Explore every episode of the podcast The TradeMarke

Laura Kelly, CPO of Clover Growth Partners, joins Sarah to break down the mindset shifts that separate high-achieving business owners from burned-out ones. From her RPM planning system to the concept of "who, not how," Laura shares the frameworks she uses to run six home service companies, raise two kids, and still show up as her best self — without sacrificing the life she's building along the way.

What does it look like to lead 15 home services franchise brands — and still be excited about every single one of them? In this episode, Sarah and Eric sit down with Beth Toenies, COO of 1-800-BOARD-UP and VP of Franchise Development for BELFOR Franchise Group, to talk all things franchising, growth, and the future of the trades.

Beth breaks down what makes the franchise model so powerful for tradespeople who are great at their craft but want support on the business side. She shares how BELFOR's family of brands — from Ducks and Z Plumbers to Blue Kangaroo Packouts and Redbox+ Dumpsters — are designed to complement each other and create real synergy in local markets.

The conversation also dives into how AI and automation are reshaping operations in the field, why BELFOR is leaning in rather than shying away, and what intentional, sustainable growth actually looks like in franchising.

Whether you're a trade professional curious about business ownership or a franchise enthusiast looking for your next opportunity, this episode is packed with insights, energy, and a few laughs along the way.

In this episode of The TradeMarke Podcast, hosts Eric Thomas and Sarah Ghirardo sit down with Katie Donovan, Founder of CAMP Digital, for a deep, practical conversation about the real impact of AI on marketing, operations, and growth in the trades.

Katie breaks through the noise surrounding AI and explains why “AI” has become one of the most misunderstood terms in business today. From operational AI and generative AI to ad performance, data ownership, and compliance, this episode explores what contractors should be paying attention to—and what could quietly put their businesses at risk.

You’ll hear why AI is more than a shift and why it may be bigger than the invention of the internet itself. The discussion covers how search is evolving into a predictive, agent-driven experience, why “queryless search” is coming faster than most people realize, and how small and mid-sized contractors actually have an advantage in this moment if they’re willing to move.

This episode also dives into:

• Why messy data leads to dangerous AI outputs

• How AI hallucinations and automation errors can create real liability

• What contractors must ask vendors about data ownership and compliance

• Why trust-but-verify is now a requirement, not a suggestion

• How AI agents will soon book jobs, schedule service, and make decisions on behalf of customers

• Why marketing, operations, and technology are converging faster than ever

Most importantly, this conversation reframes AI as both an asset and a responsibility. If you’re a contractor, marketer, or business owner trying to understand how AI affects your marketing, your customer data, and the future of search, this episode will give you clarity without hype—and direction without fear.

What does it take to generate $18.5 million in residential sales in a single season? According to Dan Walrack, the founder of Go Beyond the Hustle, it isn’t about fancy tech or aggressive closing tactics—it’s about being a good human.

In this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas sit down with Dan live at the Build It to Sell It conference. With 27 years of experience in the roofing industry, Dan shares his transition from the "blood, sweat, and tears" of door knocking to building a sustainable, high-growth career by leveraging his "village" and putting the homeowner first.

In this episode, we discuss:

• The Evolution of Sales: Why it was actually harder to sell roofs 25 years ago despite today’s increased competition.

• The "Good Human" Philosophy: Why pursuing the homeowner’s best interest is the most profitable business strategy you can have.

• Career vs. Job Mindset: How to stop treating your sales role like a 9-to-5 and start building your personal brand within your company.

• The Power of Support: Dan discusses the importance of delegation and how virtual assistants (like SMA) can break the ceiling on your sales capacity.

• Modern Entitlement in the Trades: A candid look at how technology has changed the sales floor and what’s missing in the new generation of closers.

Whether you're a roofing veteran or a technician looking to improve your conversion rates, Dan’s insights on "playing the long game" will change the way you look at your next service call.

Live from Build It to Sell It in Marco Island (formerly the Roofing Process Conference), Sarah Ghirardo and Eric Thomas unpack what it really takes to scale a home service business you can eventually exit. They dig into the true bottleneck to growth (spoiler: the owner), why buying more software rarely fixes anything, and how agencies and marketers are reacting to the “shift” happening in search as AI changes how customers discover contractors.

From AEO and AI search visibility to the fundamentals that still win (brand, community presence, content that actually answers questions), this episode is a rapid-fire reminder that marketing can’t revolve around Google alone. The conversation wraps with a practical list of community-driven marketing ideas contractors can implement immediately, plus a challenge to rethink lead aggregators, referrals, and the long-term game of building a business worth buying.

If you’re trying to grow, simplify, and build something that doesn’t depend on you for every decision, this one’s for you.

In this episode of The TradeMarke Podcast, we are joined by Aaron Cooper, Co-Founder and CEO of Sameday AI, for a deep dive into how AI is transforming call handling, booking rates, and revenue growth in the home services industry.

Aaron shares the real story behind building Sameday after discovering his own company was missing 15–20% of inbound leads—and how that realization led to an AI sales agent that now answers millions of calls and books over 90% of qualified leads for HVAC, plumbing, and electrical businesses.

The conversation covers why AI should multiply strong systems rather than replace people, how elite contractors are using AI CSRs and dispatchers to outperform traditional call centers, and why missed calls remain one of the most expensive leaks in a contractor’s marketing funnel. They also explore where AI is headed next in the trades—from autonomous follow-ups and collections to predictive dispatching—and why the contractors who “turn it on full-time” are seeing outsized growth.

If you’re a home service business owner wondering whether AI is hype or a true competitive advantage, this episode delivers a grounded, operator-level perspective on what’s working right now—and what’s coming next.

The TradeMarke Podcast bridges the gap between the skilled trades and modern marketing. Hosted by Eric Thomas of Rival Digital and Sarah Ghirardo of Remarketable, this podcast is built for contractors, trade business owners, and marketing leaders who want to grow smarter, scale faster, and build lasting value.

