Jeremy Utley from Stanford highlights a common frustration with AI: when you give it a quick, vague prompt, the response often sounds like AI. The wording can feel generic or robotic because the system doesn’t know enough about your business. His solution is context engineering—feeding AI the background details it needs so it can act more like a trained employee rather than a chatbot.

For a pest control company, context can include your brand voice, pricing structure, service checklists, and even typical customer questions. Instead of just saying “write a service-estimate email,” you might add details like your preferred greeting, the usual treatment plan for termites, and your standard follow-up timeline. The more relevant information you share, the more natural and accurate the AI’s reply becomes.

Context engineering also cuts down on rework. When the AI knows your territory’s regulations, technician schedules, and seasonal pest patterns, it can create quotes or inspection notes that are ready to send, not just a starting draft. This saves time for office staff and reduces the back-and-forth editing that makes AI feel like an untrained intern.

One powerful technique is reverse prompting. Instead of you trying to guess every piece of information upfront, you ask the AI to start by asking you questions. For example, you could say, “Before writing a proposal, ask me what details you need.” The AI might then ask about the type of pest, square footage, or customer preferences. This back-and-forth builds a stronger foundation and ensures the final output matches your exact needs.

Another strategy is assigning the AI a perspective or role. For instance, you might tell it, “You are our operations manager creating a weekly technician schedule,” or “You are our customer service lead writing a follow-up email to a homeowner with a recurring ant issue.” Giving the AI a clear identity helps it focus its language and recommendations, making the results feel more like something your own staff would write.

You can also provide examples to guide its tone—such as past service reports, sample invoices, or marketing emails. Pairing these samples with a defined role tells the AI not just what to write but how to write it. This combination of reverse prompting and perspective keeps outputs on-brand and professional, eliminating that “sounds like AI” problem.

With these practices, AI becomes a true productivity booster for pest control companies. Reports, proposals, follow-up emails, and even technician routing plans can be generated faster and with fewer mistakes. By giving AI the right context—and letting it clarify details before it starts—you move beyond generic results and gain a virtual team member that speaks your company’s language.

Connecting eBay Consumer Habits to Pest Control Best Practices in Tennessee

It All Started With A Broken Laser Pointer
eBay began in 1995 as AuctionWeb, by Pierre Omidyar from his San Jose living room. The first item sold? A broken laser pointer—purchased by someone who collected broken ones—a quirky twist that helped fuel the platform’s early momentum. Another twist, originally named Echo Bay, but was shortened to eBay after the domain echobay.com was not available. eBay went public in September 1998, launching at $18 and closing day one at $53.50—making Omidyar and his co-founder billionaires overnight.

eBay’s first sale was a broken laser pointer—proof that even oddball items can find a market. Pest control companies could play with this idea through “quirky promotions” that grab attention. For example, have the general public submit their weirdest “pest finding” stories and photos (like a snake in a dishwasher) and offer a discounted inspection for the most interesting and feature those stories in a lighthearted blog or newsletter. Or run a “first-time customer auction” on social media—where one lucky winner gets their first treatment for free, while others receive smaller discounts. These promotions not only create buzz but also humanize the company.

eBay's Resilient Consumer Base and What Pest Control Can Learn
eBay has long thrived by catering to bargain hunters, collectors, and convenience-seeking shoppers. Many users gravitate toward its platform because they can access rare items, tap into competitive pricing, or enjoy the convenience of auction-style or fixed-price listings.

Pest control companies in Tennessee could mirror this with seasonal promotions and tiered service packages. For example, during termite-swarm season in spring, offer a “Termite Check-Up Special” at a discounted introductory price. Or create a bundled package such as “Mosquito + Tick Summer Protection” for families who spend time outdoors. Just as eBay shoppers like the thrill of finding a deal, Tennessee homeowners will respond to promotions that make them feel like they’re getting extra value.

Trust Through Transparency and Reputation Systems
eBay’s cornerstone has always been its feedback and seller-rating system, establishing trust in peer-to-peer transactions far removed from brick-and-mortar norms

Pest control services can take a page from this book by showcasing verified reviews, transparent treatment plans, and before-and-after documentation. These trust-building elements reassure homeowners, especially when dealing with sensitive issues like infestations. Tennessee businesses could highlight testimonials—maybe specific examples like “resolved my termite issue within two visits”—to mirror the credibility that eBay’s feedback system provides.

