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. 6 DAYS AGO

    Scaling Beyond the Project: Moving from Contractor to Business Owner with Danny Kerr

    CONTRACTOR COACHING SYSTEMS THAT SCALE Danny Kerr from Breakthrough Academy shares proven systems that helped 2,000+ construction companies grow successfully. THE SHIFT YOU MUST MAKE:→ Solo contractor = manage projects→ Growing company = manage PEOPLE→ Completely different skillset required GSR: GOAL SETTING & REVIEW✓ 30-minute weekly accountability meeting✓ Three components: numbers, strategy, emotions✓ Friday: PMs submit numbers✓ Monday: Owner conducts GSR✓ Keeps everyone aligned on annual goals DIAGNOSE PERFORMANCE PROBLEMS: Skill problem → needs training, SOPs, coaching timeCommitment problem → needs conflict resolution, alignment talkTwo different approaches most builders missBONUS STRUCTURE THAT ALIGNS INCENTIVES: PM produces $1M at 20% = $200K gross profitPay $80K base salaryAnything over $200K → PM gets 10% of overageUnlimited earning potentialYour goals = their goals2008 RECESSION STRATEGY:→ Dropped only 3% when market crashed→ Understood the math: leads → quotes → jobs→ Conversion rates fell? Doubled marketing activity→ Could pull levers up or down FADING FOLLOW-UP PROCESS:Days → Weeks → Months → Quarterly forever 15% annual revenue from 5-year lead nurturingNever stop unless "definitely no" or work doneBigger project = longer sales cycleTHE PROGRAM:✓ Month-to-month (no locked contracts)✓ 6-week Blueprint training✓ Implementation with coaches + peer groups✓ Stay 2 years or 8 years - your choice btacademy.com | Contractor Revolution Podcast

    33 min

  2. 22 APR

    Stop Quoting for Free - The Paid Proposal Strategy with Marti Amos

    Paid Estimates for Contractors with Marti Amos Marti reveals paid estimates for contractors strategy: charge $500-$5K upfront instead of free quoting. PAID ESTIMATES RESULTS: Leon (Melbourne): 7 out of 7 deals signed Started $1,500 → raised $3K Hayden (Wellington): 7 months no work 60 days → $4.1M landed Paid for every estimate WHAT TO CHARGE: $500-$5K action plans $8-25K feasibility studies GOLDEN RATIO: 20% gross margin (minimum) 8-12% overhead + salary (ideal 10%) 10% net profit (owner) Example: $5M × 20% = $1M - $500K overhead = $500K profit Impact: 17% → 21% = $200K extra REVERSE ENGINEER: Want $500K net profit? →Calculate jobs needed →Figure margin required →Determine leads needed →Set marketing budget MARKETING WHILE BOOKED: Mistake: Stop when full Better:→Keep marketing→5 leads come in→Choose ideal client→Price at 21%→Win it→Raise floor to 21-22% "He who has options has power" BUYER PSYCHOLOGY: You: 8 months out Competitor: starts next week They want YOU FIVE CONCERNS: - Budget - Timeliness - Communication - Trust - Quality Show to prospects: - Case studies - Team members - Video testimonials - Systems proof BIGGEST CHALLENGES: #1 Numbers (understand them) #2 Pricing (reverse engineer with paid estimates) #3 Marketing (not just word of mouth) COACHING PILLARS: 1. Plug-and-play content 2. 41 coaches (monthly one-on-one) 3. Specialist coaches (members who graduated) TRACK RECORD: 3,200 builders 22 years 700 active members theprofessionalbuilder.com #paidestimatesforcontractors #professionalbuilder #buildercoaching

    38 min

  3. 15 APR

    No More Tax Surprises: Proactive Planning for Growing Firms

    Construction Accounting: Clean Books with Erin Andrews Erin reveals how construction accounting transforms messy books into confident decisions. GREAT AUNT BERTHA PROBLEM:→ Builders short-cut on bookkeeping→ Friend's mom does it→ Doesn't know construction accounting Results:- Overpay/underpay tax- Can't get loans- Can't project cash flow- Don't know overhead DIAGNOSTIC:- Current books review- Prior year tax returns- Process examination- Takes several hours JOBTREAD INTEGRATION:Common issues:- Duplications- Cost codes don't match- Revenue counted 2-3x- Fix integration first- Then see real margins TARGET MARGINS:Remodelers: 40-50% grossAverage: 25-35%Home builders: 30-35%Net profit: 10-15% (w/ owner salary) Cost of goods:Labor, PM costs, warranty MARKETING BUDGET:Builders: 1-2%Remodelers: 2-3%$1M remodeler: ~3%$5M remodeler: ~1.5-2% MONTHLY SERVICE:- Books up to date- Reconciliation- Monthly reports- Payroll- Workers comp audit- Tax planning CONSTANTLY WATCHING:Sign huge contract?Reevaluate tax situationNo surprisesERIN'S ADVICE:- No TikTok tax advice- AI isn't ready yet- Get accounting togetherLEVEL ACCOUNTING:- 19 years business- 5-6 years contractors- 34 states served levelaccountingfirm.com Erin Andrews on Linkedin#constructionaccounting #taxplanning #jobcosting

