From COVID Pivot to 2.5x Revenue: How Alexis Booked 73 Weddings & Built a Team

We have Alexis here and we're going to chat about her journey. So where I love to start is you got into the bridal industry, where you're from and what services you offer. Tell us a little bit about you.

Okay. I got into weddings because of COVID I was kind of thinking, okay, what else can I do that's not in a salon? And I thought, I always enjoyed doing weddings, so let's do that. Yeah. I used the COVID time to build my website, start posting on Instagram, and just kind of hopped on wedding wire and just kind of thought, like, let's, let's get some money flowing, like, wherever it's going to come from, I don't care at this point.

Right. Perfect time.

It was a good time because there was things to grab last minute. So I ended up being like fully booked for that year and I thought, this is fun.

Wow. Okay. So you came from. I know you still have a salon suite.

Yeah.

But you came from a salon.

Yeah.

Okay, so how was it working when you were in Covet and you're just starting your business? Were you still doing salon services like Cuts, Color and bridal on the side?

Yeah, when we could. When things finally got up and running, then I was doing both.

Okay, so what services in bridal do you offer? Just hair, right?

Yes, I just offer hair when it comes to. Yeah, Wedding looks. Okay. Makeup. I would do the odd, like, really close clients. Mother that wanted makeup or something, but I've definitely always specialized in hair.

Okay. And where are you located?

And I'm in Toronto. In Toronto, I realized all the answers, asked all those questions.

You're fine. So when it comes to the wedding world, now that you're okay, we're a little bit post Covid, what did your business look like right before you found the academy? Like, what was going on business wise and how did you find the academy?

So I. Things were going like it was enough that I was like, okay, this is some thing that is, like, starting to get traction. I can keep going with this. It wasn't like, okay, I did four weddings and that was fun, you know, like there was something there and I really enjoyed it. And so I remember that first year, I think I had like 25 wedding book weddings booked or something like that. And I was always, like, looking for something to, like, level up my business, like, what? What can I find? Yeah. And so I don't remember how I found you specifically. I feel like another stylist posted about it and I was like, oh, what's this? And then you Know, you do the creep, you do the watch for a little bit. But I. Yeah, I had about, yeah, like 25 weddings that first year, second year, and. And then I remember when I signed up for yours was right before I went to Mexico. So I could like fully like use that time to just like zone in and like follow all the things. Because I think I signed up for BBA, like 1.0, like the first.

You did?

Yeah.

Wow.

Pretty sure if I'm, if I'm remembering correctly because it was just like a one like login and like, here's all your modules.

Yeah, that was definitely one point. Yeah.

Okay, so it was good to like back down on that and like dive into everything and implement everything, like for that coming season.

Okay, so once you got in, what would you say was like your favorite lesson? What was like your first big takeaway where you were like, okay, this is kind of cool.

Favorite module. I really. Oh, yes, duh. I really liked all of the financial stuff, like the profit first and the like mindset stuff on money and like, and the math behind, like, why you're making a price.

Oh, like pricing yourself out to profit.

Like anything like money related.

I'm all about it, you know, on.

That kind of stuff. Yeah.

Okay, so I know you're a money girl. Like, I am. What were your financials before versus like what you're kind of looking at now?

Yeah. So I have receipts.

Show the receipts, show the people.

I want all the, like, all the data. But so before, when I just started, which would have been like 2022, like things were like kind of coming out. Like right before that year, before BB, I had secured 58,000 in bookings for that year, for that 2022, which is great. Like on my own and like doing all the things and trying to patchwork stuff. Like I hadn't really bought a course, trying to get free stuff, you know. And. And that year I had 35 weddings.

Wow.

That year.

Yeah.

And then fast forward to this year. I have 45 weddings booked myself, 73 in total, like with my team. So like an extra 28 or whatever. And I've able, I've been able to secure 2.5 times that in like booking revenue, I guess you'd call it.

Oh my God.

We two actually. Yeah, like when I actually went to look at it, I was like, wait, is that. Well, there actually is like from 2023, so. Sorry, 22 to 23. Like there's literally like a jump.

A jump.

Like it's to see the, to see the Difference yeah, like 58 to 158.

Wow. Alexis, that's insane.