Turning Data Into Demand: eBay’s “Category Signals” for Tennessee Pest Control
eBay didn’t just add niche categories—it tracks real-time buyer data to spotlight what’s trending and then drives marketing around those spikes, such as sudden surges in collectible sneakers or vintage cameras. Pest control companies in Tennessee can borrow this playbook by using hyper-local data to predict and promote services before pests peak.

Instead of only reacting to the usual summer ant or fall rodent calls, imagine pulling weather patterns, local extension-office reports, and even neighborhood social-media chatter into a simple dashboard. If an unusually wet April signals a mosquito explosion in Memphis, you could launch a “Mosquito Surge Alert” campaign in May with limited-time discounts or neighborhood group pricing—weeks before competitors start advertising.

Likewise, when construction booms in suburban Nashville disturb soil and send termites searching for new homes, a company could roll out a “New Build Termite Shield” package timed to building permits and real-estate listings. This data-driven, pre-emptive outreach is the real eBay-style niche specialization: not just knowing what pests are seasonal, but marketing to the micro-moment when homeowners are about to feel the pain.

By blending customer insight with timely offers—just as eBay pivots when a category trend spikes—Tennessee pest control firms can become the obvious choice before a problem is visible, locking in customers and commanding premium pricing.

Fast forward to 2025

After stronger-than-expected Q2 earnings,  eBay's stock jumped as much as 19% and became the best performer in the S&P 500. Investor optimism today stems from strategic clarity, growth in focus categories, and consistent execution—all lessons that apply to local businesses. For a Tennessee pest control company, focusing on high-demand segments (like termite and rodent services), demonstrating steady performance, and communicating forecasts—perhaps via local ad campaigns or community partnerships—can help build trust, increase referrals, and sustain long-term growth.

Finding and keeping quality technicians has become one of the biggest operational challenges for pest control companies across Tennessee. Whether you're operating in the fast-paced markets of Nashville and Memphis or covering wide service areas in rural regions, staffing issues are affecting efficiency, customer service, and growth. The labor shortage isn't unique to pest control, but the specialized skills, certifications, and customer-facing nature of the job make technician roles particularly hard to fill—and even harder to retain.

In urban markets, competition for talent is fierce. Technicians in cities often have higher expectations for wages and benefits, especially with large national companies offering signing bonuses, take-home vehicles, and flexible schedules. Meanwhile, rural operators face an entirely different challenge: fewer candidates in the labor pool and longer commute distances. But rural companies may have the advantage of community relationships and lower turnover if they invest in the right people.

One solution is offering a clear training path and supporting certification efforts. Businesses that invest in new hires—through on-the-job training, prep courses for applicator licenses, and paid CEUs—are more likely to see loyalty and stronger performance. Partnering with vocational schools or community colleges for job placements or internships can also help develop a consistent pipeline of future technicians.

Opportunities for certification support, CEUs, and hands-on education are also available through industry events like TPCA's Summer Conference (July23-25). It's a chance for both owners and technicians to stay current on regulations, sharpen their skills, and connect with others in the field who are facing the same workforce challenges.

Pay is still king, but benefits like predictable hours, a strong safety culture, and growth opportunities within the company can be equally persuasive. Consider creating advancement tracks that reward experienced techs with lead roles or specialization in high-value services like termite or commercial accounts. Regular team meetings and performance incentives can also strengthen engagement and reduce the risk of burnout.

Tennessee pest control companies are also getting creative with recruitment, from offering referral bonuses to leveraging local social media groups and community boards. And once you've found the right people, retaining them may depend more on how they're treated than how much they're paid. Transparent communication, recognition for good work, and an organized work environment can be powerful tools in keeping great employees long-term.

If staffing has become a pain point for your company, you're not alone. TPCA is continuing to explore ways to support members through workforce development initiatives, training partnerships, and technician resources. Let us know what strategies are working for you CLICK HERE to share your ideas —we're stronger when we share solutions.

