Explore every episode of the podcast Digital Marketing for Contractors
| Title | Pub. Date | Duration | |
|---|---|---|---|
| Rewind Series - Revisiting Google Analytics 4: What's Changed Since 2023 | 17 Dec 2025 | 00:27:04 | |
In the first episode of our new Rewind Series, Janet and Caitlyn revisit Google Analytics 4 (GA4) and break down what’s actually changed since its rollout in 2023—and what home improvement contractors need to pay attention to now. When GA4 first launched, it left many contractors frustrated, confused, and unsure how to find the data they relied on in Universal Analytics. Fast forward to today, and while GA4 still isn’t perfect, it has evolved. In this episode, we cut through the noise to explain what matters, what’s improved, and how contractors should realistically be using GA4 to make better marketing decisions. You’ll hear a candid discussion about:
If GA4 felt overwhelming or useless when you first logged in, this episode will help you reset expectations and use it more strategically—without getting lost in the weeds. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| Fall 2025 Home Improvement Industry & Digital Marketing News Roundup | 10 Dec 2025 | 00:40:24 | |
In this episode of Digital Marketing for Contractors, Janet and Caitlyn break down the headlines, market shifts, and digital marketing updates shaping the home improvement industry heading into 2026. Fall 2025 brought a mix of encouraging wins—like a 20-year high in women’s employment across the construction industry—and some shocking shakeups, most notably the abrupt overnight closure of Renovo Home Services, a private-equity-backed roll-up that included iconic brands like Reborn Cabinets, DreamStyle Remodeling, NewPro, and more. The fallout? Nearly 3,000 jobs lost and homeowners across multiple states left mid-project with demos, dumpsters, and zero communication. Janet and Caitlyn explain what happened, why private equity flocked to the industry during the pandemic boom, and what caused the entire structure to collapse once growth normalized. They also discuss how contractors can proactively use content marketing to rebuild trust in shaken markets—especially messaging around reliability, local ownership, and what to do if your contractor disappears. Then, they shift to new survey data shaping expectations for 2026. According to the Harvard Joint Center for Housing Studies, remodeler growth next year should be slow, steady, and predictable—a welcome change after several years of extreme swings. Aging home inventory, high home equity, and the “improve-don’t-move” trend continue to drive demand. Meanwhile, new NAHB data shows that homeowners are now prioritizing comfort and lifestyle upgrades over ROI, meaning contractors should rethink how they talk about value. Finally, the duo dives into rapid-fire digital marketing updates—including OpenAI’s new Atlas browser, the AI-powered tool that can summarize pages, automate research tasks, and reshape daily workflow for marketers and contractors. It’s a packed, practical episode filled with insights, warnings, and opportunities to help home improvement companies stay steady, strategic, and competitive heading into 2026. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| The Shift Has Begun: How AI is Changing the Online Game | 06 Aug 2025 | 00:21:25 | |
In this first installment of a three-part mini-series, hosts Janet and Meredith explore how AI is fundamentally transforming the way homeowners search for services online and what that means for home improvement contractors trying to generate leads. The conversation centers around the shift from traditional keyword-based SEO to AI-generated answers in search engines like Google, and the rise of “answer engines” like ChatGPT and Siri. These tools provide immediate, conversational responses, often without users needing to click on any links. The hosts explain how this change is reducing website traffic, increasing the importance of high-quality, structured content, and forcing businesses to adapt their web strategy to remain visible. They stress that contractors need to create content that not only ranks for keywords but also feeds AI models to be included in these new formats. The big takeaway is: don’t ignore the shift, start adapting now. A free AI visibility guide is available to help contractors get started, and the hosts tease deeper tactical advice in the next episode. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| SPECIAL GUEST: Aging in Place - Tapping into the Home Access Market with Ross Gaskin | 30 Jul 2025 | 00:37:35 | |
In this episode, Janet Mobley and Meredith Medlin chat with Ross Gaskin, VP of Sales at Health at Home, about the fast-growing “aging in place” market and how contractors can seize this opportunity. Ross shares insights into home accessibility trends, common contractor mistakes in barrier-free bathroom installs, and why selling grab bars could be your ticket into larger remodel projects. If you're a contractor looking to diversify your services or add meaningful value to your bath remodels, this episode is packed with practical advice, product knowledge, and business-building tips. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| SPECIAL GUEST: Ryan Cohn from Blazeo | 23 Jul 2025 | 00:27:24 | |