Each episode delivers real conversations with industry leaders across HVAC, plumbing, electrical, roofing, and home services. We dig into what actually drives growth in the trades, from systems and technology stacks to leadership, capital, branding, and demand generation. No fluff. No theory. Just proven strategies, real stories, and hard-earned lessons from the field.

Whether you are building a local trade business, scaling past eight figures, or supporting the trades through marketing and technology, The TradeMarke Podcast gives you the insights you need to make better decisions and stronger moves. We are here for the big ideas, the everyday wins, and the people shaping the future of the trades.

In this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas sit down with Ismail Shahid, a 30-year plumbing veteran who has worked everywhere from historic New York brownstones to the mountains of Colorado and the neighborhoods of South Carolina.

Ismail shares how he went from organizing parts in a shop to becoming a seasoned service plumber, why starting in the stockroom gave him a competitive edge, and a few unforgettable “learning experience” stories from the field. He breaks down what it really means to be a true service technician today: minimizing mistakes, adapting to constant change, and always putting the homeowner’s needs first.

The conversation dives into:

• How mindset shapes a long-term career in the trades

• Why service quality has slipped in some areas and how to bring it back

• The tension between sales training and true technical training

• Adapting to new technology, tools, and even AI in home services

• Ismail’s passion for mentoring youth and building up the next generation of tradespeople

Whether you are in the field, in the office, or leading a team, this episode will push you to rethink how you train, serve, and grow in the trades.

The Trademarke Podcast welcomes Ryan Chute of Wizard of Ads for a masterclass in trades marketing—from HVAC to plumbing and electrical. Hosts Sarah Ghirardo and Eric Thomas dig into why most contractors get stuck choosing between branding and lead gen, and how a three-part marketing mix (brand messaging, calls-to-action, and points of entry) outperforms click-chasing campaigns.

Ryan explains the “paint the door orange” approach to stand out on search, why audio and frequency still move markets, and how to write campaignable messages that pass Broca the bouncer and live rent-free in Club Imagination. You’ll hear real-world riffs on ditching “$29 tune-ups” for offers people actually understand (hello, Noisy Door Special), adding branded chunks to improve non-branded PPC performance, and avoiding the doom loop by keeping 30%+ of spend on brand. We also touch on PPC fraud/bots, PMAX skepticism, and why radio + social mass media still win when your frequency is right.

Perfect for owners, marketers, and GMs in home services, this episode gives you the language, levers, and frequency needed to build brand equity, lower CAC, and drive the second sale.

Step into The Trademarke Podcast with hosts Sarah Ghirardo and Eric Thomas as they interview Ryan Kiscaden about his self-published children’s books — The Water Came to a Stop and The Air Came to a Stop — and his mission to introduce plumbing and HVACR to young readers.

They discuss the inspiration behind the books, surprising reactions from kids and parents, partnerships like ACCA, and how storytelling can change perceptions and support workforce development. Find the series at nextuptrades.com and on Amazon.

On this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas sit down with franchise matchmaker Adam Goldman to demystify modern franchising, especially in the home services world. Adam has spent 15+ years in the space, from owning an office-cleaning master franchise to placing candidates across 75 industries, with 60 to 70 percent in home services.

You’ll learn what makes a strong franchise candidate, why business development and operational excellence are the twin superpowers, and how owners are thriving with semi-absentee models. Adam breaks down practical growth levers like BNI, referrals, canvassing, and digital channels, and explains the trend of stacking seasonal businesses (think mosquito control plus holiday lighting) to keep teams working year-round. He also tackles the biggest misconceptions: that franchises must be brick-and-mortar and seven figures, and that royalties are a sunk cost rather than a shortcut to proven systems.

We close with Adam’s take on disclosure docs, avoiding conflicts across brands, and why the right playbook can buy back your time.

Listen in, take notes, and check the show notes for Adam’s free consult links and his book, The Franchisee Lifestyle.

On this episode of The Trademarke Podcast, hosts Sarah Ghirardo and Eric Thomas sit down with Ryan Redding for a candid, practical playbook on scaling a home service company the right way. Fresh off a year that included his team joining forces with KickCharge Creative, Ryan shares what he is doing now, why frameworks like EOS help owners win back their time, and how to spot the three problems that stall growth: time traps, profit slippage, and revenue plateaus.

You will learn how to identify personal, department, and company bottlenecks, why “manage up or manage out” creates healthier teams, and how to let go so your best people can lead. Ryan also talks through real owner tactics for protecting family time, setting outcomes instead of job titles, and building a business that is sellable and resilient.

Step into The TradeMarke with Sarah Ghirardo and Eric Thomas as they sit down with Brigham Dickinson of Power Selling Pros to explore the evolution of CSRs, technician training, and the impact of AI on trades marketing. Brigham shares real-world stories on improving call conversion, reducing callbacks, and turning CSRs into inside sales experts while emphasizing empathy, technical knowledge, and accountability.

Learn why blending soft skills with technical understanding and leveraging technology — from call recording to AI — can increase sales, improve customer experience, and strengthen your business operations.

On this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas sit down with James Hatfield, Chief Revenue Officer at LiveSwitch, to explore how live video technology is reshaping the trades.

James shares his journey from climbing ladders in the painting and power washing world to leading a global tech company powering live video for the NFL, the Super Bowl, and now thousands of home service businesses. He explains why speed to lead is the ultimate competitive advantage, how contractors can use live video to boost trust and conversions, and why the future of customer experience will come down to speed, transparency, and authentic connection.

Whether you’re running an HVAC shop, managing a plumbing crew, or looking to stay ahead in the trades, this conversation delivers a powerful look at the tools and strategies that separate winners from the rest.

