Broke With $100 → Built a $4M Cleaning Business Without Ads ft. Johnny Robinson

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Paul Alex: Welcome to the Level Up Podcast. I'm your host, Paul Alex. I went from being a cop to an eight-figure entrepreneur that helps average people like you and me make money every single day. I created this podcast to help you get motivated and to crush your goals. Let's win together. Remember, I have your six. Get ready to level up right now.

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Paul Alex: Hey guys, and welcome back to Level Up Podcast. This is Paul Alex. I have another phenomenal interview with a very special guest by the name of Johnny. Johnny, in 2017, started a cleaning business with his best friend that he met in middle school, guys. And with $150, they ended up building a multi-million dollar tangible cleaning business, guys. And in 2022, they ended up transitioning to the online space and helped over 3,000 people in North America start successful cleaning businesses. And now he's here today at the level up, ready to tell you everything from A to Z, how you guys can do it. And also to inspire anybody who wants to start a side hustle to turn into a full-time income. Johnny, welcome to the show, brother.

Johnny: What an intro, man. Thanks so much for having me. Excited to be here. When I'm on this Celsius, I'm on. Free promo. Sponsors. See, Emilio had it in the background.

Paul Alex: As you guys know, Emilio is the rock star, producer, and sound engineer that makes the level up the level up. With that being said, guys, Johnny, so you just came back from Vegas. How was your flight, bro?

Johnny: It was terrible, man. It was terrible. We were just talking about it. That Miami airport is no joke, dude.

Paul Alex: Dude, it's no joke. It's no joke. Like my wife, she has so many things to say about Miami airport, dude. Like it's insane. Like it's controlled chaos. I've never experienced anything like it, dude. And I've done a lot of travel this year, going to different events, stuff like that. And I'm pretty used to it. But I mean, just getting – took us an hour to get to the gate. Like I was talking after that, took an hour to get the Uber. Just terrible experience. But Miami has been cool so far.

Johnny: Yeah.

Paul Alex: And did you work on your Espanol?

Johnny: No, I didn't. I should have. I should have. I was trying to door dash some food last night because I was starving. I got in super late. I was trying to talk to the Uber driver. They both spoke Spanish, and I couldn't communicate with them. So going back to Vegas, I might have to open up the Duolingo app or something like that.

Paul Alex: Dude, 100%. 100%. And I'm half Mexican, so it's like every time I talk to, especially the old school Mexican dudes, they're like, what do you mean you don't speak Spanish? I feel kind of bad, you know?

Johnny: It's all good, man. It happens.

Paul Alex: So with that being said, let's dive into your background, dude. What inspired you and your business partner, Sergio, to go ahead and start an actual cleaning business in 2017?

Johnny: Well, dude, funny enough, actually, similar to you growing up, I wanted to be a cop.

Paul Alex: Oh, shit.

Johnny: I was actually an explorer, and I was going through the process of becoming a cadet.

Paul Alex: Dude, that's badass. You didn't tell me this. Did you tell me this?

Johnny: No, I didn't tell you this.

Paul Alex: Dude, that's badass.

Johnny: I saved it for the podcast, man. Come on, in person. You've got to free here for this, man. Come on. So I wanted to be a cop growing up. And so growing up, my mom pretty much raised me on her own. My dad wasn't involved in my life kind of in and out up until about I was a sophomore in high school. So I'm going to be 14, 15 years old. And then he passed away. He's an alcoholic.

Paul Alex: Oh, man. I'm sorry to hear that.

Johnny: No, no. I appreciate it. Then my mom was like, hey, or I wanted to be a cop. I was like, hey, mom, I really want to be a cop. I'm like telling her this in high school. And she's like, all right, I'm going to sell my house. And we were living in a small town in Southern California called Hesperia, if you've heard of it, Victorville Apple Valley.

Paul Alex: I do.

Johnny: Call it the ass crack of Southern California. Terrible. And so I was like, I really want to live in Orange County, mom, because there's better opportunities. I really wanted to work for an Orange County PD. So she sells the house, which she worked her ass off to save up and purchase. And she's like, all right, I'm betting this on you. You better do this. Move to Orange County. We start renting this house for $3,200 a month in the city of Orange. And she goes, or she's like, all right go ahead do your thing. I go become a explorer because I'm just turning 18 at this point. And what happened was I become an explorer and I get yelled at by this woman cadet. She starts yelling at me and that's when I'm like I can't take this.

Paul Alex: Yeah.

Johnny: She starts calling me a sheep or something like that.

Paul Alex: Yeah, I'm a wolf here. She this is that something like that.

Johnny: And I'm like, yeah, this is not it. I come back. I tell my mom after she had bought me the boots and the freaking maglite flashlight and I'm like, I'm not doing this. She's like, the fuck you aren't. Like, what do you mean? I'm like, no, I'm not. And so she's pissed. Well, you need to get a freaking job. So I go get a job and I was a water park lifeguard. And I was making like 10 bucks an hour or something. This is 2016. And she gives me her car that she has a $450 a month payment on or something like that. And I go to work for two weeks. I get paid and I get paid like 600 bucks after taxes. I'm like, this is BS. I go to my mom. I'm like, mom, it just seems like I have this car so that I can go to work just so I can pay for the car. And she's like, yeah, welcome to the real world. She's like, that's part of the plan. You know, you're covering my car payment.

Paul Alex: Yeah.

Johnny: I was like, okay. I was like, so I was like, I got to figure out a way to make some money. This is BS, dude. So I go to Sergio. I was going to college too full time. And so is Sergio. And Sergio is my best friend from the seventh grade. And so we're still hanging out after high school. And we go to the beach one day. And I was like, dude, did you know you didn't need a degree to start a business? I thought you needed a degree to start a business. And I had found out through the internet, you didn't. And so with this newfound knowledge, I'm like, hey, dude, did you know you didn't need a degree? He's like, no, I didn't. I thought you needed one too. Because we both come from families where there's no entrepreneurs. Nobody really, quote unquote, like made it or has been entrepreneurial. So I was like, you want to start a business? He's like, nope, I'm going to school for civil engineering. I'm cool. I'm going to make 70 grand a year after I get out of college. So I'm like, okay. Nice. And so I'm still on this business kick, thinking of ideas. And he calls me a week later after he found a Gary V video and he's like, dude, and he got declined at Arby's. Like they wouldn't hire him because he's trying to get a job.

