For more than 22 years, I’ve worked in and around the construction industry, documenting craftsmanship on Madison‑area job sites – from early framing to final walkthroughs.

Based in Sun Prairie since 2004, I’ve partnered with remodelers, custom home builders, and skilled trades across Southern Wisconsin. That work gave me something most marketing consultants never see: not just polished “after” photos, but how the work was actually done – how crews operate, problems get solved, and standards are upheld day after day.

Over time, a pattern became impossible to ignore. The builders doing the highest‑quality work weren’t always winning the highest‑quality projects. It wasn’t because their craftsmanship fell short, but because the story of that craftsmanship was scattered, misrepresented, or buried inside marketing systems that didn’t reflect reality. Spending decades with builders and the lack of marketing agency results led me to identify recurring scams.

The jobs that should have gone to the most detail‑focused, process‑driven contractors often went to whoever looked “good enough” online or simply showed up first in search.

That disconnect is what led me to this work. Today, I partner exclusively with established contractors to review their marketing systems, uncover wasted spend, and organize their project assets so their value is clear long before a homeowner asks for a price. This happens through independent Marketing & Systems Audits built for owners who want clarity – not another vendor pitching a monthly retainer or ad package.

My role is straightforward: I come in as an independent set of eyes. I understand how construction businesses actually run because I’ve worked alongside them for decades and grew up in a multi‑generation builder family. I know what separates high‑margin work from commodity jobs, how documentation and process influence trust during estimating, and how to read the operational side of marketing –  what’s being paid for, what’s truly being executed, and what’s quietly draining money without leading to signed contracts.

I also understand how AI and answer‑engine optimization (AEO) are changing how homeowners find and compare contractors, and how to position your proof so you stay ahead of that shift.

I built my own business without depending on paid advertising – through reputation, relationships, and referrals. That philosophy shapes how I work with contractors today: building systems that support independence, not dependence on a single platform, agency, or trend.

I’m based in Wisconsin and deeply rooted in the local building community, with a clear bias toward contractors whose craftsmanship and integrity match.

A builder’s reputation is one of their most valuable assets. It deserves oversight from someone who understands both the work and the business behind it.

I’m not here to manage your marketing month‑to‑month or coach you through mindset shifts.

I’m here to help you regain control – so you can stop wondering where the money is going and get back to building projects you’re proud to put your name on.