In this episode, I sit down once again with Randy Hurtado, a respected roofing industry leader, entrepreneur, and COO of The Good Contractors List, to unpack what truly separates top contractors from the rest of the market.

Randy shares how the industry is shifting away from pay-to-play marketing and toward trust, credibility, and reduced risk for homeowners. We talk about how AI-driven search is changing contractor visibility, why third-party backing and guarantees matter more than ever, and how reputation now plays a bigger role than traditional advertising.

His philosophy remains consistent:

Build trust first. The business follows.

We also dive into the growth of The Good Contractors List, including how contractors are vetted, why real estate professionals rely on it, and how being backed by a trusted platform changes conversations with homeowners and referral partners. Randy explains how top contractors position themselves as the safest choice—not the cheapest one.

Toward the end of the conversation, Randy shares powerful leadership lessons for entrepreneurs, including why he hires for character over experience, what traits you can't train, and why wearing multiple hats early on is essential before learning how to delegate the right way.

If you're a contractor or business owner looking to stand out in a crowded market, earn better referrals, and build long-term authority, this episode will give you a clear framework for separating yourself from the rest—without racing to the bottom.