Everybody says they do "high end." Almost nobody looks the part. In this episode of the Contractor Growth Network podcast, Logan sits down with Devin Vought of Vought Construction — JobTread's 2025 Builder of the Year and a luxury home builder in the Bay Area whose clients are routinely worth hundreds of millions, sometimes billions.

Devin breaks down what branding actually means when your prospects can buy anything they want. It's not the logo or the tagline. It's the client journey he's engineered behind the scenes — the demo-day party, the handmade pastries waiting for a client flying in from London, the white-collar warranty guy he sends over to hang a light fixture months before a contract is ever signed. Logan ties it back to the book Selling the Invisible: in a service business, the brand is the product before you can deliver it, so every touchpoint has to prove you'll handle what the client can't see behind the drywall. They get into uniforms and the "broken windows" theory on job sites, why trash cans everywhere beats nagging your subs, removing decision fatigue for busy clients, the real ROI of a website, and why Devin is now working to make Vought Construction stand on its own — without Devin.

If you've ever felt like you're doing great work but can't get clients to pay what it's worth — or you want to move upmarket but don't look like a company that belongs there — this episode shows you the small, accumulating moves that actually raise your average job size.

🎯 00:00 — Targeting billion-dollar homeowners: what this episode is about 00:34 — Devin's back, now 2025 Builder of the Year 01:04 — The Remodelers Advantage peer group that sparked this conversation 02:10 — Who Devin's clients really are (and why "high end" is watered down) 04:42 — What branding actually means — beyond the logo 05:51 — The proprietary "client journey" most clients never see 09:25 — The London client, the pastries, and the tears 11:40 — Why most contractors want to do this but never find the time 12:24 — Getting into the client's world through dinners and events 15:28 — Why hiring a customer-success role pays for itself 18:34 — Uniforms and the broken-windows theory on a job site 21:14 — Defining the "Vought way": clean, organized, respectful 22:55 — Trash cans everywhere — shaping behavior instead of nagging 26:50 — Removing friction: pods, white-glove moves, decision fatigue 31:13 — Selling the Invisible: third-party proof vs. first-party experience 34:00 — Photos that show a lived-in home, not a realtor's empty room 36:16 — Honey-do touch-ups during pre-construction as a marketing move 39:33 — The real ROI of a good logo and website 46:44 — Consistency, the Starbucks standard, and core values that ring hollow 50:13 — The pushback: "it's just price and time" 56:22 — Living into your future identity before you've earned it 59:08 — The next three years: building a company bigger than the founder 01:02:16 — How brand drives job stability and pulls talent from competitors

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Is your remodeling company being recommended by ChatGPT, Gemini, and Claude — or would you even know if it was? In this episode of the Contractor Growth Network podcast, Logan sits down with Patrick Sculley, CGN's in-house SEO lead, to walk through a 90-day plan for getting cited in AI search.

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They start with the basics — what "cited" actually means, why personalization is making AI results different for every searcher, and why the old SEO formula of "more reviews + more backlinks = trust" doesn't hold the same weight anymore. Then they break the 90 days into three sprints. Days 1–30: run a visibility audit, fix your service pages and About page, and figure out what the LLMs already know about you. Days 31–60: build first-party content — call recordings, FAQs, cost articles, project pages, and YouTube videos that AI can pull from. Days 61–90: spread your influence beyond your own website with reviews on Houzz and Angie, Reddit answers, association memberships, and press mentions.

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The conversation also gets into CGN's "client brain" — the system we've been building so that every blog, page, and ad we write for a client is sourced from their actual transcripts, calls, and brand voice instead of generic keyword targeting.

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If you've ever opened ChatGPT, asked "who's a good remodeler in my area," and not seen your name come up — this episode lays out the exact 90-day path to fix that.

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🎯 Timestamps

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00:00 — Is your remodeling company being recommended by ChatGPT, Gemini, or Claude?

02:50 — What "cited" actually means in AI search

16:09 — How realistic is 90 days, and what foundation do you need first?

19:00 — The most-crawled page on your site

24:14 — Day 1–30: how to run your AI visibility audit

30:31 — Quality vs. quantity: why pumping out blogs will backfire

33:18 — Why your search results look different from your neighbor's

47:32 — Day 31–60: turning sales-call FAQs into website content

54:51 — Inside CGN's "client brain" and why it changes what we write about

01:04:01 — Chunked indexing: why one long article can replace ten short ones

01:08:26 — Day 61–90: amplification, reviews, Reddit, and associations

01:14:54 — Do NARI and Chamber of Commerce memberships move the needle?

