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Okay, awesome, we’re recording. Hello and welcome to episode 123 of the Jake Woodhouse podcast.
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Today, an awesome example of where AI is having a real impact on how business is actually conducted.
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And it’s happening so fast and in such innovative ways that even just this small story says so much.
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What I’m going to run through today, I hope, is very inspiring, actually, because for small business owners out there, it’s a grind, right?
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You’re out there every day hustling, doing what you’re doing, thinking, how do I improve my business?
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How do I become more efficient? How do I leverage my skills as well as possible?
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And here I’m going to show you a way that, well, it just popped up last week.
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I thought it was too good an example not to use. So it’s, yeah, let’s get into it.
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So I was on a call last week with my friend and technical guy.
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We hadn’t spoken for a few years, actually.
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We met in a startup accelerator.
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But just the kind of person that they have such a strong skill set in a domain where I don’t that I really take notice of what they say.
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And they said, oh, Jake, did you hear about the AI and pool story?
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I was like, no, what’s that?
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And that’s what I’m going to go on to explain here.
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But the point being is where this came from sparked a deep dive.
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And I’m suddenly looking at Reddit threads.
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And I’m looking at LinkedIn posts.
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And I’m on YouTube.
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And it’s like, oh, my gosh, this is so cool.
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How have I not thought about this before?
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And so basically a bunch of things happened to bring me to today to explain what I’m going to run through.
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And it’s fascinating.
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So somewhere in the States, there’s a guy that has been using AI to generate leads for his pool installation business.
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And he’s running it completely autonomously and at scale and has apparently made a bunch of money.
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Now, I’ll go on to explain in more detail about that specifically.
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But essentially, he’s using OpenCore, which is a piece of AI software.
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and he’s able to use Google Satellite and scan for addresses in the US in affluent areas
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and specifically looking for homes in a price range,
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which I believe was half a million to about 1.2 million bucks with this specific example,
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and identify places that didn’t have a swimming pool.
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Next, he takes that very specific property and generates a render.
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So the actual backyard and out of it comes a graphic for a luxury pool, literally in your backyard.
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And he then runs an automated calc on roughly what they would expect the installation cost to be.
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And then mails a physical postcard with a QR code to that exact address saying,
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this is what your house will look like with a pool in the backyard that we can build for you.
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it will cost this, it will take this long, it’ll look roughly like the picture on this postcard,
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scan this QR code and get in touch. And boom, that can go to thousands of homeowners that
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meet the predefined metrics that they’re looking for. It’s like, oh my god, like,
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as if I’ve never thought of that before. And one of the reasons I hadn’t is because of the
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cost that would normally be involved pre AI in actually doing that. And so let’s think about that
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and some more details.
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So it’s like, okay, we can now go and use a Google Maps
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or something similar,
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and it’s publicly accessible information.
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And with that, you can zoom right in, high resolution,
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and almost every address that you can think of is there.
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You can literally see it.
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It depends, of course, how old some of the photography is.
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Maybe they’ve added to the property
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or it’s changed slightly,
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but you can get very good granular view
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of what’s actually on that specific postcode.
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And the postcode databases themselves,
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like their public, estimated property values.
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Every time I log into realestate.com.au,
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it’ll give you a rough valuation.
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Is it correct?
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Who knows?
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But if you can send hundreds and hundreds
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of the same postcard,
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then it doesn’t matter if you’re off by 10, 20%
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because the cost of outreach
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is just compacted so, so much.
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And you’re obviously able to filter through
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all the thousands of different addresses.
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And the type of ability, for example,
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like the image segmentation is a phrase I came across.
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It’s like, okay, so you can create the model
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and it can isolate backyards specifically
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like from the fence line, what type of grass it is,
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what other structures are already there.
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And use then, like this is where the AI stack comes in,
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of course, it’s like, okay, mid journey,
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GPT image generation.
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Like this stuff was literally science fiction
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only a few months ago.
