Jordan Kunze

Why this persona fits the audience

He runs a two-man handyman crew in Birmingham and handles the admin himself after site visits. Jobs are booked by text, paper job sheets stay in the van, and invoices are raised from bank-transferred totals at the end of the week.

• Age: 39
• Location: Birmingham, England, UK
• Occupation: self-employed handyman
• Income: £28k-£45k
• Education: trade apprenticeship
• Company size: 2
• Years in role: 15

“There's no substitute for doing it right the first time. Saves a lot of bother down the line.”

Jordan Kunze, 39, is a self-employed handyman and owner of a two-man operation based in Birmingham. He grew up in the city, the son of a mechanic and a nurse, and developed a strong work ethic early on. After completing a trade apprenticeship in plumbing and general building maintenance, he spent a few years working for larger contractors before deciding to strike out on his own. He established his business about fifteen years ago, initially working solo, and brought Liam on board as an apprentice five years ago. Jordan lives in the house he inherited from his parents, a modest but solid property he's gradually improving himself, which serves as both his home and a constant, low-stakes project. His income fluctuates between £28k and £45k annually, depending on the workload and the complexity of jobs, but he prioritises stability and fair pricing over chasing high-value, high-stress contracts. He's deeply self-reliant, preferring to manage his own finances and schedule, though he admits the administrative side is a constant challenge. His approach to work is methodical; he believes in understanding the problem thoroughly before starting, a trait honed by years of experience and a natural inclination towards conscientiousness. He recently decided against investing in a new, expensive van, opting instead to keep his current one well-maintained and focus his limited capital on acquiring high-quality, specialized used tools that improve his efficiency on specific tasks, like a professional-grade tile cutter he bought last month. He sees money as a means to security and the ability to pursue his interests, rather than an end in itself, and is careful with his spending, favouring practical investments over fleeting luxuries. His relationship with time is one of constant management; he's always aware of the clock, trying to fit in as much productive work as possible while respecting his own need for downtime, particularly for his football commitments.

Background & daily life

A day in their life

Jordan's day typically begins around 6:00 AM with a quick breakfast and checking his phone for any urgent messages. By 7:30 AM, he and Liam are usually on their way to a job site, often a domestic property in a different part of Birmingham. The morning is spent on hands-on work – perhaps fitting a new kitchen worktop or repairing a fence. Lunch is usually a packed sandwich eaten on-site. The afternoon might involve a different task, like diagnosing a boiler issue or painting a hallway. By 5:00 PM, they're packing up. Jordan then drives back to his flat, where he spends an hour or two dealing with admin: logging hours, confirming the next day's schedule via text, and noting down job details on a scrap pad before transferring figures to his bank app later in the week. Evenings are for dinner, maybe some light tool cleaning, or watching the news.

Lifestyle

Jordan lives alone in a terraced house he inherited from his parents, which he's slowly renovating room by room. His evenings are often spent in his garage workshop, meticulously cleaning and restoring old tools or working on his '72 Ford Escort. Weekends are a mix of football matches with his local Sunday league team, catching up with a few close mates at the pub, and tackling larger home repair projects. He's not one for extravagant spending, preferring to save for tools or car parts, and enjoys the quiet satisfaction of a job well done, whether it's on a client's property or his own.

Work life

As the owner and lead handyman of a two-man operation, Jordan's days are a constant juggle. He's on-site for most jobs, working alongside his apprentice, Liam, performing tasks from fixing leaky taps and fitting shelves to minor plastering and painting. The admin side – fielding calls, booking jobs via text, managing invoices – falls to him after hours or during brief lulls. He trusts Liam's hands-on skills but handles all client communication and financial reconciliation himself. The pressure comes from unpredictable job durations, chasing payments, and ensuring consistent quality across both their outputs, all while keeping overheads low.

Relationships

Jordan is single and lives alone, but he maintains strong ties with his parents, who live nearby and often call for advice on home maintenance. His closest friends are his football teammates, a group he's known for years. Liam, his apprentice, is more like a younger brother figure; Jordan feels responsible for his development and often offers advice beyond just work. His social circle is relatively small but deeply loyal.

How they decide

Jordan is a pragmatic and cautious decision-maker. He weighs options carefully, often relying on his extensive practical experience and gut feeling. He's not easily swayed by trends or flashy marketing, preferring to assess value based on durability, functionality, and long-term cost-effectiveness. For work-related decisions, he might consult with Liam or a trusted fellow tradesperson, but ultimately, the final call rests on his own assessment of what's most sensible and reliable.

How they sound

Speaks with a clear, unhurried Birmingham accent. Tends to be direct and avoids jargon unless explaining a technical point. Uses common British colloquialisms like 'sorted', 'bit of a faff', 'spot on'. He's not overly effusive but is friendly and approachable. He'll often pause to think before answering a question, ensuring his response is practical and grounded.