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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

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All Episodes

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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54:53

The Inevitable Exit: What Contractors Need to Know...

AI & Marketing for Home Service Pros ·

2025/11/18

Most home service business owners focus on revenue, daily operations, and putting out fires — but very few think about the bigger picture: What is your company really worth, and what would it take to sell it one day?In this episode, Mauricio sits down with Brian Franco, Managing Partner at Meritage Partners and author of The Inevitable Exit. Brian has been involved in more than $2 billion worth of M&A transactions across roofing, HVAC, plumbing, electrical, and other home service industries.This

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55:00

Why the Next Decade Belongs to Tech-Enabled Contractors

AI & Marketing for Home Service Pros ·

2025/11/10

Most contractors think their toughest competition is the company down the street. Matt Frugé says they’re wrong.After 15 years in roofing and a $20 million startup that didn’t work out, Matt discovered the real reason contractors lose money isn’t lack of leads or slow-paying insurance companies — it’s the internal chaos buried inside their operations.Now, as founder of CapOut AI, he’s building technology that gives contractors back their most valuable asset: time.In this episode, Matt and Mauricio

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56:07

Your Brand Sucks (and It’s Costing You Millions): Dan...

AI & Marketing for Home Service Pros ·

2025/11/04

You can’t outspend a bad brand.That’s the hard truth from Dan Antonelli, founder of KickCharge Creative, the agency behind over 3,000 home service brands and the bestselling book Branded, Not Blanded.In this episode, Dan joins Mauricio to reveal why most contractors are fighting an uphill battle — paying more for ads, struggling with low booking rates, and wondering why their marketing “isn’t working.” The problem isn’t your marketing agency… it’s your branding.Dan breaks down how to fix it — with

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54:45

Double Your Booked Calls Without Spending Another...

AI & Marketing for Home Service Pros ·

2025/10/28

You can have the best marketing, the sharpest website, and the biggest ad budget — but if your team can’t handle the call when a homeowner picks up the phone, you’re throwing money away.That’s the hard truth from Brigham Dickinson, founder of Power Selling Pros, a company that’s trained thousands of CSRs and dispatchers across HVAC, plumbing, and electrical companies to turn phone calls into booked jobs.In this episode, Brigham and Mauricio dig into how most contractors lose half their marketing ROI

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59:20

AI + Automation: How Joshua Crouch Helps Contractors...

AI & Marketing for Home Service Pros ·

2025/10/21

Contractors love to chase new leads. But according to Joshua Crouch, CEO of Relentless Digital, the real growth is hiding in the opportunities you’re already generating — and AI is the key to unlocking it.In this episode, Josh explains why most contractors don’t have a lead problem, they have a conversion problem. From missed calls to poor booking rates to weak follow-up, the real leaks in your business are operational — and they can all be fixed with the right mix of AI and automation.Here’s what

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01:02:24

AI, Data, and the Future of Sales Training

AI & Marketing for Home Service Pros ·

2025/10/14

Most contractors struggle with sales — not because homeowners don’t want to buy, but because their reps have been trained the wrong way.That’s where Chuck Thokey, founder of Top Rep Training, comes in. Chuck is one of the few sales coaches in the home improvement industry with access to millions of sales recordings and AI-driven data, which he uses to separate sales myths from sales truths. His bold belief: sales is easy… if you stop doing it the wrong way.In this episode, Chuck and Mauricio break

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51:39

From $5M to $70M: How Garen Armstrong Built One of...

AI & Marketing for Home Service Pros ·

2025/10/07

Five years ago, Garen Armstrong was running a $5M roofing company. Today, he’s the CEO of Shamrock Roofing & Construction, one of America’s Top 100 contractors, doing over $70M across 18 locations in 10 states.Garen’s journey is both entrepreneurial and personal — he’s a serial entrepreneur, philanthropist, and heart transplant survivor whose leadership philosophy has shaped Shamrock’s culture of loyalty and growth.In this episode, Garen and Mauricio dive deep into:- Culture & Leadership:

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55:45

The 7 Powers That Turn Chaos Into a Scalable...

AI & Marketing for Home Service Pros ·

2025/09/30

Today’s guest is someone who has quietly shaped some of the biggest names in home services — including working with Tommy Mello from A1 Garage — and his impact on the industry is massive.Al Levi is a third-generation contractor turned consultant, author, and creator of the 7-Power Contractor framework. After decades of running and growing his family’s plumbing, heating, cooling, and electrical business in New York, he’s spent the last 20+ years helping contractors systematize their companies so they

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51:27

From $1M to $60M: How Jason Reisman Scaled Eustis...

