Why This Episode Matters Right Now

If you’re an excavation or septic contractor trying to grow in a noisy market, you’ve probably felt the squeeze: more competitors bidding the same jobs, more price-shopping, and fewer chances to actually show the quality that sets you apart. In today’s episode of The Excavation Profits Podcast, host Scott Andreasen sits down with Sam McNelly of TriStar Diggin' to unpack a playbook that flips that problem on its head: using YouTube as a living, visual résumé to pre-sell trust and win bigger, better-fit projects.

Sam’s story is equal parts grit and practical strategy. After 23 years in law enforcement and a detour building a commercial chicken farm, he launched an excavation company https://www.tristardiggin.com/ —learning heavy equipment largely from YouTube, then turning around and building his own channel to teach, document, and market. Fast forward: 35K+ subscribers, 6.5M + views, and a pipeline of jobs that arrive already prequalified because prospects have watched him work before they ever pick up the phone.

This recap distills the episode into an actionable guide you can use immediately—no influencer dreams required.

Here is the interview with Sam McNelly:

From “No Plan B” to YouTube-Powered Branding

Sam didn’t start with a media strategy. He started with a skid steer, a 20,000-lb excavator, and the desire to figure it out. A friend nudged him toward a Cat D5 dozer, and he learned by doing—first on the farm, then on client sites. Along the way, he noticed something powerful: YouTube teaches skills, but it can also sell skills.

“I learned from other excavation channels. Then I thought—why not document my own jobs so customers can see how I work?”

The early growth was hard—harder than starting the excavation company, Sam says. But one early hit (a bulldozer video titled “I Built a New Road on the Wrong Property”) passed 500,000 views and taught him two lessons:

1. Always walk the site with the owner (that mistake became a teaching moment).
   
   

2. Honesty + long-form storytelling builds trust (the video made more than the original job fee).
   
   

YouTube as a Sales Engine: Why It Works for Heavy Construction

Most contractors rely on word of mouth and a few social posts. Sam relies on long-form, start-to-finish videos that show jobs as they happen—the challenges, the fixes, and the finished product. That format does three things your website can’t do alone:

1. Proves capability and consistency
   Prospects can scroll back years and see job after job, which builds confidence in your workmanship and judgment.
   
   

2. Pre-qualifies buyers
   By the time they call, “the sale is 99% done,” Sam says—assuming your price is in range. The video did the heavy lifting.
   
   

3. Differentiates you from price-only competitors
   When a homeowner compares three bids, the contractor who can send three relevant project links usually wins.
   
   

What Videos Actually Move the Needle (And Why)

Not all content is equal. Sam’s “YouTube gold” list for contractors:

• Gravel Driveway Rebuilds (Start to Finish):
  DIYers watch to learn, and serious buyers watch to find the right pro after having a bad driveway in the past. The before-to-after transformation is instant credibility.
  
  

• Pond Builds:
  Multi-episode series crush it. Even if the viewer wants a road or pad, seeing a complex pond project showcases your planning, drainage, compaction, and problem-solving.
  
  

• Roads Across Tough Terrain:
  Swamps, creek crossings, borrow pits—the tough stuff. These stories position you as the operator who can think and execute.
  
  

• Unexpected Winners:
  Don’t underestimate “simple” content. Sam’s “dump trucking and spreading rock” episode did great because people love watching the process done correctly.
  
  

Pro Tip: Whenever possible, document start → key decisions → finish. It’s not just “what” you did—it’s why you did it (site conditions, soil, water, access, safety, cost trade-offs).

The Sales Process: How to Use Your Videos to Close

You don’t have to wait for viewers to find you. Use your library as proof during estimates.

• On discovery: If a caller asks about a pond, text 3–4 pond build links before the site visit. They’ll often reply, “When can you come out?”
  
  

• On the estimate walk: Reference specific clips (“Here’s a swamp road we turned into a passable base using a borrow pit and clay—exactly like your site.”).
  
  

• On follow-up: Include the video links in your written quote. The best visual estimate wins.
  
  

“If three people bid a pond and you’re the only one who sends start-to-finish pond videos, you’ll probably get the job—assuming your price is in range.”

Pricing, Positioning, and Raising Your Rates (Without Scaring Off Buyers)

Sam is careful about publishing exact prices on YouTube. Why? Inflation and skill progression make old prices a landmine for new bids. Instead, he emphasizes:

• Value over rate: Complex jobs command higher margins because you’re paid for knowledge and judgment, not just machine hours.
  
  

• Skill-based pricing: What takes Sam four hours might take a new operator two days. The client pays for the outcome, not time on iron.
  
  

• Competitive—but not cheapest: Content helps you win at a fair price. It’s not a permission slip to charge 3× market rates.
  
  

DIY vs. Hiring You: Turning “I Can Rent a Skid Steer” Into “Please Do It”

A big chunk of viewers want to DIY. That’s not a threat—it’s an opportunity.

Sam’s approach:

• Coach, don’t condescend. Explain the right method, the water management principles, and the risks.
  
  

• Let the math speak. Rentals + rock + redo = often more expensive than hiring a pro once.
  
  

• Outcome clarity. “Anyone can make a road look good… until it rains.” That line converts.
  
  

Production Workflow: What It Actually Takes to Make Videos That Win Work

This is where most contractors underestimate the lift. Sam’s process:

• Film for variety, not length. Rarely more than 3 actions per angle. Move the camera often. Add time-lapse, drone, and “operator-eye” shots.
  
  

• Edit tight. Compress 1.5–3 hours of raw footage into 20–40 minutes (30 minutes often performs best). Add voiceover explanations, on-site commentary, and chapter beats.
  
