The "Who" in Marketing with Chuck and Tommy

I know that I was talking to Tommy right before this, and I never understand or I never touched the. The pinnacle of the genius of Tommy Richardson. Every time he opens his mouth, it's like, man, where's a piece of paper? I need to be writing this?

Oh, man, you give me too much credit, man. You give me two. I feel that way when you're talking about sales.

I appreciate that.

I remember the first time that I actually heard you speak was at the One Industry One Model event that was. It was earlier this year was the first one that Jen ever did.

Yeah, the one in Dallas.

Yep, the one in Dallas. This first time I heard you speak, and I was like, holy crap, he's actually smart. I should write something down here. So. So, yeah, it was. It was good the first time that I heard you speak. But thanks for. Thanks for those kind words, man. I appreciate it.

Thank you.

All right, guys, well, here's. We're gonna go ahead and get the ball rolling here, and I guess other folks are going to be trickling in as we do this. So the whole purpose of this webinar is to talk about the who in marketing, and. And when we talk about who, we're talking about who's our demographic, and who are we actually trying to get in front of? And then on the back end of this, Chuck is going to be talking to us about, okay, once we get in front of them, how. How are we actually going to sell to them? So I think one of the first things we want to want to address here is there is a difference between sales and marketing. There's a major difference. And even within those, there's different sets of things that are. That are different about them. So as a marketer, our job is to hype people up, to get them excited about a product, to get them to raise their hand and say, yes, I'm interested. That that's what. That's what the job of any marketer is, whether it's a third party or whether it's in house, to get people excited and be a really good hype man. And then once they raise their hand and say yes, that's where Chuck comes in with what he does, and he goes in and closes the deal. So we say sales and marketing, but really it's more of sales and closing is kind of what it comes down to. Would you agree with that, Chuck?

Absolutely. Absolutely. It's hand in hand.

Yeah. So let's. So. So let's start talking about who we're trying to get in front of. Now, Chuck, you and I have had tons of conversations about this about how do we get in front of, of people to close them. Well, and the first time that we talked about it, I asked you, I said, well, who are you even trying to market to? And, and I feel like too many, you know, service contracting companies, they'll be like, well, anybody with a roof, anybody.

With a house, right?

That's who we want to do business with. It's like, oh, okay. So we're kind of, that's a little too broad because you can't market to every person and meet every person where they are. Okay. Because everybody's going to have different needs. What is it? Or who do you actually want to do business with? Let's start there. So, Chuck, if you're a business owner and I come to you and let's just fantasize for a second and play a little bit of make believe, you're a business owner and I say, hey, Chuck, how old is your demographic? Like, if you had to, if you had to pick a certain age group that you do business with, you know.

It'S different because as you know, I'm, I'm a co owner of a company here in Ohio. And so our demographic, and say Defiance, Ohio is going to be different than the demographic that I want to target in Dayton, Ohio or in St. Louis, our location in St. Louis. So we, we want to make sure that we're taking the marketing dollars and making sure that we're marketing to the right people. So, and we're in, when we're in Defiance, it's going to be an older demographic. We're going to be anywhere between 40 and 65. That's those, that's the age of the people that we deal with now in Dayton, Ohio, we're going to be looking for anybody between the age of maybe 35 and 60. That's going to be our demographic as far as the age. But we also want to take a look at the, the, the home itself. And the easiest way to do that is either we're going to go for income or we're going to go for the, the value of the home.

So, and I love that. So, so here's, here's a major issue that we run into. If you're doing Facebook marketing or Google marketing or anything, Guess, guess what? You can't market to anymore. You can't market to a socioeconomic class anymore. You can't go in there.

That's just wrong.

You can't go in there and say, well, I want to target people who make over you know, household income of over $150,000 a year, and you can't do that anymore. So. So now the question comes in of how do we even get in front of the right people with that? So it comes down to how you phrase things and how you talk to them and also understanding that type of person that's making that kind of money, what is it that they do with their spare time? So if you had to say, Chuck, you know, let's say you're going after that and it's somebody over 150 grand with. With the company that you're working with, what are those people doing with their spare time to where you could relate to them and market that? You're doing something very similar.

That in itself is something I would come to you and. Because I. I know they. The. What they make, but how. How I can figure out what it is they do with their spare time. That would be something that I would probably come to you on, because I. I have no idea. I mean, somebody that makes that much, I can say because I like to golf, they're gonna. They're gonna go golf, but I have no idea.

But do you think that's something that those types of folks would do, though, is that they would enjoy time golfing? You know, do they have kids during their spare time? Are they just trying to make sure that they're having that family time, you know, and being able to spend time with their wife and kids or their husband and kids? You know, are they Friday nights or they going to. Are they going to high school football games? And on Saturdays, are they cheering for their favorite team? You know, like, stuff like that? How can we connect with these people on a different level other than, hey, this is a service we offer, and we want you to pay us? Like, that's kind of the. We have to find a way to be able to relate to them on a little bit of a different level. So that way we can create a very impersonal relationship.

Right, and that's something that you can do through Facebook. You can target that.

Well, it's not necessarily targeting. It comes down to messaging. Right? And not what you're spending money on from an ad standpoint, but what you're posting every day. So I'll use. I'll use an old client of ours as an example. They sponsor a lot of golf tournaments and a little league baseball team in town. So every time that little league baseball team is playing, they go out there and take pictures of the baseball team, you know, and they just give, like, they give like scoring updates on the team that they sponsor when they're playing on a Tuesday or a Thursday night. But it's a way for them to engage with the community when they have no attachment, like their kid isn't playing on that team, they're just out there trying to support and they're creating relationships out there in the community with these people.

