The Contractor's Edge

You keep losing estimates, but you have no idea what your salesperson said inside the home - or whether they even asked for the sale.

Your bid rate can be one of the most expensive blind spots inside a home service company.

It's easy to track your lead source, cost per lead, appointment set rate and close rate, but once your salesperson walks through the homeowner's front door, the information usually disappears.

When estimate don't close, it normally comes down to:

• The price was too high.
• The homeowner wasn't serious.
• They wanted more estimates.
• They needed to talk to their spouse.

Is that actually what happened?

Or did your salesperson skip discovery, rush the presentation, choose which option to offer, mishandle the objection or leave without directly asking for the business? It's harsh, but can be more common than we realize.

In Episode 32 of The Contractors' Edge, Mike Stiers and Anthony Brown sit down with Pat Brien, co-founder and CEO of AdaptClose, to expose what's happening during the in-home sales appointments owners and managers cannot attend.

The appointment data in this episode revealed that 70% of the analyzed in-home sales calls never directly asked the homeowner for the sale.

So in reality, you may not have a lead problem.

You could just be paying to create qualified opportunities and sending them into homes with salespeople who are not consistently following your process.

What would change if you could see every appointment?

AdaptClose records in-home sales conversations, evaluates them against your company's actual sales process and identifies exactly where each representative is winning or losing the homeowner.

Instead of coaching from memory, assumptions or excuses, managers can see:

• Which representatives are following the sales process
• Which steps are being skipped
• Whether the estimate was properly presented
• How objections were handled
• Whether the homeowner received multiple options
• What the top performers are doing differently

The results discussed in this episode

One home service company tested AdaptClose across two branches.

The branch using the platform:

• Improved its win rate by 15 percentage points
• Saved its sales leader approximately 20 hours per week in ride-alongs
• Reduced new-representative ramp time from six months to three
• Created more consistency around the company's existing sales process

The software didn't replace the sales manager, it gave evidence showing exactly who needed coaching, which behavior needed to change and where the opportunity was being lost.

In this episode, you'll learn why estimates are being lost, how to coach every salesperson without ride-alongs, and how AI can expose the sales mistakes costing your company revenue. Episode 32 Timestamps

01:27 Meet Pat Brien and AdaptClose 04:00 Why 70% of analyzed calls never asked for the sale 06:16 What owners think happened versus what the recordings reveal 08:29 Low bid rates and appointments that never receive an estimate 10:48 How AdaptClose works during an in-home appointment 11:46 Coaching the salesperson before the next appointment 13:31 Identifying performance patterns across your sales team 17:03 How one branch improved its win rate by 15 percentage points 19:33 What winning in-home conversations have in common 21:14 How to measure whether sales coaching is working 24:08 Getting sales representatives to adopt the technology 26:25 Fixing communication between sales and production 28:03 Building your existing sales process into AdaptClose 30:30 Recording consent and creating value for the homeowner 33:06 Turning sales meetings into evidence-based coaching 35:15 The AdaptClose features creating the most value 37:40 CRM integrations and better appointment documentation 41:01 The future of AI sales coaching in home services 44:19 Coaching and tracking door-to-door sales teams 46:07 Three takeaways for contractor owners

Your Contractor Homework

Pull your last 10 lost estimates.

For each appointment, determine:

• Did the salesperson directly ask for the business?
• Did they complete every step of your sales process?
• Did they uncover the homeowner's real problem?
• Did they present clear options?
• Did they document the actual objection?
• Did they complete the required follow-up?
• Do you have evidence-or only the salesperson's version of what happened?

Before you spend another dollar generating leads, find out what's happening to the opportunities you have already paid to create.

Learn more about AdaptClose: https://adaptclose.com/

• Connect with Patrick Brien, CEO of AdaptClose: https://www.linkedin.com/in/patrick-brien

Need help identifying where your marketing, call handling, sales process or operations are costing your company revenue?

Consult with our in home service business and marketing experts at The Contractors' Edge: https://yourcontractorsedge.com/#form Your first call is 100% free.

• Connect with Michael Stiers: https://www.linkedin.com/in/michaelstiers
• Connect with Anthony Brown: https://www.linkedin.com/in/anthony-brown-419009106

Hit subscribe for more contractor-focused tips, tools and tactics designed to help you build a stronger, more profitable home service business.