Paul Alex: Oh, shit.

Johnny: And so he's like, yeah, dude, let's start a business. I'm like, all right, let's do it. And so it was between landscaping or window cleaning because the question was how do we make money yesterday? Like as soon as possible. We got to start paying some bills. And so it's between landscaping and window cleaning. And landscaping just seemed like way too hard. It was hot at the time because we're during summer when we were starting. And so we picked window cleaning. And originally we thought we were going to go sit at the gas station and clean car windows. We didn't know window cleaning was a real industry. People actually pay for it.

Paul Alex: Did you guys buy like squeegees?

Johnny: Yeah, yeah, yeah. Well, Sergio was like, yeah, dude, let's do window cleaning. I'm like, all right. And I Googled window cleaning thinking like, because I had reluctantly agreed. I was like, dude, we're not going to make no money, bro. We're going to go sit on the freaking gas station. But anyways, he's like, yeah, I'm down. I'm not opposed. I was like, all right, whatever. And I Google window cleaning and then come to find out like people with houses pay for it, people commercial buildings, storefronts. And so I'm like, oh dude, this is like a real thing. So we start watching different YouTubers on these guys that are like showing us how to actually clean windows. I started window cleaning business like very in the trenches, hands-on. And so with $150, I put in $75. You put in $75 and we bought a squeegee, a couple of polos from Walmart. And it's called a bucket on the belt. So it's like you put your squeegee in there, your applicator so you can clean the window.

Paul Alex: Johnny, like before you continue, dude, how much did you have in your bank account when you went ahead and took $75 from your bank account, dude?

Johnny: I probably only had like 100 because right before that we were going to start a T-shirt company. And we paid $300 for a logo.

Paul Alex: Oh, my gosh.

Johnny: We never used it. We never used it yet.

Paul Alex: That's so real. You know how many logos I've bought for different ideas and never did anything like it? I think a lot of people can freaking resonate with that.

Johnny: Well, dude, we didn't know Fiverr existed, right? So it was like we went to 99designs.

Paul Alex: They were freaking milking you guys?

Johnny: Yeah, dude, milked us, bro. So we spent, like, we had probably $300 a piece in our account maybe. And so we both put in $150 to pay for that logo. And then I remember Sergio was drawing little designs on his notebook. And he's like, all right, dude, how do I take this and put it on here to the computer screen? And I'm like, yeah, dude, this is not the business for us, bro. So we scrapped that like day one after we paid for the logo. And that's when we came up with the window cleaning. But yeah, 75 bucks, 75 bucks, dude. And we just Walmart polo squeegee started going, hitting the ground running, going to different storefronts. And the first one we did was a because he was living with me and my mom at this point. And we're actually sleeping on the same bed together.

Paul Alex: I love that.

Johnny: On the same queen bed in my room. So like while we're going to college and trying to build this. And so we would wake up.

Paul Alex: Do you guys have pictures of that? Like you have pictures of like, dude, this is where you slept in.

Johnny: I don't like to post them. It's kind of sus.

Paul Alex: Emilio is like, whoa.

Johnny: It's a little sus, bro. But yeah, I've got them. I've got them for sure. Maybe we can pop them up on the screen.

Paul Alex: So let's dive into like, okay, let's dive into the serious stuff right now. The serious stuff is client acquisition. So sales, how are you guys getting leads? Especially in the beginners, dude. There's a lot of people here that are like, Paul, I suck at sales. I was like, me too, bro. Like, hey, this is why we learn, right? We have to start from somewhere. So you guys just invested $75 each. You guys are living in the same room. You guys are in college. I mean, you guys have that abundance mindset in the entrepreneurial spirit. But at the end of the day, dude, you guys are just starting out. Is your mindset right now like, hey, dude, let's just try it out and see how it goes?

Johnny: Dude, our mindset was literally like, yeah, let's just go knock on doors. And if we knock on 100 doors, there's one that's going to say yes.

Paul Alex: I love that.

Johnny: Because especially Sergio, he was going to school for engineering. He ended up getting his degree in engineering. He's very analytical. And so he's like, dude, if we go knock on 100 doors, what are the odds that one says? All of them say no. The odds of them saying no, all of them, is a lot lower than one saying yes. So I was like, yeah, that's a good point. Let's just go knock on as many doors. And so our pitch was, hey, can we clean your windows, Paul? And you would say no. And I would go, are you sure? You don't want us to clean your windows? And that was our pitch. That was literally a terrible pitch. I'm not saying that's a good pitch. But it's like, that was the pitch. And then the first one we did, they said it was a donut shop on the corner where we were staying. And they were like, yeah, we will pay you if we like it. I'm like, hey, that's close enough. Like, screw it, whatever. Clean those two windows, clean them. And they're like, yeah, it's good. But like, here's some donuts. They paid us in a box of like their old donuts because it was like the afternoon at this point. So that was like our first paid job.

Paul Alex: That's such an awesome story, dude. I got paid for my first job in my cleaning business with donuts. I love that.

Johnny: Yeah. And so we're excited, but I mean, donuts weren't going to pay the bills, right? So then we drove down the street and we ended up going on a heater, dude. Like we hit this auto repair shop called Green Auto Repair. So I remember the name. Andy Green, dude. Shout out to him. He did not need his windows cleaned. Dude, his windows were screwed up. Like I'm talking like debris, everything from all the auto repair. But he saw us. We were 19 at the time, young. He just wanted to support us. And so I remember thinking, like, what do you want to quote this, bro? And Sergio was like, I don't know, dude, like 30 bucks. I'm like, how about 40? Remember, we were shitting bricks at $40. And I was like, all right, let's go pitch it. I was like, all right, dude, will you do it for like $40? And he said, yeah, let's do it. And we were like, oh, my God.

Paul Alex: Yeah, aha moment. You're like, dude, I want you to pay 40 bucks, bro.

Johnny: And so we clean it real quick, and he pays us. And then we go across the street to this burger joint, Omega Burger. And we go there and we pitch him 50 bucks every month and he takes it.

Paul Alex: Nice.

Johnny: So there was 90 bucks there. Then we go to this old Ford auto parts store across the street from that one. And there's a ton of glass. Like we ended up actually retaining them for a really long time, but we pitched them for 80 bucks. And so we had made 80 plus 50, 170 in like an hour. And we were like, dude, I can make some serious money doing this.

