How Bill Ragan Roofing Tripled Revenue with Endless Customers [Endless Customers Podcast Ep. 117]

This transcript has been generated by AI and not checked for accuracy. 

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Matt
do you want to get left behind

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Matt
the way the digital marketing world is going right now, there are so many changes that are so hard to keep up with

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Matt
if you're a business owner trying to do it yourself,

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Matt
going to fall through the cracks. The content is not going to be quality.

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Matt
It's not going to be worth the investment that you're going to take from your time and your stress.

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Matt
really

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Matt
making that initial investment and endless customers impact,

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Matt
It's scary.

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Matt
It's not just a

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Matt
flicking a switch and all of a sudden traffic goes up, leads go up. It's a lot of hard work.

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Matt
But,

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Matt
the actual initial investment is nothing worth to the results that we've seen.

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Bob
You're listening to the Endless Customers podcast, brought to you by the team at impact! Ellis customers is the proven system to become the most known and trusted brand in your market. You want to start to learn the principles of endless customers and how you can implement them in your business. Pick up a copy of Endless Customers, a national bestseller wherever books are sold.

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Bob
Ready to start implementing endless customers in your business? Talk to impacts about how our coaching program can help you implement Ellis customers to success. And if you wanna experience endless customers in person. Do not miss our upcoming conference, Endless Customers Live in Chicago March 30th through April 1st, 2026.

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Bob
Registration is now open.

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Bob
And now onto the show.

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Bob Ruffolo
Here's your host Alex

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Alex
Today we're talking about what it looks like to really lean into the endless customer system and stick with it.

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Alex
For Bill Reagan Roofing that means building a culture around transparency, investing in content, and even trying bold moves like radio advertising to disrupt their industry.

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Alex
Along the way, they've worked with a coach to stay accountable and consistent.

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Alex
Celebrated big wins and shifted how they connect with homeowners.

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Alex
Joining me today are Taffy Reagan, the general manager and owner,

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Alex
and Matt Carter, who's the content manager at Bill Reagan Roofing.

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Alex
We'll dig into

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Alex
their journey, the impact of coaching,

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Alex
their biggest wins

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Alex
and what they're doing differently to stand out in roofing.

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Alex
All right, Taffy and Matt, welcome to the show.

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Taffy
Hey, Alex. How are.

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Alex
You?

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Alex
Doing well. Thank you. How are you guys?

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Taffy
Excellent. Well, excited to be here.

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Alex
We're

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Alex
excited to have you.

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Alex
You've been, long time customers here at impact. And big believers in the endless customer system.

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Alex
And we have a lot to talk about today. But before we get into

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Alex
all the details and all the things you guys are working on,

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Alex
we can you set the stage for our listeners and for our audience about what Bill Reagan Roofing is, how it started, just like, give us the background of the company and what you guys do.

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Taffy
Yeah. So, we are a 35 year old,

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Taffy
residential roofing company out of, Nashville, Tennessee.

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Taffy
I think about 95% of the work we do is with,

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Taffy
homeowners. Very little commercial work.

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Taffy
So that's

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Taffy
us in a

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Taffy
nutshell. Very, very good reputation. Very good reputation. We

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Taffy
try to be very, very transparent, which is very rare in this industry.

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Alex
Yeah. And I think that's part of why endless customers work so well with

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Alex
your

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Alex
company culture, because

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Alex
you guys keep it real and they're very honest and transparent. And we love that about you guys.

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Taffy
Yeah. Matt and I, we actually we were just talking about that,

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Taffy
yesterday about the transparency that endless customers brought to our company, which helped us actually kind of

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Taffy
put that out to not just our team, but,

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Taffy
our customers as well. It made us

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Taffy
realize how transparent we can actually be.

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Alex
very nice. Can you tell me a little bit or paint the picture of how

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Alex
you found endless customers? Like, was it the book? Did you hear Markus speak? Can you give us a little of the backstory of that to.

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Taffy
Yeah. So I went to a marketing conference out in San Diego, and I was really struggling with the whole social media aspect of things.

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Taffy
I actually just called him and I was like, we're roofing company. It's boring. Right?

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Taffy
And they said, well, did you by chance see Marcus Sheridan at the conference?

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Taffy
he's written a book and he's a he owns a pool company.

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Taffy
based off of that, I went and bought the book and

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Taffy
I had my husband read it. Bill.

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Taffy
and I was like, this is just made so much sense to me as I could go to Google.

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Taffy
was going

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Taffy
to Google asking it questions all the time, right? So

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Taffy
I was really bought in really from the get go.

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Taffy
And

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Taffy
the team that we had at the time. I was having them write content, I was writing content.

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Taffy
And of course, we found.

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Alex
So.

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Taffy
But then I went to an impact event

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Taffy
this is back in 2019. And Marcus said,

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Taffy
you can't do this on your own. You've got to hire content manager and

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Taffy
the whole thing. And so I went out to Impact's booth

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Taffy
and, met my new salesperson who

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Taffy
signed up with that day.

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Alex
Wow. Very nice,

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Alex
when you heard the first time, you need to have a content manager. Did you know what that meant? Like, did you know what that was?

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Taffy
I did, yes, because I had read the book.

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Alex
Okay.

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Taffy
So I've read the book a couple of times. Yeah.

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Alex
All

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Alex
right. Well, and I think this is a perfect segue to go

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Alex
to Matt. So Matt, you are their content manager and you're there long time content manager.

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Alex
What was it like for you coming into a company that was hiring,

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Alex
for the first time to have a specific person for this role and to implement the system?

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Matt
Well, I mean, fortunately,

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Matt
I was coming into a company that was already kind of bought. It was this is what we're doing.

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Matt
there's no ifs, ands or buts.

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Matt
This is what we're doing marketing wise. I've always been a writer. I had no idea content writing was a thing.

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Matt
marketing copyright was a thing.

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Matt
So I just deployed for the job. Luckily, I got it. And

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Matt
the big thing was, is you're going to be trained. You. All we need you to know how to do is make sure you can write well, you can do an interview well,

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Matt
and we'll kind of set up all the training for that. So I mean,

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Matt
coming in from the very beginning with that already bought in a nine month choice, I was going to do the endless customer system, whether I liked it or not.

