Contractor Growth Network

How well does your company share stories of your past work? Many remodeling companies know that client testimonials are important, but are wasting the opportunity because of a lack of understanding around what a testimonial is supposed to do. In this episode Logan and Aaron are breaking some of the most impactful lessons they've learned over the years making impactful testimonials that actually sell more work. They walk through why most testimonial videos fail, the biggest mistakes contractors make when trying to capture them, and what it actually takes to create a video that builds trust and drives real buying decisions. From choosing the right setup (DIY vs. photographer vs. videographer) to structuring the story, asking the right questions, and editing for impact, this episode is a full behind-the-scenes look at how high-performing testimonial videos are made. If you've ever thought, "We should probably get a testimonial for this project," but weren't sure how to do it right—this episode will save you time, money, and frustration. Resources Mentioned in the Video: Client Testimonial Questions PDF https://drive.google.com/file/d/1S2pCv3sASWny_2iWiLqCilz80PBf7r1Z/view?usp=sharing 7 Tips for Recording Better Testimonials https://youtu.be/L_wE3-qPWf8?si=ezSGJRlvmnYPVbPW Finished Testimonials We Created for Frei Remodeling https://youtube.com/playlist?list=PLoQIN5NPd7wdXN_xyKCRUGhcemMnr7AFD&si=C0JaPttzZDjO24xV 00:00 — Why storytelling is the key to building trust with testimonials 01:28 — Why video testimonials are harder than they seem 04:13 — The biggest mistakes remodelers make 05:46 — DIY vs. hiring help: pros and cons 10:09 — "Architectural Digest vs. TikTok" style videos 14:05 — The 3 core components: filming, story, and editing 18:07 — What testimonial videos are actually used for 20:54 — How to prep before filming (finding the story) 24:02 — Identifying the core storyline 29:29 — Setting up the interview and camera positioning 37:44 — The exact questions to ask clients 55:06 — What B-roll is and why it matters 01:00:10 — Editing, pacing, and keeping attention 01:12:50 — Why editing is the most important part

In this episode of the Contractor Growth Network podcast, Logan sits down with Jef Forward—founder of Forward Design Build Remodel—to unpack what it really looks like to build a remodeling business from the ground up… the hard way. Jef shares the unfiltered story of his first five years in business—projects going months over schedule, losing money, taking on debt, and nearly reinforcing every negative stereotype about contractors. But instead of quitting, he used those failures as the foundation for what would become a 40+ person design-build firm. From digging out of financial holes (having just $0.16 for every $1 owed) to learning how to price correctly, hire the right people, and step into leadership, Jef walks through the exact inflection points that transformed his business. He also shares how joining a peer group, embracing sales training, and building a leadership team allowed him to finally step out of the day-to-day and start thinking about the long-term future of the company. If you're feeling stuck, underpaid, or overwhelmed in your remodeling business, this episode is a powerful reminder that the breakthrough often comes after the lowest point—and that building the right systems, team, and mindset can completely change your trajectory. Key Takeaways Failure Early Can Be Your Greatest Advantage → Jef's first two projects lost money, ran late, and delivered poor client experiences. → Those early failures forced him to rethink everything—and ultimately built a stronger foundation. You Can't Outwork a Broken Business Model → Working more hours didn't fix his problems—it just prolonged them. → Real progress came from learning how to price correctly and understand financials. Know Your Numbers (Or They'll Control You) → Discovering he had only $0.16 for every $1 owed was a turning point. → Understanding financials like profit, WIP, and job costing changed everything. Hiring Isn't About Talent—It's About Fit → Early hires were based on skill, not alignment, leading to poor team cohesion. → Building a strong culture became the foundation for long-term growth. Sales Is About Asking Better Questions, Not Pushing Harder → Jef initially resisted sales training due to fear of being "salesy." → Learning how to guide conversations and uncover client needs transformed his close rate. Delegation Is the Gateway to Growth → Growth didn't happen until Jef stopped doing everything himself. → Hiring designers, estimators, and project teams allowed him to focus on leadership. Recessions Reward Decisive Leaders → During 2008, Jef made early, tough decisions that kept the business alive. → Lean operations actually made the company more profitable during that time. Your Role Must Evolve as the Business Grows → From carpenter → operator → leader → coach → Each stage requires different skills and mindset shifts. Transparency Builds Stronger Teams → Sharing personal struggles (like his wife's cancer diagnosis) created trust and unity. → Giving the team ownership and permission to fail led to one of their best years. The End Goal Isn't Just Growth—It's Sustainability Without You → Jef is now focused on building leaders and planning his eventual exit. → Long-term success means the business can thrive without the owner. 🎯 Timestamps 00:00 — Meet Jef Forward and his journey into design-build 04:45 — The brutal reality of his first five years in business 09:08 — Why failing early ended up being a long-term advantage 12:31 — The wake-up call: having only $0.16 for every $1 owed 14:56 — Climbing out of debt and learning to price correctly 19:23 — Early hiring mistakes and why culture matters more than talent 23:57 — Navigating the 2008 recession and making hard decisions early 27:32 — The 5 stages of a remodeling business (and where Jef is now) 29:24 — Overcoming resistance to sales training and building a sales team 37:04 — Building leaders and preparing the business to run without you