In this episode of Digital Marketing for Contractors, Janet and Caitlyn sit down with Ryan Cohn, Content Marketing Manager at Blazeo, to dive into the massive impact of speed to lead and how automated, real-human follow-up can supercharge your sales pipeline. Formerly known as Apex Chat, Blazeo has evolved into a powerful suite of tools for contractors—offering live chat staffed by trained U.S.-based agents, 24/7 call center support, AI-powered voice and chat features, and seamless CRM integrations. Ryan breaks down how Blazeo helps contractors respond faster, qualify leads better, and ultimately win more deals—without adding pressure to internal teams. You’ll also hear success stories, like one contractor who saw a 24% increase in gross revenue, and how easy it is to get started. If you’ve ever struggled with slow lead response or messy follow-up, this is your episode. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| SPECIAL GUEST: HeavySet Tech with Scott Berman | 16 Jul 2025 | 00:36:11 | |
In this episode, we’re joined by Scott Berman, veteran home improvement leader and the founder of HeavySet Forms. Scott shares how his 30+ years in the industry — and the challenges he faced at Florida Window & Door — inspired him to create a powerful lead automation tool. HeavySet Forms helps contractors automate appointment scheduling, follow-up, and confirmation using AI — converting more web leads (even after hours) without relying solely on call centers. You’ll hear real data on how it reduces cancellation rates, increases close rates, and helps your marketing budget go further. This conversation is a must-listen if you’re serious about streamlining your sales process and getting more out of every lead. 🔗 Learn more at www.heavyset.tech Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| 41. TV and OTT Advertising in Digital Strategies | 09 Jul 2025 | 00:20:00 | |
In the final episode of the Build, Grow, Dominate series, Janet and Caitlyn dive into how home improvement contractors can leverage TV and OTT (Over-the-Top) advertising to supercharge their brand presence. From the basics of how these platforms differ to tactical tips on creative production, tracking ROI, and real-world success stories—this episode breaks down how traditional and streaming ads fit into a modern, high-performing digital marketing strategy. Whether you're already investing in digital or just stepping into video ads, this episode will help you align your messaging, amplify your reach, and make every ad dollar work harder. Learn how to connect the dots between your streaming campaigns and your website traffic, and why homeowners may already think you’re “on TV”—even if you’re just on YouTube. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| SPECIAL GUEST: Why Your Sales Team Needs a CRM Built for Construction | 04 Jul 2025 | 00:29:48 | |
In this episode of Digital Marketing for Contractors, we’re joined by Erik Vargas, co-founder of FollowUp CRM. Built from inside a commercial roofing company, FollowUp CRM is tailor-made for construction contractors with a commercial and residential division. Erik dives into why traditional CRMs fall short in this industry, how poor follow-up is killing your close rate, and what separates high-performing contractors from the rest. We talk about:
Whether you’re still managing your pipeline on spreadsheets or using a CRM that doesn’t fit your workflow, this episode will challenge the way you think about sales systems in construction. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| 40. Multi-Channel Marketing: Integrating Digital Campaigns with Traditional Media | 02 Jul 2025 | 00:23:50 | |
In this episode of Digital Marketing for Contractors, Janet and Caitlyn explore how to unlock the full potential of your marketing strategy by blending digital tactics with traditional media. Whether you're running TV and radio ads or building out Google PPC and social campaigns, this episode explains how to ensure your messaging is cohesive, your channels are aligned, and your results are trackable. They break down real-world tactics, share a powerful case study, and introduce the “marketing triangle” strategy that combines online, offline, and in-person channels for maximum impact. If your goal is to boost visibility, credibility, and conversions, this episode is a must-listen. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| 39. Field Marketing Meets Digital: A Hybrid Approach | 25 Jun 2025 | 00:21:13 | |
In this episode of Digital Marketing for Contractors, Janet and Caitlyn dive into one of their favorite strategies—hybrid marketing. Designed for contractors who are beyond the startup phase and actively scaling, this episode explores how to integrate field marketing tactics (like home shows, canvassing, and signage) with digital marketing strategies (like SEO, PPC, and email nurturing). Listeners will learn:
If you're only doing field or digital marketing—this episode proves why you’re leaving money on the table. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| SPECIAL GUEST: How to Use Project Map It to Build Trust and Book More Jobs | 20 Jun 2025 | 00:31:26 | |
