The TradeMarke

From Startup to $15M: Trio Heating & Air’s Growth Blueprint

Join hosts Sarah Ghirardo and Eric Thomas on The TradeMarke Podcast as they dive into an inspiring conversation with Michael and David Katz from Trio Heating, Air, and Plumbing. In just three and a half years, the Katz brothers transformed their HVAC business from startup to a projected $15 million in revenue, thriving in the competitive San Jose market. Discover their actionable strategies for overcoming slow seasons, leveraging AI for customer engagement, and mastering door-knocking campaigns that drive leads without breaking the bank. From incentivizing technicians to building customer loyalty through memberships, this episode is packed with practical tips for trade professionals and marketers alike.
Key Takeaways:
Proven slow-season tactics, including outbound campaigns and quality control check-ins.
How to use platforms like Thumbtack and Yelp to boost lead conversion.
The power of shop tours and learning from industry peers to scale your business.
Creative ways to motivate your team with bonuses and competitions.
Why speed to implementation is the key to staying ahead in the trades.
Whether you're a trade business owner, HVAC professional, or marketing expert, this episode of The TradeMarke Podcast will equip you with the tools to grow your business and dominate your market. Tune in now for game-changing insights and don’t miss out on connecting with Michael and David for a shop tour at Trio Heating and Air!

Michelle Myers’ Secrets to Building a World-Class CSR Team

In this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas dive deep into the world of customer service with Michelle Myers from The CSR Academy. Discover why Customer Service Representatives (CSRs) are the backbone of your trade business and how investing in their training can transform customer experiences and boost your bottom line.
Michelle shares actionable insights on navigating consumer expectations, building resilience, and creating a culture of growth through innovative training programs like The CSR Academy. From ride-alongs with technicians to mastering empathy on tough calls, this episode is packed with strategies to empower your CSRs and elevate your brand. Tune in to learn how to turn every customer interaction into a win for your business! Visit csracademy.com for more on their game-changing events and community.

Healthy Teams, Healthy Profits: Donovan Ryckis on Better Benefits

In this episode of The TradeMarke Podcast, we’re joined by Donovan Ryckis, founder and CEO of Ethos Benefits, to uncover how trade businesses can revolutionize employee healthcare. Donovan explains how smarter healthcare strategies can reduce costs, improve employee satisfaction, and ultimately boost profitability.

Saving You 70% in Taxes? Melissa from Busy Bee Advisors is the Real Deal

In this stress-free and wildly insightful episode of The TradeMarke Podcast, Eric and Sarah sit down with the brilliant and unapologetically bold Melissa Broughton, founder of Busy Bee Advisors. Melissa is not your average tax professional—she’s a strategist, a myth-buster, and an advocate for small business owners who are tired of overpaying in taxes and underplaying their profits.
Melissa shares how a leap of faith (and a freak accident) led her to launch Busy Bee Advisors and build a boutique tax firm that actually gives a damn. From debunking outdated tax advice to sharing real strategies that help clients save 30–70% in taxes, Melissa brings the heat—and the receipts.
You’ll learn:
Why most CPAs are glorified order takers (and how Melissa is changing that)
How to actually write off that business trip to Mexico
The power of proactive tax planning year-round—not just in April
Tips for when to DIY your bookkeeping vs. when to hire help
Her philosophy behind "The 4-Hour Bookkeeper" and how you can get a free copy
Strategies to boost profitability and take control of your financial future
Plus, we talk feelings (yes, feelings) around money, taxes, and why women often approach financial conversations differently—and how Melissa is creating a space where everyone can feel confident and informed.
If you’ve ever felt overwhelmed by your business finances or like your tax pro speaks a language you don’t understand—this episode is for you.

Ring the Dang Bell: Katy Higgins on Grit, Growth, and Getting It Done

In this inspiring episode of The TradeMarke, Sarah sits down with Katy Higgins — founder of TruePros in northern Utah — to talk about her incredible journey from single mom and part-time telemarketer to becoming one of the first female comfort advisors in her state, and now the owner of a $5 million HVAC company.
Katy opens up about the highs and lows of her first year in business, why she chose Thelma & Louise as her movie title for that year, and the lessons she's learned in leadership, resilience, and redefining success. From operating out of her garage with no website to building a thriving company with a team she deeply cares for, Katy’s story is equal parts raw, real, and incredibly motivating.
You’ll also hear:
How she built a business on sales and service — and why she added a bell to the office
The importance of visibility, mentorship, and staying human in the trades
Why being vulnerable as a leader matters more than ever
Her thoughts on technology, AI, and using marketing to build real relationships
A hilarious tangent about tennis, pickleball, and dating mishaps 😄
Whether you're a seasoned pro or just getting started, this episode is full of gold nuggets and heartfelt moments.
📣 Don’t forget to ring the dang bell and tune in — this one’s a must-listen.

