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. FEB 2

    Contractors Edge Takes on Vegas (World Of Concrete Insights + Industry Talk)

    The World of Concrete wasn't just about "concrete". Mike and Anthony recap their time in Las Vegas, and break down what they saw across the halls, why networking after hours is where the real value lives, and what contractors can learn from how exhibitors position, differentiate, and pull people into their booth. If you've been thinking "I just need more leads," this episode will be another reminder to find the leak in your funnel first. Better close rate, faster follow-up, tighter lead management, and a sharper offer will beat "more spend" every time. Important Timestamps and Takeaways:  1:05 First time at World of Concrete, Anthony's Vegas culture shock 6:10 Best part of the show: branding, messaging, and booth "magnets" 10:30 The different halls and what contractors can learn from each in 2027 13:10 Networking after hours bringing more value than the expo itself 16:20 Chuck-in-a-truck to billion-dollar companies 20:10 Why trade shows are still alive and strong 23:00 What we heard at our booth: contractors think they need more leads 25:10 Fix the machine first: close rate, speed-to-lead, routing, margins 28:00 Differentiation: are you investing enough in how you present your company? 31:00 The "100 mph walk-by" lesson and booth energy 34:00 Karaoke, Fremont Street, and the fun side of conferences 37:30 Marketing trauma: why contractors say "Google Ads doesn't work" 40:00 Why Google Ads is still a good place to advertise (if ran correctly) 43:00 B2B can generate leads too, and manufacturers should build brand 47:00 Final thoughts: why contractors should attend WOC next year Connect WithThe 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/ Podcast Sponsored by: Will Blake and his team at Performance.IO Sold the job? Great. Now keep the profit. Per4mance.io is a pay for performance platform that helps you recruit and keep top talent, motivate installation teams, and simplify the whole process with clearer bonuses and less labor chaos. Trusted by 50+ companies and 1,000+ tradesmen in North America. Exclusive Contractors' Edge offer: book your demo using this link to get 2 free months. Offer ends March 31. Tell Will's team you heard it on Contractors' Edge. https://per4mance.io/contractors-edge-demo Greenbaum Stiers Strategic Marketing Group  The all-in-one marketing solution for contractors and business owners looking to create predictable growth and revenue. Learn more about our services and methods at www.greenbaumstiers.com Visit The Contractors' Edge Website: www.yourcontractorsedge.com

    39 min

  2. JAN 26

    The Math Behind A $3M Contractors 30% Growth Year

    What does a real 30% growth plan look like for a $3M home service contractor? In this episode, Mike Stiers and Anthony Brown walk through the math behind taking a $3,000,000 business to $3,900,000 in 1 year using real KPIs, funnel math, and budget allocations. You will learn how to reverse engineer your numbers from your revenue goal, and build a marketing plan based on where you are going, not what felt comfortable last year. We break down the core "engine" KPIs every contractor needs visibility on (set rate, run rate, bid rate, close rate, average ticket), then we work the funnel backwards to show exactly how many sales, appointments, and leads you need to hit the target... Then we connect it to the money: cost per lead, average dollar per lead, ROAS, and what a healthy, scalable mix can look like across SEO, Meta, Google Ads, and LSAs. If you are around $3M and growth feels stagnant, this is your episode. Important Timestamps:  00:25 (The $3M to $3.9M plan) 01:20 The truth: "You don't have a marketing problem, you have a control problem" 02:20 The commitment rule: budget off next year's goal, not last year's comfort 03:30 Marketing % range for growth  05:15 The engine KPIs that actually steer the business (with formulas) 19:00 Where the money goes: SEO baseline (why it is pushups, not implants) 21:10 Meta as a support channel (branding, remarketing, lead gen realities) 25:00 Google demand capture: why Search + LSAs matter most at the bottom of funnel 28:30 When to reallocate between Google Ads and LSAs 34:10 The weekly dashboard contractors should actually watch 36:20 The warning: marketing does not fix missed calls or weak close rate 39:00 Forward-looking budgets: why "10% of last year" keeps you stuck 42:00 The payoff: when growth is done right, your marketing % usually drop Connect with the hosts: Mike Stiers on LinkedIn: https://www.linkedin.com/in/michaelstiers/ Anthony Brown on LinkedIn: https://www.linkedin.com/in/anthony-brown-419009106/ Learn more about the Contractors Edge approach to data-driven marketing and the home service industry at www.yourcontractorsedge.com. You can also plug your numbers into our KPI Calculator on the site to see exactly what your lead, appointment, and sales targets should be. Sponsored by Greenbaum Stiers Strategic Marketing The all-in-one marketing solution for growth-minded home service contractors and business owners. Learn more at www.greenbaumstiers.com

