Owned and Operated - A Plumbing, Electrical, and HVAC Business Growth Podcast

#240 3 Marketing Mistakes That Keep Contractors Stuck Under $10M

Sep 9, 2025
Guest
Ethan Wright
Ethan Wright, a growth strategist from Service Scalers, joins to uncover the three critical marketing mistakes service companies make that stifle growth. He explains how chasing leads can lead to confusion and reveals the importance of understanding booking rates and ROI. Ethan discusses effective budget management and highlights the power of optimizing Google Business Profiles and leveraging customer reviews. Discover practical strategies for scaling past $10 million with smart marketing decisions and a data-driven approach.
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INSIGHT

Track The Whole Funnel

  • Know your funnel numbers from attention to closed sale to diagnose problems correctly.
  • Cost-per-lead alone misleads; track booking rate, demo/sit rate, cancel rate, and ROI by source.
ADVICE

Attribute Leads Precisely

  • Use tracking numbers and CRM data to attribute leads to their exact source.
  • Measure booking rate and sold rate per vendor so you can calculate real ROI per channel.
INSIGHT

Cheaper Leads Aren't Always Better

  • Higher cost-per-lead can still produce equal or better ROI when conversion rates are higher.
  • Evaluate leads by downstream performance, not just headline price.
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