5 Ways Small Businesses Can Outsmart Big Businesses And Win More Customers
It's a tale as old as the 21st century.
The beloved small, local business vs. the convenient Big Box store. David vs. Goliath retold through a modern, capitalist lens.
Big-box businesses, with their access to unlimited marketing resources, cutting-edge technology, and resistance to economic turmoil, have changed the local retail landscape, pushing out small businesses at an alarming rate over the last three decades.
Every case study in every business school across the country is focused on how national retailers have won, and how small businesses should emulate those same strategies to stay alive.
It sounds great in theory, but in reality, small businesses cannot and should not play the same game as big businesses.
That begs the question - what should they do instead? How can small businesses outsmart big businesses to win more customers?
We enlisted the help of Erik Huberman, the CEO of Hawke Media, who built brands like Casamigos and Barstool Sports, to answer that question.
Erik didn’t start with a grand vision of building a marketing empire. Instead, his journey began with a simple yet powerful mantra: “Keep your head down and keep pushing.”
And it’s a lesson that resonates deeply with small business owners facing off against larger competitors in local markets.
What makes Erik stand out is his ability to adapt. Whether it's harnessing cutting-edge AI tools or streamlining operations to focus on the activities that drive real value, his approach is rooted in smart resource allocation and purposeful action.
These principles aren’t just reserved for multi-million-dollar companies — they’re just as crucial for small businesses looking to punch above their weight.
In an exclusive conversation with PropertyRadar, Eric proves that it’s not just about competing with the big players. It’s about outsmarting them where it matters most: locally.
So, how can small businesses outsmart big competitors? Well, you need to:
Let's dive in.
Small Business Can Win By Embracing AI for Efficiency and Scalability
Winning more leads and scaling your business doesn't just mean working harder on the same things that have been keeping you flatlined.
"You say you bet on the jockey, but you can’t bet on a jockey riding a donkey", joked Erik, when asked if you can scale your lead gen by simply outworking Big Businesses.
In simpler terms: while a driven small business owner is crucial (the jockey), without a strong lead gen strategy or business model (the horse), even the best founder can’t win the race.
The solution? Ambition needs to be paired with something that's going to help you scale, namely something that can make one person as productive as a small team.
In other words: Embrace the new wave of AI and AI Agents to compete with the endless resources of big businesses who are fighting over the same leads as you.
One entrepreneur Erik spoke to really stood out during a potential investment call.
This founder didn’t just talk about a big idea — they showed remarkable foresight. The day after DeepSeek, an advanced AI tool from China, was launched, they were already planning how to use it to scale their business more efficiently.
"This is what I’m looking for," Erik told his team. "Not just chasing trends, but staying ahead of them — using technology, like AI, to balance ambition with precision."
For Erik, the best founders weren’t reactive. They were proactive, anticipating shifts in the market and using the latest tools to act decisively.
But ambition alone isn’t enough. Erik had seen talented founders falter because their “horse” wasn’t ready to handle the race. In today’s fast-paced, AI-driven world, having a strong market fit is just as crucial as visionary leadership.
As Erik often put it: "The best jockey can’t win if their horse can’t keep up, and the best horse won’t win without a jockey pushing it to the finish line."
Scaling a business with AI is never easy. Erik understood the challenges personally — growing from a $2 million company to a billion-dollar enterprise requires not only skill but also the ability to integrate and scale with the right technology.
"Growth is painful and risky," Erik would say. "You have to truly want it. Comfort can kill ambition."
So, how do you use AI to your advantage? Let’s explore.
Start Small: Automate Repetitive Tasks
When starting to use AI, the key, according to Erik, is to start small.
Start with tools like ChatGPT for basic tasks like brainstorming ideas, summarizing info, etc. As you get comfortable, you can integrate AI into other parts of your workflow, like managing customer service inquiries through chatbots, data entry, and automating follow-ups.
As you build confidence, you can apply AI to more complex tasks, like analyzing market data, automating lead generation tasks like research and scripting, or forecasting growth based on historical data.
Instead of spending hours poring over reports, AI can automatically pull the relevant insights and present them in a way that’s easy to understand, so businesses can act on them quickly.
You can also use built-in AI functionality in lead generation platforms like PropertyRadar to find clients by narrowing your search to fit specific needs, such as property type, ownership details, equity levels, or neighborhood characteristics.