In this episode of the Contractor Growth Network Podcast, Logan sits down with Barry Gant and Änd Lynn from Seven Day Kitchens to unpack one of the most unusual remodeling business models in the industry: a full kitchen remodel completed in seven days or less. From the outside, it sounds impossible. Most kitchen remodels take 8–12 weeks and leave homeowners living in a construction zone the entire time. But Barry explains how their company achieves the seven-day timeline—not through shortcuts, prefab materials, or cosmetic updates—but through extreme planning, specialized teams, and eliminating the downtime between trades that typically drags projects out for months. The conversation dives into the operational shifts required to make this work, how they built buy-in from subcontractors, why niching into one type of project changed the entire business, and why the seven-day promise has become such a powerful differentiator in their market. If you've ever wondered what remodeling would look like if the entire process were redesigned around speed, systems, and specialization, this episode is a fascinating look inside a radically different approach to construction. Timestamps 00:00 — What Seven Day Kitchens actually is (and why people doubt it) 02:10 — The real reason most remodels take 8–12 weeks 03:50 — Removing downtime between trades to compress timelines 06:20 — Why the first kitchen took 5 weeks, but the second took 5.5 days 10:40 — The homeowner experience: why shorter projects create happier clients 13:00 — The design process that eliminates change orders during construction 18:00 — How they get subcontractors to buy into the system 21:00 — Why niching into one type of project changed the business 26:00 — The risk of shutting down a 10-year business to start over 34:30 — The long-term vision: turning the model into a franchise

Logan sits down with Victor Lebegue, founder of VL Builders, to unpack one of the hardest leadership decisions a remodeler can face: when to shut something down to save what matters most. Victor shares the story of running two branches of his business in different states—and how market shifts, team dynamics, and leadership realities forced him to close the company he originally built from scratch. From there, the conversation dives deep into culture, hiring, EOS, and what it actually takes to lead people through uncertainty while building a business that can scale without burning out the owner. If you're navigating growth, leadership strain, or questioning whether your current structure is holding you back, this episode offers hard-earned lessons from the trenches. 🎯 Timestamps: 00:00 — Why leadership and systems matter more than hiring alone 03:00 — Victor's origin story and building VL Builders from necessity 06:15 — Running two companies in different states 09:45 — Why Victor chose to shut down one branch 13:00 — Identifying hunger, ownership, and leadership potential in a team 17:00 — Implementing EOS and creating a shared vision 21:00 — Hiring for want it and get it before skill 26:00 — Visionary vs. integrator roles (and wearing both hats) 31:00 — Culture breakdowns, core values, and leadership failure modes 38:45 — Clarity breaks, stepping back, and leading long-term This episode is a masterclass in leadership under pressure—covering what most remodelers only learn the hard way: the cost of misaligned teams, the power of shared vision, and why sometimes the strongest move is letting go.

