How to Avoid the 3 Biggest Marketing Mistakes Contractors Make

How to Avoid the 3 Biggest Marketing Mistakes Contractors Make

By Joe Crisara

In my experience coaching thousands of contractors across the country, I’ve learned that most service professionals are incredible technicians but when it comes to marketing, many feel like they’re just guessing. That’s why I sat down with Joseph Hughes, founder of Contractor Dynamics, to unpack the three most common marketing mistakes contractors make and more importantly, how to correct them.

If you’re trying to grow your business, improve your brand presence, or align your marketing with your sales process, what follows is not theory it’s a practical, repeatable framework you can start applying today.

Watch the full episode here: How to Avoid the 3 Biggest Marketing Mistakes Contractors Make

or 

Listen to the podcast here: How to Avoid the 3 Biggest Marketing Mistakes Contractors Make

 
First, Who Is Joseph Hughes—and Why Should You Listen?

Joseph Hughes isn’t just a marketer he’s a sixth-generation contractor who understands the service industry from the inside out. Through his company, Contractor Dynamics, Joseph teaches home service pros how to build and manage their own internal marketing systems. This isn't a "done-for-you" service. It’s an education-first approach something I align with 100%.

Just like in sales, marketing isn’t something you can fully outsource and expect results. You must own your message, your numbers, and your team’s execution. Joseph’s 12-month coaching program gives contractors the tools and training they need to do just that.

 
Marketing Mistake #1: Throwing Money at Tactics Without a Strategy

The Problem:
Too often, I see contractors hire a marketing agency, boost a few social media posts, or pay for ads without any clarity on the strategy or expected outcome. They treat marketing like a vending machine: put money in, expect leads out. That’s not how it works.

The Fix:
You must dedicate 6 to 10 hours a week to actively building your brand and crafting your message. This doesn’t mean you need to become a full-time marketer but someone in your organization needs to own the responsibility. Write a blog post, shoot a quick video, attend a local networking event. These actions build momentum.

As I often say:

“Marketing is a conversation you’re having with potential clients. Only you know how to speak from the heart.”
If you’re not involved in the conversation, it’s no wonder people don’t respond.

 
Marketing Mistake #2: Waiting Until You Need Leads

The Problem:
Many contractors start marketing only when their calendar gets slow. That’s like planting seeds in winter and hoping for a summer harvest.

The Fix:
“Dig your well before you’re thirsty.” Start now even when you're booked out. Effective marketing builds brand familiarity, and that takes time. The goal isn’t just to get leads, but to create pre-sold opportunities customers who already know, like, and trust you before your CSR even answers the phone.

This mindset aligns with the Service MVP approach where sales starts long before you step into the home. It's about creating value up front, through education and storytelling.

 
Marketing Mistake #3: Waiting for Everything to Be Perfect

The Problem:
Contractors often hesitate to post content because it’s not “professional” enough. But here’s the truth: People don’t want polish. They want connection.

The Fix:
Just start. Perfection is the enemy of progress. A 30-second video shot on your phone showing how you solved a customer’s problem is worth more than a fancy ad that feels out of touch. Whether it’s TikTok, Facebook, or Instagram authenticity wins.

Here’s an easy starting point:
Each day, take 30 seconds to talk about something you fixed or a question a customer asked. That’s your content.

This aligns with the interactive learning models we use in our sales coaching programs: Learn by doing. Share as you go.

 
Bonus Instruction: Know Your Numbers, Lead Your Team
Marketing isn't just about creating content. It’s about knowing what’s working.

Joseph’s program also teaches contractors how to evaluate key performance metrics even if they hire a third-party for SEO or ads. You need to know what numbers to track and how to assess real ROI, just like you would in your sales department.

This is where marketing and sales coaching intersect. If you’re not measuring it, you’re not managing it.

 
Inside Contractor Dynamics’ Training Program

If you’re serious about marketing growth, here’s a breakdown of Joseph’s 12-month training model:

-Weekly one-on-one coaching and small group calls
-Access to an online university and private community
-Structured lessons on brand building, content creation, and data analysis
-Optional support with outside marketing vendors
-Bonus business coaching from an active 8-figure contractor

Whether you're already using a sales learning management system or just starting out, this is a great way to align your marketing with your customer experience.

 
Final Thoughts: Marketing Is a Long Game

The same way selling is serving, marketing is teaching. It’s about showing up consistently, sharing your story, and solving problems before your customer even reaches out.

When you commit to that process, you move from being a commodity to a trusted advisor.

As I said in our podcast:

“Marketing companies only fail when the effort stops.”
So don’t stop. Get involved. Take ownership. Lead from the front.

 
Ready to Get Started?

Learn more about Contractor Dynamics at contractordynamics.com
Follow them on YouTube, Facebook & TikTok: @ContractorDynamics
Access free guides and resources on their site

 
Want More Sales & Marketing Alignment?

Join the Service MVP Club our self-paced, expert-guided sales training system designed for home service pros. Includes weekly live coaching with me and real-world accountability.
Click here to learn more

Let’s level up your marketing and your sales, together.

To your transformation,

Joe Crisara

America’s Service Sales Coach

Founder, Service MVP