Builder Stories

Danielle Russell has spent over a decade helping builders and remodelers grow through more strategic marketing. She’s seen how new technologies, and changing homeowner behavior, are transforming what it takes to stand out online. In this conversation, Danielle covers a range of topics that, taken together, form a blueprint for building a stronger marketing foundation. Broader themes include the seismic shifts happening in search, what contractors can do to make their content rise above the noise, and how to use, rather than misuse, AI as part of a broader marketing strategy. On a more granular level, she strategies for pricing transparency on your website, how to make every click count, and the ideal marketing budget. In this episode, you will learn How to calculate a marketing budget that drives consistent growth Mistakes to avoid when using AI to generate website or blog content How to design your website to convert visitors in two or three clicks Ways to use video to build credibility and connection with prospects How to structure your pricing online to attract the right clients Listen to the episode to learn more. Resources: Learn more about Builder Funnel here.

Michael James lost everything during the recession, then rebuilt his company with a new outlook on leadership and legacy. He even biked from Canada to Mexico, a journey that reshaped how he approaches business and life. In this conversation, Michael shares how shifting from a “me” mindset to a “we” mindset transformed his company. He talks about hiring lessons, working with family, and the culture-building practices that keep his team engaged. He also reveals the one thing he does every day to keep his business moving forward and the leadership habit he considers most valuable. In this episode you’ll learn: The daily practice Michael relies on to guide his business decisions How listening became his most effective leadership tool What to look for when building a strong team How to create a culture where people want to stay and grow The key to making family partnerships work in business Listen to the episode to learn more. Resources: Learn more about Michael James Remodeling here.

In this engaging conversation, Bob Perez shares how he left an 11-year corporate career to co-found Stephen Thomas Construction in Austin, Texas. Pairing his business background with his partner’s field expertise, Bob has built a thriving company. From navigating the risk/benefit of cost-plus projects to putting clients firmly in control of their budgets, Bob explains how a two-person team can use systems and software to achieve results that rival much larger firms. In this episode you’ll discover: How defining roles creates smoother projects What it means to truly put clients in charge of their budgets The two most important lessons Bob has learned about cost-plus How to spot client red flags before you commit A straightforward approach to finding and vetting the right subs Listen to the episode to learn more. Resources: Visit the Stephen Thomas Construction website here.

For more than 17 years, Kyle Hunt has been coaching remodelers to move from stressed and scattered to profitable and confident. Through Remodelers On The Rise, he guides business owners on how to take control of their numbers, implement systems, and build companies that support their lives rather than consume them. In this conversation, Kyle shares how remodelers can stop winging it and start using clear processes in sales, marketing, and leadership. He also talks about the importance of protecting personal time, strengthening family life, and actually implementing the ideas that often sit untouched in a notebook. In this episode you will learn How to create a repeatable sales process that filters out tire kickers Ways to market beyond referrals and consistently attract new leads How leadership and culture become the remodeler’s main job as the business grows Practical steps to move from collecting ideas to actually implementing them Listen to the episode to learn more. Resources: Visit Remodelers on the Rise website here.

Gary Muehling’s journey into construction started with failure but it was that setback that shaped his future success. After an early attempt at running his own roofing and siding business fell apart, Gary went to work for larger companies where he learned how strong processes, compliance, and sales systems create sustainable growth. In 2019, he launched MI Remodelers with a mission to combine roofing expertise with full-service residential remodeling, and today his company successfully straddles both types of work. Known as “The Integrity Guys,” Gary shares how his business balances sales and project management to earn more than $4 million in annual revenue. In this episode you will learn: How Gary maintains a $2.5 million backlog of work The process he uses to divide sales and project management for maximum efficiency How his client interactions create a higher close ratio Why he goes against an industry trend and offers free design services The systems that allow MI Remodelers to scale to $4M in annual revenue while maintaining quality Resources: Visit MI Remodelers website here.

Kaleb Lyles grew up working alongside his father in construction and what began as helping out during school breaks turned into a lifelong calling. Together with his wife Andrea, Kaleb launched Copper Masters Roofing with a vision to honor his family’s legacy while carving out his own path in the roofing industry. Here Kaleb shares how early financial struggles forced them to build a stronger foundation for growth. He explains the steps they took to create a loyal company culture and the ways his love of creating quirky, unique, and fun content fuels engagement for the brand. Kaleb also reveals what he has learned about balancing the office and the field, showing the ideal relationship between leading a business and wearing a tool belt. In this episode you will learn: How to turn financial struggles into growth Tips for investing in people and culture How not to treat team members A unique, strategic formula for social media that helps win projects How to scale a company without losing the personal touch Resources: Visit Copper Masters Roofing website here.

Kali Sudbrook took an untraditional road to remodeling. After more than a decade directing university fitness programs, she made the leap into remodeling and quickly uncovered the untapped niche of custom gym design build. Today she is shaping a growing industry that spans from high end garage gyms to the increasing demand for backyard fitness sheds. Kali shares what makes gym design different from other remodeling projects, and how she built a lean team powered by a virtual assistant and a virtual designer. She also reveals the disciplined processes she has created to keep her business running smoothly, along with insights for marketing content that connects with clients. In this episode you will learn The one unique factor every gym designer must consider Ways she uses a virtual assistant and virtual designer to gain efficiency Tips for creating compelling marketing content around each project The process she follows to create repeatable systems Her vision of expanding Beachside Custom Gyms to a national presence Visit Kali Sudbrook's website here.  

Tom Reber, a passionate advocate for the trades and host of The Contractor Fight podcast, shares insights on sales strategies and the importance of genuine communication in the contracting world. He discusses why many salespeople struggle and how they can improve. Reber emphasizes setting a solid profit target and recognizes the value of embracing video marketing despite common fears. He also highlights how coaching is crucial for business growth, showcasing its return on investment for contractors seeking to thrive in their profession.

Devon Vought, owner of Vought Construction in Berkeley, started as a handyman before building a reputation in high-end homes. He shares insights on transforming a small operation into a luxury brand, emphasizing strategic marketing to attract top architects. Devon discusses the power of branding, from uniforms to job site presentation, and the importance of team dynamics and effective communication. He also highlights how joining community groups and networking can elevate a contractor's business and foster personal growth.

After earning a degree in architectural engineering, Blair Roedel became a senior estimator for a mechanical engineering firm, and eventually found her way to remodeling. In this episode, she explains how she launched BEC Innovations during the early days of the pandemic and grew it into a values-driven renovation company in the Nashville area. She shares how she defined her company standards from the beginning, built a strong internal culture, and developed a recruiting process to find team members who align with her expectations. In this episode, you will learn: How Roedel uses educational content on her website to drive leads and set expectations Roedel’s approach to recruiting and how she finds team members who share her mindset How Roedel uses personalized video messages to close more sales How creating a pricing guide on the company website has helped set expectations and filter leads The tools and communication habits that help her team stay ahead of client concerns. Learn more about BEC Innovations LLC. here.