Right.

I've seen that work really well, you know, or that when you go out to eat to a local restaurant, me and you were literally just talking about this earlier of maybe instead of promoting your business one time, let's go find a place that you enjoy going to and maybe do a video with their company. You intro it in, you outro it out, but you let the shine go on the people within the community.

That's right.

So, but that's talking about the who though. So we have to understand who. Who exactly are they? What do they want? What do they value, you know, in their life and how can you attract to get in front of them? And on top of that, we also have to know what problem are we actually solving for them? What problem do they want us to solve for them? It's not just to put a new roof on the house. How are you solving problems that they didn't even know existed? Look at it like this. So with me, I work at home, my wife works from home and we have two small kids at the house. I'll tell you one thing I don't want, and that's a roofer walking on my house between the hours of 12:30 in the afternoon and 3:00 in the afternoon. And why is that? Because that's what my one year old's taking a nap. And the last thing I want you to do is wake my one year old up because now everybody's having a bad day, you know, so how are you communicating? You know that, hey, we're going to be there this day. We want to give you enough time to plan around that. So maybe I can go to the next door neighbor's house and let my kid take a nap over there. Or how are you scheduling that roof inspection and communicating with them up front that hey, we're going to be on the roof for this long and, and that, and that's how everything. And so if you have a kid who's taking a nap or something, we don't want to interrupt that. Or how are you protecting the shrubbery around my house? Like, yeah, you may think that putting, let's say a catch all up is a normal Thing. But are you the only one in your area that does that? And if you're not, are you the only one who's actually promoting that you're doing that. It's normal to you, but it's not to the consumer.

So you just pinpointed on something very, very specific. There is. We need to use these marketing tools. And if you don't think that a catch all is a marketing tool, you're sadly mistaken. I mean, crews hate to put them up. We all know that. But when it's up, everybody sees two things, the protection and the sign that's on it. But this kind of the same thing, when you're using other tools that we would like to call marketing tools, that may not exactly be the most practical. And I know people can get a little upset with me, but I also know the equipters, they're not the most practical things because you can only use them maybe on 25% of your jobs. But when you're there, if you don't just throw out a huge banner for your company while that thing's 10ft in the air. 20ft in the air, what are you doing? Wrap that thing, put a banner, let it hang. I mean, there's so many things that you can do while you're able to use these things.

Yeah, and not just that, you know, take a picture of it, post it.

That's exactly.

You invested, I don't know how much catch all cost. I'm going to assume it ain't exactly the cheapest thing in the world, but, you know, you invested the money into that so you could protect this person's house. Show everybody else that you're also protecting their house as well. Now, on top of that, let's say this is a community you want to be in, you know, and you've done something to Bill Combs. You just made a great. A great comment here of narrowing the audience geographically. Tire in home. So you know that they make the money. That is. I love that. That's great. And that is certainly a way that that works good. You're right. It is a little bit of a pain to get it set up, but once it's there, man, you're rocking. Right. So, but. But the other thing is, is let's say you're in that community. How can we use that opportunity of us already putting a roof on the house to further market our company to get people hyped up about what we're doing? Because again, we just said marketing people super excited about the product. Right. So, Chuck I'm. I know what you're going to say because I heard you talk about the top rep. So I'm going to hit on it from a little bit of a different angle before you do. One of the things that we've seen that works in the past is we all knock on doors, most likely. If not, you probably should at some point have, have a flyer that you use and put a QR code on the bottom of it, you know, and you don't and go knock on their door, you hand it to them, hey, we're putting this roof on you. Scan the QR code for more information about our company. Now that QR code goes to a video landing page where you're explaining the process of what it looks like to work with you and who your company is. And then you have all the action on there to where they can call you and that's the number to actually that sales rep. So they can call the sales rep because there's already been an introduction there. So I would. That's one way that you can do it. Now, Chuck, like I said, I have a pretty good idea of what you're going to say about this, so I'm going to let you run run with that portion of it.

So are you talking about the QR code itself or what?

No, just when you have an active build going on at a house.

So when you have an active build, there is so much opportunity for one. When I, when I first started working with Bullet Roof, I thought it was so dumb that had these big, huge lifted black trucks. I was like, this is just why? Because I came from Able where everybody had a company vehicle and it was always just your typical F150, but the larger vehicles or the nicer vehicles. When people say, why would I do that? What I found is that when you park that outside, it's very inviting. People love to come over, whether they're going to look at the vehicle or they're going to come over and they know they're that the fact that you have a nicer vehicle that you're coming over to or you're there as either a, an owner or a sales rep so they can come to you and ask questions. And we would get people that would come up to that truck all day during that install knocking on the window, we'd roll it down, Yes, I can come over and take a look at your property. The other thing is, is get out of that vehicle and go knock the doors. It's crazy that we have guys that'll sit on Builds, whether it's a project manager or a sales rep, and they're going to sit there, don't sit there on your phone. Go knock some doors, get on some roofs. You know, it's a whole lot easier to get on roofs if you were to go into an area and that has not had a storm. If you were to go into an area that hasn't had a storm and start knocking doors, it takes 30 doors to get one person to say, yeah, I don't mind if you want to jump up and take a look at my roof. If you have a build going on, five doors. If you have a build going on, it takes five doors to get on a roof. Because now you have social proof. Someone else in their, their neighborhood trusted your company to do their roof. So now they don't look at you as just some door knocker. They look at you as, as a trusted individual that says, hey, if you're going to do Bob and Mary's roof, you can do mine, or you can at least look at it. I would trust the, the information that comes out of you a whole lot more because they did. So that in itself. Now, just like you said, when you get there and when you're going to give them information, make sure that you can continue to talk. So don't just give them a trifold with information on it. Give them a trifle, and like you said, that has a QR code and lead them to that QR code. Say whatever you do, if you, if you don't like to read, which I'm sure that you do, but at least go to that QR code and take a look at what we're about.

