The TradeMarke

In this special episode of The TradeMarke podcast, host Ismael Valdez delves into the groundbreaking innovation poised to transform the HVAC industry: Nuve, the cutting-edge thermostat set to redefine the way contractors engage with customers.   Valdez engages in an in-depth discussion about Nuve's imminent arrival in the market, exploring how this innovative technology promises not only to enhance comfort but also to revolutionize the contractor-customer relationship. Highlighting its features and functionalities, the episode illuminates how Nuve isn't just a thermostat—it's a game-changer.   Through insightful interviews and expert commentary, listeners gain valuable insights into how Nuve empowers contractors, offering them a competitive edge by enabling them to acquire and retain customers over the long term. By showcasing its user-friendly interface, energy-saving capabilities, and unparalleled performance, the episode underscores Nuve's potential to elevate the HVAC experience for both contractors and consumers alike.   Join Ismael Valdez and industry experts as they unravel the transformative impact of Nuve, unveiling how this innovative thermostat is poised to reshape the HVAC landscape and drive unparalleled success for contractors in the market.   Learn more about Nuve here: https://www.nuvehome.com/   https://thetrademarke.com/meet-nuve-your-new-secret-weapon-for-lead-generation/

Welcome to the very first episode of the Smart HVAC Marketing podcast! My name is Eric Thomas. I’m the president of Rival Digital and will be the host for this show. The goal of this podcast is to help residential HVAC contractors grow their business and stay ahead of the marketing curve by hearing from industry leaders. We will be interviewing business owners, operations specialists, territory managers for HVAC manufacturers, and more – offering real value and real perspective from real people in the industry. About Rival Digital Rival digital is a full-service digital marketing agency for residential HVAC contractors. That’s all we do. Our services include website design, online advertising, search engine optimization (SEO), and social media. When we started this company, we knew that we wanted to offer value in more ways to the industry other than just through our services. Which is why we decided to start this podcast.

In this episode of The TradeMarke Podcast, hosts Eric Thomas and Sarah Ghirardo sit down with Katie Donovan, Founder of CAMP Digital, for a deep, practical conversation about the real impact of AI on marketing, operations, and growth in the trades. Katie breaks through the noise surrounding AI and explains why “AI” has become one of the most misunderstood terms in business today. From operational AI and generative AI to ad performance, data ownership, and compliance, this episode explores what contractors should be paying attention to—and what could quietly put their businesses at risk. You’ll hear why AI is more than a shift and why it may be bigger than the invention of the internet itself. The discussion covers how search is evolving into a predictive, agent-driven experience, why “queryless search” is coming faster than most people realize, and how small and mid-sized contractors actually have an advantage in this moment if they’re willing to move. This episode also dives into: Why messy data leads to dangerous AI outputs How AI hallucinations and automation errors can create real liability What contractors must ask vendors about data ownership and compliance Why trust-but-verify is now a requirement, not a suggestion How AI agents will soon book jobs, schedule service, and make decisions on behalf of customers Why marketing, operations, and technology are converging faster than ever Most importantly, this conversation reframes AI as both an asset and a responsibility. If you’re a contractor, marketer, or business owner trying to understand how AI affects your marketing, your customer data, and the future of search, this episode will give you clarity without hype—and direction without fear.

What does it take to generate $18.5 million in residential sales in a single season? According to Dan Walrack, the founder of Go Beyond the Hustle, it isn’t about fancy tech or aggressive closing tactics—it’s about being a good human. In this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas sit down with Dan live at the Build It to Sell It conference. With 27 years of experience in the roofing industry, Dan shares his transition from the "blood, sweat, and tears" of door knocking to building a sustainable, high-growth career by leveraging his "village" and putting the homeowner first. In this episode, we discuss: The Evolution of Sales: Why it was actually harder to sell roofs 25 years ago despite today’s increased competition. The "Good Human" Philosophy: Why pursuing the homeowner’s best interest is the most profitable business strategy you can have. Career vs. Job Mindset: How to stop treating your sales role like a 9-to-5 and start building your personal brand within your company. The Power of Support: Dan discusses the importance of delegation and how virtual assistants (like SMA) can break the ceiling on your sales capacity. Modern Entitlement in the Trades: A candid look at how technology has changed the sales floor and what’s missing in the new generation of closers. Whether you're a roofing veteran or a technician looking to improve your conversion rates, Dan’s insights on "playing the long game" will change the way you look at your next service call.