Special Guest: Steve Spence, Managing Director of Project Map It In this episode of Digital Marketing for Contractors, Janet and Caitlyn sit down with Steve Spence, the managing director of Project Map It—a powerful tool that helps contractors showcase completed projects, collect reviews, and ultimately close more deals. Steve shares the story behind the software, how it’s helping contractors build trust, and why it works for both new and established companies. From interactive maps and review capture tools to seamless CRM and supplier integrations, Project Map It turns your work into a high-performing digital sales asset. What You’ll Learn:
Bonus: Listeners who mention FatCat Strategies get 15% off for life when signing up for Project Map It. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| 38. Maximizing Manufacturer Leads Through Digital Campaigns | 18 Jun 2025 | 00:26:08 | |
In this episode, Janet and Caitlyn break down a powerful yet underutilized strategy for lead generation: integrating manufacturer leads into your digital marketing campaigns. Perfect for home improvement businesses in growth or scale mode, this episode outlines how to go beyond word-of-mouth and aggregator leads by partnering more effectively with product manufacturers. Key Takeaways:
Whether you're already getting manufacturer leads or just discovering the potential, this episode is packed with actionable insights. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| Speed to Lead & Beyond: How Smith.ai Helps Contractors Convert More Calls & Clicks | 24 Sep 2025 | 00:36:53 | |
In this episode of Digital Marketing for Contractors, Janet and Caitlyn sit down with Maddy Martin, SVP of Growth at Smith.ai, to tackle one of the biggest challenges contractors face: missed opportunities from slow lead response. Maddy shares why speed-to-lead is critical, how Smith.ai helps contractors answer every call, chat, and text, and how better lead handling drives ROI. From practical tips to real-world success stories, this conversation is packed with strategies to help contractors stop wasting leads and start booking more jobs. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| 37. Choosing the Right Digital Marketing Agency for Growth | 11 Jun 2025 | 00:25:40 | |
In this episode, Caitlyn and Janet dive into what growing home improvement contractors should consider when choosing a digital marketing agency—especially if you're outgrowing that set-it-and-forget-it vendor relationship. If your business is scaling past the $5M mark and you're looking for a strategic partner (not just a task-taker), this episode will show you exactly what to look for. They outline:
They also introduce a free downloadable Agency Scorecard to help you compare potential vendors. This is a must-listen if you’re serious about scaling your business. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| SPECIAL GUEST: Creative Ways Contractors Can Use Gift Cards to Drive Leads, Loyalty & Referrals | 06 Jun 2025 | 00:32:32 | |
Using Gift Cards to Boost Leads and Loyalty with Evan Crum from PerfectGift.com In this episode, we’re talking with Evan Crum from PerfectGift.com about how home improvement companies can use gift cards to:
PerfectGift.com offers customizable Visa/Mastercard and retail gift cards with powerful tracking and support tools. Plus, their PerfectGift+ product gives recipients total choice—from brands to cash. 🎁 Listener Exclusive: Mention this podcast for perks like free shipping and free digital credit on your first order. 📞 Contact Evan directly at 412-903-3758 or evan.crum@perfectgift.com 🌐 Learn more at PerfectGift.com Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| 36. Optimizing Sales Funnels for Better Digital Conversions | 04 Jun 2025 | 00:41:40 | |
Title: How to Build and Optimize Your Sales Funnel Series: Build. Grow. Dominate. – Part 2 In this week’s episode, Janet and Caitlyn kick off Part 2 of their “Build. Grow. Dominate.” series by diving deep into how Level 2 home improvement contractors can structure and optimize their sales funnel to increase conversions. They break down the five essential stages of a contractor's funnel—Awareness, Interest, Consideration, Intent, and Purchase—and offer actionable advice, best practices, and real-world examples for improving each stage. Whether you’re already generating leads or still building visibility in your market, this episode is packed with tips on how to turn more of those clicks into contracts. From using localized Meta ads and lead magnets to follow-up systems, sales training, and CRM personalization, Janet and Caitlyn cover it all—plus a cautionary tale about how one door-knocker lost a sale by waking a sleeping baby. 🎧 Tune in for practical ways to boost your conversion rates without increasing your ad spend. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| 35. Avoiding Common PPC Pitfalls | 28 May 2025 | 00:33:34 | |