The homeowner has an urgent foundation problem. Your team knows they can provide the solution. Why are you waiting two weeks for an engineering plan? Time kills urgency, and time is money for foundation repair businesses. Every additional day a homeowner waits is more time to reconsider the project, delay the repair, or find another contractor who can move faster. In Episode 31 of The Contractors' Edge, Mike Stiers and Anthony Brown sit down with Scott Wyssling and Heath Harpster of Wyssling Consulting to discuss how the right engineering partner can help foundation repair contractors match homeowner urgency, install faster, stay within budget, and protect their margins. Wyssling Consulting is able to provide foundation repair plans within a 24-to-48-hour turnaround once the required project information is received. But their speed is only part of what matters with choosing the right engineering firm. A strong engineer should look beyond the visible damage, and helps you fix the complete problem so it does not come back to bite your business six months later. Tune into this episode for: - Why 2 week engineering delays can cost you urgent jobs - How Wyssling provides foundation repair plans within 24 to 48 hours - What to consider when choosing the right engineering firm - What your team should provide for the fastest turnaround - How clear photos, measurements, and site plans keep projects moving - How Wyssling's in-house CRM supports faster communication - Why root-cause engineering can prevent callbacks and warranty expenses - Why engineers need strong relationships with foundation repair companies Episode 31 Timestamps 07:17 When contractors involve engineers too late 08:26 How engineering delays disrupt production 12:16 Wyssling's 24-to-48-hour turnaround 14:53 What contractors should provide for faster plans 16:27 How Wyssling's in-house CRM speeds up the process 19:44 The rotting rim board that revealed a bigger problem 24:14 Preventing callbacks and warranty expenses 27:58 What callbacks actually cost your company 33:08 How to evaluate an engineering firm 35:38 Engineering red flags contractors should watch for 45:10 Three takeaways for contractors Your Contractor Homework Before sending your next project to an engineer, make sure your team provides clear photos of the damage and surrounding conditions, accurate measurements, and a detailed site plan created in ArcSite or similar software - and then see how fast they give you detailed plan that expands into the root cause. Connect with Mike or Anthony on Linkedin: https://www.linkedin.com/in/michaelstiers https://www.linkedin.com/in/anthony-brown-419009106 Connect with Scott Wyssling: https://www.linkedin.com/in/scott-wyssling-5b2aa77 Connect with Heath Harpster: https://www.linkedin.com/in/heath-harpster-pe-p-eng-54033147 Learn more about Wyssling Consulting: 👉 https://www.wysslingconsulting.com/ Learn more about The Contractors' Edge: 👉 https://yourcontractorsedge.com/ Subscribe for more contractor-focused tips, tools, and tactics designed to help you build a stronger, more profitable home service business.

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 Ads? 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

A stronger brand can not only help you dominate your service area, it can also reduce your cost per lead, cancellation rates, and increase homeowner trust - before they are ever ready to hire you. Every contractor says they want a stronger brand, but have you ever stopped to audit what yours could be missing? In this short, straightforward epsiode, Mike Stiers and Anthony Brown walk through 6 essential questions every contractor should ask about their own brand, and how it resonates with their target audience. From your website and Google Business Profile to your call handling, sales process, and customer experience, each touchpoint should reinforce the same promise. Use these questions as a self-assessment to identify gaps, strengthen consistency, and create a brand that homeowners remember and trust. 6-Point Contractor Brand Audit 1. Website Does your homepage quickly explain: - Who you help? - What problem(s) you solve? - The areas you work in? - Why homeowners should trust you? 2. Google Business Profile - Do your photos, reviews, services, and updates reflect the company you claim to be? 3. Ads & Landing Pages - Do your ads sound different from your competitors, or could another contractor replace the logo and run the exact same message? 4. Call Handling - Does your CSR sound like part of your company, or like someone simply trying to survive the phone and check a box? 5. Sales & Estimate Process Does your sales representative reinforce the promises made online? Is the estimate clear, professional, and easy to understand? 6. Job Site & Follow-Up Do your trucks, uniforms, communication, cleanup, review requests, and referral asks all match the original promise your brand made? Bonus: Make sure to talk about your differentiators! Remember, your competitors are in the room with you. A strong brand is every interaction a homeowner has with your company. If these questions exposed areas that need attention, you're already taking the first step toward building a stronger, more consistent brand. Get a full marketing and strategy audit with Mike or Anthony by going to https://yourcontractorsedge.com/#form

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: https://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

