Growth Minded Contractor Show Starring Ryan Groth

Hosted by Ryan Groth

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Nov 2025

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About the show

Join us for SEASON 3 of the Growth Minded Contractor Show podcast where we discuss running a contractor business in today's marketplace, self development, and transformative topics. Hosted by Ryan Groth and David Reed. For more information, visit: www.salestransformationgroup.com

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60 recent

November 13, 202539 min

Meet NETIC: The AI Engine Powering Growth for Contractors and Service Companies

AI is transforming the home-services industry — fast. In this episode of The Growth-Minded Contractor Show, Ryan Groth sits down with Melisa Tokmak, CEO of NETIC AI, to explore how artificial intelligence is changing the way contractors generate revenue, manage leads, and serve customers.Melisa shares how NETIC became an AI revenue engine for enterprise and essential-service companies, helping them automate inbound and outbound communication, capture more leads, and deliver a better customer experience — all while keeping humans in the loop.Whether you're a roofer, HVAC pro, or service-based business owner, this conversation will help you understand where AI fits into your business and how to start leveraging it now.Timestamps:00:00 - Intro: AI is here to stay01:50 - Meet Melisa Tokmak and NETIC AI04:00 - What NETIC does for home-service companies06:30 - Automating inbound and outbound revenue09:20 - Nurturing and reactivating old leads12:00 - Why customer experience is everything16:00 - How AI and humans work together20:30 - The meaning behind "NETIC" and cybernetics26:00 - Real vs fake AI products — how to tell the difference33:00 - The importance of code integrity and on-shore engineering40:00 - Who NETIC serves and why43:00 - Final thoughts and where to learn morewww.netic.aiSubscribe for more great interviews and content.For Sales Training and Coaching to help you grow your business, visit sellonstg.com

November 8, 202531 min

The Roofing Party: NRCA CEO McKay Daniels on Immigration, Insurance & The Future of Roofing

In this episode of the Growth Minded Contractor Show, Ryan Groth sits down with McKay Daniels, CEO of the National Roofing Contractors Association (NRCA), for one of the most important conversations happening in the roofing industry today.McKay brings 25+ years of political and government experience and now leads the national advocacy efforts that impact every U.S. roofing contractor. In this episode, he breaks down the REAL issues shaping the future of roofing — from immigration enforcement and workforce shortages to insurance pressures, building codes, private equity, AI, and more.If you're a roofing contractor, sales leader, or owner who needs clarity on where the industry is headed, this is a must-watch.✅ What You’ll Learn in This EpisodeWhy immigration enforcement is about to increase dramatically — and what it means for your crewsHow ICE audits, paperwork violations, and jobsite enforcement may impact contractorsThe truth about America’s skilled labor shortage — and why roofing is at a breaking pointWhat’s happening with insurance deductibles, premiums, and state-level building code changesWhy financing is becoming essential in roofing salesThe NRCA’s role in fighting for contractors nationwideHow contractors must evolve to survive the coming shifts in the industryMcKay’s insight is grounded, practical, and essential for growth-minded contractors who want to stay ahead of the curve.✅ Chapters / Timestamps00:00 — Welcome to the Growth Minded Contractor Show01:28 — Meet NRCA CEO McKay Daniels03:10 — From politics to roofing: McKay’s journey04:45 — The “Roofing Party” mindset06:15 — The biggest issues contractors face today07:38 — Immigration, workforce shortages & ICE enforcement09:46 — What ICE raids & audits mean for contractors12:31 — Paper audits, I-9 issues & potential penalties17:30 — The real workforce crisis in America18:29 — The missing piece in the immigration conversation19:45 — How workforce shortages will impact inflation, repairs & storms21:21 — What a practical workforce bill could look like23:25 — Why visas are harder to obtain for roofing26:12 — Political realities & what change could look like27:55 — Insurance industry pressure & policy changes29:08 — What’s happening in Florida, Texas & the Southeast32:30 — The shift from insurance-driven sales to financing33:47 — Reinventing as contractors35:12 — Why McKay believes in the roofing industry38:05 — Final thoughts & a call to get involved with NRCA✅ Connect With NRCABecome a member, join the advocacy efforts, and stay informed on national issues impacting the roofing industry:👉 https://www.nrca.net

