Sales

Ep.34: The Evolution of SEO with Spencer Powell

Marketing is getting more complicated, and search engine optimization can seem like voodoo or black magic. The SEO landscape is always changing, as Google adjusts its algorithms every day.

The goal remains the same, though — growing your organic traffic online to rank higher in the search listings, so you get found by the people who will become your clients.

Spencer Powell joins Victoria and Mark to explain how to maximize your SEO, and share the recipe for a successful SEO strategy. 

Spencer is the founder and president of Builder Funnel, a digital marketing agency that helps remodelers improve their marketing and sales systems. They help you generate more leads and sales by putting the right technology in place to measure what’s working and what’s not so you can improve over time.

SEO matches up with the way people shop and buy. Users ask questions and do research, and you want your site to be there with the answers. But a successful SEO program is more than just choosing keywords and topics. You have to know what else comes into play. Learn more about:

  • Good content vs. junk content
  • Understanding what questions to answer
  • How to drive traffic using social channels and email
  • The keys to A/B testing, and how to do it
  • Calls to Action and where to put them
  • The importance of fresh content
  • And more…

Including this link to the 200 SEO ranking factors Spencer talked about. If you’ve got questions for Spencer, shoot him an email at spowell@builderfunnel.com. There are more resources for you at Builder Funnel’s website.

Meet Spencer at Summit
If you want to ask Spencer questions and meet him in person, no better way than see him at the 2018 Remodelers Summit in New Orleans on September 25-27! Spencer and Builder Funnel will be one of our sponsors, so make sure you stop by their booth to meet his team.

Ep.33: The Sales-to-Production Handoff with Bruce Case

To many remodelers, a project works like a relay race, depending on good handoffs of the baton. The sales-to production-handoff is critical, and if you drop the baton, the race is over.

But there are ways to make it less of a hard handoff and more of a continuum, says Bruce Case. Bruce joins Victoria and Mark to explain how to break down the barriers and bring Sales and Production together as a team.

Bruce Case is the president and CEO of Case Design/Remodeling Inc., one the largest full-service remodeling firms in the nation with more than $60 million is annual revenue. Focused on the Washington, DC, metro market, the company provides a unique mix of design/build and home improvement services. Over the past 15 years, the company has extended its reach across the US through a network of licensees and franshises working under the Case Handyman & Remodeling Services banner. All these initiatives is focus on inspiring team members and clients.

Involving Production from the beginning of a job makes the projects more seamless and collaborative, creating a process that empowers employees and keeps them all focused on the bottom line. Bruce tells you how Case handles this team approach, including:

  • The need for accurate estimating
  • Why Project Managers get to sign off on a contract before the client does
  • Structuring compensation for Sales and Production based on gross profit
  • Who goes to what meetings and why
  • What to do when you need a tie-breaker
  • And a whole lot more…

Bruce talks about how to lead this process, and your team, with empowerment and accountability. For more about Case Design/Remodeling, check out their website. And we’re looking forward to Bruce’s AskAnything Fireside Chat at the Remodeler’s Summit on Sept. 26 — his fourth time sharing his expertise with us.

 
 

Ep.31: How to Successfully Use Cost-Plus Pricing with Josh Baker

The Cost-Plus Pricing model seems to go completely against common sense, but it’s a concept that we’re getting more questions about from our membership. One contributing factor is that consumers increasingly demand transparency when purchasing products and services — and homeowners are coming to expect it when undertaking a remodeling project. But so many remodelers don’t understand it. Can Cost Plus be your new pricing model?

Josh Baker, co-founder of BOWA Builders, has been using Cost-Plus Pricing for more than 20 years. In this episode, he talks to Victoria and Mark about its pros and cons, and why it’s a cornerstone of his company’s success.

