Beers With Contractors

In this Q&A episode of Beers with Contractors, Will and Terry discuss common contractor business challenges: profit margin vs. markup (including how material-based markup and costly callbacks destroy gross profit), marketing ROI (using an 8% budget target, prioritizing Google/search, SEO, CRM and call tracking, and avoiding billboards/TV), and branding basics like truck decals and lead tracking. They address hiring, arguing mindset and consistent recruiting/branding matter, and cite construction grad starting pay around $75,000. Compliance topics include excavation safety, MVR checks, subcontractor insurance/additional insured requirements, and documenting performance to reduce wrongful termination risk. Will describes slowing growth to improve systems, profits, reviews, satisfaction, and turnover; explains pricing psychology and a margin-based rationale for raising prices; predicts an AI/IT integration specialist role; and lists weekly KPIs: gross margin, net operating margin, leads, appointment conversion, and close rate.

00:00 Welcome and Cheers

00:38 Q&A Kickoff

01:15 Margin Trap Explained

02:03 Markup and Callbacks

05:00 Bad Rules of Thumb

07:45 Marketing Budget Math

11:48 Branding That Sticks

16:02 Hiring Mindset Shift

18:41 Recruiting Like Marketing

23:57 Compliance and Safety

30:19 Owner Bottlenecks

32:54 Leadership Bottlenecks

33:11 Working Genius Strengths

35:10 Finishers vs Starters

36:52 Million Dollar Mindset

40:50 Pricing Fear and Math

47:46 Scaling Without Burnout

52:00 AI Integration in Construction

59:34 Five Weekly KPIs

01:01:37 Final Wrap and Disclaimer

Check Out Greenbaum Stiers Strategic Marketing Group: https://www.greenbaumstiers.com/

Foundation Rescue Supply Link:

https://www.foundationrescuesupply.com/

Contractors Kick Ass!

Podcast Store Link:

https://williamwalkerblake.com/store-1

The Worker Incentive Program that Contractors Love! - Per4mance Software https://per4mance.io - Pay for performance, not hours

In this episode of Beers with Contractors, host Will and Terry recap meeting listeners at the National Foundation Repair Association Conference and discuss Will’s Bedrock Academy event, then welcome guests Rachael and Leslie from Oblyss. They explain how Oblyss was created to solve foundation repair contractors’ pain points with disconnected tech stacks by consolidating scheduling, estimating, production tracking, and data into a single “ecosystem” with one login, integrating with other tools via APIs. Rachael describes funding and developing the platform over several years and focusing on contractor feedback, while Leslie emphasizes canonical data, rapid development, and simplifying onboarding by pulling data from existing systems. They cover supply catalog integration and markups, plans for estimate-to-order workflows, and permit/engineering coordination, plus future ideas like homeowner portals with job tracking, reviews, and AI-driven communication.

00:00 Introduction

00:36 NFRA Listener Stories

02:18 Meet Oblyss Team

03:47 Leslie Origin Story

06:46 Rachael Pain Points

09:14 Building Oblyss Vision

12:00 Contractors Need Tech

14:51 Data Tracking Matters

21:15 Oblyss Pipeline Preview

23:56 Demos and Onboarding

25:56 Catalogs and Ordering

28:09 Inventory and Engineering Workflow

29:22 Cost Savings and Consolidation

32:24 Permits and Engineering Fixes

35:56 Commercial Software Reality Check

38:16 Fast Integrations and Roadmap

41:00 Homeowner Portal Vision

44:51 Building Features Through Relationships

48:25 People First Product Iteration

51:10 Wrap Up and Safety Disclaimer

Contact Rachael Jackson at:

Website: https://oblysspro.com/

Email: [email protected]

LinkedIn: https://www.linkedin.com/in/rachael-jackson-oblyss/

Instagram: https://www.instagram.com/oblysspro/

Facebook: https://www.facebook.com/Oblysspro/

Check Out Greenbaum Stiers Strategic Marketing Group: https://www.greenbaumstiers.com/

Foundation Rescue Supply Link:

https://www.foundationrescuesupply.com/

Contractors Kick Ass!

