If you’re a growth-minded contractor looking to scale your business without wasting money on bad leads, this episode is for you. Ryan Groth sits down with Matt Tyner, Chief Marketing Officer at Bone Dry Roofing—a $200M+ regional powerhouse—to reveal the marketing and leadership moves that took their team to the next level.You’ll hear how Bone Dry:Boosted answer rates from 70% to 97%Cut lead response times to under 2 minutesMore than doubled booking rates through better follow-upUsed hyperlocal SEO to expand profitably into new marketsBuilt a trusted brand without gimmicky discountsIs using AI and automation to improve speed, service, and profitabilityMatt also shares why storytelling beats offers, how to market across multiple locations, and how culture drives marketing performance in the trades.Chapters:00:00 – Why marketing is mission-critical for contractors today03:20 – Matt’s background and lessons from HVAC, agency, and PE growth06:50 – The first 90 days as CMO: listen, learn, and diagnose bottlenecks09:45 – Boosting answer and booking rates through better systems12:40 – Website fixes and technical SEO that actually matter15:30 – Core marketing channels before adding new ones18:30 – How to win with hyperlocal SEO and market expansion21:30 – Creating engaging, funny, brand-building social content24:10 – Using AI for after-hours calls, storms, and lead triage30:10 – Brand-first email and community-driven marketing35:20 – In-house marketing vs. agencies: what drives real results40:00 – Manufacturer relationships vs. brand storytelling44:00 – Leadership and culture as the foundation of great marketingThis episode is packed with proven, real-world insights for roofing and home service leaders who want predictable, profitable growth.Subscribe to the Growth Minded Contractor Show for more episodes like this.Join STG's Skool Community: https://www.skool.com/sales-transform...
In this episode of the Growth Minded Contractor Show, Ryan Groth sits down with longtime industry leader Michael Gogan (formerly of CompanyCam, now with Alivo.ai) to talk about how AI agents are transforming the roofing and trades industries.Michael introduces Alivo’s four AI agents—Lily, Evan, Alex, and Jenna—and how they’re helping contractors answer calls, follow up on leads, close more deals, and boost online reviews automatically.They discuss:✅ Why most roofing companies miss up to one-third of inbound calls✅ How AI agents outperform call centers in speed, accuracy, and cost✅ How STG and Alivo are partnering to integrate sales training best practices directly into AI follow-up systems✅ Real case studies showing 2X increases in bookings using AI agents✅ What the future looks like when you combine AI automation + elite sales trainingIf you’re a growth-minded contractor, this episode is a must-watch.🎯 Get your onboarding fee waived:👉 https://alivo.ai/partner/stgFollow Ryan Groth and STG for more insights on AI, sales leadership, and performance in the trades. Get free access to STG's Academy:https://www.skool.com/sales-transform...#Roofing #SalesTraining #ArtificialIntelligence #STG #Contractors #GrowthMindset #ConstructionTech
Home services growth isn’t a silver bullet — it’s a system. In this Growth Minded Contractor episode, Ryan Groth sits down with Steve Huber of Billion Dollar Contractor, a sales leader behind $2B-plus in solar, roofing, HVAC, and windows and doors revenue. Steve explains how he helped scale multiple top private companies and what it takes for a three to five-million-dollar contractor to build toward fifty million and beyond without blowing up operations.What you’ll learn:Set clear North Stars and use a simple weekly scorecard for data-driven decisions.Pace growth across finance, operations, sales, and marketing so you don’t get over your skisWhy sales-oriented owners should delegate operations and stay in their superpowerHow to add new services the smart way, such as roofing for solar or HVAC and plumbingDon’t chase fads or rebates — build durable offers that work in any market.A consultative, diagnostic sales framework that makes it easy for customers to say yesYou can’t attract A-players without an A-plus company built on vision, training, and systems.Connect:Guest: Steve Huber — Billion Dollar ContractorHost: Ryan Groth — Sales Transformation GroupIf this helped, like, subscribe, and drop a question for a future episode.
