NaiL It

Mike Potts has been building custom software for middle market companies since 2008 without raising a dollar of outside capital. His firm, Feature23, carries a 95% client success rate in an industry where 70% of projects fail.In this episode, Mike breaks down exactly why that gap exists and what it costs companies who get it wrong.We get into the understanding gap, the reason most technology projects fail before a single line of code gets written. We talk about the operational tax, the hidden cost of bad software that never shows up on a balance sheet but shows up everywhere else. And we talk about what actually made Superior Fence and Rail acquirable, and why their technology stack was cited in the transaction as a core driver of value.Mike also shares his take on the build vs. buy decision, why most mid-market companies default to off-the-shelf solutions that quietly erode their competitive advantage, and the one question every franchise operator should be asking before making any technology investment.This one is dense. Worth a full listen.Topics covered:Why the average software failure rate is still above 70%The understanding gap and how it kills projects from day oneWhat Feature23 calls the operational tax and how to spot itBuild vs. buy for franchise operators and when each decision is rightHow Fence360 contributed to SFR's acquisition outcomeWhy bootstrapping forces better client decisionsThe impact mapping framework Mike uses to invert how clients think about technologyAI in the middle market, what's working, what's overhyped, and where the real gains areConnect with Mike: feature23.com | LinkedIn: linkedin.com/in/hackmp/

Joel Worthington spent 16 years as a pastor before becoming president of Mr. Electric -- and it turns out those two jobs aren't that different. He walked into a brand with 40 franchisees arguing on the floor, no validators, and revenue heading the wrong direction. By the time he left, they were doing $205M. In this episode, Joel breaks down how he rebuilt trust from zero, why most brand presidents lose the room before they say a word, and the exact framework for getting franchisee buy-in when you're asking them to change.

Eric Smith built a roofing company from scratch at 22, scaled it to nearly $10M in a single year, sold it, and walked away from the industry entirely. Then life — and a partnership with the right guy — pulled him back in.But this time, he's doing it completely differently.Eric is the co-founder of PAC Exteriors, a Colorado-based roofing company taking a disciplined retail-first approach in a market where everyone else is chasing hail. Instead of following the storm restoration playbook, PAC is carving out a niche in the Colorado mountains — complex projects, high-value homeowners, and a business model built to last beyond the next big hailstorm.In this episode, Eric breaks down why he walked away from $8M in potential storm revenue to protect his brand identity, how retail cashflow changes everything, and what it actually means to build a company you'd want to sell — even if you never do.

Carm Taglia spent 25 years marketing every kind of business before niching down to roofers - and he has zero patience for the way most contractors are still buying leads in 2026.In this episode he breaks down why renting leads from Angie's List is "a sucker's bet," why Google is de-indexing thin contractor websites by the thousand, and what AI search is actually rewarding right now (hint: it's not what your old SEO guy is selling you).We get into:The real math on Angie's leads vs owned marketing (and why he calls it "washing money")Why the BBB and Reddit are suddenly two of the most trusted sources in AI searchThe 40-60% of roofing calls that never get answered, and what that's actually costing youWhy a roofer in Atlanta just won a 6-figure commercial bid by being first to send the quoteHow to grill a marketing agency before you hand them a checkThe one thing every roofer should install in the next 30 daysCarm runs Roofing Rev Marketing. He also got the seed money for his first agency by winning Fear Factor. Twice. You'll want to hear that part.

Joe Dominiak has spent 25 years fixing broken franchise systems across some of the biggest brands in the country. Now he's not fixing anything. He's scaling a machine. As VP of Franchise Operations at Superior Fence & Rail, the fastest growing fencing franchise in America, Joe breaks down what actually separates winning franchise systems from the ones that quietly fall apart. We get into how SFR selects franchisees instead of hiring them, why reputation score trumps revenue as the number one metric, what a $1 billion brand looks like from the inside, and why the company that owns the data owns the market. If you own a franchise, want to own one, or just want to understand how elite operators think, this one is for you.

