Conversations That Convert

Rick Storlie
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  • Marketing
  • Chaque semaine

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

  1. -1 j

    Stop Getting Skipped. How AI Search Is Reshaping the Building Industry

    Rick and Dru break down how AI search engine optimization is reshaping the building industry. THE BIG SHIFT:→ 1 person used to build your website→ Now it takes 4 specialists→ 75%+ of home buyers use zero-click AI search WHAT AI ENGINES ACTUALLY REWARD (EAT): Experience: show the proof, not the claimExpertise: teach, don't just tellAuthoritativeness: what others say about youTrust: the result of all three working togetherKEY INSIGHTS:→ Getting cited beats getting ranked→ Small builders can out-rank big ad budgets→ Confusion causes a bounce, clarity keeps leads→ A homepage has exactly one job WEBSITE DESIGN PRIORITIES: Remodel leads want inspiration firstBuilder leads want floor plans and available homesEvery page should remove fear, not add detailFollow the one-click ruleWHAT WORKED:✓ Small builders out-ranking big ad budgets✓ Aggregated Google Business reviews over pasted testimonials✓ AI-trained live chat plus click-to-call on mobile WHAT TO WATCH:✗ ChatGPT's new beta ads program✗ OpenAI's shift from nonprofit to ad-funded platform✗ Algorithm changes happening almost weekly FINAL MESSAGE:Stop designing for humans only.Stop designing for AI only.Balance both, or get skipped. Schedule a strategy call: builderleadconverter.com

    28 min

  2. -6 j

    TURNING WEB TRAFFIC INTO SALES: THE AI STRATEGY TO CONVERT HIGH-VALUE BUYERS

    MacArthur Homes grew online leads 30%, onsite visits 52%, and sales 24% using AI, an OSC, and smart automation. THE REAL NUMBERS:→ 42 leads/month in 2025→ 60 leads/month in early 2026→ 70–80% of calls convert to qualified appointments→ ~100% show rate for calls and model home visits HOW THE AI + HUMAN STACK WORKS: AI chatbot engages and qualifies the leadPaige monitors and intervenes when the bot hits its limitQualification call covers price, timeline, and product fitAutomated intro text connects lead to onsite agentFace-to-face model home visit closes the loopWHAT ACTUALLY WORKS:✓ "Schedule a Tour" = highest-quality leads✓ AI chatbot for 24/7 warm follow-up✓ Monthly KPI reports driving team accountability✓ Infill location + strong product = 100+ event attendees WHAT'S NEXT:→ Short-form video next to lead magnet forms→ Engagement-triggered AI nurture for cold leads→ Prompt engineering to sharpen Sophie the bot KEY INSIGHT:Getting AI to 90–95% accuracy is the ceiling right now.The gap is why you still need a Paige. THE FINAL MESSAGE:You don't need more leads.You need better systems handling the ones you already have. Learn more: builderleadconverter.com

    48 min

  3. 24 juin

    Stop Chasing. Start Specializing. From Storm Chaser to Porch & Deck Expert with Jason Jewison

    STOP CHASING. START SPECIALIZING. Jason Jewison of Personal Pride Porches & Decks shares how niching down from general remodeling to porch and deck specialist changed their leads, revenue, and operations in six months. THE NUMBERS:→ Revenue up from $2.5M to projected $3M in one year→ Average project size: $20K → $27K→ Mix shift from 50/50 to 60/40 decks and porches in six months→ Backlog now sitting at six weeks out WHAT CHANGED WITH THE WEBSITE: Wrong-fit leads stopped submitting formsPrice-shoppers self-qualified outConversion rate climbed without increasing ad spendThe brand now signals quality before anyone picks up the phoneSALES PROCESS UPDATES:→ 15-minute qualifying call replaces the kitchen table pitch→ Investment ranges discussed on call one→ Design and estimating agreement on complex projects→ Goal: land within 10% of final price before contract OPERATIONS SHIFT:✓ Moved from in-house carpenters to trained subcontractor crews✓ Lead carpenter promoted to job superintendent✓ Projects now run five days a week, every single week✓ No more slinky effect between selling and building GROWTH PLAN:→ Target: $5M within 3 years→ 80–90% porches and decks→ Second office in Medina already open→ Showroom with in-house designer planned next THE ADVICE:Just decide to do it.It takes time. It is not instant. But the clarity you get after committing to a niche is worth every uncomfortable week in between. builderleadconverter.com

    54 min

  4. 17 juin

    Stop Chasing Small Tickets! How to Structure Your Business for Larger Remodeling Contracts with Michael Willson

