Leading HandyPro into the Future of Home Care and Innovation_ Keith A.pdf

At the center of HandyPro's story is Keith A. Paul, the Founder and CEO. Motivated by a personal family experience, Keith established HandyPro in 1996 to protect individuals from dishonest contractors and to deliver honest.

1. Leading HandyPro into the Future of Home
Care and Innovation: Keith A. Paul

Every home has its own story, filled with laughter, shared meals, and the small
repairs that keep everything running smoothly. However, when everyday tasks
become difficult, finding reliable help can be challenging. In a world where trust
and care are often hard to find, having a partner focused on making homes safer and more accessible is essential. This is the core belief of HandyPro, a company
that has transformed the way it serves homeowners, seniors, and families across
the country.
At the center of HandyPro’s story is Keith A. Paul, the Founder and CEO.
Motivated by a personal family experience, Keith established HandyPro in 1996
to protect individuals from dishonest contractors and to deliver honest,
professional handyman services. Under his guidance, the company has expanded

2. from a local service in Michigan to a well-respected national brand, recognized
for its dedication to quality, ethics, and innovation.
Keith’s vision has broadened HandyPro’s reach and has also enhanced its
mission—providing specialized solutions for seniors and individuals with
disabilities, while earning recognition as a leader in ethical business practices and
home modification services.
Turning a Family Challenge into a Nationwide Handyman Service
Keith A. Paul’s inspiration for establishing HandyPro came from a personal
experience related to his wife’s grandmother. While living in Allen Park,
Michigan, she encountered issues during a kitchen remodeling project when a
contractor claimed he had underbid the cabinets by $2,000 and required
additional payment. After she wrote him a check, she never saw the contractor
again.
This incident prompted Keith A. Paul and his wife to research the problem,
discovering it was a widespread issue that often resulted in complaints to the
Better Business Bureau. Motivated by their findings, they decided to start a
company to address these challenges, launching a handyman service specifically
for seniors and others in need.
Initially focused on general handyman tasks for seniors, the company quickly
expanded its services to include aging-in-place solutions such as wheelchair
ramps, stair lifts, grab bars, and walk-in showers. Its mission became helping
individuals live safely in their homes.
As its reputation grew, HandyPro began receiving requests from commercial
properties, working with restaurants and industrial companies. This expansion
led to the establishment of nine units across the United States, continuing to
provide reliable handyman services to those in need.

3. Making Every Client Experience Remarkable
When HandyPro was first established, it did not have a formal vision statement;
however, it has evolved significantly over time. The current vision statement
focuses on providing a remarkable experience for clients, which guides the
organization’s decisions and actions.
Initially, the vision statement was lengthy and aimed at creating exceptional
experiences, but it was too complicated for people to remember. To address this
issue, the team decided to simplify it, ensuring that everyone could easily
communicate it. As HandyPro continues to grow, the answer to what the
company aspires to be is clear: it aims to be recognized for delivering a
remarkable experience.
“We take great pride in this vision and remain committed to making it a
reality,” Keith A. Paul says.

4. Overcoming Staffing and Marketing Changes and Challenges
When HandyPro was established, the team recognized a problem and sought
solutions, but several key challenges arose along the way. One primary challenge
for the company was finding and retaining talented employees. To address this,
HandyPro shifted its hiring strategy to prioritize alignment with core values
rather than just experience. The focus on shared beliefs about serving others,
integrity, and accountability improved team dynamics and strengthened the
company’s mission. Another significant challenge was marketing. Over the 29 years in business,
HandyPro witnessed drastic changes in how consumers seek services. Initially,
the company relied on traditional methods like the Yellow Pages and Valpak.
However, as technology advanced, consumer behavior evolved rapidly,
necessitating a new approach to marketing.
To tackle this challenge, HandyPro recognized the need to hire young talent
skilled in digital marketing. Understanding that consumers prefer education over
sales pitches, the company invested in creating informative content, such as
YouTube videos, to guide customers on topics like selecting stair lifts and
installing grab bars for safety. This educational approach has effectively helped
HandyPro connect with its audience and meet their needs.

