The Contractor's Edge

Mike Stiers
  • 5.0 (5)
  • Marketing
  • Updated Biweekly

The Contractor's Edge is your go-to podcast for scaling your home service business and maximizing your marketing investments. Hosted by lead generation expert Mike Stiers and business strategist Anthony Brown, who bring over a decade of combined experience in the home service industry, this show delivers proven strategies to help contractors dominate their market, generate high-quality leads, and build a business that scales year after year. Whether you're aiming for $3 million or $50 million, we've designed each episode to give you actionable insights, industry secrets, and real-world strategies, all in one place. Get ready to sharpen your edge as a Contractor and take your business to the next level.

  1. 3d ago

    From Clicks to Closed Jobs: Find the Revenue Leak in Your Home Service Funnel

    More leads won't grow your company when you're losing revenue in your everyday process. Missed calls, low appointment set rates, estimates not being delivered, and slow follow-up means more leads will only be sent through a broken funnel. In Episode 29 of The Contractors' Edge, Mike Stiers and Anthony Brown follow the marketing investment from the first click to the closed job. They break down who owns each stage, which numbers reveal the real problem, and how to find the revenue leak costing your company the most money. A lead is an opportunity - not revenue. Your entire company determines what that opportunity becomes. In this episode, you'll learn: - Why cost per lead does not tell the full story - How to map your complete lead-to-revenue funnel - Which KPIs belong to marketing, your CSRs, operations, sales, and leadership - Why missed calls and slow response times can undermine good marketing - How to identify the leak with the largest financial impact - What your leadership team should review every week Run Your Own Numbers:  Use the free Contractors' Edge KPI Calculator to find the leads, appointments, sales, marketing investment, and conversion rates required to reach your revenue goal: 👉 https://yourcontractorsedge.com/kpi-calculator/ Episode 29 Timestamps 01:14 Is marketing actually the problem? 05:15 Mapping the complete home service funnel 07:21 Bid rate: the silent revenue killer 09:29 How salesperson capacity affects closing 13:05 From bid rate to revenue and ROAS 16:03 Who owns every stage of the funnel? 17:15 The call center's role in protecting your leads 27:54 Why more leads will not fix a broken process 28:08 The KPIs sales leadership must own 34:50 Close rate, average ticket, and financing 39:30 Working backward from a $300,000 revenue goal 48:06 Diagnosing the funnel based on which KPI moved 55:47 What causes average ticket to fall? 57:32 When the reporting system is the problem 59:45 How small improvements create substantial revenue 1:00:28 How a 2% improvement produces $20,000 1:01:45 What owners should review every week Your Contractor Homework Map every stage of your funnel: Lead → Appointment Set → Appointment Run → Bid → Sale → Revenue Then: Agree on one definition for every stage. Pull the last 30 to 90 days of data. Assign one person to own each conversion point. Calculate the financial value of your largest leak. Choose one corrective action and review it weekly. Do not increase your marketing spend until you know additional leads can become additional revenue. Need help finding the breakdown inside your company? Start a conversation with Mike and Anthony: 👉https://yourcontractorsedge.com/#form Subscribe for more contractor-focused tips, tools, and tactics designed to help you build a stronger, more profitable home service business. Sponsored by Snoball Turn happy customers into referrals, reviews, and repeat business with a fully managed referral engine built for contractors. 👉 https://snoball.com/thecontractorsedge

  2. Aug 3

    6 Point Contractor Brand Audit To Grow Your Business

    A stronger brand can not only help you dominate your service area, it can also reduce your cost per lead, cancellation rates, and increase homeowner trust - before they are ever ready to hire you.  Every contractor says they want a stronger brand, but have you ever stopped to audit what yours could be missing?  In this short, straightforward epsiode, Mike Stiers and Anthony Brown walk through 6 essential questions every contractor should ask about their own brand, and how it resonates with their target audience.  From your website and Google Business Profile to your call handling, sales process, and customer experience, each touchpoint should reinforce the same promise. Use these questions as a self-assessment to identify gaps, strengthen consistency, and create a brand that homeowners remember and trust. 6-Point Contractor Brand Audit 1. Website Does your homepage quickly explain: - Who you help? - What problem(s) you solve? - The areas you work in? - Why homeowners should trust you?  2. Google Business Profile - Do your photos, reviews, services, and updates reflect the company you claim to be?  3. Ads & Landing Pages - Do your ads sound different from your competitors, or could another contractor replace the logo and run the exact same message?  4. Call Handling - Does your CSR sound like part of your company, or like someone simply trying to survive the phone and check a box?  5. Sales & Estimate Process Does your sales representative reinforce the promises made online? Is the estimate clear, professional, and easy to understand? 6. Job Site & Follow-Up Do your trucks, uniforms, communication, cleanup, review requests, and referral asks all match the original promise your brand made? Bonus: Make sure to talk about your differentiators! Remember, your competitors are in the room with you. A strong brand is every interaction a homeowner has with your company. If these questions exposed areas that need attention, you're already taking the first step toward building a stronger, more consistent brand. Get a full marketing and strategy audit with Mike or Anthony by going to https://yourcontractorsedge.com/#form

