Digital Marketing for Contractors

Send us Fan MailIn this episode, Caitlyn and Meredith wrap up a stretch of AI-focused conversations with a practical question every contractor needs to answer: what should you actually automate, and what should never leave a human's hands?They share a simple framework for thinking about it (operational vs. relational moments), then walk through six things you should automate this week, five things to protect at all costs, and four gray zones where the answer lives somewhere in between. The episode closes with a four-question decision tool you can run any new task through when you're not sure which side of the line it belongs on.If you're either nervous about automation or a little too eager to hand things over to AI, this one's for you.In this episode:• The two-bucket framework: operational vs. relational moments• Six things to automate first (and why)• Five moments that should always stay human• The gray zones: follow-up, social media, review responses, and proposals• A four-question decision tool for anything you're unsure aboutWant to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailMost contractors are sitting on leads that should have closed but didn't, and the reason is almost always the same: follow-up. In this episode, Caitlyn and Meredith break down how AI can make your sales follow-up faster, smarter, and more consistent without taking over your life.You'll hear the five highest-leverage ways to use AI in your follow-up process: speeding up your first response, building a full multi-touch sequence, personalizing messages based on actual sales conversations, addressing common objections head-on, and re-engaging cold leads from months or years ago. The hosts also walk through a real-world bathroom remodel scenario from form fill to booked appointment, share the most common mistakes contractors make when they start using AI, and give you a simple starting point you can put to work today.If you've ever wondered why some contractors book 50 to 60% of their leads while others stall out at 30%, this one's for you. The difference usually isn't talent. It's persistence, and AI is what makes that kind of persistence realistic for a small team.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailNo theory, no hype, just 10 specific ways home improvement and remodeling contractors can start saving hours every week, starting today. Whether you've never touched an AI tool or you use one every day, there's something in this episode you can put to work this week.In this episode, you'll learn how to use AI to:Write and polish your estimates and proposalsRespond to your Google and online reviewsDraft your follow-up emails to leadsWrite social media captions and post ideasCreate or rewrite your website copySummarize your sales callsWrite job postings that attract the right peopleBuild out SOPs and training docsAnswer customer FAQs fasterDraft your email campaignsYou'll also hear which tools are worth your time (spoiler: you don't need a contractor-specific app), why sticking with one AI makes everything better, and the one ground rule to keep in mind before you type anything into a prompt.Your challenge: Pick one thing from the list and try it this week. Just one. Then tell us what you tried.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailYour reputation is your marketing. In home improvement, where trust is everything and a single project can cost tens of thousands of dollars, reviews and referrals are probably the most underestimated growth lever you've got. Yet most contractors treat them as something that just happens in the background.In this episode, Caitlyn and Meredith break down how to actually manage the three Rs with intention:• Managing your reputation across every platform homeowners check, not just Google (Yelp, Houzz, BBB, Facebook, Angi)• Responding to reviews the right way, including the ones that make you want to throw your phone across the room• Building a systematic process that gets you more Google reviews consistently, because volume and velocity both matter more than you thinkPlus, how to put all those reviews to work across your website, paid ads, and sales collateral, because a five-star review sitting unused on Google is a wasted asset.If you've been treating reviews as something that just happens in the background, this one will change how you think about them.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailIn this episode, Caitlyn and Meredith break down the current state of paid advertising for home improvement contractors and separate myth from reality.They cover four key platforms—Google Search, Local Service Ads, Meta (Facebook & Instagram), and YouTube—highlighting what’s changed, what still works, and where contractors should focus their budgets in 2026.Listeners will learn: Why Google Ads are more expensive—but still effective How LSAs have become a top-performing lead source Why retargeting is the most valuable Meta strategy How YouTube can influence homeowners early in the decision processThe episode emphasizes the importance of a coordinated, multi-channel strategy focused on visibility, trust, and consistent follow-up throughout the customer journey.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailAI is everywhere right now — and for contractors, it can feel overwhelming.In this episode of Digital Marketing for Contractors, Caitlyn Noble and Meredith Medlin cut through the noise and focus on what actually matters: real-world AI applications that contractors can use today to improve marketing, lead response, and visibility online.We break down three high-impact use cases:AI for content & SEO — scaling location pages, blog ideas, FAQs, and review responses faster AI search visibility (GEO) — how to show up in AI-generated search answers like ChatGPT, Perplexity, and Google AI Overviews AI for lead follow-up & CRM workflows — improving speed-to-lead, automating text follow-up, and keeping your pipeline clean The big takeaway? AI is a tool, not a strategy. The contractors who win are the ones using it thoughtfully to support human expertise, not replace it.If you’ve been wondering where AI actually fits into your business, this episode gives you a practical roadmap.