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and you could type into the prompt like,
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okay, we have a property, it’s this size in this location,
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north-facing or south-facing or east-facing sunlight
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with this much space, generate a pool that looks similar to X
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or whatever the prompt might be.
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And it’s like, oh my gosh, okay.
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And now you’re able to then plug into these direct mail APIs,
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something like a post grid that has a USPS integration,
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which means it’s an automated print and post so you’re not like at home getting your render
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tapping out the address getting a physical card popping it in a printer and then like you know
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taking it to the post office putting a stamp on it like no no no you literally don’t physically
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touch it the human is not involved in the entire lead generation process like it’s it’s honestly
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It’s unthinkable from previous times.
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You go, okay, well, what else does this mean?
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Now, excuse me a second as I just read through my notes.
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So I have to be blunt, right?
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I don’t have or couldn’t find the specific company and the original operator doing this.
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So I haven’t audited specifically the ROI numbers and all the rest of it.
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But there was one really good article I found around the shifts in customer acquisition cost.
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So I’m just going to pull that up because it’s cool to talk through.
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And I’ll reference this myself, but it’ll be in the show notes down below.
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So go and have a look there.
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Give me one second.
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No, I’ve clicked on the same one twice.
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Hang on.
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yeah cool okay so just the the unit or economics of this like how does it actually work and and i
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found this post and it’s talking about okay well um if the home is worth 1.2 million bucks like
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the traditional customer acquisition cost for a pool installer could be two four thousand dollars per job and the close rate on a cold lead 5 to 8 So if you close one deal from 500 postcards that you create
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the marketing campaign is more profitable by 10x. It’s like, oh my gosh, how many pool installers
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are currently in Australia doing cold outreach of some form to try and find new business
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and haven’t even thought about how they can use AI in their business.
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Or if they have thought about it, they’re like, where do I even start?
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This example is even more sophisticated than that.
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This is a customer lead generation tool that wasn’t previously possible for small business
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because it has compressed the input costs by such a massive factor.
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And that’s wild, right?
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Think about how many other small businesses that are out there that could use AI in an innovative way like this to access customers at a scale that wasn’t physically possible before because of when it was done more manually.
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Now, critically, I do really trust my friend that brought this up as a story.
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And so I’m not someone that wants to overly hype things.
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But I think it’s a fascinating example.
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And it’s one of those things where it’s almost like it doesn’t really matter if the story underneath is totally true, because it opens up a whole new world of like, ah, how could I implement that? Or how could I take that as inspiration and rejig it for my specific scenario?
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And like what I spoke about in the previous podcast episode, AI spins on its head entirely the actual process of accumulation of knowledge.
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Like why would you bother to go to university and do a business management degree or an MBA when right now I have a business problem I need to solve and I can literally go to a $20 a month AI and be like,
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I am a business owner with this specific problem and I need to solve it this fast and this is my revenue and this is my target customer and this is my current pain point.
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and boom, the bespoke advice arrives in the click of a button at any time of day.
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And it’s so cool.
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For all of us that have been passionate about building businesses over the years,
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it’s a very interesting time to be doing this stuff.
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So could this be exaggerated in terms of the ROI?
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Yes, it could be.
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And does it need testing more?
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Yes, it could be.
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But does it spark a piece of…
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It’s inspiring, right?
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Oh, my God, imagine if I could do X.
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And if anyone has a concept that’s similar to this,
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that uses this as leverage to think about,
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then please do reach out and let me know.
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Now, to really dig into these numbers a bit more
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as I think it through, it’s like, okay,
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so the unlock here, it’s a,
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yeah, I’ve got a statement here.
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This isn’t really about pools.
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And I’ve kind of touched on this just now.
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It’s the pricing wall coming down.
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And most business owners haven’t even realized.
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And so this very specific example,
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it’s like one custom render of one house, pre-AI,
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You’ve got a graphic designer, 80 bucks an hour.
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You’ve got a sales team doing cold outreach
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with a bunch of costs.
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You multiply that across 50,000 properties
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and you’ve got millions of dollars of cost
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just to try and land a customer.
