Marketing

Strategy Isn’t Enough with Brian Gottlieb – [Best of PowerTips Unscripted]

A successful remodeling business isn’t only dependent on tactics or the larger strategy behind them. A company’s culture plays a crucial role in executing any business strategy. 

In this episode, Brian Gottlieb discusses the key steps needed for a business to implement their desired strategy with Victoria and Mark.

Brian Gottlieb is the founder and CEO of Tundraland Home Improvements, which serves all of Wisconsin. He started his business on a plastic folding table, with just $3,000 in cash. Today, Tundraland employs more than 220 people, and revenues  are in excess of $42 million. 

He defines strategy as an integrated set of choices an organization makes to position against the competition, add value to their customers, and add value to the company. Brian’s “a-ha” moment came last summer, when he understood that when a community is at its full potential, we’re all in a better place; and when an organization is at its full potential, we’re all in a better place.

He calls Tundraland a training organization — developing an employee to his or her full potential is a key point of the company’s  strategy. Brian describes the four ways to define your culture, and how to make it stronger, including:

  • How building a strong culture is like building a ship
  • How realizing potential depends on others
  • Examples of the wrong strategies
  • And more …

Everyone Should Think Like an Entrepreneur with Sean Castrina – [PowerTips Unscripted] S4 E4

Sean Castrina joins the program to discuss why everyone should think like an entrepreneur and the importance of developing a strategy for determining what business you want to start. He shares that when he lost his job, he found another one so he could take his time to figure out his next steps. 

Sean Castrina is the Founder of The Weekend MBA, host of The 10 Minute Entrepreneur Podcast (a top 10 entrepreneurship podcast), an author of 4 bestselling books, and a serial entrepreneur.

Sean, Victoria and Mark discuss:

  • Critical components of building a successful business
  • The top reasons why most entrepreneurs fail
  • Why you must constantly look for new revenue streams 

Growing a High Volume Remodeling Business with Jake Schloegel- [Best of Powertips Unscrpited]

Many remodelers dream of one day building a high-volume remodeling company. Others aren’t sure it’s worth the effort.

In this episode, we talk to Jake Schloegel about what it takes to grow a high-volume remodeling business. Why build it? Who should be involved? What are the expectations?

Jake is the Founder of Schloegel Design Remodel, an award-winning Design/Build firm in Kansas City. He started in 1980 as a one-person company and has grown it, with the help of his team, to an operation exceeding $14 million in revenue annually. The company is now managed by Jake’s son, Charlie Schlegel, and his business partner, Chris Peterson.

Jake has been a facilitator and instructor for Remodelers Advantage for years and is very active in the remodeling community, having served as president of NARI from 1990 through 1992.

Victoria, Mark, and Jake talk more about:

  • Jake’s business and what prepared him for growth.
  • Who helped Jake in building the company?
  • The key components necessary for sustainable growth.
  • Why Jake wanted to achieve high volume.
  • What Jake would do differently if he could have some do-overs.

Ep.185: Getting To An 8-Figure Remodeling Business With Ben Juncker

Special guest Ben Juncker discusses the lessons he learned and actions he took to go from a roofing employee to the owner of a multimillion dollar business and a best-selling author.  After being in business for a while and buying out his partner, he realized that profits are more important than revenue and that he needed to start looking at his business at the macro level.  He started focusing proper staffing and creating processes, which led to meaningful growth.

Ben started his company, Craftsman’s Choice, in 1998 and became a James Hardie siding contractor in 2000. Since that time Craftsman’s Choice has grown continuously to become one of the nation’s top James Hardie Remodelers, completing over 175 jobs per year. They have won James Hardie’s prestigious President’s Club award every year since its inception in 2015.

Ben, Victoria, and Mark discuss the importance of:

  • Knowing what is happening on job sites
  • Building accountability into all processes and systems
  • Leveraging technology, specifically Customer Relationship Management (CRM) tools
  • And more…

Ep.116: Getting the Biggest Bang Out of Your Marketing with Susan Raisanen

If you have more than one salesperson, then odds are you have a round-robin policy of lead assignment. But that could be doing your sales team and your marketing department a disservice.

Susan Raisanen joins the show today to share how tracking and assigning leads, based on sales strengths, can make a difference in performance and in your bottom line.

Susan is the President of Profit Finder Pro Software and works with business owners and managers to help them understand that tracking just a few simple numbers in sales and marketing can make the difference between a company being profitable… or not.

Susan is also the Director of Sales & Marketing for TraVek Inc., an award-winning design-build remodeler in Scottsdale, AZ, and a long-term Roundtables member here at R/A!

