Most contractors want more leads, but the real problem isn’t exposure — it’s trust. Homeowners and commercial clients see dozens of ads, but they don’t know who to believe.

At Lieber Media, I talk with trade business owners every week who are frustrated with social media or disappointed with video projects that never produced results. The truth is, success with video marketing comes down to creating the right types of videos — and using them in the right order.

It’s official — the robots have arrived.

AI can now write your emails, design your logos, and even generate entire videos at the click of a button. We didn’t listen to James Cameron back in the 80s, and now here we are.

But for all the hype about AI-generated content, here’s what I think business owners — especially those in the trades — need to remember:

Perfect doesn’t mean personal.

Most contractors assume their website explains their business clearly. After all, you know what you do. The problem is, new visitors don’t.

They land on your website, see photos of beautiful work, but still can’t tell if you build, design, or sell those projects. If they’re confused for even a few seconds, they leave—and you lose the lead.

Breaking into a new market is tough—even for experienced contractors. You might have years of experience, happy customers, and a great team… but if no one in the new area knows you, you’re starting from zero again.

That’s the hard truth: people don’t buy from who’s best—they buy from who they trust.

Digital marketing feels overwhelming to most contractors. Between websites, SEO, ads, social media, and reviews, it’s hard to know where to begin. Many either try to do everything at once—or avoid it completely. The result is frustration and wasted time.

So what’s the best way to get started with digital marketing as a contractor?

A lot of contractors spend good money on a nice-looking website, only to be disappointed when the phone doesn’t ring. It looks professional, it has your logo, and it lists your services—so why isn’t it working?

Most contractors know that referrals and reviews matter. But here’s the catch: written reviews and word of mouth often aren’t enough to overcome hesitation. Homeowners still wonder: “Can I really trust this contractor?”

A lot of contractors try video once and walk away disappointed: “We posted a video and nothing happened.” The truth is, video does work—93% of marketers say it delivers a good ROI—but it doesn’t happen overnight. Like any tool, it pays off when you use it consistently and in the right way.

Only 3% of homeowners are ready to hire today. Discover why 97% aren’t ready yet, what it means for contractors, and how video marketing keeps you top of mind until they are.

Contractors are often told they just need more leads — but more isn’t always better. Ads and lead services can flood your phone with price shoppers, leaving you chasing the wrong clients. The real solution is building trust at scale so the right homeowners reach out ready to hire. Video marketing does exactly that: it filters out tire-kickers, attracts serious clients, and drives higher ROI.

Most contractors rely on word of mouth to keep the phone ringing. It works—until it doesn’t. Friends, family, and neighbors can only get you so far. If you want to scale, land bigger jobs, and stop competing only on price, you need a way to build trust at scale. That’s where video comes in.

Imagine this: A homeowner in your area is searching for a contractor tonight. They’ll spend less than five minutes looking at websites before deciding who’s worth calling. Will they see your work—or will they see your competitor’s video and move on without ever knowing your name?