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. 5 HR AGO

    From Hidden Gem to Market Leader: S. Brown Construction Co. Social Media Case Study

    HIDDEN GEM TO MARKET LEADER IN 13 MONTHS S. Brown Construction: what social media for construction companies looks like when done right. $300K+ design-build remodeler, small market of 100K people. THE PROBLEM:→ Built luxury but looked like $5K handyman online→ Zero link clicks month one→ Digital presence didn't match craftsmanship→ Invisible = replaceable 13-MONTH STRATEGY: Educational content (give value first)Job site transparency (trust ≠ perfection)Before/afters + CTAs (aspirational builder)Omnipresence (projects across the city)Lifestyle content (sell dream not dust)Authority stacking (cost breakdowns + expert tips)PEAK: 0 → 248 link clicksBrand building (job site + 5-star review overlays)Luxury visuals → 941 profile visitsFORMAT INSIGHTS: Reels = high reach (discovery)Static/Carousel = high-ticket buyer validationInstagram = design validation engineFacebook = community amplifierKEY PRINCIPLES:→ Educational content = pre-sold clients→ Show $1.5M projects to land $1M clients→ Neighborhood proof > general testimonials→ Personality trumps product always→ Value = quality perception ÷ price performance WHAT WORKED:✓ Clean intentional angles✓ Technical win carousels✓ Local neighborhood callouts✓ Review overlays on luxury photos WHAT DIDN'T:✗ Generic CTAs✗ Messy job site visuals✗ Drive-by quick photos✗ Competing on price THE FINAL MESSAGE:Stop competing on price.Start competing on brand.When brand matches value → only logical choice. Free video: builderleadvideos.com

    51 min

  2. 20 MAY

    From 0 to 1,400 Content Clicks: Bathrooms of Charleston Social Media Case Study

    FROM 0 TO 1,400+ CLICKS IN 5 MONTHS Social media case study: Bathrooms of Charleston competing against cheap one-day bath companies in commoditized market. THE PROBLEM:→ 92 posts = 0 link clicks→ Posting demolition and construction photos→ Selling pain instead of outcome→ Busy but not productive THE SOLUTION:✓ Lifestyle videos (completed luxury bathrooms)✓ AI talking head videos (4x higher save rate)✓ Local hooks (specific neighborhood callouts)✓ Listicle-style content✓ $100/month boosting budget ($3.33/day) THE RESULTS BY MONTH: 48K reach + 150 clicks (switched to dream-selling)565 clicks (local hooks + AI videos)300+ clicks (testimonials + micro-targeting)Stable clicks (wellness positioning)1,400+ total (authority content)PLATFORM INSIGHTS: Reels = 82% of total reachFacebook = trust platformInstagram = aspiration platformHyperlocal = 60% reach increaseArchitecture photos = 400% better engagementWHAT TO POST:→ Textures and finishes (sensory hooks)→ Local anchoring (name specific neighborhoods)→ Educational checklists (expert positioning)→ Video testimonials or Google review overlays WHAT TO AVOID:✗ Construction progress photos alone✗ Job site clutter in frame✗ Phone flash (harsh shadows)✗ 0.5x lens (warped/cheap look) KEY LESSON: Stop selling dust, start selling dreams.

    39 min

  3. 29 APR

    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

  4. 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

  5. 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

  6. 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

  7. 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

  8. 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
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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
    191
  • Rating
    Explicit
  • Copyright
    © Rick Storlie
  • Show Website
    Conversations That Convert