  3. Jul 20

    Marketing 101: Branding That Helps Homeowners Choose You Over Your Competition

    Your brand sets the tone for everything. It's what the homeowner believes about your company before the sales process, and remembers about you once the job is done. In Episode 28 of The Contractors' Edge, Mike Stiers and Anthony Brown share how contractors can build trust before the first call, create a more consistent homeowner experience, and make every marketing dollar convert easier. They also share a 6-Point Contractor Brand Audit for business owners and marketing professionals in foundation repair, basement waterproofing, crawl space encapsulation, pest control, HVAC, plumbing, remodeling, concrete, and more. 6 Point Audit Ask yourself the following questions: 1. Website: Does your homepage quickly explain who you help, what problem you solve, where you work, and why homeowners should trust you? 2. Google Business Profile: Do your photos, reviews, services, and updates match the company you claim to be? 3. Ads and landing pages: Do they sound different from your competitors, or could another contractor paste in their logo and run the same message? 4. Call handling: Does your CSR sound like part of the company, or like somebody simply trying to survive the phone? 5. Sales and estimate process: Does the rep reinforce the promise made online? Is the estimate clear, professional, and easy to understand? 6. Jobsite and follow-up: Do the truck, uniform, communication, cleanup, review request, and referral ask match the original promise? If one of these areas feels disconnected, it can break the entire process. Tune in to the full episode for: - Why your brand is more than logos, colors, trucks, and uniforms - How your website, Google Business Profile, reviews, CSR, sales rep, and jobsite experience all shape all the sale - Why generic contractor messaging makes you sound like everyone else - How brand voice and tone help homeowners feel more confident choosing you - Why a stronger brand can improve close rate, average ticket, referrals, reviews, and marketing efficiency Not sure if your marketing is on the right track? Book a FREE MARKETING STRATEGY or KPI AUDIT with The Contractors' Edge Team. We'll help you review your numbers, spot the problems, and identify what needs to happen next. Book your audit here: https://yourcontractorsedge.com/#form Timestamps 00:26 NFRA recap 01:00 Why marketing spend needs strategy 04:30 Why brand matters more in home services 09:24 Good copy vs generic contractor messaging 12:55 Should your brand change as the business grows? 17:20 How customers help shape your brand 18:52 Why every employee affects the brand promise 20:15 The unique fingerprint of your company 25:07 Reviews and feedback reveal your real brand 28:45 Why branding improves lead generation 32:11 How trust improves close rate and average ticket 36:10 The six-point contractor brand audit 40:34 Why the full customer experience has to feel like one company Connect With The Contractors' Edge Hosts Mike Stiers on LinkedIn: https://www.linkedin.com/in/michaelstiers/ Anthony Brown on LinkedIn: https://www.linkedin.com/in/anthony-brown-419009106/ Partner of Greenbaum Stiers Strategic Marketing Group The marketing and growth solution for contractors and business owners looking to grow year after year with consistent lead generation, and proven systems. Learn more: www.greenbaumstiers.com Podcast Sponsored By: Snoball (The referral engine for contractors) Some contractors have 6 figures ($$$) worth of unsold opportunity sitting in their CRM. Snoball turns your relationships into referrals, reviews, and repeat business. When new customers come in, you get to watch the revenue compound. The best part? It's all done for you. Watch The Snoball effect, Get A Demo: https://snoball.com/info/thecontractorsedge Visit The Contractors' Edge Website: www.yourcontractorsedge.com

  4. Jul 16

    Myriam Breedlove of Atmox: Crawl Space Moisture Control Beyond Encapsulation - NFRA Live

