Episódios
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In this episode of The TradeMarke Podcast, we sit down with Jonathan Mast from White Beard Strategies, an AI enthusiast and automation expert, to explore how artificial intelligence is reshaping the marketing landscape. Jonathan breaks down the tools and strategies that can help businesses of all sizes thrive in this new era of data-driven decision-making and automation.
Discover the latest trends in AI-powered marketing, the opportunities many businesses are missing out on, and how to integrate these innovations into your brand-building efforts. Jonathan also shares his vision for the future of marketing roles and the skills you need to stay ahead in a rapidly changing industry. Whether you’re a seasoned marketer or just getting started, this episode is packed with actionable insights to help you harness the power of AI for your personal and professional brand.
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In this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas sit down with legendary sales trainer Jerry Rollins—the founder of the Be Good Do Good Group and one of the most respected voices in home service sales coaching. From managing restaurants and opening 14 Longhorn Steakhouse locations to training thousands of technicians and CSRs across 27 states, Jerry shares the mindset, systems, and stories that have helped him transform sales teams and grow businesses nationwide.
You'll hear:
How Jerry uses real-life ride-alongs and AI tools to refine team performance
Why consistent processes beat talent alone
The story behind the $8,000 sale that made it all worth it
The importance of building trust in the home
His thoughts on mindset, leadership, and giving back to the trades
Whether you're a business owner, service manager, or frontline salesperson, this episode is packed with tactical advice and inspiration to help you grow your business—and your people.
📲 Connect with Jerry: [email protected]
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Join hosts Sarah Ghirardo and Eric Thomas on The TradeMarke Podcast as they dive into an inspiring conversation with Michael and David Katz from Trio Heating, Air, and Plumbing. In just three and a half years, the Katz brothers transformed their HVAC business from startup to a projected $15 million in revenue, thriving in the competitive San Jose market. Discover their actionable strategies for overcoming slow seasons, leveraging AI for customer engagement, and mastering door-knocking campaigns that drive leads without breaking the bank. From incentivizing technicians to building customer loyalty through memberships, this episode is packed with practical tips for trade professionals and marketers alike.
Key Takeaways:
Proven slow-season tactics, including outbound campaigns and quality control check-ins.How to use platforms like Thumbtack and Yelp to boost lead conversion.The power of shop tours and learning from industry peers to scale your business.Creative ways to motivate your team with bonuses and competitions.Why speed to implementation is the key to staying ahead in the trades.Whether you're a trade business owner, HVAC professional, or marketing expert, this episode of The TradeMarke Podcast will equip you with the tools to grow your business and dominate your market. Tune in now for game-changing insights and don’t miss out on connecting with Michael and David for a shop tour at Trio Heating and Air!
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In this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas dive deep into the world of customer service with Michelle Myers from The CSR Academy. Discover why Customer Service Representatives (CSRs) are the backbone of your trade business and how investing in their training can transform customer experiences and boost your bottom line.
Michelle shares actionable insights on navigating consumer expectations, building resilience, and creating a culture of growth through innovative training programs like The CSR Academy. From ride-alongs with technicians to mastering empathy on tough calls, this episode is packed with strategies to empower your CSRs and elevate your brand. Tune in to learn how to turn every customer interaction into a win for your business! Visit csracademy.com for more on their game-changing events and community.
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In this episode of The TradeMarke Podcast, we’re joined by Donovan Ryckis, founder and CEO of Ethos Benefits, to uncover how trade businesses can revolutionize employee healthcare. Donovan explains how smarter healthcare strategies can reduce costs, improve employee satisfaction, and ultimately boost profitability.
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In this stress-free and wildly insightful episode of The TradeMarke Podcast, Eric and Sarah sit down with the brilliant and unapologetically bold Melissa Broughton, founder of Busy Bee Advisors. Melissa is not your average tax professional—she’s a strategist, a myth-buster, and an advocate for small business owners who are tired of overpaying in taxes and underplaying their profits.
Melissa shares how a leap of faith (and a freak accident) led her to launch Busy Bee Advisors and build a boutique tax firm that actually gives a damn. From debunking outdated tax advice to sharing real strategies that help clients save 30–70% in taxes, Melissa brings the heat—and the receipts.
You’ll learn:
Why most CPAs are glorified order takers (and how Melissa is changing that)
How to actually write off that business trip to Mexico
The power of proactive tax planning year-round—not just in April
Tips for when to DIY your bookkeeping vs. when to hire help
Her philosophy behind "The 4-Hour Bookkeeper" and how you can get a free copy
Strategies to boost profitability and take control of your financial future
Plus, we talk feelings (yes, feelings) around money, taxes, and why women often approach financial conversations differently—and how Melissa is creating a space where everyone can feel confident and informed.
