Contractor Growth Network

Logan and Aaron unpack one of the most powerful but underused sales strategies in remodeling: assignment selling. Originally coined by Marcus Sheridan, this method bridges the gap between marketing and sales—by arming prospects with the right information before they ever get on a call.

You'll learn how to apply this approach in your own sales process—whether it's sending project walkthroughs before a meeting, using content to pre-qualify leads, or walking clients through your website in real-time. If you've been creating great content but aren't sure how to use it to actually close deals, this episode will show you how.

• What assignment selling is (and isn't)

• Why content belongs in your sales process, not just your marketing

• How to reduce unqualified leads and shorten the sales cycle

• What kinds of content work best at different sales stages

• How to personalize resources based on each prospect

• The difference between automations vs one-on-one communication

• How to ask clients to consume content—without sounding pushy

00:00 – What is assignment selling (and why does it matter)? 03:00 – Mapping your sales process to identify content gaps 06:30 – The difference between marketing automation and sales enablement 12:30 – Why production quality matters in sales content 18:00 – Examples of content that actually move the sale forward 25:00 – What happens when a prospect doesn't do their assignment 32:00 – Using your website like a live sales deck 37:00 – Emotional buy-in vs logical overload 43:00 – How to map your process and assign content that supports it 48:00 – How CGN uses this strategy in their own sales calls

In this episode of the Contractor Growth Network podcast, Logan and Aaron break down what it takes to build a memorable, recognizable remodeling brand in your community—before prospects are even ready to hire.

From truck wraps to social media ads, they walk through the most common "top of funnel" marketing strategies, explain when to use them, and how to measure impact over time. If your goal is to become the remodeler people think of first, this episode is your blueprint.

• Understanding the marketing funnel and where branding fits

• Truck wraps, yard signs, and how they signal trust

• Why remodelers should use social media—even without going viral

• The new way Meta ads work (and why they're easier than ever)

• The role of email marketing in nurturing leads

• Direct mail that doesn't feel like junk

• Trade shows, magazine ads, and when (and when not) to use them

• How to measure success when ROI isn't immediate

00:00 — Why household-name remodelers dominate neighborhoods 04:00 — Who "top of funnel" marketing is really for 10:00 — Truck wraps, yard signs, and company shirts as branding tools 23:20 — Using social media effectively (paid and organic) 30:00 — How to turn high-performing posts into local ads 40:00 — Building and nurturing your email list 49:55 — Direct mail: how to make it worth the cost 54:58 — Trade shows and community event sponsorships 57:21 — Billboards, magazine ads, and long-term brand recall 01:00:46 — Tracking top-of-funnel performance through branded searches

In this episode of the Contractor Growth Network podcast, Logan and Aaron break down how artificial intelligence (AI) is changing the way homeowners search for remodelers—and what you need to do to keep getting found. With tools like ChatGPT, Gemini, and Google's AI Overviews shifting how search results are delivered, contractors who rely on organic leads can't afford to sit this out. From local SEO to AI-friendly website structure, Logan shares what's working right now (October 2025) and how remodelers can prepare for a future where search engines are smarter—and less likely to send users to your site by default.

If you've heard phrases like "zero-click search" or "retrieval augmented generation" and don't know how they affect your marketing, this is the episode to listen to.

Logan is hosting a free live webinar on November 6, 2025 at 2:00 PM EST to go even deeper on this topic—with tactical examples and live Q&A.

👉 [Register here] https://www.contractorgrowthnetwork.com/google-ai-remodeler/

Can't make it live? Use the same link to access the replay after the event.

The Game Is Changing—But Not Gone → Google still dominates local search (AI Overviews only show in ~6% of local searches). → Organic SEO is still king—but AI is adding new rules to the playbook.

AI Search Works Differently Than Google Search → Tools like Gemini and ChatGPT don't just scan top search results—they combine multiple searches and synthesize answers. → If you're not in the top 10 organic results, you may be invisible in AI search.