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Economically unfeasible for a local operator.
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Post AI, seconds to generate a render,
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cents in terms of cost per render,
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the same job with the same output quality
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that you can now send to 50,000 people
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and the cost per delivery is not even a dollar.
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It’s wild, okay?
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And you think, oh my gosh,
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where else could this be applied?
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And I have a friend who has a pool and landscape business.
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I’m definitely gonna send him this podcast episode
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once I finished it to be like, how does this land?
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Have you thought about doing something like this?
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And if anyone watching this has a friend
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who has a pool and landscape business,
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do share it with them.
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Reach out to me, ask any questions.
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But it’s so cool to think through, isn’t it? Because it’s like, OK, you could be applying this to solar installers.
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You could be applying this to kitchen remodeling. You could be applying this to landscaping.
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Right. Do you want to do up your garden? And that’s just thinking about domestically focused service businesses.
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And so it’s like, OK, so AI agents can now work alongside salespeople in a way that wasn’t previously possible.
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and therefore this is a huge threat in terms of disruption to industries which still run on gut
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instinct and cold leads it’s like okay for the business owners out there that are looking for a
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way to improve their business these are the type of tools that some of your competition will be
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using they’ll already be adopting this stuff they’ll be building it in their own way and that’s
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not to say that it’s all about beating the competition down the road. I very much believe
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in that process of, you know, focus on what you do really, really well, and just get really good at
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that. And honestly, don’t worry too much about what anyone else is up to. But for someone who’s
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brilliant at building swimming pools, using this very specific example, why wouldn’t you want an AI
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product like this tacked onto the side of your already existing business to help generate more
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deal flow. To me, this is a no-brainer. And again, I’d love to hear of any real-world examples of
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people implementing this type of stuff. So where else could you apply this? Keeping with the real
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estate stuff, like granny flats, right? People do real estate deals all the time where they’ve got
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a piece of land, they’ve got a house in it, they might live in the house, they’ve got a big backyard,
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they don’t use the whole thing, they could build something on the back, do an Airbnb. Perfect.
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This would work for that.
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Find a suburb of a city valued at a certain median amount.
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Look for properties with parcels of backyard that might not be unusable.
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Boom, send them a postcard with like a render generated gray flat.
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How cool.
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I’ve said solar.
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I’ve said other landscaping, kitchens.
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I’m sure there are other examples that people can come up with.
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Someone is going to do this in your industry in 2026.
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The only question is, is it going to be you?
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now some pushback i saw that was quite interesting and i want to flag this because
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i i think there are some ai implementation vigilantes out there that are pushing
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results driven stuff without enough backing and without enough thought i they’re just hustling
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and that’s totally fair enough but like you know beware the the stories that you hear and so very
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legitimate pushback here is like it’s quite invasive right for a homeowner to receive a
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postcard and it’s like oh my god someone’s been spying on me in some some way now
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i think this is overblown personally speaking like if i got a postcard with a picture of my
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backyard with a nice pool in it and i understand how it was built and why it was built and it was
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built using publicly accessible information and it was sent to me by a business owner who’s just
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wanting to do some business with me i’d be totally fine with it but there are going to be people out
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and they be like this is a step too far You should never have sent me this And I hate it I hate it I hate it Get out of my backyard In which case apologize And I think it a case of ask for forgiveness
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rather than permission. But it’s important to mention because it could be creepy, right? And
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people are like, oh, you know, this tech stuff, it’s just, it’s gone a bridge too far. I don’t
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want to, you know, computer generated image of my backyard through my post box. It makes me feel
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like people are spying on me. So just to be totally transparent about this, this was the best piece of
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pushback that I saw. And as a podcast creator, I’m not someone who’s in the business of pumping
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my bags on the back end and not telling the whole story. So I think this was something that I thought
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was really interesting. And if you were to do something like this, I would definitely explain
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myself in the postcard. So to me, the selling would be the image. You’d be like, oh my God,
