VIEWPOINT: Catching Up With The Mole Man

People tell us all the time that we should write a story about so-and-so. But because of limited time and money, even our staff of four editors can’t get to all of the great stories out there. But when we heard about Tom Schmidt - affectionately known as the "Mole Man" - we knew we had to find time to interview him and put him on the cover of PCT’s annual nuisance wildlife issue this month.

We heard about the "Mole Man" last year when PCT Publisher Dan Moreland interviewed Bobby Corrigan, one of the country’s leading rodent control experts, for his Leadership Award. Corrigan was familiar with the story because he’s known Schmidt for years and lives about 90 miles away from Schmidt’s company in Cincinnati. PCT Managing Editor Brad Harbison was dispatched to the "Queen City." He drove four hours from Cleveland to Cincinnati and spent the entire day hunting for moles.

We learned from Harbison’s trip and resulting story that even in a down economy, where customers may cut back on certain products and services, there is a way for your company to differentiate itself and survive. And in the Mole Man’s case, he’s not just surviving - his five-person company generated revenues in 2000 in excess of $350,000.

"A lot of people say, ‘I can catch my own moles,’ but you have to understand that moles are very complex," Schmidt said. "People think moles are a small problem in a small area in a small time frame. That’s not true."

What Schmidt has done is create his own niche. Many companies in our industry have created their own market opportunities (like getting involved with home inspections, wildlife control or lawn services), but Schmidt has done it with no pest control background. He has focused on one specific market need in his area and his company has grown year after year. And although his prices may seem high to customers who need to have moles removed from their yards, Schmidt doesn’t make any apologies.

"People call and say, ‘Can you do it cheaper?’ But you don’t want the cheapest bid or someone you never heard of. You want it done right," Schmidt said. "My prices are not high. It’s an expensive service to deliver." And, he says, you get what you pay for. "I’m sure you can find some doctor to do bypass surgery for $1,000. The end result is you’ll die, but I’m sure you can find someone who’ll try it."

We hope you find the story of Schmidt’s company interesting reading. His is a good case study of taking one unique idea and making it work. It makes you wonder what opportunities are lurking around your neighborhood.

"Nobody does what I do. There is nobody with five full-time people that will respond right away, control a problem and stay with it a long period of time," he said. "I’m not a salesman. I don’t necessarily deal well with people. Many people call someone else because he was nicer than I was. Mole trapping is tedious. You have to know what you’re doing. I’m not going to put on any false pretenses."

We’re glad he didn’t.

The author is editor of PCT magazine. She can be reached via e-mail at jdorsch@pctonline.com.