Conversations That Convert

STOP CHASING. START SPECIALIZING.

Jason Jewison of Personal Pride Porches & Decks shares how niching down from general remodeling to porch and deck specialist changed their leads, revenue, and operations in six months.

THE NUMBERS:
→ Revenue up from $2.5M to projected $3M in one year
→ Average project size: $20K → $27K
→ Mix shift from 50/50 to 60/40 decks and porches in six months
→ Backlog now sitting at six weeks out

WHAT CHANGED WITH THE WEBSITE:

1. Wrong-fit leads stopped submitting forms
2. Price-shoppers self-qualified out
3. Conversion rate climbed without increasing ad spend
4. The brand now signals quality before anyone picks up the phone

SALES PROCESS UPDATES:
→ 15-minute qualifying call replaces the kitchen table pitch
→ Investment ranges discussed on call one
→ Design and estimating agreement on complex projects
→ Goal: land within 10% of final price before contract

OPERATIONS SHIFT:
✓ Moved from in-house carpenters to trained subcontractor crews
✓ Lead carpenter promoted to job superintendent
✓ Projects now run five days a week, every single week
✓ No more slinky effect between selling and building

GROWTH PLAN:
→ Target: $5M within 3 years
→ 80–90% porches and decks
→ Second office in Medina already open
→ Showroom with in-house designer planned next

THE ADVICE:
Just decide to do it.
It takes time. It is not instant. But the clarity you get after committing to a niche is worth every uncomfortable week in between.

builderleadconverter.com

STOP CHASING SMALL TICKETS

Michael Willson built Mr. Honey-do into a $2.5M handyman business in Lake Tahoe. Then realized the model was unsustainable. Here's how he rebuilt it around larger remodeling contracts.

THE TURNING POINT:→ Hundreds of invoices per year for $150–$2,000 jobs→ 15 employees, chaotic scheduling, shrinking margins→ Realized bigger wasn't better; profitable was better

THE TRANSITION:

1. Rebuilt the website to show design-build capabilities
2. Invested 3%+ of revenue in marketing for remodelers (Builder Lead Converter services)
3. Shifted from employees to specialty subcontractors
4. Hired a general manager with real construction experience
5. Waited 18–21 months for the pipeline to fill

WHERE HE IS NOW:→ 70% remodeling / 30% handyman→ 30-40 active pipeline projects tracked in BLC CRM→ Ranking at the top of Google in the Tahoe market→ Preparing for AI search visibility: the next wave

KEY LESSONS:

• Referral-only businesses carry lower net profit margins
• You can't DIY your own marketing and compete in 2026
• Know your numbers on every single job
• Industry-specific consultants make the difference

WHAT DIDN'T WORK:✗ Handing the reins to people without construction backgrounds✗ Ignoring job-level profitability numbers✗ Trying to cut costs instead of investing in offense

WHAT WORKED:✓ Rebuilding the website for remodeling positioning✓ Committing to marketing investment for the long game✓ Monthly KPI reviews with the industry-specific team Builder Lead Converter

THE FINAL MESSAGE:Playing defense doesn't grow your business. Playing offense does.

🔗 builderleadconverter.com

BREAKING DOWN THE BUYER'S WALL: NEW HOME SALES FOR BUILDERS

Roland Nairnsey (nearly four decades in new home sales, author of Mastery of Selling and Mastery of Negotiation) joins Rick Storlie to break down what's actually working right now.

AI IN THE SALES PROCESS:→ 20,000 leads in a single builder's CRM (mostly untouched)→ AI placed ~4,000 calls automatically→ 137 leads requested human follow-up→ ~30 appointments booked→ Sweet spot: 5–11 follow-up attempts before diminishing returns

RECRUITING THE RIGHT WAY:

1. Build your process before you post the ad
2. Hire for potential and grit, not just experience
3. DISC assessment: ~$13–14, major insight for ~$14
4. General realtors ≠ automatic fit for new home sales
5. Free 12-step guide: email [email protected]

NEGOTIATION RULES:→ Most buyers want to WIN something (not a lower price)→ Show them they've already saved money before they ask→ Always get buyers back in person before you counter → "If I could, would you" the sharp angle conditional close→ Odd-number counters signal real math, not desperation→ 9 out of 10 in-person negotiations: Roland made the sale

KEY STATS:

• 20,000 leads worked by AI outbound system
• 5–11 attempts = follow-up sweet spot
• $13–14 DISC assessment cost

THE FINAL MESSAGE:No magic fix. No one thing that saves you.It's the right people, the right process, and the discipline to make hard decisions consistently.

