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In the world of home services, most business owners follow the same marketing playbook—running Google Ads, buying leads, or relying on SEO. But Adam Hummel, owner of Grade A Haul Away, took a completely different approach.
Instead of spending thousands on paid ads, Adam built his business using organic social media, humor, and deep community engagement. His Facebook-first marketing strategy has made him the go-to junk removal provider in his area, and the best part? He’s never spent a dollar on advertising.
While others in his industry are stuck fighting for the lowest bid, Adam has built a brand people remember. When someone in his local Facebook groups asks for a junk removal recommendation, his name gets tagged dozens of times—often before he even sees the post.
But what makes his approach so powerful isn’t just that he avoids paid ads—it’s that his marketing actually works better without them.
Let’s break down exactly how he did it—and how you can apply the same strategies to grow your business without wasting money on lead providers.
This podcast is sponsored by Blue Crocus Solutions, a marketing agency offering website design, branding, and Search Engine Optimization (SEO) services for Home Service businesses.
Adam’s journey into business didn’t start with hauling junk—it started in one of the toughest sales jobs imaginable: door-to-door sales for Comcast.
Most people would struggle to sell a service from a company with a terrible reputation, but Adam figured out how to turn that weakness into a strength.
Instead of trying to convince people that Comcast was great, he leaned into what they already believed.
“I knew everyone hated Comcast, so I positioned myself as their inside guy. I’d tell customers, ‘Look, I know this company has a terrible reputation, but I also know all their policies inside and out. I’ll make sure you get the best deal possible.’ That turned a hated brand into a sale.” – Adam Hummel
This approach wasn’t just about sales—it was about understanding human psychology. People don’t trust corporations, but they do trust other people. Adam’s success came from positioning himself as an advocate rather than a salesman.
Years later, when he launched Grade A Haul Away, that same mindset helped him turn social media into a lead-generation machine. He knew that people don’t engage with ads, but they do engage with stories, humor, and authenticity.
This mindset shift—becoming a trusted person rather than just another business owner— is the foundation of his success.
“If you want people to trust you, stop acting like a business and start acting like a human.” — Adam Hummel
Most junk removal companies rely on boring, repetitive marketing. They post generic ads that say, “Call us for junk removal!” and hope for the best.
Adam knew that ads like these don’t get shared, don’t get commented on, and most importantly—don’t make people remember you.
Instead of treating social media like a classifieds section, he turned it into a stage for entertainment, humor, and community engagement.
Rather than asking for attention, he earned it.
He made people laugh. Instead of posting standard business updates, Adam shares hilarious junk removal stories, ridiculous finds, and witty captions that get people talking.
He staged “distraction posts.” Instead of just showing a cluttered attic or a junk pile, he leaves something unexpected in the background—like a pile of suspiciously labeled bottles. People engage because they’re entertained, and his name stays top of mind.
He leveraged Facebook groups like a pro. While most business owners just drop promotional posts, Adam became part of the conversation. He helps people, answers questions, and contributes in ways that make his name pop up naturally.
He turned customers into advocates. His strategy works so well that every time someone asks for a junk removal recommendation, his name gets tagged multiple times.
The result? Even if he’s not the one responding to a post, his customers and community are doing the selling for him.
“It’s not about posting ads—it’s about making people remember you, even when they don’t need you yet.” — Adam Hummel
Adam doesn’t just use Facebook to market his business—he actively gives back to his community. And that, in turn, has fueled his word-of-mouth growth.
Instead of hoarding all the valuable items he picks up, he finds ways to donate, recycle, and help those in need.
From helping a veteran clean his yard for free to donating working air conditioners to families in need, Adam has built a reputation as someone who genuinely cares about people.
And when you’re known as the business owner who helps others? People remember that when it’s time to hire someone.
“When you help people, they don’t forget. You’re not just another business—you’re part of their lives.” — Adam Hummel
Hosting free giveaways. Instead of tossing perfectly good furniture, appliances, or tools, Adam posts giveaways in local Facebook groups—leading to massive engagement and visibility.
Partnering with code enforcement officers. Adam built relationships with local public safety officials, so when a homeowner is at risk of being fined for a junk-filled property, Adam gets the first call.
Running community clean-up events. Rather than throwing everything away, Adam organizes garage sales, charity events, and fundraisers, with proceeds going to local nonprofits—making his brand synonymous with generosity.
Most business owners post ads in Facebook groups and hope for leads. Adam plays a different game.
Instead of just promoting his business, he engages as a person. He comments, jokes, and becomes part of the online community.
People buy from people. By showing up as a relatable, funny, and engaging figure, Adam builds trust before people even need his services.
The real money isn’t in the person who posts—it’s in the people reading the comments. Even if he doesn’t get the job from a post, hundreds of people see his name tagged repeatedly.
He’s always top-of-mind. When people think “junk removal,” they automatically think of Adam, even if they’ve never hired him before.
“I don’t win the jobs where people tag me 50 times. The person who posted is usually looking for the cheapest price. But all the other people reading that post? That’s where the real business comes from.” — Adam Hummel
Adam’s success isn’t just about junk removal—it’s about playing the marketing game differently.
Instead of relying on lead providers or expensive ads, he built a reputation that does the selling for him.
This approach isn’t just cheaper—it’s more effective, more sustainable, and more profitable.
“The guys who wait for lead providers to send them business? They’re playing defense. If you want to win, you have to hunt for the opportunities yourself.” — Adam Hummel
Want to see Adam’s strategy in action? Check out his website at Grade A Haul Away and follow them on Facebook to see how he continues to dominate his local market.
This Podcast is sponsored by Blue Crocus Solutions, a marketing agency offering website design, branding, AEO (Answer Engine Optimization) and Search Engine Optimization (SEO) services for Home Service businesses.
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