The TradeMarke

How Contractors Can Build Lifetime Value Through Warranties

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.

From $5M to $150M: Contractor Growth Lessons from Rich Harshaw

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.

Data Done Right: Mike Zeppetello’s Blueprint for CRM Culture

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.

Leads, Data, and the Power of the Pivot with Marcus Piazzisi

In this episode of The TradeMarke Podcast, Sarah Ghirardo and Eric Thomas sit down with Marcus Piazzisi, founder and CEO of Viirl, to dig into the real-world strategies that drive results in home service marketing. From bootstrapping his agency with maxed-out credit cards to building a multi-million-dollar business, Marcus shares how Viirl became a major player by focusing on performance, not fluff.
The conversation covers everything from local lead generation and agency selection to tech stacks, reporting transparency, and how AI is reshaping operations across the trades. Plus, they talk about the importance of nurturing existing customers, planning for the slow season while you're in the busy one, and why “proximity is success” when it comes to in-home service opportunities.
If you’re a contractor, marketer, or agency pro in the trades, this episode will challenge how you think about marketing ROI, tech integration, and business strategy in today’s fast-moving climate.

Better People, Better Business: Ryan Englin’s Blueprint for Workforce Wins

In this episode of The TradeMarke Podcast, we’re joined by Ryan Englin, CEO of Core Matters, to explore his proven strategies for hiring better people and building stronger businesses. Ryan shares his Core Fit Hiring System, designed to attract top-tier applicants, reduce turnover, and create engaged, long-lasting teams.
Learn how aligning hiring practices with your company’s core values can improve retention, enhance employee satisfaction, and drive business success. Whether you’re struggling with high turnover or looking to improve your hiring process, Ryan’s insights provide actionable steps to create a workforce that wins.

Powerhouse Moves to Explode Your Business Growth with ServiceTitan 🚀

In this episode of The TradeMarke Podcast, Sarah Ghirardo sits down with Jenny Benbrook, co-founder of Powerhouse Consulting Group, for a deep dive into tech strategy for contractors. Jenny shares the origin story of Powerhouse, how they’ve scaled to a 30-person team, and the growing need for thoughtful tech implementation in the trades.
From ServiceTitan to third-party tools, the conversation covers it all: how to reduce wasted spend, build a scalable tech stack, and align technology with your company’s growth goals. If you’ve ever felt overwhelmed by software options or unsure if you're getting your money’s worth from your tech investments, this is the episode for you.
You’ll learn:
Why contractors are spending more on tech but seeing lower margins
The difference between tech support and strategic consulting
How Powerhouse helps contractors build a custom roadmap for growth
Whether you’re a one-truck shop or scaling past eight figures, this episode will help you rethink your relationship with technology — and grow smarter, not harder.
Listen now and start turning your tech stack into your growth engine.

Krista Laden on Time Blocking, Community Marketing & Raising Trades Kids

In this inspiring episode of The TradeMarke Podcast, Sarah Ghirardo and Eric Thomas sit down live at AHR Expo with Krista Laden, Marketing & IT Director at Gulf Shore Air Conditioning and a board member of Lady Titans.
Krista pulls back the curtain on her 13+ year journey from admin assistant to leadership, revealing how she’s helped build a beloved, community-first brand without relying on Google Ads. Instead of chasing clicks, Krista focuses on what actually creates long-term business growth: relationships, reputation, and radical consistency.
Here's what you'll learn:
Why Gulf Shore Air invests in community sponsorships over paid ads
How Krista uses time blocking to juggle business, Lady Titans, and raising two young kids
The value of hyperlocal marketing—from sponsoring 5Ks to building parade floats
Why she believes your real ROI comes from touching hearts, not just tracking clicks
Her favorite branding campaign (hint: it includes a homemade shrimp boat and hot cocoa)
How local publications and community awards helped build an HVAC brand people remember
Why Lady Titans is one of the most powerful movements in the trades—and how to get involved
Plus, we talk about how Krista is raising the next generation of trades kids by getting her family involved in the business, her top lessons from 13 years in the HVAC world, and how to lead with heart and hustle.
Whether you're a seasoned marketer, a growing operator, or just trying to balance your calendar, this episode is packed with tactical tips and heartwarming lessons on making your mark in the trades—without burning out or selling out.