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailReferrals are every contractor’s most valuable — and most underutilized — lead source. In this episode, we sit down with Jamey Vumback, founder of Get The Referral, to break down how contractors can transform their customer base into a scalable, predictable referral engine.We cover why most referral programs fail (hint: lack of process), how to systemize referrals across your team, and how top companies are generating 20–40%+ of their revenue from referrals alone.If you're tired of rising lead costs and want higher-converting, lower-cost opportunities — this episode is a must-listen.Learn More HereWant to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailIn this episode of Digital Marketing for Contractors, Caitlyn Noble and Meredith Medlin dive into one of the biggest hidden profit killers for home improvement businesses: the follow-up gap.Many contractors assume their marketing isn’t working when leads don’t convert—but the real problem often lies in what happens after the lead comes in. Slow response times, inconsistent follow-up, and poorly configured CRMs can quietly cost contractors thousands in lost jobs.Caitlyn and Meredith break down the modern expectations homeowners have in 2026, including why responding within minutes—not hours—is now the competitive standard. They also share practical benchmarks for speed-to-lead, outline a proven 7–10 day follow-up framework, and discuss how contractors can automate communication without sounding robotic.The episode also explores common CRM mistakes that prevent contractors from understanding where deals are actually being lost, from weak pipeline stages to unclear lead ownership.If you want to increase revenue without increasing ad spend, tightening your follow-up process may be the fastest win in your business.In this episode, you'll learn:Why speed-to-lead can make or break your chances of winning a jobThe ideal response benchmarks contractors should aim forA practical 7–10 day follow-up system using calls, texts, and emailHow automation can improve responsiveness without sounding impersonalCRM setup mistakes that cost contractors deals behind the scenesWant to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailLocal SEO isn’t disappearing — but it is evolving faster than many contractors realize. In this episode, Caitlyn Noble and Meredith Medlin break down how artificial intelligence, voice search, and Google’s new AI-powered search experiences are transforming how homeowners find local contractors.Instead of focusing solely on rankings, today’s search landscape prioritizes trust, authority, and relevance. AI-generated search summaries, voice assistants, and recommendation-driven search results are now influencing which contractors appear when homeowners are ready to hire.Caitlyn and Meredith explain how contractors can adapt their marketing strategies by creating question-based content, optimizing their Google Business Profiles, collecting detailed reviews, and showcasing real project work. They also discuss why tracking revenue-driving metrics like calls and appointments matters more than obsessing over keyword rankings.If you want to future-proof your digital marketing and stay visible in the AI search era, this episode provides a practical playbook for contractors looking to build authority, trust, and long-term local visibility.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailIn this special episode of Digital Marketing for Contractors, hosts Caitlyn Noble and Meredith Medlin share a replay of their recent FastSite webinar, where they break down a problem many contractors face: websites that get traffic but fail to generate leads.If you're investing in SEO, Google Ads, or Local Service Ads but not seeing the phone ring or forms come in, the issue may not be your marketing — it could be your website.During the webinar, Caitlyn and Meredith reveal the three biggest conversion killers on contractor websites, including:Missing trust-building elements like reviews, credentials, and testimonialsWeak or generic calls-to-action that don’t motivate homeowners to actToo few opportunities for visitors to convertThey explain how today’s homeowners compare multiple companies before choosing a contractor and why your website has just seconds to establish trust and drive action.The episode also introduces FastSite, FatCat Strategies’ website framework designed specifically for home improvement contractors. Built on WordPress, FastSite focuses on:Faster website launch timelinesConversion-first designMobile-first lead generationIntegration with SEO, PPC, and digital marketing campaignsWhether you’re planning a new website or trying to improve your current one, this episode offers actionable insights to help you turn website traffic into real leads.To watch the full webinar and view the slides, visit: fatcatstrategies.com/webinarWant to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailIn this Winter 2025–2026 Industry & Digital Marketing News Roundup, Caitlyn and Meredith break down the biggest trends impacting home improvement contractors heading into spring.From roofing supplier mega-mergers and dropping consumer confidence to SEO vanity metrics, Google crackdowns, speed-to-lead expectations, and OpenAI testing ads inside ChatGPT — this episode covers what changed this winter and what it means for your revenue this peak season.If you want to head into spring prepared (not scrambling), this one’s for you.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailIn this episode of Digital Marketing for Contractors, Caitlyn Noble and Meredith break down one of the biggest growth challenges home improvement companies face: the owner bottleneck.If you're the one handling sales, overseeing operations, approving marketing, managing follow-ups, and solving daily fires — growth eventually stalls. Or worse, it turns chaotic.This episode covers:Why marketing fails when operations don’t scaleHow misalignment between marketing and sales creates “bad leads”When to hire vs. when to automateWhat breaks first when you grow from $1M to $5MThe order in which to fix bottlenecks (hint: marketing is last)If your business is generating leads but struggling to convert them smoothly, this conversation will help you turn chaos into predictable growth.