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Hey there my friends welcome to another episode of your concrete success podcast. This is your host Danny Barrera here And I'm with Two Queens here my Queen Maddy Barrera and the Queen of social media for concrete marketing crew you want to introduce yourself Welcome aboard.
Thank you Danny. I'm Andrea Mitchael. I've been with concrete marketing crew since July But I just changed roles recently because I got to do the social game again That's right. And with that being said let's roll with a special treat for the Christmas holiday and this season Go ahead Christian when you're ready
Get the leads, make the calls
Give a free quote
Cheers when you land the job
Driving and Smiling to get the job done
And we’re hoping you have some fun
Grind it up, basecoat here
All the flakes there
A topcoat to make it shine
Creating, upgrading no one can compare
We just have to share!
Spring and Summer, Fall and Wintertime
We bring in leads all day
Keep it growing, when it’s snowing
To rock the competition away
Marketing Strategy for your team
Giving our best to you
On the World Wide Web while you’re chasing the dream
Concrete Marketing Crew!
We'll post the lyrics Let's talk a little bit about how we came up with the jingle here.
What was what was that inspiration? How did that come across? Oh, I think it was a team meeting and some brainstorming about creativity. Yeah, and we have a creative team. Yeah Yeah,
so some of them were tossing out ideas, but it was our very own Erica who started us off with this idea and and she started writing some of the lyrics She was inspired,
I think because she had been listening to Christmas music already Oh, yeah, yeah, and then I was like, okay, we got to make this a full song then Danny says no We need to make this a video. We need to make this a full video -fledged thing. - Oh,
that's right. - So it's not even over yet. - That's right. - So I recorded it, finished out the lyrics, and even featuring my husband, who doesn't even work for Concrete Marketing Crew,
on the guitar there. So it's been fun. You gotta keep it interesting. You never know. You never know what might just mix it up and bring somebody in and take care of our clients,
make them smile. What else can you do? - That's right, which is awesome. We're excited about the season. We're all about positivity here, and this is a special season,
and that brings us to today's topic, which is, what's the topic, Maddie? Let's see if you remember it. - So today's, I don't remember it, but I have it on my phone, so that's fine. So today's podcast topic is the final stretch of 2023,
what to expect and what to look for in 2024. I'm excited about this. Yeah, it's a final stretch. We're like in the end, like we're almost there. - That's right,
that's right. And if you're ready for an amazing 2024, I want you to go ahead and type in the name of your business, write in the comments.
We're gonna have Andrea keeping a knife for you. We have some swag coming up here.
Hoodies, winter swag. I'm excited about that as well. I mean, we gotta get that rolling ASAP. Type in the name of your company. Let us know where you're listening from. And if you like this podcast episode,
as we go through it, make sure you leave us your feedback. But let's go ahead and dive right in. This is the last stretch. Let's start with some positive focus here. Andrea,
let's start with you. You've been with us for, since June, couple of months. Is that right? - Yeah, it was June or July. Right around there, we started talking and even before I started working for you, we started getting into what this community is like,
what this industry is like, and the ways that you're elevating the industry. - Yeah, what's a positive focus for you in your life, your family? business? - A positive focus for me,
I think a fresh start is what we all need and those season changes. It makes you reflect back on what was good and get grateful.
I think that theme of gratitude has come up a lot, obviously with Thanksgiving week, but we forget to do it. And in our Monday Huddle, you were talking about, sometimes it's those little things that we take for granted and really we need to pause and say,
"Wow, I'm actually really thankful for what I have." So I'm thankful to have been working for a business that has so much integrity, trust and positivity.
- Yeah. - Because I don't go to work thinking like, "Ah, here we go again." I go to work thinking like, "I'm gonna be inspired today." - Yeah, yeah. Awesome, awesome. That's great feedback. Maddie,
what about you? - I mean, yeah, all of that. I think that winter is one of these seasons where things kind of like, you know, winter's a calm season, a quiet season.
And I'm looking forward to that fresh start of the new year. It's like, you know, you always make like resolutions for the new year. It's like a new time to like start new things. And I'm super excited about that. I'm super excited about ending one season and starting fresh a new one.
