About Tatiano Fishgrab

TL;DR

Tatiano Fishgrab has been on both sides of the problem. He's the business owner who lost everything when his eBay operation got robbed. He's the person who watched a business he'd built get killed by a pandemic. He's also the person who built what is now the largest mobile mechanic lead generation platform in the country, helped a locksmith quit his day job and go full-time, and got a custom home builder their first qualified leads within weeks of launching a new site. ROILevel exists because the best tradespeople are often the hardest to find online — and that's a solvable problem.

How this started

The reason ROILevel exists is a person, not a plan.

Justin ran Just In Time Locksmith out of Albuquerque. Good at the trade — fast, reliable, the kind of locksmith who actually showed up when he said he would. But good at the job wasn't translating into calls. Competitors who cut corners were outranking him because their Google presence was better. Justin was getting passed over for businesses that didn't deserve the work.

Tatiano had spent years building a mobile mechanic service in Austin. He'd figured out, through actual operation — not a course, not an agency — how to make a service business findable. He decided he wanted to help Justin do the same thing. Not as a vendor. As someone who wanted to see Justin's business work.

He learned everything Justin's business needed. Then he went further: he started riding along on jobs — midnight calls, 2am lockouts — to understand the work from the inside. He saw the competitive landscape firsthand. The fake listings. The paid click attacks. The underhanded tactics some operators deploy specifically against small businesses who are just trying to get their calls.

He built Justin a system. The calls started coming. Then Justin introduced him to another locksmith, who introduced him to a tow company, who passed him to a plumber. Then landscapers, pest control operators, solar companies, real estate agents, and eventually a custom home builder. Every single one a referral. Every one of them had seen what happened to Justin's business and wanted the same thing.

Justin still runs Just In Time Locksmith. That's the point of all of this.

"I went on jobs with him just to understand what the work actually felt like — the hours, the competition, the dirty things some operators do just to knock a small business down. You can't market what you don't understand."
— Tatiano Fishgrab, on riding along with Justin of Just In Time Locksmith

40+ ventures tried

Before any of this

The failures are the curriculum.

Before Justin, before ROILevel, before any of this — there were forty other attempts. eBay reselling. Dropshipping. Headlight restoration. Knife sharpening and custom blade work. More than a few things that don't have good names because they never got far enough.

Some of them just quietly stopped. A few of them failed hard. The eBay business was actually working until Tatiano got robbed — that one ended on someone else's terms. The knife reselling operation had real momentum until COVID closed every flea market in the country and didn't fully reopen them. Those ones ended on the world's terms.

He's also worked a lot of different jobs along the way — not because he had to, but because the fastest way to understand an industry is to be inside it. He's the kind of person who takes a job to learn something, not just to get paid.

Of those forty-plus attempts, four became real businesses: a knife reselling and custom fabrication operation, the eBay enterprise, a mobile mechanic service in Austin, and now ROILevel. The mobile mechanic service didn't end — it evolved into something he didn't initially expect to build.

None of the failures are presented here as hard luck stories. They're the reason he can look at a business decision and tell you, often within minutes, whether it's going to work — and more importantly, why. Some clients hear that assessment, ignore it, and come back months later saying they wish they hadn't. He considers that a normal part of the process too.

Proof of concept

The mobile mechanic operation didn't end. It became something bigger.

The Austin mobile mechanic service Tatiano built and operated eventually outgrew what a single-location model could do. He built a lead generation platform to help it scale — and that platform, fishthemechanic.com, is now what he believes to be the largest lead generation platform for mobile mechanics in the country.

It's not just a website. It has a built-in job notification system and a lightweight CRM — so that mechanics who join the platform can run like a business instead of just a person fielding calls on their personal phone. In under six months since launch, the platform pulls tens of thousands of monthly visitors, entirely through SEO and hyper-targeted Meta ads specific to the areas where participating mechanics actually work.

As a standalone site, it outranks most local Google Business Profiles for mobile mechanic searches across the country — which is the kind of thing that sounds impossible until you understand how much local businesses typically underinvest in their digital presence.

He didn't build this as a product idea. He built it because he'd been a mobile mechanic business owner and understood the problem from the inside. That's the pattern behind everything ROILevel does.

700+ Mechanic leads per month, nationwide

10s of K Monthly visitors — <6 months post-launch

#1 Outranking local GBPs for mobile mechanic searches

Also in the results

Jeff Bartram of Lofty Thoughts Custom Homes got his first qualified leads within weeks of launching a new site. People were already searching for exactly what he offered — they just didn't know he existed. Tatiano's approach: lead with who Jeff actually is. A family man building homes for other families. The people that found him were the ones already looking to trust someone with that kind of project.