📚 newhomesalesplus.com | 🔗 builderleadconverter.com

STOP BEING A QUOTE SHOP

Ryan Groth from Sales Transformation Group reveals the complete sales training for contractors system that removes founders from sales and builds high-performing teams.

THE BRUTAL STATS:→ 50% of salespeople are weak→ 75% of sales managers untrained→ Only 7% are truly elite→ You're missing deals you don't know exist

BASEBALL DIAMOND PROCESS:

1. Home → 1st: Identify + schedule appointment
2. 1st → 2nd: Rapport + questions + polarity
3. 2nd → 3rd: Qualify commitment + get objections early
4. 3rd → Home: Estimate + present + close

CONVERSION RATES BY SOURCE:

• Cold calls = 1%
• Inbound leads = 30%
• Referrals = 50%
• Introductions = 80%

ACCSC OBJECTION FRAMEWORK:→ Acknowledge + ask permission→ Consequences of alternative conversation→ Solve it + close again

RECRUITING RIGHT:✓ Build recruiting VSL (8-20 min)✓ Skills assessment✓ Video interview✓ Role play simulator (8/10 before real leads)✓ Record field calls

KEY INSIGHTS:→ Referral success ≠ sales skill (you're playing t-ball)→ Hire for attainment not experience→ Bad habits take 8-268 days to rewire→ 91% give referrals when asked, only 11% ever ask→ Don't measure "did they close?" measure the 6 steps before it

THE FINAL MESSAGE:Stop quoting and hoping.Build a process. Train your team.Become a sales organization.

Book a call: salestransformationgroup.com

HIDDEN GEM TO MARKET LEADER IN 13 MONTHS

S. Brown Construction: what social media for construction companies looks like when done right. $300K+ design-build remodeler, small market of 100K people.

THE PROBLEM:→ Built luxury but looked like $5K handyman online→ Zero link clicks month one→ Digital presence didn't match craftsmanship→ Invisible = replaceable

13-MONTH STRATEGY:

1. Educational content (give value first)
2. Job site transparency (trust ≠ perfection)
3. Before/afters + CTAs (aspirational builder)
4. Omnipresence (projects across the city)
5. Lifestyle content (sell dream not dust)
6. Authority stacking (cost breakdowns + expert tips)
7. PEAK: 0 → 248 link clicks
8. Brand building (job site + 5-star review overlays)
9. Luxury visuals → 941 profile visits

FORMAT INSIGHTS:

• Reels = high reach (discovery)
• Static/Carousel = high-ticket buyer validation
• Instagram = design validation engine
• Facebook = community amplifier

KEY PRINCIPLES:→ Educational content = pre-sold clients→ Show $1.5M projects to land $1M clients→ Neighborhood proof > general testimonials→ Personality trumps product always→ Value = quality perception ÷ price performance

WHAT WORKED:✓ Clean intentional angles✓ Technical win carousels✓ Local neighborhood callouts✓ Review overlays on luxury photos

WHAT DIDN'T:✗ Generic CTAs✗ Messy job site visuals✗ Drive-by quick photos✗ Competing on price

THE FINAL MESSAGE:Stop competing on price.Start competing on brand.When brand matches value → only logical choice.

Free video: builderleadvideos.com

HIDDEN GEM TO MARKET LEADER IN 13 MONTHS

S. Brown Construction: what social media for construction companies looks like when done right. $300K+ design-build remodeler, small market of 100K people.