October 19, 202540 min

$200M Roofing CMO's Spills All: 97 Percent Answer Rates, 2-Min Speed-to-Lead, Hyperlocal SEO, AI

If you’re a growth-minded contractor looking to scale your business without wasting money on bad leads, this episode is for you. Ryan Groth sits down with Matt Tyner, Chief Marketing Officer at Bone Dry Roofing—a $200M+ regional powerhouse—to reveal the marketing and leadership moves that took their team to the next level.You’ll hear how Bone Dry:Boosted answer rates from 70% to 97%Cut lead response times to under 2 minutesMore than doubled booking rates through better follow-upUsed hyperlocal SEO to expand profitably into new marketsBuilt a trusted brand without gimmicky discountsIs using AI and automation to improve speed, service, and profitabilityMatt also shares why storytelling beats offers, how to market across multiple locations, and how culture drives marketing performance in the trades.Chapters:00:00 – Why marketing is mission-critical for contractors today03:20 – Matt’s background and lessons from HVAC, agency, and PE growth06:50 – The first 90 days as CMO: listen, learn, and diagnose bottlenecks09:45 – Boosting answer and booking rates through better systems12:40 – Website fixes and technical SEO that actually matter15:30 – Core marketing channels before adding new ones18:30 – How to win with hyperlocal SEO and market expansion21:30 – Creating engaging, funny, brand-building social content24:10 – Using AI for after-hours calls, storms, and lead triage30:10 – Brand-first email and community-driven marketing35:20 – In-house marketing vs. agencies: what drives real results40:00 – Manufacturer relationships vs. brand storytelling44:00 – Leadership and culture as the foundation of great marketingThis episode is packed with proven, real-world insights for roofing and home service leaders who want predictable, profitable growth.Subscribe to the Growth Minded Contractor Show for more episodes like this.Join STG's Skool Community: https://www.skool.com/sales-transform...

October 9, 202522 min

How AI Is Changing Roofing: Alivo x STG Partnership with Michael Gogan

In this episode of the Growth Minded Contractor Show, Ryan Groth sits down with longtime industry leader Michael Gogan (formerly of CompanyCam, now with Alivo.ai) to talk about how AI agents are transforming the roofing and trades industries.Michael introduces Alivo’s four AI agents—Lily, Evan, Alex, and Jenna—and how they’re helping contractors answer calls, follow up on leads, close more deals, and boost online reviews automatically.They discuss:✅ Why most roofing companies miss up to one-third of inbound calls✅ How AI agents outperform call centers in speed, accuracy, and cost✅ How STG and Alivo are partnering to integrate sales training best practices directly into AI follow-up systems✅ Real case studies showing 2X increases in bookings using AI agents✅ What the future looks like when you combine AI automation + elite sales trainingIf you’re a growth-minded contractor, this episode is a must-watch.🎯 Get your onboarding fee waived:👉 https://alivo.ai/partner/stgFollow Ryan Groth and STG for more insights on AI, sales leadership, and performance in the trades. Get free access to STG's Academy:https://www.skool.com/sales-transform...#Roofing #SalesTraining #ArtificialIntelligence #STG #Contractors #GrowthMindset #ConstructionTech

October 3, 202528 min

From $5M to $50M: Building A+ Sales Teams (w/ Steve Huber—Billion Dollar Contractor)