So that's what I'm looking forward to the most. And, you know, that's my positivity for today. - Yeah, for me, the positivity is for our crew at Concrete Marketing Crew.
I'm very grateful for every single one of the individuals that helps us serve our client. And we're here to serve our clients. That's what it is at the end of the day. And different ways we serve them,
get more leads, book more, ask them to sell more floors. But in this conversation, like just coming here and recording this podcast episodes here, we have Christian here. I'm very grateful for his life.
I ask him the other day, "Hey, make sure you get a camera on your corner. We'll make sure we turn it on next time." But I am very grateful for everyone that is part of the Concrete Marketing Crew.
And we're on a mission to elevate the industry. And we take that very seriously. I mean, in our conversations internally, but to be able to have a team that buys into it, it's something that we've been striving for.
And we're seeing alignment and realignment time and time again. And to be able to head on over to the last stretch of the year and heading into 2024. I mean,
that is very positive for me. It's like, okay, are we aligned? Are we on track, off track? And I cannot say that about every year that we've been in business. There's been years where we're in December,
we're like, man, what's the focus for next year? We know what we need to implement strategically. But as far as the cultural alignment, we have an incredible team. I'm very grateful for their lives and how they're helping our client support.
And next piece is our clients. I just got a notification here. Paco literally left a message in one of our ads here. You want to read this Paco Healy here?
One of our clients? Oh, awesome. He says, best agency in the space, great team that produces results and has strong ethics. And we didn't even pay him to say that. Is that a paid actor?
We really mean it. From the bottom of my heart, I really mean it. So that's, that's the positivity and this content, everything that we pour into this. Look, there's multiple angles to work through this.
As a marketer, I'll tell you, I initially, I'm thinking about how do I get more attention? How do I get more people to watch this? All of that. But I've stepped away from that role.
And instead of thinking like a marketer, I put myself in the shoes of the everyday business owner who's on the other side, who's living through struggles, chaos, adversity, and they're trying to find themselves in the pocket and where,
where, where are they going to go? Who are they going to listen to next? And some of you are tuning in here. You might be starting your company right now, or maybe you are looking for new ideas, new ways, new strategies.
And the whole goal is to empower you to find real real, relevant results for your business, and a lot of times if you're led by the marketing hype, I mean,
you could be misguided, we're seeing that come across time and time again, but you know, this whole context of creating content for you guys is to empower you. So as you're listening in,
tuning in, your feedback means the world to us, so make sure that you leave your comments, let us know how we're doing, and if you have questions, just ask, ask right in the comments, and we'll make sure to get back to you.
So what questions do you have, Maddie, as far as this episode? All right, so the very first question, it's not even a question, it's a topic. I would like for us to discuss the reality of the market trends.
Like, what's, what's going on? Like, let's talk about that. And that's great. I would love to say that the market is stable, but it's far from stable. And we've seen that market to market.
Oftentimes we're seeing it, even in the same, it could be the same state and different locations in the states, we're seeing different data. So it's very unstable all across the board.
And I'm talking about concrete, decorative concrete and concrete coatings, Paxifluoride, all across the board. There's some very high inconsistencies. If I'm looking at year over year, what started to happen somewhere around August into September,
it's interesting to see that because we have clients that have grown exponentially, they're having record breaking years. And others that are like, Hey, man, we're down from last August, we're down from last September.
And they're thinking about how to navigate this into the next year. And the plans, the strategy and everything that needs to be looked upon to not only just continue to grow,
but to stabilize the revenue in their business. So that is a fact, very unstable. And if anyone tells you anything different, you just got to look at the data.
That's the bottom line. Yeah, I agree with that. I agree with that. And like what you're saying, were saying there's a bunch of these fly -by -night companies that just start and promise you the world, but the market's the market period.
Nothing, it's just the way the reality of it. Okay, so what's working best now? Well, what's working best? You look at the consumer and the way the consumer is operating in these days.
The easier the entry point, the better the delivery of how you convey the trust. That is going to influence the sell,
ultimately. If you're coming across as someone that doesn't have it together, and you want to pitch an ultra -high ticket for a client that gets pitched by three or four other companies,
let's just set the facts straight. You're not going to be able to last in an environment. But if you have your customer service dialed in, if you have your lead conversion dialed in, the moment someone gets into your CRM and you start that conversation,
what's the first touch point? How long does it take for you to get into that second touch point? What are you saying? How are you saying it? How are you managing the conversations? I mean, small things do add up over time.
