Chaos to Systems: Why Professional Builders Need Coaching, with Cole Tilbury
Release Date: 08/05/2025
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info_outlineBuilding houses? You've got that covered. But building a business that doesn't rely on you working 80-hour weeks while making $25 an hour? That's where most builders hit the wall.
Cole Tilbury, performance coach with The Professional Builder, is helping construction pros break free from the chaos cycle and build businesses that actually work for them instead of against them. With nearly two years coaching builders across North America, Cole has seen the same pattern over and over: skilled craftsmen trapped in their own success, spinning plates instead of scaling profits.
On this episode of Builder Straight Talk, Cole breaks down why the best builders often make the worst business owners and what it takes to flip that script.
Cole walks through how The Professional Builder's coaching process helps contractors identify their Professional Builder Rate (PBR) and systematically eliminate everything below it.
The secret isn't working harder or finding more leads. It's about implementing systems that make every job more profitable while buying back your time.
Cole talks about:
- Why "I need more work" is usually the wrong diagnosis
- The 10-step sales process that converts 70% of qualified leads
- How the 1% referral system creates consistent warm leads
- The "Wow Pack" strategy that positions you as the premium choice
- Building teams and processes that run without you
One of the most powerful insights Cole shares is about delegation and the psychology of letting go. Most builders are doing $15-an-hour admin work while their business starves for $150-an-hour leadership. Hiring specialists to handle everything below your PBR doesn't cost money, it makes money.
The conversation gets tactical with Cole's breakdown of offline marketing strategies that actually work. While everyone's chasing social media, the real money is still in community relationships, referral systems, and professional presentation that builds trust before you even show up.
Cole also reveals how The Professional Builder's coaching team includes active builders who've implemented these systems and now teach others while running their own profitable companies. It's not theory from the sidelines, it's battle-tested strategies from people still in the game.
For builders ready to stop trading time for money and start building a business that works without them, Cole's insights provide a clear roadmap. Whether you're doing $100K in revenue or $25 million, the principles remain the same: systems, delegation, and strategic focus.
The choice is simple: stay trapped in the chaos or build something that gives you true wealth, which Cole defines as more time and more money to live the life you actually want.
"We're not trying to make you sound like every other business. You can add your personality into these systems and we can tweak it to make sense for your business."
About Cole Tilbury:
Cole Tilbury is a performance coach and marketing strategist who has worked with over 150 residential builders worldwide, helping them scale smarter, sell better, and gain control of their time and profits.
He currently serves as the Head of Content and Training at The Professional Builder, a coaching company that supports builders across Australia, New Zealand, Canada, and the United States. Cole specializes in turning operational chaos into clear systems—whether it's building pricing models that protect margins, creating lead-generation campaigns that convert, or coaching teams through the challenges of growth.
Originally from Canada, Cole's background blends boots-on-the-ground experience with sales psychology and operational strategy. His practical, straightforward approach is rooted in a single goal: helping builders create businesses that are profitable, sustainable, and support the lifestyle they set out to achieve.
Resources:
- Book a strategy call: https://www.calltpb.com
- Download free resources (10-step sales process, referral templates, and more): https://drive.google.com/drive/folders/18eNuhNrZ21gAWLrovVz-m-SuLEWHP8At
- Interview with Marty Amos on scaling a construction business: https://youtu.be/431oLrC34K8
Chapters:
00:00 Introduction
01:05 Thoughts on Coaching
01:59 Role of a Coach for Builders
02:34 Importance of Business Skills for Builders
03:35 Scaling and Profitability in Construction
04:29 Systems and Processes
05:46 Knowing Your Numbers
06:37 Delegation and Time Management
08:11 Solving Core Business Issues
14:04 Vision and Business Maturity Date
20:51 Ideal Candidate for Coaching
28:28 Coaching Team and Their Expertise
33:40 Marketing Tips for Builders
35:28 The 1% Referral Process
35:56 Community Relationships
36:48 Creating a Dream 100 List
38:18 Science of Asking for Referrals
41:03 Using Info Packs to Build Trust
45:00 Wow Pack Strategy
53:13 10-Step Sales Process
01:00:37 Achieving True Wealth and Balance
01:01:39 Final thoughts