6. Strategies for Innovation and Adaptability
In today’s market, innovation and adaptability are essential for success, and
HandyPro employs various strategies to stay ahead. The team is committed to
continuous research and inquiry about emerging trends. For instance, after
excelling in SEO and achieving top rankings for searches like “handyman near
me,” changes in Google’s algorithms posed challenges. To tackle this, HandyPro
has a dedicated team focused on enhancing visibility through both digital
marketing and print strategies. The company views marketing as a dartboard, where multiple strategies work
together to attract potential customers. Bringing in younger team members has
introduced valuable insights into modern marketing techniques. Although the
target market typically includes individuals aged 45 to 65, HandyPro recognizes
the importance of engaging and educational content. For example, social media
posts must be interactive and informative to boost brand awareness, while email
marketing requires engaging content that encourages action. Additionally, HandyPro participates in industry conventions to network with
successful entrepreneurs. Keith A. Paul encourages fellow entrepreneurs to join
local mastermind groups, as sharing best practices can yield valuable insights and
foster growth. By promoting a culture of reciprocity and knowledge sharing,
HandyPro ensures that everyone benefits.
Standing Out with Experience and the Delightment Guarantee
What truly distinguishes HandyPro from other service providers in the home
modification and handyman industry is the high level of service and the
commitment of its team. Many employees have been with the company for over
20 years, embodying the core values of HandyPro. As a result, the company
frequently receives referrals and repeat business from satisfied customers.

7. In addition to exceptional service, HandyPro offers a unique Delightment
Guarantee, which consists of two key components. First, all work is guaranteed
for a year. Second, the company has an on-time guarantee. Research has shown
that the biggest frustration consumers face with home service providers—whether
they are heating and cooling specialists, electricians, plumbers, or handymen—is
punctuality. Many contractors do not respect their clients’ time.
To address this issue, HandyPro provides a $30 guarantee: it promises to arrive
or call within a one-hour appointment window. This approach ensures that
clients do not have to wait around all day for service. By tackling this common
industry frustration, HandyPro demonstrates its commitment to valuing
customers’ time and delivering a superior experience.
Milestones and Team Success
Throughout its journey, HandyPro has achieved several significant milestones
that the company takes great pride in. One of the achievements that Keith A. Paul
is most proud of is the feedback from an independent assessment of the
workplace environment. After interviewing all 18 staff members, the assessment
revealed that 100% of the team believed HandyPro was a great place to work.
This feedback is meaningful, as the mission statement emphasizes providing a
remarkable experience for both clients and team members. HandyPro recognizes
that a positive work environment is essential; happy employees lead to satisfied
clients.
Another important milestone occurred in 2002 when HandyPro opened its first
office in Dallas, Texas. This was a significant step, as the company was uncertain
about operating in multiple locations. Fortunately, the venture was successful,
and the franchisee remained with HandyPro for over 15 years before retiring,
with continued communication between them.

8. Additionally, HandyPro gained recognition in 2015 and 2016 when it was
featured in Entrepreneur Magazine and Inc. Magazine, further validating its
growth and efforts. Overall, the dedicated team is considered the company’s
greatest asset, playing a vital role in its success.
Focus on Client Relationships and Service
At HandyPro, the company prioritizes a customer-centric approach, referring to
customers as “clients” to underscore its commitment to building lifelong
relationships. Ensuring a consistent client experience across all locations and
services is vital for establishing brand trust.
This consistency begins with comprehensive training guided by the “HandyPro
Way,” a document outlining best practices from successful companies. It covers
everything from greeting clients to marketing strategies, ensuring that the team
understands the expected standards. The training includes all business aspects,
such as finance, marketing, customer service, operations, and legal
considerations.
In addition to initial training, HandyPro implements ongoing quality control
measures, including on-site visits, conventions, and monitoring online reviews.
The company also employs mystery shoppers to assess brand consistency.
HandyPro has a well-defined complaint resolution process. When a mistake
occurs, the company promptly acknowledges it and informs the client about the
steps to make it right. This transparency is crucial in analyzing the situation to
prevent future errors.
Through these thoughtful details, HandyPro aims to create “magical moments”
for clients, ensuring they feel valued and appreciated from the initial phone call
to the final walkthrough. This commitment to excellence defines the HandyPro
experience.

9. The Future of Home Services
With extensive experience in the industry, Keith A. Paul foresees several key
trends that will shape the future of the home services and accessibility sectors in
the coming years.
First, the aging-in-place market in the U.S. is expected to grow significantly. State
and federal agencies are recognizing that it is more cost-effective to allow
individuals to remain in their homes rather than move to nursing facilities. Many
seniors, including Keith’s own parents in their late 80s, prefer to stay at home,
creating a win-win situation as programs are developed to support this trend.
This presents ample opportunities for knowledgeable contractors, particularly
those certified as Aging in Place Specialists (CAP certification) through the Home
Builders Association, which Keith A. Paul highly recommends for anyone
entering the industry.