Josh founded BOWA Builders in McLean, VA, with college friend Larry Weinberg in 1988, serving the Washington, DC, metro market. As the leader of BOWA’s sales and marketing team, Josh helped to quickly grow the company’s revenues from $250,000 to nearly $40 million in just 20 years. As chief revenue officer, Josh’s focus is on growth and managing an energetic, productive sales team. Recognized nationally as an expert in the industry, Josh is quoted regularly in publications, including The Washington Post, Better Homes & Gardens, and Remodeling, and is a frequent speaker at local and national industry meetings.

Cost-Plus Pricing can be a differentiator, but it can also frighten some remodeling business owners — as well as some clients. Josh explains how to present the concept to clients, and what it will take to implement it profitably, as well as:

  • What jobs are suited to the Cost-Plus Model
  • Weighing the risks and rewards
  • The necessity of pinpoint accuracy in estimating
  • Why not to apologize for your costs
  • The time it takes to do well
  • Why you need a sophisticated, expert sales staff to make it work
  • And a whole lot more…

Josh stresses that Cost-Plus Pricing isn’t for everyone, or for every job. Listening to this episode may help you decide if it’s the pricing model for you, or for some of your projects. Check out BOWA’s website for more about the company, and if you have questions about Cost-Plus Pricing, send Josh an email at josh@bowa.com.

 

Don’t keep it a secret! Tell everyone you know about PowerTips Unscripted

As always, if you have a topic that you would like us to cover or know of an industry contact, author or thought-leader that you think others would like to hear from, let us know.

If you’re enjoying our PowerTips Unscripted podcast, please spread the word and post reviews on iTunes and Stitcher.

Ep.24: How to Build Strong Partnerships with Architects with Kyle Lissack

One of the toughest things for remodelers and builders to do is work with architects or designers and still stay profitable. It can be done, says Kyle Lissack — but it’s a specific business model, and it doesn’t depend on bids, but on the strong partnerships.

In this episode, Victoria and Mark find out how Kyle builds and nurtures relationships, the importance of partnering with architects for the long haul, and how it can benefit your business.

Kyle owns Pinemar Builders, a second-generation full-service remodeling and home-building company just outside of Philadelphia, and is a Roundtables member. Kyle describes Pinemar as a design-driven company where every project involves at least an architect or designer, and often both. “We want to build beautiful homes for nice people,” he says.

Victoria, Mark and Kyle talk about how he adapted his business model from building spec homes to partnering with design professionals in remodeling and building projects, including:

  • Identifying architects, interior designers and landscape architects to approach
  • How to build value for you and your partners
  • Juggling different personalities and approaches throughout a project
  • Treating your partners as customers
  • And more…

This episode gives you insight into how to successfully work with architects, and you’ll find out what Kyle would do with a frozen penguin. Click through to find out more about Pinemar Builders.

We’re excited to have Kyle as a “Power Talks” speaker at the 2018 Remodelers Summit in New Orleans in September. He will be presenting “Cultivating & Nurturing Mutually Beneficial Relationships With Design Professionals” at 2:35pm on the Main Stage.

Summit is on track to sell-out early this year so make sure you REGISTER TODAY!

Do You Like What You Hear?

If you enjoy our PowerTips Unscripted podcast, we’d love it if you’d post a review on  iTunes and Stitcher, and spread the word!

Ep. 23: Managing Your Customers with Chip Doyle

As a business owner, it seems like you manage everyone — your staff, your crews, your kids, your pets. But if you — and especially your designers — aren’t managing your customers, says Chip Doyle, you’re wasting time and losing out on potential profits.

In this episode, Victoria, Mark and Chip discuss how to break up bottlenecks and speed up the process of handing off from Design to Production. By effectively managing client expectations, setting clear goals and deadlines, and guiding clients intentionally, you can avoid having projects park for too long in design and selections. “Time kills deals,” says Chip.

Chip has been in the sales industry for 28 years, and training with Sandler for nearly 16 years. He’s a sought-after speaker, and will be on the main stage at our Remodeler’s Summit in September, and co-authored Selling to Homeowners The Sandler Way. Chip has a licensed training center and trains companies of all sizes in Pleasant Hill, CA, helping them reach their full potential, exceed expectations and continue to grow.