In this segment live from The NFRA Conference, Mike Stiers and Anthony Brown hear from Myriam Breedlove of Atmox on crawl space science, air exchange, moisture control, and why contractors need to think beyond simply closing up the crawl space. Dehumidifiers are important, but they're not the whole story. Air distribution, air exchange, dew point comparisons, circulation fans, ventilation, and dehumidification should all work together to create a healthier crawl space. Atmox actually combines controls, sensors, circulating fans, intake and exhaust fans, and dehumidifiers to manage crawl space moisture while supporting air quality and energy efficiency. Tune in for: - Why crawl space encapsulation is not the whole moisture control plan - How stagnant crawl space air can create odor and air quality issues - Why air distribution matters in real crawl spaces with odd layouts and tight corners - How dew point comparisons help determine when outside air is actually beneficial - Why the dehumidifier is the workhorse, but still needs help moving air - How Atmox acts like a "brain" for the crawl space - Why low voltage wiring can make installation easier for contractors - How better crawl space education helps contractors differentiate their service Learn more about Atmox: https://atmox.com/ This segment is sponsored by Foundation Rescue Supply (FRS), a leading distributor of residential and commercial foundation repair, waterproofing, crawl space, and air control products. Learn more about Foundation Rescue Supply: https://www.foundationrescuesupply.com/ Learn more about The National Foundation Repair Association: https://foundationrepair.org/ Visit Contractors Edge for more tips, tools, and tactics to grow your home service business: https://www.yourcontractorsedge.com Subscribe to The Contractors' Edge for more conversations with foundation repair, waterproofing, crawl space, concrete repair, and home service leaders moving the industry forward.

In this segment live from The NFRA Conference, Mike Stiers and Anthony Brown sit down with Will Fultz of Crack Stitch on how contractors can structurally repair concrete cracks instead of just filling them and hoping they don't reopen. CrackStitch uses a carbon fiber and Kevlar open grid system installed perpendicular to the crack, with epoxy flowing through the grid to create a stronger structural repair. For contractors already doing concrete lifting, leveling, foundation repair, shoring, coatings, or concrete repair, this can become a profitable add-on service that helps extend the life of the slab and create more revenue from projects they are already on. Tune in for: - What CrackStitch is and how it works - Why filling a crack is not the same as structurally repairing it - How the open grid design helps prevent sliding over time - Why contractors can use CrackStitch on slabs, walls, driveways, sidewalks, pool decks, garage floors, and commercial facilities - How concrete lifting and leveling contractors can add CrackStitch as another revenue stream - How contractors can get trained virtually or in person Learn more about CrackStitch: https://crackstitch.com/ This segment is sponsored by Foundation Rescue Supply (FRS), a leading distributor of residential and commercial foundation repair, waterproofing, crawl space, and air control products. Learn more about Foundation Rescue Supply: https://www.foundationrescuesupply.com/ Learn more about The National Foundation Repair Association: https://foundationrepair.org/ Visit Contractors Edge for more tips, tools, and tactics to grow your home service business: https://www.yourcontractorsedge.com Subscribe to The Contractors' Edge for more conversations with foundation repair, waterproofing, crawl space, concrete repair, and home service leaders moving the industry forward.

In this segment live from The NFRA Conference, Mike Stiers and Anthony Brown sit down with Ed Meyer and Julio Reyes of Fortress Stabilization Systems to talk about carbon fiber wall reinforcement, homeowner trust, and why proper anchoring matters when contractors are stabilizing basement walls. Ed and Julio break down what makes Fortress different: engineered systems, contractor training, product confidence, and a focus on protecting the homeowner from underdesigned solutions or bad information. Carbon fiber is strong, but the system matters. Spacing, soil pressure, wall conditions, installation, and anchoring all play a role in whether the repair actually performs the way the homeowner expects. Tune in for: - Why not all carbon fiber wall repair systems are the same - Why proper spacing matters when reinforcing foundation walls - How soil pressure, wall height, and backfill height affect the repair design - Why Fortress emphasizes top and bottom anchoring - Why training matters when installing carbon fiber systems Learn more about Fortress Stabilization Systems: https://fortressstabilization.com/ This segment is sponsored by Foundation Rescue Supply (FRS), a leading distributor of residential and commercial foundation repair, waterproofing, crawl space, and air control products. Learn more about Foundation Rescue Supply: https://www.foundationrescuesupply.com/ Learn more about The National Foundation Repair Association: https://foundationrepair.org/ Visit Contractors Edge for more tips, tools, and tactics to grow your home service business: https://www.yourcontractorsedge.com Subscribe to The Contractors' Edge for more conversations with foundation repair, waterproofing, crawl space, and home service leaders moving the industry forward.