SEO Fundamentals Still Matter → Clear website structure, fast load times, keyword strategy, and quality content are still foundational. → Blogs and project pages should be conversational and answer real homeowner questions.

Citations and Consistency Are More Important Than Ever → The more places your business info appears (and matches), the more credible you seem to AI and Google. → Directory listings, Houzz profiles, YouTube videos, and local backlinks all help.

Get Found Where the AI Is Looking → It's not just about your website anymore—YouTube, Google Business, Instagram, and even Houzz or Angie listings can all feed AI. → Quality, relevance, and proof-based content wins in every search format.

"If you're not in the top 10 organic search results, you're not getting found by AI search tools." "Google wants to keep people on Google. So if your site doesn't offer a better experience, they won't send users to you." "AI search isn't about clever hacks—it's about clarity, credibility, and being everywhere your ideal client is."

• Check your Google Business Profile for accuracy and reviews

• Reformat your blogs to include question-based headers (AI scans better this way)

• Get listed on trusted directories like Houzz, Yelp, and local chambers

• Structure your site to make important pages 1–2 clicks from the homepage

• Continue investing in SEO—the top 10 spots matter more than ever

Most remodelers see their website as a brochure—but it should act like a salesperson. In this episode, Logan and Aaron explain how your site can guide homeowners through the same trust-building process as an in-person consultation. From project storytelling and emotional connection to page flow and calls-to-action, they break down what turns casual browsers into high-quality leads—and how to future-proof your site for the coming era of AI search.

00:00 Why your website matters – It's not just "online presence," it's your digital salesperson. 03:29 Traffic vs. conversion – Why more visitors don't fix a bad website. 04:45 What homeowners really want – Proof, price, process, and trust. 09:59 Sell excitement, not necessity – Remodeling is emotional, not logical. 13:18 How to self-assess – Does your site answer the right homeowner questions? 19:33 Story-driven websites – Turning photos into HGTV-style transformations. 26:56 The feature project page – How storytelling doubles engagement. 45:16 Beyond project pages – Why process and service pages build trust and SEO. 52:42 Preparing for AI search – Structuring your site so future tools can read and recommend it.

Taking a short break from our ongoing "Full marketing strategy" series, this week's episode features Aaron's live presentation from Remodelers Summit 2025, "Why Should they Pick You? (How to Showcase Your Unique Value on Your Website)." In this presentation Aaron lays out some of the insights he's learned as a traveling videographer and speaking to remodeling clients all across the country.

You've Worked Hard on Your Client Experience. Don't Let It Get Lost in a Sea of Sameness.

Your website should do more than list your services, it should instantly show homeowners why you are the right choice. In this session, we'll walk you through how to clearly define your Ideal Client Avatar and Unique Selling Proposition, then translate them into a website that truly sets you apart.

• Use storytelling and education to connect with the right clients.
• Build Featured Project Pages that showcase your craftsmanship and process.
• Elevate your brand with professional photography that builds trust at first glance.

Most remodelers do details their competition doesn't—whether it's quality, communication, or process. But prospects don't see that. All they know is what they see online: your photos, your videos, your testimonials. In this episode, Aaron and Logan break down how to avoid wasting money on the wrong photographers or videographers, what separates good media from bad, and how the right visuals can sell jobs before you even step into the home.

FOR VISUAL EXAMPLES OF WHAT WERE TALKING ABOUT THIS EPISODE, HEAD TO OUR YOUTUBE CHANNEL: https://www.youtube.com/@ContractorGrowthNetwork

Timestamps

00:00 Why your media matters – How the right photos and videos let prospects picture themselves in your finished spaces.

05:12 What makes a good or bad remodeling photo? – Staging, lighting, detail shots, and avoiding the "iPhone-only" trap.

14:38 What photographer should you hire? – Real estate vs. architectural vs. interior design photographers.

30:08 The three types of videographers – Social content creators, technical "film school" types, and storytellers.

36:31 Which videographer should you hire? – How to choose based on storytelling ability, not just visuals.

