Conversations That Convert

Rick Storlie
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  • MARKETING
  • UPDATED WEEKLY

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

  1. 2D AGO

    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

  2. MAR 6

    The Profit Blueprint - With Derek Isaac from Rapid Results Creator

    Construction Business Management: Systematizing & Scaling with Derek Isaac Derek Isaac (Rapid Result Creators) reveals how to systematize operations, scale profitably, and build a sellable construction business. SCALING BOTTLENECKS: $0-2M: Lead gen, margins, estimating$2-5M: Processes, technology, employee buy-in$5-10M: HR, management, leadership EMPLOYEE BUY-IN: Involve them in creating processes → ownership before mandates Bite-sized rollouts + training + communication Result: Future changes get progressively easier TIMELINE: 1 year minimum (comprehensive) 2-3 years optimal (fully dialed) MARGINS FIRST: Margins shrink during scaling (new personnel, software, infrastructure) Thin margins + growth = $0 profit despite doubled revenue Rick: Fix operations BEFORE marketing investment GROWTH SEQUENCE: Healthy margins + basic systemsQuality lead flowScale strategicallyOptimize continuouslyNOT: Chase blind growth REMOVING YOURSELF: Current org chart: Owner everywhere Future org chart: Team in roles, owner as CEO Document → Fine-tune → Optimize for delegation → Train → Implement Breakthrough: "I don't have the busy work I used to" SELLABLE BUSINESS: Even if not selling, build as if you are Most contractors $10-15M: Not sellable (owner-dependent job) Goal: Business operates without owner = transferable asset "Let's create something that can operate without the owner so it gets a good multiple" rapidresultcreators.com builderleadconverter.com/contact-us/ #constructionbusinessmanagement #contractorscaling #businesssystems #rapidresultcreators

    42 min

  3. FEB 26

    Subcontractor Risk Management featuring Rusty Brett from HoundDog

    Contractor Compliance: Avoiding $500K Claims with Rusty Brett from HoundDogRusty Brett (CEO, HoundDog) explains automated contractor compliance and subcontractor risk management. THE CRISIS: Missing 2-3 COIs during audit = $5K-$15K penalty bills Real case: Contractor trusted sub for years. Sub didn't renew insurance. Employee injured. $500K claim. Insurance paid but DROPPED contractor. No new coverage available. Business shut down."It's not paperwork—it's your ability to stay in business." HOUNDDOG SOLUTION: Automates certificate of insurance tracking - Requests COIs from subs AND agents - Verifies requirements - Auto-retrieves renewals - W-9 tracking - E-signature for agreements AUDIT TOOL: Input dates → Click download → All COIs in single folderSaves weeks for 400+ sub companies PRICING: $1/month per sub ($40 minimum) Builder Lead Converter listeners: Waived onboarding ($150-$1,000 value) INSURANCE DISCOUNTS: One customer: 12% discount for using HoundDogRusty working with carriers to formalize JOB TREAD POLL: Only 40% of contractors had subcontractor agreements 3 ESSENTIAL DOCUMENTS: 1. W-9 (tax) 2. COI (insurance) 3. Signed agreement (legal) "Get these 3 things—you're 95% of the way there." SCALE: Typical: 20-100 subs HoundDog serves: Up to 30,000 vendors Philosophy: Get operations set BEFORE scaling marketing Cost of tracking: $1/sub/monthCost of non-compliance: $500K claims, lost coverage, $10K+ audits hounddog.com rusty@hounddog.com builderleadconverter.com/contact-us #contractorcompliance #subcontractorrisk #COItracking #hounddog #constructionbusiness

    23 min

  4. FEB 19

    3 Journeys of Builder & Remodeler Growth: Strategies & Lessons Learned With John Von Lagen

    John took over his father's 50-year company in 2005. Financial chaos: +$150K profit one month, -$160K loss the next. He joined Association of Professional Builders (APB) 4 years ago. Everything changed. KEY NUMBERS: Revenue: $5.5M (50/50 renovations/custom)Average project: $40K → $100K (targeting $160K)Net profit: 3% → 9% in 12 monthsPipeline: 3 months (competitors have 2 weeks) THE BREAKTHROUGH: Five Critical Metrics (learned from APB): WIP calculationsGross profit marginsOverhead ratioNet profitLead pipeline 3% TO 9% PROFIT: Stopped being afraid to charge what business required. Price increases in 5% chunks. Didn't hurt business. Insight: Builder mindset creates more price resistance than customers. HOME REMODELING MARKETING EVOLUTION: 45+ years: referrals onlyAPB taught: Facebook = emotional, Google = researchNow: Educational content, lead magnets, CRMPhilosophy: "Educate don't sell" FIXED-PRICE SPECIALTY: Few competitors offer fixed-price contracts. John prices complex renovations using decades of data. Differentiator in market. APB IMPACT: "Godsend" - Weekly coaching transformed business understanding, marketing, finances. WISDOM: "Build good foundation and weather the storm" "Know your numbers before aggressive marketing" Preview for International Builders Show (Orlando, Feb). joescarpentry.ca builderleadconverter.com/contact-us #homeremodelingmarketing #remodelingcontractor #renovationbusiness #apb #builderleadconverter