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Matt
but the thing is, is once you actually sit down, you start getting into it. Like you said, it just makes sense.

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Alex
Yeah, absolutely. And that buy in is so important. We've heard that time and time again that having buy in from leadership, from the top down

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Alex
is the best way to really have this hook up and get real traction with it, which is exciting to hear. So

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Alex
what was it like working with a coach because you've been partners with impact for a while.

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Alex
You've been a had a long

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Alex
journey.

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Alex
why was coaching and training important to you and to have you? I want to hear from you as well. But let's start with you, Matt.

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Alex
What was it like going through the coaching program and having a coach?

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Matt
Well, the coaching program for me was obviously fantastic, but because it wasn't just

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Matt
starting from, okay, you know, you're you're technically hired as a content writer. We're not teaching you how to write. That was like the whole thing for me, because

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Matt
I get really bogged down going over things that I already know how to do,

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Matt
just to do the ultimate goal.

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Matt
It was never about that from the beginning.

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Matt
The coaching program was laid out about what to expect, I think. But at that point, every six weeks of what we were going to be doing,

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Matt
which to me gives me

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Matt
a roadmap, which I need,

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Matt
And also I had to do everything.

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Matt
It wasn't

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Matt
we're going to do it for you.

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Matt
It's more so okay, go ahead and start doing stuff and then we'll critique. We'll criticize,

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Matt
we'll show you how to do it the right way, while also guiding you on doing the backend things, such as doing the SEO

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Matt
or the keyword research.

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Matt
So even though it was kind of

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Matt
drinking through a fire hose information wise,

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Matt
the way the roadmap was set up in the coaching program made it so seamless

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Matt
to where I really built to where I am now.

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Matt
It didn't just come all from the beginning. It was a slow roll from really a content writer to a content manager to now a whole digital marketer.

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Matt
Just from that one coaching program. Now it's a lot of hard work, obviously.

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Matt
But there's

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Matt
growth from every step of

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Matt
the roadmap. And to me,

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Matt
that's what makes the coaching exciting, because I'm not just getting coached on one thing.

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Matt
I'm being coached on how to do

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Matt
the entire pretty much industry. Yeah.

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Matt
Once you get to the end of it.

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Alex
how long did the journey take for you to go from starting out as a writer to a content manager, to now being

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Alex
the digital marketer that you are now and running everything that you do.

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Taffy
I would I know.

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Alex
Taffy knows.

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Matt
If we're

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Matt
talking about going from content writer, I would say I was technically a content writer where I was consistently publishing and writing on a consistent basis, probably about

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Matt
8 or 10 months. And and then I would say I became

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Matt
the content manager a little over a year. Okay. Whenever we did,

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Matt
the first big website update actually.

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Matt
2021.

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Matt
Okay. Because we would have been at home. So I would say probably a year and a half between before I came and actual content manager. And then

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Matt
as we've done with digital marketing, how much it's evolved and everything and, you know, still leaning on,

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Matt
impact analysis customers, but also other resources, and continuous training.

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Matt
So, I mean, even now it's six years I've been doing this, even though I'm a digital marketer, I'm still learning

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Matt
things constantly

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Matt
like continuing the journey. I started on six years and as we know with the AI and everything go into the future, these coaching programs and everything are just even more important.

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Alex
Absolutely.

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Alex
very well said. We agree. How what for you.

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Alex
Tapi what was it like

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Alex
watching your team going through the coaching program and to see Matt have the evolution that he had? And what did it also do

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Alex
for your content and for your marketing and your sales overall?

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Taffy
Well, first of all, it's extremely exciting.

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Taffy
I love working with the impact team. Everybody is just,

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Taffy
I don't know, the most generous and kind people.

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Taffy
So that was really important to me. And I loved my coach.

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Taffy
who coached like,

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Taffy
the sales team on assignment selling.

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Taffy
he coached me and Matt and Bill on

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Taffy
all the other little things that we had

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Taffy
to do.

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Taffy
Like,

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Taffy
I know impact knows this, but we actually printed out our scorecard on

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Taffy
a board, and put it between Matt's office and the videographers office.

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Taffy
And as we

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Taffy
got through it, we read, check, marked everything.

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Alex
That's amazing.

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Alex
She's not joking, either, because I filmed a case study with you a few years back, and that

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Alex
was hanging very proudly

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Alex
on the wall. And I saw it. And we were

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Alex
super impressed that you

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Alex
took it to the next level of, like, actually printing it out and having it on the wall for your whole team to see.

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Alex
I thought that was really,

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Alex
really cool.

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Taffy
Yeah,

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Taffy
We were dead serious about it.

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Taffy
we were told it was going to take like a year and a half to two years to go through the program, and we were determined to do it in a year. And we did. We did it right out of a year. That's amazing.

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Taffy
when we were able to graduate.

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Taffy
But we like I said, we took it really serious. But,

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Taffy
I had a conversation

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Taffy
with,

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Taffy
Marcus at Impact's last event,

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Taffy
just this past August, and, and I was telling him like

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Taffy
it's been a game changer for our business.

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Taffy
we really do feel kind of like we are like

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Taffy
the best teachers in this industry.

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Taffy
And that we feel is

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Taffy
the voice of the industry. Now, because of our YouTube channel and the content that Matt's been producing and,

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Taffy
we didn't know other advertising,

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Taffy
when we hired Matt. But we were able to see the uptick immediately. Now, I didn't just skyrocket up to 10,000 visitors to our website in a month.

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Taffy
It took several months, but

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Taffy
we got to watch it go from 235

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Taffy
visitors incrementally, steadily, every month. Went up and up and up and up. So it was extremely exciting

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Taffy
we were running like leads based off the content.

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Taffy
one of the things that we probably did wrong at the beginning was

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Taffy
we

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Taffy
were creating content that wasn't local.

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Taffy
So we were getting contacts from all over the world,

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Taffy
all over the country, the phones ringing off the hook, people wanting information and guidance. And

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Taffy
had built

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Taffy
trust outside of our own, like, realm

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Taffy
which was fascinating,

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Taffy
and fun as well. But then we got kind of dialed into the local

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Taffy
and so it's just kind of picked up from there.

