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PODCAST

AI & Marketing for Home Service Pros

Mauricio Cardenal

This is AI & Marketing for Home Service Pros — the show for contractors who want to grow without wasting time or money. If you"re in roofing, HVAC, plumbing, or any home service business, we break down how AI and modern marketing can help you book more jobs, close more leads, and build a business that runs without babysitting every task

business courses

All Episodes

40:58

Why Most Contractors Don’t Have a Lead Problem… They...

AI & Marketing for Home Service Pros ·

2026/04/07

Most contractors don’t have a lead problem; they have a call handling problem. In this episode, Mauricio Cardenal sits down with Lynn Wise, founder of Contractor in Charge, for a direct and eye-opening conversation about what’s really happening after a lead comes in and why that’s where most companies lose money. Lynn isn’t just talking theory. She’s worked with home service companies at scale, helping them dramatically improve booking rates, reduce lead costs, and fix operational gaps that quietly

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41:17

How Contractors Are Getting Leads Without Ads (The...

AI & Marketing for Home Service Pros ·

2026/03/31

What do you do when the traditional roofing model stops working… and you have no marketing budget left?In this episode, I sit down with Jen Silver, founder of Roofing Utah, for one of the most raw and honest conversations we’ve had on the show.Jen didn’t grow up in construction. She didn’t inherit a roofing business. She didn’t raise capital.She became a single mom, stepped into roofing out of necessity, helped grow another company from $1.4M to $7M… and then found herself starting her own company

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55:14

What Buyers See When They Look at Your Business (It’s...

AI & Marketing for Home Service Pros ·

2026/03/24

Most contractors don’t plan to sell their business—until they’re forced to.In this episode, I sit down with Alex Brown, Director of Business Development (West Coast) at Exit Stage Advisors, for an honest, practical conversation about what it really means to build a business that’s ready to sell—even if you never plan to.Alex isn’t just an advisor. He’s a serial entrepreneur who has built and sold his own companies, including a business he intentionally designed to exit. That perspective shows up

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01:05:22

The Leadership Skill Most Contractors Never Learn

AI & Marketing for Home Service Pros ·

2026/03/17

Most business owners believe the way to fix a problem is simple: do more.More calls.More meetings.More marketing.More activity.But according to Reggie Brock, activity doesn’t create progress — accomplishment does. And many businesses are busy while quietly moving in the wrong direction.In this episode, I sit down with Reggie to talk about the deeper issues that affect growth inside contracting companies. Reggie works with leadership teams to diagnose what’s actually slowing a business down — and

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54:15

How Contractors Generate Six Figures From Email...

AI & Marketing for Home Service Pros ·

2026/03/10

Most contractors don’t have a marketing problem. They have a campaign problem.In this episode, I sit down with Zac Garside, President of Prolific Brand Design, to break down one of the biggest mistakes contractors make with marketing—confusing random tactics with real campaigns.Zac has helped contractors across HVAC, plumbing, roofing, and home services generate real revenue through email marketing campaigns, branding, and clear positioning, and this conversation goes deep into why most marketing

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53:06

Google Isn’t Your Partner (And Never Was)

AI & Marketing for Home Service Pros ·

2026/03/03

If you don’t truly own your marketing, you’re always one decision away from losing control of your business.In this episode, I sit down with Daniel Carpenter, founder of Create Motive, for one of the most honest conversations we’ve had on the podcast about marketing, trust, and ownership in home services.Daniel works closely with contractors, remodelers, and high-end service businesses, and he’s seen the same pattern over and over again:business owners who are great at their craft—but stuck renting

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43:38

Only 30% of the Time Contractors Fire Agencies for...

AI & Marketing for Home Service Pros ·

2026/02/24

Most home service owners think their biggest problem is marketing. Lance Bachmann thinks that’s only half the story.In this episode, I sit down with Lance Bachmann, founder of the digital agency 1SEO (which he scaled and sold), managing partner at LBachmann Capital, and the force behind the Build It To Sell It conference.Lance has lived on both sides of the business world—running a large digital agency with recurring revenue and heavy churn, and scaling home service companies where execution, speed,

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01:05:26

From $3.5M to $30M: What Actually Breaks When a Home...

AI & Marketing for Home Service Pros ·

2026/02/17

Growth in home services isn’t clean. It’s rarely comfortable. And it almost never looks the way people talk about it on stage.In this episode, I sit down with Steve VanHorn, Co-Owner and COO of Simpson Salute Heating and Cooling, to have an honest conversation about what it really takes to scale a home service business without breaking it, or yourself.Steve and his partner grew their organization from roughly $3.5 million to nearly $30 million in revenue in just a few years. But this isn’t a

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54:37

Google Is Changing How Contractors Get Chosen—and Why...

AI & Marketing for Home Service Pros ·

2026/02/10

The way homeowners—and Google—choose contractors is changing faster than most people realize.In this episode, I sit down with Austin Rosenbaum, Founder and CEO of Demand IQ, to unpack one of the biggest shifts happening right now in home service marketing: pricing transparency, AI-driven search, and Google’s move from clicks to outcomes.Austin has been building pricing and lead-generation technology for home services since 2020, and he’s on the front lines of how Google, Meta, and AI are reshaping

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01:00:31

Why Most Home Service Businesses Aren’t Built to Be...

AI & Marketing for Home Service Pros ·

2026/02/03

Most contractors don’t realize that the best time to sell is before they feel ready to sell.In this episode, I sit down with Claudio Vilas, founder of The Roofing Biz Broker, to unpack the uncomfortable truth behind selling a roofing or home service business—and why fewer than 10% of companies are actually sellable, despite constant acquisition outreach.Claudio works exclusively with roofing companies and sees what happens after the emails, the LOIs, and the headline numbers. What he shares in this

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48:36

Building a Contractor Business With the End in Mind:...