    STOP CHASING SMALL TICKETS Michael Willson built Mr. Honey-do into a $2.5M handyman business in Lake Tahoe. Then realized the model was unsustainable. Here's how he rebuilt it around larger remodeling contracts. THE TURNING POINT:→ Hundreds of invoices per year for $150–$2,000 jobs→ 15 employees, chaotic scheduling, shrinking margins→ Realized bigger wasn't better; profitable was better THE TRANSITION: Rebuilt the website to show design-build capabilitiesInvested 3%+ of revenue in marketing for remodelers (Builder Lead Converter services)Shifted from employees to specialty subcontractorsHired a general manager with real construction experienceWaited 18–21 months for the pipeline to fillWHERE HE IS NOW:→ 70% remodeling / 30% handyman→ 30-40 active pipeline projects tracked in BLC CRM→ Ranking at the top of Google in the Tahoe market→ Preparing for AI search visibility: the next wave KEY LESSONS: Referral-only businesses carry lower net profit marginsYou can't DIY your own marketing and compete in 2026Know your numbers on every single jobIndustry-specific consultants make the differenceWHAT DIDN'T WORK:✗ Handing the reins to people without construction backgrounds✗ Ignoring job-level profitability numbers✗ Trying to cut costs instead of investing in offense WHAT WORKED:✓ Rebuilding the website for remodeling positioning✓ Committing to marketing investment for the long game✓ Monthly KPI reviews with the industry-specific team Builder Lead Converter THE FINAL MESSAGE:Playing defense doesn't grow your business. Playing offense does. 🔗 builderleadconverter.com

    1 h 1 min

  5. 10 juin

    Breaking Down the Buyer's Wall: The Future of New Home Sales Processes with Roland Nairnsey

    BREAKING DOWN THE BUYER'S WALL: NEW HOME SALES FOR BUILDERS Roland Nairnsey (nearly four decades in new home sales, author of Mastery of Selling and Mastery of Negotiation) joins Rick Storlie to break down what's actually working right now. AI IN THE SALES PROCESS:→ 20,000 leads in a single builder's CRM (mostly untouched)→ AI placed ~4,000 calls automatically→ 137 leads requested human follow-up→ ~30 appointments booked→ Sweet spot: 5–11 follow-up attempts before diminishing returns RECRUITING THE RIGHT WAY: Build your process before you post the adHire for potential and grit, not just experienceDISC assessment: ~$13–14, major insight for ~$14General realtors ≠ automatic fit for new home salesFree 12-step guide: email roland@newhomesalesplus.comNEGOTIATION RULES:→ Most buyers want to WIN something (not a lower price)→ Show them they've already saved money before they ask→ Always get buyers back in person before you counter → "If I could, would you" the sharp angle conditional close→ Odd-number counters signal real math, not desperation→ 9 out of 10 in-person negotiations: Roland made the sale KEY STATS: 20,000 leads worked by AI outbound system5–11 attempts = follow-up sweet spot$13–14 DISC assessment costTHE FINAL MESSAGE:No magic fix. No one thing that saves you.It's the right people, the right process, and the discipline to make hard decisions consistently. 📚 newhomesalesplus.com | 🔗 builderleadconverter.com

    46 min

  6. 3 juin

    Stop Being a Quote Shop: How Contractors Can Sell Value over Price

    STOP BEING A QUOTE SHOP Ryan Groth from Sales Transformation Group reveals the complete sales training for contractors system that removes founders from sales and builds high-performing teams. THE BRUTAL STATS:→ 50% of salespeople are weak→ 75% of sales managers untrained→ Only 7% are truly elite→ You're missing deals you don't know exist BASEBALL DIAMOND PROCESS: Home → 1st: Identify + schedule appointment1st → 2nd: Rapport + questions + polarity2nd → 3rd: Qualify commitment + get objections early3rd → Home: Estimate + present + closeCONVERSION RATES BY SOURCE: Cold calls = 1%Inbound leads = 30%Referrals = 50%Introductions = 80%ACCSC OBJECTION FRAMEWORK:→ Acknowledge + ask permission→ Consequences of alternative conversation→ Solve it + close again RECRUITING RIGHT:✓ Build recruiting VSL (8-20 min)✓ Skills assessment✓ Video interview✓ Role play simulator (8/10 before real leads)✓ Record field calls KEY INSIGHTS:→ Referral success ≠ sales skill (you're playing t-ball)→ Hire for attainment not experience→ Bad habits take 8-268 days to rewire→ 91% give referrals when asked, only 11% ever ask→ Don't measure "did they close?" measure the 6 steps before it THE FINAL MESSAGE:Stop quoting and hoping.Build a process. Train your team.Become a sales organization. Book a call: salestransformationgroup.com

    48 min

  7. 27 mai

    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

  8. 20 mai

    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
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À propos

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

Informations

  • Création
    Rick Storlie
  • Années d’activité
    2025 - 2026
  • Épisodes
    197
  • Classification
    Contenu explicite
  • Copyright
    © Rick Storlie
  • Site web de l’émission
    Conversations That Convert

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