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When it comes to growing a home improvement business, most contractors focus on hitting revenue goals. But what if you could build a company that not only thrives today but is also positioned for a profitable sale tomorrow? That’s exactly what Chris Edelen, former CEO and owner of Safe Showers, did—and in this episode of Digital Marketing for Contractors, he shared his incredible journey with hosts Janet and Caitlyn from FatCat Strategies.

https://fatcatstrategies.com/podcast/special-guest-chris-edelen-planning-your-exit/

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

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Home Improvement Business Owners, are you interested in planning your exit strategy? We're kicking off a NEW series with Chris Edelen this Wednesday on our Digital Marketing for Contractors podcast. Listen to the teaser below and submit your questions to be featured on the podcast by following this link: https://fatcatstrategies.com/planmyexit/

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

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In this episode of Digital Marketing for Contractors, Janet and Sasha wrap up our three-part AI series with a conversation about staying human in an AI-driven world. From chatbots and CRMs to automated reviews and follow-ups, AI is now built into nearly every tool contractors use. But instead of replacing people, it should be seen as a partner—freeing up time for the authentic, personal connections homeowners really value.

The hosts dive into why trust signals, reviews, team bios, and before-and-after photos still matter, and how contractors can balance automation with authenticity. With examples from big brands and real-world applications, Janet and Sasha show how AI can strengthen—not replace—the human side of your business.

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

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In this episode of Digital Marketing for Contractors, Janet and Arden tackle a big question for 2025: How can home improvement contractors protect their lead flow in an AI-driven marketing world?

From SEO to paid ads to CRM follow-up, the tools you’ve always used still matter—but the way you use them has changed.

You’ll learn:

• How to create content that Google’s new AI Overviews will actually quote (and why it matters for your traffic)
• How to let AI help with ad targeting—without letting it waste your budget
• How AI-powered CRMs can follow up faster, smarter, and more personally to close more jobs

Whether you’re running a roofing company, remodeling business, or window and door operation, this episode shows how to start small, stay strategic, and make AI work for you—not replace you.

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

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In this first installment of a three-part mini-series, hosts Janet and Meredith explore how AI is fundamentally transforming the way homeowners search for services online and what that means for home improvement contractors trying to generate leads.

The conversation centers around the shift from traditional keyword-based SEO to AI-generated answers in search engines like Google, and the rise of “answer engines” like ChatGPT and Siri. These tools provide immediate, conversational responses, often without users needing to click on any links.

The hosts explain how this change is reducing website traffic, increasing the importance of high-quality, structured content, and forcing businesses to adapt their web strategy to remain visible. They stress that contractors need to create content that not only ranks for keywords but also feeds AI models to be included in these new formats.

The big takeaway is: don’t ignore the shift, start adapting now. A free AI visibility guide is available to help contractors get started, and the hosts tease deeper tactical advice in the next episode.

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

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 In this episode, Janet Mobley and Meredith Medlin chat with Ross Gaskin, VP of Sales at Health at Home, about the fast-growing “aging in place” market and how contractors can seize this opportunity. Ross shares insights into home accessibility trends, common contractor mistakes in barrier-free bathroom installs, and why selling grab bars could be your ticket into larger remodel projects. If you're a contractor looking to diversify your services or add meaningful value to your bath remodels, this episode is packed with practical advice, product knowledge, and business-building tips.

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

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In this episode of Digital Marketing for Contractors, Janet and Caitlyn sit down with Ryan Cohn, Content Marketing Manager at Blazeo, to dive into the massive impact of speed to lead and how automated, real-human follow-up can supercharge your sales pipeline. Formerly known as Apex Chat, Blazeo has evolved into a powerful suite of tools for contractors—offering live chat staffed by trained U.S.-based agents, 24/7 call center support, AI-powered voice and chat features, and seamless CRM integrations.

Ryan breaks down how Blazeo helps contractors respond faster, qualify leads better, and ultimately win more deals—without adding pressure to internal teams. You’ll also hear success stories, like one contractor who saw a 24% increase in gross revenue, and how easy it is to get started.

If you’ve ever struggled with slow lead response or messy follow-up, this is your episode.

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

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In this episode, we’re joined by Scott Berman, veteran home improvement leader and the founder of HeavySet Forms. Scott shares how his 30+ years in the industry — and the challenges he faced at Florida Window & Door — inspired him to create a powerful lead automation tool.

HeavySet Forms helps contractors automate appointment scheduling, follow-up, and confirmation using AI — converting more web leads (even after hours) without relying solely on call centers. You’ll hear real data on how it reduces cancellation rates, increases close rates, and helps your marketing budget go further. This conversation is a must-listen if you’re serious about streamlining your sales process and getting more out of every lead.

🔗 Learn more at www.heavyset.tech

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

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 In the final episode of the Build, Grow, Dominate series, Janet and Caitlyn dive into how home improvement contractors can leverage TV and OTT (Over-the-Top) advertising to supercharge their brand presence. From the basics of how these platforms differ to tactical tips on creative production, tracking ROI, and real-world success stories—this episode breaks down how traditional and streaming ads fit into a modern, high-performing digital marketing strategy.

Whether you're already investing in digital or just stepping into video ads, this episode will help you align your messaging, amplify your reach, and make every ad dollar work harder. Learn how to connect the dots between your streaming campaigns and your website traffic, and why homeowners may already think you’re “on TV”—even if you’re just on YouTube.

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

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In this episode of Digital Marketing for Contractors, we’re joined by Erik Vargas, co-founder of FollowUp CRM. Built from inside a commercial roofing company, FollowUp CRM is tailor-made for construction contractors with a commercial and residential division. Erik dives into why traditional CRMs fall short in this industry, how poor follow-up is killing your close rate, and what separates high-performing contractors from the rest.

We talk about:

• The origin of FollowUp CRM (and why Salesforce didn’t cut it)
• How lack of follow-up is losing you business
• The challenges of switching CRMs vs. starting from scratch
• Real stories of $4M jobs won through consistent follow-up
• How AI will streamline admin for sales teams (eventually)

Whether you’re still managing your pipeline on spreadsheets or using a CRM that doesn’t fit your workflow, this episode will challenge the way you think about sales systems in construction.

Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.