The TradeMarke
Step into ’The TradeMarke,’ your go-to podcast for everything marketing in the trades. Hosted by Award Winning Industry Marketing Experts, Sarah Ghirardo from ReMarketable and Eric Thomas from Rival Digital. Together, we’re here to unite the worlds of trades and marketing, bringing you insights, stories, and strategies from the heart of the home service industry. Whether you’re a trade professional, a marketing expert, or somewhere in between, this is the place for you. Listen in as we’re here for the BIG ideas, the game-changers, and the everyday successes. Because at ’The TradeMarke,’ we’re with the trades and for the trades.
Episodes
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 everythi...
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 sati...
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 sp...
In this inspiring episode of The TradeMarke Podcast, Sarah Ghirardo and Eric Thomas sit down live at AHR Expo with Krista Laden, Marketing & IT Director at Gulf Shore Air Conditioning and a board member of Lady Titans.
Krista pulls back the curtain on her 13+ year journey from admin assistant to leadership, revealing how she’s helped build a beloved, community-first brand without relying on Google Ads. Instead of chasing clicks...
In this episode of The TradeMarke Podcast, Sarah Ghirardo and Eric Thomas are joined by Dave MacDonald, founder of the Better Together Group, to talk about one of the most important (and most overlooked) aspects of growing a successful trades business: hiring and managing people who actually give a damn.
Dave shares his no-fluff philosophy—WTF: Work hard, Tell the truth, Finish the job—a mantra that’s guided his leadership for over...
In this wildly entertaining and value-packed episode of The TradeMarke Podcast, Sarah Ghirardo and Eric Thomas sit down with the one and only Derek Cormier, founder of Climate Experts in Melbourne, Florida. From a single truck to a projected $12M in revenue, Derek shares the exact playbook he's used to scale a multi-trade business covering HVAC, plumbing, and electrical — all while keeping things fun, raw, and remarkably real.
Dere...
In this powerhouse episode of The TradeMarke Podcast, hosts Eric Thomas and Sarah Ghirardo sit down with Ryan Chute—Wizard of Ads partner, strategic branding guru, and co-founder of The Difference bourbon with Chris Voss—for a no-holds-barred deep dive into what really makes marketing work in the trades.
Ryan doesn’t just talk strategy—he lives it. From founding an invite-only bourbon society to orchestrating marketing campaigns th...
In this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas sit down with the brilliant duo behind Titan Advisor Gurus – Jess Kralemann and Kim Rahn – to dive deep into the hidden power (and common pitfalls) of ServiceTitan.
Jess, the marketing systems expert, and Kim, the operations and accounting wizard, share their insider tips on how contractors can unlock the full potential of ServiceTitan. From Marketing P...
In this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas welcome industry legend and current Chairman of ACCA, Eddie McFarlane, for a candid, insightful, and inspiring conversation on the future of the trades.
With over 25 years of experience in HVAC—from starting as a helper in the field to co-founding Schedule Engine, and now leading Sealer Services and shaping national HVAC standards at ACCA—Eddie brings u...
In this episode of The TradeMarke Podcast, we sit down with Jonathan Mast from White Beard Strategies, an AI enthusiast and automation expert, to explore how artificial intelligence is reshaping the marketing landscape. Jonathan breaks down the tools and strategies that can help businesses of all sizes thrive in this new era of data-driven decision-making and automation.
Discover the latest trends in AI-powered marketing, the oppor...
In this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas sit down with legendary sales trainer Jerry Rollins—the founder of the Be Good Do Good Group and one of the most respected voices in home service sales coaching. From managing restaurants and opening 14 Longhorn Steakhouse locations to training thousands of technicians and CSRs across 27 states, Jerry shares the mindset, systems, and stories that have h...
Join hosts Sarah Ghirardo and Eric Thomas on The TradeMarke Podcast as they dive into an inspiring conversation with Michael and David Katz from Trio Heating, Air, and Plumbing. In just three and a half years, the Katz brothers transformed their HVAC business from startup to a projected $15 million in revenue, thriving in the competitive San Jose market. Discover their actionable strategies for overcoming sl...
In this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas dive deep into the world of customer service with Michelle Myers from The CSR Academy. Discover why Customer Service Representatives (CSRs) are the backbone of your trade business and how investing in their training can transform customer experiences and boost your bottom line.
Michelle shares actionable ins...
In this episode of The TradeMarke Podcast, we’re joined by Donovan Ryckis, founder and CEO of Ethos Benefits, to uncover how trade businesses can revolutionize employee healthcare. Donovan explains how smarter healthcare strategies can reduce costs, improve employee satisfaction, and ultimately boost profitability.
In this stress-free and wildly insightful episode of The TradeMarke Podcast, Eric and Sarah sit down with the brilliant and unapologetically bold Melissa Broughton, founder of Busy Bee Advisors. Melissa is not your average tax professional—she’s a strategist, a myth-buster, and an advocate for small business owners who are tired of overpaying in taxes and underplaying their profits.
Melissa shares how a leap of faith (and a freak a...
In this inspiring episode of The TradeMarke, Sarah sits down with Katy Higgins — founder of TruePros in northern Utah — to talk about her incredible journey from single mom and part-time telemarketer to becoming one of the first female comfort advisors in her state, and now the owner of a $5 million HVAC company.
Katy opens up about the highs and lows of her first year in business, why she chose Thelma & Louise as her movie tit...
In this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas are joined by Susanne Mariga, fractional CFO, CPA, and author of Profit First for Minority Business Enterprises. Susanne shares how trades business owners can break free from the "revenue trap" and start building real, lasting profit through the Profit First method.
Together, they unpack:
- Why traditional accounting is failing business owners
- How to...
In this episode of The TradeMarke Podcast, Eric and Sarah sit down with Stephanie Allen from Airworks Solutions to discuss leadership, people development, and the evolution of running a trade business. Stephanie shares her journey of balancing business growth with personal life, embracing a visionary role, and the importance of building a strong company culture—both in-office and remotely.
From hiring strategies to team development...
In this episode of The TradeMarke Podcast, hosts Eric Thomas and Sarah Ghirardo sit down with social media expert Jen McKee, founder of Kee Hart Marketing. They dive deep into the power of social media, personal branding for contractors, and why business owners in the trades should start leveraging short-form video and organic content marketing today. Jen shares invaluable insights on creating authentic content, engaging with commu...
What’s next for home service marketing in 2025? In this episode of The TradeMarke Podcast, hosts Eric Thomas and Sarah Ghirardo sit down with Megan Bedford and Nancy O’Hare-Zika from Home Service Marketing Hub to break down the biggest marketing shifts for roofers and home service contractors.
Live from Marco Island at the Roofing Process Conference, the conversation covers roofing industry trends, local marketing strategies, and h...
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