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that would be so cool. I’d love to have a pool in my backyard. Who the hell sent me that? Flip it
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over. And then there’s a bit of a story, the business, the business owner, how we created this,
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and then what’s the ROI. If you built this, it would cost you X, it would take this long,
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and we believe your property would be valued at Y at the end of the whole process. You suddenly
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got a very clean ROI and you’ve done so much work as a business at that point to unlock capital that
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is going to be there people just needing an excuse to spend it and I think that’s very cool it’s just
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you’re generating value up front the people are oh that’s really cool I appreciate that
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now you know I can’t not harp on about this given the AI assessment tool that I’m building and
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selling. So I’m going to spend a little bit of time talking about that. And forgive me if this is
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too much for pump my own bags, but you can stop listening if you want. What does this mean for
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you? If you’ve got this far into this podcast, you are more than likely going to be someone who is
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a small business owner. You are interested in AI. You’re wondering how it affects you. You’re
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looking for innovative ways to deploy it and the thing that I am very keen on at the moment is that
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so many people are are looking at it and went like where do I even start um what tools work for me
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what’s actually going to be useful is there a risk and that’s why I built the AI assessment it’s like
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okay I’ll spend 20 minutes with you maybe it’ll run to 30 if we have a good chat through that time
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I’m going to help pinpoint or I’m going to ask a series of open-ended questions, essentially.
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It’s like, okay, start Monday morning, 7 a.m.
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What are you doing?
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All right, take me all the way through to Friday, 5 p.m.
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And I’ll try and figure out, okay, what are the biggest bottlenecks in your week?
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What are the things that you would really like to never have to do again?
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And I’ll take that information and I generate a report that identifies three or four really low-hanging fruits
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that are easily implementable AI tools
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that you can take off the shelf
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and put into your business tomorrow
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that if you’re someone who’s an accountant, for example,
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and you charge $450 an hour,
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if you get an hour back,
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suddenly you can charge someone for that hour.
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And the ROI on your own time is very, very high,
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which I think is a very cool thing to think through.
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But AI isn’t, it’s not just a writing assistant.
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Yes, you can draft emails with it.
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Yes, you can respond more quickly to inquiries.
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Yes, you can compress the back end of a content production process like I’ve been doing.
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But it’s only a very small fraction of what you’re doing.
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If you think about the tip of an iceberg, it’s like, yeah, okay, rewriting an article with ChatGPT is the top of the iceberg.
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It’s the very, very entry-level simple stuff or installing otter.ai on your work calls that automatically takes notes on all the conversations you have and sends you an email afterwards.
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It’s very, very easy to implement, but you’re not getting the full big picture.
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And so what AI is actually doing is it’s rewriting what’s economically possible.
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And this example today is to do with customer acquisition,
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specific to local service businesses.
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So how radically different is that?
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What I just walked you through, it’s like, okay, you’ve actually taken an AI,
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you’ve given it a prompt, and it takes itself through a series of steps
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using satellite and then a bunch of metrics it’s required to hit to find a good target potential
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property, generates a specific bespoke design to that property, puts the unit economics with it,
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and then sends a goddamn postcard for you. Epic at like a very low cost. That is a whole new world
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of lead generation that just wasn’t possible. And so that’s when I talk about like AI compressing
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business functions. It’s like that has just opened up a whole new world of lead generation that
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wasn’t possible for a small business. And so it’s a cost structure that makes hyper personalized
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outbound viable for the first time. And so, and again, this is why I’m keen to hear examples or
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ideas of how this might affect you. It’s like, what business do you run? And how do you currently
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do your marketing? And who are the customers you’re trying to get after? And for me, it’s clear,
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like if you make a decision to actively engage with this stuff, the business owners that figure
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out this this year you’re going to take market share like it’s it’s an absolute no no-brainer
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and so my ai assessment it’s not just designed to surface the the low-hanging fruit opportunities
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then like okay well what are longer-term projects that you could build towards and this would be one
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so okay we’re actually going to be able to do more marketing with ai and we’re going to specifically
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build a lead generation tool like the one we have described today and that’s pretty cool right
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So the AI assessment, $999, one-time cost.