Yeah, I mean, that's all of those things. And that's just why the build's going on.

Right?

Like, we're not talking about anything else, you know, outside of that one scenario right there. Like, that's just one part of your marketing to, of being in front of the people that you already want to do business with.

I really hate interrupting these videos, but I've got some important information for you. If you haven't tried out Atlas Shingles, you should, because they put you first as a contractor. They want to give you a competitive advantage out in the field so that you can win more sales and be more profitable. Check out Atlas in your local area, find your local rep, get hooked up with them today and start making more money tomorrow.

So, but I'm gonna share something with everybody. I'm gonna give something away here. All right, So I did a lot of research a couple months ago about social media platform usage in the United States and, and what exactly does it look like? So I was able to put together this huge graph here and, and basically a, a heat map of where you need to be. So up here at the top, this is just percent of usage of men and women. So for just looking at this across these six different platforms here, you know, men, there's more men than women on Facebook. And, you know, I think with Instagram, you know, it's, it's more. We're not going to get into the politics, but there's a reason this 44, 36% a little. It doesn't equal 100 on some of these. So you guys forgive me on that, but it's just what it is, what it is. You know, more women than men on Instagram, little bit of a differentiation. On TikTok, LinkedIn, it's about. Even YouTube, men more often than women. And then on Twitter, men are dominating it a little bit more. But as we get down here into the age groups, we start seeing where things are being, where there's some differentiation. So let's say you're Target audience is 35 and up, like what you just mentioned, Chuck. Right. Facebook is dominating that in that age group of percentage, you know, of. Of where they're using their digital time, you know, so Facebook has got to be a place where you're located. And then it kind of starts deviating a little bit. Like, you know, TikTok is a big one. They're spending 17% of their time there. If you're 35 to 44, YouTube for 55 and up, you know, and LinkedIn isn't something that's used a whole lot in that age group, but it's used heavily in 25 to 34. And I think that's because between 25 and 34, you're most likely looking for a job, and that's where you're going. And then once you get to this age group, you don't really use it that much because you're not looking for a job anymore. So that's what I would say. But and then as we continue to go. So Chuck, you mentioned earlier, we're 35 and up. Okay. We don't care if it's men or women. Right? We don't. Because I want to say, you told me earlier, you're about a 50, 50 split on everything.

Right, right.

Of the people you have coming in. All right, cool. So if we're 35 and up, we've already determined that Facebook is a great area to be. Okay. But may maybe we should start looking into doing some YouTube stuff. Right. If we're not on YouTube consistently, because people are going there as an information source, and that's something that all three of these age groups are using on a regular basis. Right. And then LinkedIn for 35 to 44 is, you know, you have. You have 53.8 million women using LinkedIn on a regular basis between 25 and 34. So let's go market there. So now what we can begin to do is we can tailor what our content looks like based off of who's there more often. So if you know your target audience is going to be women on LinkedIn more than anywhere else, then, okay, how are we. What is our content going to be looking like in order to get in front of them? What do they value? Like, how can we speak to. Women are a little bit more emotional than men are. Right. So how can we get in touch with those emotions to be able to market to them a little bit better?

I'm going to tell you right now that even when we're selling to women, and I'm not being sexist when I say this, they love to understand how you're going to protect their home. They could care less. They want to know what it's going to look like and how you're going to protect their home.

Yep.

And then when I'm talking to a man very seldomly, do they really care about how I'm going to protect their home? They want to know, but they don't really jump as quickly as a woman does. When you're talking about how we're going to protect your home. And then for the men, where I get most of my attention is where I'm talking about the differences in material that we use based on the area that we're in, that's when they start to like, wow, that's really cool. A woman, not so much. So again, you got to know your demographic.

That's right. So, Chuck, you know, we've talked about, all right, we know how old they are, we know what they value, we know what they like, we know what they don't like. We know what they're, you know, we're finding out what their expectations are and what we're actually doing. That's solving a problem for them. From a social standpoint, we got a really good idea where we need to be. All right? Now they give us a call, and we got that lead that comes in. What's our next steps with them.

So we have to look at where that lead is coming from and where that lead's coming from. If it's tv, we have very little competition. You spend a lot of money to get it, but you have very little competition because they saw your ad and they're coming to you. Kind of the same thing with a website lead. So these leads that are organic, where they typically don't have a bunch of other competition already lined up as you have the opportunity to be that consult of sales approach, but if it is coming from Facebook or social media, if it's coming from social media or if it's coming from a lead aggregator, then it is a one call close. You're not going back. They now social media a little bit more so than your lead aggregators. When I'm saying this is you have the ability to make them understand who you are a little bit more than what a lead aggregator. A lead aggregator, you truly only have one shot. So home advisor, Angie's List, thumbtack porch, any of these three shifts, any of them, you know, you have one shot. And so your sales rep, when you're sending a sales rep out, make sure you know that you're sending someone out that is not going to take no as easily as maybe some of your other sales reps or else you're going to waste that lead. If you send a consultive sales approach out to a lead aggregator, you'll lose every time. But when you're looking at your, your more organic approach, you can send those consultant guys out, those guys that are a little bit softer in the clothes, but they will go for the clothes. You know, we want to make sure that all of our sales reps have the, have enough ego to actually ask for the sale and to stand inside that gap of understanding that when, that when they come in with an excuse or a stall that they know what to say.

