver the expected return on investment. Dan shared his experience with a costly radio ad campaign that didn’t bring in new customers—except for the producer of the ad.
Despite high hopes and engaging, family-focused commercials, the campaign failed to generate significant leads. Instead, Dan found organic social media marketing to be the most effective strategy for reaching customers.
Leveraging Social Media for Pest Control Growth
Dan’s biggest takeaway? LinkedIn is king for connecting with local decision-makers.
Unlike traditional marketing, which can be hit or miss, social media platforms like LinkedIn allow for direct engagement with businesses and homeowners in need of pest control services. Regular posting, sharing industry insights, and maintaining a strong online presence have helped Dan establish trust and credibility in the community.
If you’re looking for expert pest control in New Jersey, chances are, you’ve already seen Dan in your LinkedIn feed.
Growing Pains: The Challenge of Expansion
As a business owner, Dan faces a dilemma familiar to many in the service industry—when and how to hire the right people.
With nearly 200 recurring customers and growing, Dan is reaching the limits of what one person can handle. While he initially planned for a slower winter season, the reality was a steady flow of new business, making the need for a second technician even more urgent.
Finding the Right People for the Job
One of Dan’s biggest concerns is trusting a new hire to uphold the high standards he has set for Dan Can Home Services. With extensive experience in pest control sales and customer service, Dan understands that technical skills can be taught, but work ethic and professionalism are essential qualities that can’t be trained.
His hiring plan includes:
- Seeking candidates with strong interpersonal skills who can build rapport with customers.
- Taking new hires to networking events to gauge their comfort in professional settings.
- Implementing a structured training program to ensure consistency in service quality.
Managing Growth: When to Hire a New Technician
For any pest control business, the transition from a one-man operation to a full team is a critical step. Hiring too soon can strain finances, while waiting too long can lead to burnout and lost business.
Dan estimates that he can personally manage up to 250 recurring customers, but beyond that, the workload would become unsustainable. With a new busy season approaching, he is actively looking at the best way to scale.
Creative Solutions for Managing Workload
One idea discussed on the podcast was hiring part-time or seasonal help to bridge the gap while continuing to grow the business. Many successful pest control companies have found that bringing on semi-retired technicians or seasonal employees is an effective way to handle surges in demand without the long-term financial commitment of a full-time hire.
For Dan Can Home Services, even hiring someone to handle mosquito and tick services in the summer months would significantly lighten the load.
The Fleet Dilemma: Buying New vs. Used Work Vehicles
As the business grows, another major decision Dan faces is whether to invest in a second truck.
While some business owners opt for older, inexpensive work trucks to start, many find that maintenance issues quickly add up. On the podcast, the hosts discussed how newer vehicles with warranties often have a lower cost of ownership over time, despite the higher upfront investment.
For Dan, ensuring that his company vehicles look professional is just as important as reliability. After all, a work truck is a rolling advertisement for the business, and first impressions matter.
The Future of Dan Can Home Services
Looking ahead, Dan’s goal is to continue expanding his pest control services across Burlington, Mercer, Ocean, and Monmouth County, New Jersey. While he’s currently balancing service calls, networking events, and family life, the next big step is hiring the right team to help him grow.
One thing is certain—Dan’s passion for pest control and customer-first approach have already set Dan Can Home Services apart.
If you’re dealing with ants, termites, rodents, wasps, or wildlife issues in New Jersey, Dan Can Home Services is ready to help.
Need Pest Control in New Jersey? Call or text 609-224-8071 to schedule a consultation
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