Live from Build It to Sell It in Marco Island (formerly the Roofing Process Conference), Sarah Ghirardo and Eric Thomas unpack what it really takes to scale a home service business you can eventually exit. They dig into the true bottleneck to growth (spoiler: the owner), why buying more software rarely fixes anything, and how agencies and marketers are reacting to the “shift” happening in search as AI changes how customers discover contractors. From AEO and AI search visibility to the fundamentals that still win (brand, community presence, content that actually answers questions), this episode is a rapid-fire reminder that marketing can’t revolve around Google alone. The conversation wraps with a practical list of community-driven marketing ideas contractors can implement immediately, plus a challenge to rethink lead aggregators, referrals, and the long-term game of building a business worth buying. If you’re trying to grow, simplify, and build something that doesn’t depend on you for every decision, this one’s for you.

In this episode of The TradeMarke Podcast, we are joined by Aaron Cooper, Co-Founder and CEO of Sameday AI, for a deep dive into how AI is transforming call handling, booking rates, and revenue growth in the home services industry. Aaron shares the real story behind building Sameday after discovering his own company was missing 15–20% of inbound leads—and how that realization led to an AI sales agent that now answers millions of calls and books over 90% of qualified leads for HVAC, plumbing, and electrical businesses. The conversation covers why AI should multiply strong systems rather than replace people, how elite contractors are using AI CSRs and dispatchers to outperform traditional call centers, and why missed calls remain one of the most expensive leaks in a contractor’s marketing funnel. They also explore where AI is headed next in the trades—from autonomous follow-ups and collections to predictive dispatching—and why the contractors who “turn it on full-time” are seeing outsized growth. If you’re a home service business owner wondering whether AI is hype or a true competitive advantage, this episode delivers a grounded, operator-level perspective on what’s working right now—and what’s coming next.

The TradeMarke Podcast bridges the gap between the skilled trades and modern marketing. Hosted by Eric Thomas of Rival Digital and Sarah Ghirardo of Remarketable, this podcast is built for contractors, trade business owners, and marketing leaders who want to grow smarter, scale faster, and build lasting value. Each episode delivers real conversations with industry leaders across HVAC, plumbing, electrical, roofing, and home services. We dig into what actually drives growth in the trades, from systems and technology stacks to leadership, capital, branding, and demand generation. No fluff. No theory. Just proven strategies, real stories, and hard-earned lessons from the field. Whether you are building a local trade business, scaling past eight figures, or supporting the trades through marketing and technology, The TradeMarke Podcast gives you the insights you need to make better decisions and stronger moves. We are here for the big ideas, the everyday wins, and the people shaping the future of the trades.

In this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas sit down with Ismail Shahid, a 30-year plumbing veteran who has worked everywhere from historic New York brownstones to the mountains of Colorado and the neighborhoods of South Carolina. Ismail shares how he went from organizing parts in a shop to becoming a seasoned service plumber, why starting in the stockroom gave him a competitive edge, and a few unforgettable “learning experience” stories from the field. He breaks down what it really means to be a true service technician today: minimizing mistakes, adapting to constant change, and always putting the homeowner’s needs first. The conversation dives into: How mindset shapes a long-term career in the trades Why service quality has slipped in some areas and how to bring it back The tension between sales training and true technical training Adapting to new technology, tools, and even AI in home services Ismail’s passion for mentoring youth and building up the next generation of tradespeople Whether you are in the field, in the office, or leading a team, this episode will push you to rethink how you train, serve, and grow in the trades.

The Trademarke Podcast welcomes Ryan Chute of Wizard of Ads for a masterclass in trades marketing—from HVAC to plumbing and electrical. Hosts Sarah Ghirardo and Eric Thomas dig into why most contractors get stuck choosing between branding and lead gen, and how a three-part marketing mix (brand messaging, calls-to-action, and points of entry) outperforms click-chasing campaigns. Ryan explains the “paint the door orange” approach to stand out on search, why audio and frequency still move markets, and how to write campaignable messages that pass Broca the bouncer and live rent-free in Club Imagination. You’ll hear real-world riffs on ditching “$29 tune-ups” for offers people actually understand (hello, Noisy Door Special), adding branded chunks to improve non-branded PPC performance, and avoiding the doom loop by keeping 30%+ of spend on brand. We also touch on PPC fraud/bots, PMAX skepticism, and why radio + social mass media still win when your frequency is right. Perfect for owners, marketers, and GMs in home services, this episode gives you the language, levers, and frequency needed to build brand equity, lower CAC, and drive the second sale.