01:18:40 — How to re-measure your visibility at the end of 90 days

What's the one thing in your business you wish could be automated? In this episode of the Contractor Growth Network podcast, Logan sits down with Eric Fortenberry — founder and CEO of JobTread — to dig into how AI is reshaping the way contractors run their businesses, and where the real risks are hiding underneath the hype.

JobTread just rolled out a feature that lets contractors connect their own AI model directly into their JobTread account, and within two weeks over 1,500 users had spun up Claude and wired it in. Eric walks through what's working, what's blowing up in people's faces (one client accidentally exposed every customer's contact info, another leaked their Google Places API key and started racking up charges), and how to think about AI as a 65–75% tool rather than an easy button. The conversation hits estimating, hiring, customer service, MCP integrations, the future of search, and why $100/month for Claude is the most underpriced employee you'll ever hire.

If you've been watching AI from the sidelines wondering whether to dive in — or you're already deep and worried you're moving too fast — this episode will help you figure out where to push the gas and where to tap the brakes.

🎯 Timestamps

00:00 — What's the one thing you'd automate in your business?

00:40 — Pros and cons of AI from a software founder's chair

02:24 — How AI compares to the internet's adoption curve

05:28 — The "vibe coder" trap — when speaking into AI breaks more than it fixes

08:22 — The client who accidentally exposed every customer's data

10:30 — And the one who leaked their Google Places API key

12:33 — The Waze problem: faster isn't always worth it

14:52 — Where AI actually saves contractors time today

17:34 — Turning a 12-hour scope of work into something AI assists in minutes

19:32 — Why "trust and verify" beats trusting AI's first draft

23:15 — Feeding examples — the unlock most people miss

26:50 — Why people using AI will displace people who don't

28:27 — How JobTread hires (and why they still want a 2-minute intro video)

32:55 — Why an AI answering service kills a $100K remodel pitch

38:54 — Putting AI into the interview process

45:19 — Plod, MCP servers, and stringing tools into a real workflow

50:25 — Real screenshots vs. AI-fluff blog posts — why authenticity wins

53:52 — Google's data moat and what it means for search

59:17 — The math behind $20 Claude (Anthropic spends $18 for every $1 you pay)

How well does your company share stories of your past work? Many remodeling companies know that client testimonials are important, but are wasting the opportunity because of a lack of understanding around what a testimonial is supposed to do. In this episode Logan and Aaron are breaking some of the most impactful lessons they've learned over the years making impactful testimonials that actually sell more work.

They walk through why most testimonial videos fail, the biggest mistakes contractors make when trying to capture them, and what it actually takes to create a video that builds trust and drives real buying decisions. From choosing the right setup (DIY vs. photographer vs. videographer) to structuring the story, asking the right questions, and editing for impact, this episode is a full behind-the-scenes look at how high-performing testimonial videos are made.

If you've ever thought, "We should probably get a testimonial for this project," but weren't sure how to do it right—this episode will save you time, money, and frustration.

Resources Mentioned in the Video:

Client Testimonial Questions PDF

https://drive.google.com/file/d/1S2pCv3sASWny_2iWiLqCilz80PBf7r1Z/view?usp=sharing

7 Tips for Recording Better Testimonials

https://youtu.be/L_wE3-qPWf8?si=ezSGJRlvmnYPVbPW

Finished Testimonials We Created for Frei Remodeling

https://youtube.com/playlist?list=PLoQIN5NPd7wdXN_xyKCRUGhcemMnr7AFD&si=C0JaPttzZDjO24xV

00:00 — Why storytelling is the key to building trust with testimonials 01:28 — Why video testimonials are harder than they seem 04:13 — The biggest mistakes remodelers make 05:46 — DIY vs. hiring help: pros and cons 10:09 — "Architectural Digest vs. TikTok" style videos 14:05 — The 3 core components: filming, story, and editing 18:07 — What testimonial videos are actually used for 20:54 — How to prep before filming (finding the story) 24:02 — Identifying the core storyline 29:29 — Setting up the interview and camera positioning 37:44 — The exact questions to ask clients 55:06 — What B-roll is and why it matters 01:00:10 — Editing, pacing, and keeping attention 01:12:50 — Why editing is the most important part

Tommy, founder of a $200M+ home service business, breaks down the exact principles he used to scale—from performance pay and hiring A-players to dialing in branding, KPIs, and company culture. But more than tactics, this talk hits on something deeper: accountability, execution, and why most contractors stay stuck despite having access to great ideas.

If you've ever felt like you're working hard but not making the progress you expected—or you know what to do but aren't actually doing it—this episode will challenge you to rethink how you operate your business and your life.

