The Digital Remodeler

Carl Willis - Remodeling Marketing Team
  • 5.0 (1)
  • MARKETING
  • UPDATED WEEKLY

The Digital Remodeler is a podcast that explores the latest trends, tools, and strategies for transforming your home remodeling business in the digital age. Join host Carl Willis, a seasoned home services digital marketing consultant, as he interviews industry experts, shares success stories, and provides actionable tips to help you stay ahead of the curve and build a successful and sustainable home remodeling business in today's ever-evolving market. Whether you're a seasoned pro or just starting out, this show is the ultimate guide to help you modernize your business and thrive in the digital world.

  1. 2D AGO

    Stop Wasting Money on Google Ads: The Remodeling Contractor's Guide to High-Intent Leads

    Most remodeling contractors are bleeding money on Google Ads without realizing it. You're paying $20-$100+ per click, but your phone isn't ringing with qualified leads. Why? Because Google Ads isn't a magic button—it's a precision tool that only works when your business systems are dialed in. In this episode, you'll discover exactly when Google Ads makes sense for remodeling contractors generating $500K+ annually, and when you should hold off. We break down the critical difference between capturing existing demand (Google) versus creating demand (Facebook), so you stop throwing money at the wrong platform. What You'll Learn:  ✅ When Google Ads are a smart investment for remodelers (and when they backfire)  ✅ Why search ads work for high-margin projects like whole-home renovations and kitchen remodels  ✅ The 4 essential boxes you must check before spending a single dollar  ✅ Common ad mistakes that waste your budget (broad match keywords, ignoring negative keywords, vague ad copy)  ✅ The "speed to lead" principle—why delayed response kills your conversion rate ✅ How to create dedicated landing pages that actually convert clicks into appointments The Reality Check:  If your pipeline is empty and you need leads NOW, Google Ads can generate inquiries within 24-48 hours. But here's the catch—if your website lacks social proof, your follow-up is slow, or you don't have a solid sales system, Google Ads will just help you lose money faster. This isn't theory. This is the proven framework we use to help established remodeling contractors scale profitably using high-intent search traffic. Ready to build a predictable lead system?  Visit remodelingmarketingteam.com/get-started or call 888-350-7859 to schedule your strategy session. #GoogleAds #RemodelingMarketing #ContractorMarketing #DigitalMarketing #HomeRemodeling Send a text Stop Driving. Start ClosingStop wasting time on tire kickers. Qualify and estimate remotely with AI-powered video technology. Stop Driving. Start ClosingStop wasting time on tire kickers. Qualify and estimate remotely with AI-powered video technology. Visit us online - remodelingmarketingteam.com Connect with us on Facebook - https://www.facebook.com/remodelmarketing Subscribe to our YouTube Channel - https://www.youtube.com/channel/UCnqpHHqgpvEs1wkfDMt95uA

    11 min

  2. FEB 6

    From Borrowed Truck to 30-Vehicle Fleet: HVAC Veteran Reveals What REALLY Works to Scale Past $10M