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I’m doing a fixed capacity per week.
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At the moment, it’s a maximum of three.
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And I have a guarantee with it, which is the report will pay for itself in month one.
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If it doesn’t, full refund.
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And the reason I did that was because the first few reports that I did, it was very obvious.
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Like business owners, they’re able to calculate the value of their time.
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and they’re able to therefore calculate when they save time what that cost saving is or what that
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potential additional revenue actually is and you go oh do you know what that’s such a cool process
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and so of all the reports i’ve done every single one of them if you implemented the suggestions i
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make pay back the cost of the report and that’s why i’ve decided to give such a great refund it’s
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like look i’ll give you money straight back if i can’t show you how to save enough of your time
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using AI tools that pay for itself. Anyway, I hope that was valuable today as a podcast episode.
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I am going to spend a little time now just kind of really kind of riff on what this means.
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So forgive me if this turns into a bit of a rant, but that’s kind of where we’re going. So
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the ability for AI to improve your business processes is clear The way that it is being implemented into businesses is not yet clear in terms of this example It like there is so much open space for you to take these tools
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and meld them together in a way that’s unique to you. And the really cool piece about it is like
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the more that you can use the AI tools that exist today as strategic thinking partners,
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the better the bespoke advice you get for your scenario will be.
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And so sitting down and going, okay, I’m this person.
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I want to achieve this.
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The bottleneck’s currently this.
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And therefore, I need to build something to solve that.
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Help me do that.
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Boom, bunch of suggestions.
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Okay, this works.
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This doesn’t work.
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This works.
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This doesn’t work.
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All right, you curate it down to like another suggestion.
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And it’s as simple as like, okay, now you’re suggesting I build this thing.
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Okay, you go to a new software product.
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You might sign up to start using it.
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Don’t know how to use it.
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Like recently, for example, I’ve been playing around on the back end of my website.
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I hired a branding and web building agency a year or so ago to build it for me when I launched my podcast.
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I don’t have a clue how WordPress works.
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I never had an interest in it.
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I thought I would just get someone professional to help me build it so I didn’t waste time on it.
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Now, whenever I get stuck, I’m like, okay, do it yourself.
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So I take a screenshot of where I’m at, put it into Claude or whichever other tool I’m using.
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And I’m like, okay, I’m stuck.
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How do I do this?
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And it’s crazy how quickly you can start learning.
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And this is where I think a general trend is going to be true,
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where we’ll see more and more and more solo business owners,
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solo business operators,
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because you no longer need a marketing team.
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You no longer need an operations team.
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You no longer need a finance team.
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Of course, it depends on the scale that you’re at.
0:23:14
And of course, it depends on the skill gap that you have.
0:23:17
And it might well be best still to hire those people.
0:23:19
But there are so many things that you can now solve yourself
0:23:23
at the end of a prompt and a click of button,
0:23:26
it’s like, well, you should just do that.
0:23:29
And so the call to action here is like,
0:23:31
not just, of course, get an AI assessment done.
0:23:35
That’s the main point for me,
0:23:37
even creating this podcast in the first place.
0:23:38
But it’s also like, take a risk, take a chance,
0:23:43
do some research and find like,
0:23:46
okay, what is the biggest thing
0:23:48
that’s pissing you off every single week?
0:23:49
Okay, hey, Claude, this annoys me every single week.
0:23:52
It cost me six hours of time and send it off.
0:23:56
Or equally, you might have a small team of four or five people.
0:24:00
And the truth is, a lot of those people will be doing some form of administrative task every single week.
0:24:06
So your business is currently eating costs that it doesn’t need to in labor for people that are already on the books.
0:24:16
And so this is a really interesting point where it’s like, okay.