    30 min

  3. 12/29/2025

    The In Home Sales Cheat Code For Contractors + The FRS Difference With Scott Llewellyn

    In Episode 15, we sit down with Scott Llewellyn, Director of Business Development at Foundation Rescue Supply (FRS), who's on a mission to change the foundation repair space, as well as help contractors improve their in-home close rates. Scott has spent more than 20 years inside the foundation repair and waterproofing industry, holding roles across sales, production, marketing, and operations. In this conversation, he breaks down why most companies have a massive gap between the number one rep and everyone else, and how a repeatable in home sales presentation becomes a cheat code for closing more of the leads you already have. We also cover what makes FRS different, including contractor training, operational support, and their consignment program that helps companies keep product on site and improve cash flow! Episode Takeaways: Why the top rep and number two rep usually have a huge performance gap What a repeatable in home sales presentation fixes immediately How to standardize the message across your team without forcing a rigid script Why empathy is a measurable advantage in the home The FRS approach to contractor support beyond products How consignment works and why it is a major advantage for growing companies What Scott is building next with the sales platform and training resources Timestamps: 04:30 Scott's journey through basement systems and contractor operations 06:52 Lessons from outside in home sales and coming back to waterproofing 09:18 Why Scott joined FRS and the vision behind contractor support 13:43 What contractors ask for most  25:14 The FRS competitive advantage, training and consignment 27:28 Why the in-home sales platform was created 29:51 Improving the in-home conversation flow and close rate 39:30 Why the sales training gap exists between the top rep and the rest 41:52 How to get the cheat code for improving your close rates 46:38 2026 event plans and upcoming training topics Connect with Scott at Foundation Rescue Supply: www.foundationrescuesupply.com Learn more about the in home sales platform/cheat code and training resources. Use the Contact form and mention "sales platform demo" in the notes.  Follow The Contractors' Edge Community on Facebook or LinkedIn for updates on marketing strategy, contractor-focused events, and more. https://www.linkedin.com/company/the-contractors-edge/ https://www.facebook.com/profile.php?id=61582854697608 www.yourcontractorsedge.com Connect With Your Hosts Mike & Anthony Want to know more about strategy, ask questions on your KPIs, or connect one-on-one? Reach Mike Stiers on LinkedIn: https://www.linkedin.com/in/michaelstiers/ Reach Anthony Brown on LinkedIn: https://www.linkedin.com/in/anthony-brown-419009106/ Podcast Sponsored by: Greenbaum Stiers Strategic Marketing Group Helping home service contractors, non-profits, and local companies build stronger brands, maximize lead volume, and create a profitable business. Always data-driven, creative-centered, and strategy-focused. www.greenbaumstiers.com

