Trades Secrets: Contractor Marketing

In this episode of Trades Secrets: Contractor Marketing, we break down a major Google Business Profile change that has roofing contractors across the country asking why their call volume suddenly dropped. Amanda and Devon explain what changed in Google’s local three-pack, including the removal of the direct call button from roofing contractor results, and why that extra click could be making a much bigger difference than it s...

In this episode of Trades Secrets: Contractor Marketing, Amanda and Devon unpack Google's latest review policy updates and explain why earning and managing Google reviews has started to feel like dealing with an "unhinged ex." From new AI detection patterns to stricter enforcement against review manipulation, contractors need to understand what's changed—and what they should (and shouldn't) be doing to protect one of their mo...

In this episode of Trades Secrets: Contractor Marketing, we tackle one of the most confusing challenges contractors face when evaluating marketing agencies and services: understanding what they're actually buying. Are you investing in results, rankings, software, a marketing strategy, or simply a better sales pitch? Based on a real-world contractor scenario, Amanda and Devon break down the marketing jargon, guarantees, and promises...

In this episode of Trades Secrets: Contractor Marketing, we break down one of the biggest reasons contractors lose jobs—even when their marketing is working: slow speed-to-lead.

Amanda and Devon discuss why speed-to-lead is critical for converting marketing leads into booked estimates and real jobs. They walk through common scenarios contractors face—calls that go unanswered, form submissions sitting in an inbox, or call...

In this episode of Trades Secrets: Contractor Marketing, we break down the question contractors ask constantly: where do I even start with paid media, especially if you have tried ads before and felt like they didn’t work. We walk through the major channels contractors get pitched, and explain why you do not need to spend everywhere at all times to win with paid.

Amanda shares the decision framework they use to choose the righ...

In this episode of Trades Secrets: Contractor Marketing, we break down the real question behind all the buzzwords: where should a contractor actually start to get found online in search and in AI-driven results. We cut through the noise around constantly evolving acronyms like AEO and explain how these tactics connect back to the same fundamentals, then map out a practical way to decide what you need based on your business type and...

In this episode, we sit down with Stephen Spallo, now the Chief Operating Officer at Stag Homes Design Build. Before stepping into that role, Stephen played a key part in growing a residential contracting company from $2 million to $7 million in just two years. He shares the lessons, leadership mindset, and systems that made it possible.

A major turning point in his journey was reading Traction: Get A Grip On Your Business by Gino W...

In this reflective episode of Trades Secrets, Amanda and Devon review everything that 2025 taught us about marketing, research, agency life, and more. What worked? What didn’t work? And most importantly, why.

This is not just a look back. It’s a look forward - through the lens of curiosity, intentionality, and growth. The hosts also outline how they’re thinking about 2026: where to double down, what to release, and...

In this mind-bending episode, Amanda and Devon dive headfirst into the weird and wild world of AI hallucinations. What does it really mean when artificial intelligence "hallucinates"? Why do these systems sometimes get facts completely wrong with absolute confidence? And what can you do to stop it?

Check out the Truth Protocol below to help your AI assistant stop hallucinating and start helping!

The Truth Protocol: (Give this to your...

Everyone feels like a fraud sometimes. But what if that feeling isn’t a weakness, but a sign that you are growing into something bigger? In this episode of Trades Secrets, Devon and Amanda dive deep into imposter syndrome and reveal how it can actually become one of your greatest tools in business and marketing.

Whether you’re a contractor building a business or a marketer trying to prove your value, this episode will he...

In this episode of Trades Secrets, we are finally together in person for a special retreat edition of Trades Secrets. We share three simple and effective ways for contractors to attract more leads in 2026. Whether you are just getting started or running a large, established company, these lead generation strategies will help you bring in more business and grow consistently.

We break down how to get a steady stream of Google reviews,...

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 effi...

In this episode of Trades 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 marketpl...

In this episode of Trades 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 r...

In this episode of Trades 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 ...

In this episode of Trades 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...

In this episode of Trades 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 se...

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&md...

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...