Conversations That Convert

Rick Storlie
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  • Marketing
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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. 20h ago

    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

    1h 1m

  2. Jun 10

    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

  3. Jun 3

    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

  4. May 27

    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

  5. 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

  6. 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

  7. 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

  8. 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
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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
    194
  • Rating
    Explicit
  • Copyright
    © Rick Storlie
  • Show Website
    Conversations That Convert