    Discover how Mike Kinsey built MAK Mechanical from a borrowed pickup truck into a multi-million dollar HVAC and mechanical contracting business serving both residential and commercial markets. In this inspiring contractor growth story, Mike shares the raw truth about scaling a trades business—from that first installation using a neighbor's truck to managing 30+ vehicles and leading $10 million+ commercial projects while still fixing residential furnaces. What You'll Learn: ✅ How to transition from tradesman to CEO without losing your mind ✅ The biggest mistakes contractors make when scaling past $2-3 million ✅ Why doing both residential AND commercial work can actually work  ✅ How to build a company culture that attracts and retains top talent ✅ Strategic planning frameworks that actually work for trades businesses ✅ Succession planning strategies for contractors thinking about their exit 📌 KEY TIMESTAMPS: 0:00 - Introduction: Mike's Journey Overview 1:22 - Third Generation Sheet Metal Worker Background 2:40 - The Ethical Breaking Point That Started It All 6:39 - Day One: Starting With a Borrowed Truck 8:39 - Biggest Fears in the Early Days 9:24 - The Difficult Transition from Tradesman to CEO 13:06 - Why Mak Mechanical Does Both Residential & Commercial 16:15 - The Hardest Stage of Growth: Breaking Past $2M 17:54 - Bringing in the Right People at the Right Time 19:56 - Training for Character, Not Just Skills 23:50 - Navigating the Father-Son Business Dynamic 26:25 - Leadership Lessons from Rotary International 30:08 - Building a Business Like Building a Race Car 32:28 - Advice for New Contractors Just Starting Out 34:31 - Legacy Planning: It's Never Too Early 36:21 - Where to Find Mike & Mak Mechanical Mike's #1 Piece of Advice for Contractors: "It's never too early to start thinking about next week, next year, and your exit strategy. Strategic planning isn't just for big companies—if you've got a helper, you need a plan." About Mike Kinsey: Mike Kinsey is the founder of Mak Mechanical, a full-service HVAC and mechanical contracting company serving residential and commercial clients. He's grown the business from solo technician to a 30+ vehicle operation handling projects from $250 service calls to multi-million dollar commercial builds including long-term care facilities. Mike is also a past District Governor for Rotary International and passionate mentor to the next generation of trades professionals. Ready to Send us a text Stop Driving. Start ClosingStop wasting time on tire kickers. Qualify and estimate remotely with AI-powered video technology. What if you could remotely qualify leads, create accurate estimates, and manage multiple projects—all without ever leaving your office? That's exactly what LiveSwitch does for remodeling contractors. Stop Driving. Start ClosingStop wasting time on tire kickers. Qualify and estimate remotely with AI-powered video technology. Stop Driving. Start ClosingStop wasting time on tire kickers. Qualify and estimate remotely with AI-powered video technology. Visit us online - remodelingmarketingteam.com Connect with us on Facebook - https://www.facebook.com/remodelmarketing Subscribe to our YouTube Channel - https://www.youtube.com/channel/UCnqpHHqgpvEs1wkfDMt95uA

    39 min

  3. JAN 30

    Stop Wasting Money on Google Ads: Profitable Strategy for Contractors - John Horn with StubGroup

    Struggling to make Google Ads profitable for your remodeling business? John Horn, CEO of StubGroup, reveals the exact strategies contractors need to run successful Google Ads campaigns in 2025's machine-learning driven landscape. In this episode of the Digital Remodeler podcast, John shares over a decade of Google Ads expertise specifically for remodeling contractors generating $500K+ in annual revenue. Learn why most contractors waste money on Google Ads and how to fix it. 🔥 WHAT YOU'LL LEARN: ✅ How to define and track profitable marketing for your remodeling business ✅ The critical feedback loops that make or break Google Ads success ✅ Why machine learning has changed everything about Google Ads ✅ Essential tracking setup for calls, forms, and conversions ✅ The 3-month optimization timeline you need to budget for ✅ Guard rails to prevent wasting your ad budget ✅ When to DIY vs. hire a Google Ads expert ✅ Landing page optimization secrets most contractors ignore 📊 KEY TAKEAWAYS: Google's machine learning requires consistent data to optimize campaigns Starting and stopping campaigns resets the learning cycle and wastes money Not all phone calls are equal - track quality leads, not just volume Minimum 3-month runway needed to properly optimize campaigns Negative keywords are your first line of defense against wasted spend Your landing page matters just as much as your ads ⏰ TIMESTAMPS: 00:00 - Introduction to Google Ads for Contractors 00:44 - John Horn's Background in Digital Marketing 01:37 - Defining Profitable Marketing for Remodelers 03:15 - Evolution of Google Ads Over 10 Years 04:34 - From Keyword Control to Machine Learning 06:17 - The Importance of Feedback Loops 08:21 - Tracking Calls and Conversions Properly 10:25 - Why You Need to Be Serious About Advertising 12:31 - How Campaign Changes Reset Machine Learning 15:10 - Realistic Timeline for Campaign Optimization 17:09 - Essential Guard Rails for Google Ads Success 18:52 - DIY vs. Hiring a Google Ads Expert 21:38 - Beware of Google Ads Sales Rep Calls 24:20 - What Separates Successful Advertisers 26:32 - Golden Nuggets: Top Takeaways 27:44 - Connect with John Horn and Stub Group 🎯 WHO THIS IS FOR: Established remodeling contractors ($500K+ revenue) ready to scale with paid advertising, home improvement business owners frustrated with Google Ads perform Send us a text Stop Driving. Start ClosingStop wasting time on tire kickers. Qualify and estimate remotely with AI-powered video technology. What if you could remotely qualify leads, create accurate estimates, and manage multiple projects—all without ever leaving your office? That's exactly what LiveSwitch does for remodeling contractors. Stop Driving. Start ClosingStop wasting time on tire kickers. Qualify and estimate remotely with AI-powered video technology. Stop Driving. Start ClosingStop wasting time on tire kickers. Qualify and estimate remotely with AI-powered video technology. Visit us online - remodelingmarketingteam.com Connect with us on Facebook - https://www.facebook.com/remodelmarketing Subscribe to our YouTube Channel - https://www.youtube.com/channel/UCnqpHHqgpvEs1wkfDMt95uA