AI & Marketing for Home Service Pros ·

2026/01/27

Private equity is aggressively buying home service companies but most contractors will never be able to sell their business.In this episode, I sit down with Stephen Martinez, founder of the American Dream Event, to break down why so many contracting businesses are unsellable and what actually makes a company attractive to buyers.Stephen works closely with private equity groups, M&A professionals, and operators who have successfully exited. He also built his own roofing company from day one with

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53:24

From Prison to $100M in Roofing Sales: Why Discipline...

AI & Marketing for Home Service Pros ·

2026/01/20

What if the reason most sales reps fail has nothing to do with talent, scripts, or systems?In this episode, I sit down with Adam Tronnier, National Sales Director at One Solutions, to unpack one of the most raw and instructive stories in the home services industry.Adam went from:- Multiple prison sentences- Living out of a PT Cruiser- Knocking doors for five months without getting paid…to helping build $100M+ in roofing sales, leading 100+ reps across multiple states, and creating a culture where

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01:03:57

What Contractors Get Wrong About AI and Marketing...

AI & Marketing for Home Service Pros ·

2026/01/13

Today’s episode is one of my favorites because it cuts through a lot of the noise happening right now around AI, marketing, and growth in the home services industry.My guest is Dmitry Lipinskiy founder of Roofing Insights. Dmitry is a former roofing contractor, a long-time content creator, and one of the most consistent voices in our industry when it comes to calling out what actually works — and what’s just hype. We first met years ago when he was still running his roofing company and just starting

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01:02:03

Why Most Contractors Don’t Trust Their Marketing (And...

AI & Marketing for Home Service Pros ·

2026/01/06

The Math Behind Marketing: How Contractors Should Actually Measure ROIMost contractors don’t have a marketing problem.They have a visibility problem.In this episode, Mauricio sits down with Corey Combs, owner of South Shore Roofing & Exteriors in Tampa, Florida, for an honest conversation about the math behind marketing — and why so many contractors feel burned, confused, or disappointed by their results.Corey isn’t a marketer. He’s a contractor who got tired of guessing.After years of trying to

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01:01:20

Trust Is the New Algorithm: How Contractors Get...

AI & Marketing for Home Service Pros ·

2025/12/30

Trust Is the New Algorithm: How Contractors Get Recommended by AI with Marcus SheridanSearch is changing faster than most contractors realize.In this episode, Mauricio sits down with Marcus Sheridan, author of They Ask, You Answer and Endless Customers, for a candid, wide-ranging conversation about what happens when Google’s blue links disappear, AI starts answering homeowner questions directly, and businesses are either recommended… or rejected.Marcus explains why the old playbook—SEO tricks,

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59:47

How Contractors Get Recommended by ChatGPT (Live...

AI & Marketing for Home Service Pros ·

2025/12/23

Homeowners aren’t just “searching” anymore — they’re asking AI tools like ChatGPT who to hire.In this episode, Mauricio Cardenal (Contractor Marketing Pros) sits down with Dennis Yu (former Yahoo! Search Engineer, CEO of BlitzMetrics) to break down — live, on screen — how ChatGPT and other AI systems decide which contractors they recommend.This conversation is not theoretical.Throughout the session, Mauricio and Dennis run real-time audits of contractor websites, Google Business Profiles, reviews,

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43:28

Why Most Contractors Fail With Marketing Agencies...

AI & Marketing for Home Service Pros ·

2025/12/16

What It Really Takes to Win With a Marketing Agency: The Rooftastic Deep DiveMost contractors have had at least one bad experience with a marketing agency. Some have had several.And almost all of them walk away believing the same thing: “Agencies don’t work.”This episode challenges that belief.In this conversation, Mauricio sits down with Ed Rollins, owner of Rooftastic, to give contractors a real, unfiltered look at what a successful agency partnership actually requires and why most companies never

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01:01:43

Why Lead Costs Are Exploding for Home Service...

AI & Marketing for Home Service Pros ·

2025/12/09

What AI, Marketing Shifts, and 40 Years in Roofing Taught Mike Feazel About Surviving the Next Decade.Most contractors are feeling it right now: leads are getting more expensive, Google is changing the rules, and the old ways of marketing aren’t producing the same results.But very few people in the roofing industry have the history, perspective, and data to explain why — and what comes next.That’s why this episode with Mike Feazel, CEO and founder of RoofMaxx, is so important.Mike has been in

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58:45

205 Leads in One Month: The AI Ad Strategy Behind...

AI & Marketing for Home Service Pros ·

2025/12/02

How AI, Tracking, and Relentless Follow-Up Helped Richie Colletti Build a High-Conversion Roofing MachineMost contractors think their biggest problem is lead quality.Richie Colletti thinks otherwise — and he’s not shy about saying it.In this episode, Mauricio sits down with Richie Colletti, the owner of Leak Busters Roofing, for an honest and eye-opening conversation about marketing, AI, conversion, and the systems contractors desperately need if they want to grow without burning cash.Richie has

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46:58

From Prison to $38 Million: Raymond Little’s Journey...

AI & Marketing for Home Service Pros ·

2025/11/25

Most people dream of building a successful business.Raymond Little built one, sold it for $38 million, and completely changed what roofing leadership looks like.In this episode, Raymond — the former owner of Perimeter Roofing and now a partner at Storm Ventures Group (SVG) — shares his incredible story of redemption, resilience, and business mastery.From starting over after prison to leading a team that generated over $200 million in sales, Raymond reveals the mindset and systems that allowed him to

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36 results

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