This work is personal.
Raise the Trades was built by people who've lived in this industry — as marketers, as operators, as owners, and as the family around a small business.
Elizabeth Northern, founder of Raise the Trades, off the clock on a fishing boat. Some of the best ideas happen out here.
I've spent 15+ years in the home-services world, from nearly a decade at Angi to leading marketing for a fast-growing contractor app with 3,000+ monthly downloads. I've worked with thousands of pros, built programs that drive real results, and learned exactly how homeowners choose who to trust.
I'm also a mom of three boys. Raise the Trades comes from both places — my career spent supporting contractors, and my desire to show my kids that the trades are meaningful, respected, high-opportunity paths.
And then there's my husband.
He built an HVAC company from the ground up, sold it, and now manages commercial properties in downtown Indianapolis. He's lived the realities of running a service business and brings the kind of insight you can only get from being in the field.
Together, our experiences shape Raise the Trades: real-world, practical, and grounded in what the trades actually need.
Curious where your business is leaking?
The Revenue Leak Framework is how we see the industry — and how we help contractors keep more of what they've already earned. Start with the framework, or book a fifteen-minute conversation.
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