That's actually insane.

So I know you have a team. Are those bookings including your team?

Yeah, so some of them are working with me. Like, we're on the booking together.

Okay.

Yeah. Some of them are. They're doing their own weddings. Okay. Yeah.

That's honestly insane because you start. Okay, you start your business right when Covid hits. And in your first year, you have 35 weddings booked. You're making 58,000. Then you scale and you build your own team. Number one, which is like boss energy right there. You're like, I'm going up from here. And then you 2.5x. Yeah, that's like, unreal.

It's actually wild. When I was looking at it, I was like, yeah, things have been, like, steadily growing. Like, for sure. I've made, like, more year over year. But then the difference between, like, that year and that year, it's like, wild.

That's unreal.

Yeah, I know.

I remember you writing in the Community that you hit. I think it was like a 17 or an 18k month, and I was like, what? My girl. That's insane.

Yeah, it was pretty. It's been pretty wild.

That's amazing. So how does it make you feel knowing, like, okay, wait, my wedding business, like, are you still in the salon doing salon services, or is this more full time for you?

It's definitely. I'm leaning towards, like, okay, do I need to. I'm still in the salon. Those numbers don't include salon stuff. But I. Yeah, I'm kind of leaning towards, like, it's fun and it keeps me busy during the week. Like, but do I need to be busy?

Right?

You know, like, I would prefer to be like, you know, doing stuff, like, more bridal focus. So I'm kind of thinking of, like, do I switch to more full time? But then our slow season is so slow, so.

I know, I know. It's like you kind of take that risk of like, oh, do I want to pull back, Go a little bit more full time with this? But I feel like with your numbers and I mean, if you had like, wait lists and stuff coming up, if you had that going on, I don't think you'd have to stress. Low season.

Yeah. Yeah.

Because with your numbers, your demand is there.

I feel like it could be okay. Yeah. So I'm kind of like starting to have that thought now. Yeah, it may take me a year to, like, really do it, but it's like, before I was like, no, I love the salon. Like, I'll do both. It'll be fine.

Yeah. Yeah. But now maybe you're thinking a little bit differently.

Yeah, yeah, exactly.

Earn more, work less. Mm.

Yeah.

So what would you say you feel like, was something that you previously weren't doing in your business that once you got in the academy kind of helped contribute to that? Would you say, like, have you increased your prices since or packaging your services? Like, what different things have you implemented now?

I think increasing my prices for sure, but also, like, having a. Why between behind increasing my prices so that I'm not just like, quivering when I present them, you know, like, it's confidently raising my prices. Packaging for sure, has been like, nerve wracking at first, but so much easier. Yeah. And I think, yeah, those two things for sure. And anything else that has like, I think also learning how to manage my money has been like, also because you can, you can have like, you know, money can easily just. Oh, oh, there. Okay, there it went.

Bye.

But it also went out, you know, but learning how to like, to manage that too and to like, actually be profitable in your business, like, that's. That's a big thing too. So that, like a game changer of like, okay, we gotta like, cut back here and like, no, we actually need to raise our rates to be profitable here. And like.

And it kind of would you say, gives you more of that, like, sense of security. Like, when you have that coming in, you're like, oh, okay, I'm actually able to keep it and it's not just flying out the window.

Yeah.

You know, and now that you have a team and, you know, you're paying different people, would you say it's helped you kind of manage and organize that aspect as well and still stay profitable?

Yeah, yeah, definitely. Because it's like, yeah, you want to be. Make sure you're charging the right commissions. You want it to be worth it for every party involved.

Mm.

You know, and you want it to be. Yeah. Justified in your prices and like, value communicated and, you know, all those things. So it's always a work in progress for sure. I'm constantly trying to tweak things and see where we can add more value so we can raise our rates.

But speaking of value, how would you say you felt talking about your value or like communicating with brides prior versus now? Have you noticed a difference at all?

I've. Yeah, I've been able to refine it for sure. I feel like I've always been pretty confident when it comes to communicating my prices, but I'VE been able to. Yeah. Refine those communication skills. Yeah, that makes sense. Like templates have been super handy to just give me a jumping off point.

Yeah.

With yeah. Having certain like, I guess, conversation stoppers that they might say. It's like, oh, no, I've got one for that. You know what has been.

