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Conversations with the marketers and operators shaping home services: how they think about marketing in the trades, what keeps them up at night, and what they're building on SearchLight's API and MCP.

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Justin Schmidt NO. 01
Justin Schmidt Hoffmann Brothers October 2026 6 min read

Hitting a moving target from a moving platform

Justin spent 17 years in tech before joining Hoffmann Brothers. He talks about why the trades are harder than SaaS marketers think, the three numbers he checks every morning, and how his team gets answers from Claude agents built on SearchLight data.

HVAC, plumbing, electrical SearchLight API Custom MCP Paid search
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