A Tradie Who BuiltSomething forTradies.
Joel Willis spent 6 years swinging a hammer, got his builder's licence, and started his own company. The business went well — but he always knew the right marketing and systems could've taken it further. So he built them.
The Journey
From the tools to the tech — here's how Sora came to be.
Picked Up a Hammer
I left school and picked up a hammer. Spent 6 years as a carpenter — residential, commercial, renovations, new builds. Loved every minute of it.
Builder's Licence
Got my builder's licence and started my own building company. The business went well. We were busy, the work was solid, and we built a good reputation.
The Gap
Looking back, I know we left a lot on the table. We'd miss calls on the job. Quotes went out and follow-ups fell through the cracks. Our marketing was basically word of mouth and hoping the phone kept ringing.
The Discovery
After 4 years running the company, I moved into tunnelling — great money, steady work, and time to think about what I'd do next. That's when I discovered digital marketing, AI, and business automation. And I saw a massive gap.
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Built Sora
Trade businesses are some of the most skilled, hardworking businesses in the country. But most of them are leaving growth on the table. So I built Sora. Every strategy we build, every system we set up — it's designed to be the missing piece I wish I'd had.
I built Sora so no tradie has to leave growth on the table.
Hear It from Joel
The story behind Sora — in his own words.
Joel's Story — Building Sora from the Ground Up
What We Believe
The principles that drive every system we build.
Outcomes Over Activity
We don't measure success by how busy we are. We measure it by how many jobs we put in your schedule.
Trades Only
We don't work with cafes, dentists, or e-commerce stores. We work with tradies and contractors. That focus makes us better at it.
No BS
No lock-in contracts. No hidden fees. No reports designed to confuse you. If it's not working, you'll know — and you can walk away anytime.
AI Is the Edge
The trades are being disrupted by technology whether they like it or not. We make sure our clients are on the right side of that disruption.
The Future of Trade Business
Where Sora is headed — and why it matters for your business.
Sora's vision is to become the leading automation and growth platform for trade businesses. Not just another agency — a complete operating system that replaces manual processes with smart, reliable systems.
Every trade business deserves the tools to capture every opportunity, operate efficiently, and grow with confidence. We're building that future right now.
Launch
Build the foundation. First founding members onboarded. Prove the system works.
Scale
100+ trade businesses powered by Sora systems. Expand the team and the platform.
Platform
The leading automation and growth platform for trades in Australia. Every tradie has access to enterprise-level systems.
Want to Work With Us?
Book a free strategy call and let's talk about where your business is at and where you want it to go.