Elizabeth Howell runs the Pella Certified Contractor Program nationally, giving her a front‑row seat to what separates the struggling, price‑driven contractor from the premium, in‑demand market leader. In this interview, she pulls back the curtain on what she’s learned working with top performers all over the country. In this video, you’ll learn:

• The traits every top contractor shares (and the red flags that keep others stuck)
• How Pella’s best contractors escape the race to the bottom and stop competing on price
• The mindset shift that takes you from “busy and exhausted” to profitable and scalable
• Real‑world examples of contractors who niched down, leveled up their brand, and exploded growth
• How AI, new products, and changing homeowner expectations are creating massive opportunity for those who move firs ...