This way, you’re not reaching out aimlessly but focusing on prospects who are most likely to benefit from your services. Whether you're targeting homeowners likely to sell or properties in need of improvement, tools like these make it easy to connect with the right people.
Gradually incorporating AI into your daily operations helps you conserve time, streamline processes, and focus on more strategic work. Think of it like the early days of the internet: what might feel like a convenience now can quickly become an absolute must-have down the road.
A great example of this in action is Hawke Media. They use AI to fine-tune their marketing strategies, processing real-time data from thousands of companies.
What’s amazing is that this AI-powered system was set up when their team was only 20 people strong. This proves that you don’t need a huge budget to start using AI to gain an edge in your industry.
Erik shared a powerful example from his own experience: his team needed a simple app to help manage contact follow-ups. Initially, they were quoted $10,000 and two weeks of development time.
But by turning to AI, they had the app up and running in just two hours, saving both time and money. This is the kind of efficiency AI brings to the table, and it’s why it’s becoming an essential tool for businesses of all sizes.
Streamline Workflows and Boost Team Productivity
AI can help your business run more smoothly by finding and fixing problem areas that might be costing you time or money.
For example, AI-powered tools can identify where tasks are getting delayed, how resources are being used, and where things could be improved. The result? A faster, more efficient workflow that gets everyone on the same page.
One of the best things about AI is how it can help your business grow without the need to hire more people. By automating time-consuming tasks like data analysis, customer service, and marketing, your team can focus on what really matters — driving growth. Plus, with fewer hires needed, you’ll save on costs and skip the hassle of training new employees.
AI also makes teamwork better by acting as a central hub for real-time information. Imagine your sales, marketing, and customer service teams all working together seamlessly, thanks to shared insights and data.
For instance, AI can analyze customer feedback and send useful insights to both sales and marketing teams, ensuring everyone is aligned and working toward the same goals.
With this kind of collaboration, your business can create smarter strategies and deliver better results.
To Beat Big Business, Focus on Building Personal Relationships
Okay, so you’ve nailed down the AI bit. But how can one-up the big guys even more?
In a landscape where huge corporations pour endless funds into generic, over-the-top marketing blitzes, small businesses hold the real advantage — genuine, personal connection.
And no, we’re not talking about sending a "Hey, how’s it going?" text to your customers. We’re talking about real, honest-to-God relationships that make people say, “I trust you,” and, “I want to buy from you.”
As Erik puts it, “People don't buy from companies, they buy from people. Building authentic personal relationships is what truly drives trust and loyalty.”
Meaning, when you invest in real, human connections, you're not just gaining a customer — you’re gaining a long-term advocate who believes in your brand and will keep coming back.
So, what can small businesses do with actionable steps to create these relationships?
Get Personal in Your Communication
Start by getting personal in your communication. Generic emails or messages might seem efficient, but they don’t leave a lasting impression.
To truly connect with your leads, take a step back and put in the effort to engage with them on an individual level.
One simple yet effective way to begin is by sending personalized outreach to your leads.
Something big business will NEVER be able to replicate is your neighborhood expertise and the reputation you've built by serving members of the community over the course of years, or even decades.
For example, with PropertyRadar, blend demographic, financial, or situational data into your neighborly outreach to craft messaging that resonates at a much deeper level.
Let's say you're own an window washing company. You can use PropertyRadar to build a list of people who've recently moved into a new home, where the home is 50+ years old, and in a neighborhood that's by the water (prone to becoming dirty). Your outreach could sound something like:
"Hi [Customer's Name],
I noticed that you've recently moved into a new home, and I just wanted to take a moment to reach out and see how everything is going.
Having lived in [City] for X years, I've welcomed all sorts of new neighbors into the neighborhood and would love to do the same for you.
One thing you may not know is just how dirty windows can get around here, given our proximity to the water. As a welcome present, I'd love to give you 20% your first window wash with [Company]!
Looking forward to connecting soon and hearing about your new space!
Warm regards,
[Your Name]
[Your Business Name]"
People want to feel heard, and by asking for feedback, you show that you value their input. Use this feedback to improve your business, and always make sure to thank them for helping you grow.