Podcast Store Link:

https://williamwalkerblake.com/store-1

The Worker Incentive Program that Contractors Love! - Per4mance Software https://per4mance.io - Pay for performance, not hours

This episode of Beers with Contractors highlights common mistakes contractors make when starting and running their businesses and the lessons learned from costly real-world failures. Key themes include using clear, adequate contracts instead of informal paperwork, staying on top of lien timelines, and structuring payment terms to maintain leverage and avoid paying too early. Guests discuss trade-specific pitfalls like misdiagnosing foundation issues, improper roof ventilation that damages materials and voids warranties, and misunderstanding building science in areas like spray foam and attic ventilation. The conversation also covers safety and quality-control lapses, from electrical verification to measurement errors and jobsite accidents, emphasizing the importance of double-checking work. Hiring and retention strategies are addressed, along with the critical need to choose business partners carefully and seek professional legal and financial guidance to avoid severe consequences.

00:03 Season 1 Episode 38 - Legal Mistakes New Contractors Make

01:35 Season 2 Episode 21 - The #1 Mistake Foundation Contractors Keep Making

03:06 Season 2 Episode 19 - The Most Expensive Lesson Every Contractor Learns

06:29 Season 1 Episode 35 - Construction Safety 101: Always Check, Never Trust

07:24 Season 2 Episode 27 - The $40K Roofing Mistake

09:24 Season 2 Episode 05 - The Costliest Mistake—And Why It Was Worth It

10:34 Season 2 Episode 37 - The Overlooked Hiring Mistake

13:11 Season 1 Episode 32 - The Biggest Mistake in Home Insulation

15:36 Season 1 Episode 41 - Unexpected Lessons in Workplace Safety ‪@John_Malecki‬

17:02 Season 1 Episode 49 - Biggest Sales Screw Up Ever

20:44 Season 1 Episode 44 - The Mistake That Can Bankrupt Your Business

Check Out Greenbaum Stiers Strategic Marketing Group: https://www.greenbaumstiers.com/

Foundation Rescue Supply Link:

https://www.foundationrescuesupply.com/

Contractors Kick Ass!

Podcast Store Link:

https://williamwalkerblake.com/store-1

The Worker Incentive Program that Contractors Love! - Per4mance Software https://per4mance.io - Pay for performance, not hours

In this remix episode of Beers with Contractors, the guests discuss why contractors should treat financing as a company-level commitment rather than leaving it to sales reps, including absorbing associated costs appropriately and marketing payment options early so customers expect them and can choose between cash, promotions, and monthly payments. One host shares an HVAC quote experience where added fees for credit card and financing, unclear terms, and lack of options led to a lost $30,000 sale, illustrating how friction kills conversions. They cover why contractors avoid financing (fear, fee reluctance, and customers not asking), when to introduce it (marketing, appointment setting, and pricing), and broader money advice like avoiding overleveraging trucks/equipment, properly managing lines of credit, knowing your banker, and understanding loan terms like default rate acceleration and collateral. The episode also emphasizes in-home sales fundamentals: ask questions, listen, educate, create clarity, train for character and teachability, spend more time with homeowners when needed, and maintain recruiting and slight overcapacity in sales staffing.

00:03 S2 E38 - The #1 Reason Financing Falls Flat

01:02 S2 E38 - How a $30K Sale Was Lost in 30 Seconds

03:15 S2 E38 - Why Contractors Still Avoid Financing

03:57 S2 E38 - When and How to Bring Up Financing

04:54 S1 E21 - How to Overcome Financing Fears for Good

08:22 S2 E26 - You're Asking the Wrong Finance Person for Advice

09:10 S2 E04 - The Loans Contractors Should Avoid

10:43 S2 E04 - One Banking Habit That Could Save Your Business

12:16 S2 E04 - The Hidden Loan Terms That Can Wreck You

17:42 S2 E27 - What Good Sales Training Actually Looks Like

19:19 S1 E34 - How to Train Technicians to Sell Without Being Pushy

21:08 S2 E63 - The Biggest Lie in Sales

24:54 S2 E03 - Why a High Close Rate Still Leaves You Broke

27:13 S2 E03 - How One Rep Made $28,000 by Slowing Down

Check Out Greenbaum Stiers Strategic Marketing Group: https://www.greenbaumstiers.com/

Foundation Rescue Supply Link:

https://www.foundationrescuesupply.com/

Contractors Kick Ass!