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailGoogle isn’t gone — but it’s no longer the only way homeowners are finding contractors.In this episode, Caitlyn and Meredith break down how search behavior has dramatically changed and why relying on Google rankings alone is no longer enough to drive consistent leads.From AI Overviews and zero-click searches to ChatGPT, social media, YouTube, and neighborhood groups — discovery is now fragmented across multiple platforms.You’ll learn:What’s changed with Google Search (and why clicks are declining)How AI tools like ChatGPT and Perplexity are influencing buying decisionsWhy contractors must adopt a multi-channel discovery strategyWhat “Generative Engine Optimization (GEO)” really meansHow to structure your website so AI tools can “cite” your businessWhy video and social media are no longer optionalIf your strategy still revolves around ranking #1 on Google… this episode is your wake-up call.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailIn this episode of Digital Marketing for Contractors, Caitlyn and Meredith break down what’s actually driving website conversions in 2026 — and what contractors need to prioritize to turn traffic into booked jobs.They explain how the definition of a “conversion” has evolved beyond just form fills and phone calls to include meaningful actions like chat interactions, scheduled appointments, and quote requests. The conversation highlights the growing importance of first-party data, AI-driven personalization, and building trust through strong social proof and clear messaging.Listeners will learn how dynamic content can create more relevant experiences, why mobile-first design is now essential, and how speed, accessibility, and technical performance directly impact lead generation. The episode also covers practical tools and tactics — from heat mapping and session recordings to A/B testing — that help contractors continuously improve results instead of guessing.If your website gets traffic but doesn’t consistently generate quality leads, this episode provides a clear roadmap to turning it into a true conversion engine.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailNot all leads are created equal — and cheap leads often come with the highest price tag.In this episode of Digital Marketing for Contractors, hosts Caitlyn Noble and Meredith Medlin break down the hidden costs of low-quality leads and how they quietly drain your time, your team’s energy, and your company’s growth.From shared leads and lead aggregators to poor qualification and vanity metrics, Caitlyn and Meredith explain why chasing volume instead of conversion leads to lower close rates, frustrated sales teams, and even brand damage. They also reveal what high-quality leads really look like — and how contractors can build smarter digital systems that prioritize exclusivity, intent, and true ROI.You’ll learn:What defines a “bad lead” (and why they’re so expensive)The hidden costs behind cheap lead sourcesWhy cost per acquisition matters more than cost per leadHow exclusive, high-intent leads outperform shared leadsSimple ways to improve lead scoring and qualificationThe digital marketing strategies that consistently drive better conversionsIf you’re tired of chasing dead-end leads and want a system that actually helps you close more jobs, this episode is for you.🎙️ Listen now and start turning better leads into real growth.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailIn this episode of Digital Marketing for Contractors, we sit down with Bryan Shankman, co-founder & CEO of LeadTruffle, an AI-powered platform built specifically for home-service contractors to capture every lead, respond instantly, and route qualified jobs into your CRM. Bryan walks through the origin story, how LeadTruffle works (website widgets, missed-call text-back, AI qualification), contractor use-cases that doubled bookings, and a practical playbook for any contractor looking to lock down lead flow and never lose another call.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailIn the final episode of our Rewind Series, Caitlyn and Meredith revisit the most-listened-to episode in Digital Marketing for Contractors history: SEO Trends You Can’t Ignore — and update it for 2026.When the original episode aired, Google had just rolled out more than 5,000 algorithm updates in a single year, and the industry was bracing for massive change. Now, two years later, those predictions didn’t just come true — they accelerated.In this episode, we break down what SEO fundamentals still matter, what has changed dramatically, and what contractors must do now to stay visible as AI search, engagement signals, video, and Google Business Profile become fully integrated into modern SEO.You’ll learn:Why AI is changing how people search — not replacing SEOWhat E-E-A-T means for contractor websites todayWhy thin location pages actively hurt rankingsHow engagement metrics now influence SEO performanceWhy video SEO is no longer optionalHow Google Business Profile is now core to SEOWhat a 2026-ready SEO checklist actually looks likeIf you want to future-proof your website, improve rankings, and attract higher-quality leads, this episode is a must-listen.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailGoogle Business Profile (formerly Google My Business) has evolved from a simple listing into one of the most powerful — and fragile — digital assets a contractor owns.In this Rewind Series episode of Digital Marketing for Contractors, Caitlyn and Meredith revisit one of the podcast’s earliest and most popular episodes, originally recorded in 2023, and break down what still matters, what’s changed, and what contractors must do heading into 2025 and beyond.The big takeaway? Your Google Business Profile is now your digital storefront. For many homeowners, it’s the first — and sometimes only — place they interact with your business before calling.This episode covers:Why 60–70% of homeowners interact with your GBP before your websiteThe rise of zero-click searches and why you must maintain two digital homesWhat Google now prioritizes in local rankings (proximity, activity, authenticity)How photos, videos, reviews, messaging, and posting frequency directly impact visibilityThe most common mistakes causing suspensions in 2025A practical GBP checklist that contractors can actually followIf you want to protect your local visibility, avoid costly suspensions, and win more qualified local leads, this episode is essential listening.