Timestamps

00:00 — Why keeping promises to yourself matters more than anything 00:20 — Introduction to Tommy Mello and his $200M+ business 02:00 — Why profit matters more than revenue 05:05 — The 8-step sales process and increasing reviews 07:02 — The 4 KPIs that control your entire business 10:48 — Branding mistakes and the power of a rebrand 14:27 — How to research customers before showing up 15:17 — Hiring A-players vs. settling for average 21:46 — Tools, systems, and automation that scale companies 27:58 — Performance pay and building a winning team 33:39 — "The magic you're looking for is in the work you're avoiding"💻 Ready to grow your contracting business?

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In this episode of the Contractor Growth Network podcast, Logan sits down with Jef Forward—founder of Forward Design Build Remodel—to unpack what it really looks like to build a remodeling business from the ground up… the hard way.

Jef shares the unfiltered story of his first five years in business—projects going months over schedule, losing money, taking on debt, and nearly reinforcing every negative stereotype about contractors. But instead of quitting, he used those failures as the foundation for what would become a 40+ person design-build firm.

From digging out of financial holes (having just $0.16 for every $1 owed) to learning how to price correctly, hire the right people, and step into leadership, Jef walks through the exact inflection points that transformed his business. He also shares how joining a peer group, embracing sales training, and building a leadership team allowed him to finally step out of the day-to-day and start thinking about the long-term future of the company.

If you're feeling stuck, underpaid, or overwhelmed in your remodeling business, this episode is a powerful reminder that the breakthrough often comes after the lowest point—and that building the right systems, team, and mindset can completely change your trajectory.

Key Takeaways

Failure Early Can Be Your Greatest Advantage → Jef's first two projects lost money, ran late, and delivered poor client experiences. → Those early failures forced him to rethink everything—and ultimately built a stronger foundation.

You Can't Outwork a Broken Business Model → Working more hours didn't fix his problems—it just prolonged them. → Real progress came from learning how to price correctly and understand financials.

Know Your Numbers (Or They'll Control You) → Discovering he had only $0.16 for every $1 owed was a turning point. → Understanding financials like profit, WIP, and job costing changed everything.

Hiring Isn't About Talent—It's About Fit → Early hires were based on skill, not alignment, leading to poor team cohesion. → Building a strong culture became the foundation for long-term growth.

Sales Is About Asking Better Questions, Not Pushing Harder → Jef initially resisted sales training due to fear of being "salesy." → Learning how to guide conversations and uncover client needs transformed his close rate.

Delegation Is the Gateway to Growth → Growth didn't happen until Jef stopped doing everything himself. → Hiring designers, estimators, and project teams allowed him to focus on leadership.

Recessions Reward Decisive Leaders → During 2008, Jef made early, tough decisions that kept the business alive. → Lean operations actually made the company more profitable during that time.

Your Role Must Evolve as the Business Grows → From carpenter → operator → leader → coach → Each stage requires different skills and mindset shifts.

Transparency Builds Stronger Teams → Sharing personal struggles (like his wife's cancer diagnosis) created trust and unity. → Giving the team ownership and permission to fail led to one of their best years.

The End Goal Isn't Just Growth—It's Sustainability Without You → Jef is now focused on building leaders and planning his eventual exit. → Long-term success means the business can thrive without the owner.

🎯 Timestamps

00:00 — Meet Jef Forward and his journey into design-build 04:45 — The brutal reality of his first five years in business 09:08 — Why failing early ended up being a long-term advantage 12:31 — The wake-up call: having only $0.16 for every $1 owed 14:56 — Climbing out of debt and learning to price correctly 19:23 — Early hiring mistakes and why culture matters more than talent 23:57 — Navigating the 2008 recession and making hard decisions early 27:32 — The 5 stages of a remodeling business (and where Jef is now) 29:24 — Overcoming resistance to sales training and building a sales team 37:04 — Building leaders and preparing the business to run without you

In this episode of the Contractor Growth Network podcast, Logan sits down with Bryan Sebring—owner of Sebring Design Build—to unpack what it really looks like to start over from scratch.

After building a nearly $3M design-build company over 20+ years in Illinois, Bryan made a bold decision: relocate his entire life and business to Franklin, Tennessee. No team. No clients. No local reputation. Just experience.