In this episode, Janet and Caitlyn break down the 10 most common PPC advertising mistakes replacement contractors make—and how to avoid them. From weak ad copy and mismanaged budgets to overlooked geographic targeting and missing conversion tracking, this is a must-listen for contractors who want better ROI from their Google Ads campaigns. Whether you're running ads yourself or working with an agency, you'll walk away with smarter questions to ask, critical fixes to implement, and the confidence to improve your paid ad results. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| SPECIAL GUEST: Hiring the Right Leaders: Executive Recruitment in Home Improvement | 23 May 2025 | 00:36:44 | |
In this episode of Digital Marketing for Contractors, Janet and Caitlyn sit down with Ryanne Millis, Director of the Home Improvement Division at Brix Recruiting Partners. Ryanne shares expert insights into the recruiting challenges and opportunities facing growing home improvement companies today. From sales managers to production leaders, Brix specializes in finding top-tier talent for management and executive roles—especially when you’ve outgrown job boards and need real results. This conversation covers:
Whether you’re a $3M contractor scaling fast or a $30M enterprise expanding into new markets, this episode is packed with valuable takeaways on how to grow smarter—with the right people in the right roles. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| 34. Digital Marketing Agencies: Finding the Right Fit | 21 May 2025 | 00:28:13 | |
In this episode, Janet and Caitlyn break down how home improvement contractors can find the right digital marketing agency to support their growth. They discuss why hiring an agency is a smart move, the must-haves to look for, the red flags to avoid, and how the right fit can transform your business. With real stories, candid advice, and actionable tips, this episode is a must-listen for any contractor ready to stop wasting money and start seeing real marketing results. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| 33. Effective CRM Solutions - Streamlining Your Digital Marketing Campaigns | 14 May 2025 | 00:32:11 | |
In this episode of Digital Marketing for Contractors, Janet and Caitlyn break down one of the most important systems in any home improvement business: the CRM (Customer Relationship Management) platform. Whether you're still running your company from a whiteboard and a spreadsheet or already using a CRM, this episode is packed with practical insight on how the right system can transform your operations, marketing, and growth potential. They cover:
The takeaway? If you want to grow, you need a CRM. It's not just software—it’s a business upgrade. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| 32. Importance of Call Centers in Digital Marketing Campaigns | 07 May 2025 | 00:27:43 | |
In this episode, Janet and Caitlyn dive into the crucial role that call centers play in bridging the gap between digital marketing leads and actual sales opportunities. They explore how a call center acts as the connective tissue between your marketing team and your sales reps — especially for replacement contractors and home improvement companies. You'll learn why having a call center can dramatically increase your lead conversion rate, how it affects marketing ROI, and what to look for in a call center partner. Whether you’re running paid search, social ads, or sweepstakes campaigns, this episode breaks down how call centers keep your pipeline healthy by following up fast, staying persistent, and qualifying leads correctly. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| 31. Effective Lead Generation on a Budget | 30 Apr 2025 | 00:28:35 | |
In this episode of Build Grow Dominate, hosts Janet and Caitlyn of FatCat Strategies dive into practical and budget-friendly lead generation tactics tailored for home improvement contractors. Designed for businesses generating under $5 million in revenue, the episode is packed with actionable tips that don’t require a huge marketing budget but can significantly boost visibility and lead volume. 1. SEO Content Creation The first strategy is optimizing your website for SEO. While not completely free, SEO can be tackled in-house by dedicating time and effort. Contractors are encouraged to create authentic, helpful content based on common homeowner questions. For example, if you install decks, writing blog posts that address the top 10 questions homeowners have about deck installation is a great place to start. This content not only improves your visibility in search results but builds trust with potential customers. 2. Online Reviews and Directories Next, the hosts emphasize the importance of online reviews. These serve as digital word-of-mouth and heavily influence a homeowner’s decision-making process. Google Business Profile is highlighted as the most essential platform, but others like Yelp, Houzz, Angie, and even Nextdoor are valuable too. Not only do reviews impact credibility and rankings, but when written with detail—mentioning products, services, or neighborhoods—they can feed back into your SEO efforts. The importance of maintaining accurate and active listings on local online directories is also covered. These platforms help homeowners find and validate your business, and many offer additional visibility through customer reviews. 