Yeah. So yeah, I mean you were talking about aggregators and that's something that we, I didn't really touch on a whole lot. But you know, when you're using those lead aggregators, they, they can produce really good leads. But like you said, you've, you've got to have that, you know, I gotta close them right here, right now type of attitude when it comes to that because, you know, it's, it's just really hard to give them a little bit and just be like, okay, we'll call you back. Or if they say I want to think about it. All right, let's, let's do that. You're on the Phone. With somebody that calls from a lead aggregator, you're on the phone, it's like, oh, well, well, let me think about it, Chuck, and I'll get back with you.

You know, so when you're on the phone with, well, I will say with lead aggregators, you have to get to the point quick. Now, here's the thing. When you're going to book a lead aggregator appointment, and there was years ago when Home Advisor had me speak for them and help their, their customer base understand how to book that lead. First of all, you, we've all been told you have to call within five minutes. The professionals call within 30 seconds. The other thing is that number that they're calling from is here, not their company phones. It used to be that we would have dialers and it would call that so fast that by the time they, they hit submit, you're already calling. Well, the thing is, is now dialers are marked as spam, so it can be very, very difficult. So now we look at the cell phone. So that comes in and a lot of these lead aggregators will spin it in as a, as a text message. You can click it to give that person a call very quickly. And very seldomly does a cell phone get marked as spam. So, and I'm getting a spam call right now, by the way. But, you know, but very suddenly, does a cell phone get marked as spam? When you make that phone call on a landline, it's going to come up as your company may. It's. What do they call it? Maybe? And it gives you the company name. It could be this company that's calling. So again, it gives them that opportunity to say, oh, my gosh, you know, it's some. Somebody wanting to call and spam me again. So again, we want to call on the cell phone. Once we do give them a call, you want to call them within 30 seconds. When you get a hold of them, you want to sit on the phone for 10 minutes with them. So, you know, you're going to run them down through everything. You want to get their phone number in case they. Well, you already have their phone number, but you want to get their information first just in case, for whatever reason you dropped the call. You want to get all their information. And because a lot of times what's on the lead is not totally accurate. So get that information, then ask them. You know, it looks as though that you're looking to have a new roof or is this a repair? Okay, it's a repair. Do you mind telling me what's going on? Is it a current leak or is it something that you noticed walking around your house? So again, I'm going to keep them on the phone for 10 minutes. Tommy, there's a reason why I want to keep people on the phone for 10 minutes.

Why is that?

Everybody else is calling right now. And if I can keep them on the phone for 10 minutes booking that lead, all the people that are trying to, and they usually sell it to, they say four, but they'll actually sell it to anywhere between seven and 10 other companies. And so when they sell that lead, those seven to 10 other companies are calling within those five minutes. And I need to keep them on the phone so that those other five companies don't even have the opportunity to talk to them. So we're going to keep them on the phone for that long. We're going to go back through when we booked that appointment. It's always a next day appointment. If at most it will be 72 hours from the time that we got that lead. So, you know, that's. If you book out a lead aggregator more than two to three days, it's. You're never getting in there. They're not going to be there. Remember that from a lead aggregator standpoint, they don't know who you are. They can care less. All they know is some guy is coming out to take a look at the roof. That's all they know.

Yeah. And I think understanding the psychology behind folks depending on where the lead is coming from is very important. Right. Like you said, they're coming from Angie's List or something like that. They need help and I need help now.

And you need to know the numbers. When you're doing lead aggregation, I don't care who you buy from. You have to understand that you will actually get a hold of 20% of the leads that they send you. So, you know, and these people are like, oh, these are all junk. Well, I know that 80% of them will be.

Yeah.

And, and then you will sell 20% of those. So as long as you understand that and the numbers work out for you, we still knowing that that math, our marketing percentage on those is still about 11, 12%. And as long as with the lead aggregator, as long as it's under 15, I'm okay with it. I'd like it to be at 10.

Yeah, yeah. And you know, I think, I think understanding and we'll get into finances on a completely different one, but understanding what that's supposed to look like, you know, and having, and having a budget for what you're actually spending, that's based off of what your goals are through your marketing for the year is also extremely important too.

Right.

So.

Somebody mentioned how many, how much are the leads from Angie's List.

Yeah, I was, I was gonna, Yeah, I was gonna say. Do you want to answer that just to them or do you wanna, do you wanna address everybody?

Yeah, I mean, so I, I put the answer up there, but you're gonna get Angie and Home Advisor. So Home Advisor bought out and, or no, sorry, angie bought out HomeAdvisor. And so on a repair lead, you can usually get away with right around $60 and then you can go all the way up to $150 for a replacement lead. That is where they call it an exact match, as they would say. So. And don't get tied up on this whole exact match thing. You know, a lead is a lead. Remember, they all suck. So we just have to pull the rabbit out of the hat and as often as we can.