On this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas sit down with Kevin Thornton, VP & GM of Dealer Business Services at JB Warranties, to uncover how warranties are transforming the trades.

Kevin shares how JB Warranties helps contractors increase revenue, build stronger customer relationships, and provide homeowners with true peace of mind. From HVAC and plumbing systems to electrical and water filtration, warranties aren’t just about protection—they’re about creating long-term trust and recurring revenue opportunities.

You’ll also hear how JB Warranties’ JB360 integration with ServiceTitan streamlines warranty sales, claims, and renewals, giving contractors the tools to reduce admin time and focus on growth. Plus, Kevin highlights the importance of educating homeowners, offering tiered warranty options, and using technology to improve customer lifetime value.

Whether you’re an HVAC, plumbing, or electrical contractor, this episode will give you actionable strategies to stand out from competitors, retain more customers, and unlock new revenue streams.

Listen now to learn how warranties can become one of your most powerful business growth tools.

On this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas sit down with Rich Harshaw, founder of Level 10 Contractor and author of Unlocking Unlimited Lead Flow, to break down the exact strategies contractors need to win online. Rich shares proven insights from decades in the home services and remodeling industry—helping companies grow from $5 million to over $150 million in revenue.

You’ll learn why most SEO agencies underperform, how to evaluate an SEO provider before hiring them, and the powerful “geo keyword pair” method for dominating local search results. Rich also dives deep into brand identity, storytelling, and how to integrate your unique message across every marketing channel—from websites to TV ads.

Whether you’re an HVAC, plumbing, or remodeling business, this episode is packed with practical, real-world advice to help you rank higher, convert more leads, and create a brand your customers will remember.

In this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas sit down with Mike Zeppetello from Powerhouse Consulting Group to explore the role of data integrity, CRM strategy, and Marketing Pro in driving real growth for home service companies.

Mike shares his journey from growing up in a family handyman business to leading marketing strategy at Powerhouse. He breaks down why trades businesses must stop seeing their CRM as a digital filing cabinet and start treating it like the central nervous system of their operations.

Whether you're using ServiceTitan, Marketing Pro, or another CRM, you’ll learn:

• Why your data might be hurting your marketing more than helping

• How to build a data-driven culture across CSRs, techs, and comfort advisors

• The top campaigns to automate right now for retention and remarketing

• How to avoid bad customer experiences with misfired emails or SMS

• When (and why) to bring in experts like Powerhouse to optimize your setup

If you're serious about scaling your HVAC, plumbing, or electrical business with smarter, more strategic marketing—this one’s for you.

In this episode of The TradeMarke Podcast, Sarah Ghirardo and Eric Thomas sit down with Marcus Piazzisi, founder and CEO of Viirl, to dig into the real-world strategies that drive results in home service marketing. From bootstrapping his agency with maxed-out credit cards to building a multi-million-dollar business, Marcus shares how Viirl became a major player by focusing on performance, not fluff.

The conversation covers everything from local lead generation and agency selection to tech stacks, reporting transparency, and how AI is reshaping operations across the trades. Plus, they talk about the importance of nurturing existing customers, planning for the slow season while you're in the busy one, and why “proximity is success” when it comes to in-home service opportunities.

If you’re a contractor, marketer, or agency pro in the trades, this episode will challenge how you think about marketing ROI, tech integration, and business strategy in today’s fast-moving climate.

In this episode of The TradeMarke Podcast, we’re joined by Ryan Englin, CEO of Core Matters, to explore his proven strategies for hiring better people and building stronger businesses. Ryan shares his Core Fit Hiring System, designed to attract top-tier applicants, reduce turnover, and create engaged, long-lasting teams.

Learn how aligning hiring practices with your company’s core values can improve retention, enhance employee satisfaction, and drive business success. Whether you’re struggling with high turnover or looking to improve your hiring process, Ryan’s insights provide actionable steps to create a workforce that wins.

In this episode of The TradeMarke Podcast, Sarah Ghirardo sits down with Jenny Benbrook, co-founder of Powerhouse Consulting Group, for a deep dive into tech strategy for contractors. Jenny shares the origin story of Powerhouse, how they’ve scaled to a 30-person team, and the growing need for thoughtful tech implementation in the trades.

From ServiceTitan to third-party tools, the conversation covers it all: how to reduce wasted spend, build a scalable tech stack, and align technology with your company’s growth goals. If you’ve ever felt overwhelmed by software options or unsure if you're getting your money’s worth from your tech investments, this is the episode for you.

You’ll learn:

• Why contractors are spending more on tech but seeing lower margins

• The difference between tech support and strategic consulting

• How Powerhouse helps contractors build a custom roadmap for growth

Whether you’re a one-truck shop or scaling past eight figures, this episode will help you rethink your relationship with technology — and grow smarter, not harder.

Listen now and start turning your tech stack into your growth engine.

In this inspiring episode of The TradeMarke Podcast, Sarah Ghirardo and Eric Thomas sit down live at AHR Expo with Krista Laden, Marketing & IT Director at Gulf Shore Air Conditioning and a board member of Lady Titans.

Krista pulls back the curtain on her 13+ year journey from admin assistant to leadership, revealing how she’s helped build a beloved, community-first brand without relying on Google Ads. Instead of chasing clicks, Krista focuses on what actually creates long-term business growth: relationships, reputation, and radical consistency.

Here's what you'll learn:

• Why Gulf Shore Air invests in community sponsorships over paid ads

• How Krista uses time blocking to juggle business, Lady Titans, and raising two young kids

• The value of hyperlocal marketing—from sponsoring 5Ks to building parade floats

• Why she believes your real ROI comes from touching hearts, not just tracking clicks

• Her favorite branding campaign (hint: it includes a homemade shrimp boat and hot cocoa)

• How local publications and community awards helped build an HVAC brand people remember

• Why Lady Titans is one of the most powerful movements in the trades—and how to get involved

Plus, we talk about how Krista is raising the next generation of trades kids by getting her family involved in the business, her top lessons from 13 years in the HVAC world, and how to lead with heart and hustle.

