Conversations That Convert

Rick Storlie
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A conversation for remodelers, home builders, and home improvement companies about increasing lead conversions without added expense, and watching your bottom line grow.

  1. 3 Sept

    Inside the SORCI Report: Benchmarks, Margins, and AI for Custom Builders

    Russ Stephens of the Association of Professional Builders breaks down this year's construction industry statistics with Rick. THE MARGIN NUMBERS:→ Referral-heavy builders post lower margins, not because of the leads themselves→ Top performers reinvest 3-4% of revenue into marketing→ 25% gross margin needs roughly a 33.3% markup, with a 15% fixed expense ratio→ Owners should target 5% of revenue as market-rate salary BACKLOG AND STATUS: Healthy backlog = 1-2 years of signed, deposited workA long queue signals status to prospective clientsBuilders who shorten their queue often lose pricing powerTHE VIDEO GAP: Half of all builders post zero video contentCanada: 60% never post videoNew Zealand: under 30% never postTalking-head video builds trust faster than any other formatWHERE AI HELPS:✓ Rescheduling trades in real time✓ Catching vendor delivery delays before they cost a day✓ Filling admin gaps around estimating and PM✗ Mass-producing AI video (two-thirds of consumers push back on it) KEY INSIGHTS:→ 100 cold leads per signed contract is a healthy paid-lead ratio→ The mates rates trap quietly erodes margins on family jobs→ Remodeling scales less predictably than new construction past $10M FINAL MESSAGE:The data behind stronger margins already exists.Most builders just aren't using it yet. Get the free SORCI report: associationofprofessionalbuilders.com

  2. 28 Aug

    How to Make Your Website Visible for AI Search Results

    Rick sits down with Muhammad Rohan, BLC's in-house search specialist, to break down generative engine optimization and why AI recommendations now matter as much as Google rankings. THE BIG SHIFT:→ Top-of-funnel searches dropped 25% in 4 years→ 75% of AI Overview citations still come from top-12 organic results→ AI now narrows a homeowner's shortlist before they pick up the phone SEO vs AEO vs GEO vs AIO: SEO → ranking in traditional blue linksAEO → winning short, direct-answer spotsGEO → getting recommended by name in AI-generated answersAIO → shaping content for how AI processes it overallKEY FRAMEWORK - E-E-A-T: ExperienceExpertiseAuthoritativenessTrustworthinessWHAT HELPS:✓ One-stop-shop content covering a full topic✓ Clean, consistent data across 65-70 directories✓ Schema markup for faster AI crawling✓ Fast page speed (2-3 seconds) WHAT HURTS:✗ Inconsistent business info across the web✗ Overly narrow "long-tail" keyword targeting✗ Slow-loading pages that burn crawl budget✗ Ignoring third-party review sites TRY THIS - THE "MERE TEST":Ask ChatGPT or Gemini what your company does. If it's wrong, ask where that answer came from, then go fix it at the source. FINAL MESSAGE:AI isn't replacing SEO. It's building on it.Show up in both, or risk disappearing. Schedule a call: builderleadconverter.com

  3. 30 Jul

    The 25% Upsell: How Offering Home Improvement Financing Drives Larger Projects with Larry Collins

    THE 25% UPSELL: HOW OFFERING HOME IMPROVEMENT FINANCING DRIVES LARGER PROJECTS Larry Collins of HFS Home Improvement Loans joins Rick to explain why remodelers who offer financing to customers close bigger, more profitable jobs. THE CORE INSIGHT:→ Homeowners spend about 25% more once they see an affordable monthly payment→ Almost no remodeler asks a lead if they're paying cash or financing→ That one missed question is costing contractors real project size HOW THE LOAN WORKS: Rates from 7.89% to 13.99%Approval up to $450,000, terms up to 30 yearsApproved for 20% more than requestedFunded in 5 to 7 business daysNo prepayment penalty, everHELOC VS. PERSONAL LOAN: HELOC needs 20-30% home equityHELOC carries a variable rateHFS loans skip the appraisal and lock a fixed rate for 30 yearsWHAT WORKED:✓ A financing link in the appointment confirmation email✓ A one-page flyer at the first meeting✓ Soft credit checks that never touch the customer's score WHAT DOESN'T WORK:✗ Treating financing like a big-box retailer tactic✗ Waiting until the estimate to bring it up for the first time KEY INSIGHTS:→ Nearly 25,000 contractors nationwide already use HFS→ Design-build clients use financing on purpose, not necessity FINAL MESSAGE:Stop assuming every lead is paying cash.Offer financing to customers as a standard part of every pitch.Bigger jobs follow. Learn more: hfsfin.com

  4. 23 Jul

    How to Build a High-Converting, Hacker-Proof Website with Alexandre Godinho

    YOUR WEBSITE ISN'T DONE JUST BECAUSE IT'S LIVE Alexandre Godinho (A.G.), BLC's lead website developer for 3 years, walks through what actually goes into a construction website that keeps performing after launch, from first mockup to ongoing maintenance. SECURITY & BACKUPS: → Wordfence firewall on every build → SiteGround server-side blocking → Daily cloud backups, stored off-host → Fast restore if anything ever gets hacked WHAT GETS TRACKED: 1. Page views 2. Scroll depth (50% and 75%) 3. Form submissions 4. Booked appointments SCHEMA & LOCAL SEO: → Rank Math schema markup → FAQ schema for direct Google answers → Google Business Profile matched across 70+ citations WHAT WORKED: ✓ Dynamic linking (URLs can change without breaking buttons) ✓ Pre-launch crawls with Screaming Frog and SEMrush ✓ 90+ PageSpeed score, desktop and mobile WHAT DIDN'T: ✗ Treating a website like a one-time brochure ✗ Skipping the privacy policy ✗ Letting broken links pile up unnoticed THE AI LAYER: → llm.txt alongside robots.txt → E-E-A-T: Expertise, Experience, Authority, Trust → Reviewed every 90 days with Microsoft Clarity FINAL MESSAGE: A website is a system. Build it right once. Review it forever. Then let it keep working for you. Book a call: builderleadconverter.com