Yeah, and, and you know, between that 60 and $150 is what you said, correct?

60 and 150. Yeah.

Yeah. That's very similar to local service ads. It's very, it's very similar depending on your area. Right? It's, it's extremely similar. But what, what I like about the, the local services ads in comparison to the lead aggregates is when they click to call you, all you have to do is pick the phone up. If you don't pick the phone up, they're over, they're on to the next one, you know, and they're going to keep calling until somebody answers the phone. And also, let's say, Chuck, I call you and I'm like, hey, man, I need my house plumbed. Yeah, well, sorry, Tommy, we actually don't offer that, you know, be of assistance. Hey, maybe give these folks a call. And then the cool thing is you challenge that with Google and you get your money back. So exactly what you just said, Bill, you can dispute it if it's a bad lead. So I really like the LSA side of it. Now. There's tips and tricks with your Google LSA that can really help. Number one, you need to be marked as 24 hours a day because if you're not, then they're going to base. You're not going to get calls at all times. They're basically only going to send it to you when you're technically open, according to your Google my business, you know, make sure even if you don't want to do home Repair or, you know, roof repairs or gutter installations and all that good stuff, you know, it's not a bad idea. I'm not saying definitely do it, but it's not a bad idea to just go ahead and mark that. You guys do it, you know, because that simple roof repair, that customer doesn't know what they're looking at. They just know that their, their roof's leaking and they need some help. And maybe they might just be thinking it's a repair. And they call you who the professional is. You go out there and look at it and you're like, guys, you need to get your whole roof replaced.

Right.

You know, like. And so that simple act of just saying that yes, we do repairs could lead to an entire roof replacement. But because, you know, because some folks say, well, we don't want to do repairs. So you're depending on the customer to be able to know the difference between a repair and a full replacement before they give you a call. When they're not the subject matter expert. You are.

Right. So many people will buy the repair leads and then hope to flip them, which many are very successful with that. So they buy the lower cost lead knowing that people always want it repaired when they know that they need to have it replaced.

Exactly. You know, and remember guys, marketing, what is it? You're a hype man for your company and you're getting them excited so they can say, hey, I'm interested, I want to talk to somebody, you know, and then at that point that, that's when you have your professionals that go out there into the field and it's their job to assess what they're looking at and close the deal.

Correct.

So what else you got, Chuck?

So let's look at, I'm trying to think here. There is a company down south and they are in an area that is very low income and poverty. And one of the things that we did to help them out and it's very hard for us to do this kind of thing because we're very, we're all about quality, but we also have to understand that you have to know your demographic. You have to know your demographic. So if you're selling very high end products in an area that can't afford it, what's going to happen? I mean, it doesn't take a genius for that one. And so then we hear, oh well, we have major competition. This is who it is. So I checked it out and what I found is that major competition that he has is they understand their demographic. I would never do a Layover in our areas, we would just, we just don't do a layover for one. It's, there's really no purpose for a layover. However, I thought it was genius for this other company to understand where they, that they know their demographic, that they know that they can't afford much because it is very low income area. And so when you look at their website, when you look at their social media, and I'm not going to say their name because I don't, I don't want everybody jumping on them, but one of the first things that they mentioned is that they do layovers. Why? Because that's all that those people can afford. The other thing that we look at is we also know that in most of the United States, the approval rate for financing is 70% on average. Across the United States, approval rate for financing about 70%. In their area, their approval rate is 30%. So most of the time, you know, 70% of the time they're getting turn downs. And so we have to look at that, we have to look at that type of demographic. We also have to look at, all right, what pool you are or what pond are you fishing in or if you ask your, your lender, they may or may not be able to give this information to you. Some have been able to give it to me, others will say, oh, we don't do that, which I know they do, which they look at the zip codes based on your zip code is going to be based on whether they're going to approve that type of credit. Now if they have a 700 credit score and they have great income, they just happen to be in a low income area, they're going to get approved. But if it's anything less than a 700, there's many times where you'll find out that they will base it on that zip code because they're looking for the statistics of whether that zip code is going to pay them back or not. That's right.

You know, and, and as part of that, like, like you said, your services have to match the demographics. So one of the things that, that would work great maybe if that's the type of demographic that you're working with. And this is also good if you have an area where, like here I live in Wilmington, North Carolina. Well, when Hurricane Florence came through, everybody got a new roof out here. I mean, it looked like a city sea of blue tarps if you flew a drone or an airplane over top of this area. Right. So for us it's, you know, okay, so everybody has A roof that's over three years old, most likely so. Or if it's low income, what about something along the lines of a roof tune up potentially? Hey, we're going to come through. We're going to make sure you don't have any nail pops. We're going to recaulk your flashing. You know, I'm not a roofer. I can't name everything. I'm, you know, but you know, we're going to do all these things to make sure we can do our best to extend the life of your roof out. You know, how can you continue to have those relationships with people after the, after you've installed a roof, even three years after? Because you're probably not going to get a call to come replace the whole thing three years later. But what you can do is start getting on annually and now you have a pool of people you've already done business for. Let's go remarket to them for more than just a referral. Hey, here, hey guys, here's a great program that we have, you know, like it's called a roof tune up. We're gonna do, we're gonna do all these things for you and we just come out and do it every single year, you know, and it costs 250, 300 bucks. And it's, you know, and what it does, it's, it's called something, you know, that's really cool, whatever you want to name it, right. Like it doesn't have to be roof tuna, but you can call it something really cool, you know, you know, roof and Botox, I don't know, whatever you want to call it, right. And, and now you're going there and you're like, hey, every year we need to come do this because it shows that when doing this, it actually extends the life of your roof over time and we can make sure that you're good to go before the bad weather gets here over the winter. Like if you live out in like Idaho, they got ice dams and stuff like that that are all over their roofs during the wintertime because it's cold as crap outside, right? Hey, we're going to make sure you're set up and ready to go before I stands start setting in here in Wilmington or anywhere along the east Coast. Hey, we're going to make sure everything looks good before these hurricanes start rolling in. Start doing that in August. Yeah, you know, like stuff along those lines. So that's a great way to get back in front of them and also reach demographic that maybe can't afford a $20,000 roof.

