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Contractors & Home Improvement
Roofing, siding, hardscape, remodeling. Including James Hardie contractors.
What does Efferent Media do?
Efferent Media is a growth systems company: a digital marketing agency, family owned and based on Long Island since 2011, that connects growth strategy, lead generation, digital platforms and AI automation into one measurable system. In practice that means paid search, SEO, local search, paid social, websites, tracking, CRM connections and automation, run by one team for contractors, home service companies, healthcare practices and consumer brands, and reported on qualified leads, booked jobs and revenue rather than impressions.
- One system, not five vendors. Strategy, acquisition, platforms and automation run together.
- Since 2011. Long Island born, family owned, with national brand work on the shelf.
- Measured on customers. Calls, leads and booked jobs, read from the CRM.
Who we work with
Built for Established Businesses With Something Worth Scaling.
Most of our clients are Long Island contractors, home service companies and practices. The consumer brand work is national. Fifteen years in one market taught us what a lead is worth in any of them.
Home Services
HVAC, heating oil, pest control, plumbing and the companies Long Island calls when something breaks.
Healthcare & Wellness
Chiropractic, wellness and specialty practices that need patients, not just clicks.
Established Local Businesses
Retailers, B2B and service companies that have outgrown doing marketing themselves.
You own the ad accountYours on day one, and it stays yours if you leave.
Same owners, same market, since 2011Fifteen years in one market, not fifteen markets in one year.
Reported in calls and booked jobsNot impressions, not clicks, not reach.
Who you’re working with
A Long Island Team.Not a Call Center.
You will always know who is running your account, and you will always be able to reach them.
Efferent Media has been based on Long Island since 2011. Our founder, Joe Garraffo, has been in digital marketing since 1998, from leading interactive projects at Newsday to building Efferent into the agency behind national brands like SheaMoisture and T‑Mobile and local names like Nicolock, Aboff’s and Express COD.
Efferent is family owned. Nicole Garraffo, Joe’s wife and co-owner, runs operations.
You always have direct access to the people running your account, and you’ll never have to tell us it’s on Long Island, not in Long Island.
What we do
One Growth System.
Four Capabilities.
Growth strategy decides what to fix. Lead generation creates and captures demand. Digital platforms turn it into measurable action. AI and automation keep it moving. One team, one scoreboard: customers.
See Our Work →
Growth Strategy
A senior strategist on the whole business. Decides what needs fixing first.
→
Lead Generation
Paid search, SEO, local, social and content, creating and capturing demand as one system.
→
Digital Platforms
Sites, landing pages, tracking and CRM connections that turn demand into measurable action.
→
AI & Automation
Voice agents, follow-up, reporting and custom systems that keep every opportunity moving.
→How the four connect: from attention to revenue
DIAGRAM
Strategy
Growth Strategy names the constraint and writes the plan
Demand
Lead Generation: search, map pack, social, streaming, content
The click lands
Digital Platforms: a fast page with one obvious action
Inquiry
The call tracked, the form attributed, nothing dropped
Response & follow-up
AI & Automation: answered in minutes, worked until it books
CRM & operations
The lead becomes a booked job, and the job gets recorded
Customer & revenue
The outcome every layer above is judged on
Measurement
Outcomes feed back to bidding, and to next quarter’s strategy
AI systems
We Don’t Just Use AI.
We Build With It.
From AI receptionists and custom business tools to automation built around the way a company actually operates. Practical systems that solve a named problem, not another subscription.
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01
AI Receptionists and Voice Agents
Answers in your name, reads your real calendar, books on it, and hands the caller to a person when a person is what they need.
Answering a Long Island contractor’s line today
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02
Custom AI Builds
When no product does the job, we write the software: internal tools, knowledge systems, and the workflows nobody ever built a bridge between.
Built around your process, not the other way around
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03
Business Automation
Follow-up, reporting, lead routing and the handoffs between systems. The repetitive work, done the same way every time.
A named owner and a failure check on every one
How we operate
Name the Constraint.
Fix It. Measure. Repeat.
Every engagement runs on the same loop, and it starts with a free audit that names the one thing holding growth back, delivered before we ever get on a call.
Get Your Free Audit →01
Name the Constraint
The free audit reads your market, your spend and your tracking, and names the single thing holding growth back. Delivered within 48 hours, before any call.
02
Build Against Criteria
The plan says what we will change and which number it should move. Then we build, and the quarter is graded against criteria agreed before it started.
03
Measure and Reallocate
Qualified leads, booked jobs and revenue, read from the CRM. Budget moves to what produced, and the next constraint gets named.
How the money actually moves
How a Customer Actually Reaches You
Most marketing is bought one link at a time, by different vendors, and the chain breaks where nobody is watching.
01 / 05
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01
Demand exists before you do
Somebody decides they need a roof, a tune-up or an exterminator. That happens without you. The rest is being findable at that moment and credible ten seconds later.