Empowering designers to guide, and ultimately lead, clients through the design process can increase your profits by 25%, Chip tells our hosts. Some of the ways to get there include:

  • Cutting design time in half, without cutting corners
  • Giving designers the right role models
  • Managing “genius attacks”
  • Setting clear meeting goals and timely next steps
  • The importance of deadlines — for clients
  • Getting projects through that would otherwise stall
  • The traits to look for in a designer — toss the DISC assessment
  • And, as always, much more…

To learn more about Chip and what he can do to help you grow your company, check out his website at www.chipdoyle.sandler.com.

Spread the Word about PowerTips Unscripted!

As always, if you have a topic that you would like us to cover or know of an industry contact, author or thought-leader  you think others would like to hear from, let us know.

If you’re enjoying our PowerTips Unscripted podcast, please spread the word and post reviews on iTunes andStitcher.

Ep.19: Sales Compensation Plans & Impact on Company Culture with Ciro Giammona

When it comes to compensating remodeling sales professionals, there are so many different models or plans; each with its own set of incentives and sales performance metrics.

But have you ever considered the effect that your sales compensation plan has on company culture? We work so hard to create and maintain the right culture fit for our employees but something as simple as how we pay our salespeople can throw off that critical balance.

In Episode 19 Harrell Remodeling’s CEO, Ciro Giammona, joins Victoria and Mark to talk more about their award-winning firm’s unique approach to sales compensation and how it has impacted their company’s culture.

Since joining Harrell Remodeling as an estimator in 1996, Ciro’s attention to detail, exemplary customer focus and commitment to the company’s employee-ownership culture eventually led him to the role of General Manager in 2006, President in 2011 and CEO in June of 2014.

Harrell Remodeling is a very successful, 33-year-old, second generation full-service design + build residential remodeling company based in Mountain View, California. Harrell’s employee-owned company structure and culture is well-known and respected within the design + build and remodeling community.

Ciro shares some excellent points on how commission-based sales compensation plans can impact not only the bottom line, but company morale and culture as well. Harrell’s salary compensation for their design/sales team is explored and Victoria and Mark take a closer look at the sales management and tracking process.

A great episode for any remodeling firm looking to improve company culture, effectiveness of your sales payment plan and so much more… Enjoy!

If you would like to learn more about Ciro Giammona and his team at Harrell Remodeling you can visit their website here: https://harrell-remodeling.com

We love the feedback we have received so far!

As always, if you have a topic that you would like us to cover or know of an industry contact, author or thought-leader that you think others would like to hear from, let us know.

If you’re enjoying our PowerTips Unscripted podcast, please spread the word and post reviews on iTunes and Stitcher.

Ep.08: Zero Punch List Production with Tim Faller

If you are going to have a podcast about the remodeling industry, it’s a no-brainer to have Tim Faller on your guest list, and I suspect he will be a frequent contributor to PowerTips Unscripted.

For the past 17 years, Tim has worked with remodeling companies, large and small, to help improve profits by creating smooth, efficient production systems. As a Senior Consultant and “Master of Production” for Remodelers Advantage, Tim’s field and business ownership experience is vital to his additional role as facilitator for Owner and Production Manager Roundtables Groups.

In Episode 8 Victoria and Mark welcome Tim Faller to the show as he covers a topic that he has been working on for the past 5-6 years as he tours the US & Canada, providing on-site production consulting – “Zero Punch List Production.”

Tim provides a great overview of the zero punch list strategy and describes in detail how he has seen companies successfully implement this process. According Tim, all-too-often remodelers put the onus or responsibility of completing a punch list on the client, thereby creating the perception that the job is being presented as incomplete.

As they explore the zero punch list theory and strategy, Victoria, Mark and Tim discuss:

  • Steps to successfully implement this within an organization
  • How this effects sales process, contracts, payment draws, etc.
  • Production Techniques & Checklists
  • How to handle Backorders
  • How to handle the final walk-through
  • Getting rid of Head Trash

…And then a Big Announcement!