    33 min

  4. 8 APR

    Realtor to Remodeler - Featuring Brandon Williams from Bigfoot Contracting

    Realtor Referrals: $600K+ Pipeline with Brandon Williams Brandon reveals how to build a realtor referral pipeline generating $600K-$800K annually while spending under $500/year. THE NUMBERS: Revenue: $1.2M (2025) From Realtors: $600-800K (50%) Marketing: $500/year One agent: $400K alone THREE STRATEGIES: #1 Walk & Talk ($150) 1-hour home inspection without report Identify issues before formal inspection Buyers estimate 5x higher → eliminate fear Leads to: $5-10K repairs #2 ATAC Reviews 30 min = ballpark pricing Foot in door + become resource #3 Post-Closing Remodels Whole bath: $12-15K Basement: $110-140K Pre-purchase consult: $150 SNOWBALL: $250K remodel + $50K changes = $300K → Sister remodel → Daughter windows → Endless referrals HOW TO START: Visit real estate officesWeekly meetings need expertsBring donutsGet 10-15 minutesImpress ONE agentSnowball begins Jason: 1-2 meetings/week LOYALTY RULE: Make them look good = business for life Mess up = blacklisted Their reputation is #1 asset They want "a guy" CE CLASSES: Realtors need education hoursTeach common issuesRealistic pricingExample: Water heater drain pan = $800 (not $50) TIER SYSTEM: A tier: regular contactB tier: every 60 daysC tier: every 90 days TRAINING: InterNACHI (nachi.org) Reduces surprises Fewer change orders RESULTS: $500/year marketing $800K/year returns 1,600X ROI No $3K/month ads Just relationships ⁠bigfoot-contracting.com⁠ Atlanta, GA #realtorreferrals #remodelingbusiness #atlantaremodeling

    39 min

  5. 2 APR

    3 Habits of Highly Profitable Builders with Paul Atherton

    Profitable Construction Business: 3 Habits with Paul Atherton Paul Atherton reveals what separates highly profitable builders from everyone else. HABIT #1: GP PER WEEK METRIC Gross Profit Per Week = Forecasted GP ÷ Weeks of Billing Start: $4,000/week 50% done: Drops to $3,200/week Impact: Net profit 10% → 2% Leading indicator = course correction possible Team bonused on crushing this number HABIT #2: BUDGET & SCHEDULE Project manager test: "What are you working on?" → 50-60 tasks "Where's budget/schedule?" → "Let me get back to you" Universe A (No management): 50-60 random tasks Universe B (Managed): Same 50-60 but DIFFERENT → Faster, more profitable, better relationships HABIT #3: SALES SYSTEMS Most answer: "We hire people that like people" Every buying decision has an arc Bolt in proven system → Immediate gains Book: "Selling to Homeowners the Sandler Way" by Chip Doyle $14, read 80 times, massive impact BUILDER REAL ESTATE ADVANTAGE: 3 factors: Land price, cost basis, economy Builder cuts middleman → Controls cost basis internally → Can pay more for land and still win Target: Mid-20s IRR CAPITAL (3 sources): 1. Own assets 2. LP equity 3. Institutional lending WARNING: Get company healthy first "Real estate is mean" ANTI-GOALS: Most successful have life balance Won't sacrifice: Date nights, kids, vacations, workouts Fulfillment first → Better results DATA FIRST: Trust your numbers? P&L, balance sheet, cash flows, AR/AP? "Strategy useless unless backed by numbers" Construction accounting isn't complex WHO: $1M-$80M revenue companies highspire.com Paul Atherton on LinkedIn #profitableconstructionbusiness #GPperweek #constructionprofitability

