Episode 5: Dominate The Market With These Sales Team KPI's For Contractors
Release Date: 08/11/2025
Contractors Edge Takes on Vegas (World Of Concrete Insights + Industry Talk)
The Contractor's Edge
The World of Concrete wasn't just about "concrete". Mike and Anthony recap their time in Las Vegas, and break down what they saw across the halls, why networking after hours is where the real value lives, and what contractors can learn from how exhibitors position, differentiate, and pull people into their booth. If you’ve been thinking “I just need more leads,” this episode will be another reminder to find the leak in your funnel first. Better close rate, faster follow-up, tighter lead management, and a sharper offer will beat “more spend” every time. Important Timestamps and...
info_outline
The Math Behind A $3M Contractors 30% Growth Year
The Contractor's Edge
What does a real 30% growth plan look like for a $3M home service contractor? In this episode, Mike Stiers and Anthony Brown walk through the math behind taking a $3,000,000 business to $3,900,000 in 1 year using real KPIs, funnel math, and budget allocations. You will learn how to reverse engineer your numbers from your revenue goal, and build a marketing plan based on where you are going, not what felt comfortable last year. We break down the core “engine” KPIs every contractor needs visibility on (set rate, run rate, bid rate, close rate, average ticket), then we work the funnel...
info_outline
The In Home Sales Cheat Code For Contractors + The FRS Difference With Scott Llewellyn
The Contractor's Edge
In Episode 15, we sit down with Scott Llewellyn, Director of Business Development at Foundation Rescue Supply (FRS), who's on a mission to change the foundation repair space, as well as help contractors improve their in-home close rates. Scott has spent more than 20 years inside the foundation repair and waterproofing industry, holding roles across sales, production, marketing, and operations. In this conversation, he breaks down why most companies have a massive gap between the number one rep and everyone else, and how a repeatable in home sales presentation becomes a cheat code for closing...
info_outline
From Chuck in a Truck to $20M: Your Marketing Budget by Revenue Stage
The Contractor's Edge
Most owners don’t set a marketing budget. They pick a number that “feels okay” and hope it’s enough to maximize their lead generation. In this episode, Mike explains a simple way to stop guessing and start using math to decide how much to invest in your marketing at every revenue stage. From chuck-in-a-truck under $1M to $20M+ operators, the strategy is different when you're entering the next level. He breaks your business into two gauges: Marketing RPM: the percentage of revenue you put back into marketing and advertising Revenue MPH: how fast you’re moving in...
info_outline
The Top Contractor Mistakes Of 2025 & How To Avoid Them: Pt 2
The Contractor's Edge
What if your revenue wasn't stalling due to bad marketing? What if it's about what happens after the phone rings. In Part 2 of this Contractors' Edge episode, Mike Stiers and Anthony Brown dig into the real money leaks they often find in home service businesses: Missed calls and slow follow-up Business hours that don’t match how homeowners actually live Weak nurturing and almost zero rehash Sales reps with no system, no presentation, and no proof assets “Bid rate” as the silent killer in your sales funnel Awkward or non-existent financing conversations KPI...
info_outline
The Top Contractor Mistakes Of 2025 & How To Avoid Them: Pt 1
The Contractor's Edge
Most contractors aren’t struggling because they’re doing everything wrong. They’re struggling because they’re doing a few critical things wrong over and over, without realizing it. In this episode of The Contractors' Edge, Mike Stiers and Anthony Brown discuss the top marketing and operations mistakes they hear repeatedly from contractors both in their everyday workflow, and in person. You’ll hear why some contractors are quietly winning in the same markets where others feel stuck, and how much of that comes down to: Brand identity and consistency (yes, your “2015 logo”...
info_outline
What's Working In Home Service And Contractor Marketing
The Contractor's Edge
If you’re a contractor heading into 2026 still “trying a little of everything” with your marketing, this episode is your wake-up call to create an intentional growth strategy. Mike Stiers and Anthony Brown share what’s actually working right now for home service and home improvement companies from real-time experience, and how the smartest contractors are turning that into predictable leads, booked inspections, and profitable growth. In this episode, you’ll hear: Why Google should still be your control channel (LSA, Search, PMax, YouTube): and how to keep Google’s...
info_outline
How to Build a Predictable 2026 Growth Plan for Your Home Service Business
The Contractor's Edge
If your 2026 marketing plan starts with a random budget number, you’re doing it backwards. In this episode, Mike Stiers and Anthony Brown show contractors how to plan growth by working backward from your sales goal using your KPIs, then turning those numbers into a realistic marketing budget, operations targets, and weekly accountability. What you’ll learn The “lead to dollar” machine: the only numbers that matter (leads, set, run, close, revenue) How to use your 2025 actuals to set a real 2026 plan Marketing % guardrails: 7% maintain • 10% grow • 13%+ dominate Why cost...
