Ever wonder why some contractors seem to explode onto the scene while others struggle for decades without significant growth? The answer lies in avoiding what Crystal Williams and Eric Thomas call “the dumbest marketing mistakes” that plague the contracting industry.
This candid conversation dives deep into the nine critical errors preventing contractors from reaching their full potential. At the top of the list: woefully inadequate marketing budgets. While most contractors hover around 2-3% of revenue, true growth requires 8-10% investment based on revenue goals, not current earnings. As Crystal explains, “I’m rolling 12% deep when we’re opening a new location on a million-dollar budget,” a strategy that has consistently produced million-dollar companies within 20 months.
The discussion highlights how contractors frequently mismanage internal marketing positions, turning dedicated brand-builders into glorified customer service representatives. This misalignment wastes talent and prevents businesses from developing the community presence needed for sustainable growth. Both experts emphasize that marketing isn’t about single tactics but requires an integrated strategy where all elements work together to strengthen your brand position.
Perhaps most revealing is their analysis of why contractors resist innovations like online pricing and scheduling. “I remember in 2019, when the thought of online scheduling was just the craziest thought in the world,” Eric recalls. “But now that conversation is not happening anymore… we’re facing that same thing right now with pricing transparency.” Crystal adds, “You are not doing people a favor by servicing their air conditioner… Book the lead, book it, and then figure it out.”
Whether you’re struggling with imposter syndrome, relying too heavily on Facebook advice, or starting businesses without adequate marketing capital, this conversation provides actionable insights to transform your approach. The contractors who will dominate in the coming years aren’t necessarily the most skilled technicians—they’re the ones who master these marketing fundamentals and invest accordingly.
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