How Smart Contractors Lock in Their Top Employees with Phantom Equity

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What if you could retain 94% of your key employees—without giving up a single share of equity? 

 

In this episode, we sit down with Chris Buttenham, Co-Founder of Reins, a game-changing platform that helps home service contractors create performance-based incentives like phantom equity and profit sharing—without the complexity, confusion, or legal risk. 

 

Reins makes it dramatically easier to set up and manage profit-sharing plans—giving you a powerful way to reward performance without getting buried in spreadsheets or back-end admin. Whether it’s short- or long-term incentives, Reins handles the heavy lifting so you can focus on running your business. 

 

Chris shares how growing up in a contractor household inspired him to tackle one of the industry’s toughest challenges: employee retention. You’ll learn how the most forward-thinking contractors are locking in their top techs and leaders—while keeping full control of their businesses. 

 

🔑 What You’ll Learn in This Episode: 

• Why traditional equity doesn’t work for most contractors 
• How phantom stock creates buy-in without ownership 
• Why profit sharing is powerful—and how Reins makes it easy 
• The incentive system behind 94% employee retention 
• How to align your team without giving up equity 
• Real-world examples of contractors using this strategy today 

 

💼 Want More Support Growing Your Business? 

When you join CertainPath, you’re not just getting coaching and training. You’re getting access to our Partner Network—120 vendor partners, including solutions like Reins, offering exclusive discounts and rebates on the tools and services you’re already using. 

Last year alone, our members earned back over $10 MILLION in rebates. 

That’s more cash in your business—and more partners helping you grow, profit, and scale. 

Book your free Discovery Call to learn how we can help you level up: https://bit.ly/3TvGiNW or call us at: (214)-453-1591  

 

Show Notes 

The Successful Contractor Podcast is a part of the CertainPath family.  CertainPath builds successful home service businesses—and has for 25 years.  We do it by providing contractors with a proven path to success, professional coaching, software solutions, and a member community of 1,200+ strong. Doubling your sales, with a 20% net profit, and an inspiring company culture is ALL possible.  Let us show you the way. With CertainPath, Success is Made Certain. Visit www.mycertainpath.com for more information.  

 

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