50:07
This Father of 2 Built a $20k/mo GHL SaaS with a Full Time Job...
ItsKeaton
Overview
This video features Kevin Patrick, a father of two who, despite holding a full-time job, has built a successful HighLevel SaaS business generating $20,000 per month. Kevin's approach is unconventional; he admits to not being a technical expert in HighLevel but focuses intensely on client acquisition through strategic cold calling and a highly personalized sales process. He emphasizes building rapport by relating to clients as a fellow homeowner and father, rather than pushing complex technical solutions. His strategy involves simple, results-driven offers, primarily focused on Google Business Profile optimization and review generation, which resonate well with home service businesses.
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Chapters
- Kevin Patrick built a $20k/month HighLevel SaaS business while maintaining a full-time job and limited free time.
- He is not a technical expert in HighLevel, often relying on support or specialists for complex issues.
- His primary focus is client acquisition, not mastering the software's intricacies.
- He dedicates only about 5 hours a week to prospecting, mainly through cold calling.
This chapter highlights that deep technical expertise isn't always a prerequisite for SaaS success; a strong sales and client-acquisition strategy can be more critical.
Kevin admits he doesn't know how to use HighLevel 'that well,' yet still achieved significant revenue.
- Kevin's background was in teaching tennis and then in the school system.
- His first sales experience involved selling t-shirts online during COVID, connecting with college students for hackathons.
- This initial experience taught him the fundamentals of online outreach and building trust for sales.
- He discovered HighLevel through YouTube, initially looking for marketing solutions.
Understanding Kevin's non-traditional path to sales and marketing demonstrates that diverse backgrounds can be leveraged to build a successful business.
Selling t-shirts to college students for hackathons was his first introduction to connecting with people online to make a sale.
- Kevin identified local home service businesses (landscapers, painters) as a target market.
- He recognized their common needs: a better website and improved Google reviews.
- He understood the importance of Google reviews for local businesses, drawing from his own consumer behavior.
- His initial sales outreach involved talking to local businesses he already knew, like his landscaper.
This chapter illustrates how identifying and focusing on fundamental, high-impact needs of a target market can be a powerful starting point for a service business.
He noticed his landscaper had a nice truck but a poor website and few Google reviews, presenting a clear opportunity.
- Kevin's first paying client was a radon inspection company, not his landscaper.
- He secured the client for $297/month for review automation before having a fully built website.
- He outsourced the initial website build to 'HL Pro Tools' for a few hundred dollars, using that same site today.
- He adopted a 'get paid first, then build' philosophy, inspired by others who delayed website development until significant revenue was achieved.
This strategy minimizes upfront risk and validates the business model by ensuring customer demand before investing heavily in non-essential infrastructure.
He paid $600-$700 to have his first website built by HL Pro Tools after securing his first client, rather than building it himself first.
- Kevin's 'secret sauce' is his ability to connect with clients on a human level, using relatable stories about his family and life as a homeowner.
- He uses a direct cold call opener: 'This is actually a cold call. Do you want to hang up now or hear me out for 30 seconds?'
- He humanizes the conversation by sharing personal anecdotes, like his wife complaining about painters or needing an indoor playground for his kids.
- He frames the benefits in terms of the client's desires (e.g., 'Do you want to be the number one ranked painter in the area?').
This approach builds trust and rapport, making clients more receptive to his offers, especially in less technical industries.
He shares a story about his kids needing an indoor playground and how they found one with great reviews, linking it back to the importance of reviews for the client's business.
- Kevin makes cold calls during his commute or brief windows of free time, often with his kids nearby.
- He uses Loom videos to demonstrate specific improvements needed for a client's Google Business Profile or website.
- Follow-up is done via text and Facebook Messenger, often including personalized value-adds or observations.
- He sends physical Google review cards and even brownies as closing gifts to build stronger relationships.
These methods maximize his limited time, ensuring consistent outreach and nurturing leads effectively without requiring extensive technical setup.
He sends Loom videos demonstrating specific issues with a client's Google Business Profile, like missing services or unoptimized descriptions.
- Kevin operates in a hybrid model, charging SaaS-like prices but providing more hands-on onboarding than typical self-serve SaaS.
- This approach leads to high client retention because the initial setup addresses core needs effectively.
- He plans to scale by increasing cold calling volume and involving his wife, a former project manager, in operations.
- He aims to reach 100 clients, potentially transitioning to full-time focus on his SaaS business.
This model offers a sweet spot between pure SaaS and high-end agency services, providing value and strong retention for home service businesses.
He describes his onboarding process involving Loom videos and occasional calls, which is more involved than typical self-serve SaaS but less intensive than a full agency.
Key takeaways
- Focus on solving core business problems (like lead generation via reviews and websites) rather than mastering complex software.
- Leverage personal connections and relatable stories to build trust and close sales, especially with less technical clients.
- Prioritize getting paid early in the process to validate your offer and fund initial development.
- Outsource technical tasks you aren't proficient in, especially early on, to maintain focus on sales and client acquisition.
- Effective cold calling, even with limited time, can be a powerful client acquisition tool.
- Personalized follow-up and small gestures (like handwritten notes or brownies) can significantly improve client relationships and retention.
- A hybrid SaaS model that offers more hands-on support than pure self-serve SaaS can lead to higher client stickiness and recurring revenue.
Key terms
HighLevel (GHL)SaaS (Software as a Service)Cold CallingGoogle Business ProfileGoogle ReviewsLead GenerationOnboarding ProcessLoom VideoWhite LabelRecurring Revenue
Test your understanding
- How did Kevin leverage his limited time to effectively cold call and prospect for clients?
- What is Kevin's 'secret sauce' for connecting with potential clients, and why is it effective for home service businesses?
- Describe Kevin's strategy for handling the technical aspects of his SaaS business, especially when he lacks expertise.
- What are the core services Kevin focuses on offering to his clients, and why are these particularly valuable for home service businesses?
- How does Kevin's approach to sales and client relationships differ from a traditional, highly technical SaaS provider?