    In this segment live from The NFRA Conference, Mike Stiers and Anthony Brown hear from Myriam Breedlove of Atmox on crawl space science, air exchange, moisture control, and why contractors need to think beyond simply closing up the crawl space. Dehumidifiers are important, but they're not the whole story. Air distribution, air exchange, dew point comparisons, circulation fans, ventilation, and dehumidification should all work together to create a healthier crawl space. Atmox actually combines controls, sensors, circulating fans, intake and exhaust fans, and dehumidifiers to manage crawl space moisture while supporting air quality and energy efficiency. Tune in for: - Why crawl space encapsulation is not the whole moisture control plan - How stagnant crawl space air can create odor and air quality issues - Why air distribution matters in real crawl spaces with odd layouts and tight corners - How dew point comparisons help determine when outside air is actually beneficial - Why the dehumidifier is the workhorse, but still needs help moving air - How Atmox acts like a "brain" for the crawl space - Why low voltage wiring can make installation easier for contractors - How better crawl space education helps contractors differentiate their service Learn more about Atmox: https://atmox.com/ This segment is sponsored by Foundation Rescue Supply (FRS), a leading distributor of residential and commercial foundation repair, waterproofing, crawl space, and air control products. Learn more about Foundation Rescue Supply: https://www.foundationrescuesupply.com/ Learn more about The National Foundation Repair Association: https://foundationrepair.org/ Visit Contractors Edge for more tips, tools, and tactics to grow your home service business: www.yourcontractorsedge.com Subscribe to The Contractors' Edge for more conversations with foundation repair, waterproofing, crawl space, concrete repair, and home service leaders moving the industry forward.

  5. Jul 16

    Will Fultz of Crack Stitch: A Profitable Way to Repair Concrete Cracks - NFRA Live

    In this segment live from The NFRA Conference, Mike Stiers and Anthony Brown sit down with Will Fultz of Crack Stitch on how contractors can structurally repair concrete cracks instead of just filling them and hoping they don't reopen. CrackStitch uses a carbon fiber and Kevlar open grid system installed perpendicular to the crack, with epoxy flowing through the grid to create a stronger structural repair. For contractors already doing concrete lifting, leveling, foundation repair, shoring, coatings, or concrete repair, this can become a profitable add-on service that helps extend the life of the slab and create more revenue from projects they are already on. Tune in for: - What CrackStitch is and how it works - Why filling a crack is not the same as structurally repairing it - How the open grid design helps prevent sliding over time - Why contractors can use CrackStitch on slabs, walls, driveways, sidewalks, pool decks, garage floors, and commercial facilities - How concrete lifting and leveling contractors can add CrackStitch as another revenue stream - How contractors can get trained virtually or in person Learn more about CrackStitch: https://crackstitch.com/ This segment is sponsored by Foundation Rescue Supply (FRS), a leading distributor of residential and commercial foundation repair, waterproofing, crawl space, and air control products. Learn more about Foundation Rescue Supply: https://www.foundationrescuesupply.com/ Learn more about The National Foundation Repair Association: https://foundationrepair.org/ Visit Contractors Edge for more tips, tools, and tactics to grow your home service business: www.yourcontractorsedge.com Subscribe to The Contractors' Edge for more conversations with foundation repair, waterproofing, crawl space, concrete repair, and home service leaders moving the industry forward.

  6. Jul 15

    Fortress Stabilization Systems: Protecting Homeowners With Better Wall Repair Systems - NFRA Live

    In this segment live from The NFRA Conference, Mike Stiers and Anthony Brown sit down with Ed Meyer and Julio Reyes of Fortress Stabilization Systems to talk about carbon fiber wall reinforcement, homeowner trust, and why proper anchoring matters when contractors are stabilizing basement walls. Ed and Julio break down what makes Fortress different: engineered systems, contractor training, product confidence, and a focus on protecting the homeowner from underdesigned solutions or bad information. Carbon fiber is strong, but the system matters. Spacing, soil pressure, wall conditions, installation, and anchoring all play a role in whether the repair actually performs the way the homeowner expects. Tune in for: - Why not all carbon fiber wall repair systems are the same - Why proper spacing matters when reinforcing foundation walls - How soil pressure, wall height, and backfill height affect the repair design - Why Fortress emphasizes top and bottom anchoring - Why training matters when installing carbon fiber systems Learn more about Fortress Stabilization Systems: https://fortressstabilization.com/ This segment is sponsored by Foundation Rescue Supply (FRS), a leading distributor of residential and commercial foundation repair, waterproofing, crawl space, and air control products. Learn more about Foundation Rescue Supply: https://www.foundationrescuesupply.com/ Learn more about The National Foundation Repair Association: https://foundationrepair.org/ Visit Contractors Edge for more tips, tools, and tactics to grow your home service business: www.yourcontractorsedge.com Subscribe to The Contractors' Edge for more conversations with foundation repair, waterproofing, crawl space, and home service leaders moving the industry forward.

