We help home-service pros grow faster. And we help the next generation step into the trades with confidence.
Real marketing for contractors who want more trust, more calls, and more control — backed by a mission that brings new talent into the skilled trades.
Proven marketing, SEO, and lead-generation strategies built for the trades, so home-service pros get found, get chosen, and win more jobs.
The Trades Changed Our Lives. Now We’re Passing It On.
We give students hands-on exposure to careers in plumbing, electrical, HVAC, carpentry, and more, so they can see what’s possible long before someone convinces them they need a four-year degree.
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Who We Are
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Most marketing for the trades starts with an insult: you’re behind, you’re outdated, you need to be fixed.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 approach doesn’t try to reinvent how you run your business. It makes your craftsmanship, reliability, and professionalism unmistakable to homeowners choosing quickly and often under stress.
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.