The Craft & Calling

Season 2 · Episode 2

Why Most Home Service Leads Never Convert and How Systems Fix It

Rethinking follow-up, visibility, and leadership when missed calls and broken systems quietly cost home service businesses real growth.

Many home service businesses invest heavily in marketing but still struggle with low conversion. Leads come in, phones ring, and opportunities quietly slip through the cracks.

In this episode, Christene Marie sits down with Leandra Grenier-Green to unpack why most lead loss is not a marketing problem. It is a systems problem. Together, they explore how follow-up, visibility, accountability, and operational clarity directly impact revenue, customer experience, and team performance.

This conversation is for owners who feel busy but uncertain, who are generating demand but not seeing consistent results, and who know their business needs structure to grow without chaos.

0:00 Intro

0:45 Guest Intro

3:06 Why most leads never convert

6:57 Missed calls and silent revenue loss

9:24 Call tracking to improve marketing ROI for home services

14:58 Lead scoring and inconsistencies in the call center

18:59 Designing a customer journey that converts

23:47 Google Ad campaigns and where to start

28:28 Data checklist from Foundation First Marketing

31:19 Outro

Customer & Marketing Data Checklist

https://drive.google.com/file/d/1KxGYWYuak0R10JR777jC8rsp8ETX7jem/view?usp=drive_link 

Leandra Grenier-Green is an operations leader with a passion for building strong, scalable systems and empowering high-performing teams. With a decade of experience in agency environments, she specializes in turning chaos into clarity so founders can focus on growth.

Leandra has helped scale digital marketing agencies by leading operations, people development, and internal strategy. Her work sits at the intersection of process and people, helping businesses grow sustainably without burning out their leaders or teams.

The Craft & Calling is a community built for trades leaders who care deeply about both their work and the life they are building alongside it. Through real conversations and practical insight, the show explores leadership, legacy, and what it means to build businesses that last.

Explore resources, conversations, and the community at:

This conversation reflects the kind of leadership and strategic thinking that also informs the work of Foundation First Marketing, where Christene Marie serves as a co-founder.

Foundation First partners with home service businesses to build marketing strategies grounded in clarity, systems, and long-term vision, helping owners grow without losing trust, culture, or control.

Get a free marketing quote, grounded in real performance data.

Season 2 · Episode 1

The Future of Visibility Is Being Built Now: How AI, Content, and Trust Are Reshaping Home Services

Rethinking how home service business owners should approach AI, visibility, and trust as search and customer behavior rapidly evolve.

As AI, automation, and new search behaviors reshape how customers find and choose service providers, visibility is no longer just about rankings or ads. It is about trust, consistency, and showing up where decisions are actually being made.

In this conversation, Christene Marie sits down with Jennifer Bagley to explore how home service businesses can adapt without losing credibility, connection, or control. They discuss why content is becoming training data for AI systems, how Google Business Profiles and daily publishing influence discoverability, and what it means to build a brand that stays relevant as technology accelerates.

This episode challenges owners to rethink visibility not as a marketing tactic, but as a long-term leadership responsibility.

0:00 Intro

0:45 Guest Intro

2:27 Why visibility is changing

3:52 What first steps and tools trades owners can take with AI

10:08 The first prompt you should use with conversational AI

18:02 The difference between a bot and a companion in AI

24:36 Mastering AI and leveling up to agentic AI 

32:22 Jennifer's story: rethinking the business structure and implementing AI

39:45 Running a business from your own MCP 

44:41 What leaders must rethink now to gain more time, money, and freedom

50:46 Outro

Knowing Show – Prior Conversation With Jennifer Bagley

🔗 https://youtube.com/live/A2CC2EDGfsE 

Jennifer Bagley is a nationally recognized expert in AI enablement, digital strategy, and business transformation. She is the CEO of CI Web Group, where she helps contractors and service-based businesses scale with strategy, automation, and measurable results.

Jennifer is also the Co-Founder of JustStartAI.io and serves on the board of OnePath.ai. Her work focuses on aligning leadership, operations, marketing, and AI to create real business outcomes.

The Craft & Calling is a community built for trades leaders who care deeply about both their work and the life they are building alongside it. Through real conversations and practical insight, the show explores leadership, legacy, and what it means to build businesses that last.

