The Marketing Agency for Remodelers and Custom Home Builders
We help builders and remodelers grow. For 16 years, Builder Funnel has built marketing and sales systems that deliver real, attributable ROI for remodelers and custom home builders: $250M+ in client revenue and counting.
Why We Exist
Our core purpose is to foster growth in individuals and companies.
That includes - and starts with - our team. It extends to every builder and remodeler we partner with. Growth isn't a tagline for us; it's the whole point. It's why our mantra is four words long:
We only grow if you do.
Our Story
Builder Funnel started in 2010 as a one-person operation tucked inside the server room of Spencer Powell's family direct-mail business... literally behind a curtain. First full year: $134K in revenue and a few brave early clients.
Sixteen years later, we're a fully remote, 40+ person agency serving builders and remodelers across the country, with back-to-back appearances on the Inc. 5000 list of America's fastest-growing private companies. We've doubled the business roughly every three years since 2010, the same standard we hold ourselves to on behalf of our clients.
Some context on why we think that matters: 65% of small businesses fail by year ten. We're at sixteen. Only 4% of businesses ever reach $1M in revenue. We're many multiples of that. In all that time, we've never had a losing year... and we've never done layoffs.
When you hire Builder Funnel, you're hiring a company that has actually done the thing we help you do: grow, sustainably, through good markets and hard ones.
A Trip Down Memory Lane
-
2010
Founded by Spencer Powell, first customer landed
-
2012
Spencer speaks at the INBOUND conference in Boston
-
2016
Builder Funnel goes remote
-
2020
One decade in, growing faster than ever
-
2021
Spencer publishes his first book, "The Remodeler Marketing Blueprint"
-
2022
Massive internal growth, compounding on building our culture
-
2024
First Inc. 5000 award
-
2025
Second consecutive Inc. 5000. HubSpot Diamond Partner. 84 clients (up from 1 in 2010). Builder Funnel turns 15
-
2026
Second book, "The Remodeler Growth Framework", in production, Spencer speaks at Remodelers Advantage Summit and JobTread Connect, Danielle speaks at Remodelers on the Rise's Rise! conference and JobTread bootcamps
How We Work: The Five Pillars
Everything we do runs on one proven framework: Attract → Convert → Nurture → Close → Measure.
This is how we build predictable marketing and sales systems for our clients. Get found by the right people. Turn visitors into leads. Stay top of mind until they're ready to buy. Close with a repeatable process, not founder magic. And measure what's actually driving ROI.
Here's the part that gets people excited once they see it: we run those same five pillars twice. I point them at clients. Dani points them at people, attracting, developing, and retaining the team that actually does the work. Because growth doesn't come from motivation. It comes from systems.
Marketing gets you growth. People build it. Systems scale it. Culture operationalizes it.
Attract
Get found by more of the right people through owned channels (SEO/AIO, content), rented channels (Google
& Meta ads), and earned channels (reviews, PR, awards).
SEO today means being the answer to what buyers actually type: “kitchen remodel cost in [your city]”, which is also how AI decides who to recommend.
Why it's the multiplier: better traffic makes every downstream number easier. Right-fit visitors convert better, close better, and buy bigger.
Convert
Every page is a sales page. Most contractor sites are built only for the small share of visitors ready to book
today, which is why they convert at 1–2%.
We build two doors: one for people still researching, one for people ready now, so the site does the work of a salesperson who never sleeps.
A clear next step is a trust signal. Confusion costs you the lead.
Nurture
Remodeling has one of the longest sales cycles in home services.
You can’t control a homeowner’s timeline, only whether you’re still top of mind when they’re ready. This is where consistency compounds and disappearing loses.
This keeps leads from leaking out of the formula entirely, and shortens the cycle for the ones who stay.
Close
Speed to lead, follow-up sequence, sales scripts, and a packaged offer. This is not a standalone service, we instead build the systems (offers, follow-up sequences,
reporting) that feed your sales process, but the close itself lives with your team.
Measure
Track a simple funnel, rank every source by ROI on gross margin, fund the winners. Measurement isn’t spreadsheets for their own sake... it’s the confidence to spend more where it’s already working.
Our Core Values
Always Be
Learning
Keeping up with this industry is easy when you love to learn.
Deliver Positive
Customer Experiences
Our whole team celebrates when you have a good experience.
Achieve More
Together
When we work together, there is no limit to what we can do.
Do the
Right Thing
We're honest and transparent. Your trust is our greatest honor.
Always Be
Teaching
We want you to be successful. We'll share all we know.
Always Be
Pushing the Limits
We never settle when better results can be achieved.
Leadership at Builder Funnel
Spencer Powell
Practitioner, not a teacher. Spencer founded Builder Funnel in 2010 and has helped generate $250M+ in revenue for remodelers and builders.
Author of The Remodeler Marketing Blueprint and the forthcoming The Remodeler Growth Framework, and host of Builder Funnel Radio. He's doubled his own business every three years since 2010, and profitably invested over $750K into Builder Funnel's own sales and marketing last year alone.
Danielle Russell
Over the past decade, Danielle has led the agency's growth from a small local team to a multi-million-dollar remote company with 89% team retention, back-to-back spots on the Inc. 5000, and a culture built on learning, leadership, and results. She's passionate about hiring the right people, building systems that scale, and creating workplaces people never want to leave.
When she's not designing onboarding frameworks, she's probably coaching a teammate, storytelling with data, or drafting another pop-culture-themed quarterly strategy.