From Tech Startup to Owner in Construction

In this episode of Titans of the Trades, host Ryan Englin sits down with Jonah Canter, a former tech start‑up strategist turned construction industry leader at Canter Construction, to explore what it takes to build a profitable trades business and one that you don’t have to live in 24/7. 

If you’re a construction executive in the blue‑collar space wrestling with recruiting, training, culture, growth, or breaking free from the truck yourself, you’ll want to tune in.

Jonah shares:

• How his startup background gave him a fresh lens on the trades.
• The marketing shift that enabled hiring better talent.
• Why hiring attitude beats skills and how he trains top people in eight weeks.
• The strategy of working on the business v. in the business.
• How to position your construction firm to market and recruit like a luxury brand.

Whether you’re a contractor who grew up in the field or someone new to the trades, this conversation delivers actionable insights to help you evolve your leadership and company.

Takeaways

• [00:46 ] Jonah’s background: startup world to construction and why he chose the trades.
• [04:13] How he built a lead‑generation pipeline via real estate agents rather than paid ads.
• [06:34] Why marketing your construction business like a luxury brand matters for recruiting and growth.
• [10:55 ] How a strong marketing presence helps attract high‑quality employees.
• [14:39] The principle: you can teach trade skills. You can’t force mindset or attitude.
• [16:11] Training a young estimator over eight weeks by shadowing, ride‑alongs, and conversation.
• [22:37] Building a culture: treating employees as adults, encouraging questions, avoiding yelling.
• [25:12] Creating a business that runs without you: stepping back, hiring smart, having systems.

Connect With Jonah:

Website: https://www.canterconstructionsc.com/

LinkedIn: https://www.linkedin.com/in/jonah-canter-b581b89/

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