Explore resources, conversations, and the community at:

This conversation reflects the kind of leadership and strategic thinking that also informs the work of Foundation First Marketing, where Christene Marie serves as a co-founder.

Foundation First partners with home service businesses to build marketing strategies grounded in clarity, systems, and long-term vision, helping owners grow without losing trust, culture, or control.

Get a free marketing quote, grounded in real performance data.

Blue-collar grit. White-collar systems. A path to freedom, presence, and legacy.

In this episode of The Craft & Calling, host Christene Marie sits down with Mike Abramowitz, co-founder of Better Than Rich, to unpack what it truly means to move from constant hustle into a Time Rich life.

Mike shares his personal journey growing up in the trades, watching relentless work ethic come at the cost of presence, relationships, and emotional health - and how he chose to break that generational cycle. Together, they explore how business systems, emotional intelligence, nervous system regulation, and intentional leadership are inseparable when building something that lasts.

This conversation is for trades owners and operators who are tired of firefighting, want their time back, and are ready to build a business that fuels family, freedom, and legacy - not burnout.

What if your business could support your life instead of consuming it?

🔍 WHAT WE TALK ABOUT

0:00 Intro

2:25 Growing Up in the Trades

5:16 Out of the Grind and into Creating a Predictable Business 

13:12 Generational Legacy: Reparenting, Healing & Emotional Maturity

15:20 Buy Back Freedom for Inner Work and Emotional Health

21:41 Simple Emotional Intelligence Frameworks

24:42 Nervous System, Boredom & Creativity

30:36 The Time Rich Six Framework Explained

39:29 Why Immersion Beats Coaching

47:27 Books and Next Steps You Can Take

Mike will Build 4 Systems. 30 minutes. No Pitch. 

Book your Call Today:

https://betterthanrich.com/gsd/ 

📚Books Recommended in this Episode:

 https://thecraftandcalling.com/linktr/

Mike Abramowitz is the co-founder of Better Than Rich, where he helps high-earning home service and trades business owners buy back their time, scale predictably, and lead with intention.

Drawing from his upbringing in the trades and decades of experience building systems-driven companies, Mike developed the Time Rich Six Framework, which blends business systems, AI-powered operations, and leadership boundaries to help owners grow past $5M without burnout.

Through immersive installs and proven playbooks, Mike has helped hundreds of businesses reclaim tens of thousands of hours - allowing owners to build profitable companies while staying present for family, health, and life.

LinkedIn: https://www.linkedin.com/in/mikeabramowitz1/

#CraftAndCalling #TradesLeadership #TimeRich #SystemsThinking #BusinessSystems

You don’t need a studio.  You just need your phone and your story.

In this episode of The Craft & Calling, host Christene Marie sits down with Reuben Rock, one of the most trusted digital marketing voices in the home-services world, to talk about the shift every contractor, cleaner, and trades owner needs to prepare for, and why it starts with simple selfie-style videos shot on your phone.

Reuben breaks down why authentic, real-location videos outperform polished agency ads, how field technicians can become your best content engine, and why 2026 will be a turning point for marketing in the trades. He also shares the exact systems he used to scale home-service companies using iPhone ads, YouTube placements, and Google’s full ad ecosystem.

If you’re a trades leader who wants more leads, more clarity, and a marketing engine that feels human, you’ll take notes on this one.

🔍 WHAT WE TALK ABOUT

0:00 Intro

3:05 Youtube Ads being Reuben's secret weapon

6:06 How to start creating simple ads with your iphone selfie-style

11:28 Google Business Profile and documenting jobs

14:46 Elevator Pitch and How Trades Teams Can Document Work for Unlimited Content

18:37 Answer Engine Optimization for the trades and your business content 

24:04 From yellow pages to Google Ads program: staying ahead of the game

27:15 How companies began to service trades businesses

31:35 How to get started on creating video content 

38:19 Creating a 5 star experience for your customer

46:31 Referral partners and how to get them

https://thecraftandcalling.com/linktr/

Reuben Rock is a nationally recognized digital marketing expert and one of the leading Google Ads strategists in the home services industry. Praised by industry leaders: “probably the best Google Ads guy in the world right now,” according to Kasim Aslam.