In this episode of The Growth Minded Contractor Show, Ryan Groth sits down with Michael Malone of Bluff City Exteriors and Endeavor Equity Partners.Michael shares his journey from a 13-year career at Owens Corning and national accounts leadership to taking the leap into entrepreneurship—buying and running a contracting business with a faith-driven private equity group.We dive into:The shift from corporate stability to small business ownershipThe weight and fulfillment of entrepreneurshipHow private equity is reshaping roofing & exteriorsEndeavor Equity Partners’ faith-based mission and investment visionWhat types of businesses Endeavor is looking to acquire in the SoutheastIf you’re a contractor curious about the rise of private equity in roofing—or an entrepreneur balancing faith and business—you won’t want to miss this one.👉 Connect with Michael Malone on LinkedIn: [Michael Malone, Endeavor Equity Partners]👉 Subscribe for more contractor growth insights!For free Residential Sales Training: Join STG's Skool Community:https://www.skool.com/sales-transform...
On this Growth-Minded Contractor episode, Ryan Groth (STG) sits down with Paul Parnell (LVLUP Marketing) to break down a practical framework for scaling leads and revenue—without wasting sales hours.What you’ll learnProfit per Sales Hour (PPSH): How to score each lead source and fund only what pays.Intent vs. Interruption: Why Google (Search/Maps/SEO) often beats social for close rates.The Fire Framework: Offer (fuel), trust assets (logs), ads (gas), ops/sales (airflow).Case study: $300K in 90 days → $1M in 8 months using Google Ads + SEO. Here's the resource Paul mentions:https://leveluproofermarketing.com/ro...Tactical tips: Door-knock vs. PPC, titles that rank on YouTube/Google, email list ROI.Chapters0:00 Intro & Paul’s story1:40 From creative to growth marketing5:39 Profit per Sales Hour (how to calculate)12:22 The “build a fire” scaling model17:17 Intent vs. interruption marketing21:00 Applying intent marketing to coaching offers26:37 Ideal client profile & getting started28:15 Where to find Paul + resources29:21 Wrap-up & CTAGuest: Paul Parnell — LVLUP Roofer Marketing (leveluproofermarketing.com)Host: Ryan Groth — Sales Transformation GroupIf this helped, subscribe, like, and share. New episodes weekly for growth-minded contractors.For free residential sales training course by Ryan Groth, join our Skool community:https://www.skool.com/sales-transform...
On this Growth-Minded Contractor episode, Ryan Groth (STG) talks with Andrew Henke, Senior Managing Partner at Brix Recruiting (with an “X”), about building a recruiting engine that consistently lands high-performing sales and leadership talent.What you’ll learnOld-school headhunting vs job boards: Why proactive outreach wins for key roles.“Roll out the red carpet” candidate experience: Speed-to-lead, scripted follow-ups, and sizzle videos.Make recruiting a marketing function: VSLs, day-in-the-life content, culture reels, and IG pages.Community referrals that work: Turn happy customers into talent scouts.Sales hiring KPIs: Measure your funnel like revenue—response time, show rate, offer rate, accept rate.Hot roles & trends: Sales managers, call-center/marketing leaders, install managers, and execs in home improvement & commercial roofing.Chapters0:00 Intro & why recruiting is underdeveloped1:25 What Bricks Recruiting does (proactive headhunting)5:58 Roles they fill & market trends8:52 How to make your company irresistible to candidates10:40 Speed-to-lead and candidate nurturing12:55 Marketing-owned recruiting: VSLs, DITL videos, culture content17:24 Social proof & recruiting on Instagram19:14 Community/customer referral plays21:30 How to contact Bricks + recruiting KPIsConnectGuest: Brix Recruiting — brixrecruiting.com | ahenke@brixrecruiting.comHost: Ryan Groth — Sales Transformation Group (STG)If this helped, subscribe, like, and share. New episodes weekly for growth-minded contractors.