    41 min

  4. 12/15/2025

    From Chuck in a Truck to $20M: Your Marketing Budget by Revenue Stage

    Most owners don't set a marketing budget. They pick a number that "feels okay" and hope it's enough to maximize their lead generation.  In this episode, Mike explains a simple way to stop guessing and start using math to decide how much to invest in your marketing at every revenue stage. From chuck-in-a-truck under $1M to $20M+ operators, the strategy is different when you're entering the next level.  He breaks your business into two gauges: Marketing RPM: the percentage of revenue you put back into marketing and advertising Revenue MPH: how fast you're moving in millions per year By the end, you'll know whether you're spending like you want to maintain, grow, or get truly aggressive, and whether that lines up with the end revenue goal you have in mind. Power Topics: Why 7%, 10%, and 13% are the three numbers you need to remember How "road conditions" (competition, economy, politics, seasonality) change how hard you need to push What marketing typically looks like at the 6 different revenue stages When "spend more" actually turns into waste, not growth Timestamps: 01:00 – Why flat marketing percentages don't tell the whole story 07:00 – Under $1M: chuck in a truck, rented leads, and early-stage priorities 11:00 – $1-3M: 5-7% vs 7-10% and why staying underfueled stalls growth 15:30 – $3-7M: building the machine & moving away from aggregators 20:00 – $7-10M: advanced SEO, heavy brand, and living in the right marketing zone 24:30 – $10-20M: saturation, efficiency, and when percentages can come down 27:30 – 20M+ companies: coasting, push years, and strategic expansion 31:00 – Homework: calculate your true marketing RPM & sanity check your goals Connect With Your Hosts Mike & Anthony Want to know more about strategy, ask questions on your KPIs, or connect one-on-one?  Reach Mike Stiers on LinkedIn: https://www.linkedin.com/in/michaelstiers/ Reach Anthony Brown on LinkedIn: https://www.linkedin.com/in/anthony-brown-419009106/ Follow The Contractors' Edge Community on Facebook or LinkedIn for updates on marketing strategy, contractor-focused events, and more. https://www.linkedin.com/company/the-contractors-edge/ https://www.facebook.com/profile.php?id=61582854697608 Podcast Sponsored by: Greenbaum Stiers Strategic Marketing Group Helping home service contractors, non-profits, and local companies build stronger brands, maximize lead volume, and create a profitable business. Always data-driven, creative-centered, and strategy-focused. www.greenbaumstiers.com

    28 min

  5. 12/02/2025

    The Top Contractor Mistakes Of 2025 & How To Avoid Them: Pt 2

    What if your revenue wasn't stalling due to bad marketing?  What if it's about what happens after the phone rings. In Part 2 of this Contractors' Edge episode, Mike Stiers and Anthony Brown dig into the real money leaks they often find in home service businesses: Missed calls and slow follow-up Business hours that don't match how homeowners actually live Weak nurturing and almost zero rehash Sales reps with no system, no presentation, and no proof assets "Bid rate" as the silent killer in your sales funnel Awkward or non-existent financing conversations KPI blindness, owner bottlenecks, and weak budgeting This is the breakdown of what they saw over and over this year both with clients and in rooms full of contractors, plus how to fix it before you roll into 2026. If you listened to Part 1 (branding, website, SEO, social, local profiles), this is the other half of the picture: lead handling, sales, and operations. If you haven't listened to Part 1 yet, queue it up next – but don't skip this one. Timestamps: 03:30 – Answer rate vs lead problem: why 3 minutes or less matters 05:30 – Business hours mistakes (you're not a bank) + peak call windows contractors ignore 09:10 – Extending "hours" with AI/voice assist tools and 24/7 perception 12:00 – Nurturing and rehash: why one touch isn't enough in 2025 15:10 – Call, text, email: building real contact sequences and drip logic 18:40 – Sales process: system vs "hope" and why you can't rely on unicorn sales reps 22:30 – In-home sales presentations: structure, proof assets, and FRS intranet project 26:45 – Bid rate: the silent killer (why 85–90% is the bar) 35:00 – Follow-up and cancellations: how lack of follow-up costs jobs you already sold 37:30 – Financing mindset: why contractors treat it like a funeral (and how to flip it) 42:00 – Turning a $15,000 project into a $250/month solution (without feeling slimy) 49:30 – How financing increases close rate and average ticket size 56:30 – Core KPIs: ROAS, CPL, raw leads, set rate, run rate, bid rate, avg sale, etc. 1:03:00 – Owner bottlenecking: when the business can't scale past one person's capacity 1:12:00 – Budgeting failures: realistic marketing % for maintain vs grow vs dominate 1:17:00 – Why bragging about "spending almost nothing" is actually falling behind 1:20:00 – Pro Tip of the Week: market conditions, consumer sentiment, weather, and competition 1:29:00 – Outro: how to work with Greenbaum Stiers + where to listen/subscribe Sponsored by Greenbaum Stiers Strategic Marketing Group Helping home service contractors, non-profits, and local companies build stronger brands and create a more profitable business. Always data-driven, creative-led, and strategy-focused. www.greenbaumstiers.com Connect with Hosts Mike & Anthony on LinkedIn Want to go deeper, ask questions, or connect one-on-one? Reach Mike Stiers on LinkedIn: https://www.linkedin.com/in/michaelstiers/ Reach Anthony Brown on LinkedIn: https://www.linkedin.com/in/anthony-brown-419009106/ Follow The Contractors' Edge Community on Facebook or LinkedIn for updates on marketing strategy, contractor-focused events, and more. https://www.linkedin.com/company/the-contractors-edge/  https://www.facebook.com/profile.php?id=61582854697608

