This Thursday: Make Your Book A Bestseller Webinar
In this webinar you’ll learn:
* What makes a publisher choose one book over another?
* Which marketing strategies really drive book sales?
* What three important actions does every authors need to take in order to increase their chances of hitting a bestseller list?
* How do bestseller lists work? Is there a magic number that will guarantee you a spot on a list?
* Which national bestseller lists really matter?
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Founder and CEO, Holmes Pest Control
After glimpsing at the amount of the pest control bill from her husband’s business, Genma Holmes had a light-bulb moment that caused the Tennessee model and actress to shed her Stuart Weitzman pumps and launch Holmes Pest Control. One of only a handful of minority, female pest control business owners in the industry, Genma further distinguishes herself by promoting the use of minimum-risk pesticides by EcoSMART that don’t harm people or pets. With annual revenue approaching a million dollars, Genma was named one of Nashville’s 25 Most Beautiful People and an Enterprising Women Magazine 2009 Enterprising Woman of the Year.
Genma arrived at the decision to shelve her designer duds for pest control after struggling with a common issue for working mothers – a profession that took her away from home quite a bit. As a wife to Roger and mom of three children, Genma began questioning her modeling career and considering other options.
One of Roger’s responsibilities at his job was coordinating pest control. He and Genma would discuss the phantom rat that chewed through wires each night. When Genma glanced at a costly exterminator invoice that fell out of Roger’s folder, her “spidey sense” kicked in.
With the support of her family, Genma did an industry analysis, interviewed other pest control owners, and researched the start-up costs and overhead, which were low. She also considered the average income generated by a pest control company in middle Tennessee as well as the possible freedom she and her family could have.
While Genma’s family was behind her career shift 100%, her peers in the fashion industry laughed. In fact, Genma’s agent told her, “It will be impossible for you to transition from a modeling career to a business owner. You won’t survive.”
Determined, Genma took the required industry test, got certified and learned about bugs. Genma’s start-up costs in 1991 ran her $1,200. To get the word out about her new venture, Genma spoke with business women and never missed the chance to speak in front of a group. As a home schooling mom, she was involved in mommy groups, and found that women had questions about pesticides and how they affected their families. Genma used this as an opportunity to educate the ladies and promote her business.
In the early days, her company vehicle was a 1985 Lincoln Town Car, which kept the need for her services inconspicuous, especially for restaurant owners. Today, she’s “an F250 gal.” To ensure she understood all aspects of the business, Genma went to the jobs and killed the bugs herself, despite being a bit arachnophobic.
Genma makes it a point to know her customers, including hugging them on sight and asking about their families. Genma believes that people put too much value on money, but when value is put on the client relationship, the business will follow.
Holmes Pest Control has received plenty of media attention and industry recognition. Genma credits the company’s success to making a difference in the community, excellent work ethics, educating clients about sanitation and pests, and use of minimum risk pesticides by EcoSMART.
Although she still books the occasional modeling gig, Genma’s focus is on her family and growing the business. She views Holmes Pest Control as a long-term investment that she can leave as a legacy to her future generations. Modeling full-time didn’t fit those criteria. Plus, Genma got tired of wondering if she “gained three pounds eating lettuce.”
Genma helped form the organization Minorities in Pest Management (MPM) and was named Chairperson for the group by the National Pest Management Association (NPMA). As the owner of Holmes Pest Control Genma has appeared on the covers of Southern Women, Pest Control Magazine, Minorities and Women in Business, Purpose and National Association of Female Executives, and has been featured in CYH Magazine and Pest Control Technology.
What we learned from Genma: “When you get an idea, at least start the paperwork process and put it into action. Write it down and things will line up. Life will ultimately happen and distract you. Write down your goals and accomplishments, do research, get licensed. That way, you can account for that prep time as part of your time in business. Make it happen!”
Find Opportunities
“In today’s economy, it’s important to find opportunities. So I approached banks that had vacant, foreclosed homes that were becoming run down and said, ‘You can’t show houses with rodents greeting people at the door.’ I suggested that the bank agree to have a landscaper, a maintenance person, a pool guy and me keep the houses in good condition so the homes would present well, sell and make more money for the bank. I said, ‘Give us the houses and we’ll take care of the upkeep.’ I look for opportunity where there isn’t one.”
Graduates, Consider Pest Control
“Pest control is a 10 billion dollar industry in the United States as well as a global opportunity. After all, there are bugs everywhere. I speak at colleges and encourage graduates to consider a career in pest control. Finance major? Marketing degree? Work for a green pest control company.”
Differentiate Your Business
“My business is primarily a commercial pest control company, but I do have homeowner clients. I’m different from my competition because I don’t require my clients to sign long-term contracts. Annual commitments are standard in the industry, but I say we’re there to get rid of bugs, not get married to the customer. Also, my marketing has pizzazz, unlike male-run pest control companies. I also make it a point to value my customers. No one will treat them better!”
This Featured Lady was profiled by Megan L. Reese, WORDrobe™ Stylist for Her Write Image in West Grove, PA.
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