In this episode of the Contractor Growth Network Podcast, Logan sits down with Andrew Nuhfer, founder of AKN Interiors, to unpack how clear communication, structured systems, and expectation-setting fuel high-end remodeling growth. Andrew shares how he's scaled AKN Interiors to over $3M annually while running 15–20 active projects—without sacrificing the client experience. From pre-construction planning and interior design collaboration to daily logs, scheduling, and post-project follow-ups, this episode breaks down what it actually looks like to run a modern, client-first remodeling operation. If you're looking to reduce friction, avoid misaligned expectations, and build a repeatable communication process your team and clients can trust, this conversation is packed with real-world insight. 🎯 Timestamps: 00:00 — Andrew's background and why he started AKN Interiors 03:00 — Making the leap from employee to business owner 07:50 — Why planning and expectations matter more than craftsmanship alone 10:00 — Setting pricing expectations early (and why transparency wins) 14:00 — Using past projects to anchor budget conversations 17:20 — Integrating an interior designer into the remodel process 19:45 — Allowances, proposals, and preventing budget surprises 23:20 — Managing 15–20 projects at once without chaos 26:00 — How AKN uses JobTread for daily communication 28:30 — Daily logs, schedules, and keeping homeowners informed 31:10 — Hiring for communication skills, not just construction experience 34:40 — Getting subcontractors aligned with your systems 36:30 — Post-project follow-ups, warranties, and long-term trust 38:00 — Using JobTread as a sales tool before contracts are signed 42:00 — Lessons Andrew wishes he knew earlier about client experience 44:00 — Handling missed expectations and tough conversations honestly 48:30 — Treating remodeling as a partnership, not a transaction If you want to build smoother projects, stronger reviews, and happier clients—this episode is a masterclass in what that looks like in practice.

Logan sits down with Chris Landis, co-founder of the award-winning Landis Architects/Builders in Washington, D.C. With over 35 years of experience, Chris shares how his architecture background shaped the firm's design-build approach—and what remodelers can learn from their detailed, phased design process. From feasibility studies and pre-construction agreements to hiring in-house designers and scaling team structure, this episode is a masterclass in how to elevate the design side of your remodeling business. Whether you're just starting to charge for design or scaling up to larger, more complex projects, Chris offers clear takeaways on how to structure your process, train your team, and charge what you're worth. 🔑 What You'll Learn Why Landis' design process includes 3 clear phases: schematic, DD, and CD How feasibility studies help pre-qualify projects and set expectations What to look for when hiring designers—and how to train them How a team leader role bridges sales and design for smoother execution Why charging properly for design leads to better clients, work, and profits How Landis keeps clients excited and engaged throughout long design timelines What it looks like to run a design department that actually makes money ⏱️ Key Timestamps 00:00 – Intro to Chris Landis + Landis Architects & Builders 01:30 – From Wall Street offices to handyman work: how the business started 05:30 – Why drawings matter (and why they should never be free) 11:00 – Overview of Landis' design services: feasibility, pre-construction, full design 15:00 – Three phases of design: schematic, DD, and CD 20:00 – Aligning sales and design with a "team leader" role 27:00 – How Landis prices design and stays ahead on billing 30:00 – In-house vs outsourced design teams: pros and cons 36:00 – Matching designers to project types and geographic regions 38:00 – Keeping clients excited during long design and permitting windows 45:00 – How Landis markets high-end projects (and the power of awards) 47:00 – Design isn't a loss leader—it's a profit center 52:00 – Why charging for design leads to better hires, better clients, and a stronger brand

In this episode of the Contractor Growth Network podcast, Logan and Aaron break down what it takes to build a memorable, recognizable remodeling brand in your community—before prospects are even ready to hire. From truck wraps to social media ads, they walk through the most common "top of funnel" marketing strategies, explain when to use them, and how to measure impact over time. If your goal is to become the remodeler people think of first, this episode is your blueprint. Key Topics: Understanding the marketing funnel and where branding fits Truck wraps, yard signs, and how they signal trust Why remodelers should use social media—even without going viral The new way Meta ads work (and why they're easier than ever) The role of email marketing in nurturing leads Direct mail that doesn't feel like junk Trade shows, magazine ads, and when (and when not) to use them How to measure success when ROI isn't immediate 🎯 Timestamps: 00:00 — Why household-name remodelers dominate neighborhoods 04:00 — Who "top of funnel" marketing is really for 10:00 — Truck wraps, yard signs, and company shirts as branding tools 23:20 — Using social media effectively (paid and organic) 30:00 — How to turn high-performing posts into local ads 40:00 — Building and nurturing your email list 49:55 — Direct mail: how to make it worth the cost 54:58 — Trade shows and community event sponsorships 57:21 — Billboards, magazine ads, and long-term brand recall 01:00:46 — Tracking top-of-funnel performance through branded searches