Bryan shares what changed the second time around—from how he structured his business and hired his team, to the mindset shifts that allowed him to hit similar revenue with fewer, better projects. If you've ever wondered what you'd do differently if you could start over, this episode is a masterclass in building smarter, not just bigger. 00:00 — Why Bryan chose to restart a successful business from scratch 04:00 — What Sebring Design Build was known for in Illinois 10:00 — The reality of moving markets and starting over 18:00 — How experience changed his pricing and sales approach 26:00 — Hiring lessons: slow down to speed up 33:00 — Building the right team (and avoiding past mistakes) 40:00 — What stayed the same vs. what changed in his process 47:00 — Projects he refuses to take on (and why) 52:00 — Marketing from zero: reviews, SEO, and positioning 58:00 — Designing a luxury client experience 01:05:00 — The role of peer groups in scaling smarter 01:09:00 — Final advice for remodelers starting or restarting

In this episode of the Contractor Growth Network Podcast, Logan sits down with Barry Gant and Änd Lynn from Seven Day Kitchens to unpack one of the most unusual remodeling business models in the industry: a full kitchen remodel completed in seven days or less.

From the outside, it sounds impossible. Most kitchen remodels take 8–12 weeks and leave homeowners living in a construction zone the entire time.

But Barry explains how their company achieves the seven-day timeline—not through shortcuts, prefab materials, or cosmetic updates—but through extreme planning, specialized teams, and eliminating the downtime between trades that typically drags projects out for months.

The conversation dives into the operational shifts required to make this work, how they built buy-in from subcontractors, why niching into one type of project changed the entire business, and why the seven-day promise has become such a powerful differentiator in their market.

If you've ever wondered what remodeling would look like if the entire process were redesigned around speed, systems, and specialization, this episode is a fascinating look inside a radically different approach to construction.

Timestamps

00:00 — What Seven Day Kitchens actually is (and why people doubt it) 02:10 — The real reason most remodels take 8–12 weeks 03:50 — Removing downtime between trades to compress timelines 06:20 — Why the first kitchen took 5 weeks, but the second took 5.5 days 10:40 — The homeowner experience: why shorter projects create happier clients 13:00 — The design process that eliminates change orders during construction 18:00 — How they get subcontractors to buy into the system 21:00 — Why niching into one type of project changed the business 26:00 — The risk of shutting down a 10-year business to start over 34:30 — The long-term vision: turning the model into a franchise

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Logan sits down with Nick Schiffer, founder of NS Builders, to unpack what it really takes to build a brand so strong that clients wait five years to hire you.

With over 400,000 followers across platforms, NS Builders is widely recognized for high-end craftsmanship and polished content—but this conversation goes far beyond Instagram. Nick shares how intentionality drives everything: from floor transition details and branded clothing to proposal books, employee handbooks, and long-term trust with clients.

If you want to understand how brand, systems, communication, and consistency compound over time to create real market leverage, this episode is a masterclass.

🎯 Timestamps:

00:00 — How NS Builders became a brand remodelers study 03:00 — What "intentionality" actually means in construction 07:30 — Content first: building high-end perception before high-end projects 11:00 — Turning storytelling into long-term client trust 15:30 — Communication as the true differentiator 18:45 — Imposter syndrome and leveling up internal systems 23:00 — The 14-month "Our Process" book and branded documents 30:00 — Cohesive branding across proposals, publications, and touchpoints 33:45 — Why uniforms and branded gear matter more than you think 40:45 — Should every builder build a brand?

This episode breaks down the iceberg beneath the polished projects—showing how internal systems, communication discipline, and relentless brand consistency are what actually fuel the external reputation.

Listen now to learn how intentional branding can transform your building business

Logan sits down with Victor Lebegue, founder of VL Builders, to unpack one of the hardest leadership decisions a remodeler can face: when to shut something down to save what matters most.

Victor shares the story of running two branches of his business in different states—and how market shifts, team dynamics, and leadership realities forced him to close the company he originally built from scratch. From there, the conversation dives deep into culture, hiring, EOS, and what it actually takes to lead people through uncertainty while building a business that can scale without burning out the owner.

If you're navigating growth, leadership strain, or questioning whether your current structure is holding you back, this episode offers hard-earned lessons from the trenches.

🎯 Timestamps:

00:00 — Why leadership and systems matter more than hiring alone 03:00 — Victor's origin story and building VL Builders from necessity 06:15 — Running two companies in different states 09:45 — Why Victor chose to shut down one branch 13:00 — Identifying hunger, ownership, and leadership potential in a team 17:00 — Implementing EOS and creating a shared vision 21:00 — Hiring for want it and get it before skill 26:00 — Visionary vs. integrator roles (and wearing both hats) 31:00 — Culture breakdowns, core values, and leadership failure modes 38:45 — Clarity breaks, stepping back, and leading long-term

This episode is a masterclass in leadership under pressure—covering what most remodelers only learn the hard way: the cost of misaligned teams, the power of shared vision, and why sometimes the strongest move is letting go.