A new cyber scam is making the rounds—and it's targeting even the most cautious users. This latest threat appears in the form of a simple, familiar feature: the "unsubscribe" link at the bottom of marketing emails. Traditionally used as a tool for reducing inbox clutter, these links are now being weaponized by scammers to launch phishing attacks and install malware. Clicking what appears to be a harmless unsubscribe button could lead you to a spoofed website designed to steal your information—or worse, automatically download malicious software onto your device. The scam works by mimicking legitimate email formats and inserting fake unsubscribe links. These emails often come from what looks like a reputable company or newsletter. When you click "unsubscribe," instead of removing you from a mailing list, it verifies to cybercriminals that your email address is active and vulnerable. In many cases, it redirects to malware or ransomware installations disguised as survey forms or confirmation pages. It's a trap that's easy to fall into, especially for busy professionals scanning through a cluttered inbox. So how can you safely unsubscribe from emails you no longer want? First, use your email platform's built-in unsubscribe tools. Platforms like Gmail often display a verified unsubscribe option at the top of the message—clicking this is much safer than the link within the email body. Second, if you know the sender, go directly to the company's official website and log into your account settings to manage your communication preferences. This ensures you're on a secure, trusted site and not a spoofed version. Avoid clicking links in emails if you're even slightly suspicious—especially if the email was unsolicited or seems oddly formatted. That's why staying ahead of scams like these is so important—and it's part of the value we strive to offer to our valued TPCA members. We know our members are focused on running their businesses, protecting their communities, and managing teams. Our goal is to help carry the load by filtering out noise and delivering practical, relevant alerts and resources directly to your inbox. Whether it's a new scam, a change in pesticide regulations, or an opportunity to earn CEUs, you'll find it in our newsletter. In a world where digital threats evolve as quickly as pests adapt, information is as essential as pest control products. Cyber scams don't just affect individuals—they can compromise business systems, employee data, and customer trust. That's why we believe our role goes beyond technical knowledge and industry advocacy. TPCA is also here to protect your business on all fronts, including digital safety by keeping you informed.

In an industry where timing and precision are everything, predictive analytics is emerging as a powerful tool for pest control companies looking to stay ahead of the curve. By analyzing historical data, environmental conditions, and pest behavior patterns, predictive analytics allows companies to anticipate infestations before they happen—and act proactively rather than reactively.

This means a shift from traditional service models to data-driven decision-making. Imagine being able to forecast termite swarms based on weather trends, or identify which multifamily properties are most at risk for bed bug outbreaks based on past service data. With predictive tools, you can allocate resources more efficiently, reduce emergency callouts, and offer clients a higher level of service backed by science.

These systems often integrate with smart traps, IoT sensors, and CRM platforms to collect and analyze real-time data. Over time, the software learns from patterns—such as seasonal spikes, geographic hotspots, or building vulnerabilities—and generates alerts or service recommendations. This not only improves operational efficiency, but also opens the door to premium service offerings that differentiate your business in a competitive market.

While still relatively new, predictive analytics is gaining traction among forward-thinking companies, especially those servicing commercial accounts, food facilities, and multifamily housing. As the technology becomes more accessible, early adopters will have a clear advantage in terms of customer retention, cost control, and brand reputation.

An appreciation of integrative technologies in the pest control industry is enhanced by the exploration of the past. The TPCA 2025 Summer Conference, July 23-25 in Chattanooga, will feature Dr. Karen Vail discussing, Discoveries: A Decade of Pest Monitoring in Multifamily Housing. Additional CEUs will be offered on sessions that range from the top, AI in Action: Top Tools and Time Savers, to the worst - The Worst of The Worst in Turf, that is. Conference registration is now open!

Back in March 2025, PWIPM and TPCA hosted the webinar Marketing 101, Best Practices for Small Business Owners. It was presented by Jackie Lott, Marketing Manager of Bug Busters. Across the next several issues of this TPCA newsletter, Jackie's marketing wisdom will be featured. 

Win-Back Marketing Strategies: Reclaiming Lost Customers

"This (win-back campaign) has been successful. We've been running this now for over a year. It's one of the first campaigns that I launched when we started using HubSpot and it's been successful. We've had quite a few customers that we've gotten back using the win-back strategy." - Jackie Lott

Customer churn is a reality for every service business, but in the pest control industry—where seasonality, pricing sensitivity, and perceived service value often cause customers to drop off—having a strong win-back marketing strategy is essential. Unlike acquiring new leads, which can cost 5–25x more, winning back a former customer often requires fewer resources and delivers faster conversions. With strategic timing, personalized messaging, and tiered incentives, pest control companies can turn “goodbye” into “welcome back.”

The Critical Timing Window for Win-Back Success
The first 30 to 60 days after cancellation is the most crucial window for re-engagement. According to data from Invesp, companies that reach out within this period are 3x more likely to recover a lost customer than those that wait longer. Another study by HubSpot reports that 45% of customers who re-engage with a brand do so within the first month of their cancellation. The key is not just speed, but structure—well-timed, thoughtful outreach that reminds the customer why they signed up for your services in the first place and what they’re missing now.