If your contracting company feels stuck at the same revenue… or stretched by fast growth, this episode is your playbook. Ryan Groth sits down with Andy Brown, founder of LULO Coaching and former COO of a rapidly scaling commercial roofing company, to break down how a fractional COO tightens operations and unlocks growth—especially for $5–30M, 10+ employee, service-based contractors.What you’ll learn:“Stuck vs. Stretched” Diagnostic: The two profiles that signal it’s time for a COO.Owner Focus Reset: Do what moves the needle; eliminate / automate / delegate the rest (including email triage).Operations, Defined: The full engine—people, SOPs, production, service, HR, accounting, tech—that delivers what sales sells.Process That Scales: Why you need a 1-page core process + granular SOPs + tech stack (e.g., Monday.com) to make it visible, repeatable, and accountable.Visionary/Integrator Reality Check: EOS is powerful—but timing and fit matter. Don’t “play $20M company” when you’re at $3M.Field Example: How to turn PM chaos into a simple 4-stage flow (handoff → pre-con → install → closeout) with owners and due dates.Who Andy helps: Service-based contractors in the $5–30M range who want healthy, sustainable growth (and leaders who want clarity, accountability, and margin in their calendar).Connect with Andy:Email: andy@lulocoach.comLinkedIn: Andy Brown — LULO CoachAbout STG: We train and coach owners, sales leaders, and reps in the trades to build elite sales teams and systems.👉 If this helped, like, comment, and subscribe for more conversations that turn chaos into scalable growth.Get free Skool community access and Ryan's Courses here:https://www.skool.com/sales-transform...
Cashflow is the #1 killer of contracting businesses. Most subcontractors and GCs aren’t financed by banks—they’re financed by their own payroll, material costs, and equipment. And when growth outpaces systems, cash problems show up fast.In this episode of the Growth Minded Contractor Show, Ryan Groth sits down with Scott Peper, founder of Mobilization Funding, to unpack how contractors can fund projects the right way and avoid cashflow disasters.Here’s what you’ll learn:Why taking on too much work without systems crushes margins.The dangers of over/under billing and how it leads to profitless jobs.How to create a pre-job cashflow analysis that shows exactly how much cash you’ll need before the project funds itself.The truth about merchant cash advance (MCA) loans and why they’re deadly for construction companies.Smarter alternatives for funding labor, materials, and equipment while scaling.💡 Scott also shares free tools—including a cashflow calculator and his book The Big Book of Cashflow—that simplify construction finance and give contractors the clarity they need to grow safely.👉 Learn more and grab free resources at mobilizationfunding.com
In this podcast episode, host Ryan Groth interviews Raymond Little, who shares his incredible journey from a troubled past involving crime and addiction to becoming a successful entrepreneur in the roofing industry. Raymond discusses the pivotal moments in his life, including the birth of his son, which motivated him to change his ways. He details his entry into the roofing business, innovative sales strategies, and the importance of building a culture of health and recovery within his team. The conversation also touches on the impact of private equity in the roofing industry and the future of the business.
In this episode of the Growth-Minded Contractor Show, Ryan Groth sits down with Mike Benitez, Chief Experience Officer at Rhino Strategic Solutions. Mike shares insights on the evolution of digital marketing in the home services industry. He discusses common mistakes contractors make, the importance of organic marketing, and the strategic use of paid advertising. Mike emphasizes the significance of branding, client experience, and effective tracking of marketing efforts. He also explores the future of marketing with AI and shares case studies of successful contractors, highlighting the importance of reputation management and genuine customer relationships.
In this conversation with Ryan Groth and Anisa Westfall, Chief Marketing Officer of Westfall Roofing, Anisa shares her journey in transforming a family-owned roofing business into a top contender in the industry. She discusses the importance of company culture, effective marketing strategies, and the dynamics of a successful sales team. Anisa emphasizes the challenges of geographic expansion, the significance of lead generation, and innovative marketing approaches that have contributed to their growth. She concludes with valuable insights for contractors and marketers on establishing brand value and customer engagement.