Paul Alex: Yeah.

Johnny: And it was a good thing that happened, though, because after that happened, we went two weeks straight without getting a client.

Paul Alex: Yeah.

Johnny: And so we were just leaning on all that recurring that we had built up. But if that didn't happen, I don't know if we would have still been in the window cleaning business. We got really lucky with the string of clients that were saying yes. And then we just couldn't get another one until finally, to answer your original question of the client acquisition, we were like, okay, we started stacking these storefronts, but we weren't making that much money. And we're like, dude, we have to stack a bajillion storefronts if we ever want to make real money. So let's figure out how to get into residential because I would look at the pricing on these other competitors' websites and they're charging 200, 300, 400 bucks for some of these bigger houses. In Orange County, there's massive homes. So I'm like, you know what would work is if we called the top two, three house cleaning companies on Yelp and they don't offer window cleaning services because they don't carry the insurance. So what if we just call them and ask them, hey, why don't you send us all of your window cleaning clients because you probably get people that ask you for it and I'll just send you 15 or 20 percent back to you and we'll take care of the whole job. And so that way you know you're paying for these leads, you can get an additional 15, 20 off the the lead, why not? And so I call the first two, the first two on Yelp, and I pitch them and like, yeah, let's do it. I'm like, no freaking way. And so the top two cleaning companies on Yelp, dude, on Yelp, start sending us all their traffic basically for people who need window cleaning. We got to like 10K a month off that.

Paul Alex: Dude, that's insane. That's insane because that's like one of the most expensive overhead expenses when it comes to business, dude, is client acquisition. You guys figured out a simple way to go ahead and leverage another person's, not only brand, but like actual clientele, like their portfolio, dude. That's fire, bro. Good job on that one, man.

Johnny: Thanks, man. Yeah. And so then we had a sit down meeting with one of them. And one of them was like, you need to get on, you need to build your reputation on Yelp. You need to get reviews. We get so much business from Yelp. And we're like, okay, we're listening. And so they're sending us this work and we're doing it and we're starting to grow the business and make some money. And then we started asking everybody because we're still in the field. I'm doing all the work. We were doing all the work. I'm on the inside, searchers on the outside. And I got into a habit of every time I started to clean the windows inside, there'd be the homeowner there. And I would always ask them, hey, like, what do you do for work? I start to ask them about themselves. People love to talk about themselves. And so they started telling me about it. And funny enough, a lesson I learned here was like 80% of my clients had built a business or built and sold a business. And I'm like, okay, like.

Paul Alex: It's great mentorship.

Johnny: Yeah, yeah, 100%. So I'm like, okay, this is interesting. Like I'm picking up on this pattern. But as I'm talking to them, they're getting to like me because I'm like very inquisitive and wanting to get to know like, oh, what business do you run? How do you get your clients? How long have you been doing it? Et cetera, et cetera. And I would then ask them for a review at the end. And so slowly but surely, we ended up building this huge reputation in Orange County with like hundreds and hundreds, I think maybe almost a thousand five-star reviews at this point currently. But we started to build this reputation. The more and more reviews we got, the more calls we started to get. And we're like, all right, let's do the same thing but on Google My Business. It's now called Google Business Profile. But started doing that on Google Business Profile, and then we started to rank on Google. And so then we're like, all right, well, if we're already getting all this organic, like free leads, like what if we just spend a little bit of money on Yelp? Started spending money on Yelp. And because we had that good reputation, people were calling us and closing. And we're spending like $4,000, $3,000, $4,000 in ads. And we're getting like a $16,000 to $20,000 to $1,000 return on our ad spend.

Paul Alex: That's fire, dude.

Johnny: Yeah. That's so awesome. Just because we have a reputation. That's exactly what I teach my clients, too. It's like, hey, build your reputation. Like, yes, spend a little bit at the beginning, but ask everybody for a review. And I'm talking as soon as that clean is done, pick up the phone. And people are like, oh, that's not scalable. Why don't you have a VA do it or your team do it? No, you personally, the owner, so you don't ever lose that relationship, call them and say, hey, how was the clean? Oh, my God, it was great. Awesome. Hey, we're a small but growing business, and it keeps us at the top. Would you mind leaving us a review? And if they say yes, then you have free reign to follow up with them until the end of time until they leave that review because they told you they'd leave you that review.

Paul Alex: Johnny, one thing I like about your approach, man, it's very similar to my approach. I always tell people, I always talk to friends and mentees that always say, like, hey, dude, like, how were you able to scale your business? But then also, how do you know all these people that have been successful, just like you, dude, you and Sergio, right? And I love your guys' story because it's so inspiring that you guys are leading by example, dude.

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Paul Alex: Leading by example, there's a difference between being a leader and being a boss. You guys are a leader because you guys actually went ahead and took the initiative to do the testimonials instead of hiring a VA, instead of getting an assistant, instead of hiring and delegating that right off the top, right? You guys took the steps, the initial steps, to go ahead and build the foundation and show your people how to get the job done, dude. And that's what everybody needs to do when they start a business.

Johnny: Absolutely. Yeah, absolutely, man. It's huge. And that went a long way for us. And we ended up that's how we built. If you're listening to this, you've got time. Go Google window cleaning Orange County. Orange Window Cleaning was the company. That's the name of the company. And it's going to show up number one on map pack. And it'll either be right above Yelp or right under Yelp. It goes back and forth.

Paul Alex: Yeah.

Johnny: And it's just because we focus on providing a great service and doing a really good job at building a brand and reputation in home service businesses. That's how you win. If you can build that brand and get a bunch of five-star reviews and simply by just asking, and you can layer some tech onto it to help you out, but that's how you win.

Paul Alex: And do you still have some clients that are still connected with you and Sergio directly, dude? Like they just hit you up like, I don't know the owner of the company and they hit you up directly like, yo, and like they're probably bigger accounts.

Johnny: Yeah, I still get calls to this day. Because piece of advice, don't put your personal business phone number out in public.

Paul Alex: It's happening, bro. It's happening, yo.