LinkedIn: https://www.linkedin.com/in/reubenrock/

#CraftAndCalling #TradesLeadership #HomeServiceBusiness #ConstructionBusiness #LegacyLeadership #HomeServicesMarketing #OperationsSystems #ContractorBusiness #BuildYourLegacy #ResultsMarketing #DigitalMarketingForContractors #ServiceBusinessGrowth #LeadershipDevelopment #ScaleYourBusiness

Legacy leadership starts with who you hire, how you develop them, and the mission you reinforce every day.

In this episode of The Craft & Calling, host Christene Marie sits down with Sean Madole, a third-generation trades leader who has carried his family’s construction business forward since the 1970s. Together they dig into what actually scales a trades company: values-based hiring, culture-driven retention, systems that compound, and leadership that evolves as the business grows.

Sean shares what he has learned across decades: how to inspire teams, how to build a company people want to work for, how to use CRMs to grow value, and why the future of the trades belongs to leaders who can evolve.

0:00 Intro

1:41 Sean’s 3rd-generation story & company origins

3:19 Why developing people is the foundation of growth

5:57 Labor shortages & Retention strategies that actually work

14:56 Social media’s impact on culture & retention

16:53 Why CRMs and systems matter more than ever

24:01 Financial tools & processes that support scaling

27:55 Who leaders must become to build a legacy

⚒️JOIN THE CRAFT & CALLING COMMUNITY

https://thecraftandcalling.com/linktr/

Sean Madole is a third-generation owner and president of Madole Construction, serving Nevada and Northern California since the 1970s. With 40+ years across three generations in the trades, Sean specializes in team development, operations, systems, and scaling high-trust construction teams.

🔗CONNECT WITH SEAN

LinkedIn: https://www.linkedin.com/in/sean-madole-9a95475b/

Website: http://MadoleConstruction.com 

💡THANK YOU FOR WATCHING

#TradesBusiness #ConstructionLeadership #CraftAndCalling #TeamCulture #LegacyLeadership #BlueCollarBusiness #HomeServicesGrowth #TradesPodcast

Bravery in the trades isn’t just about the work-it’s about showing up, telling your story, and owning your voice.

In this episode of The Craft & Calling, host Christene Marie sits down with Todd Weyandt, marketing leader and host of the award-winning Bridging the Gap podcast, to explore the truth about personal branding in the trades - and why courage, storytelling, and authenticity matter more now than ever.

Todd breaks down how every business owner, operator, and trades professional already has a personal brand… the question is whether you’re shaping it intentionally or letting others define it for you.

⏱️ CHAPTERS

0:00 Intro

2:00 Misconceptions in the construction industry

6:22 Why failure makes you better

14:18 Generational pressure + Millennials: "we don't know how to fail well"

17:40 Owning your personal brand

22:47 Leadership, legacy, and humanizing your company

29:41 Changing the story of construction

🛠️JOIN THE CRAFT & CALLING COMMUNITY 

https://thecraftandcalling.com/linktr/

Todd Weyandt is a marketing leader and host of the award-winning Bridging the Gap Podcast, known for transforming complex construction and technology topics into clear, engaging insights. With over 15 years of experience, he helps teams connect strategy with real-world outcomes through storytelling and innovation.

🔗CONNECT WITH TODD

Website: https://asti.com/

Podcast: https://bridgingthegappod.com/ 

💡THANK YOU FOR WATCHING

#CraftAndCalling #ToddWeyandt #ConstructionPodcast #TradesLeadership #PersonalBranding #BridgingTheGap #ConstructionInnovation #AuthenticLeadership #BuildYourLegacy

Freedom comes when you stop running your business by memory and start running it by systems.

In this episode of The Craft & Calling, host Christene Marie sits down with Courtney Boomer, systems expert and co-owner of multiple trades-based businesses, to talk about what it really takes to scale sustainably.

Courtney shares how she helped her husband’s coatings business go from chaos to a fully booked calendar - using CRMs, customer journey mapping, and streamlined communication. Together, they unpack the mindset shift from “doing it all” to building a legacy that runs smoothly without you.

If you’ve ever felt buried in calls, emails, and disorganization, this conversation will help you simplify, systematize, and scale - without losing your personal touch.