George interviews brothers Roberto and Eric of ACE Construction, a Sugar Land, Texas roofing and construction company serving the greater Houston area. They share how they started as subcontractors in their mid-20s about seven years ago and launched ACE roughly two and a half years ago, emphasizing learning the job from the ground up. They discuss competing in Texas’s low-barrier market by focusing on insurance, Google ratings, brand positioning, and a retail-first strategy in a region with fewer major storms. The conversation covers their lead generation mix (referrals, door hangers, Google PPC and LSA), role division between operations/technical expertise and marketing/outreach, nurturing commercial and multifamily relationships through small repairs and maintenance, hiring and training a project manager, and retaining loyal crews by paying well, improving safety, and using better materials to reduce callbacks. They close with advice to study marketing and start now.

In this exciting episode, George Paladichuk joined by Becca Switzer, owner of Roof Sales Mastery, one of the most well-renowned sales academies in roofing. Becca shares her journey from selling Cutco knives to becoming a top salesperson in the roof sales world and eventually founding her own sales academy. We delve into the importance of sales training, setting up appointments, and not prejudging customers. Becca also discusses her opinions on being a woman in a traditionally male-dominated field. Additionally, we explore the role of mindset, consistency in daily actions, and the future of AI in home service sales.

In this episode, George Paladichuk is with Dashaun Bryant from Roof Hustlers, known for his high-energy personality and signature bow tie, Dashaun shares his journey of accidentally stumbling into the roofing industry and becoming a renowned sales trainer. Throughout the conversation, Dashaun dives into the principles that guide his work, the importance of mindset, and the skills necessary to thrive in door-to-door sales. He also discusses the impact of AI on the sales industry, the critical role of continuous learning, and how genuine human connection remains irreplaceable. This episode is a must-watch for anyone looking to understand the nuances of successful selling and effective leadership.

In this episode, George Paladichuk sits down with Dan Antonelli, founder of KickCharge Creative, a leading branding agency specializing in home services. Dan shares his incredible journey from hand-lettering vans in his parents' backyard to running a successful company with over 50 passionate employees. We delve into the psychology behind effective branding, the impact of a strong brand on key performance metrics, and the pitfalls of relying on AI for brand authenticity. Dan also discusses how his agency goes beyond just logo and graphic design to offer comprehensive marketing solutions that help businesses become 'five-mile famous' in their communities. Whether you're at the start of your branding journey or looking to elevate your existing brand, this episode is packed with valuable insights and actionable advice. Don't miss it!

In this episode, we sit down with Zach Peyton, the brand president of Superior Fence and Rail, to dive deep into the journey of transforming a local fencing business into a nationwide franchise powerhouse. Zach shares how his post-Army career led him to the business, the challenges of expanding amidst economic downturns and the COVID-19 pandemic, and the importance of maintaining strong core values and franchisee satisfaction. He also discusses the partnership with Empower Brands and the organic growth that followed. Tune in to discover the secrets behind the success of America's leading fencing contractor network!

In this episode, George Paladichuk is with Mike Goldstein, Chief Revenue Officer of Roofle and a veteran with over 30 years in the roofing industry. Mike discusses his diverse career ranging from roofing installer to tech executive, offering insights on the evolution of the industry towards digital quoting and e-commerce. We explore the impact of AI and advanced analytics on consumer behavior, the importance of transparency for building trust, and the challenges and opportunities for contractors in adopting new technologies. Mike shares fascinating stories and key strategies for staying ahead in the rapidly changing roofing industry. Tune in to learn how to harness technology and innovation to grow your business.

In this episode, we welcome Tim Brown, the owner and operator of Hook Agency, to dive deep into the world of marketing for contractors and roofing companies. Tim shares his journey from being a web designer to running a successful agency focused on SEO, PPC, and websites for roofing and home services. We explore key marketing strategies, lead generation, branding, and the importance of community-driven initiatives. Tim also discusses his new book, 'How to Become a Hometown Hero,' and offers practical advice on creating a lasting impact in your local market. Tune in for insights on balancing personal and professional growth, leading from the front, and navigating the challenges of building a business in the competitive field of roofing.

In this episode, George Paladichuk interviews Lane Houk, a US Army veteran and renowned SEO expert, about his journey from military service to digital marketing. Lane dives deep into the rapidly evolving landscape of digital marketing and SEO, emphasizing the transformative impact of AI on local business visibility. Lane shares insights from his newly developed SPARK Framework and underscores the importance of AI in modern search engines like ChatGPT and Perplexity. He also discusses key strategies for businesses to adapt and thrive in this new AI-driven world, including the importance of Yelp reviews, website architecture, and incorporating AI in daily operations. Whether you're a seasoned business owner or just starting out, this episode offers invaluable advice on staying competitive in a fast-paced digital market.

