I didn’t start as a marketing guy. I started with concrete—literally.
Like most people who get into home services, I learned by doing. I ran a concrete coating company myself, figured out how to sell jobs, and saw what worked and what didn’t. There weren’t marketing playbooks that spoke the language of real installers, so I built one.
That turned into CoatingLaunch, an agency built from field experience, not theory. I wasn’t just selling ads—I was spending time with clients on job sites, shooting videos, testing offers, and seeing firsthand how small shifts in messaging and targeting filled calendars.
I didn’t hide behind Zoom calls. You’d find me at shops like Cisneros Decorative Concrete in California or Master Touch Outdoor Living in Florida, breaking bread with owners and their teams, listening more than talking. I built friendships that became case studies.
When I wasn’t in the field, I was on stage—sharing what I learned at industry events like Liftoff 2024 and the Concrete & Coatings Mastermind in Dallas. I didn’t just talk about funnels and follow-ups. I talked about responsibility—about knowing my clients, understanding the work, and doing what actually drives revenue.
By mid-2024, CoatingLaunch had grown from zero to dozens of clients across the country. I hired a team, trained them on systems, and kept showing up at events—not as a guru, but as someone still in the trenches.
Now, that foundation is leading to something bigger. I’m building a software company for home service businesses, taking everything I’ve learned from running campaigns and turning it into tools that help contractors manage leads, measure ROI, and grow sustainably.
I’m not chasing influencers. I’m living it—just like the people I serve. Whether standing beside Gary Vaynerchuk at a conference, talking strategy with Nilson Silva, or shooting marketing lessons with Dennis Yu, it’s the same pattern: do the work, share what you learn, and build what lasts.
This story isn’t about hype. It’s about how a kid who started coating floors ended up coaching business owners on how to build stronger ones—but this time, told by that kid himself.
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