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailIn this episode of the Rewind Series, Janet and Caitlyn revisit one of the most popular episodes in Digital Marketing for Contractors history: Building Brand Awareness — originally recorded in October 2023 — and break it down through a 2025 lens.While the fundamentals of brand awareness haven’t changed, how it shows up, how homeowners evaluate it, and how Google rewards it absolutely have.In this conversation, we unpack what still holds true, what’s changed dramatically, and what contractors should be doing right now to build trust, visibility, and long-term market dominance heading into 2026.You’ll learn:Why brand awareness is about trust and reputation — not leadsWhat brand awareness looks like at different contractor growth levelsHow Google now rewards brands, not just websitesWhy social media has become a validation step in the buying journeyHow short, simple video drives outsized local visibilityHow homeowner behavior has shifted to a trust-first funnelWhat metrics actually indicate growing brand awareness todayIf you want higher-quality leads, shorter sales cycles, and a stronger presence in your market, this episode lays out exactly how brand awareness supports all three.Visit https://fatcatstrategies.com/brand/ for your free branding checklist!Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailIn the first episode of our new Rewind Series, Janet and Caitlyn revisit Google Analytics 4 (GA4) and break down what’s actually changed since its rollout in 2023—and what home improvement contractors need to pay attention to now.When GA4 first launched, it left many contractors frustrated, confused, and unsure how to find the data they relied on in Universal Analytics. Fast forward to today, and while GA4 still isn’t perfect, it has evolved. In this episode, we cut through the noise to explain what matters, what’s improved, and how contractors should realistically be using GA4 to make better marketing decisions.You’ll hear a candid discussion about:What GA4 was supposed to do vs. how it’s actually being usedKey reporting and usability improvements since 2023Why GA4 should be viewed as a directional tool, not a source of absolute truthHow to pair GA4 with CRMs, call tracking, and ad platforms for clearer insightsThe biggest mistakes contractors still make when reviewing GA4 dataIf GA4 felt overwhelming or useless when you first logged in, this episode will help you reset expectations and use it more strategically—without getting lost in the weeds.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailIn this episode of Digital Marketing for Contractors, Janet and Caitlyn break down the headlines, market shifts, and digital marketing updates shaping the home improvement industry heading into 2026. Fall 2025 brought a mix of encouraging wins—like a 20-year high in women’s employment across the construction industry—and some shocking shakeups, most notably the abrupt overnight closure of Renovo Home Services, a private-equity-backed roll-up that included iconic brands like Reborn Cabinets, DreamStyle Remodeling, NewPro, and more. The fallout? Nearly 3,000 jobs lost and homeowners across multiple states left mid-project with demos, dumpsters, and zero communication.Janet and Caitlyn explain what happened, why private equity flocked to the industry during the pandemic boom, and what caused the entire structure to collapse once growth normalized. They also discuss how contractors can proactively use content marketing to rebuild trust in shaken markets—especially messaging around reliability, local ownership, and what to do if your contractor disappears.Then, they shift to new survey data shaping expectations for 2026. According to the Harvard Joint Center for Housing Studies, remodeler growth next year should be slow, steady, and predictable—a welcome change after several years of extreme swings. Aging home inventory, high home equity, and the “improve-don’t-move” trend continue to drive demand. Meanwhile, new NAHB data shows that homeowners are now prioritizing comfort and lifestyle upgrades over ROI, meaning contractors should rethink how they talk about value.Finally, the duo dives into rapid-fire digital marketing updates—including OpenAI’s new Atlas browser, the AI-powered tool that can summarize pages, automate research tasks, and reshape daily workflow for marketers and contractors.It’s a packed, practical episode filled with insights, warnings, and opportunities to help home improvement companies stay steady, strategic, and competitive heading into 2026.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailIn this episode of Digital Marketing for Contractors, Janet and Caitlyn sit down with Maddy Martin, SVP of Growth at Smith.ai, to tackle one of the biggest challenges contractors face: missed opportunities from slow lead response. Maddy shares why speed-to-lead is critical, how Smith.ai helps contractors answer every call, chat, and text, and how better lead handling drives ROI. From practical tips to real-world success stories, this conversation is packed with strategies to help contractors stop wasting leads and start booking more jobs.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailIn this special summer roundup episode, Janet and Caitlyn break down the latest news and research shaping the home improvement and remodeling industry. From builder confidence reports and Harvard’s remodeling forecasts to surveys from Qualified Remodeler, AIA, and Houzz, we connect the dots on what these shifts mean for your business. We also dive into the latest platform updates from Meta, Google, and AI-driven search—and how they’re already affecting contractors’ lead generation.What you’ll learn in this episode:Why housing slowdowns may actually fuel remodeling demandKey takeaways from industry surveys, including the TOP 500 list and homeowner spending trendsHow Meta’s budget setting changes could affect your ad performanceWhy reviews (and fast responses!) matter more than ever for local SEO visibilityWant to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailIn this episode of Digital Marketing for Contractors, Janet and Caitlyn sit down with Dean Curtis, CEO of Ingage, to talk about transforming the in-home sales presentation. Dean shares how Ingage helps contractors close more deals with polished, interactive, and data-driven presentations that boost professionalism and consistency across sales teams. You’ll hear real success stories, tips for overcoming adoption challenges, and a sneak peek at what’s next for the platform. Plus, Janet and Caitlyn announce that FatCat Strategies is now a Certified Ingage Design Partner—helping contractors get the most out of their sales pitches.