4 min read
Overview
Most remodelers don't grow fastest during an ownership change. They tread water through it. Odd Fellows Contracting did the opposite.
While Brian Taylor was finalizing the buyout of the company alongside two partners and hiring as fast as he could, the business went from roughly $4.6 million in design-build revenue last year to a $7 million trajectory this year. Its handyman division, Odd Jobs, is on pace to add another $1.5 million on top of that. In June alone, they closed $1.6 million in work.
Brian's read on the year: "I'm hearing from a lot of people that they're struggling, and I'm attributing this to what we've been working on."
Roughly $2.4M in additional design-build revenue on a $42K annual retainer.
The Challenge
Odd Fellows Contracting had the reputation and the craft. What it didn't have was a marketing engine that could keep up with an ownership transition and prove it was working.
The CRM was the first problem. Their old one was hard to customize, and it couldn't tie a marketing dollar to a closed job. For owners about to sign for the business, that's the one number that matters, and nobody could see it. Around $6,000 a month was going to Google Ads with under 10% reported return, partly because conversion data wasn't making it back to the platform to optimize against.
The website worked against them too. Service pages were buried, the cost-guide download was broken, and dead links sat where leads should have been converting. Prospects kept struggling to compare Odd Fellows Contracting to cheaper competitors, because nothing on the site explained what design-build actually buys you. Good leads were stalling before they ever reached a salesperson.
The Strategy
We ran the work through Builder Funnel's five pillars: attract, convert, nurture, close, and measure.
A Website Built to Convert
The website came first. Odd Fellows Contracting moved onto our Foundation theme, the conversion framework we've refined across remodeler websites. Service and location keywords in the headers, one-page sales funnels, schema and E-E-A-T signals for search and AI, and testimonials placed on the pages where they actually close deals. Kitchen reviews on the kitchen page, bath on the bath page. Both divisions live under one roof now, so the whole operation is trackable in one place.
Transparency Around Cost
Then we got transparent about cost. Instead of a static PDF, we built a gated cost guide with real, current ranges per service, backed by an automated email workflow and pre-qualifying form fields. It goes straight at the "apples to apples" problem: when a homeowner can see honest pricing and understand what design-build actually includes, they show up to the sales conversation already educated, and better qualified. We also added an interactive calculator where visitors could customize their costs.
A Stronger SEO Foundation
On the SEO side, we cleaned up page titles, killed the broken downloads and 404s, built the missing service and location pages, and audited all 93 blog posts, keeping what had rankings, and pruning what didn't.
One Modern Platform
The CRM move changed how the whole business ran. Odd Fellows Contracting migrated to HubSpot, which pulled the website, CRM, email, and reporting into one modern platform instead of a patchwork of separate tools. More integrations, less duplicate data entry, and a cleaner path from lead assignment through discovery and closing. For the first time, ownership could easily watch a lead travel from ad click all the way to signed contract, in one place.
An Email List That Works
Last, we put the email list to work. Segmented re-engagement campaigns, project-spotlight emails sent to the matching lead type, and automated follow-ups on every contact form. That last pillar turned out to be the quarter's biggest surprise.
The Results
From $4.6 Million to a $7 Million Trajectory
Odd Fellows Contracting is on track to grow from roughly $4.6 million to $7 million in design-build revenue in a single year, with a separate $1.5 million projected from the Odd Jobs handyman division. They closed $1.6 million in June alone. In Brian's words: "We wouldn't be here right now, hitting 7 million, without Builder Funnel."
Pipeline You Can Actually See
Q2 brought in 141 leads and 35 new deals, worth close to $2 million in tracked pipeline, with roughly half already warm (engaging with Odd Fellows Contracting's emails before they reached out). None of this was easily measurable before the HubSpot migration.
Search and AI Visibility
Odd Fellows Contracting now ranks top 3 for its core Lansing remodeling terms and #1 for its brand searches. A new flooring blog ranks #1 and appears inside Google's AI Overview, and the first AI-referral sessions are showing up in analytics, an edge most local remodelers don't have yet.
Email That Outperforms
Segmented campaigns are hitting 30% open rates and nearly 40% click-through. One re-engagement email asking who was putting off a project pulled 15 replies, and about three recipients booked jobs for themselves. Automated follow-ups are seeing opens near 60%. Brian: "I got so many people. I was so shocked by the amount of people responding."
Key Takeaways
Measurement Is a Decision-Making Tool
Once Odd Fellows Contracting could see the path from click to closed job, ownership stopped guessing about where the budget should go. You can't put money behind what you can't attribute.
Your Email List Is the Cheapest Pipeline You Have
The highest-return play of the quarter wasn't a new ad campaign. It was asking existing contacts a straight question and letting automation handle the follow-up. Fifteen replies and three booked jobs off one send.
Growth and Transition Aren't Opposites
None of this required pressing pause on the ownership transition. The same systems that made the marketing measurable are what let the business scale while its team and ownership were still shifting underneath it.
Conclusion
In Brian's own words: "I'm a huge proponent of Builder Funnel. If you ever wanted to use me as some commercial or whatever, I would speak nothing but praise. So, bring it on."
We're excited to see Brian and Odd Fellows Contracting continue to grow.
Ready to build a marketing and sales machine you can actually measure? Book a call with us today! 👇