Most owners don't set a marketing budget. They pick a number that "feels okay" and hope it's enough to maximize their lead generation. In this episode, Mike explains a simple way to stop guessing and start using math to decide how much to invest in your marketing at every revenue stage. From chuck-in-a-truck under $1M to $20M+ operators, the strategy is different when you're entering the next level. He breaks your business into two gauges: Marketing RPM: the percentage of revenue you put back into marketing and advertising Revenue MPH: how fast you're moving in millions per year By the end, you'll know whether you're spending like you want to maintain, grow, or get truly aggressive, and whether that lines up with the end revenue goal you have in mind. Power Topics: Why 7%, 10%, and 13% are the three numbers you need to remember How "road conditions" (competition, economy, politics, seasonality) change how hard you need to push What marketing typically looks like at the 6 different revenue stages When "spend more" actually turns into waste, not growth Timestamps: 01:00 – Why flat marketing percentages don't tell the whole story 07:00 – Under $1M: chuck in a truck, rented leads, and early-stage priorities 11:00 – $1-3M: 5-7% vs 7-10% and why staying underfueled stalls growth 15:30 – $3-7M: building the machine & moving away from aggregators 20:00 – $7-10M: advanced SEO, heavy brand, and living in the right marketing zone 24:30 – $10-20M: saturation, efficiency, and when percentages can come down 27:30 – 20M+ companies: coasting, push years, and strategic expansion 31:00 – Homework: calculate your true marketing RPM & sanity check your goals Connect With Your Hosts Mike & Anthony Want to know more about strategy, ask questions on your KPIs, or connect one-on-one? Reach Mike Stiers on LinkedIn: https://www.linkedin.com/in/michaelstiers/ Reach Anthony Brown on LinkedIn: https://www.linkedin.com/in/anthony-brown-419009106/ Follow The Contractors' Edge Community on Facebook or LinkedIn for updates on marketing strategy, contractor-focused events, and more. https://www.linkedin.com/company/the-contractors-edge/ https://www.facebook.com/profile.php?id=61582854697608 Podcast Sponsored by: Greenbaum Stiers Strategic Marketing Group Helping home service contractors, non-profits, and local companies build stronger brands, maximize lead volume, and create a profitable business. Always data-driven, creative-centered, and strategy-focused. www.greenbaumstiers.com
In Episode 15, we sit down with Scott Llewellyn, Director of Business Development at Foundation Rescue Supply (FRS), who's on a mission to change the foundation repair space, as well as help contractors improve their in-home close rates. Scott has spent more than 20 years inside the foundation repair and waterproofing industry, holding roles across sales, production, marketing, and operations. In this conversation, he breaks down why most companies have a massive gap between the number one rep and everyone else, and how a repeatable in home sales presentation becomes a cheat code for closing more of the leads you already have. We also cover what makes FRS different, including contractor training, operational support, and their consignment program that helps companies keep product on site and improve cash flow! Episode Takeaways: Why the top rep and number two rep usually have a huge performance gap What a repeatable in home sales presentation fixes immediately How to standardize the message across your team without forcing a rigid script Why empathy is a measurable advantage in the home The FRS approach to contractor support beyond products How consignment works and why it is a major advantage for growing companies What Scott is building next with the sales platform and training resources Timestamps: 04:30 Scott's journey through basement systems and contractor operations 06:52 Lessons from outside in home sales and coming back to waterproofing 09:18 Why Scott joined FRS and the vision behind contractor support 13:43 What contractors ask for most 25:14 The FRS competitive advantage, training and consignment 27:28 Why the in-home sales platform was created 29:51 Improving the in-home conversation flow and close rate 39:30 Why the sales training gap exists between the top rep and the rest 41:52 How to get the cheat code for improving your close rates 46:38 2026 event plans and upcoming training topics Connect with Scott at Foundation Rescue Supply: www.foundationrescuesupply.com Learn more about the in home sales platform/cheat code and training resources. Use the Contact form and mention "sales platform demo" in the notes. Follow The Contractors' Edge Community on Facebook or LinkedIn for updates on marketing strategy, contractor-focused events, and more. https://www.linkedin.com/company/the-contractors-edge/ https://www.facebook.com/profile.php?id=61582854697608 www.yourcontractorsedge.com Connect With Your Hosts Mike & Anthony Want to know more about strategy, ask questions on your KPIs, or connect one-on-one? Reach Mike Stiers on LinkedIn: https://www.linkedin.com/in/michaelstiers/ Reach Anthony Brown on LinkedIn: https://www.linkedin.com/in/anthony-brown-419009106/ Podcast Sponsored by: Greenbaum Stiers Strategic Marketing Group Helping home service contractors, non-profits, and local companies build stronger brands, maximize lead volume, and create a profitable business. Always data-driven, creative-centered, and strategy-focused. www.greenbaumstiers.com