In this segment live from The NFRA Conference, Mike Stiers and Anthony Brown sit down with Mike Wegman of Foundation Rescue Supply to talk about how FRS supports contractors beyond simply selling materials. Their team helps foundation repair, waterproofing, crawl space, and air control contractors with product access, installation training, sales training, business education, financial workshops, ordering systems, and long-term planning. Contractors grow when they understand their numbers, train their teams, price jobs correctly, improve their sales process, protect production, and build a business that can actually support the work coming in. Tune in for: - Why FRS focuses on more than products - How supplier relationships can help contractors grow - Why installation training and sales training both matter - How contractors can better understand break-even points and margins - Why growing revenue does not always mean growing profit - How FRS helps contractors think through operations, ordering, and production - Why vendor consolidation can reduce administrative drag - How better training creates a better homeowner experience - Why contractors need business education, not just product education Learn more about Foundation Rescue Supply: https://www.foundationrescuesupply.com/ Learn more about The National Foundation Repair Association: https://foundationrepair.org/ Visit Contractors Edge for more tips, tools, and tactics to grow your home service business: https://www.yourcontractorsedge.com Subscribe to The Contractors' Edge for more conversations with foundation repair, waterproofing, crawl space, concrete repair, and home service leaders moving the industry forward.

In this segment live from The NFRA Conference, Mike Stiers and Anthony Brown sit down with Tim and Ryan from ArcSite to talk about how they help foundation repair contractors simplify homeowner problems, and create a confident buying process. ArcSite is already being used across the foundation repair industry to help contractors create cleaner drawings, add elevation data, build visual heat maps, and reduce setup friction, which is key to giving homeowners a clearer understanding of what is happening in their home. Tim and Ryan also share updates on topographic mapping, Smart Level integration, and engineering collaboration that helps keep the homeowner moving toward a confident yes. Tune in for: - How ArcSite helps contractors turn inspections into clear visual presentations - Why elevation heat maps can help homeowners understand foundation issues faster - Why accurate drawings help reduce confusion between sales, engineering, and production - How engineering partners can use ArcSite drawings to collaborate and return stamped work faster - Why manufacturer and supplier integrations can make quoting and ordering easier Learn more about ArcSite (Designed For The Field - Built For Results) https://www.arcsite.com/ This segment is sponsored by Foundation Rescue Supply (FRS), a leading distributor of residential and commercial foundation repair, waterproofing, crawl space, and air control products. Learn more about Foundation Rescue Supply: https://www.foundationrescuesupply.com/ Learn more about The National Foundation Repair Association: https://foundationrepair.org/ Visit The Contractors Edge for more tips, tools, and tactics to grow your home service business: https://www.yourcontractorsedge.com Subscribe to The Contractors' Edge podcast for more conversations with foundation repair, waterproofing, crawl space, and home service leaders moving the industry forward.

In this segment live from The NFRA Conference, Mike Stiers and Anthony Brown interviews Mike East of Smart Level to talk about how contractors can measure, map, and document elevation readings faster without fighting lasers, handwritten notes, or inconsistent field processes. Smart Level uses pressure-based leveling, Bluetooth, and app connectivity to help contractors record readings directly into a floor plan, reduce human error, and create cleaner documentation for homeowners, engineers, and internal teams. A huge plus? Smart Level is integrating with tools like ArcSite and Spatial Vision to turn field measurements into visual maps and better sales conversations. Tune in for: - Why Smart Level can be easier to use than lasers in tight or obstructed spaces - How contractors can map a structure as fast as they can walk it - Why digital elevation readings reduce handwritten errors and messy field notes - How better visuals help homeowners understand foundation problems faster - Why consistent SOPs protect contractors when training new team members - How Smart Level connects with ArcSite and Spatial Vision - How topographical floor maps can support stronger inspections and sales presentations - Why better documentation helps contractors reduce go-backs and explain solutions clearly Learn more about Smart Level: https://smartlevel.us/ This segment is sponsored by Foundation Rescue Supply (FRS), a leading distributor of residential and commercial foundation repair, waterproofing, crawl space, and air control products. Learn more about Foundation Rescue Supply: https://www.foundationrescuesupply.com/ Learn more about The National Foundation Repair Association: https://foundationrepair.org/ Visit Contractors Edge for more tips, tools, and tactics to grow your home service business: https://www.yourcontractorsedge.com Subscribe to The Contractors' Edge for more conversations with foundation repair, waterproofing, crawl space, concrete repair, and home service leaders moving the industry forward.