Home services growth isn’t a silver bullet — it’s a system. In this Growth Minded Contractor episode, Ryan Groth sits down with Steve Huber of Billion Dollar Contractor, a sales leader behind $2B-plus in solar, roofing, HVAC, and windows and doors revenue. Steve explains how he helped scale multiple top private companies and what it takes for a three to five-million-dollar contractor to build toward fifty million and beyond without blowing up operations.What you’ll learn:Set clear North Stars and use a simple weekly scorecard for data-driven decisions.Pace growth across finance, operations, sales, and marketing so you don’t get over your skisWhy sales-oriented owners should delegate operations and stay in their superpowerHow to add new services the smart way, such as roofing for solar or HVAC and plumbingDon’t chase fads or rebates — build durable offers that work in any market.A consultative, diagnostic sales framework that makes it easy for customers to say yesYou can’t attract A-players without an A-plus company built on vision, training, and systems.Connect:Guest: Steve Huber — Billion Dollar ContractorHost: Ryan Groth — Sales Transformation GroupIf this helped, like, subscribe, and drop a question for a future episode.

September 29, 202522 min

From Corporate Exec to Roofing Entrepreneur | Michael Malone on PE & Faith in Business

In this episode of The Growth Minded Contractor Show, Ryan Groth sits down with Michael Malone of Bluff City Exteriors and Endeavor Equity Partners.Michael shares his journey from a 13-year career at Owens Corning and national accounts leadership to taking the leap into entrepreneurship—buying and running a contracting business with a faith-driven private equity group.We dive into:The shift from corporate stability to small business ownershipThe weight and fulfillment of entrepreneurshipHow private equity is reshaping roofing & exteriorsEndeavor Equity Partners’ faith-based mission and investment visionWhat types of businesses Endeavor is looking to acquire in the SoutheastIf you’re a contractor curious about the rise of private equity in roofing—or an entrepreneur balancing faith and business—you won’t want to miss this one.👉 Connect with Michael Malone on LinkedIn: [Michael Malone, Endeavor Equity Partners]👉 Subscribe for more contractor growth insights!For free Residential Sales Training: Join STG's Skool Community:https://www.skool.com/sales-transform...

September 27, 202527 min

Profit per Sales Hour & Intent Marketing for Roofers w/ Paul Parnell

On this Growth-Minded Contractor episode, Ryan Groth (STG) sits down with Paul Parnell (LVLUP Marketing) to break down a practical framework for scaling leads and revenue—without wasting sales hours.What you’ll learnProfit per Sales Hour (PPSH): How to score each lead source and fund only what pays.Intent vs. Interruption: Why Google (Search/Maps/SEO) often beats social for close rates.The Fire Framework: Offer (fuel), trust assets (logs), ads (gas), ops/sales (airflow).Case study: $300K in 90 days → $1M in 8 months using Google Ads + SEO. Here's the resource Paul mentions:https://leveluproofermarketing.com/ro...Tactical tips: Door-knock vs. PPC, titles that rank on YouTube/Google, email list ROI.Chapters0:00 Intro & Paul’s story1:40 From creative to growth marketing5:39 Profit per Sales Hour (how to calculate)12:22 The “build a fire” scaling model17:17 Intent vs. interruption marketing21:00 Applying intent marketing to coaching offers26:37 Ideal client profile & getting started28:15 Where to find Paul + resources29:21 Wrap-up & CTAGuest: Paul Parnell — LVLUP Roofer Marketing (leveluproofermarketing.com)Host: Ryan Groth — Sales Transformation GroupIf this helped, subscribe, like, and share. New episodes weekly for growth-minded contractors.For free residential sales training course by Ryan Groth, join our Skool community:https://www.skool.com/sales-transform...