What if your revenue wasn't stalling due to bad marketing? What if it's about what happens after the phone rings. In Part 2 of this Contractors' Edge episode, Mike Stiers and Anthony Brown dig into the real money leaks they often find in home service businesses: Missed calls and slow follow-up Business hours that don't match how homeowners actually live Weak nurturing and almost zero rehash Sales reps with no system, no presentation, and no proof assets "Bid rate" as the silent killer in your sales funnel Awkward or non-existent financing conversations KPI blindness, owner bottlenecks, and weak budgeting This is the breakdown of what they saw over and over this year both with clients and in rooms full of contractors, plus how to fix it before you roll into 2026. If you listened to Part 1 (branding, website, SEO, social, local profiles), this is the other half of the picture: lead handling, sales, and operations. If you haven't listened to Part 1 yet, queue it up next – but don't skip this one. Timestamps: 03:30 – Answer rate vs lead problem: why 3 minutes or less matters 05:30 – Business hours mistakes (you're not a bank) + peak call windows contractors ignore 09:10 – Extending "hours" with AI/voice assist tools and 24/7 perception 12:00 – Nurturing and rehash: why one touch isn't enough in 2025 15:10 – Call, text, email: building real contact sequences and drip logic 18:40 – Sales process: system vs "hope" and why you can't rely on unicorn sales reps 22:30 – In-home sales presentations: structure, proof assets, and FRS intranet project 26:45 – Bid rate: the silent killer (why 85–90% is the bar) 35:00 – Follow-up and cancellations: how lack of follow-up costs jobs you already sold 37:30 – Financing mindset: why contractors treat it like a funeral (and how to flip it) 42:00 – Turning a $15,000 project into a $250/month solution (without feeling slimy) 49:30 – How financing increases close rate and average ticket size 56:30 – Core KPIs: ROAS, CPL, raw leads, set rate, run rate, bid rate, avg sale, etc. 1:03:00 – Owner bottlenecking: when the business can't scale past one person's capacity 1:12:00 – Budgeting failures: realistic marketing % for maintain vs grow vs dominate 1:17:00 – Why bragging about "spending almost nothing" is actually falling behind 1:20:00 – Pro Tip of the Week: market conditions, consumer sentiment, weather, and competition 1:29:00 – Outro: how to work with Greenbaum Stiers + where to listen/subscribe Sponsored by Greenbaum Stiers Strategic Marketing Group Helping home service contractors, non-profits, and local companies build stronger brands and create a more profitable business. Always data-driven, creative-led, and strategy-focused. www.greenbaumstiers.com Connect with Hosts Mike & Anthony on LinkedIn Want to go deeper, ask questions, or connect one-on-one? Reach Mike Stiers on LinkedIn: https://www.linkedin.com/in/michaelstiers/ Reach Anthony Brown on LinkedIn: https://www.linkedin.com/in/anthony-brown-419009106/ Follow The Contractors' Edge Community on Facebook or LinkedIn for updates on marketing strategy, contractor-focused events, and more. https://www.linkedin.com/company/the-contractors-edge/ https://www.facebook.com/profile.php?id=61582854697608
Most contractors aren't struggling because they're doing everything wrong. They're struggling because they're doing a few critical things wrong over and over, without realizing it. In this episode of The Contractors' Edge, Mike Stiers and Anthony Brown discuss the top marketing and operations mistakes they hear repeatedly from contractors both in their everyday workflow, and in person. You'll hear why some contractors are quietly winning in the same markets where others feel stuck, and how much of that comes down to: Brand identity and consistency (yes, your "2015 logo" is a problem) Social content that actually moves the needle vs. posts that make you look inactive Website failures that cost you booked jobs SEO misunderstandings in the new AI + search landscape Local business profiles (Google, Apple Maps, Bing Places) that are either working for you or silently working against you Conversion rate killers, access issues, and business "hostage" scenarios with the wrong companies. Part 1 focuses on your brand, social, website, SEO, and local profiles, the foundation of all your marketing. Part 2 (dropping next) dives into lead management, missed calls, business hours that cost you money, rehash, in-home sales, and operational KPIs. If you want 2026 to be more predictable and less reactive, this episode will show you where you're leaking potential, and what to do about it. Timestamps (Part 1)03:20 – What contractors took away from the FRS Voices Of The Industry Event (and why you're not alone in your challenges) 06:10 – Edge of the Week: How to use local business profiles (Google, Apple Maps, Bing Places) 11:45 – Reviews, Q&A, and activity: getting 30–40% of leads from your listings 16:40 – Brand identity mistakes: outdated logos, inconsistent visuals, and missing story 22:30 – Why consistent branding can increase revenue by 23% 24:55 – Social media mistakes: inconsistency, old photos, bad before/afters, weak storytelling 34:45 – Website failures: slow sites, outdated builds, non-mobile-friendly layouts 41:05 – SEO misunderstandings: traffic vs. demand, visibility, and how AI search is changing the game 45:10 – Backlinks, local signals, and being the chosen authority in AI-driven answers Sponsored by Greenbaum Stiers Strategic Marketing Group Helping home service contractors, non-profits, and local companies build stronger brands and create a more profitable business. Always data-driven, creative-led, and strategy-focused. Connect with Hosts Mike & Anthony on LinkedIn Want to go deeper, ask questions, or connect one-on-one? Reach Mike Stiers on LinkedIn Reach Anthony Brown on LinkedIn Follow The Contractors' Edge Community on Facebook or LinkedIn for updates on marketing strategy, contractor focused events, and more.