"For folks that have limited marketing budgets and staff it really does the lion share of the work to take some of those colder leads and drive them down the funnel." Jackie emphasizes the use of automated platforms which can free up your staff's marketing workload. Platforms such as HubSpot, Mailchimp, or Klaviyo are just a handful of products on the market that range in costs and some are even free. Always do your due diligence in researching the platform that best fits your needs and budget. At Bug Busters, Jackie uses a hybrid, cost-effective method of manually pulling reports of cancelled customers and dropping them into a targeted win-back drip campaign. 

Win-Back Campaign Timeline: A Proven Email Drip Sequence

Here’s a sample win-back campaign that pest control companies can implement :

• Day 1: "We Miss You" Email
  Friendly and simple: Acknowledge the cancellation, thank them for their past business, and express that you’d love to help again. Include a small incentive (e.g., 10% off next service).
  Subject line example: “We’re sorry to see you go – here’s 10% off if you come back.”

• Day 5: "Did Something Go Wrong?" Email
  Ask for feedback. This builds trust and gives insight into why they left. Reiterate the incentive.
  Subject line example: “Can we fix this?”

• Day 10: "Why Our Customers Come Back" Email
  Include a testimonial or case study. Focus on value and peace of mind—highlight your results, guarantee, or proprietary process.
  Subject line example: “What our returning customers say...”

• Day 17: "Final Offer" Email
  This is your strongest offer—possibly 20–25% off, a bonus add-on, or a free inspection. Use urgency with a deadline.
  Subject line example: “Last chance – this offer ends in 48 hours!”

• Day 30: "Still Thinking About It?" Email
  Optional: A gentle nudge for those who didn’t respond. No discount—just a reminder and a contact link to speak directly with a service rep.

Measuring and Optimizing Your Results
A good win-back campaign can recover 10–30% of churned customers, depending on how long they’ve been inactive and how targeted the message is. Be sure to track open rates, click-through rates, and conversions at each email step. For best results, segment customers by type (e.g., residential vs. commercial), service history, and reason for cancellation when possible.

For pest control companies, win-back marketing is not just a good idea—it’s a high-ROI strategy that keeps your customer pipeline healthy and reduces acquisition costs. By acting quickly, creating a clear 3–5 email sequence, and offering meaningful incentives, you can turn cancellations into second chances—and keep your routes full! 

Want to hit the easy button on creating win-back emails? CLICK HERE for samples to stir your creative juices, or copy and paste into your email platform and implement IMMEDIATELY.

CLICK HERE to see samples of emails for a win-back email drip campaign. You can even copy and paste these emails for immediate use! Be sure to read the instructions about customizing the emails.

A high customer cancellation rate is more than just a metric—it's a red flag indicating underlying problems with customer satisfaction, pricing models, or service quality. When customers leave in large numbers, it suggests they're not receiving the value they expected, whether due to unmet expectations, excessive costs, or poor service experiences. This can erode trust in a brand and damage its reputation, making it harder to attract new customers in the future.

Customer satisfaction often plays the most significant role in retention. If a product or service fails to deliver on its promises, customers are likely to cancel. Poor onboarding, slow support response times, or unreliable performance can quickly push users away. Similarly, pricing that feels disproportionate to the perceived value—whether too high or confusing—can discourage long-term commitments. In competitive markets, customers have options, and even minor missteps can lead to churn.

Service quality is another critical component. Consistency, responsiveness, and the ability to resolve issues efficiently all factor into how customers perceive a brand. A service that works great one day and poorly the next undermines confidence. High cancellation rates in this context suggest a need for operational improvements, better training, or more robust infrastructure.

Keeping cancellation rates low is essential for sustainable growth. Acquiring new customers is expensive—requiring substantial investment in sales and marketing. When existing customers leave, those costs increase because more effort is needed to backfill the lost revenue. Reducing churn stabilizes income streams and allows companies to focus resources on innovation and improving the customer experience instead of continually rebuilding their user base.

In short, high cancellation rates should be treated not as an isolated Key Performance Indicator (KPI), but as a critical indicator of business health. Identifying and addressing the root causes—be it satisfaction, pricing, or service delivery—can lead to stronger customer relationships, lower acquisition costs, and a more predictable path to long-term growth.

In next week's post, the series: Marketing 101 - Best Practices For Small Businesses returns with valuable strategies for winning back cancelled customers.

