Trades Secrets: Contractor Marketing
Trades Secrets: Contractor Marketing is for home services contractors and who are looking for easy to implement marketing tips and strategies. This podcast is for you if you're looking for actionable marketing tactics that are not over your head, and apply to ALL trades. We'll keep you apprised of what's new, and what should be on your radar for all things digital marketing.
Episodes
In this episode, we sit down with Roofle’s Matthew McDaniel and Chris Morris to uncover how instant roof quote technology is transforming the way contractors sell, market, and scale their businesses. From its early beginnings as a B2C experiment to its evolution into one of the most impactful SaaS platforms in home improvement, Roofle is helping contractors close more deals, build trust faster, and operate with unmatched efficiency...
In this episode of Trade Secrets, we share our candid story of how we went from Roofle skeptics (the popular satellite-based roofing calculator) to becoming official resellers (and to be honest, huge fans).
We break down how the tool has evolved over the last few years, what’s changed in buyer behavior, and why interactive quoting tools like Roofle are becoming essential for contractors in today’s digital-first marketplace.
Episode H...
In this episode of Trade Secrets, we pull back the curtain on one of the most misunderstood costs in contractor marketing: paid media management fees. Whether you’ve wondered why agencies charge 15-25% of ad spend or questioned what exactly happens behind the scenes, this conversation breaks it down in plain English.
From Google Ads optimization to negative keyword management, reporting transparency, and how often campaigns really n...
In this episode of Trade Secrets, we look ahead to one of the most important decisions contractors will face in the coming year: shopping for a marketing agency. Choosing between productized services, full-service partnerships, or even AI-driven tools isn’t easy, and the wrong move can waste both time and money.
We break down how to evaluate whether you need lead generation, branding or both, and what to expect when you step into th...
In this episode of Trade Secrets, we tackle one of the most frustrating—and powerful—tools in contractor marketing: Google Local Service Ads (LSAs). What used to be a golden ticket for lead generation has become a minefield of missed calls, dropped rankings, and Google’s ever-changing rules. We break down how LSAs actually work in 2025, what’s changed, and what you can do to get back in Google's good graces.
From insider tips o...
In this episode of Trade Secrets, we take a deep dive into the real engine behind high-performing SEO: content—not the generic, AI-scraped fluff, but the kind that moves the needle, drives leads, and builds long-term authority. We peel back the curtain on how truly impactful content is created, sharing insights from years of working with contractors and real-world success stories that prove the ROI.
You’ll learn what separates a $20...
In this episode of Trades Secrets, we take a fresh look at one of the most overlooked—but most visited—pages on your website: the About Us page. Inspired by insights from Marcus Sheridan and supported by real data from their own client base, the hosts break down how to turn a stale About page into a powerful trust-building, conversion-driving asset.
You’ll learn why a “me, me, me” approach falls flat—and how to write an About page t...
In this episode of Trades Secrets, we unpack the confusing world of website hosting and maintenance—what it really means, why it matters, and how skipping it can hurt your business more than you realize. Through easy-to-understand analogies (like bad neighbors and bandwidth hogs), you’ll walk away with a clear understanding of what’s going on behind the scenes of your site—and how to keep it running smoothly, securely, and successf...
In this episode of Trades Secrets, we dive into a raw, real-life remodeling nightmare—and the powerful lessons it holds for both contractors and homeowners. Hear a firsthand account of a 6-week project turned 20-week disaster, and what contractors can do differently to win customer trust, communicate better, and deliver an exceptional experience. Whether you’re a solo pro or run a full crew, this episode gives you an inside look in...
In this episode of Trades Secrets, we explore how Answer Engine Optimization (AEO) is revolutionizing contractor marketing. Learn how AEO can help trade professionals optimize answers to customer questions and dominate local search rankings. We dive deep into actionable strategies to maximize local leads, leveraging AEO to position your business as the trusted authority in your market.
“If you meet customers where they are with answ...
In this episode of Trades Secrets, we have the pleasure of talking to Carl Kwan, an expert video marketing strategist with a YouTube channel of over 121,000 subscribers. Together we talk about Video Marketers vs Videographers, Carl’s 2025 predictions, and the four videos you NEED to have for your contracting business come 2025.
“People don’t realize YouTube is the world’s 2nd largest search engine” - Carl Kwan (a quote from today’s ...
In this episode of Trades Secrets, we go over the top 10 tips for contractor marketing to help you improve business growth and customer acquisition. We emphasize the importance of having a solid foundation in place before ramping up marketing efforts. Whether you’re a small business, a roofing contractor, or just someone interested in knowing more about effective marketing practices, this is the episode you’ve been waiting for.
Epis...
In this episode of Trades Secrets, we focus on critiquing and analyzing one of our client's websites. Inspired by “The Roast of Tom Brady”, we perform a detailed review of their website while also roasting some of its flaws along the way.
Throughout the episode you will hear typical mistakes made on company websites, with areas of improvement pointed out with our explanation of why you should avoid them. This episode is perfect...
Welcome back contractors! In this episode, we dive into the biggest Google search algorithm leak in history, exposing thousands of APIs in a 2,500+ page document. We dissect just some of the bigger points from the leak, providing insights and actionable tips for contractors regarding search engine optimization (SEO) and website management. This is a must-watch for any contractor looking to gain insight and knowledge of the Google l...
Welcome back contractors! In this episode, we take a look at common marketing jargon you may have heard either with your marketing agency or on social media. If you’ve ever felt confused hearing some of these terms or want to have a better understanding of marketing lingo, then this is the episode for you!
Episode Highlights:
- Host - The server where your website is hosted and stored
- DNS - Domain Name System, which translates ...
Welcome back contractors! In this episode, we look back at our 5 best-performing episodes of 2023 based on engagements and other metrics. While revisiting these episodes we discuss why we think they were so popular and give an overview of the key points of those episodes. So if you’re new here we encourage you to go back and listen to those as most are still applicable in 2024!
Episode Highlights:
- 5) Episode #8 - "...
Welcome back contractors! In this episode, we dive deep into the topic of Google Ads and why it's not a silver bullet solution for contractors seeking leads. We discuss the potential risks and misconceptions surrounding Google Ads, emphasizing the need for proper testing, optimization and realistic expectations.
Episode Highlights:
- Google Ads requires a significant investment of time and resources for testing and optimizatio...
Welcome back contractors! In this episode, we cover questions you should ask when searching for SEO companies/agencies and why SEO proposals are apples to oranges! We also discuss why each question is so important and help you understand how to get the most out of your SEO marketing budget.
Tips:
- No two SEO packages are the same, so make sure you understand exactly what’s included.
- Higher pricing often reflects more compreh...
Welcome back contractors! In this episode, we cover key SEO trends to be aware of in 2024 and provide tips for contractors on how to stay ahead of the game. We discuss everything from SEO vs AEO, Google’s algorithm update, the importance of high-value content and much more!
If you want to elevate your SEO game in 2024, tune in to get actionable insights you can implement right away. Learn how to maximize your company’s SEO strategy...
Welcome back contractors! In this episode, we cover key marketing questions many of you have asked on social media such as how much should I spend on ads, where should I focus my efforts, is SEO worth it, should I buy backlinks, and how often to post on social media. In this new segment, we call “I Saw It On Social”, we provide practical tips and advice based on our experience working with contractors to help optimize your marketin...
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