Marketing strategy, KPIs, & Coaching For Foundation Repair Contractors

Marketing becomes confusing when you don't know your numbers or which platform is best to grow your home service business. Should you invest more in Google Ads? Increase your LSA Budget? Expand your service area? Try Meta? Send emails? Change your offer? The answer depends not only on your company’s current position in the eyes of the homeowner, but also on your strategy, budget, and internal team’s ability to manage lead flow. In Episode 30, marketing experts Mike Stiers and Anthony Brown clear up the confusion by sharing the exact benefit of each platform contractors need to consider, and when to pull the trigger on execution. Whether you need more leads, or you're looking to grow your local footprint - learn how your business goals, available demand, services, market, capacity, and revenue targets all impact the strategy. Episode 30 Timestamps 01:24 How homeowners move through the buying process 02:08 The role of Meta 02:55 Google Ads, LSA, SEO, and Google Business Profile 06:06 Which marketing platform is best? 08:13 Why copying competitors is not a strategy 10:34 How marketing channels work together 11:28 The mistake Mike made when cutting brand advertising 15:32 Why cost per lead can send you in the wrong direction 19:49 Where to invest an additional $5,000 or $10,000 22:34 Creating revenue from estimates already provided 26:35 Three common contractor marketing situations 28:13 What to do when you cannot connect marketing to revenue 30:11 When owners should stop managing marketing themselves 33:45 Your contractor homework Your Contractor Homework Write down every marketing channel your company pays for. Then identify: The job it is hired to do Whether it captures, creates, or monetizes demand What success looks like How it connects to appointments, sales, and revenue If nobody can explain why a channel exists or what success looks like, reconsider the strategy before investing another dollar. Need help identifying the right marketing mix for your home service company? Connect with us for a free coaching call: 👉 https://yourcontractorsedge.com/#form Subscribe for more contractor-focused tips, tools, and tactics designed to help you build a stronger, more profitable home service business.

More leads won't grow your company when you're losing revenue in your everyday process. Missed calls, low appointment set rates, estimates not being delivered, and slow follow-up means more leads will only be sent through a broken funnel. In Episode 29 of The Contractors’ Edge, Mike Stiers and Anthony Brown follow the marketing investment from the first click to the closed job. They break down who owns each stage, which numbers reveal the real problem, and how to find the revenue leak costing your company the most money. A lead is an opportunity - not revenue. Your entire company determines what that opportunity becomes. In this episode, you’ll learn: - Why cost per lead does not tell the full story - How to map your complete lead-to-revenue funnel - Which KPIs belong to marketing, your CSRs, operations, sales, and leadership - Why missed calls and slow response times can undermine good marketing - How to identify the leak with the largest financial impact - What your leadership team should review every week Run Your Own Numbers Use the free Contractors’ Edge KPI Calculator to find the leads, appointments, sales, marketing investment, and conversion rates required to reach your revenue goal: 👉 https://yourcontractorsedge.com/kpi-calculator/ Episode 29 Timestamps 01:14 Is marketing actually the problem? 05:15 Mapping the complete home service funnel 07:21 Bid rate: the silent revenue killer 09:29 How salesperson capacity affects closing 13:05 From bid rate to revenue and ROAS 16:03 Who owns every stage of the funnel? 17:15 The call center’s role in protecting your leads 27:54 Why more leads will not fix a broken process 28:08 The KPIs sales leadership must own 34:50 Close rate, average ticket, and financing 39:30 Working backward from a $300,000 revenue goal 48:06 Diagnosing the funnel based on which KPI moved 55:47 What causes average ticket to fall? 57:32 When the reporting system is the problem 59:45 How small improvements create substantial revenue 1:00:28 How a 2% improvement produces $20,000 1:01:45 What owners should review every week Your Contractor Homework Map every stage of your funnel: Lead → Appointment Set → Appointment Run → Bid → Sale → Revenue Then: Agree on one definition for every stage. Pull the last 30 to 90 days of data. Assign one person to own each conversion point. Calculate the financial value of your largest leak. Choose one corrective action and review it weekly. Do not increase your marketing spend until you know additional leads can become additional revenue. Need help finding the breakdown inside your company? Start a conversation with Mike and Anthony: 👉https://yourcontractorsedge.com/#form Subscribe for more contractor-focused tips, tools, and tactics designed to help you build a stronger, more profitable home service business. Sponsored by Snoball Turn happy customers into referrals, reviews, and repeat business with a fully managed referral engine built for contractors. 👉 https://snoball.com/thecontractorsedge

