Why the Sales Funnel Is Broken, and What to Do Instead

Is your marketing stuck in the past? Here’s why your funnel isn’t working, and how to fix it. For years, contractors and service pros have been taught to rely on the trusty old sales funnel, awareness, interest, decision, action. But if you’ve ever had a lead ghost you after a quote or disappear after saying “I’ll think about it,” you already know something’s off. In this episode of The Builder’s Edge, Deanna Lucas challenges one of the most sacred cows in marketing: the linear sales funnel. Spoiler alert, it’s not how real people buy anymore. Deanna introduces a game-changing idea straight from Google’s latest research: “The Messy Middle.” Instead of a straight path, buyers now loop through exploration and evaluation, often for weeks or months. Think figure-eight, not funnel. This episode breaks down what that means for your marketing strategy and gives you actionable tools to stay relevant, trusted, and chosen, even when the buyer seems to disappear. You’ll also learn: Why customers ghost quotes and how to keep them engaged How to stay top-of-mind during the “explore and evaluate” loop What kinds of free resources build trust (and which don’t) A better way to structure lead magnets using scorecards, quizzes, and more How to assess your own visibility with Deanna’s free AI-powered scorecard “Your job isn’t to push people down a funnel. It’s to stay visible, stay credible, and give them reasons to keep coming back until they’re ready to say, ‘I pick you.’” -Deanna Lucas  Call to Action: Take Deanna’s free AI Visibility Scorecard today and find out exactly where your business is standing strong, and where you're getting lost in the messy middle. Then share this episode with a fellow builder who’s tired of hearing crickets after sending a quote. Learn more about Deanna Lucas through the following links: DND Website Facebook Group Facebook Builders Visibility Blueprint Learn more about your ad choices. Visit megaphone.fm/adchoices