Whether you're a seasoned marketer, a growing operator, or just trying to balance your calendar, this episode is packed with tactical tips and heartwarming lessons on making your mark in the trades—without burning out or selling out.

In this episode of The TradeMarke Podcast, Sarah Ghirardo and Eric Thomas are joined by Dave MacDonald, founder of the Better Together Group, to talk about one of the most important (and most overlooked) aspects of growing a successful trades business: hiring and managing people who actually give a damn.

Dave shares his no-fluff philosophy—WTF: Work hard, Tell the truth, Finish the job—a mantra that’s guided his leadership for over two decades and helped over 6,000 workers find purpose-driven employment. If you're struggling with team accountability, dealing with burnout, or feeling stuck in “wimp junction” (a term you won’t forget), this episode will hit home.

Together, we explore:

• How trades business owners accidentally build underperforming teams

• The psychological toll of avoiding tough conversations—and how to overcome it

• Why firing everyone and starting over isn't a strategy (but Dave’s done it…)

• The three I’s of leadership: Intensity, Integrity, and Intentionality

• How personal relationships—especially with your spouse—can make you a better boss

• The power of peer groups and why every business owner needs one

Plus, Dave offers some raw advice on how to stop sugarcoating performance issues and start building a team that actually finishes the job—even when you don’t.

Whether you’re a trades leader with 50 employees or still wearing every hat in the business, this episode is packed with wisdom, grit, and hard-earned leadership lessons.

In this wildly entertaining and value-packed episode of The TradeMarke Podcast, Sarah Ghirardo and Eric Thomas sit down with the one and only Derek Cormier, founder of Climate Experts in Melbourne, Florida. From a single truck to a projected $12M in revenue, Derek shares the exact playbook he's used to scale a multi-trade business covering HVAC, plumbing, and electrical — all while keeping things fun, raw, and remarkably real.

Derek dives into:

• Why ductwork is the most overlooked opportunity in HVAC sales

• His regimented, quality-first inspection process (complete with attic sweats)

• How he's successfully leveraged AI tools like Rilla and Fireflies to improve sales training, operations, and leadership meetings

• The marketing strategies that actually work (spoiler: wigs, humor, and anti-boring TikToks win every time)

• What it really takes to gain buy-in from your team when introducing new tech

• How to differentiate your business in a saturated Florida market with Chuck-in-a-Truck competitors everywhere

• Why partnering with Home Depot was a game-changer, and how he made it profitable

You'll also hear about Derek’s unconventional journey from being a Hollywood, FL police officer to building one of the most respected home service brands in the Sunshine State. Plus, his candid thoughts on review culture, SEO providers, and why leadership growth is the key to business growth.

Whether you're looking to grow your trades business, stand out on social media, or just need a reminder that personality is profitable, this episode delivers.

In this powerhouse episode of The TradeMarke Podcast, hosts Eric Thomas and Sarah Ghirardo sit down with Ryan Chute—Wizard of Ads partner, strategic branding guru, and co-founder of The Difference bourbon with Chris Voss—for a no-holds-barred deep dive into what really makes marketing work in the trades.

Ryan doesn’t just talk strategy—he lives it. From founding an invite-only bourbon society to orchestrating marketing campaigns that punch through the noise, he’s on a mission to help businesses become unforgettable. In this conversation, you’ll hear how Chute breaks down the three essential components of a winning marketing mix: brand messaging, sales activation, and points of entry. He challenges the industry’s obsession with pay-per-click and exposes why cheap tune-up offers are often just gimmicks that lack authenticity and long-term effectiveness.

Key takeaways from this episode include:

• Why truck wraps and flashy visuals are only 10% of your brand—and what the other 90% really looks like

• How to craft brand messaging that creates emotional resonance and stays top-of-mind until your customers need you

• What the “doom loop” is—and how to avoid overspending on marketing that doesn’t move the needle

• How audio, frequency, and visual alignment play a bigger role in conversion than most realize

• The psychology behind effective advertising (and why being “nuts” might be the best marketing move you can make)

• Why words like franchise can become powerful triggers when baked into a strategic campaign

• Real-world results from brands that pivoted from performance marketing to emotional storytelling—and tripled their growth

Ryan also shares inside stories from the Wizard of Ads network and why most marketing campaigns fail not because of poor execution—but because they never had a real strategy to begin with.

Whether you’re a seasoned marketing pro, an HVAC business owner, or just a bourbon-lover curious about branding, this episode will reshape how you think about advertising.

🎧 Listen now to hear why the best brands don’t wait until people need them—they own the conversation long before that moment arrives.

In this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas sit down with the brilliant duo behind Titan Advisor Gurus – Jess Kralemann and Kim Rahn – to dive deep into the hidden power (and common pitfalls) of ServiceTitan.

Jess, the marketing systems expert, and Kim, the operations and accounting wizard, share their insider tips on how contractors can unlock the full potential of ServiceTitan. From Marketing Pro setup, SMS automation, and underused tools like postcards, to the complexities of membership billing, data cleanup, and price book overload, this conversation covers it all.

If you're struggling with unsold estimates, buried campaign numbers, or accounts flooded with duplicate customer records, Jess and Kim break down how to streamline your processes, organize your CRM, and finally start seeing ROI from your ServiceTitan investment.

You’ll also hear:

• Why most contractors fail to fully implement Marketing Pro

• The real cost of poor accounting setup

• How data hygiene is just as important as personal hygiene

• Why onboarding the right way saves you time and money later

• And how to start winning with automation – one button at a time

Whether you're just onboarding with ServiceTitan or looking to optimize your current setup, this episode is packed with practical advice you can take action on today.