Be More Accessible
Make your business more accessible by actively engaging with your community. Host local events like workshops, open houses, or fun activities tailored to your audience — think HVAC stores offering free “Energy-Saving Tips for Winter” seminars or home improvement stores hosting “DIY Maintenance” workshops.
These events aren’t just about pushing products. They’re about creating memorable experiences that establish trust and connection. Pair these efforts with small gestures like exclusive discounts for loyal customers or responding to social media comments and messages.
When people see your business as a friendly, valuable part of their community, they’ll remember you far beyond just a transaction.
Partner with Local Organizations
Big brands might be nationwide, but they struggle to form real bonds within the communities they serve. This is where you, as a small business, can shine.
Partnering with local organizations like schools, nonprofits, or other small businesses helps you make a bigger impact.
For example, a real estate investor might partner with a contractor to offer a free seminar on spotting fixer-upper opportunities and maximizing return on investment. Or a HVAC company could collaborate with a local hardware store to host a “DIY Maintenance Workshop” where homeowners learn basic HVAC upkeep.
These partnerships help position your business as an integral part of the community, and you’ll expand your brand's reach while building trust and goodwill.
Invest in Personalized Customer Service
When it comes to customer service, big brands may have streamlined systems, but their interactions often feel distant and transactional. This is where small businesses like yours can truly make an impact.
You can offer what the big guys can’t: personalized service. Take the time to get to know your customers — learn their names, their preferences, and their stories.
This goes beyond a standard transaction. It’s about building genuine relationships. Simple gestures like remembering a customer’s favorite product, following up after a purchase, or sending a handwritten thank-you note go a long way.
These personal touches make customers feel valued, turning them into loyal supporters who will come back — and bring their friends.
To take it even further, consider how you can elevate your marketing efforts with expert guidance — because sometimes, it takes specialized knowledge to achieve big results.
Which brings us to our next point…
Use Targeted Outbound Marketing To Connect With Lead In Ways Big Businesses Can't
Reaching the right customers is all about being personal and direct — and targeted outbound marketing does this way better than trying to compete with big businesses flooding billboards, search results, and other broad-reach strategies.
The big guys rely on tactics that blanket large audiences with generalized messaging. While this strategy works for them, it’s not practical or profitable for small businesses targeting specific customers.
Instead, targeted outbound marketing gives you control — allowing you to focus on the right people at the right time with messages tailored to their needs.
Whether it’s a friendly knock on the door, a highly targeted ad, or a personal phone call, each channel reinforces your expertise and positions you as the go-to solution.
Let’s go over each.
Door Knocking
Door knocking may seem old-fashioned, but it remains one of the most effective ways to create meaningful, face-to-face interactions with potential customers.
For small businesses, it’s an opportunity to introduce your services to specific neighborhoods where demand is high. For example, a landscaping company can highlight how their services boost curb appeal, while a contractor might discuss solutions for common local issues like roof repairs.
Preparation is key. Before you begin, research the people or businesses you’re targeting. Understand their needs, interests, and challenges.
If you’re a handyman, for instance, focus on neighborhoods with older homes that might need updates or repairs. Tailor your message to address their specific situation — perhaps offering a special on home maintenance or highlighting your expertise in fixing common issues.
By knowing your audience well, you can make your communication feel more relevant and personalized, showing that you’re not just trying to sell, but offering a solution that meets their unique needs.
These personal conversations not only build trust but also set your business apart in a way big brands rarely can.
Online Ads
Online ads can be a powerful tool for small businesses, especially when they're set up and optimized correctly. Platforms like Google and Facebook let you target your ads based on location, age, income, and even online behavior.
For example, a HVAC company can set up ads to appear when homeowners in their area search for phrases like “AC repair near me” or “heating system replacement.” Similarly, a roofing company could target people who have recently searched for “roof leak repair” or “new roof installation,” ensuring their ads reach individuals who need those specific services.
The great thing about online ads is that they’re highly customizable. You can target specific neighborhoods, zip codes, or even people who have recently interacted with home improvement websites or forums. For HVAC businesses, this means you can concentrate on homeowners who are most likely to need your services, whether it's during a heatwave or winter storm.
Plus, the flexibility of online ads means you can monitor your campaigns in real-time. If a certain type of ad isn’t performing well, you can quickly adjust it to improve results.
