Executive Director Jill Bloom welcomed marketing strategist Anna Anderson to Walls & Ceilings' If Walls Could Talk podcast to discuss one of the industry’s most valuable business assets: trust. Anderson, CEO of A-Squared Marketing, outlined how contractors can strengthen credibility through local relationships, certifications, awards and earned media exposure.

Bloom opened the discussion by noting that trust directly affects close rates, repeat business and long-term growth. Anderson added that trust signals now extend beyond customer perception and into digital visibility, especially as artificial intelligence (AI) tools increasingly scan websites and online profiles for indicators of credibility and authority.

Contractors Who Win Trust Win More Business

Trust remains one of the most valuable assets a contracting company can build. In this episode, Anna Anderson shares strategies for leveraging community relationships, industry recognition, certifications and earned media to enhance reputation, improve visibility and create sustainable business growth.

Anderson encouraged contractors to identify influential relationships within their markets, including builders, suppliers, insurance professionals and community leaders. She emphasized that relationship-building should focus on long-term value instead of immediate sales opportunities. According to Anderson, contractors that consistently invest in local partnerships are more likely to generate referral-driven business and strengthen their reputations during competitive bid situations.

The conversation also focused on awards programs and contractor recognition initiatives. Anderson said local “Best Of” programs, manufacturer honors and regional business awards can reinforce credibility with both customers and search algorithms. She recommended contractors research previous winners, understand evaluation criteria and build intentional strategies around community involvement, customer service and operational performance before submitting nominations.

Certifications also remain a major differentiator in contracting, particularly as manufacturers continue expanding training requirements for warranty eligibility and preferred contractor status. Anderson said contractors should prioritize manufacturer-backed credentials and make them visible internally and externally. Displaying certifications on websites, proposals and recruiting materials can strengthen customer confidence while also supporting workforce retention.

Bloom and Anderson also discussed the value of trade media exposure. Published articles, project features and podcast appearances can position contractors as subject matter experts while increasing visibility with property owners, consultants and other contractors.  

Anderson closed the conversation by encouraging contractors to stay focused on foundational business practices even as digital marketing trends evolve.

“While AI tools and lead-generation strategies continue changing rapidly, she said the contractors that consistently communicate expertise, reliability and authenticity will remain best positioned for sustained growth,” Anderson said.