    31 min

  5. JAN 23

    3 Journeys of Builder & Remodeler Growth - Strategies & Lessons Learned with Jason Radford

    Builder Spotlight: Jason Radford's journey from startup to $4M in 6 yearsJason started Radford Building Company in 2020 (Raleigh-Durham, NC), got stuck at $2 million for 3 years, then broke through to $3M heading to $4M. THE BREAKTHROUGH:- Hard personnel decisions (finally made them)- Started charging for pre-construction- Fixed-cost model with 3% accuracy- Website as #1 marketing asset KEY LESSON - Charging for Estimates:Rick's story: Builder went from 3% to 9% net profit in 12 months just by charging more. "We were our own worst enemies—clients weren't fighting price." JASON'S TWO-STEP PROCESS:1. Concept Agreement (signed, deposit, hour-limited drawings)2. Preliminary Building Agreement (selections before contract)Result: 3% delta from concept to final cost over 2 years. NUMBERS:- Custom homes: $900K-$1.2M avg- Renovations: $180K-$250K avg WISDOM:"Get comfortable with uncomfortable. That's where we gotta live." Rick's observation: Young builders cut marketing in downturns. Veterans say "spend MORE, it's harder to get clients." Preview for International Builders Show presentation (Orlando, February). radfordbuildingcompany.combuilderleadconverter.com/contact-us/ #builderspotlight #customhomebuilder #constructionbusiness #builderleadconverter

    39 min

  6. JAN 16

    3 Steps to a high-quality annual marketing plan for builders - Converting Captured Leads into Appointments - Part VI

    Series finale—the part where most builders fall apart: converting captured leads into appointments. Brutal reality: You can have perfect marketing, but if your follow-up sucks, none of it matters. Every lead either buys or dies. KEY STATS: 80% of buyers choose first company that respondsRespond in 5 minutes or your conversion tanksAfter 40 minutes, qualification chance drops 80%Only 20-40% of leads ready to talk in first 2 weeksOther 60-80% need long-term nurturing (sometimes 2-5 years) WHAT WE COVER: The Booking Campaign (2 Weeks) Multi-channel: email + AI text + sales callsAutomated reminders reduce no-shows 70%Gather project details before call Long-Term Nurturing (6 Months) Educational content positioning you as local expertWhen they're ready, you're top of mind Referral Systems Past clients: quarterly contact minimumB2B partners: talk to 3-5 per weekReferrals = highest ROI activity AI Digital Assistants Works 24/7, never sick, never asks for raise90-95% accuracyMultiple bots for different campaigns Video Conversion Case Study October (no video): 2 leads January (with video): 24 booked appointments Same event, same offer—just added video = 12X increase Rick breaks down the entire conversion system from booking campaigns to AI integration to referral follow-up. COMPLETE SERIES: Part 1 - Branding & Offerings Part 2 - Pipelines & Budget Part 3 - Website Optimization Part 4 - Lead Magnets & Referrals Part 5 - Video & Paid Ads Part 6 - Converting Leads (This Episode) All episodes: builderleadconverter.com/podcast ABOUT THE SHOW: Conversations That Convert is for custom home builders, remodelers, and design-build companies. Rick's been in construction since 1988. Dru handles digital marketing. We give you systems, not theory. Schedule a call: builderleadconverter.com/contact-us/ Free video: builderleadvideos.com Follow us: Instagram: @builderleadconverter Facebook: Builder Lead Converter LinkedIn: Builder Lead Converter YouTube: @builderleadconverter Google: Builder Lead Converter "For my brothers and sisters in Christ, may the grace of the Lord Jesus Christ, the love of God, and the fellowship of the Holy Spirit, be with you all. Always." #leadconversion #constructionmarketing #homebuildermarketing #salesfollowup #aiforbuilders #referralmarketing #videomarketing #builderleadconverter #conversationsthatconvert