🎧 Tune in, laugh a little (yes, even about taxes), and walk away with the clarity you need to level up your business operations.

In this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas welcome industry legend and current Chairman of ACCA, Eddie McFarlane, for a candid, insightful, and inspiring conversation on the future of the trades.

With over 25 years of experience in HVAC—from starting as a helper in the field to co-founding Schedule Engine, and now leading Sealer Services and shaping national HVAC standards at ACCA—Eddie brings unmatched perspective on what it takes to lead and thrive in today’s rapidly evolving industry.

Together, we dig into the big issues contractors are facing today: the refrigerant transition (R-454B vs R-32), regulatory uncertainty, inflation-driven pricing shifts, and the real consequences of misinformation spreading through Facebook groups and online forums. Eddie outlines why now, more than ever, HVAC leaders need to step up, seek real answers from trusted sources, and lean into their communities for support—not panic.

He shares ACCA’s evolving mission to equip contractors with the education, engineering standards, and advocacy they need to stay ahead, including updates on load calc protocols, quality installation guidelines, and refrigerant handling best practices. You’ll also hear why contractors must shift from reactive mode to proactive leadership, and how to do it.

Plus, the episode explores SalesPro, a new human-first training platform built by industry veterans like Eddie, Sarah, and Jerry Rollins. Far from your typical sales course, this tool is rooted in empathy, mental health, real-life experience, and the idea that your best salespeople aren’t born—they’re built.

Whether you’re running a $2M or $20M shop, managing a growing team, or just want clarity during uncertain times, this episode is packed with takeaways:

• How to forecast smarter and communicate better with your distributors

• What contractors should be telling customers right now

• Why collaboration, not isolation, is the key to future-proofing your business

• The power of quality installations and third-party validation in today’s market

• The difference between healthy conflict and toxic relationships—in sales and leadership

If you're in the trades, this is a must-listen. And if you’re not yet plugged into ACCA, now’s the time.

👉 Don’t forget to subscribe, leave a review, and follow us for more unfiltered conversations on the intersection of trades and marketing.

In this episode of The TradeMarke Podcast, we sit down with Jonathan Mast from White Beard Strategies, an AI enthusiast and automation expert, to explore how artificial intelligence is reshaping the marketing landscape. Jonathan breaks down the tools and strategies that can help businesses of all sizes thrive in this new era of data-driven decision-making and automation.

Discover the latest trends in AI-powered marketing, the opportunities many businesses are missing out on, and how to integrate these innovations into your brand-building efforts. Jonathan also shares his vision for the future of marketing roles and the skills you need to stay ahead in a rapidly changing industry. Whether you’re a seasoned marketer or just getting started, this episode is packed with actionable insights to help you harness the power of AI for your personal and professional brand.

In this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas sit down with legendary sales trainer Jerry Rollins—the founder of the Be Good Do Good Group and one of the most respected voices in home service sales coaching. From managing restaurants and opening 14 Longhorn Steakhouse locations to training thousands of technicians and CSRs across 27 states, Jerry shares the mindset, systems, and stories that have helped him transform sales teams and grow businesses nationwide.

You'll hear:

• How Jerry uses real-life ride-alongs and AI tools to refine team performance

• Why consistent processes beat talent alone

• The story behind the $8,000 sale that made it all worth it

• The importance of building trust in the home

• His thoughts on mindset, leadership, and giving back to the trades

Whether you're a business owner, service manager, or frontline salesperson, this episode is packed with tactical advice and inspiration to help you grow your business—and your people.

📲 Connect with Jerry: jerryrollins@bgdggroup.com

Join hosts Sarah Ghirardo and Eric Thomas on The TradeMarke Podcast as they dive into an inspiring conversation with Michael and David Katz from Trio Heating, Air, and Plumbing. In just three and a half years, the Katz brothers transformed their HVAC business from startup to a projected $15 million in revenue, thriving in the competitive San Jose market. Discover their actionable strategies for overcoming slow seasons, leveraging AI for customer engagement, and mastering door-knocking campaigns that drive leads without breaking the bank. From incentivizing technicians to building customer loyalty through memberships, this episode is packed with practical tips for trade professionals and marketers alike.

Key Takeaways:

• Proven slow-season tactics, including outbound campaigns and quality control check-ins.
• How to use platforms like Thumbtack and Yelp to boost lead conversion.
• The power of shop tours and learning from industry peers to scale your business.
• Creative ways to motivate your team with bonuses and competitions.
• Why speed to implementation is the key to staying ahead in the trades.

Whether you're a trade business owner, HVAC professional, or marketing expert, this episode of The TradeMarke Podcast will equip you with the tools to grow your business and dominate your market. Tune in now for game-changing insights and don’t miss out on connecting with Michael and David for a shop tour at Trio Heating and Air!

In this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas dive deep into the world of customer service with Michelle Myers from The CSR Academy. Discover why Customer Service Representatives (CSRs) are the backbone of your trade business and how investing in their training can transform customer experiences and boost your bottom line.

Michelle shares actionable insights on navigating consumer expectations, building resilience, and creating a culture of growth through innovative training programs like The CSR Academy. From ride-alongs with technicians to mastering empathy on tough calls, this episode is packed with strategies to empower your CSRs and elevate your brand. Tune in to learn how to turn every customer interaction into a win for your business! Visit csracademy.com for more on their game-changing events and community.

In this episode of The TradeMarke Podcast, we’re joined by Donovan Ryckis, founder and CEO of Ethos Benefits, to uncover how trade businesses can revolutionize employee healthcare. Donovan explains how smarter healthcare strategies can reduce costs, improve employee satisfaction, and ultimately boost profitability.