Most remodelers see their website as a brochure—but it should act like a salesperson. In this episode, Logan and Aaron explain how your site can guide homeowners through the same trust-building process as an in-person consultation. From project storytelling and emotional connection to page flow and calls-to-action, they break down what turns casual browsers into high-quality leads—and how to future-proof your site for the coming era of AI search. Timestamps 00:00 Why your website matters – It's not just "online presence," it's your digital salesperson. 03:29 Traffic vs. conversion – Why more visitors don't fix a bad website. 04:45 What homeowners really want – Proof, price, process, and trust. 09:59 Sell excitement, not necessity – Remodeling is emotional, not logical. 13:18 How to self-assess – Does your site answer the right homeowner questions? 19:33 Story-driven websites – Turning photos into HGTV-style transformations. 26:56 The feature project page – How storytelling doubles engagement. 45:16 Beyond project pages – Why process and service pages build trust and SEO. 52:42 Preparing for AI search – Structuring your site so future tools can read and recommend it.

Most remodelers do details their competition doesn't—whether it's quality, communication, or process. But prospects don't see that. All they know is what they see online: your photos, your videos, your testimonials. In this episode, Aaron and Logan break down how to avoid wasting money on the wrong photographers or videographers, what separates good media from bad, and how the right visuals can sell jobs before you even step into the home. FOR VISUAL EXAMPLES OF WHAT WERE TALKING ABOUT THIS EPISODE, HEAD TO OUR YOUTUBE CHANNEL: https://www.youtube.com/@ContractorGrowthNetwork Timestamps 00:00 Why your media matters – How the right photos and videos let prospects picture themselves in your finished spaces. 05:12 What makes a good or bad remodeling photo? – Staging, lighting, detail shots, and avoiding the "iPhone-only" trap. 14:38 What photographer should you hire? – Real estate vs. architectural vs. interior design photographers. 30:08 The three types of videographers – Social content creators, technical "film school" types, and storytellers. 36:31 Which videographer should you hire? – How to choose based on storytelling ability, not just visuals. 56:46 Using design/renderings in your sales – Helping homeowners "see it" before committing, and why visuals drive confidence.

Most remodelers are pouring money into SEO, ads, or other marketing tactics without a clear plan—and it's costing them leads, time, and profit. In this episode, Logan Shinholser and Aaron Horner break down CGN's 6-stage marketing strategy for contractors, helping you pinpoint exactly where you are and what your next step should be. Whether you're stuck chasing low-quality leads or struggling to stand out in a competitive market, this conversation will help you build a marketing foundation that consistently attracts your ideal clients. Show Notes What You'll Learn in This Episode: Why most remodelers' marketing fails before it even starts The danger of skipping foundational steps (and how to fix it) How to identify your exact stage in the marketing journey The two pieces every strategy must start with: Your Ideal Client Avatar Your Unique Selling Proposition (USP) Real-world examples of contractors who lost jobs—or missed ideal clients—because their messaging missed the mark How to confidently decide your next step so you stop guessing and start growing Who This Episode Is For: Remodeling contractors—especially those in high-end markets—who want to stop wasting marketing dollars, attract their ideal clients, and grow with a strategy that works one step at a time. Resources & Links Mentioned: Learn more about Contractor Growth Network: https://contractorgrowthnetwork.com

In this episode of the Contractor Growth Network podcast, Aaron Horner breaks down why most contractors get "About Us" pages and testimonials totally wrong. Aaron explains the difference between real storytelling and a random list of facts, how to make your client the hero of the narrative, and how strategic storytelling can attract high-end clients, justify premium pricing, and set you apart from every "average contractor" in your market.