If you’ve ever felt overwhelmed by your business finances or like your tax pro speaks a language you don’t understand—this episode is for you.
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In this inspiring episode of The TradeMarke, Sarah sits down with Katy Higgins — founder of TruePros in northern Utah — to talk about her incredible journey from single mom and part-time telemarketer to becoming one of the first female comfort advisors in her state, and now the owner of a $5 million HVAC company.
Katy opens up about the highs and lows of her first year in business, why she chose Thelma & Louise as her movie title for that year, and the lessons she's learned in leadership, resilience, and redefining success. From operating out of her garage with no website to building a thriving company with a team she deeply cares for, Katy’s story is equal parts raw, real, and incredibly motivating.
You’ll also hear:
How she built a business on sales and service — and why she added a bell to the officeThe importance of visibility, mentorship, and staying human in the tradesWhy being vulnerable as a leader matters more than everHer thoughts on technology, AI, and using marketing to build real relationshipsA hilarious tangent about tennis, pickleball, and dating mishaps 😄Whether you're a seasoned pro or just getting started, this episode is full of gold nuggets and heartfelt moments.
📣 Don’t forget to ring the dang bell and tune in — this one’s a must-listen.
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In this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas are joined by Susanne Mariga, fractional CFO, CPA, and author of Profit First for Minority Business Enterprises. Susanne shares how trades business owners can break free from the "revenue trap" and start building real, lasting profit through the Profit First method.
Together, they unpack:
Why traditional accounting is failing business ownersHow to create a financial system that prioritizes profit, not just expensesThe importance of founder energy in shaping company cultureKey financial metrics every trades business should trackHow to prepare your business for private equity or a future exitWhether you’re a home service contractor, trades entrepreneur, or just tired of operating on razor-thin margins, this episode will reshape how you think about money, growth, and sustainability.
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In this episode of The TradeMarke Podcast, Eric and Sarah sit down with Stephanie Allen from Airworks Solutions to discuss leadership, people development, and the evolution of running a trade business. Stephanie shares her journey of balancing business growth with personal life, embracing a visionary role, and the importance of building a strong company culture—both in-office and remotely.
From hiring strategies to team development, investing in people, and her unique approach to running an HVAC and plumbing business, Stephanie provides invaluable insights for trade professionals and business owners alike.
💡 Join the Conversation!Have thoughts on this episode? Let us know! Leave a review, share it with a friend in the trades, and follow us on social media to stay connected.
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In this episode of The TradeMarke Podcast, hosts Eric Thomas and Sarah Ghirardo sit down with social media expert Jen McKee, founder of Kee Hart Marketing. They dive deep into the power of social media, personal branding for contractors, and why business owners in the trades should start leveraging short-form video and organic content marketing today. Jen shares invaluable insights on creating authentic content, engaging with communities, and positioning yourself as an industry leader.
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What’s next for home service marketing in 2025? In this episode of The TradeMarke Podcast, hosts Eric Thomas and Sarah Ghirardo sit down with Megan Bedford and Nancy O’Hare-Zika from Home Service Marketing Hub to break down the biggest marketing shifts for roofers and home service contractors.
Live from Marco Island at the Roofing Process Conference, the conversation covers roofing industry trends, local marketing strategies, and how contractors can better utilize video, SEO, and CRM tools to dominate their markets. Megan and Nancy share real-world insights into why education-based marketing is winning, how video is essential for building customer trust, and why roofers need to move beyond traditional advertising to scale their businesses.
💡 Key Takeaways:
Why educating customers through marketing will be the key to success in 2025
The impact of AI, automation, and CRM tools on home service marketing
How to leverage video marketing for brand authenticity and customer engagement
Why local, hyper-targeted marketing campaigns drive better leads and conversions
The importance of call center training and booking the call when the phone rings
How roofing companies can build long-term customer relationships beyond a one-time service
If you’re a roofing contractor, HVAC/plumbing business owner, or home service marketer, this episode is packed with actionable strategies to help you future-proof your business. 🚀
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How can branding make your business the go-to name in your market? In this episode of The TradeMarke Podcast, Eric Thomas and Sarah Ghirardo sit down with Dan Antonelli, CEO of KickCharge Creative, to dive deep into the power of branding in the trades.
