Nelly Perez

Nelly Perez I help contractors grow revenue 💰 and fulfill 100% of it through a business that runs on systems ⚙️ Burnout. Chaos.

I help home service founders eliminate chaos, stop micromanaging, and grow profit per crew using the systems and infrastructure I’ve built inside hundreds of companies. Over the past 6 years, I’ve worked with more than 500 contractors from 6 to 9 figures, helping them install real operating systems, marketing infrastructure, and performance scoreboards that make scale predictable. To prove it work

s, I acquired a small home improvement company, installed my systems, more than doubled revenue, cut my involvement to under an hour a week, and exited it clean. Now I lead two companies built for trades businesses ready to grow without guesswork:

⚙️ EIDN: the contractor operating system
📈 NIM: full-stack marketing built for the trades

I’ve lived the problems I now solve. A business that only works when you are inside it. We install the same structure behind the best-run home service companies in the country.

Most contractors still think about SEO the way it worked three years ago...Write pages for every service you offer, ever...
05/04/2026

Most contractors still think about SEO the way it worked three years ago...

Write pages for every service you offer, every city you service, create as many blogs as possible, get some links. and hope to rank.

That is not the game anymore.

AI has forced Google to change the game.

The contractors who have not figured that out yet are not just falling behind on Google.

They are becoming invisible across every channel homeowners are using to find contractors right now.

Here is what shifted.

When a homeowner asks ChatGPT or Google AI for a contractor recommendation, those tools do not pull the answer from thin air.

They pull it from your website.

Your content.

Your reviews.

Every signal your online presence sends about who you are and what you do.

The same foundation that ranks you on Google is what gets you cited by AI.

Here is the part most people miss.

Because the rules changed so dramatically, many contractors who have been investing in SEO for years are sitting on a foundation built for a game that no longer exists.

That is the opportunity.

A contractor who comes in with the right strategy today can move past established competitors faster than most people expect.

The playbook is not complicated.

But it has to be built correctly from the start.

We wrote a full breakdown on exactly what that looks like.

Link is in the comments.

04/30/2026

"How much should I spend on ads?"

We built a free tool that answers that question for your exact numbers.

Link is in the comments.

It's the #1 question I get from contractors every single week, and honestly?

Most people are guessing.

They pick a number that feels comfortable, run some ads, and hope it works out.

Your ad budget should never be a gut feeling. It should be a math problem.

Start with your revenue goal.

Work backwards.

Know exactly how many leads you need,

what it costs to get them,

and what your return looks like before you spend a single dollar.

Plug in your annual revenue goal, your average job size, your close rate, and your cost per lead, and it shows you:

→ How many jobs you need per month
→ How many leads that requires
→ What your ad budget should actually be
→ What your return on every dollar spent looks like

No guessing. Just your numbers, mapped to your goals.

Takes 60 seconds.

Try it.

Link is in the comments.

Many contractors spending good money on leads have no idea how much of that spend is silently disappearing.Not because t...
04/24/2026

Many contractors spending good money on leads have no idea how much of that spend is silently disappearing.

Not because the ads are bad.

Not because the leads are bad.

But because of what happens after the lead arrives.

There is a specific pattern I keep seeing across contractor businesses at every revenue level.

It does not show up right away.

It hides behind decent lead volume and busy schedules.

But it shows up in the pipeline eventually.

It shows up in the revenue numbers.

And when you finally do the math on what it is actually costing you, the number is not small.

Many of the contractors I talk to are not losing because of a marketing problem.

They are losing because of a system problem that is making their marketing look like the issue.

There is a difference, and that difference is worth understanding before you spend another dollar trying to fix the wrong thing.

I wrote a whole breakdown on exactly what this pattern looks like, where it comes from, and what it takes to fix it.

If your phone is not ringing the way it should, given what you are spending, this is worth five minutes of your time.

Link is in the comments.

AI just changed the rules of contractor marketing. Most people running campaigns right now do not know it yet.When AI to...
04/17/2026

AI just changed the rules of contractor marketing. Most people running campaigns right now do not know it yet.

When AI took over the conversation, I did not panic. I went deep. Thousands of hours testing it, breaking it, investing into it. I needed to know if it was a threat to what we had built.

Here is what I found.

AI in the hands of an amateur produces amateur results. Fast. At scale. The person running it usually has no idea. They think they are doing great. They are not. They are just doing more of the wrong things more efficiently.

What AI actually does is amplify whatever you bring into it.

And that is where most agencies, in-house teams, and DIYers fall apart. Because they are missing both pillars.

Pillar one. Data.

We have spent years running campaigns across virtually every major market in the United States. Coatings, roofing, HVAC, plumbing, painting, flooring. What we built is data and insights across hundreds of campaigns over years of industry specialization. Verified buyer behavior. Every service category. Every region.

That data now feeds directly into the algorithms and produces a level of targeting precision that cannot be replicated from scratch.

Pillar two. Expertise.

The algorithms are getting smarter and more demanding. They are scanning for precision. Specific signals. Specific technicalities that tell them what is a quality input and what is noise.

If you do not know what those signals are, it does not matter how much you spend or how hard you work. You will not be recognized. You will just be paying for noise.

Think about it like this. A construction company with a full crew but no experienced leader. The tools are there. The team is there. But nobody knows where the plumbing goes, how the electrical needs to run, what the structure actually requires.

That house gets built. But you already know what it looks like.

Now put a great leader who knows every detail of the craft in charge of that same team. Different house entirely.

That is the difference between AI with expertise behind it and AI without it.

