As fabrication shops begin planning their annual budgets, the age-old question reemerges: where should marketing dollars actually go?

n this episode of Stone Chatter, Rich, Erik Rapp, and Jessica McNaughton welcome Anthony Milia of Milia Marketing to take an honest, data-driven look at budgeting, lead generation, and technology for fabricators. Moving beyond vague industry rules of thumb, Anthony explains how to reverse-engineer revenue goals by mapping out close rates, conversion stages, and realistic cost-per-lead numbers.

The conversation also tackles modern marketing realities: how zero-click AI searches and platforms like ChatGPT and Claude are changing traditional search behavior, why "speed to lead" is winning deals over the lowest price, and how to spot untracked marketing waste before it eats into your margins.

The views expressed are those of the participants and do not necessarily reflect Stone Chatter. Content is for informational purposes only and should not be considered legal, medical, or safety advice. Always consult qualified professionals and follow official regulations.

Is your countertop shop leaving money on the table—or leaving the door open for competitors?

In this episode of Stone Chatter, Rich Katzmann, Ed Young, and Erik Rapp revisit 10 of their strongest takeaways for countertop fabrication shop owners. From getting paid to winning more sales and reducing costly remakes, it’s a candid conversation packed with practical ideas, friendly jabs, and a few wake-up calls.

In this episode: • Why are shops still chasing payments after installation? • Do you need more leads—or a better way to manage the ones you have? • How could Lowe’s and Home Depot’s expansion affect your business, even if you don’t work for them? • What is AI telling potential customers about your shop? • Is your showroom helping you sell—or simply displaying samples? • What are remakes really costing you? • Why should tracking profit become a daily habit? • What opportunities are owners missing by skipping industry events? • How do you earn trust when customers arrive armed with questionable online advice? • Why does shop safety deserve action now?

The episode closes with a heartfelt thank-you to founding cohost Ed Young as he steps back from regular hosting to spend more time helping shop owners improve their businesses—with future guest appearances still ahead.

Watch, share with your team, and tell us in the comments: Which of these 10 topics does your shop need to tackle first?

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In this Episode 19 special, Stone Chatter sits down with the NSI Board candidates for a series of short interviews about the future of the stone industry and why each believes they are the right choice for the board. From immediate challenges to longer-term opportunities, the candidates share their perspectives on leadership, industry priorities, and the issues that matter most to fabricators, suppliers, and stone professionals.