Another thing that everybody needs to understand is this new rejuvenation thing that's coming in. First of all, I want everybody to understand that not every rejuvenation company is the same. And it's not just, I just need to go out and find a rejuvenation. Make sure you ask certain questions. I've done the research, and I've done extensive research on rejuvenation.

We.

We started to do it. It's amazing. But make sure you do your research. I'm not going to mention any of them on here. If anybody wants to shoot me a text or an email or throw your email up, I can send you what I know about rejuvenation. But what's nice is when you're going in, you're talking to a homeowner, and you let them know, look, you don't need a new roof. You just need an oil change. Literally, the roof is just getting a little older, but we can make it younger. You know, we have the ability to bring that roof back. And I know that you probably don't have enough money to change the roof, but you do have enough money to make that roof last longer. You know, so it gives them that opportunity to take that old roof and turn it into a newer roof. And it's. It's really neat when we do get the opportunity to go in and. And tell a homeowner, say, hey, you don't need a new roof. You just need an oil change. And they look at you funny, and it just keeps things fun in the house. They, look, you need some minor repairs, but most importantly, we need to bring the life of the roof that you have up there. We just need to bring it back. And so that's an opportunity for people as well.

Yep. Well, guys, we got about 15 minutes left of this. So what Chuck and I want to do, we want to open it up for you guys to ask us any questions. Now, you can type it into the question and answer portion, or you can raise your hand and we can unmute you guys, and then you can actually. Actually ask it out loud. Whichever one works best for y'. All. But we definitely want to make sure that we take time to answer specific questions that you guys have instead of just talking about what we want to talk about for an hour. So if anybody has any questions, by all means, go ahead and ask on, guys, we'd love to. Love to answer them.

Tommy, I've got a question for you. So if we're posting content and we're looking at we want to make sure that we target the women and the men because we don't know who's coming at us.

Us.

And so what kind of. What kind of content are we looking for? I mean, you even looked at our. Our content. You're like, man, you just have. You have homes, and that's the most boring thing that you can post. Nobody cares about what the home looks like. They want to know, you know, how. How did you protect that home? What is the materials that you put on the home? You know, that kind of thing where you look different, other than saying, yeah, that's cute. So what kind of content should we be looking for?

Tell the story of the person that you're doing the work for. Right? That's. That. That's one thing that we love to do. And you can do that through graphics, you can do it through photos, you can do it through videos.

By.

I mean, this thing right here is so powerful. You can take this out and do a testimonial video in selfie mode with these folks where y' all are standing side by side with one. One another. But to answer, it comes down to, you know, you can show a before and after photo, because that really shows a difference, right? On a replacement. I think that's great. You know, have them give a video testimonial. That's like, hey, you know, we were. This is why we called them. And when they came out, they were able to give us a solution to their problem. And it just. And. And now we got a new roof on the house or we got new windows or whatever it may be. But it. It comes down to telling the story of whoever the hero is, and the hero is the consumer. That's. That's who the hero is. Nobody cares. I take that back. Some people do, but most of your consumers don't care about your personal story. They just don't. They don't want to hear how you were. You know, you started from the bottom. Now you're here. And here's our. Here's our Drake story. And he wrote a rap song about you, right? You know what they. 9 times out of 10, what they care about is, do you actually care about me, number one? And if so, how are you? How do you care about me? And the next thing is, can you actually get the job done the way that you said you were going to do it in your marketing or on our phone call or whatever it was? That's what people actually care about. So if those are the three things, then we need to put content out that are based around those three things right there.

I really hate interrupting these videos, but I needed to take a moment to tell you about Moment Finance. They are the technology company that makes financing simple and easy for your clients. If you're not offering financing right now, did you know that you're missing out on 20, 20 to 30% of the sales that you can make? And then a company like Moment teaches you actually how to sell financing. Don't miss out on those opportunities to make more money doing what it is that you do by being able to close more sales. Check out Moment Finance down the link below. We'll see you later.

There's a person on Facebook that I follow, and I'm very close with him now. Used to be I would just follow him and like his stuff, but now I've had dinner with him a few times. I meet up with him quite often. And his name is Jacob Fuchs. And Jacob, what I like about what Jacob does. I was having dinner with him, I think it was last month in Atlanta. And he says, chuck, you got to understand that most of the people that I'm friends with on Facebook are not roofers. He says, I don't friend roofers. He says, it's nice to know some of the bigger guys in the business. But most importantly, I friend my customers. I friend the people in the community that I serve. And I will tell you, there are very few people that I have met that gets as many referrals as he does. We were sitting there at the dinner table, and they kept coming in, and I'm like, man, this is nuts. We're sitting here having dinner, and I think you had three referrals come in during dinner.