0:00 Intro

1:56 Courtney’s path from corporate burnout to entrepreneurship

3:54 Implementing CRMs: where to start and what tools to use

7:47 Bare Bones: Automating follow-ups and reminders for customer satisfaction

12:23 Customer journey and customer experience

14:49 Admin support and how to make marketing decisions based on real data

18:11 Clear schedules that are ideal for the team and clients 

18:09 Creating a healthy company culture in small trades teams

22:59 How storytelling and authenticity build loyal customers

26:54 Courtney’s top three things every small business should do today

Courtney Boomer is the Founder and Director of ScaleUp with Courtney, where she helps entrepreneurs and small teams regain control over their businesses by implementing scalable, efficient systems.

With four kids five and under and a portfolio of businesses to manage, Courtney understands the importance of optimizing every minute. Over the past several years, she has worked with companies like Your Garage Floor Guys, scaling them by 50%+ year-over-year through smart automations and process optimization.

At ScaleUp CRM, she specializes in helping small teams streamline their operations, implement custom CRMs, and maximize potential using tools like ClickUp, Zapier, and more. Whether you need a systems audit, CRM build, or workflow optimization, Courtney’s mission is to help you work smarter, not harder.

LinkedIn: https://www.linkedin.com/in/courtneyboomer/ 

Website: https://www.linkedin.com/company/scaleup-with-courtney/ 

Facebook: https://www.facebook.com/scaleupwithcourtney/ 

Instagram: https://www.instagram.com/court_boomer/ 

💡THANK YOU FOR WATCHING

#CraftAndCalling #TradesBusiness #SmallBusinessSystems #CRMforContractors #TradesLeadership #WomenInTrades #LegacyLeadership #HomeServicesMarketing #ConstructionPodcast #Entrepreneurship #BusinessGrowth #OperationalExcellence

Communication can build or break your business - let’s talk about building it stronger.

In this episode of The Craft & Calling, host Christene Marie sits down with Ron Nussbaum, Founder and CEO of BuilderComs and host of the Construction Champions Podcast. A former U.S. Marine turned construction entrepreneur, Ron is on a mission to eliminate chaos in the construction industry through better communication, leadership, and systems.

Together, they unpack why communication breakdowns cost construction companies millions, how to build SOPs around trust and transparency, and why truth, not fear, creates the best customers.

🔍WHAT WE TALK ABOUT

0:00 Intro

3:36 Why Communication is Construction’s Biggest Problem

6:44 Chaos Without Systems: Where Breakdowns Begin

10:22 Two Points Where Companies Drop the Ball Most

14:47 The Power of a Proper Handoff Between Sales & Production

21:29 Transferring Trust: How to Bridge Sales to Delivery

23:26 Emotional Connection and the Human Side of Construction

29:32 Truth Over Fear: Why Real Talk Wins the Right Clients

35:13 Eliminating Callbacks: The 10x–100x–1000x Cost Rule

40:22 Truth as a Brand Strategy and Leadership Practice

⭐RESOURCES

The 11 star experience talk by Airbnb Founder Brain Chesky: https://www.youtube.com/watch?v=gMvM3g0_ebA

⚒️JOIN THE CRAFT & CALLING COMMUNITY

https://thecraftandcalling.com/linktr/ 

Founder of BuilderComs

U.S.M.C. Veteran 

Host of the Construction Champions Podcast

BuilderComs is transforming the construction industry by addressing its most significant challenge: communication. We offer customizable systems and software designed to streamline project management, enhance client relationships, and eliminate inefficiencies.

Ron Nussbaum is the founder and CEO of BuilderComs, the messaging-first project management platform built specifically for construction teams. A former U.S. Marine turned entrepreneur, Ron is on a mission to end chaos in the construction industry by helping builders communicate better and build faster. He’s passionate about leadership, legacy, and creating tools that actually serve the people in the field.

