Many in construction started the same way: with a truck, a toolbelt, and a skill. Over time, the jobs grew, the team expanded, and suddenly, you weren’t just a plumber or roofer. You were a business owner. But how do you shift from tradesman to true leader? And how do you keep growing without burning out?
That’s exactly what Eric Watkins, President of Abstrakt Marketing Group, shares in this episode of Titans of the Trades. Starting as an unpaid intern, Eric worked his way through every role in the company before becoming president. Today, he oversees a $75 million business that supports thousands of companies nationwide, many of them in the trades.
Outbound Marketing = Recruiting in Construction
One of the biggest insights Eric shares is how outbound marketing parallels recruiting. In construction, business owners often compete for the same small pool of workers actively looking for jobs. But just like in sales, the majority of great candidates aren’t actively searching. They’re simply waiting for the right opportunity.
Outbound is about building relationships long before someone is ready to buy, or ready to switch jobs. If you’re only targeting the 10% of people making a decision right now, you’re too late. By creating touchpoints, showing up consistently, and keeping your company top of mind, you build a bench of customers, talent, and prospects who call you when they’re ready.
Leadership and Company Culture
Eric also shares lessons learned from scaling Abstrakt from $3 million to $75 million. One of the biggest challenges? Culture. Growth exposes weaknesses in leadership, and the wrong hires at the wrong time can derail momentum. His advice: resist the urge to fill leadership roles quickly. A poor leader costs more than an empty seat.
For construction leaders, this means hiring foremen, supervisors, and managers who align with your company’s values, not just those who have technical skills. Mastery, autonomy, and purpose (a nod to Dan Pink’s Drive) are key motivators. Paychecks matter, but culture keeps people.
Avoiding Burnout While Scaling
It’s not all business strategy. Eric also opens up about burnout. Growth comes with stress, and leaders can’t afford to neglect their health or passion. His strategies? Daily movement, even if it’s just a 30-minute sweat session. Meditation and reflection. And constantly seeking new knowledge to reignite passion when work feels stagnant.
Why This Matters for Construction Leaders
Construction companies today face more competition than ever. Not just for customers, but for workers. The same outbound strategies that drive new business can help you recruit and retain talent. Combine that with strong leadership and culture, and you’ve got the foundation for sustainable growth.
Want to learn more? Listen to the full episode and you’ll walk away with strategies you can apply immediately.
Connect With Eric:
Website: https://www.abstraktmg.com/
LinkedIn: https://www.linkedin.com/in/eric-watkins-amg/
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