Podcast Summary: Franchisees Who Are Winning Big—and the Strategies You Need!

Podcast: Unemployable with Jeff Dudan
Host: Jeff Dudan, Homefront Brands
Date: November 29, 2025
Episode Theme:
In this engaging panel episode, Jeff Dudan hosts a lineup of top-performing Homefront Brands franchisees to dissect concrete strategies behind their business development successes. Panelists include Steve and Helen (Temporary Walls, TX), Sean Raft (Top Rail Fence, CO), Ali Aar (Designery, GA), Steve Moore (Designery, NC), and Tyler Kirk (Window Hero, NC). Real-world tactics on digital marketing, networking, partnerships, association involvement, and relationship-building dominate this candid, tactical discussion.

Main Topics Covered

1. Business Development Playbooks from Franchisees

• Each panelist shares proven strategies that have driven significant growth in their franchise businesses.
• Emphasis on blending digital lead generation with in-person networking and relationship nurturing.
• Mindset shifts and tactical pivots after early lessons learned.

2. Deep Dives with Each Franchisee

Sean Raft, Top Rail Fence – Data-Driven Digital Spending and the Leap into Commercial

[02:38–05:32, 29:47–36:38]

• Entered Denver market going “digital-first,” signing up for every lead generation network, maximizing ad spend (“We just went digital leads and went max budget. Angie's, Thumbtack, Google, and spent as much money as we possibly could...knowing we would get a return.” — Sean [02:38])
• Relied on hard metrics: $100 cost per lead, three sales for every 12 leads, $7,000 avg. ticket.
• “The math, maths.” If every $1 spent returns $2, scale is built (“Does the math, math, does it make sense? So that's kind of how we got started, spending more money. Our problem is how do we get more leads?” — Sean [03:58])
• Tools and tactics to pivot into commercial: Joined local associations, focused on networking, sponsorships, and direct relationship-building with property managers.
• Digital remains crucial, but commercial growth now leans heavily on associations and in-person rapport.
• Not all leads are equal—Angie leads are $60 but inefficient, Thumbtack is $180 but closes at 89% (Sean [35:54]).
• On hiring and delegating: Plans to have dedicated staff for both residential and commercial lead generation.

Steve & Helen (Temporary Walls) – Team Dynamics and LinkedIn-Fueled Commercial Growth

[06:02–09:08, 36:38–40:08]

• Partnership advantage: Shared burden, brainstorming, and making business less lonely. (“It can be stressful, but at the end of the day, we remember to have fun with it.”—Helen [06:17])
• Leveraged LinkedIn to mine contractor contacts, “straight up sign up and show up.” Systematically connect with local estimators/managers to initiate low-pressure relationships.
• “Every time we meet up with general contractors…They're saying, ‘You guys are really busy, we saw your LinkedIn post.’” — Steve [06:53]
• No paid LinkedIn tools; exhausts free monthly connects proactively.
• Transitions LinkedIn contacts into in-person meetings and “lunch and learns” to nurture trust—brings food, demos, offers value first, and seeks permission to bid.
• Commitment to long sales cycles, patient nurturing, and attention to nurturing new relationships after first wins.

Steve Moore (Designery) – Networking, Community Building, and Playing the Long Game

[09:08–11:27, 41:09–42:00]

• Networking is foundational: active in BNI, chamber of commerce, builders’ associations, sponsoring beer & brisket events as community hooks.
• “The brisket’s really the bait, right? You’ve got to have a hook.”—Steve Moore [09:27]
• Referrals from consistent involvement lead to high close rates (90%). No “one-and-done”—repeat appearances are crucial.
• Collaborates with peers—even direct competitors—to improve industry standards and share ideas.

Ali Aar (Designery) – Creative Partnerships and Print Media Leverage

[12:27–15:06, 46:04–47:04]

• Prioritizes symbiotic partnerships: e.g., appliances company (AJ Madison) for mutual referrals and featured magazine appearances.
• “We had a featured kitchen in one of their magazines…” — Ali [13:23]
• Partners with local print magazines for guaranteed impressions and credibility; organizes advertiser events to foster cross-referral networks with other local businesses (flooring, HVAC, plumbing).
• “How can we give back? What can we do? How can we partner and make your business grow and ours grow?” — Ali [15:06]
• “Closets” act as the “monkey paw”—small entry jobs that open doors to larger and repeat business.