Podcast Store Link:

https://williamwalkerblake.com/store-1

The Worker Incentive Program that Contractors Love! - Per4mance Software https://per4mance.io - Pay for performance, not hours

In this episode of Beers with Contractors, host Will and Terry recap their fifth Construction Camp for Kids event and welcome longtime friend Alfonso Nieves of Fox Blocks (Airelite Plastics), an insulated concrete form (ICF) expert who trains contractors nationwide and with the National Home Builders Association. Alfonso explains how he entered the ICF industry, the technology’s origins in Canada in the 1960s, and why above-grade ICF excels for energy efficiency. They discuss ICF benefits including continuous insulation, fire rating, sound attenuation, storm resilience, fewer foundation issues, and faster construction (about 15% faster than finished CMU), plus typical cost premiums (about 7–10%) with a 5–10 year payback. Alfonso addresses myths (termites, “double the cost,” lack of installers, “houses don’t breathe”), covers rebar options and additives, outlines training availability via foxblocks.com, and shares contact info.

00:00 Introduction

01:23 Meet Alfonso Nieves

03:11 How Alfonso Nieves Found ICF

05:18 ICF Across Climates

07:16 ICF History Evolution

09:06 Beyond Homes Use Cases

10:37 Cost ROI Payback

12:36 Storm Safety Foundation

14:25 Speed Scheduling Cashflow

16:42 Myths Termites Cost

18:33 Affordable Housing Example

19:29 Tight Envelope HVAC Downsizing

20:42 Rebar Alternatives Logistics

25:33 FRP Rebar Availability

26:01 Thin Brick With ICF

27:54 Finding Fox Blocks Training

29:16 Construction Camp Stories

31:44 Lintels And Big Openings

34:04 Floor Systems On ICF

35:27 Fastening Strips Deep Dive

39:52 DIY Vs Pro Install Reality

42:36 Materials And Recycling Ties

45:07 How To Reach Alfonso

46:21 Final Wrap And Disclaimers

Contact Alfonso Nieves at:

Website: https://www.foxblocks.com/

Email: [email protected]

LinkedIn: https://www.linkedin.com/in/alfonso-nieves-27113a49/

Instagram: https://www.instagram.com/foxblocks_icf/

Facebook: https://www.facebook.com/foxblocks/

Twitter: https://x.com/FoxBlocksICF

Check Out Greenbaum Stiers Strategic Marketing Group: https://www.greenbaumstiers.com/

Foundation Rescue Supply Link:

https://www.foundationrescuesupply.com/

Contractors Kick Ass!

Podcast Store Link:

https://williamwalkerblake.com/store-1

The Worker Incentive Program that Contractors Love! - Per4mance Software https://per4mance.io - Pay for performance, not hours

In this episode of Beers with Contractors, hosts Will introduces employment attorney Tracy Melvin of Melvin Law to discuss common employment-compliance pitfalls for construction and home services companies, especially around payroll and overtime. Tracy explains her HR-to-law background, employer-side focus, and ties to construction, then highlights frequent mistakes like misclassifying workers as independent contractors and miscalculating the “regular rate” by failing to include certain bonuses and other pay when computing overtime. They cover how audits and claims are triggered (disgruntled employees, random agency audits, state focus areas like Illinois), why early legal help can reduce fines, and examples where employers still face penalties even when practices benefited workers. Tracy outlines red flags for 1099/sub use, the complexity of multi-state rules, piece-rate risks, and clarifies discretionary vs non-discretionary bonuses and related tax issues.

00:00 Welcome and Setup

01:40 Meet Tracy Melvin

03:00 Why Employment Law

05:40 Payroll Mistakes Explained

07:36 Resources and Audits

11:09 When DOL Comes Knocking

13:52 Fines Penalties Reality

19:44 Seasonal Overtime Trap

21:42 1099 vs Employee Basics

26:06 Subcontractor Red Flags

28:48 Multi State Classification

29:48 Contractor Audit Pitfalls

31:13 Piece Rate Red Flags

34:03 Agreements Dont Override Law

35:32 AI Boilerplate Warnings

37:17 Bonus Types Explained

44:19 Taxable Perks And Rewards

48:15 Overtime Calculation Minefield

51:56 Regular Rate Defined

54:37 Commissions Mixed With Hourly

57:21 Closing And Contact Info

58:27 Final Disclaimer And Signoff

Contact Tracy Melvin at:

Email:  [email protected]

LinkedIn: https://www.linkedin.com/in/tracyjmelvin/

Check Out Greenbaum Stiers Strategic Marketing Group: https://www.greenbaumstiers.com/

Foundation Rescue Supply Link:

https://www.foundationrescuesupply.com/

Contractors Kick Ass!