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Alex
We

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Alex
so just to clarify, so when you started out,

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Alex
your content was doing so well that you were having people from all over the place calling to have you do their roof, even though they weren't in

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Alex
Tennessee

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Alex
or Nashville or your

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Alex
geographic region.

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Taffy
Yeah, we got invited to do a roof on an apartment complex in London.

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Alex
In London.

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Matt
An entire street

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Matt
the slate roofing community in London. They wanted us to come out there and do it.

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Alex
Wow.

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Taffy
Yeah.

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Taffy
We had a lady out of Alberta, Canada leave us

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Taffy
one star review because we wouldn't come and repair her roof.

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Alex
Oh, my goodness,

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Alex
an entirely different country.

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Taffy
Wow.

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Taffy
we were able to get it removed, but it was

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Taffy
funny, but we had a guy from Ireland fill out a form asking, you know,

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Taffy
he's like,

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Taffy
he has a metal roof and when it rains, it's. Which rains a lot there. It's really loud and wakes his children up. So he's wanting to know what he could do to mute the sound.

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Taffy
So it's been fascinating.

00:11:27:18 - 00:11:33:12
Alex
I love that. And the reason why I, I wanted to highlight this and I had to call it out one just because it's really funny and cool.

00:11:33:12 - 00:11:33:23
Alex
But also

00:11:33:23 - 00:11:35:11
Alex
I think the second piece

00:11:35:11 - 00:11:35:16
Alex
is

00:11:35:16 - 00:11:38:19
Alex
you're creating content. And Matt and the team are creating content

00:11:38:19 - 00:11:43:04
Alex
that is building trust, and that's actually helpful. And it isn't like selling Bill Ragan Roofing.

00:11:43:04 - 00:11:43:10
Alex
They're

00:11:43:10 - 00:11:47:05
Alex
reaching out to you because they just need help with their roof or they need help with whatever problems that they have.

00:11:47:05 - 00:11:50:19
Alex
that's the beautiful thing. When this system works that's the results that you can get.

00:11:51:01 - 00:11:53:03
Taffy
Yeah. And what's really cool too is like,

00:11:53:03 - 00:11:55:21
Taffy
I have an old coach that he's not my coach anymore, but

00:11:55:21 - 00:11:57:13
Taffy
I love him to bits that he was like

00:11:57:13 - 00:12:02:21
Taffy
in bed on his iPad one day and he was like researching metal roofing. And he's reading this article

00:12:02:21 - 00:12:03:20
Taffy
He's out in like South

00:12:03:20 - 00:12:04:16
Taffy
Florida.

00:12:04:18 - 00:12:05:15
Taffy
He's like, wait a minute.

00:12:05:15 - 00:12:08:05
Taffy
this is bill rigging, roofing.

00:12:08:05 - 00:12:09:10
Taffy
That's his life. And

00:12:09:10 - 00:12:12:11
Taffy
been told that so many times in the

00:12:12:11 - 00:12:15:06
Taffy
industry, events that we go to is that people

00:12:15:06 - 00:12:20:20
Taffy
they're using our content to train their teams. We've got insurance adjusters that,

00:12:20:20 - 00:12:24:22
Taffy
are referring us because of the content that they are learning from

00:12:24:22 - 00:12:26:10
Taffy
just being like, it's really kind of cool.

00:12:26:10 - 00:12:26:19
Alex
That's

00:12:26:19 - 00:12:28:06
Alex
amazing. That's really amazing. So,

00:12:28:06 - 00:12:37:15
Alex
Matt, a question for you. Is there an article or is there a piece of content, a video maybe that really stands out that has just been hyper effective and has gotten a lot of views and has really helped

00:12:37:15 - 00:12:40:21
Alex
not only build trust, but help your sales team to drive traffic and leads towards

00:12:40:21 - 00:12:41:18
Alex
your sales folks.

00:12:42:03 - 00:12:45:04
Matt
Absolutely. Like Taffy just said, insurance content.

00:12:45:04 - 00:12:47:07
Matt
Insurance is so confusing.

00:12:47:07 - 00:12:50:06
Matt
it's a very dirty industry. Kind of like roofing is itself,

00:12:50:06 - 00:12:55:07
Matt
so there's a lot of confusion getting taken advantage of misconceptions. And

00:12:55:07 - 00:12:57:22
Matt
any all of our articles about like, how to identify it,

00:12:58:03 - 00:13:00:16
Matt
the process, anything with payments,

00:13:00:16 - 00:13:05:16
Matt
deductibles, those have been very, very successful in terms of traffic, just overall traffic.

00:13:05:16 - 00:13:08:14
Matt
But also like Taffy said, go into the local. So we have very

00:13:08:14 - 00:13:11:10
Matt
localized insurance content as well.

00:13:11:10 - 00:13:19:00
Matt
That on only brings it into the sales team being able to send out the process. But it's also process specific to Nashville,

00:13:19:00 - 00:13:21:05
Matt
to working with adjusters right here.

00:13:21:05 - 00:13:22:01
Matt
But also, I mean,

00:13:22:01 - 00:13:24:07
Matt
like you spoke about just a minute ago to trust

00:13:24:11 - 00:13:30:16
Matt
having those pieces of content that's transparent, walking them through the process from our point of view,

00:13:30:16 - 00:13:34:03
Matt
from a roofing side of things, builds that trust to make it seem like we are

00:13:34:03 - 00:13:36:06
Matt
the experts, which we do consider ourselves the experts.

00:13:36:06 - 00:13:37:05
Matt
We do think we're the best,

00:13:37:05 - 00:13:40:15
Matt
at the same time, we're just showing you the way you're supposed to do things

00:13:40:15 - 00:13:50:06
Matt
or the way the process is supposed to work. Right? Right. So if you don't go with us at least you're going with a company that's not trying to take advantage of you or trying to get you in trouble with,

00:13:50:06 - 00:13:52:08
Matt
the Department of Insurance and stuff like that.

