Digital Marketing for Contractors
A podcast for home improvement contractors to help you crush your lead goals and take your business to the next level. Join us each episode as we give you powerful insights and practical tips on the best digital marketing strategies to help you grow your home improvement business.
Episodes
In this episode of Digital Marketing for Contractors, we sit down with Bryan Shankman, co-founder & CEO of LeadTruffle, an AI-powered platform built specifically for home-service contractors to capture every lead, respond instantly, and route qualified jobs into your CRM. Bryan walks through the origin story, how LeadTruffle works (website widgets, missed-call text-back, AI qualification), contractor use-cases tha...
In the final episode of our Rewind Series, Caitlyn and Meredith revisit the most-listened-to episode in Digital Marketing for Contractors history: SEO Trends You Can’t Ignore — and update it for 2026.
When the original episode aired, Google had just rolled out more than 5,000 algorithm updates in a single year, and the industry was bracing for massive change. Now, two years later, those predictions didn’t just come tru...
Google Business Profile (formerly Google My Business) has evolved from a simple listing into one of the most powerful — and fragile — digital assets a contractor owns.
In this Rewind Series episode of Digital Marketing for Contractors, Caitlyn and Meredith revisit one of the podcast’s earliest and most popular episodes, originally recorded in 2023, and break down what still matters, what’s changed, and what contractors...
In this episode of the Rewind Series, Janet and Caitlyn revisit one of the most popular episodes in Digital Marketing for Contractors history: Building Brand Awareness — originally recorded in October 2023 — and break it down through a 2025 lens.
While the fundamentals of brand awareness haven’t changed, how it shows up, how homeowners evaluate it, and how Google rewards it absolutely have.
In this conversation, we unpa...
In the first episode of our new Rewind Series, Janet and Caitlyn revisit Google Analytics 4 (GA4) and break down what’s actually changed since its rollout in 2023—and what home improvement contractors need to pay attention to now.
When GA4 first launched, it left many contractors frustrated, confused, and unsure how to find the data they relied on in Universal Analytics. Fast forward to today, and while GA4 still isn’t...
In this episode of Digital Marketing for Contractors, Janet and Caitlyn break down the headlines, market shifts, and digital marketing updates shaping the home improvement industry heading into 2026. Fall 2025 brought a mix of encouraging wins—like a 20-year high in women’s employment across the construction industry—and some shocking shakeups, most notably the abrupt overnight closure of Renovo Home Services, a priva...
In this episode of Digital Marketing for Contractors, Janet and Caitlyn sit down with Maddy Martin, SVP of Growth at Smith.ai, to tackle one of the biggest challenges contractors face: missed opportunities from slow lead response. Maddy shares why speed-to-lead is critical, how Smith.ai helps contractors answer every call, chat, and text, and how better lead handling drives ROI. From practical tips to real-world succe...
In this special summer roundup episode, Janet and Caitlyn break down the latest news and research shaping the home improvement and remodeling industry. From builder confidence reports and Harvard’s remodeling forecasts to surveys from Qualified Remodeler, AIA, and Houzz, we connect the dots on what these shifts mean for your business. We also dive into the latest platform updates from Meta, Google, and AI-driven searc...
In this episode of Digital Marketing for Contractors, Janet and Caitlyn sit down with Dean Curtis, CEO of Ingage, to talk about transforming the in-home sales presentation. Dean shares how Ingage helps contractors close more deals with polished, interactive, and data-driven presentations that boost professionalism and consistency across sales teams. You’ll hear real success stories, tips for overcoming adoption challe...
Customer reviews aren’t just “nice-to-haves” anymore—they’re one of the most powerful tools in your marketing toolbox. In this episode of Digital Marketing for Contractors, Janet sits down with Arden, FatCat account manager, to talk about:
- Why 88% of people trust online reviews as much as personal recommendations
- How reviews boost your SEO and even impact Local Service Ads
- The role AI is playing in shaping how review...
When it comes to growing a home improvement business, most contractors focus on hitting revenue goals. But what if you could build a company that not only thrives today but is also positioned for a profitable sale tomorrow? That’s exactly what Chris Edelen, former CEO and owner of Safe Showers, did—and in this episode of Digital Marketing for Contractors, he shared his incredible journey with hosts Janet and Caitlyn f...
Home Improvement Business Owners, are you interested in planning your exit strategy? We're kicking off a NEW series with Chris Edelen this Wednesday on our Digital Marketing for Contractors podcast. Listen to the teaser below and submit your questions to be featured on the podcast by following this link: https://fatcatstrategies.com/planmyexit/
Want to find out how we can create a custom digital marketing game pla...
In this episode of Digital Marketing for Contractors, Janet and Sasha wrap up our three-part AI series with a conversation about staying human in an AI-driven world. From chatbots and CRMs to automated reviews and follow-ups, AI is now built into nearly every tool contractors use. But instead of replacing people, it should be seen as a partner—freeing up time for the authentic, personal connections homeowners really v...
In this episode of Digital Marketing for Contractors, Janet and Arden tackle a big question for 2025: How can home improvement contractors protect their lead flow in an AI-driven marketing world?
From SEO to paid ads to CRM follow-up, the tools you’ve always used still matter—but the way you use them has changed.
You’ll learn:
- How to create content that Google’s new AI Overviews will actually quote (and why it matter...
In this first installment of a three-part mini-series, hosts Janet and Meredith explore how AI is fundamentally transforming the way homeowners search for services online and what that means for home improvement contractors trying to generate leads.
The conversation centers around the shift from traditional keyword-based SEO to AI-generated answers in search engines like Google, and the rise of “answer engines” like Ch...
In this episode, Janet Mobley and Meredith Medlin chat with Ross Gaskin, VP of Sales at Health at Home, about the fast-growing “aging in place” market and how contractors can seize this opportunity. Ross shares insights into home accessibility trends, common contractor mistakes in barrier-free bathroom installs, and why selling grab bars could be your ticket into larger remodel projects. If you're a contractor l...
In this episode of Digital Marketing for Contractors, Janet and Caitlyn sit down with Ryan Cohn, Content Marketing Manager at Blazeo, to dive into the massive impact of speed to lead and how automated, real-human follow-up can supercharge your sales pipeline. Formerly known as Apex Chat, Blazeo has evolved into a powerful suite of tools for contractors—offering live chat staffed by trained U.S.-based agents, 24/7 call...
In this episode, we’re joined by Scott Berman, veteran home improvement leader and the founder of HeavySet Forms. Scott shares how his 30+ years in the industry — and the challenges he faced at Florida Window & Door — inspired him to create a powerful lead automation tool.
HeavySet Forms helps contractors automate appointment scheduling, follow-up, and confirmation using AI — converting more web leads (even after h...
In the final episode of the Build, Grow, Dominate series, Janet and Caitlyn dive into how home improvement contractors can leverage TV and OTT (Over-the-Top) advertising to supercharge their brand presence. From the basics of how these platforms differ to tactical tips on creative production, tracking ROI, and real-world success stories—this episode breaks down how traditional and streaming ads fit into a modern, hig...
In this episode of Digital Marketing for Contractors, we’re joined by Erik Vargas, co-founder of FollowUp CRM. Built from inside a commercial roofing company, FollowUp CRM is tailor-made for construction contractors with a commercial and residential division. Erik dives into why traditional CRMs fall short in this industry, how poor follow-up is killing your close rate, and what separates high-performing contractors f...
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