I find the leaks other people miss.
I'm John Mueller. Fractional CMO for home services, remodeling, and construction. Twenty plus years in marketing, ten of them inside this industry. In the trenches, not the slides.
I don't sell leads. More leads means more hours selling and fewer hours serving the customers who pay you. I care about one number: how many of the right buyers you close, and how many hours it took.
I find where the money leaks between a buyer's first question and your signed contract. I fix it in order of payback. Then I use data to put you in front of the people already looking for you.
What I believe.
Fix the process before you buy the traffic. Let data find the customer and let people keep them. A buyer who understands how you run a job on time and on budget doesn't need to be sold. The business that spends its hours on customers wins the referrals, and a referral closes faster than anything you can buy. Track it or it didn't happen.
Twenty years of reps.
Kitchen and bath. Remodeling. Roofing. Exteriors. I was marketing director at Williams Kitchen and Bath and growth chief at E4 Media Group. Today I run growth for Vault Studio and a West Michigan roofing and exteriors company, and I sit on the advisory board of a national kitchen and bath buying group.
If you're spending and still wondering where the jobs went, we should talk.
JohnMueller.Media, Fractional CMO for Home Services
Today I run growth for Vault Studio and a West Michigan roofing and exteriors company, and sit on the advisory board of a national kitchen and bath buying group. I work with a small number of home services owners at a time. That's not a positioning line. It's the only way to do this work well.
Growth Chief, E4 Media Group
Led growth strategy and client execution. Managed campaigns across roofing, remodeling, HVAC, and exteriors. Built reporting infrastructure that connected ad spend to booked revenue, not just clicks.
Founded Agency616
Built an agency that sold lead generation to home services companies. Watched the same pattern in every one. Good work, more leads, a sales team drowning in quotes, and money leaking quietly out the back. That's where the lens changed from leads to closed jobs.
Marketing Director, Williams Kitchen and Bath
Owned demand generation for a high-volume kitchen and bath showroom. Increased qualified leads and tightened the sales process. This is where I learned what home services marketing actually looks like from the inside.
Co-Founder, E4 Media Group
Built performance marketing campaigns for service businesses before most agencies knew what attribution meant. Developed early competency in conversion-focused lead generation.