20+Industries served — online and in person

700+Mechanic leads/month — Fish The Mechanic

10–20×Locksmith lead growth — Albuquerque, NM

40+Ventures tried. 4 became real businesses.

How he works

Probably not what you're used to from a marketing person.

He is blunt. If an idea isn't going to work, he'll say so — and he'll be specific about why. Not to be difficult, but because vague positivity doesn't help anyone build anything. Some clients hear the assessment, do it anyway, and come back later saying they wish they'd listened. He considers this part of the work.

He has told clients, more than once, that the most valuable thing they could do for their business had nothing to do with marketing. Sometimes the most honest advice is: deal with what's going on in your personal life first. No growth strategy survives a founder in crisis. He is not a therapist, but he will tell you when the problem you're trying to solve with SEO is actually something else.

He believes the best return he sometimes provides is the advice — not the billable work. The conversation where someone realizes they've been focused on the wrong problem. He'll be honest about that even when it means less work for him.

He aims for what's best for your business, which is not always what's best for ROILevel. He is not the end of the line. He builds the foundation — the strategy, the architecture, the engine that makes everything else compound. If you need a specialist in a specific area on top of that, he'll tell you who and why. He's good at knowing what he's good at and what he isn't.

The work he does that looks unusual — the decisions that aren't immediately obvious — are done for a reason. The intersection of consumer psychology and how search algorithms actually function isn't always intuitive. Some of it looks like nothing until it's working. He needs room to work that way.

"What is best for your business is not always what's best for me and mine — but you take precedence."
— Tatiano Fishgrab

Non-negotiables

What he won't do.

The line he draws tells you more about how he works than any list of services.

✕ Clients who need control over every decision

Creativity and an understanding of how algorithms actually work is the biggest asset here. Some things won't look the way you expect until they're working — because they're built around how people search and how search engines respond, not how marketing is supposed to look. That requires room to operate.

✕ People who won't invest time, money, or effort

All three are required to grow a business. Not one of them. Not two. All three. Anyone who wants results without putting any of these in isn't ready for what growth actually costs.

✕ Unlimited roster

He works with a small number of businesses at a time. A small roster is the only way every business actually gets what it's paying for — not the version where your account gets handed to someone junior who's never talked to you.

✕ Being the only answer

He provides the foundation and the path. If you need a specialist in a specific area on top of that, he'll tell you — and he'd rather do that than let a gap in capability cost you results. What's best for your business comes first.

What's behind the work

The actual experience.

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4 Owned Businesses

Knife reselling and custom work, eBay reselling, a mobile mechanic service that became a national platform, and ROILevel. He's been the operator, not just the advisor.

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20+ Industries

Locksmiths, mechanics, solar, pest control, home builders, real estate, towing, landscaping, plumbing, attorneys, and more — managed both online and in person. Not just studied.

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Never Corporate

Every job he's taken has been about learning something specific. He's been in the mud alongside the people he now works with — at flea markets, on job sites, on 2am service calls.

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Documented Results

Every number cited on this site comes from actual analytics, GBP dashboards, or call records — not projections. 700 mechanic leads/month. 10–20× locksmith growth. 34× organic traffic. Real.

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Systems, Not Campaigns

The work is designed to compound. SEO that keeps ranking, review systems that keep running, automation that works while you sleep. Not a sprint — an engine.

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Honest Advice First

The most valuable thing he sometimes provides isn't work — it's the call where someone realizes they're solving the wrong problem. He'll give you that assessment even when it costs him a sale.

What clients say

In their words.

"Our calls basically tripled after Tatiano fixed our Google Business Profile. I didn't even know half of those settings existed. Within a month we were getting more calls than we had the whole quarter before."

A

Albuquerque Pest Control Owner

Pest control, New Mexico

"I went from getting maybe 5–10 calls a week to 40+ calls a week from Google. Tatiano built the whole thing — website, SEO, GBP — and it just works. The leads are better quality too, not tire-kickers."

R

Roberts Lock & Key

Locksmith, Albuquerque NM

"I was skeptical because I'd been burned by agencies before who talked a lot but didn't deliver. ROILevel was different — Tatiano told me exactly what he was going to do, did it, and the results were measurable."

F

Fish The Mechanic

Mobile mechanic platform, National

Tatiano Fishgrab