From Chaos to Clarity: The Profit First Framework for the Trades

In this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas are joined by Susanne Mariga, fractional CFO, CPA, and author of Profit First for Minority Business Enterprises. Susanne shares how trades business owners can break free from the "revenue trap" and start building real, lasting profit through the Profit First method.
Together, they unpack:
Why traditional accounting is failing business owners
How to create a financial system that prioritizes profit, not just expenses
The importance of founder energy in shaping company culture
Key financial metrics every trades business should track
How to prepare your business for private equity or a future exit
Whether you’re a home service contractor, trades entrepreneur, or just tired of operating on razor-thin margins, this episode will reshape how you think about money, growth, and sustainability.

Leadership, Growth & People Development in the Trades with Stephanie Allen

In this episode of The TradeMarke Podcast, Eric and Sarah sit down with Stephanie Allen from Airworks Solutions to discuss leadership, people development, and the evolution of running a trade business. Stephanie shares her journey of balancing business growth with personal life, embracing a visionary role, and the importance of building a strong company culture—both in-office and remotely.
From hiring strategies to team development, investing in people, and her unique approach to running an HVAC and plumbing business, Stephanie provides invaluable insights for trade professionals and business owners alike.
💡 Join the Conversation!Have thoughts on this episode? Let us know! Leave a review, share it with a friend in the trades, and follow us on social media to stay connected.

Mastering Social Media & Personal Branding in the Trades with Jen McKee

In this episode of The TradeMarke Podcast, hosts Eric Thomas and Sarah Ghirardo sit down with social media expert Jen McKee, founder of Kee Hart Marketing. They dive deep into the power of social media, personal branding for contractors, and why business owners in the trades should start leveraging short-form video and organic content marketing today. Jen shares invaluable insights on creating authentic content, engaging with communities, and positioning yourself as an industry leader.

2025 Roofing & Home Service Marketing Predictions with Megan Bedford & Nancy O’Hare-Zika

What’s next for home service marketing in 2025? In this episode of The TradeMarke Podcast, hosts Eric Thomas and Sarah Ghirardo sit down with Megan Bedford and Nancy O’Hare-Zika from Home Service Marketing Hub to break down the biggest marketing shifts for roofers and home service contractors.
Live from Marco Island at the Roofing Process Conference, the conversation covers roofing industry trends, local marketing strategies, and how contractors can better utilize video, SEO, and CRM tools to dominate their markets. Megan and Nancy share real-world insights into why education-based marketing is winning, how video is essential for building customer trust, and why roofers need to move beyond traditional advertising to scale their businesses.
💡 Key Takeaways:
Why educating customers through marketing will be the key to success in 2025
The impact of AI, automation, and CRM tools on home service marketing
How to leverage video marketing for brand authenticity and customer engagement
Why local, hyper-targeted marketing campaigns drive better leads and conversions
The importance of call center training and booking the call when the phone rings
How roofing companies can build long-term customer relationships beyond a one-time service
If you’re a roofing contractor, HVAC/plumbing business owner, or home service marketer, this episode is packed with actionable strategies to help you future-proof your business. 🚀

Building a Brand That Sells: Dan Antonelli on Branding for Home Services Companies

How can branding make your business the go-to name in your market? In this episode of The TradeMarke Podcast, Eric Thomas and Sarah Ghirardo sit down with Dan Antonelli, CEO of KickCharge Creative, to dive deep into the power of branding in the trades.
Live from the 6th Annual Roofing Process Conference, Dan shares how a strong brand can lower marketing costs, increase customer trust, and boost conversions. Plus, they break down Gary Vaynerchuk’s take on branding vs. marketing, the impact of a polished brand on recruitment, and why your logo and website might be costing you leads.
💡 Key Takeaways:
Why branding is the key to reducing your reliance on PPC
The real ROI of a well-designed logo, van wrap, and website
How contractors can use brand recognition to dominate local search
The difference between branding and marketing (and why both matter)
Why mascots and unique domain names drive higher recall & conversions
If you're a contractor, home service business owner, or marketer looking to scale, this episode is a must-listen! 🎧