In this episode, Victoria, Mark and Susan talk more about:

  • The difference between Marketing and Advertising and how it affects tracking
  • How much efficient marketing can add to the bottom line
  • What numbers should you be tracking
  • Once you get the numbers from tracking, what you do with them
  • Whether or not you should cut your marketing during downtimes
  • And more…

Mentioned in this Episode:
Susan’s Book: Track It To Crack It: The Ultimate Guide to Unlocking Your Company’s Full Profit Potential

Susan’s Phone #: (800) 972-6952

This Episode Sponsored by: Wellborn Cabinet

We are excited to have Wellborn Cabinet joining us as a featured sponsor for PowerTips Unscripted. Wellborn has been a huge supporter of Remodelers Advantage for years and it is great to have them involved in our growing podcast. Welcome, Wellborn Cabinet!

Ep.102: Developing a Sustainable Niche to Support Your Passion with Wright Marshall

One of the strongest ways to differentiate your business in your market is to have a niche. 

Wright Marshall’s company, Revival Construction, has always focused on one highly specific niche and is constantly refining its team and systems to be the leader in that segment.

In this episode, Wright will share his approach with Victoria and Mark, and why following his passion for historic architecture helped him create a successful remodeling business.

In May 2000, Wright Marshall formed Revival Construction Inc. in Atlanta, GA, dedicated to renovating and restoring Atlanta’s older homes. The company focuses on classically designed whole-house renovations, and additions to houses built before WWII in the intown areas of Atlanta. Revival’s mission is to build beautiful homes and lasting relationships. Wright’s also a longtime Roundtables member.

Wright minored in architectural history in college, and planned to build for a while before going to architecture school. He didn’t go. Instead he concentrated on remodeling and building additions on older homes, allowing him to follow his passion for classical architecture and run a successful business. While there were other companies doing it in his market, they weren’t doing as well as he thought he could. Wright concentrated on providing a better customer experience in that niche, as well as: 

  • Determining if your passion can be a sustainable business
  • Working with architects
  • Why design-build doesn’t have to be in one company
  • Building your reputation in the niche
  • Defining success in hiring
  • Investing in estimating
  • The importance of discipline
  • Setting smaller, realistic goals
  • The advantages of finding your niche
  • And more …

You can also learn why Wright chose the name Revival for his company, and also get to hear a little bit of an Allman Bros. song. Also, give yourself a little time to look through Revival’s Project Portfolio — there are some beautiful examples of Wright’s work.

Become a Master

Our MasterClass courses are two-day sessions of rich, interactive information with plenty of hands-on instruction. We limit our classes to 12-18 people, giving you ample opportunity to work one-on-one with the instructors. All our instructors are well-known respected industry experts and some of the best in their fields of expertise. Learn more about our MasterClasses in marketing, the design process, bookkeeping, and project management.

Ep.101: The Delicate Art of Qualifying Remodeling Leads with Chip Doyle

Leads! Lead! Leads! Business is good, leads are coming in. But are you over-qualifying, under-qualifying, or doing it just right? 

Chip Doyle’s got research that says 30-60 percent of business is lost because the initial phone call is handled incorrectly. So if you’re not doing it just right, you’re leaving money behind.

In this episode, Chip’s back with Victoria and Mark to break down the best practices for lead evaluation over the phone, and what to leave for the salesperson to handle in the prospect’s home.  

Chip Doyle wrote Selling to Homeowners — The Sandler Way, a best-selling industry book, and has been offering Sandler training for 20 years. He has worked with hundreds of remodeling companies across North America — including many of our Roundtables members and RA University members, and many other RA programs.

The most fundamental mistake many remodeling companies make — especially in this hot market — is mismanaging leads over the phone. Over-qualifying leads means you’re actually losing money, says Chip. He says the salesperson’s job is to go out and get “no”s. Getting into the home is key, but too many owners wear too many hats, and don’t have enough time to devote to sales calls. The result is being too stringent during the initial phone calls. Chip talks about how to qualify your prospects the right way, including:

  • Predictive qualifying
  • How long the initial call should take
  • Who should do the qualifying
  • Training the qualifier, or LIP
  • Why not to talk budget during the lead take-in
  • Ensuring that the homeowner has a positive experience on that first call
  • Finding out the client’s pain points while on the phone
  • Why the time frame of the job is a fair question
  • What a Volvo in the driveway or piano in the home can tell you
  • Making and confirming appointments
  • And more …

Let us know if you’d like to participate in Lead Intake Person training, send Mark an email at: mark@remodelersadvantage.com with LIP in the subject line. If we get enough interest, we’ll get Chip to teach the class.

Did You Know: Chip Doyle is a Featured Instructor with R/A…

We have Chip on our schedule for two upcoming programs. The SalesEdge program is for RA members who qualify, and the weekly topics will be tailored to the collective strengths and weaknesses of the limited number of participants for maximum results. See more about SalesEdge.

