Frequently Asked Questions: Marketing & Systems Audit
How long does a Marketing & Systems Audit take?
Most audits are completed within 2-4 weeks from the initial discovery call. The timeline includes reviewing your current contracts and vendors, analyzing where leads come from and fall off, examining your visual assets and how they’re organized, Google analytics, social media performance, and presenting findings with specific recommendations. You’ll receive a written report and action plan that you can implement immediately or hand off to your team. Located in Sun Prairie.
Do I need to cancel my current marketing contracts before working with you?
No. The audit happens first, before (and if) any changes are made. The goal is to identify what’s actually working and what’s not – so you make informed decisions rather than reactive ones. In some cases, parts of your current setup are performing well and should stay. In other cases, significant waste is identified and you’ll have clear data to support making changes. You remain in control of all decisions.
What's the difference between your audit and what a marketing agency offers?
Marketing agencies evaluate their own performance, which creates an obvious conflict of interest. They’re incentivized to show activity that justifies their retainer. An independent audit evaluates outcomes, not activity – and isn’t tied to selling you ongoing services. The focus is on what actually converts to signed contracts, not what generates impressive reports.
Why do WI contractors need an independent audit instead of trusting their agency?
Because agencies are rarely objective about their own performance. They’re incentivized to retain the contract, show positive reports, and avoid admitting when something isn’t working. An independent review removes that bias and evaluates marketing based on business outcomes, not vendor retention. Think of it like getting a second opinion before major surgery – the diagnosis matters too much to rely only on someone with financial interest in the outcome.
What makes this different from typical business consulting?
Most business consultants come from corporate backgrounds and apply generic frameworks. This work is built on 22 years of actual experience in Madison Wisconsin construction environments – understanding how contractors operate, how their clients make buying decisions, and what differentiates premium work from basic jobs. The language, examples, and recommendations are specific to construction businesses, not adapted from retail or professional services playbooks.
Can I get references from other contractors you've worked with?
Yes. References from Wisconsin contractors who have completed audits are available upon request. Due to the sensitive nature of the work (reviewing vendor performance and internal systems), most clients prefer confidential engagements. However, general outcomes and case examples can be discussed during discovery calls to demonstrate the audit process and typical findings.
How much does a Marketing & Systems Audit cost?
The investment ranges from $7,500 to $10,000 depending on the complexity of your current marketing setup and the number of vendors involved. This is a one-time project fee, not a monthly retainer. Most contractors find this cost is recovered within the first 60-90 days through identified waste elimination alone.
What happens after the audit is complete?
You receive a detailed report identifying what’s working, what’s waste, and what needs to change – along with specific action steps. You can implement the recommendations yourself, assign them to your team, or work with vendors of your choosing. Optional monthly oversight is available if you want ongoing guidance, but it’s not required. The audit gives you informed decision-making and complete control.
Can you help with website design or rebuilding?
The audit identifies whether your website is helping or hurting conversions, but website design and development are not included in the service. If a website rebuild is recommended, guidance is provided on what to look for in a developer and what functionality actually matters for construction businesses. I can provide a list of trusted vendors upon request. The focus remains on strategy and oversight, not technical execution.
Do you work with remodelers, custom builders, or both?
The audit process works for both established remodelers, custom home builders, and construction trades who are already profitable but know they’re leaving money on the table. The best fit is typically contractors doing $500K+ annually who are frustrated by wasted marketing spend, inconsistent lead quality, or competing on price when their work justifies premium pricing.
What if I don't have a marketing budget right now?
If there’s no current marketing spend to audit, the service isn’t a good fit yet. The value comes from identifying waste in existing contracts, subscriptions, and vendor relationships – then redirecting that money more effectively. For contractors just starting out or without established marketing systems, a different approach would be more appropriate.
How do you measure whether marketing is actually working?
By tracing leads from first contact to signed contract. Most agencies report on traffic, clicks, impressions, and form fills – but never connect those metrics to actual revenue. The audit examines your CRM or intake process, identifies which marketing sources produced closed projects, and calculates the actual cost per signed contract. This reveals what’s delivering ROI versus what’s just generating activity.
How Is an Independent Audit Different from What My Agency Offers?
| Feature | Marketing Agency | Independent Auditor (Brenda) |
|---|---|---|
| Incentive | Retain your monthly retainer | Identify & eliminate waste |
| Reporting | “Vanity” metrics (Views/Clicks/Followers) | Business outcomes (Signed Contracts) |
| Focus | Technical execution (Ads/SEO) | Strategy, Systems & ROI |
| Perspective | Internal (Biased) | External (Unbiased) |
| Lead Gen | Quantity-First: Volume-Focused: Chasing “junk” leads to justify a retainer. Attracts price shoppers. | Result-Focused: Building systems that attract premium, high-margin clients ready to sign. |
| Timeline | Ongoing monthly fees forever | One-time audit, then you’re in control |
Strategic Marketing Audits for Wisconsin Builders
Based in Sun Prairie, Brenda Eckhardt provides independent marketing audits and visual proof systems for high-end remodelers and custom home builders throughout the Madison and Milwaukee metro areas.
Primary Service Areas: After 22 years documenting construction projects in Southern Wisconsin, I specialize in local market positioning for contractors throughout the Madison metro area including Sun Prairie, Waunakee, Middleton, Verona, Fitchburg, Oregon, and Stoughton. I provide asset organization and forensic marketing reviews in Lake Geneva, Waukesha, Brookfield, extending to Milwaukee corridors.
Regional & National Reach: I offer strategic consulting for established firms in Green Bay, Appleton, Eau Claire, La Crosse, and Oshkosh. For contractors outside of Southern Wisconsin, Remote Marketing Audits are available nationwide to help you identify agency waste and recapture your marketing ROI.