And that is how you gain trust. And when you have trust, there's the buyer confidence goes up significantly. And the second aspect is, how hard is it for the consumer to buy your service?
Is it going to be out of their pocket? Or is it going to be out of a financing option, for example? And we're seeing that clients that are crushing it, they're offering significant promotions.
And doesn't mean that you got to low -build your prices. It means that you could be charging $10 a square foot for a concrete coding job, but you have what feels like a great offer at the time.
Marry that with financing options, and you get to have a winning strategy. We're seeing that work very well for our clients. Anything you want to chime in on? I do. I loved yesterday.
The call we had yesterday. I'm going to do a shout -out, because I know he's probably listening to it, for sure. So yesterday in the call we had, Michael was talking about all the things that you should do when you show up to do your estimate.
And he was talking about, like, talk about your warranty, show them your license, show them your insurance, show them everything. That was so good. Show up, clean cut,
have everything. Like, in place so that you can build that confidence to the person that you're presenting your product to, so that they have trust in you and your company.
That was gold, in my opinion. So it kind of goes along the lines of what you were just saying, that show up and build that show everything, and financing and all that stuff, and build that trust in the consumer,
which is good. Yeah. And on the entry point, we've talked about the conversion. That is what's working best for you to sell more floors. So there's product and install diversity.
Like, how are you diversifying different options for the consumer? But on the entry point is, how are you leading them to have that conversation? And that is where the ads, the creative,
and you happen to run ads. Andrea, I would love to hear from you. What's working best? Best practices, the ads that perform the best. Where are you getting the lowest cost per leads, and how? A lot of it has to do,
obviously, with the territory that we talked about. But what sets the clients apart when they are really taking good photos and sharing great promotional items,
like sale items that they're doing, people want that. They want these opportunities to take advantage of a limited time offer. And when our clients say, "Hey,
I'd love to offer 15 % off "for the entire month if they book before the end of the month," we can run those ads. People like to see them. But to me, a lot of times it has to do with,
"Hey, document your work, get good photos." and actually showcase what you're offering," because people aren't always looking for a new floor. You have to tell them they want it,
and that's why we have to come at them with ads, because a lot of times they're not searching for it. They are just scrolling through their feed, and a beautiful ad comes up for an amazing flooring,
and you can't look away. Yeah, and that's a big deal. So, 2024, as you're leading into 2024, start thinking about how do I improve the image by improving how I'm capturing the process,
the projects, and identifying those key opportunities where you see a great floor, a great garage, a great project. How are you utilizing that for your advertising?
This is what I like about Apple, and the level of thinking with Apple products is the product is the marketing, and the marketing is the product, and that is so powerful because when you think about it,
you might be working with a marketing agency, and they are utilizing someone else's work to try to represent you in the best way possible. We don't do that at Concrete Marketing Crew,
and clients that perform poorly with us are the ones that never send any pictures or is the worst material, and we're trying to even utilize AI these days to refine the pictures,
but let me just set it straight. The better the creatives, the better our graphics and video team can work in creating amazing assets, and that's the bottom line.
That's the bottom line. We've tried and thought about repurposing clients' ads throughout the country, and at one point in time, we were kind of doing that, but over time, we said,
"You know what, we're actually partners. We're not going to play the game of trying to utilize one asset for every one site fits all. Instead, let's see how we can help our clients succeed by leveraging their work," and that puts a lot more work on the client side.
And a lot of times the clients don't like that if they're still in the weeds of the fulfillment and installs. And the ones that are responsive, I'm telling you right now, they're not struggling. They're not struggling to get more leads.
Like that's the reality. - They do do better. - And when they take a photo maybe with their family or with standing in front of the garage, like faces stop the scroll. And the more often we're able to say,
like, let's put a face to your business. Those ads do better too. - It's the reality. - 100%. - Like 100%. Yeah, what else you got? - All right, so what should you do if your business has slowed down over 20 % over a year?
