Break the Doom Loop: The 3-Part Marketing Mix Trades Pros Miss

In this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas sit down with Ismail Shahid, a 30-year plumbing veteran who has worked everywhere from historic New York brownstones to the mountains of Colorado and the neighborhoods of South Carolina. Ismail shares how he went from organizing parts in a shop to becoming a seasoned service plumber, why starting in the stockroom gave him a competitive edge, and a few unforgettable “learning experience” stories from the field. He breaks down what it really means to be a true service technician today: minimizing mistakes, adapting to constant change, and always putting the homeowner’s needs first. The conversation dives into: How mindset shapes a long-term career in the trades Why service quality has slipped in some areas and how to bring it back The tension between sales training and true technical training Adapting to new technology, tools, and even AI in home services Ismail’s passion for mentoring youth and building up the next generation of tradespeople Whether you are in the field, in the office, or leading a team, this episode will push you to rethink how you train, serve, and grow in the trades.

The Trademarke Podcast welcomes Ryan Chute of Wizard of Ads for a masterclass in trades marketing—from HVAC to plumbing and electrical. Hosts Sarah Ghirardo and Eric Thomas dig into why most contractors get stuck choosing between branding and lead gen, and how a three-part marketing mix (brand messaging, calls-to-action, and points of entry) outperforms click-chasing campaigns. Ryan explains the “paint the door orange” approach to stand out on search, why audio and frequency still move markets, and how to write campaignable messages that pass Broca the bouncer and live rent-free in Club Imagination. You’ll hear real-world riffs on ditching “$29 tune-ups” for offers people actually understand (hello, Noisy Door Special), adding branded chunks to improve non-branded PPC performance, and avoiding the doom loop by keeping 30%+ of spend on brand. We also touch on PPC fraud/bots, PMAX skepticism, and why radio + social mass media still win when your frequency is right. Perfect for owners, marketers, and GMs in home services, this episode gives you the language, levers, and frequency needed to build brand equity, lower CAC, and drive the second sale.

Step into The Trademarke Podcast with hosts Sarah Ghirardo and Eric Thomas as they interview Ryan Kiscaden about his self-published children’s books — The Water Came to a Stop and The Air Came to a Stop — and his mission to introduce plumbing and HVACR to young readers. They discuss the inspiration behind the books, surprising reactions from kids and parents, partnerships like ACCA, and how storytelling can change perceptions and support workforce development. Find the series at nextuptrades.com and on Amazon.

On this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas sit down with franchise matchmaker Adam Goldman to demystify modern franchising, especially in the home services world. Adam has spent 15+ years in the space, from owning an office-cleaning master franchise to placing candidates across 75 industries, with 60 to 70 percent in home services. You’ll learn what makes a strong franchise candidate, why business development and operational excellence are the twin superpowers, and how owners are thriving with semi-absentee models. Adam breaks down practical growth levers like BNI, referrals, canvassing, and digital channels, and explains the trend of stacking seasonal businesses (think mosquito control plus holiday lighting) to keep teams working year-round. He also tackles the biggest misconceptions: that franchises must be brick-and-mortar and seven figures, and that royalties are a sunk cost rather than a shortcut to proven systems. We close with Adam’s take on disclosure docs, avoiding conflicts across brands, and why the right playbook can buy back your time. Listen in, take notes, and check the show notes for Adam’s free consult links and his book, The Franchisee Lifestyle.

On this episode of The Trademarke Podcast, hosts Sarah Ghirardo and Eric Thomas sit down with Ryan Redding for a candid, practical playbook on scaling a home service company the right way. Fresh off a year that included his team joining forces with KickCharge Creative, Ryan shares what he is doing now, why frameworks like EOS help owners win back their time, and how to spot the three problems that stall growth: time traps, profit slippage, and revenue plateaus. You will learn how to identify personal, department, and company bottlenecks, why “manage up or manage out” creates healthier teams, and how to let go so your best people can lead. Ryan also talks through real owner tactics for protecting family time, setting outcomes instead of job titles, and building a business that is sellable and resilient.

Step into The TradeMarke with Sarah Ghirardo and Eric Thomas as they sit down with Brigham Dickinson of Power Selling Pros to explore the evolution of CSRs, technician training, and the impact of AI on trades marketing. Brigham shares real-world stories on improving call conversion, reducing callbacks, and turning CSRs into inside sales experts while emphasizing empathy, technical knowledge, and accountability. Learn why blending soft skills with technical understanding and leveraging technology — from call recording to AI — can increase sales, improve customer experience, and strengthen your business operations.

On this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas sit down with James Hatfield, Chief Revenue Officer at LiveSwitch, to explore how live video technology is reshaping the trades. James shares his journey from climbing ladders in the painting and power washing world to leading a global tech company powering live video for the NFL, the Super Bowl, and now thousands of home service businesses. He explains why speed to lead is the ultimate competitive advantage, how contractors can use live video to boost trust and conversions, and why the future of customer experience will come down to speed, transparency, and authentic connection. Whether you’re running an HVAC shop, managing a plumbing crew, or looking to stay ahead in the trades, this conversation delivers a powerful look at the tools and strategies that separate winners from the rest.

On this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas sit down with Kevin Thornton, VP & GM of Dealer Business Services at JB Warranties, to uncover how warranties are transforming the trades. Kevin shares how JB Warranties helps contractors increase revenue, build stronger customer relationships, and provide homeowners with true peace of mind. From HVAC and plumbing systems to electrical and water filtration, warranties aren’t just about protection—they’re about creating long-term trust and recurring revenue opportunities. You’ll also hear how JB Warranties’ JB360 integration with ServiceTitan streamlines warranty sales, claims, and renewals, giving contractors the tools to reduce admin time and focus on growth. Plus, Kevin highlights the importance of educating homeowners, offering tiered warranty options, and using technology to improve customer lifetime value. Whether you’re an HVAC, plumbing, or electrical contractor, this episode will give you actionable strategies to stand out from competitors, retain more customers, and unlock new revenue streams. Listen now to learn how warranties can become one of your most powerful business growth tools.

On this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas sit down with Rich Harshaw, founder of Level 10 Contractor and author of Unlocking Unlimited Lead Flow, to break down the exact strategies contractors need to win online. Rich shares proven insights from decades in the home services and remodeling industry—helping companies grow from $5 million to over $150 million in revenue. You’ll learn why most SEO agencies underperform, how to evaluate an SEO provider before hiring them, and the powerful “geo keyword pair” method for dominating local search results. Rich also dives deep into brand identity, storytelling, and how to integrate your unique message across every marketing channel—from websites to TV ads. Whether you’re an HVAC, plumbing, or remodeling business, this episode is packed with practical, real-world advice to help you rank higher, convert more leads, and create a brand your customers will remember.

In this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas sit down with Mike Zeppetello from Powerhouse Consulting Group to explore the role of data integrity, CRM strategy, and Marketing Pro in driving real growth for home service companies. Mike shares his journey from growing up in a family handyman business to leading marketing strategy at Powerhouse. He breaks down why trades businesses must stop seeing their CRM as a digital filing cabinet and start treating it like the central nervous system of their operations. Whether you're using ServiceTitan, Marketing Pro, or another CRM, you’ll learn: Why your data might be hurting your marketing more than helping How to build a data-driven culture across CSRs, techs, and comfort advisors The top campaigns to automate right now for retention and remarketing How to avoid bad customer experiences with misfired emails or SMS When (and why) to bring in experts like Powerhouse to optimize your setup If you're serious about scaling your HVAC, plumbing, or electrical business with smarter, more strategic marketing—this one’s for you.