00:13:52:10 - 00:13:55:14
Matt
So all the insurance things we do that are really heavily

00:13:55:14 - 00:14:04:11
Matt
focused on education to make sure homeowners don't get taken advantage of is always successful because it really is just that unbiased, transparent information

00:14:04:11 - 00:14:07:12
Matt
that we're not trying to sell ourselves. We're just trying to make sure you're taking care of.

00:14:07:12 - 00:14:08:22
Alex
Absolutely. And that's

00:14:08:22 - 00:14:11:07
Alex
consistently been true as long as I've known you guys. And that's

00:14:11:07 - 00:14:17:09
Alex
a company culture that you set from the get go. That's about transparency and it resonates through your content. And it's obviously

00:14:17:09 - 00:14:20:08
Alex
working really well because it can be confusing. And insurance is

00:14:20:08 - 00:14:21:02
Alex
complex,

00:14:21:02 - 00:14:21:21
Alex
to put it nicely.

00:14:21:21 - 00:14:23:00
Alex
Yes. It's complex.

00:14:23:03 - 00:14:23:09
Alex
So

00:14:23:09 - 00:14:24:02
Alex
to have a

00:14:24:02 - 00:14:30:04
Alex
trusted partner or a trusted person that you can rely on to get that information is invaluable, right? So with that,

00:14:30:04 - 00:14:33:01
Alex
how does that work for the sales team? So people want your content

00:14:33:01 - 00:14:33:21
Alex
you building trust.

00:14:33:21 - 00:14:38:01
Alex
How has it changed the dynamic for the sales team when they have conversations now versus before?

00:14:38:01 - 00:14:38:20
Alex
You were doing this?

00:14:38:20 - 00:14:43:04
Matt
Well, I mean, I think it gives them kind of a little bit of a I almost like star power,

00:14:43:04 - 00:14:45:18
Matt
but it immediately sets them up as an expert

00:14:45:18 - 00:14:52:11
Matt
as soon as they step onto that property, even though it's not Bill himself is stepping on the property. They can be rest assured that they work for Bill,

00:14:52:11 - 00:14:54:18
Matt
built on the training and every

00:14:54:18 - 00:14:55:17
Matt
piece of information

00:14:55:17 - 00:14:56:18
Matt
that homeowner read

00:14:56:18 - 00:14:57:13
Matt
is going to be

00:14:57:13 - 00:15:00:00
Matt
reiterated by that roofing advisor or salesperson.

00:15:00:00 - 00:15:04:11
Matt
You will not find a single roofing advisor that goes out there that will say anything different than what the content

00:15:04:11 - 00:15:06:11
Matt
says. So there's that uniformity.

00:15:06:11 - 00:15:10:08
Matt
With the information, there's no confusion. Always goes back to transparency.

00:15:10:08 - 00:15:18:12
Matt
and to me, besides the assignment selling aspect of being able to use it before going out to kind of speed along the process or get people to make decisions and everything.

00:15:18:12 - 00:15:20:00
Matt
To me it just shows that we care.

00:15:20:00 - 00:15:24:05
Matt
in the salespeople, all of that aspect of it builds a relationship immediately.

00:15:24:05 - 00:15:30:22
Matt
Whenever you're sending them content from your company, from your boss that is already considered an authority.

00:15:31:01 - 00:15:35:09
Matt
And they know that if there's a sales call, they don't have a number. If they know, they can call Bill and immediately get an answer.

00:15:35:09 - 00:15:41:18
Matt
So it really is it just makes us look like the experts, like we actually know what we're doing, what we do. But

00:15:41:18 - 00:15:47:10
Matt
just one thing to be able to prove that through multiple phases until we actually pick up that final check.

00:15:47:14 - 00:15:49:01
Alex
Yeah. No, that makes a lot of sense.

00:15:49:01 - 00:15:59:22
Alex
that's the key is nowadays people are doing a lot of their own research and homework. So even if you are the expert and you really know your stuff, if your content doesn't reflect that, people's perception aren't going to understand that and

00:15:59:22 - 00:16:02:12
Alex
that's where things can get misaligned or disjointed, right?

00:16:02:12 - 00:16:02:21
Alex
So

00:16:02:21 - 00:16:06:00
Alex
that's the difference between winning good customers and not. And

00:16:06:00 - 00:16:07:12
Alex
you guys are clearly with your content

00:16:07:12 - 00:16:08:12
Alex
doing all the right things to make

00:16:08:12 - 00:16:09:04
Alex
that happen.

00:16:09:04 - 00:16:09:18
Alex
So also

00:16:09:18 - 00:16:11:05
Alex
I want to go over to Taffy

00:16:11:05 - 00:16:15:05
Alex
from a sales standpoint. Right. You talked about how you dialed in geographically to make sure that you were

00:16:15:05 - 00:16:17:22
Alex
doing more local stuff, to make sure you're attracting people within your,

00:16:17:22 - 00:16:18:23
Alex
net and your region.

00:16:18:23 - 00:16:20:04
Alex
What else have you been doing

00:16:20:04 - 00:16:21:17
Alex
to attract more customers, and how has

00:16:21:17 - 00:16:22:23
Alex
the content really shaped,

00:16:22:23 - 00:16:27:16
Alex
dollars and cents of, you know, revenue and your sales team and what they're bringing into the organization?

00:16:27:16 - 00:16:33:14
Taffy
the salespeople, they do assignments selling. And for those that don't know what assignment selling is, it's basically

00:16:33:14 - 00:16:41:00
Taffy
you create a 1 to 1 video that you send out to your customers, actually name the customer it is for them specifically.

00:16:41:00 - 00:16:41:20
Taffy
And in that,

00:16:41:20 - 00:16:42:11
Taffy
email that

00:16:42:11 - 00:16:46:16
Taffy
has that video in it, you have some content that you're sending them that's going to benefit them

00:16:46:16 - 00:16:47:21
Taffy
to read, so that when you

00:16:47:21 - 00:16:48:21
Taffy
show up there,

00:16:48:21 - 00:16:50:06
Taffy
have a little bit of education.

00:16:50:06 - 00:16:52:03
Taffy
It might shorten your cell cycle.

00:16:52:03 - 00:17:00:01
Taffy
And also like Matt said, it kind of gives them a little bit of star quality because they've seen them on a video. It's like they get to know him before they actually get to know him.

