Bill Dowd on How To Start a Franchise, Growing to 170+ Trucks, and The Key To His Success.

From Hockey to Wildlife Control

Bill's story begins far from pest control, as he started his career as a professional hockey player. Drafted by the New York Islanders in the early 1980s, Bill played hockey across the U.S. for several years. However, after not quite making it to the NHL, he decided to hang up his skates and pursue a different career. Bill went back to school and soon identified a growing need for wildlife control services. That realization was the beginning of his 35-year journey into the industry.

The Truly Nolen Partnership

Before establishing Skedaddle, Bill partnered with Truly Nolen, a pest control franchise known for its unique marketing strategy (think yellow Volkswagens with mouse ears). While on vacation in Florida, Bill noticed Truly Nolen’s quirky vehicles and thought the branding was brilliant. Soon after, he partnered with them, running franchises in Canada for about seven years. Over time, they "Canadianized" the operations, adapting materials, techniques, and regulations to meet Canada's more restrictive environmental rules. Eventually, Bill amicably parted ways with Truly Nolen, selling back the franchise rights and rebranding as Skedaddle Pest Control.

The Birth of Skedaddle

Naming a business can be tricky, and Bill’s story is no exception. After struggling to find a name for his new venture, Bill worked with a local marketing company that helped develop the brand "Skedaddle." The name stuck, and the company has become one of the most memorable wildlife control brands in North America. Bill emphasized that choosing a unique, catchy name can make all the difference, especially in industries like pest control, where many companies use similar, forgettable names.

Building a Franchise Empire

Skedaddle has grown exponentially, with over 150 trucks on the road today. Bill attributes much of his success to the separation of pest control and wildlife services. Whereas pest control jobs are often quick and low-cost, wildlife control requires more time, often involving two technicians for an entire day. This longer, more involved process also commands higher rates, making wildlife control a lucrative part of Bill’s business.

One of the unique aspects of Skedaddle is that their wildlife jobs are typically "one-and-done" services. Once they remove wildlife from a property and secure the home, the customer receives a lifetime guarantee. If animals return, Skedaddle comes back at no extra charge. This model has built strong customer loyalty and further differentiated them from other pest control operators.

Expanding Into Christmas Decorating

Ten years ago, Bill added Christmas decorating to Skedaddle’s service line to keep his team busy during the slower winter months. What started as a small side gig has now become a thriving part of the business, especially in regions where pest control slows down in the colder months. Bill noted that this service caters to more affluent customers who want their homes beautifully decorated for the holidays but don’t want to do the work themselves.

SEO: The Key to Skedaddle’s Growth

A significant portion of Skedaddle’s growth has come from SEO. As Bill put it, "We like to think of Skedaddle as a marketing company that happens to catch raccoons, squish bugs, and hang Christmas lights." Their investment in SEO and online marketing has allowed them to pull away from traditional advertising channels like Yellow Pages, which they used heavily in the early days.

Skedaddle has focused on creating local pages for each of their service areas, optimizing them for seasonal changes and specific pest and wildlife search terms. For example, they target terms like "raccoon removal" or "bat exclusion" based on what people search for in each city. This focus on SEO, combined with their long-standing authority in the industry, has made Skedaddle a leader in organic search traffic.

Advice for New Pest Control Business Owners

When asked what advice he would give to new pest control business owners, Bill emphasized the importance of hard work, exceptional customer service, and smart marketing. He encouraged business owners to focus on providing high-quality service, as customers remember that more than anything else. For those looking to grow their business quickly, he advised against trying to do everything themselves and instead recommended hiring experts for areas like SEO and marketing.

Franchising with Skedaddle

For those considering entering the pest or wildlife control industry, Skedaddle offers franchising opportunities. Bill’s experience growing the franchise has given him the tools to help others scale their businesses. Whether someone is just starting out or looking to add wildlife control to an existing pest control business, Skedaddle offers a proven system for success. With additional service lines like mosquito control, attic restoration, and Christmas decorating, franchisees can diversify their revenue streams.

Conclusion

Bill Dowd’s journey from professional hockey player to franchise mogul is an inspiring one. Through hard work, smart branding, and a focus on SEO, he has built Skedaddle into a leading wildlife and pest control company. Whether you're a business owner looking to grow your company or someone interested in franchising, Bill’s story offers valuable insights into building a successful enterprise.

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