How It Works Free Consultation
Fractional CMO for Remodeling

The fractional CMO for remodeling companies.

I embed in your remodeling business as your marketing leader, own SEO, paid, LSAs, Google Business Profile, attribution, and intake, and stay accountable to one number: signed contracts and revenue.

Learn More
The role

What does it mean to be a fractional CMO for remodeling companies?

As your fractional CMO, I'm the senior marketing leader your remodeling company gets without paying $200K+ for a full-time hire. I set the growth strategy, lead the vendors and CSRs who touch marketing, and own the result the way a full-time CMO would. The difference is that I'm not just advising from the sidelines, I'm in the account doing the work and reporting on it.

The first thing I build is real attribution. I set up call tracking with CallRail or CallTrackingMetrics and connect it to your CRM, whether that's Buildertrend, JobTread, or something else, so we can see which leads actually turn into booked consultations and signed contracts. That tells me where to scale spend and where to cut it, instead of guessing from lead counts. For remodeling specifically, the economics are unusual: it's a very high one-time ticket business with no recurring base. A kitchen or bath remodel runs $20,000 to over $100,000, and a whole-home job is far more, so one closed project pays for many leads. The strategy isn't subscription LTV, it's lead quality, close rate, average project value, proof, and a strong consultative sales process. A remodel is a months-long, considered decision: homeowners research for weeks, collect multiple bids, and invite you to live in their home for weeks, so the in-home consultation is the real conversion event. I lead with before/after galleries, design renderings, and reviews, and disqualify budget-mismatch and tire-kicker leads early so your team spends time on homeowners who are ready to start. I measure cost per signed project and close rate, not just cost per lead.

The role is strategic, not just tactical. I run competitive and market analysis to understand what other remodeling firms in your markets are doing, then use that to inform your strategy and your business direction from a marketing lens: where to push, which markets to enter, and how to position against design-build firms, big-box installers, franchises, and cheap handyman operators (around design expertise and craftsmanship, not the lowest bid). And I stay close. I'm in your inbox most days, send a weekly performance report, and keep you current on exactly what got done and what's next. Most remodeling owners get strategy from a consultant, execution from an agency, and accountability from no one. I bring all of that into one person who owns the number.

Why work with me

Senior marketing leadership and hands-on execution for remodeling operators who need a CMO but aren't ready to hire one full-time.

  • I've actually run remodeling growth.

    10 years embedded in home services across HVAC, plumbing, pest, electrical, and roofing. I'm not a generalist consultant learning your industry on your dime.

  • I scale revenue, not vanity metrics.

    I've generated $100M+ in revenue and 2M+ leads. I measure cost per signed project, close rate, and average project value, not impressions or click-through rates.

  • I work directly on your account.

    No account managers, no handoffs, no junior team running your strategy. You get me on every call, owning the outcome.

  • I make the attribution real.

    I wire up CallRail and CallTrackingMetrics and connect them to your remodeling CRM (Buildertrend, JobTread, or similar) so we know exactly which leads turn into booked consultations and signed contracts, then scale the spend that's actually closing projects.

How I work with remodeling companies

Every engagement follows the same arc: understand the market and your business first, then build a plan tied to revenue, then execute and report.

  1. 01

    Audit the market

    I start by auditing your market with tools most operators don't have access to, so I can see who's winning, who's losing, and why. That tells us where the real opportunity is before we spend a dollar.

  2. 02

    Deep-dive your business

    Then I dig into your own execution and learn the business: what you've tried, what's worked, what hasn't, and where your consultations, signed contracts, and revenue are actually coming from today. I look at your close rate and average project value, not just lead counts. No generic playbook gets applied until I understand your numbers.

  3. 03

    Build the proposal and plan

    I build a plan to hit and exceed your revenue goals, with clear milestones, realistic timelines, and a budget mapped to the goal. You know what we're doing, when, and what it should return before we start.

  4. 04

    Dial in positioning and differentiation

    Part of onboarding is getting your positioning right. Most remodeling firms go to market like everyone else, so they get commoditized and forced to compete on who gives the cheapest bid. I tease out what you actually do that no one else does (design expertise, craftsmanship, project management, a clean process) and make that the center of your message, so you stop competing only on price.

  5. 05

    Rebuild the website and landing pages

    We typically rebuild or significantly improve the website and paid landing pages using conversion-optimization best practices, with before/after galleries and design renderings front and center because visual proof is what converts a high-ticket remodel. Then I A/B and split-URL test with tools like Visual Website Optimizer to keep lifting the consultation-booking rate over time.

  6. 06

    Build streamlined lead-gen systems

    I track every marketing channel with CallRail tracking numbers and listen to call transcripts to see how your team books in-home consultations and how they follow up on outstanding bids. Then I report spend, cost per lead, cost per signed project, and close rate by channel every week or two, so we always know where to put dollars to scale.