Tyler Kirk (Window Hero) – Association Playbooks and Trust-Based Commercial Expansion

[18:07–26:49]

• Moved from 95% residential, highly profitable business to $1M/year commercial growth via apartment communities.
• Multi-step association strategy: consistent appearances, join committees (especially membership), and sponsor events for deeper rapport.
• “You have to show up 4, 5, 6, 7 times...until you start to come back, people are not going to take you seriously.” — Jeff Dudan [15:38]
• Associations joined: HOA, building, apartment, property management associations (BOMA, IREM, NAA etc.)
• Genuinely connects through property managers’ personal interests (wine, sports, hobbies)—building friendship, earning trust, and staying memorable with handwritten notes.
• “It's our job to be unforgettable. It's not their job to remember you.” — Tyler [21:41]

3. Key Metrics, Scaling Fast, and Avoiding Pitfalls

• “Go fast. Make mistakes early. Make the mistakes on small jobs.” — Sean [51:30]
• Prioritize average dollar per lead over lead cost.
• Volunteer in organizations and write personal thank you notes to build lasting relationships.

4. Audience Q&A Highlights

• Q: Better to spend more money or optimize your process for conversion?
  “It's both…We maxed out all the different platforms …and then learned quickly what our return on investment was per category.” — Sean [48:27]

• Q: One thing for new franchisees to do after convention?

  • “Follow your plan.” — Steve
  • “Be consistent.” — Helen
  • “Go fast. Make mistakes early.” — Sean
  • “Write thank you cards.” — Ali [51:05–52:46]
  • “Volunteer in an association.” — Steve Moore
  • “Write a thank you letter every time you meet someone.” — Tyler

• Q: Morning routines driving business success?

  • Panel leans into routines combining self-care (family, health, coffee), administrative clean-ups (inbox, proposals), and early focus on key tasks.
  • Jeff Dudan: “I start with the [5 Minute] journal…then look at my calendar and distill the three most important things for the day.” [56:31]

• Q: Working capital needs for fast scaling

  • Aim for 25% more than you think (Steve Moore [59:31])
  • Secure a buffer for 30 days’ receivables on commercial jobs (Tyler [60:01])
  • Digital/lead-based businesses face fewer cash crunches if deposits are collected.

Notable Quotes & Memorable Moments

• “If you can spend a dollar on marketing and get two back, spend as much money as you possibly can.” — Sean Raft [05:06]
• “Not all leads are equal...if cost per lead is your only metric, that’s a shitty metric.” — Sean Raft [35:54]
• “Be the first one to reach out to somebody—even a competitor...if they're the right kind of owner, they’ll do it.” — Jeff Dudan [43:39]
• “We’re not really competing...we’re building a market.” — Steve Moore [41:09]
• “Every partnership is a relationship…as long as you nurture it, it'll continue to give back to you twofold.” — Ali Aar [12:27]
• “You want to volunteer...when they see you as one of them, you win.” — Tyler [26:19]
• “It’s our job to be unforgettable. It’s not their job to remember you.” — Tyler [21:41]

Panel’s Actionable Takeaways

• Double down on digital, but don’t neglect personal network-building.
  Success requires a blend of high-volume lead flow and authentic, “boots-on-the-ground” relationships.
• Join and actively participate in trade associations.
  Sponsor events, volunteer, and serve on committees for lasting visibility with decision-makers.
• Leverage social platforms (especially LinkedIn) for strategic connections—low cost, high reward.
• Be patient with sales cycles, nurture relationships after the sale.
• Tracking the right metrics (e.g., average dollar per lead, not just lead count or cost) is vital.
• Creative entry points (“monkey paw” offers) can turn small jobs into big ones.
• Always nurture referral partnerships—transactional deals are fleeting; relationships last.
• Morning routines matter—combine self-care with organization and deep work.

Suggested Next Steps for Franchisees

• Map out your network opportunities—digital and in-person.
• Identify trade associations to join and make a calendar commitment.
• Put yourself out there (including with competitors).
• Be intentional about gratitude and follow-up.
• Go fast, track your data, fix as you grow.

For listeners who want the playbook on scaling a franchise, this episode delivers straight talk, real numbers, and replicable strategies—direct from those winning big in the field.