10. In the handyman sector, Keith anticipates a shift toward subscription models for
home maintenance. HandyPro has recently launched a program called HandyPro
Helpers, allowing clients to hire the company for ongoing maintenance tasks on a
yearly, quarterly, or monthly basis. This model offers homeowners the
convenience of having a reliable handyman for various tasks, which is
increasingly desirable as homes age and require regular upkeep. Maintaining a
home is essential for homeowners who wish to enjoy their living space while
preserving its value. Smart Technology and National Reach
New Software Initiative:

●​Launching an Uber-like home services app.
●​Homeowners can book services online.

11. ●​Craftsmen manage appointments, provide estimates, and take photos.
●​Real-time access for location owners to craftsmen and operational
reports.
Strategic Partnerships:

●​Collaborating with national workers’ compensation companies for home
modifications (e.g., stair lifts, wheelchair ramps).
●​Partnering with national facility maintenance companies across retail,
industrial, and restaurant sectors.
●​Significant work for a leading national coffee chain (name confidential).
HandyPro has some exciting developments on the horizon. One significant
initiative is the recently launched proprietary software for a new Uber-like home
services program. This app will enable homeowners to book services online,
allowing craftsmen to manage appointments, provide estimates, and take

12. before-and-after photos. Additionally, location owners will have real-time access
to their craftsmen’s locations and reports on marketing, operations, and
finance—all integrated into one system. This unexpected opportunity represents
an exciting direction for HandyPro.
Furthermore, the company is strategically pursuing partnerships with national
workers’ compensation and commercial facility maintenance companies. Many
individuals who suffer injuries require home modifications for safety, and
HandyPro collaborates with several workers’ compensation firms to provide
necessary modifications, including stair lifts and wheelchair ramps.
HandyPro is also working with national facility maintenance companies that
oversee handyman services across various sectors, including retail, industrial,
and restaurants. For example, the company conducts significant work for a
leading national coffee chain, although Keith A. Paul cannot disclose its name due
to confidentiality.
The goal is to align with more national companies that need reliable services
across multiple locations, allowing HandyPro to deliver consistent, high-quality
solutions and establish itself as a valuable industry partner.

13. Open Letter to Future Business Leaders
Dear Future Business Leaders,
I urge you to stay curious, kind, and committed to lifelong learning. Embrace
the journey of making a difference in the lives of those you serve—vendors,
clients, and team members alike. Enjoy the process and view challenges as
opportunities for growth. Entrepreneurship can be a rollercoaster of highs and
lows, but the effort you invest can lead to a fulfilling life.
Strive to make a positive impact in the world. Explore various aspects of your
business, from marketing to operations, and don’t hesitate to hire experts in
areas where you may need support.

14. When it comes to client sustainability, lead with heart and purpose. When my
wife and I founded HandyPro, we aimed to protect homeowners from dishonest
contractors, a commitment we still uphold. As you embark on your journey,
write down your reasons for doing what you do. True success comes from
leading with purpose, not just profitability.
Keith A. Paul remains committed to HandyPro’s Yearly Give Back Day, where
the HandyPro volunteers to help a person in their community. Henry Ford said
that if a business exists solely to make money, it is a poor business. By
prioritizing a great workplace and an excellent customer experience,
profitability will naturally follow. Remember, your hard work should create a
positive impact on the lives of others. I hope this message resonates with you.
Sincerely,
Keith Paul, Founder and CEO
HandyPro
5 Key Takeaways from Keith A. Paul’s HandyPro Journey

15. 1.​Personal Experience Sparked a Business: Keith A. Paul’s decision to
start HandyPro was driven by a negative personal experience—his wife’s
grandmother being scammed. This led him to create a reliable and
trustworthy service. 2.​“Remarkable Experience” is the Guiding Vision: HandyPro’s core
principle is to provide a “remarkable experience” for clients, a simplified
vision that shapes every decision and action within the company.
3.​Adaptability is Crucial for Longevity: Over nearly three decades,
HandyPro has consistently adapted to challenges, from staffing to
evolving marketing landscapes, by focusing on core values and
embracing new technologies like digital marketing. 4.​Customer-Centric Guarantees Build Trust: HandyPro sets itself apart
with its “Delightment Guarantee,” which includes a one-year work
warranty and a unique on-time promise, directly addressing common
customer frustrations and building strong relationships. 5.​Innovation is Paving the Future of Home Services: Keith A. Paul is
keenly focused on future trends like aging-in-place and subscription
maintenance models. HandyPro is actively innovating with new software

16. and strategic partnerships to lead these shifts in the home services
industry.