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Home/Resources
Resources

Contractor marketing resources you can use this week

Practical guides written from the accounts we run, and free courses from Escalar Academy. No theory for the sake of theory. Each piece answers a question contractors ask us on real calls.

Guides based on real campaignsTwo free Escalar Academy coursesWritten by the team that does the work
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Walking a slab showroom while planning marketing for countertop companies
Walking a slab showroom while planning marketing for countertop companies
Paid ads

Meta or Google? The $500-a-week rule

Why form leads beat message leads and where a small budget actually works.

Countertop marketing consultation inside a stone showroom
SMS

Why your texts get blocked, and the 7-day fix

What A2P registration is and why every U.S. business needs it.

Stone fabrication shop aisle, the kind of business Escalar+ builds marketing for
Agencies

How to pick an agency without getting burned

Ask to see the deliverables. Check the last post date. Own your accounts.

Countertop fabrication shop with CNC in the U.S., a typical Escalar+ client environment
Free course

Countertop Pro Sales

10 lessons on selling for countertop companies. Escalar Academy.

Escalar+ founder in a stone showroom, marketing for Brazilian-owned businesses in the U.S.
Free course

Minha Companhia

13 lessons on leaving the subcontract and opening your own company.

Paulo Mont'Mor, founder of Escalar+, a marketing agency for Brazilian-owned contractors in the U.S.
Tool

Zip code income calculator

Coming soon: see which zip codes around you can afford the job.

Contractor marketing guides in production

We are writing these guides now, and we will only publish a guide when it is finished and checked. Each one takes a question we hear on calls and answers it with how we actually do it. Here is what is on the list.

How much to spend on Meta adsWhy under $500 per week we start with Meta, and why Facebook needs about 90 days of data.
Targeting by zip code incomeHow remodeling ads target zip codes with $100k+ household income instead of a wide radius.
Following up without being annoyingHow 8 follow-ups by SMS and email keep a lead warm until it replies or asks to stop.
A2P registration explainedWhat carriers require before your business can text leads, and why it sets the 7 day timeline.
Getting Google ratings the right wayHow NFC cards and a simple link bring real ratings from real customers, and why bought ratings are a trap.

Free courses from Escalar Academy

Escalar Academy is our sister brand for free training. It exists because a lot of the owners who call us are not ready for an agency yet, and we would rather help them get ready than sell them something too early. Both courses are free and short enough to finish between jobs.

One course is for owners who already get leads and want to close more of them. The other is for people who do great work for someone else and want to open their own company. Pick the one that matches your week.

Countertop Pro Sales: 10 lessons on answering ad leads

A lead from an ad is a different world from a referral. The homeowner does not know you yet, and asking for his address in the first message scares him away. This course teaches you to have a real conversation first, before you ask for data or book an estimate.

It also covers which channel to use and when. A call beats a text, a text beats a Facebook message, and email comes last for a hot lead. And it covers speed: when a lead waits, it cools, and a slow reply is the coldest service there is. The lessons were built for countertop shops, but painters and remodelers use the same ideas every day.

Minha Companhia: 13 lessons to leave the subcontract

Plenty of skilled installers spend years doing jobs for another company that owns the customer. They do the work, and someone else keeps the relationship and the margin. Minha Companhia walks through opening your own company step by step, so the next customer is yours.

01Decide to move from subcontract to your own companyWhat changes when the customer calls you instead of the company you work for.
02Open the companyThe basic steps to open and organize your own business.
03Get the first customersHow to start building a pipeline that belongs to you.
04Come back when you are ready to growOnce the company is open and taking jobs, the agency conversation starts to make sense.

Ready for more than contractor marketing resources?

Guides and courses help you do it yourself. If you would rather have a team build the ads, the website, the CRM and the follow-up inside your own accounts, book a 30 minute consultation. We research your company before the call and show you what we found. You can also call or text +1 (941) 877-6457.