So what to do if business has slowed down over 20 % over a year? - Well, what do you wanna do? Ask yourself that question.
What do I wanna do? If it's slowed down 20%, okay, well, do I wanna stay where I'm at? Do I want to regain momentum in the business? And what's the reality of the situation?
Like this is it. This is where you gotta get real and understand numbers. And this is why we have the Coat Master Lab, the coaching program. It's because we want to get you to the facts. Yesterday's call was about numbers.
And the individuals that were on that call, we had a gentleman who just started with us and he's like, man, this felt really good to understand data, that number, you really need to understand your numbers.
And when you base your models of growth based on numbers, you can forecast. And you guys can share this the way we talk about optimizing clients' campaigns.
It's purely based on data. And when I mean data, it's like we're going very granular. Month over month, year over year, if we have that much data on the client. But understand the seasonalities,
different months. So if you're looking at yourself this time of the year and you're looking at yourself this time of the year, and you're going backwards and you're sliding, what does that mean? I would like to look at how much more does it cost to advertise in your area.
If you have more competition, the demand has slowed down, then that means either we need to have superior advertising, which is one way to lower the cost of advertising.
That goes back to the creative, that goes back to all of that conversation. So that could be an area of opportunity. The other one is looking at the territory.
If it's saturated or perhaps like this time of the year, cost of leads are going through the roof. Black Friday, Cyber Monday, Thanksgiving, all of that. But what I'm looking at is,
what should the budget need to be in order for you to perform? And we had a client in Arizona and he's like, "Man, I don't know, it's getting a lot slower." And I said,
"Hey, look, "if you don't increase your advertising spend "by at least 30%, they're not gonna make it." Like, if you're thinking about this is slow, just wait until we hit December and then January,
it's gonna be really slow. So the leads that you're getting today are not gonna convert today. They're gonna convert probably in the next 30 days if they do convert, otherwise the next 90 days. So there's that time period.
So you're planting the seeds, right? So at the same token, understanding the numbers, so that's what we have the Coatmaster lab is for, our clients to also understand their data and those that wanna do it themselves,
learn how to do it properly. So that's the biggest thing is understanding the numbers and basing it off of that. Sometimes the requirement is gonna be a significant reinvestment in the advertising.
And the funny thing is that in this client in Arizona, it was paying, I don't know how much was he paying for lead? - Yeah, it was like $50, $60, $70. - $50 to $70,
and we increased the budget by 30%, like literally a couple of years ago. couple of days later, he was at what? Well, it was like one day he got a bunch of leads at like $14. And I think that I know it was a good day.
And I think that whole week when you averaged it out, it was like somewhere like around the $30 range, which sometimes is going to take a bigger budget. It's the funniest thing. It's sometimes you just need a little bit more to gain the impressions because if you have a great offer,
great creatives, and that is happening, now where's the budget? So sometimes that may be perfect. I'm going to touch back on something you said that was very,
very clever. And I heard it yesterday from somebody too in that mastermind call. In your CRM, your goal is the fact that you have so many people that at one point or another put their name and their information in one of your ads.
If you did not win that, or that person did not answer the first time, second time, third time you called, continue reaching out to them until they either say leave me alone,
or they book a job for me. This person was saying yesterday in the Cope Master call. Sometimes people have called me three months later because he has a reactivation campaign.
And they're like, I saw your ad on Facebook. And when we go look back, these people saw our ad like three months ago. So he's like a bunch of people are like that. So just the fact that don't give up if they don't answer like,
they don't like the first, they keep going, keep going until they tell you leave me alone. Yeah, no, that's the name of the game is managing, nurturing your list, the context of real prospects once you've added them,
calculating once your cost of marketing this time of the year versus last year. And it's going to vary. But if you were used to having a cost of marketing of four to six percent,
seven percent, even eight percent for a record breaking year, and you're seeing your cost of marketing go up to 14 percent, 15 percent. Um, maybe it's signs of the market slowing down Competition a combination of all of it.
And like I said, it's what do you want? What do you want? What do you want for you and your family? Like is this a time to give up for you? Because if it is might as well throw the towel right now, it's not gonna get any easier That's why I'm forecasting right now.
