You don’t need a studio. You just need your phone and your story.

In this episode of The Craft & Calling, host Christene Marie sits down with Reuben Rock, one of the most trusted digital marketing voices in the home-services world, to talk about the shift every contractor, cleaner, and trades owner needs to prepare for, and why it starts with simple selfie-style videos shot on your phone.

Reuben breaks down why authentic, real-location videos outperform polished agency ads, how field technicians can become your best content engine, and why 2026 will be a turning point for marketing in the trades. He also shares the exact systems he used to scale home-service companies using iPhone ads, YouTube placements, and Google’s full ad ecosystem.

If you’re a trades leader who wants more leads, more clarity, and a marketing engine that feels human, you’ll take notes on this one.

🔍 WHAT WE TALK ABOUT

• Why selfie-style iPhone videos outperform highly produced ads
• How documenting jobs can give you unlimited marketing content
• Why most home-service companies will fall behind by 2026
• How YouTube + Google Ads can scale a trades business fast
• What creators in the trades are doing differently, and why it works

0:00 Intro

2:24 Youtube Ads being Reuben's secret weapon

5:25 How to start creating simple ads with your iphone selfie-style

10:37 Google Business Profile and documenting jobs

14:05 Elevator Pitch and How Trades Teams Can Document Work for Unlimited Content

17:56 Answer Engine Optimization for the trades and your business content

23:23 From yellow pages to Google Ads program: staying ahead of the game

26:34 How companies began to service trades businesses

30:54 How to get started on creating video content

37:38 Creating a 5 star experience for your customer

45:50 Referral partners and how to get them

https://thecraftandcalling.com/linktr/

👤 GUEST BIO: REUBEN ROCK

Reuben Rock is a nationally recognized digital marketing expert and one of the leading Google Ads strategists in the home services industry. Praised by industry leaders: “probably the best Google Ads guy in the world right now,” according to Kasim Aslam. Reuben has spent more than 20 years running high-ROI campaigns for local service companies, national franchises, and Fortune 100 brands. Known for his integrated approach across search, video, and display, he now leads BookCleaningJobs.com, where he helps cleaning and home service businesses scale quickly using proven paid media systems and performance-driven strategy.

🔗 CONNECT WITH REUBEN ROCK

LinkedIn: https://www.linkedin.com/in/reubenrock/ Company Website: https://gosearchparty.com/ Personal Website: https://reubenrock.com/ Youtube Channel: https://www.youtube.com/@BookCleaningJobs

💡 THANK YOU FOR WATCHING

• Like the video
• Comment your biggest takeaway
• Subscribe for weekly episodes
• Join The Craft & Calling Newsletter
• Apply to be a guest on the show
• Share this episode with another trades leader

#CraftAndCalling #TradesLeadership #HomeServiceBusiness #ConstructionBusiness #LegacyLeadership #HomeServicesMarketing #OperationsSystems #ContractorBusiness #BuildYourLegacy #ResultsMarketing #DigitalMarketingForContractors #ServiceBusinessGrowth #LeadershipDevelopment #ScaleYourBusiness

Legacy leadership starts with who you hire, how you develop them, and the mission you reinforce every day.

In this episode of The Craft & Calling, host Christene Marie sits down with Sean Madole, a third-generation trades leader who has carried his family’s construction business forward since the 1970s. Together they dig into what actually scales a trades company: values-based hiring, culture-driven retention, systems that compound, and leadership that evolves as the business grows.

Sean shares what he has learned across decades: how to inspire teams, how to build a company people want to work for, how to use CRMs to grow value, and why the future of the trades belongs to leaders who can evolve.

• Hiring for mindset instead of desperation
• What actually keeps trades talent (and why it’s not just pay)
• How to build mission, culture, and daily leadership rhythms
• Systems that increase valuation and long-term stability
• Who leaders must become to build a business that lasts

0:00 Intro

1:02 Sean’s 3rd-generation story & company origins

2:40 Why developing people is the foundation of growth

5:18 Labor shortages & Retention strategies that actually work

14:17 Social media’s impact on culture & retention

16:14 Why CRMs and systems matter more than ever

23:22 Financial tools & processes that support scaling

27:16 Who leaders must become to build a legacy

⚒️JOIN THE CRAFT & CALLING COMMUNITY

https://thecraftandcalling.com/linktr/

Sean Madole is a third-generation owner and president of Madole Construction, serving Nevada and Northern California since the 1970s. With 40+ years across three generations in the trades, Sean specializes in team development, operations, systems, and scaling high-trust construction teams.

🔗CONNECT WITH SEAN

LinkedIn: https://www.linkedin.com/in/sean-madole-9a95475b/

Website: http://MadoleConstruction.com

💡THANK YOU FOR WATCHING

• Subscribe for weekly episodes
• Join The Craft & Calling Community
• Apply to be a guest (builders + owners welcome)
• Sign up for our free newsletter
• Follow us on TikTok & Instagram for daily clips

#TradesBusiness #ConstructionLeadership #CraftAndCalling #TeamCulture #LegacyLeadership #BlueCollarBusiness #HomeServicesGrowth #TradesPodcast

Bravery in the trades isn’t just about the work-it’s about showing up, telling your story, and owning your voice.

In this episode of The Craft & Calling, host Christene Marie sits down with Todd Weyandt, marketing leader and host of the award-winning Bridging the Gap podcast, to explore the truth about personal branding in the trades - and why courage, storytelling, and authenticity matter more now than ever.

Todd breaks down how every business owner, operator, and trades professional already has a personal brand… the question is whether you’re shaping it intentionally or letting others define it for you. From reframing failure as innovation to building trust through vulnerability, this conversation is a blueprint for becoming a leader people actually want to follow.

• Why every trades professional already has a personal brand
• The difference between humility and hiding
• How to reframe failure as a superpower
• Why people connect with people, not companies
• How storytelling builds culture, trust, and legacy

⏱️ CHAPTERS

0:00 Intro

1:20 Misconceptions in the construction industry

5:42 Why failure makes you better

13:38 Generational pressure + Millennials: "we don't know how to fail well"

17:00 Owning your personal brand

22:07 Leadership, legacy, and humanizing your company

29:01 Changing the story of construction

🛠️JOIN THE CRAFT & CALLING COMMUNITY

https://thecraftandcalling.com/linktr/

👤 GUEST BIO: TODD WEYANDT

Todd Weyandt is a marketing leader and host of the award-winning Bridging the Gap Podcast, known for transforming complex construction and technology topics into clear, engaging insights. With over 15 years of experience, he helps teams connect strategy with real-world outcomes through storytelling and innovation.

🔗CONNECT WITH TODD LinkedIn: https://www.linkedin.com/in/toddweyandt/

Website: https://asti.com/

Podcast: https://bridgingthegappod.com/

💡THANK YOU FOR WATCHING

• Like the video
• Comment your biggest takeaway
• Subscribe for more episodes
• Join the newsletter
• Listen to the audio version on all major podcast platforms

#CraftAndCalling #ToddWeyandt #ConstructionPodcast #TradesLeadership #PersonalBranding #BridgingTheGap #ConstructionInnovation #AuthenticLeadership #BuildYourLegacy