56:46 Using design/renderings in your sales – Helping homeowners "see it" before committing, and why visuals drive confidence.

In this episode of the Contractor Growth Network podcast, Logan Shinholser and Aaron Horner take you back to the foundation of all successful marketing: understanding your ideal client and crafting a unique selling proposition. Building on the six-step framework from episode #466, they explain why these first two steps matter most—and how getting them wrong can make every marketing dollar less effective.

00:00 – Why Ideal Client & USP Come First Why every strategy starts with clarity on who you serve and what you uniquely offer.

06:13 – Balancing Aspirational vs. Current Clients Why you can't skip straight to high-end dream projects, and how small wins build your reputation and portfolio

15:42 – The Questions You Should Ask What to ask clients (and your team) to uncover patterns, motivations, and pain points.

27:11 – Bright Spots and Proof Points How to capture what clients loved most and turn that into marketable proof.

46:28 – Turning Fears into Marketing Messages Translating client concerns about design, budget, or timeline into trust-building content.

Most remodelers are pouring money into SEO, ads, or other marketing tactics without a clear plan—and it's costing them leads, time, and profit. In this episode, Logan Shinholser and Aaron Horner break down CGN's 6-stage marketing strategy for contractors, helping you pinpoint exactly where you are and what your next step should be. Whether you're stuck chasing low-quality leads or struggling to stand out in a competitive market, this conversation will help you build a marketing foundation that consistently attracts your ideal clients.

What You'll Learn in This Episode:

• Why most remodelers' marketing fails before it even starts

• The danger of skipping foundational steps (and how to fix it)

• How to identify your exact stage in the marketing journey

• The two pieces every strategy must start with:

  1. Your Ideal Client Avatar

  2. Your Unique Selling Proposition (USP)

• Real-world examples of contractors who lost jobs—or missed ideal clients—because their messaging missed the mark

• How to confidently decide your next step so you stop guessing and start growing

Who This Episode Is For: Remodeling contractors—especially those in high-end markets—who want to stop wasting marketing dollars, attract their ideal clients, and grow with a strategy that works one step at a time.

Resources & Links Mentioned:

• Learn more about Contractor Growth Network: https://contractorgrowthnetwork.com

So you've wrapped up an incredible project… now what? In this special on-the-road episode, Aaron and Sean dive deep into what happens after the content is created. Most contractors understand the value of video and photos, but they often don't know how to use that content to actually grow their business. Whether you're trying to get more leads, boost traffic, or just build awareness—this episode gives you the full roadmap.

What You'll Learn:

• Why waiting until the end of a job to ask for a testimonial is too late

• How to ask clients for testimonials without it feeling awkward

• Strategies to re-engage happy past clients—even years later

• The 4 best ways to utilize your content:

  1. On your website (including Featured Project Pages)

  2. On social media (the right way)

  3. In paid ads (and how to test what works)

  4. BONUS: In physical mailers for neighborhood targeting

OUR QUESTIONS WE ASK IN INTERVIEWS:

ACT 1- Their Problem

1. Would you please tell me your name and where you live?

2. What problem were you trying to fix?

3. Can you tell me why you wanted it fixed? What did it feel like in your old space?

4. Why did you decide to move forward now?

ACT 2- Taking Action

5. How did you find us?

6. (I know we aren't the cheapest option, so)Why did you trust us with your project?

7. What was the experience like working with us?

ACT 3- Resolution to The Problem

8. How are you enjoying your space now? How is it different from before?

9. What's your favorite part of the project we completed together?

10. Would you recommend "company name" to friends and family members?

Learn more about Contractor Growth Network.

In this episode of the Contractor Growth Network podcast, Aaron Horner breaks down why most contractors get "About Us" pages and testimonials totally wrong. Aaron explains the difference between real storytelling and a random list of facts, how to make your client the hero of the narrative, and how strategic storytelling can attract high-end clients, justify premium pricing, and set you apart from every "average contractor" in your market.