Marketing should not feel this broken.

Hey. Luca here.

I started FirstMention because I kept watching the same thing happen with home-services owners — plumbers, HVAC techs, electricians, garage-door installers, roofers, restoration crews.

The owners were good at their actual job. Fixing homes. Running crews. Serving customers. Building something real.

But the marketing side was always chaos.

One person for SEO. Another for ads. Another selling leads. A website nobody wants to touch. Missed calls. Old opportunities buried somewhere. Reports that say a lot and explain almost nothing.

Then AI shows up, and suddenly the same owners are told they need ChatGPT, automations, GEO, agents, dashboards, prompts, and ten more things.

I get why that feels exhausting.

AI should not be more homework. It should help you skip the parts of marketing everybody already hates.

The chasing. The guessing. The vendor babysitting. The “where did this lead come from?” The “did anyone call them back?” The monthly spend that somehow disappears into fog.

I think the best home-services companies should win because they are great at their work. Not because they have the most confusing stack, the loudest agency, or the biggest lead budget.

They should own the systems that bring people in the door. The pages. The tracking. The follow-up. The lead intake. The AI workflows. The reporting. The stuff that actually runs the front of the business.

That is what we are building with FirstMention.

We are starting with marketing because that is where the pain is loudest. If more of the right homeowners find you, trust you, and get handled quickly, everything else gets easier.

The future I care about is simple: great home-services companies should be able to serve more people without renting their whole online presence forever.

AI should help make that possible.