‘TrustDale’ seeking national audience with new show

Dale Cardwell pitching syndicated weekend show called ‘Inside Investigations.’

Dale Cardwell, a former local investigative reporter, has made a literal name for himself over the past decade with TrustDale, a unique certified “stamp of approval” that nearly 200 Georgia businesses pay to have.

He also produces his own weekly TV show “TrustDale Investigates,” which airs Saturdays on Peachtree TV and CBS46.

Cardwell is now seeking to go national with a proposed syndicated weekend show called “Inside Investigations.” Santa Monica, California-based Telco Productions is pitching the weekend show to stations nationwide for the fall of 2020.

If enough sign stations on by May, Cardwell will create 26 halfhour episodes fishing out scammers and ripoff artists all over the country.

Telco president Alex Paen said before committing to a full series, he suggested Cardwell test the waters by creating a thematic special which became “Holiday

Scams.” The 30-minute show focuses on holiday-related scams such as porch raiders, folks selling imaginary puppies online and people promoting charities on street corners.

Cardwell taped some of the special over the summer and in the broiling heat of July, he dressed up as Santa, stood on a street with a sign and promoted a fake charity. He wanted to highlight how easy it is to tug at people’s generosity. In less than two hours, he collected $178 and donated it to a real charity.

More than 70 stations nationwide have aired the special and Paen said he hopes the positive feedback he got from it will translate into TV station commitments in the fall for the weekly series. In Atlanta, “Holiday Scams” will air today at 7 p.m. on CBS46.

“We want to solve people’s consumer problems or build awareness of a scam,” said Marnie Zambri, Cardwell’s production manager. “We want to educate people.”

When local consumer advocate Clark Howard of clark.com and his syndicated radio show heard about Cardwell’s TV show, he was enthusiastic. “It’s amazing how easily people are getting taken and it’s not just elderly,” Howard said. “The scammers can get you through texting and social media, creating urgency so you get ripped off before you have a chance to think through something. Having a show like this to make people paranoid seems like a good idea.”

For now, Cardwell’s primary financial driver has been his TrustDale system he created in 2009 after 25 years as a broadcast journalist, including a stop at Channel 2 Action News.

Local businesses such as Sentry Body & Painting in Lilburn and John Temmell the Siding Guy of Atlanta as well as national ones like Stanley Steemer pay Cardwell a monthly fee ranging from $250 to $850 a month.

In return, Cardwell acts like a customer service department and insurance at the same time. If a customer has a bad experience, Cardwell’s team will handle any problem and make sure it gets resolved. If a business refuses to pay up for shoddy work or service, Cardwell will cover for up to $10,000. (Cardwell said he pays out a disgruntled customer once or twice a quarter and absorbs about $10,000 a year)

The success of the business model has enabled him to hire 14 employees and make a comfortable living for himself as an entrepreneur.

While this concept might sound potentially problematic, Cardwell said not just any business can sign on. Each one must pass a sevenpoint certification process to get his approval.

Breda Pest Management of Loganville , which has been around 44 years, was an early adopter of TrustDale earlier in the decade and has stuck with Cardwell the entire time.

“He brings us very good clients who care about their homes,” said Matt Breda, the company’s president. It’s the only pest company listed on TrustDale. “We’re not a lowcost company. We’re a premium service. You get what you pay for in my industry.”

Laura Lovejoy, Cardwell’s general manager, said 94 percent of TrustDale businesses renew every year.

“We connect consumers to good, honest companies,” said Cardwell. “We also hold dishonest companies responsible when they harm somebody.”

RODNEY HO/RHO@AJC.COM Dale Cardwell, a former broadcast journalist known now for his “TrustDale” seal of approval, is pitching a national syndicated investigation show.