Have you ever had a bride with an objection that you were able to turn around or a ghosted bride?

Yeah, I'm trying to think.

That came back.

Nothing's coming to my mind right now.

That's okay.

No, I'm blanking. That's all right.

Do you feel like you see less ghosting brides or more kind of the same.

They still. You're always gonna have ghosters, I feel like.

Yeah.

But it's been fun to. Before I wasn't really following up.

Yeah.

So that was definitely a big thing with like, okay, follow up in 24 hours.

Yeah.

48. You know, and again that, you know, because even if you get the like, oh, sorry, we've been another direction. Or like even that little tidbit of like, oh, we were able to find someone in our budget. Okay. That's like a little piece of information you wouldn't have had either way that you could use to, you know, to, to fine tune things. So. Or. Or some brides have been like, oh my goodness, this was like lost in my emails. I'm so glad you, you followed up.

Right.

Yeah.

It's like saving the day when you go and you follow up with your brides. It kind of like changes the game a little bit.

Yeah. Yeah. And it's been fun to make all of those follow up emails.

I know, isn't it? Yeah, I know you're a honey booker.

Yeah.

Have you felt like, even though you do have Honeybook and I know I teach you Dubsado, do you feel. Did you ever go into the Dubsado lessons and.

Yeah.

Get anything? Did you find that still valuable or were you kind of like.

I kind of just grazed over them because I was like, you know, but I wanted to see at least the flow and the process of how you were doing things and then how I can implement that into Honeybook.

Yeah.

So it was still like crossover there.

Right.

Creating an automation. It's like, okay, I know how to make an automation in Honeybook, so that's fine. It didn't necessarily have to be Honeybook specific.

Right, right. You were able to kind of translate.

Yeah. Yeah. I'm pretty tech savvy though. So for ones that aren't maybe not ideal, they Might need more of a like, step by step. Exact.

You are pretty tech savvy and you are pretty like in the data, which, like, I love about you. Like when we were on the CEO our call the other day and you were pulling up your data, I was like, oh, I love that.

Yeah, it was great. I've literally been doing that screenshotting and putting into chat GPT.

Is it easy?

I couldn't even like, I don't know how. I never. How did I exist before?

What was life without chat? We don't know. I know you're somebody who is in the data with like the KPI tracker.

Yeah.

How has that been able to like, change your business? What have you noticed?

Well, knowledge is power. So I feel like when you know all those little things and the correlations of how, like. Yeah. They actually correlate to certain things. I'm like, wow, this is like directly correlated to me posting on social media.

Yes. You could see it.

I like to hear that. But I know it now at least. So it's like, it's. It's able to have more. Why to me posting on social media instead of just going like, okay, I guess I'll just put this to the Internet gods and see what happens.

Let me just blind.

It's like. No, there's actually. There's actually like a correlation there, which is pretty cool.

And you get to see the numbers.

Yeah, yeah, exactly.

I see you looking at numbers.

Yeah. I have my KPI thing right here. So I'm just seeing if there's. Yeah, like when we did that. June was it June challenge.

Oh, the reels challenge.

Yeah, the reels challenge. Where did that go? Oh, yeah. So for that. Oh, my God. This is actually insane. So my conversion rate for that month only was 56%.

Shut the yo. That's actually insane. That's actually crazy.

That's actually crazy.

How many rides did you book that month?

Let me see. I booked 12.

In a month.

Yeah.

That's crazy.

Yeah. Yeah. Which is good. And then other months are like 16, 21, 22, you know, like where they kind of where I want them to be, where they should be. But then that's actually.

Wow.

I can't. I'm. This is new information to me.

You're like, again, the universe is showing me directly correlated to my social media eye opening.

But yeah, I love my KPI thing.

I know, it's so nice because don't you feel like when you're in the numbers, it takes out the emotion, so not like emotional about things? You're like, oh, okay. No, this is the cold, hard facts. When I post more, I actually convert better. Yeah, it's right there.

Yeah, exactly. And I did like about the challenge too. It did kind of show me that, like, you can do, like, quick B roll stuff too. Like, it doesn't have to be this whole two hour edited vlog situation. I mean, those are fun too.

