Honoring Luke Eggebraaten — Builder of the Digital Dirt World

The Man Behind Phaser

I remember meeting Luke in Miami a few years ago at Josh Nelson’s Seven Figure Agency event when he had just gotten started. It’s amazing how far he’s come. Luke founded Phaser Marketing in 2019 to help contractors and earth-moving businesses generate leads online. He built his company on grit—driving to job sites, filming videos, and answering questions personally. He quickly became known as the go-to marketer for contractors and earth-moving businesses because he met them on the job and delivered results.

Luke founded Phaser Marketing in October 2019 to serve contractors and earth‑moving businesses. He wanted to ensure heavy equipment companies didn’t get left behind by generic digital marketing. He built a team that understood both excavators and digital metrics, and he quickly became the go‑to marketer in the construction and dirt industries.

He lived his motto, “We build what you do.” He drove to job sites to film and jumped on last-minute calls to fix campaigns. He cared about results—monthly recurring revenue, phone calls, form fills, and feeding families—and he delivered.

Dirt Bags Podcast & University

Luke also shared what he learned. With co‑host Luke Payne he launched the Dirt Bags Podcast, a show about marketing, business and life for contractors. They discussed budgets, hiring, leadership, client stories and wins with honesty and humor. Luke liked to say, “If you’re not making a few dad jokes while you’re learning, you’re doing it wrong.”

The podcast led to Dirt Bags University, a training program Luke built after hours to share actionable knowledge. He built it and updated it between client calls, using real-world results to refine the curriculum.

Serving First

Luke was committed to the people he served. He would respond quickly to LinkedIn messages, send Loom videos to explain campaigns, and share personal stories—like the birthday post he sent me that hangs on my wall.

He built a community by connecting contractors with mentors, partners, and resources. By featuring their stories on his podcast and in detailed case studies, he ensured these hardworking entrepreneurs—who build our roads, bridges, and homes—got the recognition and leads they deserve.

Our Partnership

Luke and I crossed paths because of that servant mindset. He reached out, not looking for a handout, but to help us support young marketers and apprentices. Our first 41‑minute conversation (embedded below) turned into hours of brainstorming and long discussions about raising the next generation of marketers within HRI and LSS.

Luke was all‑in on mentorship. He loved our HRI AI Apprentice program and wanted his story to inspire future apprentices. He believed that sharing wins and failures builds a ladder for those coming behind us.

Keeping His Story Alive

Luke had more podcasts, clients and stories planned, so we’re honoring him here to keep his mission alive. We’ve embedded our 41‑minute conversation below and invite anyone who knew him to share their stories. Got a favorite Luke quote or a photo of him on a job site or at a conference? Drop it in the comments.

Luke was all about action. He’d rather you get one more review for your client than spend an hour polishing a slide deck. So serve first, build for the people who are building our world, and honor those who share Luke’s grit and heart.

Dennis Yu

P.S. For those who want to see Luke’s original LinkedIn tribute post, check it out here.

Dennis Yu, Luke Eggebraaten, and Nilson Silva of MasterTouch pools at an event.