If you're a contractor heading into 2026 still "trying a little of everything" with your marketing, this episode is your wake-up call to create an intentional growth strategy. Mike Stiers and Anthony Brown share what's actually working right now for home service and home improvement companies from real-time experience, and how the smartest contractors are turning that into predictable leads, booked inspections, and profitable growth. In this episode, you'll hear: Why Google should still be your control channel (LSA, Search, PMax, YouTube): and how to keep Google's "helpful" recommendations from wrecking your intent How to protect yourself from Meta spam leads while still using Facebook/Instagram as a low-cost volume and branding machine Why Microsoft Ads quietly produce some of the highest-intent leads from older homeowners, bank/government employees, and people your competitors aren't reaching How TV + CTV/OTT still punch above their weight for contractors doing $3M+, and why your message matters more than your placement The simple KPI scoreboard (set rate, run rate, close rate, CPL, CPS, ROAS) that tells you if you have a marketing problem, a call center problem, or a sales problem. Why speed to lead and CSR quality will move your revenue more than most "optimizations" in your ad account Then in the Edge of the Week, they dig into AI browsing and agentic search (Google AI mode, AI summaries, ChatGPT's Atlas browser), and why PR, awards, and clean local signals suddenly matter more than ever. If you've ever said, "All my leads are spam," "TV doesn't work anymore," or "We just need more leads," this episode is going to challenge how you're looking at the entire funnel. Learn more about our strategy at: www.yourcontractorsedge.com Plug in your numbers using our KPI Calculator: https://www.greenbaumstiers.com/home-services-industry-kpi-calculator/ Connect with your hosts: Mike Stiers: https://www.linkedin.com/in/michaelstiers/ Anthony Brown: https://www.linkedin.com/in/anthony-brown-419009106/ Podcast Sponsored by Greenbaum Stiers Strategic Marketing Company: Creative, Data-Driven Marketing and Business Solutions For Contractors Who Want to Dominate Their Market. Timestamps 02:13 – Edge of the Week: AI browsing & AI summaries 04:28 – What AI actually pulls into summaries (sentiment, signals, authority) 06:49 – From keywords to conversations and voice: how search behavior is changing 09:15 – Agentic browsers (Atlas, Comet): AI as your "assistant" filling forms & scheduling 11:35 – One bad review in an AI summary & why authority signals (awards/PR) matter 13:52 – What's working now: Google as the control channel for contractors 21:03 – Getting more from Local Services Ads (disputes, booked toggles, feedback loops) 23:21 – Channel #2: Meta - branding, reach, and the rise of spam leads 33:00 – Channel #3: TV & CTV/OTT, when contractors should get on screen 37:48 – When your message is right: appointment set rate, cancellations, and close rate improve 40:05 – Channel #4: Microsoft Ads, older demos, bank/gov employees, "hidden" market share 49:24 – First-party data & revenue feedback back into Google/Microsoft for better optimization 56:32 – Why CSRs are your sluice box for "gold" (and how bad phones bleed revenue) 01:01:05 – Diversifying your mix: Google, Meta, TV, Microsoft, email, offline, and tracking it all 01:03:28 – Building a weekly KPI scoreboard: CPL, CPS, set/run/close, ROAS 01:05:56 – Pro Tip of the Week: Plan 2026 now with clear targets and pass/fail signals
If your 2026 marketing plan starts with a random budget number, you're doing it backwards. In this episode, Mike Stiers and Anthony Brown show contractors how to plan growth by working backward from your sales goal using your KPIs, then turning those numbers into a realistic marketing budget, operations targets, and weekly accountability. What you'll learn The "lead to dollar" machine: the only numbers that matter (leads, set, run, close, revenue) How to use your 2025 actuals to set a real 2026 plan Marketing % guardrails: 7% maintain • 10% grow • 13%+ dominate Why cost per lead rises as you scale, and which levers can help offset it "Edge of the Week": AI tools that book more after-hours calls without adding headcount Rehash & database marketing: turn old estimates into Q1 revenue (we have a brand new 2026 solution for this Weekly scoreboards that coach (not just punish) 00:00 Start with sales goal, work backward 01:12 Edge of the Week: AI lead management (after-hours & overflow) 05:18 Your business is a lead-to-dollar machine 08:10 The 5 must-track KPIs (lead, set, run, close, revenue) 11:45 True cost per lead (all sources ÷ all leads) 13:20 Marketing guardrails: 7% / 10% / 13%+ 17:05 Forecast reality, not fantasy (10% / 20% / 30% growth scenarios) 21:30 Efficiency shifts as you scale (what actually changes) 25:02 KPI Calculator: turn data into targets 28:40 Operations discipline: answer rate, speed-to-lead, confirmations 33:10 Sales consistency > charisma (visuals, options, financing) 39:05 Rehash & database marketing that closes 43:22 Weekly scoreboards: accountability + coaching Pro Tip: Don't build 2026 on hope, build it on math. Run your actual numbers through the KPI Calculator and choose your lever: invest more, convert better, or adjust the goal. Free Home Services KPI Calculator: https://www.greenbaumstiers.com/home-services-industry-kpi-calculator/ Example 2025 Business Recap + 2026 Marketing Plan: https://www.greenbaumstiers.com/marketing-tips/2025-recap-and-2026-strategic-plan-for-home-service-contractors/ Connect With Your Hosts: Mike Stiers & Anthony Brown Podcast sponsored by: Greenbaum Stiers Strategic MarketingCreative, Data-Driven Marketing and Business Solutions For Contractors Who Want to Dominate Their Market.