    23 min

  7. JAN 9

    3 Steps to a high-quality annual marketing plan for builders - Capturing Leads - Part 5

    Final episode of our 5-part marketing series, and we're talking about the stuff most builders want to start with—video and paid ads. But here's the thing: if parts 1-4 aren't solid, this stuff won't work no matter how much you spend. We break down the 3 types of videos you actually need (awareness, lead generation, and conversion—they're all different), the truth about organic social media (it's not about going viral), and when to finally pull the trigger on paid advertising. Real talk: Most ad agencies will treat you like a plumber or dentist. They don't understand 6-12 month sales cycles for $200K+ projects. You need someone who knows construction marketing specifically, or you'll burn through cash and quit before you see results. KEY TAKEAWAYS: Video Strategy - Awareness videos = visibility (track reach and website visits, not likes) - Lead gen videos = 20-60 seconds with ONE clear call to action - Conversion videos = answer "why should I talk to you?" - First 3-5 seconds determine if people keep watching - Stop using the same video everywhere—they serve different purposes Organic Social Media - Post 3x per week minimum (consistency beats perfection) - Show real people, real job sites, real faces—nobody wants staged photos - Best platforms: Meta, YouTube, Google Business Profile, TikTok - Boost one post weekly (pick the one with human element) - It's NOT your top priority—fix your website and follow-up first Paid Advertising Reality - Budget minimum: $1,000/month per platform (Meta + Google = $2K/month) - Testing period: 90 days minimum before judging results - Commitment: 6 months of budget ready to go - Lead in month 4 might not buy until month 12 (plan for this) - Review monthly, make big moves quarterly - Ad fatigue is real—test new creative every 90 days Skip These for Premium Projects - Angie, Thumbtack, Houzz Pro = waste for $50K+ projects - They work fine for handyman services, not custom builds or high-end remodeling - Put that budget into Google/Meta instead What We Cover: → Why most builders are using the wrong video types → Metrics that matter vs vanity metrics (likes don't pay bills) → The secret to social media (hint: not about viral content) → When you're actually ready for paid ads (and when you're not) → The $1,000/month rule and why anything less is wasting money → How to avoid ad agencies that don't understand construction PREVIOUS EPISODES: Part 1 - Branding & Offerings Part 2 - Pipelines & Budget Part 3 - Website Optimization Part 4 - Lead Magnets & Referrals All episodes at: builderleadconverter.com/podcast ABOUT THE SHOW: Conversations That Convert is for custom home builders, remodelers, and design-build companies who are tired of generic marketing advice. Rick's been in construction since 1988—from carpenter to sales training to launching Builder Lead Converter in 2020. Dru runs digital marketing and knows what actually converts (not what sounds good in theory). We focus on high-ticket projects with long sales cycles. No fluff, just strategies you can implement this week. Want help building a marketing system that works for builders (not plumbers)? Schedule a call: builderleadconverter.com/schedule Follow us: Instagram: @builderleadconverter Facebook: Builder Lead Converter LinkedIn: Builder Lead Converter "For my brothers and sisters in Christ, may the grace of the Lord Jesus Christ, the love of God, and the fellowship of the Holy Spirit, be with you all. Always." #constructionmarketing #homebuildermarketing #videomarketing #paidads #leadgeneration #builderleadconverter

    36 min

  8. 12/18/2025

    3 Steps to a high-quality annual marketing plan for builders- Capturing Leads Part IV

    Master how to turn website visitors into qualified leads with proven lead magnets and referral systems. In this episode of Conversations That Convert, Rick and Drew explore the second step of building a high-quality annual marketing plan: capturing leads. You'll discover what separates high-quality lead magnets from low-performing ones, how to systematize referrals, and why B2B partnerships are often overlooked but critical for sustainable growth. ​ TIMESTAMPS 0:00 Intro: Capturing Leads 0:42 Welcome & Overview: From Attracting to Capturing​ 1:47 The Foundation: Define Your Offer​ 3:21 The Two Fs: Phone & Contact Forms​ 4:40 Eliminate Spam: Two-Factor Authentication​ 5:24 Live Chat Widgets and Appointment Booking​ 5:41 White Papers, Planning Guides & Educational Content​ 6:07 Interactive Tools (Design Libraries, Pricing Tools)​ 6:22 Why Interactive Lead Magnets Convert Better​ 8:51 Test & Measure: Which Lead Magnets Work Best​ 9:31 Multiple Offers: Meet Leads Where They're At​ 11:12 Outbound Referral Networks: Systematize Referrals​ 11:36 Past Clients: Review Requests & Google Business Profile​ 12:44 Business-to-Business (B2B) Referral Strategy​ 13:06 Reaching Out: 20 Outreach Per Week to Partners​ 14:24 When to Ask for Reviews (Contract & Completion)​ 15:30 Avoid Review Spam: Request Strategy (10-20/week)​ 16:28 Best Review Platforms: Google Business Profile & Houzz​ 17:15 Offer Value First: How to Build B2B Relationships​ 19:23 Position Yourself as an Industry Leader ​ What you'll learn: How to create interactive lead magnets that get higher conversion rates than static PDFs and downloads ​ The "Two Fs" (Phone and Form) and why click-to-call is critical on mobile ​ Why offering free estimates devalues your services before the relationship even starts ​ How to build a systematic review request process that looks organic to Google (not spammy) ​ The power of B2B referral networks with realtors, architects, and interior designers ​ Why offering value first is the key to building trusted business partnerships ​ How to track lead quality, conversion rates, and appointment bookings across different lead magnets ​ This is the second pillar of your 2026 marketing plan: once you attract opportunities, capture them with irresistible offers and referral relationships. Ready to build a systematic lead capture process? Schedule your strategy call using the link below. #BuilderLeadConverter #ConversationsThatConvert #LeadGeneration #LeadMagnets #HomeBuilderMarketing #ConstructionMarketing

    20 min
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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.

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