Live from the 6th Annual Roofing Process Conference, Dan shares how a strong brand can lower marketing costs, increase customer trust, and boost conversions. Plus, they break down Gary Vaynerchuk’s take on branding vs. marketing, the impact of a polished brand on recruitment, and why your logo and website might be costing you leads.
💡 Key Takeaways:
Why branding is the key to reducing your reliance on PPCThe real ROI of a well-designed logo, van wrap, and websiteHow contractors can use brand recognition to dominate local searchThe difference between branding and marketing (and why both matter)Why mascots and unique domain names drive higher recall & conversionsIf you're a contractor, home service business owner, or marketer looking to scale, this episode is a must-listen! 🎧
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How do you scale a home service business to 75+ franchise locations in under two years? In this episode of The TradeMarke, hosts Eric Thomas and Sarah Ghirardo sit down with Dan Claps, CEO of Voda Cleaning & Restoration, live from the 6th Annual Roofing Process Conference in Marco Island, Florida (hosted by LB Capital).
Dan shares his journey from the franchise lead generation space to acquiring and scaling a successful restoration brand. We dive into:
The power of franchising in home services and why executive-level entrepreneurs are thriving in blue-collar industries.Marketing strategies for franchise growth, including the role of networking and partnerships.How AI is disrupting home service marketing and SEO—and what business owners need to know to stay ahead.The importance of building a repeatable, scalable business model in the trades.How restoration businesses leverage insurance to drive profitability and create a sustainable revenue model.We also discuss how AI, automation, and data-driven marketing are reshaping the trades, plus actionable insights on how to scale, systematize, and optimize a home service business.
🚀 If you're a contractor, franchisee, or entrepreneur looking to scale your business, this episode is packed with must-know insights.
💡 Want more marketing and business growth strategies for the trades? Subscribe to The Trademark and leave us a review!
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In this episode of The TradeMarke Podcast, Eric Thomas sits down with Josh Taylor, co-owner of Roofing Pups, live from the Roofing Process Conference. From starting as an ER nurse to building multiple home service businesses, Josh shares his journey of scaling companies, adopting EOS, and partnering with LB Capital to grow Roofing Pups into a national brand.
🏗️ Key Takeaways from This Episode:
✔️ The shift from insurance-based roofing to a retail-driven model✔️ How to scale a service business using systems, processes, and strong leadership✔️ The importance of vision, sacrifice, and resilience in business success✔️ Insights on mergers, acquisitions, and private equity in the trades✔️ Why legacy and family matter more than money when it comes to long-term success
💡 Whether you're a roofing contractor, a home service entrepreneur, or looking to scale your business, this episode is packed with practical insights and growth strategies you won’t want to miss!
🎧 Tune in now, and don’t forget to subscribe for more expert insights into marketing, business growth, and leadership in the trades!
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In this episode of The TradeMarke Podcast, Eric Thomas and Sarah Ghirardo sit down with Tiffany Arends from All-American Heating and Plumbing in Breckenridge, Colorado, to talk about the essential relationship between marketing and operations in the trades industry.
Tiffany shares how her team doubled their booking rate, the importance of hiring the right CSRs, and how a strong company culture impacts every part of the business—from the first customer call to the final service visit.
If you've ever wondered how to optimize lead conversion, improve customer service, or create a thriving team environment, this episode is packed with valuable takeaways. Plus, we dive into common debates between marketing and operations, ways to streamline HVAC and plumbing dispatching, and how to keep your techs, CSRs, and customers happy.
Key Topics Covered:
The #1 factor that doubled their booking rateHow CSR training impacts sales and serviceWhy marketing & operations must work togetherThe importance of company culture in team successBest practices for customer service & dispatchingAnd much more!🚀 Don’t forget to subscribe, leave a review, and follow us on social media for more insights on growing your home services business!
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In this episode of The TradeMarke, Eric and Sarah sit down with branding expert and author Ray Seggern to explore the fascinating intersection of storytelling, marketing, and business success in the trades industry. With over two decades of experience as a Wizard of Ads partner, Ray has worked with industry leaders to craft compelling brand narratives that resonate with audiences and drive results.