Johnny: That's what we did. And so to this day, like back from 2017, 2018, I still have people that reach out to me and they're like, hey, can I get my windows clean? I'm like, yeah, let me connect you with Victor, the new owner. And so I'll connect them. And I've had some people reach out and be like, dude, I saw your content. Like one of your videos popped up, like congrats to you and Sergio. You cleaned my windows in 2018. I'm like, let's go, dude. Hell yeah.

Paul Alex: I love that, man. I love that. So, okay. So you guys end up growing that 2022. What happens in 2022 that you guys are like, yo, let's, I mean, that's right after COVID, right? Where do you guys get the idea of like jumping now online and start building an info product around the experience and what you guys have built for the last few years?

Johnny: Yeah. So what happened was in 2021, I would say the later half of 2021, August 2021, I started tweeting. And I had the handle at squeegeegod. It's still my handle, squeegeegod.

Paul Alex: I love that. I love that. That's so unique, dude.

Johnny: Yeah, yeah. So I had squeegeegod, and I'm tweeting about this window cleaning business. And I'm posting pictures of our trucks, and we're wrapping our third truck. And people are like, man, this like – and I'm talking about how I'm a college student. I'm like, oh, this 22-year-old kid is like killing it on the window cleaning. So I'm amassing this following on Twitter. And it was just when this corner of Twitter called like small business Twitter, money Twitter started to really grow. And so I was able to kind of catch that wave and like this window cleaning thing. And people were finding it really interesting how I was running it remotely because we ended up using contractors and just really getting good at sales and marketing and the customer experience. We could start to sub out the work because workers comp was a pain, but I won't get too too crazy into that. But like we were just getting waxed with W-2s, right? And so people were like, oh this is cool, like I've never heard of like this remote window cleaning thing. And I'm starting to get DMs, hey how do I do it, how do I do it. I stumble across a book called "100 Million Dollar Offers."

Paul Alex: Oh yeah, such a great book.

Johnny: Yeah, so I'm like, oh dude, he ran this company called Gym Launch. I could probably do the same thing, just call it a Clean Launch.

Paul Alex: I love that, dude.

Johnny: So actually we ended up calling it Squeegee Launch, because we were gonna do window cleaning. But we realized we actually had enrolled a couple people as window cleaning clients, but we were like, you know what, this is gonna be very challenging. You have to do the work yourself, bust your back, get some ladders, come out of pocket for much of expensive equipment. I want them to start the remote way, these people that are asking me how to do it, but it's not going to work in every market. And I'm thinking 10 steps ahead where it's like I want to scale this already. I'm thinking in my head, we got it has to be house cleaning because house cleaning will work in any market. The abundance of contractors that you can hire that are available to you are everywhere. So I'm like, it would work in house cleaning, but I don't have the authority in house cleaning. So I can't ethically and morally sell somebody and teach them how to do house cleaning, even though I know I could do it because it's just selling a different service. Let me go get the experience. So what I did was my mom was still in that same house that she was renting in Orange County and rent was like 33, 3400 a month. And I'm making good money with the window cleaning business, but it's not to the point where I'm like, hey mom, here's five grand a month, here's 10 grand a month. Don't worry about it. So I'm like, let me knock out two birds with one stone. Let me retire my mom because she was driving Uber full time. I'm not talking like 40, 50 hours a week, dude. Like 80 hours a week. Like sun up to sundown, Monday to sometimes seven days a week, but mostly Monday to Saturday. And she sits at the airport all day because it's when they get the surges, of course.

Paul Alex: Yeah.

Johnny: And so I'm like, all right, I'm gonna retire my mom with this remote cleaning business and I'm going to build the authority and my following by live tweeting the whole process, making a bunch of content about it. And so with the new Amex gold card, we opened, put two grand of ad spend on that Amex gold card, hire the cleaner, set up all the software. I said, all right, mom, don't drive Uber this week. Just here's the phone. Here's the software. Here's how you work it. Just pick up the phone, say the words and see how much revenue we can do. That first month we had 12 grand of revenue with four grand of profit. The next month we did 20 grand of revenue with eight grand of profit. And to this day, she hasn't touched Uber since January of 2022.

Paul Alex: Dude, that's fire. So like, how was I feeling as a son to retire your mom from working Uber seven days out of the week, 80 hours, dude. That's, 80 hours in a car? That is literally backbreaking, bro. Like it is. And I can tell you from experience because I worked 80, 100 hour weeks. I was a cop in the city of Oakland in California and dude, just sitting in the Crown Vic, bro for like 40 hours, right? It's just like, dude, it sucks, right?

Johnny: I bet, yeah.

Paul Alex: Yeah, so like, man, respect, bro. Like you retired your mom, dude. I really love that because was that your biggest why?

Paul Alex: Your biggest why behind doing all this was like, dude, I want to take care of my mom.

Johnny: The biggest why was, yeah, I had to grow up real quick. I had to be a man, dude. Like I watched my mom struggle. This podcast would be three hours long if I told her whole story about what she had to go through to get me back and get her life together. But to see that, and it's like, dude, I got to freaking become a man very quickly here when I was an adult. And so it feels really good. And it feels even better now because those numbers are cool. But now she just hit $40,000 in April.

Paul Alex: That's what I'm talking about.

Johnny: And she texted me, and she's like, "I finally did it, son." Because $40,000 means it's halfway to a million dollars a year, about $500,000 a year run rate.

Paul Alex: Exactly.

Johnny: And so she's all stoked. And that business now does anywhere between 15 to 20K a month in profit. And the cool thing about the cleaning business is it's recurring. So if you just do a good job, you should walk into more and more revenue every single month. And so it's even better now, dude. And she's telling me, "I've made more money than I ever have in my life." It's really cool. It's fulfilling. And she's getting remarried now. And it's a good feeling, dude.

Paul Alex: Dude, I love that. You basically allow your mom to live life by design. For every single entrepreneur, every single mentee that I've had, I always ask, "Hey dude, why do you decide to come work with me or any other mentor or entrepreneur?" And they go, "Dude, because the foundation that you have with your why." And dude, your why, that's the reason why you're successful, bro. I just want you to know that. And I'm pretty sure you already know that, but dude, I see it. The energy, the passion that you have, it's just like, like you said dude, the vehicle was cleaning. It's not the sexiest thing. When I started ATMs, I was a law enforcement detective in Oakland. Bro, I had an ex that broke up with me. My mom was just like, "Bro, you're a cop. Like, what are you doing?" Everybody doubting, haters. But I did it because the long-term vision, just like you, 10 steps ahead. I was just like, "Okay, I can grow this, become financially free, and then I'll figure it out after that." So that was your vision, dude. So now you build a successful, tangible business with your best friend. And now you're building a successful info business because now you have 3,000 clients in North America. So let me ask you, dude, what's next?