3. Social Media Presence Even minimal effort on social media can go a long way. Contractors are advised to maintain a basic presence—think two posts a month—to give the impression of an active, legitimate business. These posts can feature jobsite photos, client testimonials, or reshared reviews and blog content. Platforms like Facebook, Instagram, and Nextdoor are suggested for reaching local homeowners, while LinkedIn is more appropriate for professional networking. 4. Local Sponsorships A creative, low-cost idea that came directly from a FatCat client involves sponsoring hyperlocal organizations like kids’ sports teams or community clubs. Not only does this build goodwill with customers, but it also increases brand visibility within your target neighborhoods. These sponsorships often cost less than $1,000 and can lead to brand mentions on websites—providing valuable backlinks that further support your SEO. 5. Online Communities & Forums Finally, contractors are encouraged to participate in online forums and community groups. Platforms like Nextdoor, Reddit, Facebook Groups, and even legacy tools like Yahoo Groups can be goldmines for lead generation—especially in neighborhoods with older homeowners. The key is to engage genuinely: answer questions, provide advice, and demonstrate your expertise. In short, generating high-quality leads doesn't have to break the bank. With consistent effort, authenticity, and community involvement, home improvement contractors can drive meaningful growth—even on a tight budget. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| 30. SEO & PPC: Basics for Boosting Online Visibility | 23 Apr 2025 | 00:24:57 | |
This episode is part of a 2-part series of “Build, Grow, Dominate: Marketing Strategies for Every Stage of Your Home Improvement Business,” created and hosted by the digital marketing experts at FatCat Strategies — a full-service agency based in Raleigh, North Carolina, that specializes in helping home improvement contractors grow, scale, and dominate their local markets. In this first installment of the series, hosts Janet (Founder & Managing Partner) and Caitlin Noble (Co-owner & Head of Client Services) break down the essential marketing question that every contractor faces at some point: “Should I invest in SEO or PPC?” Spoiler alert: It’s not an either-or — it's both. But understanding the how, when, and why behind each strategy is the key to unlocking real business growth. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| Summer 2025 News Roundup: Remodeling Trends, Surveys & Digital Marketing Updates | 17 Sep 2025 | 00:36:11 | |
In this special summer roundup episode, Janet and Caitlyn break down the latest news and research shaping the home improvement and remodeling industry. From builder confidence reports and Harvard’s remodeling forecasts to surveys from Qualified Remodeler, AIA, and Houzz, we connect the dots on what these shifts mean for your business. We also dive into the latest platform updates from Meta, Google, and AI-driven search—and how they’re already affecting contractors’ lead generation. What you’ll learn in this episode:
Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| NEW SEASON: Build, Grow, Dominate | 21 Apr 2025 | 00:04:12 | |
Digital Marketing for Contractors is the go-to podcast for home improvement business owners who want to take their marketing — and their business — to the next level. Brought to you by FatCat Strategies, our new series, "Build, Grow, Dominate: Marketing Strategies for Every Stage of Your Home Improvement Business," explores what it really takes to stand out and succeed in a competitive market. Whether you're a siding contractor, roofer, bathroom remodeler, or any kind of home improvement pro, you’ll get expert insights, real-world strategies, and proven tips you can actually use. 💥 This series is split into two parts, each with six episodes — all designed to help you level up your business. Whether you're just getting started or ready to scale, you'll learn how to sharpen your brand, generate better leads, and close more deals at every stage of your journey. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| SPECIAL GUEST: Andrew Martin of Marlimar - Revolutionizing Home Improvement Marketing | 03 Apr 2025 | 00:37:40 | |
In this episode of Digital Marketing for Contractors, the Fat Cat Strategies team sits down with Andrew Martin, Senior VP of Business Development at Marlimar Interactive, to explore how text messaging is transforming lead generation and customer engagement for home improvement companies. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| SPECIAL GUEST: Frank Patierno with FullThrottle.ai | 24 Feb 2025 | 00:24:43 | |
