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Answering Hard Questions: The Big 5

Owner: Content Manager, Marketing Lead (Strategy), Video Producer
Framework: Marcus Sheridan's They Ask, You Answer

What Are the Big 5?​

"The businesses that win are the ones that answer the questions buyers are already asking — especially the questions competitors avoid."
— Marcus Sheridan

The Big 5 topics:

  1. Pricing & Cost — How much will this cost?
  2. Problems — What could go wrong? What mistakes should I avoid?
  3. Comparisons — How do my options compare?
  4. Reviews & Best — Who's the best? What do others say?
  5. What to Expect — What's the process? What will it be like?

Why they matter:

  • Questions prospects Google at 11pm when they can't sleep
  • Competitors avoid them (too uncomfortable)
  • Answering builds instant trust
  • Pre-qualifies leads, shortens sales cycles

Sheridan's data: Companies addressing all Big 5 see 300%+ increase in qualified leads. Prospects consuming Big 5 content close at 80% vs. 25%.

Big 5 Topic #1: Pricing & Cost​

Why it's #1: Homeowners' top question, contractors' most-avoided topic.

What to create:

  • "How Much Does a Kitchen Remodel Cost in [Your City]?" (overall ranges)
  • "Where Your Remodel Budget Actually Goes" (breakdown by category)
  • "Why Our Remodels Cost More (And Why That's Good)" (value positioning)
  • Budget calculators (interactive tools if possible)

Video: "Real Kitchen Costs: $35k vs. $60k vs. $90k" — show three actual projects

Structure: Lead with direct answer in first 100 words (AI search optimization), then explain context.

Big 5 Topic #2: Problems​

Why it matters: Shows you understand their fears and industry pitfalls.

What to create:

Problems THEY face:

  • "5 Biggest Kitchen Remodeling Mistakes"
  • "7 Red Flags When Hiring a Contractor"
  • "Why Bathroom Renovations Take Longer Than Expected"
  • "Hidden Costs of DIY Remodeling"

Problems in the INDUSTRY:

  • "What Makes a Bad Remodeling Experience"
  • "Why Some Contractors Disappear Mid-Project"

Your honest limitations:

  • "We're Not the Cheapest (And Why That's Okay)"
  • "When You Shouldn't Hire Us" (builds trust through honesty)

Video: "Remodeling Mistakes We've Seen (And Fixed)"

Big 5 Topic #3: Comparisons​

Why it matters: Positions you as advisor, not salesperson.

What to create:

Material comparisons:

  • "Granite vs. Quartz vs. Marble: Which Is Right for Your Kitchen?"
  • "Stock vs. Semi-Custom vs. Custom Cabinets"
  • "Hardwood vs. LVP vs. Tile Flooring"

Process comparisons:

  • "Design-Build vs. General Contractor: Which Do You Need?"
  • "Full Remodel vs. Cosmetic Update"
  • "Permitted vs. Unpermitted Work: The Truth"

Competitor comparison (indirect):

  • "How to Compare Contractors: 10 Questions to Ask" (positions you well without naming names)

Video: "Comparing Kitchen Materials: Contractor's Honest Take"

Structure: Balanced pros/cons, help buyers understand trade-offs, guide without pushing.

Big 5 Topic #4: Reviews & Best​

Why it matters: Social proof is strongest trust signal. 92% read reviews before hiring.

What to create:

  • Dedicated reviews page aggregating Google, Houzz, Angi, Facebook
  • Case study pages by project type (kitchen, bathroom, whole-home)
  • "Top 10 Kitchen Remodels We've Completed"
  • Video testimonials (3-5 min client interviews)
  • How you handle negative reviews (accountability)

Video: "Client Testimonial Compilation," individual project stories

Structure: Let customers speak extensively, include specifics (timeline, budget, quality), address range of concerns.

Big 5 Topic #5: What to Expect​

Why it matters: Reduces anxiety, differentiates your process, sets realistic expectations.

What to create:

  • "What to Expect: Your Kitchen Remodel Timeline, Start to Finish"
  • "Living Through a Kitchen Remodel: How to Prepare"
  • "Our Pre-Construction Meeting: Why It Matters"
  • "How We Keep You Informed Throughout Your Remodel"
  • Warranty and post-project support guides

Video: ⭐ "What to Expect: Kitchen Remodel Process" (10-15 min) — Priority, used in Assignment Selling

Structure: Step-by-step chronological, honest about disruption, reassure throughout.

Assignment Selling Content Library​

Content Manager organizes Big 5 content in CRM by:

  • Sales stage (pre-discovery, pre-estimate, pre-contract)
  • Topic (pricing, process, reviews)
  • Format (blog, video, guide)

Sales can quickly find and assign relevant content to address objections.

See: Assignment Selling

Quarterly Big 5 Audit​

Every quarter, Marketing and Content review:

  • Comprehensive pricing content for each service?
  • Top 10 problems/mistakes addressed?
  • Comparison content for major decision points?
  • 10+ testimonials and case studies?
  • Process documentation complete?

Fill gaps in next quarter.

Learn More​

The Big 5 are uncomfortable. That's why they work. Answer what competitors avoid, become the most trusted remodeler in your market.