In this stress-free and wildly insightful episode of The TradeMarke Podcast, Eric and Sarah sit down with the brilliant and unapologetically bold Melissa Broughton, founder of Busy Bee Advisors. Melissa is not your average tax professional—she’s a strategist, a myth-buster, and an advocate for small business owners who are tired of overpaying in taxes and underplaying their profits.

Melissa shares how a leap of faith (and a freak accident) led her to launch Busy Bee Advisors and build a boutique tax firm that actually gives a damn. From debunking outdated tax advice to sharing real strategies that help clients save 30–70% in taxes, Melissa brings the heat—and the receipts.

You’ll learn:

• Why most CPAs are glorified order takers (and how Melissa is changing that)

• How to actually write off that business trip to Mexico

• The power of proactive tax planning year-round—not just in April

• Tips for when to DIY your bookkeeping vs. when to hire help

• Her philosophy behind "The 4-Hour Bookkeeper" and how you can get a free copy

• Strategies to boost profitability and take control of your financial future

Plus, we talk feelings (yes, feelings) around money, taxes, and why women often approach financial conversations differently—and how Melissa is creating a space where everyone can feel confident and informed.

If you’ve ever felt overwhelmed by your business finances or like your tax pro speaks a language you don’t understand—this episode is for you.

In this inspiring episode of The TradeMarke, Sarah sits down with Katy Higgins — founder of TruePros in northern Utah — to talk about her incredible journey from single mom and part-time telemarketer to becoming one of the first female comfort advisors in her state, and now the owner of a $5 million HVAC company.

Katy opens up about the highs and lows of her first year in business, why she chose Thelma & Louise as her movie title for that year, and the lessons she's learned in leadership, resilience, and redefining success. From operating out of her garage with no website to building a thriving company with a team she deeply cares for, Katy’s story is equal parts raw, real, and incredibly motivating.

You’ll also hear:

• How she built a business on sales and service — and why she added a bell to the office
• The importance of visibility, mentorship, and staying human in the trades
• Why being vulnerable as a leader matters more than ever
• Her thoughts on technology, AI, and using marketing to build real relationships
• A hilarious tangent about tennis, pickleball, and dating mishaps 😄

Whether you're a seasoned pro or just getting started, this episode is full of gold nuggets and heartfelt moments.

📣 Don’t forget to ring the dang bell and tune in — this one’s a must-listen.

In this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas are joined by Susanne Mariga, fractional CFO, CPA, and author of Profit First for Minority Business Enterprises. Susanne shares how trades business owners can break free from the "revenue trap" and start building real, lasting profit through the Profit First method.

Together, they unpack:

• Why traditional accounting is failing business owners
• How to create a financial system that prioritizes profit, not just expenses
• The importance of founder energy in shaping company culture
• Key financial metrics every trades business should track
• How to prepare your business for private equity or a future exit

Whether you’re a home service contractor, trades entrepreneur, or just tired of operating on razor-thin margins, this episode will reshape how you think about money, growth, and sustainability.

In this episode of The TradeMarke Podcast, Eric and Sarah sit down with Stephanie Allen from Airworks Solutions to discuss leadership, people development, and the evolution of running a trade business. Stephanie shares her journey of balancing business growth with personal life, embracing a visionary role, and the importance of building a strong company culture—both in-office and remotely.

From hiring strategies to team development, investing in people, and her unique approach to running an HVAC and plumbing business, Stephanie provides invaluable insights for trade professionals and business owners alike.

💡 Join the Conversation! Have thoughts on this episode? Let us know! Leave a review, share it with a friend in the trades, and follow us on social media to stay connected.

In this episode of The TradeMarke Podcast, hosts Eric Thomas and Sarah Ghirardo sit down with social media expert Jen McKee, founder of Kee Hart Marketing. They dive deep into the power of social media, personal branding for contractors, and why business owners in the trades should start leveraging short-form video and organic content marketing today. Jen shares invaluable insights on creating authentic content, engaging with communities, and positioning yourself as an industry leader.

What’s next for home service marketing in 2025? In this episode of The TradeMarke Podcast, hosts Eric Thomas and Sarah Ghirardo sit down with Megan Bedford and Nancy O’Hare-Zika from Home Service Marketing Hub to break down the biggest marketing shifts for roofers and home service contractors.

Live from Marco Island at the Roofing Process Conference, the conversation covers roofing industry trends, local marketing strategies, and how contractors can better utilize video, SEO, and CRM tools to dominate their markets. Megan and Nancy share real-world insights into why education-based marketing is winning, how video is essential for building customer trust, and why roofers need to move beyond traditional advertising to scale their businesses.

💡 Key Takeaways:

• Why educating customers through marketing will be the key to success in 2025

• The impact of AI, automation, and CRM tools on home service marketing

• How to leverage video marketing for brand authenticity and customer engagement

• Why local, hyper-targeted marketing campaigns drive better leads and conversions

• The importance of call center training and booking the call when the phone rings

• How roofing companies can build long-term customer relationships beyond a one-time service

If you’re a roofing contractor, HVAC/plumbing business owner, or home service marketer, this episode is packed with actionable strategies to help you future-proof your business. 🚀

How can branding make your business the go-to name in your market? In this episode of The TradeMarke Podcast, Eric Thomas and Sarah Ghirardo sit down with Dan Antonelli, CEO of KickCharge Creative, to dive deep into the power of branding in the trades.

Live from the 6th Annual Roofing Process Conference, Dan shares how a strong brand can lower marketing costs, increase customer trust, and boost conversions. Plus, they break down Gary Vaynerchuk’s take on branding vs. marketing, the impact of a polished brand on recruitment, and why your logo and website might be costing you leads.