info_outline
Episode 10: Manager vs Coach - Fixing the Sales Leadership Trap With Ed Meyer
The Contractor's Edge
Are your “sales managers” actually coaching? Or just policing KPIs? In this episode, Mike sits down with long-time friend, and home-service veteran Ed Meyer (Executive Director, NFRA; 25+ yrs leading and coaching sales teams nationwide), to unpack the critical difference between sales managers and coaches, and why most companies burn out reps by forcing one person to do both. You’ll hear how to split responsibilities without blowing up payroll, where AI call-analysis tools like Rilla or Ciro help (and hurt), and a step-by-step exercise you can use to level up your team this week....
info_outline
Episode 9: Behind The Scenes Of The Foundation Repair Industry: BHA Insights + Interviews with Mike Stiers
The Contractor's Edge
In this episode of The Contractors’ Edge, hosts Mike Stiers and Anthony Brown take you behind the scenes at the Basement Health Association (BHA) National Conference in Chicago, IL, one of the larger events dedicated to foundation repair, waterproofing, and crawl space contractors. Get real, on-the-ground conversations with industry leaders and vendors shaping the future of the trade, from CRMs that streamline operations, to innovative mold remediation systems and connected smart-home products for moisture control. You’ll hear from: Contractor Accelerator on automation, open API...
info_outlineIn Episode 5 of The Contractors' Edge, Mike Stiers and Anthony Brown delve into specific sales KPI's that can make or break your home service business.
If you’re generating leads but struggling to convert them into consistent, high-ticket sales, this episode gives you the benchmarks, tools, and tactics to level up your entire sales process, from that first touch to final invoice.
Learn how to track the metrics that matter, where revenue is most often lost, and how to improve close rates without spending more.
Whether you're an owner, manager, or rep, this one is packed with strategies you can implement immediately.
Key Takeaways:
-
Bid rate (Target: 90%): Don’t waste windshield time, quote every qualified opportunity.
-
Close rate (Target: 30%): One-call close techniques, scripting, and urgency matter.
-
Financing options: Why contractors must lean into financing to close bigger jobs.
-
Gross margin protection: Discounts should never eat into your bottom line.
-
Ride-along tech (Rilla, Ciro, SalesAsk): AI-driven sales coaching for faster improvement and higher conversion rates.
-
Follow-up & Rehash: A structured 90-day system that recovers unsold proposals and adds tens of thousands in revenue.
-
Good-Better-Best estimates: Why offering tiered options increases closing ratios.
-
Math-in-Motion Breakdown: 100 leads → $230K revenue explained step-by-step.
Pro Tip:
A 2% increase in your close rate and average ticket can add $14,800/month in revenue without a single extra lead.
Timestamps:
01:00 – Recap of Marketing & Call Center KPIs (Episodes 3 & 4)
05:10 – Edge of the Week: Ride-along tools for sales visibility
09:00 – AI-enhanced coaching: Rilla, Ciro, SalesAsk breakdown
16:00 – Main Dish: The KPIs your sales team must track
16:11 – Bid Rate: Targeting 90% quotes per appointment
20:59 – Close Rate: Why 30% is the gold standard
25:45 – KPIs working together: Sales rep gaming & red/yellow/green system
28:00 – Financing: The power of affordability in closing
34:50 – Cancellation Rate: Keeping it under 5%
39:35 – Gross Margin: Protecting profit, controlling discounts
41:50 – Sales Rep Best Practices: Appearance, courtesy, & trust
58:10 – Inspection Tools & Visuals: Using new tech like TrueCast.io
67:31 – Asking for the Close: Objection-handling & urgency bonuses
69:58 – Follow-Up Cadence: Text, email, postcard, CTV & more
74:43 – Long Sales Cycles: High ticket = high touch
77:05 – Math in Motion: Breaking down 100 leads into ROI
81:40 – The Power of 2%: Small wins = big gains
86:15 – Full rehash program breakdown: Cadence, ROI, and KPI goals
👥 Connect with your hosts:
President, Mike Stiers: LinkedIn
Senior Business Growth Strategist, Anthony Brown: LinkedIn
Sponsored by: Greenbaum Stiers Strategic Marketing Group
Partnership-based marketing for Contractors that want to dominate thier niche. Always results-driven and strategy-focused.
Subscribe, follow, and rate the show so we can continue to bring you actionable tips, tools, and tactics for growing your home service business.