That's pretty awesome.

He had to pass them out because he's already working seven days a week to get to all these people, and it's not even a storm area. So I'm like, man, this is amazing. But when he's posting, one of the things that I saw in post is that he posted that. What was it? He knew that a certain area of the roof needed to be redecked, and he made sure that the production department tore that. That spot out. And he was right. You could walk on it, and it really. It felt okay. But he knew at. Because he got in the attic. He got. He did his inspection right. He knew that that area needed to be tore out. And from the looks on the top, it looked fine. Once they started taking it out, the underneath was just. It was saturated. And, you know, that's when people start to Say that that's the guy that I want on my roof.

Yep. Hey, Bill Combs. Thanks for the shout out, by the way. Appreciate that. I see I just got the notification. Yeah. And I love that. I think that's something that is. That is often overlooked. I mean, I. I barely remember to coach on it. Is. You know, why are we. Why are we befriending other roofers? I understand you want to be friends with them and all that good stuff. Right? Like, you know, it's.

That's.

That's cool. But are they paying your bills? Are they the ones reaching out to you to go replace their roof? You know, let's. Let's get involved with the people that are in our area. One. One last thing that I want to mention here before I get off of talking about showing how you care. I don't know how many of you guys know this. I. I used to actually sell roofs. That's what I did before I started getting into marketing. When Hurricane Florence came through down here in Wilmington, this is where I live, my buddy reached out to me that owned the local company because he knew I was in real estate, and he was like, hey, man, I. I need some help, you know, just trying to sell some roofs. And I was like, well, ain't nothing gonna sell from a real estate perspective. We got a Category 1 hurricane that just sat on us for three days. So I ain't really gonna be selling much real estate. I need to make some money. Sounds good. Well, I started doing that, and we started doing drone photography and stuff to that extent, like, trying to take photos and stuff of before and afters with the tarping. And I started thinking about it a couple months later. Once I moved into the role of doing the marketing, I was like, you know what would be really cool is if afterwards for our customers, we took a drone photo, and then we actually, like, printed it out, framed it, gave it to them of like, a before and after their home, of the hurricane, of this is what it was afterwards, and this is what it is, or this is what it was beforehand, and this is what it is afterwards. And so that way they can always have something to remember us at the roofing company that we were with. And it was framed, and it's in their house. And people really, really appreciated that because we took the time and maybe we spent like, 30, 40 bucks to get this done. And it was something where we went a little bit further than everybody else. And we. I think for probably, like, almost a year afterwards, we just kept getting referrals based off of a 30 to $40 investment per house and a little bit of time of taking some drone shots.

That is excellent.

So. Oh, God. Seriously, if you guys have any questions, please, by all means. And it can be about more than target audience, by the way, or something like that when it comes to marketing, like if you need like a pointer on your local services or your social media or shooting content or, you know, anything, it doesn't matter. I mean, please feel free to shoot. Guys.

You know, real quick, you know, there was some pointers that you gave me based on some of the social media stuff we had. What are some of the things that they need to watch out for?

Oh, man, what do you mean? Like good or bad?

I mean, bad. Some of the things that maybe they're, they're in with somebody that's. Here's. You know, so I get this a lot is we, we hired a, a content creator.

Yep.

And it's just somebody that can come up with content, which is great. The problem is, is do they know what to do with it?

Yeah, they got it.

But everybody has a content creator. And it's, you know, the, the number one answer I get when I say, who's your content creator? My son or daughter.

Yep. Yeah.

And they may be great.

Yeah. I mean your content creation has to, has to match who you are as a company. So you got one company that, you know, for us that they love having a good time and they're very sales centric and they just, man, they're just. I've never worked with a company like this before. Like all that, like rap music is constantly playing inside of their office. Like, I've never been in a company like that before. But that's the culture that they have. Those are the people that they have within their, within their company. And, and dude, they do great. Like, they're killing it. I think they went from like three to seven million dollars just this past year. You know, so they're, so they're making some really big jumps and they're doing great, but they know the culture that they have in front of them, you know, or within the company. And then they also, they, they really know their area very, very well. And they know that the culture that they have internally with the people that they have may not necessarily always match every single area of where they are because they live in a very farmer heavy area. So if they're trying to do a hype video to get the sales guys rolling one morning, which we've done that for them before, they need to have some Hip hop music, and that thing needs to be bumping. But if they're trying to get in front of the client, the music needs to be more centered around the lifestyle that they live, where it's going to relate to them a little more. So I would make sure, if you have a content creator, even down to the music, make sure it fits who your target audience is. You have to make sure it does. Because if they hear the first tone of that song and they're like, nope, I don't listen to that music. They're gone. And you ain't even said a word yet. Also, if you have a company that is, that is doing work for you and they're saying their job is to help grow your following on social media, be very careful. And I cannot stress this enough, I've seen this happen at least once, maybe more. Make sure the company that is working for you is not buying followers because that will ruin your targeting in the long run. So if you go from like 500 to 10,000 followers in the matter of a week and a half, they did not do that organically. Didn't happen. So you be very careful. Make sure that is a question that you are asking when you're interviewing a marketing company. If they're saying, yeah, we're going to help you grow your following, you're not purchasing followers, are you? Because if you're going to do that, then we're done. We're not, we're not working with you because that's not what you want to do. Because those followers that they're purchasing, they're probably coming from the Middle East. So it's bad with that.