Step into The Trademarke Podcast with hosts Sarah Ghirardo and Eric Thomas as they interview Ryan Kiscaden about his self-published children’s books — The Water Came to a Stop and The Air Came to a Stop — and his mission to introduce plumbing and HVACR to young readers. They discuss the inspiration behind the books, surprising reactions from kids and parents, partnerships like ACCA, and how storytelling can change perceptions and support workforce development. Find the series at nextuptrades.com and on Amazon.

On this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas sit down with franchise matchmaker Adam Goldman to demystify modern franchising, especially in the home services world. Adam has spent 15+ years in the space, from owning an office-cleaning master franchise to placing candidates across 75 industries, with 60 to 70 percent in home services. You’ll learn what makes a strong franchise candidate, why business development and operational excellence are the twin superpowers, and how owners are thriving with semi-absentee models. Adam breaks down practical growth levers like BNI, referrals, canvassing, and digital channels, and explains the trend of stacking seasonal businesses (think mosquito control plus holiday lighting) to keep teams working year-round. He also tackles the biggest misconceptions: that franchises must be brick-and-mortar and seven figures, and that royalties are a sunk cost rather than a shortcut to proven systems. We close with Adam’s take on disclosure docs, avoiding conflicts across brands, and why the right playbook can buy back your time. Listen in, take notes, and check the show notes for Adam’s free consult links and his book, The Franchisee Lifestyle.

On this episode of The Trademarke Podcast, hosts Sarah Ghirardo and Eric Thomas sit down with Ryan Redding for a candid, practical playbook on scaling a home service company the right way. Fresh off a year that included his team joining forces with KickCharge Creative, Ryan shares what he is doing now, why frameworks like EOS help owners win back their time, and how to spot the three problems that stall growth: time traps, profit slippage, and revenue plateaus. You will learn how to identify personal, department, and company bottlenecks, why “manage up or manage out” creates healthier teams, and how to let go so your best people can lead. Ryan also talks through real owner tactics for protecting family time, setting outcomes instead of job titles, and building a business that is sellable and resilient.

Step into The TradeMarke with Sarah Ghirardo and Eric Thomas as they sit down with Brigham Dickinson of Power Selling Pros to explore the evolution of CSRs, technician training, and the impact of AI on trades marketing. Brigham shares real-world stories on improving call conversion, reducing callbacks, and turning CSRs into inside sales experts while emphasizing empathy, technical knowledge, and accountability. Learn why blending soft skills with technical understanding and leveraging technology — from call recording to AI — can increase sales, improve customer experience, and strengthen your business operations.

On this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas sit down with James Hatfield, Chief Revenue Officer at LiveSwitch, to explore how live video technology is reshaping the trades. James shares his journey from climbing ladders in the painting and power washing world to leading a global tech company powering live video for the NFL, the Super Bowl, and now thousands of home service businesses. He explains why speed to lead is the ultimate competitive advantage, how contractors can use live video to boost trust and conversions, and why the future of customer experience will come down to speed, transparency, and authentic connection. Whether you’re running an HVAC shop, managing a plumbing crew, or looking to stay ahead in the trades, this conversation delivers a powerful look at the tools and strategies that separate winners from the rest.

On this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas sit down with Kevin Thornton, VP & GM of Dealer Business Services at JB Warranties, to uncover how warranties are transforming the trades. Kevin shares how JB Warranties helps contractors increase revenue, build stronger customer relationships, and provide homeowners with true peace of mind. From HVAC and plumbing systems to electrical and water filtration, warranties aren’t just about protection—they’re about creating long-term trust and recurring revenue opportunities. You’ll also hear how JB Warranties’ JB360 integration with ServiceTitan streamlines warranty sales, claims, and renewals, giving contractors the tools to reduce admin time and focus on growth. Plus, Kevin highlights the importance of educating homeowners, offering tiered warranty options, and using technology to improve customer lifetime value. Whether you’re an HVAC, plumbing, or electrical contractor, this episode will give you actionable strategies to stand out from competitors, retain more customers, and unlock new revenue streams. Listen now to learn how warranties can become one of your most powerful business growth tools.