In this episode of Digital Marketing for Contractors, hosts Janet Mobley and Caitlyn Noble from FatCat Strategies talk with Frank Patierno of FullThrottle.ai about innovative ways to turn website visitors into customers. The discussion highlights how businesses can maximize their existing website traffic using AI-driven marketing strategies to improve engagement and conversion rates. FullThrottle.ai helps home improvement contractors identify and reach potential customers who visit their websites but don’t fill out contact forms. By using privacy-compliant technology, businesses can reconnect with these visitors through targeted digital and offline marketing, ensuring they stay top-of-mind during the decision-making process. FullThrottle.ai’s tools help businesses refine their marketing efforts, allowing them to engage with interested homeowners through strategic digital advertising, direct outreach, and personalized follow-ups. For contractors looking to enhance their marketing effectiveness, understanding and leveraging website traffic is key. This episode offers insights into how businesses can optimize their outreach, build stronger brand recognition, and ultimately drive more sales. Listeners can learn more or request a free website analysis at fatcatstrategies.com. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| SPECIAL GUEST: Cory Getz, Founder of Unrushed Honest Quality | 04 Feb 2025 | 00:51:06 | |
In this episode of Digital Marketing for Contractors, hosted by FatCat Strategies, Janet and Caitlin speak with Cory Getz, owner of Unrushed Honest Quality (UHQ) in Indianapolis. Cory shares his journey from working in construction at a young age to launching his own successful contracting business specializing in James Hardie siding, roofing, and windows. He discusses early business challenges, including scaling too quickly, marketing missteps, and the importance of strong systems and relationships to sustain growth. Cory emphasizes the role of effective marketing and lead generation, noting that while word-of-mouth and local sponsorships are valuable, digital marketing plays a critical role in sustaining business success. He highlights the importance of owning key assets like a Google Business Profile and a CRM, tracking lead sources, and strategically allocating marketing budgets. His approach focuses on setting marketing spend based on target revenue rather than past earnings, ensuring long-term growth. Additionally, Cory introduces his consulting company, JHC in a Box, which helps contractors streamline their sales, pricing, and production processes. With industry changes such as increased regulations, shifting insurance policies, and private equity acquisitions, he stresses the importance of building strong systems and processes to remain competitive. His goal is to help contractors avoid common pitfalls, grow efficiently, and ultimately achieve long-term success. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| 29. SEO Trends You Can't ignore in 2025 | 23 Dec 2024 | 00:30:35 | |
In this episode of Digital Marketing for Contractors, Janet and Caitlin from Fat Cat Strategies explore the rapidly changing world of search engine optimization (SEO) and the key trends contractors need to know for 2025. With Google making over 5,000 algorithm changes in 2024 alone, staying ahead requires adapting to new technologies and search behaviors. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| 28. Can you get all the leads you need from the internet? | 09 Dec 2024 | 00:27:34 | |
In this episode of Digital Marketing for Contractors, the team at Fat Cat Strategies dives into an often-overlooked truth: online marketing alone isn’t enough to sustain and grow a successful home improvement business. While digital strategies like SEO, paid ads, and social media are crucial, the most successful contractors pair these tactics with offline marketing to maximize their reach and impact. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| 27. Should you pay to advertise your own brand name? | 26 Nov 2024 | 00:18:36 | |
In this episode of Digital Marketing for Contractors, hosts Janet and Jack from Fat Cat Strategies discuss the benefits and strategies of running branded ad campaigns for home improvement contractors. They break down the purpose of branded campaigns—pay-per-click (PPC) ads that target a business's own name. Jack explains that branded campaigns act as a "defensive play" by helping contractors secure their own brand name in search results, preventing competitors from intercepting potential customers. They also explore scenarios like when a competitor has a similar name or when a business wants to boost visibility and trust through a combined presence of organic search results, Google Business Profile, and paid ads. Janet and Jack discuss metrics to watch, such as cost-per-click and search impression share, and emphasize that branded campaigns should be highly cost-effective since they target people already looking for the business. They touch briefly on competitor campaigns, where businesses target competitor names in ads, although they note restrictions on directly using competitors’ names in ad text. They conclude by advising that while branded campaigns are best for established businesses, new companies should focus first on non-branded campaigns to build awareness. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| 26. Cautionary Tale: Don't let your Google Ad account get shut down | 12 Nov 2024 | 00:21:29 | |
