Podcast
NaiL It
Hosted by George Paladichuk · EN
NaiL It is for the franchise operator who built a system that's growing faster than the infrastructure underneath it. The one running 50, 100, 200 locations and watching revenue leak out through missed calls, inconsistent phone handling, and front desk teams that can't scale with the business.
Hosted by George Paladichuk, founder of NaiL — the AI call handling platform deployed across 100+ franchise locations — the show goes inside the operational challenges nobody talks about at franchise conferences. How to fix the gap between your top and bottom performing locations. Why your tech stack is damaging your brand. And what the brands pulling ahead right now figured out about A.I. that the rest of the industry is still sleeping on.
Each episode features real conversations with franchise brand presidents, VPs of operations, PE-backed operators, and the contractors scaling from $5M to $50M+ who are replacing legacy systems with AI that actually works at their complexity level.
12episodes
Episodes
Newest firstAll episodes
Why Angie's Leads Are a "Sucker's Bet" (and What 25-Year Roofing Marketer Carm Taglia Does Instead)
3w ago00:49:18Tap to summarizeCarm Taglia spent 25 years marketing every kind of business before niching down to roofers - and he has zero patience for the way most contractors are still buying leads in 2026.In this episode he breaks down why renting leads from Angie's List is "a sucker's bet," why Google is de-indexing thin contractor websites by the thousand, and what AI search is actually rewarding right now (hint: it's not what your old SEO guy is selling you).We get into:The real math on Angie's leads vs owned marketing (and why he calls it "washing money")Why the BBB and Reddit are suddenly two of the most trusted sources in AI searchThe 40-60% of roofing calls that never get answered, and what that's actually costing youWhy a roofer in Atlanta just won a 6-figure commercial bid by being first to send the quoteHow to grill a marketing agency before you hand them a checkThe one thing every roofer should install in the next 30 daysCarm runs Roofing Rev Marketing. He also got the seed money for his first agency by winning Fear Factor. Twice. You'll want to hear that part.
Transcribe →How Joe Dominiak Thinks About Franchise Growth After 25 Years of Fixing Broken Brands
Apr 2300:52:05Tap to summarizeJoe Dominiak has spent 25 years fixing broken franchise systems across some of the biggest brands in the country. Now he's not fixing anything. He's scaling a machine. As VP of Franchise Operations at Superior Fence & Rail, the fastest growing fencing franchise in America, Joe breaks down what actually separates winning franchise systems from the ones that quietly fall apart. We get into how SFR selects franchisees instead of hiring them, why reputation score trumps revenue as the number one metric, what a $1 billion brand looks like from the inside, and why the company that owns the data owns the market. If you own a franchise, want to own one, or just want to understand how elite operators think, this one is for you.
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How Two Brothers Turned A Side Job Into a Multi-Million Dollar Company
Feb 2800:41:24Tap to summarizeGeorge interviews brothers Roberto and Eric of ACE Construction, a Sugar Land, Texas roofing and construction company serving the greater Houston area. They share how they started as subcontractors in their mid-20s about seven years ago and launched ACE roughly two and a half years ago, emphasizing learning the job from the ground up. They discuss competing in Texas’s low-barrier market by focusing on insurance, Google ratings, brand positioning, and a retail-first strategy in a region with fewer major storms. The conversation covers their lead generation mix (referrals, door hangers, Google PPC and LSA), role division between operations/technical expertise and marketing/outreach, nurturing commercial and multifamily relationships through small repairs and maintenance, hiring and training a project manager, and retaining loyal crews by paying well, improving safety, and using better materials to reduce callbacks. They close with advice to study marketing and start now.
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Becca Switzer on Mastering Roof Sales, Building Training, and Building Trust in 2026
Feb 600:52:35Tap to summarizeIn this exciting episode, George Paladichuk joined by Becca Switzer, owner of Roof Sales Mastery, one of the most well-renowned sales academies in roofing. Becca shares her journey from selling Cutco knives to becoming a top salesperson in the roof sales world and eventually founding her own sales academy. We delve into the importance of sales training, setting up appointments, and not prejudging customers. Becca also discusses her opinions on being a woman in a traditionally male-dominated field. Additionally, we explore the role of mindset, consistency in daily actions, and the future of AI in home service sales.