THE PROBLEM:→ Built luxury but looked like $5K handyman online→ Zero link clicks month one→ Digital presence didn't match craftsmanship→ Invisible = replaceable

13-MONTH STRATEGY:

1. Educational content (give value first)
2. Job site transparency (trust ≠ perfection)
3. Before/afters + CTAs (aspirational builder)
4. Omnipresence (projects across the city)
5. Lifestyle content (sell dream not dust)
6. Authority stacking (cost breakdowns + expert tips)
7. PEAK: 0 → 248 link clicks
8. Brand building (job site + 5-star review overlays)
9. Luxury visuals → 941 profile visits

FORMAT INSIGHTS:

• Reels = high reach (discovery)
• Static/Carousel = high-ticket buyer validation
• Instagram = design validation engine
• Facebook = community amplifier

KEY PRINCIPLES:→ Educational content = pre-sold clients→ Show $1.5M projects to land $1M clients→ Neighborhood proof > general testimonials→ Personality trumps product always→ Value = quality perception ÷ price performance

WHAT WORKED:✓ Clean intentional angles✓ Technical win carousels✓ Local neighborhood callouts✓ Review overlays on luxury photos

WHAT DIDN'T:✗ Generic CTAs✗ Messy job site visuals✗ Drive-by quick photos✗ Competing on price

THE FINAL MESSAGE:Stop competing on price.Start competing on brand.When brand matches value → only logical choice.

Free video: builderleadvideos.com

FROM 0 TO 1,400+ CLICKS IN 5 MONTHS

Social media case study: Bathrooms of Charleston competing against cheap one-day bath companies in commoditized market.

THE PROBLEM:→ 92 posts = 0 link clicks→ Posting demolition and construction photos→ Selling pain instead of outcome→ Busy but not productive

THE SOLUTION:✓ Lifestyle videos (completed luxury bathrooms)✓ AI talking head videos (4x higher save rate)✓ Local hooks (specific neighborhood callouts)✓ Listicle-style content✓ $100/month boosting budget ($3.33/day)

THE RESULTS BY MONTH:

1. 48K reach + 150 clicks (switched to dream-selling)
2. 565 clicks (local hooks + AI videos)
3. 300+ clicks (testimonials + micro-targeting)
4. Stable clicks (wellness positioning)
5. 1,400+ total (authority content)

PLATFORM INSIGHTS:

• Reels = 82% of total reach
• Facebook = trust platform
• Instagram = aspiration platform
• Hyperlocal = 60% reach increase
• Architecture photos = 400% better engagement

WHAT TO POST:→ Textures and finishes (sensory hooks)→ Local anchoring (name specific neighborhoods)→ Educational checklists (expert positioning)→ Video testimonials or Google review overlays

WHAT TO AVOID:✗ Construction progress photos alone✗ Job site clutter in frame✗ Phone flash (harsh shadows)✗ 0.5x lens (warped/cheap look)

KEY LESSON: Stop selling dust, start selling dreams.

FROM 0 TO 1,400+ CLICKS IN 5 MONTHS

Social media case study: Bathrooms of Charleston competing against cheap one-day bath companies in commoditized market.

THE PROBLEM:→ 92 posts = 0 link clicks→ Posting demolition and construction photos→ Selling pain instead of outcome→ Busy but not productive

THE SOLUTION:✓ Lifestyle videos (completed luxury bathrooms)✓ AI talking head videos (4x higher save rate)✓ Local hooks (specific neighborhood callouts)✓ Listicle-style content✓ $100/month boosting budget ($3.33/day)

THE RESULTS BY MONTH:

1. 48K reach + 150 clicks (switched to dream-selling)
2. 565 clicks (local hooks + AI videos)
3. 300+ clicks (testimonials + micro-targeting)
4. Stable clicks (wellness positioning)
5. 1,400+ total (authority content)

PLATFORM INSIGHTS:

• Reels = 82% of total reach
• Facebook = trust platform
• Instagram = aspiration platform
• Hyperlocal = 60% reach increase
• Architecture photos = 400% better engagement

WHAT TO POST:→ Textures and finishes (sensory hooks)→ Local anchoring (name specific neighborhoods)→ Educational checklists (expert positioning)→ Video testimonials or Google review overlays

WHAT TO AVOID:✗ Construction progress photos alone✗ Job site clutter in frame✗ Phone flash (harsh shadows)✗ 0.5x lens (warped/cheap look)

KEY LESSON: Stop selling dust, start selling dream.

