The TradeMarke

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! 🎧

The Blueprint for a Scalable, Profitable Restoration Business

How do you scale a home service business to 75+ franchise locations in under two years? In this episode of The TradeMarke, hosts Eric Thomas and Sarah Ghirardo sit down with Dan Claps, CEO of Voda Cleaning & Restoration, live from the 6th Annual Roofing Process Conference in Marco Island, Florida (hosted by LB Capital).
Dan shares his journey from the franchise lead generation space to acquiring and scaling a successful restoration brand. We dive into:
The power of franchising in home services and why executive-level entrepreneurs are thriving in blue-collar industries.
Marketing strategies for franchise growth, including the role of networking and partnerships.
How AI is disrupting home service marketing and SEO—and what business owners need to know to stay ahead.
The importance of building a repeatable, scalable business model in the trades.
How restoration businesses leverage insurance to drive profitability and create a sustainable revenue model.
We also discuss how AI, automation, and data-driven marketing are reshaping the trades, plus actionable insights on how to scale, systematize, and optimize a home service business.
🚀 If you're a contractor, franchisee, or entrepreneur looking to scale your business, this episode is packed with must-know insights.
💡 Want more marketing and business growth strategies for the trades? Subscribe to The Trademark and leave us a review!

Ways To Grow Your Roofing Business w/ Josh Taylor (Roofing Pups Roofing & Siding)

In this episode of The TradeMarke Podcast, Eric Thomas sits down with Josh Taylor, co-owner of Roofing Pups, live from the Roofing Process Conference. From starting as an ER nurse to building multiple home service businesses, Josh shares his journey of scaling companies, adopting EOS, and partnering with LB Capital to grow Roofing Pups into a national brand.
🏗️ Key Takeaways from This Episode:
✔️ The shift from insurance-based roofing to a retail-driven model✔️ How to scale a service business using systems, processes, and strong leadership✔️ The importance of vision, sacrifice, and resilience in business success✔️ Insights on mergers, acquisitions, and private equity in the trades✔️ Why legacy and family matter more than money when it comes to long-term success
💡 Whether you're a roofing contractor, a home service entrepreneur, or looking to scale your business, this episode is packed with practical insights and growth strategies you won’t want to miss!
🎧 Tune in now, and don’t forget to subscribe for more expert insights into marketing, business growth, and leadership in the trades!

How To Double Your Booking Rate in 2025 (with Tiffany Arends)

In this episode of The TradeMarke Podcast, Eric Thomas and Sarah Ghirardo sit down with Tiffany Arends from All-American Heating and Plumbing in Breckenridge, Colorado, to talk about the essential relationship between marketing and operations in the trades industry.
Tiffany shares how her team doubled their booking rate, the importance of hiring the right CSRs, and how a strong company culture impacts every part of the business—from the first customer call to the final service visit.
If you've ever wondered how to optimize lead conversion, improve customer service, or create a thriving team environment, this episode is packed with valuable takeaways. Plus, we dive into common debates between marketing and operations, ways to streamline HVAC and plumbing dispatching, and how to keep your techs, CSRs, and customers happy.
Key Topics Covered:
The #1 factor that doubled their booking rate
How CSR training impacts sales and service
Why marketing & operations must work together
The importance of company culture in team success
Best practices for customer service & dispatching
And much more!
🚀 Don’t forget to subscribe, leave a review, and follow us on social media for more insights on growing your home services business!

How Ray Seggern Helps Home Service Businesses Thrive Through Brand Strategy

In this episode of The TradeMarke, Eric and Sarah sit down with branding expert and author Ray Seggern to explore the fascinating intersection of storytelling, marketing, and business success in the trades industry. With over two decades of experience as a Wizard of Ads partner, Ray has worked with industry leaders to craft compelling brand narratives that resonate with audiences and drive results.
Key Highlights:
The Evolution of Brand Guys: Ray shares how his company, Brand Guys, was born from a desire to bridge authentic storytelling with impactful marketing strategies for the trades.
Why Story Matters: Discover why storytelling is at the heart of effective branding and how businesses can use their unique stories to connect with customers on a deeper level.
A Peek Inside "No Place Like Home Services": Ray discusses his book and its actionable insights, including a four-part framework for planning a marketing budget that’s tailored to the trades.
Navigating Private Equity in the Trades: Ray dives into the challenges and opportunities posed by private equity firms taking over family-run trade businesses and the importance of preserving brand integrity.
2025 Marketing Trends: Learn Ray’s perspective on the future of marketing in the trades, from leveraging automation and AI to maintaining a human touch in a digital-first world.
Additional Insights:
Ray recounts his journey from running radio stations to becoming a sought-after brand strategist for HVAC, plumbing, and electrical companies. He also delves into the collaborative process behind iconic campaigns like Goettl's “Keep You Cool When It’s Hard to Spell” and how the philosophy of “holding up a mirror” ensures authenticity in marketing.
Ray also shares his thoughts on personal growth, the power of gratitude, and the role of culture in building brands that last. Whether you’re a seasoned marketer or a trades professional looking to sharpen your strategy, this episode is packed with actionable advice and inspiring stories.