In this segment from The NFRA Conference in Oklahoma City, Mike Stiers and Anthony Brown sit down with Jen Zamzow of Contractor Accelerator to talk about what a CRM should actually do for contractors: take work off the office team, keep homeowners informed, and make the day-to-day easier to manage. Jen shares how Contractor Accelerator started in foundation repair and now supports a wide range of residential service businesses. She walks through recent updates like customer portals, automatic invoice access, faster bid acceptance, payment prompts, customizable dashboards, reporting, onboarding support, and tools that help contractors keep leads, estimates, invoices, payments, and customer communication in one place. Tune in for: - Why contractors need more than a basic contact list - How customer portals reduce back-and-forth calls - Why faster bid acceptance and payment collection matter - How dashboards help owners, sales teams, and installers see the right numbers - Why reporting becomes critical for growth, succession planning, and selling a business - How a good CRM helps contractors move from scattered systems to a scalable process Learn more about Contractor Accelerator: https://contractoraccelerator.com/ This segment is sponsored by Foundation Rescue Supply (FRS), a leading distributor of residential and commercial foundation repair, waterproofing, crawl space, and air control products. Learn more about Foundation Rescue Supply: https://www.foundationrescuesupply.com/ Learn more about The National Foundation Repair Association: https://foundationrepair.org/ Visit The Contractors' Edge for more tips, tools, and tactics to grow your home service business: https://www.yourcontractorsedge.com Subscribe to The Contractors' Edge for more conversations with foundation repair, waterproofing, crawl space, and home service leaders moving the industry forward.

In this segment from The NFRA Conference in Oklahoma City, Mike Stiers and Anthony Brown sit down with Daniel Stark of Stark Foundations to talk about how faster, cleaner engineering can help foundation repair contractors speed up jobs without cutting corners. Daniel explains how Stark Foundations focuses solely on foundation repair engineering, using their SPEKTR platform to help contractors submit project information, document installations, track engineering status, and move from engineering to final closeout more efficiently. Tune in for: * Why foundation repair contractors need engineering that matches the speed of the job cycle * How Stark Foundations helps reduce delays in reports, permits, and closeout letters * Why their SPEKTR platform gives contractors more visibility into project status * How special inspection letters and closeout letters help contractors finish projects and get paid * Why speed and accuracy do not have to be opposites * How faster engineering can improve cash flow, reduce friction, and create a better homeowner experience Learn more about Stark Foundations: https://starkfoundations.com/ This segment is sponsored by Foundation Rescue Supply (FRS), a leading distributor of residential and commercial foundation repair, waterproofing, crawl space, and air control products. Learn more about Foundation Rescue Supply: https://www.foundationrescuesupply.com/ Visit The National Foundation Repair Association: https://foundationrepair.org/ Visit Contractors Edge for more tips, tools, and tactics to grow your home service business: https://www.yourcontractorsedge.com Subscribe to The Contractors' Edge for more conversations with foundation repair, waterproofing, crawl space, and home service leaders moving the industry forward.

In this segment live from The NFRA Conference, Mike Stiers and Anthony Brown sit down with Rob Stam of Nash Distribution to talk about a bigger issue in foundation repair: how the industry can raise the bar for contractors, homeowners, and everyone involved. His message is clear: when the industry lacks standards, homeowners suffer, bad actors gain ground, and good contractors have to work harder to earn trust. Nash Distribution helps contractors with restoration products, installation support, sales training, and rapid delivery. Nash also positions itself as a "one source, every solution" partner for contractors who need reliable products, logistics, training, and business support. Tune in for: - Why NFRA involvement matters for the future of foundation repair - How Nash Distribution supports contractors with products, logistics, training, and resources - Why reliable supply chains help contractors run smoother jobs - How competition can raise the bar instead of creating a race to the bottom - Why the best contractors think backwards from the homeowner experience This segment is sponsored by Foundation Rescue Supply (FRS), a leading distributor of residential and commercial foundation repair, waterproofing, crawl space, and air control products. FRS helps contractors go beyond products with the tools, materials, and support needed to build stronger installs, close more work, and serve homeowners better. Learn more about Nash Distribution: https://www.nashdistribution.com/ Learn more about Foundation Rescue Supply: https://www.foundationrescuesupply.com/ Learn more about The National Foundation Repair Association: https://foundationrepair.org/ Visit Contractors Edge for more tips, tools, and tactics to grow your home service business: https://www.yourcontractorsedge.com Subscribe to The Contractors' Edge for more conversations with foundation repair, waterproofing, crawl space, and home service leaders who are helping move the industry forward.