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailCustomer reviews aren’t just “nice-to-haves” anymore—they’re one of the most powerful tools in your marketing toolbox. In this episode of Digital Marketing for Contractors, Janet sits down with Arden, FatCat account manager, to talk about:Why 88% of people trust online reviews as much as personal recommendationsHow reviews boost your SEO and even impact Local Service AdsThe role AI is playing in shaping how reviews show up online in 2025Practical tips to actually get more reviews (timing, QR codes, staff training & automation)How to respond to both good and bad reviews without hurting your brandIf you’re a contractor trying to win more leads, this episode is packed with tactical advice you can use right away.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailWhen it comes to growing a home improvement business, most contractors focus on hitting revenue goals. But what if you could build a company that not only thrives today but is also positioned for a profitable sale tomorrow? That’s exactly what Chris Edelen, former CEO and owner of Safe Showers, did—and in this episode of Digital Marketing for Contractors, he shared his incredible journey with hosts Janet and Caitlyn from FatCat Strategies.https://fatcatstrategies.com/podcast/special-guest-chris-edelen-planning-your-exit/Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailHome Improvement Business Owners, are you interested in planning your exit strategy? We're kicking off a NEW series with Chris Edelen this Wednesday on our Digital Marketing for Contractors podcast. Listen to the teaser below and submit your questions to be featured on the podcast by following this link: https://fatcatstrategies.com/planmyexit/Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailIn this episode of Digital Marketing for Contractors, Janet and Sasha wrap up our three-part AI series with a conversation about staying human in an AI-driven world. From chatbots and CRMs to automated reviews and follow-ups, AI is now built into nearly every tool contractors use. But instead of replacing people, it should be seen as a partner—freeing up time for the authentic, personal connections homeowners really value.The hosts dive into why trust signals, reviews, team bios, and before-and-after photos still matter, and how contractors can balance automation with authenticity. With examples from big brands and real-world applications, Janet and Sasha show how AI can strengthen—not replace—the human side of your business.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailIn this episode of Digital Marketing for Contractors, Janet and Arden tackle a big question for 2025: How can home improvement contractors protect their lead flow in an AI-driven marketing world?From SEO to paid ads to CRM follow-up, the tools you’ve always used still matter—but the way you use them has changed.You’ll learn:How to create content that Google’s new AI Overviews will actually quote (and why it matters for your traffic)How to let AI help with ad targeting—without letting it waste your budgetHow AI-powered CRMs can follow up faster, smarter, and more personally to close more jobsWhether you’re running a roofing company, remodeling business, or window and door operation, this episode shows how to start small, stay strategic, and make AI work for you—not replace you.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailIn this first installment of a three-part mini-series, hosts Janet and Meredith explore how AI is fundamentally transforming the way homeowners search for services online and what that means for home improvement contractors trying to generate leads.The conversation centers around the shift from traditional keyword-based SEO to AI-generated answers in search engines like Google, and the rise of “answer engines” like ChatGPT and Siri. These tools provide immediate, conversational responses, often without users needing to click on any links.The hosts explain how this change is reducing website traffic, increasing the importance of high-quality, structured content, and forcing businesses to adapt their web strategy to remain visible. They stress that contractors need to create content that not only ranks for keywords but also feeds AI models to be included in these new formats.The big takeaway is: don’t ignore the shift, start adapting now. A free AI visibility guide is available to help contractors get started, and the hosts tease deeper tactical advice in the next episode.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan Mail In this episode, Janet Mobley and Meredith Medlin chat with Ross Gaskin, VP of Sales at Health at Home, about the fast-growing “aging in place” market and how contractors can seize this opportunity. Ross shares insights into home accessibility trends, common contractor mistakes in barrier-free bathroom installs, and why selling grab bars could be your ticket into larger remodel projects. If you're a contractor looking to diversify your services or add meaningful value to your bath remodels, this episode is packed with practical advice, product knowledge, and business-building tips.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailIn this episode of Digital Marketing for Contractors, Janet and Caitlyn sit down with Ryan Cohn, Content Marketing Manager at Blazeo, to dive into the massive impact of speed to lead and how automated, real-human follow-up can supercharge your sales pipeline. Formerly known as Apex Chat, Blazeo has evolved into a powerful suite of tools for contractors—offering live chat staffed by trained U.S.