Isaac Hall spent his early career as a plumber. Today he runs AI-powered marketing for home-service companies — and his first client is proof the model works.
In June 2026, Isaac took on Rare Breed Plumbing, Heating & Air, a Northern Utah company owned by Court Lundberg. The two met in person in Utah, sat down with the whole team, and rebuilt how Rare Breed shows up online. What follows is the story of that first engagement — the same Metrics · Analysis · Action framework Isaac and the Local Service Spotlight team have run across hundreds of home-service businesses.
From the trades to AI
Isaac grew up in Battle Ground, Washington, fly fishing and hunting all over Clark County. When COVID hit, he graduated high school a year early and went into the trades as a plumber. Working in homes every day, he kept seeing the same thing: great companies — honest, skilled, dependable — that were almost impossible to find online. The best operator in town would lose the job to whoever showed up first in search.
So he learned marketing the way he learned plumbing: by doing the work. Today Isaac uses AI tools — Claude, Ahrefs, Local Falcon, and the ServiceTitan API — to do the job a $10,000-a-month agency used to do, and to do it with a level of rigor most agencies never reach.
The first client: Rare Breed Plumbing, Heating & Air
Rare Breed is the real deal — a 4.9-star reputation built across more than 1,600 Google reviews and three staffed locations in Orem, Bountiful, and Sandy. The service was excellent. The marketing had been handed between multiple agencies, and it showed.
Isaac’s first move wasn’t to run an ad or redesign a logo. It was to run an audit, because you can’t fix what you haven’t measured. Here is what that audit found.