Digital Marketing for Contractors

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What if roofing contractors could find potential customers before they even start searching for a roofer? In this episode of Digital Marketing for Contractors, Caitlyn Noble and Meredith Medlin sit down with Jarrett Foote, Chief Revenue Officer at Viaskai, to explore how drones, AI, and high-resolution aerial imagery are helping roofing companies identify roof damage, uncover new opportunities, and rethink traditional lead generation.

Jarrett breaks down how Viaskai works, from AI-powered roof assessments and exclusive territories to personalized direct mail and property-specific landing pages. Discover how contractors can use this technology alongside their existing marketing strategies to reach homeowners earlier, reduce competition for leads, and build a more predictable sales pipeline.

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 Halloween-themed episode of Digital Marketing for Contractors, hosts Meredith Medlin and Caitlyn Noble of FatCat Strategies share five marketing agency horror stories inspired by real situations. From hacked websites and neglected Google Ads campaigns to misleading SEO rankings, disconnected vendors, and pay-per-lead traps, they reveal costly mistakes that can hurt a contractor's marketing performance.

The hosts also share practical tips for avoiding these problems, including improving website security, tracking meaningful marketing results, and maintaining ownership of digital assets. The episode highlights how transparency, communication, and agency accountability can help home improvement contractors protect their marketing investments and generate better leads.

Download Our Agency Inspection Checklist.

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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How Reviews Impact Revenue More Than Rankings

Your search ranking gets you seen, but reviews decide whether homeowners book and sign. In this episode of Digital Marketing for Contractors, Meredith Medlin and Caitlin Noble explain the four points where homeowners check your reviews before they buy, and how those moments show up in your set rate, cancel prior to issue, and close rate.

In this episode:

• Why rankings are only one input, and how reviews show up at every checkpoint
• How homeowners read your one-star reviews and what your responses signal
• Using your confirmation call to point homeowners to your reviews
• Preparing your sales team for the spouse who searches your name during the presentation
• Five action items you can start this week
• Why gated review collection puts your profile at risk

Visit fatcatstrategies.com to talk through where your reputation may be costing you appointments.

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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Ask a home improvement contractor about their close rate, their set rate, or their cancel prior to issue percentage, and most can answer without opening a laptop. Ask the same owner whether their marketing agency is working, and the answer often changes tone completely. On a recent episode of Digital Marketing for Contractors, hosts Caitlyn Noble and Meredith Medlin of FatCat Strategies described a confession they hear constantly: an owner who has paid an agency for a year or more and genuinely cannot say whether it is paying off.

These are not inexperienced operators. They track everything that happens inside their own four walls. The problem is that once marketing dollars leave the building, visibility tends to disappear. To close that gap, the hosts laid out a repeatable process built on something contractors already understand well: an inspection.

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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Most contractors who run Google Ads open a report every month. The report shows impressions, clicks, cost per click and leads, and it usually looks fine. According to FatCat Strategies hosts Meredith Medlin and Caitlyn Noble, that is exactly the problem. A report built from the ad account will nearly always say the account is working. It is grading its own homework.

In episode 4.15, the two hosts walked through a five-stop punch list for finding wasted spend in a paid search account. It picks up where the previous episode left off. Once a contractor has decided how to split budget between Google Ads and Local Service Ads, the next question is what happens to that money afterward.

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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Is your lead quality really the problem, or is it your follow-up? In this episode, Caitlyn Noble and Meredith Medlin sit down with Olly Whittle, co-founder and chief revenue officer of Aivi, an AI customer outreach platform that works across voice, SMS, and email. 

Olly explains why every lead is racing against three clocks: how fast you respond, how fast you qualify, and how fast you get a real human involved. He shares how Aivi was born from a client's "bad lead quality" complaint, why the first minute matters so much, and how AI can support your call center instead of replacing it.

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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What happens to your leads after the phone rings, the form gets submitted, or someone sends a message on social media? In this special episode of Digital Marketing for Contractors, Caitlyn and Meredith share the full ClientServe.ai webinar, featuring ClientServe co-founder Sam. The conversation explores one of the biggest gaps in lead generation: speed to lead. When contractors can’t respond right away, potential customers may move on to the next company, even when the marketing did exactly what it was supposed to do.

During the webinar, Sam demonstrates how ClientServe.ai can use AI to respond to inbound calls, follow up with leads, engage website visitors, answer social media messages, and even book appointments around the clock. The episode also covers how contractors can use AI to fill after-hours and missed-lead gaps without giving up control of high-trust customer conversations, plus how faster response times can help turn more of the leads you’re already generating into booked appointments.

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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Google Ads or Local Services Ads: which one deserves more of your marketing budget? With Google moving Local Services Ads into the Google Ads platform, the two channels are becoming easier to manage in one place, but they still work very differently. In this episode, Caitlyn and Meredith break down the “click meter” versus the “lead meter,” explaining how each channel charges you, what you can control, and where each tends to make the most sense for home improvement contractors.

They also walk through a five-question scorecard to help you decide how to allocate your paid search budget based on factors like job value, call response time, reviews, promotions, and LSA eligibility. Most importantly, they explain why cost per lead can be misleading, and why cost per issued appointment and cost per sold job are better metrics for understanding which channel is actually driving profitable 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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Most contractors are sitting on thousands of old leads that never became a job, and most of them have no idea how many. In this episode, Meredith Medlin and Caitlyn Noble of FatCat Strategies explain why a brand-new lead is the most expensive lead a business will ever buy, and why the fastest revenue available to many contractors is already paid for and sitting quietly in their CRM. 

They introduce the Dormant Database Method - Mine, Match, Move - a repeatable framework for segmenting old leads by why they went cold, matching each segment with the right message and offer, and executing a multi-channel outreach cadence that gets them back on the calendar. The episode closes with a cautionary tale about a contractor whose agency never once looked inside his own database, and a five-step action plan listeners can put into motion this week.

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, hosts Caitlyn Noble and Meredith Medlin reframe ad retargeting from a "creepy shoe-following" gimmick into a high-converting digital follow-up system designed specifically for home improvement contractors. 

Moving past basic, single-ad setups, they introduce the Digital Call Center Framework, a 4-seat retargeting approach that targets bounced visitors, half-filled forms, canceled appointments, and demo no-sells with tailored messaging instead of generic pressure. Tune in to learn how to capture hidden pipeline revenue, avoid agency setup traps like missing geographic fences, and implement critical "stop rules" and suppression lists to protect your brand and budget.

Access the Digital Call Center Framework here: https://bit.ly/4iBVgj2

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.