Stephen Smith, Founder
How The Elite 12™ Was Born
From One Home Service Professional to Another
My Background
My name is Stephen Smith, and I own two home service companies here in Louisiana: Grill Pro 360 (professional grill and outdoor kitchen cleaning) and Mosquito Control 360 (seasonal barrier spray treatments).
Over the past three years, I've built my businesses by focusing exclusively on Louisiana's most affluent homeowners in Baton Rouge, Lafayette, North Shore, and New Orleans.
What I Learned About Marketing to Luxury Homes
Early on, I discovered that traditional advertising didn't work for reaching high-end clients. They don't respond to Groupon deals or "$99 specials." They want premium service from companies they can trust.
So I created a professional direct mail campaign targeting only the most exclusive neighborhoods - the gated communities, country club estates, and waterfront properties where my ideal customers live.
The results? My companies grew 3x using this method.
Today, I serve 970+ affluent clients across these four markets. And here's what happened next...
The Problem That Created The Solution
My clients started asking me for referrals:
"Stephen, who do you use for pool service?"
"Do you know a good landscape company?"
"Can you recommend an HVAC company that won't treat us like just another number?"
I wanted to help them. But I couldn't refer just anyone.
My clients are discerning. They expect white-glove service. They've been burned by companies that showed up in beat-up trucks, didn't call back, or treated their $2 million home like a $200K starter house.
I needed to know the companies I recommended would handle my clients the way I would.
Research, Referrals & Reputation
So I did something unusual.
I spent months:
- Asking my affluent clients which companies they trusted
- Talking to other premium home service professionals already serving these neighborhoods
- Researching companies with proven track records in luxury markets
- Vetting reputations, professionalism, and service quality
The result? A carefully curated list of the best of the best in each category.
These weren't just "any" home service companies. These were the ones my own clients recommended. The ones with impeccable reputations. The ones I would proudly stand next to.
That's how The Elite 12™ was born.
Why This Benefits Everyone
Here's what I realized:
If I'm already mailing to 5,000 affluent homes each month in each market...
And these other elite companies are trying to reach the same homeowners...
Why not share the cost and create something bigger together?
For Homeowners
A trusted directory of verified, premium home service providers - all vouched for by professionals already serving their community.
For Elite 12 Members
- Affordable access to Louisiana's wealthiest neighborhoods
- Positioning alongside other premium brands
- Referral network among the 12
- Limited to 12 carefully selected companies
- Trust by association
This Isn't Really About Profit
You might wonder: "How can $399/month for 60,000 direct mail pieces per year be so affordable in 2025?"
Simple: The Elite 12™ isn't a profit-driven marketing agency.
It's owned and operated by a local home service professional - me - someone who faces the same challenges you do every day.
I'm not trying to get rich off this program. I'm already in it for my own companies (Grill Pro 360 and Mosquito Control 360 take 2 of the 12 spots).
My goal? Build the go-to elite home service directory for Louisiana's most discerning homeowners.
If we position ourselves correctly - as THE collective of premium providers - we'll all benefit for years to come.
The referrals we generate for each other alone will be worth far more than the monthly investment.
This Is More Than Marketing
Think of The Elite 12™ as a country club for home service professionals.
Not everyone gets in. Only the companies that already serve (or aspire to serve) Louisiana's most affluent homeowners.
We have standards. We have reputations to protect. We look out for each other.
When you join, you're not just buying advertising.
You're joining a collective of professionals who:
- Understand luxury clients
- Deliver white-glove service
- Build long-term relationships (not one-off transactions)
- Refer and support each other
- Elevate the entire home service industry
You've Been Nominated
If you're reading this, your company has been nominated by an affluent homeowner or a fellow home service professional as an Elite or All-Star provider in your category.
You didn't apply.
You were recommended.
That says everything.
The Elite 12™ isn't for everyone. It's for companies that already serve Louisiana's most affluent homeowners with exceptional reputations earned through consistent quality.
Your nomination is an invitation. The decision to accept is yours.
What Your Nomination Includes:
- 60,000 direct mail pieces per year to your market's most affluent households
- 5,000 homes reached monthly × 12 months = consistent brand presence
- Limited to 12 carefully selected companies per market
- Professional ad design included
- 3 free ad updates throughout the year
- Investment: $399/month with 12-month commitment
That's just $0.08 per household reached.
(Compare to solo direct mail at $0.50-0.75 per piece = $30K-45K/year for the same volume)
Ready to Join?
Limited to 12 companies per market. Carefully curated for quality and reputation. First mailing: March 2026.
Stephen Smith
Founder, The Elite 12™
Owner, Grill Pro 360 & Mosquito Control 360
"We don't pick companies. We pick reputations."