Get ready to explore the best of Chattanooga with our 3-part series featuring a curated 3-day activity itinerary! Each day is packed with local highlights, outdoor adventures, and must-see attractions to help you make the most of your visit. The best part is that most of these adventures are FREE! Whether you're a first-timer or returning for more, this guide will help you experience Chattanooga like a pro. Day 3 For the final day in Chattanooga, travel just outside of downtown and hit the rails. Train rails, that is, for all those train buffs the Tennessee Valley Railroad Museum is a must-see! You can do more than just see, experience train rides of various lengths and locations to fully explore Tennessee. This moving museum offers several ways to ride the rails. The popular Missionary Ridge Local, is a 65-minute ride to the East Chattanooga station where passengers travel through the famous pre-civil war Missionary Ridge tunnel, cross four bridges, and disembark to watch a 20th-century turntable in action for the ticket price of $25/rider. You can enjoy longer train rides, which can span six to eight hours round-trip .  Another great train adventure is at Lookout Mountain, which features one of the world's steepest passenger trains - Incline Railway. But Lookout Mountain is famous for the nation's largest and deepest waterfall, Ruby Falls. The journey begins with a 260 ft. descent down a glass-front elevator to journey deep inside Lookout Mountain where you will view the tallest underground waterfall. Eye spy 7 states - Lover's Leap at Rock City is the spot to spot seven states from one viewpoint at Lookout Mountain. Rock City is 1700 ft. above sea level with views of High Falls, the 100 ft., man-made waterfall that cascades down the mountain, and the chance to cross the nearly 200 ft. Swing-A-Along bridge.    Want to explore from the clouds? Get your adrenaline pumping with a zip line adventure. Thrill seekers can experience stunning views and a 40 ft. climbing tower. For the best prices and less wait times, it's best to pre-purchase tickets for these activities and to make reservations when available. TPCA Summer Conference - DAY 3 July 25, 2025 - The TPCA Conference wraps with honors and connections. The TPCA Executive Board will honor distinguished members that have greatly contributed to TPCA and the pest control industry in Tennessee with the TPCA Lifetime Achievement Awards.  Then a networking opportunity to connect with TPCA leadership, hear key updates, and contribute to shaping the future of pest control in Tennessee. CEUs such as, Mimicry and Deception in the Pest Control World, will be offered. CLICK HERE for the full schedule of sessions. Scroll down for more information about conference attendee and sponsor registration.

Visitors to Walt Disney World often marvel at the park’s immaculate landscapes, thrilling attractions, and pristine environments—but few realize one of its most impressive features: the near-total absence of mosquitoes. Located in central Florida, one of the most mosquito-prone regions in the U.S., Disney’s success in mosquito control is no accident. It’s the result of a sophisticated, multi-pronged strategy that combines advanced drainage systems, strategic architecture, intelligent landscaping, and professional spraying programs. For pest control companies, Disney’s methods offer a powerful selling point and a proven model for success.

A key component of Disney’s mosquito-free experience is its drainage infrastructure. The parks are engineered to eliminate standing water, which mosquitoes need to breed. Even decorative features like swamps and ponds are designed with constant movement—thanks to fountains or flowing water—to keep the pests at bay. In addition to smart engineering, the park’s architecture avoids features that collect water, such as flat rooftops or poorly graded walkways. Every inch of the park is carefully built to reduce mosquito habitats before they ever begin.

Landscaping is another subtle but effective tactic. Disney uses plants that naturally repel insects and designs their green spaces to minimize hidden, damp areas where mosquitoes could thrive. But perhaps the most transferable strategy for pest control businesses is the use of professional-grade mosquito spraying. Disney employs safe, targeted fogging and larvicides to keep mosquito populations under control without disrupting the guest experience. This aspect of their strategy can be a compelling pitch for pest control services aiming to offer effective mosquito management.

What Pest Control Companies Can Learn From Disney

Pest control companies can take a page from Disney’s playbook by positioning their spraying services as part of a holistic, premium solution—one trusted by the world’s most famous theme park. It is essential to educate your customers about the vigilance to eliminate standing water at their residence. For those proactive customers, discussing conscientious landscaping can only enhance their mosquito defenses. However, make the point that these methods are utilized at Disney at the highest level, yet the need for commercial spraying is the greater part of the solution. 

By emphasizing a proven approach that combines treatment with prevention, professionals can elevate their services from a seasonal necessity to a lifestyle investment. After all, if it works for Disney, why not your customer's backyard?