Fractional CMO for trade and home-service businesses

A fractional CMO is a senior marketing leader who works with your business part time, on a monthly retainer. Howard Kan, who runs WRD Media from Frisco, Texas, fills that role for established trade and home-service businesses: he sets the plan, directs your team and vendors, and builds the AI visibility and 3D sales tools that many agencies do not offer. Two levels, a 90-day initial term, and three clients at a time.

A CMO owns the question "where should the next marketing dollar and the next marketing hour go?" In a roofing, pergola, turf, fencing, pool, deck, or concrete business, that usually comes down to a handful of decisions: how you show up on Google and in AI answers, how fast you respond to a new lead, what your website and estimates say, which offers you promote, and who executes each piece.

A fractional CMO makes those decisions, writes them into a plan, and keeps the people doing the work pointed at it. You get senior judgment without a full-time executive salary. For the longer definition, read what a fractional CMO is.

Two levels. Advisor is senior direction for the team you already have. Embedded adds hands-on work all week.

• Advisor, $4,999 a month: a 90-day growth roadmap refreshed each quarter, two live strategy calls a week, a weekly check-in, direct access with replies within one business day, direction of your team and vendors, reviews of your offers and pricing, one deep review a month of a page, funnel, or campaign, and a monthly report.
• Embedded, $9,999 a month: everything in Advisor, plus live working sessions four times a week, same-day priority access, continuous hands-on improvements, the Ascend program run for you, an Envision 3D sales tool built into your roadmap, content engine direction, and hands-on team and vendor management.

Three named parts sit inside the engagement and are never sold separately: Ascend (AI visibility and SEO/GEO), Envision (3D sales tools), and Architect (CMO strategy and direction).

It fits established trade and home-service businesses that already sell, have a team or a few vendors, and need someone to set direction and hold the work to a plan. It is built for owners who are too busy running jobs to run marketing, and for businesses that have tried an agency or a marketing hire and still feel like they are guessing.

• Not a fit if you are brand new and have not yet sold the work. A new business usually needs sales first, not a marketing leader.
• Not a fit if you want a one-off task such as a logo or a single ad. The engagement is about direction over months.
• Not a fit if you expect guaranteed rankings or lead counts. Nobody can honestly promise those, and we do not.

1. Strategy call. 20 minutes. We look at where your marketing stands and what matters most. The call is free and is just a fit check.
2. 90-day plan. You get a written roadmap with priorities, owners, and dates.
3. Weekly execution, monthly reporting. Work moves every week. Each month you get a report on what was done, what it earned, and what is next.

The first 90 days in more detail: what a fractional CMO does in the first 90 days.

Howard Kan has more than 15 years in media, marketing, and operations. He spent eight years leading marketing and media across the "365" companies (land development, real estate, home energy efficiency, and backyard upgrades) and is COO at Agency Logics. There are no account managers: you work with the person who does the work.

WRD Media has no published client case studies yet, so we do not show any. The track record above is Howard's own career, not WRD Media client results.

More buyers now ask AI assistants such as ChatGPT and Gemini, and Google's AI answers, who to call. Those answers tend to name only a few businesses, and what they say varies by question and changes often. Getting named depends on authority: a complete Google Business Profile, consistent business information across the web, and pages that answer real questions with sources. That is the Ascend program, and it builds over months, not days. Read the plain-English version in what GEO and AEO are.

An agency usually executes tasks; a fractional CMO decides which tasks are worth doing. A full-time CMO is a permanent executive hire. Many trade businesses are between the two: past needing an agency to guess for them, not yet ready for a full-time executive. See the comparisons: fractional CMO vs marketing agency and fractional CMO vs full-time CMO.

The same engagement, with the local and trade-specific detail that changes the plan.

By city

• Frisco, TX
• McKinney, TX
• Prosper, TX
• Plano, TX
• Allen, TX
• Dallas-Fort Worth

By trade

• Pergola and outdoor living
• Turf and rubber surfacing
• Roofing
• Fencing
• Decks and outdoor kitchens
• Pools and spas
• Concrete and epoxy