💡 Key Takeaways:

• Why branding is the key to reducing your reliance on PPC
• The real ROI of a well-designed logo, van wrap, and website
• How contractors can use brand recognition to dominate local search
• The difference between branding and marketing (and why both matter)
• Why mascots and unique domain names drive higher recall & conversions

If you're a contractor, home service business owner, or marketer looking to scale, this episode is a must-listen! 🎧

How do you scale a home service business to 75+ franchise locations in under two years? In this episode of The TradeMarke, hosts Eric Thomas and Sarah Ghirardo sit down with Dan Claps, CEO of Voda Cleaning & Restoration, live from the 6th Annual Roofing Process Conference in Marco Island, Florida (hosted by LB Capital).

Dan shares his journey from the franchise lead generation space to acquiring and scaling a successful restoration brand. We dive into:

• The power of franchising in home services and why executive-level entrepreneurs are thriving in blue-collar industries.
• Marketing strategies for franchise growth, including the role of networking and partnerships.
• How AI is disrupting home service marketing and SEO—and what business owners need to know to stay ahead.
• The importance of building a repeatable, scalable business model in the trades.
• How restoration businesses leverage insurance to drive profitability and create a sustainable revenue model.

We also discuss how AI, automation, and data-driven marketing are reshaping the trades, plus actionable insights on how to scale, systematize, and optimize a home service business.

🚀 If you're a contractor, franchisee, or entrepreneur looking to scale your business, this episode is packed with must-know insights.

💡 Want more marketing and business growth strategies for the trades? Subscribe to The Trademark and leave us a review!

In this episode of The TradeMarke Podcast, Eric Thomas sits down with Josh Taylor, co-owner of Roofing Pups, live from the Roofing Process Conference. From starting as an ER nurse to building multiple home service businesses, Josh shares his journey of scaling companies, adopting EOS, and partnering with LB Capital to grow Roofing Pups into a national brand.

🏗️ Key Takeaways from This Episode:

✔️ The shift from insurance-based roofing to a retail-driven model ✔️ How to scale a service business using systems, processes, and strong leadership ✔️ The importance of vision, sacrifice, and resilience in business success ✔️ Insights on mergers, acquisitions, and private equity in the trades ✔️ Why legacy and family matter more than money when it comes to long-term success

💡 Whether you're a roofing contractor, a home service entrepreneur, or looking to scale your business, this episode is packed with practical insights and growth strategies you won’t want to miss!

🎧 Tune in now, and don’t forget to subscribe for more expert insights into marketing, business growth, and leadership in the trades!

In this episode of The TradeMarke Podcast, Eric Thomas and Sarah Ghirardo sit down with Tiffany Arends from All-American Heating and Plumbing in Breckenridge, Colorado, to talk about the essential relationship between marketing and operations in the trades industry.

Tiffany shares how her team doubled their booking rate, the importance of hiring the right CSRs, and how a strong company culture impacts every part of the business—from the first customer call to the final service visit.

If you've ever wondered how to optimize lead conversion, improve customer service, or create a thriving team environment, this episode is packed with valuable takeaways. Plus, we dive into common debates between marketing and operations, ways to streamline HVAC and plumbing dispatching, and how to keep your techs, CSRs, and customers happy.

Key Topics Covered:

• The #1 factor that doubled their booking rate
• How CSR training impacts sales and service
• Why marketing & operations must work together
• The importance of company culture in team success
• Best practices for customer service & dispatching
• And much more!

🚀 Don’t forget to subscribe, leave a review, and follow us on social media for more insights on growing your home services business!

In this episode of The TradeMarke, Eric and Sarah sit down with branding expert and author Ray Seggern to explore the fascinating intersection of storytelling, marketing, and business success in the trades industry. With over two decades of experience as a Wizard of Ads partner, Ray has worked with industry leaders to craft compelling brand narratives that resonate with audiences and drive results.

• The Evolution of Brand Guys: Ray shares how his company, Brand Guys, was born from a desire to bridge authentic storytelling with impactful marketing strategies for the trades.
• Why Story Matters: Discover why storytelling is at the heart of effective branding and how businesses can use their unique stories to connect with customers on a deeper level.
• A Peek Inside "No Place Like Home Services": Ray discusses his book and its actionable insights, including a four-part framework for planning a marketing budget that’s tailored to the trades.
• Navigating Private Equity in the Trades: Ray dives into the challenges and opportunities posed by private equity firms taking over family-run trade businesses and the importance of preserving brand integrity.
• 2025 Marketing Trends: Learn Ray’s perspective on the future of marketing in the trades, from leveraging automation and AI to maintaining a human touch in a digital-first world.

Ray recounts his journey from running radio stations to becoming a sought-after brand strategist for HVAC, plumbing, and electrical companies. He also delves into the collaborative process behind iconic campaigns like Goettl's “Keep You Cool When It’s Hard to Spell” and how the philosophy of “holding up a mirror” ensures authenticity in marketing.

Ray also shares his thoughts on personal growth, the power of gratitude, and the role of culture in building brands that last. Whether you’re a seasoned marketer or a trades professional looking to sharpen your strategy, this episode is packed with actionable advice and inspiring stories.

In this dynamic episode of The TradeMarke, co-hosts Eric Thomas and Sarah Ghirardo dive deep into the evolving world of marketing for the trades. Joined by guest Crystal Williams from Lemonseed Marketing, they explore groundbreaking insights, trends, and actionable strategies to help home service businesses thrive in 2025 and beyond.

Key takeaways include:

• AI in Marketing: How tools like ChatGPT can revolutionize your approach to customer engagement and content creation.
• Building Trust: The rising importance of local SEO, customer reviews, and community involvement.
• The Power of Influencers: Why your technicians and local personalities could be your most valuable brand ambassadors.
• Maximizing Lifetime Value: Understanding CLV as the cornerstone of a successful marketing strategy.
• Innovative Campaigns: Seasonal promotions, smart home technologies, and hyperlocal advertising.