Johnny: Dude, it's HSA. Do you ride or die HSA? Home Service Academy. I'm going to say HSA. But Home Service Academy is the company where we help people start cleaning companies. It's all one-on-one. So we're very hands-on with our coaches and me and Sergio. And we do the whole shebang: live events, all that stuff, too. It's really cool. But I think in our space, there's a lot of people who like to offer hop and they'll run a company when it's hot. Because, dude, when we started Home Service Academy, right after that whole thing with my mom, we launched Home Service Academy and we pre-sold the program. And we sold 15 people. We collected $50,000 of cash in two weeks pre-selling it. And then with just those 15 people, we're like, "All right, for three months, we're going to make sure we get results." So we didn't sell anything for three months. Then we just got results for them. And then come April of 2022, I had been assembling a team because I'm like, "All right, yeah, these people are crushing it." So I was like, "Let's roll out." I was just getting clients from Twitter. So let's roll out LinkedIn, short form, TikTok, Instagram, YouTube, and long form YouTube. And let's turn on paid. So I got this team together and I took all that 50 grand and I put it right back into assembling a team. And then we went zero to 2.8 million in nine months. And it's just insane the success we're getting. And there's a lot of cool places we can take HSA, whether it be like, hey, we can start to buy a lot of our clients because they're getting big, dude. Like our clients that have been for three years, four years, some of them doing 150 grand a month. Like that's a solid, it's a real tangible business.

Paul Alex: That's what I'm talking about.

Johnny: So it's like, yeah, you can trade that business. You can sell that business for multiple of its profit, its earnings. So there's a lot of cool things we can do with this.

Paul Alex: And are you guys teaching how to exit out of like selling your own cleaning business as well?

Johnny: Yeah, 100%. So what actually is really cool is we'll have people who are like 50, 60 grand a month, and then we'll have another client who's at like 20, 30. And they'll be like, "Hey, dude, can you find a buyer for my business?" I'm like, "Hey, let's say Lee is one of our clients. She's in Wichita. She's bought two businesses now for HSA. Like, hey, Lee, you want to buy this company?" Boom, connect them. And just by being in HSA, you get access to the deal flow if you ever wanted to grow through acquisition.

Paul Alex: Wow. That's amazing, dude.

Johnny: Yeah, pretty cool.

Paul Alex: That's amazing. I love that. So let me ask you, if somebody wanted to go ahead and start their own cleaning business, they want to get more information. What would be some good websites or where could they find you to go ahead and find this information, brother?

Johnny: We put it all out for free on YouTube. We've got whole hour-plus long videos where I go through. I don't hold back. Like if you want to start a cleaning business, you can just watch our free stuff and build it that way. Like I think we've helped — when I say we've helped 3000 people, that's through HSA. Through our content, it's probably double, if not triple. Absolutely. Because I look at our affiliate payouts from Booking Koala. And we've sent so many people their way. And it's just from people who watch the Twitter, read the Twitter, or watch the YouTube videos. So 100% YouTube, Johnny and Sergio on YouTube. If you want to watch free stuff. And then we have a whole book we wrote, 120-page book, everything we know about cleaning. So if you watch some of those videos, you can get the book for free too.

Paul Alex: Oh, I love it. The PDF version. I love that, dude. I love that. So let's talk about — let's switch gears now to more of like the digital marketing side of things. How did you guys learn digital marketing, dude?

Johnny: Because like back in 2020, the middle of COVID, I was billing $12,000 to $15,000 in residuals off ATMs. It allowed me to reduce my workload from 80 hours to 40 hours. And then I was just like, "All right, well, let me go do something new, right?" Because I got all this time, right? Because everyone is locked in their houses. So then I jump back on Facebook, dude. I get targeted by Russell Brunson and I get targeted by Dan Henry, read "Digital Millionaire." And Russell Brunson's book changed my life, dude, read it eight times. And then the rest is history. Come April 2020, I start diving deep. Invested $10,000 into a course myself into digital marketing. And I was like, "You know what, dude, people don't like the police at the time, you know, because the whole BLM thing." And I was just like, "I can't start a program on how to be a cop because nobody will buy it." So I was like, "Let me go ahead and start a business on an ATM business." And I was like, "All right, I'm going to do this." And I ended up doing it, dude. And it takes off around March of 2021, doing my first six figures. And dude, the rest is history. I had to figure it out, dude. But it was like six months of hell where I was just like, I did not know what I was doing, bro. Like, I don't even know how to navigate IG sometimes right now. But I've been in the digital marketing for five years now.

Paul Alex: So what were the steps that you took in order for you and Sergio to learn the digital marketing game?

Johnny: That's a great question, man. So remember that book I told you I came across, "$100 Million Offers"?

Paul Alex: Yes, sir.

Johnny: So we read that book, and we were like, "Wow, okay. I didn't even know this world existed." Like, similar to you. I didn't know this was a thing. And his whole — what happened was that whole first, second page, when he tells his story about, "Hey, when you have a Grand Slam offer, it's like instead of stepping up to the base and hitting a home run and scoring a max of four runs, you could, if you have the right offer, you could hit the ball and you could score a max of 1,000 runs, 10,000 runs." And I'm like thinking about this. I'm like, "Okay." So we go through the whole book, using the book as our guide. We come up with an offer. And I just start tweeting, bro. "Hey, here's a direct to Calendly link, book on my calendar."

Paul Alex: Dude, why Twitter? Out of everything, why Twitter?

