—Insights
The EstimateScale
Field Notes
- No. 02Paid Media
The Problem With Buying Leads
A purchased lead is a rented moment of attention, sold to you and three competitors at the same time.
February 19, 20265 min read - No. 03Home Improvement
How Homeowners Actually Choose a Contractor
The decision is made long before the estimate. Usually in a browser, usually at night, usually with three tabs open.
February 2, 20267 min read - No. 04Google
Your Google Business Profile Is More Important Than You Think
For local home improvement demand, the profile is often the homepage — and most contractors treat it like a directory listing.
January 21, 20264 min read - No. 05Strategy
The Economics of a $20,000 Remodeling Job
If you know your true cost per booked job, every marketing argument gets shorter.
January 8, 20268 min read - No. 06Marketing
Why More Traffic Won't Fix a Bad Website
Doubling traffic on a site that converts at 1% is the most expensive possible way to get a few more calls.
December 12, 20255 min read - No. 07Sales
What Contractors Should Actually Measure Every Month
Seven numbers. One page. If your reporting takes longer than a coffee to read, it is not reporting.
November 27, 20256 min read