Key Highlights:The Evolution of Brand Guys: Ray shares how his company, Brand Guys, was born from a desire to bridge authentic storytelling with impactful marketing strategies for the trades.Why Story Matters: Discover why storytelling is at the heart of effective branding and how businesses can use their unique stories to connect with customers on a deeper level.A Peek Inside "No Place Like Home Services": Ray discusses his book and its actionable insights, including a four-part framework for planning a marketing budget that’s tailored to the trades.Navigating Private Equity in the Trades: Ray dives into the challenges and opportunities posed by private equity firms taking over family-run trade businesses and the importance of preserving brand integrity.2025 Marketing Trends: Learn Ray’s perspective on the future of marketing in the trades, from leveraging automation and AI to maintaining a human touch in a digital-first world.Additional Insights:Ray recounts his journey from running radio stations to becoming a sought-after brand strategist for HVAC, plumbing, and electrical companies. He also delves into the collaborative process behind iconic campaigns like Goettl's “Keep You Cool When It’s Hard to Spell” and how the philosophy of “holding up a mirror” ensures authenticity in marketing.
Ray also shares his thoughts on personal growth, the power of gratitude, and the role of culture in building brands that last. Whether you’re a seasoned marketer or a trades professional looking to sharpen your strategy, this episode is packed with actionable advice and inspiring stories.
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In this dynamic episode of The TradeMarke, co-hosts Eric Thomas and Sarah Ghirardo dive deep into the evolving world of marketing for the trades. Joined by guest Crystal Williams from Lemonseed Marketing, they explore groundbreaking insights, trends, and actionable strategies to help home service businesses thrive in 2025 and beyond.
Key takeaways include:
AI in Marketing: How tools like ChatGPT can revolutionize your approach to customer engagement and content creation.Building Trust: The rising importance of local SEO, customer reviews, and community involvement.The Power of Influencers: Why your technicians and local personalities could be your most valuable brand ambassadors.Maximizing Lifetime Value: Understanding CLV as the cornerstone of a successful marketing strategy.Innovative Campaigns: Seasonal promotions, smart home technologies, and hyperlocal advertising.From navigating data privacy regulations to leveraging predictive analytics, the team uncovers practical tips to stay ahead in a competitive market. Whether you're a seasoned marketer, a trade professional, or a curious business owner, this episode offers the tools and inspiration you need to make your mark in 2025.
Listen now and learn how to turn marketing challenges into opportunities for growth. Don’t forget to share this episode with your team and leave a review to help us keep bringing actionable insights to the trades community!
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In this episode of The TradeMarke Podcast, Eric Thomas and Sarah Ghirardo sit down with Dana Staszkiewicz, co-founder of the Opus & Golds Group, to explore her remarkable transition from a career in retail and ad agencies to becoming a leader in the trades industry. Dana shares her story of entering the trades through her brother's plumbing business, the challenges they overcame, and how they scaled the company to success before launching Opus & Golds Group.
Learn actionable insights about:
Creating sustainable profits in the trades.Developing systems and processes for growth at any revenue level.The importance of data-driven decisions in marketing and operations.Strategies to thrive during economic and political shifts.Whether you’re running a small trades business or managing a multimillion-dollar operation, this episode delivers valuable strategies and inspiration to level up your game. Plus, Dana gives a sneak peek into her new podcast and her take on working alongside family in business.
Stay tuned for this insightful conversation that’s packed with actionable takeaways to help you make your mark in the trades.
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Welcome to another exciting episode of The TradeMarke, live from the Service World Expo 2024 in Orlando. We are thrilled to introduce Josh Davis from MailShark, our very first sponsor on the show. In this episode, we dive into the world of direct mail marketing, exploring how Mail Shark, a company specializing in direct mail marketing for home service contractors, helps contractors enhance their direct mail and response marketing strategies.
As the Chief Revenue Officer of Mail Shark and one of its first employees, Josh shares his immense experience and insights into the benefits of in-house versus outsourced fulfillment, product variety, and measuring ROI. We also discuss the effectiveness of direct mail during the political season, strategies for acquisition and retention, and the importance of consistency and multiple touches in marketing campaigns.
Learn about the innovative strategies Mail Shark offers, including targeted campaigns, detailed demographic analysis, and API integrations into CRM systems like ServiceTitan. Discover how direct mail, when done right, can provide unparalleled branding opportunities within the trade industry.
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Join us in this lively episode of The TradeMarke as hosts Sarah Ghirardo and Eric Thomas interview the dynamic Lupita Thompson. Get ready for a journey through unique culinary experiences, hilarious games, and insightful discussions on effective branding in the trade industry. Discover the secrets behind successful marketing strategies, memorable trade show moments, and how personal stories add value to professional growth. Whether you’re in the trades, marketing, or just love a good story, this episode offers a delightful blend of fun and professional insights. Tune in for a memorable ride filled with laughter, learning, and the heartwarming spirit of community in the trades.
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