This allows you to get the most out of your budget, making sure you’re not wasting money on broad, nationwide campaigns that don’t lead to local business.
Phone Calls
Cold calling has changed a lot from the days of randomly dialing phone numbers. Today, it’s all about being targeted and strategic.
For example, a pest control company might use local data to focus their efforts on neighborhoods where infestations are common, such as areas near wooded parks or homes with older foundations that are more prone to pests. Similarly, a cleaning service could reach out to businesses or offices that have recently opened in the area, offering cleaning services for new spaces.
The key to successful cold calling is having a well-prepared script that speaks directly to the customer’s needs.
Instead of a generic sales pitch, you should address specific concerns they might have, like how your pest control service can protect their home from unwanted pests or how your cleaning service can help maintain a pristine environment for their new office. By tailoring your message to their situation, you show that you understand their unique needs.
Remember, cold calling isn’t just about pushing a product — it’s about solving a problem. When you approach potential customers with a mindset of offering solutions, you build trust and set the stage for long-term relationships. Over time, this makes your calls feel less like a sales pitch and more like a helpful conversation.
Direct Mail
Even though we’re surrounded by endless emails and online ads, direct mail still has a special kind of power.
A well-crafted postcard or letter stands out and feels much more personal than an impersonal digital ad. It’s something you can hold in your hand, making it harder to ignore.
For small businesses, direct mail can be especially effective if used thoughtfully. By tailoring your messages to specific groups of people, you can make your communication feel relevant and engaging.
For example, a home services company, like a plumber or HVAC business, could send a flyer with tips for homeowners on how to prepare their heating or cooling systems for the changing seasons. This provides valuable information that’s directly tied to the homeowner's needs.
Similarly, a home services company like a roofing business could send out postcards offering free roof inspections to homeowners in the area. This type of offer feels personal and useful, especially for those who may be unsure about the condition of their roof after a storm.
To make your direct mail even more effective, include easy ways for recipients to take action. Adding elements like QR codes or links that lead to your website or an online booking page allows people to quickly schedule an appointment or learn more about your business.
Email marketing is still one of the most affordable and effective tools for small businesses to reach their customers. When done well, it creates a direct line of communication, allowing businesses to send personalized messages that resonate with their audience.
One of the best ways to make email marketing work is by segmenting your email list. This means grouping your customers based on their specific interests or past interactions with your business.
For instance, a home improvement company might segment their list into categories like kitchen remodels, bathroom upgrades, or exterior renovations. By doing this, they can send tailored emails that speak directly to each group's needs. A homeowner interested in kitchen remodeling might receive tips on the latest design trends, while someone interested in exterior work could get advice on improving curb appeal.
Keeping your emails concise, visually appealing, and easy to read is key to engaging your audience. No one wants to sift through long paragraphs of text, so using short, punchy sentences and eye-catching images can make all the difference.
Whether you're offering discounts, sharing helpful tips, or providing updates on new services, adding value to your emails ensures your subscribers look forward to hearing from you instead of hitting delete.
The best part? PropertyRadar provides a range of marketing tools to help you reach property owners through different channels. You can engage leads with phone calls, direct mail, or door knocking, while also using customizable email templates and online ads for digital outreach.
Prioritize Tactical Marketing Metrics Over Low-Impact Ones
Big Businesses are famous for having millions of dollars to throw to the wind and create massive, untargeted, branding campaigns without the pressure of tracking the ROI of every dollar they spend.
While it's a luxury for them, for small business owners, the reality is that they are forced to track the ROI on every marketing dollar they spend.
But, what it also presents is an opportunity.
Being forced to track the efficacy and return on your lead generation spend will actually force you to make more strategic decisions.
I mean, would we all hypothetically love having millions of dollars to spend on a Superbowl commercial without worrying about the direct number of new leads and business it generated? Yes, of course.
But, while big business are focusing on larger, macro-metrics, small businesses can win by emphasizing smaller, more tactical and intentional lead generation campaigns.
And, with those campaigns come different metrics.
"High-value metrics" vs. "Vanity metrics"
While vanity numbers might look impressive, they often don’t reflect the real health of your business. Instead, prioritize high-value metrics that drive growth and sustainability.