Yeah.

But it doesn't need to be, like, literally take a B roll and put some text on it.

Literally. That's all it needs to be.

Yeah. So that was pretty cool to. And then through that challenge, I was able to see what people liked and what did well, and then those I. I have been implementing. Okay, nice. So I've taken those specific, like, reels that people liked. Like a time stamp, you know, like a question with a time stamp, you know, and then I kind of answer that question through the video. Like, do I really need an hour and a half for my hair? And then time. We time stamp it out and it's like, yeah, you do.

I love that because that was, like, my purpose for it. So the real challenge was inside of brightopreneur socials, and I love both because they're the P to the J.

Yes.

Go together. But that was like, the purpose is to show you that content doesn't need to be so perfect all the time, and it's more about just showing up and. And then looking at your content that performs and then rinsing and repeating.

Yeah, yeah, exactly. One thing that really, I liked too, that you said one time was like, you can change the caption later.

Yeah.

You know, and that really, like, changed it for me because if I have this, like, great, fun reel that, like, shows my work or whatever, like, immaculate style, and I'm stuck on the caption, like, yeah, you want to have a nice caption. But, like, it really took out that mental block that makes sense of like, oh, I need the perfect caption.

Yeah.

Can change it later. Have I changed any later? No, I haven't.

You know, you can. You know what I've been doing lately with my captions? Like, if you have, like, a really good caption where, like, one day you were just like, on and you got, like, a long caption with, like, a B roll. I'll take that caption and put it in turn into a carousel. Just, like, take those words and put it on. On some photos with text, low effort.

That's a good idea.

I love it.

Yeah.

Okay, so when it comes to the academy, what would you say has been other than The, I know you had already said the, the managing your money was kind of like the big unlock for you.

Yeah.

Was there anything like takeaway wise that like if you, if I was to remove something from the program, you would be like, oh my God, no, I would die without that piece.

Okay. I feel like I really enjoyed the. Oh, what's it called? It might have been the old title of it but like something about converting, convert your bride or like store. Maybe it was stories that convert or something like that. It was about stories though.

Oh, the stories that book maybe Stories.

That book that it was. Yeah, yeah, yeah, yeah. I, I, I really liked that module because I felt like it was like bite sized and I could like stories were, are easier for me. Yeah. And it was really cool to see actually like implementing that and seeing it work.

Yeah. Tell me about that mild. You posted it and it worked. You are actually so good on your stories. Like I see you showing up there so much specifically with like a lot. You've customized them a lot. But like I can tell, I'm like, she's using the templates.

Yeah.

How has that been for your business? Have you seen more urgency and people inquiring? I feel like it's really working for you.

Yeah. Because I've been doing, I've been even taking kind of that idea of just like talking to your brides and like mixing in some personal. But then like, you know, just kidding. Book your wedding kind of stuff. So even like on a weekly basis, like, or even sending out like, oh, so and so booked like for this date. Like it's gone, you know, and then having like a sense of urgency of like, okay, another one's booked. Like I've got, What was it, 32 weddings out of 40 for next year. So it's like, okay. Oh my goodness. She only has 40 spots. Like that's, you know, just like I really liked that module with the stories that like taught me all of those things about like selling on your stories and how it, how it, how impactful it can be.

Yeah.

It, that's what influencers are doing too. They're also selling on their stories. Like you very rarely actually see them.

Yeah.

Like you know, doing a paid sponsorship, like feed post.

Yeah. No, it's crazy because like Sabrina Carpenter throughout her entire album, I'm like, oh, she's selling every single day on her stories. That's what she's doing. Yeah. Like you're so much more in tuned and aware to it. Like now even you, you're like, oh, I see influencers yeah, they're doing.

Yeah. Why Exactly. Yeah, yeah. So I feel like I've been able to get away with not being so consistent on my feed because I am so consistent on my stories.

Oh, I love that.

Yeah. Like, that's kind of saved me, in a sense. I feel like I was dead on my stories. It might. It might be. No bueno. Yeah. Yeah. But I'm pretty good with, like, posting in my car after a wedding. Like, sit in the driveway for 20 minutes. My husband's wondering where I am, because I just want to, like, get it on, and then I can, like, peace out.