From navigating data privacy regulations to leveraging predictive analytics, the team uncovers practical tips to stay ahead in a competitive market. Whether you're a seasoned marketer, a trade professional, or a curious business owner, this episode offers the tools and inspiration you need to make your mark in 2025.

Listen now and learn how to turn marketing challenges into opportunities for growth. Don’t forget to share this episode with your team and leave a review to help us keep bringing actionable insights to the trades community!

In this episode of The TradeMarke Podcast, Eric Thomas and Sarah Ghirardo sit down with Dana Staszkiewicz, co-founder of the Opus & Golds Group, to explore her remarkable transition from a career in retail and ad agencies to becoming a leader in the trades industry. Dana shares her story of entering the trades through her brother's plumbing business, the challenges they overcame, and how they scaled the company to success before launching Opus & Golds Group.

Learn actionable insights about:

• Creating sustainable profits in the trades.
• Developing systems and processes for growth at any revenue level.
• The importance of data-driven decisions in marketing and operations.
• Strategies to thrive during economic and political shifts.

Whether you’re running a small trades business or managing a multimillion-dollar operation, this episode delivers valuable strategies and inspiration to level up your game. Plus, Dana gives a sneak peek into her new podcast and her take on working alongside family in business.

Stay tuned for this insightful conversation that’s packed with actionable takeaways to help you make your mark in the trades.

Welcome to another exciting episode of The TradeMarke, live from the Service World Expo 2024 in Orlando. We are thrilled to introduce Josh Davis from MailShark, our very first sponsor on the show. In this episode, we dive into the world of direct mail marketing, exploring how Mail Shark, a company specializing in direct mail marketing for home service contractors, helps contractors enhance their direct mail and response marketing strategies.

As the Chief Revenue Officer of Mail Shark and one of its first employees, Josh shares his immense experience and insights into the benefits of in-house versus outsourced fulfillment, product variety, and measuring ROI. We also discuss the effectiveness of direct mail during the political season, strategies for acquisition and retention, and the importance of consistency and multiple touches in marketing campaigns.

Learn about the innovative strategies Mail Shark offers, including targeted campaigns, detailed demographic analysis, and API integrations into CRM systems like ServiceTitan. Discover how direct mail, when done right, can provide unparalleled branding opportunities within the trade industry.

Join us in this lively episode of The TradeMarke as hosts Sarah Ghirardo and Eric Thomas interview the dynamic Lupita Thompson. Get ready for a journey through unique culinary experiences, hilarious games, and insightful discussions on effective branding in the trade industry. Discover the secrets behind successful marketing strategies, memorable trade show moments, and how personal stories add value to professional growth. Whether you’re in the trades, marketing, or just love a good story, this episode offers a delightful blend of fun and professional insights. Tune in for a memorable ride filled with laughter, learning, and the heartwarming spirit of community in the trades.

Welcome to The Trademarke, where marketing meets the trades! Join hosts Sarah Ghirardo and Eric Thomas as they dive into the world of social media with special guest Kaleigh Gregory. Discover how social media can transform your business, learn from Kaleigh's fascinating journey from coordinating magician tours to becoming a marketing expert, and uncover secrets for leveraging Instagram effectively. Whether you're a trade professional or a marketer, this episode is packed with insights and strategies to enhance your brand's online presence. Dive in and explore the exciting intersection of trades and marketing!

Welcome to another enlightening episode of The Trademarke. Today, we're joined by Nolan Bradbury to discuss the intricate and often overlooked area of business accounting. Throughout this episode, we dive into why accounting doesn't have to be a dreadful task but can be pivotal for business growth and financial success.

Our host shares personal anecdotes and expert advice on how business owners can restructure their accounting practices to not only handle taxes more efficiently but also drive overall business success. We explore strategic approaches to taxes, demystify common misconceptions, and explore the broader perspective of how accounting integrates with personal and business financial success.

Join us as we uncover methods to align your financial strategies with your business goals, taking advantage of the opportunities that exist within the tax code. Whether it's investing in appreciating assets or understanding the importance of timing and strategy in annual tax filings, this episode is packed with valuable insights that every business owner should know.

Welcome back to another episode of The TradeMarke! In this exciting edition, the spotlight is on Tim Brown from Hook Agency.

Join hosts Sarah Ghirardo and Eric Thomas as they dive into the unique challenges and strategies in the trade marketing arena. With a special focus on the growing importance of organic marketing and the role of content creation, this episode offers valuable advice for businesses aiming to scale up.

Whether you're a seasoned marketer or a trade professional, discover practical tips on generating authentic content, addressing customer queries, and leveraging SEO to boost your business's visibility. Don’t miss Tim's candid thoughts on entering new markets with humility and his take on the competitive spirit in marketing for home services.

Welcome back to another episode of The Trademarke Podcast, where hosts Sarah Ghirardo and Eric Thomas bring warmth to the world of trades and marketing. As the season transitions to what we fondly call 'blankie season' (also known as shoulder season), we dive into engaging conversations that are sure to keep you both entertained and informed.

This episode features a special guest, Valerie Garcia from Colair, a residential heating & air conditioning company serving customers throughout South Texas, who brings a wealth of knowledge and experience to the table. Valerie, known for wearing many hats, shares her journey in business and marketing, emphasizing the importance of empathy and servant leadership in creating exceptional customer experiences.

Listen in as Valerie discusses the intricacies of call-by-call management, the significance of customer satisfaction, and the power of marketing in business growth. She also sheds light on her role as the 'Ambassador of Fun' and how she manages a dynamic team of CSRs to ensure seamless operations.

Join us for a heartwarming conversation filled with insights, strategies, and a touch of humor as we explore the intersection of trades and marketing. Whether you're a trade professional or a marketing expert, this episode is packed with valuable takeaways to elevate your game.