  7. Jul 15

    Mike Wegman of Foundation Rescue Supply: Helping Contractors Grow Beyond the Products - NFRA Live

    In this segment live from The NFRA Conference, Mike Stiers and Anthony Brown sit down with Mike Wegman of Foundation Rescue Supply to talk about how FRS supports contractors beyond simply selling materials. Their team helps foundation repair, waterproofing, crawl space, and air control contractors with product access, installation training, sales training, business education, financial workshops, ordering systems, and long-term planning. Contractors grow when they understand their numbers, train their teams, price jobs correctly, improve their sales process, protect production, and build a business that can actually support the work coming in. Tune in for: - Why FRS focuses on more than products - How supplier relationships can help contractors grow - Why installation training and sales training both matter - How contractors can better understand break-even points and margins - Why growing revenue does not always mean growing profit - How FRS helps contractors think through operations, ordering, and production - Why vendor consolidation can reduce administrative drag - How better training creates a better homeowner experience - Why contractors need business education, not just product education Learn more about Foundation Rescue Supply: https://www.foundationrescuesupply.com/ Learn more about The National Foundation Repair Association: https://foundationrepair.org/ Visit Contractors Edge for more tips, tools, and tactics to grow your home service business: www.yourcontractorsedge.com Subscribe to The Contractors' Edge for more conversations with foundation repair, waterproofing, crawl space, concrete repair, and home service leaders moving the industry forward.

  8. Jul 15

    Why ArcSite: Turn Foundation Inspections Into Homeowner-Focused Sales Tools

    In this segment live from The NFRA Conference, Mike Stiers and Anthony Brown sit down with Tim and Ryan from ArcSite to talk about how they help foundation repair contractors simplify homeowner problems, and create a confident buying process. ArcSite is already being used across the foundation repair industry to help contractors create cleaner drawings, add elevation data, build visual heat maps, and reduce setup friction, which is key to giving homeowners a clearer understanding of what is happening in their home. Tim and Ryan also share updates on topographic mapping, Smart Level integration, and engineering collaboration that helps keep the homeowner moving toward a confident yes. Tune in for: - How ArcSite helps contractors turn inspections into clear visual presentations - Why elevation heat maps can help homeowners understand foundation issues faster - Why accurate drawings help reduce confusion between sales, engineering, and production - How engineering partners can use ArcSite drawings to collaborate and return stamped work faster - Why manufacturer and supplier integrations can make quoting and ordering easier Learn more about ArcSite (Designed For The Field - Built For Results) https://www.arcsite.com/ This segment is sponsored by Foundation Rescue Supply (FRS), a leading distributor of residential and commercial foundation repair, waterproofing, crawl space, and air control products. Learn more about Foundation Rescue Supply: https://www.foundationrescuesupply.com/ Learn more about The National Foundation Repair Association: https://foundationrepair.org/ Visit The Contractors Edge for more tips, tools, and tactics to grow your home service business: www.yourcontractorsedge.com Subscribe to The Contractors' Edge podcast for more conversations with foundation repair, waterproofing, crawl space, and home service leaders moving the industry forward.

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out of 5
5 Ratings

About

The Contractor's Edge is your go-to podcast for scaling your home service business and maximizing your marketing investments. Hosted by lead generation expert Mike Stiers and business strategist Anthony Brown, who bring over a decade of combined experience in the home service industry, this show delivers proven strategies to help contractors dominate their market, generate high-quality leads, and build a business that scales year after year. Whether you're aiming for $3 million or $50 million, we've designed each episode to give you actionable insights, industry secrets, and real-world strategies, all in one place. Get ready to sharpen your edge as a Contractor and take your business to the next level.

Information

  • Creator
    Mike Stiers
  • Years Active
    2025 - 2026
  • Episodes
    44
  • Rating
    Clean
  • Copyright
    © 2025
  • Show Website
    The Contractor's Edge

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