In this episode, George Paladichuk talks with David Bitan, founder and brand president of Bumble Roofing, to unpack how he went from commission home-services sales to building a tech-forward, white-glove roofing brand that’s now a national franchise backed by Empower Brands. We talk about: • Why Bumble is “a customer service company that happens to sell roofing” • The branding + customer experience play behind the Bumble bee • How they use tech (satellite measurements, instant quotes) to make roofing easier • Why franchising beats corporate roll-ups for local service businesses • David’s take on robotics, AI, and what’s coming next for contractors If you’re a roofing or home service owner thinking about franchising, scaling, or leveling up your customer experience, this one’s a must-watch. 👉 Learn more about Bumble Roofing: BumbleRoofing.com 👉 Franchise info: EmpowerFranchising.com

In this episode of the Nailed It show, host George Paladichuk sits down with Randy Brothers, the Founder and Owner of Elite Roofing and Solar and the coaching and consulting business The Roofing Academy. He’s the best-selling author of Start It, Build It, Grow It: The Contractor’s Guide to Success and host of the Start, Build, Grow Show podcast, among countless other hats he wears as a husband, dad, roofing company owner, and coach. Elite Roofing has been a top-rated roofing company in the Colorado market and earned a spot on the 2018 & 2019 Inc. 5000 List, reaching nearly $20 million a year. Randy shares his entrepreneurial journey, including the early failures and hard lessons that shaped his success. He delves into the importance of systems, delegation, and leadership in scaling a business. Randy also discusses the impact of AI and technology on the roofing industry and offers invaluable advice on maintaining profitability while growing. Tune in to learn more about creating a solid foundation for your business and the critical role of personal growth in leadership.

In this episode, I sit down with Steve from Red Rock Roofing, one of the most respected roofing companies along Colorado’s Front Range. We dive into how he went from tax law to building an 8 figure roofing company that’s known for its culture, systems, and “firing on all cylinders” marketing philosophy. If you’re a roofing company doing (or aiming for) $3M+ per year, this one’s packed with practical insight on growth, leadership, and building a team that actually wants to stay. In this episode, you’ll hear about: • How a random phone call took Steve from tax law into roofing — and how he did 110 roofs his first year • Why marketing on all cylinders (awareness, consideration, conversion) helps Red Rock win even in non-hail years • How Steve thinks about brand awareness vs. direct response and why now is the best time to grab market share • The Realtor strategy that quietly became Red Rock’s “bread and butter” lead source • How he structures his sales org into lanes (prospectors, in-home sales, project managers) to prevent burnout and increase close rates • Why BNI and relationship-based networking still work in 2025—and how one BNI connection led to entire neighborhoods • The systems behind the scenes that keep 5–8 roofs a day running smoothly • How Red Rock has kept key team members for nearly a decade and why culture, generosity, and paying well/on time actually make the company more profitable • Steve’s take on leadership, ego, faith, money, and responsibility when you’re feeding multiple families, not just yourself • Where he sees the roofing industry going: higher deductibles, more financing, technology, AI, and purpose-driven culture If you’re tired of “just sell more roofs” advice and want to hear how a real operator thinks about systems, people, and marketing strategy, this conversation will hit home. ⸻ 👷‍♂️ About the show – NaiL It NaiL It is for roofing owners who are serious about scaling past $3–5M+ without letting calls slip, systems break, or culture collapse. We talk marketing, operations, AI, and leadership with the people actually doing it. 💻 Learn more about what we do at NaiL (AI receptionists, follow-up, and growth systems for roofers): https://usenail.com/

Join us for an engaging conversation with marketing expert Dennis Yu as he shares insights on his journey in the marketing industry, the importance of local service marketing, and how AI is revolutionizing the sector. Dennis discusses the significance of creating jobs for young adults, helping local businesses, and mentoring the next generation of marketers. Learn about the critical role of Google Business Profiles, the pitfalls of overcomplicated marketing tactics, and the future of AI in home services. Discover inspiring success stories and actionable advice for contractors looking to double their business. Find out more about NaiL: usenail.com High Rise Influence: highriseinfluence.net -----------------------------------------------