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02
The results page is stacked, not flat
Local Service Ads sit above paid search, above the map pack, above organic. Four levers, four costs, and most businesses pull one.
We audit all four before recommending any
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03
The click lands somewhere
On a page that loads in under two seconds on a phone in a driveway, or on one that does not. Cheapest fix on the list, most often skipped.
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04
Then a human has to answer
Speed to lead decides more revenue than bid strategy does. A lead answered in minutes and one answered tomorrow are not the same lead.
Automated follow-up covers the hours nobody is in
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05
And the job has to be recorded
If the CRM never tells the ad platform which lead became a job, bidding keeps optimizing toward cheap clicks. Closing that loop is the highest-leverage thing we do.
Offline conversions from your CRM, not a pixel guessing
The mechanism
The Two Diagrams We Start From
Neither carries a number we have not measured.
How a Long Island results page is stacked
DIAGRAM
Local Service Ads
Pay per lead. Google Guaranteed badge.
Paid search ads
Pay per click. You control copy and landing page.
AI overview
Assembled from pages Google already trusts.
Map pack
Three results. Proximity, reviews, relevance.
Organic results
Earned. Slowest to move, cheapest to hold.
Where a lead is lost between the click and the job
Sample dataDIAGRAMProof you can check
What Changed, andWhat It Was Worth
Three engagements, the problem each one walked in with, and what changed once someone owned it.
Good Guys Contracting
$1.89M
Booked revenue, two years
Problem. Siding and roofing gets quoted in a driveway and signed weeks later, so every ad platform stopped counting long before the contract existed.
What we did. Managed the media to cost per booked appointment, then reconciled every signed job line by line against the owner’s own sales records.
26 jobs, reconciled against the client’s own sales records
Read the case study →
Arrow Exterminating
519%
Goal conversions increase
Problem. A promotional blog competing with the company’s own pest library, and a year of organic traffic that finished below the year before it.
What we did. Rebuilt the content plan around the questions buyers actually ask, in search and out loud, timed to Arrow’s own pest calendar.
Year over year
Read the case study →
Aboff's Paints
4,689
Store actions driven
Problem. Postcards, print and TV carrying 33 stores while postage climbed, and nothing coming back that anyone could count.
What we did. Split paid social between the homeowner and the contractor behind a tracked in-store coupon, so the result could be counted at the register.
1,709 calls, 712 site visits, 2,268 driving directions
Read the case study →Carried from each published case study. Good Guys is read from the accounts and reconciled against the client’s own signed job records.
In their words
Relationships
That Last.
“Joe and Efferent Media are going way above and beyond for you and your team. They are investing tons of time with no answers or real direction or assurances you are going to hire them for any of your digital needs. The things they have already done they wouldn’t do for anyone else.”Paul Dua, MET-Rx
“Clients like Shea, who has the need but no ways and means without the professional services of a company like Efferent Media. Someone can take what’s currently broken in a company, take a different approach and successfully turn things around utilizing your professional services.”Mike Met, Advisor, SheaMoisture
“Thanks to you and your team for going above and beyond with our account every day. It is greatly appreciated. I tell everyone about you guys and always keep an eye out for new clients for you.”Dr. Baiju Gohil
“If your company is looking to do a national advertising campaign, I highly, highly, highly recommend that you connect with Joe Garraffo at Efferent Media.”Stefan Rybak, LI Broadcasting
“Of all the transitions I have had in my nearly 3 years, you and Joe have by far been the most professional and helpful, and for that I’m sincerely grateful. I know to you that is how you operate, but to many others, they don’t have that ethic.”Beth Lowell, Acquisition Marketing Manager, Rentokil North America
FAQ
Questions We Hear Every Week
Straight answers. If something is not here, ask us on the audit call.
Do I own my ad accounts and website?
Yes. Everything we build is in your name. If we ever part ways, you keep it all.
Do you require long-term contracts?
Ninety days to start, then month to month with sixty days notice. The initial term exists because paid search and SEO both need a full quarter before the numbers mean anything. After that, nobody should be locked into a relationship they are not happy with.
How much does it cost?
Plans run $1,500 to $5,000 per month, with custom pricing above that. Where you land depends on the kind of business you are, how many services you run and how competitive your market is. The marketing audit is free and tells you what you actually need before anyone quotes you a number.
How will I know it’s working?
You get clear reporting tied to calls, leads and jobs, not vanity metrics, plus direct access to your account team.
Do you only work with Long Island businesses?
Long Island is home and our specialty. We also work with growing businesses across the country.
What makes you different from the last agency?
A senior team that’s been doing this since 2011, AI that makes us faster, and accountability for what happens next.
Let’s talk
Book Your Consultation
Forty-five minutes with the person who would run your account. Send the form and we confirm a time, or pick a slot yourself. Rather see something in writing first? Request the free audit.