In this episode, Zach Wallick shares his journey from being a third-generation roofing contractor to founding his own company, Kairos Roofing. He discusses the influence of his family legacy, the importance of sales strategies, and building a strong company culture. Zach reflects on his growth in the roofing industry, the challenges he faced, and the eventual sale of his company. His insights on leadership, marketing, and personal development provide valuable lessons for aspiring entrepreneurs.
Chapters
00:00 Introduction to Zach Wallach
03:06 The Wallach Family Legacy in Roofing
07:27 Transitioning from New Construction to Service
11:16 Sales Journey and Early Experiences
15:18 Becoming a Forensic Roofing Specialist
18:41 Sales Strategies and Team Dynamics
25:33 The Flywheel Effect in Sales Growth
28:09 The Growth of Deal Sizes
30:54 Building Relationships for Success
34:38 Innovative Marketing Strategies
38:42 Navigating Personal Challenges and Career Growth
41:54 The Birth of Kairos Roofing
46:23 Scaling and Technology Integration
51:59 The Unexpected Sale and Life Changes
In this episode, Ryan interviews Johnny Rios, a licensed psychotherapist and founder of Primal Virtues, focusing on mental health, masculinity, and personal development. They discuss the challenges of performance anxiety faced by athletes and businessmen, strategies for overcoming fear and anxiety, and the integration of faith and spirituality in mental health practices. Johnny emphasizes the importance of healthy masculinity in family dynamics and the need for mentorship among men. He shares practical tips for being a better husband and father, and concludes with an overview of his work with Primal Virtues, aimed at building and rebuilding men in body, soul, and spirit.
Chapters
00:00 Introduction to Johnny Rios and His Journey
02:28 Understanding Performance Anxiety in Athletes and Businessmen
06:10 Strategies for Overcoming Fear and Anxiety
15:40 Integrating Faith and Spirituality in Mental Health
18:17 The Role of Masculinity in Family and Business
22:47 Navigating Toxic Masculinity and Healthy Masculinity
28:53 Models of Masculinity: Historical and Personal Examples
32:32 Tips for Being a Better Husband and Father
37:44 Primal Virtues: Building and Rebuilding Men
In this conversation, Ryan, Heath, and Ronnie discuss the journey of Avco Roofing, exploring their personal backgrounds, the company's culture, and the importance of relationships in the roofing industry. They delve into marketing strategies, recruiting and training sales teams, and the structure of sales management. The discussion emphasizes the core values of love and support within the company, highlighting how these principles drive their success and foster a positive work environment.
Chapters
00:00 Introduction to Avco Roofing and Its Founders
03:31 The Journey of Building Avco Roofing
06:38 Core Values and Company Culture
09:34 The Importance of Relationships in Business
12:43 Growth and Challenges in the Roofing Industry
15:26 Helping People and Community Impact
18:31 Sales Philosophy: Helping vs. Closing
21:34 The Role of Love in Business
24:31 Navigating Challenges and Building a Team
27:31 Conclusion and Future Aspirations
32:37 The Mindset Shift in Sales
37:07 The Importance of Marketing and Branding
42:15 Recruiting and Training Sales Teams
52:20 Managing Sales Teams Effectively
01:02:32 The Role of Sales Managers
01:06:33 Differentiating the Roof Warrior Program
In this conversation, Chris Hoffman shares insights from his journey in the family business, emphasizing the importance of culture, values, and strategic growth. He discusses the challenges of marketing, cost management, and the role of HR in fostering a high-performance culture. Chris highlights the need for effective sales strategies and the importance of understanding the customer journey to drive success.
In this session during Transform '25, Coach JC shares his journey of personal growth and the importance of going 'all in' on oneself. He emphasizes the significance of having a strong purpose, vision, and the role of leadership in achieving success. Through personal anecdotes and motivational insights, he challenges the audience to overcome limiting beliefs and strive for excellence in both personal and professional realms. The session culminates in a call to action for attendees to reflect on their goals and commit to becoming the best versions of themselves.
Chapters
00:00 Introduction to Transformation and Purpose
03:34 Going All In: The Poker Analogy
06:35 Identifying Your Current State: Are You Winning?