    31 min

  4. JAN 23

    Remodeler Marketing in 2026: AI Strategy, Lead Generation & Digital Dominance for Contractors

    Welcome to the New Rules of Remodeler Marketing in 2026! If you're a home remodeling contractor doing $500K+ annually and you know your marketing needs to change but you're not sure what to focus on, this is for you. Carl Willis, CEO of Remodeling Marketing Team breaks down exactly what's working right now and what you need to focus on to stay competitive. Here's What You'll Learn: The AI Revolution – Google Gemini has fundamentally changed the game. He'll talk through real search results and explain why keyword optimization is dead and algorithm perception is everything. Building Your Digital Ecosystem – Most remodelers have a "digital toe print" not a footprint. He'll walk you through creating an omnipresent spiderweb across platforms that makes you inescapable to AI and to homeowners. The 7-12 Touch Rule – Today's buyers see you 7-12 times before they call, and 70% of their decision is already made. Your pre-sell game has to be airtight or you're starting every sales conversation at a disadvantage. Systems Over Hustle – The craftsman-to-entrepreneur shift is non-negotiable. He'll show you how to combine the right mindset with repeatable systems that produce predictable growth. AI Tools That Actually Work – From content repurposing to lead scoring to automated follow-up, He'll share the exact workflow we use to turn one piece of content into 15-20 assets. Look, the days of chasing marketing tricks are over. We're in the strategy-first era now. If your brand isn't built to guide emotionally-driven, digitally-immersed, AI-influenced buyers confidently to you, they're never even going to call. The Bottom Line: Your digital footprint must cover your website, Google Business Profile, social media (Facebook, YouTube, Instagram), directories, reviews, photos, videos – everything. If a homeowner checks you out on five different platforms, they need to see the same message, the same proof, the same quality. If not, you've got gaps in your spiderweb. Ready to dominate your market in 2026? 📞 Schedule a Strategy Session: Call 888-350-7859 or visit https://remodelingmarketingteam.com/get-started We help established remodeling contractors build predictable, scalable marketing systems that actually work in today's AI-driven environment. Send us a text Stop Driving. Start ClosingStop wasting time on tire kickers. Qualify and estimate remotely with AI-powered video technology. What if you could remotely qualify leads, create accurate estimates, and manage multiple projects—all without ever leaving your office? That's exactly what LiveSwitch does for remodeling contractors. Stop Driving. Start ClosingStop wasting time on tire kickers. Qualify and estimate remotely with AI-powered video technology. Stop Driving. Start ClosingStop wasting time on tire kickers. Qualify and estimate remotely with AI-powered video technology. Visit us online - remodelingmarketingteam.com Connect with us on Facebook - https://www.facebook.com/remodelmarketing Subscribe to our YouTube Channel - https://www.youtube.com/channel/UCnqpHHqgpvEs1wkfDMt95uA

    36 min

  5. JAN 16

    AI Search Revolution: How Remodelers Can Rank in 2026 | AEO Strategy with Phil Risher

