What does it take to build a resilient remodeling business that lasts? We sit down with Jeff Russell of Russell Room Remodelers to trace a 37-year journey from a broadcasting grad to a trusted contractor serving the Twin Cities. The conversation moves from hard-won lessons on pricing and financial literacy to the everyday choices that shape trust inside a client’s home.
Jeff breaks down why many new remodelers undercharge and how to fix it with real numbers: account for every cost, include the life you need to fund, and divide by true billable hours. We dig into the difference between a P&L and a balance sheet, why the balance sheet is your scoreboard, and how those insights guide margin, markup, and cash buffer decisions. A candid story about a flooded kitchen becomes a masterclass in client communication, accountability, and turning a setback into advocacy.
On the growth side, Jeff shares how he hires for values first, uses strengths tools to place people where they thrive, and taps associations and roundtables for mentorship, shared labor, and practical frameworks. We talk about marketing that evolved from newspapers to the Remodelers Showcase, a modern website, and social content that documents real work. You’ll hear a simple shift that changes everything: aim to make marketing a vending machine, not a slot machine, and keep testing channels like Google Local Services with a clear eye on lead quality and cost.
Finally, we explore smart uses of AI—from drafting sensitive client emails to modeling compensation—while stressing verification on technical topics like codes. If you’re a remodeler, designer, or contractor looking to price correctly, hire wisely, market with intention, and communicate under pressure, this conversation is your field guide.
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