Johnny: Because for me it was Facebook and people were like, "Bro, no one uses Facebook no more." But then like $200,000 a month later, that's where I had my following, dude. I just had my following there and then people were — like I would post a tweet and I knew how to write a tweet to where I could get like 100,000 views on it. And so I was going insanely viral, like all my tweets were. And so I would write a thread and then at the end I'd be like, "This simple service business, it could be $65,000 a month, here's exactly how to do it at the end. And if you want to learn one-on-one with me, book directly on my calendar, direct link to Calendly." They'll get on my call with me. I didn't know like high ticket sales or anything. Dude, I was selling like $12,000 light installations in the middle of a cleaning business. I had no problem with sales. Like that was — they would get on. I was closing like crazy on these people. And given they were warm, right? They're coming from my audience. But yeah, we sold that first $50,000 and then I was like, "Okay, well I had already built up a skillset and everything I knew in the window cleaning business." What I didn't realize was it's a little different in the digital space, but we were able to ride the fact that we were the first ones to do remote cleaning. Nobody was doing remote cleaning. And we got up to about 120K a month in spend with it. And so we started to get all these eyeballs around remote cleaning. And then what happened was, so you said your first six months was hell. Our first nine months was like, dude, our freaking shit doesn't stink. Everything I touch turns to gold, bro.

Paul Alex: Like you were those guys.

Johnny: Like that's the mentality we're on. We're dropping freaking like 50 grand on masterminds, dude, going to Stockdale, partying.

Paul Alex: That's wild.

Johnny: Yeah, it was ridiculous. That mastermind did help me out a lot though.

Paul Alex: Which mastermind was it?

Johnny: Cole Gordon, Closers.io.

Paul Alex: Oh, yeah. A figure border. Solid. Solid.

Johnny: Yeah, dude. I'm back in it now, actually, so I just re-upped for a second year.

Paul Alex: Nice.

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Paul Alex: Hindsight's 20/20, but like we're like, "Well, we don't know how to run Facebook ads, so let's just give someone a third of the business." Holy shit, guys. This is awesome. I love your story, dude, because most people are so stingy. Most people, you guys are like, "Yo, we don't know Facebook, let's just get a partner and we'll figure it out from there." I love that, dude.

Johnny: Yeah, that's perfect action right there. Something I would do.

Paul Alex: Yeah, yeah.

Johnny: Well, hindsight, it was kind of stupid.

Paul Alex: No, it is. But that's how you learn, dude. It's the journey, bro.

Johnny: Yeah, you got to learn, dude. It was a really expensive mistake. But you learn from it for sure because now we know how to freaking run some ads and do that stuff. And so what happens is we're trying to scale this. 2023 comes along. We're still growing. We've added another million dollars to the business. We're still doing about $4 million, but way less profit. And I'm starting to look at the ads, and it's because the ads are like — they're draining you, dude.

Paul Alex: We don't have a back end and we don't have like the ads aren't where we need them to be.

Johnny: At least the ROAS isn't there. We were like one ROAS. 0.9 ROAS. I was looking at like, "Dude, this is bad, bro." So I'm like, "I'm going to our partner who runs the market." I'm like, "Dude, what's going on?" "Well, let's hire some consultants to work with you, man." So I bring in like the best dudes in the space that I know. And I'm like, "All right, this guy doesn't freaking help you crack it, dude. Like something's wrong." And so going into 2024, he's in a meeting with them. And one day I call him because the ads are just still shit in the bed, dude. We're just like breaking even, breaking even. I'm like, and now our back end is starting to kick up too, so I'm like, "We really got to crack the front end acquisition because that's how we're going to continue to scale this business." Because like we're back — like our fulfillment's crushing it. Like people are getting insane results, they're wanting to stick with us for a long time, but we're having trouble on paid getting consistent clients. So I call the dude that's a consultant for our CMO at the time and I'm like, "Hey dude, off the record, like what's going on?" He's like, "I don't know what the hell he does all day." I'm like, "Damn." So that next Monday, me and Sergio sat down like, "Hey, do we want to buy you out?" And this was July of 2024.

Paul Alex: Oh snap, so this is recent, dude. A year ago. That's wild, bro.

Johnny: So we buy him out and then I become like CMO. And so yeah, I'm like, "Forget the ads. Yeah, we're not doing ads anymore, right?" Because like it's just eating away all the profit. So we're gonna lean on organic and we're going to start to do affiliates because I'm like, "Look, I don't know how to run ads still at the time. But what I am good at is I'm good at sales. So if I can say, 'Hey Paul, why don't you promote Home Service Academy? You know, maybe I'll promote you. Do a little swap.' I can, instead of closing one deal, I'll close 20 deals from your audience." Right. So we started to do that and we started to replace the traffic with affiliates.

Paul Alex: I love that.

Johnny: And so what was cool about that is we actually ended up opening up affiliates as an acquisition channel and now we have a whole team built around affiliates and it's consistent. Then we have organic, which is also consistent — that took us three years to kick up, especially on YouTube. And then I, through networking and trying to close affiliates, I found a guy who used to run the media for V Shred.

Paul Alex: Okay, a million dollars a day in spend.

Johnny: Yep, yep. And so he was like — I was hanging out with him in Vegas. I bought him a steak and I guess he really liked me because he's like, "Dude, I'll run your ads."

Paul Alex: How'd you meet him, dude? Because your network is your net worth. So like, people are probably like, they're mind boggled right now. They're probably like, "Dude Johnny, like you're already making money, dude. Obviously you could go ahead and connect with these like high earners and these people that have these skill sets. But like a regular person like me, like how am I able to go ahead and take the opportunity? How am I able to go ahead and get an abundance of network like you?"

Johnny: That's a good question. Yeah, so what happened was what I ended up doing was I went on a crazy event spree at the beginning of the year. So from like January up until — I'm still doing it, dude. I'm still here in freaking Miami.

Paul Alex: So you're talking about you're going on podcasts, you're going on conferences, you're doing keynote speeches and stuff like that.

Johnny: Yeah, exactly. And so if you ask how you do that, what happened was I was just like, "How do I get to more events and who do I need?" I sent out a tweet, right? And so maybe if you don't have an audience, this looks like maybe you go to your email network and say, "Hey, do you know anybody who might be in the space you're looking to get into?" And start to build a connection with them. Start to ask them questions. Because what I did was I just tweeted, "Hey, who's running affiliate offers for High Ticket Info?" And somebody responded and tagged in this dude named Pedro. Do you know Pedro? Pedro Matos.

Paul Alex: What company? Self-publishing. Oh, yeah. Oh, yeah. Yeah, I do.