-based agents, 24/7 call center support, AI-powered voice and chat features, and seamless CRM integrations.Ryan breaks down how Blazeo helps contractors respond faster, qualify leads better, and ultimately win more deals—without adding pressure to internal teams. You’ll also hear success stories, like one contractor who saw a 24% increase in gross revenue, and how easy it is to get started.If you’ve ever struggled with slow lead response or messy follow-up, this is your episode.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailIn this episode, we’re joined by Scott Berman, veteran home improvement leader and the founder of HeavySet Forms. Scott shares how his 30+ years in the industry — and the challenges he faced at Florida Window & Door — inspired him to create a powerful lead automation tool.HeavySet Forms helps contractors automate appointment scheduling, follow-up, and confirmation using AI — converting more web leads (even after hours) without relying solely on call centers. You’ll hear real data on how it reduces cancellation rates, increases close rates, and helps your marketing budget go further. This conversation is a must-listen if you’re serious about streamlining your sales process and getting more out of every lead.🔗 Learn more at www.heavyset.techWant to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan Mail In the final episode of the Build, Grow, Dominate series, Janet and Caitlyn dive into how home improvement contractors can leverage TV and OTT (Over-the-Top) advertising to supercharge their brand presence. From the basics of how these platforms differ to tactical tips on creative production, tracking ROI, and real-world success stories—this episode breaks down how traditional and streaming ads fit into a modern, high-performing digital marketing strategy.Whether you're already investing in digital or just stepping into video ads, this episode will help you align your messaging, amplify your reach, and make every ad dollar work harder. Learn how to connect the dots between your streaming campaigns and your website traffic, and why homeowners may already think you’re “on TV”—even if you’re just on YouTube.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailIn this episode of Digital Marketing for Contractors, we’re joined by Erik Vargas, co-founder of FollowUp CRM. Built from inside a commercial roofing company, FollowUp CRM is tailor-made for construction contractors with a commercial and residential division. Erik dives into why traditional CRMs fall short in this industry, how poor follow-up is killing your close rate, and what separates high-performing contractors from the rest.We talk about:The origin of FollowUp CRM (and why Salesforce didn’t cut it)How lack of follow-up is losing you businessThe challenges of switching CRMs vs. starting from scratchReal stories of $4M jobs won through consistent follow-upHow AI will streamline admin for sales teams (eventually)Whether you’re still managing your pipeline on spreadsheets or using a CRM that doesn’t fit your workflow, this episode will challenge the way you think about sales systems in construction.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailIn this episode of Digital Marketing for Contractors, Janet and Caitlyn explore how to unlock the full potential of your marketing strategy by blending digital tactics with traditional media. Whether you're running TV and radio ads or building out Google PPC and social campaigns, this episode explains how to ensure your messaging is cohesive, your channels are aligned, and your results are trackable. They break down real-world tactics, share a powerful case study, and introduce the “marketing triangle” strategy that combines online, offline, and in-person channels for maximum impact. If your goal is to boost visibility, credibility, and conversions, this episode is a must-listen.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailIn this episode of Digital Marketing for Contractors, Janet and Caitlyn dive into one of their favorite strategies—hybrid marketing. Designed for contractors who are beyond the startup phase and actively scaling, this episode explores how to integrate field marketing tactics (like home shows, canvassing, and signage) with digital marketing strategies (like SEO, PPC, and email nurturing).Listeners will learn:What hybrid marketing really means for home improvement businesses.How to track offline efforts like signage and events using QR codes and phone numbers.The importance of syncing your CRM with field data for seamless follow-up.How social media can serve as your field marketing hype machine.Why email nurturing after events is the missing link to more appointments.A case study showing a massive lead spike from a hybrid campaign.If you're only doing field or digital marketing—this episode proves why you’re leaving money on the table.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailSpecial Guest: Steve Spence, Managing Director of Project Map ItIn this episode of Digital Marketing for Contractors, Janet and Caitlyn sit down with Steve Spence, the managing director of Project Map It—a powerful tool that helps contractors showcase completed projects, collect reviews, and ultimately close more deals.Steve shares the story behind the software, how it’s helping contractors build trust, and why it works for both new and established companies. From interactive maps and review capture tools to seamless CRM and supplier integrations, Project Map It turns your work into a high-performing digital sales asset.What You’ll Learn:How to use interactive maps and pins to visually showcase your portfolioHow to automate photo uploads from the fieldHow Project Map It boosts your close rate by 3–10% (or more)How non-Gmail-using customers can leave verified reviewsWhy this tool is ideal for building trust online—even if you don’t have a CRM yetBonus: Listeners who mention FatCat Strategies get 15% off for life when signing up for Project Map It.