Chris Behan has been in digital marketing since before Google was a thing. He was generating leads online while most people were still figuring out what the internet was. He's generated tens of millions of leads for home improvement companies, built and exited a business focused entirely on this industry, and now he's the president of Truvolv.

He also has a very specific point of view on why your leads are getting more expensive and your results aren't keeping up - and spoiler alert, it has nothing to do with how much you're spending.

In this episode of The TruCoach Podcast, Chris joins industry legend Brian Gottlieb in breaking down why website speed is the most overlooked conversion lever in home improvement marketing, why the agencies telling you to spend more are selling you old technology.

There's also a conversation about something most home improvement companies never think about: the difference between brand story and direct response, and why leaning too hard on one without the other turns your marketing into a barking dog your customers eventually stop hearing.

The TruCoach Podcast is brought to you by Truvolv - digital marketing and business coaching experts built exclusively for the home improvement industry. TruCoach is Truvolv's mentorship program: real-world guidance from people who've actually built, scaled, and exited home improvement companies so you can skip the hard lessons they’ve already learned and get to growth faster. Learn more and have your lightbulb moment at truvolve.com