    The way homeowners find remodeling contractors has changed forever. Are you ready for AI search? In this episode of the Digital Remodeler podcast, host Carl Willis interviews Phil Risher from Phlash Consulting about the massive shift happening in search—from traditional Google SEO to Answer Engine Optimization (AEO). If you're a remodeling contractor, this conversation will transform how you think about digital marketing in 2026. ⚡ What You'll Learn: ✅ Why 70% of homeowners decide on a contractor BEFORE visiting your website ✅ How AI search queries use 347 words vs. Google's 4-word average ✅ The content strategy that feeds AI platforms like ChatGPT and Google's AI Overviews ✅ How to repurpose call recordings into ranking content (genius strategy!) ✅ Why Gen Z uses Google 50% less than Boomers for finding local contractors ✅ The "agentic booking" revolution coming to home services ✅ How to create pricing guides that pre-qualify leads and reduce objections ✅ Speed-to-lead strategies that convert more estimates ✅ Building an AI avatar for your remodeling business 🎯 Key Takeaways for Remodeling Contractors: 📌 Content isn't just for "likes and shares" anymore—it's training AI to recommend YOUR business 📌 Short-form video is now indexed by Google and feeds large language models 📌 The "no-click SEO" era means your Google Business Profile and reviews matter more than ever 📌 Creating omnichannel content (video + blog + social) creates massive ranking signals 📌 Most contractors have a lead MANAGEMENT problem, not a lead generation problem 🔥 Topics Covered: → Answer Engine Optimization (AEO) vs. traditional SEO → How to rank in Google's AI Overviews (GEO) → Creating "This vs. That" and pricing content → Marcus Sheridan's "They Ask, You Answer" framework → Lead nurture sequences that increase close rates by 5%+ → Video marketing for contractors → Local SEO in the AI era → CRM and lead management systems → Email marketing that converts 🎁 FREE RESOURCE: Get Phil's 52 Content Topics to Rank in AI Search at phlashconsulting.com 👤 About Phil Risher: Phil Risher is the founder of Phlash Consulting, a digital marketing firm focused on helping home service businesses like HVAC, plumbing, and electrical companies grow their sales and maintain full schedules. After paying off $30,000 in student loans and saving Send us a text Stop Driving. Start ClosingStop wasting time on tire kickers. Qualify and estimate remotely with AI-powered video technology. What if you could remotely qualify leads, create accurate estimates, and manage multiple projects—all without ever leaving your office? That's exactly what LiveSwitch does for remodeling contractors. Stop Driving. Start ClosingStop wasting time on tire kickers. Qualify and estimate remotely with AI-powered video technology. Stop Driving. Start ClosingStop wasting time on tire kickers. Qualify and estimate remotely with AI-powered video technology. Visit us online - remodelingmarketingteam.com Connect with us on Facebook - https://www.facebook.com/remodelmarketing Subscribe to our YouTube Channel - https://www.youtube.com/channel/UCnqpHHqgpvEs1wkfDMt95uA

    31 min

  6. JAN 9

    Marketing to Homeowners' Desires and Fears: The Psychology Behind Closing More Remodeling Deals

