We’re Back. And Yes, We Brought Snacks (Metaphorically)

Welcome back to the 2026 edition of The Trust Current

Author

Eric Thomas
January 19, 2026

Hey there,

If you’re new here, welcome to The Trust Current—the newsletter that’s actually trying to help home service contractors grow, not just sell you something weird at the bottom.

And if you’ve been around for a bit, thanks for sticking with me. I appreciate you more than a tech who shows up early and doesn’t track mud through the customer’s foyer.

Let’s start the year off right.

What This Newsletter is All About

The Trust Current is where we talk about marketing that actually works for home service businesses.

If you haven’t heard of me (and honestly, how dare you), I’m Eric Thomas—author of The HOME Advantage and founder of Rival Digital, a marketing agency built for contractors, not marketers pretending to understand contractors.

The HOME Advantage is our blueprint for helping you grow your business through trust, not tricks. It's built on four pillars:

  • Humanize Your Brand: Because people hire people, not faceless companies.

  • Own Your Market: Be the go-to in your community.

  • Master Your Message: Say the right things to the right people.

  • Execute with Excellence: Because strategy without action is useless.

This year, I’ll be sharing tactics, stories, and battle-tested ideas from the field that help you stop chasing leads and start building something sustainable. And yes, there will be dad jokes. That’s just who I am now.

AI Search is Here... and It's Weird

Let's talk about the robot in the room.

AI search is changing how people find contractors. Google’s AI Overviews, chat-based search, and voice tools are starting to decide what homeowners see before they ever visit your site.

It’s like your brand’s reputation is being summed up by a toaster.

But here’s the good news. If your brand is rooted in trust, clarity, and real value, AI can actually help you shine. We’ll unpack that more in upcoming issues—so you can stay ahead without losing your soul (or sounding like ChatGPT wrote your ads).

A Quick Thank You to 2025

If you read, listened, clicked, or even skimmed one of my newsletters or podcasts last year, thank you. Seriously.

And if you actually implemented something and saw a result? You're now officially a member of the "I Didn't Just Read It, I Used It" Club. Welcome. Meetings are irregular, but the results are great.

Action Item:

Open Reddit and search “r/yourcityname” (like r/charlotte or r/oklahomacity—you get the idea). Then in that subreddit, type “HVAC” or “plumber” into the search bar.

Chances are, someone in your community has posted asking for help, a recommendation, or a horror story about their last contractor. Jump in and recommend your company—not in a pushy way, but like a helpful neighbor.

Say something like:

"Hey, not sure if you’re still looking, but I own [Your Company Name] here in town. We’d be happy to help if you still need it. Feel free to DM me!"

✅ It’s free

✅ It builds trust

✅ It shows you’re active and local

✅ And it works

Your ideal customer might already be asking for someone just like you. So go find them.

Let’s Do Big Things in 2026

This is your year to lead. Not by shouting louder. But by showing up with purpose and earning trust one job at a time.

I’ll be in your inbox with insights, ideas, and stories to help you do exactly that. All value, no fluff, and the occasional gif if I’m feeling spicy.

Here’s to building something unforgettable this year.

Talk soon,
Eric

P.S. If you’re reading this and wondering, “How did this guy get my information?” don’t worry, no dark-web antics here. You’re either a current Rival Digital client (thank you for trusting us with your digital marketing), or a member of Nexstar, Service Nation Alliance, or Home Service Freedom…organizations we’re proud to partner with strategically.

You can unsubscribe at anytime. No hard feelings. I promise.