00:17:00:01 - 00:17:00:06
Alex
Right?

00:17:00:06 - 00:17:00:12
Alex
A

00:17:00:12 - 00:17:01:11
Alex
great way to build trust.

00:17:01:11 - 00:17:02:02
Alex
Absolutely.

00:17:02:02 - 00:17:03:16
Taffy
Yes. And it absolutely does that.

00:17:03:16 - 00:17:05:18
Taffy
helps with the closing rates as well.

00:17:05:18 - 00:17:07:04
Taffy
outside of that, I mean, we,

00:17:07:04 - 00:17:09:18
Taffy
do train on it. And what's great is that like

00:17:09:18 - 00:17:10:09
Taffy
Matt

00:17:10:09 - 00:17:11:14
Taffy
his department works

00:17:11:14 - 00:17:15:11
Taffy
supremely well with our sales team. They are super tight and close. And we do the

00:17:15:11 - 00:17:18:05
Taffy
the team revenue meetings where we have conversations about

00:17:18:05 - 00:17:18:14
Taffy
content

00:17:18:14 - 00:17:19:22
Taffy
that they may need or,

00:17:19:22 - 00:17:21:12
Taffy
other things that Matt might need.

00:17:21:12 - 00:17:21:22
Taffy
And.

00:17:21:22 - 00:17:27:21
Taffy
there's a very cohesive relationship between those two departments, which I know is not

00:17:27:21 - 00:17:28:09
Taffy
common.

00:17:28:13 - 00:17:28:21
Alex
No,

00:17:28:21 - 00:17:29:07
Alex
it's not,

00:17:29:07 - 00:17:30:20
Alex
usually they're in silos and sales doesn't

00:17:30:20 - 00:17:32:08
Alex
really like marketing, and marketing

00:17:32:08 - 00:17:33:05
Alex
doesn't really like sales.

00:17:33:05 - 00:17:35:07
Alex
team is certainly broken down those walls. And

00:17:35:07 - 00:17:38:18
Alex
they meet regularly and they create content together versus in silos.

00:17:38:18 - 00:17:39:13
Alex
how has that affected the

00:17:39:13 - 00:17:40:23
Alex
bottom line for your company? So like,

00:17:40:23 - 00:17:43:07
Alex
you know, we started in 2018, 2019.

00:17:43:07 - 00:17:43:19
Alex
You said

00:17:43:19 - 00:17:45:01
Alex
yeah, yeah. 2019

00:17:45:01 - 00:17:45:17
Alex
to now

00:17:45:17 - 00:17:46:22
Alex
how has that shaped your business

00:17:46:22 - 00:17:47:22
Alex
regards to scale?

00:17:47:22 - 00:17:52:20
Taffy
we last year was honestly was I think for the industry as a whole was down,

00:17:52:20 - 00:17:58:03
Taffy
just the whole contracting home improvement. It was just down last year. But man, it's taken off this

00:17:58:03 - 00:18:00:14
Taffy
year when we started with impact.

00:18:00:14 - 00:18:04:13
Taffy
today we are probably triple the revenue.

00:18:04:13 - 00:18:04:19
Alex
Triple

00:18:04:19 - 00:18:05:23
Alex
the revenue. Wow.

00:18:06:02 - 00:18:07:09
Alex
Three x. That's amazing.

00:18:07:09 - 00:18:09:00
Taffy
as a matter of fact, this year

00:18:09:00 - 00:18:10:04
Taffy
is going to be

00:18:10:04 - 00:18:12:16
Taffy
the biggest year in company history.

00:18:12:16 - 00:18:13:19
Alex
Woo I love that

00:18:13:19 - 00:18:14:02
Alex
I love

00:18:14:02 - 00:18:14:14
Alex
it in that.

00:18:14:16 - 00:18:15:21
Taffy
Congratulations with the.

00:18:15:21 - 00:18:18:10
Taffy
Yeah with the really good strong bottom line.

00:18:18:10 - 00:18:20:07
Alex
That's wonderful. That's wonderful to hear.

00:18:20:07 - 00:18:21:14
Alex
I have a note here. So

00:18:21:14 - 00:18:26:04
Alex
for people listening and watching three extra business that's I mean who doesn't want that. That's incredible.

00:18:26:10 - 00:18:27:08
Alex
it does take hard work.

00:18:27:08 - 00:18:31:06
Alex
It does take a really smart team. But you guys are living proof.

00:18:31:06 - 00:18:34:00
Taffy
It's just kind of like that hockey stick with you know, with

00:18:34:00 - 00:18:37:15
Taffy
the views of the content. It's kind of been that way with the company too.

00:18:37:15 - 00:18:38:23
Taffy
It's like every year

00:18:38:23 - 00:18:45:16
Taffy
we got bigger, we got bigger, we got bigger. And it's not necessarily that our overhead has got bigger because it actually hasn't.

00:18:45:21 - 00:18:47:18
Taffy
But the revenue has gone up.

00:18:47:18 - 00:18:49:04
Taffy
outside of last year, which is just

00:18:49:04 - 00:18:51:09
Taffy
one of those years that, you know, the market's down.

00:18:51:12 - 00:18:51:21
Alex
Sure,

00:18:51:21 - 00:18:53:18
Alex
that's business. Things happen and, you know,

00:18:53:18 - 00:18:54:20
Alex
good years and bad years that

00:18:54:20 - 00:18:58:07
Alex
outside elements affect that. And you can't always control those pieces. Right.

00:18:58:07 - 00:19:00:03
Taffy
we totally were able to sustain it.

00:19:00:03 - 00:19:08:08
Taffy
lot of businesses that did it, but it was because of how we started building this foundation back in 2019 that we were able to ride that wave.

00:19:08:08 - 00:19:09:17
Alex
Yeah, that's an incredible point.

00:19:09:17 - 00:19:12:21
Alex
So when I saw you at the event in Hartford in August,

00:19:12:21 - 00:19:16:18
Alex
had a really great conversation, and you introduced me to a new sales person that you have on your team.

00:19:17:02 - 00:19:17:13
Alex
And you.

00:19:17:13 - 00:19:17:19
Taffy
Have.

