I embed in your siding 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.
As your fractional CMO, I'm the senior marketing leader your siding 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 MarketSharp, JobNimbus, AccuLynx, improveit360, or something else, so we can see which leads actually turn into booked in-home estimates and signed contracts. That tells me where to scale spend and where to cut it, instead of guessing from lead counts. For siding specifically, I market to the real economics: this is a high one-time ticket with no recurring base, a considered, financing-driven exterior home-improvement project that's sold in the home. A full re-side runs $10K to $40K or more, so the strategy is lead quality, close rate, average ticket, and referrals, not subscription LTV. And because many siding companies are exterior-remodelers, there's real cross-sell upside across windows, roofing, and gutters that raises the average project value.
The role is strategic, not just tactical. I run competitive and market analysis to understand what other siding companies 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. 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 siding 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, marketing your business through lead quality, close rate, proof, and a strong in-home sales process.
Senior marketing leadership and hands-on execution for siding operators who need a CMO but aren't ready to hire one full-time.
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've generated $100M+ in revenue and 2M+ leads. I measure cost per signed job, close rate, and average ticket, not impressions or click-through rates.
No account managers, no handoffs, no junior team running your strategy. You get me on every call, owning the outcome.
I wire up CallRail and CallTrackingMetrics and connect them to your CRM so we know exactly which leads turn into booked in-home estimates and signed contracts, then scale the spend that's actually working.
Every engagement follows the same arc: understand the market and your business first, then build a plan tied to revenue, then execute and report.
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.
Then I dig into your own execution and learn the business: what you've tried, what's worked, what hasn't, and where your signed jobs, average ticket, and revenue are actually coming from today. No generic playbook gets applied until I understand your numbers.
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.
Part of onboarding is getting your positioning right. Most siding and exterior companies go to market like everyone else, so they get commoditized and forced to compete on the cheapest bid. I tease out what you actually do that no one else does (certified installers, warranty, quality workmanship) and make that the center of your message.
We typically rebuild or significantly improve the website and paid landing pages using conversion-optimization best practices, then A/B and split-URL test with tools like Visual Website Optimizer to keep lifting conversion rate over time. For siding that means leading with dramatic before/after galleries, manufacturer certifications, financing, and a clear path to book the in-home estimate.
I track every marketing channel with CallRail tracking numbers and listen to call transcripts to see how your intake team is setting in-home estimates and whether reps are following up on open bids. Then I report spend, cost per lead, cost per signed job, and ROAS by channel every week or two, so we always know where to put dollars to scale.
This is the same playbook I've used to scale home services brands to $100M+ in revenue, applied to how siding actually grows.
A full-home re-side runs $10K to $40K or more, and there's no recurring base to fall back on, so the whole game is lead quality, close rate, and average ticket. I'd rather pay more for a qualified homeowner who's ready for an in-home estimate than chase the cheapest click that never books. Every dollar is judged on signed contracts, not raw lead volume.
I set up CallRail or CallTrackingMetrics so every call and form is tracked back to its channel, then connect that data to your CRM, whether it's MarketSharp, JobNimbus, AccuLynx, or improveit360. In siding that matters even more, because a small repair inquiry, a full re-side lead, and a bundled exterior project are worth wildly different amounts. Once I know what each turns into, I measure cost per signed job and close rate, scale what books contracts, and cut what just produces cheap, dead-end calls.
Siding demand comes from curb appeal, rotting or damaged old siding, energy efficiency, storm and hail damage, and homeowners prepping to sell. I structure campaigns around each of those, treat storm and insurance leads differently from retail replacement, and lean into the warm-weather install peak so budget lands when homeowners are actually ready to start a project.
Most siding searches are 'siding replacement near me', 'siding contractor', and 'siding installation' plus material intent like 'James Hardie siding' and 'vinyl siding'. I tighten your Google Business Profile, build service and city pages structured by intent and material type, and push review velocity, before/after photos, and manufacturer certifications so you win the Map Pack where high-intent homeowners are looking.
A James Hardie re-side, a vinyl replacement, a repair, and a storm claim each need different bids, different pages, and financing on the offer. I structure Local Services Ads, search, paid social with dramatic before/after creative, and retargeting by intent and material, then send the revenue data from your CRM back to Google so it optimizes toward signed contracts and high average tickets, not cheap clicks.
I track what the other siding and exterior-remodeling companies in your markets are doing across SEO, paid, reviews, financing offers, and pricing, and fold that into the strategy. Marketing is a lens on the whole business, so I bring you the competitive picture and help you decide where to push, which markets to grow, and how to position as a local, certified installer against the national exterior-remodel franchises and the out-of-town storm-chasers.
Speed-to-lead to set the in-home estimate, a script that qualifies the homeowner instead of quoting a number over the phone, disciplined follow-up on open bids, and missed-call text-back. In siding, the in-home estimate is the conversion event, so close rate hinges on the sales process, presenting material and brand options, proof, and financing, not on more spend. It's usually the fastest win in the first 60 days.
An agency rents you a channel. As your fractional CMO, I own your growth. Here's the difference where it matters for siding.
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.