Because, I mean, you, you think that having a lot of followers would be good, right? And somebody jumps on like, wow, they're really popular. What I mean, do they cap you at followers? Do they slow something down? Do they speed it up? I don't know what.

And no. So, so what happens is, is let's say you're trying to run a Facebook ad and you're trying to get in front of people that don't follow you. Correct. And so you're going to go in and you're going to make a lookalike audience on the 1% of the people, you're going to pull data points from your following to create another audience, right? Well, if the audience was purchased and all of their data points are saying that they're in the Middle east and that they like, you know, just weird stuff, right? Stuff that you, you know that your target audience within your area is not going to be interested in because they're not even from that area. They don't go to those certain restaurants that the people in your area go to. They don't follow certain pages that the people in your area follow because they're not even living in the United States. As soon as you make that look alike audience of your following, if 9,500 of the 10,000 that are following you are from the Middle east, do you really think you're going to end up in front of the audience that you want to be in front of? Because you're basically copying, you know, 9, 500 people that'll never buy from you and you're remarketing to people that look just like them. I mean, I'm no genius, but I don't think that's what you want to do.

Right.

You know, it's like wiping before you poop. It just doesn't make any sense.

You.

Know, it just doesn't. So just, you know, I just, just be careful with that. Like that. That's a question that you really need to ask and make sure that you're getting a clear answer. Okay. So, you know, I would just, just be, be diligent with it. But if we ever. Oh, yeah. So, Bill Combs, I, I love what you're saying here. The look alike audiences, you know, from a roofer standpoint, typically speaking, they don't, they don't work great. They will work. You know, like. So let's say one of the situations where I would say it would work is when we were helping a company go from like the Raleigh metro area in North Carolina down to Wilmington. We were trying to find an audience quickly that looked very similar to that one because we were moving into a new area. So what we did was, is we took the lookalike audience from Raleigh and then applied it down in Wilmington because we were opening up a new office. So that I would say that would be a great, great way to utilize that as a roofing company is somewhere along those lines. But. But yes, just using geography. Yeah, that's a great way to do it. And when you're doing that, make sure, like, if it's for financing stuff, maybe I would start off by saying, you know, do you have a credit score of at least 620? Just go ahead and rule out the people who can't get it from the very beginning, you know, let's make sure we're getting the leads that we actually want to get here. And, and part of that is, goes back to what we said earlier. Comes into your messaging. So Chuck, you got anything else?

I really don't. This was good. I. This. Man, the time went by so fast.

It did, it did that. One hour kind of flew by.

So thanks for all the interaction, man. It's great. Comments, great question.

Well, Chuck, quick question for you, man. If somebody wanted to like book an analysis call with you or kind of pick your brain a little bit more one on one, how can they get in contact with you?

The easiest way to get in contact, you can either send an email to sales coachontractorcoachpro.com or if it's either you or I, they can get onto our, either of our facebooks and shoot over a message. It gives us the opportunity to engage with you a lot faster. Things can get lost in email every now and then. So if you want to really have a quick question, the one thing I really want you to understand is that content is free or information is free. So whether you send me or Tommy a question, we are not going to do this. Well, once you sign up for some coaching sessions, I will answer that. That's not going to happen. If you have an answer. If you have a question and I've got an answer, I'm going to give it to you.

Yep. So. And I know for me. So guys, what I'm going to do is I'm going to pop this into, you know, our, the chat over here. It's my calendly link and this is for a marketing analysis. If y' all want to book anything, this is free. Okay? So let's just be clear with that. This isn't going to cost you guys anything. Basically what we're going to do is we're just going to have a more one on one conversation about what it is that you guys are doing and maybe give a little bit of, you know, maybe give a little bit of advice and just see if there's areas where we can help you guys out to help you accomplish the goals that you want of control, growth and freedom, which is what Contractor coach Pro is all about.

That's a great idea. I'm going to do the same thing. So my calendly link, I give you, you know, I can give you 30 minutes for free. I mean, just whatever information you need. So yeah, I think that would be, that's easy to do if you want to talk with Tommy about your marketing or me about sales. Again, information is free. We want to help you out. Our pay in many cases is your success. You know, we love to hear the success stories we Love to hear the messages that come back to say, hey, man, I use that. One of the biggest players in our industry called me the. It was just yesterday. And he says, man, I use that. The whole piece of understanding. When a homeowner says that your price is too much, he says, I use that whole thing. And now all of our reps use it. They're a very large player out in pa. And he said, now all of our reps use it. And our closing percentage, at first, I was like, really? To go up that much. But he says our closing percentage went up considerably. And just understanding how to deal with that, you know, your price is too much, and the reps have taken it, used it, and so you never know what's going to help you out. Same thing with marketing. I got on the phone with Tommy before this, before this webinar, and I can't wait to get off this webinar and use the information that he gave me. And that was literally just 20 minutes of absolute gold that I got.

Guys, we appreciate all of you jumping on this. We have recorded it. So what we're going to do is we're going to download this recording, and then we're actually going to shoot it back out to you guys again so you can have this, just so you know. So as long as you registered and we have your email address, we'll get it back out to you guys, so. All right, Chuck, thanks for jumping on with me, brother. I appreciate you more than you know. And. And again, to each one of you, Bill, Brent, Chris, Kyle, Michael, and William, we appreciate you, and we'll get with you guys. Hopefully, we'll talk with everybody again soon.

All righty. See you, everybody.

Take care, guys.