Contractor Talks by United Foundry

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We Scored 60 Contractor Google Profiles. Here’s What the Best Ones Do

Your Google Business Profile is working right now, but is it working for you or against you? Matt and Booker break down what we learned from scoring dozens of contractor profiles, best to worst. The top one scored 8.5 out of 10, and some at the bottom hadn’t even been claimed. We cover picking the right category, why a steady flow of reviews beats old five-stars, and how to answer a bad review. We also cover which photos to post and how to score your own profile the way a homeowner would. 

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Our TQB framework, trust, quality, budget and how to win the first impression before your phone rings.

Homeowners have dozens of contractors to choose from, and most of them decide before your phone ever rings. Matt and Booker sit down with Kevin, one of our top account managers at United Foundry, to break down the TQB framework: trust, quality and budget, plus timeline. We cover why demoing a kitchen before the cabinets arrive kills trust, why a 4.9 rating beats a perfect 5.0, and why “best known” beats “best builder.” We also get into using financing to qualify leads and why disappearing mid-project costs you the referral.

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A lead is just a phone number — the only number that actually pays are booked jobs. In this episode, Matt & Booker break down why "cost per lead" is the wrong scoreboard and walk through the real math of cost per booked job, using a simple example: at a 20% closing rate and $100 per lead, it takes five leads — and $500 — to book one job.

They dig into why tracking only leads hides where your business is actually breaking down — you need to track leads, appointments, and signed jobs separately to know whether the problem is lead quality, your pitch, or your closing process. Then they tackle the single biggest lever most remodelers ignore: closing rate. The difference between a 10% and a 30% closing rate isn't a few percentage points — it's paying three times as much in ad spend to land the same number of jobs.

The second half of the episode covers speed-to-lead: why answering within five minutes (or less) can be the difference between winning and losing a job, why a "live answer, call you back later" approach barely beats not answering at all, and how automated missed-call text-back and appointment-reminder systems close the gap for owners who can't always pick up. The episode closes with a practical recap — fix the follow-up, know your closing rate, book the appointment on the first call, and track every job all the way to close.

Podcast Show: https://unitedfoundry.com/podcast

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Shared leads are a waste of money, no matter how cheap they are. You pay for the lead, then the homeowner ghosts you, picks someone else, or makes you win on price.

In this episode, we break down the four ways remodeling companies can use Google to land more $35K–$75K projects and add an extra $500K in revenue in the next three to six months.

We cover:

• Local Service Ads (Google Guaranteed): pay only for real, recorded phone calls from homeowners searching for you, and what it actually costs to book a job at a 20% close rate.
• Google Ads: why DIY campaigns burn cash, how negative keywords can save you $12,000+ a year, and how Quality Score lets top-ranked ads pay less.
• Google Maps and your Google Business Profile: choosing the right categories, posting fresh before-and-after photos, and building a steady flow of reviews so Google knows you're alive and well.
• Local SEO: city and service pages that build organic rankings homeowners trust, and why the best strategy mixes short-term paid traffic with long-term organic growth.

We also cover the leaks we see most often in remodelers' sales processes: slow follow-up, sending ad traffic to the homepage, and call handling that fumbles live leads. We close with our four-part remodeling marketing checklist.

Want a 90–120 day plan for your company? Book a strategy call with United Foundry at https://unitedfoundry.com/discovery

Podcast Show: https://unitedfoundry.com/podcast

Book a Strategy Call: https://unitedfoundry.com/discovery

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Episode 001: Feast or Famine Is a Choice

Why do builders go from overbooked one month to an empty calendar the next? It isn't bad luck. In the first episode of United Foundry Talks, Matt DeLong and co-host Booker Fritz explain that the slow months usually come from pausing marketing once the crews get busy. There's a lag of about 60 days between stopping your marketing and feeling it, and that's why this habit costs contractors so much.

They cover why referrals alone can't make up a pipeline, what paid ads can do in the short term compared with building your website for the long term, and simple free habits like keeping reviews and Google Business Profile posts coming on a regular schedule. They also make the case for reinvesting while money is good, not after the phone stops ringing.

For builders, remodelers and contractors who are tired of the up-and-down cycle.

Podcast Show: https://unitedfoundry.com/podcast

Book a Strategy Call: https://unitedfoundry.com/discovery