Season 2 · Episode 4
The Craft & Calling Podcast
Cost of Marketing for Contractors (What Actually Matters)

Note: This conversation was recorded during a period of unstable internet connection, so you may notice brief audio and video inconsistencies. The substance of the discussion remains strong, and we appreciate your grace as you listen.

Most contractors are tracking the wrong numbers.

Clicks. Impressions. Leads.

But you can’t deposit clicks in the bank.

In this episode of The Craft & Calling, Christene Marie sits down with Austin Houser, founder of Basecoat Marketing, to break down what actually matters when it comes to marketing performance. If you’re a contractor wondering how much you should spend on marketing, how to measure marketing ROI, or whether your agency is truly accountable, this conversation brings clarity.

We unpack the difference between ROI and cost of marketing, why vanity metrics are misleading, and how contractors can track revenue the right way. You’ll also learn how Google reviews, CRM tracking, and performance-based marketing tie directly into sustainable growth, profitability, and long-term legacy.

If you’re building a business you want to scale, sell, or pass down one day, this episode will help you measure what truly matters.

🔍 What We Talk About

The real cost of marketing for contractors and what percentage to target
Why ROI percentages can mislead business owners
How to measure marketing ROI using revenue, not vanity metrics
The 90% Google review capture strategy to increase local rankings

⏱️ Chapters

0:00 Intro

0:45 Guest Intro

2:33 Meet Austin Houser & performance-based marketing

4:11 Vanity metrics vs real revenue tracking

7:10 Cost of marketing vs ROI explained

8:19 How to calculate marketing ROI for contractors

10:50 The 80-20 rule and how your branding matters

13:43 Google reviews strategy that drives local rankings

16:52 Review capture scripts and disputing reviews with Google

19:18 Incentivizing reviews without violating guidelines

23:00 CRM tracking and two-way data sync

25:31 Getting comfortable on camera as a contractor

29:14 Final takeaways on marketing measurement

30:28 Outro

📂 Resources From This Episode
Free Download: Cost of Marketing Calculator
https://landing.basecoatmarketing.com/com/offer
Review Capture Script:
https://basecoatmarketing.com/reputation

Get in contact with Austin:
austin@basecoatmarketing.com

Think you’re a good fit to book Austin and his team?
https://www.basecoatmarketing.com/strategy/

👤 About the Guest

Austin Houser is the founder of Basecoat Marketing, a performance-based marketing agency dedicated exclusively to the professional painting industry. With a team of 30+ specialists, Austin helps residential and commercial painting contractors scale through data-driven marketing and disciplined measurement.

His approach centers on cost of marketing, CRM visibility, and revenue accountability rather than vanity metrics like clicks or impressions. Austin works closely with contractors to ensure their marketing investments produce measurable financial return and sustainable growth.

Website:
https://basecoatmarketing.com/

🎙️ About The Craft & Calling

The Craft & Calling cultivates the legacy of tradespeople through connection, craftsmanship, and calling. Every episode shares real stories, proven principles, and practical strategies designed to strengthen your leadership on the job and your presence at home.

We hone the craft.
We revitalize the calling.
We build connection.
We celebrate the unsung builders of our communities.

Legacy isn’t just what you leave behind. It’s what you build today.

Explore more conversations and resources at:
https://thecraftandcalling.com/linktr/

🔧 A Note on Foundation First Marketing

Foundation First Marketing helps home service businesses build marketing strategies grounded in clarity, systems, and real performance data.

Get a free marketing quote.
Request a free website design.
https://foundationfirstmarketing.com/