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Dashaun Bryant’s Secrets to Roofing Sales, Training Reps, and The New Era of Door-to-Door Marketing
Jan 2900:56:36Tap to summarizeIn this episode, George Paladichuk is with Dashaun Bryant from Roof Hustlers, known for his high-energy personality and signature bow tie, Dashaun shares his journey of accidentally stumbling into the roofing industry and becoming a renowned sales trainer. Throughout the conversation, Dashaun dives into the principles that guide his work, the importance of mindset, and the skills necessary to thrive in door-to-door sales. He also discusses the impact of AI on the sales industry, the critical role of continuous learning, and how genuine human connection remains irreplaceable. This episode is a must-watch for anyone looking to understand the nuances of successful selling and effective leadership.
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How Dan Antonelli Changes Lives Through Branding
Jan 2400:48:35Tap to summarizeIn this episode, George Paladichuk sits down with Dan Antonelli, founder of KickCharge Creative, a leading branding agency specializing in home services. Dan shares his incredible journey from hand-lettering vans in his parents' backyard to running a successful company with over 50 passionate employees. We delve into the psychology behind effective branding, the impact of a strong brand on key performance metrics, and the pitfalls of relying on AI for brand authenticity. Dan also discusses how his agency goes beyond just logo and graphic design to offer comprehensive marketing solutions that help businesses become 'five-mile famous' in their communities. Whether you're at the start of your branding journey or looking to elevate your existing brand, this episode is packed with valuable insights and actionable advice. Don't miss it!
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How Zach Peyton Put $1 Billion Dollars of Fence In The Ground In 7 Years
Jan 800:42:23Tap to summarizeIn this episode, we sit down with Zach Peyton, the brand president of Superior Fence and Rail, to dive deep into the journey of transforming a local fencing business into a nationwide franchise powerhouse. Zach shares how his post-Army career led him to the business, the challenges of expanding amidst economic downturns and the COVID-19 pandemic, and the importance of maintaining strong core values and franchisee satisfaction. He also discusses the partnership with Empower Brands and the organic growth that followed. Tune in to discover the secrets behind the success of America's leading fencing contractor network!
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Mike Goldenstein Explains Roofing's Future in AI and Consumer Preference
Jan 200:46:58Tap to summarizeIn this episode, George Paladichuk is with Mike Goldstein, Chief Revenue Officer of Roofle and a veteran with over 30 years in the roofing industry. Mike discusses his diverse career ranging from roofing installer to tech executive, offering insights on the evolution of the industry towards digital quoting and e-commerce. We explore the impact of AI and advanced analytics on consumer behavior, the importance of transparency for building trust, and the challenges and opportunities for contractors in adopting new technologies. Mike shares fascinating stories and key strategies for staying ahead in the rapidly changing roofing industry. Tune in to learn how to harness technology and innovation to grow your business.
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Tim Brown on Mastering Marketing for Contractors, Building a $7M Company, and Embracing Local Dominance
Dec 1700:54:49Tap to summarizeIn this episode, we welcome Tim Brown, the owner and operator of Hook Agency, to dive deep into the world of marketing for contractors and roofing companies. Tim shares his journey from being a web designer to running a successful agency focused on SEO, PPC, and websites for roofing and home services. We explore key marketing strategies, lead generation, branding, and the importance of community-driven initiatives. Tim also discusses his new book, 'How to Become a Hometown Hero,' and offers practical advice on creating a lasting impact in your local market. Tune in for insights on balancing personal and professional growth, leading from the front, and navigating the challenges of building a business in the competitive field of roofing.
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Lane Houk on A.I for Home Services and Navigating Todays Market
Dec 1100:59:54Tap to summarizeIn this episode, George Paladichuk interviews Lane Houk, a US Army veteran and renowned SEO expert, about his journey from military service to digital marketing. Lane dives deep into the rapidly evolving landscape of digital marketing and SEO, emphasizing the transformative impact of AI on local business visibility. Lane shares insights from his newly developed SPARK Framework and underscores the importance of AI in modern search engines like ChatGPT and Perplexity. He also discusses key strategies for businesses to adapt and thrive in this new AI-driven world, including the importance of Yelp reviews, website architecture, and incorporating AI in daily operations. Whether you're a seasoned business owner or just starting out, this episode offers invaluable advice on staying competitive in a fast-paced digital market.
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