In this segment live from The NFRA Conference in Oklahoma City, Mike Stiers and Anthony Brown sit down with HB Marshall of Your Crawlspace to talk about what crawl space contractors actually need to grow, including better products, training, and more repeatable systems. HB is helping contractors move beyond "winging it" with stronger installation processes, video assets, marketing resources, on-site training, and distributor partnerships that make it easier to serve homeowners in the best way. Tune in for: - Why crawl space contractors need systems - How better training improves installs - Why product design should come from real field experience - How video and marketing assets can help contractors sell more jobs - Why supplier and distributor partnerships matter for growth - How repeatable processes help professionalize the crawl space industry Learn more about Your Crawlspace: https://www.yourcrawlspace.com/ This segment is sponsored by Foundation Rescue Supply (FRS). Learn more about Foundation Rescue Supply: https://www.foundationrescuesupply.com/ Learn more about The National Foundation Repair Association: https://foundationrepair.org/ Visit Contractors Edge for more tips, tools, and tactics to grow your home service business: https://www.yourcontractorsedge.com Subscribe to The Contractors' Edge for more conversations with foundation repair, waterproofing, crawl space, and home service leaders moving the industry forward.

In this segment live from The NFRA Conference in Oklahoma City, Mike Stiers and Anthony Brown sit down with Tom Gibbs of NCFI Polyurethanes. Tom shares his experience from nearly 25 years in foundation repair and 18 years in polyurethane, including how NCFI can help foundation repair contractors add a profitable service line, solve access challenges, and stop turning away work that may already be coming through the door. His team helps contractors understand where poly fits best, from concrete lifting and void filling to deeper injection applications when soil conditions and project access make it the right solution. Tune in for: - Why polyurethane can be a strong add-on service for foundation repair contractors - How poly can help with void filling after foundation lifts - Where concrete lifting, leveling, and soil stabilization fit into the customer journey - Why access issues can make poly a smart solution - What contractors should know about equipment investment and training - How smaller-ticket jobs can still create strong margins and fast production opportunities This segment is sponsored by Foundation Rescue Supply (FRS), a leading distributor of residential and commercial foundation repair, waterproofing, crawl space, and air control products. FRS helps contractors go beyond products with the tools, materials, and support needed to build stronger installs, close more work, and serve homeowners better. NCFI Polyurethanes: https://ncfi.com/ Foundation Rescue Supply: https://www.foundationrescuesupply.com/ The National Foundation Repair Association: https://foundationrepair.org/ Visit Contractors Edge for more tips, tools, and tactics to grow your home service business: www.yourcontractorsedge.com Subscribe to The Contractors' Edge for more conversations with foundation repair leaders, vendors, suppliers, and contractors who are helping move the industry forward. https://www.yourcontractorsedge.com

In this segment live from The NFRA Conference in Oklahoma City, Mike Stiers and Anthony Brown sit down with Jason Adams of SPS Engineering to talk about how better engineering, inspection systems, and reporting workflows can help foundation repair contractors create a better experience for homeowners. Jason shares how SPS Engineering is helping bridge the gap between foundation repair inspections and engineering reports with specializing in independent foundation inspections and structural assessments across the Dallas-Fort Worth Metroplex. His team uses platforms like ArcSite to turn inspection renderings into faster reports that reduce friction for the homeowner, allowing contractors to have an easier education process. Tune in for: - Why engineering reports can slow down foundation repair projects - How SPS Engineering is working to speed up reporting and permitting - Why better inspection detail creates a better homeowner experience - How tools like ArcSite, LiDAR scanning, and smart levels can improve consistency - Why drainage and water management should be part of the conversation - How contractors can use better visuals to explain repairs and build trust - Why removing friction helps both the contractor and the homeowner Learn more about SPS Engineering: https://www.dfwsps.com/ This segment is sponsored by Foundation Rescue Supply (FRS), a leading distributor of residential and commercial foundation repair, waterproofing, crawl space, and air control products. FRS helps contractors go beyond products with the tools, materials, and support needed to build stronger installs, close more work, and serve homeowners better. Learn more about Foundation Rescue Supply: https://www.foundationrescuesupply.com Learn more about The National Foundation Repair Association: https://foundationrepair.org/ Visit The Contractors' Edge for more tips, tools, and tactics to grow your home service business. https://www.yourcontractorsedge.com

Most contractors ask the same question: "Where should I spend my marketing dollars?"