Podcast Store Link:

https://williamwalkerblake.com/store-1

The Worker Incentive Program that Contractors Love! - Per4mance Software https://per4mance.io - Pay for performance, not hours

In this episode of Beers with Contractors, Will and Terry discuss how contractors can build effective systems and processes by borrowing from academic training models Terry uses in construction education. Terry explains the importance of designing training around different learning styles (auditory, visual, hands-on), using a repeatable sequence of explain/demonstrate/do/feedback, and running an assessment “cycle” each time training is delivered to measure what worked and make corrections. They note many new workers lack basic tool knowledge and that AI may push more inexperienced people into the trades, increasing the need for intentional onboarding. Terry describes collecting feedback via surveys (using five-option Likert scales) and informal check-ins, stresses mobile-friendly, short-form training, and emphasizes soft-skills coaching. He closes with three tips: assume zero baseline knowledge, be patient with repeated reps, and place people where their strengths fit.

00:00 Introduction

01:16 Why Systems Matter

06:15 Assessment and Cycles

09:34 Starting Training From Scratch

10:20 Learning Styles and Teaching

17:08 Hands On Theory to Practice

22:29 Work Ethic and Intentionality

26:41 Feedback Surveys and Baselines

28:15 Likert Scale Surveys

30:35 Survey UX Pitfalls

32:46 Feedback Loops Onboarding

34:05 Mobile First Training

37:41 Baseline Skills Mastery

42:05 Enrollment Shifts COVID AI

45:08 Soft Skills In Practice

50:43 Three Training Principles

52:52 Wrap Up And Disclaimers

Check Out Greenbaum Stiers Strategic Marketing Group: https://www.greenbaumstiers.com/

Foundation Rescue Supply Link:

https://www.foundationrescuesupply.com/

Contractors Kick Ass!

Podcast Store Link:

https://williamwalkerblake.com/store-1

The Worker Incentive Program that Contractors Love! - Per4mance Software https://per4mance.io - Pay for performance, not hours

In this episode of Beers with Contractors, Will and Terry catch up on summer plans and progress on a bar build, then run a Q&A from their audience. They discuss why offering customer financing matters in home services, question the value of 0% options, and mention using GreenSky while noting alternatives like Hearth and Interbank, plus why they don’t discount for cash payments. They compare change orders and slim commercial margins, then dive into documenting and training safety using OSHA guidelines, periodic OSHA/Department of Labor visits, and storing SOPs/MSDS in Slack, emphasizing a fun safety committee to encourage reporting. They explore value engineering as life-cycle cost thinking with examples of efficient design and construction, note risks when execution fails, and debate 3D-printed homes. They argue core values shouldn’t take truck-wrap real estate versus clear branding and calls-to-action, share CSR benchmarks (80 outbound calls/day and an 85% booking goal), advise joining associations or acquiring rather than starting a new trade, and recommend hiring a professional to convert from cash to accrual accounting, citing Martin Holland’s The Profit Problem.

00:00 Introduction

00:45 Summer Plans and Bar Build

01:50 Naming the Bar and Boats

03:16 Q&A Kickoff and TikTok

04:10 Customer Financing Options

08:11 Cash Payments and Discounts

10:18 Commercial Change Orders

12:59 Safety Training Systems

15:55 Safety Culture and Reporting

20:22 Value Engineering Basics

24:53 Value Engineering Life Cycle

27:26 Value Engineered House Hacks

28:47 Tech Meets Jobsite Reality

32:17 3D Printed Homes Debate

33:58 Core Values vs Branding

39:32 CSR Metrics That Matter

44:13 Diversify or Stay Focused

48:51 Cash to Accrual Accounting

51:13 Q&A Wrap and Disclaimer

Check Out Greenbaum Stiers Strategic Marketing Group: https://www.greenbaumstiers.com/

Foundation Rescue Supply Link:

https://www.foundationrescuesupply.com/

Contractors Kick Ass!