In this episode of Digital Marketing for Contractors, Janet and Jack from Fat Cat Strategies discuss essential guidelines and potential pitfalls of advertising on Google, particularly for home improvement contractors. They emphasize that violating Google Ads policies can lead to account suspensions and, in severe cases, permanent bans. They highlight common violations, such as creating multiple ad accounts, using outdated billing information, and unintentional ad policy violations related to misleading content or discriminatory targeting. One example shared is of a client whose account was suspended after hiring multiple agencies, each running separate ad accounts for the same business—a direct violation of Google’s policies. This issue was complex to resolve due to Google’s policy of withholding specific violation details from advertisers to prevent manipulation. Jack and Janet also touch on less common violations like financing offers, phishing, malware, and cloaking, which could unknowingly lead to suspensions. They explain that Google’s support process is slow, often taking weeks or months to resolve issues, and caution against creating new accounts to bypass suspensions. Finally, they advise contractors to follow Google’s appeals process carefully and offer a downloadable guide on their website for avoiding account suspensions and navigating Google Ads policies effectively. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| 25. Don't let a hacked website damage your online marketing efforts | 23 Oct 2024 | 00:20:24 | |
In this episode of Digital Marketing for Contractors, Janet and Caitlin from Fat Cat Strategies discuss the crucial steps contractors should take when their website is hacked, along with the impact on SEO and digital marketing. They emphasize that while a hacked website can feel overwhelming, the first step is to stay calm and not panic. Websites are vital for lead generation, and recovering from a hack is critical for maintaining business operations. The hosts outline the three essential steps to recover from a hack: cleaning your site, requesting a review from Google, and rebuilding trust with fresh, authoritative content. Cleaning your site involves either restoring a previous backup or using a service like Sucuri to remove malicious code. Once the site is clean, it's crucial to request a review from Google to ensure your website is re-indexed and deemed safe for visitors, as hacked sites are often de-indexed and removed from search results, which can severely impact traffic and visibility. The final step is rebuilding trust with Google by publishing high-quality content that demonstrates Expertise, Authority, and Trustworthiness (E-A-T). This helps improve your site's reputation and ranking after a hack. The hosts also stress the importance of ongoing website protection, including malware scans, firewalls, and regular updates, to prevent future attacks. They share an anecdote about a client who refused security measures and ended up with their website hacked, resulting in Japanese characters appearing in their Google search result titles. This example illustrates the importance of taking website security seriously. In conclusion, they encourage listeners to protect their websites proactively and seek expert help if needed. Contractors should follow these steps to recover quickly and maintain their digital presence. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| 24. Google Trends: How to use this free tool to predict seasonality | 18 Oct 2024 | 00:20:30 | |
In this episode of Digital Marketing for Contractors, Janet and Caitlyn from Fat Cat Strategies discuss how home improvement contractors can use Google Trends to enhance their marketing efforts. Google Trends, a free tool, helps contractors track search patterns and seasonal trends, giving valuable insights into when customers are most likely to search for services like roofing, siding, or window installation. The hosts explain how contractors can strategically use this data to allocate their marketing budgets during peak search periods, maximizing their chances of generating leads. They also highlight the importance of understanding what homeowners are actually searching for, noting that customers often use broad, non-technical terms like "siding replacement" rather than specific product names. By adjusting content to match these terms, contractors can improve their visibility online. Janet and Caitlyn also suggest alternative marketing tactics, such as direct mail and email marketing, to maintain lead generation during off-peak seasons. They stress the value of cross-promoting services and offering seasonal promotions to stay top of mind with potential customers. In summary, Google Trends is a powerful tool for contractors to plan and optimize their marketing efforts based on search volume and seasonal demand, ensuring they reach the right audience at the right time. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| The Power of the Pitch: Featuring Dean Curtis of Ingage.io | 10 Sep 2025 | 00:32:26 | |
In this episode of Digital Marketing for Contractors, Janet and Caitlyn sit down with Dean Curtis, CEO of Ingage, to talk about transforming the in-home sales presentation. Dean shares how Ingage helps contractors close more deals with polished, interactive, and data-driven presentations that boost professionalism and consistency across sales teams. You’ll hear real success stories, tips for overcoming adoption challenges, and a sneak peek at what’s next for the platform. Plus, Janet and Caitlyn announce that FatCat Strategies is now a Certified Ingage Design Partner—helping contractors get the most out of their sales pitches. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| 23. What is the Difference Between Google Guaranteed Ads and Paid Search? | 26 Sep 2024 | 00:29:40 | |
