AI & Marketing for Home Service Pros

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...

The Math Behind Marketing: How Contractors Should Actually Measure ROI Most 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...

Trust Is the New Algorithm: How Contractors Get Recommended by AI with Marcus Sheridan Search 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 directl...

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 ses...

What It Really Takes to Win With a Marketing Agency: The Rooftastic Deep Dive Most 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...

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. Tha...

How AI, Tracking, and Relentless Follow-Up Helped Richie Colletti Build a High-Conversion Roofing Machine Most 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, conver...

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...

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 o...

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...

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...

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 book...

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 b...

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 b...

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 cultur...

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 bu...

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 insta...

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 Pro...

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 acquisition...

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 sales What “amb...

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 s...

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 bu...

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 brand...

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:...