🔗 CONNECT WITH RON

LinkedIn: https://www.linkedin.com/in/ron-nussbaum/ 

Website: https://www.buildercoms.com/ 

Instagram: https://www.instagram.com/theronnussbaum/?hl=en 

💡THANK YOU FOR WATCHING

#CraftAndCalling #ConstructionLeadership #BuilderComs #RonNussbaum #CommunicationInConstruction #ConstructionChampions #TradesLeadership #BuildingLegacy #ConstructionBusiness #SystemsAndProcesses #LeadershipPodcast #Craftsmanship #BusinessGrowth #ChristeneMarie #EntrepreneurshipInTrades

Lead with Faith, Build with Systems.

In this episode of The Craft & Calling, host Christene Marie sits down with Chad Gill, founder and owner of Laminin Coaching & VAs for Construction, to explore the mindset, failures, and faith that shape resilient leadership.

0:00 Intro

1:57 Chad's Background, Upbringing, and his time in VMI 

8:40 “At least they can’t eat me”: Lessons in perspective from his dad

10:37 Defining perseverance and grit in leadership and business

15:20 The concept of the “Failabration” and why we should celebrate mistakes

17:40 The loneliness of leadership and the importance of vulnerability

20:29 What failure teaches leaders about coaching and empathy

26:18 Gratitude as the antidote to arrogance and burnout

30:52 Faith, Family, and getting good with God

37:51 Putting words and action into our core values

47:58 Coaching and Systems

52:00 6 Kinds of work: doing work you love

⚒️JOIN THE CRAFT & CALLING COMMUNITY

President/Founder Laminin Coaching & VAs for Construction.

Chad Gill is a former contractor with 23+ years of hands-on experience in the construction industry. Now, as the founder Laminin Coaching & VAs for Construction, Chad helps leaders and their teams become AI-enhanced. By focusing on practical applications, he empowers organizations to leverage AI for better decision-making, improved workflows, and measurable results. 

Chad is passionate about showing leaders that AI isn’t about complexity or futuristic technology-it’s about small, everyday actions that add up to huge impact. 

🔗CONNECT WITH CHAD

LinkedIn: https://www.linkedin.com/in/chad-gill-99042a37/

Website: https://www.vas4construction.com/

💡THANK YOU FOR WATCHING

#TheCraftAndCalling #TradesLeadership #EntrepreneurMindset #FaithInBusiness #GritAndGrace #LegacyBuilding #ConstructionLeadership #SmallBusinessGrowth #LeadershipPodcast #Craftsmanship #BlueCollarBusiness #GratitudeInLeadership #EntrepreneurStories #FailForward #PurposeDrivenWork

Because you can’t build legacy if you’re running your business blindfolded.

In this episode of The Craft & Calling, host Christene Marie sits down with Charles Leikauf, a seasoned CFO and financial educator who’s helped business owners scale sustainably by understanding the story behind their numbers.

Charles breaks down the difference between accountants, bookkeepers, and CFOs, and reveals why most trades businesses struggle not because of their work ethic, but because they’re driving blind when it comes to their finances.

Whether you’re still running payroll in envelopes or ready to scale beyond $5 million, this conversation will help you build financial clarity, not just revenue.

🔍WHAT WE TALK ABOUT

0:00 Intro

2:24 Charles’s background and the $2 billion business turnaround

4:07 Why most small businesses operate “blindfolded”

7:50 How to start with QuickBooks and get your books right

13:25 When marketing costs more than your margin

15:00 Finance meets marketing: aligning cost per lead and profit

22:10 From owner to operator: how to hire and delegate

25:54 Humility, hiring, and learning to let go

29:57 Freedom, family, and building a business that lets you live

⚒️JOIN THE CRAFT & CALLING COMMUNITY

👤 GUEST BIO: CHARLES LEIKAUF

Founder at Profit Surge Group

Fractional CFO at Ecommerce Profit Group

Charles Leikauf is a corporate finance executive turned accidental fractional CFO. After restructuring a $2 billion business and serving as CFO for another, he made the leap out of the corporate world to build a business on his own terms. Today, he leverages his deep financial expertise to help companies thrive as their trusted fractional CFO. Beyond client work, Charles also mentors accountants and bookkeepers, teaching them how to build their own path to time, location, and financial freedom-just as he did.

#CraftAndCalling #TradesLeadership #FractionalCFO #BusinessGrowth #FinancialClarity #EntrepreneurMindset #TradesBusiness #BlueCollarLeadership #ProfitOverRevenue #LeadershipDevelopment