In this episode of Digital Marketing for Contractors, Janet and PPC specialist Jack Ankoviak discuss Google Guaranteed Ads, also known as Local Service Ads (LSAs). They explain how these ads work, how to set them up, and the benefits of using a pay-per-lead model for home improvement contractors. They also cover the differences between Google Guaranteed Ads and traditional paid search ads, the pros and cons of the platform, and practical tips for maximizing ad performance. Whether you're new to LSAs or looking to optimize your current campaigns, this episode provides valuable insights for contractors looking to grow their business. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| Navigating Transitions in Google Ads Management Agencies | 29 Aug 2024 | 00:22:11 | |
Transitions between Google Ads agencies are often necessitated by various factors—perhaps a client is seeking better performance, a different strategic approach, or simply a new agency partnership. However, without a well-executed transition plan, the shift can disrupt ongoing campaigns, lead to a loss of valuable data, and strain client relationships. This episode underscores the importance of managing these transitions smoothly to avoid such pitfalls. By the end of the episode, you’ll have a clear roadmap for managing agency transitions effectively, equipped with strategies to mitigate risks and best practices to ensure that the process is as seamless as possible. Whether you're currently facing a transition or simply preparing for the possibility, this episode will provide the guidance you need to navigate the process with confidence. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| 22. Digital Mess | 05 Apr 2024 | 00:23:36 | |
Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| Renoworks | 05 Apr 2024 | 00:31:26 | |
This episode, we are joined by a guest from Renoworks. Go to Renoworkspro.com/fatcat for a special offer. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| 21. Changing PPC Agencies? | 27 Mar 2024 | 00:22:12 | |
Tips and warnings so you don't lose data or get your account shut down. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| 20. Buying a business? | 26 Mar 2024 | 00:22:29 | |
Digital marketing Due Diligence Checklist. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| 19. Continuing Ed For Contractors | 17 Oct 2023 | 00:21:01 | |
Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| 18. The Digital Marketing Buying Journey | 17 Oct 2023 | 00:26:05 | |
Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| 17. Building Brand Awareness | 17 Oct 2023 | 00:29:18 | |
Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| 16. Nurturing leads into sales | 19 Sep 2023 | 00:26:05 | |
Not every homeowner who visits your website is ready to buy right now. In this episode we explore different ideas, tactics and messages that you can use to help your prospects along every stage of their buying journey. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| The Power of Customer Reviews for Home Improvement Contractors | 03 Sep 2025 | 00:25:04 | |
Customer reviews aren’t just “nice-to-haves” anymore—they’re one of the most powerful tools in your marketing toolbox. In this episode of Digital Marketing for Contractors, Janet sits down with Arden, FatCat account manager, to talk about:
If you’re a contractor trying to win more leads, this episode is packed with tactical advice you can use right away. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| 15. Make the Most of Your Slow Season | 13 Sep 2023 | 00:17:51 | |
When leads are pouring in, everybody's happy. But what happens when they slow down? Do you have a plan for that? In this episode we discuss tactics and strategies to navigate periods with slower and lower lead volume. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| 14. Making the Most of Your CRM | 02 Aug 2023 | 00:25:33 | |
In this episode, we talk about how to take advantage of your CRM (customer relationship management) software. Everything from how to pick the best one, to how to implement it with your team, to what opportunities a CRM can open up for your contractor business. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| 13. Google Analytics 4 | 05 Jul 2023 | 00:24:55 | |
In this episode, we talk about the newest version of Google's tracking software, called Google Analytics 4 (GA4). We'll share some tips on what GA4 can do for you, and whether or not you should worry about updating to this newest version. Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||
| 12. Capture Great Jobsite Photos | 07 Jun 2023 | 00:26:01 | |
In this episode, we talk about how to get quality jobsite photos on every project. From photo techniques, to organization strategies, to motivators for your team to actually take the photos, we've got some tips on how to ensure you get great photos to showcase your work every time! Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com. | |||