Your brand sets the tone for everything. It's what the homeowner believes about your company before the sales process, and remembers about you once the job is done. In Episode 28 of The Contractors’ Edge, Mike Stiers and Anthony Brown share how contractors can build trust before the first call, create a more consistent homeowner experience, and make every marketing dollar convert easier. They also share a 6-Point Contractor Brand Audit for business owners and marketing professionals in foundation repair, basement waterproofing, crawl space encapsulation, pest control, HVAC, plumbing, remodeling, concrete, and more. 6 Point Audit Ask yourself the following questions: 1. Website: Does your homepage quickly explain who you help, what problem you solve, where you work, and why homeowners should trust you? 2. Google Business Profile: Do your photos, reviews, services, and updates match the company you claim to be? 3. Ads and landing pages: Do they sound different from your competitors, or could another contractor paste in their logo and run the same message? 4. Call handling: Does your CSR sound like part of the company, or like somebody simply trying to survive the phone? 5. Sales and estimate process: Does the rep reinforce the promise made online? Is the estimate clear, professional, and easy to understand? 6. Jobsite and follow-up: Do the truck, uniform, communication, cleanup, review request, and referral ask match the original promise? If one of these areas feels disconnected, it can break the entire process. Tune in to the full episode for: - Why your brand is more than logos, colors, trucks, and uniforms - How your website, Google Business Profile, reviews, CSR, sales rep, and jobsite experience all shape all the sale - Why generic contractor messaging makes you sound like everyone else - How brand voice and tone help homeowners feel more confident choosing you - Why a stronger brand can improve close rate, average ticket, referrals, reviews, and marketing efficiency Not sure if your marketing is on the right track? Book a FREE MARKETING STRATEGY or KPI AUDIT with The Contractors' Edge Team. We’ll help you review your numbers, spot the problems, and identify what needs to happen next. Book your audit here: https://yourcontractorsedge.com/#form Timestamps 00:26 NFRA recap 01:00 Why marketing spend needs strategy 04:30 Why brand matters more in home services 09:24 Good copy vs generic contractor messaging 12:55 Should your brand change as the business grows? 17:20 How customers help shape your brand 18:52 Why every employee affects the brand promise 20:15 The unique fingerprint of your company 25:07 Reviews and feedback reveal your real brand 28:45 Why branding improves lead generation 32:11 How trust improves close rate and average ticket 36:10 The six-point contractor brand audit 40:34 Why the full customer experience has to feel like one company Connect With The Contractors’ Edge Hosts Mike Stiers on LinkedIn: https://www.linkedin.com/in/michaelstiers/ Anthony Brown on LinkedIn: https://www.linkedin.com/in/anthony-brown-419009106/ Partner of Greenbaum Stiers Strategic Marketing Group The marketing and growth solution for contractors and business owners looking to grow year after year with consistent lead generation, and proven systems. Learn more: www.greenbaumstiers.com Podcast Sponsored By: Snoball (The referral engine for contractors) Some contractors have 6 figures ($$$) worth of unsold opportunity sitting in their CRM. Snoball turns your relationships into referrals, reviews, and repeat business. When new customers come in, you get to watch the revenue compound. The best part? It's all done for you. Watch The Snoball effect, Get A Demo: https://snoball.com/info/thecontractorsedge Visit The Contractors’ Edge Website: www.yourcontractorsedge.com