Contractor Growth Network – Details, episodes & analysis

Tommy, founder of a $200M+ home service business, breaks down the exact principles he used to scale—from performance pay and hiring A-players to dialing in branding, KPIs, and company culture. But more than tactics, this talk hits on something deeper: accountability, execution, and why most contractors stay stuck despite having access to great ideas.

If you've ever felt like you're working hard but not making the progress you expected—or you know what to do but aren't actually doing it—this episode will challenge you to rethink how you operate your business and your life.

Timestamps

00:00 — Why keeping promises to yourself matters more than anything
00:20 — Introduction to Tommy Mello and his $200M+ business
02:00 — Why profit matters more than revenue
05:05 — The 8-step sales process and increasing reviews
07:02 — The 4 KPIs that control your entire business
10:48 — Branding mistakes and the power of a rebrand
14:27 — How to research customers before showing up
15:17 — Hiring A-players vs. settling for average
21:46 — Tools, systems, and automation that scale companies
27:58 — Performance pay and building a winning team
33:39 — "The magic you're looking for is in the work you're avoiding"💻 Ready to grow your contracting business? 

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In this episode of the Contractor Growth Network podcast, Logan sits down with Jef Forward—founder of Forward Design Build Remodel—to unpack what it really looks like to build a remodeling business from the ground up… the hard way.

Jef shares the unfiltered story of his first five years in business—projects going months over schedule, losing money, taking on debt, and nearly reinforcing every negative stereotype about contractors. But instead of quitting, he used those failures as the foundation for what would become a 40+ person design-build firm.

From digging out of financial holes (having just $0.16 for every $1 owed) to learning how to price correctly, hire the right people, and step into leadership, Jef walks through the exact inflection points that transformed his business. He also shares how joining a peer group, embracing sales training, and building a leadership team allowed him to finally step out of the day-to-day and start thinking about the long-term future of the company.

If you're feeling stuck, underpaid, or overwhelmed in your remodeling business, this episode is a powerful reminder that the breakthrough often comes after the lowest point—and that building the right systems, team, and mindset can completely change your trajectory.

Failure Early Can Be Your Greatest Advantage
→ Jef's first two projects lost money, ran late, and delivered poor client experiences.
→ Those early failures forced him to rethink everything—and ultimately built a stronger foundation.

You Can't Outwork a Broken Business Model
→ Working more hours didn't fix his problems—it just prolonged them.
→ Real progress came from learning how to price correctly and understand financials.

Know Your Numbers (Or They'll Control You)
→ Discovering he had only $0.16 for every $1 owed was a turning point.
→ Understanding financials like profit, WIP, and job costing changed everything.

Hiring Isn't About Talent—It's About Fit
→ Early hires were based on skill, not alignment, leading to poor team cohesion.
→ Building a strong culture became the foundation for long-term growth.

Sales Is About Asking Better Questions, Not Pushing Harder
→ Jef initially resisted sales training due to fear of being "salesy."
→ Learning how to guide conversations and uncover client needs transformed his close rate.

Delegation Is the Gateway to Growth
→ Growth didn't happen until Jef stopped doing everything himself.
→ Hiring designers, estimators, and project teams allowed him to focus on leadership.

Recessions Reward Decisive Leaders
→ During 2008, Jef made early, tough decisions that kept the business alive.
→ Lean operations actually made the company more profitable during that time.

Your Role Must Evolve as the Business Grows
→ From carpenter → operator → leader → coach
→ Each stage requires different skills and mindset shifts.

Transparency Builds Stronger Teams
→ Sharing personal struggles (like his wife's cancer diagnosis) created trust and unity.
→ Giving the team ownership and permission to fail led to one of their best years.

The End Goal Isn't Just Growth—It's Sustainability Without You
→ Jef is now focused on building leaders and planning his eventual exit.
→ Long-term success means the business can thrive without the owner.

