Case study · Contractor Network
Subcontractors United · subcontractorsunited.com
Full-service marketing for a vetted contractor network across 9 Northern California counties.
- 9
- Northern California counties served
- 50+
- Home improvement trade categories
- 3
- Exclusive pros per trade, per county
The challenge
Subcontractors United connects homeowners with pre-screened local pros for every kind of home project. The model only works if two audiences grow together: homeowners searching for trusted contractors, and quality subcontractors who want exclusive exposure in their county.
The result
As their full-service agency, RPM runs everything from TV to email, so Subcontractors United has one marketing engine driving homeowner demand and contractor sign-ups at the same time — the two sides every network needs to grow.
- Industry
- Contractor Network
- Services
- 7 working together
What we did.
- 01
Structured the site around county and trade pages so homeowners can find the right pro in a few clicks.
- 02
Built SEO content for 50+ trade categories — from roofing and plumbing to cabinets and concrete — to capture local home project searches.
- 03
Publish homeowner guides and cost articles that earn organic traffic and build trust in the network.
- 04
Run contractor recruitment campaigns that fill the limited spots per trade in each county.
- 05
Create the TV commercials from the ground up with our in-house production team, from first concept to broadcast-ready cut, then plan and place the TV media on NBC, ABC, CBS, FOX and HGTV so the network reaches homeowners across every county it serves.
- 06
Design the brand creative and ads, and send seasonal email campaigns that bring homeowners back for their next project.
On air
TV placement on the networks homeowners watch.
Every Subcontractors United spot is an original RPM production: concept, script, filming, voiceover and final edit, all created by our own in-house team. We then plan and place it on NBC, ABC, CBS, FOX and HGTV across the Northern California counties the network serves.
- NBC
- ABC
- CBS
- FOX
- HGTV
- 5networks, planned & placed by RPM
Video production
The commercial.
One homeowner, a dozen projects. The spot shows every trade popping up around him, then shows how the site finds trusted, local, highly rated pros and closes on "Build. Fix. Upgrade. All in one place."
The final product
The website we built
A search-first homepage that gets homeowners to the right pro fast: pick a service, hit Find Service, and land on pre-screened local contractors. Join Our Network stays one click away for subcontractors filling their county spots.
Email marketing
The email we sent.
Seasonal emails keep the network top of mind between projects. Each one is built in the brand’s colors and fonts and sends homeowners straight to the trades they need.
- Campaign
- October 2026 · Fall remodel campaign
- Subject line
- Your fall home checklist (before the rain hits)
- Preheader
- Gutters, roof, heating and more. Find pre-screened local pros before the winter rains start.
- Every stage of a remodel links to its trade category
- Outdoor upsell for decks, patio covers, pools and landscaping
- Three-step “hiring a pro” explainer that builds trust
- Tap-to-call phone and a Browse All Services button
Scope of work
Everything we delivered.
11 deliverables, one accountable team. RPM planned, produced and managed every piece for Subcontractors United, so nothing fell between vendors.
Get a plan like this- TV media planning & buying
- TV placement on NBC, ABC, CBS, FOX & HGTV
- TV commercial production
- Ad creative & design
- Website design & structure
- County & trade landing pages
- SEO content & blog
- Paid search
- Social media
- Email marketing
- Contractor recruitment campaigns
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What happens next
- We review your marketYour site, rankings, ads and top competitors, within one business day.
- Strategy callA 30-minute walkthrough of what we found and where the fastest wins are.
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