September 27, 202520 min

Recruiting A-Players: How Contractors Attract & Hire Top Sales Talent w/ Andrew Henke

On this Growth-Minded Contractor episode, Ryan Groth (STG) talks with Andrew Henke, Senior Managing Partner at Brix Recruiting (with an “X”), about building a recruiting engine that consistently lands high-performing sales and leadership talent.What you’ll learnOld-school headhunting vs job boards: Why proactive outreach wins for key roles.“Roll out the red carpet” candidate experience: Speed-to-lead, scripted follow-ups, and sizzle videos.Make recruiting a marketing function: VSLs, day-in-the-life content, culture reels, and IG pages.Community referrals that work: Turn happy customers into talent scouts.Sales hiring KPIs: Measure your funnel like revenue—response time, show rate, offer rate, accept rate.Hot roles & trends: Sales managers, call-center/marketing leaders, install managers, and execs in home improvement & commercial roofing.Chapters0:00 Intro & why recruiting is underdeveloped1:25 What Bricks Recruiting does (proactive headhunting)5:58 Roles they fill & market trends8:52 How to make your company irresistible to candidates10:40 Speed-to-lead and candidate nurturing12:55 Marketing-owned recruiting: VSLs, DITL videos, culture content17:24 Social proof & recruiting on Instagram19:14 Community/customer referral plays21:30 How to contact Bricks + recruiting KPIsConnectGuest: Brix Recruiting — brixrecruiting.com | ahenke@brixrecruiting.comHost: Ryan Groth — Sales Transformation Group (STG)If this helped, subscribe, like, and share. New episodes weekly for growth-minded contractors.

September 27, 202527 min

Stuck or Stretched? How a Fractional COO Scales $5–30M Contractors | Andy Brown (LULO Coaching)

If your contracting company feels stuck at the same revenue… or stretched by fast growth, this episode is your playbook. Ryan Groth sits down with Andy Brown, founder of LULO Coaching and former COO of a rapidly scaling commercial roofing company, to break down how a fractional COO tightens operations and unlocks growth—especially for $5–30M, 10+ employee, service-based contractors.What you’ll learn:“Stuck vs. Stretched” Diagnostic: The two profiles that signal it’s time for a COO.Owner Focus Reset: Do what moves the needle; eliminate / automate / delegate the rest (including email triage).Operations, Defined: The full engine—people, SOPs, production, service, HR, accounting, tech—that delivers what sales sells.Process That Scales: Why you need a 1-page core process + granular SOPs + tech stack (e.g., Monday.com) to make it visible, repeatable, and accountable.Visionary/Integrator Reality Check: EOS is powerful—but timing and fit matter. Don’t “play $20M company” when you’re at $3M.Field Example: How to turn PM chaos into a simple 4-stage flow (handoff → pre-con → install → closeout) with owners and due dates.Who Andy helps: Service-based contractors in the $5–30M range who want healthy, sustainable growth (and leaders who want clarity, accountability, and margin in their calendar).Connect with Andy:Email: andy@lulocoach.comLinkedIn: Andy Brown — LULO CoachAbout STG: We train and coach owners, sales leaders, and reps in the trades to build elite sales teams and systems.👉 If this helped, like, comment, and subscribe for more conversations that turn chaos into scalable growth.Get free Skool community access and Ryan's Courses here:https://www.skool.com/sales-transform...

September 26, 202520 min

Construction Cashflow Secrets: Avoiding MCA Traps & Funding Jobs the Right Way | Scott Peper

Cashflow is the #1 killer of contracting businesses. Most subcontractors and GCs aren’t financed by banks—they’re financed by their own payroll, material costs, and equipment. And when growth outpaces systems, cash problems show up fast.In this episode of the Growth Minded Contractor Show, Ryan Groth sits down with Scott Peper, founder of Mobilization Funding, to unpack how contractors can fund projects the right way and avoid cashflow disasters.Here’s what you’ll learn:Why taking on too much work without systems crushes margins.The dangers of over/under billing and how it leads to profitless jobs.How to create a pre-job cashflow analysis that shows exactly how much cash you’ll need before the project funds itself.The truth about merchant cash advance (MCA) loans and why they’re deadly for construction companies.Smarter alternatives for funding labor, materials, and equipment while scaling.💡 Scott also shares free tools—including a cashflow calculator and his book The Big Book of Cashflow—that simplify construction finance and give contractors the clarity they need to grow safely.👉 Learn more and grab free resources at mobilizationfunding.com