  

• Invest in audio. Clear mic audio matters more than people think.
  
  

• Track your time. If you bill hourly/day rate, don’t charge clients for filming. Budget your day accordingly.
  
  

Gear Sam Likes Right Now

• Action Cam: DJI Action 5 Pro + DJI Mic 2 (reliability and auto-sync beat his past GoPro workflow).
  
  

• Drone: DJI Mini 3 Pro with screen-built controller (faster, fewer cables, fewer missed shots).
  
  

Titles, Thumbnails, and Analytics (Without Going Crazy)

• Titles & Thumbnails = Clicks. You can have the best job video in your market—but if the package doesn’t earn the click, the work never gets seen. Invest thought here.
  
  

• ChatGPT is a force multiplier for titles, descriptions, tags, and even writing polished estimates based on your bullet-point scope. (Sam still designs his thumbnails manually to avoid “over-AI'd” looks that hurt CTR.)
  
  

• Analytics are a tool, not a trap. Learn YouTube Studio gradually. Watch retention curves, CTR, and audience comments. Avoid analysis paralysis—ship the next great story.
  
  

Case Study: From Neighbor’s Curiosity to 2,700 Feet of Road (Plus More)

While cutting in a road and house pad, a neighbor recognized Sam from YouTube and asked for a quote. Result: a 2,700-foot road with land clearing and a creek crossing—documented in a series that itself became marketing ammo for future work.

Another example: a swamp crossing that required a borrow pit for clay. During the conversation, Sam proposed turning the pit into a pond. He sent his pond series, the wife said “yes” on the spot, and the scope expanded. That’s the power of visual proof + consultative ideas.

Will YouTube Replace Your Workmanship? No—It Amplifies It

Sam’s blunt about this: YouTube didn’t create his business. The business stands on workmanship, judgment, and results. What YouTube does is:

• Raise close rates when you’re in the hunt
  
  

• Create inbound interest (sometimes from several states away)
  
  

• Open doors for partnerships, sponsors, and collaborations
  
  

• Build a brand that feels known before you arrive
  
  

Think of it as a trust escalator—not a substitute for doing the job right.

Getting Started: A Practical 7-Step Launch Plan for Contractors

1. Pick 3 “YouTube Gold” jobs you already have scheduled: a driveway rebuild, a drainage/road fix, and a pond or pad.
   
   

2. Film start-to-finish with multiple angles. Capture the problem, your plan, the fix, and the final result.
   
   

3. Narrate your thinking. Explain soil, water, compaction, base, fabric—this is the consulting that sells.
   
   

4. Edit to 20–40 minutes. Cut dead time. Keep the story moving.
   
   

5. Craft a strong title + thumbnail. Use action verbs and stakes: “Swamp Road Rescue,” “Pond Build (Clay Core + First Fill),” “From Ruts to Crowned Drive.”
   
   

6. Publish and clip. Post the long-form, then pull shorts for Facebook/Instagram to push back to the full video.
   
   

7. Use the links in sales. Text 2–4 relevant videos before the site visit. Include the best link in every estimate.
   
   

Common Pitfalls to Avoid

• Posting raw, unedited footage. Attention dies after 45–60 seconds without angle changes or narration.
  
  

• Publishing rigid price numbers. They age poorly and create anchor bias later.
  
  

• Trying to be someone else. YouTube strips 50% of your on-camera personality—so be more you, not less.
  
  

• Spreading yourself too thin on platforms. Master YouTube first; repurpose later.
  
  

FAQ: YouTube for Excavation & Septic Contractors

Q: How long until videos generate jobs?
Early on, your videos help you close the jobs you’re already quoting. As the channel grows, inbound requests increase.

Q: Should I share pricing in videos?
Share cost factors and decision logic, not fixed numbers. Prices vary by site conditions, materials, and schedule.

Q: What if I’m awkward on camera?
Post anyway. You’ll improve fast. Practice speaking your thought process as you work—viewers value clarity over perfection.

Q: What are the must-have shots?
Problem reveal, plan explanation, multi-angle machine work, drainage/compaction close-ups, drone overview, finished results.

Key Takeaways You Can Use This Week

• Your best sales tool is a start-to-finish video library of the exact jobs you want more of.
  
  

• Send links before you bid. Let prospects “see you work” so the sales call arrives 80–99% pre-sold.
  
  

• Explain your decisions on camera. Education builds authority and converts DIYers into buyers.
  
  

• Titles & thumbnails matter. Use ChatGPT to brainstorm, then choose the clearest, most curiosity-driving option.
  
  

• Don’t overthink analytics at first. Publish, learn, iterate, repeat.
  
  

Want Help Building a YouTube-Powered Lead Engine?

At Excavation Marketing Pros, we help excavation and septic contractors plan, film, and deploy the exact content that closes bigger jobs—paired with websites, AEO/SEO, and paid traffic that bring the right buyers to your door.

• Strategy call: content themes, job selection, and filming checklist
  
  

• Title/thumbnail coaching and templates
  
  

• YouTube → website → estimate funnel mapping
  
  

• CRM tracking to see which videos lead to booked revenue
  
  

Ready to turn your work into a living résumé that sells for you 24/7?
Visit excavationmarketingpros.com and grab the free resources mentioned in the show—or message us to get a custom plan.

About This Episode

Show: The Excavation Profits Podcast
Host: Scott Andreasen
Guest: Sam McNelly, TriStar Diggin
Topic: Using YouTube as a résumé to win high-value excavation jobs

“Don’t try to be famous. Use YouTube to market your business first. If the channel grows, pour more into it. Either way, the videos will help you sell.” — Sam McNelly