    When a homeowner dreams about a remodeling project, they're not just thinking about finishes and square footage—they're picturing a better version of their life. But alongside that dream is a deep fear: What if I pick the wrong contractor? What if this becomes a disaster? In this episode, we dive deep into the psychology of home remodeling and reveal how understanding the emotional drivers behind buying decisions is where smart remodelers win. By addressing both the dreams and the doubts, you can transform your marketing from forgettable to irresistible. In This Episode: [00:01] - The emotional reality behind every remodeling decision  [00:27] - The tension between hope and hesitation (and where most contractors lose the sale)  [01:05] - Why remodeling is emotional, not just practical  [01:41] - How homeowners make decisions emotionally first, then justify with logic  [02:09] - Understanding the dream behind the decision  [02:38] - What homeowners really want (hint: it's not just a construction crew) [03:07] - The language that reflects why they're actually calling you  [03:39] - The fears that kill deals before they even start  [04:07] - Building trust as your most valuable business currency  [04:40] - Moving from contractor to trusted advisor  [05:10] - Why telling real stories beats statistics every time  [05:49] - The power of visuals: why you can't explain your way into trust  [06:23] - Professional documentation as a credibility builder  [06:51] - Understanding today's skeptical, informed homeowner  [07:12] - Building your digital marketing ecosystem  [07:42] - The 70% rule: most decisions happen before they contact you  [08:15] - Making it easy (and safe) to say yes  [09:01] - Final thoughts: Stop marketing like a contractor  [09:28] - The challenge: become the strategic partner they didn't know they needed Key Takeaway: Homeowners aren't looking for the cheapest remodel—they're looking for certainty. If your marketing only speaks to their wants and not their worries, you'll lose them to someone who does both. Ready to dominate your local market with a comprehensive marketing strategy? Visit https://remodelingmarketingteam.com/get-started to schedule your strategy session. Subscribe to Digital Remodeler for weekly insights on contractor marketing, business growth, and the strategies that help established remodeling companies scale past $500K and beyond. Send us a text Stop Driving. Start ClosingStop wasting time on tire kickers. Qualify and estimate remotely with AI-powered video technology. Stop Driving. Start ClosingStop wasting time on tire kickers. Qualify and estimate remotely with AI-powered video technology. Visit us online - remodelingmarketingteam.com Connect with us on Facebook - https://www.facebook.com/remodelmarketing Subscribe to our YouTube Channel - https://www.youtube.com/channel/UCnqpHHqgpvEs1wkfDMt95uA

    12 min

  7. JAN 2

    Google Ads vs Facebook Ads for Remodelers: Which Wins in 2026?

    If you're a remodeling company owner trying to decide between Google Ads and Facebook Ads, you're probably not short on opinions—you're short on clarity. In this episode, we cut through the noise and reveal why most remodelers are asking the wrong question entirely. This isn't about choosing a platform. It's about understanding how homeowners actually make their buying decisions and how you use both platforms to create predictable, controllable lead flow instead of reacting month after month. You'll discover why the wrong paid ad strategy doesn't just waste money—it keeps your business small. We break down the complete homeowner decision journey, when each platform performs best, and how to build a marketing ecosystem that creates market dominance. Key Takeaways Why paid advertising exposes weaknesses in your business rather than fixing themThe 5-stage homeowner decision journey and where each ad platform fitsWhen Google Ads work best (and when they fail miserably)How Facebook Ads create demand that Google Ads captureWhy "bad leads" are almost always a system problem, not a platform problemThe ecosystem approach that turns ads from expense into leverageHow to achieve market dominance and become the AI-recommended choice in your area Episode Timestamps [00:00] Introduction: The Real Problem With Choosing Between Ad Platforms Why remodelers struggle with advertising decisionsHow inconsistent leads create inconsistent cash flow and cap growth[00:56] The Hard Truth About Paid Ad Strategy Why the wrong strategy keeps your business smallUnderstanding homeowner decision-making processesThe role each platform plays in lead generation[01:33] Why Remodelers Get Stuck: Asking the Wrong Question The vacuum assumption about ad platformsPaid advertising as part of a complete systemYour marketing ecosystem: messaging, position, follow-up, and leadershipThe real goal: better decisions at scale[02:46] How Homeowners Actually Choose a Remodeler Stage 1: Awareness - Something isn't workingStage 2: Inspiration - Imagining what's possibleStage 3: Research - Costs, options, timelines, and riskStage 4: Intent - Actively looking for a contractorStage 5: Decision - Choosing who they trust mostWhy marketing must align with where homeowners are mentally[04:36] Google Ads: Capturing Active Demand Why Google Ads excel at catching high-intent searchersCommon search queries that indicate buying intentWhen Google Ads work best: consistent sales process, fast follow-up, clear differentiationThe critical importance of speed-to-lead (5-15 minutes maximum)Composite example: Strong intake and sales discipline[06:18] When Google Ads Fail GeneriSend us a text Stop Driving. Start ClosingStop wasting time on tire kickers. Qualify and estimate remotely with AI-powered video technology. Stop Driving. Start ClosingStop wasting time on tire kickers. Qualify and estimate remotely with AI-powered video technology. Visit us online - remodelingmarketingteam.com Connect with us on Facebook - https://www.facebook.com/remodelmarketing Subscribe to our YouTube Channel - https://www.youtube.com/channel/UCnqpHHqgpvEs1wkfDMt95uA