Podcast Store Link:

https://williamwalkerblake.com/store-1

The Worker Incentive Program that Contractors Love! - Per4mance Software https://per4mance.io - Pay for performance, not hours

In this episode of Beers with Contractors, host Will and Terry welcome Jae Wells, founder of American Standard Foundation Repair and president of the National Foundation Repair Association (NFRA), to discuss his path from medical school to building a foundation repair company approaching 20 years and his long involvement in the association. Jae explains why the $26B foundation repair industry lacks unified education and standards, and how NFRA is updating its National Certified Foundation Repair Specialist program with a class-based curriculum and testing model that can rapidly incorporate new technology. They preview the 34th annual NFRA conference in Oklahoma City (June 22–26 at the Omni), including a contractor reception with major giveaways, vendor certification courses, a golf tournament benefiting Construct My Future, and social events. Jae also outlines efforts to unify industry factions, improve ethics, and address insurance misclassification through data collection and the Foundation Repair Research Institute.

00:00 Introduction

00:45 Meet Jae Wells

03:11 American Standard Origin

04:55 Finding NFRA Early

07:35 Texas Conference Lessons

11:25 Industry Needs A Trade

16:35 Certification Revamp

21:16 Tech Standards And Data

24:35 NFRA Conference Overview

27:47 Events Classes And Golf

30:45 Golf Tournament Benefit

31:04 Charity Spotlight

33:08 Trades vs College Debt

34:25 NFRA Growth Plans

36:34 Unifying Industry Voice

40:40 Insurance Reform Push

48:18 Data and Misclassification

51:19 Recruiting Leaders

55:17 Conference Value Pitch

57:22 Events and Parties

57:59 Farewell and Disclaimers

Contact Jae Wells at:

LinkedIn: https://www.linkedin.com/in/jae-wells-54123b278/

Check Out Greenbaum Stiers Strategic Marketing Group: https://www.greenbaumstiers.com/

Foundation Rescue Supply Link:

https://www.foundationrescuesupply.com/

Contractors Kick Ass!

Podcast Store Link:

https://williamwalkerblake.com/store-1

The Worker Incentive Program that Contractors Love! - Per4mance Software https://per4mance.io - Pay for performance, not hours

In this episode of Beers with Contractors, Will discusses how contractors should navigate employee raise requests by benchmarking wages to local market data and using performance pay to tie higher earnings to measurable results. He clarifies performance pay versus historical piece-rate pay, referencing the Fair Wages Act (1938) and compliance risks around minimum wage, overtime, and worker classification (W-2 vs 1099). He outlines three incentive types—spiffs, KPI-driven bonuses, and labor-driven performance pay tied to budgeted labor hours or labor percentage—and stresses understanding job costing, cost of goods sold, and gross profit margin before launching any plan. He notes reported outcomes of properly implemented performance pay, including higher productivity and lower labor percentage, and warns about Department of Labor “non-discretionary” bonus rules requiring adjusted/weighted overtime and proper accrual on multi-week projects.

00:00 Introduction

01:09 Handling Raise Requests

02:51 Market Pay Research

05:57 Performance Pay Basics

06:46 Piece Rate History

09:16 Compliance and 1099 Risks

13:47 Build a Pay Plan

15:32 Productivity Gains Numbers

17:17 Three Incentive Types

19:11 Labor Driven Pay Models

22:06 P&L and Transparency

27:55 Sales Pay Compliance

30:30 Call Center Incentives

31:53 Manager Bonus Structures

33:29 Keep Bonuses Simple

34:55 When Not to Launch

36:33 Non Discretionary Overtime

38:55 Weighted Overtime Accrual

42:47 Recap and Next Steps

45:25 Outro and Disclaimers

My calendar link: https://per4mance.io/meetings/will723/qa-with-will-blake

Link to the  non-discretionary rule based on the Department of Labor article:

https://www.dol.gov/agencies/whd/fact-sheets/56c-bonuses

Check Out Greenbaum Stiers Strategic Marketing Group: https://www.greenbaumstiers.com

Foundation Rescue Supply Link:

https://www.foundationrescuesupply.com/

Contractors Kick Ass!

Podcast Store Link:

https://williamwalkerblake.com/store-1

The Worker Incentive Program that Contractors Love! - Per4mance Software https://per4mance.io - Pay for performance, not hours