00:19:17:23 - 00:19:18:06
Alex
Josh,

00:19:18:06 - 00:19:23:01
Alex
right. And you were telling me about how he came into the company and closed one of the biggest deals,

00:19:23:01 - 00:19:27:06
Alex
his first deal right out of the gate. Can you just tell people a little bit about that story and then maybe, Matt,

00:19:27:06 - 00:19:28:17
Alex
whatever content you used to,

00:19:28:17 - 00:19:31:05
Alex
like gave to him to help close these deals because that's,

00:19:31:05 - 00:19:33:20
Alex
pretty amazing for someone to come in and just start crushing

00:19:33:20 - 00:19:34:18
Alex
at the gate.

00:19:34:18 - 00:19:40:10
Taffy
he's Matt's amazing. I'm not Matt's Matt is amazing. But Josh is amazing to on a whole different sort of level. Right.

00:19:40:10 - 00:19:41:18
Taffy
he's a real go getter

00:19:41:18 - 00:19:42:22
Taffy
he is a contractor.

00:19:42:22 - 00:19:44:16
Taffy
but he came in because because he wanted

00:19:44:16 - 00:19:47:07
Taffy
to work with Bill. Bill had been mentoring and whatever.

00:19:47:07 - 00:19:47:14
Taffy
But

00:19:47:14 - 00:19:54:01
Taffy
Bill's the only one that has been able to close out like any jobs that are like 50,000 and up.

00:19:54:01 - 00:19:57:18
Taffy
We've never had a salesperson that could do that. Well, Josh,

00:19:57:18 - 00:20:02:13
Taffy
he came in and put his head down. He learned how to immediately learn how to do the assignment selling.

00:20:02:13 - 00:20:08:12
Taffy
And, was able to close an $80,000 deal just straight out of the gate.

00:20:08:12 - 00:20:10:20
Taffy
It was. Just blew everybody's mind.

00:20:10:20 - 00:20:12:03
Alex
That's incredible.

00:20:12:03 - 00:20:12:08
Taffy
Yeah.

00:20:12:08 - 00:20:15:02
Taffy
And of course, Josh being Josh is like.

00:20:15:02 - 00:20:18:17
Taffy
In a good.

00:20:18:17 - 00:20:20:08
Alex
Way. Oh that's great. I got

00:20:20:08 - 00:20:21:04
Alex
to talk to Josh.

00:20:21:04 - 00:20:21:08
Alex
And

00:20:21:08 - 00:20:25:02
Alex
he's a really, really genuinely nice and smart guy. And I

00:20:25:02 - 00:20:26:14
Alex
think the contractor background

00:20:26:14 - 00:20:27:12
Alex
obviously plays into

00:20:27:12 - 00:20:28:23
Alex
his knowledge piece of course.

00:20:28:23 - 00:20:29:10
Alex
Yes.

00:20:29:10 - 00:20:30:10
Alex
But Matt how did the

00:20:30:10 - 00:20:31:06
Alex
content help him.

00:20:31:06 - 00:20:31:19
Alex
Because we talked

00:20:31:19 - 00:20:32:21
Alex
right before we got on to

00:20:32:21 - 00:20:37:21
Alex
show here. Matt and I were talking a little bit about how he just lean right into the content and like, was fully bought in.

00:20:37:21 - 00:20:38:02
Alex
And

00:20:38:02 - 00:20:41:21
Alex
Matt, how do you, from your perspective, think that helped him close this, this huge deal?

00:20:41:21 - 00:20:43:06
Matt
Well, I think,

00:20:43:06 - 00:20:45:02
Matt
one of the biggest things that helped him was

00:20:45:02 - 00:20:48:03
Matt
the homeowner came in through HubSpot.

00:20:48:03 - 00:20:52:16
Matt
for the how much does a metal roof cost in Nashville, Tennessee. So kind of going back to the local thing we've talked about,

00:20:52:16 - 00:20:56:00
Matt
So he came in through that through direct traffic and then fill out a form.

00:20:56:07 - 00:21:07:11
Matt
And then just kind of was all over the website. But the big thing he wanted to know that he really was struggling to decide was between, does he really want to go with metal? Or should he just kind of go with the stay or asphalt?

00:21:07:11 - 00:21:13:06
Matt
So Josh immediately asked me, like if there was any piece of content or anything like that.

00:21:13:08 - 00:21:23:20
Matt
And he sent him a video outlining the differences between metal and asphalt, and then sent a more in-depth article. And then I think the dude was ready to go as soon as he got done with that,

00:21:23:20 - 00:21:24:14
Matt
that so he

00:21:24:14 - 00:21:26:11
Matt
immediately built that trust.

00:21:26:11 - 00:21:31:14
Matt
And then sent him another article a little bit afterwards about what to expect from a standing seam metal roof replacement.

00:21:31:19 - 00:21:37:23
Matt
And then after that, the guy was ready to go. Because we not only did we help him make that final, final decision, but

00:21:37:23 - 00:21:50:17
Matt
we also told him to what to expect from the process when the actual metal roof was being installed from beginning to end. So not only did we help them make that decision, but we also showed him what our process is and the right way to do things.

00:21:50:17 - 00:21:55:00
Matt
So at that point, besides money, what what can you have a problem with?

00:21:55:00 - 00:21:57:00
Alex
Right. That's a beautiful thing. Wow, I

00:21:57:00 - 00:21:58:12
Alex
love hearing that. I love hearing it come

00:21:58:12 - 00:22:09:17
Alex
together. It's like a perfect storm of using your CRM, leveraging your website, and having everything set up correctly, and then the content to back it up, to just build trust to the point where you don't even have to sell. They're already ready to go.

00:22:09:17 - 00:22:10:12
Alex
That's

00:22:10:12 - 00:22:11:17
Alex
that's the dream.

00:22:11:17 - 00:22:22:21
Alex
So speaking of local, I have here a little note, I was going to say earlier about radio advertising and that you guys are doing it different in the roofing industry, and you've had some, some great waves that have been happening here with your radio advertising.

00:22:22:21 - 00:22:29:06
Alex
Can you talk a little bit about that for us and just paint that picture? Because I actually haven't heard the story. So I'm excited to hear what you guys are up to.

