Todd Miller and co-host Ryan Bell welcome Austin Rosenbaum of Demand IQ to discuss rapid changes in home improvement marketing and lead generation, focusing on pricing transparency and instant online estimates.

Austin explains how Demand IQ evolved from a data-driven marketing agency into a software platform that helps contractors provide online budget estimates to qualify leads, reduce friction, and improve conversion. He describes contractor adoption challenges since 2019, noting increased interest in the past year, and outlines how COVID accelerated digital shopping behavior, especially among millennials and Gen Z.

The episode highlights Google’s new “online estimates” search filter and the risks of ignoring deep-funnel channels like Google and Meta. Austin shares results from a contractor case study, explains onboarding steps to rank for online estimates, and predicts AI agents will increasingly shop and gather quotes on homeowners’ behalf.

Timestamps

00:00 Welcome and Intro

00:47 Challenge Words Explained

01:21 Marketing Is Changing Fast

02:02 Meet Austin Rosenbaum

02:32 Origin Story and Analytics

04:23 Demand IQ and Instant Estimates

07:22 Contractor Pushback on Pricing

09:43 COVID and New Buyer Behavior

12:18 Google Online Estimates Filter

14:40 Risks of Old School Marketing

16:21 What Homeowners Want First

18:31 Case Studies and Use Cases

20:58 Onboarding and Ranking Steps

24:06 AI Agents and The Future

26:29 Calculator vs Pricing Table

30:32 Final Thoughts and Rapid Fire

36:07 How to Connect With Austin

37:40 Challenge Words and Wrap Up

38:22 Closing Thanks and Sign Off

Connect with Austin Online

LinkedIn: https://www.linkedin.com/in/austinrosenbaum/

Website: https://www.demand-iq.com/

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This episode was produced by Isaiah Industries, Inc.

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