00:00 — Meet Jef Forward and his journey into design-build
04:45 — The brutal reality of his first five years in business
09:08 — Why failing early ended up being a long-term advantage
12:31 — The wake-up call: having only $0.16 for every $1 owed
14:56 — Climbing out of debt and learning to price correctly
19:23 — Early hiring mistakes and why culture matters more than talent
23:57 — Navigating the 2008 recession and making hard decisions early
27:32 — The 5 stages of a remodeling business (and where Jef is now)
29:24 — Overcoming resistance to sales training and building a sales team
37:04 — Building leaders and preparing the business to run without you

Logan and Aaron unpack one of the most powerful but underused sales strategies in remodeling: assignment selling. Originally coined by Marcus Sheridan, this method bridges the gap between marketing and sales—by arming prospects with the right information before they ever get on a call.

You'll learn how to apply this approach in your own sales process—whether it's sending project walkthroughs before a meeting, using content to pre-qualify leads, or walking clients through your website in real-time. If you've been creating great content but aren't sure how to use it to actually close deals, this episode will show you how.

• What assignment selling is (and isn't)

• Why content belongs in your sales process, not just your marketing

• How to reduce unqualified leads and shorten the sales cycle

• What kinds of content work best at different sales stages

• How to personalize resources based on each prospect

• The difference between automations vs one-on-one communication

• How to ask clients to consume content—without sounding pushy

00:00 – What is assignment selling (and why does it matter)?
03:00 – Mapping your sales process to identify content gaps
06:30 – The difference between marketing automation and sales enablement
12:30 – Why production quality matters in sales content
18:00 – Examples of content that actually move the sale forward
25:00 – What happens when a prospect doesn't do their assignment
32:00 – Using your website like a live sales deck
37:00 – Emotional buy-in vs logical overload
43:00 – How to map your process and assign content that supports it
48:00 – How CGN uses this strategy in their own sales calls

SALES EQUATION:

(levels of pain) x (trust you can solve problem)

--------------------------------------------

(discomfort) x (time it will take to solve problem) x (price)

= Likelihood they'll buy 

Welcome to the Contractor Growth Network Podcast, hosted by Logan Shinholser. In this episode, we explore the sales equation and how it can help you grow your contracting business.

The sales equation is a powerful tool that can help you understand the factors that go into making a successful sale. We break down the equation into its component parts, which include the level of pain your potential client is experiencing, their trust in your ability to solve their problem, the discomfort they'll face, the time it will take to solve their problem, and the price of your services.

Logan shares insights and experience on how to effectively use the sales equation in your contracting business. We discuss strategies for building trust with potential clients, understanding their pain points, and effectively communicating the value of your services.

Whether you're a seasoned contractor or just starting out, the sales equation can be a powerful tool to help you increase your sales and grow your business. Tune in to the Contractor Growth Network Podcast to learn how to use the sales equation to your advantage.

Visit our website: www.contractorgrowthnetwork.com 

Welcome to the Contractor Growth Network Podcast, hosted by Logan Shinholser. In this episode, we explore how to take your contracting business to the next level by focusing on three critical areas: being the part, looking the part, and attracting the part.

First, we discuss how important it is to be able to do the work your clients want. We explore what it means to truly understand your clients' needs and how you can position yourself as the go-to contractor for the services they require.

Next, we delve into the importance of looking the part. We discuss how crucial it is to showcase your work and make sure it appears high-end and professional. We explore the benefits of investing in high-quality photography, marketing materials, and branding.

Finally, we explore how to attract the part. We discuss the power of leveraging your brand to get in front of your ideal clients. We explore strategies for building a strong online presence, developing targeted marketing campaigns, and establishing relationships with referral partners.

Whether you're just starting out or looking to take your contracting business to the next level, this episode is packed with practical tips and insights to help you succeed. Tune in to the Contractor Growth Network Podcast to learn more.

Visit our website: www.contractorgrowthnetwork.com 

Welcome to the Contractor Growth Network podcast, where we help contractors grow their businesses and achieve their goals. In this episode, we're excited to bring you a behind-the-scenes look at Ranney Blair, a $4M remodeling company with our special guests, Peter Ranney and Scott Blair.