Are your "sales managers" actually coaching? Or just policing KPIs? In this episode, Mike sits down with long-time friend, and home-service veteran Ed Meyer (Executive Director, NFRA; 25+ yrs leading and coaching sales teams nationwide), to unpack the critical difference between sales managers and coaches, and why most companies burn out reps by forcing one person to do both. You'll hear how to split responsibilities without blowing up payroll, where AI call-analysis tools like Rilla or Ciro help (and hurt), and a step-by-step exercise you can use to level up your team this week. Contractor Pro Tip During your next sales meeting, try printing two copies of a recent proposal/job card. On copy A (Manager), mark KPI gaps: price integrity, full scope quoted, follow-ups. On copy B (Coach), mark skill gaps: discovery questions missed, value story, urgency proof. Coach the skill, then re-check the KPI next week. Timestamps: 02:10 Manager vs Coach - clean definitions 08:30 Traits of great managers vs great coaches 14:45 Why culture breaks when one person does both 20:40 AI as coaching "game film", how to use the data right 28:10 Case study: raising average sale + close rate 36:30 Owner priorities, time, and outsourcing options 44:15 When to invest by company size/goal 51:00 The one-sentence framework leaders can post tomorrow 55:10 How to start implementing changes in just 30 days 58:00 Pro Tip of the week Meet us in Indy - Nov 11-13th! We'll be at FRS Voices of the Industry (Indianapolis), come say hi, swap KPI benchmarks, and talk marketing systems. Tickets are FREE, and open to all positions in the home service industry. Register at: https://www.foundationrescuesupply.com/events/alpharetta-event-september-11-2025-2 Connect with Mike, Ed, or Anthony for more on business strategy, marketing, and sales coaching techniques. Ed Meyer Linkedin Edwardmeyerassist@gmail.com Phone: (220) 203-4253 Mike Stiers, President of Greenbaum Stiers, Linkedin Anthony Brown, Senior Business Growth Strategist of Greenbaum Stiers, Linkedin BONUS TOOL! With the help of our team at Greenbaum Stiers Strategic Marketing Company, we've put together a home service company KPI calculator. This is built for contractors and business owners in any home service niche. Check your numbers and pull in the reins on your business strategy here: https://www.greenbaumstiers.com/home-services-industry-kpi-calculator/ Podcast Sponsored by: Greenbaum Stiers Strategic Marketing Home service-based marketing and business experts that help contractors dominate their niche. Always results-driven and strategy-focused. www.greenbaumstiers.com
In this episode of The Contractors' Edge, hosts Mike Stiers and Anthony Brown take you behind the scenes at the Basement Health Association (BHA) National Conference in Chicago, IL, one of the larger events dedicated to foundation repair, waterproofing, and crawl space contractors. Get real, on-the-ground conversations with industry leaders and vendors shaping the future of the trade, from CRMs that streamline operations, to innovative mold remediation systems and connected smart-home products for moisture control. You'll hear from: Contractor Accelerator on automation, open API integrations, and how CRMs drive revenue visibility. Foundation Rescue Supply (FRS) on improving sales processes and cash flow with consignment programs. DOT Cleaner on high-margin mold remediation solutions that add 30-40% profit. Aprilaire on Wi-Fi-connected dehumidifiers and water sensors revolutionizing home IAQ. Your Crawl Space on moisture-wicking liners, vapor barriers, and encapsulation training. Contractors in the field on what they're learning, applying, and how events like BHA transform their business mindset. Contractor Edge of the Week: Google is steering users into full AI Mode, and ads now show inside that experience. Eligibility favors AI Max campaigns, so work with your in-house team or agency to test intent-rich structures (SKAGs to themes), expand assets, and map Q&A-style prompts to bottom-funnel queries. If you're only running "classic" search, you'll miss impressions inside AI Mode. Bonus Insight (later in episode): Stop trying to do it all yourself, and delegate recruiting/ops so you can focus on revenue-driving KPIs. Business Growth Tip: Join us live and register for Voices of the Industry, hosted by Foundation Rescue Supply! A free, hands-on event for foundation and waterproofing leaders. 👉 foundationrescuesupply.com/events Timestamps 00:00 - Intro: What To Expect From The BHA Coverage 00:36 - Edge of the Week: Google AI Ads + Why Contractors Need AI Max Campaigns 02:29 - Contractor Accelerator: Streamlining Operations + CRM Integrations 09:41 - Foundation Rescue Supply: Consignment Programs + Indy Event Announcement 12:23 - DOT Cleaner: Mold Remediation Profitability & Training 19:19 - Aprilaire: Wi-Fi Dehumidifiers, Water Sensors, and Contractor Tools 23:19 - Contractor Interview: Lessons from BHA + Networking Insights 25:27 - Healthy Home Foundation Repair: Working With Greenbaum Stiers 28:07 - Advice For Contractors: Why Attending Industry Events Matters 28:22 - Your Crawl Space: Innovative Liners + Encapsulation Training 31:27 - Anthony's Edge of the Week: Stop Doing It Yourself and Delegate for Growth 32:46 - Closing + Pro Tip: Register for Voices of the Industry Event Connect with us on Linkedin: Host: Mike Stiers Co-Host: Anthony Brown Sponsored by Greenbaum Stiers Strategic Marketing Group Home service based marketing and business experts that help contractors dominate their niche. Always results-driven and strategy-focused. Audit Your Marketing For 2026