00:22:29:06 - 00:22:40:13
Taffy
stemmed from a conversation that Matt and I had. We were talking about, he could has visibility, has visibility in how much traffic other competitors have.

00:22:40:13 - 00:22:41:14
Taffy
And we had a

00:22:41:14 - 00:22:44:12
Taffy
competitor where the search was their name.

00:22:44:12 - 00:22:45:04
Taffy
they had like

00:22:45:04 - 00:22:45:18
Taffy
it was right

00:22:45:18 - 00:22:52:10
Taffy
around 300 and 350, direct searches where we had like 35.

00:22:52:16 - 00:22:54:13
Taffy
That was like, oh, we got a branding problem.

00:22:54:13 - 00:22:55:00
Taffy
Okay.

00:22:55:00 - 00:22:55:20
Taffy
And so

00:22:55:20 - 00:22:59:06
Taffy
we hired a consultant. And we started doing

00:22:59:06 - 00:23:03:19
Taffy
these really crazy fun, radio commercials.

00:23:03:19 - 00:23:04:21
Taffy
we,

00:23:04:21 - 00:23:14:02
Taffy
trademarked Hashtag Fun Roofer many years ago. And, and because Bill's a very fun person, he's very energetic. It's got a big personality and it's funny, and.

00:23:14:02 - 00:23:14:23
Taffy
Yes, he does. And

00:23:14:23 - 00:23:17:01
Taffy
the hashtag Ben. Roofer.

00:23:17:01 - 00:23:28:08
Taffy
So the consultant completely bought into it. So we just started using him. But it was just like, I'll just give you an example. And I know I've told a couple of you this, this commercial and it's like,

00:23:28:08 - 00:23:29:17
Taffy
it's based off of a true

00:23:29:21 - 00:23:32:06
Taffy
which it makes even really funny for people that know.

00:23:32:06 - 00:23:35:12
Taffy
It's like Bill goes and he's and he's kind of either like

00:23:36:03 - 00:23:50:21
Taffy
he says, I like ice cream. And I was visit a street vendor one day and, got the cone and the ice cream fell off onto the floor and a raccoon came and got it and ran off with it. And he's like, and in the background that it's going doo doo doo.

00:23:50:21 - 00:23:51:03
Taffy
Doo doo

00:23:51:03 - 00:23:51:17
Taffy
doo doo.

00:23:53:02 - 00:24:04:15
Taffy
What's funny is I get out and then it's like, folks, I can't make this stuff up. Things happen in life. This is why we have a, you know, a lifelong, lifetime warranty on our workmanship. So it really ties

00:24:04:15 - 00:24:10:14
Taffy
like these little crazy little stories into, you know, our workmanship or.

00:24:10:14 - 00:24:11:10
Taffy
Right. You know,

00:24:11:10 - 00:24:17:16
Taffy
it's been really success on Mack and attest to the success of the the commercials because you see the traffic from it.

00:24:18:00 - 00:24:30:08
Alex
That's cool. So Matt, how does the commercials? Because I love that you're being cheeky and then tying it back into stuff happens. And that's why we have a warranty. How does that play into your digital content and the rest of your content like ecosystem?

00:24:30:08 - 00:24:38:14
Matt
So actually, I mean, we talked about that yesterday to where the commercials kind of reflect our not only our culture but our brand, who we are.

00:24:38:14 - 00:24:38:21
Matt
Right.

00:24:38:21 - 00:24:47:12
Matt
the whole thing where we had to play that happy medium when we first started working with JD was we need to make sure we're

00:24:47:12 - 00:24:50:13
Matt
consistence into who we are from our content.

00:24:50:13 - 00:25:00:11
Matt
So I think we have enough. We have almost 400 pieces of content online. We need to make sure we're not saying anything different on the radio. So that was my biggest concern when we first started doing it. But

00:25:00:11 - 00:25:07:21
Matt
man, it is. I mean, the five time workmanship warranty. We had a metal roofing one that led to another metal roofing job being called in.

00:25:07:21 - 00:25:23:23
Matt
So there it's it's played into just still making us putting our names out there in a more targeted way than the endless customer system of being that unbiased, that transparent educator. But instead we're like, hey, know we're the

00:25:23:23 - 00:25:32:10
Matt
best roofing company. Come, come hire us. So it really sets us up as okay, yeah, no, we do have the education and we do take care of and you, we do know how to do our jobs, right?

00:25:32:12 - 00:25:36:13
Matt
But hey, by the way, we are also the best. So it really just kind of plays hand-in-hand with each other.

00:25:36:13 - 00:25:37:10
Alex
I love hearing that.

00:25:37:10 - 00:25:50:09
Taffy
our consultant, his name is JD. He said he works with a lot of contractors across the United States. He said I will I would never let another company say that they are the best, but I'm going to let you guys actually say that

00:25:51:08 - 00:25:52:11
Taffy
because he believes it too.

00:25:52:12 - 00:25:53:04
Alex
Hey, you can back it

00:25:53:04 - 00:25:54:16
Alex
up. And that's the key. You got to make sure that,

00:25:54:16 - 00:25:55:02
Alex
yeah, if

00:25:55:02 - 00:25:56:04
Alex
you make a claim you get to

00:25:56:04 - 00:26:05:13
Alex
back up that claim. So that's that's really great to hear that. It's working for you. And there's been an awesome conversation. And also my favorite part of the show I want to ask you about this.

00:26:05:15 - 00:26:12:04
Alex
Given everything we all agree on, we've covered and all the things that you've learned with endless customers, what advice would you give to people that are like just

00:26:12:04 - 00:26:20:05
Alex
starting out on their journey? Or maybe that haven't heard about endless customers, but are inspired by your story and all the great things you're doing? What would you tell them just from your experiences?

00:26:20:05 - 00:26:38:02
Matt
I would just ask them the question of, do you want to get left behind their the way the digital marketing world is going right now, there are so many changes that are so hard to keep up with as a, as a business owner. Taffy. Taffy has me, which is the fortunate thing. So I can I can stay on top of everything.