Peter and Scott will take us through their journey in the construction industry, sharing insights on how they got started and the challenges they faced along the way. We'll discuss the strategies they used to grow their business, including what worked and what didn't, and the lessons they learned from those experiences.

Throughout the conversation, we'll explore the various challenges that contractors face when growing their businesses, such as managing cash flow, hiring and training employees, and scaling operations. Peter and Scott will share their perspective on how to overcome these obstacles and offer valuable advice for businesses looking to take their operations to the next level.

Finally, we'll wrap up the episode by asking our guests to share their biggest piece of advice for businesses that are smaller than Ranney Blair. Whether you're just starting out or looking to scale your existing business, you won't want to miss this valuable conversation.

So sit back, relax, and join us for this insightful episode of the Contractor Growth Network podcast, as we go behind the scenes of Ranney Blair, a $4M remodeling company.

If you want to learn more, check out our website: www.contractorgrowthnetwork.com

In this episode of the Contractor Growth Network Podcast, hosts Mike Kyle, Sean David, and Aaron Horner explore the topic of video marketing and its benefits for businesses. They dive into the reasons why video marketing has become such an important tool for contractors and how it can help grow their businesses.

The hosts also discuss where to start with video marketing, including the different types of videos that can be created and how to determine which ones are best for your business. They share insights on who to hire for video marketing in your business, and what qualities to look for in a video marketing professional.

Additionally, the hosts offer tips and tricks for creating effective videos that engage and captivate your audience. From scripting and filming to editing and publishing, they share their knowledge and expertise to help listeners create high-quality videos that showcase their businesses in the best possible light.

Whether you're a seasoned pro or just getting started with video marketing, this episode offers valuable insights and practical advice to help you take your business to the next level. Tune in to learn how to harness the power of video marketing and grow your contracting business like never before.

Check out our website: www.contractorgrowthnetwork.com

Welcome to Learn With CGN, the podcast that brings you insights and knowledge from experts in a variety of fields hosted by Sean David. In today's episode, we're talking all about social media for businesses. Our guest is Mike Kyle, Content Manager for Contractor Growth Network, a digital marketing agency that specializes in helping contractors grow their businesses online.

Mike is a social media expert, and in this episode, he'll be sharing his tips and advice on how to use social media effectively for your business. We'll cover the platforms you should be on, how often to post, and how to create engaging content that will help you connect with your audience.

Whether you're new to social media or you're looking to take your social media game to the next level, this episode is packed with insights and actionable advice that you can start using today. So grab a pen and paper, and get ready to learn how to use social media to grow your business.

If you're interested in learning more about Contractor Growth Network, you can find them on social media @contractorgrowth. And if you enjoy this episode, don't forget to subscribe to Learn With CGN and leave us a review. Thanks for listening!

On today's podcast, Logan Shinholser is joined by his younger brother TJ, Owner of Charlotte Backyard ponds to discuss TJ's first year in business.

We've had TJ on the podcast previously as our way to document his journey.

On this episode, they talk about the things that went well for the business, the challenges that TJ experienced during his first year, and his goals for year two!

This is an awesome podcast for any contractor, whether you're just getting started or if you've been in the game for two decades!

Visit our website: www.contractorgrowthnetwork.com 

Welcome to "Learn with CGN," your new source for marketing methods and insights! In our first episode, Sean David is joined by Ian Miclean to discuss the fundamentals of SEO.

This conversation is perfect for anyone looking to improve their website's visibility and drive more traffic. During the episode, Sean and Ian will dive into what SEO is, why it's critical for businesses, and what on-page SEO entails.

They'll also discuss keyword strategies and share tips for ranking higher on Google. Whether you're a seasoned marketer or just starting to learn about SEO, this episode has something for everyone! So tune in and start learning with CGN!

Visit our website! www.contractorgrowthnetwork.com