When the better question is: How much should you spend, and in what order should you invest?

In this episode of The Contractors' Edge, Mike and Anthony kick off a new Marketing 101 segment built for contractors across foundation repair, basement waterproofing, crawl space encapsulation, pest control, HVAC, plumbing, remodeling, concrete, and home services.

This episode breaks down how to think about your marketing budget, which platforms to prioritize first, and why most contractors struggle with getting a return on investment from the wrong allocations.

You will learn how to use the 7%, 10%, and 13% marketing spend framework, when Google LSAs, Google Ads, Meta, Microsoft Ads, rehash, and branding make sense, and how to make every dollar work harder before increasing spend.

If you are spending money on marketing but still wondering why the phone is not ringing, why leads feel inconsistent, or why your competitors seem to be everywhere, this episode will help you slow down, prioritize the right channels, and build a smarter plan for profitable growth.

Timestamps

01:45 The 7%, 10%, and 13% framework 04:58 Why old-school branding assumptions can hurt new growth 06:36 Google Local Services Ads: where many contractors should start 08:08 When to move into standard Google Ads 10:09 How competitor search can turn another company's awareness into your lead 12:28 Where Meta fits for contractors 16:01 Why contractors should not ignore Microsoft Ads 19:35 How to use old estimates, dead leads, and past customers 23:59 When branding channels should enter the plan 26:14 Why $1M companies should not start with TV 30:21 Example: how a $3M contractor should allocate a $300K annual budget 35:41 The marketing flywheel: generate leads, convert leads, and improve the customer experience 38:06 How much should you pay for a referral? 40:22 Low-cost branding moves that still work 42:19 Final takeaway: better allocation beats more marketing spend

Need help figuring out where your marketing dollars should go next?

Start with the numbers. If you do not know your lead sources, set rate, close rate, cost per lead, cost per sale, and marketing percentage, you are guessing.

Get the Contractor Growth Playbook here: https://yourcontractorsedge.com/growth-playbook

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: https://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. You work hard to earn those customers, and even harder to make them happy. But momentum can end after the job. 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: https://www.yourcontractorsedge.com

In this week's episode of The Contractors Edge, Anthony Brown shares how contractor leads and lead opportunities are changing heading into Summer 2026. It may come as a surprise but, cheap leads may be costing your business more time and money than you realize... From Google and Facebook ad updates, to shifting buyer behavior, lead quality trends, seasonal marketing adjustments, and the increasing role of AI in advertising, this episode focuses on what contractors should actually be paying attention to right now (without chasing every shiny object the marketing industry throws at them). Anthony dives into: • Why lead quality matters more than lead volume • The hidden operational cost behind "cheap" leads • How poor follow-up systems can quietly kill your ROI • What contractors should watch for inside Meta and Google Ads • Seasonal shifts that impact homeowner behavior and conversions • Why speed-to-lead still matters in 2026 • The growing role of automation, and where contractors need to be cautious • What marketing metrics actually matter beyond impressions and clicks • How better tracking and operational awareness can improve marketing performance This episode also explores the reality contractors are facing with modern lead generation: More automation. More AI-assisted advertising. More competition. But the contractors who continue to win aren't always the ones spending the most money. They're the ones building better systems, paying attention to operational gaps, and understanding how their marketing actually connects to booked jobs and revenue. If you're a contractor, owner, estimator, or sales leader trying to understand where digital marketing is heading, and trying not to get buried in hype, this episode is for you. ------- Grow your business with our Contractor Growth Playbook - The DIY approach to understanding your KPIs, marketing spend, and return on investment, with a step by step process on how to delegate to your team. Download here: https://yourcontractorsedge.com/growth-playbook Connect With The Contractors' Edge Hosts: Mike Stiers: https://www.linkedin.com/in/michaelstiers/ Anthony Brown: 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: https://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. You work hard to earn those customers, and even harder to make them happy. But momentum can end after the job. 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