The Client Management Training for Designers, Architects & Project Managers is a program that will empower your team to lead your clients throughout the project, and not just take orders. It’s a multi-week course that can be taken in the comfort and convenience of your office using the phone, email and/or webinars. Get more information about Client Management Training for Designers, Architects & Project Managers.

Ep.95: Being Honest Online with Taylor Rennick

Honesty is truly the best policy when it comes to your website and social media presence. In a sharing economy, your prospects want to know everything about your company before they even pick up the phone. 

We’re breaking down why transparency online is important, and how it can lead to more jobs.

In this episode, Taylor Rennick discusses the importance of being honest and transparent online with Victoria and Mark, and tells you how it can create more leads, and eventually more revenue. 

Taylor is an inbound marketing strategist at Builder Funnel — one of our partners here at Remodelers Advantage.

As part of her job, Taylor spends hours every day looking at remodeling company websites. Some are good, some not so much. And some seem a little shady, using project photos that aren’t theirs or lying about project pricing. Remodeling is intensely personal, and has to be sold as a service, not a product, Taylor says. Being transparent is the key. Taylor talks about the information prospects want to know, and how they want to find it, and why you’ll get more prospects, including:

  • Developing content to educate your audience
  • Explaining your process
  • Talk about cost on your website
  • What you should offer on your blog
  • What audience data can tell you
  • Positioning your company as a thought leader
  • Updating information to stay accurate
  • Reaching people where they are in their buying process
  • And more …

Taylor says you can find free resources to help you in all your online marketing on Builder Funnel’s site.

Ep.94: Improving Your Bottom Line with Green Upgrades with Doug Selby

Many of your customers will pay more for items that improve the health, comfort, and efficiency of their homes. As one of the few things that pay for themselves over time, green upgrades can also boost your average project revenue and make you stand out in your market.

In this episode, Doug Selby talks to Victoria and Mark about how green upgrades can improve your remodeling company’s bottom line.

Doug is a co-founder of Meadowlark Design+Build in Ann Arbor, MI, and recently graduated from the CEO role to to focus on long-term strategy and act as the company’s sustainability director. Doug is a building science expert and helped Meadowlark build a reputation in its community for quality of construction and leadership in ecological housing issues. 

Meadowlark was started with an ecological focus from its very beginning. Doug and his business partner, Kirk Brandon, studied primitive living and how to survive off the grid. While they may cost a little bit more upfront, green upgrades pay for themselves over time, he says, and focusing on ecologically conscious remodeling and construction can be a great business decision. He talks about what it means to Meadowlark’s business and clients, including:

  • How it helped the company grow during the recession
  • Getting media attention naturally
  • Losing less, using less, and then producing
  • Insulation and systems
  • Why solar’s literally the last thing he looks at
  • Air-quality issues
  • Talking to homeowners about green tactics and methods
  • Presenting it the right way
  • And more …

Including the benefits of going where other businesses aren’t, and how ecologically conscious building and remodeling can set you apart in your own market.

EP.91: [Unscripted Back-up] Expert Panel at Extreme Business Makeover Shares Insight

As we wrap up 2019, we’re looking back at some of our more popular episodes and this one was a huge hit.

For our 50th episode in January, we gathered a panel of industry experts and took questions from the audience at the Extreme Business Makeover event. It capped off an intense two days of learning, sharing, and networking among the remodelers attending and our Remodelers Advantage team.

In this episode, Victoria and Mark directed the lively discussions with our panel. Panelists included:

  • Michael Sauri of TriVistaUSA Design + Build and the 2018 winner of the Fred Case Remodeling Entrepreneur of the Year Award.
  • Doug Howard, RA’s CFO and Director of Consulting Services, a.k.a. “The Fixer”
  • Judith Miller, Financial and QuickBooks “Guru”
  • Tim Faller, RA’s Senior Consultant and “Master of Production”

We covered profits and payroll, cash flow, the owner’s role in a growing business, margins, staying top-of-mind in your marketing, smart lead qualifying, planning and making decisions on your job sites, and the power of asking “why?”

It’s an insightful and all-encompassing discussion of how to run your business to get bigger margins, more profits, and creating a real life/work balance. If you missed it back in January, you need to listen to this episode.

And Don’t Miss THIS Year’s Extreme Business Makeover Event;
New Content, Fresh Ideas

On January 28-29, 2020 we will gather once again at the BWI Westin and present 2 days of interactive presentations, breakouts and expert panels (like the one featured in today’s podcast). We have Super Early Bird pricing in place until 12/15/19 so Click here for more information and Register Today!

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