In Episode 8 of The Contractors' Edge, Mike Stiers and Anthony Brown tackle two topics contractors can't afford to ignore... Attribution confusion and thier lead pipeline. Want to know the real reason leads drop when you "optimize" your ad mix? Most teams are making decisions from last-click reports, customer anecdotes, or edited CRM sources, and end up cutting the channels that actually create demand. Mike and Anthony explain attribution traps (recency bias, cross-device, brand search cannibalization), and give you a practical framework for measuring lead generation without compromising your pipeline. Edge of the Week: Google Business Profile updates that can help, or quietly hurt, your lead flow. New WhatsApp messaging, "story" reviews, and Google bots auto-editing your profile… Including your business name. We walk through exactly what to check and how to fix it. Top Takeaways: How to protect your Google Business Profile from auto-edits (including name changes) Why last-click reports over-credit GBP/Google Ads, and under-credit TV, trucks, yard signs, and social A simple "Originator - Connector - Closer" model to read multi-touch journeys The two-source CSR script that captures both tracking + customer-stated origin (without polluting data) When (and how) to reallocate vs. when to hold your ground Speed-to-lead reality: how response time wrecks ROI across every channel Timestamps: 00:40 – Edge of the Week: Why GBP needs weekly attention 06:50 – Main Segment: The quiet killer, attribution confusion 09:07 – Why last-click skews budgets (and kills demand) 11:27 – Customer anecdotes vs. tracking data (and why both can mislead) 13:48 – Overwriting CRM sources = polluted dashboards 16:05 – Branding & recency bias: why customers "remember" the last touch 18:32 – Competitor-driven demand & "channel blur" (real-world effects) 20:59 – Brand search cannibalization & cross-device realities 23:18 – How to read "Direct" and "Unknown" correctly 25:47 – Example journey: TV → Google search → GBP call (who gets credit?) 28:07 – Budget guardrails: avoid becoming a one-source business 30:33 – The two-source system: tracking-source + customer-stated source 32:18 – Originator / Connector / Closer model for clean reporting 34:32 – When to hold vs. when to reallocate (trend windows) 36:49 – Meta leads: why speed-to-lead determines ROI 39:00 – Ops accountability: answer rates, call backs, form response time 41:20 – Seasonality, platform flux, and economic noise: don't knee-jerk 45:51 – Pro Tip: Quarterly strategy check, exact metrics to review Contractor Tip of the Week: Don't wait for things to go off the rails. Run a quarterly strategy review: pacing vs. revenue goals, spend by channel, lead to appt conversion, cancels, average ticket, close rate, and set your 2026 plan now so next year runs smooth. If your lead flow has been "mysteriously" volatile, this episode will save you money, and give you a clear direction for moving forward. EVALUATE YOUR BUSINESS KPIS with our home service industry calculator built specifically for contractors. https://www.greenbaumstiers.com/home-services-industry-kpi-calculator/ Meet your hosts: President, Mike Stiers: LinkedIn Senior Business Growth Strategist, Anthony Brown: LinkedIn Sponsored by: Greenbaum Stiers Strategic Marketing Group Home service based marketing and business experts that help contractors dominate their niche. Always results-driven and strategy-focused. www.greenbaumstiers.com
In Episode 7 of The Contractors' Edge, hosts Mike Stiers and Anthony Brown sit down with Christian Olson, Director at Footprint Capital, to tackle one of the most critical (and often misunderstood) topics in the home service industry: selling your business. From preparing for private equity to building a leadership team that adds real value, Christian breaks down the exit strategy every contractor should understand. Whether you're years away from selling or just starting to think about your long-term future. This episode goes deep into the nuances of choosing the right buyer, protecting your brand identity, and maximizing business value through preparation, culture, and trusted advisors. If you want to grow today while planning for tomorrow, this conversation is essential listening. Key Takeaways: Private equity can be a game changer if approached correctly Planning for an exit should start from day one Understanding the different types of private equity is crucial Company culture significantly impacts valuation Building a strong leadership team drives long-term value Brand identity plays a critical role in any sale Choosing the right buyer determines the