On this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas sit down with Rich Harshaw, founder of Level 10 Contractor and author of Unlocking Unlimited Lead Flow, to break down the exact strategies contractors need to win online. Rich shares proven insights from decades in the home services and remodeling industry—helping companies grow from $5 million to over $150 million in revenue. You’ll learn why most SEO agencies underperform, how to evaluate an SEO provider before hiring them, and the powerful “geo keyword pair” method for dominating local search results. Rich also dives deep into brand identity, storytelling, and how to integrate your unique message across every marketing channel—from websites to TV ads. Whether you’re an HVAC, plumbing, or remodeling business, this episode is packed with practical, real-world advice to help you rank higher, convert more leads, and create a brand your customers will remember.

In this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas sit down with Mike Zeppetello from Powerhouse Consulting Group to explore the role of data integrity, CRM strategy, and Marketing Pro in driving real growth for home service companies. Mike shares his journey from growing up in a family handyman business to leading marketing strategy at Powerhouse. He breaks down why trades businesses must stop seeing their CRM as a digital filing cabinet and start treating it like the central nervous system of their operations. Whether you're using ServiceTitan, Marketing Pro, or another CRM, you’ll learn: Why your data might be hurting your marketing more than helping How to build a data-driven culture across CSRs, techs, and comfort advisors The top campaigns to automate right now for retention and remarketing How to avoid bad customer experiences with misfired emails or SMS When (and why) to bring in experts like Powerhouse to optimize your setup If you're serious about scaling your HVAC, plumbing, or electrical business with smarter, more strategic marketing—this one’s for you.

In this episode of The TradeMarke Podcast, Sarah Ghirardo and Eric Thomas sit down with Marcus Piazzisi, founder and CEO of Viirl, to dig into the real-world strategies that drive results in home service marketing. From bootstrapping his agency with maxed-out credit cards to building a multi-million-dollar business, Marcus shares how Viirl became a major player by focusing on performance, not fluff. The conversation covers everything from local lead generation and agency selection to tech stacks, reporting transparency, and how AI is reshaping operations across the trades. Plus, they talk about the importance of nurturing existing customers, planning for the slow season while you're in the busy one, and why “proximity is success” when it comes to in-home service opportunities. If you’re a contractor, marketer, or agency pro in the trades, this episode will challenge how you think about marketing ROI, tech integration, and business strategy in today’s fast-moving climate.

In this episode of The TradeMarke Podcast, we’re joined by Ryan Englin, CEO of Core Matters, to explore his proven strategies for hiring better people and building stronger businesses. Ryan shares his Core Fit Hiring System, designed to attract top-tier applicants, reduce turnover, and create engaged, long-lasting teams. Learn how aligning hiring practices with your company’s core values can improve retention, enhance employee satisfaction, and drive business success. Whether you’re struggling with high turnover or looking to improve your hiring process, Ryan’s insights provide actionable steps to create a workforce that wins.

In this episode of The TradeMarke Podcast, Sarah Ghirardo sits down with Jenny Benbrook, co-founder of Powerhouse Consulting Group, for a deep dive into tech strategy for contractors. Jenny shares the origin story of Powerhouse, how they’ve scaled to a 30-person team, and the growing need for thoughtful tech implementation in the trades. From ServiceTitan to third-party tools, the conversation covers it all: how to reduce wasted spend, build a scalable tech stack, and align technology with your company’s growth goals. If you’ve ever felt overwhelmed by software options or unsure if you're getting your money’s worth from your tech investments, this is the episode for you. You’ll learn: Why contractors are spending more on tech but seeing lower margins The difference between tech support and strategic consulting How Powerhouse helps contractors build a custom roadmap for growth Whether you’re a one-truck shop or scaling past eight figures, this episode will help you rethink your relationship with technology — and grow smarter, not harder. Listen now and start turning your tech stack into your growth engine.