Rules (8)
- rule RULE: For KW-region GC prospecting, prioritize WRHBA → Cambridge Chamber → Greater KW Chamber → OGCA presence in that order
- rule RULE: GC vertical content-asset priority order — owned-vs-rented comparison, trust-signal checklist, anatomy of a rebuild, badge guide, exemplars page
- rule RULE: Candid's own GC-facing pages must use construction vocabulary correctly — Tarion, COR, PDI, 1-2-7, draw schedule, RFI, punch list
- rule RULE: For GC prospects, add a vertical-specific counter-incentive line: "If your referral pipeline is solid and your team is under five people, you probably don't need us yet."
- rule RULE: 60-second GC disqualification script — four questions on team size, lead source, regulatory status, and last website history
- rule RULE: Politely decline GC prospects under 5 employees, "just give me leads" framing, active 12-month directory lock-in, or no published projects beyond stock photos
- rule RULE: Best-fit GC profiles — $1M–$5M residential design-build with 5+ employees + admin + a published award, OR $5M–$20M COR-certified ICI on a stale site
- rule RULE: Keep one audit SKU ($1,250). Don't fragment for GCs — add a GC-specific scoring rubric and a one-page sample report instead.
Reference entries (31)
- reference GC objection-handling map — six common objections and evidence-backed responses
- reference KW regional GC exemplars (use as reference, not prospects): Pioneer Craftsmen, Melloul-Blamey, CHART Home
- reference KW Tier-1 GC prospects (May 2026): Ball, Devlan, Klondike, Schnarr Legacy Craftsmen, Verdone
- reference Candid field research May 2026: n=25 KW-region GC websites — five recurring failure patterns
- reference GC buying-group composition by revenue tier (Candid synthesis for SMB application of [[forrester-state-business-buying-2026-13-and-9]])
- reference GC fears about their own digital presence — negative reviews, photo theft, lead-form spam, pricing transparency
- reference GC-side distrust of clients (often missed) — scope creep, payment delays, decision paralysis, designer-vs-owner conflicts
- reference Where GC-client trust breaks down in the project lifecycle: quote acceptance, change orders, payment milestones, deficiency walkthroughs
- reference Directory platforms (Angi, HomeStars, Houzz) rent the customer relationship — the cleanest "rented vs. owned" pitch
- reference GCs do not have a lead problem — they have a referral-dependence problem (the 65% comfort and trap)
- reference CHBA Home Buyer Preference Survey 2024: 18,000+ Canadian buyers across 6 provinces; aging-in-place + secondary-suite demand
- reference WRHBA: 160+ member companies; members construct >90% of new residential housing units in the region
- reference OGCA: ~200 member firms accounting for ~70% of all Ontario ICI projects and 100% of Alternative Finance Projects
- reference AGC of America 2023: 91% of US contractors reported difficulty filling positions; ~546,000 additional workers needed 2023-2024
- reference BBB 2022: General Contractor was the 3rd-highest US inquiry category — 4,084 complaints, ~53% "unable to pursue" / "not settled"
- reference HomeStars BBB profile (Canada): pattern of fake leads, billing after cancellation, reviews held to subscription status
- reference Angi BBB complaints: 1,800+ in recent years; class actions alleging deceptive billing and lead misrepresentation
- reference Contractor cost per booked customer through Angi can exceed $2,500 (Contractor Marketing Pros)
- reference Angi Form 8-K, Jan 7 2026: ~350 employee workforce reduction (12.5% of ~2,800), $70M–$80M expected annual savings
- reference Angi (NASDAQ: ANGI) revenue: $1.76B (2022, +9%), $1.36B (2023, -23.0%), $1.19B (2024, -12.8%) per SEC filings
- reference BuildBook survey: 81% of homeowners said good contractor communication was vital to project success
- reference BuildBook (citing WOMMA): 65% of new home-services business comes from referrals; 92% of consumers trust referrals from people they know
- reference COR™ certification (IHSA-administered in Ontario) is required for City of Toronto, Metrolinx, Infrastructure Ontario, TTC bids
- reference Tarion 1-2-7 new-home warranty + Pre-Delivery Inspection — Ontario new-home builders must enroll homes
- reference HCRA licenses Ontario new-home builders; 6,500+ licensees searchable in the public Ontario Builder Directory
- reference NAHB: two-thirds of US builders generate <$1M in receipts; >60% of NAHB members build 10 or fewer units/yr (median 5)
- reference Epcon citing NAHB/SBA: ~5% of gross projected revenue to maintain awareness, 10% if growing market share
- reference PWSC / Professional Builder: recommended marketing spend no more than 1.5% of projected revenue, at least half digital
- reference NAHB Builders' Cost of Doing Business Study (2025 edition): avg builder revenue $11.3M; 20.7% gross margin, 8.7% net (2023)
- reference NAHB 2024 Construction Cost Survey: marketing = 0.8% of single-family sale price (down from 1.0% in 2019)
- reference Research brief: GC Marketing & Trust — sales-positioning for $1M–$50M Ontario general contractors (May 23, 2026)