Don’t make these Contractor marketing mistakes

A prospect gets a referral, checks you out online, and quietly moves on. No call. No second chance. No explanation. Just… gone. In this episode of The Deal Factory, Jeff Harkness sits down with Chad Diller, CEO of Landscape Leadership, to unpack what’s really happening behind the scenes—and why marketing today has less to do with leads and more to do with perception. From AI and search to content, reviews, and storytelling, this conversation breaks down how buyers, customers, and even potential employees are judging your business long before you ever get the opportunity to sell. If you want to stand out, scale, and eventually build something worth buying… this is where it starts. Key Discussion Points: • Why most trades businesses are invisible to serious buyers • The real reason your marketing isn’t working • AI vs reality: what’s actually changing (and what isn’t) • Why content is now a requirement, not a strategy • How marketing impacts hiring, culture, and growth • The biggest missed opportunity: your existing customers • Why referrals aren’t enough anymore • Residential vs commercial: completely different playbooks • How to choose the right marketing partner (and avoid wasting money) CHAPTERS 0:00 Intro 0:33 Meet Chad Diller 1:40 From Field Operator to Marketing Leader 4:25 AI Is Changing Marketing (But Not How You Think) 7:50 SEO vs SEM Explained Simply 8:55 Why Your Reviews Matter More Than Ever 12:10 Why Most Marketing Doesn’t Work 14:00 If You’re Not Creating Content, You’re Behind 15:05 Marketing Is Now a Recruiting Tool 16:05 Why Storytelling Wins 18:10 The Hidden Growth Lever Most Ignore 20:15 Marketing Strategy & Cadence 23:25 How to Measure ROI (The Right Way) 25:40 Residential vs Commercial Strategy 30:05 How to Choose the Right Agency 33:05 The #1 Thing You Should Do Today 35:45 The Future of Content & Podcasting 38:00 Outro