Then you can go about the day. You can rot and relax.

Yeah, yeah, yeah, yeah.

Okay. I love that you said that, because that was literally one of my favorite lessons, is the stories that book, because it can be so impactful for your business. Like, and it takes so much of, like, this sales psychology and truly gets you in that selling mindset. And I feel like you're just, like, so confident with it.

Yeah, it's way easier. Like, I feel like editing a reel is so much more daunting than me just, like, throwing stuff up on my stories.

Yeah, it's so much easier.

Then I'm also like, oh, this is only here for 24 hours. Like, that's so annoying.

I know. I wish. Highlights.

We love that. Yeah. I do have a highlight that's, like, recent weddings. And then it kind of has all the recent, like, stuff I've done. But yeah.

So when you first started with the stories, that book, was there anything that you noticed right away where you were like, oh, I think this is actually working for me.

Yeah. Because I would post, like, when I first started doing it, I. I just kind of threw up a set of, like, clearly, like, this is not what she usually posts, like, kind of stories, like, more like canva created, like, talking specific, you know, stuff. And then I got, like, three inquiries, four inquiries, like, that day. So I'm like, clearly, like, those are brides that were watching, you know, and then that was like, that, like, converted them to at least, like, in a choir.

That's unreal, because you're right. They're in there. They're lurking. They're, like, watching all your stories. They're just waiting for you. Give them that.

Yeah, Literally give them that push. Yeah.

Wow, that's amazing.

And I was gonna say the, like, it's. It is handy in our sense because you're always having, like, fresh eyes that are coming across your page so you can reuse your story or, like, the same kind of like, idea or the same like, so and so's booked or like sent out these inquiries for the week or, you know, like, you can recycle those stories, which has been handy too.

Oh, yeah. Because it makes it easier for you to show up and you can also even like the stories ones. You can just like change the bride and use it for like a different bride. So it makes it easier to say and post. I love that.

Yeah, that.

So when it comes to the academy, how do you feel about the community part? Because I always see you in there with like the live calls. I see you in the community chatting with people and stuff like that. Would you say that's been helpful for you to like be able to find people who are also, you know, in the same industry as you, kind of like doing the same thing?

Yeah, yeah, I like the community. It's funny you say you feel like you see me there all the time, but I feel like I need to be in there more.

I feel like I see you.

Okay, so that's good. Yeah, I really enjoy it. It's nice to have a spot to like vent about something or ask a bridal specific question because that was the thing. Like I've been a part of like other like salon coaching type things, but it was never bridal specific. And so I feel like it's nice to have a bunch of like other bridal professionals that you can ask a question because they know all of the context or the nuance that comes with like bridal things.

They do. They get it because they're in the same space.

Yeah, yeah, exactly.

I saw your husband or he's studying, so are we.

Yeah, exactly.

Okay, so if somebody was on the fence and they were like, I don't know what this academy is about, what would you tell them?

Okay, so I would say to them what I have said to them. And I screenshotted some stuff that I've said to people that have been in my DMs, like asking, right. I would say I will. I have said yes 1 million percent. My business has literally skyrocketed.

Oh.

I mean, the proof is right there. You just have to be willing to put in the work.

Hashtag, facts.

And the final one, which is great. Yes, do it.

That you heard it, you heard it from her. Do it.

People. Yeah, like, message me like, oh, I saw that you're like following Marissa or like, what do you think? Like, should I, you know, kind of thing. And. And I'm always like, yeah, honest about what I think. And, and what if they should join or whatever. And like, these stylists are local to me, so it's like, if. If they can, like, level up their business, like, we all can level up level of our business, you know?

Absolutely. And I love that you're in Canada, because people will always ask me, like, oh, that just works for. I'm in New Jersey in the United States. They're like, oh, that just works for you on the East Coast. And I'm like, no, works really well in Canada.

Yeah.

I mean, and all over, we have people, you know, in Europe, in Australia.

Yeah, everywhere.

So.

Works for people.

It works for people if you work it.

Yeah, yeah, exactly.

That's the key.

But we're. We're implementing these, like, sales psychology things. Like, we're all human. We're all the same. Yes.

Sales is universal.