    45 min

  6. 12/01/2025

    The Top Contractor Mistakes Of 2025 & How To Avoid Them: Pt 1

    Most contractors aren't struggling because they're doing everything wrong. They're struggling because they're doing a few critical things wrong over and over, without realizing it. In this episode of The Contractors' Edge, Mike Stiers and Anthony Brown discuss the top marketing and operations mistakes they hear repeatedly from contractors both in their everyday workflow, and in person.  You'll hear why some contractors are quietly winning in the same markets where others feel stuck, and how much of that comes down to: Brand identity and consistency (yes, your "2015 logo" is a problem) Social content that actually moves the needle vs. posts that make you look inactive Website failures that cost you booked jobs SEO misunderstandings in the new AI + search landscape Local business profiles (Google, Apple Maps, Bing Places) that are either working for you or silently working against you Conversion rate killers, access issues, and business "hostage" scenarios with the wrong companies.  Part 1 focuses on your brand, social, website, SEO, and local profiles, the foundation of all your marketing. Part 2 (dropping next) dives into lead management, missed calls, business hours that cost you money, rehash, in-home sales, and operational KPIs.  If you want 2026 to be more predictable and less reactive, this episode will show you where you're leaking potential, and what to do about it. Timestamps (Part 1) 03:20 – What contractors took away from the FRS Voices Of The Industry Event (and why you're not alone in your challenges) 06:10 – Edge of the Week: How to use local business profiles (Google, Apple Maps, Bing Places) 11:45 – Reviews, Q&A, and activity: getting 30–40% of leads from your listings 16:40 – Brand identity mistakes: outdated logos, inconsistent visuals, and missing story 22:30 – Why consistent branding can increase revenue by 23% 24:55 – Social media mistakes: inconsistency, old photos, bad before/afters, weak storytelling 34:45 – Website failures: slow sites, outdated builds, non-mobile-friendly layouts 41:05 – SEO misunderstandings: traffic vs. demand, visibility, and how AI search is changing the game 45:10 – Backlinks, local signals, and being the chosen authority in AI-driven answers Sponsored by Greenbaum Stiers Strategic Marketing Group Helping home service contractors, non-profits, and local companies build stronger brands and create a more profitable business. Always data-driven, creative-led, and strategy-focused. Connect with Hosts Mike & Anthony on LinkedIn Want to go deeper, ask questions, or connect one-on-one? Reach Mike Stiers on LinkedIn  Reach Anthony Brown on LinkedIn Follow The Contractors' Edge Community on Facebook or LinkedIn for updates on marketing strategy, contractor focused events, and more.

