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How to sell $7 million of something everyone hates
Nobody likes insurance. Nobody wakes up wanting to pay for it. Given the choice, nobody would have it at all. That's the definition of an obligation: you pay hoping you'll never need to use it.
That's exactly what we sold almost $7 million of last year. Not something people dream of buying. Something people only buy because they have to.
A lot of people think you need to work 24 hours a day to sell numbers like that. I work 24, sometimes 28. But that's not what made the difference. It was a plan.
It was a process we tested, got wrong, adjusted, and tested again until it worked. Today that same process generates over 400 leads a month for our agency.
That's why I opened a marketing arm inside the company. So you don't have to spend the same thousands of dollars I spent learning the hard way how to sell something nobody wants to buy.
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400+
leads generated per month
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$7M
sold in insurance in 2026 alone
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$600
saved per month with automation
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Six things made the difference. Let me break each one down:
| 1 |
Show up without being searched for. I searched my own name in an incognito tab. The top result wasn't from Google, it was Google's AI surfacing my LinkedIn, even though I barely post there compared to over 2,000 posts on Instagram. SEO isn't a pretty website. It's ranking where your customer asks the question, even when they never search your brand name. There's a guy in Florida who only does pool repair, and he posts on LinkedIn nonstop. That's how he shows up when someone searches for pool work. |
| 2 |
Paid traffic has no magic formula. It's test, get it wrong, adjust, test again. Google changes, Facebook changes, you adapt. What paid traffic actually buys you is touchpoints, and every touchpoint raises your close rate. The more you show up for a customer, the easier it is to close them. |
| 3 |
Real AI doesn't just chat for you. For months, people talked to our AI in the chat without knowing it was AI, because it learned to respond by copying Priscila, then me. But chatting is only part of it. It reviews over 200 conversations a day looking for communication mistakes and sends me a summary. It summarizes news from the Brazilian community every day so we can turn it into content. At one client company, it automated a report that used to take two people translating between two systems by hand, and now saves them $600 a month. |
| 4 |
Listen to everyone, not just the person with a nicer car than yours. The best insight I ever got came from someone who didn't even understand the problem technically, and that's exactly why she saw a solution outside the box. Plenty of people spend more on clothes than I do, have nicer cars, live better, and sell far less than I sell. What matters isn't who has more money. It's who's already been through the same problem. |
| 5 |
Your brand needs to say what you do. Every day someone shows up who does roofing and names their company "Cleaning Crew." One guy named his flooring company "Iron Demolition." If the name doesn't communicate, you pay ten times more to explain what you do. Nobody has to ask what "Pink Windows Cleaning" does. That's why we rebranded: a simple name that covers everything we deliver. |
| 6 |
Film the work you're already doing. Nobody wants to watch a timelapse of a dirty stove getting cleaned. But it works. The most-watched home services company in the US is a lawn care company. The owner knocks on doors with overgrown lawns, offers a free trim, films it, and the content works because he's not selling a lawn mow, he's solving someone's personal problem. If your customer does 25 or 30 jobs a day and you can't pull a single video out of that, something's wrong. I shoot six videos a day and spend under two hours doing it. |
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The Bottom Line
The plan isn't magic. It's repeating this until it becomes routine. A customer once recognized our company van while walking her dog and messaged us right away. She'd never called before, but she'd already seen the name, the color, the service. That's what a touchpoint is: working even when nobody's looking for you.
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Reply to this email: which of these six have you not done in your business yet?
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