Free video: builderleadvideos.com

CONTRACTOR COACHING SYSTEMS THAT SCALE

Danny Kerr from Breakthrough Academy shares proven systems that helped 2,000+ construction companies grow successfully.

THE SHIFT YOU MUST MAKE:→ Solo contractor = manage projects→ Growing company = manage PEOPLE→ Completely different skillset required

GSR: GOAL SETTING & REVIEW✓ 30-minute weekly accountability meeting✓ Three components: numbers, strategy, emotions✓ Friday: PMs submit numbers✓ Monday: Owner conducts GSR✓ Keeps everyone aligned on annual goals

DIAGNOSE PERFORMANCE PROBLEMS:

• Skill problem → needs training, SOPs, coaching time
• Commitment problem → needs conflict resolution, alignment talk
• Two different approaches most builders miss

BONUS STRUCTURE THAT ALIGNS INCENTIVES:

1. PM produces $1M at 20% = $200K gross profit
2. Pay $80K base salary
3. Anything over $200K → PM gets 10% of overage
4. Unlimited earning potential
5. Your goals = their goals

2008 RECESSION STRATEGY:→ Dropped only 3% when market crashed→ Understood the math: leads → quotes → jobs→ Conversion rates fell? Doubled marketing activity→ Could pull levers up or down

FADING FOLLOW-UP PROCESS:Days → Weeks → Months → Quarterly forever

• 15% annual revenue from 5-year lead nurturing
• Never stop unless "definitely no" or work done
• Bigger project = longer sales cycle

THE PROGRAM:✓ Month-to-month (no locked contracts)✓ 6-week Blueprint training✓ Implementation with coaches + peer groups✓ Stay 2 years or 8 years - your choice

btacademy.com | Contractor Revolution Podcast

Paid Estimates for Contractors with Marti Amos

Marti reveals paid estimates for contractors strategy: charge $500-$5K upfront instead of free quoting.

PAID ESTIMATES RESULTS:

Leon (Melbourne):

7 out of 7 deals signed

Started $1,500 → raised $3K

Hayden (Wellington):

7 months no work

60 days → $4.1M landed

Paid for every estimate

WHAT TO CHARGE:

$500-$5K action plans

$8-25K feasibility studies

GOLDEN RATIO:

20% gross margin (minimum)

8-12% overhead + salary (ideal 10%)

10% net profit (owner)

Example: $5M × 20% = $1M

- $500K overhead = $500K profit

Impact: 17% → 21% = $200K extra

REVERSE ENGINEER:

Want $500K net profit?

→Calculate jobs needed

→Figure margin required

→Determine leads needed

→Set marketing budget

MARKETING WHILE BOOKED:

Mistake: Stop when full

Better:→Keep marketing→5 leads come in→Choose ideal client→Price at 21%→Win it→Raise floor to 21-22%

"He who has options has power"

BUYER PSYCHOLOGY:

You: 8 months out

Competitor: starts next week

They want YOU

FIVE CONCERNS:

- Budget

- Timeliness

- Communication

- Trust

- Quality

Show to prospects:

- Case studies

- Team members

- Video testimonials

- Systems proof

BIGGEST CHALLENGES:

#1 Numbers (understand them)

#2 Pricing (reverse engineer with paid estimates)

#3 Marketing (not just word of mouth)

COACHING PILLARS:

1. Plug-and-play content

2. 41 coaches (monthly one-on-one)

3. Specialist coaches (members who graduated)

TRACK RECORD:

3,200 builders

22 years

700 active members

theprofessionalbuilder.com

#paidestimatesforcontractors #professionalbuilder #buildercoaching