In this episode of Titans of the Trades, host Ryan Englin sits down with Lauren Furtado, the Founder and CEO of Unconventional CFO, who’s spent decades in big‑box accounting firms and now works one‑on‑one with construction and trade contractors.

Lauren translates complex financial concepts into actionable steps, helping business leaders go from overwhelmed to empowered. If you’ve ever avoided your P&L, felt lost in cash flow, or simply wished the numbers made sense in your trade business, this is your roadmap.

Lauren walks through her journey: leaving big firm life after a personal crisis, choosing a path of service, and creating a finance practice built for “people who have skin in the game.” She challenges the stereotype of finance being dry or disconnected, and shares tools, mindsets, and practices that bring clarity, confidence, and profitability to construction contractors.

You’ll learn about:

• The Critical Four metrics every trade business must track. And why most owners don’t.
• What “financial nakedness” really means and how being honest with your numbers and unlocks growth.
• How to build a cash flow forecast that works, not just “looks good on paper.”
• When open‑book management helps and when it scares your team.
• Aligning business goals with personal mission so numbers become a tool, not a burden.

Key Takeaways

• 01:30: Lauren’s backstory: from traditional accounting to creating Unconventional CFO and why she left “big box” firms and what spurred her to shift.
• 06:00: How personal loss shaped Lauren’s “why” and shifted her focus on helping contractors with skin in the game.
• 8:25: The stereotype of finance in trades, and how being “unconventional” shows up: tattoos, empathy, simplicity.
• 10:00: A case study: a contractor team in deep financial fear and what happened when they got clarity on their numbers.
• 11:50: What “financial nakedness” is, why people avoid it, and how judgment‑free zones help uncover truth.
• 15:45: Open‑book management: pros, cons, and how to decide what financial info to share with the field or middle management.
• 19:25: The “Critical Four” financial metrics every construction business should track. No more guessing.
• 23:00: Tying your money to your mission: how clarifying your impact, goals, and purpose makes finance meaningful.
• 25:10: Forecasting cash flow: tools and tactics Lauren uses (including 12‑month forecasts and 13‑week models) to avoid surprises.
• 27:45: The cash flow self‑assessment tool Lauren offers: how it works, what you’ll walk away with, and how to get access.

Connect With Lauren:

Website: https://unconventional-cfo.com/

LinkedIn: https://www.linkedin.com/in/lauren-furtado-7949061b/

Support Titans of the Trades:

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MEP and construction leaders are scrambling to train and retain HVAC techs, while customers expect faster, clearer service. In this episode, Ryan Englin sits down with Lee Bridges, VP of Product Management at XOi Technologies, to unpack how real jobsite data, AI-powered workflows, and human-first leadership are changing the game for HVAC technician training and field service profitability.

You’ll hear how XOi captures millions of equipment data points, turns tech videos into customer-ready summaries that save 5-10 minutes per visit, and helps contractors sell maintenance with defensible transparency. Lee also shares XOi’s “Learning With Your Boots On” initiative, why “love is a differentiating product feature,” and how a decade in the music industry shaped his approach to building software techs actually want to use.

Whether you run a service division, lead an MEP business, or you’re an HVAC operations exec, this conversation is packed with practical ways to level up training, margin, and customer trust.

Takeaways

• 00:57 — What is XOi? A field-service platform built around the equipment lifecycle for HVAC and commercial kitchen, designed to help techs capture and use jobsite data.
• 03:58 — AI where it actually helps. Why XOi treats AI as a tool (not a gimmick) to save time and improve technician communication.
• 04:26 — 50M+ data points in a year. How standardized equipment data turns into sales enablement and defensible recommendations.
• 06:22 — One-tap AI summaries. Turning photos, videos, and notes into a customer-ready report in seconds, cutting 5-10 minutes per call.
• 08:57 — Capacity = profit. Saving minutes per job adds up to 1-2 extra calls/week/tech, and better CX.
• 09:41 — “Learning With Your Boots On.” A company-wide program that puts non-technicians in front of real equipment to build empathy and product insight.
• 12:46 — From studio to software. How Lee’s music-industry hustle (hundreds of albums) translated into product creativity and execution.
• 19:31 — Love as a product feature. Commitment + empathy as a framework for building tools that close the user’s goal gap.
• 23:13 — Advice to apprentices. Set the goal and make it happen.

Connect With Lee:

Website: https://xoi.io/

LinkedIn: https://www.linkedin.com/in/bridgeslee/

Support Titans of the Trades:

If you found this episode insightful, please subscribe, share, and leave a review for Titans of the Trades. Your support goes a long way in helping us bring more impactful discussions your way.

Many entrepreneurs build a successful business only to realize one day they’re stuck asking: What’s next?

In this episode of Titans of the Trades, host Ryan Englin welcomes back Greg Hayne, Owner of the Hayne Coaching Group and creator of the What’s Next program. Greg works with business owners, especially in construction and roofing, who have achieved financial success but are struggling to find purpose, fulfillment, and clarity about the next stage of life.

