For over 60 years, Bill & Rod’s Appliance has been a trusted name in Michigan. With locations in Livonia and Farmington Hills, the company serves customers throughout the surrounding communities. They have built a loyal customer base through premium products, expert service, and a commitment to putting customers first.
Now led by CEO Joe Legato, a second-generation leader who grew up in the business, Bill & Rod’s is embracing the next chapter—strengthening its digital presence to meet today’s customer expectations. With more shoppers turning to online research before ever walking through the door, it was time for the company’s marketing to evolve.
That meant finding a partner who not only understood digital marketing, but also understood the appliance industry as well as they did.
Finding the Right Fit
Joe came to us with experience. He’d worked with marketing vendors before and had tested all the usual approaches, search ads, SEO, social content. But the results weren’t matching the effort. Website traffic lagged. Competitors were pulling ahead. And most importantly, Joe didn’t feel like his business was truly being understood.
“We came from partnerships where it felt like we were just another account,” Joe said. “Now, I feel like I’m part of a team that understands where we’re going and how we’re getting there.”
From the very beginning, our focus was alignment. We started with strategy, looking at Joe’s goals, his customer base, and what was already working.
A Partnership Built on Strategy
When Joe connected with our team, we took a step back and looked at the full picture. It wasn’t about creating more ads or chasing trends. It was about building a plan that made sense for his store’s specific goals, audience, and industry.
From day one, we approached marketing as a system, not a series of disconnected tactics. We focused on improving the structure, connecting the platforms, and using real data to guide every move.
“After a slow pre-Memorial Day period, our social media posts and email campaigns turned things around. The boost in sales was clear and immediate.”
Creating a Stronger Presence
One of Joe’s most valuable assets is something you don’t always find: authentic, engaging video content that gives customers a real feel for the business. His on-camera presence and ability to connect with viewers adds personality and trust to the Bill & Rod’s brand.
We didn’t treat those videos as just another piece of content. Instead, we made them part of a larger omni-channel system—used across email, social, and even search campaigns—to build momentum and drive action.
“It’s not just about being online. It’s about being real with our customers. The videos help us stand out.”
A Clear Path to Grow
Joe’s goals extend beyond just staying visible. He wants to lead in the luxury appliance space, particularly with brands like Sub-Zero & Wolf. That meant reaching a different customer segment and crafting marketing efforts that reflect the value of premium products.
To support that, we leveraged his business data to identify shoppers in the market for luxury appliances. From there, we identified certain zip codes and audience lists that targeted the right shoppers, with the right products at the right time. In support of the campaigns, we also launched dedicated landing pages, fine-tuned shopping feeds, and began testing tools like AI Performance Max to improve performance on search networks. Every step of the hyper-targeted plan tied back to business goals: better visibility, more qualified traffic, and higher-margin sales.
“We want to grown in the luxury space and in order to do that we need to position ourselves to own that market.”
Email Marketing That Performs
Email marketing became another key pillar. Previously, campaigns had been sporadic and disconnected. We brought in structure. Clean templates, a consistent cadence, and messaging that aligned with active promotions and seasonal goals. This omni-channel approach ensured messaging was consistent and hit customers across different touch points throughout the buying funnel.
The results followed. Customers engaged. Sales came in. And Bill & Rod’s started seeing email not just as a touchpoint, but as a revenue driver.
“The consistency of the emails has been a huge help. The customers who engage with them are coming back ready to buy.”
We’re now building on that success by introducing more automation, especially for extended service contracts and post-sale communication.
Moving with the Market
In the appliance business, speed matters. Platform updates, shifting customer behaviors, and campaign pivots all happen fast. For Joe, having a team that could keep up and stay ahead, was essential.
“The quick support makes a huge difference. I feel like I have a team that gets the appliance business and is always ready to pivot.”
That level of responsiveness has allowed Bill & Rod’s to act on new opportunities quickly and avoid being left behind when the digital landscape shifts.
The HomeSource Approach
At HomeSource, digital marketing isn’t about one-off campaigns or disconnected tactics. We take a holistic approach. Every part of your marketing—email, SMS, social, SEO, AI integrations, paid media ads, reputation management, video, website—should work together toward your business goals.
We help dealers like Joe stand out in the digital space with goal-oriented strategies and consistent execution. The result is not just better visibility, but real traction where it counts. We help our clients stay consistent, show up where their customers are, and grow their presence in a holistic way that gives them a competitive advantage, and supports long-term growth.
Ready to Take the Next Step?
If you’re looking for a digital marketing partner who will focus on the full picture and help your business grow, let’s talk.
Reach out to Austin Rann at arann@homesourcesystems.com or visit our Digital Marketing Services page to learn more.