00:26:38:02 - 00:26:51:21
Matt
But if you're a business owner trying to do it yourself, you're going to fall through the cracks. The content is not going to be quality. It's just going to be. It's not going to be worth the investment that you're going to take from your time and your stress. So really

00:26:51:21 - 00:26:55:19
Matt
making that initial investment and endless customers impact, it's scary.

00:26:55:19 - 00:27:14:20
Matt
It's scary. And there's not that immediate return of results. It's not just a it's flicking a switch and all of a sudden traffic goes up, leads go up. It's a lot of hard work. The thing is, if you put that time effort in six years down the road, you could have a website that's having 100,000 visitors for a roofing company with 11

00:27:14:20 - 00:27:15:19
Matt
employees.

00:27:15:21 - 00:27:34:16
Matt
So it's doable. It's possible. It's just a lot of hard work and also wanting to take pride in that initial investment of understanding that I need to at least stick with this six months to a year at least, to make sure to see if it's actually working. If.

00:27:34:16 - 00:27:35:09
Matt
It makes sense.

00:27:35:09 - 00:27:40:23
Matt
if you're not fully committed, there's no reason to even try, because that's what you're wasting money. And that's

00:27:40:23 - 00:27:47:22
Matt
not me saying anything bad about impact or endless customers. Anything. But if you're not willing to put that effort in, you're just

00:27:47:22 - 00:27:48:22
Matt
throwing money away.

00:27:48:22 - 00:27:49:05
Matt
But,

00:27:49:05 - 00:27:53:18
Matt
the actual initial investment is nothing worth to the results that we've seen.

00:27:53:18 - 00:28:02:14
Matt
So even though it's been an expensive journey, it's been an incredibly fulfilling and rewarding financially and personally.

00:28:02:14 - 00:28:03:07
Matt
Journey as well.

00:28:03:07 - 00:28:05:19
Taffy
just playing the long game is what it is

00:28:05:19 - 00:28:07:22
Taffy
when you get into it, you've got to be willing to play the

00:28:07:22 - 00:28:11:08
Taffy
long game. And you do see immediate results. You do see like

00:28:11:08 - 00:28:13:04
Taffy
it's small, like you'll jump up from

00:28:13:04 - 00:28:18:08
Taffy
like us 235 up to 500 like in a month. That's a huge jump for us.

00:28:18:08 - 00:28:19:21
Taffy
something that Matt said, it's like

00:28:19:21 - 00:28:20:21
Taffy
year and a half ago.

00:28:20:21 - 00:28:23:18
Taffy
at Impact Live, Marcus first started talking about,

00:28:23:18 - 00:28:27:21
Taffy
I and this ChatGPT had just come out

00:28:27:21 - 00:28:30:05
Taffy
I came back, I was like, we really need to kind of stay up on this.

00:28:30:05 - 00:28:36:01
Taffy
Matt was a little skeptical about, like, everybody else was at the beginning. But this last event that I went to,

00:28:36:01 - 00:28:38:12
Taffy
probably will not miss another event. I've told

00:28:38:12 - 00:28:41:17
Taffy
my business coach and I've told countless other,

00:28:41:17 - 00:28:42:15
Taffy
business owners

00:28:42:15 - 00:28:43:01
Taffy
if you

00:28:43:01 - 00:28:52:00
Taffy
attend one event in the year, it needs to be one of these, because this is what's going to keep you on top of everything that is AI,

00:28:52:00 - 00:28:56:04
Taffy
and I, I, I love they're blown away.

00:28:56:06 - 00:28:59:15
Taffy
Matt couldn't attend, but he's been watching the modules and,

00:28:59:15 - 00:29:06:07
Taffy
he's seeing the possibilities of what I can do for him. And it's going to be the same thing for our videographer as well.

00:29:06:07 - 00:29:14:05
Alex
I really appreciate you saying that because we that's the events for us. And this customer is live, which is going to be happening next spring in Chicago. If you haven't heard of it, you got to go check it out on our website.

00:29:14:05 - 00:29:19:10
Alex
you want to stay on the leading edge of these these tech trends and on AI and, and all these things that are emerging?

00:29:19:10 - 00:29:20:03
Alex
Because even though the

00:29:20:03 - 00:29:25:21
Alex
principles are rooted, the foundation stays the same, but the tools change, and it's important to

00:29:25:21 - 00:29:27:15
Alex
stay on the leading edge of that. Because I think to Matt's point,

00:29:27:15 - 00:29:29:11
Alex
you don't, you'll get left behind. And

00:29:29:11 - 00:29:29:17
Alex
nobody.

00:29:29:17 - 00:29:30:06
Taffy
Exactly.

00:29:30:06 - 00:29:30:11
Alex
Nobody

00:29:30:11 - 00:29:31:17
Alex
wants you left behind. Yeah.

00:29:31:17 - 00:29:33:03
Taffy
Exactly. I just

00:29:33:03 - 00:29:34:19
Taffy
kind of feel sorry for people that

00:29:34:19 - 00:29:40:08
Taffy
don't have like my relationship that like I have with you guys with impact because

00:29:40:08 - 00:29:43:09
Taffy
they don't even know what they're missing. They don't know what they don't know.

00:29:43:09 - 00:29:45:16
Taffy
and at the end of the day, honestly,

00:29:45:16 - 00:29:47:15
Taffy
we're going to be the beneficiaries of that.

00:29:47:15 - 00:29:55:17
Alex
absolutely. Thank you for sharing all your knowledge and taking the time to be on the show today. It's been such a great conversation and learning about everything that you guys are doing. So thank you so much.

00:29:55:17 - 00:29:58:07
Taffy
Yeah. Thank you. Thanks for having us on. We really appreciate.

00:29:58:07 - 00:29:58:15
Alex
It.

00:29:58:15 - 00:30:01:03
Alex
Absolutely, Matt. Thank you two for taking the time. Is great talking to you Jay.

00:30:01:11 - 00:30:02:00
Matt
Yeah appreciate.

00:30:02:00 - 00:30:02:07
Alex
You.

00:30:02:07 - 00:30:08:11
Alex
for everybody out there watching and listening. Thank you for tuning in. This is endless customers. I'm your host, Alex Winter. Catch you on the next episode.