Dave Azer, Vice President of Marketing at Jacuzzi Bath Remodel, generates over 4,000 leads a day for the company's dealer network. Not a month or a week. A day. That comes to 1.5 million leads a year across roughly 40 sources. Leads run anywhere from $20 to $425, and Dave will tell you the cost of any single one is almost irrelevant. What he watches is net sales. On The TruCoach Podcast, Dave joins Brian Gottlieb in breaking down the system behind one of home improvement's biggest lead operations: how he vets a new source, why he pulls one vendor out for every one he adds in, and the $3,000 market test that tells him whether a source is worth scaling. He explains why he confirms appointments by listening to the recording of the first call instead of chasing a second confirmation call, and what that did to conversion on his highest-performing leads. Plus he gets into where AI voice agents earn a place in the call center and where operators run to them too fast. And he lands on the advice from an early mentor that still runs his operation: always follow the data.

The TruCoach Podcast with Brian Gottlieb is where you’ll find industry-specific, actionable methods to help you build a supercharged home improvement or home services business. From leads to leadership, we exist to help you and your team successfully grow. TruCoach is your single source of truth for organizations looking to scale. Brought to you by Truvolv, you’ll get exclusive access to leaders who have been there and done that - and the wisdom that only comes from experience. No fluff, no noise. Just proven strategies for you and your team to implement. Learn more and have your lightbulb moment at truvolv.com.

Most home improvement operators answer the growth question the same way: get more leads. Scott Berman thinks that's how you go broke. Berman is the founder and CEO of Florida Window and Door, which has grown into a window and door business billing north of $100 million a year. He tracks revenue per lead by source and knows what each source is worth before he spends a dollar on it.

In this episode of The TruCoach Podcast, Berman joins Brian Gottlieb to break down the math he watches every night: high-intent versus low-intent leads, why a Google lead and an aggregator lead can't carry the same cost, and how he backs into what he can pay per lead from the revenue each source returns. He explains his "liability light" model for opening markets, the smallest location with the fewest people, installation and service centralized at corporate, and a branch that turns a profit at three to four million in revenue. He also gets into what he found inside the companies he bought from private equity: good people with no leadership, overhead nobody would cut, and a structure that was there but unfed.

Berman also walks through his new platform Heavyset, the scheduling tool he built after watching his own call center take too long to set a single appointment. It lets customers book by text against real-time sales availability, confirms the appointment with AI, and now sets more than half of Florida Window and Door's leads. Berman's experience and proven track record make this episode a master class in leads management.

The TruCoach Podcast with Brian Gottlieb is where you’ll find industry-specific, actionable methods to help you build a supercharged home improvement or home services business. From leads to leadership, we exist to help you and your team successfully grow. TruCoach is your single source of truth for organizations looking to scale. Brought to you by Truvolv, you’ll get exclusive access to leaders who have been there and done that - and the wisdom that only comes from experience. No fluff, no noise. Just proven strategies for you and your team to implement. Learn more and have your lightbulb moment at truvolv.com.

Megan Beattie grew a West Michigan home improvement company to around $10 million in about four years, building it on door knocking, special events, and a database she mined for everything it had. No inbound leads, no aggregators, no fancy website. The industry calls her the lead queen, and she’s part of Tony Hoty Consulting, who advises more than 500 home improvement companies on building the lead sources most operators have written off.

On this episode of The TruCoach Podcast, Megan joins Brian Gottlieb to break down why canvassing fails and what winners do differently. She names the two things that have to be in place before a single canvasser knocks on a door, why bringing in an outside canvas leader usually backfires, and the 90-day path from entry-level canvasser to van leader to canvas manager. Spoiler alert: a well-run program runs under 10% fully loaded, a packed van writes three to five appointments a day, and one Minnesota client did close to $400,000 in April sales from two canvassers.

There's also call center hours, AI's real role on the phones, hot-setting appointments at shows, DISC testing for new hires, and why the word 'door-to-door' in a job ad scares off the exact people you want to hire. Plus Megan makes the case for canvassing the products everyone else ignores - fences, garage coatings, decks - where the field is wide open.

The TruCoach Podcast with Brian Gottlieb is where you’ll find industry-specific, actionable methods to help you build a supercharged home improvement or home services business. From leads to leadership, we exist to help you and your team successfully grow. TruCoach is your single source of truth for organizations looking to scale. Brought to you by Truvolv, you’ll get exclusive access to leaders who have been there and done that - and the wisdom that only comes from experience. No fluff, no noise. Just proven strategies for you and your team to implement. Learn more and have your lightbulb moment at truvolv.com.