From battling burnout to redefining success, Greg shares practical tools entrepreneurs can use to plan for a future beyond the business. Whether you’re nearing retirement, considering selling, or simply feeling restless despite your achievements, this conversation will help you start thinking about what comes after.

Key Takeaways

• [01:12] How Greg discovered that even successful entrepreneurs struggle with “what’s next?”
• [02:43] The provocative questions that made business owners realize they were stuck.
• [03:54] Why financial success doesn’t guarantee fulfillment or happiness.
• [05:23] The “golf and grandchildren plan” and why it rarely works long-term.
• [08:50] A map and six tools Greg uses to help entrepreneurs navigate their next stage.
• [09:49] Why stimulating the right brain unlocks creativity and clarity.
• [13:06] The importance of designing a life you don’t need a vacation from.
• [16:50] How writing, biking, and clarity breaks fuel Greg’s own transitions.
• [22:33] Why fear of change is often rooted in not having a clear vision.
• [25:26] The myth of the “limited pie” and how to expand possibilities for yourself and others.

Connect With Greg:

Website: https://www.haynecoachinggroup.com/

LinkedIn: https://www.linkedin.com/in/ghayne/

Support Titans of the Trades:

If you found this episode insightful, please subscribe, share, and leave a review for Titans of the Trades. Your support goes a long way in helping us bring more impactful discussions your way.

The roofing industry is changing fast and the companies that thrive will be the ones that adapt.

In this episode of Titans of the Trades, host Ryan Englin sits down with Melvyn Scofield, better known as Your Iowa Roofing Guy. From his years in manufacturing with IKO to educating with the Maintenance Academy, Melvyn has a no-nonsense approach to teaching property managers, roofers, and homeowners what it takes to build trust and prepare for the future of roofing.

We dig into why education is the ultimate differentiator, how technology and AI are shaping roofing, and what it takes to motivate the next generation to pick up the torch. If you want to future-proof your roofing company, or any construction business, this episode is packed with insights you won’t want to miss.

Key Takeaways

• [01:27] How the nickname Your Iowa Roofing Guy was born from one customer conversation.
• [03:27] Melvyn’s transition from manufacturing with IKO into roofing sales and contracting.
• [05:28] Why educating property managers builds long-term trust and better budgets.
• [07:22] How roofing cost guides help prevent customers from being misled.
• [09:58] The power of video education for both customers and training your own team.
• [11:51] Are young workers really “lazy,” or is it a generational misconception?
• [14:51] The role of robotics and AI in the future of roofing (and why they won’t replace humans).
• [19:18] Why too many contractors hope to hire “seasoned” workers instead of training new ones.
• [23:44] Finding that one motivated young worker and making them an example for the team.
• [27:16] Why parents, not schools, are the key to making the trades cool again.

Connect With Melvyn:

LinkedIn: https://www.linkedin.com/in/melvynscofield/

Support Titans of the Trades:

If you found this episode insightful, please subscribe, share, and leave a review for Titans of the Trades. Your support goes a long way in helping us bring more impactful discussions your way.

Finding top sales talent in construction feels impossible. The best salespeople are already crushing quotas. They’re not on job boards.

In this episode of Titans of the Trades, host Ryan Englin talks with Ryan Hogan, Co-Founder and CEO of Talent Harbor. Ryan shares how his journey from Navy service to scaling multimillion-dollar ventures shaped his innovative approach to sales recruiting.

You’ll learn why traditional headhunters don’t work, how “recruiting as a service” changes the game, and why culture fit always wins. Whether you’re hiring estimators, roofing sales reps, or high-performing closers, this episode will help you rethink your strategy.

Key Takeaways

• [01:26] From Navy service to entrepreneurship: The lessons Ryan carried into business.
• [03:39] The rise (and pivot) of Hunt a Killer into a $48M subscription business.
• [06:59] Why traditional recruiting fees don’t work for small to mid-sized contractors.
• [08:19] What most owners get wrong about hiring salespeople.
• [10:57] Why the best salespeople are never on job boards like Indeed.
• [14:28] Average time-to-hire and why recruiting as a service changes the math.
• [16:22] Building the right compensation plan for roofing and construction sales roles.
• [20:48] Culture fit vs. sales skills: Which matters more when hiring?
• [22:39] Why competitive backgrounds (sports, games, etc.) predict sales success.
• [25:16] The deal-breaker: Why Talent Harbor won’t recruit without processes in place.

Connect With Ryan Hogan:

Website: https://talentharbor.com/

LinkedIn: https://www.linkedin.com/in/ryanehogan/

Support Titans of the Trades:

If you found this episode insightful, please subscribe, share, and leave a review for Titans of the Trades. Your support goes a long way in helping us bring more impactful discussions your way.