Johnny: So I connect with Pedro, and Pedro's like, "Yeah, dude, let me show you what we're doing." And he introduces me to the whole affiliate world, and he's like, "I like to get my affiliates through events. We do cold outreach. We do it this way, that way." I'm like, "Hmm, okay." And so he's like, "We'll make a couple intros for you." I get introduced to a dude at this big company. Does about $120 million a year. Like one of the biggest info companies in the space. I get connected with their head of partnerships. Me and him end up becoming friends because he ended up being like, "Hey, you want to come speak at this event? I just had someone fall out." I'm like, "Yeah, dude, I'll come speak." Ended up being a Pay Some Worry event, dude.

Paul Alex: Nice.

Johnny: And Russell Brunson was in the lineup. Never spoke before. Never had spoken in my life on stage. Done like webinars and stuff, dude.

Paul Alex: That's badass.

Johnny: And I had to be the opener. I'm like, "Yeah, dude, how many people are there?" He's like, "Oh dude, it's like 200 people." I get there, it's 400 people. All of them paid 35 grand to be there. I'm the fucking guy opening it up.

Paul Alex: I love that.

Johnny: Shitting bricks, dude.

Paul Alex: I love that. I'm shitting bricks, bro.

Johnny: Were you in the back? I'm literally in the back, Celsius boy. I'm like, "I'm gonna do this." I was in the back, bro. I was in the back. I'm like, dude, I had to take two dumps, bro.

Paul Alex: Yeah. Is Sergio there?

Johnny: Sergio's there with me. And what is he telling you? He's just like, "It's gonna be cool, bro." Yeah, he's like, "You're fine, bro. You're good." But he's in the back like, "You got this, dude." I'm like stressing out. Represent, bro. And I'm like, "Alright dude, I'm gonna get up and teach them how to scale a business." Dude, ended up crushing it. And it was just a value talk and my CTA at the end was like, "Hey, follow me on Instagram." I converted like 90% of the room to follow me on Instagram. And so me and this guy Brandon ended up just becoming the best of friends. And to this day, I was just hanging out with him a couple weekends ago. And then he introduces me to people. Pedro introduces me to people. And then because I'm now friends with them, I'm like, "Let me start going to some events." I go to Affiliate Summit West. I go to ClickFunnels. I start getting invited to these different masterminds that are like, "Hey, this mastermind is only real estate specific, like you have to be invited." But because I'm putting together dinners in Vegas — like that's the big thing with me is like I like to put dinners together.

Paul Alex: Smart.

Johnny: So when I'm in Vegas, I know all the managers at all the nice restaurants. So they're going to show out a little bit, especially if I tell them like, "Hey, let's — I've got this important business meeting. I'm bringing a bunch of business people. Like send us a mousse or something, right?" Like chef will custom make appetizers. It's really cool. And so I'm putting together dinners every night.

Paul Alex: And keep going. I'm that's like these dinners are not cheap, but like two grand, three grand a night.

Johnny: No, of course, dude.

Paul Alex: Yeah.

Johnny: But I see it as an investment though.

Paul Alex: Yeah, that's what I'm saying. It's an investment.

Johnny: And so I'm putting together groups like 16, 20 people. And through this, people just — they started calling me Johnny Vegas at these events.

Paul Alex: Bro, that's a badass name, bro. Johnny Vegas.

Johnny: They started calling me Johnny Vegas. And so that's when I just speed — I basically sped run like knowing everybody in the space just from like a couple events I went to. And then they invite me to events. Then I go to those events. And then I get invited to more events. And then I'm in some masterminds as well.

Paul Alex: You know, you remind me of my other friend. His name is Eddie Maloof. He owns an agency called Bad Marketing. Appreciate it, Eddie. But Eddie, the reason why they're so successful in their agency and they've been able to get very high-end clients is because he has the power of network. He has mastered that. And I'm a big believer in that. I have been able to work, thankfully, with some really successful entrepreneurs, some really good guys, just like yourself, that have connected me with going and speaking in conferences, keynotes, dude. And that all converts. That all converts, dude, especially if you have a very inspiring story like yours, right? I'm pretty sure you told this story at Pace Morphe's event.

Johnny: Oh, yeah.

Paul Alex: And you crushed it because people can relate to that, dude, especially like with your parents and Uber and the pain of like seeing your mom, dude, like work. And like you just want to retire her because she raised you as a kid. Dude, it's very inspiring, bro.

Johnny: I appreciate it, man.

Paul Alex: No, it is. It is. And a lot of people are going to resonate with that, dude. Yeah. They are. So from there, you're a master networker now. And then now, okay, so yes, you have that academy going on, but are you guys working on any other projects?

Johnny: No, no, dude. No. We're big on focus, man.

Paul Alex: Okay, just huge on focus.

Johnny: Like you know, if we want to work on other things, like we're going to test out rolling out a window cleaning offer next month.

Paul Alex: Nice.

Johnny: Because we like — why haven't we done that, you know? Like all of our expertise is pretty much in — not that we're not experts in house cleaning, but like window cleaning, I know from everything, from doing squeegeeing myself. Like I know what squeegee replacement blades you need, like what's good and what's bad to that level. So it's like, why haven't we done that? So we're going to test that. And that'll kind of scratch my itch of like wanting to go into other opportunities. But I just see Home Service Academy is such a good opportunity, whether that to continue to scale and grow. And we can take a lot of routes with it. Like I said, we could franchise, we could do a roll up. We could do a software because we have so much inbound demand of people who want to start cleaning companies. Existing cleaning businesses coming to us saying, "Hey, I need help growing." So for us, it's just like stay focused, keep making content, keep tinkering and getting better, little improvements, and continue to scale the business.

Paul Alex: Dude, are you planning on staying in Vegas?

Johnny: No, I'm moving.

Paul Alex: Okay, yeah.

Johnny: I'm moving. It depends on the month you ask me to. Because someone's like, "Dude, I love Vegas." Especially like during ClickFunnels, it was really fun because I'm like, "Okay, I'm in my city now." And it's been nice because I've got a lot — I've really tapped in in Vegas now.

Paul Alex: Everybody knows you, dude. You're Johnny Vegas.

Johnny: Everybody knows me in Vegas, so it's nice when people come in because I can show someone a little bit of a better time, just like I'm sure you can in Puerto Rico over here in Miami, right?

Paul Alex: Yeah.

Johnny: And so going back to the reason for the move is just to get more locked in because I live on the Strip.

Paul Alex: Makes sense.