How I approach marketing a remodeling company

This is the same playbook I've used to scale home services brands to $100M+ in revenue, applied to how remodeling actually grows.

01

I market for lead quality and close rate, not the cheapest possible lead

Remodeling is a very high one-time ticket business with no recurring base. A kitchen or bath remodel runs $20,000 to over $100,000, and a whole-home job or addition is far more, so one closed project pays for many leads. That changes the math entirely: I optimize for lead quality, close rate, and average project value, not cost per lead. I'd rather pay more for a budget-qualified homeowner who's ready to start than fill the pipeline with tire-kickers your sales team has to sort through.

02

I make attribution real before I scale anything

I set up CallRail or CallTrackingMetrics so every call and form is tracked back to its channel, then connect that data to your remodeling CRM, whether it's Buildertrend, JobTread, or something else. It matters even more here, because a small bath refresh lead and an $80,000 whole-home remodel lead are worth wildly different amounts. Once I can see lead to consultation to signed contract, I scale the spend that produces signed projects and measure cost per signed project and close rate, not just cost per lead.

03

I sell the high-trust, long-consideration project the way homeowners actually buy

A remodel is a months-long, considered decision. Homeowners research for weeks, collect multiple bids, and are inviting you to live in their home for weeks, so trust is everything. I build the whole funnel around proof and a consultative sales process: portfolio, reviews, a clear design process, and a strong in-home consultation, which is the real conversion event. The goal is to book that design appointment and then close it, not to win a price war.

04

I own local search and the Map Pack

Most remodeling searches are intent like 'kitchen remodeling near me', 'bathroom remodel', 'home remodeling contractor', and 'general contractor near me'. I tighten your Google Business Profile, build service and city pages structured by intent (kitchen vs bath vs whole-home vs additions), and push review velocity, because reviews plus a strong before/after portfolio are what win the Map Pack and convince a homeowner to call.

05

I run LSAs, Google Ads, and paid social on signed-project economics

A bath refresh and a whole-home remodel need different bids, different pages, and financing on the offer. I structure Local Services Ads, search, and paid social by intent (kitchen, bath, whole-home, additions), lean into before/after creative because visual proof performs, and keep a presence on Houzz and Angi where remodeling buyers shop. Then I send signed-contract data from your CRM back to the platforms so they optimize toward projects that actually close, not cheap clicks.

06

I study your competitors and your market, not just your funnel

I track what the other remodelers in your markets are doing across SEO, paid, reviews, portfolios, and financing offers, and fold that into the strategy. You're up against design-build firms, big-box installers like Home Depot and Lowe's, franchises, and cheap handyman operators. Marketing is a lens on the whole business, so I help you position around design expertise, craftsmanship, and project management rather than being the lowest bid, and decide which markets to grow.

07

I fix intake so demand turns into booked consultations and signed contracts

Fast response to book the in-home consult, qualification on budget, scope, timeline, and decision-maker, and disciplined follow-up on outstanding bids, because homeowners shop around and the job often goes to whoever stays in front of them. In remodeling, the difference between a weak and a strong close rate is almost always intake and a sales process built to close high-ticket with proof and financing, not more spend. It's usually the fastest win in the first 60 days.

Fractional CMO vs. agency for a remodeling company

An agency rents you a channel. As your fractional CMO, I own your growth. Here's the difference where it matters for remodeling.

Incentive
Gets paid to spend your budget and keep the retainer. Wins are measured in rankings, impressions, and leads.
I get paid to grow signed contracts and revenue. One number, tied to your CRM, measured on cost per signed project and close rate.
Attribution
Reports leads and clicks from the ad platform, with no line back to revenue.
I connect CallRail and your remodeling CRM (Buildertrend, JobTread) so we know which leads become consultations and signed projects, and where to scale.
Remodeling expertise
Runs the same playbook for a dentist and a roofer. Chases the cheapest lead with no view of close rate or project value.
I know remodeling economics: a very high one-time ticket with no recurring base, so lead quality, close rate, average project value, proof, and a consultative process win, not the cheapest lead.
Scope
Owns one channel like SEO or PPC. No one owns the full funnel or the intake.
I own the whole marketing function: strategy, channels, offer, portfolio, intake, attribution, and the vendors plugged in.
Strategy
Executes tactics in their lane. Rarely looks at competitors or business direction.
I run competitive and market analysis and help inform where the business should go from a marketing lens.
Communication
A monthly report and a quarterly check-in.
I'm in your inbox most days, with a weekly performance report and a clear summary of what got done.
Cost
Retainer plus media, with results that are hard to tie to revenue.
A fraction of a $200K+ full-time CMO, embedded in your stack and accountable to revenue.

Ready to grow your remodeling company?

Start with a free 30-minute call. Where you are now, where you want to go, and whether a fractional CMO is the right fit.