We help home-service pros grow faster. And we help the next generation step into the trades with confidence.
Raise the Trades works on both ends of the trades pipeline. For businesses: clear positioning, trust-driven marketing, and AI tools that actually fit how contractors work. For the next generation: exposure, visibility, and a honest look at what skilled trades careers can offer.
The trades built this country. We're here to make sure they don't get left behind.
Marketing, Growth, and Visibility for Home-Service Companies
Independent contractors face a new reality: private-equity rollups, rising ad costs, and crowded local markets.
Raise the Trades exists to level the playing field.
We help home-service businesses:
Generate consistent, qualified local leads
Build trust before the first phone call
Stand out against large, PE-backed competitors
Use AI and automation without losing the human touch
Turn marketing from a cost into a growth engine
Whether you run a plumbing company, HVAC service, electrical shop, or remodeling business, our work is focused on one outcome: real growth you can feel in the field, not just reports on a screen.
The Trades Changed Our Lives. Now We’re Passing It On.
The Trades Built Everything Around You. Who's Building Next?
I've spent 15 years working alongside contractors — at Angie's List, in the field, and everywhere in between. My husband built an HVAC company from scratch and sold it. Together, we've lived this industry from every angle.
Now we're bringing it into schools.
Contact Us
If you're a plumber, electrician, HVAC company, or contractor: we help you grow — with marketing strategy, local SEO, content, and practical AI tools that fit your business.
If you're a school, parent, or counselor: we show up. Career days, career fairs, community events. We make the case for the trades directly to the kids who need to hear it.
About Us
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Most marketing for the trades starts with an insult: you're behind, you're outdated, you need to be fixed.
We reject that entirely.
Independent trade businesses aren't broken. They're already doing the hardest work: earning trust one job at a time.
Our job is to make that trust visible — through sharp marketing, practical AI tools, and systems that turn your field work into faster estimates, better follow-ups, and a stronger reputation.
We build clarity, consistency, and trust. So growth feels like momentum, not disruption.
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Raise the Trades was founded by Elizabeth Northern, who spent over 15 years working alongside home-service professionals—from nearly a decade at Angie’s List to leading marketing for a fast-growing contractor app.
She’s also a mom of three boys, and this work is personal: it’s about honoring the trades as meaningful, respected paths worth building a life around.
Alongside her husband, who built and sold an HVAC company and now manages commercial properties in downtown Indy, Raise the Trades is shaped by real-world experience from both sides of the work. -
Raise the Trades exists to bring visibility, respect, and opportunity back to the skilled trades. These are essential careers built on real skill and responsibility, yet they’re too often misunderstood. We support both the people entering the trades and the local home services companies behind them, helping operators navigate changes in Google, AI, and the modern marketplace while building businesses that last.