Mason Private Locating, LLC, knew there was more out there when it initially started doing business in three states in 2019.
The Indianapolis-based entity that helps contractors locate and deal with utility lines felt it was a national business, and its goals were to become just that.
But something was missing – until Mason discovered ServiceTitan, the cloud-based software for the trades. While readily acknowledging that Mason is not the “typical” business using ServiceTitan, it felt the software’s offerings were too good to pass up. Mason added ServiceTitan in January of 2025.
“(ServiceTitan) fully understands what we're trying to do, where we're trying to go, and we can see the benefits of that by the new elements that they're adding,” said Mason Private Locating Senior Vice President Mike Iadanza. “We quickly realized that once we got on ServiceTitan and added Pro Products that ServiceTitan was the perfect tool to help us scale.”
Three states eventually grew to 11, with a realistic goal of 20 in the next two or three years, Iadanza said. In a six-week period in August and September of 2025, Mason hired 17 new technicians to give it a total of 70.
The partnership didn’t happen quickly. It instead was forged through years of conversation between the two entities. Mason acknowledged it would not be the typical trade business—HVAC, plumbing, electrical, garage door, septic, water treatment—using ServiceTitan, but it strongly believed it could “fit in and be a great customer and a great partner and build our businesses together,” Iadanza said.
The lesson: The software can adapt, especially with a willing partner. And Iadanza used a nifty word that seemed to summarize the benefits of ServiceTitan to a complex business.
“(ServiceTitan) lets us be more nimble,” he said. “It lets us add on new markets in a very simple way.”
What Mason Private Locating does
Mason’s services include, but are not limited to, private utility locating (65% of underground utilities are privately owned), ground radar penetration, concrete scanning, utility mapping and robotic cameras. Industries it serves include engineering and design, environmental and construction.
“We have a large audience for construction, engineers, surveyors, anybody who digs or plans to dig below the surface in order to build something or to create something,” Iadanza said. “That's our market segment, and it's very wide.”
Iadanza focused on three key elements of ServiceTitan that help both Mason and its customers: operational support, simplicity of use, and the fact it is customer-focused.
“Although what we do is very simple in nature, it can get very muddied and very complicated,” Iadanza said. “We wanted a system that would be very easy to use, not only internally, but for our clients as well. They can call us anytime they want and we have a room full of great customer service reps to answer the phone, but we're finding out they'd rather click (via ServiceTitan). They'd rather schedule online, let us know when they want us to be there, and the types of services they want.
“It makes it much easier for us and for our clients, and that's a really good mix.”
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Pro Products streamline everything
Mason makes use of several of ServiceTitan’s Pro Products. Iadanza said Contact Center Pro helps its CSRs, and Scheduling Pro leads to excellent service with fewer telephone calls. ServiceTitan’s Customer Portal provides important data to customers, and helps ensure Mason is paid on time. And ServiceTitan provides an element to growth Mason had not focused on before: Easy access to adding Google reviews.
“Simplicity of use and automation (within ServiceTitan) make things lightyears easier,” Iadanza said. “That takes away the many steps and really allows you to go right to what needs to be done, with just a couple of clicks.”
All told, ServiceTitan brings important data to Mason, and allows the business to focus on the needs of each customer. Because of that, Iadanza called the software a “game changer.” A business that at first glance might not be the perfect fit for the software instead becomes the perfect example of how the software can help varying entities.
“ServiceTitan helps us understand our clients more and the personality of not only that company but of that contact,” Iadanza said. “Knowing that they want to continue to call us, we can market and sell to that person and partner.”
