Hi, I am Laurel

I am a wife, mom, believer, and systems obsessed problem solver for small service based business owners. I help home service business owners buy back their time, then turn their company into a system driven, AI powered machine that protects their family and multiplies their profit. My work is part strategy, part operations, part automation, and a whole lot of heart.

I do not come from Silicon Valley or a shiny tech background. I come from real life. From healthcare. From roadside calls in the middle of the night. From a family that has walked through disability, brain injury, Alzheimer’s, and loss. Everything I build today is shaped by those seasons.

Where I Started

Before AI, before systems, before talking about profit and freedom, I was the girl who said yes to a roadside assistance business in a very male dominated world. I did not know how to change a tire or do a lockout. I just knew my family needed income and quitting was not an option.

So, I learned from the ground up. I went to junkyards and practiced lockouts on old cars. I learned how to change tires on my own vehicle. I showed up to calls not because I felt ready, but because I was willing to figure it out as I went. Over time, I got better. I grew more confident. I learned to work under pressure.

There were days I was nine months pregnant and still out there changing tires on grown men’s cars. Some customers did not know what to think when they saw a pregnant woman working on their vehicle. There was hesitation. There was doubt. I did not argue with it. I just did the job with excellence and let the work speak for me.

That season taught me one of the core beliefs that still guides me today. Anyone can become exceptional if they are willing to do the boring work longer than everyone else. Not talent. Not luck. Just repetition, humility, and a refusal to quit.

The Heart Behind The Business

My business is not just built on grit. It is built on my family.

I have a son with Down syndrome who sees the world with a kind of compassion that most adults forget how to have. He does not care what people think. He loves quickly. He forgives easily. He is curious and present. Seeing life through his eyes changed me. It reminded me that people are never just clients, leads, or revenue. They are human beings with fears, hopes, responsibilities, and stories.

My husband has a traumatic brain injury and cannot work like he used to. That reality shifted everything. I could not pretend someone else would figure it out. I had to step into building something that could carry our family forward, something that could outlast circumstances we did not choose.

My dad has Alzheimer’s. I know what it feels like to watch someone you love slowly disappear in front of you. It taught me how precious time really is. It made me determined not to waste the years I have, and not to build a life where I am physically here but mentally and emotionally gone because I am buried in work.

My brother owned a 24 hour roadside company and worked himself to the edge trying to be the hero for everyone. He slept in the office. He slept in cars. He picked up the slack when no one else would. Eventually, carrying that weight cost him everything. Losing him left a mark on my heart that will never go away. It is one of the main reasons I am so passionate about helping owners stop being the hero of every problem and start building a business that can stand without them.

All of that lives inside this work. My story is not a neat business biography. It is a mix of faith, responsibility, heartbreak, and love that turned into a mission.

How I See Business Owners

When I look at small business owners, especially home service owners, I do not see people who are “just plumbers,” “just HVAC,” or “just cleaners.” I see people who took the risks that most will never take. They signed personal guarantees. They bought trucks. They fronted payroll. They let their income depend on their performance. They are statistical outliers and they do not even realize it.

Most of them are overworked and underpaid. They are working late, answering their own phones, chasing their own leads, putting out fires all day, and hoping there is enough left over at the end of the month. Many of them think that means they are the problem. I do not believe that. I believe the model is the problem.

You are not broken. Your business model is. And a model can be redesigned.

From More Hustle To Real Systems

For a long time, I thought the answer was to work harder. Longer days, more effort, more sacrifice. I have lived that. I have also seen where it leads.

What I now know is that you cannot outwork a broken model. More leads will not fix broken operations. More hustle will not fix bad pricing. More effort will not fix a calendar that only runs if you personally touch every job.

That is why today I do not just focus on “marketing” in the traditional sense. I care about the entire machine.

I help owners:

Create offers that reflect the real value they deliver.
Price in a way that allows for profit, not just survival.
Build simple, repeatable systems so the business is not always in their head.
Use AI and automation to handle the boring, repetitive tasks like answering calls, calling back missed leads, booking appointments, sending reminders, and requesting reviews.

The goal is not to replace the human. The goal is to support them. AI and automation handle the repetitive work so that you, your techs, and your team can focus on what actually matters in the business and at home.

What I Believe

I believe faith comes first. I am a Christian woman. There have been seasons where my life felt like it was completely falling apart. In those moments I had to get on my knees, pray, and surrender the outcome to God. I still do. When God is at the center, there is a peace and a direction that I cannot create on my own. Faith sets the direction. Discipline builds the road.

I believe compassion runs deeper than confidence. I still get nervous before calls. I still have moments of wondering if I am enough. What has always been stronger than that is how deeply I care. I care about the owner who has not had a real day off in years. I care about the tech who is missing their child’s game. I care about the spouse who is quietly carrying the stress of whether the next payroll will clear. My compassion is not a brand angle. It is real, and it guides how I show up.

I believe business should protect families, not steal them. A company that only works when you are exhausted and available 24 hours a day is not a business. It is a trap. I will not build strategies that keep you chained to your phone and your van. I want you to have options, space, and the ability to step away without everything falling apart.

I believe hard work is sacred, but leverage is freedom. You have already proven that you can work hard. You have already proven that you can endure. You do not need more proof that you are tough. You need tools, systems, and support that make your life easier instead of heavier.

How I Work With People

When we talk, I will ask what you actually want, not just in your business, but in your life. I am not interested in forcing you into a model that looks good on social media but does not fit your values or your family.

I will be honest about what needs to change. Sometimes that means pricing. Sometimes it means your offers. Sometimes it means boundaries, systems, or technology. We will focus on the parts that relieve pressure instead of adding more.

I will talk to you like a human, not like a number on a dashboard. I will remember that behind every job booked and every call answered there is a real person who is trying to build something better for the people they love.

Why I Do This

I do this because I remember sleeping in cars and feeling like I was failing. I remember working constantly and still feeling behind. I remember being scared and having no proof that any of it would work out.

I also do this because I have seen what happens when things start to change. When the phones are handled. When the schedule is full and organized. When the owner finally pays themselves first. When they can go to a game, take a weekend, or sit at dinner without their phone exploding.

My goal is not just to grow revenue. My goal is to help you build a business that gives you your time, your health, and your peace back.

If you are a small, service based business owner who is tired of carrying everything on your shoulders, I am here to help you build the machine that can finally carry you.