Redefining WTF in the Workplace with Dave MacDonald

In this episode of The TradeMarke Podcast, Sarah Ghirardo and Eric Thomas are joined by Dave MacDonald, founder of the Better Together Group, to talk about one of the most important (and most overlooked) aspects of growing a successful trades business: hiring and managing people who actually give a damn.
Dave shares his no-fluff philosophy—WTF: Work hard, Tell the truth, Finish the job—a mantra that’s guided his leadership for over two decades and helped over 6,000 workers find purpose-driven employment. If you're struggling with team accountability, dealing with burnout, or feeling stuck in “wimp junction” (a term you won’t forget), this episode will hit home.
Together, we explore:
How trades business owners accidentally build underperforming teams
The psychological toll of avoiding tough conversations—and how to overcome it
Why firing everyone and starting over isn't a strategy (but Dave’s done it…)
The three I’s of leadership: Intensity, Integrity, and Intentionality
How personal relationships—especially with your spouse—can make you a better boss
The power of peer groups and why every business owner needs one
Plus, Dave offers some raw advice on how to stop sugarcoating performance issues and start building a team that actually finishes the job—even when you don’t.
Whether you’re a trades leader with 50 employees or still wearing every hat in the business, this episode is packed with wisdom, grit, and hard-earned leadership lessons.

From Cop to Contractor: How Derek Cormier Grew a $12M HVAC Empire

In this wildly entertaining and value-packed episode of The TradeMarke Podcast, Sarah Ghirardo and Eric Thomas sit down with the one and only Derek Cormier, founder of Climate Experts in Melbourne, Florida. From a single truck to a projected $12M in revenue, Derek shares the exact playbook he's used to scale a multi-trade business covering HVAC, plumbing, and electrical — all while keeping things fun, raw, and remarkably real.
Derek dives into:
Why ductwork is the most overlooked opportunity in HVAC sales
His regimented, quality-first inspection process (complete with attic sweats)
How he's successfully leveraged AI tools like Rilla and Fireflies to improve sales training, operations, and leadership meetings
The marketing strategies that actually work (spoiler: wigs, humor, and anti-boring TikToks win every time)
What it really takes to gain buy-in from your team when introducing new tech
How to differentiate your business in a saturated Florida market with Chuck-in-a-Truck competitors everywhere
Why partnering with Home Depot was a game-changer, and how he made it profitable
You'll also hear about Derek’s unconventional journey from being a Hollywood, FL police officer to building one of the most respected home service brands in the Sunshine State. Plus, his candid thoughts on review culture, SEO providers, and why leadership growth is the key to business growth.
Whether you're looking to grow your trades business, stand out on social media, or just need a reminder that personality is profitable, this episode delivers.

Painting the Pink Door: Ryan Chute on Brand Storytelling That Sells

In this powerhouse episode of The TradeMarke Podcast, hosts Eric Thomas and Sarah Ghirardo sit down with Ryan Chute—Wizard of Ads partner, strategic branding guru, and co-founder of The Difference bourbon with Chris Voss—for a no-holds-barred deep dive into what really makes marketing work in the trades.
Ryan doesn’t just talk strategy—he lives it. From founding an invite-only bourbon society to orchestrating marketing campaigns that punch through the noise, he’s on a mission to help businesses become unforgettable. In this conversation, you’ll hear how Chute breaks down the three essential components of a winning marketing mix: brand messaging, sales activation, and points of entry. He challenges the industry’s obsession with pay-per-click and exposes why cheap tune-up offers are often just gimmicks that lack authenticity and long-term effectiveness.
Key takeaways from this episode include:
Why truck wraps and flashy visuals are only 10% of your brand—and what the other 90% really looks like
How to craft brand messaging that creates emotional resonance and stays top-of-mind until your customers need you
What the “doom loop” is—and how to avoid overspending on marketing that doesn’t move the needle
How audio, frequency, and visual alignment play a bigger role in conversion than most realize
The psychology behind effective advertising (and why being “nuts” might be the best marketing move you can make)
Why words like franchise can become powerful triggers when baked into a strategic campaign
Real-world results from brands that pivoted from performance marketing to emotional storytelling—and tripled their growth
Ryan also shares inside stories from the Wizard of Ads network and why most marketing campaigns fail not because of poor execution—but because they never had a real strategy to begin with.
Whether you’re a seasoned marketing pro, an HVAC business owner, or just a bourbon-lover curious about branding, this episode will reshape how you think about advertising.
🎧 Listen now to hear why the best brands don’t wait until people need them—they own the conversation long before that moment arrives.