Time & Money

Title slide: Time and Money. The system that gets you more jobs with less effort. Presented by Colin George Gamble, Attrition Consulting.

What we cover. An ecosystem: parts that work together to get a result. Fix these in order; skipping ahead is why marketing money disappears. One, Get Found: show up where homeowners are already looking with money in hand. Two, Get Chosen: turn the people who find you into quotes on the calendar. Three, Get It Automated: stop being the bottleneck, the system answers when you cannot. Arrows connect the three in a loop. Now do this for every single lead.

Step one section divider with the Attrition logo: Get Found. Traffic is the start of everything.

There are only three ways a lead reaches you: organic, paid ads, and referrals and reviews. Referrals are the best leads you will ever get, but you cannot get them on demand. Hand-drawn arrows point all three into a circle labeled Quotes and Jobs. Every door leads to the same room. If one door is doing all the work, one bad month closes it.

SEO, in plain English: being found when money is ready to be spent. It compounds; effort on your website ranking keeps leads coming in over time. Ads stop when you stop paying; as soon as you turn off ad spend, no more leads. It's local; you are not fighting the whole internet, just the contractors in your county. That makes local search the highest-leverage channel a trade business has. A photo shows a man reading a newspaper by a window.

Your Google Business Profile is a digital billboard. 85 percent of organic appointments come through Google Maps. Nobody is flipping through a phone book; they type three words and call one of the first three results. What they actually type: HVAC near me, best contractor Layton, 24 hour plumber. A screenshot shows Google Maps results for HVAC companies around Layton, with business listings beside the map.

Paid ads rent the attention that SEO owns. Three places to spend, ranked by how badly the person already wants you: Google Local Services Ads (demand capture, paid ads), Google Search (demand capture, SEO, for searches like HVAC near me), and Facebook and Instagram Meta ads (demand creation, paid ads). This is where most contractors are overwhelmed, have asked for the most help, and are told to spend the most money: lead gen.

Step two section divider with the Attrition logo: Get Chosen. Traffic without conversion is just noise.

Your website is your first sales rep. Most contractor sites are a digital brochure; they describe, they don't sell. A website isn't read, it's scanned. You have about five seconds before they are gone. Good design isn't decoration; clean layout and navigation can multiply conversion. Answer these above the fold: what do you do, how does it make their lives better, and how do they get it. A sample hero shows a big result headline, a short explanation, a first-person call to action button, and a review count.

Example of a cluttered landscaping company homepage marked up with question marks and thumbs-down icons: a busy top bar, small logo, generic eyebrow text, a long paragraph listing every service, and a review card competing for attention.

The same landscaping business redesigned: a clean cream layout, a short benefit headline, one sentence on the service area, a single first-person Book My Gardener button, a five-star customer quote, and a large arched garden photo.

Landing page specific design: a Utah home remodel offer page with a 15 percent off headline, a Google review quote, and a six-step quiz that starts with What are you looking to remodel, with options for bathroom, bedroom, kitchen, multiple rooms, or full basement or home. A trust bar shows a 5.0 rating, 19 plus five-star Google reviews, price locked at signing, and limited remodel spots this month.

The good news: your competition's site is slow, broken, or eight years old. Most of them aren't mobile optimized. Some won't even load. The bar is on the floor; you can do better. A redacted screenshot of a real competitor's dated construction website is shown as an example.

A browser error page reading This site can't provide a secure connection on a redacted competitor's construction website, with a confused gold figure scratching its head.

Contractors burn ad money or grow with it. Burn it: sending clicks to the homepage, generic creative made on feeling, targeting incorrectly so leads come from too far away, and no system in place to capitalize, which teaches the ad system bad data. Grow it: sending clicks to an offer-specific landing page, creative researched around your ideal client's pain and pleasure, exact area targeting, and automation built to capture every inquiry and report it back so the system sends more of the right leads.

Step three section divider with the Attrition logo: Get It Automated. The part that gives you your nights back.

The job doesn't go to the best contractor. It goes to whoever picks up first: speed to lead. Their side: a homeowner with a leak calls three numbers off Google and books the first person who answers. Your side: you are on a roof, maybe at dinner, perhaps asleep. All valid reasons to miss the call, but the call still counts against you. A photo shows a contractor shaking hands with a client next to a hard hat and blueprints.

Imagine this situation. 7:32 PM, a homeowner calls about a busted water heater. 7:32 PM, the system answers when you don't. 7:35 PM, a callback is booked for the following morning at 9. 7:36 PM, a confirmation text is sent and the job is in your pipeline. You find out in the morning the lead was contacted while you were doing what you wanted. Photos show kids at a ballet class and a youth football game.

What exactly is AI and how does it help my service business? AI automation is a digital assistant that never sleeps: instant callback, so a new lead gets dialed in under 60 seconds; missed-call text-back, so they get a text before they dial your competitor; AI answers after hours and books the estimate or sets a follow-up call; and every lead in one place instead of three inboxes, a notepad, or your text messages. An illustration shows a glowing hard hat on a circuit board with a calendar and phone icon.

You are not meant to be on call 24/7. A collage of family and weekend photos: a family on a giant Utah Jazz chair, a dad and son at an off-road event, a kid and dad in hunter orange in the aspens, a couple by a river, kayaking on a lake, and a rock crawler climbing a dirt hill. The test: could you take the weekend off and still have leads contacted when you got back?

This is not three separate parts. This is an ecosystem that works together for you. Google and Maps, paid ads, and referrals all feed the system, where the site converts, ads get leads, the system answers, and follow-up runs, producing booked jobs.

The number nobody tracks: missed calls are lost revenue. Missed calls per month, times your close rate, times average job value, equals the money walking out the door every year. Voicemails don't count as answered; a homeowner who reaches voicemail is already dialing the next number.

Yours, free: everything I just walked through, written down. Local SEO training to learn the basics and do it yourself, the website master prompt to build or rewrite your own landing pages, paid ads and marketing showing what buttons to click that agencies charge thousands for, and the contractor CRM setup as a simple start. No catch: scan the QR code to go to attritionhq.com and open Free Resources. A QR code with the Attrition logo sits on the right.

If you would rather not do it alone, there's something for everybody. OK, how much does it cost? Looking for a CRM? Need help with your GBP? Need a landing page designed for your site or ads? Want someone to show you what buttons to click to deploy Meta ads? Just need some advice and a direction? Depending on what you're looking for, cost can be as low as a couple hundred. Your first call with me is free regardless; it's knowledge you keep forever.

Thank you. Colin George Gamble, 385-775-3953, colin@attritionconsulting.com. Questions? A QR code with Colin's photo in the center sits beside the copper Attrition emblem.