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailIn this episode, Janet and Caitlyn break down a powerful yet underutilized strategy for lead generation: integrating manufacturer leads into your digital marketing campaigns. Perfect for home improvement businesses in growth or scale mode, this episode outlines how to go beyond word-of-mouth and aggregator leads by partnering more effectively with product manufacturers.Key Takeaways:What manufacturer leads are and why they’re so valuable.How to build meaningful relationships with your manufacturer reps.Unlocking co-op marketing dollars (that manufacturers don’t advertise!).Creating product-specific landing pages and optimizing with SEO and PPC.Leveraging social media and retargeting to stay top-of-mind with interested buyers.Why this strategy supports scalable, smart growth—often without increasing ad spend.Whether you're already getting manufacturer leads or just discovering the potential, this episode is packed with actionable insights.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailIn this episode, Caitlyn and Janet dive into what growing home improvement contractors should consider when choosing a digital marketing agency—especially if you're outgrowing that set-it-and-forget-it vendor relationship. If your business is scaling past the $5M mark and you're looking for a strategic partner (not just a task-taker), this episode will show you exactly what to look for.They outline:The 3 qualities of a growth-focused agency: process, industry expertise, and strategic thinkingWhy you should demand transparency, ownership of outcomes, and shared dashboardsThe importance of advanced tactics like CRO, attribution modeling, and multi-channel campaignsWhat a true culture fit looks like (and why it matters for long-term growth)The must-ask questions to vet your next agency partnerThey also introduce a free downloadable Agency Scorecard to help you compare potential vendors. This is a must-listen if you’re serious about scaling your business.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailUsing Gift Cards to Boost Leads and Loyalty with Evan Crum from PerfectGift.comIn this episode, we’re talking with Evan Crum from PerfectGift.com about how home improvement companies can use gift cards to:Drive more leads through incentivesImprove review generationMotivate and reward employeesCreate smarter canvassing campaignsAvoid one-leg appointments with strategic incentivesPerfectGift.com offers customizable Visa/Mastercard and retail gift cards with powerful tracking and support tools. Plus, their PerfectGift+ product gives recipients total choice—from brands to cash.🎁 Listener Exclusive: Mention this podcast for perks like free shipping and free digital credit on your first order.📞 Contact Evan directly at 412-903-3758 or [email protected] 🌐 Learn more at PerfectGift.comWant to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailTitle: How to Build and Optimize Your Sales FunnelSeries: Build. Grow. Dominate. – Part 2In this week’s episode, Janet and Caitlyn kick off Part 2 of their “Build. Grow. Dominate.” series by diving deep into how Level 2 home improvement contractors can structure and optimize their sales funnel to increase conversions. They break down the five essential stages of a contractor's funnel—Awareness, Interest, Consideration, Intent, and Purchase—and offer actionable advice, best practices, and real-world examples for improving each stage.Whether you’re already generating leads or still building visibility in your market, this episode is packed with tips on how to turn more of those clicks into contracts. From using localized Meta ads and lead magnets to follow-up systems, sales training, and CRM personalization, Janet and Caitlyn cover it all—plus a cautionary tale about how one door-knocker lost a sale by waking a sleeping baby.🎧 Tune in for practical ways to boost your conversion rates without increasing your ad spend.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailIn this episode, Janet and Caitlyn break down the 10 most common PPC advertising mistakes replacement contractors make—and how to avoid them. From weak ad copy and mismanaged budgets to overlooked geographic targeting and missing conversion tracking, this is a must-listen for contractors who want better ROI from their Google Ads campaigns.Whether you're running ads yourself or working with an agency, you'll walk away with smarter questions to ask, critical fixes to implement, and the confidence to improve your paid ad results.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailIn this episode of Digital Marketing for Contractors, Janet and Caitlyn sit down with Ryanne Millis, Director of the Home Improvement Division at Brix Recruiting Partners. Ryanne shares expert insights into the recruiting challenges and opportunities facing growing home improvement companies today. From sales managers to production leaders, Brix specializes in finding top-tier talent for management and executive roles—especially when you’ve outgrown job boards and need real results.This conversation covers:Why job boards won’t fill your leadership rolesHow relocation plays into recruiting for home improvement companiesCommon gaps in leadership teams (hint: tech and AI readiness)The importance of treating hiring like lead generationReal success stories of recruiting done rightWhether you’re a $3M contractor scaling fast or a $30M enterprise expanding into new markets, this episode is packed with valuable takeaways on how to grow smarter—with the right people in the right roles.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailIn this episode, Janet and Caitlyn break down how home improvement contractors can find the right digital marketing agency to support their growth. They discuss why hiring an agency is a smart move, the must-haves to look for, the red flags to avoid, and how the right fit can transform your business. With real stories, candid advice, and actionable tips, this episode is a must-listen for any contractor ready to stop wasting money and start seeing real marketing results.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailIn this episode of Digital Marketing for Contractors, Janet and Caitlyn break down one of the most important systems in any home improvement business: the CRM (Customer Relationship Management) platform. Whether you're still running your company from a whiteboard and a spreadsheet or already using a CRM, this episode is packed with practical insight on how the right system can transform your operations, marketing, and growth potential.They cover:What a CRM actually does (and why it matters)Signs you're outgrowing your spreadsheet setupTheir favorite CRMs for contractors (MarketSharp, Lead Perfection, AccuLynx, Jobber, ClientTether, and more)Real-world examples of how CRMs streamline follow-up, improve reporting, and automate marketingHow to choose the right CRM based on your company's size and service typeThe takeaway? If you want to grow, you need a CRM. It's not just software—it’s a business upgrade.