Start by measuring your Customer Acquisition Cost (CAC) against your Lifetime Value (LTV). CAC shows how much you’re spending to gain a customer, while LTV reveals how much revenue that customer will generate over time.
For example, if your CAC is $100 and your LTV is $500, you’re in good shape. But if your CAC is higher than your LTV, you’re losing money on every customer. Regularly track these metrics to ensure your marketing and sales efforts are delivering profitable results.
Next, identify which marketing channels bring in high-value leads and invest more heavily in them. Not all traffic or leads are created equal — some channels might attract large numbers but result in low conversions, while others consistently deliver customers who spend more and stay loyal.
For example, if you find that email campaigns generate high-value leads, you might focus on personalized email outreach for those who engage with your content. For phone leads, consider cold calling or following up with leads from your website inquiries.
If direct mail proves effective, target specific demographics with tailored mailers. By matching the right outbound marketing method to each type of lead, you can maximize your conversion rates and ROI.
Use analytics tools to pinpoint these top-performing channels and reallocate your budget to focus on what works best.
Finally, aim to shorten your cash-to-cash cycle — the time it takes to turn investments into cash flow. A long cycle can tie up funds and create cash flow challenges, even if your business is profitable on paper.
To address this, you could offer customers a small discount for paying invoices within 10 days, negotiate 60-day payment terms with suppliers to improve cash flow, and implement inventory management software to track stock levels and reduce overordering or understocking.
Cutting down on the cash-to-cash cycle keeps your business running smoothly and gives you the funds to grow. Smart cash flow management also helps you jump on new opportunities fast and adjust when things change, giving you a competitive edge over bigger companies.
Now, let’s move on to the next point: focus on your strengths and stay flexible.
Play to Your Strengths and Stay Agile
Being a small or medium-sized business comes with a unique advantage: agility. Unlike larger corporations weighed down by red tape, you can act quickly, test new ideas, and adapt your strategies as the market changes.
This flexibility allows you to hone in on what you’re truly great at — whether it’s providing personalized service, catering to a specific niche, or excelling in a particular product or service.
To help you get started, we’ve outlined some strategies to stay agile, all while staying true to what makes your business unique.
Regularly Assess What Works and Refine Strategies to Stay Relevant
To stay competitive, you need to know what’s working and what isn’t. Regularly take stock of your marketing efforts, customer feedback, and sales data.
As highlighted in the previous section, if a specific outreach channel, like email campaigns or cold calling, generates the most leads, allocate more resources to boost its potential. If a particular service is in high demand, consider expanding your offerings within that area or introducing complementary services to enhance the customer experience.
Make time for quarterly reviews to analyze performance metrics. What campaigns brought in the most leads? Which services got the highest customer satisfaction scores? Based on these insights, tweak your strategies.
Don’t be afraid to cut what’s not working and double down on what is. Staying relevant isn’t about doing everything — it’s about doing the right things.
Develop Brand Voice to Build Trust + Recognition in Your Local Market
Your brand voice is how customers perceive you, so make it count. Consistency is key — whether you’re writing an email, posting on social media, or speaking face-to-face, your tone and message should align.
Are you friendly and approachable? Professional and authoritative? Pick a style that matches your values and stick with it.
For example, if you’re a family-owned home improvement company emphasize your personal touch and community connections in your messaging. Over time, this consistency builds trust and makes you recognizable.
People will know what to expect from your business, and familiarity breeds loyalty.
Focus on Your Passion + Values to Maintain Strong Culture/Avoid Burnout
Running a business can be exhausting, but staying true to what you’re passionate about helps keep the fire burning.
Why did you start your business in the first place? Was it to make a difference in your community, to offer a unique service, or to provide for your family? Keep these values front and center.
Share your passion with your team and customers. When people see that you genuinely care about what you do, it creates a ripple effect of positivity and loyalty.
At the same time, don’t overextend yourself. Burnout is real, and it can derail even the best business owners. Prioritize tasks, delegate when possible, and take breaks to recharge.
By focusing on what truly matters, you can maintain a strong culture that energizes you and inspires those around you.
Take it from Erik Huberman. He grew his small business by staying focused on what worked and adapting quickly. By honing in on his strengths and staying true to his values, he was able to outmaneuver larger competitors.
Small businesses can do the same — stay nimble, focus on what you do best, and take advantage of your unique advantages to stand out in the market.
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