The Trust Current

The Trust Current

A weekly publication delivering sharp, strategic marketing insights to help home service businesses win with The HOME Advantage.

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Humanize Your BrandHumanize Your Brand
Your Customers Already Don't Trust You

Your Customers Already Don't Trust You

The uncomfortable truth every contractor needs to hear before spending another dollar on marketing.

Eric Thomas
Eric Thomas
Own Your MarketOwn Your Market
AI Search Is Changing Faster Than SEO Ever Did

AI Search Is Changing Faster Than SEO Ever Did

Search is shifting again....

Eric Thomas
Eric Thomas
Own Your MarketOwn Your Market
The New SEO Power Play

The New SEO Power Play

Why Getting Talked About Off Your Website Might Be the Best Thing For It

Eric Thomas
Eric Thomas
Execute With ExcellenceExecute With Excellence
We’re Back. And Yes, We Brought Snacks (Metaphorically)

We’re Back. And Yes, We Brought Snacks (Metaphorically)

Welcome back to the 2026 edition of The Trust Current

Eric Thomas
Eric Thomas
Execute With ExcellenceExecute With Excellence
Engagement is down. Blame your reporting, not your audience

Engagement is down. Blame your reporting, not your audience

And no, a new logo isn’t going to fix it

Eric Thomas
Eric Thomas
Execute With ExcellenceExecute With Excellence
How to Actually Get Found in AI Search (Without Gaming the System)

How to Actually Get Found in AI Search (Without Gaming the System)

A real talk about visibility in the age of ChatGPT, AI Overviews, and what actually works for local businesses

Eric Thomas
Eric Thomas
Execute With ExcellenceExecute With Excellence
+1+1
What ChatGPT and Thumbtack Just Changed About Your Reviews

What ChatGPT and Thumbtack Just Changed About Your Reviews

Why trust-driven reviews (not ads) are the new battleground for home service pros in the AI era

Eric Thomas
Eric Thomas
Humanize Your BrandHumanize Your Brand
Branding Isn’t Just Your Logo. It’s Your Promise.

Branding Isn’t Just Your Logo. It’s Your Promise.

What Jack O’Neill, a cold ocean, and a rubber suit can teach us about building unforgettable brands.

Eric Thomas
Eric Thomas
Execute With ExcellenceExecute With Excellence
What GaryVee Would Do If He Started a Roofing or HVAC Business Today

What GaryVee Would Do If He Started a Roofing or HVAC Business Today

Key Takeaways from the 2024 Roofing Process Conference

Eric Thomas
Eric Thomas
Master Your MessageMaster Your Message
If You Confuse, You Lose

If You Confuse, You Lose

Why Your Marketing Message Is Repelling Customers

Eric Thomas
Eric Thomas
Execute With ExcellenceExecute With Excellence
Conference Season Survival Guide: 4 Tips That Actually Work

Conference Season Survival Guide: 4 Tips That Actually Work

How to Get Real ROI From Conference Season

Eric Thomas
Eric Thomas
Execute With ExcellenceExecute With Excellence
The Silent Killer of Progress in Business

The Silent Killer of Progress in Business

Comparison is the Thief of Joy—And Progress

Eric Thomas
Eric Thomas
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