To learn more about Breakthrough Academy, click here: https://trybta.com/EP264



Stop obsessing over lead generation and start building a real marketing machine.

In this episode, Matt Jones (Founder of Tradie Web Guys & Host of The Site Shed) lays out the future of contractor marketing - from strategy and systems to for contractors and smarter, higher-quality leads.

If you’re a contractor who feels like you’re spending more on ads but not seeing profit, this conversation will change how you think about marketing forever.

🔥 What You’ll Learn in This Episode

By the end of this episode, you’ll know how to:

• Build a real marketing strategy (not just random tactics or “more leads”)
• Define the right success markers so you know if your marketing is actually working
• Use customer lifetime value to make smarter marketing decisions
• Increase conversions without just pumping more cash into ads
• Position yourself as the go-to expert in your market
• Use 58 ai marketing tools to boost SEO, follow-up, and customer support
• Take the first practical AI step as a contractor today

00:00-Intro

03:35-Defining a Marketing Strategy

07:58-The Truth About Generating Leads

10:10-Defining the Ideal Customer and Screening Process

13:07-Focusing on Customer Lifetime Value (LTV)

25:18-Achieving Consistent Growth and Predictability

30:53-Balancing Lead Generation and Branding

42:37-Implementing a Paid Priority Program for High-Ticket Services

To learn more about Breakthrough Academy, click here: https://trybta.com/EP263

Make training your next hire a breeze by grabbing a copy of our training checklist template: https://trybta.com/DL263

High employee turnover is killing profitability in the trades. And unfortunately, there is no quick fix.



In this episode of Contractor Evolution, we sit down with Mike Matalone, author of Hire. Train. Retain., to break down exactly why you’re losing your best people and how to stop the bleeding.

Managing employee retention isn't just about paying more; it requires building robust systems at every stage of the employee lifecycle. Mike reveals the secrets to unlocking 40-60% more productivity from your current team by tapping into their "discretionary effort."

If construction hiring and retention are constantly giving you headaches, this episode gives you the blueprint to build a culture that keeps top talent engaged for the long haul. You'll learn the difference between hiring for roles versus people, the three onboarding steps that make new hires stick, and why career paths often matter more to your crew than their paycheck.

Check out Mike’s book here: https://www.amazon.ca/Hire-Train-Retain-People-Things/dp/0578551438

00:00-Intro

03:34-Why New Hires Leave in the First 90 Days

06:42-The XP3 Talent System and People Systems

11:17-Shifting from Management to Coaching and Creating Careers

14:19-Role Clarity and Defining Success in Hiring

21:17-The Importance of Personality, Skill, and Core Values in Hiring

35:24-Training and Onboarding Objectives: Creating an Amazing Experience

50:17-Retention Strategies and Interviewing for Fit

To learn more about Breakthrough Academy, click here: https://trybta.com/EP262

To download the exact accountability resources Blake used to turn a 30% Net Profit, click here: https://trybta.com/DL262

Most contractors believe you have to choose: be the "nice guy" and lose money, or be the "tough boss" and lose your team. Blake Butry, owner of Churchill USA, proves that is a myth.

Since joining Breakthrough Academy in 2022, Blake has doubled his revenue while hitting an incredible 30.8% net profit. Even more impressive? He did it by building a culture centered on "emotional generosity."

In this episode, we break down exactly how he balances strict financial accountability with genuine care for his team, and how you can apply this "fair but firm" approach to your own contracting business.

In this episode, we cover:

• Insights into productive (and profitable) leadership strategies, emphasizing the balance between emotional generosity and structural fairness.
• The significance of articulating emotions, seeking counseling, and establishing healthy stress management practices
• How investing in team members' growth and maintaining a balance between work and personal life can lead to long-term success and a positive work environment.

00:00-Intro

01:57-Background on Blake Butry and Churchill USA

04:23-The Evolution of Leadership and Team Building

07:48-Operating with Structural Fairness and Emotional Generosity

10:33-The Influence of Clear Roles and Boundaries on the Team

14:48-The Duality of Structure and Trust in Leadership

27:23-Balancing Fairness and Generosity in Compensation

44:57-Self-Leadership, Stress, and Anxiety Management