Marketing operator Founder, Local Pro Solutions Currently Orange County · Soon nomadic Last updated · May 2026

Hey, I'm Joey. I run marketing for local service businesses — and turn it into operational intelligence.

I run Local Pro Solutions, a marketing agency for tree services, plumbers, HVAC contractors, landscapers, and the other companies that keep neighborhoods running. The work has evolved from running ads and building websites into something bigger — embedding recursive AI loops into how these businesses operate so they compound intelligence instead of repeating last year's playbook.

Read the writing → Get in touch

The arc

A short history of how I got here.

2016

Graduated Westmont. Landed in tech.

I came out of Westmont College in 2016 and went straight into tech startups. My first real job was in customer service — which sounds humble until you realize it's the single best vantage point in any company. You hear everything. Every complaint, every workaround, every product gap, every reason someone churned. I didn't know it at the time, but that's where I started learning how customers actually think.

The turning point

I saw the gap. I pitched it. I built it.

At one of the startups I was at, I noticed the biggest unmet need wasn't a feature or a process — it was that we had no help center. Customers were asking the same questions over and over, and there was nowhere to send them. So I pitched the project, got the green light, and built it. That became my crash course in how content gets structured online — which pulled me into web design, then SEO, then paid ads, then the whole search-engine ecosystem. One thread led to the next.

Summer 2022

Founded Local Pro Solutions.

By 2022 I had the full stack of skills — content, design, SEO, ads, conversion — and I picked the market I wanted to serve. I niched hard into home services and local services because that's where the real work happens and the marketing was the worst. I've always approached lead generation with a developer's mindset: systems thinking, instrumented loops, build it once and let it compound. That posture is what separated Local Pro from the template agencies in the space.

Now

The agency is evolving into the white paper.

With AI changing what's possible, Local Pro is no longer just running ads and building websites — it's becoming the recursive-loop, customer-intelligence operating system I describe in the white paper. Every call gets captured. Every pattern feeds back into ads, copy, sales scripts, and the business itself. Marketing is the wedge. The real product is a service business that learns.

22,700+

Exclusive leads generated

$40M+

New revenue for clients

What I've built

The companies, the systems, the artifacts.

Most of what I do day-to-day shows up under the Local Pro Solutions banner, but the underlying work is a portfolio of systems and frameworks that compound across clients.

Company

Local Pro Solutions ↗

A marketing agency for local service businesses — Google Ads, Meta, local SEO, GBP, websites, reputation, and lead nurturing run as one connected system. The vehicle for everything else I'm building.

System

The Customer Intelligence Loop

A method for capturing every call, email, and inquiry, scoring it, and feeding the patterns back into ad copy, landing pages, sales scripts, and the operating decisions of the business itself.

Framework

The Five-Layer Architecture

Domain knowledge → policy → tools → quality gates → learning. The structural pattern I'm using to build recursive AI loops into service businesses without losing owner control.

Writing

How to Build a Self-Learning Local Service Business

A 2,500-word white paper staking out the thesis: the customer is the largest source of domain knowledge in any service business, and almost every business is throwing that knowledge away in real time. Read it →

The thesis

A self-learning business isn't on autopilot. It's a business where every decision is informed by evidence instead of intuition — and the evidence is the voice of the customer.

— From the white paper

Who I work with

If you want to show up on Google Maps, I work with you.

The rule is simple: any local service business. One-truck operations or multi-location shops. The trade doesn't matter — what matters is that your customers find you on Google Maps, your job runs in the real world, and your growth depends on the phone ringing.

Home services
Outdoor & yard
Specialty trades
Local retail & pet

What they have in common: high signal density (lots of customer calls), real decision logic that lives in the owner's head, and almost no infrastructure for capturing any of it. That's the opening — and it's why this work compounds the same way across every trade.

What gets me excited

The ideas I think about most days.

AI as an operating system, not a productivity tool.

The shift from "AI helps me work faster" to "AI is the thing operating the work." Most agencies are still in the first frame. The second one is where the real category gets built.

Customer voice as the real moat.

Your customer call recordings are more valuable than your CRM. Every business is sitting on years of structured intelligence and treating it like background noise. Whoever captures it first owns the category.

MCP and the death of tool lock-in.

Specific tools will change every six months. The protocol that exposes them to an AI is what compounds. Picking a stack that an AI can actually reach matters more than picking the "best" individual tool.

The dignity of local work.

Local service businesses are the actual backbone of the economy and they've been talked down to by marketers for too long. Building tools that treat them like the serious operators they are is genuinely meaningful work.

Writing

Notes from inside the work.

I write about the operating-model shift happening in local service businesses, recursive AI loops, customer intelligence, and what it actually takes to build something that learns.

White paper · May 2026

How to Build a Self-Learning Local Service Business

A framework for embedding recursive AI loops into the businesses that power local economies. Names the five layers — domain knowledge, policy, tools, quality gates, learning — and the customer intelligence loop underneath them all.

See all writing →

Get in touch

If you're building in the same space, I want to hear from you.

Agency owners thinking about the operating-model shift. Business owners willing to make their customer data legible. Builders working on adjacent problems. The door is open.

Currently open to: new Local Pro Solutions clients in home and local service, consulting on AI-native operations, podcast and panel conversations, and collaborations with builders in this space.

joe@localprosolutions.com

Book a call

Calendly →

/in/joe-f ↗

Instagram

@joe_farbstein

Agency

localprosolutions.com ↗