Rick Chorney
“I scale service businesses with AI. I did it to my own company first — $242K to $1.3M — and now I build the same engine for other trades and home-service owners.”
He learned this in the seats his clients sit in.
Rick came up in blue-collar service work — knocking doors on straight commission for Vivint, a dealership service department, pest control routes with Orkin. That’s where he learned how these businesses actually run: the quoting, the routes, the phone calls, the margins.
Then he built his own. A cleaning company first, then Echo Janitorial with his best friend Adrian. The first year he didn’t take a day off — in the field by seven, home by eight, on the laptop until one. It broke something in him, and one day he hit done.
So instead of opening another quote, he spent four hours working out how AI could take work off his plate. Automated the intake. Put in an AI receptionist. Set up the follow-ups. Half a day of work, and that was the unlock. Echo went from $242K to nearly a million the following year, and is tracking $1.3M now. Fortune verified the records.
Why he started Callout
A $99 managed-hosting payment declined one day. A normal company sends an automated “update your payment”. What he got was a threat to shut the whole site down. Held hostage over a hiccup.
He’d been burned by agencies before that: overpriced, buried in jargon, nobody could tell him what he was paying for. So he learned the whole thing himself. It worked, and other owners started asking. Callout is the agency he wishes he could have hired: clients own 100% of their work, even if they stop paying.
More content, more ads, more dashboards, more retainer. Agencies will never sell you “less” because less doesn’t justify the invoice. Rick scaled by doing less and automating the rest — and most marketers selling to trades have never quoted a job or chased an invoice at midnight.
- Echo — $242K to a projected $1.3M by working less, not more
- Drew’s Seasonal — junk leads to 3–6 quality local leads a day
- Place of Peace — site, GBP and ads launched together for a brand-new business
He once published a self-coded site over a domain he’d spent months ranking. Rankings gone, weeks to rebuild. Now every site change is treated as load-bearing — redirects mapped, technical SEO preserved, nothing published without a plan to keep what’s already working.
The questions he actually likes answering.
“Easily. Fully customisable, takes custom code without a fight. The catch is the learning curve — that’s what you’re hiring me for. And you own 100% of it when we’re done.”
“That most builders never finish. Nice homepage, no blog, no Pixel, no Search Console — and the owner has no idea because the site looks done.”
“Their own. I can send a plumber 3–6 leads a day at four bucks. If nobody picks up or follows up, those leads die. That’s why the workflows exist.”
Book fifteen minutes with Rick.
Bring your site, your ad account or the whiteboard in your office. He’ll tell you what’s leaking and whether it’s worth fixing with us.