success of your exit "Time kills deals" — why time management is key in negotiations Preparation maximizes business value when it matters most Trusted advisors can streamline the selling process and protect your legacy Timestamps 00:00 – Navigating the landscape of selling a business 06:55 – Understanding private equity and its implications 13:48 – Preparing for an exit strategy 21:05 – Building a leadership team for value 27:06 – Brand identity and transitioning ownership 32:55 – The importance of brand identity 38:35 – Navigating the sale process 44:45 – Understanding buyer relationships 50:56 – The role of EBITDA in valuation 57:09 – Leveraging Other People's Money (OPM) Connect with your hosts: President, Mike Stiers: LinkedIn Senior Business Growth Strategist, Anthony Brown: LinkedIn Guest: Christian Olson – Director at FootPrint Capital: LinkedIn 🎙️ Sponsored by: Greenbaum Stiers Strategic Marketing Group Partnership-based marketing and strategy for contractors who want to dominate their niche. Always results-driven and strategy-focused. www.greenbaumstiers.com
In Episode 6 of The Contractors' Edge, hosts Mike Stiers and Anthony Brown sit down with Ron Greenbaum, The Basement Doctor, to unpack his journey from rock band manager to one of the most recognized names in the home service industry. Ron dives deep into the lessons learned from scaling multiple businesses, building a nationally recognized brand, motivating teams with pay-for-performance, preparing for private equity, and ultimately creating a lasting legacy. Ron's Pro Tip: Tie your sales, marketing, and operations data together now, not later, so your company becomes a predictable, profitable machine. This episode is packed with actionable advice for contractors who want to scale smart, build a powerful brand, and eventually sell their company for maximum value. Important Key Topics + Timestamps: 01:00 – Edge of the Week: Quarterly re-engagement campaigns to revive old leads 04:30 – Segmenting buckets & tailoring seasonal offers for higher conversions 09:00 – Ron's origin story: from music industry to waterproofing 12:00 – How The Basement Doctor name was created 14:00 – Building a successful long-term business partnership 17:00 – Scaling too fast: lessons from early expansion mistakes 20:00 – The role of systems & early digital marketing in growth 23:00 – Maintaining profitability in competitive markets 26:00 – Diversification during downturns & product innovation (carbon fiber, structural solutions) 29:00 – Scaling lever most owners overlook: existing customers & referrals 32:00 – Controlled growth vs. chasing volume 35:00 – Building leadership teams & hiring criteria for success 38:00 – Creating culture & employee retention strategies 41:00 – Spotting future leaders & training them to succeed 44:00 – Branding lessons: becoming a face of the company 47:00 – Media strategy: commercials, testimonials & visual trust 51:00 – Tracking KPIs & lead sources with discipline 54:00 – Marketing investments with the biggest payoff (TV & visual media) 58:00 – Books & Ron-isms: Brand Face and 30 Things I Believe 62:00 – Feedback, conflict resolution & customer accountability 66:00 – Mentally preparing for the exit & private equity sale 70:00 – Getting the business ready: CFO audits & quality of earnings 74:00 – Negotiating the sale & why Ron chose not to stay afterward 78:00 – Life after selling: philanthropy, consulting, and legacy Contractor Edge of the Week: Learn how to unlock hidden revenue inside your CRM with a quarterly re-engagement campaign. This is a cost-free strategy that wakes up old leads and past customers to generate booked jobs without a single new lead source. 👥 Connect with your hosts: President, Mike Stiers: https://www.linkedin.com/in/michaelstiers/ Senior Business Growth Strategist, Anthony Brown: https://www.linkedin.com/in/anthony-brown-419009106/ Guest: Ron Greenbaum - www.RonGreenbaum.com https://www.linkedin.com/in/ron-r-greenbaum-0075ba175/ Sponsored by: Greenbaum Stiers Strategic Marketing Group The home service marketing experts that act as your internal CMO to help contractors dominate their niche. Always results-driven and strategy-focused. www.greenbaumstiers.com
In Episode 5 of The Contractors' Edge, Mike Stiers and Anthony Brown delve into specific sales KPI's that can make or break your home service business. If you're generating leads but struggling to convert them into consistent, high-ticket sales, this episode gives you the benchmarks, tools, and tactics to level up your entire sales process, from that first touch to final invoice. Learn how to track the metrics that matter, where revenue is most often lost, and how to improve close rates without spending more. Whether you're an owner, manager, or rep, this one is packed with strategies you can implement immediately. Key Takeaways: Bid rate (Target: 90%): Don't waste windshield time, quote every qualified opportunity. Close rate (Target: 30%): One-call close techniques, scripting, and urgency matter. Financing options: Why contractors must lean into financing to close bigger jobs. Gross margin protection: Discounts should never eat into your bottom line. Ride-along tech (Rilla, Ciro, SalesAsk): AI-driven sales coaching for faster improvement and higher conversion rates. Follow-up & Rehash: A structured 90-day system that recovers unsold proposals and adds tens of thousands in revenue. Good-Better-Best estimates: Why offering tiered options increases closing ratios. Math-in-Motion Breakdown: 100 leads → $230K revenue explained step-by-step. Pro Tip: A 2% increase in your close rate and average ticket can add $14,800/month in revenue without a single extra lead. Timestamps: 01:00 – Recap of Marketing & Call Center KPIs (Episodes 3 & 4) 05:10 – Edge of the Week: Ride-along tools for sales visibility 09:00 – AI-enhanced coaching: Rilla, Ciro, SalesAsk breakdown 16:00 – Main Dish: The KPIs your sales team must track 16:11 – Bid Rate: Targeting 90% quotes per appointment 20:59 – Close Rate: Why 30% is the gold standard 25:45 – KPIs working together: Sales rep gaming & red/yellow/green system 28:00 – Financing: The power of affordability in closing 34:50 – Cancellation Rate: Keeping it under 5% 39:35 – Gross Margin: Protecting profit, controlling discounts 41:50 – Sales Rep Best Practices: Appearance, courtesy, & trust 58:10 – Inspection Tools & Visuals: Using new tech like TrueCast.io 67:31 – Asking for the Close: Objection-handling & urgency bonuses 69:58 – Follow-Up Cadence: Text, email, postcard, CTV & more 74:43 – Long Sales Cycles: High ticket = high touch 77:05 – Math in Motion: Breaking down 100 leads into ROI 81:40 – The Power of 2%: Small wins = big gains 86:15 – Full rehash program breakdown: Cadence, ROI, and KPI goals 👥 Connect with your hosts: President, Mike Stiers: LinkedIn Senior Business Growth Strategist, Anthony Brown: LinkedIn Sponsored by: Greenbaum Stiers Strategic Marketing Group Partnership-based marketing for Contractors that want to dominate thier niche. Always results-driven and strategy-focused. Subscribe, follow, and rate the show so we can continue to bring you actionable tips, tools, and tactics for growing your home service business.
In Episode 4 of The Contractors' Edge, Mike Stiers and Anthony Brown shift the spotlight to call center KPIs: an essential part of your marketing machine that too many contractors overlook. If you're running a home service business and rely on leads from your own ecosystem, this episode is a game changer. Learn what call center metrics really matter, where your revenue could be leaking, and how to build systems that secure more leads and sales without increasing spend. We break it all down with real-world numbers and pro tips you can apply right away. Key Takeaways: Speed-to-lead: Why responding within 5 minutes dramatically improves lead contact and win-rate. Missed call rate: Every unpicked call is like throwing away a paid lead. Appointment set rate: Best-in-class call centers consistently set 90% of verifiable leads. Appointment run rate: Aim for 95% of scheduled appointments actually showing up. Call quality score: Establish standards for great calls and coach your team accordingly. Common barriers: Long greetings, confusing prompts, form overload,these actively turn customers away. Revenue recovery potential: Simple analysis using missed call data shows how much opportunity you're missing. Pro tip: A 2% improvement in set or run rate often nets serious impact, without spending more. Missed Calls = Missed Revenue and How We Solve The Million Dollar Problem: https://www.greenbaumstiers.com/marketing-tips/missed-calls-missed-revenue-the-million-dollar-problem-and-how-we-help-fix-it/ Time Stamps: 00:00 – Why the call center deserves its own spotlight 02:00 – Edge of the Week: Speed‑to‑lead and why timing matters 04:57 – What makes fast response so powerful for Meta and Google leads 07:22 – HVAC urgency case study and real-lead response scenarios 12:06 – Appointment set rate: Why 90% is possible, and necessary. 14:34 – How aggregator leads affect set rates vs. owning your ecosystem 16:59 – Appointment run-rate & 5% buffer 23:10 – Barriers that drive prospects away: greetings, tree menus, long forms, jargon 44:37 – Lead form barriers and how to simplify conversions 47:01 – Real-world scenario: Missing 3 calls/day = $15k/month ad waste = $90k revenue lost 49:27 – Pro tip launch: Reclaim lost revenue without added spend 51:40 – Defining staffing and system SOPs for reliable call coverage 58:52 – CSR call handling time & capacity planning 01:01:06 – Setting up a follow‑up cadence: call, text, and email 01:13:01 – Why small KPI improvements matter: 2% shifts = thousands in revenue 01:17:45 – Your KPI roadmap: metrics drive measurable growth 01:22:30 – Real stakes: Setting benchmarks, coaching, call center culture Connect with your hosts! Mike Stiers: https://www.linkedin.com/in/michaelstiers/ Anthony Brown: https://www.linkedin.com/in/anthony-brown-419009106/ Sponsored by: Greenbaum Stiers Strategic Marketing Group Partnership-based marketing with a results-driven approach. Subscribe, follow, and rate so we can continue to bring you actionable tips, tools, and tactics for growing your home service business.
