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

To learn more about Breakthrough Academy, click here: https://trybta.com/EP261

Grab your free Project Management Resource Bundle here: https://trybta.com/DL261

In this episode of Contractor Evolution, we’re releasing a talk Danny did at Build Show Live. In just 60 minutes, he breaks down the exact project management system he’s seen hundreds of contractors use to cut waste, increase profit and leave both their teams and customers happy.

Danny walks through:

- The four principles of good project management

- How to properly structure a project manager role and hold them accountable through -effective goal setting and review rhythms

- Foolproof templates for a project communication plan and status update

00:00-Intro

01:01-Four Principles of Project Management and Danny's Background

04:04-Red Flags and The Four Systems to Discuss

07:36-Employment Agreements, KPIs and Goal Setting & Review (GSR)

20:33-Project Communication Plan and Status Updates

29:49-Proper Use of Software and Hiring Project Managers

37:58-Growth Seen in Breakthrough Academy Businesses and The Contractor Growth Method

42:19-Takeaways, Implementation and Audience Questions

Join us March 4 for a free web class with Matt Risinger on attracting reliable staff during a skilled labor shortage. Register now: https://trybta.com/HIMR26

To learn more about Breakthrough Academy, click here: https://trybta.com/EP260

Take our five minute quiz and get a custom Contractor Growth Scorecard: https://trybta.com/DL260

Going into business with a partner is one of the most exciting decisions you can make, but knowing how to resolve cofounder conflict is critical if you want that business to survive.

In this episode of Contractor Evolution, Dr. Matt Jones (founder of Cofounder Clarity) joins us to break down why business partnerships fail and, more importantly, how to fix them. We dive deep into the psychology of entrepreneurship and the unique challenges that come with shared leadership.

If you’ve ever struggled to see eye-to-eye with your business partner, or you feel like you're speaking different languages, this episode is your roadmap to a healthier, more functional relationship.

In this episode, we cover:

• The critical questions you MUST ask before starting a business with someone
• The 3 "languages" cofounders speak (and why mismatches cause endless arguments)
• How to have conflict conversations that actually resolve issues
• Strategies to anticipate partnership hurdles before they destroy the business

Check out Cofounder Clarity to learn more about Dr. Matthew’s work: https://cofounderclarity.com/

00:00-Intro

01:20-How the Guest Got Into Co-founder Relationships and Conflict Management

04:51-Biggest Blind Spots When Selecting a Partner

11:08-Big Questions to Ask Before Going into Business Together

12:17-Managing Decision-Making and Management Structure Conflict

17:32-Deeper Dynamics Fuelling Conflicts in Businesses

22:58-Navigating Conflicts Properly

40:52-Handling Conflict in Unique Partnership Situations

To learn more about Breakthrough Academy, click here: https://trybta.com/EP259

Take our five minute quiz and get a custom Contractor Growth Scorecard: https://trybta.com/DL259

Systems and documentation don't have to kill your creativity—they are actually the secret to getting your life back.

In this episode, we sit down with Jonathan Ronzio, Co-Founder and CMO of Trainual, to dismantle the biggest myth in the contracting world: that SOPs are just "boring paperwork."

If you’re constantly procrastinating on your systems and processes because they feel overwhelming or restrictive, Jonathan reveals the massive mindset shift you need to make. Learn how to stop being the bottleneck in your business, empower your team to run without you, and finally achieve the freedom you started your business for.

In this episode, we cover:

• Why "boring" systems are the gateway to creative freedom
• The simple framework to stop procrastinating on SOPs
• How to build a business that runs on process, not just people
• The first steps to automating your operations today

00:00-Intro

01:33-The Genesis and “Magic” of Trainual and Customer Base

10:33-Overcoming Procrastination and the Owner's Mindset Shift for Documentation

17:41-Balancing Systems and Creativity in Business

19:44-Applying Lessons from Adventure to Business Leadership

22:46-Creativity in Marketing

30:32-Trainual's Perspective on AI

36:05-Wisdom for a Younger Entrepreneurial Self

To learn more about Breakthrough Academy, click here: https://trybta.com/EP258

Download the accountability resources Nick used to scale from $4M to $12.5M here: https://trybta.com/DL258

If you’re working 70+ hours a week, micromanaging every detail, and acting as the bottleneck in your own business, you are doing it wrong.

In this episode, Breakthrough Academy Member and owner of Willie C. & Sons Landscaping Nick Cloutier explains how to shift your mindset from "Boss" to "Coach" and implement the 3 essential tools—Job Descriptions, KPIs, and GSR Meetings—that allow you to delegate with confidence.

In this episode, we cover:

• The "Warrior Mode" Trap: Why working 80 hours/week is a sign of a broken system, not a badge of honor.
• $4M to $12.5M Blueprint: The specific acquisition strategy and systems used to scale rapidly in 2025.
• The 3 Essential Accountability Tools: How to build Job Descriptions that "teach to win," Deliverables (KPIs), and clear Org Charts.
• The GSR Method: Why "Goal Setting & Review" meetings are the single best thing you can do for employee retention.
• Financial Mastery: How to reverse engineer a 20% Net Profit budget using LMN.

Check out Nick’s business, Willie C. & Sons Landscaping: https://williecandsonslandscaping.com/

00:00-Intro

01:22-Trajectory of Business Growth and the Shift in the Owner's Mindset

05:07-Implementing Job Descriptions and Deliverables (KPIs)

10:58-Defining Deliverables and Setting Measurable Goals

17:56-The Organizational Chart and Determining Capacity

20:09-Leveraging Numbers and Data for Predictable Growth

23:00-Goal Setting and Review (GSR) Meetings

34:09-Prioritizing Work-Life Balance and Seasonal Employment

39:09-Financial Planning, Budgeting, and Understanding the Numbers

43:46-The Strategy and Confidence for Acquisition

50:23-Final Advice on Building a Successful Team

To learn more about Breakthrough Academy, click here: https://trybta.com/EP257

Take our five minute quiz and get a custom Contractor Growth Scorecard: https://trybta.com/DL257

How much time do you waste each day on little inefficiencies?

- Searching for the latest version of that SOP

- Flipping through a hundred browser tabs to find your budget spreadsheet

- Typing out the same email to 30 different clients

Today’s guest, Nick Sonnenberg, literally wrote the book on business efficiency. It’s called Come Up For Air and it is a go-to for small business owners and teams looking to stop “drowning in work” and free up the time they spend on redundant or inefficient tasks.

In today’s episode, we get into all the little things you can do that may only save you seconds at the time…

…but actually add up to minutes and hours when you stack them day after day.

We talk email management, how to invest time up front to save yourself hours down the line, and how to set yourself up for success when it comes to AI and automations.

This is a quick one, but we cover a lot.

00:00-Intro

01:29-Increasing Capacity Without Adding More People

01:37-Why Start with Email Management?

04:16-The RAD Framework: Reply, Archive, Defer

06:59-Quick Wins for Email Inbox Management

08:46-AI and Automation in Contracting Businesses

11:18-Progress and Context of Nick's Executive Assistant AI Agent

14:14-Asset Building vs. One-Time Requests with AI

21:54-Identifying Areas for AI Use

24:32-The Shift to AI as a Search Engine

27:05 -Final Thoughts and How to Contact Nick