2026 Marketing Playbook Webinar

📅 January 2, 2026 ⏱️ 1:30:52 🎤 Logan Shinholser

Chapters

Click to jump to section

0:00

Introduction & Webinar Goals

Logan introduces the webinar, highlighting the need for structured marketing in the evolving economic landscape and setting the stage for strategic discussions.
1:47

Typical Marketing Pitfalls

Logan dissects common, uncoordinated marketing approaches by remodeling companies and introduces the 'inside-out' marketing framework that will be discussed.
12:17

Ideal Client & Unique Proposition

This chapter delves into understanding the ideal client's problems and how to develop a unique selling proposition that addresses those specific needs, using a heart surgeon analogy.
50:33

Visuals & Reputation

The discussion shifts to the crucial role of high-quality media (photography, design renderings) and a strong Google Business Profile reputation in building client trust.
1:11:20

Website as a Sales Tool

Logan explains how a well-structured website, including detailed project walkthrough pages, educates prospects and qualifies leads before they even make contact.
1:24:56

SEO & AI Search Strategies

This section covers how search engine optimization (SEO) and emerging AI search tools help clients find your company when they are actively looking, emphasizing targeted content.
1:50:49

Brand Awareness & Social Media

Logan outlines strategies for building brand awareness through top-of-funnel marketing like social media ads and billboards, ensuring they align with the core marketing strategy.
2:01:17

Customer Journey & Funnel

The chapter illustrates a typical customer journey from initial ad exposure to becoming a qualified lead, demonstrating how all marketing efforts converge over time.
2:07:11

Marketing Audit & Next Steps

Logan provides actionable steps for auditing current marketing efforts, from client profiling to media and website analysis, encouraging continuous improvement.

Speakers

Logan Shinholser

Host — Owner, Contractor Growth Network

Key Takeaways

✦

Define your ideal client avatar in detail, including demographics, pain points, and goals, to tailor your marketing message effectively.

✦

Develop a unique selling proposition by listing specific deliverables and connecting them directly to solving your ideal client's problems with concrete solutions.

✦

Invest in high-quality interior design photography and realistic 3D design renderings to visually demonstrate your craftsmanship and inspire potential clients, as visuals are paramount in the remodeling industry.

✦

Build a robust website that acts as a 'living resume,' with dedicated service/location pages, detailed project walkthroughs, and educational blog content to educate and qualify leads.

✦

Prioritize SEO by creating specific, contextualized pages for each service and location you offer, ensuring your website is found by those actively searching for your services.

✦

Leverage social media and other top-of-funnel marketing strategically by geo-targeting ads to relevant neighborhoods and focusing on showcasing projects to build brand recognition, rather than just seeking immediate leads.

✦

Continuously audit and update your marketing efforts, from client profiles to website content, to ensure alignment with your evolving business goals and ideal clientele.

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