In Episode 1, you'll learn how Mike Stiers and Anthony Brown built a no-fluff, results-first agency for home service pros and why they launched Contractors' Edge to give business owners the unfair advantage they've been missing. Mike and Anthony come from two completely different paths: one from inside the foundation repair trenches, the other from high-level strategy and operations. Together, they've helped grow companies from a few trucks and a dream to $10M+ in revenue. In this first episode, they break down: Why most marketing advice fails contractors What separates companies that scale from those that stall How brand trust can raise your close rates and your property value Why tracking and delegation are no longer optional. They're survival skills How Google's recent AI announcements are reshaping search, ads, and Local Service strategies This show isn't about theory. It's about real conversations, real tools, and real growth. If your lead flow feels fragile, your systems feel outdated, or your weekends are stolen by marketing headaches, this is the episode that will help kickstart a much needed change. Hit subscribe, rate the show, and let's go to work. #ContractorsEdge #HomeServiceMarketing #LeadGenerationTips #ContractorPodcast #FoundationRepairMarketing #MarketingForContractors #LSAads #PerformanceMarketing #ContractorGrowth #HomeServiceBusiness
In this episode, Mike and Anthony break down the 9 essential KPIs that tell you exactly where your marketing and sales efforts are winning, and where you're losing profit. If you're a home service business owner who wants to invest smarter and stop wasting money, this one's a must-watch. Tune in to learn: How to calculate your cost per lead, appointment, sale, and other defining KPIs. What a 10% marketing budget actually gets you, and when to spend more How we helped one contractor hit 61% YOY growth with under 5% marketing spend. Real-world ROAS benchmarks and how to get a 10X return Why call centers are the secret weapon (and biggest failure point of some companies) Pro tip: We'll also show you the steps to reverse-engineer your marketing budget from your revenue goals... Calculate Your Current Marketing ROI: https://www.greenbaumstiers.com/marketing-tips/marketing-roi-calculator/ Episode Timestamps: 1:15 – Edge of the Week: Is Your Branding Building Trust or Doubt? 4:42 – Why bad branding kills CPL and close rate 8:36 – Eight essential KPIs every contractor should track 10:45 – CPL, CPS, CPA, ROAS explained 15:55 – Real benchmark KPIs in foundation repair 18:30 – $300K/month goal walk-through (with math) 24:40 – What ROAS vs. Marketing % really tells you 34:42 – Why aggregators give you fake ROI 38:22 – Call centers: the biggest hole in your lead bucket 44:00 – The 5% vs. 20% marketing spend scenario 53:12 – What to fix when your KPIs drop 57:20 – Green light, yellow light, red light strategy 1:00:40 – Why Episode 4 (Call Center KPIs) might be even more important Connect with your hosts! Mike Stiers: https://www.linkedin.com/in/michaelstiers/ Anthony Brown: https://www.linkedin.com/in/anthony-brown-419009106/ Sponsored by: Greenbaum Stiers Strategic Marketing Group Honest marketing with a results-driven approach. Subscribe, follow, and rate so we can keep bringing you actionable tips, tools, and tactics for growing your home service business.
AI isn't coming, it's already here. And it's changing the way contractors show up (and convert) online. In this episode, Mike Stiers and Anthony Brown break down the impact of Google's AI Overviews, what it means for paid ads and SEO, and how home service pros can stop wasting budget on traffic that won't convert. Episode Takeaways: Google Ads are now integrated into AI overviews. AI queries primarily target top of funnel searches. Contractors should focus on organic traffic for top funnel. Performance Max campaigns require broad match keywords. Attribution tracking for AI traffic is currently unreliable. SEO should focus on long-tail, inquisitive search terms. SEM should target short-tail, high-intent keywords. Building trust with homeowners is crucial for conversions. Google's advertising revenue drives its AI strategies. Stay updated on Google's changes to optimize marketing efforts. Key Topics: 00:00 Introduction to AI in Home Services 01:28 Google Ads and AI Integration 06:09 Understanding AI Queries and Their Impact 11:49 Navigating the Funnel: Top vs. Bottom 17:37 Pro Tips for Leveraging AI in Marketing 23:29 Building Trust with Homeowners Sponsored by Greenbaum Stiers Strategic Marketing Agency. Learn more about marketing in the home service industry at https://www.greenbaumstiers.com/ Mike Stiers: https://www.linkedin.com/in/michaelstiers/ Anthony Brown: https://www.linkedin.com/in/anthony-brown-419009106/
The Contractor's Edge is your go-to podcast for scaling your home service business and maximizing your marketing investments. Hosted by lead generation expert Mike Stiers and business strategist Anthony Brown, who bring over a decade of combined experience in the home service industry, this show delivers proven strategies to help contractors dominate their market, generate high-quality leads, and build a business that scales year after year. Whether you're aiming for $3 million or $50 million, we've designed each episode to give you actionable insights, industry secrets, and real-world strategies, all in one place. Get ready to sharpen your edge as a Contractor and take your business to the next level.