09:18 Becoming the Most Valuable Player (MVP) of Your Life
12:41 Finding Your Why: The Power of Purpose
15:31 Energy and Passion: The Driving Forces
18:40 Taking Action: Overcoming Comfort and Complacency
21:36 Vision: Seeing Beyond the Present
24:35 Transforming Adversity into Opportunity
27:31 The Importance of Response: E + R = O
30:30 Creating a New Identity: Who Do You Need to Become?
33:34 Conclusion: Committing to Transformation
42:18 The Power of Seeing Potential
45:01 Evaluating Sales Leadership Skills
47:31 Understanding Sales Pipeline Management
51:39 Defining and Practicing Sales Processes
57:02 Rewiring Mindsets for Sales Success
01:00:38 Overcoming Limiting Beliefs
01:14:56 Creating a Vision for Change
In this conversation, Lance Bachman shares his insights on business growth, emphasizing the importance of tracking metrics, personal branding, and effective marketing strategies. He discusses the concept of being 'the funnel' in business, the significance of scaling and selling companies, and the necessity of investing in people and culture. Throughout the talk, he highlights the value of social media, the need for a strong sales philosophy, and the critical role of recruiting in building successful teams.
In this engaging conversation, Randy Hurtado shares his journey from IT security to becoming a successful roofing contractor and business owner. He discusses his family life, including his commitment to adoption, and the values that guide his work ethic. Randy also delves into the roofing industry's evolving landscape, emphasizing the importance of collaboration, customer experience, and the role of financing in business growth. He offers insights into private equity and shares his daily routine, highlighting the balance between work and family life. In this conversation, the speakers discuss various aspects of life, including the joys of ranch living, the importance of community and family, and the exploration of faith through apologetics. They share insights on business inspirations from industry leaders and innovative ventures aimed at improving customer retention. The discussion also highlights the significance of building strong vendor relationships and the role of communication in successful business practices.takeaways
In this conversation, Ryan and Josie discuss the journey of Josie Parks, from his humble beginnings in a construction family to becoming a successful entrepreneur. They explore themes of faith, resilience, and the importance of community in business. Josie shares insights on integrating faith into his work, the significance of taking action, and the strategies he used to excel in door-to-door sales. The discussion also covers recruiting and training sales teams, building leadership, and the value of networking in the industry.
00:00 Introduction and Background
03:30 Faith and Business Integration
06:40 Answering the Call
09:31 Action and Mindset
12:21 Success in Door-to-Door Sales
15:32 Recruiting and Training Sales Teams
21:10 Building Leadership and Delegation
25:13 Networking and Community Building
32:06 New Chapter
Takeaways
Josie's background shaped his growth mindset and resilience.
Faith plays a crucial role in Josie's business approach.
Answering the call to purpose is essential for personal growth.
Taking massive action is key to achieving goals.
Knocking till dark was a significant strategy for sales success.
Building a strong team is vital for scaling a business.
Effective recruiting involves leveraging existing team networks.
Training should focus on lead generation before closing sales.
Leadership development requires giving opportunities to others.
Community and networking are essential for industry growth.
Summary
In this episode, David Reed discusses effective sales strategies for contractors, focusing on managing new leads, conducting pipeline reviews, and accurate sales forecasting. He emphasizes the importance of timely lead engagement, understanding compelling reasons for customer inquiries, and quantifying the costs of inaction. The conversation also highlights the need for structured pipeline reviews to improve sales outcomes and the significance of accurate forecasting in driving business decisions.
Takeaways
Leads must be managed promptly to maximize conversion rates.
Establish a standard operating procedure for lead engagement.
Follow up with new leads multiple times within the first few days.
Pipeline reviews help identify gaps and improve close rates.
Understanding the compelling reason behind a customer's inquiry is crucial.
Quantifying the cost of inaction can motivate customers to act.
Sales professionals should not solely focus on price when closing deals.
Regular pipeline reviews should be conducted to maintain sales momentum.
Forecasting sales accurately is essential for business planning.
Utilizing a weekly commit sheet can enhance team accountability.