  5. 16 Jul

    The AI Advantage: Why College City Is Scaling While The Competition Stagnates with Jeremy Hussey

    THE AI ADVANTAGE: COLLEGE CITY VS. THE COMPETITION Jeremy Hussey breaks down how AI in construction search is already sending remodelers real, high-intent leads. THE WAKE-UP MOMENT:→ Jeremy's first AI-referred lead: "Wait, what? That's crazy"→ Rick's data: ~70% of remodeling leads now touch AI search→ Why an AI recommendation feels like a referral, not an ad HOW COLLEGE CITY TESTED IT: Rebuilt the websiteStarted AI/SEO visibility work in JanuaryJeremy searched "kitchen remodeler in Lakeville" in ClaudeLanded near the top, sometimes firstTHE GROWTH NUMBERS: Best lead month ever: 19-20 website leadsOver 50% booked a call directly~9 out of 10 booked calls show upKEY INSIGHTS: 1969 roots as P&M Construction in Northfield, MN90-95% design-to-construction conversion rate$1,500-2,000 person database, reactivated on a rolling basisSix-person local roundtable shows the visibility gap in real timeWHAT'S WORKING:✓ AI search visibility stacked on top of existing marketing✓ Sending budget estimates ahead of meetings so homeowners can "marinate"✓ No change order fees — just standard margin WHAT DOESN'T:✗ Relying only on referrals and yard signs as leads dry up✗ Skipping qualifying calls and hoping site visits sort it out✗ Letting a job site go unbudgeted past a 10% variance FINAL MESSAGE:AI isn't replacing the fundamentals.It's just changing who gets found first. Learn more: builderleadconverter.com

  6. 7 Jul

    Stop Getting Skipped. How AI Search Is Reshaping the Building Industry

    Rick and Dru break down how AI search engine optimization is reshaping the building industry. THE BIG SHIFT:→ 1 person used to build your website→ Now it takes 4 specialists→ 75%+ of home buyers use zero-click AI search WHAT AI ENGINES ACTUALLY REWARD (EAT): Experience: show the proof, not the claimExpertise: teach, don't just tellAuthoritativeness: what others say about youTrust: the result of all three working togetherKEY INSIGHTS:→ Getting cited beats getting ranked→ Small builders can out-rank big ad budgets→ Confusion causes a bounce, clarity keeps leads→ A homepage has exactly one job WEBSITE DESIGN PRIORITIES: Remodel leads want inspiration firstBuilder leads want floor plans and available homesEvery page should remove fear, not add detailFollow the one-click ruleWHAT WORKED:✓ Small builders out-ranking big ad budgets✓ Aggregated Google Business reviews over pasted testimonials✓ AI-trained live chat plus click-to-call on mobile WHAT TO WATCH:✗ ChatGPT's new beta ads program✗ OpenAI's shift from nonprofit to ad-funded platform✗ Algorithm changes happening almost weekly FINAL MESSAGE:Stop designing for humans only.Stop designing for AI only.Balance both, or get skipped. Schedule a strategy call: builderleadconverter.com

  7. 2 Jul

    TURNING WEB TRAFFIC INTO SALES: THE AI STRATEGY TO CONVERT HIGH-VALUE BUYERS

    MacArthur Homes grew online leads 30%, onsite visits 52%, and sales 24% using AI, an OSC, and smart automation. THE REAL NUMBERS:→ 42 leads/month in 2025→ 60 leads/month in early 2026→ 70–80% of calls convert to qualified appointments→ ~100% show rate for calls and model home visits HOW THE AI + HUMAN STACK WORKS: AI chatbot engages and qualifies the leadPaige monitors and intervenes when the bot hits its limitQualification call covers price, timeline, and product fitAutomated intro text connects lead to onsite agentFace-to-face model home visit closes the loopWHAT ACTUALLY WORKS:✓ "Schedule a Tour" = highest-quality leads✓ AI chatbot for 24/7 warm follow-up✓ Monthly KPI reports driving team accountability✓ Infill location + strong product = 100+ event attendees WHAT'S NEXT:→ Short-form video next to lead magnet forms→ Engagement-triggered AI nurture for cold leads→ Prompt engineering to sharpen Sophie the bot KEY INSIGHT:Getting AI to 90–95% accuracy is the ceiling right now.The gap is why you still need a Paige. THE FINAL MESSAGE:You don't need more leads.You need better systems handling the ones you already have. Learn more: builderleadconverter.com

  8. 24 Jun

    Stop Chasing. Start Specializing. From Storm Chaser to Porch & Deck Expert with Jason Jewison

    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: Wrong-fit leads stopped submitting formsPrice-shoppers self-qualified outConversion rate climbed without increasing ad spendThe brand now signals quality before anyone picks up the phoneSALES 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

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A conversation for remodelers, home builders, and home improvement companies about increasing lead conversions without added expense, and watching your bottom line grow.

Information

  • Creator
    Rick Storlie
  • Years Active
    2025 - 2026
  • Episodes
    202
  • Rating
    Explicit
  • Copyright
    © Rick Storlie
  • Show Website
    Conversations That Convert