Johnny: Someone hits me up. "Hey, dude, I'm in town every weekend, dude." I shit you not, every weekend. "I'm in town, bro. What are you doing?" And then I'm like, "I don't want to say no because I'm getting FOMO." Because I'm like, "I haven't seen this person. It'd probably be fun."

Paul Alex: But then you maybe stay out a little too late.

Johnny: Exactly.

Paul Alex: It's a fun city.

Johnny: Yeah.

Paul Alex: No, I can imagine, man. Well, I mean, good for you. I love the life that you built, life by design, dude, making it happen with you and your passion and just your core values, dude. It's about what you do and what you can do with the mind. So with that being said, dude, this is, as you guys know, The Level Up Podcast with Paul Alex. We have gone ahead and helped a lot of people with self-help. Self-help, believing in themselves, and mindset. That's the biggest thing, dude. We don't monetize this. We don't have sponsorships because, guys, to be honest, we haven't gone out and monetized this for — but we want this to be free value. So we bring guests like you, dude, just to give them the sauce, give them inspiration. And look, hopefully somebody listens to this. And guess what? You're going to change more lives, dude. And that's what it's about, right?

Johnny: I hope so, man.

Paul Alex: So with that being said, imagine 100,000 people are going to listen to this, which they are, dude. Happens on every Saturday episode. All right? So what do you have to tell the audience right now that just heard your story, dude? Give them a couple of words of motivation to help them level up.

Johnny: That's a good question, man. I would say a couple of things. I would say, one, if you just stick with something, there's a million ways to make a million bucks. And if you just stick with one thing for a long enough time, you will make money in whatever it is. Whether it's cleaning, ATMs, it's setting up pumpkins on your porch for other people. I know someone doing that. You can make money doing anything as long as you stick with it for a long enough time horizon. And if you're ever doubting, when in doubt, just default to logic, right? Like I said at the beginning, would it be unreasonable if I call 100 businesses? Are all of them going to say no to my services or my offering? Probably not. It's probably more unreasonable that all of them would say no than one to say yes. And so I think a lot of people get too emotional when they're trying to grow their business, trying to start their first business, whatever that may be. When it's like, just think about it logically. Is there somebody else who's built a million-dollar cleaning business? Is there someone else who's built a million-dollar ATM business? Are they smarter than you? Maybe. Maybe they're not though, right? Because there's hundreds of thousands of people who have built these million-dollar companies. Like what makes you different, right? Why can't you do the same thing? So that's what I would leave the audience.

Paul Alex: Dude, I love that. I love that. When I came into the online space back in 2020, I looked at people that were making a hundred thousand dollars on info products. And I was just like, "What is making them so special?" And I'm like trying to funnel hack, dude. Funnel hack for all the listeners right now. If you guys are not in digital marketing, funnel hacking is when you look at somebody's process in the online space and you're trying to figure out what works for them, what's getting them client acquisitions, what's getting them clients, how their sales process, why the company's so successful. And one thing I always tell — path of least resistance, right? Path of least resistance. Work smarter, not harder, folks. It's 2025. You got to leverage technology and processes, right? And even me, I'm an old school millennial, dude. I still love to door knock. I still love to call a call, right? But is it as effective in 2025 now? Not as much as DMing, right? Not as much as going ahead and paying ads or tweeting, right? And do they still call it tweeting, dude, now that it's converted to X?

Johnny: I still call it tweeting.

Paul Alex: I know people are going to listen to that and be like, "It's called X now." But X, Twitter, whatever.

Johnny: Yeah, yeah.

Paul Alex: No, that's awesome, dude. I love that. It inspires me to go ahead and venture off to new channels that I haven't checked out before because I'm big on just Facebook and Instagram. I'm starting the YouTube. I'm going ahead and now doing the LinkedIn and the Twitter. And dude, it's awesome. I love to see people like you and other entrepreneurs kill it in those spaces, dude.

Johnny: Can I just say one thing about your thing right there? Because you're like, "I'm funnel hacking." One quick tip that I love is my favorite term is R&D: Rip Off and Duplicate.

Paul Alex: There you go. Just rip off.

Johnny: There you go. Someone's already doing it and you know they're making money. You can just tweak it a little bit. Rip off and duplicate, guys.

Paul Alex: All right. It's not saying doing shady business, but it's just working smarter, not harder. And just like when you were reading "$100 Million Offers" or "Gym Launch," "Clean Launch" — how'd you find the name? Don't worry about it, bro. You know, it's phenomenal, dude. With that being said, dude, anything else that you want to leave the audience with?

Johnny: I think that's it, man. I think we're good. If you want to hit your boy up, Johnny and Sergio on pretty much all socials. @JohnnyTheCEO is my personal — it's my new business-specific personal account because me and Sergio have always run it joint. So I have a new Instagram if you want to connect with me there. I read them all. But most importantly, I just want to say, dude, thank you so much for having me, bro.

Paul Alex: Absolutely, dude. Absolutely. Anytime, dude. And then once again, for the listeners and the viewers right now that are watching us on Spotify, Apple, and YouTube, what was the YouTube channel where they can learn all about this, bro?

Johnny: Yeah, we have Johnny and Sergio, and then we have Home Service Academy. Johnny and Sergio is a lot more tactical.

Paul Alex: Yeah.

Johnny: And then what is the best way to contact you personally, dude?

Paul Alex: Because I already know there's going to be people that want to pick your brain. They're going to want to talk to you directly.

Johnny: Yeah, hit me on Instagram at Johnny the CEO.

Paul Alex: There you guys have it. That's another fire episode here on the Level Up Podcast with Paul Alex, guys. Look, Johnny and Sergio, they're killing the game in the cleaning industry, and they can show you exactly how to do it too. Now, with that being said, share this episode with someone that you care about, that you love. You want to help them change their mindset and actually level up. With that being said, leave a five-star review on Spotify and Apple Podcasts, guys, and also subscribe on YouTube. I'll catch you on the next one.

Narrator: Thanks for listening to the Level Up Podcast. If you enjoyed today's episode, make sure to share it with a family member, friend, and everyone you know who's ready to level up. Leave a five-star review on Spotify, Apple Podcasts, and wherever you tune in. It really helps spread the word. And don't forget to check out officialpaulalex.com for more episodes and resources to kickstart your journey. Let's level up together.