Skip to content
POWER100
Join Free
Content

419 – The Remodeler Marketing Scorecard: Which Channels Are Actually Making You Money?

⏱️ 22:05 🎤 Spencer Powell
AUDIO EPISODE
419 – The Remodeler Marketing Scorecard: Which Channels Are Actually Making You Money?
0:00
0:00

Chapters

Click to jump to section

  • 0:00
    The Attribution Gap Problem
    Spencer introduces the common issue of remodelers not knowing where their projects originate, leading to inefficient marketing spend.
  • 1:45
    Reasons for Data Gaps
    The episode discusses the typical reasons remodelers lack marketing data, such as absent or unused CRMs, improper lead tagging, and agencies stopping at lead generation.
  • 3:55
    The Measure Playbook Steps
    Spencer outlines four key steps: selecting and using a CRM, asking leads 'how did you find us?', tracking every lead to an outcome, and building a marketing scorecard.
  • 7:45
    Sample Remodeler Scorecard
    An example remodeler, Piper Design Build, is used to illustrate how to evaluate various marketing channels based on ROI, close rate, and gross margin.
  • 12:17
    Making Data-Driven Decisions
    Spencer demonstrates how to categorize channels as 'scale,' 'maintain,' or 'cut' based on their performance, using the example remodeler's data.
  • 15:30
    From Click to Close Tracking
    The episode concludes by emphasizing the critical need to track every lead from the initial click to the closed project to accurately calculate ROI and inform future marketing strategy.

Speakers

S
Spencer Powell
Host — CEO at Builder Funnel

Key Takeaways

✦

Implement a CRM and actively use it to track leads and their journey, ensuring auto-tagging for marketing source attribution.

✦

Always ask new leads 'How did you find out about us?' to supplement automated tracking and gain deeper insights into your client acquisition channels.

✦

Track all leads to an outcome, not just closed deals, to understand the quality of opportunities generated by each marketing channel, even if they don't close.

✦

Build a comprehensive marketing scorecard that includes spend, leads, sales-qualified leads, close rate, average project size, revenue, gross margin, and ROI per channel.

✦

Calculate marketing ROI based on gross margin, not just revenue, to understand the true profitability of each channel.

✦

Regularly review your marketing scorecard (quarterly, semi-annually, or annually) to identify 'scale' (high ROI), 'maintain' (positive but lower ROI/nurture), and 'cut' (low ROI) channels.

✦

Be prepared to reallocate budget from underperforming channels (e.g., home shows) to high-performing ones (e.g., Google Ads or organic SEO) to optimize your marketing spend and achieve growth goals.

Want the full experience?

Join Power100 for full access to every episode, AI-powered insights, personalized coaching, and a network of industry leaders.

Join Power100 →