It's it's gonna get a little bit rocky here as we head into the next year All right. Well speaking of the next year. What should the focus be for 2024? Oh,
I'd love to hear you guys start with that one. Where should the focus be? What should the focus be for 2024? I think I think like like you what you what you say often like what do you say one lead equals two Yeah,
it's gonna be worth two two times. Yes, one lead is worth two times treating that I think that the focus for 2024 is for the beginning is just you know re -engage Re -re -activate Go back You know just 10x yourself like if you don't offer financing look for financing If you offer only one system of floors think about having a less a more affordable system a medium system a more Expensive system like different tiers and
packages like really think about where you are right now Re -evaluate where you are right now and think how can I better and how can I grow myself? How can I how can I change to be something that I can if you don't do polishing like think about it?
Yeah, if you don't do ceiling offer ceiling like think about where you can go what you can do to to change and an upgrade Where you are right now. That's what I would be my focus would be for 2024.
Yeah, which is a good point Mastery came up in like in between the words sales mastery sales mastery When time slows down for you master your sales process Refine and redefine the sales process the biggest companies out there.
They're not so worried about it. Oh, well the market is slow They're just going back to the core components which you look at it you have the cells in the marketing right the marketing is what feeds the opportunities the opportunities is what captures and collects cash and it's extremely important for you to master that and then at some point in time with AI and technology in your website etc it all becomes part of
the same thing is your advertising must sell the work before you show up your automations right before you engage with the lead or before you show up at the door should be selling the prospect on why your superior better quality why they should think about choosing you versus a competition and then when you show up at the door and you show up with a very proven process that's polished up cleaned up that you feel
confident in you're smiling you're showing up professionally I mean that just seals the deal for the prospect and now you give them options and make it accessible for that to get started that's it that's the only thing you can control can you control anything else nope probably not and take it to the marketing side what should they be focusing as far as like the because this is a visual product that could have concrete
concrete coatings focus on I mean I love the educational component that we have to do in our ads because so many times people are like trying to compare it to the can of epoxy that they can get at a Home Depot they don't understand that you will literally fix a crack in their concrete floor that you'll grind it down like they don't know what you know they don't know the process so the videos that showcase the
process if you're should take videos might take videos no do start taking the videos start documenting the process because when those get put in your ads then the customer knows what is going to happen in their garage when you come and I think that that helps close the gaps all of the coulda shoulda woulda's should happen in 2024 don't don't think I should probably get around to that now's the time now's the time to
make that change we had Connie here and it's how do you make yourself personal on social media? How do you share best practices strategy? This is the time to set yourself apart,
because the ones that are not willing to do it, they're just going to be washed out. For as much as I want to wish them the very best, it's just the reality of how the market reacts with opportunities.
Relationships are key, and then retrospecting 10x in on yourself, improving yourself, your mindset, it's going to be very important for you to establish that mindset and also do that for your crew.
Lead them, guide them, love on them. For as much as you're experiencing uncertainty in the market, you might be, or you might not. Guess what? They might be feeling the inflation numbers,
and they might be wondering, "Well, though I want to keep doing this for next year, can I afford to pay rent here? Do I have to move farther away? How am I going to feed my family?" They've got lives too, so think about them.
Relationships are extremely critical. Take care of your people as best as possible. If you can pull up the mastermind, the concrete, and coding mastermind is coming up on February 26, 2024.
You can head on over to the website https://www.coatingsmastermind.com/ and get your ticket. It's going to be February 26 in Dallas, Texas. The whole goal of this mastermind is to empower you to build a plan for your concrete coding and decorative concrete business,
whether it's recruiting, whether it's sales, whether it's marketing, whether it's automations, AI, et cetera, or decorative concrete, diversifying products. You want to make sure that you register on the coding mastermind,
which is going to be February 26 of 2024. Make sure you visit the website https://www.coatingsmastermind.com/ We'll put the link right in the description there. Good things are already coming in 2024.
That's right. That's right. No, it's going to be amazing. Yes, it's going to be good. I'm going to be sharing the best of the best if you want to know how we're blending AI, automations, and all of that.
You definitely don't want to miss this specific event. event. Maddie, what else have you got for us? That's going to be exciting. I'm looking forward to that. Okay, so I have another question.