Are you tired of being stuck in the field, juggling sales calls, project management, and even picking up some tools when no one else shows up? In this episode of Titans of the Trades, host Ryan Englin sits down with Branden Sewell, Owner of Seal Pro Painting and host of the Off the Ladder Podcast.

Branden never started as a painter, yet built a thriving painting business by learning how to run the company. He shares the mindset shifts, hiring strategies, and leadership lessons that helped him move from owner-operator to true business owner.

If you’re in construction or the trades and want to grow your company without burning out, this episode is packed with actionable insights to help you finally “get off the ladder.”

Key Takeaways with Timestamps

• [03:02] Why not knowing how to paint actually helped Branden grow Seal Pro Painting faster.
• [05:22] The biggest mindset shift every owner-operator must make to scale.
• [06:05] Myths construction leaders tell themselves that keep them stuck in the field.
• [08:19] Why there isn’t a labor shortage and what’s really going on with hiring in the trades.
• [10:01] What construction can learn from Chick-fil-A about building a strong workforce.
• [12:53] The first step to finally getting off the ladder and into the CEO seat.
• [14:55] Why subbing out work created bigger problems and how Branden transitioned to hiring employees.
• [19:23] Building culture and values into your hiring and onboarding process.
• [21:47] A hard leadership lesson: when being “too kind” holds your team back.
• [25:04] What to expect from the Get Off the Ladder Podcast and how it can help your business grow.

Connect With Branden:

Website: https://www.sealpropainting.com/

LinkedIn: https://www.linkedin.com/in/brandensewell/?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=ios_app

Support Titans of the Trades:

If you found this episode insightful, please subscribe, share, and leave a review for Titans of the Trades. Your support goes a long way in helping us bring more impactful discussions your way.

In this episode of Titans of the Trades, host Ryan Englin sits down with Denise Grothouse, Founder and CEO of Perfect Six Marketing and a seasoned entrepreneur who built a multimillion-dollar brand in the trades before launching her agency. Denise knows how contractors think, because she’s been one.

She shares real-world marketing strategies tailored to construction businesses, including how to leverage social media, earned media, and even AI, without getting overwhelmed. Learn why vulnerability is your secret weapon, how to niche your services for better results, and the one checklist every employer needs to build a magnetic employer brand.

Whether you’re a home remodeler or service contractor, this episode will help you understand what real marketing ROI looks like.

Episode Takeaways

• [01:09] Denise’s origin story: From building furniture to building brands.
• [03:17] Why contractors need to be more vulnerable with marketing.
• [06:07] The power of customer retention and follow-up.
• [08:08] How to personalize lead response automation and stand out.
• [09:01] What is earned media and why it builds trust (and SEO!).
• [11:47] Instagram and Myspace stories that led to real PR wins.
• [14:22] The benefits of niching and why bathroom remodels are booming.
• [18:26] Stop commoditizing marketing. It’s insurance, not an expense.
• [22:31] Your people are your brand: why employer branding matters.
• [25:45] How to get Denise’s employee brand-building checklist (free).

Connect With Denise

Website: https://perfectsixmarketing.com/

LinkedIn: https://www.linkedin.com/in/grothouse/

Support Titans of the Trades:

If you found this episode insightful, please subscribe, share, and leave a review for Titans of the Trades. Your support goes a long way in helping us bring more impactful discussions your way.

In this episode of Titans of the Trades, Ryan Englin welcomes Mike Abramowitz, Co-Founder of Better Than Rich and creator of the Time-Rich Six framework. Mike grew up watching his dad, a lifelong plumber, grind it out six days a week, and knew there had to be a better way. Now, Mike helps contractors and owner-operators build scalable systems so they can stop working in the business and start working on it.

Discover how Mike replaced himself in his own business, built a team of onshore and offshore talent, and created predictable revenue systems that allowed him to step away when his family needed him most.

This isn’t theory. It’s practical advice contractors can implement today.

Episode Takeaways

• [01:09] Mike’s backstory, from direct sales to family life and growing up with a tradesman father.
• [03:18] The turning point: hiring a business coach and moving from operator to owner.
• [05:41] Running a $100K week remotely. Proof that systems work.
• [07:48] How Mike realized his dad’s way wasn’t the only way.
• [10:35] Using offshore virtual assistants to buy back 12–15 hours a week.
• [13:12] Why systems fail: Hiring a doer when you need an expert.
• [16:24] A real-world contractor example of mapping a customer follow-up process.
• [22:24] The Time-Rich Six explained and how each layer supports freedom.
• [27:07] The hard truth: crisis forces change. Why you should act before it’s too late.
• [33:58] Free GSD sessions. How contractors can build systems with Mike’s help.

Connect With Mike:

Website: https://betterthanrich.com/

LinkedIn: https://www.linkedin.com/in/mikeabramowitz1/

Support Titans of the Trades:

If you found this episode insightful, please subscribe, share, and leave a review for Titans of the Trades. Your support goes a long way in helping us bring more impactful discussions your way.