AI & Marketing for Home Service Pros ·

2025/09/23

Most roofing companies start with sales and marketing and then figure out how to install the work. Jason Reisman flipped that script.When Jason took over Eustis Roofing in 2011, the company was doing about $1M in revenue. Today, they’re a $60M powerhouse, partnered with Vertex Private Equity, and one of the most respected names in Florida roofing. His journey proves that focusing on quality installs, culture, and community involvement is just as powerful as sales when it comes to growth.In this

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49:06

How Victor Rancour Turned $10k and a Craigslist Ad...

AI & Marketing for Home Service Pros ·

2025/09/16

What if you could grow your contracting business from zero to $60 million in just five years?That’s exactly what today’s guest, Victor Rancour, did with Absolute Airflow. Starting with no HVAC background and just a few thousand dollars, Victor scrapped his way to $5M in his first year, scaled into the tens of millions, sold the company, and is now helping other contractors do the same through Profit Rocket and the Rocket Group.In this episode, Victor pulls back the curtain on:- The $5M First-Year

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47:36

Inside the Playbook: How Private Equity Buys, Builds,...

AI & Marketing for Home Service Pros ·

2025/09/09

Private equity is reshaping roofing and home services. Seven of the top ten roofing companies in the U.S. are now backed by investors, and consolidation is accelerating.In this episode, Mauricio sits down with William Pauly of Marcon Advisors, an M&A advisor who’s helped dozens of contractors understand and navigate the selling process. William has worked on $50M–$300M deals, led acquisitions backed by a $2.5B fund, and now advises roofing owners directly.You’ll learn:The private equity

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48:26

From $0.61 Fixes to $300K in Sales: Adam Sand on AI...

AI & Marketing for Home Service Pros ·

2025/08/28

What if you could solve a $2,000-a-month problem in your business for just $0.61?Adam Sand, founder of Roofing Business Partner, joins us to reveal how contractors can use AI and automation to boost revenue, cut costs, and create competitive advantages that big companies can’t match.In this episode, you’ll discover:How a simple AI workflow turned missed calls into $300K in extra salesWhat “ambient agents” are and why they’re the future of trades automationHow to handle permits, scheduling, and lead

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57:23

The Best-Known Contractor Wins: Jim Ahlin on Lead...

AI & Marketing for Home Service Pros ·

2025/08/28

Most contractors dream about two things: more leads today and a big exit tomorrow. But very few understand what it really takes to build a business that can both scale and sell.In this episode, Mauricio sits down with Jim Ahlin — co-founder of Roofer Marketers (acquired by JobNimbus) and now founder of PowerUp Agents, an AI-powered solution that ensures contractors never miss a lead.Jim shares:The lessons he learned selling his own agency — and how they apply to roofing and home service

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35:46

From Overwhelmed to AI-Optimized: How Contractors Can...

AI & Marketing for Home Service Pros ·

2025/08/28

Most contractors are curious about AI — but don’t know where to start or how to make it stick in their business.Rosalynn Verges, co-founder of Refinery Coaching and creator of AI Roofing Revolution, is changing that with live, hands-on AI training designed for the construction industry. She’s helped contractors save thousands in admin costs, analyze marketing ROI in minutes, and turn AI from a buzzword into a daily productivity tool.In this episode, you’ll discover:Why resisting AI could be

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32:10

30 Years, 10,000 Roofs: How Adam Quenneville Built an...

AI & Marketing for Home Service Pros ·

2025/08/28

Adam Quenneville has been in roofing since the late ’80s, built one of the most trusted brands in New England, and today runs a company that does over $18 million in annual revenue. His team has installed more than 10,000 roofs, earned 2,000+ reviews, and maintains a near-perfect service record — only 1 in 1,000 jobs goes wrong.In this episode, Adam shares the systems, technology, and marketing strategies that keep his business growing and his customers loyal — from pricing correctly to leveraging

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35:31

From Immigrant Roofer to $30M CEO: Victor Maya’s...

AI & Marketing for Home Service Pros ·

2025/08/28

At six years old, Victor Maya crossed rivers and deserts from Mexico into the U.S., not speaking a word of English. That outsider’s perspective became his edge — transforming him from a street-smart hustler into the CEO of Advantage Roofing and Advanced Restoration, now on pace for $30 million in annual revenue.In this episode, Victor shares the leadership principles, selling systems, and branding strategies that took him from managing subcontractor crews to running two thriving companies.You’ll

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