0:24:18
and especially when I look at stock listed businesses like big big companies they are
0:24:25
not incentivized to change and this is always true of creative disruption and because of that
0:24:32
oh the CEO is going to go to his board and say all right guys we’ve got to do something about
0:24:36
this AI stuff can you go to your management departments and find out and so they’ll go down
0:24:40
and say all right guys how do we use AI in the business there might be regulatory issues so
0:24:45
they’re not allowed to actually type into some of these things who knows but they’re more than
0:24:49
likely to come back and because people naturally self-select to save themselves it’s my strong
0:24:54
thesis that a lot of the middle management are going to come back to the boards of directors
0:24:58
and say well ai is helpful here here and here but actually like it’s probably not going to really
0:25:03
change things much and that is completely wrong in my opinion but also it’s a self-serving bias
0:25:11
they don’t want to lose their jobs they don’t want to see change they like doing things how
0:25:14
they currently do it. So they’re going to sit in spreadsheets, they’re going to go from PDF to PDF,
0:25:18
they’re going to have huge email inboxes, and they’re going to be wasting time. Now, to take
0:25:24
that analogy down to a small business owner, you might have a team of four or five people, and they
0:25:30
are also incentivized to keep their job. So even if you say to them, guys, I want you using AI every
0:25:34
single day, what is that actually going to translate like? I don’t know. So a better way of doing this
0:25:40
might be to say okay I’m actually going to do my own AI assessment of the business and sit down
0:25:45
with each team member and be like okay I want you to map out your entire week and tell me where you
0:25:51
waste time what you wish you didn’t do what you’d like to do differently and where can you input AI
0:25:57
tools like frankly as I talk this through I could do this for you as well you could hire me to do an
0:26:01
entire AI assessment for the business and I’d speak to every single person in it and recommend
0:26:06
AI tools for each of them. Now what will happen and I think this is kind of cool to think about
0:26:12
especially as small business owners and unlike the slow-moving behemoths that stock listed companies
0:26:18
are is your four or five people currently create a revenue statistic that you’ll know well and you’ll
0:26:23
have a net profit figure that you know well. So okay what if you could reduce the time that they
0:26:28
waste every single week using AI tools and then retrain them on other areas of the business that
0:26:35
can help you grow and where are the revenue stats going to be in a year’s time where’s that net profit
0:26:40
margin going to be in a year’s time um again any examples of people doing this please reach out
0:26:46
please let me know because this is still so new like it’s really we’re talking like the very first
0:26:51
wave of a a what’s the right way of saying this like it’s it’s a common it’s commonly held truth
0:27:02
that the price of technology comes down over time.
0:27:06
And that’s what we’re seeing here.
0:27:08
So the access to AI is now so cheap
0:27:11
that it’s affecting everyone everywhere.
0:27:14
That wasn’t previously true even two years ago.
0:27:17
Like I was in startup accelerators 10 years ago
0:27:19
and they were talking about AI.
0:27:21
But the AI that we see today is very different to back then.
0:27:26
And so how is a small business going to change?
0:27:28
Well, you have to become more efficient.
0:27:29
and if you’re not then your business is going to suffer and you’re going to be employing people
0:27:35
that are doing stuff that can be done by a computer for a small setup cost and at a fraction
0:27:40
of the amount of time and that same person either you have to obviously say goodbye and thanks very
0:27:47
much for your help if you can’t find other areas for them to retrain their attention but they can
0:27:52
become growth assets in your business so anyway i’m going to i’m going to wrap it up there thank
0:27:57
you so much for listening and tuning into the podcast it’s it’s already been a fascinating few
0:28:03
weeks i think this is my third ai related episode that i’ve done because i’m starting to feel what
0:28:09
happens when you put content out there it’s it’s a slow burn but i get a message a day or a couple
0:28:15
of messages a day from people asking me about this ask me about that and that’s only going to snowball
0:28:20
so i’m very excited about how the next couple months are going to play out and to see what is
0:28:26
what is the reverb? Where is this getting most traction? What defines helpful? What defines
0:28:32
success? And the answer is it’s going to be very different for everyone. Anyway,
0:28:37
if you have any questions at all, please reach out. Thank you so much for your time.