Say you're listening to this podcast and you want to get started and you have two options. You have Coatmaster and you have the Accelerator Program. Let's talk about both of those. Oh yeah. I mean,
it all depends where you are and the most important piece is how tech -savvy you are. Dan Sullivan just published a book called The Who Not How.
I recommend you get that book because it's not about you doing all the work. If you're an entrepreneur and you're a business owner and you want to think like a business owner and make sure that you're profitable,
it's always the conversation is always going to be about how do you get yourself out of the weeds so that you don't become the bottleneck. When you are running your own advertising in the beginning, it's very good to know. You should know how to market.
In my personal belief system, you should know how to sell and you should know how to market and what marketing means. At some point in time, you're going to grow to the point that you cannot stay in the weeds doing the advertising yourself.
You might be sold into like go ahead, you can run your own ads, but we run millions of dollars in advertising and you guys know how often you got to optimize the ads and sometimes if you don't know that - Running your skills consistently,
you're pretty much going to see yourself coming back for help at some point in time and you realize, "Well, I can't do it anymore." We have clients that come to us that don't want to do it themselves.
That's why they hire us for the accelerator program. The accelerator program is, in my personal opinion, is the best of its kind, is what people love us for. The testimonial we read in the beginning of the call and I'm not just saying it for it.
It's just because you get the fastest results right out of the gates. We have you up and running in seven days. You don't have to worry about it. A thing, we provide you with the CRM, automations, tracking number,
you count matters. People come back for that. They leave because they think that they want to do it without us. They come back, right? They do. And it's fine. We want them to.
Ideally, sometimes they end up paying more when they come back. And we're like, okay, well, you know, but all jokes aside, let's go back to the coatmaster. Coatmaster is about mastering the art and science of marketing and selling your work.
And we go through the technical components. There's the marketing technical components where it could be the Google business listing, the website, Google ads, the Facebook advertising, the entire thing.
I just want to make it clear we do not accept other marketing agencies or marketers through the program. And that's pretty much it. We have plenty of opportunities. And if you're listening, watching this, and you want to join us for Coatmaster,
don't be offended. If you're a marketer, we just do not accept that currently. I train and teach other marketing agencies on how to build and grow their agency. And for this specific realm,
I do not accept any other marketers. But we get a couple of those individuals that want to come in and say, hey, can I learn from you? But say that you want to learn how to do this in -house for yourself.
And you're wondering, you might be too small. Just starting now, maybe you're a husband and wife couple. And you have the wife wanting to learn. And you're tech savvy.
And you can manage your way around the computer and click on different buttons and perhaps use Canva. We'll give you the frameworks advertising, the copy, all of it, all of it to the point that you're up and running in a few clicks.
That's Coatmaster Lab. The accelerator is all done for you. And you have full support Monday through Friday, day, text, call. And we get plenty of great feedback on that.
Yeah. And you would get Coatmaster as well. Correct. And you get Coatmaster as well. Yeah. You get Coatmaster as well. And if you're listening to this, we're going to be talking about the might still have some special offers for the holidays so make sure that you reach out for either or.
So that's pretty much it. Anything else you want to cover for today? I think that's it. That's it for today. I have no further questions. Beautiful. Yeah. So, Andrea, how was your first episode here? All right.
You know, it was a nice experience. Yeah. Danny's got, Danny always is just spitting facts all day. It's like his brain just going. But I think it's awesome because then he doesn't waste, he hasn't wasted your time.
You're going to tune in and you're going to get nuggets that you can apply right then and there. Beautiful. Thank you for tuning in to one more time, your concrete success podcast. And I want to have you thinking right now,
from right now, what does success look like for you in 2024? What does that look like for you, for your team, for your family, for your income, your revenue? This is your time to step up as a leader and stop thinking about ascending stroller.
Stop thinking about your business as a hobby. This is time to step into the role that is required for you to navigate whatever comes your way in 2024. And I want to empower you to educate yourself and learn the game because once you learn it and you learn how the game works,
guess what? You write your own checks and you can make a difference in an impact in your life, in your community, in your employees, in your clients. Thank you for tuning in. Make sure you leave us your feedback, give it a like,
share, and I'll see you on the next one.