In this episode of the Contractor Growth Network podcast, Sean Holleran and SEO expert Patrick dive into how AI is reshaping search—and what that means for contractors relying on SEO. They break down the shift from traditional keyword ranking to AI-powered answer engines like ChatGPT and Google's AI Overview, and explain how to structure your content to still get found. Whether you're wondering if Google is dead (it's not) or how to optimize for tools like Perplexity and Bing, this episode will help you stay ahead of the curve. Key Takeaways AI Search Is Changing the Game Google and ChatGPT are rewriting how people search: AI now scans for concise answers, not full-page rankings. Questions and paragraph snippets matter more than ever. It's no longer just about clicks—being the answer is the goal. Concise Answers Beat Long-Form Hooks Content must lead with the answer: Gone are the days of slow storytelling intros. Start with the clear, factual response—then build context. This helps tools like Google AI and ChatGPT surface your content. Google Isn't Dead, It's Adapting Despite the hype, traditional SEO still matters: Google still dominates local and service-based searches. Schema, page speed, links, and on-page SEO are still relevant. Now it's about blending classic SEO with AI-readiness. Search Everywhere Optimization It's no longer about ranking on one platform: Get reviews on Bing, Angi, Houzz, and Facebook—not just Google. Claim and optimize your Bing Places listing. YouTube videos (with transcripts) are also being surfaced in AI answers. AI Loves Structure and Fresh Data Make your content AI-scannable: Use schema markup to define FAQs, videos, and pages. Replace large paragraphs with bullet points or tables. Update outdated blog posts for relevance and accuracy. Memorable Quotes "If you're not found everywhere, you're not really found at all." "The best answer wins now—not the biggest website." "Google isn't dead. It's just changing the rules—and fast." Actionable Advice Rewrite for Answers: Lead with a concise answer before diving into storytelling. Use Schema Markup: Help AI interpret your FAQs, videos, and images. Diversify Reviews: Get client reviews across Google, Bing, Angi, and Houzz. Update Your Old Content: Refresh data, fix broken links, and add question-style headings. Test It Yourself: Search on ChatGPT, Google AI, and Perplexity as if you're a client. Meta Description: SEO is changing fast. Learn how AI tools like ChatGPT and Google SGE are shifting search—and how to adapt your content to keep showing up and driving leads.

In this episode,Logan Shinholser interviews Dr. Anna Hunter, Director of Learning & Development at JobTread, to unpack how human behavior directly impacts digital adoption in construction companies. Anna explains why technology is only as effective as its implementation, how to create true team buy-in, and how contractors can avoid wasting thousands on unused tools. The conversation dives into key behavioral strategies like building software champions, structuring healthy incentives, and identifying root problems before investing in tech. With practical analogies and tactical steps, this episode bridges the gap between strategy and psychology in software rollout. Key Takeaways: Clarity Comes Before Software Before adopting software, companies need to clearly define their core operational problems. Jumping into tech without this clarity often leads to frustration and failure. The Champion Model Works Successful tech rollouts often rely on "champions" — team members who believe in the software and lead by example. Identifying the right personality types for this role (not just the loudest volunteer) is crucial. Start with the Team, Not the Tool The most effective companies get their teams involved in diagnosing problems and shaping processes before software ever enters the picture. Top-down mandates often backfire. Incentives Should Match the Culture Incentivizing new habits (like filling out daily logs) can work, but it must be tied to accountability. Small, visible rewards can spark pride and momentum, especially when tied to public progress tracking. Staged Rollout vs. All-In: Choose Wisely Rolling out software can happen gradually or all at once, but both approaches require preparation, peer support, and leadership alignment. Owner's Role: Understand and Translate Leaders don't need to be tech experts, but they do need to understand the software well enough to explain its value to their team — and to calm fears about being replaced. Memorable Quotes: "Software is only as good as how much you use it." "Jumping into tech without clarity just means you're scaling chaos." "You're not rushing adoption—you're building belief." Actionable Advice: Define the Real Problems First: Use tools like whiteboards or flowcharts to uncover root causes before selecting a solution. Nominate the Right Champion: Identify someone who is both tech-comfortable and respected by the team—not just the loudest person in the room. Use Live Incentives: Create transparent incentive systems that track progress publicly and build pride over time. Start Small or Go All-In — But Plan Either Way: Whether you're doing a phased rollout or flipping the switch company-wide, preparation is key to success. Learn more about JobTread : https://www.jobtread.com/