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Great Depression, 08 Recession, Coivd, what do they all have in common? Opportunity!!!! Every time the economy takes a hit, most industries feel the pain. Layoffs pile up, startups fold, “extra” spending dries up. But if you study history, you’ll see a pattern: home service businesses not only survive recessions, they thrive in them. Why? Because they’re tied to NEEDS, not trends. The Great Depression (1930s) While banks were failing and factories shutting down, barbers, plumbers, and repairmen kept working. People might not have had money for luxuries, but they still needed their hair cut, their toilets unclogged, and their homes maintained The 2008 Recession Big companies went bankrupt. Millions lost jobs. But landscapers still mowed lawns, HVAC techs still fixed heaters, cleaners still cleaned houses. In fact, many homeowners downsized their spending — but not on the basics. They cut vacations and shopping trips before they cut lawn care or pest control. The COVID-19 Pandemic (2020) While entire industries shut down overnight, service businesses exploded. Landscaping, cleaning, delivery, handyman work — all surged. Why? People were stuck at home, paying more attention to their houses, and realizing they couldn’t (or didn’t want to) do everything themselves. The Pattern Is Clear Every downturn proves the same point: - People cut luxuries, not necessities. - Homes always need maintenance. - Services tied to basic needs stay in demand no matter what. That’s why home services beat the economy. While other industries ride a boom-and-bust cycle, service businesses run steady.

Recessions don’t change the rules, they expose them. If your business is built on shaky ground, it crumbles. If you build on the right principles, downturns actually give you an advantage. Let’s break it down. 1. Stay in Demand When money gets tight, people cut luxuries first. But they don’t stop needing the basics. Grass still grows. Toilets still clog. Homes still need cleaning. Cars still break down. - Point blank: build your business around a need, not a want. 2. Keep It Simple High overhead kills in a downturn. If your business only works when the economy is booming, you’re vulnerable. Service businesses are simple — a truck, tools, and consistency. - Rule of thumb: stay lean so you can bend without breaking. 3. Recurring > One-Offs The businesses that get wiped out rely on one-and-done jobs. The ones that survive set up repeat customers, contracts, or ongoing services. - Translation: make cash flow predictable, even if new leads slow down. 4. Trust Beats Flash During tough times, people buy from who they trust. Not the flashiest ad, not the cheapest price — but the business they know will show up and do the work. - Focus: build real relationships and a reputation that carries you. 5. Cash Flow Over Growth Chasing “big growth” in a recession is how you go broke. The game is survival. The business with cash on hand wins every time. - Move: protect cash flow first, growth second. Recessions end. Most of your competitors won’t make it. If you survive, you’ll be the one picking up the market share they left behind. - Strategy: outlast, then expand.