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailIn this episode, Janet and Caitlyn dive into the crucial role that call centers play in bridging the gap between digital marketing leads and actual sales opportunities. They explore how a call center acts as the connective tissue between your marketing team and your sales reps — especially for replacement contractors and home improvement companies.You'll learn why having a call center can dramatically increase your lead conversion rate, how it affects marketing ROI, and what to look for in a call center partner. Whether you’re running paid search, social ads, or sweepstakes campaigns, this episode breaks down how call centers keep your pipeline healthy by following up fast, staying persistent, and qualifying leads correctly.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailIn this episode of Build Grow Dominate, hosts Janet and Caitlyn of FatCat Strategies dive into practical and budget-friendly lead generation tactics tailored for home improvement contractors. Designed for businesses generating under $5 million in revenue, the episode is packed with actionable tips that don’t require a huge marketing budget but can significantly boost visibility and lead volume.1. SEO Content Creation The first strategy is optimizing your website for SEO. While not completely free, SEO can be tackled in-house by dedicating time and effort. Contractors are encouraged to create authentic, helpful content based on common homeowner questions. For example, if you install decks, writing blog posts that address the top 10 questions homeowners have about deck installation is a great place to start. This content not only improves your visibility in search results but builds trust with potential customers.2. Online Reviews and Directories Next, the hosts emphasize the importance of online reviews. These serve as digital word-of-mouth and heavily influence a homeowner’s decision-making process. Google Business Profile is highlighted as the most essential platform, but others like Yelp, Houzz, Angie, and even Nextdoor are valuable too. Not only do reviews impact credibility and rankings, but when written with detail—mentioning products, services, or neighborhoods—they can feed back into your SEO efforts.The importance of maintaining accurate and active listings on local online directories is also covered. These platforms help homeowners find and validate your business, and many offer additional visibility through customer reviews.3. Social Media Presence Even minimal effort on social media can go a long way. Contractors are advised to maintain a basic presence—think two posts a month—to give the impression of an active, legitimate business. These posts can feature jobsite photos, client testimonials, or reshared reviews and blog content. Platforms like Facebook, Instagram, and Nextdoor are suggested for reaching local homeowners, while LinkedIn is more appropriate for professional networking.4. Local Sponsorships A creative, low-cost idea that came directly from a FatCat client involves sponsoring hyperlocal organizations like kids’ sports teams or community clubs. Not only does this build goodwill with customers, but it also increases brand visibility within your target neighborhoods. These sponsorships often cost less than $1,000 and can lead to brand mentions on websites—providing valuable backlinks that further support your SEO.5. Online Communities & Forums Finally, contractors are encouraged to participate in online forums and community groups. Platforms like Nextdoor, Reddit, Facebook Groups, and even legacy tools like Yahoo Groups can be goldmines for lead generation—especially in neighborhoods with older homeowners. The key is to engage genuinely: answer questions, provide advice, and demonstrate your expertise.In short, generating high-quality leads doesn't have to break the bank. With consistent effort, authenticity, and community involvement, home improvement contractors can drive meaningful growth—even on a tight budget.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailThis episode is part of a 2-part series of “Build, Grow, Dominate: Marketing Strategies for Every Stage of Your Home Improvement Business,” created and hosted by the digital marketing experts at FatCat Strategies — a full-service agency based in Raleigh, North Carolina, that specializes in helping home improvement contractors grow, scale, and dominate their local markets.In this first installment of the series, hosts Janet (Founder & Managing Partner) and Caitlin Noble (Co-owner & Head of Client Services) break down the essential marketing question that every contractor faces at some point: “Should I invest in SEO or PPC?”Spoiler alert: It’s not an either-or — it's both. But understanding the how, when, and why behind each strategy is the key to unlocking real business growth.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.

Send us Fan MailDigital Marketing for Contractors is the go-to podcast for home improvement business owners who want to take their marketing — and their business — to the next level. Brought to you by FatCat Strategies, our new series, "Build, Grow,  Dominate: Marketing Strategies for Every Stage of Your Home Improvement Business," explores what it really takes to stand out and succeed in a competitive market.Whether you're a siding contractor, roofer, bathroom remodeler, or any kind of home improvement pro, you’ll get expert insights, real-world strategies, and proven tips you can actually use.💥 This series is split into two parts, each with six episodes — all designed to help you level up your business. Whether you're just getting started or ready to scale, you'll learn how to sharpen your brand, generate better leads, and close more deals at every stage of your journey.Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.