    47 min

  7. 11/17/2025

    What's Working In Home Service And Contractor Marketing

    If you're a contractor heading into 2026 still "trying a little of everything" with your marketing, this episode is your wake-up call to create an intentional growth strategy.  Mike Stiers and Anthony Brown share what's actually working right now for home service and home improvement companies from real-time experience, and how the smartest contractors are turning that into predictable leads, booked inspections, and profitable growth. In this episode, you'll hear: Why Google should still be your control channel (LSA, Search, PMax, YouTube):  and how to keep Google's "helpful" recommendations from wrecking your intent How to protect yourself from Meta spam leads while still using Facebook/Instagram as a low-cost volume and branding machine Why Microsoft Ads quietly produce some of the highest-intent leads from older homeowners, bank/government employees, and people your competitors aren't reaching How TV + CTV/OTT still punch above their weight for contractors doing $3M+,  and why your message matters more than your placement The simple KPI scoreboard (set rate, run rate, close rate, CPL, CPS, ROAS) that tells you if you have a marketing problem, a call center problem, or a sales problem. Why speed to lead and CSR quality will move your revenue more than most "optimizations" in your ad account Then in the Edge of the Week, they dig into AI browsing and agentic search (Google AI mode, AI summaries, ChatGPT's Atlas browser), and why PR, awards, and clean local signals suddenly matter more than ever. If you've ever said, "All my leads are spam," "TV doesn't work anymore," or "We just need more leads," this episode is going to challenge how you're looking at the entire funnel. Learn more about our strategy at: www.yourcontractorsedge.com Plug in your numbers using our KPI Calculator: https://www.greenbaumstiers.com/home-services-industry-kpi-calculator/ Connect with your hosts:  Mike Stiers: https://www.linkedin.com/in/michaelstiers/ Anthony Brown: https://www.linkedin.com/in/anthony-brown-419009106/ Podcast Sponsored by Greenbaum Stiers Strategic Marketing Company:  Creative, Data-Driven Marketing and Business Solutions For Contractors Who Want to Dominate Their Market.  Timestamps 02:13 – Edge of the Week: AI browsing & AI summaries 04:28 – What AI actually pulls into summaries (sentiment, signals, authority) 06:49 – From keywords to conversations and voice: how search behavior is changing 09:15 – Agentic browsers (Atlas, Comet): AI as your "assistant" filling forms & scheduling 11:35 – One bad review in an AI summary & why authority signals (awards/PR) matter 13:52 – What's working now: Google as the control channel for contractors 21:03 – Getting more from Local Services Ads (disputes, booked toggles, feedback loops) 23:21 – Channel #2: Meta - branding, reach, and the rise of spam leads 33:00 – Channel #3: TV & CTV/OTT, when contractors should get on screen 37:48 – When your message is right: appointment set rate, cancellations, and close rate improve 40:05 – Channel #4: Microsoft Ads, older demos, bank/gov employees, "hidden" market share 49:24 – First-party data & revenue feedback back into Google/Microsoft for better optimization 56:32 – Why CSRs are your sluice box for "gold" (and how bad phones bleed revenue) 01:01:05 – Diversifying your mix: Google, Meta, TV, Microsoft, email, offline, and tracking it all 01:03:28 – Building a weekly KPI scoreboard: CPL, CPS, set/run/close, ROAS 01:05:56 – Pro Tip of the Week: Plan 2026 now with clear targets and pass/fail signals

    1h 11m

  8. 11/03/2025

    How to Build a Predictable 2026 Growth Plan for Your Home Service Business

    If your 2026 marketing plan starts with a random budget number, you're doing it backwards. In this episode, Mike Stiers and Anthony Brown show contractors how to plan growth by working backward from your sales goal using your KPIs, then turning those numbers into a realistic marketing budget, operations targets, and weekly accountability. What you'll learn The "lead to dollar" machine: the only numbers that matter (leads, set, run, close, revenue) How to use your 2025 actuals to set a real 2026 plan Marketing % guardrails: 7% maintain • 10% grow • 13%+ dominate Why cost per lead rises as you scale, and which levers can help offset it "Edge of the Week": AI tools that book more after-hours calls without adding headcount Rehash & database marketing: turn old estimates into Q1 revenue (we have a brand new 2026 solution for this  Weekly scoreboards that coach (not just punish) 00:00 Start with sales goal, work backward 01:12 Edge of the Week: AI lead management (after-hours & overflow) 05:18 Your business is a lead-to-dollar machine 08:10 The 5 must-track KPIs (lead, set, run, close, revenue) 11:45 True cost per lead (all sources ÷ all leads) 13:20 Marketing guardrails: 7% / 10% / 13%+ 17:05 Forecast reality, not fantasy (10% / 20% / 30% growth scenarios) 21:30 Efficiency shifts as you scale (what actually changes) 25:02 KPI Calculator: turn data into targets 28:40 Operations discipline: answer rate, speed-to-lead, confirmations 33:10 Sales consistency > charisma (visuals, options, financing) 39:05 Rehash & database marketing that closes 43:22 Weekly scoreboards: accountability + coaching Pro Tip: Don't build 2026 on hope, build it on math. Run your actual numbers through the KPI Calculator and choose your lever: invest more, convert better, or adjust the goal. Free Home Services KPI Calculator: https://www.greenbaumstiers.com/home-services-industry-kpi-calculator/ Example 2025 Business Recap + 2026 Marketing Plan: https://www.greenbaumstiers.com/marketing-tips/2025-recap-and-2026-strategic-plan-for-home-service-contractors/ Connect With Your Hosts: Mike Stiers & Anthony Brown Podcast sponsored by: Greenbaum Stiers Strategic Marketing Creative, Data-Driven Marketing and Business Solutions For Contractors Who Want to Dominate Their Market.

    54 min
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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
    19
  • Rating
    Clean
  • Copyright
    © 2025
  • Show Website
    The Contractor's Edge