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. 6d 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. May 20

    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. Apr 29

    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. Apr 22

    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. Apr 15

    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. Apr 8

    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. Apr 2

    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. Mar 26

    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