Ethan Van De Hey on Humanizing Marketing: Why Being Local and Genuine Beats Any Ad

Doing Marketing Like a Human

I first met Ethan Van De Hey a few years ago when guest lecturing at the University of Wisconsin–Eau Claire. Even back then, his energy stood out. While most students were focused on class projects, Ethan was already helping real businesses grow through social media and lead generation.

Fast forward to today, and he’s the Marketing Director at Infinity Exteriors, one of Wisconsin’s most respected roofing and home service companies. Ethan’s approach to marketing is built on what really matters, quality relationships.

After decades in digital marketing, I’ve outlined many clear truths, one of the most pivotal to understand: humans buy from humans.
Ethan gets it.

In an age where AI writes ad copy and automation replaces personal touch, Ethan reminds us that authentic human connection is still the greatest marketing edge there is.

From Roof Giveaways to Reputation Gold

Infinity Exteriors has made a name for itself through powerful community involvement.

Ethan led initiatives like the Veteran Roof Giveaway in partnership with the Madison Mallards baseball team, where a local veteran received a full roof replacement, complete with new gutters and materials donated by ABC Supply and CertainTeed.

They’ve also sponsored Habitat for Humanity builds, youth sports programs, and small local businesses like Mrs. Field’s Cookie Shop to spread joy (and cookies) at community events.

Ethan told me, “We don’t measure these projects by ROI. We measure them by the conversations they create.”

And those conversations matter. Every handshake, every tagged photo, every community event creates real-world proof that Google notices. These offline interactions turn into digital credibility: more reviews, backlinks, mentions, and shares.

That’s good PR, but even more, it’s reputation SEO in action.
Learn more about how we measure these wins in How to Do MAA Like a Pro.

The “Mr. Beast” of Roofing

During our conversation, I told Ethan, “You’re the Mr. Beast of roofing.”

He laughed, but the comparison fits. Like Mr. Beast, Ethan uses generosity as a growth strategy. The giveaways, donations, and sponsorships aren’t stunts; they’re authentic expressions of gratitude to the community that supports them.

Instead of pushing ads, Infinity Exteriors tells stories, stories about veterans getting new roofs, families finding relief, and teams building something meaningful together.

That kind of storytelling builds more trust than any Facebook ad ever could.
And when you amplify those moments using our Dollar a Day Strategy, you multiply the impact even more.

What Every Local Business Can Learn

If you run a home service company—roofing, plumbing, HVAC, electrical, or lawn care, Ethan’s playbook works for you too.

Here’s how to start applying it today:

• Be local. Show up at community events. Sponsor a youth team or school fundraiser.
• Document it. Take photos and videos. Tag your partners. Show the story.
• Be human. Feature your employees and clients, not just your logo.
• Measure it. Use MAA (Metrics, Analysis, Action) to track which efforts drive the most leads and reviews.
• Repeat. The more you give, the more your community, and your SEO, gives back.

Want to see how giving first drives long-term results? Check out The Favor Economy: How Nilson Silva Built a $16M Brand Without Ads.

Building a Team That Wins Together

Ethan believes great marketers share three traits: competitiveness, teamwork, and curiosity.

He looks for people who’ve played competitive sports, because they understand winning, losing, and iteration. They’re used to practicing fundamentals daily, just like we do at BlitzMetrics with our 9 Triangles Framework (read more here).

“I want people who treat marketing like a team sport,” he said. “If you can’t communicate or collaborate, it doesn’t matter how good you are at the technical stuff.”

That aligns perfectly with our Communicate, Iterate, Delegate (CID) triangle. The more your team collaborates openly, the faster campaigns move and results compound.

The Bigger Picture: Purpose Over Paychecks

Toward the end of our conversation, Ethan shared something that stuck with me:

“If you only care about the paycheck, people can tell.”

And they can. Clients, coworkers, and customers all sense when your motives are self-serving. The best marketing happens when you genuinely care about people first.

Empathy is the new efficiency. When your marketing reflects compassion, generosity, and service, you don’t have to “look authentic”—you are authentic.

That’s why Infinity Exteriors dominates search rankings and it dominates hearts.

Bringing It Back to GCT and MAA

Everything Ethan does ties back to the systems we teach at BlitzMetrics:

GCT (Goals, Content, Targeting):

• Goal: Strengthen local trust and community ties
• Content: Real stories, photos, and videos from events
• Targeting: Local homeowners who value reputation over price

MAA (Metrics, Analysis, Action):

• Metrics: Track calls, reviews, and referrals weekly
• Analysis: Identify which community projects generate engagement
• Action: Repeat, refine, and amplify through paid media

When you connect your offline actions to your online metrics, everything else works better, SEO, ads, and client retention included.

Final Takeaway

The next time you’re tempted to tweak an ad or chase an algorithm update, take a page from Ethan’s book.

Go shake a hand. Sponsor a team. Thank a customer. Give something away.

Then document it, share it, and amplify it with a dollar a day.

Because real stories, told by real people, create the kind of marketing that lasts.

Related Resources

• How to Do MAA Like a Pro
• The Favor Economy: How Nilson Silva Built a $16M Brand Without Ads
• Quick Audit: Find What’s Broken in Your Marketing
• How to Keep Projects Rolling with the 9 Triangles Framework
• Knowledge Panel: Become the Local Authority

Call to Action:
What’s one small thing your business could give back to your community this week?
Share it with us or tag @BlitzMetrics, we’d love to feature your story.