    39 min

  6. 26 MAR

    Transitioning from Craft to Business, Featuring Brad Huebner from Hammer & Grind

    Contractor Coaching: Mindset & Pricing with Brad Huebner from Hammer & Grind Brad reveals the ego suppression, pricing breakthroughs, and stress tests that transform craftsmen into business owners. THE MINDSET TRAP: Brad's realization: "Other companies doing what I do are having success. So it's not the business model or demographics. I'm doing something wrong." People seek coaching as last resort (desperate) Should get help BEFORE you need it Stigma: Asking for help = failure Pride blocks progress CONSTRUCTION ≠ BUSINESS: The trap: "If I can build a house, I can run a business. That's easy." WRONG: Labor is easy. Business is entirely new skills. "Learn the business of building, not craft of building" Identity shift: ❌ "I'm a handyman" ✅ "I own a handyman business" EGO SUPPRESSION: First coaching module: Suppress your ego Group is DIRECT → You need to hear it, not sugarcoated ROLE-PLAY STRESS TEST: Sales role-plays with 15-30 people watching Everyone knows what you should do They WILL call you out Military principle: Training harder than mission Real customers become EASY PRICING BREAKTHROUGHS: Limiting beliefs: "I can't charge more" Brad's approach: Add 10% → See what happens Client response: "Let's get started" Belief crushed Results: 100% markup, 15-20% net profit average One client: $97K → $600K PROFIT CLUB: $8,000/year upfront = buy-in Weekly accountability: Attendance spreadsheet (public) Course progress visible "John Smith stuck at 20% for 6 weeks" Zero secrets, full transparency COMMUNITY: "Come for coaching, stay for community" 3+ year members (don't need coaching, there for friends) BACKGROUND: 11 years handyman/remodeling 2,500+ jobs, 900+ customers Hired coach → transformed 2022: Full-time coaching IDEAL CLIENT: $300-500K+ revenue Remodelers, GCs, landscapers Multi-step sales (3-6 months) hammerandgrind.com Hammer & Grind Podcast (260+ episodes) #contractorcoaching #hammerandgrind #pricingstrategy #mindset

    48 min

  7. 22 MAR

    Scaling Smart - Using Virtual Assistants and AI, Featuring Chris Fox from Fox Construction

    Virtual Assistant for Contractors: Chris Fox's $75K Transformation Chris Fox (Fox Construction) reveals how he replaced a $75K office manager with 4 specialized virtual assistants while increasing professionalism dramatically. THE TRANSFORMATION: $75K office manager → 4 VAs in same budget: - Controller - Office manager - Bookkeeper ($1,800/month agency) - Marketing ($475/month, 20 hrs/week) PROPOSAL UPGRADE: 1-page budget → 10-page professional package (Cover sheet, testimonials, specs, warranty) Believability factor for $1.5M+ second homes AI BOOKING RESULTS: 12,000 realtors, 100 emails/week 10-13 calls booked automatically Goal: 25% sales from realtors = $5M+ THE 2024 WAKE-UP: 11 builders: "Woe is me" 1 builder: "I'm killing it" Chris: "Never again" Christmas Eve → researched → found BLC CLIENT ACQUISITION: OLD: Expensive ads, manual follow-up, business hours only NEW: Inbound marketing, AI booking 24/7, automated systems Example: Prospect browsing at 8 PM Saturday → books call immediately MARKET: Santa Rosa Beach, Florida 90% vacation homes, 10% primary 5,000-6,000 sq ft, 6-10 bedrooms Feeder markets: Nashville, Atlanta, Birmingham HIRING VAS: DIY: Lower cost, more control Agency: Built-in backup, easier continuity 2026 GOAL: 8 homes, $10-11M revenue (Coming back from 3-4 homes in 2024-2025) PODCAST LAUNCH: "Fox Construction Tailored Custom Homes" Topics: Architects, lenders, engineers, designers, hurricane codes Philosophy: "Do more with less. VAs aren't about cutting corners—they're about increasing productivity where clients expect more." foxluxurybuilder.com #virtualassistantcontractors #constructionVA #AIautomation #customhomes

    54 min

  8. 13 MAR

    Win More Jobs with High-End Visuals - Featuring Will Pritikin from Aforma Design Studio

    Design Build Contractor: Design as Client Magnet with Will Pritikin from A Forma Will Pritikin reveals how design build contractors use professional design to attract premium clients and eliminate costly field chaos. CONSUMER REALITY: People don't seek builders—they seek DESIGN Journey: Find design → How much? → Who builds it? Rick: Once prospects love a design → emotional brand attachment → brand wins SHOW WORK YOU WANT: Will's mentor: "Show the work you want to be hired for, get those customers" Questions: - What do I want to do? - What clients do I want? - What designs do they love? Showcase THAT—don't appeal to everyone Specialist advantage: Local expert in specific style = higher prices (like cardiologist vs. ER doc) TECHNOLOGY: LIDAR/Matterport scans = full digital twins in days Serves all 50 states from Portland Trades virtually walk sites, check at 2 AM, prepare asynchronously DESIGN = RISK MANAGEMENT: Not style exercise → decision-making tool Success: Everyone wins (homeowner, GC, design team, PM, trades) HIDDEN COSTS: "You always pay for design—question is WHEN" Poor documentation: - Rework - Burned-out PMs - Job site "rodeos" - Field decisions = astronomically higher cost Upfront investment downstream chaos A FORMA MODEL: Between draftsperson and architecture firm Services: Detailed drawings, renderings, specs, engineering, permitting, LIDAR, project support Works with local engineers "Be the outside part of your design build business" Running construction = hard Design build = TWO businesses = harder A Forma: Simplify your life, deliver buildable design on time Sweet spot: Custom homes, renovations, additions, ADUs aforma.co hello@aforma.co #designbuildcontractor #constructiondesign #LIDARscanning #aforma

    37 min
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About

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
    189
  • Rating
    Explicit
  • Copyright
    © Rick Storlie
  • Show Website
    Conversations That Convert

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