As they wrapped up Episode 8, Tim announced that he and R/A’s Steve Wheeler have launched their own podcast, The Tim Faller Show … Episode Zero is online now and they will post new episodes starting on Monday, March 26thGo Check it out!

Ep.06: Behind the Scenes of an HGTV Pilot with John Huffman

Lights, Camera, Action! Getting the brand exposure of a TV pilot, aired on a national media channel like HGTV, can seem like every remodeler’s dream… But is it? What’s involved? Is it disruptive to your business? Do you get leads from it? Is it as exciting as it sounds?

In Episode 6, Victoria and Mark talk to John Huffman, CEO & Co-Owner of Black Door Renovation in Southlake TX. John runs Black Door with his wife, Elizabeth, and Rick Baker, a long time RA member, and together they focus on large-scale, high-end additions and whole house remodels.

John and Elizabeth, were approached by a production company in 2016 about pitching a show called “Lone Star Flip” to HGTV and their story of the ups and downs of that process is amazing and great insight to other remodelers considering a similar endeavor.

Often in business, timing is everything… and John talks more about how this opportunity occurred at about the same time as their merger with Rick Baker’s Stately Design & Renovation company.

John walks us through their experience and along the way Victoria and Mark cover:

  • How disruptive was it to your business?
  • How did this experience effect your brand and messaging for Black Door?
  • Did you see leads from it and were they qualified?
  • How did you handle the influx of leads?
  • How did you handle the pricing expectations we see mentioned on these types of shows on TV?
  • Knowing what you do now, would you do it again?

A great episode, not to be missed! Enjoy!

If you would like to know more about Black Door Renovation visit their website and they did an amazing job of documenting their HGTV experience on Instagram and Facebook.

Do you have a similar experience with any other media efforts? Cable shows? Radio broadcasts? We would love to hear about any of your experiences, positive or negative, in the comments section below.

Are you loving PowerTips Unscripted Yet?

If you’re enjoying our PowerTips Unscripted podcast, please spread the word and post reviews on iTunes and Stitcher.

And as always, if you have a topic that you would like us to cover or know of an industry contact, author or thought-leader that you think others would like to hear from, let us know.

Ep.02: Building an Effective Emergency Succession Plan with Philip Anderson

In our second episode of PowerTips Unscripted, Victoria and Mark spend some time with Philip Anderson, a long-time Remodelers Advantage member and well-respected industry leader. 

Philip Anderson is the President of HDR Remodeling, a successful Design + Build firm that he founded over 30 years ago in the Berkeley / Oakland / East Bay Area in California. 

The topic of this episode is Emergency Succession Planning, or how to plan ahead in the instance of a short or long-term absence of the business owner or key personnel. Philip discusses how his firm was able to build an effective succession plan, not only for the long-term once he retires, but in the case of a sudden departure from the business. 

Unfortunately, Philip’s plan was put to the test when he suffered a stroke a few months later and his business was able to continue during his extended leave. 

Some great advice shared by Philip: 

  • Don’t limit the plans to just the owner, include key personnel in sales, production, finance, etc.
  • Develop separate plans for short-term, intermediate and long-term or permanent absences.
  • Develop Standard Operating Procedures (SOPs) for each position so those stepping up have some direction and documentation to follow.

Philip does a great job with the “Lightning Round” and “Five Words of Wisdom” segments. Some great advice shared by one of our industry’s finest. Enjoy!

What about you?

Did you like the episode? Have you drafted an ESP yet? Please share your comments below and if you’re enjoying our PowerTips Unscripted podcast, please spread the word and post reviews on iTunes and Stitcher!

Free Download!

As you heard, Philip was kind enough to share his Emergency Success Plan with our community! If you’re a Remodelers Advantage member, click here to login to the Download Library.

Not a member? No worries, access Philip’s ESP right here!

And if you’re reading this in the show notes of a podcasting app that doesn’t include active hyperlinks, visit our website at powertipspodcast.com and find episode 02. 

Thanks for listening!