    21 min

  8. 12/26/2025

    Your 2026 Internet Marketing Plan: A Workshop for Home Remodeling Contractors

    Ready to dominate your local market in 2026? This hands-on workshop walks you through creating a complete digital marketing strategy designed specifically for established home remodeling contractors. Host Carl Willis, CEO of Remodeling Marketing Team and author of "Internet Marketing for Home Remodeling Companies," breaks down the exact strategies his clients use to generate 3-5x more qualified leads while maximizing ROI. What You'll Discover: 🎯 Goal Setting & Budget Planning How to calculate the exact marketing budget needed to hit your revenue targetsThe realistic percentage of revenue you should invest in marketing (hint: 6-15% for growth)Breaking down your budget across online, offline, and repeat business channels📈 Critical 2026 Marketing Trends Why AI search is reshaping lead generation (organic clicks down 61%!)How ChatGPT, Google Gemini, and Perplexity are changing the gameThe shift from voicemail to AI voice receptionistsWhy short-form video content is dominating algorithms🔍 SEO Strategy for Contractors Does SEO still matter? (Spoiler: YES - it's still your best ROI)The new SEO formula: Keywords + Local Pages + AI OptimizationHow to rank in AI search engines (AEO/GEO strategies)Case study: Plumbing company generating 65% of leads from organic SEO at $19.32 per lead💰 Paid Advertising That Actually Works Google Local Service Ads optimization tipsWhy most pay-per-click campaigns fail (and how to fix them)The landing page strategy that doubles conversion ratesWhen to use retargeting and automation🌐 Website Conversion Secrets How to increase website conversion from 5-10% to 20-30%The power of online booking and two-way SMS chatWhy you need multiple conversion opportunities before users scrollReal examples of 25-32% conversion rates⭐ Reputation Management Why reviews are now THE critical factor for AI recommendationsHow Google's AI pulls from consumer reviews to make recommendationsAutomated systems to consistently generate 5-star reviews⚡ Marketing Automation Why speed-to-lead dropped from 15 minutes to 5 minutesThe 12-15 touches it now takes to convert a leadAI followup systems that contact leads within 2 minutesHow automation prevents leads from sitting for daysSend us a text Stop Driving. Start ClosingStop wasting time on tire kickers. Qualify and estimate remotely with AI-powered video technology. What if you could remotely qualify leads, create accurate estimates, and manage multiple projects—all without ever leaving your office? That's exactly what LiveSwitch does for remodeling contractors. Stop Driving. Start ClosingStop wasting time on tire kickers. Qualify and estimate remotely with AI-powered video technology. Stop Driving. Start ClosingStop wasting time on tire kickers. Qualify and estimate remotely with AI-powered video technology. Visit us online - remodelingmarketingteam.com Connect with us on Facebook - https://www.facebook.com/remodelmarketing Subscribe to our YouTube Channel - https://www.youtube.com/channel/UCnqpHHqgpvEs1wkfDMt95uA

    1h 15m
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About

The Digital Remodeler is a podcast that explores the latest trends, tools, and strategies for transforming your home remodeling business in the digital age. Join host Carl Willis, a seasoned home services digital marketing consultant, as he interviews industry experts, shares success stories, and provides actionable tips to help you stay ahead of the curve and build a successful and sustainable home remodeling business in today's ever-evolving market. Whether you're a seasoned pro or just starting out, this show is the ultimate guide to help you modernize your business and thrive in the digital world.

Information

  • Creator
    Carl Willis - Remodeling Marketing Team
  • Years Active
    2023 - 2026
  • Episodes
    162
  • Rating
    Clean
  • Copyright
    © 2026 The Digital Remodeler
  • Show Website
    The Digital Remodeler