We are now faster, sharper, and more precise. Our data feeds better signals into the algorithms. Our expertise ensures every input is intentional and built to be recognized.

If your competitor is working with someone who has both of these and is actually executing, you are already behind. Not because of budget. Because of raw material you cannot buy overnight.

This advantage compounds. Every campaign makes it wider.

I broke down exactly what this means for contractors and what to do about it. Link in the comments.

If you have ever paid an SEO agency and had nothing to show for it, you are not alone.It is the most common story I hear...
04/13/2026

If you have ever paid an SEO agency and had nothing to show for it, you are not alone.

It is the most common story I hear from contractors.

They hired someone. Got monthly reports full of numbers they could not connect to revenue.

Six months later, the phone was not ringing any differently.

So they quit, moved on, and either tried another agency or gave up on SEO completely.

Here is the thing. SEO works. The contractors who have done it right own their market.

Leads come in without paying for every click. Their name shows up every time a homeowner searches.

AI tools pull their business when someone asks for a recommendation.

The problem is not SEO. It is the way it gets sold.

I broke down exactly why contractors keep getting burned, and what actually needs to happen to win the territory battle in your market.

Link in the comments.

If you have ever paid an SEO agency and had nothing to show for it, you are not alone.It is the most common story I hear...
04/13/2026

If you have ever paid an SEO agency and had nothing to show for it, you are not alone.

It is the most common story I hear from contractors.

They hired someone. Got monthly reports full of numbers they could not connect to revenue.

Six months later, the phone was not ringing any differently.
So they quit, moved on, and either tried another agency or gave up on SEO completely.

Here is the thing. SEO works. The contractors who have done it right own their market.

Leads come in without paying for every click. Their name shows up every time a homeowner searches.

AI tools pull their business when someone asks for a recommendation.

The problem is not SEO. It is the way it gets sold.

I broke down exactly why contractors keep getting burned, and what actually needs to happen to win the territory battle in your market.

Link in the comments.

"Google Ads or Facebook Ads?" Some contractors swear by one. Some have written off the other entirely.But if you wrote o...
04/10/2026

"Google Ads or Facebook Ads?"

Some contractors swear by one. Some have written off the other entirely.

But if you wrote one off, you may have done it too early.

Here's what I know: almost every contractor doing 7+ figures is running both.

They understand that both work, both serve a different role, and together they cover every buyer in their market.

Google captures the homeowner already searching. High intent. Ready to move.

Facebook intercepts the homeowner who has the problem right now but hasn't opened Google yet.

Real buyer, different entry point.

In the full breakdown I cover:
→ How each platform actually works
→ Which one fits your service and where you are right now
→ Realistic cost per lead benchmarks
→ How to measure both as a math equation
→ What complete ex*****on actually looks like

If you're spending money on ads or about to, this is worth your time.

Link is in the comments.

If your home service business feels harder every year, your pricing might be why.Most contractors I talk to haven't rais...
03/27/2026

If your home service business feels harder every year, your pricing might be why.

Most contractors I talk to haven't raised their prices in years. Meanwhile labor, materials, insurance, and fuel keep going up.

So margins get thinner. The pressure builds. And the business gets heavier.

I wrote an article sharing how I think about this and what the contractors who actually scale do differently.

If you've been wondering whether it's time to raise your prices, this might give you some perspective.

Link in the comments.

We launched a new client last Friday.By Monday morning, he had already booked 2 estimates over the weekend.This client h...
03/26/2026

We launched a new client last Friday.

By Monday morning, he had already booked 2 estimates over the weekend.

This client had worked with multiple agencies. Agencies that are known in this industry. And walked away with several bad experiences.

He came to us because he has a vision. He wants to scale aggressively. And he wanted to work with a team that could actually execute.

So here's what we launched with on day one 👇

Every campaign we build starts with a foundation, not just ads.

We launch with a full suite of creatives: multiple images, edited videos, and two landing pages tested against each other.

Each one is built around a different psychological trigger.

A different type of project. A different reason a homeowner would say yes.

This isn't spray and pray. This is a system.

What you're seeing in these creatives is phase one.

The goal right now is data.

We're monitoring daily, tracking what resonates, and optimizing toward the numbers that matter.

The results follow the process. Every time.

We're genuinely excited to dial this in and help this client grow.

This is just the beginning.

Three years of trust turned into a referral. That's what we strive for at Nelly IS Marketing.We just finished a complete...
03/25/2026

Three years of trust turned into a referral. That's what we strive for at Nelly IS Marketing.

We just finished a complete website build for a client who came to us highly recommended by someone who's been with Nelly IS Marketing for over three years.

That kind of introduction means everything.

Here's what we built from scratch:

✅ Keyword research.
✅ Copywriting.
✅ Design.
✅ SEO Foundation
✅ Technical build.

And then we took it further:

Full CRM integration where every lead that opts in gets automatically tagged, notified, and entered into a follow-up system that calls, texts, and emails them.

✅Appointment reminders.

✅Estimate reminders.

✅A robust review collection system.

✅ & Much more

All tied together so he can plug in any traffic source.

Ads, organic, etc, and the system handles the rest.

This is what he said:

"The team has been incredible to work with! They just built an outstanding website for my business. Highly recommend!"

That's what happens when the foundation is built right.

This is exactly why I do what I do.

Working with people who want things done right the first time, with a team that takes pride in every single detail.

There's nothing better than that.

Grateful for the trust. Proud of the team. This is what we're here for.

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Atlanta, GA

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