Yeah, yeah, exactly. There's no one. Things for sure, like, where you live culturally, you know, But I feel like we all have those, like, things as humans that make us tick and make us, like, want the thing.

Exactly. But because you are so honest, I would love to ask you, like, unfiltered feedback. What is something you would want to see more of in the academy or something that you're like, we could do without? Give it to me straight. What do we want more of? What do we need?

What do we need more of? I feel like what first comes to mind is this might not be what we need or what. What we need more of. But one thing that I was like, oh, maybe I don't know, was when you stopped doing hair.

Oh, what do you mean?

Yeah, yeah. So I was kind of like. Because one reason that made me want to join was like, okay, and she's still doing hair. It felt, like, still tapped in, you know? So I was kind of like, oh, yep, there she goes, the educator that, like, switched to full time.

Another one bites the dust.

Just, like, so good. I'm so glad. And, like, you haven't let us down since. I feel like, you know, that was, like, one thing that was like, oh, I wonder if, like, it's gonna drop off after here or something, you know? But honestly, it has been great. And I haven't left because of those things. Like, you've been. You've been. Yeah, like, showing us all the things. Like, you've been. You've been. I don't know what word I'm trying to look for, but, like, yeah, you haven't let us down.

Yeah, I feel like that's. I love that you brought that up, because I do still. I have one More bride in October. But one thing about me not being in that set in that part and, like, still doing hair is that I can focus more on you.

Yeah.

Like, I can focus more on, like, your sales, your marketing versus my own and trying to, like, market my own business.

Yeah.

So, like, I kind of love that part that, like, I don't have to worry about my own sales now. I can, like, figure things out for you.

Yeah.

Like, the. Even though I'm still. Even though I'm not doing my own weddings, I'm still able to hear from you guys about what you're seeing with your bookings. So I was able to do more of the research for, like, the hybrid bride that we're seeing, like, Gen Z and how to book her more and things like that. And I feel like if I was still doing hair, I probably. I would still learn it, but it wouldn't be as in depth.

No.

Able to bring now.

Yeah. You'd be more torn.

Yeah.

Yeah. Which, like, I see that now. Yeah.

You know, that's so funny. You're like, another one.

Yeah. I was like, oh, great one. That's, like, still, like, doing hair. And then I was like, oh, there she go. I'm gonna stick with it. I'm gonna, like, continue to, you know, see what she's got for us, you know, I don't know why I held so much value on that. I don't know.

Well, I feel like everyone does that. They'll, like, do that. They'll. They'll go into, like, either a hairstylist or a makeup artist, and then they start doing tutorials.

Yeah.

Then once they do that, a lot of people are probably asking social media questions. So then they go into that, and I think there's not really a lot of people who do just, like, sales, so I'm a lock in on that.

Yeah, that's true. That's a good point. Yeah. Some people are still have, like, kept their. Kept their foot still in, like, doing the services.

Yeah. And then they got their feet in all these different things. And if there's one thing I learned about business, if you have multiple, then your mind is all over and you can't focus on the one. And my focus is on you. Your business, not mine. Yeah, mine takes a back seat. My content takes a back seat so I can get you guys the reels challenge and the stories. I'm like, I'm gonna make content for my girls. My content doesn't matter.

Yeah, yeah.

I'd rather do that, but I'd be honesty.

Yeah. That's the only thing that kind of came to mind. That was like, an inkling of, like, any bit of, like. I don't even want to say doubt, but, like, you know what I mean?

Yeah.

No, and I would be honest with you. 100. Yeah.

And I love it. Well, where can we find you? Where can we hang out?

Oh, I forgot. This was an interview. I know. I'm on Instagram. Alexis Ibero. I B E R O.

Wait, I've never heard you say it. Say it again. That is so beautiful.

My husband's probably cringing. Yeah. Alexis Ibero. Alexis Ibero. Hair.

Can you spell your last name for us?

I B E R O.

Phenomenal.

Yeah.

Well, it was so amazing. Chatty.

73Rd follower.

What is it?

I said you can be my 273rd follower.

We will. We will. It's been so awesome chatting with you. I literally, like, feel blessed that you were drawn into my community and to have someone like you and just seeing your business succeed and all the milestones that I've been able to see you hit.